set up a content marketing strategy online

How To Set Up A Content Marketing Strategy Online

Contents

1. Objectives2. Types Of Content3. Best Practices for Content Creation4. Sourcing For Images5. Writing For SEO6. Case Studies

From the story to the conversion

Objectives

• Create the story, drive traffic to website• From the attention to the conversation:

raising awareness, gather contact info, and convert!

Objectives

• What do people like?– Entertainment (eg. Buzzfeed business model)– Added value (eg. MailChimp)– Community (eg. VINCI Autoroutes Guide des parents)

Objectives

1. Tell a story to catch people’s attention– Social media is a powerful set of tools to tell a story with

pictures (Instagram, FB), short sentences (Twitter), and to cut down one story into a mini-series (FB, Video)

– The starting and ending point should always be the content on your site

Objectives

2. Activate social mechanisms to share the story– A great content is nothing without a proper diffusion

strategy– Social media has 3 main ways to have people engaged:

influencers (bloggers), advertising (paid media) and gamification. These 3 components are also called « Activation » in the advertisers jargon

– 50% of the resources for a content MUST go to distribution

Objectives

3. From sharing to converting– The hard part: converting– A mix of

• incentives (exclusive offer, backstage access…) • usability (a clean and simple landing page for each

channel)• presence (retargeting visitors to remind them they

can come back)– And testing, testing! Analytics watching is key

Types Of Content

13A possible typology for content, from the easier to produce, to the more complex ones

Interest Methodology Price level Sample

Social media status Quick news, non-corporate angle, easy backstage access to the brand

1 piece of news = several status

* Burberry, Tiffany on FB

Blog post Detail on one news of the brand or brand universe

500-1000 word + pictures

** http://tiffanyandco.tumblr.com/

Infographics Easy way to wrap-up an idea, easily shareable

Gather data and make it visual

** Link

Video More immersive, more details and high branding effect

Script of video, shooting, editing

*** L’Odyssée de Cartier (with the tiger)

Web-documentary Most immersive, includes lots of interaction with viewer

Complex mix of video, text, with several reading path

***** L’art de soigner (private clinic in Switzerland)

14A possible typology for content, from the easier to produce, to the more complex ones

Blog

• Core content• SEO friendly• Links + Call to

Actions

Facebook

• Pictures• Link back to

website• Boost posts

Twitter

• As many times as you want!

• Ads exist… but not yet for SMEs

Instagram

• Behind the stage, Lifestyle

• As many times as you want!

Pinterest

• Recategorize website pictures

• Add #hastags and keywords

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The most important parts of a blog post: do help Google know what you mean!

Content typesBlog post

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TITLE: 55-70 characters + focus keyword

First paragraph: focus keyword

Headings (= h2): at least once the focus keyword

Pictures: tagged with the focus keyword + more

Category and tags (Wordpress): less important, just more comfortable for readers

Bold and italic (mentions) and colors for links

Content typesBlog post

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Content typesJust like journalists: straight to the point

People read 25% slower on screens than on paper. Mobile: short attention spans

79% of readers online don’t read all the content (zapping)

Try to balance between core, informative content & « click-baits » (now penalised by FB)

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TITLE: short, impactful

Brand identity: Logo, name, URL at the bottom

Two to four « blocks », like paragraphs of a story: small text, nice chart/picture

Footer: sources, mentions (links), brand identity, contact, logo

Article: ALWAYS an article with the infographics (SEO)

Think of how ONE infography can be X smaller pictures for social media

Content typesInfographics

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Piktochart: freemium ($29/month without watermark + HD)

Infogram: freemium ($18 to $50/month without watermark + realtime data)

Content typesInfographics

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Title: short, SEO-friendly, teasing

Duration: 1’, 3’, 10’ or longer. 1 « story » = several videos of different timing

Hosting: Youtube, or Facebook native (if strong FB presence)

Content typesVideos

Content best practicesMost effective B2B content

Best Practices for Content Creation

- What are your campaign goals?

- What kinds of content can help you achieve it?

- When/how often will content be published

Best practices for contentEditorial strategy

Best practices for contentEditorial strategy – example for Facebook

Best practices for contentEditorial calendar – example for Facebook

1 Find your Brand Pillars- Unique Value Proposition

- Values: independence, autonomy, creativity, innovation

2 Embody your brand through content- Multimedia: blog, pictures, video,

infographics

- Consistency: don’t change it every other month

Best practices for contentWhere to get ideas?

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Your own roadmap: • Talk of your upcoming and past events (announcements, thank you, pictures)• Talk of your product launches• Talk of your recruitment, life of the team

Let other people do the content:• Do web reviews on selected topics: 4-5 links you agregate, comment, link up to and

add own title (« Top 5 wellness tips of the week »)• Do interviews: people love to talk/answer questions, and they provide the content

Set your own editorial topics and play it as a series:• Top healthy foods for expats in Singapore• What supplements for sports (marathons, etc)• CNY Detox• Mother’s Day, etc…

Best practices for contentWhere to get ideas?

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Do use free tools to know what’s up in your industry:• http://www.talkwalker.com/alerts : get free daily or weekly e-mails on specific

keywords• Twitter Search: a lot of people talk about your topics, it’s easy to get news

Best practices for contentWhere to get ideas?

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Remixing contentThe 70-20-10 rule

70% is remixed• Web reviews, link sharing/commenting• Time needed: 10-30min

20% is original• Infographics, blog posts, opinion, itw• Time needed: 2-4h

10% is commercial• Flash sales, Referral, Seasonal, etc• Time needed: 1-2h with emphasis on Design (+ Ads)

Sourcing For Images

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Finding pictures onlineFlickr Commons & Google “free for reuse”

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Finding pictures onlineFlickr Commons & Google “free for reuse”

Writing For SEO

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Writing for SEOOne article = one keyword

One article = one keyword

• Keyword is in the URL• Keyword is in the first sentence• Keyword is in one (or more) of h2• Keyword is in the meta-description• Keyword appears more than 3

times overall

Stats & Tips:

• Title = below 70 characters• Meta = 150-160 characters• Headings = 120 characters• Stats in the title• Internal & External links

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Writing for SEOBuilding cornerstone content

Pages rank high, more than websites

A Cornerstone is an amazing page of content:

• Dense information made compact• Links, links, links (internal, external)• Useful for readers• A page you want to share to other

(resource center)

Think of a Wikipedia page with more rich media elements

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Writing for SEOBuilding cornerstone content

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Writing for SEOPictures: tag and name them

Pictures matter because:

• Webmasters regularly undertag them• Pictures are easy to share on social media

You should:

• Apply the same format to all pictures (640 width, for instance)• For each article, get one square format (Facebook, Instagram) and one 2:1 (Twitter)• Name the picture with tons of tags (brand, product, effect, country, etc)• When uploading the picture, copy the Name to the Alt Image field

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Case Studies

1 Adopt a “bottom-up” approach:- Trust a small group of employees to oversee

efforts

- Encourage activation of existing resources (i.e Maersk accessed its old digital archives for initial photo content, kickstarted now successful Photo Of The Day campaign)

2 Nurture a social-friendly work culture

- Find a social-friendly approach that sits well with your existing company culture

- Employees must be ready to share with one another and own networks

Case study : MaerskThe culture of sharing

1 Integrate with HR Program- Expert content is created by employees, vendors,

contractors under stipulated Social Media Policy (integrated in HR process)

- Social Media Certification for advancement

2 Gamification

- Offer rewards i.e Badges for reader and employee participation

- Some ideas: cash bonus for the most-shared blog post, competition for best monthly content contribution

Case study : CiscoIncentivized Digitalisation

1 Brainstorm & Communicate Strategy

- Involve staff in brainstorming process

- Tie in with corporate culture and vision

- Encourage regular submission

2 Delegation- Create shared editorial document (Google

Spreadsheet)

- Train employees to listen well

- Define content creation responsibilities

Case study : US WaterproofingPlanning

Connect with Communities & Influencers

- Identify topics of customer concern in relation to brand. e.g GE situates itself as a growth and innovation leader

- Connect with existing communities on topics e.g Innovation and Startup Ecosystems

- Work with key influencers in these communities e.g IBM’s Smarter Planet Citizen

Case study : GE / IBMThought leadership

Case study : Trip In AsiaUseful qualitative content

Case study : Trip In AsiaUseful qualitative content

Case study : Trip In AsiaUseful qualitative content

Case study : Trip In AsiaUseful qualitative content

THANK YOU!

Agence Tesla, a social media agency in Singapore and ShanghaiMartin.pasquier@agencetesla.com

Follow us on Twitter @agencetesla or www.agencetesla.asia

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