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Using blogs, content and social media to drive business results for your brand
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Content and StrategyUsing blogs, content and social media to drive business results for your brandPriit Kallas, www.dreamgrow.com
Concrete! Measurable!Number! Unit! Dollars!
Goals
most visitors don't come to buy
98%
What do you offer?What problem do you solve?Why should I care?
Who are you?
Bad goals Fan count
Visitors
Etc.
Good goals
Steps1. Bring them in
2. Get a permission to interact
3. Convert
General modelProspect activities
Internet marketing activities
Sale(Lead)
Money
(View)(Click)SharingPermissionLead
bit.ly/48smkpi
Image http://www.sxc.hu/photo/840748
Sale!(action)
Model?!
Offer in Facebook
Landing page
Blog post Mailing-list
Landing page
Blog post Email from prospect Meeting
Sale
Search Service/product
Landing pageAd
Facebook wall post
Facebook ad
Landing page
SALE!
Action to measure!
Google Analytics: Goal
Thankyou
Actionpage
1000 123
-877
123 converts
goo.gl/V3WYD
Model?! Consistency, predictability, and repeatability
are the foundation of great results:►Experiment with different models.►Find out what works for you.
Experiment Works?
Repeat!
Target groupWhom are you selling to?
What do you know about them?
What can you do for them?
What are the interests of your target group?
Model: what are the realistic steps from interest to action?
Hands on
Content strategy1. Give value
2. Grow your opt-in list
3. Become a resource/expert in your filed
Give value Knowledge and help
Money, free, deals
Entertainment
Low participation ratelifestyle, fun, deals, action
Participate and win 2500 euro New Years Eve party
High participation rateknowledge, community, lifestyle, expert/guru
Solve a problem orsatisfy a need!
Which gadget to buy?!
Continuous participation (B2B)knowledge, partner, colleague, help, expert/guru
Where to store contentAll content must be stored on your website.
Videos can be stored on YouTube and slides on SlideShares, but present them embedded into your website!
„No matter what I hear, read, or find on TV, radio, or in a magazine or newspaper, I can verify it on the
Internet.“ -- Forrester Research
Your website isthe Foundation Value SEO
Content typesTextImagesVideosPresentationsAudioTools and widgetsConsumer generated content
TextPosts/Articles
White papers
Press releases
Facebook wall
Tweest
Comments
VideoAdviceWebinarsTestimonialsCase studiesInterviewsEntertainment
Youtube/Vimeomax 100sec
Slides Presentations Webinars/Lists
ImagesProduct pictures
Infographics
Statistics
Processes
Events
ToolsHelpful
Fun
Consumer generated content
Comments
Reviews
Ratings
RegularcontentInformation that can be
updated regularly:
week, month, quarter, year
Best ads of the month
Weekly top of X
Quarterly earnings report
Best Practices What works? Lists Top10 How-to's Resource lists Statistics and trends Case studies Regular posting
Recycle once is not enough!MAX strategy:
If you have createa a big piece of valuable content, spread it through all your available channels.
Present your content in different formats and channels.
Write 20 headlines with a short lead for your content.
Come up with 5 repeatable topics.
What 2 tools/widgets would your target audience want to use?
Hands on
41
5s on page SEOTitleAddressH1 – HeadlinesMeta descriptionXML sitemap(sitemap.xml, robots.txt)
Content planning What content
How often
Dealing with comments, reviews, and ratings
What tools to offer?
The more content you have, the more visitors
you get!
Google keyword toolhttp://adwords.google.com/select/KeywordToolExternal
advice, news, interview, events, ask questions, reviews, top 10,
guest blogger, +/-, books, resource list, link list, answer comments, post series, list of
best posts, explain complicated, image (of the day), X for
beginners, statistics, how-to, recommendations, leagal
aspects, mythbuster
Promotion
Make it easy to share!
Give permission to share everything
Encourage to share and comment
EngagingCall-to-action
Highlighting top content
Email and RSS signups
Links• Partners, friend, people you know• Facebook, Twitter, Linkedin, etc.• Topical blogs and forums• Relevant directories• Who links to comeptitors?
Who links to you/competitor: Bing.com"dreamgrow.com" -site:dreamgrow.com
Create a link building plan (X quality links per month)
Hands on
Driving conversionsGoal:
Drive people from social networking sites to your website.
Convert people on your website.
BlogPost 2-3 times a week
Ask colleagues to comment
Answer all comments
Find out who links to posts and communicate
Visit commenters blogs and reciprocate
FacebookPost relevant content
1 post per day
Answer psots and comments
Participate on related pages
TwitterFind and retweet 5 relevant tweets
Answer to others
Find and follow influsencers in your topic
Follow new followers (if not spam)
LinkedInAccept new connections
Find influencers
Join relevant groups
Find discussions to participate
Write recommendations
Add content to your profile: slides, books, blogs
PinterestPin content as you find it
Find relevant boards to follow
Accept new board invitations
Find content to repin
Comment and like on other pins
Planning resources
Pople Who's involved?
C-level support
Time
It takes more time than you think. Get commitment from people who will help you. Prioritize content creation.
MoneySalary expenses
Ads and other bought media
Web dev and tools
Agency/consultant
Content creation
1
12
Tactical steps20 Steps to Write a Blog Post
http://bit.ly/20blogsteps
When to Tweet, Email, and Post on Facebook? http://bit.ly/dIpS4A
How to Write Long-Lasting Blog Posts http://bit.ly/pPtq9N
The Content Grid: Content Marketing in a Blink [Infographic] http://bit.ly/uLPMCf
Create content strategy and plan
Who's involved and what they do?
How often?
What channels?
Hands on
ResultsAnalytics (referral, search, social)
Post's life spanCommantsSharingLinksLeadsSales – Dollars – Euros
