An Introduction to Content Strategy | Nevin Thompson
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This document discusses using blogs and engaging online content to power an email marketing strategy. It also discusses using infographics to generate traffic from sites like Reddit and Flickr. Metrics like bounce rate and number of pages viewed are mentioned as important signals for measuring user engagement and behavior.
An Introduction to Content Strategy | Nevin Thompson
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- 7. Research into infographics can be used to create multiple blog posts, and vice versa 7
- 8. Infographics can be “marketed” around the Internet. An infographic we created and posted to Flickr and other forums became one of the top results for “Phamera” just as Samsung was launching a new Android point‐and‐shoot camera. 8
- 9. Once again: • Blogs provide the engine that powers your email strategy • Blogs and engaging online content make it “quick and easy” to send out newsletter campaigns • This is important, because when creating content, scaling up is hard to do and your time is valuable 9
- 10. Notes: “Email only works for people who understand the pure essence of permission marketing.” “Social was never meant to be a conversion driving channel.” Taken from: https://www.linkedin.com/pulse/article/20140218163539‐2434720‐email‐still‐rocks‐social‐surprisingly‐ stinks 10
- 11. Notes: ‐ “Permission‐based marketing” (aka email marketing) is a great way to connect with an engaged audience. ‐ Send traffic to your site, measure what works, and what doesn’t. ‐ Unless you are a giant ecommerce site, it’s important to avoid selling too much, and instead use quality content as a longterm investment to bring people to your site again and again. 11
- 12. Notes: We posted a link to our infographic (hosted in a blog post) on a Subreddit devoted to job searchers. We got a ton of traffic: 12
- 13. Notes: We posted a link to our infographic (hosted in a blog post) on a Subreddit devoted to job searchers. We got a ton of traffic: 13
- 14. Within one week it became the #3 referrer in terms of organic, non‐paid visits (that's compared to all visits for the previous 30 days (see screenshot below): 14
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- 16. Volume of “Visits” might be important, but also look at behavior. Jobbank.gc.ca, while #4, had the lowest “bounce rate”, the highest number of pages These metrics not only measure engagement and behavior, but also are “signals” Google uses to determine Search ranking. 16
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