blogging, web content & optimizing suzanne mc donald
TRANSCRIPT
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Blogging, Web Content & Optimizing What Do I Get?
Designated Editor Speaking Series
Suzanne McDonald | Content & Social Strategist
Rhode Island Hospitality Association
@Sue_DesigEditor
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www.designatededitor.com 2
6 years Page 1
Masters in Journalism & Mass Communications BA in Journalism
Social Media Strategies professor
suzanne’s experience
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www.designatededitor.com 3
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www.designatededitor.com 4
Paid media vs. owned media
www.emarketer.com/Article.aspx?R=1008948 @Sue_DesigEditor
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www.designatededitor.com 5
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Challenges we’ll address
@Sue_DesigEditor
How to boost brand awareness & loyalty?
How to discover influencers?
Which tools & platforms are worth using?
How to measure and boost ROI?
How to integrate across platforms?
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www.designatededitor.com 7 @Sue_DesigEditor
Google and Bing/Yahoo! serve & protect their best interests
http://www.ukresistance.co.uk/pics4/jade_raymond_and_team.jpg
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Search engines crave
@Sue_DesigEditor
As any blogger or affiliate marketer will tell you
You won’t generate any income
If no one clicks, then
If no one is using search engines
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www.designatededitor.com 9 @Sue_DesigEditor
While
&
may be all-powerful
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www.designatededitor.com 10 @Sue_DesigEditor
They still have to contend with
http://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader-costume-300x300.jpg
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www.designatededitor.com 11 @Sue_DesigEditor
… oops I mean
http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg
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www.designatededitor.com 12 @Sue_DesigEditor
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www.designatededitor.com 13 @Sue_DesigEditor
SEO
Keywords
Links
Content
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Quality content
Interests humans
Integrates SEO
Optimizes social graph
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Who is your audience?
Who might be your best advocates?
What are their defining characteristics?
What are they looking for?
Are you using the right vocabulary?
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www.designatededitor.com 16 @Sue_DesigEditor Visitors
Usability
Desired info
Target audience
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Where does content live?
@Sue_DesigEditor
Social Media
Blog
Website
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4 stages to effectiveness
@Sue_DesigEditor
Stage 1 Your website
Stage 2 Your blog & email
Stage 3 Platforms & tools integration
Stage 4 Optimizing your platforms & metrics
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Stage 1 Your website
@Sue_DesigEditor
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How to fully maximize your content
@Sue_DesigEditor
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WordPress is free & versatile
@Sue_DesigEditor
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who is your audience?
@Sue_DesigEditor
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4 steps to content planning
@Sue_DesigEditor
Step 1 Your audience & keywords
Step 2 Find & leverage the right tools
Step 3 Integrate social media channels
Step 4 Optimization & metrics
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Keywords: Your prospects’ vocabulary
@Sue_DesigEditor
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Keywords: Google Trends
@Sue_DesigEditor
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www.designatededitor.com 26 @Sue_DesigEditor
Keywords: Include in Titles and Descriptions
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www.designatededitor.com 27 @Sue_DesigEditor
Quality content tactics
Editorial calendar
News package
Tease threads
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Editorial calendars
@Sue_DesigEditor
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Stage 2 Blog & email
Google & search engines <3 fresh content
Activate keywords & make multimedia
Offers a glimpse inside your brand
Enable and moderate comments
Leverage blog posts to feed email
@Sue_DesigEditor
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Blogs cited as least expensive
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Multimedia blog
@Sue_DesigEditor
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http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
@Sue_DesigEditor
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who is your audience?
@Sue_DesigEditor
Influencer-finder tools
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www.designatededitor.com 34 @Sue_DesigEditor
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who is your audience?
@Sue_DesigEditor
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www.designatededitor.com 36 @Sue_DesigEditor
Earned media placement tool
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Other influencer tools
@Sue_DesigEditor
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Stage 3 Integrate social media
@Sue_DesigEditor
Claim social profiles
Determine most relevant social channels
Monitor, engage & integrate
Understand sentiment analysis
Weave your content across platforms
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Social
Google Alerts
Twitter Trends
LinkedIn Answers
Facebook Polls
@Sue_DesigEditor
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www.designatededitor.com 40 @Sue_DesigEditor
Tools to drive blogs & content
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Bruno Maia, IconTexto http://www.icontexto.com
Integrate appropriate social media channels
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www.designatededitor.com 42 @Sue_DesigEditor
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www.designatededitor.com 43 @Sue_DesigEditor
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Show your brand or curate others’
@Sue_DesigEditor
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who is your audience?
@Sue_DesigEditor
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who is your audience?
@Sue_DesigEditor
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who is your audience?
@Sue_DesigEditor
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Stage 4 Social media optimization & metrics
@Sue_DesigEditor
Be more efficient
Be more effective
Optimize for performance
Calculate your ROI
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Maximize Your ROI
@Sue_DesigEditor
Step 3 Build topics Discuss topics that best serve your growth markets & use keywords
Step 2 Keyword research What vocabulary are people using?
Step 1 Business development Identify your best growth areas
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www.designatededitor.com 50 @Sue_DesigEditor
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who is your audience?
@Sue_DesigEditor
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Stage 4 How are we doing?
@Sue_DesigEditor
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Engagement & Relevance
Facebook Insights
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Google Analytics: now + social
@Sue_DesigEditor
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who is your audience?
@Sue_DesigEditor
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www.designatededitor.com 56 @Sue_DesigEditor
Boost awareness & loyalty
Longer-lasting vs. paid media
Understand & relate to customers
Now you’ll know what’s working
Reduced customer service costs
Efficient & effectively find influencers
Benefits of web content planning
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In-person engagement
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Questions?
Designated Editor Speaking Series
Happy to help!
Suzanne McDonald | Content & Social Strategist
@Sue_DesigEditor
Blogging, Web Content & Optimizing What Do I Get?
Rhode Island Hospitality Association