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


<ul><li><p>Content and StrategyUsing blogs, content and social media to drive business results for your brandPriit Kallas,</p></li><li><p>Concrete! Measurable! Number! Unit! Dollars!Goals</p></li><li><p>most visitors don't come to buy98%</p></li><li><p>What do you offer?What problem do you solve?Why should I care?Who are you?</p></li><li><p>Bad goalsFan count Visitors Etc.</p></li><li><p>Good goals</p></li><li><p>Steps1. Bring them in</p><p>2. Get a permission to interact</p><p>3. Convert</p></li><li><p>General modelProspect activitiesInternet marketing activitiesSale(Lead)Money</p></li><li><p>(View)(Click)</p></li><li><p>Image!(action)</p></li><li><p>Model?!Offer in FacebookLanding pageBlog postMailing-listLanding pageFacebookTwitterBlog postEmail from prospectMeetingSaleSearchService/productLanding pageAd</p></li><li><p>Facebook wall postFacebook adLanding pageSALE!</p></li><li><p>Action to measure!Google Analytics:</p></li><li><p>Model?!Consistency, predictability, and repeatability are the foundation of great results:Experiment with different models.Find out what works for you.ExperimentWorks?Repeat!</p></li><li><p>Target groupWhom are you selling to?</p><p>What do you know about them?</p><p>What can you do for them?</p></li><li><p>What are the interests of your target group? Model: what are the realistic steps from interest to action?Hands on</p></li><li><p>Content strategy1. Give value</p><p>2. Grow your opt-in list</p><p>3. Become a resource/expert in your filed</p></li><li><p>Give valueKnowledge and help Money, free, deals Entertainment</p></li><li><p>Low participation ratelifestyle, fun, deals, action</p></li><li><p>Participate and win 2500 euro New Years Eve party</p></li><li><p>High participation rateknowledge, community, lifestyle, expert/guru</p></li><li><p>Solve a problem orsatisfy a need!</p></li><li><p>Which gadget to buy?!</p></li><li><p>Continuous participation (B2B)knowledge, partner, colleague, help, expert/guru</p></li><li><p>Where to store contentAll content must be stored on your website.</p><p>Videos can be stored on YouTube and slides on SlideShares, but present them embedded into your website!</p></li><li><p>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</p></li><li><p>Content typesTextImagesVideosPresentationsAudioTools and widgetsConsumer generated content</p></li><li><p>TextPosts/ArticlesWhite papersPress releasesFacebook wallTweestComments</p></li><li><p>Video</p><p>AdviceWebinarsTestimonialsCase studiesInterviewsEntertainment</p><p>Youtube/Vimeomax 100sec</p></li><li><p> Slides Presentations Webinars/Lists</p></li><li><p>ImagesProduct picturesInfographicsStatisticsProcessesEvents</p></li><li><p>ToolsHelpful</p><p>Fun</p></li><li><p>Consumer generated contentComments</p><p>Reviews</p><p>Ratings</p></li><li><p> </p></li><li><p>RegularcontentInformation that can be updated regularly:week, month, quarter, year</p><p>Best ads of the monthWeekly top of XQuarterly earnings report</p></li><li><p>Best PracticesWhat works?ListsTop10How-to'sResource listsStatistics and trendsCase studiesRegular posting</p></li><li><p>Recycle once is not enough!MAX strategy:</p><p>If you have createa a big piece of valuable content, spread it through all your available channels.</p><p>Present your content in different formats and channels.</p></li><li><p>Write 20 headlines with a short lead for your content. Come up with 5 repeatable topics.</p><p>What 2 tools/widgets would your target audience want to use?Hands on</p></li><li><p>5s on page SEOTitleAddressH1 HeadlinesMeta descriptionXML sitemap(sitemap.xml, robots.txt)</p></li><li><p>Content planningWhat content How often Dealing with comments, reviews, and ratings What tools to offer?</p></li><li><p>The more content you have, the more visitors you get!</p></li><li><p>Google keyword tool</p></li><li><p>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 </p></li><li><p>Promotion</p></li><li><p>Make it easy to share!Give permission to share everythingEncourage to share and comment</p></li><li><p>EngagingCall-to-action Highlighting top content Email and RSS signups</p></li><li><p></p></li><li><p>LinksPartners, friend, people you knowFacebook, Twitter, Linkedin, etc.Topical blogs and forumsRelevant directoriesWho links to comeptitors?</p></li><li><p>Who links to you/competitor:""</p></li><li><p>Create a link building plan (X quality links per month)Hands on</p></li><li><p>Driving conversionsGoal:</p><p>Drive people from social networking sites to your website.</p><p>Convert people on your website.</p></li><li><p>BlogPost 2-3 times a weekAsk colleagues to commentAnswer all commentsFind out who links to posts and communicateVisit commenters blogs and reciprocate</p></li><li><p>FacebookPost relevant content 1 post per dayAnswer psots and commentsParticipate on related pages</p></li><li><p>TwitterFind and retweet 5 relevant tweetsAnswer to othersFind and follow influsencers in your topicFollow new followers (if not spam)</p></li><li><p>LinkedInAccept new connectionsFind influencersJoin relevant groupsFind discussions to participateWrite recommendationsAdd content to your profile: slides, books, blogs</p></li><li><p>PinterestPin content as you find itFind relevant boards to followAccept new board invitationsFind content to repinComment and like on other pins</p></li><li><p>Planning resources</p></li><li><p>PopleWho's involved? C-level support</p></li><li><p>TimeIt takes more time than you think.Get commitment from people who will help you.Prioritize content creation.</p></li><li><p>MoneySalary expensesAds and other bought mediaWeb dev and toolsAgency/consultantContent creation</p></li><li><p>1</p></li><li><p>12</p></li><li><p>Tactical steps20 Steps to Write a Blog Post </p><p>When to Tweet, Email, and Post on Facebook?</p><p>How to Write Long-Lasting Blog Posts </p><p>The Content Grid: Content Marketing in a Blink [Infographic] </p></li><li><p>Create content strategy and plan Who's involved and what they do? How often? What channels?Hands on</p></li><li><p>ResultsAnalytics (referral, search, social)Post's life spanCommantsSharingLinksLeadsSales Dollars Euros</p></li><li><p>Thanks!Priit,</p><p>***</p></li></ul>