day 2, session 9, melissa fach

About Me @SEOAware

To Be a Tiger You Must…

1.Be Cunning 2.Be Smart3.Be Aggressive4.Know When You Can’t

Win5.Bring it With Your

Personality!

Cunning: Competitive Research

Competitive research is critical if you are hoping to have a shot at beating your competitors with content

marketing!

Knowledge about your competitors is power.

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TOOL!: Check recent presence online: http://freshwebexplorer.seomoz.org/

Tools to Be “Cunning”(Compare you vs. them with the tool data)

• SEOmoz - Open Site Explorer, Followerwonk, Fresh Web, Rank Checking, Keyword Difficulty

• Authority Labs - Rank tracking by city and zip code!

• Raven Tools - Site Auditor, Research Central, Competitor Manager, Site Performance

• Majestic SEO - Site Comparator, Site Explorer

• SpyFu - Adwords / PPC

***Critical What terminology is your audience using?

Collect this data.

• Research – Google Trends, Google AdWords Tool, SEOmoz Freshweb

• Analytics

• Social Research – Hashtags

• Reviews (SO MUCH DATA)

More on this http://bit.ly/180395W

Be Smart: Create Attainable Goals

You cannot start content marketing without goals and some way to determine if you have met your

goals.

Goals are what give your content direction.

You should have multiple, defined goals.

Be Smart: Things to Think About(Before Hand)

What internal obstacles do you have to overcome?

(Who do you need to convince or educate? Do you have the budget? Have a social presence?)

Can you achieve your goal? How will you do that?

(What steps do you need to take now to increase odds of success?)

Be Smart: Things to Think About(Before Hand)

How will you use social?

Research, planning & strategy.

Your Team?

Do you need an internal team or

do you need to outsource or both?

How will you measure the effectiveness of your marketing strategies?

Be Smart: Know Your AudienceKnow your audience(s). Not knowing what they need or want

can lead to disaster.

Be Smart: Get to Know Your Audience(s)

Research your audience!

Social: Engage / discuss in a friendly manner (DON’T sell!)

http://slidesha.re/19iDcxg

Surveys

Polls

Create contests

Read comments on blogs, videos and social shares (Topsy.com).

Engage with your offline audience too. Use this data.

Be Smart: Create Trust

Be Smart: Who You Are Matters

Inform without selling.!

• Why would I want / need your product or service?

(Break this down for each product or service, WITHOUT SELLING)

• Why should I trust, like or remember you?

• Why are you different or better than your competitor?

• What can you offer me?

Be Aggressive: Even Big Businesses are Doing It!

Many businesses still do not understand the importance of content marketing, but it is time to get started and be

aggressive!

Aggressive Doesn’t Mean Confrontational

Be Aggressive: Change the Company Mindset

You have to change the thinking of those around you.

Educate everyone in your company, not just the decision makers.

If everyone understands the “why” you have a better shot at changing things.

Show them how to integrate your online and offline strategies.

Be Aggressive & Be Creative

Use a combination of content marketing methods and measure their individual & combined effectiveness.

• What works?

• What doesn’t?

• What has to happen to reach “audience A” and what has to be different for “audience B”?

Test, measure, retest!!!

Failure or a lack of success is not bad; it is a learning opportunity. Keep trying until you find what works!

Be Aggressive: Some Content Options

Study – what are the best options for your business?

Articles/Blogs – Quality, interesting, educational, should create a need.

Guides – Create something your audience can use & want to share.

Images/Illustrations – Impactful, unforgettable, shareable!

Infographics – You need a quality design with valuable information!

Video – Should be interesting, not too long, give the viewer something & have quality visual and sound.

White Papers/Case Studies – Useful, educational, no obvious selling.

Know When You Can’t Win

Sometimes you can’t have exactly what you want, but you CAN have a modification of it.

Example: Sarasota Real Estate vs. Sarasota Waterfront Homes

Think beyond your industry buzz words.

Focus on the keywords your customer would know and use.

Personality: Tigers Have it In Spades Most people say tigers all look a like.

Some would say the same about most businesses.

Personality: Show it Quickly

• Offer something interesting quickly!

• The initial “draw” pulls them in…create trust.

• Become unforgettable!

• Be real. (see tiger design)

• Separate yourself!

• Don’t be boring!!!!!

This is Thor

Tips for Getting Started

Focus on immediate & long-term ROI.

Be diverse; offer more than just copy.

Create a following on social by building relationships with the audience.

(What do they like? You have to give to your audience!)

Tips for Getting StartedGive to your audience; what do they need to know?

Blog, blog some more and guest blog on quality sites!!!!!!!!!

Quality, UNIQUE writing is a must!

Don’t be cheap! You get what you pay for!

Quality content marketing efforts should be a long-term investment.

**Engagement is not about sales pitches. Educate and give; don’t sell.

Tips for Getting Started: Example

Create what people need or want.

Explain EVERYTHING and educate in an easy and attractive way.

Lastly…You Can Do This!Branding, exposure & meeting needs should be goals.

Be Smart!

Discover your audience(s)!

Engage!

Be creative!

Don’t quit!

Remember failing is just an opportunity!

Melissa Fach

@SEOAware

Link to Presentation

SlideShare.net/MelissaFach

Email Info@seoaware.com

#SaveTheTigers Clarence