successful digital content strategy
TRANSCRIPT
Successful Digital Content Strategy
We’ll Be Covering➔Online Content Narrative➔Examples of Successful Digital
Content Strategy➔Creating Online Content
◆ Text◆ Images◆ Video
➔Strategy for Your Online Content
2nd Thursdays
Wait, let’s talk about you.
Nicole HessDirector of StrategyGreenlane Search Marketing
@nicolecherieh
This is me trying to look intimidating
FUN!
The story in my head
Decisions
Test:
Will cigarette packaging that has gruesome health warnings reduce smoking?
Result: No.Gruesome health warnings on cigarette packages failed to discourage smoking.They actually make smokers want to light up.
Why does all this matter?
Because when you want to convince someone to do something (i.e. buy something) you have to appeal to both reason and emotion.
What is Content?
Anything that purposefully conveys meaning to an intended recipient.
What is Content Strategy?
The purposeful use of content to - convey meaning at the right time, right place, &to the right person.
Example
T-Shirts
I make screen printed t-shirts. They’ve got cute sayings on them.
Want to buy one?
T-Shirts“I see the world through candy-coated eyes and my work is often comments on popular culture, body image, social justices, or lady drama.
I draw inspiration from past and present personal life experiences.
I do this through the screen-printed t-shirts I make.”
Want to buy one?
WhatHow
Why
Amberella1. What
Candy heart sayings on different materials
2. Howi.e. Screenprinting
3. Why“Seeing the world through candy-coated eyes”“Comments on popular culture, body image, social justices, or lady drama.”
“Start with Why” - Simon Sinek
https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
Another Philly Local Example
What
How
Why
PetCoach.co
1. WhatInstant Q&A on anything pet related
2. HowEnter your question on our site and a vet will answer it 24/7. Free.
3. Why“Help you provide healthier, happier, and longer lives for your pets.”
“If you look closely, most overnight successes took a long time.”- Steve Jobs
. . .
.
Jan 2017
Yes, it's you.
There is no separation of you and your business.
In today’s world there isn’t a way of hiding.
Use it to your advantage.
And Who Do You Do It For?
Your Audience
Who is the audience for the particular thing you are promoting?
What are their needs?
Needs: running shoes
vs
Needs: running shoes to help me train for my first 5k.
Workshop
Questions to Answer 1. What?
2. How?
3. Why?
4. For who?
The Content Plan
Turn Your “Why” and “What” Into Content
You Create
You Curate
You Receive
“The quality of your content has an exponentially greater impact than quantity.”@janessalantz
80 / 20 Rule
20% of your content may generate 80% of traffic.
Analysis of the content of 3 different clients.
Text
1.Product descriptions
2.Product/service comparisons
3.Your process
4.Your narrative
5.Your team
6.Insights
7.Emails
8.The little things
You Create
- Your Products
- Your Insights
- Your Insights Why Invest in a Retirement Plan1. Social Security is Not a Retirement Plan
There’s a mistaken notion that if you’re making contributions to Social Security that should guarantee an income on which you can live when you retire. But a social security pension is only one part of a plan for earnings in retirement years.
Consider this:- Are you ready to live on 40% of your current earnings? - Will that be enough to cover housing, food and rising medical costs in your mature years?
Social Security benefits, regardless of which part of the world you live, will not be able to allow you to maintain the same standard of living as you experienced during your working years. So it is important for men and women to have a plan that provides supplemental income during retirement.
2. Default Options from Employers Can Be Inadequate
Why Invest in a Retirement PlanSome persons have the mistaken notion that they already make contribution to Social Security and that should guarantee them an income on which they can live when they retire. It is important for women to be aware that a social security pension is only one part of making proper provision for their retirement years. Are you ready to live on 40% of your current earnings? Will that be enough to cover housing, food and rising medical costs in your mature years? I believe we all know the answer to these questions. Social Security benefits, regardless of which part of the world you live, will not be able to allow you to maintain the same standard of living as you experienced during your working years. So it is important to have a plan that provides supplemental income during retirement.J Sonia EdwardsTheHumanResourceSolution.com
The Little ThingsAKA microcopy
- Email Marketing
Most inboxes look like thisOut of all the ones I gave my “first name” to when signing up for their newsletter, only 2 use it.
Always simple and straight to the point.While still having empathy.
Free Trial:semrush.com/uarts17
At a loss for topic ideas? This tool has you covered.
“chocolate cake”
Text - Rules of Thumb
1. Focus on creating quality content.
2. Don’t strive for quantity.
3. Provide value.
4. Write for humans, busy humans.
5. Don’t miss the little things.
ImagesYou Create
1.Products
2.Product/service comparisons
3.Your process
4.Your narrative
5.Your team
6.Interests
7.Emails
8.The little things
By 2018 84% of all marketing communications predicted to be visual.— Cisco
VS
- Your Team
The Little Things- Giving Back
Image Guidelines for Social Media
https://makeawebsitehub.com/social-media-image-sizes-cheat-sheet/
VideosYou Create
1.Products
2.Product/service comparisons
3.Your process
4.Your narrative
5.Your team
6.Interests
7.Emails
8.The little things
By 2020 Video will make up 80% of all web traffic.- Cisco
Video - Rules of Thumb
1. KISS. Don’t overcomplicate it.
2. Select your distribution method first, then tailor video to that.
3. Ignore the trolls.
Workshop
Answer 3.1.How could you describe your
products or services (differently)?
2.What is happening in your business you can share online?
3.What have you been surprised by?
4.What's your why?
5.What makes your offering / products different?
6.Your choice.
Describe how for 2.- with text- in an image- through video (podcast?)
Curate
You Create
You Curate
You Receive
Become a content dj
Re-share what you find and enjoy
Re-share what your customers will enjoy
Share this with:
Your own insights
How it relates to your experience
How it will impact you
Something your customers can do
Receive & Curate
Create Advocates92% of people surveyed said they read online reviews before they buy.- Bright Local
DJing Customer Content
How can you get content from customers?
○ Create a hashtag
○ Ask them for their review
○ Ask them for a picture
○ Pseudo stalk them
● Then share it (giving them credit) and share again!
Content to Build Community
The Little Things- Giving Back
Reach Out
Do a Google search for the type of niche (audience) that might be interested in your product / service.
Go to their site.
Find their contact form/email.
Ask if they’d like to chat.
Get alerts for opportunities
Or join a community
Content to Build Your Website
SEO is getting traffic to your site by being here
SEO is a big part of getting people to your website.
“Organic Search is Responsible for 64% of Your Web Traffic”
It can take time, but stick with it.
Bringing It All Together
Content can be a lot of things.
You Create
You Curate
You Receive
What you do with content depends on you, your business and your customers.
“The quality of your content has an exponentially greater impact than quantity.”@janessalantz
Decisions are based on data and emotions. Because people are human.
What
How
Why
Taking Action
Step 1. Questions to Answer
1. What?
2. How?
3. Why?
4. For who?
5. What’s their need?
Step 2. What content to create.1. How could you describe your products or
services differently?
2. What is happening in your business you can share online?
3. How has what you've done impacted you?
4. What have you been surprised by?
5. What's your why?
6. What makes your offering / products different?
7. Your choice.
Step 3. What Type of ContentWhat Type of Content Will You Create?
1. Text
2. Image
3. Video
4. Podcast
Step 4. Take Action.
Which 1 will you do by this time next week?