Win In the Search Engines With Powerful Social and Content Strategies
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This document provides strategies for succeeding with social media and content marketing. It discusses establishing guidelines for publishing content, building buyer personas, creating cornerstone and connection content, optimizing videos and social media profiles, and turning existing content like blog posts and presentations into new formats like tweets, infographics, and books. The document emphasizes constantly repurposing content in new ways to reach different audiences and generate fresh interest.
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Win In the Search Engines With Powerful Social and Content Strategies
- 1. @StoneyD Stoney G deGeyter @polepositionmkg WINNING THE SEARCH ENGINES WITH THESE POWERFUL SOCIAL & CONTENT STRATEGIES
- 2. xxxxx @StoneyD PolePositionMarketing.com • @StoneyD linkedin.com/in/stoneygd Web Presence Optimization Stoney deGeyter THIS IS ME WebMarketingChecklist.com
- 4. xxxxx @StoneyD Top Three Search Ranking Factors
- 5. Links
- 6. Content
- 7. RankBrain
- 8. The fourth factor: “It depends”
- 9. xxxxx @StoneyD Three Pillars of Digital Marketing
- 10. 1. Website architecture / usability The search engine friendly foundation your site is built on. Impacts: • usability issues • ability of visitors to find content • ability of search engines to find and assign value to your content
- 11. 2. Keyword / topical optimization Gets your site search engine optimized. Impacts: • Search rankings • Search to page click-thrus • First impressions • Intent delivery
- 12. 3. Site value / authority Impacts: • Search rankings • Perceptions • Word of mouth • Customer retention Builds trust.
- 13. Social and content are key for success
- 14. xxxxx @StoneyD We’re All Publishers Now
- 15. What do these companies have in common?
- 16. What do these companies have in common?
- 17. xxxxx @StoneyD Act Like a Publisher
- 18. Establish writing guidelines Overall voice Encourage personality among content contributors that fits within your voice Style that will govern written content (AP Style is most common) Principles for building positive online communities Individual responsibilities
- 19. Collaborate with content creators This isn’t sexy. Find something that is… And merge it with what you do.
- 20. Collaborate with content owners Identify information silos Include owners in your new structure Create an environment of sharing
- 22. Know who you want to reach Priorities Expectations Obstacles Decision Process
- 23. Demographics: Gender, Age, Location Job Title/Company Interests Goals/Challenges Words/Phrases How do they describe themselves? Gather intelligence
- 25. Buy Attend Join Subscribe Donate Inquire Plan the actions for them to take
- 26. xxxxx @StoneyD What is the most immediate action you need to take as a publisher?
- 27. xxxxx @StoneyD Give Your Content Purpose
- 29. Content must be well organized
- 30. Present your content professionally
- 32. Convey a clear message
- 34. Compel readers to take action
- 36. xxxxx @StoneyD Make an impact
- 37. Think outside the box
- 38. Write killer headlines Direct Approach: Free Diabetes eBook Indirect Approach: Cut the Sweet Talk News Headline: Hospital Opens New Diabetes Clinic How-to Headline: How to Lower Your Blood Sugar Question Headline: Is Your Diabetes Out of Control? Command Headline: Get Help for Your Diabetes Now Reason Why Headline: Five Reasons to Get Diabetes Under Control Testimonial Headline: “I Got My Life Back, Thanks a Diabetes Clinic.” *Adapted from The Copywriter’s Handbook by Bob Bly and Copyblogger.com.
- 39. Each headline must do three things Grab attention Compel Use keywords
- 40. Implement worthy content 1. Stimulating intro (writing, videos, podcasts). Get to the point with panache! 2. Images. In a social online environment, pictures are a must. But don’t use too many; it makes mobile viewing difficult. 3. Be organized. Stick to the point and don’t meander. Less is usually more. 4. Speak to your reader and talk human! 5. Links or attribution when you use others’ work or ideas. 6. Soft call to action. Let your readers know what to do next.
- 41. Have a stimulating introduction Grab attention Compel Use keywords
- 42. Add visual flare
- 44. Match persona to quality content Website Blog News Podcasts Video Photos Articles White Papers E-books Case Studies E-mail
- 45. Stay organized and stick to the point
- 46. Speak human
- 47. Invest in Chosen Channels Share Your Content Share Others’ Content Engage with Customers in Two- way Conversation Engage with your readers Social media is not a publishing platform-- its an engagement platform!
- 48. Provide a solution for problems Sympathize with their needs State importance of solution Explain solution you offer Show you care Convince them you can help
- 49. Make sure they learn something new How to… Ways to… Ideas for… News about… Recent events?
- 50. Compel them to take action Tackle hindrances Overcome obstacles Justify the purchase Provide examples
- 51. Make quality content findable Keywords and Long- tail Phrases Metadata Headline Useful Content Call to Action
- 52. Keyword rich title tags
- 53. Compelling meta description tags
- 54. Proper heading tag hierarchy
- 55. Optimize images
- 56. xxxxx @StoneyD What changes do you need to implement on your site right now to make an impact?
- 57. xxxxx @StoneyD Why Social Media Matters
- 58. Quick indexing of socialized pages Pages posted to can be crawled quickly.
- 59. Grows exposure
- 60. Increases traffic to site
- 61. Indirect increase in links
- 64. Adds branding
- 65. Builds authority
- 66. xxxxx @StoneyD Winning at Social Media
- 67. Build an editorial calendar Topics Audience interest Keyword search volume
- 68. Generate content ideas • Talk to customer service sales • Forums and Question sites like Quora • Questions asked on competitor sites • Questions posed online Answer Customer Questions • [your industry publications here] Read Industry Publications • Brochures • FAQs • Presentations • Sales content Repurpose Existing Content
- 69. Create cornerstone content High Value Content Content to rank for Inform & Educate Evergreen Easy to find, easy to share Attract links
- 70. Create connection content Create content for the smaller, more impassioned groups Build a sense of energy and community around shared interests or issues Make it entertaining and useful Has the potential to spark disagreement
- 71. Create customer content Content intended to convince ideal customers that they should do business with you. Expertise Thought Leadership
- 72. Publish varied content How-to’s Human interest stories Lists Infographics Newsjacking Reviews Guest posts Seasonal concepts Videos Reimagined content Interviews Creative product uses Partner/Vendor highlights Case studies Series Contrarian Photos Core values Podcasts User-generated content
- 73. Invest in email marketing Consistent posting on topics relevant to your target audiences.
- 74. Choose your social networks
- 75. Optimize your social media tags
- 76. Optimize your social profiles Facebook Pinterest LinkedIn YouTube Twitter Instagram
- 77. Build an effective social strategy Social media marketing goals Target customers to reach Where to reach them Best engagement approach How to measure success
- 78. Stay engaged Develop content Sharing content Monitor brand profiles Engage in conversations
- 79. Optimize videos • Closed captioning • Descriptions • Behind-the-scenes settings Whatever impacts how often videos are viewed
- 80. Ask (and answer) questions Who? What? How? When? Where?
- 81. xxxxx @StoneyD What are your biggest challenges to succeeding at social media?
- 82. xxxxx @StoneyD When You Have Writer’s Block
- 83. Five formats for generating quality content Written Video Audio Image Tool
- 84. Use the original writing as the jump-off point and rework it start to finish. Rewrite old blog posts
- 85. Don’t republish your comment verbatim. Use it a base for fleshing out a complete blog post on the topic. Turn a comment into a full post
- 86. Don’t be bound by a 140 character limit… turn your tweets into posts. Turn 140 characters into 600 words
- 87. Find the golden nuggets and tweet them out. Link to source for added value. Turn posts, presentations, and ebooks into tweets
- 88. Take a blog posts on one channel and break it down into several single-focus posts on another channel. Reach different readers each time. Turn one post into many posts for a new audience
- 89. We often write different than what we say. That’s new content! One presentation can often turn into multiple blog posts. Turn a presentation into a visual blog post
- 90. Parts of this presentation started as a blog post. Same idea, different words. Turn blog posts into presentations
- 91. Boil each point down to its bare essentials and visualize. Turn a fact-filled blog post into an infographic
- 92. Don’t waste a well thought out answer. Add intro, conclusion and a bit more flesh. Publish an email response to a question
- 93. (always mask the client) Turn work for clients into content for masses
- 94. Don’t just regurgitate—rework and rewrite! Use posts for chapters and content, adding new content to fill the gaps. Turn previously published content into book or ebook
- 95. Turn sales content into blog posts Product info About us content Processes Etc. Always focus on the reader, not just yourself.
- 96. It’s a different audience every time Nobody reads 100% of what you write. By changing content from one format to another You’re likely to reach an entirely different audience.
- 97. One basic rule: All content can be repurposed
- 99. xxxxx @StoneyD Name a piece of content you have now and how it can be repurposed.
- 100. xxxxx @StoneyD PolePositionMarketing.com Thank You! Download this presentation at: ppmkg.com/StoneyDslides