inboundwriter - divvyhq webinar 5-23-12
TRANSCRIPT
9 Steps To Building Your Internal Publishing
Department
The PresentersPelin Thorogood is a new media marketer and entrepreneur, and was named one of the “20 Women to Watch” in sales lead management in both 2011 & 2012. Pelin also serves as a Executive-in-Residence at Cornell's Johnson Graduate School of Management.www.schulmanthorogood.com
Jayme Thomason is the founder and CEO of DivvyHQ, the spreadsheet-free editorial calendar application. Prior to that, Jayme was the Chief Content Strategist for her agency, Allure New Media. www.divvyhq.com
@PelinT
#contentmarketing
@jaymethomason
Useless, promotional content No consistency Writer’s block Missed deadlines and missed opportunities Poorly managed resources Miss the target on reach, engagement and conversion Painful, difficult-to-use tools
No measurementls
All Too Typical A Scenario
#contentmarketing
9 Steps to Building Your Internal Publishing
DepartmentEstablish your content strategy
Determine your ideal content marketing vehicles
Establish your publishing schedule
Assemble a great editorial team
Utilize editorial planning tools to execute consistently
Utilize content optimization tools to create more compelling content
Build an efficient production, distribution and promotion workflow
Reach & engage your audience through search & social channels
Monitor their results & make adjustments on the fly#contentmarketing
The Simplest Content Strategy on
Earth Who is your audience?
What are your objectives? What type of content do you need to support each objective?
What are you going to say (that matters)?
Where will you say it? (vehicles, channels)
How often?
Is it working? #contentmarketing
‘Lifecycle’ ContentReach/Acquisition Conversion Retention
Blogging White papers Email newsletters
Online press releases Explanatory videos Social media content
Infographics Customer video testimonials
Customer support content
Surveys and trend data Case studies Product tours
Viral video Data sheets Webinars
Social media content Product reviews Blog
Podcasts Webinars Contests
Blog and forum comments Advertising and search copy
Contests
#contentmarketing
Sample Editorial Plan Blog Posts = 4 times per week
eNews = 2 times per month
Video = 2 times per month
Webinars = 1 time per month
Podcast = 1 time per month
PR/News Releases = 2 times per month
Twitter/FB/LI/G+ = Daily#contentmarketing
Welcome to Journalism 101
Editorial Organizational Chart
#contentmarketing
1. Newspaper Org. Chart
Photographer
#contentmarketing
2. Corporation
Writer
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2. Corporation
#contentmarketing
Writer
2. Corporation
Writer
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3. Small Biz
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3. Small Biz
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3. Small Biz
#contentmarketing
4. Agency
#contentmarketing
Unleash Your Inner Data Analyst
Familiarize yourself with web and social measurement
Understand how content drives results based on your objectives
Know how to establish benchmarks
Use data to optimize and create better content
#contentmarketing
Know The Right Toolsmeasurement distribution production
#contentmarketing
Create Relevant ContentUse data to understand what your audience is interested in, what is trending, what types of content work best, who are the influencers
Marcus Sheriden: “Your customers’ first 50 questions should be your first 50 blog posts.”
Be creative
Link to relevant external sources, including articles, blogs, photos
Tell a story
Call to action
#contentmarketing
Content Creation Best Practices
SEO best practices define “keyword focus” as one of the most important things in online writing. The “right” keywords are very much dependent on your content strategyEngaging content not only requires the use of the right words but also the right structure
#contentmarketing
Develop Your Process
Regular brainstorming meetings
SMEs & Sales should be part of this process
Assign content projects with schedules/deadlines
Develop your production workflow
#contentmarketing
Sample Workflow
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Get it Read Leverage your Community: Social channels, customer advocates, influencers, paid advertising, etc.
Work w/marketing and public relations
Leverage employees
#contentmarketing
Measure & Adjust Measure impact of content based on objective – leads, sales, etc. – by audience segment
Use measurement to drive content decisions
Test Test Test!
Remember: creativity w/out conversions = zero
#contentmarketing
eBeanstalk.comSelected and optimized four category landing pages specifically designed for mid-to-long tail keywords:
3 year-old toys
2 year-old toys
Gifts for a 1 year old
Gifts for a 2 year old #contentmarketing
Results: eBeanstalk.com
Seven-week results, averaged across the four optimized pages:
Reach: Increase in search engine traffic (29%)
Reach: Increase in paid search impressions (45%)
Engagement: Increase in time on page (153%)
Conversion: Increase in conversion to sale (17%)
#contentmarketing
Convince&ConvertOptimized and reposted five existing blog posts using new focus terms
Compared average traffic and key metrics for 30 days before/after rewrite
Created seven new blog posts
Compared to average engagement and other data for 30 days of posts before using InboundWriter
#contentmarketing
Before and After
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Results:Convince&Convert
Four weeks of results for the 12 pages (5 rewritten, 7 new) on Convince&Convert:
Reach: Traffic from search engines increased an average of 33% across the five posts that were rewritten (optimized) using InboundWriter
Reach: Four of the five rewritten posts achieved top 10 Google rankings for target keywords
Reach: Six of the seven newly written (optimized) posts achieved top 10 Google rankings for target keywords within 48 hours of publication
#contentmarketing
#contentmarketing
Results: CorePsych
Thank You!Pelin Thorogood, Schulman+Thorogood Group
@PelinT
www.schulmanthorogood.com
Jayme Thomason, Founder and CEO, DivvyHQ
@divvyhq, @jaymethomason
www.divvyhq.com
#contentmarketing
