Content and Strategy
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18-Sep-2014 -
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Transcript of Content and Strategy
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Content and StrategyUsing blogs, content and social media to drive business results for your brandPriit Kallas, www.dreamgrow.com
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Concrete! Measurable!Number! Unit! Dollars!
Goals
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most visitors don't come to buy
98%
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What do you offer?What problem do you solve?Why should I care?
Who are you?
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Bad goals Fan count
Visitors
Etc.
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Good goals
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Steps1. Bring them in
2. Get a permission to interact
3. Convert
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General modelProspect activities
Internet marketing activities
Sale(Lead)
Money
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(View)(Click)SharingPermissionLead
bit.ly/48smkpi
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Image http://www.sxc.hu/photo/840748
Sale!(action)
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Model?!
Offer in Facebook
Landing page
Blog post Mailing-list
Landing page
Blog post Email from prospect Meeting
Sale
Search Service/product
Landing pageAd
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Facebook wall post
Facebook ad
Landing page
SALE!
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Action to measure!
Google Analytics: Goal
Thankyou
Actionpage
1000 123
-877
123 converts
goo.gl/V3WYD
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Model?! Consistency, predictability, and repeatability
are the foundation of great results:►Experiment with different models.►Find out what works for you.
Experiment Works?
Repeat!
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Target groupWhom are you selling to?
What do you know about them?
What can you do for them?
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What are the interests of your target group?
Model: what are the realistic steps from interest to action?
Hands on
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Content strategy1. Give value
2. Grow your opt-in list
3. Become a resource/expert in your filed
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Give value Knowledge and help
Money, free, deals
Entertainment
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Low participation ratelifestyle, fun, deals, action
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Participate and win 2500 euro New Years Eve party
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High participation rateknowledge, community, lifestyle, expert/guru
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Solve a problem orsatisfy a need!
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Which gadget to buy?!
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Continuous participation (B2B)knowledge, partner, colleague, help, expert/guru
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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!
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„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 Research
Your website isthe Foundation Value SEO
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Content typesTextImagesVideosPresentationsAudioTools and widgetsConsumer generated content
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TextPosts/Articles
White papers
Press releases
Facebook wall
Tweest
Comments
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VideoAdviceWebinarsTestimonialsCase studiesInterviewsEntertainment
Youtube/Vimeomax 100sec
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Slides Presentations Webinars/Lists
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ImagesProduct pictures
Infographics
Statistics
Processes
Events
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ToolsHelpful
Fun
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Consumer generated content
Comments
Reviews
Ratings
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RegularcontentInformation that can be
updated regularly:
week, month, quarter, year
Best ads of the month
Weekly top of X
Quarterly earnings report
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Best Practices What works? Lists Top10 How-to's Resource lists Statistics and trends Case studies Regular posting
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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.
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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
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41
5s on page SEOTitleAddressH1 – HeadlinesMeta descriptionXML sitemap(sitemap.xml, robots.txt)
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Content planning What content
How often
Dealing with comments, reviews, and ratings
What tools to offer?
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The more content you have, the more visitors
you get!
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Google keyword toolhttp://adwords.google.com/select/KeywordToolExternal
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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
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Promotion
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Make it easy to share!
Give permission to share everything
Encourage to share and comment
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EngagingCall-to-action
Highlighting top content
Email and RSS signups
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Links• Partners, friend, people you know• Facebook, Twitter, Linkedin, etc.• Topical blogs and forums• Relevant directories• Who links to comeptitors?
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Who links to you/competitor: Bing.com"dreamgrow.com" -site:dreamgrow.com
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Create a link building plan (X quality links per month)
Hands on
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Driving conversionsGoal:
Drive people from social networking sites to your website.
Convert people on your website.
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BlogPost 2-3 times a week
Ask colleagues to comment
Answer all comments
Find out who links to posts and communicate
Visit commenters blogs and reciprocate
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FacebookPost relevant content
1 post per day
Answer psots and comments
Participate on related pages
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TwitterFind and retweet 5 relevant tweets
Answer to others
Find and follow influsencers in your topic
Follow new followers (if not spam)
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LinkedInAccept new connections
Find influencers
Join relevant groups
Find discussions to participate
Write recommendations
Add content to your profile: slides, books, blogs
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PinterestPin content as you find it
Find relevant boards to follow
Accept new board invitations
Find content to repin
Comment and like on other pins
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Planning resources
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Pople Who's involved?
C-level support
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Time
It takes more time than you think. Get commitment from people who will help you. Prioritize content creation.
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MoneySalary expenses
Ads and other bought media
Web dev and tools
Agency/consultant
Content creation
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1
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12
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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
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Create content strategy and plan
Who's involved and what they do?
How often?
What channels?
Hands on
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ResultsAnalytics (referral, search, social)
Post's life spanCommantsSharingLinksLeadsSales – Dollars – Euros
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