1. Content Marketing for
Creatives
Victoria Edwards

2. Background information
Working in Social Media/SEO/Content
Marketing for 9 years
Digital Content Strategist for Florida Blue

3. Where you can find me
Facebook – Facebook.com/VictoriaEdwards
Twitter - @TallChickVic
LinkedIn - LinkedIn.com/in/VictoriaLEdwards
Instagram - @TallChickVic
Email – Victoria@Victoria-Edwards.com
Website – Victoria-Edwards.com

4. When I am not working…

5. Overview
What is Content?
What is Content Marketing?
Why You Need Content Marketing
Where to Start
Promoting Your Content
Tools to Help Develop Content
Things You Can Do Today!
Questions!

6. What is Content?
Video
Blogs
PowerPoint
White Papers
eBooks
Images

7. What is Content
Marketing?
“Art of Communication”
Any type of marketing, whether it’s
online or offline that involves
developing and promoting various
types of content, in order to acquire
and retain customers.

8. Why Do You Need Digital Content
Marketing?
To be seen by consumers and
search engines
Consistently creating relevant and
valuable content with the intention of
bringing in more customers and
revenue.

10. Why Do You Need Digital
Content Marketing?
Content Marketing should be a part of your overall
process, not something that is totally separate from
other efforts.
Search Engine Optimization (SEO): Search
engines reward businesses that publish quality,
consistent content.
Social Media Marketing: Content marketing
strategy comes before your social media strategy
& social media assists in promotion of your
message.

11. Why Do You Need Digital
Content Marketing
Public Relations (PR): Successful
PR strategies address issues
readers care about
Pay Per Click (PPC): For PPC to
work, you need great content behind
it.

12. Where to Start
Keyword development
Where to place your content
What do I write about?
Content calendar creation

13. Why Do I Need Text?

14. Keyword Development for
Content
Developing content around keywords
will help with ranking in search engines
Make a list of 10-20 keywords you wish
you rank for
Core keywords
Long tail keywords
Use those keywords in your content

15. What is a Long Tail
Keyword?
More specific search term
May get less visits but those
keywords are the ones that convert.
Less competition
Lower cost

16. Long Tail Keyword

17. What is a Long Tail
Keyword?
Core keyword example: bow tie or
custom bow ties
Location: Tampa Florida
“Custom bow ties in Tampa Florida”

19. Where to Place Your
Content
Website/Webpages
Blog
News
Social Media

20. Develop a Blog
The bridge from your website to
social media
A place where you can update
content regularly
An area on your site that is more
conversational and less formal.

21. Why Can’t I Just Use
Social Media?
Do Not 100% rely on social media
You need a website
Place content on your domain then
promote from in social media from
there
You control your website, the content
and how it is seen
You can’t control social media

22. What Do I Write About?
The more you create content and share
that content, the more authority you will
obtain
Develop the content lifestyle
Create content around your product
or service to educate and entertain
Show people what is going on
behind the scenes

23. What Do I Write About?
People love seeing the design
process
Detailed description of your start,
middle and end
The thought process in your
creations
Tools you use to create
The materials you use

24. What Do I Write About?
DIY content can be very engaging
Tips and tricks
Behind the scenes of a photo shoot
Design sketches of a new
collection/idea
Events you attend or are attending

25. What Do I Write About?
Artists who inspire you
Interview people who inspire you
Challenges of the creative process
Articles/News that inspires you
FAQ’s

26. What Do I Write About?
Competitive Research
Make a list between 5-10 competitors
Go to their websites
Find their social handles (should be on
site)
Look at the conversations within social
media

27. What Do I Write About?
Competitive Research
What frequently asked questions are
they being asked?
Develop content around the
question, answer and solution and
share with the individual’s asking
those questions!

28. Be Visual!

29. Be Visual
90% of information submitted to brain is visual
40% of people will respond better to visual
information than plain text.
Posts with videos attract 3 times more inbound
links than plain text posts.

30. Content + Text = WIN!
Develop the content with keywords in
mind
Place that content on your site in the
form of:
Video/Text
Images/Text
PPT/Text
Podcast/Text

31. Content Calendar Creation
Keeps you organized
Helps you focus on your targeted
keywords
Coincides with your overall
marketing strategy

32. Content Calendar Creation
Update it frequently!
Title
Author
Keywords
Due date
Publication date
Platform (Blog, Facebook, Twitter)

34. Promoting Your Content

35. Why Promote Your Content
Social Media
Help others find your content
Helps people find you in search
engines
Social networks have high domain
authority
Social Networks are search engines
too

36. Promoting Your Content
Tools to help you schedule your content
Buffer – Schedule content across
social media platforms & gives you
analytics
Hootsuite – Manage multiple social
media accounts, helps schedule
content across social media
platforms & measure success.

37. Tools to Help
Develop/Promote Content
Tools to help you find popular Hashtags
Hashtracking.org
Twitter Native Site
Trendsmap.com
Top-Hashtags.com
Websta.me

38. What Do I Do with These
Tools?
Find popular hashtags
Find hashtags that are trending
Develop or promote your products
that relate to these hashtags

39. Use trending and unique hashtags
#coffeetime
#love
#coffee
Be Fun, Yet Practical

40. Tools to Help
Develop/Promote Content
Followerwonk helps you:
Explore your Twitter world
Who are your followers?
Where are they located?
Compare Twitter handles (competitor
analysis)
Find and connect with new influencers in
your niche

41. Tools to Help
Develop/Promote Content
Design Tools to help you create &
enhance promoting your
products/content
Canva – Graphic design tools for the
non graphic designer
Vecteezy – Download designs,
vector art, visuals

42. Tools to Help
Develop/Promote Content
Paid social media
Social Media = Pay to Play
Promoted Posts – Promote Your
Blogs to drive traffic to your site
Facebook Ads – Promote an eBook
or some other form of valuable
content vs. just a branded ad to your
site

43. Things You Can Do
Today!
Look at the industry publications you
get emails from
Look at the industry news your read
Find 2 news items that you found of
interest
Find the authors & their Twitter
handle (usually next to their author
byline)

44. Things You Can Do
Today!
Then follow, share, like, tweet
Tell the publication you appreciated
the content
Tell the author or artist the same
thing

45. Things You Can Do
Today!
Ask your social media community
what they thought of the article
ENGAGEMENT

46. Things You Can Do
Today!
Summarize the content in a blog
post, then link to the actual news
piece or article
Take that content and SHARE!
Mention the authors when you do so!

47. Things You Can Do Today!
Develop content around popular
Hashtags
See what type of visuals are being
associated with certain hashtags
Use popular hashtags in your
industry
Use hashtags that your competition
is using

48. Resources
13 Free Design Tools -
http://blog.hubspot.com/blog/tabid/6307/bid/33899/13-
Free-Design-Tools-for-Visual-Marketers-on-a-Budget.aspx
A Simple Content Marketing Strategy for Creative Folks -
http://www.copyblogger.com/creative-content-strategy/
Mastering Long Tail
Keywordshttp://blog.hubspot.com/blog/tabid/6307/bid/2891
2/The-Ultimate-Guide-for-Mastering-Long-Tail-Search.aspx
My Other Presentations - slideshare.net/vledwards
Pay to play: the end of free social media
marketing?http://www.theguardian.com/media/2014/sep/15
/pay-to-play-the-end-of-free-social-media-marketing