State of Internet Marketing - Session 2
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The document discusses how content, social media, and search engine marketing work together as part of a marketing plan. It emphasizes that content is key and acts as a "force multiplier" by fueling social media efforts and improving search engine rankings. The document provides tips for creating a content strategy, including generating ideas, developing a content calendar, using social media to drive content, and maintaining consistency with a manageable strategy. The overall message is that businesses need quality content in order to succeed with social media, search engine optimization, and other marketing activities.
State of Internet Marketing - Session 2
- 1. Content + Social Media = A Good Search Marketing Plan
- 2. Internet Marketing is Permission Marketing • Understand the Value of Content • Encourage your input & questions • Take one thing that you can apply to your company • Walk away with knowledge about how content, social media and search engine marketing plan together. For the full presentation and handouts go to: www.SmallBusinessMiracles.com/WBC
- 3. Why Content? Content is the force multiplier when it comes to marketing.
- 4. Content Creates Impact Content impacts: • Social media marketing • Search engine marketing • Public relations
- 5. Content and Social Media Content impacts social media. It fuels social media efforts. Without content social media is like having a car with no gas – it’s just all show, with no go.
- 6. Content and Search Marketing Content wows your search engine marketing efforts. Search engine rankings involve having high quality content and publishing often.
- 7. Content and Public Relations Content drives public relations. Your ability to create fresh content around the needs of prospects and customers has become MORE valuable than a product or service announcement.
- 8. We Use Content in… • Newsletters • Websites • Sales Letters • Thank You Letters
- 9. Now We Must Also Create Content for… • Blogs • Facebook • Twitter • Google+ • YouTube
- 10. Value of Content Good Content Produces Traffic
- 11. Forms of Content Content is Graphics
- 12. Forms of Content Content is Blog Posts.
- 13. Forms of Content Content is Long-Form Articles
- 14. Forms of Content Content Can Be Resources and Tools
- 15. Forms of Content Content Can Be Audio and Video
- 16. Search Benefit of Content All forms of content have the ability to bring in traffic from consumers searching.
- 17. Social Benefit of Content All forms of content have the ability to bring social media traffic.
- 18. Social Benefit of Content Content can go viral on social media networks by getting shared and linked-to all over the web.
- 19. What Do I Write About? The biggest dilemma business owners face is what to write on.
- 21. Idea Generators #1 Image Search – Search images for inspiration and ideas.
- 22. Idea Generator #2 News – Turn news stories into ideas.
- 23. Idea Generator #3 Google Alerts – Filter the news by related keywords in your industry and have them delivered via email. http://www.google.com/alerts
- 24. Idea Generator #4 Google Search – Use Google, type in different phrases and pay attention to the suggested searches.
- 25. Idea Generator #5 Q & A Forum – A great source of content ideas can come form Q&A forums like LinkedIn Groups/Answers and Quora. http://www.quora.com http://www.linkedin.com
- 26. Now You Have Ideas…. It’s time to create a content strategy. Content is the keystone to inbound marketing, create a process that is scalable and can be repeated.
- 27. Where Do You Start? Create a content strategy plan that you can scale and repeat.
- 28. Phase 1 – Think Ahead - Get Organized The Where When and How Often! • Where do you need content? List every area that you must supply content to. (Newsletter, Website, Blog, Facebook, Twitter, etc) • Which Channels? (Social Media, Print, Video, Web) • How often do you need to post content in these channels?
- 29. Create a Content Calendar • How Often Will You Draft Content – Daily, Weekly, Monthly? • Organize your calendar by: – Channel (Web / Mobile / Email / Print / Television) – Audience – Program – Format (Text / Video / Photos / Presentations)
- 30. Phase 2 – Squash Writers Block and Generate Ideas Easily • Brainstorm • Mind Mapping • Tickler / Pending File • Stories • Old Archives - Content recycling rule - for every piece of content you recycle you must create two new pieces, don't cheat yourself. • Web and Email Analytics - This data will show you what people looking.
- 31. Phase 3 – Use Social Media to Drive Content How does social media fit into the content mix? Social media is the marriage of content and conversation. Social media conversations can be made into content by: – Highlighting trending topics – Publishing Q & As – Summarize Debates Use social media to drive content for you by using it to: – Asking questions – Soliciting feedback from your followers – Refining your content ideas based on comments that you receive.
- 32. Consistency is Key! Create a Manageable Strategy
- 33. Putting It All Together
- 34. Content / Search / Social Success Formula • Keep a clear and workable plan, collect ideas and data, write your content or get others to help. • Implement and allow content to serve as a force multiplier for you in social media, search marketing and public relations. • Start with a goal of at least one new piece of content per week.
- 36. For the full presentation and handouts go to: www.SmallBusinessMiracles.com/WBC Please call or email with questions. Laura Lake 816.842.0100 llake@smallbusinessmiracles.com