THE APPROACHABLE BRAND:Digital Content & Channel Publishing Strategies

TODAY’S PRESENTER

➢ Crystal Wiltshire

➢ Influencer & Social Media Manager, Client Success

➢ Nearly 10 years experience in digital content marketing

➢ Blogger & Social Media Addict

THE APPROACHABLE BRAND:

Digital Content & Channel Publishing Strategies

➢ Written Content Types

➢ Visual Media & Audio Content Types

➢ Determining Your Social Network Personality

➢ Implementing Your Content Strategy• Questions & Answers

THE APPROACHABLE BRAND:Written Content Types

THE APPROACHABLE BRAND:

Written Content Types - General Tips

➢ Keywords: write for the reader and keywords will happen naturally

➢ Use short paragraphs, bullets, and images to keep reader’s focus

➢ Link to authoritative sites to lend support to your topic or opinion

➢ Proofread and edit; spelling and grammar can make or break a piece • Questions & Answers

THE APPROACHABLE BRAND:

Written Content Types - Blog Articles

➢ Target Length: 500 - 700 Words

➢ Purpose: Short and useful information (News, Opinions, How-To’s, etc.)

➢ Craft a strong, keyword-rich headline and URL to help with SEO

• Questions & Answers

THE APPROACHABLE BRAND:

Written Content Types - Guides

➢ Target Length: 1,000+ Words

➢ Purpose: Industry Education & Learning

➢ Provide supporting documents such as worksheets, checklists, etc.

• Questions & Answers

THE APPROACHABLE BRAND:

Written Content Types - eBooks

➢ Target Length: 10,000+ Words

➢ Purpose: Textbook Education, Storytelling, etc.

➢ Utilize chapters, table of contents, appendices, glossary, etc.

➢ Publish in a variety of formats (PDF, HTML, EPUB) • Questions & Answers

THE APPROACHABLE BRAND:

Written Content Types - Other Options

➢ Case Studies

➢ Testimonials / Reviews

➢ White Papers

➢ Press Releases • Questions & Answers

THE APPROACHABLE BRAND:Visual Media & Audio Content Types

THE APPROACHABLE BRAND:

Visual Media & Audio Content Types - General Tips

➢ Present a professional image, don’t put out sloppy work

➢ Review and edit any graphics, video, and audio for spelling and grammar

➢ Remember to brand visual media

➢ Be creative and step outside the box• Questions & Answers

THE APPROACHABLE BRAND:

Visual Media & Audio Content Types - Videos

➢ Length: 30 Seconds - 5 Minutes

➢ Purpose: Education, How-To’s, Brand Story, Testimonials, etc

➢ Optimize around a specific keyword as videos can rank in organic results

• Questions & Answers

THE APPROACHABLE BRAND:

Visual Media & Audio Content Types - Infographics

➢ Purpose: Presentation of data or information in agraphic format

➢ Share socially and tie back to additional resources(blogs, events, etc.)

➢ Examples:

•http://dailyinfographic.com/

•gShift Create Smarter Content

• Questions & Answers

THE APPROACHABLE BRAND:

Visual Media & Audio Content Types - Podcasts

➢ Purpose: Provide information in audio format via web, mobile devices, etc.

➢ Helps build your authority and expertise related to your product / service

➢ Examples:

•Forbes Top Five Podcasts For Entrepreneurs

•Ten Podcasts for Digital Marketersooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo oQuestions & Answers

THE APPROACHABLE BRAND:

Visual Media & Audio Content Types - Images /

Memes

➢ Purpose: Fast delivery of information that is easily shareable

➢ Goal: Brand / message awareness not sales

➢ Use as a means to reinforce the message of supporting digital content

• Questions & Answers

THE APPROACHABLE BRAND:

Visual Media & Audio Content Types - Other Options

➢ Posters

➢ Presentations / SlideShare

➢ Comics / Cartoons

➢ Social Profile Branding • Questions & Answers

THE APPROACHABLE BRAND:Determining Your Content / Social Network Personality

THE APPROACHABLE BRAND:

Determining Your Content / Social Network Personality

➢ Like traditional marketing you need to identify target markets

➢ When identifying target markets learn what social media and other content channels they frequent

Questions & Answers

THE APPROACHABLE BRAND:

Determining Your Content / Social Network Personality

➢ After completing target market research develop 2-3 personalities

➢ Ex. John Smith

•43 years old

•B2B professional

•Socially active from 9-11pm on Facebook

•Socially active from 8-10am on LinkedIn

•Actively engages in group conversations and watches videos

• Questions & Answers

THE APPROACHABLE BRAND:

Determining Your Content / Social Network Personality

➢ After completing target market research develop 2-3 personalities

➢ Ex. Jane Smith

•32 years old

•Mother of two, works part time

•Socially active from 1-3pm on Facebook

•Socially active from 9-11pm on Twitter and Pinterest

•Actively shares images, blog posts, and is activelycommenting on videos

• Questions & Answers

THE APPROACHABLE BRAND:

Determining Your Content / Social Network Personality

➢ Using your ‘personalities’ establish a content strategy that is built around them

➢ Schedule content during times they are on social media, not necessarily business hours

➢ Be adaptable to change and updateyour personalities as new technologiesand social platforms emerge

• Questions & Answers

THE APPROACHABLE BRAND:Implementing Your Content Strategy

THE APPROACHABLE BRAND:Implementing Your Content Strategy - Publishing Channels

➢ Written content channels include your website but also:

•Social Media (Facebook, Twitter, LinkedIn, etc.)

•Article Sharing Websites - List of Top 50 Article Directories ( http://www.vretoolbar.com/articles/directories.php )

•eBook distributors (AppStore, Google Play, etc.)

• Questions & Answers

THE APPROACHABLE BRAND:Implementing Your Content Strategy - Publishing Channels

➢ Visual media & audio content channels include your website but also:

•Social Media (YouTube, Instagram, Pinterest, etc.)

•Podcast stations (AppStore, Google Play, etc.)

•Potential to provide this digital content to traditional media such as television and radio stations

• Questions & Answers

THE APPROACHABLE BRAND:Implementing Your Content Strategy - When To Post

➢ Twitter: 1-3pm

➢ Facebook: 1-4pm

➢ Pinterest: 8-11pm

➢ Gather your data metrics and plan around high engagement periods

• Questions & Answers

THE APPROACHABLE BRAND:Implementing Your Content Strategy - Frequency

➢ Establish a regular publishing schedule

➢ Quality content will always trump fluff content

➢ Social media content will be different for each channel but be regularly active across all channels

➢ Provide different content across different channels to give a reason for people to follow all your channels

• Questions & Answers

THE APPROACHABLE BRAND:Implementing Your Content Strategy - Tracking Results

➢ Use data metrics provided directly in social media accounts (Facebook Insights)

➢ gShift Web Presence Analytics Software can help with:

•External Page Tracking

•On-site Page Tracking

•Social Signal Tracking

•Analytics Goal

THE APPROACHABLE BRAND:Questions & Additional Resources

THE APPROACHABLE BRAND:

Questions & Additional Resources

➢ Questions?

➢ Digital Content - Part 1 of 4: Written Content Types

➢ Digital Content - Part 2 of 4: Visual Media & Audio Content Types - 01/28

➢ Digital Content - Part 3 of 4: Content / Social Network Personality - 02/04

➢ Digital Content - Part 4 of 4: Implementing Your Content Strategy - 02/11• Questions & Answers