camptech · content marketing → branding, differentiate, seo •buyer persona •storytelling -...
TRANSCRIPT
camptech.ca
Today’s Agenda
• Creating a unique voice • Editorial schedules• Content development • SEO• Social media• Guest bloggers + influencers• Measuring performance
Wendy Kam Marcy
My life…
MomBlogger
FoodieGlobe-trotter
Amex Ambassador
Teacher
Marketer
How to create a unique voice...
Content Marketing → Branding, Differentiate, SEO
• Buyer persona• Storytelling - emotional connection• Don’t focus on selling. Educate (benefits over
features).• Repurpose content - add video or infographic• Stay true to your brand!
Exercise 1 - StrategyWhat does your customer persona look like?
Source: http://blog.hubspot.com/marketing/content-marketing-plan
Content That Boosts Traffic Fast
Type Examples %
Useful / Educate Case Studies, How To’s, Actionable items, Trends
40
Personal Inspire, Behind The Scenes, Opinions 10
Influence Interviews, Guest Bloggers, Ask Questions 20
Promotions Updates, Product Tips, Reviews 15
Engage / Fun Contests, DIY 5
Events Listings, Coverage 5
Seasonal Gift Guides, Buying Cycles 5
Need more ideas? HubSpot Blog Topic Generator
What Content Performs Best?Find topics, influencers, discover social shares, etc.
Buzzsumo
Use Infographics To Tell Your Story
Have Fun With Boring ContentBring your brand to life!
• Be familiar & relatableWhich super hero is your online marketing strategy?http://blog.mixrank.com/which-super-hero-would-your-online-marketing/
• What’s Trending - Five career lessons from the women of Mad Menhttp://www.levo.com/articles/lifestyle/mad-men-lessons-women
• Make them laugh - Worst client comments turned into postershttp://www.boredpanda.com/sharp-suits-worst-client-comment-posters/
• Collaborate & Contest - #FindYourFlow via NKPR http://nkpr.net/blog/
Exercise 2 - PlanningWhat are 5 topics you will blog about?
Taboola.com
Promote articles with a goal to sell (sponsored content)
Replaced banner ads
Popular on news sites
Cost per click
Image ads / text
Minimal spend $5000
Pro Tips: What Works!
• Create a series• Buy banners on high traffic pages • Guest post (inbound links)• Newsletters• Google Adwords
Have a blog that is fast loading, looks professional and is mobile-friendly
Mobile-friendly test: https://www.google.com/webmasters/tools/mobile-friendly/
Editorial Schedules & Content Management
• Plan around key events (ex. company updates and holidays)
• Where are your customers in the sales cycle?• Waiting vs. In The Moment vs. Anticipation• Style guide• Maintain a realistic schedule• Tools: Google Drive, CoSchedule (integrates blog and
social media via WordPress plugin)
Exercise 3 - ActionHow often CAN you write?
Let’s talk about SEO...
Search Engine Optimization
• Title• First sentence • Headers (organization)• 300 words minimal (favour 700+ words)• Page URL (shorter the better)• Page meta description• Image tagging and alt text• In/outbound links• Short sentences• Social sharing
Keyword Density = the % of times a keyword appears compared to the total number of words (aim for 1-3%).
It’s all about the pics, the pics, the pics!
Not all keywords are created equal!Tool confirms whether your keywords are a good choice or not
Google Adwords Keyword Tool
Are you SEO-friendly?75% green light means ready to publish!
SEO Yoast Tool (WordPress)
Blog Post Checklist...
❑ Catchy descriptive title❑ 300 - 800 word count❑ Feature image and tags❑ Strong call-to-action❑ Above the fold❑ Attract readers, build a community, engage (ask/answer
questions, encourage comments, etc.)❑ Did you make your readers the #1 priority by adding
value, solving a problem and including actionable items?❑ Promote on social media and include a share button
Best practices will help your Google expanded links!
Do I really need to be on social media?
Yes!!! But only on the right channels – see Google Analytics
Additional platforms to consider:• LinkedIn long form posts (link: http://cmptch.ca/1Lfa6Y8) • Instagram & Vine = eye candy• Snapchat = sneak peeks, events• Periscope = livestreaming
Don’t forget → Include link in your email signature
Social media boosts Google rankings!
• Evergreen content• Include comment on “Shared” posts• Boosts/Promoted post on Facebook to grow audience reach• Interact as your business• Post 1-2 times daily• Boost and Promoted posts• User generated content
• #hashtags• Followers see 30% of posts
make every Tweet count!• Add thoughts & opinions
to Tweets• Use images• Tweetchats• Live Tweet at events or
follow the conversation
http://www.slideshare.net/annemccoll/social-media-marketing-world-smmw15
• Search engine driven (sticky!)• Content that inspires and informs• Descriptive images• Vertical photos• Curate relevant content• Be recognizable
Best Time To Post On Social Media
http://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic
Contests & Giveaways
• Best time to run a contest – product launch and when a brand needs refreshing
• Main goal is branding• Social media → Blog comments
Measure success by total entries, if it goes viral, if traffic spikes on blog and advertisers’ site and social signals like sharing on Facebook, Repins or Retweets.
http://www.contentandcontests.com/interview/contest-marketing-wendy-kam-marcy
BLOGGERS ARE INFLUENCERS…A person who has a greater than average reach or
impact through word of mouth in a relevant marketplace.
The Surprise Collection by Ariel http://www.welovead.com/en/works/details/a54wnluwl
• Promote Ariel and stain removers
• Target: Fashion Bloggers• Perfect timing – Fashion Week• Mailed out surprise boxes with
a stained designer t-shirt and cleaning products
• Instructions to remove stains to unveil the graphics and blog about it
Reached 3 million readers, 4200 Facebook shares + 15K Instagram likes = 1500 purchases!!!
Blogger Outreach Strategy
• Build a seed list of 50+ influencers• Blog comments and Twitter engagement• Personalized email intro • Pitch at the right time• Option to unsubscribe
Tools to discover influencers (Klout, Traackr)http://www.toprankblog.com/2014/02/9-influencer-discovery-tools/
Blogger PartnershipsWhat’s in it for them?
• Product exchange• Paid opportunities • Offering prizes to their readers• First dibs to review• Pre-written content• Unique and exclusive experiences
Measuring your hard work...
Tracking: It’s not just about clicks!
• Referral traffic • Pay attention to non-branded keywords• Bounce rates & time on page• Engagement
(social sharing, comments, contest entries)• How quickly is your content accelerating the funnel
or shortening the buying cycle?• Google alerts• Bit.ly
7 Takeaways: Now YOU are able to...
❏ Understand your brand persona❏ Have a working editorial schedule that you can put into
action❏ Outline of topics❏ How to promote with social media❏ SEO best practices❏ Understand how to host contests and work with
influencers❏ Useful Blog metrics
Recorded Webcast...
Content Marketing Best Practices with Jason Miller (LinkedIn)
Link: http://cmptch.ca/1Jx2OaM
