creating killer content

Creating Killer Content

for blogs & video

Friday, November 2, 12

Mike Henderson

•i’m a marketer

Friday, November 2, 12

Mike Henderson

•i’m a blogger

Friday, November 2, 12

My other blog is a blog

•Are you a blogger or a marketer?

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Blogger

Tells StoriesReports newsReviews restaurantsLoves travelFinds awesome photosDevelops a readership

Marketer

Posts Press ReleasesAnnounces new products

Highlights partner productsLoves travel data

Asks readers to post photosDevelops an email list

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5 Steps to Blogging1. (optional) Hire (or rent) a blogger

2. Create content and build an audience for that content

3. Leverage destination brand messages against that content

4. (something... something...)

5. PROFIT!

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Advertising is the new black

•Advertising buys eyeballs

•Good content buys likes & shares

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Advertising is the new black

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Killer Content

•Be creative

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Targeted Sections•Mechanical Monday

•Time Lapse Tuesday

•Wordless Wednesday

•Photo of The Day

•Video of The Day

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Post Every Day

•This slide intentionally left blank

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Cover The Bases

•Stories from visitors

•Tips: Travel, Ski, Ride, golf, etc...

•History

•Video/Photo Contests

•TriviaSource: Slopfillers.com

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What’s Interesting?

Source: http://www.parkcitymountain.com/site/blog/authors/travis/we-mow

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Rent-A-Blogger

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User Focused

•Focus on the searcher, not the search term

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McDonalds(Canada)

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Work The Long Tail

•Search drives visits for content sites

•High # of low value terms drive high traffic

•People WILL click past the first page

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Work The Long Tail

•Content ideas...

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Work The Long Tail

Source: http://www.xotels.com/en/marketing/destination-internet-marketing

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Google Webmaster Tools

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Expand Your Reach

•Guest Blogging

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Guest Blogging

•Good for SEO

•Good for Authority

•Taps into new audience

•Free [killer] Content

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Guest Blogging?

•Because it’s off topic (content)

•Builds community (interaction)

•Builds social credibility (link bait)

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Guest Blogging?What a guest blogger wants

•Mention of their name

•Bump in traffic

•Long term link

•A freebie (sometimes)

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Guest BloggingWhere to look

•Other DMOs

•Enthusiast blogs

•Daddy/Mommy blogs

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Image Content

Photo galleries

Instagrams

Social photos

Easy consumption

Effortless sharing

Highly viral

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If This Then That

•Collect your content in one place

•ifttt.com

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Memes

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Memes?

•When 1 million people have the same stupid idea at the same time

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Memes

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Cross the Streams

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Read a Lot (on your iPad)

•Flip Board (major brands & journals)

•Mr. Reader (Blogs and RSS feeds)

•Feedly (Blogs and RSS feeds)

•Instapaper

•StumbleUpon

•Reddit (600 lb Twinkie)

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Comment A Lot

•Disqus

•WordPress

•Blogger

•Intense Debate

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Write a Lot (on your iPad)

•Evernote

•IA Writer

•Google Docs

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Blog Anywhere(on your iPad)

•Blogsy

•WordPress App

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Link Your Media

•IFTTT: Instagram > Flickr > Facebook > Dropbox > Blog

•Buffer: Share to Facebook or Twitter some time later

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Video

•Everyone’s doing it

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DIY Video(yes you can)

1. Dedicated Staff

2. Trained Staff

3. Central Editorial Control

4. Time

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DIY VideoDo It Right

Shoot Vertical VideoRely on camera micHand-hold shaky footagePost unedited videoJust throw it together

Don’t DoShoot in LandscapeMonitor your audio

Use a tripodUse video editing software

Make a plan

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DIY Video GearPhotography & Cinema Shark Clip

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DIY Video GearPhotography & Cinema Pistol Grip

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DIY Video GearMini Ball Head

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DIY Video GearZoom h1 Recorder

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DIY Video GeariMovie & Adobe Premiere Elements 11

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Go Beyond

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McDonalds(Canada)

•Video FAQ

•Transparency

•Great content

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McDonalds(USA)

•Commercials

•(people hate commercials)

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Video Content(Scenic)

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Video Content(Time Lapse)

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Video Content(Tilt Shift)

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Video Content(Copywriting)

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Video Content(Stoke)

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Video Content(Inspire)

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Video Content(Entertain)

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Better Video(Titles)

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Better Video(Poster Frame)

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Content

•Kill it.

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Thank You

www.arbor-glyph.commike@arbor-glyph.com

Friday, November 2, 12