content marketing: why & how
DESCRIPTION
Content marketing & social media marketing help you reach new customers online. Learn how to create good content and how to promote it in social media.TRANSCRIPT
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Great Content: The Heart of Social Media Marketing
You don’t have to win a Nobel Prize for your content to be great – and effective.
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Simply put, web users are consumers of content. Therefore, you need to deliver compelling content that will engage your customers and keep them coming back for more. People are calling this “The New Marketing.”
People spend their time online, and that’s where your marketing needs to go.
- Arnie Kuenn on SEOmoz.org
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Why Content & Social Media?
• Improve your SEO• Pull people to your site• Show people why they’ll enjoy doing business
with you
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
How to Integrate Content & Social Media
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
What Is Content?
• Blog posts• FAQs• Video• Infographics• Photographs
Content should live on your site, or if it lives on other sites, it should be linked to your site.
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
What Is Great Content?
• It matters to someone – preferably, your customers and/or future customers
• It comes from deep expertise• It’s genuinely useful• It’s easy to understand and apply• It’s
funny/touching/provocative/controversial….in other words, shareable
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Where Can I Find Ideas for Great Content?
• News• Your experience
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Content Source: General News
http://gizmodo.com/5972877/how-the-ftc-screwed-up-the-google-investigation
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Content Source: Industry Issues, Controversy
http://foodfrontiers.pepsicoblogs.com/2012/09/huffington-post-private-sector-serious-about-tackling-ncds-despite-concerns-of-civil-society
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Content Source: Customer Qs, Complaints & Praise
http://www.poolsupplyworld.com/blog
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Content Source: Instructions/Guidance
http://www.corsetconnection.com/shop/how-to-put-on-a-corset.html
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Content Source: Sales Objections
http://blog.caseysplumbing.com/industry-news/
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Content Source: Adjacent issues
http://www.graylingjewelry.com/3/post/2013/01/beat-puffy-eyes.html
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Why do I need to promote my content? Great content and engaging stories help your
company’s content get found and shared. When great content is shared, commented on or liked, it is no longer your content alone. It is their content. And user-generated content is trusted more than advertising or promotion.
- Michael Brenner, writing in Forbes Magazine
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
How do I promote my content in social media?
• Post regularly• Don’t be repetitious
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Promote new posts where your customers & prospects hang out
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Keep promoting posts as long as they’re still relevant
• Weekly or bi-weekly• Whenever relevant news comes up• As seasonally appropriate• Whenever a relevant customer or industry
issue is rearing its head again
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Avoid “title/link” formula
Interesting topics, but the stream looks monotonous. Note posting times: obviously scheduled.
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Vary Your Content
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Develop an Engaged Audience
• Don’t be boring• Follow real people• Talk with them
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Don’t be repetitive & boring
We can see the company is seeking business, but we can’t learn much else about it from this stream.
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Mix It Up
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Respond to Criticism Promptly & Politely
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Have Real Conversations
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AboutUs.com | @AboutUs | Facebook.com/AboutUs.org @AlizaEarnshaw
Be a Real Person
Because that’s who you’re trying to reach in social media: real people.