win in the search engines with powerful social and content strategies

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@StoneyD Stoney G deGeyter @polepositionmkg WINNING THE S EARCH E NGINES WITH THESE POWERFUL S OCIAL & C ONTENT STRATEGIES

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Page 1: Win In the Search Engines With Powerful Social and Content Strategies

@StoneyD

Stoney G deGeyter

@polepositionmkg

WINNING THE SEARCH ENGINES

WITH THESE POWERFUL

SOCIAL & CONTENT

STRATEGIES

Page 2: Win In the Search Engines With Powerful Social and 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

Page 3: Win In the Search Engines With Powerful Social and Content Strategies

Never SEO alone

Page 4: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

Top Three Search

Ranking Factors

Page 5: Win In the Search Engines With Powerful Social and Content Strategies

Links

Page 6: Win In the Search Engines With Powerful Social and Content Strategies

Content

Page 7: Win In the Search Engines With Powerful Social and Content Strategies

RankBrain

Page 8: Win In the Search Engines With Powerful Social and Content Strategies

The fourth factor: “It depends”

Page 9: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

Three Pillars of Digital

Marketing

Page 10: Win In the Search Engines With Powerful Social and Content Strategies

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

Page 11: Win In the Search Engines With Powerful Social and Content Strategies

2. Keyword / topical optimization

Gets your site

search engine

optimized.

Impacts: • Search rankings • Search to page click-thrus

• First impressions • Intent delivery

Page 12: Win In the Search Engines With Powerful Social and Content Strategies

3. Site value / authority

Impacts: • Search rankings • Perceptions • Word of mouth • Customer retention

Builds trust.

Page 13: Win In the Search Engines With Powerful Social and Content Strategies

Social and content are key for success

Page 14: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

We’re All Publishers Now

Page 15: Win In the Search Engines With Powerful Social and Content Strategies

What do these companies have in common?

Page 16: Win In the Search Engines With Powerful Social and Content Strategies

What do these companies have in common?

Page 17: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

Act Like a Publisher

Page 18: Win In the Search Engines With Powerful Social and Content Strategies

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

Page 19: Win In the Search Engines With Powerful Social and Content Strategies

Collaborate with content creators

This isn’t sexy. Find something that is…

And merge it with what you do.

Page 20: Win In the Search Engines With Powerful Social and Content Strategies

Collaborate with content owners

Identify information silos

Include owners in your new structure

Create an environment of sharing

Page 21: Win In the Search Engines With Powerful Social and Content Strategies

Build buyer personas

Page 22: Win In the Search Engines With Powerful Social and Content Strategies

Know who you want to reach

Priorities

Expectations Obstacles

Decision Process

Page 23: Win In the Search Engines With Powerful Social and Content Strategies

Demographics: Gender, Age,

Location

Job Title/Company

Interests Goals/Challenges

Words/Phrases How do they

describe themselves?

Gather intelligence

Page 24: Win In the Search Engines With Powerful Social and Content Strategies

Interview your customers

Page 25: Win In the Search Engines With Powerful Social and Content Strategies

Buy

Attend Join

Subscribe

Donate

Inquire

Plan the actions for them to take

Page 26: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

What is the most immediate action you need to take as a

publisher?

Page 27: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

Give Your Content

Purpose

Page 28: Win In the Search Engines With Powerful Social and Content Strategies

Create useful content

Page 29: Win In the Search Engines With Powerful Social and Content Strategies

Content must be well organized

Page 30: Win In the Search Engines With Powerful Social and Content Strategies

Present your content professionally

Page 31: Win In the Search Engines With Powerful Social and Content Strategies

Educate your readers

Page 32: Win In the Search Engines With Powerful Social and Content Strategies

Convey a clear message

Page 33: Win In the Search Engines With Powerful Social and Content Strategies

Demonstrate thought leadership

Page 34: Win In the Search Engines With Powerful Social and Content Strategies

Compel readers to take action

Page 35: Win In the Search Engines With Powerful Social and Content Strategies

Generate conversions

Page 36: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

Make an impact

Page 37: Win In the Search Engines With Powerful Social and Content Strategies

Think outside the box

Page 38: Win In the Search Engines With Powerful Social and Content Strategies

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.

Page 39: Win In the Search Engines With Powerful Social and Content Strategies

Each headline must do three things

Grab attention

Compel

Use keywords

Page 40: Win In the Search Engines With Powerful Social and Content Strategies

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.

Page 41: Win In the Search Engines With Powerful Social and Content Strategies

Have a stimulating introduction

Grab attention

Compel

Use keywords

Page 42: Win In the Search Engines With Powerful Social and Content Strategies

Add visual flare

Page 43: Win In the Search Engines With Powerful Social and Content Strategies

Include multi-media

Audio

Video

Images

Hangouts

Transcription

Page 44: Win In the Search Engines With Powerful Social and Content Strategies

Match persona to quality content

Website

Blog

News

Podcasts

Video

Photos

Articles

White Papers

E-books

Case Studies

E-mail

Page 45: Win In the Search Engines With Powerful Social and Content Strategies

Stay organized and stick to the point

Page 46: Win In the Search Engines With Powerful Social and Content Strategies

Speak human

Page 47: Win In the Search Engines With Powerful Social and Content Strategies

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!

Page 48: Win In the Search Engines With Powerful Social and Content Strategies

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

Page 49: Win In the Search Engines With Powerful Social and Content Strategies

Make sure they learn something new

How to…

Ways to…

Ideas for… News

about…

Recent events?

Page 50: Win In the Search Engines With Powerful Social and Content Strategies

Compel them to take action

Tackle hindrances

Overcome obstacles

Justify the purchase

Provide examples

Page 51: Win In the Search Engines With Powerful Social and Content Strategies

Make quality content findable

Keywords and Long-tail Phrases

Metadata

Headline Useful

Content

Call to Action

Page 52: Win In the Search Engines With Powerful Social and Content Strategies

Keyword rich title tags

Page 53: Win In the Search Engines With Powerful Social and Content Strategies

Compelling meta description tags

Page 54: Win In the Search Engines With Powerful Social and Content Strategies

Proper heading tag hierarchy

Page 55: Win In the Search Engines With Powerful Social and Content Strategies

Optimize images

Page 56: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

What changes do you need to implement on your site

right now to make an impact?

Page 57: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

Why Social

Media Matters

Page 58: Win In the Search Engines With Powerful Social and Content Strategies

Quick indexing of socialized pages

Pages posted to

can be crawled

quickly.

Page 59: Win In the Search Engines With Powerful Social and Content Strategies

Grows exposure

Page 60: Win In the Search Engines With Powerful Social and Content Strategies

Increases traffic to site

Page 61: Win In the Search Engines With Powerful Social and Content Strategies

Indirect increase in links

Page 62: Win In the Search Engines With Powerful Social and Content Strategies

Demonstrates popularity

Page 63: Win In the Search Engines With Powerful Social and Content Strategies

Signal of relevance

Page 64: Win In the Search Engines With Powerful Social and Content Strategies

Adds branding

Page 65: Win In the Search Engines With Powerful Social and Content Strategies

Builds authority

Page 66: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

Winning at Social Media

Page 67: Win In the Search Engines With Powerful Social and Content Strategies

Build an editorial calendar

Topics

Audience interest

Keyword search volume

Page 68: Win In the Search Engines With Powerful Social and Content Strategies

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

Page 69: Win In the Search Engines With Powerful Social and Content Strategies

Create cornerstone content

High Value Content

Content to rank for

Inform & Educate

Evergreen

Easy to find, easy to share

Attract links

Page 70: Win In the Search Engines With Powerful Social and Content Strategies

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

Page 71: Win In the Search Engines With Powerful Social and Content Strategies

Create customer content

Content intended to

convince ideal

customers that they

should do business

with you.

Expertise Thought

Leadership

Page 72: Win In the Search Engines With Powerful Social and Content Strategies

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

Page 73: Win In the Search Engines With Powerful Social and Content Strategies

Invest in email marketing

Consistent posting on topics relevant to your target audiences.

Page 74: Win In the Search Engines With Powerful Social and Content Strategies

Choose your social networks

Page 75: Win In the Search Engines With Powerful Social and Content Strategies

Optimize your social media tags

Page 76: Win In the Search Engines With Powerful Social and Content Strategies

Optimize your social profiles

Facebook

Pinterest

LinkedIn

YouTube

Twitter Instagram

Page 77: Win In the Search Engines With Powerful Social and Content Strategies

Build an effective social strategy

Social media marketing goals

Target customers to reach

Where to reach them

Best engagement approach

How to measure success

Page 78: Win In the Search Engines With Powerful Social and Content Strategies

Stay engaged

Develop content

Sharing content

Monitor brand profiles

Engage in conversations

Page 79: Win In the Search Engines With Powerful Social and Content Strategies

Optimize videos

• Closed captioning

• Descriptions • Behind-the-scenes settings

Whatever impacts how often videos are viewed

Page 80: Win In the Search Engines With Powerful Social and Content Strategies

Ask (and answer) questions

Who?

What?

How?

When? Where?

Page 81: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

What are your biggest challenges to succeeding at

social media?

Page 82: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

When You Have

Writer’s Block

Page 83: Win In the Search Engines With Powerful Social and Content Strategies

Five formats for generating quality content

Writt

en

Vid

eo

Au

dio

Ima

ge

Too

l

Page 84: Win In the Search Engines With Powerful Social and Content Strategies

Use the original writing as the jump-off point and rework it start to finish.

Rewrite old blog posts

Page 85: Win In the Search Engines With Powerful Social and Content Strategies

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

Page 86: Win In the Search Engines With Powerful Social and Content Strategies

Don’t be bound by a 140 character limit… turn your tweets into posts.

Turn 140 characters into 600 words

Page 87: Win In the Search Engines With Powerful Social and Content Strategies

Find the golden nuggets and tweet them out.

Link to source for added value.

Turn posts, presentations, and ebooks into tweets

Page 88: Win In the Search Engines With Powerful Social and Content Strategies

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

Page 89: Win In the Search Engines With Powerful Social and Content Strategies

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

Page 90: Win In the Search Engines With Powerful Social and Content Strategies

Parts of this presentation started as a blog post.

Same idea, different words.

Turn blog posts into presentations

Page 91: Win In the Search Engines With Powerful Social and Content Strategies

Boil each point down to its bare essentials and visualize.

Turn a fact-filled blog post into an infographic

Page 92: Win In the Search Engines With Powerful Social and Content Strategies

Don’t waste a well thought out answer. Add intro, conclusion and a bit more flesh.

Publish an email response to a question

Page 93: Win In the Search Engines With Powerful Social and Content Strategies

(always mask the client)

Turn work for clients into content for masses

Page 94: Win In the Search Engines With Powerful Social and Content Strategies

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

Page 95: Win In the Search Engines With Powerful Social and Content Strategies

Turn sales content into blog posts

Product info

About us content

Processes

Etc.

Always focus on the reader, not just yourself.

Page 96: Win In the Search Engines With Powerful Social and Content Strategies

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.

Page 97: Win In the Search Engines With Powerful Social and Content Strategies

One basic rule: All content can be repurposed

Page 98: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

ppmkg.com/75-content-ideas

Page 99: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

Name a piece of content you have now and how it

can be repurposed.

Page 100: Win In the Search Engines With Powerful Social and Content Strategies

xxxxx @StoneyD

PolePositionMarketing.com

Thank

You!

Download this presentation at: ppmkg.com/StoneyDslides