content marketing - foredrag fra bloggcamp 2012
DESCRIPTION
Nina Furus presentasjon om Content Marketing - hvordan bedrifter kan utnytte innhold til å få mer trafikk og mer lojale kunder på nett.TRANSCRIPT
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Content Marketing Blogging som trafikkstrategi for bedrifter
Nina Furu
Blogg Camp 21. mai 2012
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• Jobber med webkommunikasjon og webstrategi
• Partner i tenketanken Webgruppen
• Driver Nettredaktørskolen
• Styreleder i Webforum Norge
• Kurs- og konsulentvirksomhet
• www.nettredaktor.no
• www.websuksess.no
• Mangeårig portalredaktør
• Lærebokforfatter
• Med mer
Nina Furu
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• Foto: Grete Hals, Matprat.no
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attention
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Sosiale medier
Blogg
Webside
Nettbutikk
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• Gi bedre søkemotorrangering
• Hjelpe bruker nedover i kjøpstrakten
• … men også
• Gi en plattform for meninger utover ”corporate”
• Gi en kanal for faglig dialog
• Gi en plattform for personlig eller faglig
merkevarebygging
Hva kan blogger gjøre for bedrifter?
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• Personlige blogger
• Fag og temablogger
• Firmablogger
Bloggtyper
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• Handler mest om personen som skriver den og mindre
om det vedkommende skriver om.
Personlige blogger
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• Handler mest om emnet, men avsenderen kan godt være
profilert som person.
Fag- og temablogger
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• Har et firma som offisiell avsender.
• De faktiske skribentene er normalt ansatt i selskapet.
• Brukes ofte av kompetansebedrifter.
Firmablogger
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Strategiske spørsmål om blogging
• Benytte blogg eller ikke?
• Blogge på egen URL eller ha separat blogg?
• Bygge personlige merkevarer eller firma-merkevare?
• Oppdateringshyppighet?
• Ressursbehov?
• Hvordan skal innleggene spres?
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• Blogg + sosiale medier = sant
Spredning
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• Å bruke nyttig innhold til å generere trafikk fra
søkemotorer
• Å bruke nyttig innhold som oppdateringer i sosiale
medier
• Å bruke nyttig innhold for å drive i kjøpstrakt
• Å bruke nyttig innhold til å bygge et faglig omdømme
Content Marketing
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• Å bruke nyttig innhold til å generere trafikk fra
søkemotorer
• Å bruke nyttig innhold som oppdateringer i sosiale
medier
• Å bruke nyttig innhold for å drive i kjøpstrakt
• Å bruke nyttig innhold til å bygge et faglig omdømme
• Å innse at content is king
• … og at i en verden av sosiale medier og
gjennomsiktighet fungerer soft sell bedre enn hard sell
Content Marketing
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5 tips for deg som vil firmablogge
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• Hvilke blogger finnes på området allerede?
• Gjør noen søk på Google
• Se på bloggrangeringene
• Se hvem de beste bloggerne selv følger
• Kan du konkurrere med disse?
• Skal du lage et litt annerledes vinklet konsept?
• Hvordan skal du være bedre?
1. Sondér terrenget
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• Sjekk www.google.com/insights/search
• Sjekk Google Keyword Tool
• Bruk et verktøy som Wordtracker hvis du sikter deg inn
mot et internasjonalt marked
2. Finn de viktigste søkeordene
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• Menypunkter og kategorier bør samsvare med mye
påsøkte søk for å gi deg best mulig søkemotorrangering
3. Tilpass menyer og kategorier
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• www.wordpress.com (hosted)
• www.wordpress.org (på ditt eget domene)
• www.blogger.com
• www.blogg.no
4. Bruk en standard plattform
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• http://yoast.com/wordpress/seo/
5. Installer et godt SEO-innstikk (WP)
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Lykke til!
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• Nina Furu
• www.nettredaktor.no
• www.webgruppen.no
• Mob 92208015
Lykke til!