how to create a content strategy
DESCRIPTION
Content Strategy, How to Create for online marketing and public relationsTRANSCRIPT
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How To CreateA Content Strategy
Presented by:
Expansion Plus
© 2009 Expansion Plus Inc All Rights Reserved.
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Purpose of the Exercise To prepare an
Internet marketing strategy to maximize your web site's search visibility and conversion rate
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Content Is King
Top ranking sites consistently have well writing content as a feature in common. The old saying “content is king” has never been more true than it is today.
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Copywriting
Good copywriting can help change your website focus to address your visitors’ concerns and help you out-perform your competitors’ websites.
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Generate Content
• Thus a major effort must be made to generate and syndicate content that contains links back to your web site.
• Searchers believe natural search results produce the most relevant information.
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Think Like A Publisher
• Successful online marketers must now ‘think like a publisher’.
• SEO is more than making a few adjustments to the site’s page copy, or adding some extra code. It is an ongoing process that helps your site evolve over time into a viable competitor in your industry.
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Search Visibility & Brand Value
Being found on the first half of a search results page increases your brand value.
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Google Golden Triangle
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Internet Ad Spending
• Set To Overtake All Other Media By 2011
• Will reach $61.98 billion, and will surpass newspapers to become the nation's leading ad medium
- 21st Communications Industry
Forecast.
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What is Influencing Consumers and Business Buyers?
“A Person Like Me” Now The Most Credible Spokesperson
for Companies
Global opinion leaders say their most credible source of information about a company is now “a person like me.”
Edelman Trust Barometer
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Consumer Reviews
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Influencing Purchases
58% of consumers prefer websites with peer-written product reviews.
- MarketingSherpa
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Control of Consumer Spending?
Women represent just over 50 percent of the US population but account for 80 percent of consumer spending, making women top candidates for word-of-mouth marketing.
- Trendwatching brief
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Word Of Mouth
Over 25 million US adults regularly share advice on products or services online.
- eMarketer
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Social Media
1 in 20 internet visits go to social networking sites.
- Hitwise
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Seniors
• Internet Growth Driven by Senior Citizens
• The fastest growth in Internet use is being driven by the older age groups, starting at 55.
The Media Audit
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Top 5 Media Influencers on Consumers Buying a Car
1. Word of Mouth 30.4%
2. TV Broadcast 24.1%
3. Read Article 21.3%
4. Newspaper 20.2%
5. Magazine 17.5%
Source: Ad Age Domestic Spending by
Category and BIGresearch, 2007
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Top 5 Media Influencers for Consumers Buying Electronic/Home
Furnishing/Appliances
1. Word of Mouth 42.6% 2. Read Article 34.1% 3. TV Broadcast 32.3% 4. Newspaper Inserts 32.0% 5. In-Store Promo 27.2%
- BIGresearch, 2007
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Organic Search
• Although social media has become important, being found on the major search engines is still vitally important.
• Aim to own the ‘above the fold’ real estate
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Audit Your Site• Locate search
visibility problems and usability issues with the current site
• Review content for persuasive function and conversion
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Check the Competition
Compare your site to the competition and other websites that have page one ranking on your keywords
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Persuasive Content
• Studies show that the average website loses over 60% of the visitors right off the home page due to usability issues and a lack of relevant content.
• 50% of visitors spend less than eight seconds on a site.
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SEO Basics
• SEO (Search Engine Optimization) done well results in high rankings with the search engines
• Most people find content through search with Google leading the pack
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Back Links Are Vital
• The site must be optimized
• The site must have volumes of links to it (Called back links or one way inbound links)
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Keyword Research
• The objective is to find a viable number of keywords that your target audience is using to find your site or your products/services.
• Then use the keywords on the site and in the content
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Keyword Research
• Look at the titles of the web pages and look for keywords
• Go to ‘View’ and click ‘Source’ and see if there are keywords in the meta tags
• Note the ones that you find
• Open a browser and go to
http://www.digitalpoint.com/tools/suggestion/
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Keyword Research (cont’d)
• Look up any words that relate to the site and see which ones have the highest search numbers.
• Then look down the list and find ‘long tail’ words with smaller search numbers but a more specific description of your activity or service.
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Long Tail
Long Tail: low-demand products/services can make up a market share that equals or exceeds high-demand products -- if the distribution channel is large enough.
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Sample Camera Keywords
• Digital camera• Digital camera
accessories• Photographic
equipment• Point and shoot
camera• Medium format
camera
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Keywords
• Find all the words that you think can bring good visibility and traffic
• Open another browser in Google so you can do a search on the words you pick and see the number of competing pages
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Start of the Strategy
• Note the words you will go after first.
• With correct optimization, there are several terms which can be taken advantage of that have high searches, but relatively low competition.
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Home & Interior Pages
• The homepage & interior page content needs to be rewritten to utilize these keywords to the best advantage
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Content Items
Note phrases that can be used in content syndication – news releases, articles and blog posts.
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Competition
• Take each major keyword or phrase picked for the strategy and do a Google search on that keyword/phrase.
• See who shows up at #1, 2 and 3
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Eye Track: Web Page
• This is the normal eye pattern on a webpage – where it is red 100% of the people looked.
• You can increase the way people read the site by using chunk of content and sub headings on the content.
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Top Five Errors
1. Too much motion – animation
2. Slow downloads, too many graphics3. Confusing navigation
4. Not enough content or outdated content
5. Technology that will hurt Search results (Frames – no keywords in text – text in a image)
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Optimized Press Releases
• Optimized (making full use of keywords and links) press releases are an excellent tool to generate leads.
• An important benefit of optimized press releases is that they create volumes of links back to your site, which is critical for search engine rankings - especially Google - and they work very quickly
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Press Releases Online
News Engines
Search Engines
Journalists
Buyers
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RSS Feeds
It’s the ability to access content any time of the day that’s attracting the audiences--a perfect match for RSS (really simple syndication) feeds.
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The blog and feed search sites - called news aggregators - gather syndicated content and have growing audiences who visit their sites to find new content.
News Aggregators
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Blogs
• Use blogs to help tell your story
• Brings a face to your organization
• Can provide feedback to a specific question or topic
• Search engines love them
• Cross linking in your site
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Strategy Elements
• Upgrade the site
• Undertake ongoing SEO (search engine optimization) especially link building
• Issue optimized press releases
• Add RSS feeds for press releases, articles, video, etc
• Utilize social media sites where appropriate
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Recommended Reading
THE POWER OF A
CONTENT STRATEGY
By Sally Falkow
www.falkowinc.com/inc/ebooks.html