content marketing strategy plan
TRANSCRIPT
CONTENT STRATEGY IDEASJanuary 2016
Right Hand Planning
Think Like a Publisher
Content can be fun
Content TopicsLife Events◦Valentine’s Day◦Wedding Planning◦Graduation◦June/Summer Weddings◦Winter Holidays◦Winter Vacations◦New Job◦New Look/Style
Salon Goals◦Massage◦Products◦Hairstyles◦Nails◦Makeup/Lashes◦Bridal/Weddings◦Skin/Facial◦Salon News
Content TopicsLife Events + Blend Goals - Examples
“Best Looks for Brides in 2016”“Bridal Makeup Musts”“14 Common Misconceptions About Makeup”“Think You're Ready for Your Wedding Style? Take This Quiz!”“The Ultimate Cheat Sheet On Beauty”“20 Myths About Changing Your Hairstyle”“Why We Love Perfectly Posh Products (And You Should, Too!)" “Five Beauty Products Everyone Should Be Using”
Site KeywordsIncorporate popular Blend site keywords for more SEO visibility
blendsalonspa.com – Keywords Snapshot via SEMRushFor more keyword info, link Blend site to Google Webmaster Tools
Competitors
blendsalonspa.com – Competitors snapshot via SEMRush
View competitors to see their content topics, SEO and keyword setups
Content Checklist
HowBullet Points
PhotosPhotos
w/captionsVideos
Why Will Reader Be Interested?Problem solving
First to know – insider info
How-to guidesThink: Viral/Shareable
Audience EmotionsAgreementSatisfaction
DislikeSense of security/lack
thereof
Blend GOALCall to Action
What do you want reader to do?oBuy ProductoAppointment
BUYER PROFILESFour Blend Salon Client Types for Content Targeting
BUYER PROFILESSuburban Mom
30s – 40s, local, reliable quality service, appreciationKEY INSIGHT – Treat them well during their break from a busy schedule
20s – 30s, starting career, new to pampering, open to all options, less rigid ideas & idealsKEY INSIGHT – Minds Wide Open: Help them discover styles and products by sharing information that is new to them
Young Professional
BUYER PROFILES40s – 50s, always very well-dressed, wealthy, brand conscious, particular about things being perfect and her way
KEY INSIGHT – Make Her Look Good - Prestige Brands, Her Style
Upscale Client
~30s, health conscious, brand ethics more important than brand label, open to new ideas
KEY INSIGHT – Happiness & Harmony - In smiling service and natural, sustainable products
Yoga/Naturalist
CONTENT TYPESTypes of Blend Clients to Target Content
Content TypesLong Articles (“Bricks”) – Post
MonthlyOriginal ~500 word articles about an item of interest in the news◦Show your expertise◦In-depth topic discussions◦Product reviews◦Style discussions◦Event pieces (holidays, weddings, etc)
Use on:Blend BlogGuest Posts
Content TypesShort Posts Daily (“Feathers”)
Curate content – Add a few sentences about an item of interest in the news◦ Local news stories◦ Beauty magazine articles◦ Partners (local florist, wedding planner, etc)◦ Holiday blurbs
Use on:Social MediaBlend Blog
Curate IdeasCurate Example
“Salon Magazine today has a great article about how to get Amy Adams’s amazing wavy hair look from her Golden Globes red carpet appearance this week. Click here to read the full article”How It Works:◦ Uses hairstyle, celebrity name and recent news, Golden Globes◦ Post on Blend Blog, share on social media
Link screen shot of article to actual article
Curate IdeasLike and Share Posts of Others
Local EventsPartner Posts
• Wedding planners, bakers• Clothing Boutiques• Local Restaurants• Schools• Nellis AFB
Become Hub of Your & Your Clients’ Community
CONTENT PLACEMENT
Create and Post Content to Attract Visitors
Guest Post Placement
Elegant Magazinehttp
://elegantmag.com/welcome/submissions
/
Google: “Beauty blog submissions” and similar to find more…
Guest Post PlacementMyWedding.com
Article PackagesCitation Content
Original, cites 2 to 4 industry sources
1 Article 600 Words 5 Articles, 600 Words
10 Article Package 5 Articles - 750 Words3 Articles - 500 Words
2 Articles - 1,000 Words
Expert ArticlesOriginal, well-researched pieces
1 Article 750 Words- 5 Articles 750 Words
10 Article Package 5 Articles - 750 Words3 Articles - 500 Words
2 Articles - 1,000 Words
PR PackagesBasic
Press Release WritingDistributed across iReach network of more than 1,600+ websitesAll Major Search EnginesPRNewswire Distribution
Reach Report Included
LimitedPress Release WritingGoogle/Yahoo/Bing NewsMajor Newspapers + WebsitesSubmitted To Associated PressFinancial InstitutionsSocial Media SitesDirect Media Contacts
PR PackagesAdvanced
Press Release WritingGoogle/Yahoo/Bing News
Major Newspapers + WebsitesSubmitted To Associated Press
Financial InstitutionsSocial Media Sites
Direct Media ContactsPR Newswire Distribution
iReach Report Included
Paid Placement
OutbrainnRleateTaboolaNativo
Self-run campaigns for ~$1 per click
FacebookTwitter
PinterestInstagram
Local SEO PackagesPLATINUM
30 KWsBASIC5 KWsMonthly:
◦ Guest Blog Post◦ Magazine/News
Placement◦ 2 Local Citations
SILVER10 KWsMonthly:
◦2 Guest Blog Posts
◦ 2 Magazine/News Placements
◦5 Local Citations
GOLD20 KWsMonthly:
◦2 Guest Blog Posts Outreach (2 articles)
◦4 News Placements
◦1 On-Site Blog Post
◦10 Local Citations◦Create & Submit
PDF ◦Create Video &
Submit to 3 sites
Thank You!
Right Hand Planning
Pete Semple
(310) 464-7609