chris vaughn, lauren thomas, and lynda simonton, 21 useful tips for digital content marketing to...
TRANSCRIPT
21 Useful Tips for Digital Content Marketing to Build Your
Business and Personal BrandBlogs, Instagram, Pinterest
and Houzz
1
http://garden-bloggers-conference.com/ 2
Chris VaughnDirector of Marketing
DigitalSherpa@ChrisHVaughn
Lauren ThomasCampaign Manager
DigitalSherpa@HelloLT
Lynda SimontonClient Experience
Manager@LyndaSimonton
Tweet us! #GardenBlogConf
http://garden-bloggers-conference.com/ 3
Tweet us! #GardenBlogConf
Follow Along At:http://slideshare.net/DigitalSherpa
365 POSTS: 7 LESSONS LEARNEDOne Year. One Website.
http://garden-bloggers-conference.com/ 4
Tip 1: Always Be Analyzing
http://garden-bloggers-conference.com/ 5
The Lightbulb Problem
The blog post with over 1,000 visitors but no readers
http://garden-bloggers-conference.com 6
While Exploring Google Analytics…
http://garden-bloggers-conference.com 7
No Shares? No Comments?!?
http://garden-bloggers-conference.com 8
“Light Bulb” Related Keyword Visits in Google Analytics
http://garden-bloggers-conference.com 9
http://garden-bloggers-conference.com 10
TIP 2: BE THOROUGH
http://garden-bloggers-conference.com/ 11
http://garden-bloggers-conference.com/ 12
TIP 3: CONSIDER CONVERSION
http://garden-bloggers-conference.com/ 13
http://garden-bloggers-conference.com/ 14
http://garden-bloggers-conference.com/ 15
TIP 4: MEASURE RESULTS
http://garden-bloggers-conference.com/ 16
http://garden-bloggers-conference.com/ 17
TIP 5: TEST. THEN TEST SOME MORE.
http://garden-bloggers-conference.com/ 18
Call To Action
http://garden-bloggers-conference.com/ 19
http://garden-bloggers-conference.com/ 20
TIP 6: TAKE ADVANTAGE OF AVAILABLE (AND FREE) TOOLS
http://garden-bloggers-conference.com/ 21
http://garden-bloggers-conference.com/ 22
Google Analytics
http://garden-bloggers-conference.com/ 23
Google Keyword Planner
http://garden-bloggers-conference.com/ 24
TIP 7: SEO IS AN ONGOING PRACTICE. NEVER STOP OPTIMIZING!
http://garden-bloggers-conference.com/ 25
26
27
VISUAL STORYTELLING 101
http://garden-bloggers-conference.com/ 28
Tip 8: Define Your Voice & Visuals
• What does your brand sound like?– “Tone” and personality– Key messages
• What does your brand look like?– Logos, colors, etc.
• Optimize your profile for each social network
http://garden-bloggers-conference.com/ 29
Visual Branding: The Home Depot
http://garden-bloggers-conference.com/ 30
Visual Branding: The Home Depot
http://garden-bloggers-conference.com/ 31
Tip 9: Images > Words
• Facebook posts with pictures generate more engagement
• 59% of top brands are on Instagram
• Create a visual content strategy• Share photos that are relevant to
your brand• Use images to tell your stories
http://garden-bloggers-conference.com/ 32
Image via iStockphoto, AleksandarNakic
Images Engage on Facebook
• Photo posts get 39% more interaction– 93% of the most
engaging posts on FB – 53% more likes– 104% more comments – 84% more click-throughs
http://garden-bloggers-conference.com/ 33
Tip 10: Think Themes
• Before & After• How-To• Inspiration Boards• Behind the Scenes• Holidays / Seasons • Pop Culture
http://garden-bloggers-conference.com/ 34
Images via Lifescape Associates and Digital Sherpa
Tip 11: Repurpose Content
• Cascade content across platforms
• Shoot once, use thrice• Create photo collages
– Tools: Pic Stitch, Diptic, Pixlr
http://garden-bloggers-conference.com/ 35
Image via Home Depot
Tip 12: Experiment with #Hashtags
• Use hashtags to join larger conversations– Industry, Geography,
Products/Services, Trends• Tools:
– Facebook Graph Search– Twitter Search– Tagboard (Beta)
http://garden-bloggers-conference.com/ 36
Facebook Post via Digital Sherpa
Tip 14: Take Advantage of Video
• Video marketing is a powerful way to communicate with your audience– Share brand culture/values– Showcase products/services– Share DIY/how-to tips– Highlight happy customers
http://garden-bloggers-conference.com/ 37
Tip 13: Leverage Analytics
• Track engagement – Demographics– Popular content– Best times to post
• Tools: – Facebook Insights– BlitzMetrics– Statigram
http://garden-bloggers-conference.com/ 38
Screenshot via BlitzMetrics
Ready? Let’s Do This!
http://garden-bloggers-conference.com/ 39
PUTTING IT ALL INTO ACTION
http://garden-bloggers-conference.com/ 40
Over 2,000,000 photos have been uploaded to Houzz and there are over 14,000,000 users every month.
Tip 15: Change the Conversation
Martha Hickey and Associates 41
Client’s Cottage Garden
http://garden-bloggers-conference.com/ 42
More is More
http://garden-bloggers-conference.com/ 43
Listen and Learn
http://garden-bloggers-conference.com/ 44
Tip 16: Raise Your Ranking
http://garden-bloggers-conference.com/ 45
Get Reviews
http://garden-bloggers-conference.com/ 46
Tip 17: All About Organization (Key Words are Critical)
• Geography – How do people search your area?
• Style• Project scope
– What type of business do you want to attract?
http://garden-bloggers-conference.com/ 47
Under the Hood: Houzz Optimization
http://garden-bloggers-conference.com/ 48
http://garden-bloggers-conference.com/ 49
Pinterest generates more referral traffic to business websites than YouTube, Google+ and LinkedIn COMBINED!
Tip 18: Create a Business Account
http://garden-bloggers-conference.com/ 50
Under the Hood: Pinterest Analytics
http://garden-bloggers-conference.com/ 51
Tip 19:Keep Thinking about Search
http://garden-bloggers-conference.com/ 52
http://garden-bloggers-conference.com/ 53
130 million people enjoy this photo sharing app
Tip 20: Share a Variety of Content or Stick to a Clear Theme
http://garden-bloggers-conference.com/ 54
Tip 21: Tag People You Know
http://garden-bloggers-conference.com/ 55
Bonus Tip: Be a Good Community Member
• Share valuable information• Interact and help• Give credit where credit is due!
http://garden-bloggers-conference.com/ 56
57
Q + AQuestions? Ask away!
http://garden-bloggers-conference.com/
• Download our presentation here: http://slideshare.net/DigitalSherpa
• Connect with us!– Chris Vaughn – [email protected]– Lauren Thomas – [email protected]– Lynda Simonton – [email protected]
http://garden-bloggers-conference.com/ 58