KAT L IENDGENS | @KATLIENDGENS

CONTENT STRATEGY WITH SPECTATE

WHAT WE’LL TALK ABOUT

• Why Spectate?• Content Strategy: Benefits and challenges• Analytics and Content Strategy• SEO and Content• Social Media: Promotion and metrics• Additional ways to use Spectate to improve your

content strategy

WHY SPECTATE?

• Challenges for organizations:• Analytics• SEO• Social Media• Measurement • Engagement• Sentiment• ROI

CONTENT STRATEGY

• Benefits:• Get more contributors involved• Identify opportunities for content reuse• Better, more targeted content• Better SEO• Greater visibility• More engagement

CONTENT STRATEGY

• Challenges:• Getting buy-in• Finding the time• Keeping the momentum• Measuring the success of your content

ANALYTICS AND CONTENT STRATEGY

• Setting goals• Editorial calendar + analytics side by side• Search terms• Keywords• New visitors and visitor loyalty• Page views and time spent on page• Referral pages and inbound links

SEO IS DEAD

• Not really• SEO then and now• The freshness factor• Engagement • What it means for your content strategy

SOCIAL MEDIA

• Content promotion• Metrics• Clicks, visitors, leads by post and by channel• Engagement

ENTER SPECTATE

• Content promotion:• Social media module• RSS Broadcast

• Analytics:• Traffic Sources• Inbound links• Referral sources• Visitors• Search terms

ENTER SPECTATE

• Tracking and measurement:• Campaigns• Forms and conversions• Files and custom links• Conversations and sentiment• A/B testing

EXAMPLE

ANALYZEIDENTIFYPLANCREATEPROMOTEENGAGETRACKRINSE AND REPEAT

QUESTIONS, PLEASE