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Slides from my talk at Wordcamp Edmonton - "Strategies, Tips, & Trick
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Strategies, Tips, & Tricks:
Content Creation & Blog Marketing
About Me
• Nick Coe (@nick_coe)• Marketing & Advertising• Traditional & Digital
Bigger Picture
Average person online 60 hours/month
25 hours viewing content
94 domains, 3K webpages
Your Visitors…
1. Show Benefit ASAP (Content Strategy)2. Be Accessible (Marketing Strategy)
Thus, your content must…
How?
Main Subject
Related Topics
Shared Topics
Passion Areas
• Think of your blog as a cupcake…
Starting Point - Research
• Topics – Far & Wide• Social Sites• Relevant forums
• Keywords – Go Niche• Search Engines• Social • Intuition
Tip: “Google Keywords”• High Volume• Low Competition
Tip: “SEO Moz Keyword Difficulty Tool”
Tip: Twitter• Search hashtags
Basic Structure
General
Specific
Headline
Body
Featured Image
Conclusion
Intro
Structure With Style
• Old marketing principle• A.I.D.A.
Attention: grab the reader’s attention!
Interest: quickly address benefits
Desire: confirm their interest
Action: show them what to do next
More Tips
• Don’t sell, teach
•Make it digestible
• “Would I read (and share) it?”
Content Summary
• Headline + Featured Image Attention • Tip: Check DIGG headlines & test, test, test…
• Featured Image + First sentence Interest • Tip: Keywords to the front, thumbnail + excerpt
• Body Desire• Tip: KISS, be concise, use lists
• Post-Body Action• Tip: “Social Sharing” & “Related Posts” plugins
Spreading the word
• “Build and they will come?”
• If content is king, design is queen, then…
“…Context is GOD” – Gary V.
• Not what you deliver, but how• Engagement• Listening
• People don’t care about you…• But they care what others say• Friends, family• Influencers, thought leaders
Marketing
• Inbound Marketing• Attraction (Accessibility!)• Search, Social• Email, Other
• Outbound Marketing• Interruption• Advertising• Telemarketers VS.
Tip: hubspot.com/marketing-resources
Inbound Marketing
Source: seomoz.org
Inbound Marketing
• SEO• Quality, not Quantity• Eye on traffic – Google Analytics• Plugin Tip – “SEO Pack”
• Social• Produce “pointable” content• Engage, listen, optimize• Plugin Tip: “WP To Twitter”, “Wordbooker”
Inbound Marketing
• Email• Most valuable online, social property• Plugin Tip: “WP Autoresponder & Newsletter”• Mailchimp
• Other - “Sweat Marketing”• Guest blogging (yours + others)• Plugin Tip: “User Capabilities”
• Comment marketing, forums• Infographics, Video, eBooks
Resources
• Content• Copyblogger• Problogger• Quora thread – “What are good books and blogs for
learning copywriting?”
• Marketing• Hubspot• Duct Tape Marketing• SEOMoz
Thanks!
Thanks!Any Questions?