NORTHERN PORTAL EDITORIAL WEBINAR

How to reach your target audience

Presenters:

•Miriam Stucky

•Scott Adams

WHY ARE WE DOING THIS?

But your point is ...

WHY ARE WE DOING THIS?

We are not just herding cats

WHY ARE WE DOING THIS?

We are connecting people with experiences

FINDING THE MATCH

Speak to your customer

FINDING THE MATCH

Reference YourMarketing Strategy

FINDING THE MATCH

Stay on target

HOW TO SPEAK TO THEM?

Creating great web content is a craft:

Part Art, Part Science

The goal is to create web content that is:

• Useful

• Timely

• Engaging

Writing a story isn’t a shot in the dark. It’s a targeted effort.

Make your time and effort count.

#1 BRAINSTORM TOPICS

• Identify knowledgeable, creative people in your midst (2-3).

• Make a time to sit down

• Everyone prepare (research, keep notes)

• Brainstorm

#1 BRAINSTORM TOPICS

• Make group list five more

• Set yourself a time limit (10-15 minutes or more) and/or a target number of ideas (50, 100)

• ALL ideas are possible (no nay-say at this point)

#1 BRAINSTORM TOPICS

If you’re stuck:

• Consider another area: (health, entertainment, international news, sports news, regional news, etc.)

• Do more research (scan youtube, local, national news, websites, social networks)

• Go back to your target markets -- what are those people doing/looking to do right NOW (seasonally)?

EXAMPLEWe took a stab at this, re: our community, mid December and came up with the following:

families -- kids off for two weeks; looking for things to do• crafts --• gifts• activities• recipies

new city councilwintercanal frozen yet?canoe museum doing?holiday social (BB)Festival of Trees (Health Care Fundraiser)tobogganingski reportsx-country skiing clubstop 5 tips for getting your ski-wear in shapenew ski gearlessons/instruction available

santa clause shoppinggift giving (+) (trail permits, help the environment)green gifting -- top 5 / top 10 gift ideas (low packaging, experiences, gift cert. encouraging an active, healthy lifestyle Top ten gifts New Yearʼs resolutions youtube sensations (in the area)things your bossʼs been talking aboutseasonal party etiquetteeco decorationswaste reductioneating healthy in winter (local eating, local restaurants, whatʼs on their menu; highlighting local biz. while offering useful content for readers)indoor air qualityvitamin D/sunshine

#2 HONE IN

Now that you have a wealth of ideas...

• Put a little star next to the ideas that generate energy/conversation

• Explore any/all potential links to buyable, doable tourism experiences

• Refer to your target market -- which of your stories have the potential to provide the greatest value to your readers?

EXAMPLETopic: Gift Giving

Top 10 environmentally friendly gifts of 2010(Travel experiences as gift ideas)

•Low packaging - theatre, event tickets

•Active lifestyle - trail permit, park pass

•An experience - Northern Ontario vacation

•Eco-friendly wrapping paper ideas

Provide Value

EXAMPLE

Topic: New Years Eve

How to Plan a Romantic New Year’s Getaway(ideas paired with places that offer them)

•Warm & Cozy - Fire place / Jacuzzi

•Pampered - Spa treatments

•Good food - locally sourced options

•Outdoor activities - skating, tobogganing

•Attention to detail - in room champaign upon arrival

Be Timely

KEYWORDS

Making sure you are using the right words.

KEYWORDS

Resources:

http://www.googlekeywordtool.com/

http://www.keyworddiscovery.com/

http://tools.seobook.com/general/keyword-information/

KEYWORDS

KEYWORDS

KEYWORDSWhere do they go?

1. Focus your page’s SEO on a primary and a secondary keyword

To get started, focus on a primary and a secondary keyword. Your page will be targeting many more than those two keywords - but they are your starting point and your focus

KEYWORDSWhere do they go?

2. Use your primary and secondary target keywords in these specific places

• Page title tag- Should be the first words

• Description tag- Minimum 150 characters

• Headlines, sub-headlines - Use the h1 or h2 tag

KEYWORDSWhere do they go?

2. Use your primary and secondary target keywords in these specific places

• Body text- A keyword for every 50 to 100 words

• Internal and external links- In anchor text and link title

• Image names and alt tags- Use image alt tags and rename your image files

ASSESSING STORY IDEAS

Stay on Target

• If/when press releases or other unsolicited information comes in -- ask “is this relevant to my target audience(s)?”

• Does/can this story appeal to the interests and/or needs of your readers?

THANK YOU

Any Questions?

Presenters:

•Miriam Stucky

•Scott Adams