blogging, web content & optimizing suzanne mc donald
Post on 24-May-2015
92 Views
Preview:
TRANSCRIPT
Blogging, Web Content & Optimizing What Do I Get?
Designated Editor Speaking Series
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
Rhode Island Hospitality Association
@Sue_DesigEditor
www.designatededitor.com 2
6 years Page 1
Masters in Journalism & Mass Communications BA in Journalism
Social Media Strategies professor
suzanne’s experience
www.designatededitor.com 3
www.designatededitor.com 4
Paid media vs. owned media
www.emarketer.com/Article.aspx?R=1008948 @Sue_DesigEditor
www.designatededitor.com 5
www.designatededitor.com 6
Challenges we’ll address
@Sue_DesigEditor
How to boost brand awareness & loyalty?
How to discover influencers?
Which tools & platforms are worth using?
How to measure and boost ROI?
How to integrate across platforms?
www.designatededitor.com 7 @Sue_DesigEditor
Google and Bing/Yahoo! serve & protect their best interests
http://www.ukresistance.co.uk/pics4/jade_raymond_and_team.jpg
www.designatededitor.com 8
Search engines crave
@Sue_DesigEditor
As any blogger or affiliate marketer will tell you
You won’t generate any income
If no one clicks, then
If no one is using search engines
www.designatededitor.com 9 @Sue_DesigEditor
While
&
may be all-powerful
www.designatededitor.com 10 @Sue_DesigEditor
They still have to contend with
http://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader-costume-300x300.jpg
www.designatededitor.com 11 @Sue_DesigEditor
… oops I mean
http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg
www.designatededitor.com 12 @Sue_DesigEditor
www.designatededitor.com 13 @Sue_DesigEditor
SEO
Keywords
Links
Content
www.designatededitor.com 14 @Sue_DesigEditor
Quality content
Interests humans
Integrates SEO
Optimizes social graph
www.designatededitor.com 15
Who is your audience?
Who might be your best advocates?
What are their defining characteristics?
What are they looking for?
Are you using the right vocabulary?
www.designatededitor.com 16 @Sue_DesigEditor Visitors
Usability
Desired info
Target audience
www.designatededitor.com 17
Where does content live?
@Sue_DesigEditor
Social Media
Blog
Website
www.designatededitor.com 18
4 stages to effectiveness
@Sue_DesigEditor
Stage 1 Your website
Stage 2 Your blog & email
Stage 3 Platforms & tools integration
Stage 4 Optimizing your platforms & metrics
www.designatededitor.com 19
Stage 1 Your website
@Sue_DesigEditor
www.designatededitor.com 20
How to fully maximize your content
@Sue_DesigEditor
www.designatededitor.com 21
WordPress is free & versatile
@Sue_DesigEditor
www.designatededitor.com 22
who is your audience?
@Sue_DesigEditor
www.designatededitor.com 23
4 steps to content planning
@Sue_DesigEditor
Step 1 Your audience & keywords
Step 2 Find & leverage the right tools
Step 3 Integrate social media channels
Step 4 Optimization & metrics
www.designatededitor.com 24
Keywords: Your prospects’ vocabulary
@Sue_DesigEditor
www.designatededitor.com 25
Keywords: Google Trends
@Sue_DesigEditor
www.designatededitor.com 26 @Sue_DesigEditor
Keywords: Include in Titles and Descriptions
www.designatededitor.com 27 @Sue_DesigEditor
Quality content tactics
Editorial calendar
News package
Tease threads
www.designatededitor.com 28
Editorial calendars
@Sue_DesigEditor
www.designatededitor.com 29
Stage 2 Blog & email
Google & search engines <3 fresh content
Activate keywords & make multimedia
Offers a glimpse inside your brand
Enable and moderate comments
Leverage blog posts to feed email
@Sue_DesigEditor
www.designatededitor.com 30
Blogs cited as least expensive
www.designatededitor.com 31
Multimedia blog
@Sue_DesigEditor
www.designatededitor.com 32
http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
@Sue_DesigEditor
www.designatededitor.com 33
who is your audience?
@Sue_DesigEditor
Influencer-finder tools
www.designatededitor.com 34 @Sue_DesigEditor
www.designatededitor.com 35
who is your audience?
@Sue_DesigEditor
www.designatededitor.com 36 @Sue_DesigEditor
Earned media placement tool
www.designatededitor.com 37
Other influencer tools
@Sue_DesigEditor
www.designatededitor.com 38
Stage 3 Integrate social media
@Sue_DesigEditor
Claim social profiles
Determine most relevant social channels
Monitor, engage & integrate
Understand sentiment analysis
Weave your content across platforms
www.designatededitor.com 39
Social
Google Alerts
Twitter Trends
LinkedIn Answers
Facebook Polls
@Sue_DesigEditor
www.designatededitor.com 40 @Sue_DesigEditor
Tools to drive blogs & content
www.designatededitor.com 41
Bruno Maia, IconTexto http://www.icontexto.com
Integrate appropriate social media channels
www.designatededitor.com 42 @Sue_DesigEditor
www.designatededitor.com 43 @Sue_DesigEditor
www.designatededitor.com 44
Show your brand or curate others’
@Sue_DesigEditor
www.designatededitor.com 45
who is your audience?
@Sue_DesigEditor
www.designatededitor.com 46
who is your audience?
@Sue_DesigEditor
www.designatededitor.com 47
who is your audience?
@Sue_DesigEditor
www.designatededitor.com 48
Stage 4 Social media optimization & metrics
@Sue_DesigEditor
Be more efficient
Be more effective
Optimize for performance
Calculate your ROI
www.designatededitor.com 49
Maximize Your ROI
@Sue_DesigEditor
Step 3 Build topics Discuss topics that best serve your growth markets & use keywords
Step 2 Keyword research What vocabulary are people using?
Step 1 Business development Identify your best growth areas
www.designatededitor.com 50 @Sue_DesigEditor
www.designatededitor.com 51
who is your audience?
@Sue_DesigEditor
www.designatededitor.com 52
Stage 4 How are we doing?
@Sue_DesigEditor
www.designatededitor.com 53
Engagement & Relevance
Facebook Insights
www.designatededitor.com 54
Google Analytics: now + social
@Sue_DesigEditor
www.designatededitor.com 55
who is your audience?
@Sue_DesigEditor
www.designatededitor.com 56 @Sue_DesigEditor
Boost awareness & loyalty
Longer-lasting vs. paid media
Understand & relate to customers
Now you’ll know what’s working
Reduced customer service costs
Efficient & effectively find influencers
Benefits of web content planning
www.designatededitor.com 57
In-person engagement
Questions?
Designated Editor Speaking Series
Happy to help!
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
@Sue_DesigEditor
Blogging, Web Content & Optimizing What Do I Get?
Rhode Island Hospitality Association
top related