Plan, Activate, and Measure Your Content Strategy

96
PLAN, ACTIVATE, AND MEASURE YOUR C NTENT STRATEGY Paula Keller Director of Account Management WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

Transcript of Plan, Activate, and Measure Your Content Strategy

PLAN, ACTIVATE, AND MEASURE YOUR

C NTENT STRATEGY Paula Keller

Director of Account Management

WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

SEARCH INFLUENCEHelping customers successfully market online since 2006

Search Influence • 90 full and part-time

employees• 120 contract writers• Google AdWords & Analytics

Certified Staff• Google Certified Partner

Reputation• 5x Inc. 5000 honoree

■ Including 2011 Inc. 500• 2013 Inc. Hire Power Winner• Recognized leader in search and social

for local business • Two decades in online media• Best Places to Work, 2014

WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

For every 1,000 website visitors, a nonprofit raises $612.

WHY SHOULD WEBSITE TRAFFICBE IMPORTANT TO YOU?

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

YOUR WEBSITE = YOUR DIGITAL ID

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

ONE OF THE BEST WAYS TO BUILD YOUR SITE’S AUTHORITY IS CUSTOM CONTENT.

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

90%of all

organizations use content in

marketing efforts

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

90% 80%of all

organizations use content in

marketing efforts

believe custom content should be

the focus of marketing efforts

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

STEP 1

SELECT CONTENT YOU’LL CREATE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

CONTENT TAKES MANY FORMS

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

TYPES OF CONTENT● Photos and other images● Videos● Product or service descriptions● Blogs● White papers, guides and ebooks● Press releases ● Social media posts

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

START A BLOG

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

82%of marketers who blog daily

gained customers using their blog

START A BLOG

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

50%of all Facebook posts are

made up of photos

GO VISUAL

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

GO VISUAL

© 2016 Search Influence

“The image is the new headline.”- LinkedIn

WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

WHY VISUAL CONTENT?

Visual language:

● Aids in decision-making● More persuasive● Leaves longer impression

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

37%say images grab their attention and, as a result,

they give that business more consideration.

IMAGES GRAB ATTENTION

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

GO INFORMATIONAL

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

12% 800%Publishers who use infographics grow

website traffic 12 percent faster than those with no

infographics.

The popularity of infographics has surged in recent years—increasing

by 800 percent from 2010 to 2012

FASTER SURGE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

STEP 2

START A CONVERSATIONON SOCIAL MEDIA

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

2.13 BILLION PEOPLE ARE ON SOCIAL

NETWORKS

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

74%of online adults use

social networking sites

YOUR CONSTITUENTS ARE ON SOCIAL MEDIA

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

72% 25%31%of online adults use Facebook

(1,550,000,000)

of online adults use LinkedIn

of online adults use Pinterest

© 2016 Search Influence

28% 23%of online

adults use Instagram

of online adults use

Twitter

WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

Who are you trying to reach?● Donors?● Volunteers?● Media?● Potential beneficiaries?● Employees?

WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR CONSTITUENTS?

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR CONSTITUENTS?

Defining your target market:● Do your donors fall into a certain income class?● Are your services geared toward men or women?● What is your typical donor’s age?● Married? Family? Who makes the purchasing decisions?

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

Defining what makes each audience tick:● What are your donors’ likes & dislikes?● What are their values? What lifestyle do they lead?

WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR CONSTITUENTS?

© 2016 Search Influence© 2016 Search Influence

WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

USE GOOGLE ANALYTICS DATA

© 2016 Search Influence

REVIEW EXISTING DEMOGRAPHICS

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

● Facebook’s audience skews younger.● Twitter is primarily a news source for its users.● Pinterest is great for family or parenting content.● Instagram’s audience is primarily female ages 18-44.

WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR CONSTITUENTS?

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

FACEBOOKUsage among seniors continues to increase, 56% of internet

users ages 65 and older now use Facebook, up from 45%.

Women are also particularly likely to use Facebook compared with men, a trend that continues from prior years.

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

INSTAGRAMAlmost every demographic group saw a significant increase in

the proportion of users last year. Most notably, 53% of young adults ages 18-29 now use the service.

Besides young adults, women are particularly likely to be on Instagram, along with Hispanics and African-Americans.

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

LINKEDINMost popular among college graduates, those in higher-income households and the employed (although the increase in usage by those who are not employed to 21% from 12% in 2013 is notable).

It is the only platform where those ages 30-64 are more likely to be users than those ages 18-29.

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

TWITTERParticularly popular among those under 50 and the college-educated.

Has seen significant increases among a number of demographic groups: men, whites, those ages 65 and older, those who live in households with an

annual household income of $50,000 or more, college graduates, and urbanites.

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

YOUTUBEYouTube reaches more adults

ages 18 to 24 than any single TV network.

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

START A CONVERSATION

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

TIP

ORGANIZATIONS WHO HAVE A SOCIAL MEDIA PLAN ARE

SIGNIFICANTLY MORE EFFECTIVE.

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

SOCIAL MEDIA GOALS

● What types of content will you post and how often?● How does the audience (and content) differ by platform?● What do you want to accomplish with each platform?

© 2016 Search Influence

SAMPLE GOALS○ LinkedIn: Attract volunteers from companies○ Facebook: Connect with those you help and attract donors ○ Twitter: Connect with local influencers to potentially help

your cause

WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

DEVELOP A CONTENT CALENDARTake time at the beginning of each month to write

and plan out your social media posts.

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

FACEBOOK SCHEDULER

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

THERE’S ALSO HOOTSUITE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

STEP 3

TRACK YOUR EFFORTS

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

FACEBOOK INSIGHTS

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search Influence

TWITTER ANALYTICS

WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search Influence

GOOGLE ANALYTICS

WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

TWITTER

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

STEP 4

SPEND A LITTLE MONEY PROMOTING YOUR IMPORTANT POSTS

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

2M 80%active

advertisers on Facebook (and most are small

businesses)

of Facebook’s new advertisers

started by paying for

promoted posts

a day is the average spent

by small businesses on

Facebook

$5-$50

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

WITH FACEBOOK LOCAL AWARENESS ADS, YOU CAN

TARGET LIKE A BOSS.

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search Influence

6500 Magazine Street, New Orleans, LA

WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

ON LINKEDIN

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

ON PINTEREST

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

IMPROVE TARGETING BY CREATING

LOOKALIKE AUDIENCES

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

IMPROVE TARGETING BY CREATING

LOOKALIKE AUDIENCES

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

IMPROVE TARGETING BY CREATING

LOOKALIKE AUDIENCES

FACEBOOK CUSTOM AUDIENCES

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

FACEBOOK CUSTOM AUDIENCES:EMAIL LISTS + LOOK ALIKE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

SO, HOW DO YOU GET EMAIL ADDRESSES?

ASK AT EVERY TOUCHPOINT

● When someone calls to ask a question● When someone is purchasing something

at an event● When someone is filling out an online

form, make the email address field required

● Newsletter signup on website

ASK. ASK. ASK. ASK.

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

SO, ABOUT THAT WEBSITE...

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

MUST MEET THE USER’S EXPECTATIONS

Website Owner● Cool, wow factor● Pride, opinion● Marketing jargon● Lots of traffic

Website User● Helpful, easy, intuitive● Professional, trustworthy● Practical, utility, accessible● Just help me

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

TOP 5 ACTIONS TAKEN ON NONPROFIT WEBSITES

1: Connect to social media platforms2: Donate to the nonprofit organization3: Read recent blog posts4: Sign up to receive a newsletter5: Sign a petition

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

WEBSITE TIP

Compile the top 10 questions

you or your staff are asked. Does yourwebsite answer

all 10?

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

MAKE SURE TO TELL THE USER WHAT ACTION TO TAKE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

STEP 5

OPTIMIZE YOUR WEBSITE SO THAT YOUR CONTENT

RANKS HIGHER

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

#1: ADD TITLE TAGS TO YOUR WEBSITE PAGES

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

#2: MAKE SURE YOUR WEBSITE PAGES HAVE META DESCRIPTIONS

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

WEBSITE TIP

Include topics and keywords in

title tags and meta descriptions

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

#3: FIX BROKEN LINKS

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

#4: MAKE YOUR WEBSITE PAGES QUICK

TO LOAD

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

#5: YOUR SITE MUST BE MOBILE FRIENDLY

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

MOBILE-FRIENDLY WEBSITE TEST

Check your website using Google’s handy mobile friendly test: https://www.google.com/webmasters/tools/mobile-friendly/

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

THANK YOU!

QUESTIONS?

WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE

WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE

APPENDIX

WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE

AGENDA● Why Online Marketing?

● Content Marketing 101

○ Create Content, Start a Conversation

● What Makes a Great Website?

● How to Optimize Your Website

WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

WHY ONLINE MARKETING?

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

60%of all organic search clicks go to the

top 3 results on Google.

WHY ONLINE MARKETING?

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

75%of Americans

use search engines on a regular basis

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

56%of Americans

use search engines every

day

75%of Americans

use search engines on a regular basis

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

56% 40%of Americans

use search engines every

day

of searches are for local businesses

and services

75%of Americans

use search engines on a regular basis

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

13 TIMESmore likely to generate

a positive marketing ROI

START A BLOG

WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE © 2016 Search Influence

WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE

60%of consumers are more likely to consider or contact

a business that has an image show up in local search results.

IMAGES MAKE YOUR BUSINESS STAND OUT

© 2016 Search Influence

46%admitted they can’t live without their smartphones,

according to the Pew Research Center.

SMARTPHONE ADDICTION

WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE © 2016 Search Influence

WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE

97%of those ages 18 to 29 use

smartphones for Internet

use

ages18-29

© 2016 Search Influence

WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE

97% 90%of those ages 18 to 29 use

smartphones for Internet

use

of those ages 30 to 49 use

smartphones for Internet

use

ages18-29

ages30-49

© 2016 Search Influence

97% 90% 80%of those ages 18 to 29 use

smartphones for Internet

use

of those ages 30 to 49 use

smartphones for Internet

use

of those ages 50+ use their smartphone for getting

online

ages18-29

ages30-49

ages50+

WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE © 2016 Search Influence

#5: ADD SCHEMAHTML markup that webmasters add to web pages

to make them more easily readable and understandable by search engines

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

+4rank 4 positions higher on average

PAGES WITH SCHEMA VS. PAGES WITHOUT SCHEMA

© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE