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