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Content Marketing The value of the written word in online marketing
IJL Seminar – Wednesday 7th September 2011 Presented by Eddie Prentice, Adaptive Consultancy
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Agenda
• The importance of keywords
• Writing for search engines
• Writing for shoppers
• Social media
• Conclusions
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Step 1: Keyword research
• Check your own website analytics
• Check out your competitors:
– Source code
– Anchor linked text.
• Use a keyword research tool
– Google keyword tool (free)
– Wordtracker (subscription)
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Google Keyword Tool
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Copywriting – Google Adwords
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Google Adwords and landing pages
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Copywriting – Meta Tags
Enter what you wish searchers to see on a Google search results page in your meta title and meta description
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Copywriting – Meta Tags
Writing meta titles and descriptions is like writing ad copy. Should be persuasive not merely descriptive.
Keyword in title line Keyword in
description
Company/brand name
in description
Features &
benefits
Call to
action
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Copywriting – product descriptions
• Incentive to purchase NOW
• Lots of reassurance
• Payment options
• Clear, visible path to next step
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Copywriting – product descriptions
Don’t limit yourself to manufacturer descriptions. – Google doesn’t like duplicate copy
– Present benefits consumers show they like
• Check out customer reviews for copy ideas. Amazon is a good source of material.
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Product pages - shoppers like detail
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Why do people use search engines?
• Learn more about a product/service 46%
• To compare products/services 25%
• To read reviews about product/service 10%
• To purchase a product/service 9%
• To find to a particular site 7%
84% of searchers seek some form of online content. Only 9% are ready to buy.
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How does Google find you?
• On-site factors – Coding
– Navigational structure
– Web page copy
• Off-site factors – Backlinks
– Blogs
– Social media
– Articles/PR
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Why online content is so important
• It’s the main reason your potential customers are online (content for research and to compare)
• It’s the main way Google uses to rate the popularity / importance of your website in your market
Google measures your popularity by the number of backlinks to your site from other sites.
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Content marketing goals
1. Get found online by creating and promoting interesting content
2. Convert followers and traffic into leads and sales
3. Measure your results to grow your business
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Product reviews Price comparison sites
Social networking sites
Social media: Buyers no longer act independently
We live in a connected world
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Best marketing is word of mouth BUT hot air is still hot air
We remain resistant to spammers
Connectivity doesn’t come with guarantees
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What are the rules of Social Media?
• - Listen before you speak
• - Engage people with what they’re
• interested in.
• - It’s not about you, it’s about them
• (and they know it)
• - Don’t be fake
• - Have fun!
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So take the “Marketing” out of Social Media Marketing
• Social media sites weren’t initially set up as marketing sites
• Success driven by the engagement between users/members
• Think “Social Media” not “Social Media Marketing” • Focus on getting people to talk about your products
and services not your marketing? • Walk the talk. No good having Facebook, Twitter etc.
if your service isn’t up to scratch. • What matters more are experiences that inspire
people to engage with and your brand in social ways.
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The secret to winning new customers in the connected world
Keep the existing ones happy
Build brand advocacy
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Social Media Landscape
• Blogs
• Microblogs
• Forums
• Social networking sites
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Blogs
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What is a Blog? • A highly personalised, publicly accessible, web
presence
• Used to express opinions, feelings and passions
• Bloggers share links and integrate media (videos, photos, podcasts) into their content
• They are updated frequently (daily or weekly)
• Intrinsically conversational and often solicit comments or call out to their readers for input
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Why Blog?
Blogs are attractive to search engines & consumers:
• Frequent updates. Search engines are known to give preference to sites which have frequently updated content.
• Quality content. Good content attracts readers, incoming links and provides text for search engines to index.
• Link building. Due to the highly interlinked nature of the blogging community, blogs can quickly attract quality incoming links, another important search engine ranking factor.
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How to blog for eCommerce
Set up your blog on your own domain
Ensure that your blog is located at…
http://blog.yourshop.com or http://www.yourshop.com/blog
Not …
http://yourshop.wordpress.com or http://yourshop.blogspot.com
Hosting your blog on your own domain will improve your site’s ability to get found by search engines.
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How to blog for eCommerce
• Look at your customer enquiry inbox. What are the common questions/themes? Create a blog post on these.
• Keep it punchy and conversational. It’s a blog not “War and Peace”
• Use pictures, videos or graphics. Don’t set boundaries on what you can do.
• Have a purpose – calls to action, links to promotions or for more information
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What to write about
• Don’t focus only on your products
• Address your industry customers’ needs / interests
• Write about general trends in jewellery
• Write about who’s wearing your jewellery
• Find ways to make your jewellery newsworthy
• Don’t just blindly promote your products
Ask the question: “will people find this interesting and want to share with their friends and colleagues?”
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Most popular retailers on Twitter
Source: eDigital Research
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Why people follow brands on Twitter
Source: eMarketer/ExactTarget
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Why people follow brands on Twitter 1. To get updates on future products - Twitter is a useful PR tool for
creating buzz around a new product launch.
2. To engage with the company or brand – Twitter has value as a customer feedback tool.
3. To save money - To encourage brand loyalty and drive sales you can use Twitter to feed out discount codes and coupons
4. For entertainment - Brands can engage through Twitter with more interactive content, videos and pictures (rather than just a news and updates) in their Twitter stream.
5. To display loyalty - Engage them in the right way and they will help spread positive word-of-mouth about your products or services Source: ExactTarget
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UK tweets about brands are 3 times more likely to be
negative as they are positive
It’s how you respond that matters
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The most popular retailers on Facebook
Source: eDigital Research
The most popular retailers
give people a reason
- to follow them
- to keep coming back
That means regularly
updated content:
- wall posts
- photos
- videos
- competitions
- prize draws
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Competitions help you
build your following
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Discounts and offers help you
build your following
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How Facebook response creates links back to your
website
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Forums
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Forums
• Online members communities which serve to facilitate discussion threads around common interests (mums, techies, fashion etc.)
• Can be branded or independent
• Hierarchical in structure and highly protective (moderators, administrators etc.)
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Social Media is hot, yet ….
• 28% of marketers say they are not spending anything on social media marketing.
• 33% are spending less than £5,000 a year.
Source: Econsultancy/bigmouthmedia
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What holds back investment in Social Media?
• No social media budget
– Expectation that’s a “free” marketing activity
• Lack of knowledge and skills
• Lack of human resource time
• Unable to measure ROI
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Convert your social media followers in to leads
• Most of your social media audience is not yet ready to purchase.
• Offer them non-transactional ways to engage with you.
• Create landing pages on your site designed to collect their email address in exchange for a benefit e.g. 20% Off for all email subscribers
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Your Website and SEO
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SEO and content on product pages
• Develop a uniform and clean website structure
• A clear and easy-to-read URL structure makes understanding and categorizing your pages easier for search engines and humans.
• Organize product pages in this way:
http://www.yourshop.com/productcategory/product
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Create unique product titles
• Search engines discount the value of duplicate content.
• If you are using the same product title as many other sites selling your same products, you will be out-ranked by bigger competitors using the same content on their product pages.
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Clean url’s and category pages
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Google likes clean url’s
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Conclusions • Write for search engines - a keyword
strategy is critical
• Write for people – be persuasive not just descriptive
• Social media is about engagement not sales
• Make sure your website facilitates your efforts rather than hinders them – urls, source, code, navigational structure