Ebs 01-content-strategy-1-121019075233-phpapp01
Download as PPT, PDF0 likes360 views
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-phpapp01-130105035333-phpapp01/85/Ebs-01-content-strategy-1-121019075233-phpapp01-68-320.jpg)
Ebs 01-content-strategy-1-121019075233-phpapp01
- 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/