content training
DESCRIPTION
TRANSCRIPT
1
Content Gathering
Content types
Content types
News comm-entary
MonthlyContent Theme
& Industry Focus
Blogs
News- jacking
Top Tips
Info-graphicNews-
letters
White/ Info-papers
Case Study/
Testimo-nial
PodcastWebinarVideo
New client
PR
Focus of training
News comm-entary
MonthlyContent Theme
& Industry Focus
Blogs
News- jacking
Top Tips
Info-graphicNews-
letters
White/ Info-papers
Case Study/
Testimo-nial
PodcastWebinarVideo
New client
PR
Content types
News commentary
Articles geared around topical news stories or industry developments, using them to promote our expertise and knowledge.
Content types
Content types
Blogs (catch all)
Online diaries
Brand advertising
Guest blogs (e.g. AML)
Thought leadership
Content types
Blogs – Thought Leadership
Thought leadership pieces written by (or on behalf of) experts within GBGroup.
Authorities within a specialised area, leading the discussion.
Content types
Content types
Top tips
• "Top 10" in the title will get clicks
• Easy to read/skim• Readers can jump to
section of the list that interests them
• Complicated topics can be broken down
• Flexible – long/short/illustrated
ID Reg Marketing KPI’s (per year)Top tips
Content types
News hijacking
Injecting your ideas into breaking news stories, as they happen, to generate media coverage.
ID Reg Marketing KPI’s (per year)
ID Reg Marketing KPI’s (per year)
ID Reg Marketing KPI’s (per year)
ID Reg Marketing KPI’s (per year)
ID Reg Marketing KPI’s (per year)
ID Reg Marketing KPI’s (per year)
ID Reg Marketing KPI’s (per year)
ID Reg Marketing KPI’s (per year)
Sources for content ideas
Sources for content ideas
• News sites (credible)• Telegraph• Guardian• BBC• Huffington Post
• Competitors’ sites (news/blogs/podcasts)• Industry/sector-specific news sites/forums• Social media• Radio – morning shows• Popular culture
Google Alerts
Newsmap.jp
We have a building full of experts
We have a building full of experts
• Talk to people
• Ask them questions, get ideas
• Find out where the industry/sector they deal with is heading
• Find out what issues they are seeing companies struggle to deal with
• What questions are our customers asking?
Sources for content ideas
Listen more. Talk less.
Read less. Read better.
Steal.
Writing content
Writing content
Choose the Right Topic and Tone
Keep it light, keep it entertaining.
The best content answers a question.
Write Great Headlines and Subheadlines
If your headlines fails, your content fails.
A strong, click-worthy headline, optimised for search is essential.
Writing content
Use Images
Readers love images. Your images should tie in with the topic, even if it's a metaphor.
Be Consistent
E.g. if you’re going to hyperlink your subheadlines (such as the names of 10 infographics), do this for all of them.
This will make it easy for readers to know where to go and what to expect from the rest of the copy.
Writing content
Have an Opinion
Even if it's slightly controversial or will provoke debate.
Don't Forget to Edit
Check your grammar and spelling. Check for factual errors. Ask someone you trust to look over your post before publishing.
Mistakes could hurt GBG's reputation, or even cost us clients.
Optimising for search
Title and Description tags
Title tags
The most important factor in SEO. Google uses these to rank pages.
Description tags
Appear in Google search results, as well as some external sites – entice people to read.
Title of article
Title of article
Description (or ‘teaser’) of article
Description (or ‘teaser’) of article
We have a building full of experts
We have a building full of experts
Sources for content ideas
Old methods of SEO are dead
• Stuffing content full of keywords and relying on backlinks alone has been killed off by Google’s Panda updates
New methods of SEO are evolving
• Content and pages need to be optimised for users and readers, not for search engines
• http://www.youtube.com/watch?v=y-ikbTn77LU