content marketing for creatives
TRANSCRIPT
Content Marketing for CreativesVictoria Edwards
Background informationWorking in Social Media/SEO/Content Marketing for 9 years
Digital Content Strategist for Florida Blue
Where you can find me
Facebook – Facebook.com/VictoriaEdwards
Twitter - @TallChickVic
LinkedIn - LinkedIn.com/in/VictoriaLEdwards
Instagram - @TallChickVic
Email – [email protected]
Website – Victoria-Edwards.com
When I am not working…
OverviewWhat is Content?
What is Content Marketing?
Why You Need Content Marketing
Where to Start
Promoting Your Content
Tools to Help Develop Content
Things You Can Do Today!
Questions!
What is Content?Video
Blogs
PowerPoint
White Papers
eBooks
Images
What is Content Marketing?
“Art of Communication”
Any type of marketing, whether it’s online or offline that involves developing and promoting various types of content, in order to acquire and retain customers.
Why Do You Need Digital Content Marketing?
To be seen by consumers and search engines
Consistently creating relevant and valuable content with the intention of bringing in more customers and revenue.
Why Do You Need Digital Content Marketing?
Content Marketing should be a part of your overall process, not something that is totally separate from other efforts.
Search Engine Optimization (SEO): Search engines reward businesses that publish quality, consistent content.
Social Media Marketing: Content marketing strategy comes before your social media strategy & social media assists in promotion of your message.
Why Do You Need Digital Content Marketing
Public Relations (PR): Successful PR strategies address issues readers care about
Pay Per Click (PPC): For PPC to work, you need great content behind it.
Where to Start
Keyword development
Where to place your content
What do I write about?
Content calendar creation
Why Do I Need Text?
Keyword Development for Content
Developing content around keywords will help with ranking in search engines
Make a list of 10-20 keywords you wish you rank for
Core keywords
Long tail keywords
Use those keywords in your content
What is a Long Tail Keyword?
More specific search term
May get less visits but those keywords are the ones that convert.
Less competition
Lower cost
Long Tail Keyword
What is a Long Tail Keyword?
Core keyword example: bow tie or custom bow ties
Location: Tampa Florida
“Custom bow ties in Tampa Florida”
Where to Place Your Content
Website/Webpages
Blog
News
Social Media
Develop a Blog
The bridge from your website to social media
A place where you can update content regularly
An area on your site that is more conversational and less formal.
Why Can’t I Just Use Social Media?
Do Not 100% rely on social media
You need a website
Place content on your domain then promote from in social media from there
You control your website, the content and how it is seen
You can’t control social media
What Do I Write About?
The more you create content and share that content, the more authority you will obtain
Develop the content lifestyle
Create content around your product or service to educate and entertain
Show people what is going on behind the scenes
What Do I Write About?People love seeing the design process
Detailed description of your start, middle and end
The thought process in your creations
Tools you use to create
The materials you use
The results you brought your clients
What Do I Write About?
DIY content can be very engaging
Tips and tricks
Behind the scenes of a photo shoot
Design sketches of a new collection/idea
Events you attend or are attending
What Do I Write About?
Artists who inspire you
Interview people who inspire you
Challenges of the creative process
Articles/News that inspires you
FAQ’s
What Do I Write About?
Competitive Research
Make a list between 5-10 competitors
Go to their websites
Find their social handles (should be on site)
Look at the conversations within social media
What Do I Write About?
Competitive Research
What frequently asked questions are they being asked?
Develop content around the question, answer and solution and share with the individual’s asking those questions!
Be Visual!
Be Visual90% of information submitted to brain is visual
40% of people will respond better to visual information than plain text.
Posts with videos attract 3 times more inbound links than plain text posts.
Content + Text = WIN!Develop the content with keywords in mind
Place that content on your site in the form of:
Video/TextImages/TextPPT/TextPodcast/Text
Content Calendar Creation
Keeps you organized
Helps you focus on your targeted keywords
Coincides with your overall marketing strategy
Content Calendar Creation
Update it frequently! TitleAuthorKeywordsDue datePublication datePlatform (Blog, Facebook, Twitter)
Promoting Your Content
Why Promote Your Content
Social Media
Help others find your content
Helps people find you in search engines
Social networks have high domain authority
Social Networks are search engines too
Promoting Your Content
Tools to help you schedule your content
Buffer – Schedule content across social media platforms & gives you analytics
Hootsuite – Manage multiple social media accounts, helps schedule content across social media platforms & measure success.
Tools to Help Develop/Promote ContentTools to help you find popular Hashtags
Hashtracking.org
Twitter Native Site
Trendsmap.com
Top-Hashtags.com
Websta.me
What Do I Do with These Tools?
Find popular hashtags
Find hashtags that are trending
Develop or promote your products that relate to these hashtags
Use trending and unique hashtags
#coffeetime
#love
#coffee
Be Fun, Yet Practical
Tools to Help Develop/Promote
ContentFollowerwonk helps you:
Explore your Twitter world
Who are your followers?
Where are they located?
Compare Twitter handles (competitor analysis)
Find and connect with new influencers in your niche
Tools to Help Develop/Promote
ContentDesign Tools to help you create & enhance promoting your products/content
Canva – Graphic design tools for the non graphic designer
Vecteezy – Download designs, vector art, visuals
Tools to Help Develop/Promote
ContentPaid social media
Social Media = Pay to Play
Promoted Posts – Promote Your Blogs to drive traffic to your site
Facebook Ads – Promote an eBook or some other form of valuable content vs. just a branded ad to your site
Things You Can Do Today!
Look at the industry publications you get emails from
Look at the industry news your read
Find 2 news items that you found of interest
Find the authors & their Twitter handle (usually next to their author byline)
Things You Can Do Today!
Then follow, share, like, tweet
Tell the publication you appreciated the content
Tell the author or artist the same thing
Things You Can Do Today!
Ask your social media community what they thought of the article
ENGAGEMENT
Things You Can Do Today!
Summarize the content in a blog post, then link to the actual news piece or article
Take that content and SHARE!
Mention the authors when you do so!
Things You Can Do Today!
Develop content around popular Hashtags
See what type of visuals are being associated with certain hashtags
Use popular hashtags in your industry
Use hashtags that your competition is using
Resources13 Free Design Tools - http://blog.hubspot.com/blog/tabid/6307/bid/33899/13-Free-Design-Tools-for-Visual-Marketers-on-a-Budget.aspx
A Simple Content Marketing Strategy for Creative Folks - http://www.copyblogger.com/creative-content-strategy/
Mastering Long Tail Keywordshttp://blog.hubspot.com/blog/tabid/6307/bid/28912/The-Ultimate-Guide-for-Mastering-Long-Tail-Search.aspx
My Other Presentations - slideshare.net/vledwards
Pay to play: the end of free social media marketing?http://www.theguardian.com/media/2014/sep/15/pay-to-play-the-end-of-free-social-media-marketing