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The Difference Between Content Marketing and Great Content - Sarah Evans (Social Fresh WEST 2013)

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The Difference Between Content Marketing and Great Content - Sarah Evans (Social Fresh WEST 2013)

  1. 1. Sarah Evans FAVES + CO. Sevans Strategy sarahsfav.es
  2. 2. Content Marketing A term that refers to anything you create online (or off) to drive traffic back to your site.
  3. 3. I’m sharing information I believe others want to know. And that is the fundamental starting point for creating great content. Creating with passion, with integrity and with purpose can change everything.
  5. 5. A picture really is worth a lot of words, just make sure it’s optimized for the web. • Compress it (TinyPNG) • Include main local keywords in filename • Use good ALT text • Add to Flickr and link back to your website from it
  6. 6. KNOW YOUR AUDIENCE! • Primarily ages 21-49 • Live in the U.S., Canada, U.K. (English-speaking countries) • Love foreign travel and “ethnic” experiences Reader demographics • Earn more than $76,000 per year • Can’t get enough of gadgets and upscale brands • Have diverse media tastes On average, 60K views per month and thousands of social shares.
  7. 7. If you have the money or bandwidth, pay for great design. $$$
  8. 8. • 80% of people will read your headlines. • But only 20% of those people will read the rest of your content! KISSmetrics Has an amazing headline.
  9. 9. It’s all about the “like,” retweet, pin, +1, etc… EVERY SINGLE POST NEEDS A PIN-WORTHY PHOTO
  10. 10. Social media help content get indexed faster and shows you’re authoritative Tweeting cuts indexation time by 50% and reduces the time it takes Googlebot to find your content from 2 hours to :02 seconds WhiteFire, an SEO Company
  11. 11. DOES NOT TAKE FOREVER TO LOAD http://tools.pingdom.com/fpt/
  12. 12. THE PINTRISTIFICATION & INSTAGRAMIZATION OF CONTENT If you like it, then you should have put a filter on it.
  13. 13. 7 APPS FOR CREATING GREAT VISUALS FROM YOUR PHONE 1. Phonto 2. Over 3. News Booth 4. Whims 5. Phoster 6. VSCOcam 7. Screenshot *iOS recommendations
  14. 14. Photos on Facebook Generate 53% More Likes Than the Average Post HubSpot, 2012 Even though it takes more work, post native photos on Facebook.
  15. 15. http://sarahsfav.es/2012/07/31/i phoneography/ iPhone Photography: The Visual Guide By @alliworthington ($5.00) • Never, ever zoom • Don’t be a flasher. • Light matters • Use editing apps
  16. 16. 5 to 10 posts a day is ideal, and don’t forget social shares Guest contributors. Curate. Aggregate. Original.
  17. 17. EDITORIAL CALENDAR Check out Evernote, Tracky or, a plug-in on WordPress
  18. 18. Planandbenimble
  19. 19. Define your style • Headline: optimized for search, compelling, no more than 100 characters (approximately two sentences) • Teaser / subhead / lead / nut graph: optimized for search, link to access main story content, bold key words and phrases • Front page photo: square image, cropped, re-sized appropriately: .JPG, .png or .GIF • Full article main photo: 600 x 600, center
  20. 20. Photo + Video + Audio + Written The full (web) circle Instagram = 15 seconds; Vine = 6 seconds
  21. 21. Make sure your content works on mobile and tablet devices
  22. 22. FREE TOOL*!!! *okay, only for 7 days https://bmobilized.com
  23. 23. SOMETIMES, IT BREAKS ALL OF THE RULES “According to Alexa, Reddit generates more traffic than The New York Times, Fox News and Skype, with approximately 70 million unique visitors a month and around five billion page views.” -Jay Caspian King, New York Times
  24. 24. • IFTTT • Buffer • Pinerly • Evernote • Do Share Use workhacks to optimize output and automate, where appropriate
  25. 25. Get your email list up and running, like now. Use a service, like Marketo, Mailchimp or Eloqua
  27. 27. To schedule a meeting with Sarah, email prsarahevans@gmail.com. MORE?