Content and Strategy
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This document provides guidance on using content and social media to drive business results. It emphasizes setting concrete and measurable goals, understanding the target audience, and developing a content strategy and promotion plan. The general model involves bringing visitors in, getting permission to interact, and converting them. Content should give value, grow the opt-in list, and establish expertise. Both regular and evergreen content are important. The document also covers content planning, driving conversions through blogging and social media, resources needed, and measuring results.
![Tactical steps
20 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](https://image.slidesharecdn.com/ebs-01-content-strategy-1-121019075233-phpapp01/85/Content-and-Strategy-68-320.jpg)
Content and Strategy
- 1. Content and Strategy Using blogs, content and social media to drive business results for your brand Priit Kallas, www.dreamgrow.com
- 2. Goals Concrete! Measurable! Number! Unit! Dollars!
- 3. 98% most visitors don't come to buy
- 4. Who are you? What do you offer? What problem do you solve? Why should I care?
- 5. Bad goals Fan count Visitors Etc.
- 6. Good goals
- 7. Steps 1. Bring them in 2. Get a permission to interact 3. Convert
- 8. General model Prospect activities Internet Sale marketing (Lead) activities Money
- 9. (View) (Click) Sharing Permission Lead bit.ly/48smkpi
- 10. Sale! (action) Image http://www.sxc.hu/photo/840748
- 11. Model?! Landing Ad page Offer in Landing Facebook Facebook page Sale Mailing- Landing Twitter Blog post list page Service/ Email from Search Blog post Meeting product prospect
- 12. Facebook wall post Landing page Facebook ad SALE!
- 13. Action to measure! Google Analytics: Goal 1000 123 Action 123 converts Thank page you -877 goo.gl/V3WYD
- 14. Model?! Consistency, predictability, and repeatability are the foundation of great results: ►Experiment with different models. ►Find out what works for you. Experiment Works? Repeat!
- 15. Target group Whom are you selling to? What do you know about them? What can you do for them?
- 16. Hands on What are the interests of your target group? Model: what are the realistic steps from interest to action?
- 17. Content strategy 1. Give value 2. Grow your opt-in list 3. Become a resource/expert in your filed
- 18. Give value Knowledge and help Money, free, deals Entertainment
- 19. Low participation rate lifestyle, fun, deals, action
- 21. Participate and win 2500 euro New Years Eve party
- 22. High participation rate knowledge, community, lifestyle, expert/guru
- 23. Solve a problem or satisfy a need!
- 24. Which gadget to buy?!
- 25. Continuous participation (B2B) knowledge, partner, colleague, help, expert/guru
- 27. Where to store content All content must be stored on your website. Videos can be stored on YouTube and slides on SlideShares, but present them embedded into your website!
- 28. Your website is the Foundation Value SEO „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
- 29. Content types Text Images Videos Presentations Audio Tools and widgets Consumer generated content
- 30. Text Posts/Articles White papers Press releases Facebook wall Tweest Comments
- 31. Video Advice Webinars Testimonials Case studies Interviews Entertainment Youtube/Vimeo max 100sec
- 37. Regular content Information that can be updated regularly: week, month, quarter, year Best ads of the month Weekly top of X Quarterly earnings report
- 38. Best Practices What works? Lists Top10 How-to's Resource lists Statistics and trends Case studies Regular posting
- 39. 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.
- 40. Hands on 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?
- 41. 5s on page SEO Title Address H1 – Headlines Meta description XML sitemap (sitemap.xml, robots.txt) 41
- 42. Content planning What content How often Dealing with comments, reviews, and ratings What tools to offer?
- 43. The more content you have, the more visitors you get!
- 47. 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
- 48. Promotion
- 49. Make it easy to share! Give permission to share everything Encourage to share and comment
- 50. Engaging Call-to-action Highlighting top content Email and RSS signups
- 52. Links • Partners, friend, people you know • Facebook, Twitter, Linkedin, etc. • Topical blogs and forums • Relevant directories • Who links to comeptitors?
- 53. Who links to you/competitor: Bing.com "dreamgrow.com" -site:dreamgrow.com
- 54. Hands on Create a link building plan (X quality links per month)
- 55. Driving conversions Goal: Drive people from social networking sites to your website. Convert people on your website.
- 56. Blog Post 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
- 57. Facebook Post relevant content 1 post per day Answer psots and comments Participate on related pages
- 58. Twitter Find and retweet 5 relevant tweets Answer to others Find and follow influsencers in your topic Follow new followers (if not spam)
- 59. LinkedIn Accept new connections Find influencers Join relevant groups Find discussions to participate Write recommendations Add content to your profile: slides, books, blogs
- 60. Pinterest Pin content as you find it Find relevant boards to follow Accept new board invitations Find content to repin Comment and like on other pins
- 62. Pople Who's involved? C-level support
- 63. Time It takes more time than you think. Get commitment from people who will help you. Prioritize content creation.
- 64. Money Salary expenses Ads and other bought media Web dev and tools Agency/consultant Content creation
- 66. 1
- 67. 2 1
- 68. Tactical steps 20 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
- 69. Hands on Create content strategy and plan Who's involved and what they do? How often? What channels?
- 71. Results Analytics (referral, search, social) Post's life span Commants Sharing Links Leads Sales – Dollars – Euros
- 73. Thanks! Priit Kallas www.dreamgrow.com, priit@dreamgrow.com
Editor's Notes
- #2: http://www.sxc.hu/photo/1328372
- #3: http://www.flickr.com/photos/wili/214316968/in/photostream/
- #9: http://www.sxc.hu/photo/794710
- #10: http://www.sxc.hu/photo/1131445
- #20: http://www.flickr.com/photos/clariant/5375326200/
- #23: http://www.flickr.com/photos/etolane/394893431/
- #24: http://www.flickr.com/photos/akeg/2230862848/sizes/l/
- #26: http://www.flickr.com/photos/27433628@N05/2597308328/
- #32: http://www.flickr.com/photos/slightlynorth/5362231253/sizes/l/
- #38: http://www.flickr.com/photos/lwr/3546392439/sizes/l/in/photostream/
- #40: http://www.flickr.com/photos/bobsmarket/3407731374/sizes/m/in/photostream/