wordcamp edmonton - slides

Strategies, Tips, & Tricks:

Content Creation & Blog Marketing

About Me

• Nick Coe (@nick_coe)• Marketing & Advertising• Traditional & Digital

Bigger Picture

Average person online 60 hours/month

25 hours viewing content

94 domains, 3K webpages

Your Visitors…

1. Show Benefit ASAP (Content Strategy)2. Be Accessible (Marketing Strategy)

Thus, your content must…

How?

Main Subject

Related Topics

Shared Topics

Passion Areas

• Think of your blog as a cupcake…

Starting Point - Research

• Topics – Far & Wide• Social Sites• Relevant forums

• Keywords – Go Niche• Search Engines• Social • Intuition

Tip: “Google Keywords”• High Volume• Low Competition

Tip: “SEO Moz Keyword Difficulty Tool”

Tip: Twitter• Search hashtags

Basic Structure

General

Specific

Headline

Body

Featured Image

Conclusion

Intro

Structure With Style

• Old marketing principle• A.I.D.A.

Attention: grab the reader’s attention!

Interest: quickly address benefits

Desire: confirm their interest

Action: show them what to do next

More Tips

• Don’t sell, teach

•Make it digestible

• “Would I read (and share) it?”

Content Summary

• Headline + Featured Image Attention • Tip: Check DIGG headlines & test, test, test…

• Featured Image + First sentence Interest • Tip: Keywords to the front, thumbnail + excerpt

• Body Desire• Tip: KISS, be concise, use lists

• Post-Body Action• Tip: “Social Sharing” & “Related Posts” plugins

Spreading the word

• “Build and they will come?”

• If content is king, design is queen, then…

“…Context is GOD” – Gary V.

• Not what you deliver, but how• Engagement• Listening

• People don’t care about you…• But they care what others say• Friends, family• Influencers, thought leaders

Marketing

• Inbound Marketing• Attraction (Accessibility!)• Search, Social• Email, Other

• Outbound Marketing• Interruption• Advertising• Telemarketers VS.

Tip: hubspot.com/marketing-resources

Inbound Marketing

Source: seomoz.org

Inbound Marketing

• SEO• Quality, not Quantity• Eye on traffic – Google Analytics• Plugin Tip – “SEO Pack”

• Social• Produce “pointable” content• Engage, listen, optimize• Plugin Tip: “WP To Twitter”, “Wordbooker”

Inbound Marketing

• Email• Most valuable online, social property• Plugin Tip: “WP Autoresponder & Newsletter”• Mailchimp

• Other - “Sweat Marketing”• Guest blogging (yours + others)• Plugin Tip: “User Capabilities”

• Comment marketing, forums• Infographics, Video, eBooks

Resources

• Content• Copyblogger• Problogger• Quora thread – “What are good books and blogs for

learning copywriting?”

• Marketing• Hubspot• Duct Tape Marketing• SEOMoz

Thanks!

Thanks!Any Questions?