win in the search engines with powerful social and content strategies
TRANSCRIPT
@StoneyD
Stoney G deGeyter
@polepositionmkg
WINNING THE SEARCH ENGINES
WITH THESE POWERFUL
SOCIAL & CONTENT
STRATEGIES
xxxxx @StoneyD
PolePositionMarketing.com
• @StoneyD linkedin.com/in/stoneygd
Web Presence Optimization
Stoney deGeyter
THIS IS ME W
ebM
ark
etin
gChecklis
t.com
Never SEO alone
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Top Three Search
Ranking Factors
Links
Content
RankBrain
The fourth factor: “It depends”
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Three Pillars of Digital
Marketing
1. Website architecture / usability
The search engine friendly foundation your site is built on.
Impacts: • usability issues • ability of visitors to find content • ability of search engines to find
and assign value to your content
2. Keyword / topical optimization
Gets your site
search engine
optimized.
Impacts: • Search rankings • Search to page click-thrus
• First impressions • Intent delivery
3. Site value / authority
Impacts: • Search rankings • Perceptions • Word of mouth • Customer retention
Builds trust.
Social and content are key for success
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We’re All Publishers Now
What do these companies have in common?
What do these companies have in common?
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Act Like a Publisher
Establish writing guidelines
Overall voice
Encourage
personality among
content contributors
that fits within your
voice
Style that will govern
written content (AP
Style is most
common)
Principles for building
positive online
communities
Individual
responsibilities
Collaborate with content creators
This isn’t sexy. Find something that is…
And merge it with what you do.
Collaborate with content owners
Identify information silos
Include owners in your new structure
Create an environment of sharing
Build buyer personas
Know who you want to reach
Priorities
Expectations Obstacles
Decision Process
Demographics: Gender, Age,
Location
Job Title/Company
Interests Goals/Challenges
Words/Phrases How do they
describe themselves?
Gather intelligence
Interview your customers
Buy
Attend Join
Subscribe
Donate
Inquire
Plan the actions for them to take
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What is the most immediate action you need to take as a
publisher?
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Give Your Content
Purpose
Create useful content
Content must be well organized
Present your content professionally
Educate your readers
Convey a clear message
Demonstrate thought leadership
Compel readers to take action
Generate conversions
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Make an impact
Think outside the box
Write killer headlines
Direct Approach: Free Diabetes eBook
Indirect Approach: Cut the Sweet Talk
News Headline: Hospital Opens New Diabetes Clinic
How-to Headline: How to Lower Your Blood Sugar
Question Headline: Is Your Diabetes Out of Control?
Command Headline: Get Help for Your Diabetes Now
Reason Why Headline: Five Reasons to Get Diabetes Under Control
Testimonial Headline: “I Got My Life Back, Thanks a Diabetes Clinic.”
*Adapted from The Copywriter’s Handbook by Bob Bly and Copyblogger.com.
Each headline must do three things
Grab attention
Compel
Use keywords
Implement worthy content
1. Stimulating intro (writing, videos,
podcasts). Get to the point with
panache!
2. Images. In a social online environment, pictures are a must.
But don’t use too many; it makes
mobile viewing difficult.
3. Be organized. Stick to the point and don’t meander. Less is
usually more.
4. Speak to your reader and talk
human!
5. Links or attribution when you use others’ work or ideas.
6. Soft call to action. Let your readers know what to do next.
Have a stimulating introduction
Grab attention
Compel
Use keywords
Add visual flare
Include multi-media
Audio
Video
Images
Hangouts
Transcription
Match persona to quality content
Website
Blog
News
Podcasts
Video
Photos
Articles
White Papers
E-books
Case Studies
Stay organized and stick to the point
Speak human
Invest in Chosen
Channels
Share Your
Content
Share Others’ Content
Engage with
Customers in Two-
way Conversation
Engage with your readers
Social media is not a publishing platform--
its an engagement platform!
Provide a solution for problems
Sympathize with their needs
State importance of solution
Explain solution you offer
Show you care
Convince them you can help
Make sure they learn something new
How to…
Ways to…
Ideas for… News
about…
Recent events?
Compel them to take action
Tackle hindrances
Overcome obstacles
Justify the purchase
Provide examples
Make quality content findable
Keywords and Long-tail Phrases
Metadata
Headline Useful
Content
Call to Action
Keyword rich title tags
Compelling meta description tags
Proper heading tag hierarchy
Optimize images
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What changes do you need to implement on your site
right now to make an impact?
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Why Social
Media Matters
Quick indexing of socialized pages
Pages posted to
can be crawled
quickly.
Grows exposure
Increases traffic to site
Indirect increase in links
Demonstrates popularity
Signal of relevance
Adds branding
Builds authority
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Winning at Social Media
Build an editorial calendar
Topics
Audience interest
Keyword search volume
Generate content ideas
• Talk to customer service sales
• Forums and Question sites like Quora
• Questions asked on competitor sites
• Questions posed online
Answer Customer Questions
• [your industry publications here] Read Industry Publications
• Brochures
• FAQs
• Presentations
• Sales content
Repurpose Existing
Content
Create cornerstone content
High Value Content
Content to rank for
Inform & Educate
Evergreen
Easy to find, easy to share
Attract links
Create connection content
Create content for
the smaller, more
impassioned groups
Build a sense of
energy and
community around
shared interests or
issues
Make it entertaining
and useful
Has the potential to
spark disagreement
Create customer content
Content intended to
convince ideal
customers that they
should do business
with you.
Expertise Thought
Leadership
Publish varied content
How-to’s Human interest
stories Lists Infographics
Newsjacking Reviews Guest posts Seasonal concepts
Videos Reimagined
content Interviews
Creative product uses
Partner/Vendor highlights
Case studies Series Contrarian
Photos Core values Podcasts User-generated
content
Invest in email marketing
Consistent posting on topics relevant to your target audiences.
Choose your social networks
Optimize your social media tags
Optimize your social profiles
YouTube
Twitter Instagram
Build an effective social strategy
Social media marketing goals
Target customers to reach
Where to reach them
Best engagement approach
How to measure success
Stay engaged
Develop content
Sharing content
Monitor brand profiles
Engage in conversations
Optimize videos
• Closed captioning
• Descriptions • Behind-the-scenes settings
Whatever impacts how often videos are viewed
Ask (and answer) questions
Who?
What?
How?
When? Where?
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What are your biggest challenges to succeeding at
social media?
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When You Have
Writer’s Block
Five formats for generating quality content
Writt
en
Vid
eo
Au
dio
Ima
ge
Too
l
Use the original writing as the jump-off point and rework it start to finish.
Rewrite old blog posts
Don’t republish your comment verbatim.
Use it a base for fleshing out a complete blog post
on the topic.
Turn a comment into a full post
Don’t be bound by a 140 character limit… turn your tweets into posts.
Turn 140 characters into 600 words
Find the golden nuggets and tweet them out.
Link to source for added value.
Turn posts, presentations, and ebooks into tweets
Take a blog posts on one channel and break it down into
several single-focus posts on another channel.
Reach different readers each time.
Turn one post into many posts for a new audience
We often write different than
what we say. That’s new
content!
One presentation can often
turn into multiple blog posts.
Turn a presentation into a visual blog post
Parts of this presentation started as a blog post.
Same idea, different words.
Turn blog posts into presentations
Boil each point down to its bare essentials and visualize.
Turn a fact-filled blog post into an infographic
Don’t waste a well thought out answer. Add intro, conclusion and a bit more flesh.
Publish an email response to a question
(always mask the client)
Turn work for clients into content for masses
Don’t just regurgitate—rework and rewrite! Use posts for chapters and content, adding new content to fill the gaps.
Turn previously published content into book or ebook
Turn sales content into blog posts
Product info
About us content
Processes
Etc.
Always focus on the reader, not just yourself.
It’s a different audience every time
Nobody reads 100% of what you write.
By changing content from one format to another You’re likely to reach an entirely different audience.
One basic rule: All content can be repurposed
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ppmkg.com/75-content-ideas
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Name a piece of content you have now and how it
can be repurposed.
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PolePositionMarketing.com
Thank
You!
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