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7 Steps to Creating Engaging Content

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7 Steps to Creating
   Engaging Content

New Tools and Tactics to Create Content
        That Drives Business

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The Presenters
 Pelin Thorogood is a new media marketer and
entrepreneur, and was recently named one of the
“20 Women to W...

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Relevance!

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7 Steps to Creating Engaging Content

  1. 1. 7 Steps to Creating Engaging Content New Tools and Tactics to Create Content That Drives Business
  2. 2. The Presenters Pelin Thorogood is a new media marketer and entrepreneur, and was recently named one of the “20 Women to Watch” in sales lead @PelinT management. Pelin also serves as a Executive-in- Residence at Cornell's Johnson Graduate School of Management. www.schulmanthorogood.com Andraž Tori is Co-Founder and CTO at Zemanta. Zemanta, a blogger's assistant that helps over 80,000 bloggers was responsible for enhancing @andraz over 1.3 million blog posts in 2011. Andraž is active in the semantic web technology community and has recently spoken at SemTech 2011 and Web Fest .ME 2011 conferences and is slated to speak at BlogWorld 2012 in New York. www.zemanta.com
  3. 3. Relevance!
  4. 4. Relevance is Key Relevant content is key to findability SEO: Relevant content / structure & links to relevant external articles, blog posts photos and other images Relevant content is key to customer engagement, stickiness and community building Relevance  Engagement  Conversion Creativity without Conversion = ZERO #contentmarketing
  5. 5. 7 Steps to Creating Engaging Content 1. Understand Business Goals 2. Create a Content Strategy 3. Unleash Your Inner Data Analyst 4. Know the Right Tools 5. Create Relevant Content 6. Get it Read 7. Measure & Optimize #contentmarketing
  6. 6. 1. Understand Goals What is your company trying to accomplish? Who is your target audience? Are you in alignment with marketing? #contentmarketing
  7. 7. 2. Content Strategy What is your content strategy based on your objectives? What types of content do you need to support each objective? How will you measure success? #contentmarketing
  8. 8. ‘Lifecycle’ Content Reach/Acquisition Conversion Retention Blogging White papers Email newsletters Online press releases Explanatory videos Social media content Infographics Customer video testimonials Customer support content Surveys and trend data Case studies Product tours Viral video Data sheets Webinars Social media content Product reviews Blog Podcasts Webinars Contests Blog and forum comments Advertising and search copy Contests #contentmarketing
  9. 9. 3. Inner Data Analyst Familiarize yourself with web and social measurement Understand how content drives results based on your objectives Know how to establish benchmarks Use data to optimize and create better content #contentmarketing
  10. 10. 4. Know The RightTools measurement distribution production #contentmarketing
  11. 11. Content Creation Best Practices Adding links to external content provides context for your readers Linking to own content (within reason) helps with SEO performance Linking to previous posts builds a larger story #contentmarketing
  12. 12. Content Creation Best Practices SEO best practices define “keyword focus” as one of the most important things in online writing. The “right” keywords are very much dependent on your content strategy Engaging content not only requires the use of the right words but also the right structure. #contentmarketing
  13. 13. Content Creation Best Practices Visual Appeal Images draw attention to the post Images help demonstrate your points Respect copyright laws Take advantage of image recommendation tools that provide license information #contentmarketing
  14. 14. Content Creation Best Practices • Skyword study found an average increase of 94% for articles that included an image or infographic. http://skyword.com/blog/96-skyword-study-add-images-to-improve-content-performance.html #contentmarketing
  15. 15. 5. Create Relevant Content Use data to understand what your audience is interested in and what types of content work best Marcus Sheriden: “Your customers’ first 50 questions should be your first 50 blog posts.” Be creative Link to relevant external sources, including articles, blogs photos Tell a story Call to action #contentmarketing
  16. 16. 6. Get it Read Leverage your Community: Social channels, customer advocates, influencers, paid advertising, etc. Work w/marketing and public relations Leverage employees Measure!
  17. 17. Community Find other writers or bloggers in your niche Engage them on their content Encourage them to respond to your posts Ask for guest blog posts and reciprocate
  18. 18. 7. Measure & Adjust Measure impact of content based on objective – leads, sales, etc. Measure most effective type of content Use measurement to drive content decisions Remember: creativity w/out conversions = zero
  19. 19. Don’t Forget The Basics! Segment your audience By role, by age, by gender, by education, by intent, by behavior… Test! Test! Test! Across mediums, properties, audience segments… Think Life Time Value (LTV) #contentmarketing
  20. 20. Results: eBeanstalk.com Seven-week results, averaged across the four optimized pages: Reach: Increase in search engine traffic (29%) Reach: Increase in paid search impressions (45%) Engagement: Increase in time on page (153%) Conversion: Increase in conversion to sale (17%) #contentmarketing
  21. 21. Results: Convice & Convert Four weeks of results for the 12 pages (5 rewritten, 7 new) on Convince & Convert: Reach: Traffic from search engines increased an average of 33% across the five posts that were rewritten (optimized) Reach: Four of the five rewritten posts achieved top 10 Google rankings for target keywords Reach: Six of the seven newly written (optimized) posts achieved top 10 Google rankings for target keywords within 48 hours of publication
  22. 22. Results: • Used Zemanta WordPress Plugin for image recommendations, Amazon Associate affiliate linking and connecting to other blogs in their niche. • Would periodically link to LifeHacker articles. http://bloggingyourpassion.com/how-using-the-zemanta-wordpress-plugin-can-increase-your-blog- traffic/ #contentmarketing
  23. 23. Results: • Strategy paid off as one of the Lifehacker bloggers took notice and linked back to one of Blogging Your Passion posts • Link resulted in nearly 5,000 visits. • 6 other bloggers wrote about the same topic and linked back to the original post. #contentmarketing
  24. 24. Thank You! Pelin Thorogood, Schulman+Thorogood Group @PelinT pelin@schulmanthorogood.com www.schulmanthorogood.com Andraz Tori, Zemanta @andraz | @zemanta andraz@zemanta.com zemanta.com #contentmarketing

Editor's Notes

  • Hubspot
  • Great quote from Joe Pulizzi, content marketing evangelist, on the importance of content marketing. Brands have no choice but to be interesting, and content is one way of expressing that. Another quote I like is from David Meerman Scott, who wrote New Rules of Marketing and PR: “Prior to the web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the web has changed the rules.”
  • Every strategy
  • What can you ‘re-imagine’?Create an editorial calendar to keep you on track
  • Measurement can be used to help in the following areas:Planning: Which content drove past results – traffic, conversions, ‘shares’Reporting: Is the content meeting your objectives? Which type of content is best?Optimizing: How can we move the needle above benchmark?

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