pubcon 2013: motivating the masses: inspiring your team to build a better blog

www.ThunderSEO.com @MoniqueTheGeek | #pubcon

MOTIVATING THE MASSES

Presented by Monique Pouget | October 24th, 2013

Inspiring Your Team to Build a Better Blog

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thunderseo.com/blog

@moniquethegeek

First Off – Who am I?

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Monique Pouget Director of Content Strategy


CONTENT STRATEGY “Plans for the creation, publication, and governance of useful, usable content.”

- KRISTINA HALVORSON, CONTENTSTRATEGY.COM


ANALYZE & OBSERVE

BUILD ONLINE COMMUNITY

ESTABLISH GOALS

DEVELOP STRATEGY

CREATE VALUE

SPREAD THE

WORD AKA Content MarkeCng

MONITOR & ENGAGE

MEASURE

Content Strategy Framework

Start here


CONTENT PLANNING

1


BRAINSTORM


Topic Writer Audience Due Dates UTMs

SCHEDULE


WHEN IN DOUBT…

Make boring stuff funny.

DOCUMENT IT


CONTENT RESEARCH 2


Get to know this guy. He’s wicked smart. @IanLurie


MARKETING DUNGEONS

+ DRAGONS

OVERLAP GOLD


Write for overlapping interests.


TWO IDEAS LINKED ONLY BY

THE FACT THAT A GROUP OF PEOPLE LIKE THEM BOTH.

RANDOM AFFINITY


Surprised? Me neither.


CONTENT CREATION

3


Who Are You WriKng For Bots or Humans?


•  GOALS of Content •  Demographics & Audience Personas •  Authorship Brief •  Topic Examples •  Title & Permanent URLs •  Categories & Tags •  Headers – H2, H3, H4? Bold, Italics, CAPITALIZED? •  Blog Width and Image Sizes •  Image Sources •  Thumbnails •  Length Requirements or RestricCons •  Metadata – Title and DescripCon Tags

Style Guides – What to Include?


CONTENT PROMOTION

4


Make promotion unique to each

channel


Encourage sharing from writers and colleagues


Celebrate wins internally.


Track Growth – UTMs

h]p://www.thunderseo.com/blog/utm-‐parameters/


Track Growth – UTMs


Share Growth – Friendly CompeCCon


INFINITE WISDOM 5


“Knowledge is the first value of our company. Without reading and blogging, we don't grow, we don't add value to our community, and we can't make a difference in our clients' businesses.”

Mackenzie Fogelson Owner & Fearless Leader - Mack Web Solutions


“My go-to team motivational method is in the form of a pump up speech. When it comes to motivating a group of people to contribute to something collective, I have found it is important to emphasize impact. People need to feel like what they do gets noticed and matters, same holds true for what they don't do. Sometimes they have to be "get in the game" talks. In my experience when the team I lead sees how much I care, when I use my own struggles and failures to relate to what they are

experiencing, this tends to hit home.”

Brittan Bright Director of Client Strategy - iAcquire


“Whatever's going on in the industry, we always end up talking about it while playing darts, eating lunch, drinking beer, etc. and my constant refrain is "That would be a good blog post." Sometimes it just takes looking at it in a new way to realize the potential."

Courtney Seiter Community Manager - Raven Tools


“I find it really helpful to have a physical calendar in the team's space with visual reminders for the whole team. If the calendar is not made public, people are generally more willing to disappoint themselves. But if you make it public, the whole team is expecting a post and no one wants to let their team down.”

Bekka Palmer Magic Maker - Tattly


“Be a nice pest. The squeaky wheel gets the grease, but no one likes the wheel very much. It's important to keep on top of people for blog posts, but be sure to also emphasize there is no pressure.”

Mary Weinstein Director of Content - CPC Strategy


“I send out a weekly Kahena AwesomeSauce email rounding up all the great things we do and some of the cooler projects and feedback we have gotten from clients.”

Aaron Friedman Director of SEO - Kahena Digital Marketing


“We actually require those on our search and social teams to blog once a month as part of their employee development. When someone's post does well, whether it's a mention by someone super cool, a great comment, or just a lot of shares, we'll send out a company-wide email congratulating them and showcasing why their post did well.”

Casie Gillette Director of Online Marketing - KoMarketing Associates


“Feedback gives contributors the confidence to keep going and makes them less afraid to run new ideas by you. So if you genuinely like something, make sure you let them know and don't be hesitant to share, not just like. Likes are cheap and easy, but I feel like sharing and writing even a sentence to go along with it shows that you give a damn.”

Kiran Umapathy Right-Hand Man - Holiday Matinee


If All Else Fails… Try One of These Methods


MONIQUE POUGET

Director of Content Strategy

Q & A

thunderseo.com/blog

@moniquethegeek

[email protected]

linkd.in/mpouget

DOWNLOAD this presentation

bit.ly/motivatingmasses

pubcon 2013: motivating the masses: inspiring your team to build a better blog

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content creation

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usable content

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content research

content strategy plans

team motivational method