blogging, web content & optimizing suzanne mcdonald

Blogging, Web Content & Optimizing What Do I Get?

Designated Editor Speaking Series

Suzanne McDonald | Content & Social Strategist

[email protected]

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


Paid media vs. owned media

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Challenges we’ll address

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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?

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Google and Bing/Yahoo! serve & protect their best interests

http://www.ukresistance.co.uk/pics4/jade_raymond_and_team.jpg


Search engines crave

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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


While

&

may be all-powerful


They still have to contend with

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… oops I mean

http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg


SEO

Keywords

Links

Content


Quality content

Interests humans

Integrates SEO

Optimizes social graph


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?

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Usability

Desired info

Target audience


Where does content live?

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Social Media

Blog

Email

Website


4 stages to effectiveness

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Stage 1 Your website

Stage 2 Your blog & email

Stage 3 Platforms & tools integration

Stage 4 Optimizing your platforms & metrics


Stage 1 Your website

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How to fully maximize your content

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WordPress is free & versatile

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who is your audience?

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4 steps to content planning

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Step 1 Your audience & keywords

Step 2 Find & leverage the right tools

Step 3 Integrate social media channels

Step 4 Optimization & metrics


Keywords: Your prospects’ vocabulary

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Keywords: Google Trends

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Keywords: Include in Titles and Descriptions


Quality content tactics

Editorial calendar

News package

Tease threads


Editorial calendars

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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

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Blogs cited as least expensive


Multimedia blog

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email

http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php

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Influencer-finder tools



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Earned media placement tool


Other influencer tools

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Stage 3 Integrate social media

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Claim social profiles

Determine most relevant social channels

Monitor, engage & integrate

Understand sentiment analysis

Weave your content across platforms


Social

Google Alerts

Twitter Trends

LinkedIn Answers

Facebook Polls

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Tools to drive blogs & content


Bruno Maia, IconTexto http://www.icontexto.com

Integrate appropriate social media channels


Show your brand or curate others’

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Stage 4 Social media optimization & metrics

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Be more efficient

Be more effective

Optimize for performance

Calculate your ROI


Maximize Your ROI

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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



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Stage 4 How are we doing?

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Engagement & Relevance

Facebook Insights


Google Analytics: now + social

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  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


In-person engagement

Questions?

Designated Editor Speaking Series

Happy to help!

Suzanne McDonald | Content & Social Strategist

[email protected]

@Sue_DesigEditor

Blogging, Web Content & Optimizing What Do I Get?

Rhode Island Hospitality Association