presentation on content marketing & promotion using social media by vizion interactive's...

CONTENT MARKETINGWITH SOCIAL MEDIA

CONTENT MARKETING @JordanKasteler

CONTENT CREATION @JordanKasteler

CONTENT DEFINITIONViral/Social/Linkbait Content:• Content that is too interesting NOT to

read• Makes people feel something• Provides for effortless transfer to others• Makes other want to share

@JordanKasteler

CONTENT DEFINITION @JordanKasteler

CONTENT DEFINITIONForms of Media:

@JordanKasteler

•Lists

•News

•Rants

•Interviews

•Parodies

•Satire

•Predictions

•Comparisons

•Polls

•Surveys

•Resources

•How-to Guides

•Articles

•Infographics

•Widgets

•Quizzes

•Videos

•etc

Types of Content:

BENEFITS@JordanKasteler

TRAFFIC:• Ad Revenue

VISIBILITY:• Branding / Buzz

• Links / Social Shares

o Search Rankings (SEO)

o Leads / Sales

STICKINIESS:• Subscribers (newsletters / email / RSS)

• Return Visitors

LEVELS OF TRAFFIC @JordanKasteler

1) SOCIAL:• High Traffic #s

• High Bounce Rate

• Low Time on Site/Page

• Low Conversion

2) LINK:• More Relevant Traffic

3) SEARCH:• Highly Relevant Traffic

• High Conversion

SEO BENEFIT@JordanKasteler

“A rising tide raises all boats”

CASE STUDY@JordanKasteler

TITLE: Amazing Photos: Big Results from Compact

Cameras

VISITS: 200k+

LINKS: ~200 (MSNBC, LiveScience)

KEYWORD RANKINGS:•Compact Cameras

•Amazing Photos from Compact Cameras

•Compact Camera Photos

•Compact Camera Results

TARGET AUDIENCE @JordanKasteler

•Who do you want to relate to?

•Why would they care?

•What would make them likely to spread your idea?

TARGET AUDIENCE @JordanKasteler

CONTENT ANGLE @JordanKasteler

CONTENT CREATION PLAN @JordanKasteler

1.Brainstorming2.Research3.Development4.Publication5.Promotion

1) BRAINSTORMING @JordanKasteler

1) BRAINSTORMING (CONT’D)

@JordanKasteler

Use action words – verbs!Verbs encourage readership and guides them.  You can use words like:

•Discover•Find•Get•Learn•Join•See•Read•Etc

1) BRAINSTORMING (CONT’D)

@JordanKasteler

• Create Curiosity

• Tap into emotions (worry, fear, frustration, anger, etc)

• Set expectations (WIIFM?)• Tip: Fear of loss is a greater motivator than desire to gain!

That means people are more often motivated by missing out on something than they are by the thought of gaining that same thing.

2) RESEARCH@JordanKasteler

• Is the subject relevant, interesting, and timely?

• Find additional information to aid your content. Verify sources.

• Has it been done before?• If so, what value can you add, revise, etc?

3) DEVELOPMENT @JordanKasteler

1.Copy2.Structure3.Style4.Layout

3) DEVELOPMENT (CONT’D)

@JordanKastelerCOPY LENGTH:•Break up your content into sections to make long content seem shorter. •Explain each key idea or section as succinctly as possible while also being thorough. •Make every sentence count. 

News:300-500 words

Insightful Article:750-1,000 words

Evergreen Resource:As long as it needs to be fully comprehensive

3) DEVELOPMENT (CONT’D)

@JordanKasteler

3) DEVELOPMENT (CONT’D)

@JordanKastelerSTYLE:•Break up content visually

•Create a visual hierarchy

•Make it skimmable

Headers

Whitespace

Consistency

Bulleted/Numbered Lists

3) DEVELOPMENT (CONT’D)

@JordanKastelerSUPPORTIVE MEDIA:•Vivid imagery

•Screenshots

•Videos

•Links

4) PUBLICATION @JordanKastelerUSABILITY:•Easy to link

•Easy to share

• Don’t use link code to link somewhere irrelevant or unintended by endorser• Don’t use off-topic, irrelevant, or spammy keywords in link code• Nofollow?

4) PUBLICATION (CONT’D)

@JordanKastelerSOCIAL SHARING BUTTONS:•Make it easy!

•Narrow options.

•Make relevant.

INFOGRAPHICS @JordanKasteler

Types:•Charts•Maps•Diagrams•Timelines

Format:•Static•Animated•Interactive

INFOGRAPHICS @JordanKasteler

CONTENT PROMOTIONStrategy:

• Step 1o asdf

@JordanKasteler

SOCIAL MEDIA@JordanKasteler

SOCIAL MEDIA@JordanKasteler

SOCIAL MEDIA@JordanKasteler

TIMING@JordanKasteler

FACEBOOK TIMING @JordanKasteler

CONTENT PROMOTION#1 (and #6) Article:

• The Social Search Revolution: 8 Social SEO Strategies To Start Using Right Now• 40,000+ unique pageviewso 2,000+ tweetso 700+ Likeso 550+ Google +1so 1,350+ LinkedIn Shares

@JordanKasteler

INTEGRATED PROMOTION @JordanKasteler

• Like-Minded Communities• E.g. inbound.org

• Share on Google+ to “Public” and Send to relevant Circles.• Use “Post Activity” and “Ripples” to +1 others.

• Share on LinkedIn Groups• Submit to: StumbleUpon, Delicious, Reddit• Follow up on Comments. • Thanks influencers for shares

INTEGRATED MEDIA @JordanKasteler

Owned:• Hashtags• Tags• Scheduling (Social/Email)

Earned:• Share!

Paid:• Social Ads• Search Ads• Paid Syndication (e.g.

Outbrain)

SOCIAL MEDIA@JordanKasteler

OWNED MEDIA IN SERPS @JordanKasteler

GOOGLE AUTHORSHIP @JordanKasteler

SEO FOR SOCIAL MEIDAInternal Link Funneling: @JordanKasteler

RESOURCES@JordanKasteler

Headline Formulashttp://socialmediaworkbook.com/wp-content/uploads/102-headline-formulas.pdf

Linkbait Ideashttp://www.portent.com/blog/social-media/230-link-bait-ideas.htmhttp://www.portent.com/tools/title-maker/

THANK YOU!

Jordan Kasteler Jordan.Kasteler@VizionInteractive.com

@JordanKasteler

www.VizionInteractive.com