presentation on content marketing & promotion using social media by vizion interactive's...
DESCRIPTION
Presentation at a Kansas City Search Engine Marketing (KCSEM) event in 2013.TRANSCRIPT
CONTENT MARKETINGWITH SOCIAL MEDIA
CONTENT MARKETING @JordanKasteler
CONTENT CREATION @JordanKasteler
CONTENT DEFINITIONViral/Social/Linkbait Content:• Content that is too interesting NOT to
read• Makes people feel something• Provides for effortless transfer to others• Makes other want to share
@JordanKasteler
CONTENT DEFINITION @JordanKasteler
CONTENT DEFINITIONForms of Media:
@JordanKasteler
•Lists
•News
•Rants
•Interviews
•Parodies
•Satire
•Predictions
•Comparisons
•Polls
•Surveys
•Resources
•How-to Guides
•Articles
•Infographics
•Widgets
•Quizzes
•Videos
•etc
Types of Content:
BENEFITS@JordanKasteler
TRAFFIC:• Ad Revenue
VISIBILITY:• Branding / Buzz
• Links / Social Shares
o Search Rankings (SEO)
o Leads / Sales
STICKINIESS:• Subscribers (newsletters / email / RSS)
• Return Visitors
LEVELS OF TRAFFIC @JordanKasteler
1) SOCIAL:• High Traffic #s
• High Bounce Rate
• Low Time on Site/Page
• Low Conversion
2) LINK:• More Relevant Traffic
3) SEARCH:• Highly Relevant Traffic
• High Conversion
SEO BENEFIT@JordanKasteler
“A rising tide raises all boats”
CASE STUDY@JordanKasteler
TITLE: Amazing Photos: Big Results from Compact
Cameras
VISITS: 200k+
LINKS: ~200 (MSNBC, LiveScience)
KEYWORD RANKINGS:•Compact Cameras
•Amazing Photos from Compact Cameras
•Compact Camera Photos
•Compact Camera Results
TARGET AUDIENCE @JordanKasteler
•Who do you want to relate to?
•Why would they care?
•What would make them likely to spread your idea?
TARGET AUDIENCE @JordanKasteler
CONTENT ANGLE @JordanKasteler
CONTENT CREATION PLAN @JordanKasteler
1.Brainstorming2.Research3.Development4.Publication5.Promotion
1) BRAINSTORMING @JordanKasteler
1) BRAINSTORMING (CONT’D)
@JordanKasteler
Use action words – verbs!Verbs encourage readership and guides them. You can use words like:
•Discover•Find•Get•Learn•Join•See•Read•Etc
1) BRAINSTORMING (CONT’D)
@JordanKasteler
• Create Curiosity
• Tap into emotions (worry, fear, frustration, anger, etc)
• Set expectations (WIIFM?)• Tip: Fear of loss is a greater motivator than desire to gain!
That means people are more often motivated by missing out on something than they are by the thought of gaining that same thing.
2) RESEARCH@JordanKasteler
• Is the subject relevant, interesting, and timely?
• Find additional information to aid your content. Verify sources.
• Has it been done before?• If so, what value can you add, revise, etc?
3) DEVELOPMENT @JordanKasteler
1.Copy2.Structure3.Style4.Layout
3) DEVELOPMENT (CONT’D)
@JordanKastelerCOPY LENGTH:•Break up your content into sections to make long content seem shorter. •Explain each key idea or section as succinctly as possible while also being thorough. •Make every sentence count.
News:300-500 words
Insightful Article:750-1,000 words
Evergreen Resource:As long as it needs to be fully comprehensive
3) DEVELOPMENT (CONT’D)
@JordanKasteler
3) DEVELOPMENT (CONT’D)
@JordanKastelerSTYLE:•Break up content visually
•Create a visual hierarchy
•Make it skimmable
Headers
Whitespace
Consistency
Bulleted/Numbered Lists
3) DEVELOPMENT (CONT’D)
@JordanKastelerSUPPORTIVE MEDIA:•Vivid imagery
•Screenshots
•Videos
•Links
4) PUBLICATION @JordanKastelerUSABILITY:•Easy to link
•Easy to share
• Don’t use link code to link somewhere irrelevant or unintended by endorser• Don’t use off-topic, irrelevant, or spammy keywords in link code• Nofollow?
4) PUBLICATION (CONT’D)
@JordanKastelerSOCIAL SHARING BUTTONS:•Make it easy!
•Narrow options.
•Make relevant.
INFOGRAPHICS @JordanKasteler
Types:•Charts•Maps•Diagrams•Timelines
Format:•Static•Animated•Interactive
INFOGRAPHICS @JordanKasteler
CONTENT PROMOTIONStrategy:
• Step 1o asdf
@JordanKasteler
SOCIAL MEDIA@JordanKasteler
SOCIAL MEDIA@JordanKasteler
SOCIAL MEDIA@JordanKasteler
TIMING@JordanKasteler
FACEBOOK TIMING @JordanKasteler
CONTENT PROMOTION#1 (and #6) Article:
• The Social Search Revolution: 8 Social SEO Strategies To Start Using Right Now• 40,000+ unique pageviewso 2,000+ tweetso 700+ Likeso 550+ Google +1so 1,350+ LinkedIn Shares
@JordanKasteler
INTEGRATED PROMOTION @JordanKasteler
• Like-Minded Communities• E.g. inbound.org
• Share on Google+ to “Public” and Send to relevant Circles.• Use “Post Activity” and “Ripples” to +1 others.
• Share on LinkedIn Groups• Submit to: StumbleUpon, Delicious, Reddit• Follow up on Comments. • Thanks influencers for shares
INTEGRATED MEDIA @JordanKasteler
Owned:• Hashtags• Tags• Scheduling (Social/Email)
Earned:• Share!
Paid:• Social Ads• Search Ads• Paid Syndication (e.g.
Outbrain)
SOCIAL MEDIA@JordanKasteler
OWNED MEDIA IN SERPS @JordanKasteler
GOOGLE AUTHORSHIP @JordanKasteler
SEO FOR SOCIAL MEIDAInternal Link Funneling: @JordanKasteler
RESOURCES@JordanKasteler
Headline Formulashttp://socialmediaworkbook.com/wp-content/uploads/102-headline-formulas.pdf
Linkbait Ideashttp://www.portent.com/blog/social-media/230-link-bait-ideas.htmhttp://www.portent.com/tools/title-maker/
