long-form content marketing
TRANSCRIPT
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Inbound E-marketing:Long-form Content Marketing
Mary Ann Davis| [email protected] Community College | 2016
+Long-form: Characteristics
More than a few sentences Offers deep value Requires more than a couple minutes of viewer
attention Non-promotional Builds brand awareness
+Long-form: Tools
Blogs Articles Ebooks, press releases &
white papers Presentations
Video Audio Online Events E-mail
+Blogs: Characteristics
Typically displays posts in reverse chronological order
Usually includes a comments section Can be a highly interactive relationship
building tool
Search engine friendly
+Blogs Best Practices: Posting
500 – 800
3+ times/week
Word Count
Research & Use Keywords
+Blogs Best Practices: Post Structure Title/Headline Introductory paragraph - immediately
relevant, explains what people will get in the rest of the post
Main Body – supporting points; may need to use sub-headlines & bulleted lists
Conclusion – provide a take away Call to Action – tell readers to download a
resource; leave comments or answer a question
+Blogs Best Practices: Comments
Moderate Comments SPAM & Offensive
Language
Address Negative Comments
Publicly or Privately
+Blogs Best Practices: Visibility
Make it Shareable(e.g. ShareThis Plugin) Set-up RSS Feed
Cross Promote
+Blogs: Tools Blog.com – www.blog.com Blogger – www.blogger.com SquareSpace – www.squarespace.com Tumblr - www.tumblr.com TypePad - www.typepad.com Weebly – www.weebly.com Wix – www.wix.com WordPress – www.wordpress.com & .org
+Articles: Best Practices
Site should match the brand Formal tone & format – more so than blogs Follow each site’s writer’s guidelines Write with SEO in mind Supplement other content marketing – don’t
lead with it Link articles to similar content on your blog
+E-Books: Best Practices
Topic should relate to the business Short – approx. 20 pages with 1” margins, 12 pt.
font & double line spacing Requires typical book elements (title, copyright
page, table of contents & chapters) Easy for viewers to scan through content Show your expertise
+E-Books: Best Practices Semi-formal tone – less formal than a research
paper; more formal than a blog post Be authentic Seek feedback before publishing Professionally designed Make it shareable – don’t require email addresses,
assign Creative Commons Attribution licensing(describe this on your website)
Promote website with link footers
+Press Releases: Best Practices
> 500 Words
Journalistic StyleNewsworthy
Most Important
Least Important
Include Keywords in First 250 Words Promote on
Websites
+White Paper: Best Practices
Educate consumers on complex topics Include charts, graphs, footnotes, bibliographies
& quotes Share on website, social media accounts, emails &
with other bloggers Repurpose content in social media
+Presentations: Best Practices
Create a Profile Should Stand on its Own
Include Visuals
Add Keyword Tags Make it Sharable
+Video Best Practices: Planning
ContentBackgroundSoundEquipment & software
+Video Best Practices: Content
Product demonstration How To’s – useful for screencasts Interviews – customers & experts Behind the scenes Commentaries – industry news or current events Q&A Company events
+Video Best Practices: Visibility
Make it ShareableAdd Keywords, Annotations &
Transcripts
Cross Promote
+Audio Best Practices: Content
Tips How To’s Interviews – customers & experts Commentaries – industry news or current
events Q&A Events – behind the scenes or narrating event
activities
+Audio: Best Practices
Deliver very detailed content Utilize equipment and editing software Upload it to a publishing site for accessibility
from iTunes RSS Feeds – for podcasts Include in blog, website & social media sites
+Online Events: Best Practices
Webinars – deliver free noteworthy content Virtual trade show – utilize a service Live streaming – include useful/meaningful
content & use quality technology
Content Types
Promotion Heavy promotion Display website URL throughout event
+E-mail: Best Practices
Use to Extend the Content Marketing
Plan
Develop Newsletter Like Content
Include Website & Blog Links
Make it Shareable Automate with a Provider
Mary Ann DavisDigital Marketer & Strategist
Specializing in developing strategic marketing plans using an effective mix of multi-channel approaches
that grow business development.
about.me/[email protected]