digital content the currency of the web

"Digital Content – The Currency of the Web"

Content Creation Strategy for SMBsBlogs, Videos, Slide Decks, Groups

Sponsored by: Waterloo Region Small Business Resource CenterPresented by: Kelly Craft & Gordon Diver

© 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62

Introduction @krcraft & @gdiver62

• We are NOT a social media ‘gurus’

• We are experienced business strategists who also know social well

• Lateral, tech-savvy hybrids spanning strategy, design, implementation & analytics

• Diehard data geeks & Compelling narrative story engineers

• Committed to holistic approach to business strategy

• Silo-busters and frequent dinosaur-tippers

Housekeeping / Q&A


Connect with us:

LinkedIn: Kelly Craft Twitter:@krcraft

LinkedIn:Gordon DiverTwitter:@gdiver62

http://www.linkedin.com/profile/view?id=21923259


http://twitter.com/krcraft

http://twitter.com/krcraft



http://twitter.com/gdiver62

http://twitter.com/gdiver62


“Content is the currency of the web.”

Digital Currency

Content sparks

CONVERSATION

Becomes content


Setting the stage

Success in social media and organic search is only possible

with an optimized content strategy.

Figure out what a CONVERSION means to you.Tip #1:


Content Strategy

Thinking about *content from the earliest stages of

a brand through maintenance.

* Content = texts, images, documents, videos, tools, etc.


Content EconomyFirst there was SEO. Then there was Social. Now Content is the currency of the web.

• Producers and ConsumersPEOPLE

• Content are your assetsCONTENT

• Links are the value. How they are shared and how they contribute to conversionsLINKS


Web sites, plus social networks

Web site SEO Content Social

Social networks, plus web sites“Optimized content marketing is the art of understanding exactly what your customers and prospects need to know and deliberately producing optimized content on keyword phrases that are driving organic search traffic and conversions. Then delivering that optimized content to them in a relevant and compelling way to grow your business by socializing the content through your organizations social networks.” Krista LaRiviere – CEO gShift


Types of Content


Content Strategy – Moving Parts

Content Inventory

Audit

Content Strategy

Document

Content Templates

Content Calendar

Writing/Producing

Enter in CMS

Publish


When architected well, it happens seamlessly.

Web Site /Blog

Techcontent

User-generated content

Engineering content

CRM content

Support center content

Marketing content

RSS feedsSubscriptions

Training content


Can you fill a user value gap?

Exploit the potential of your content:

• Is it structured?

• Can it be re-used?

• Can it be filtered?

• Can it be searched (more importantly, found)?

• Can it be personalized?

• Can it be integrated?

• Can your content converge?

• Can it be syndicated?

• Can it interoperate with other systems?

The first impression

of a site is made

within 50 milliseconds.


Content Strategy - Evaluate

Evaluate what is known:

• Audience

• Be sure you got it right

• Use personas

• Current Content

• Is it usable, readable, consistent, in need of updating, can convert to other forms of content?

• Competitor Content

• Good & bad

• Copy, or get creative?


Content Inventory/Audit

• What you already have and what to do with it

• Gives a baseline

• Provides a way forward


Content Strategy - Plan

• Recommendations

• Editorial/Content Calendar

• Maintenance

• Future Initiatives

Do a short 1-page summary document outlining content strategy. This will help you plan all events and roll-outs.


Content Templates• Create a few

basic templates for types of content

• This will help you put content together more quickly, efficiently, and consistently

• Will also help you keep track of content to recycle

Content Curating


Benefits to Curating: Ease the demand to

constantly create original content

Generate new ideas for content to share

Agility – able to respond to trends quickly

Add other points of view

Enable your audience to share and contribute


1

2

3Follow interesting people who are already successful in your industry.

Follow relevant hash tags and LinkedIn groups.

AGENDA

Your text here

Sources for inspiration

Read more than you post. Social updates. Blogs. Newsletters.

Have lots of informative and helpful content. Establish credibility as someone who is knowledgeable in the field.


Content Curation - Sources

InternalBlogs

Website

Product/Service Mktg

Testimonials

Customer Support Info

Videos, Images

Company Events

Sales, Contests, Surveys

Press and Media

ExternalOther Blogs

Industry News

Community Events

Community/Industry Reviews

Industry Events

Podcasts, Videos, Images

Partners/Alliances

EvolvingTweets

Facebook Posts

G+ Updates

LinkedIn Discussions

Blog Comments

Hashtags/Trends

News Events


Content Calendar

To set up your social content calendar:

1. Choose a topic or topics

2. Set up a schedule

3. Develop a curation system

4. Schedule posts (from within Facebook or with a third party like Hootsuite)


Blogging

Blogging is a low-cost alternative to having a web presence. For small business owners without the time to learn web html or the money to hire a designer/developer, blogging offers an inexpensive method to get your company's name out on the Internet.


Blogging - What to Write?

Blogs are a good way to drive traffic to your web site, establish you as leader/expert and share others’ content (as associating yourself with others helps your credibility).

Like many marketing methods, if you are going to do it yourself, you really have to like doing it and want to do it for reasons other than marketing.

Guy Kawasaki Explains How Entrepreneurs Are Getting Social Media All Wrong: “My recommendation for SEO is very simple:

It’s Write Good Stuff. In my mind, Google is in the business of finding good stuff. It has thousands of the smartest people in the world, spending billions of dollars to find the good stuff. All you have to do is write the good stuff; you don't need to trick it. Let Google do its job and you do your job."


Blogging for Small Business


Blogging – Tips for Small Business


So, should all businesses blog then?

That depends…

If you’re blogging for the right reasons, then Yes.

If you’re blogging for the wrong reasons, then No.


The right reasons:• You’ve got something

to say

• You have a dedicated time to write

• You have a blog strategy

• You have a content calendar

• You will be measuring

• You will be consistent

• You will be open

• You have it aligned to your brand


The wrong reasons:

• Your competitors are, so you should

• “Every business should blog”

• It will Power Ranger your SEO

• You think the words ‘blog’ and ‘blogger’ are kinda sexy

• You got a good deal on a FlipCam


Blogging and marketing – goal #1

• Thought leadership

• Awareness

• Visibility

• Promotion



• Product

• Sales

• Leads

• Acquisition


Best Practice for Goal 2

Solve or Share:Your blog should either solve your customers’ problems or share helpful resources. Write blog posts about what your readers

care about. Think about frequently asked questions

as fuel for blog posts. Blogging is a chance to connect with your

prospective customers in a real time way. Keep in mind that your blog needs to be a

part of your business and a continual part of your lead generation efforts.

Your blog won’t magically build your business without active and ongoing promotion and participation.



• Retention

• Customer Feedback

• Focus groups

• SCRM


Examples of Blog Types

How-To Post – How to do something

Lists – Best of ... Curated Post – Share others

and comment Thought Leadership – Posts

that “make your reader go Hmmm”

What/Why – Explain a concept Story – Feature a story about

your team, client, situation FAQ – Answer the most

common questions you get (CX)

Interview – a industry leader, client or staff

Other Content – SlideShare deck, Video etc.


Blog Post Writing 101 - Template

• Be specific. Pick a topic for each post and stay on it.

• Use language that creates excitement & interest.

• Use a template for a standard format and to organize your thoughts and ideas.

• Link to additional content sources on your own or others’ web sites.

Core Topic/Theory/IssueOpening paragraph with summary of topic and key concept.(Set some tension here pros & cons of the issue. You can make slightly controversial statements here.)

Counter Theory/IssueDiscoveries, advantages &/or obstacles.

Elaborate on Theory/IssueDescribe what it means, what your opinions are.

Conclusion/GuidanceEnd with Insight - Solutions/Suggestion (Bullet points)

ALWAYS end posts with some sort of important question. You want people to engage, to comment, to argue, to ask more questions.


Blog Sample – Using Template


Thinking like a blogger

1. Periodic hero content

2. Snappy headlines

3. Easy to scan

4. Useful - Remember:

5. Promote your content

6. Validate other content creators

7. Lateral thoughts

WRITE GOOD STUFF!


Number + Adverb + Adjective + Topic + Focus + Benefit/Effect

Headlines


Video

Have the right equipment:It is possible to do video on a budget, the keys are: a good script, a good camera (iPhone even

works), good audio, proper lighting and, Good editing software, A YouTube or other account


Why video is important

After watching a video, a prospect will: 66 percent will continue to

research a product 46 percent visit a vendor

website or contact the vendor for more information

42 percent purchase a product

25 percent add the vendor to their consideration list

Source: IDG Research Services, B2B video Jan2013

Goals for video: Increasing conversion rates Improving brand awareness Giving viewers something

useful Creating social engagements

and sharing Appearing in Google’s SERPS


Starting your Video

To ensure that your video production effort is efficient and effective, be sure to execute these four steps:

1. Prep for the shoot;

2. Create Quality Control;

3. Edit your raw footage;

4. Know how, when and where your are going to share it.


Free vs Paid Channels


Optimize Video

Resource: Optimize your YouTube Video

Optimize: Use your keywords Explore CTA titles Metadata – add a description

of video Tag your video Give consideration to the

thumbnail And finally, ensure your

channel is optimized as well

http://www.youtube.com/yt/playbook/optimization.html

http://www.youtube.com/yt/playbook/optimization.html


Images – Pictures Worth a 1000 Words

Promote •While Instagram and Pinterest both are great tools to assist in the marketing of your products, their purpose can extend far beyond a catalog for your business. If you manufacture your own goods, consider giving your customers a peek at the process. This can be anything from the equipment you use to the design and building process. Your customers will appreciate getting a chance to see your products outside of the standard retail setting.

Share Company News and Updates•Whether you want to unveil new products or make other business related announcements, everyone knows that a picture is worth a thousand words. Consider using creative means to convey your news to your customers. They will more than likely be receptive to news conveyed through non-traditional mediums.

Show •While it’s important for any business to put faces behind the company name, this concept is especially vital for smaller ventures. Your potential customers want to see that you are tied into the community, and giving them a look at your offices and your staff is a great way to show who you are. If possible, try to capture the mood of your office through the pictures you post as well.

Connect •Your customers want to be kept in the loop regarding all aspects of your business, including promotional offers, new product offerings and any special events you may be attending or sponsoring. Image are a great way to quickly share this information with them, be it through a promotional flyer or a look-in at the event itself.

Encourage•Encourage customers to pin sightings of your products on their pages or hold contests for the most creative pictures taken. Whatever you do, just make sure you give people reasons to keep checking back.

http://www.binkd.com/marketing/small-businesses-instagram/


Pinterest• Low cost to create and maintain• Extends your brand catalogue• Adds personality – share your company

culture• Community building is easy through

hashtags, commenting, and user account following.

• Use descriptions with easy keywords and hashtags, like “quick #dinners” and “#chicken breast recipes.”

• Run contests that encourage entrants to get creative with their own pins

• Use Pinterest’s easy pin tracking feature for domains by typing into your browser the following: http://pinterest.com/source/yourdomainhere.com.


• We recommend FREE download – The Small Business Guide to Pinterest

• Get a Pinterest Business Account

http://content.digitalsherpa.com/small-business-guide-to-pinterest-marketing



http://business.pinterest.com/

http://business.pinterest.com/


Pinterest1. When setting up your Pinterest account, add descriptive, keyword-rich text to your "About" description. This will help your Pinterest account show up in search engine results. Include your location as well.

2. To get the most visibility for your pins, connect your Pinterest account to your other social media outlets, such as Facebook and Twitter. Be sure to add your company's home page URL.

3. Name your pin boards after your business type, products, and services. For instance, if you sell women's sports attire and equipment, create pin boards for such topics as women's running shoes or best yoga mats.

4. Follow other Pinterest users in your local area and/or field of expertise. Comment on and share their pins; they'll often return the favor. Endorse the pins others share by clicking the "♥ Like" button.

5. Develop an infographic related to your area of expertise and distribute it on Pinterest. Infographics are highly popular these days and the best ones tend to get reposted and shared widely.

6. Pay close attention to Pinterest users who get the most likes and repins. Follow them and learn from what they do.

7. Unlike Facebook or Google+, there's currently no distinction between people and brands on Pinterest. You'll get more traction if you approach the site more as a person, less as a brand.

8. Don't get too self-referential. Pinterest is about sharing passions; it's not for talking about yourself (a la Facebook). Don't get blatantly salesy, either. Just share interesting, funny, quirky, compelling images; the traffic to your site (and sales) will likely follow.

9. Post pictures on your own site or blog first, then pin those pictures on Pinterest. The pinned images will include a link back to your site, which will help drive traffic there.

10. Make sure to post a Pinterest follow button on your site. It's easy to do; just copy a snippet of HTML code, which you can get from Pinterest's Goodies page.

11. Be creative. Curate the quirky, odd, funny pictures that have some relevance to your brand, products, or services, and that appeal to women.

12. Serve as a resource. Share content that other users will love sharing. For example, a local bakery "could create boards for cupcake recipes, frosting tips, taste combinations, decorating ideas, party ideas, personal favorites, cake disasters, wedding planning and other topics their followers might be interested in.

http://pinterest.com/about/goodies/


Slide decksWhy Bother?

• Besides the fact that it’s smart to regularly mix up your content offerings (people get bored with the same stuff over and over again), slide decks have several inherent benefits, including:

• Easy to make and view - There are a variety of slide deck creation programs, and several sites where you can upload and view them.

• Include multiple types of content (audio, written, and visual) – Allows for better explanations and more points for engagement.

• Downloadable – Viewers can download and reuse your material (nearly everyone would rather use an awesome slideshow made by someone else than create their own), which means more brand exposure.

• Shareable – In addition to downloading, people can link to your presentation and share it via social networks. This helps you reach a much larger audience and increases backlinks.


Slide Decks – Tips• Know your content!!

• Start with the content – not the slides. Create an outline.

• Keep the slides clean.

• Use sans serif font. It is easy to see.

• Make sure everyone can see your text on the slides.

• Balance images and text.

• Use humour.

• The biggest fail in presenting is saying, “I apologize this slide is hard to read.”


Slide Decks – Promotion

Include narration text below slides

Put links on the slides

Perform analytics

Shorten URLs

Post/announce URL before and after show

Publicize it

Invite others to reuse

Embed on your website too

Use enticing titles and first slides

Upload your presentation to a major slideshow site


Perception – by Jordan Julien - http://www.slideshare.net/thejordanrules/perception-1766948

Social Media for Event Management - Digital Media Academy – http://www.slideshare.net/dmediaacademy/social-media-for-event-management

From Likes to Loves in Social Business – Dachis Group - http://www.slideshare.net/dachisgroup/from-likes-to-loves-in-social-business

Alarm Product Catalogue – DeWAR Secure – http://www.slideshare.net/DeWARmaintenance/alarm-products-catalogue

Slide Decks - Examples

http://www.slideshare.net/thejordanrules/perception-1766948

http://www.slideshare.net/thejordanrules/perception-1766948

http://www.slideshare.net/dmediaacademy/social-media-for-event-management

http://www.slideshare.net/dmediaacademy/social-media-for-event-management

http://www.slideshare.net/dachisgroup/from-likes-to-loves-in-social-business

http://www.slideshare.net/dachisgroup/from-likes-to-loves-in-social-business

http://www.slideshare.net/DeWARmaintenance/alarm-products-catalogue


Groups

Best Practices for LinkedIn Groups:Invest time and you’ll see great returns: Get advise – ask questions of your fellow group members Provide advise when asked Generate ideas for your content to share with your audiences Be open to exploring new tools, thoughts and approaches Get traffic, bad form to spam, but perfectly legitimate to point

someone to helpful content on your blog/website Network to get clients – don’t just join industry only groups – go

where your prospects are and be helpful Be open to opportunities you may not have considered, like

speaking engagements


Putting it all together


4 from 1 – expanding content

1

2

3


Content Circle of Sharing

Publish

Promote

Comment

Contribute

Network

Pay it forwardPay it backCross CommentCross PromoteContribute in industryBack LinkAsk for Link backsBuild your network


We consume content like music: in context.

To create content with context, you’ll want to understand these three things about your customers journey: Their motivations, pain points, and role in

the buying process, Where along their buyer journey they are

most likely to get stuck (road blocks, fears),

How you can get them unstuck and help them continue their journey to the end.


Buyer’s Journey – Revisited

Visitors

Lead

s

Customers

Promoters

ATTRACT CONVERT CLOSE DELIGHT

Blog

Keywords

Social Media

Forms

Calls-to-Action

Landing Pages

Email

Social Media

Blog

Forums

Social Media

Video

Prospects


Context


7 Elements of Context•An individual may serve as an employee, a parent, part of a community group, or other designation. Understanding the relationships help brands and organizations understand a broader set of experiences that answer the question “Who and What”.

Relationships.

•Time provides temporal information. Time provides related services that answer the question ”When”.Time.

•Placement by geo-spatial coordinates helps with narrowing geographic relevancy. Location answers the question of “Where”Location.

•Process helps determine flow and work order. Process answers the question of “How”Business process.

•While related to relationships, the role is different because it addresses eligibility. Individuals can play different roles among a wide variety of relationships.

Role.

•Sentiment seeks to understand how an individual feels about an issue. Sentiment answers one dimension of the question of “Why”.Sentiment.

• Intent anticipates future behavior. Intent answers the second dimension of the question Why”Intent.


Measurement & Conversions• Which 20% of our content produces 80% of our results?

• Think and measure ‘end’ actions – what are the conversion points?

Downloads Requests Joins

Subscribes Registers Calls

Comments


Conversation Mapping

Jordan Julien – thejordanrules.com


We’d like to extend our thanks to all of you for attending the 2nd segment.

Thanks also to the talented team here at the centre and especially Chris Farrell and Mistie Brown.

If you learned beneficial skills here today, don’t forget to mention that when you complete your feedback forms at the end of the Summer Company program. Give lots of kudos to Rob and the rest of the Great Team at the Waterloo Region Small Business Centre !

Our Thanks To You

http://www.waterlooregionsmallbusiness.com/events

http://www.waterlooregionsmallbusiness.com/events