content and strategy

Download Content and Strategy

Post on 18-Sep-2014




0 download

Embed Size (px)


Using blogs, content and social media to drive business results for your brand


  • Content and StrategyUsing blogs, content and social media to drive business results for your brandPriit Kallas,

  • Concrete! Measurable! Number! Unit! Dollars!Goals

  • most visitors don't come to buy98%

  • What do you offer?What problem do you solve?Why should I care?Who are you?

  • Bad goalsFan count Visitors Etc.

  • Good goals

  • Steps1. Bring them in

    2. Get a permission to interact

    3. Convert

  • General modelProspect activitiesInternet marketing activitiesSale(Lead)Money

  • (View)(Click)

  • Image!(action)

  • Model?!Offer in FacebookLanding pageBlog postMailing-listLanding pageFacebookTwitterBlog postEmail from prospectMeetingSaleSearchService/productLanding pageAd

  • Facebook wall postFacebook adLanding pageSALE!

  • Action to measure!Google Analytics:

  • Model?!Consistency, predictability, and repeatability are the foundation of great results:Experiment with different models.Find out what works for you.ExperimentWorks?Repeat!

  • Target groupWhom are you selling to?

    What do you know about them?

    What can you do for them?

  • What are the interests of your target group? Model: what are the realistic steps from interest to action?Hands on

  • Content strategy1. Give value

    2. Grow your opt-in list

    3. Become a resource/expert in your filed

  • Give valueKnowledge and help Money, free, deals Entertainment

  • Low participation ratelifestyle, fun, deals, action

  • Participate and win 2500 euro New Years Eve party

  • High participation rateknowledge, community, lifestyle, expert/guru

  • Solve a problem orsatisfy a need!

  • Which gadget to buy?!

  • Continuous participation (B2B)knowledge, partner, colleague, help, expert/guru

  • Where to store contentAll content must be stored on your website.

    Videos can be stored on YouTube and slides on SlideShares, but present them embedded into your website!

  • No matter what I hear, read, or find on TV, radio, or in a magazine or newspaper, I can verify it on the Internet. -- Forrester ResearchYour website isthe FoundationValueSEO

  • Content typesTextImagesVideosPresentationsAudioTools and widgetsConsumer generated content

  • TextPosts/ArticlesWhite papersPress releasesFacebook wallTweestComments

  • Video

    AdviceWebinarsTestimonialsCase studiesInterviewsEntertainment

    Youtube/Vimeomax 100sec

  • Slides Presentations Webinars/Lists

  • ImagesProduct picturesInfographicsStatisticsProcessesEvents

  • ToolsHelpful


  • Consumer generated contentComments




  • RegularcontentInformation that can be updated regularly:week, month, quarter, year

    Best ads of the monthWeekly top of XQuarterly earnings report

  • Best PracticesWhat works?ListsTop10How-to'sResource listsStatistics and trendsCase studiesRegular posting

  • Recycle once is not enough!MAX strategy:

    If you have createa a big piece of valuable content, spread it through all your available channels.

    Present your content in different formats and channels.

  • Write 20 headlines with a short lead for your content. Come up with 5 repeatable topics.

    What 2 tools/widgets would your target audience want to use?Hands on

  • 5s on page SEOTitleAddressH1 HeadlinesMeta descriptionXML sitemap(sitemap.xml, robots.txt)

  • Content planningWhat content How often Dealing with comments, reviews, and ratings What tools to offer?

  • The more content you have, the more visitors you get!

  • Google keyword tool

  • advice, news, interview, events, ask questions, reviews, top 10, guest blogger, +/-, books, resource list, link list, answer comments, post series, list of best posts, explain complicated, image (of the day), X for beginners, statistics, how-to, recommendations, leagal aspects, mythbuster

  • Promotion

  • Make it easy to share!Give permission to share everythingEncourage to share and comment

  • EngagingCall-to-action Highlighting top content Email and RSS signups


  • LinksPartners, friend, people you knowFacebook, Twitter, Linkedin, etc.Topical blogs and forumsRelevant directoriesWho links to comeptitors?

  • Who links to you/competitor:""

  • Create a link building plan (X quality links per month)Hands on

  • Driving conversionsGoal:

    Drive people from social networking sites to your website.

    Convert people on your website.

  • BlogPost 2-3 times a weekAsk colleagues to commentAnswer all commentsFind out who links to posts and communicateVisit commenters blogs and reciprocate

  • FacebookPost relevant content 1 post per dayAnswer psots and commentsParticipate on related pages

  • TwitterFind and retweet 5 relevant tweetsAnswer to othersFind and follow influsencers in your topicFollow new followers (if not spam)

  • LinkedInAccept new connectionsFind influencersJoin relevant groupsFind discussions to participateWrite recommendationsAdd content to your profile: slides, books, blogs

  • PinterestPin content as you find itFind relevant boards to followAccept new board invitationsFind content to repinComment and like on other pins

  • Planning resources

  • PopleWho's involved? C-level support

  • TimeIt takes more time than you think.Get commitment from people who will help you.Prioritize content creation.

  • MoneySalary expensesAds and other bought mediaWeb dev and toolsAgency/consultantContent creation

  • 1

  • 12

  • Tactical steps20 Steps to Write a Blog Post

    When to Tweet, Email, and Post on Facebook?

    How to Write Long-Lasting Blog Posts

    The Content Grid: Content Marketing in a Blink [Infographic]

  • Create content strategy and plan Who's involved and what they do? How often? What channels?Hands on

  • ResultsAnalytics (referral, search, social)Post's life spanCommantsSharingLinksLeadsSales Dollars Euros

  • Thanks!Priit,***