CONTENT MARKETING FOR SMALL BUSINESS, PT. IIDIGITAL TOOLS & STRATEGY

Content Marketing 2016

…interest in “content marketing” has climbed steadily since 2011, but in Q4 of 2015, it jumped 20 percent, growing as much in two months as it did over the past two years.

Source: https://contently.com/strategist/2015/12/17/state-of-content-marketing-2016/

Source: http://www.jeffbullas.com/2015/02/28/7-step-content-creation-strategy-for-epic-content-marketing/

What is content marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Source: http://contentmarketinginstitute.com/what-is-content-marketing/

What is it’s purpose?

Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

Source: http://contentmarketinginstitute.com/what-is-content-marketing/

The art of not selling

Basically, content marketing is the the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.

Source: http://contentmarketinginstitute.com/what-is-content-marketing/

Value equates to loyalty

The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

Source: http://contentmarketinginstitute.com/what-is-content-marketing/

State of Online Advertising

Google AdWords is expensiveCPC keywords > $ to $$$…per click!Ad Blocking comes with Apple iOS and Safari browserAdvertising does not equate to knowledgeSearch is powerfulWhen we provide content, we provide context

62% of millennials say their online loyalty towards a brand is driven by online content (Source: http://newscred.com/theacademy/learn/millennial-mind)

Inbound Marketing62% Lower Cost Per Lead (Source: HubSpot)

Source: http://visualcontenting.com/

Source: DMX Engage

What is content?In publishing, art, and communication, content is the information and experience(s) directed towards an end-user or audience.[1] Content is "something that is to be expressed through some medium, as speech, writing or any of various arts".[2] Content can be delivered via many different media including the internet, television, audio CDs, books, magazines, and live events, such as conferences and stage performances.

Source: https://en.wikipedia.org/wiki/Content_(media)

Content Types4 basic content types:

AudioVideoTextImages

Everything we create has one, two, three, or all of these basic elements.

105 Content Ideashttp://www.convinceandconvert.com/content-marketing/content-to-fill-calendar/

Our audience is mobile

2014

Mobile overtakes desktop

1.7B Users

Speed & SizeHow fast our message transmits across the InternetConsider the bandwidth available to your intended audienceOptimize website and media for speed

mobile responsivesmall file sizesrely on third parties to broadcast your content - especially audio and video

Moore’s Law"Moore's law" is the observation that, over the history of computing hardware, the number of transistors in a dense integrated circuit has doubled approximately every two years.

My Storage

My Bandwidth

Cost to ConsumeBe thoughtful about what you produce

Light and fast

Content not free

Cable Internet

Mobile Plan

Overages

AudioUncompressed file formats > . wav, .aiffExamples of compressed audio codecs:

Lossless audio codecs > .flacLossy audio codec > .mp3

We compress audio to strip out unnecessary sounds the human ear cannot distinguish, to make these files smaller - they download faster and take up less storage space on a users computer.

Audio Production ToolsiPhone Audio

Recorder

Blue YetiUSB Microphone

Windscreen

Boom ArmZoom AudioHandheld

Lavalier Mic

DAW (Digital Audio Workstation

Laptop & Audacity

Laptop & Garageband

Desktop & ProTools

Audio DistributionWebsiteSoundCloud, MixCloudPodcasting

WordPress Blubrry Plugin to iTunes, Google Play, Stitcher, PodomaticRecord interviews with Skype and Call Recorder

Internet RadioMixlr, iTunes Radio, TuneIn Radio

Web server can stream audio, but not recommended

Podcast vs StreamingCan either upload or record directly into Mic with SoundCloud, then embed player on your website for playback in a browserA podcast is a file uploaded to your web server that is downloaded by the user to their listening deviceBoth consume bandwidthImportant to keep podcast file size 192kbps or below

VideoUncompressed > .aviLossless > .mov, h.264Lossy > .flv, .wmv, .rm, .mp4Again, we compress audio to make it smaller and faster to deliver over the Internet.For video, we need a streaming partner (i.e YouTube, Vimeo). Do not stream video from your web server

Not its intended purposeWeb servers serve pages and images, not broadcast media

Video Production Tools

Canon EOS 5D iPhone

VivitarGo Pro Handheld

Drone with Camera

Video EditingFinal Cut X

iMovie

Adobe Premiere Pro

Light works (free open source)

Video DistributionYouTube - Free, social, and earn money from advertising sold by YouTubeVimeo - Freemium, no adsBrightcove - Pro, sell advertising around video contentKaltura - same as BrightcoveRecord a Google Hangout to YouTube

Live VideoLive Broadcasting:

YouTubeSkypeGoogle HangoutLiveStreamUstreamPeriscope

Costs of Live VideoProduction

Cost to store videoBandwidth cost to transmit streaming video

ConsumptionCost to stream video

Screen RecordingCamtasia Pro

Annotate your screen recordShow clicks with highlightingExport to YouTube and other servicesEdit audio/video

CloudAppDoes simple screen recordsShare them “in the cloud” with a link

Text1 character = 1 byte = data consumedWhitespace between paragraphs; information a browser must account for.“Minification” is a process where code is optimized to eliminate white space to increase page load speed times.WordPress plugins or scripts handle this.

Hosted FontsPast: Web browser pulled only “web safe” fonts available on your computerToday: Fonts can be stored and pulled from a web server by the browser.Process impacts page load speed when WordPress has to call a web server and request the font.Fallback to web safe if connection cannot be made.Google (free); Adobe TypeKit (Paid); Cufon (Freemium)

https://www.google.com/fonts

Fonts in WordPress Customizer

ImagesPhoto

Created by a camera, lens, and lightingpixels, dots per inchOptimized in Photoshop, Lightroom, or equivalent

DesignCreated with illustration toolsvector (mathematic equations)Created in Adobe Illustrator or equivalent

Combination of photo and illustration

PhotographyCanon EOS 5D

iPhone

Photo EditingPhotoshop (paid subscription) Gimp (free open source)

iPhoto(Mac Only)

Photo Appscamera+ android and iPhone instagram

ScreenshotsMac (native)

Desktop: Command + Shift + 3Selection: Command + Shift + 4Window: Command + Shift + 4

Awesome Screenshot (browser plugin)Can save and share at a URL provided

Mac Preview: Simple Editing, Resizing & Notations

Adobe Illustrator

Vector based toolFor artistic rendering and drawing

Syllables Matterone syllable is best: coke.comtwo syllables is good: netmix.com, twitter.com, facebook.com soundcloud.comthree syllables is okay: twilio.com, mashable.comfour syllables starts to get muddyfive syllables or more and you’re really asking people to remember something so complex: totalmerchantresources.comBut your keyword in your domain name can be beneficial to SEO.

Naming your domainhttps://blog.bufferapp.com/how-to-name-your-startupdomain name doesn’t have to be business name, but it is a nice to havea domain name is simply a name, e.g. netmix

a “TLD” aka “top level domain” is the .com, .net., .org at the end of your domain name

What is a URLYour URL is your address on the InternetIt is your IP address (e.g. 111.11.1.1) masked by your domain name + your TLD (.com, .net, etc.)A DNS Manager sits at the IP address and fields requests for the domain name, then returns the web files from folders that sit on the computer located at that IP address.The requestor (visitor) is at one IP address and when they type in the URL into their browser, they are literally asking, “where in the world is the IP address associated with the domain name + TLD?

Where to buy your domain

NamecheapCompetitive pricingQuality admin systemExcellent customer service

Network Solutions, Enom, GoDaddyOr, SquareSpace and WordPress.com will sell you and upgrade to “cloak” your subdomainCloaking me.squarespace.com with me.com is not good for SEO

Website Builders

Control your FootprintWebsite is your base of operationsEverything you do refers back to your websiteOwn your domain name, website, and lease hosting

WordPress.org software + hosting planCheap is not always goodShared hosting is rife with issues at low cost

Website builder services could go out of businessWordPress Managed Hosting from WP Engine, Flywheel, SiteGroundOwn your social media accounts and custom URLs

What is mobile responsive?

Website designed for desktop, tablet, and mobile phone

Responds to the screen size of the browsing device

Mobile Responsive “Themes”

Most major website “in a box” (i.e. Wix, SquareSpace, WordPress.com) offer pre-built mobile responsive themes you can apply to your site.Should be able to “test drive” a theme before you select itFind free themes for WordPress at WordPress.orgFind paid themes at ThemeForest.com or approved theme shops listed in Commercial section under Themes at WordPress.org

Page Speed Optimization

Page speed is a search ranking signalFaster load times reduces bounce rates and increases time spent on siteGenerally in purview of web developersWordPress plugins can handle page speed optimization, but not for novicesMore on Page Speed: https://moz.com/learn/seo/page-speed

Page Speed Insights

https://developers.google.com/speed/pagespeed/insights/

Search Engine Optimization (SEO)

Search is how we uncover informationBecome the most authoritative voice in your vertical100s of ranking signals, but common sense ones apply

Mobile responsive site, site speed, authoritative voice, links back to your site, quality content, outbound links to other sourcesGoogle penalizes sites in mobile search that are not responsive

Search Engine Optimization (SEO)

Optimize our pages/posts with keywordsTitleBody

Optimize for Open GraphSetting correct image and description, can even set a video

Keywords themselves [meta keywords] deprecated long agoLink building is important

Google AMP Project

WordPress Plugin for AMP

Landing PagesOne page with information and calls to action

InfoFormsDownloads

Easy to share one URL and drive traffic back to landing page, then track conversionsUse short URL service like bit.ly to convert:

https://totalmerchantresources.com/business-financial-solutions/http://bit.ly/smallbizloans

Landing Page Resources

WordPress: OptinMonsterWordPress: Landing PagesLeadPageshttp://bit.ly/hubspotlandingpages

Re-targetingTracking “pixel” is small image placed on your site that is tracked by Google, Facebook, TwitterWhen you visit a web page, the tracking pixel sees your visit by tracking the IP address of your computer and a cookie placed in your browserWhen you visit a social network or website, you may see an ad for the website you visited.

Harry’s

Boosting Posts

Promoted Tweets

AnalyticsGoogle Analytics

Enterprise class analyticsUniversal Analytics includes Demographics and Interests reportingSet up conversion funnels to learn how you’re convertingView Google Analytics in WordPress Dashboard

WordPress.com analytics by connecting JetPackGetClicky

Photo (pixels)Design (vector), web site, banner ads, logo, infographicsFonts (free Google Fonts, Adobe TypeKit)Video (.mp4, proprietary streaming codecs)Audio (.mp3, proprietary streaming codecs)Data - (Statistics, Demographic Information, Analytics, Reports)Location (Google Local, Yelp, FourSquare/Swarm, Trip Advisor)Logo, LogoTypeDomain Name (TLDs)Email address (personal/business)Mobile Responsive Website and/or BlogMobile ApplicationWebinarsQ&A/KnowledgeWhite paperse-bookbook, e-magazinespeeches/public speakingText (biography, about us, product descriptions, etc…)Social Media accounts (Facebook, Twitter, LinkedIn, Online forums like Quora, Stack Exchange)Help Desk, GetSatisfaction/ZenDesk)