This presentation will help you develop a strategy that delivers engaged visitors to your travel blog; developing goals first and then building these into the great content you are already writing. It’s essential to be authentic, likeable and constantly building relationships with your audience to build on the work that made your travel blog so successful in the first place.

1. HOW TO:
DEVELOP A
CONTENT &
SOCIAL
STRATEGY

2. THIS IS NOT ABOUT:
Doing anything spammy
to get attention

3. THIS IS ALSO NOT
ABOUT:
• Copying other peoples’ “viral” content
• Making a list of tactics to get links

4. THE LISTENING
PHASE

5. QUESTIONS WE ASK
What do you want your visitors to do?
Who do you need to reach in order to achieve
this?
Where are they?
What influences them?
How are you going to get into a position to
influence them?

6. GOALS
links/traffic brand awareness
customer
sales/conversions
retention

7. AUDIENCE TARGETING:
KEYWORDS • Keep an eye out for patterns &
user intent, but keep it natural

8. DON’T LEAVE OUT
THE LONGTAIL

9. SHARING YOUR
CONTENT

10. Post with photos +
shortened links in the
copy
Use attached links
Use calls to action
Reply to people & be
polite
Avoid focusing on
yourself
Be world-aware
(e.g. Hurricane Isaac)

11. Timing
Repetition
Hashtags &
mentions
Shortened
links
Natural link
placement
Twitter
buttons
Include
resources
Reply &
interact

12. WHY SHARE?
Social shares earn links directly and
indirectly, which can improve
rankings, which can help you achieve
your goals

13. LAUNCH!
• Make a marketing calendar
• Start tracking before, during & after launch
First Stage
• Google Alerts are your friends 
• Leverage your friends’ influence/ Ask for favours &
Second provide IOUs
Stage
• Offer an exclusive/ send your stuff out to high-level
sites
Third • Keep your initial goal sets close by
Stage

14. THINGS TO MEASURE
• Social media interactions (on and off page)
Twitter Facebook Google+ LinkedIn Pinterest StumbleUpon Likes
• High-level publications (low-level too!)
• Ranking for targeted keywords/ marks of quality
• Paid social campaigns and cost per acquisitions

15. BENCHMARKS Did you achieve the goals that
you set aside at the beginning
of the campaign?

16. USEFUL FREE
RESOURCES
Free keyword suggestion tool http://ubersuggest.org/
https://adwords.google.com/select/KeywordToolExternal
The best times to tweet http://www.tweriod.com/
Management, measurement & scheduling http://hootsuite.com/
Social tools directory http://socdir.com/
Twitter stats http://twittercounter.com/
Twitters analytics http://followerwonk.com/
Shorten & track links https://bitly.com/
Connecting G+ circles http://findpeopleonplus.com/
Email finder http://linksy.me/find-email
Facebook analytics http://pagelever.com/
Facebook Insights:
http://developers.facebook.com/docs/insights
Social media tracking (in Excel!) https://rowfeeder.com/
*Inbound Marketing is Taking Off by Rand Fishkin

17. THANK YOU!
Caitlin Smythe
@CeeSmithers
@Caliberi