activating your current & potential visitors with online content
TRANSCRIPT
ONLINE CONTENT @KMULLETT #InOhTourism
ACTIVATING YOUR CURRENT & POTENTIAL VISITORS WITH
FOR THOSE WITH BOSSESTHAT WON’T LET YOU HAVE NICE THINGS
@KMULLETT #InOhTourism
@KMULLETT #InOhTourism
SEO DOESN’T REPLACEGOOD CONTENT BUT WITHOUT IT YOUR GOOD CONTENT ISN’T REACHING EVERYONE IT COULD
@KMULLETT #InOhTourism
EVERY WEBSITE HAS AT LEASTTWO AUDIENCESYOU MUST IMPRESS BOTH
@KMULLETT #InOhTourism
CONTENT MARKETINGISN’T JUST BLOGGING
THE LEGO MOVIE © 2013 Warner Bros. Ent.
You just watched our 100 minute
toy commercial.
@KMULLETT #InOhTourism
SOLVE PEOPLE’SPROBLEMS,ANSWER THEIR QUESTIONS,EVOKE EMOTIONANDENTERTAIN THEM
BE WILLINGTO GO BIG
@KMULLETT #InOhTourism
Will It Blend? © 2013 Blendtec, a division of K-TEC
BE CONSIDERATE
@KMULLETT #InOhTourism
(Full Story)No Vacancy by Taber Andrew Bain / CC / Cropped
@KMULLETT #InOhTourism
BE WHERE YOURAUDIENCE IS
Which phone line will you be ignoring today?
DEVELOP AUDIENCEPERSONAS
@KMULLETT #InOhTourism
» Marketing Personas:The Complete Beginner’sGuide by Kevan Lee(from the buffer app blog)
WORRY ABOUTDEADLINESAFTER YOUAGREE ONOPPORTUNITIES
@KMULLETT #InOhTourism
CREATING ACONTENT OPPORTUNITY REPORT
@KMULLETT #InOhTourism
contentopportunityreport.com
THAT’S THREE OPPORTUNITIES FOR CONTENT
WE WILL DO, ARE DOING, DIDSOMETHING
@KMULLETT #InOhTourism
OPTIMIZE YOURSTYLE, STORY, &ELEVATOR PITCH
@KMULLETT #InOhTourism
TO EXTRACT VALUE FROM PREVIOUS EFFORTS
REPURPOSINGCONTENT
@KMULLETT #InOhTourism
THE C.O.R. PRECEDES ANEDITORIAL CAL.
@KMULLETT #InOhTourism
Choose an Editorial Calendar that works FOR YOU!
@KMULLETT #InOhTourism
ORGANIZING CONTENTOPPORTUNITYMESSY BUT MANAGEABLE
TWITTER’SEDITORIAL CAL.
@KMULLETT #InOhTourism
» Pushing foradvertising!
» Micro-brandedcampaign#OwnTheMoment
@KMULLETT #InOhTourism
SCHEDULING & AUTOMATIONAREN’T THE SAME THING, & BOTH REQUIRE LISTENING
OFTEN FROM PROBLEMS & QUESTIONS
WHERE DO CONTENTIDEAS COME FROM
@KMULLETT #InOhTourism
SO QUERY YOUR CLIENT FACING STAFF
THOSE IN THE FRONTSEE & HEAR ALL
@KMULLETT #InOhTourism
GOOGLE WILL TELL YOUWHAT’S SIMILAR
@KMULLETT #InOhTourism
» Match up what clients need and want to see with what Google thinks is related.
CONTENT DISCOVERYFIND CONTENT, IDEAS, AND INFLUENCERS
@KMULLETT #InOhTourism
REAL-TIME, RESEARCH, &ARCHIVALFINDING, ORGANIZING, AND INTERACTING
@KMULLETT #InOhTourism
WHAT’S WORKING FORCOMPETITORS
@KMULLETT #InOhTourism
ADD VALUE BY MIXING A BIT OF YOU IN
INTERPRETATIVECONTENT
@KMULLETT #InOhTourism
DUPLICATES AREPANDA FOOD
@KMULLETT #InOhTourism
» Local visibility requires local relevance» Personalized if not absolutely unique
THOSE WHO SUFFERFROM O.P.C. SYNDROM DON’TSTAND OUT
@KMULLETT #InOhTourism
CREDIT: VOLVO TRUCKS – THE EPIC SPLIT FEAT w JCVD
YOUR STORY INCLUDESEVENTS, INTERVIEWS, LIFE, BEHIND THE SCENES, STEP BY STEP/HOW TOs & SOLUTIONS
@KMULLETT #InOhTourism
STREAM YOUR KNOWLEDGE
AND WE’RELIVE IN THREE, TWO, …
@KMULLETT #InOhTourism
WHAT WILL YOURSTORY BE
@KMULLETT #InOhTourism
» STORYBOARD IDEAS» PLAN FOR B-ROLL» CREATE INTROS/OUTROS» USE A SERVICE IF NEEDED
PIXAR'S 22 RULES OF STORYTELLING--VISUALIZED
BE PREPARED,BE EFFICIENT
@KMULLETT #InOhTourism
» TITLE (EPISODE/SHOW/EVENT NAME)» DESCRIPTION» TAGS/KEYWORDS» LINKS TO SUPPORTING ARTICLES» PARTICIPANT/SUBJECT NAMES» LOCATION/GEO» COPYRIGHT» EQUIPMENT (PHOTOGRAPHY/VIDEO)
COPYRIGHT ISCONFUSING BUT…
@KMULLETT #InOhTourism
» PUBLIC DOMAIN- PRE 1922 BUT…
» CREATIVE COMMONS» FAIR USE» SPECIAL EXCEPTIONS» STOCK
- ROYALTY-FREE- RIGHTS MANAGED
THOU SHALT NOTCOPY IMAGES
@KMULLETT #InOhTourism
RAISE YOUR RIGHT HAND, I (STATE YOUR NAME)…
“THE BEST CAMERAIS THE ONE THAT’S WITH YOU.”Chase Jarvis
@KMULLETT #InOhTourism
DON’T BLAME THE BOSS OR BUDGET
DESKTOPPHOTOGRAPHY TOOLS
@KMULLETT #InOhTourism
SMARTPHONES &TABLETS
@KMULLETT #InOhTourism
TOOLS AID CREATIVITY, NOT REPLACE IT
DESKTOPIMAGERY TOOLS
@KMULLETT #InOhTourism
MAKING INFORMATION VISUAL
INFOGRAPHICSCHARTS &MINDMAPS
@KMULLETT #InOhTourism
SHAMELESS ATTENTION GRABBERS…FOR EMAIL
ALL HAILTHE MAGICALANIMATED .GIF
@KMULLETT #InOhTourism
SETTING UP FORWEBINARS
@KMULLETT #InOhTourism
Tablet (notes)
Webcam/mic(or pro mic)
Digital recorderRemote presenter
Smartphone
Glass of water(without ice)
STILL WANTING MORE INFO
@KMULLETT #InOhTourism
OK, BUT ONLY IF YOU PROMISE TO SHARE
THE HELP PHILOSOPHYHUMANIZE YOUR
MESSAGE
ENCOURAGE CONVERSATION
LISTEN FIRST
PROMOTE LESS
@KMULLETT #InOhTourism
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KEVIN MULLETTDIRECTOR OF VISIBILITY & SOCIAL [email protected]/aboutKM
TEXT “LIKE MARKETSNARE” TO 32665
ASK ME ABOUTCENTRALLY MANAGING A NETWORK OF DISTINCT WEBSITES AT A LOCAL LEVEL TO CAPTURE LOCAL VISIBILITY.
THANK YOU! PLEASE SHARE.