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Content and Strategy

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Content and Strategy

  1. 1. Content and Strategy Using blogs, content and social media to drive business results for your brand Priit Kallas, www.dreamgrow.com
  2. 2. Goals Concrete! Measurable! Number! Unit! Dollars!
  3. 3. 98% most visitors don't come to buy
  4. 4. Who are you? What do you offer? What problem do you solve? Why should I care?
  5. 5. Bad goals  Fan count  Visitors  Etc.
  6. 6. Good goals
  7. 7. Steps 1. Bring them in 2. Get a permission to interact 3. Convert
  8. 8. General model Prospect activities Internet Sale marketing (Lead) activities Money
  9. 9. (View) (Click) Sharing Permission Lead bit.ly/48smkpi
  10. 10. Sale! (action) Image http://www.sxc.hu/photo/840748
  11. 11. Model?! Landing Ad page Offer in Landing Facebook Facebook page Sale Mailing- Landing Twitter Blog post list page Service/ Email from Search Blog post Meeting product prospect
  12. 12. Facebook wall post Landing page Facebook ad SALE!
  13. 13. Action to measure! Google Analytics: Goal 1000 123 Action 123 converts Thank page you -877 goo.gl/V3WYD
  14. 14. Model?!  Consistency, predictability, and repeatability are the foundation of great results: ►Experiment with different models. ►Find out what works for you. Experiment Works? Repeat!
  15. 15. Target group Whom are you selling to? What do you know about them? What can you do for them?
  16. 16. Hands on  What are the interests of your target group?  Model: what are the realistic steps from interest to action?
  17. 17. Content strategy 1. Give value 2. Grow your opt-in list 3. Become a resource/expert in your filed
  18. 18. Give value  Knowledge and help  Money, free, deals  Entertainment
  19. 19. Low participation rate lifestyle, fun, deals, action
  20. 20. Participate and win 2500 euro New Years Eve party
  21. 21. High participation rate knowledge, community, lifestyle, expert/guru
  22. 22. Solve a problem or satisfy a need!
  23. 23. Which gadget to buy?!
  24. 24. Continuous participation (B2B) knowledge, partner, colleague, help, expert/guru
  25. 25. Where to store content All content must be stored on your website. Videos can be stored on YouTube and slides on SlideShares, but present them embedded into your website!
  26. 26. Your website is the Foundation  Value  SEO „No matter what I hear, read, or find on TV, radio, or in a magazine or newspaper, I can verify it on the Internet.“ -- Forrester Research
  27. 27. Content types Text Images Videos Presentations Audio Tools and widgets Consumer generated content
  28. 28. Text Posts/Articles White papers Press releases Facebook wall Tweest Comments
  29. 29. Video Advice Webinars Testimonials Case studies Interviews Entertainment Youtube/Vimeo max 100sec
  30. 30. Slides Presentations Webinars/Lists
  31. 31. Images Product pictures Infographics Statistics Processes Events
  32. 32. Tools Helpful Fun
  33. 33. Consumer generated content Comments Reviews Ratings
  34. 34. http://bit.ly/REASIZ
  35. 35. Regular content Information that can be updated regularly: week, month, quarter, year Best ads of the month Weekly top of X Quarterly earnings report
  36. 36. Best Practices  What works?  Lists  Top10  How-to's  Resource lists  Statistics and trends  Case studies  Regular posting
  37. 37. Recycle once is not enough! MAX strategy: If you have createa a big piece of valuable content, spread it through all your available channels. Present your content in different formats and channels.
  38. 38. Hands on  Write 20 headlines with a short lead for your content.  Come up with 5 repeatable topics.  What 2 tools/widgets would your target audience want to use?
  39. 39. 5s on page SEO Title Address H1 – Headlines Meta description XML sitemap (sitemap.xml, robots.txt) 41
  40. 40. Content planning  What content  How often  Dealing with comments, reviews, and ratings  What tools to offer?
  41. 41. The more content you have, the more visitors you get!
  42. 42. Google keyword tool http://adwords.google.com/select/KeywordToolExternal
  43. 43. advice, news, interview, events, ask questions, reviews, top 10, guest blogger, +/-, books, resource list, link list, answer comments, post series, list of best posts, explain complicated, image (of the day), X for beginners, statistics, how-to, recommendations, leagal aspects, mythbuster
  44. 44. Promotion
  45. 45. Make it easy to share! Give permission to share everything Encourage to share and comment
  46. 46. Engaging Call-to-action Highlighting top content Email and RSS signups
  47. 47. http://bit.ly/RHhj2I
  48. 48. Links • Partners, friend, people you know • Facebook, Twitter, Linkedin, etc. • Topical blogs and forums • Relevant directories • Who links to comeptitors?
  49. 49. Who links to you/competitor: Bing.com "dreamgrow.com" -site:dreamgrow.com
  50. 50. Hands on  Create a link building plan (X quality links per month)
  51. 51. Driving conversions Goal: Drive people from social networking sites to your website. Convert people on your website.
  52. 52. Blog Post 2-3 times a week Ask colleagues to comment Answer all comments Find out who links to posts and communicate Visit commenters blogs and reciprocate
  53. 53. Facebook Post relevant content 1 post per day Answer psots and comments Participate on related pages
  54. 54. Twitter Find and retweet 5 relevant tweets Answer to others Find and follow influsencers in your topic Follow new followers (if not spam)
  55. 55. LinkedIn Accept new connections Find influencers Join relevant groups Find discussions to participate Write recommendations Add content to your profile: slides, books, blogs
  56. 56. Pinterest Pin content as you find it Find relevant boards to follow Accept new board invitations Find content to repin Comment and like on other pins
  57. 57. Planning resources
  58. 58. Pople  Who's involved?  C-level support
  59. 59. Time  It takes more time than you think.  Get commitment from people who will help you.  Prioritize content creation.
  60. 60. Money Salary expenses Ads and other bought media Web dev and tools Agency/consultant Content creation
  61. 61. 1
  62. 62. 2 1
  63. 63. Tactical steps 20 Steps to Write a Blog Post http://bit.ly/20blogsteps When to Tweet, Email, and Post on Facebook? http://bit.ly/dIpS4A How to Write Long-Lasting Blog Posts http://bit.ly/pPtq9N The Content Grid: Content Marketing in a Blink [Infographic] http://bit.ly/uLPMCf
  64. 64. Hands on  Create content strategy and plan  Who's involved and what they do?  How often?  What channels?
  65. 65. Results Analytics (referral, search, social) Post's life span Commants Sharing Links Leads Sales – Dollars – Euros
  66. 66. Thanks! Priit Kallas www.dreamgrow.com, priit@dreamgrow.com

Notas do Editor

  • http://www.sxc.hu/photo/1328372
  • http://www.flickr.com/photos/wili/214316968/in/photostream/
  • http://www.sxc.hu/photo/794710
  • http://www.sxc.hu/photo/1131445
  • http://www.flickr.com/photos/clariant/5375326200/
  • http://www.flickr.com/photos/etolane/394893431/
  • http://www.flickr.com/photos/akeg/2230862848/sizes/l/
  • http://www.flickr.com/photos/27433628@N05/2597308328/
  • http://www.flickr.com/photos/slightlynorth/5362231253/sizes/l/
  • http://www.flickr.com/photos/lwr/3546392439/sizes/l/in/photostream/
  • http://www.flickr.com/photos/bobsmarket/3407731374/sizes/m/in/photostream/