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Alison Henderson
Creating Compelling Content
www.dundeeandanguschamber.co.uk @dundeeandangus @alisonhendo
Marketing 101
Why am I doing it? Who am I looking to reach? What am I actually going to say? How will I get it out there? How often will I publish/post? Has it worked?
@dundeeandangus @alisonhendo
Getting the words onto the page:
Start with your title & topic Keep it ‘reasonably’ brief Include interesting content:
Pictures Bullets or lists Video Links Highlighted text
Make sure there is a call to action Include relevant keywords
What are your keywords?
Who will
write it?
@dundeeandangus @alisonhendo
Where will you publish your article?
Blog site e.g. Wordpress Own website Social Media Local news sites Guest blog on someone else’s site? Put it out more than once & test different
shared ‘headlines’
@dundeeandangus @alisonhendo
Track successes against objectives
Website hits Link clicks Blog comments Social media engagement:
New followers Reweets Comments
Most popular posts
How did it measure up?
@dundeeandangus @alisonhendo
Sharing other content
Know where to find it: LinkedIn Pulse News Apps & websites Other organisations:
DACC Dundee.com Mashable Business Insider/Entrepreneur magazines
Mix it up and make it interesting!
@dundeeandangus @alisonhendo
Do: Spellcheck!!! Test links Include a story Mix up the content on
the page
Don’t:
‘Borrow’ images from Google or stock photos
Publish fuzzy photos Use a weird font or
colour that is difficult to read
Swear or moan
Enjoy!
@dundeeandangus @alisonhendo
Do’s and don’ts
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