content marketing: what, why and how to kick butt at it, by shelly kramer

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Content Marketing What, Why and How to Kick Butt at It Shelly Kramer, @shellykramer © 2013 V3 Integrated Marketing

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Shelly Kramer Y'all Connect Presented by Alabama Power July 23, 2013 Birmingham, Alabama Content marketing is one of the most powerful forms of marketing your business, and today, brands and companies of all sizes are laser-focused on content. But quite often, they either don’t know where to start, they don’t know how to do it or they don’t have the internal resources or budget to make it happen. Creating great Web content that delivers results doesn’t happen overnight. It’s a process and it takes time, effort and energy. But as part of your overall integrated marketing strategy, it’s a powerful, powerful thing. This session will not only empower you to immediately begin creating killer content for your website or corporate blog, it’s quite possible you’ll be so psyched about it that you can’t wait to get started. You’ll come away from this session prepared to begin developing and creating stellar content that will not only serve your customers and prospects, but also help generate leads and sales. Takeaways: • How to understand and define your audience and develop a content marketing strategy. • How to write for the Web (which is completely different than any other kind of writing). • How to understand the basics of well-optimized content in easy-to-understand (and even easier-to-implement) language. • How to effectively distribute your content across the web. • How to measure the impact of your results using your analytics, some awesome tools and smart reporting.

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Page 1: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Content MarketingWhat, Why and How to

Kick Butt at It

Shelly Kramer, @shellykramer

© 2013 V3 Integrated Marketing

Page 2: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

What is Inbound Marketing?

How to Start Your Initiatives by Gathering and Using Data

Why Social, SEO + Content are Key

Where to Start

How to Write Effective Content

Some things we’ll cover include:

How to Distribute Content Across the Web

The Importance of Tracking and Reporting

Page 3: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Marketing Today? Complicadio.

Page 4: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

What We’re Used ToTraditional Marketing = Push Messaging

Display Ads

Direct Mail

TV + Radio

Yellow Pages

Cold Calling

Email Blast

Trade Shows

Traditional Marketing is Interruption

Page 5: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Old Way: Money x Media = Business

New Way: Time x Media = Business

The Formula Has Changed

Page 6: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

What is Content Marketing?BloggingWebinars

Video + PodcastingCase Studies, White Papers

Email MarketingFlickr, Instagram

Social (Twitter, Facebook, LinkedIn)Tumblr, Scoop.It, Paper.li, Storify, etc.

And all of this is part of Content Marketing. And collectively, using these tactics is called “Inbound Marketing”

Page 7: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Inbound Marketing Drives Business

But you have to feed the inbound marketing machine. Great content

is how you do that.

Page 8: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Great Content is Like Breadcrumbs (super delicioso breadcrumbs)

Inbound marketing is the process of creating and spreading breadcrumbs on the Internet and hoping people will pick

them up. Those breadcrumbs are designed to lead them “home” -- to your website, blog, landing page, Facebook

page, etc. – wherever it is you want them to end up.

Page 9: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Inbound = Bees to Honey

Page 10: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Engaging in Social Channels = Marketing

Page 11: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Technique Effectiveness Rating

Page 12: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

High Growth vs. Average Firms

Page 13: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

What Do High Growth Companies Find Most Effective?

SEOCreating Content (Blogging)

Focus on DataEmail Marketing

Creating More Content (whitepapers, eBooks, newsletters, case studies)

Social Media Channels

Page 14: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Why Inbound?

Inbound marketing generates more leads for longer periods of time than traditional marketing.

Page 15: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Example:

Display ad in local business journal

runs once, exposure to people reading the paper

that week

Page 16: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Blog Post, White Paper, Case

StudyThese marketing resources live on your website and, properly optimized and marketed, can attract leads for a

long time to come.

Page 17: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Blog + Social + SEO Deliver Lower Cost Per Lead

Page 18: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

You don’t start with social or with content. If you do, you will lose.

Page 19: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Start with data.Information is power.

Page 20: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Start With Competitive Analysis

What are we doing?What are our competitors doing?What kind of content are they

creating?Where do we have opportunities?Where do we suck?What can we realistically handle?

Page 21: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Our Prospects + Social

Who are our prospects?What are they doing?

Where do they hang out?

What do they talk about?What language do they use?

What do they need?How can we serve them?

Page 22: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

What Does Your Data Show?

How many web visits per day/wk/mo?What % of traffic is unique vs. return?What keywords bring them to your site?What content brings them to your site?What are they doing there?

What sites refer them to your site?

Page 23: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Let Strategy Drive Tactics

• Personas. Who are our customers?• What problems do they have that we

can solve?• What products or services do they

need?• How do they talk about them?• Where are they online? When are they

online?

Page 24: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Let Strategy Drive Tactics

• How can we most effectively reach our target audience?

• What will our strategy be--what can we deliver of value?

• How can we capture leads?• What does success look like?• How will we measure our

progress?

Page 25: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Let’s Talk About Writing.Effective content is powerful.

Page 26: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

   

Understand How SEO Works

Page 27: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

To Write Effectively for the Web, Know This ….

Page 28: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

What is SEO?

Search Engine Optimization

Or, the art of helping Google figure out what you’re talking about.

Page 29: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

The Key to Good SEO?

People.

Ask yourself just one question: Is it good for people?

If it is, it’s good for SEO.

Page 30: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Why Do Keywords Matter?

Keywords are bite-sized

chunks of information that tell the search engines what your content is about.

Page 31: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Links Are Internet Gold

Links help search engines determine the trust and

authority your domain has due to the quality of incoming

links.

The more incoming links your site has, the more valuable it

is in Google’s eyes.

Page 32: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Why Is This?

It’s Simple.What people say about you is

more important (and viewed as more credible) than what

you say about yourself.

• That’s kind of a no-brainer, right?

Page 33: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Context is Critical

Google Has Wised Up

SEO wizards have been manipulating links to impact search results. Google’s latest algorithm changes focus less on

links and more on context.

Translated: relevant content will rule.

Page 34: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Let’s Get Really Geeky

Behavior on site, behavior off site. What they do matters. What that means about the relevancy of your

content. What that tells search engines. Freaky!

Page 35: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Why Link Out When Writing

Linking is the Fundamental Basis of the Web

Search engines want to know you’re “connected” and linking

out is as important as incoming links, from a credibility standpoint.

Page 36: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

How to Link Out• Link out to relevant content early in the body copy

• Link to relevant pages approximately every 120 words of content

• Link under phrases, not single words• Link to relevant interior pages of your site or other sites

• Link with naturally relevant anchor text

• The key? Again, it’s simple. It’s all about people. Focus on the fundamentals of what search engines are looking for – serving

up relevant results to those searchers, who are people.

Page 37: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

How Do We Get Links?

The Power of Social ChannelsSharing great content on a regular basis gets you noticed. You become regarded

as an authority. People then create other content and link to your content …

that’s the magic of relevant link building.

Page 38: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

How to Write Great Content

Step 1: Remove

Page 39: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

How to Write Great Blog Content

Ditch corporate speak

Use contractions

Write like people talk

Dumb it down

Don’t be cute, Don’t be mean

Write for the audience

Make it scannable

Minimum of 300 words

Maximum of 600 words

Page 40: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Writing for the Web is Different

(But ridiculously easy, too)

Be interesting, helpful, relevant,

timely or funny

Use keywords that make sense

Write a great headline, using the

right keywords

Sell it in the first paragraph

Page 41: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Post Titles

Keep your title under 60 characters.

This ensures the full title is visible in a search, increasing the likelihood of a

click-thru.

8:10 vs. 2:10

Page 42: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Meta Descriptions

Tell Search Engines What Your Post is About

Keep your Meta description under 165 characters so the full description is

visible as a search result

Page 43: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

But Wait, I’m a Purist

Don’t want to SEO your posts because you’re writing for your readers?

<GMAB>

Using smart SEO makes it easier for them and gives you better odds that

they’ll read your content.

Page 44: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Titles and Meta Descriptions

Page 45: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Ramble vs. SEO Focus

I Am Unorganized

Ramble, ramble ramble, ramble, ramble for 300 more words (and they’re already

gone) then get to the point of the post

Productivity Tools for Small Businesses

The best productivity tools for small businesses make life easier. Our

favorites include PaySimple, Freshbooks and Kapost.

Page 46: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Don’t Dance Around, Sell It

Page 47: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Be Smart, Repurpose ContentCreate video, upload to YouTube

Write blog post, embed video

Feature guest blog, republished with attribution

Guest blog somewhere else, Google Authorship

Create a presentation

Presentation uploaded to SlideShare

Write blog post, embed SlideShare preso

Write for your corporate blog or

nag your company to start a blog and contribute to it)

Page 48: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Engaging in Social Media Channels = Marketing

Page 49: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

How These Channels Drive Business

Reporting is critical.

Page 50: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Install Analytics, Then LOOK at Them

Page 51: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Try Tynt, It’s Pretty Awesome

Page 52: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Know Where Your Stuff Goes

Page 53: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

WordPress? All-in-One SEO Pack

Page 54: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Blogging Drives Traffic

Page 55: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Data Drives Strategy

Page 56: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer
Page 57: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Blogging Drives Traffic

Page 58: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Be Strategic About Where and How You Share Content

Page 59: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

A Good Editorial Calendar Will Save Your Sanity

Page 60: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Build relationships

before you need them.

Page 61: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Remember

WRITING great content is the easy part. Getting people to read it is the hard part. And getting them to share it (or

to do something else for you) is equally as difficult. Unless you invest

in making friends. First.

Page 62: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Ways to Measure Success

Shares of Blog Content/Blog SubscribersGrowing Friend/Follower Base Across Channels

Most Popular Blog Posts/TweetsBlog Comments/Action on Blog for Branded Campaign

Website Traffic, Facebook InsightsLinkedIn Company Followers/Connection Requests

G+ Followers + CirclesSuccess Stories + Testimonials

Truth: Your Analytics Are Your Roadmap. Use them to help drive your brand strategy in content +

social efforts.

Page 63: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Other Ways to Measure Success

Ability to Drive Social ConversionsGetting Your Readers and Site Visitors to DO Something

Improved Brand ReputationGreater “Share of Voice”

More Leads + Opportunities/Increased Revenue

The Web changes everything about business. And when you understand how to create

great content, you’ve got an edge.

Page 64: Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer

Stalk Me, Anytime

[email protected]

LinkedInShelly DeMotte Kramertwitter.com/shellykramer facebook.com/shellykramer

www.v3im.com