Content Nuts and Bolts
- 1. CONTENT MARKETING PART III Getting Tactical: Content Nuts and Bolts
- 2. Content and SEO A strong, optimized written copy is the most critical part of any SEO initiative. Identify keywords & keyword phrases for target audience. Brainstorm a list of words and phrases searchers might use. Relevance is paramount.
- 3. The best keywords have… Strong relevance to the business or products Relatively high search volume Relatively low competition
- 4. Links- both quantity and quality- can determine and guarantee visibility of the content in search engines. Google awards higher votes for a link from New York Times magazine than a link from a random Tweet. A shareable content is a good linking strategy.
- 5. Optimize!!! Search engines can’t read all content formats other than text. Use descriptive names for images, audio, and video files. For photos- in jpg. format For logos- in .gif files For audio/video- in HTML Not just content; it’s QUALITY content!
- 6. CONTENT and PR Public Relations brings: - Publicity - Reputation Management - Media Relations * Press releases get the news out there! If you have good news content, make it public!!!
- 7. Find the Influencers! Identify the influencers Build relationships with them Find online communities where relevant discussions occur Create awareness and enthusiasm to encourage people to discuss your content
- 8. Well-Publicized Content > Every product has its own informative illustrative video, paired by podcasts from an academic subject matter. It worked.
- 9. Content and Advertising It is easy to become media as it is to buy media Many major brands use advertising to drive target audience into deeper brand experiences through immersive content.
- 10. SAMPLES
- 11. Wrap Content Creatively Are you prepared for a zombie apocalypse?
- 12. TIPS AHOY: Provide a link to a relevant website in the ad Include social media links and calls-to-action in the ad (Twitter, Facebook, and so on) Include QR codes for mobile users that provide deeper information or special offers
- 13. Content and Events SOCIAL MEDIA CHANNELS Connect to prospective attendees Announce updates, programs, and event schedules Send public or private invitations Feature photos, posters, and presentations