content and strategy
Post on 18-Sep-2014
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DESCRIPTIONUsing 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, www.dreamgrow.com
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.
Steps1. Bring them in
2. Get a permission to interact
General modelProspect activitiesInternet marketing activitiesSale(Lead)Money
Model?!Offer in FacebookLanding pageBlog postMailing-listLanding pageFacebookTwitterBlog postEmail from prospectMeetingSaleSearchService/productLanding pageAd
Facebook wall postFacebook adLanding pageSALE!
Action to measure!Google Analytics: Goalgoo.gl/V3WYD
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
Slides Presentations Webinars/Lists
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 toolhttp://adwords.google.com/select/KeywordToolExternal
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
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: Bing.com"dreamgrow.com" -site:dreamgrow.com
Create a link building plan (X quality links per month)Hands on
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
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
Tactical steps20 Steps to Write a Blog Post http://bit.ly/20blogsteps
When to Tweet, Email, and Post on Facebook? http://bit.ly/dIpS4A
How to Write Long-Lasting Blog Posts http://bit.ly/pPtq9N
The Content Grid: Content Marketing in a Blink [Infographic] http://bit.ly/uLPMCf
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 Kallaswww.dreamgrow.com, email@example.com