The document discusses how content on the internet is increasingly being shared across various social media and search platforms. It emphasizes the need for companies to create content that is optimized for sharing in order to reach wider audiences. Specifically, content should include intriguing headlines, descriptive images and metadata to better spread through social media sharing and personalized search results. The document also provides tips for monitoring discussions online, identifying influencers and advocates, and utilizing tools like Google Alerts, Analytics and social media analytics to track sharing.

1. THE SHAREABLE CONTENT
REVOLUTION: ARE YOU
READY?
Kelly Duffort
KD Web Strategies
NCPRSA PR & MARKETING SEMINAR
NOVEMBER 15, 2012

2. @KellyDuffort
INTERNET GROWTH
Monday, November 12th : 8.68 billion pages
Tuesday, November 13th : 10.2 billion pages
Source: WorldWideWebSize.com

3. @KellyDuffort
PERSONALIZED SEARCH
Map Image Credit:psdgraphics.com

4. @KellyDuffort
SOCIAL NETWORKING GROWTH
 2/3 of online adults use social networking sites.
 48% of consumers are led to make a purchase
through a combination of search and social media
influencers.
Sources:
“Why Americans Use Social Media,” Pew Internet Project, November 2011
“Search and Social Together Aid Online Shoppers,” eMarketer, March 2011

5. @KellyDuffort
SOCIAL SEARCH

6. @KellyDuffort
SEARCH ON GOOGLE

7. @KellyDuffort
SOCIAL SEARCH ON GOOGLE

8. @KellyDuffort
SOCIAL SEARCH ON BING

9. @KellyDuffort
EXCITING!
Photo Credit: @CostinThampikutty.com, Flickr

10. @KellyDuffort
A LITTLE BIT SCARY…
Photo Credit: @Kevin Lawver, Flickr

11. @KellyDuffort
SOCIAL TO REPLACE SEARCH?

12. @KellyDuffort
SHAREABLE CONTENT
REVOLUTION

13. @KellyDuffort
CLICK THE SHARE BUTTON

14. GREAT ONLINE CONTENT
 Well-written
 Appropriate length
 Target Keywords
 Scannable
 Target audience
 Distribution channel
identified
Photo Credit: @Kindercapes, Flickr

15. SHAREABLE ONLINE CONTENT
Great content plus…
 Not 100%
promotional
 Considers
community’s
interests
 Provides direction
 Written and built for
sharing on multiple
channels
Photo Credit: @Kindercapes, Flickr

16. @KellyDuffort
ORIGINAL DISTRIBUTION CHANNEL

17. @KellyDuffort
MULTIPLE DISTRIBUTION
CHANNELS

18. @KellyDuffort
DESIGNED FOR SHARING ON
MULTIPLE CHANNELS
 Intriguing headline
 Descriptive <title> tag
 Complementary image w/accurate <img alt> tag
 <Meta name=“description”> field
 Sharing buttons
Website
or
Blog

19. @KellyDuffort
CONTENT AUDIT
1. What do you have?
2. Can it be recycled and repurposed?
3. Analytics?
4. What should you create?
5. Can you chunk it up and serialize it?

20. SOCIAL AUDIT
Social Analysis Social Focus
Where have you been? Where should you be?
Photo Credits: @UmbertoFistarol (L), @Flonian (R), Flickr

21. @KellyDuffort
EDITORIAL CALENDAR
 Have a plan
 Accountability
 Increase productivity
 Solidify your web presence
 Consistency
 Keep marketing and business goals in focus

22. @KellyDuffort
COMMUNITY

23. @KellyDuffort
RECOGNIZE BRAND ADVOCATES

24. @KellyDuffort
KNOW THE INFLUENCERS

25. LISTEN
 Keywords and phrases
 Challenges
 Problems
 Your brand name,
services and/or
products
 Your competitors’
brand names, services
and/or products
Photo Credit: @OnTask, Flickr

26. @KellyDuffort
MONITORING TOOLS
 Listen
 Look for content ideas
 Identify community members
 Share others’ content

27. @KellyDuffort
GOOGLE ALERTS

28. @KellyDuffort
GOOGLE ANALYTICS

29. @KellyDuffort
SOCIALMENTION

30. @KellyDuffort
SEOMOZ OPEN SITE EXPLORER

31. @KellyDuffort
FACEBOOK INSIGHTS

32. @KellyDuffort
TWITALYZER

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PINFLUENCER

34. @KellyDuffort
GOOGLE RIPPLES

35. @KellyDuffort
“Great content isn’t great until it’s
discovered, consumed and shared.”
Lee Odden, author of “Optimize: How to Attract
and Engage More Customers by Integrating SEO,
Social Media and Content Marketing”

36. @KellyDuffort
THANK YOU
Questions?
Kelly Duffort
KD Web Strategies
http://www.kellyduffort.com
Twitter: @kellyduffort