Good content is needed for effective SEO and social media campaigns, but it is often overlooked or unsupported. With great content you can become the industry authority and this presentation focusses on how to make that happen.

1. BECOMING AN INDUSTRY
AUTHORITY ONLINE
Content Strategy, SEO and Social Media
Content Strategy, SEO and Social Media

2. WHAT WE WILL COVER

3. WHAT WE WILL COVER
How content can...

4. WHAT WE WILL COVER
How content can...
Make your brand an authority

5. WHAT WE WILL COVER
How content can...
Make your brand an authority
Greatly increase search engine traffic

6. WHAT WE WILL COVER
How content can...
Make your brand an authority
Greatly increase search engine traffic
Take the pain out of social media
management

7. WHAT WE WILL COVER

8. WHAT WE WILL COVER
The basics of a content strategy

9. WHAT WE WILL COVER
The basics of a content strategy
How to come up with content that grabs
attention and gets results

10. WHAT WE WILL COVER
The basics of a content strategy
How to come up with content that grabs
attention and gets results
How to distribute content effectively

11. WHAT IS CONTENT?

12. WHAT IS CONTENT?

13. WHAT IS CONTENT?
“In media production and publishing,
content is information and experiences
that may provide value for an end-user/
audience”

14. WHAT IS CONTENT?
“In media production and publishing,
content is information and experiences
that may provide value for an end-user/
audience”
- wikipedia

15. WHAT IS CONTENT?

16. WHAT IS CONTENT?
“Content is king”

17. WHAT IS CONTENT?
“Content is king”
- all internet marketers

18. WHAT IS CONTENT?

19. WHAT IS CONTENT?
Traditionally, content is seen as text:

20. WHAT IS CONTENT?
Traditionally, content is seen as text:
web pages

21. WHAT IS CONTENT?
Traditionally, content is seen as text:
web pages
product listings

22. WHAT IS CONTENT?
Traditionally, content is seen as text:
web pages
product listings
blog posts

23. WHAT IS CONTENT?
Traditionally, content is seen as text:
web pages
product listings
blog posts
press releases

24. WHAT IS CONTENT?

25. WHAT IS CONTENT?
As well as:

26. WHAT IS CONTENT?
As well as:
white-papers

27. WHAT IS CONTENT?
As well as:
white-papers
forum discussions

28. WHAT IS CONTENT?
As well as:
white-papers
forum discussions
advice articles

29. WHAT IS CONTENT?
As well as:
white-papers
forum discussions
advice articles
user comments

30. WHAT IS CONTENT?

31. WHAT IS CONTENT?
But content is also:

32. VIDEOS

33. IMAGES

34. AUDIO

35. DOWNLOADS

36. GAMES

37. COMPETITIONS

38. WHY IS IT SO IMPORTANT?

39. WHY IS IT SO IMPORTANT?
Without good content, you have don’t
have much to offer

40. WHY IS IT SO IMPORTANT?
Without good content, you have don’t
have much to offer
Your brand will struggle to stand out

41. WHY IS IT SO IMPORTANT?
Without good content, you have don’t
have much to offer
Your brand will struggle to stand out
You won’t find many new fans and
followers

42. WHY IS IT SO IMPORTANT?

43. WHY IS IT SO IMPORTANT?
Social media is all about building
relationships whilst sharing and
discussing content

44. WHY IS IT SO IMPORTANT?
Social media is all about building
relationships whilst sharing and
discussing content
Your brand can be at the centre of this

45. WHY IS IT SO IMPORTANT?
Social media is all about building
relationships whilst sharing and
discussing content
Your brand can be at the centre of this
Attract new fans and build loyalty with
existing ones

46. YOUR CONTENT
STRATEGY

47. CONTENT STRATEGY

48. CONTENT STRATEGY
Whether you like it or not, you are a web
publisher

49. CONTENT STRATEGY
Whether you like it or not, you are a web
publisher
Either control and manage your content

50. CONTENT STRATEGY
Whether you like it or not, you are a web
publisher
Either control and manage your content
Or leave it up to fate

51. CONTENT STRATEGY

52. CONTENT STRATEGY
Do you have one?

53. CONTENT STRATEGY
Do you have one?
Ask yourself...

54. YOUR WEBSITE

55. YOUR WEBSITE
Why does your website exist?

56. YOUR WEBSITE
Why does your website exist?
What do you want to accomplish?

57. YOUR WEBSITE
Why does your website exist?
What do you want to accomplish?
How do you define success?

58. YOUR WEBSITE
Why does your website exist?
What do you want to accomplish?
How do you define success?
Always keep this in mind

59. YOUR ORGANISATION

60. YOUR ORGANISATION
Can you produce good content?

61. YOUR ORGANISATION
Can you produce good content?
Do you have the resources to create
stories/videos/images/etc?

62. YOUR ORGANISATION
Can you produce good content?
Do you have the resources to create
stories/videos/images/etc?
Do you have buy-in from all
departments?

63. YOUR VISITORS

64. YOUR VISITORS
Who is the content aimed at?

65. YOUR VISITORS
Who is the content aimed at?
Who is your target market?

66. YOUR VISITORS
Who is the content aimed at?
Who is your target market?
What do they find interesting?

67. YOUR VISITORS
Who is the content aimed at?
Who is your target market?
What do they find interesting?
What questions do they have?

68. YOUR VISITORS
Who is the content aimed at?
Who is your target market?
What do they find interesting?
What questions do they have?
How do they get value from your site?

69. YOUR VISITORS

70. YOUR VISITORS
What motivates your audience?

71. YOUR VISITORS
What motivates your audience?
What inspires them?

72. YOUR VISITORS
What motivates your audience?
What inspires them?
What are their interests?

73. YOUR VISITORS
What motivates your audience?
What inspires them?
What are their interests?
Do competing sites take care of these?

74. YOUR VISITORS

75. YOUR VISITORS
What de-motivates my audience?

76. YOUR VISITORS
What de-motivates my audience?
What are they worried about?

77. YOUR VISITORS
What de-motivates my audience?
What are they worried about?
What problems do they have?

78. YOUR VISITORS
What de-motivates my audience?
What are they worried about?
What problems do they have?
Do competing sites take care of these?

79. FINDING THE NEED

80. FINDING THE NEED
Research what people are already
looking for:

81. FINDING THE NEED
Research what people are already
looking for:
Q&A sites

82. FINDING THE NEED
Research what people are already
looking for:
Q&A sites
Blogs

83. FINDING THE NEED
Research what people are already
looking for:
Q&A sites
Blogs
Discussions

87. RECYCLING CONTENT

88. RECYCLING CONTENT
Use existing content

89. RECYCLING CONTENT
Use existing content
Can offline content be brought online?

90. RECYCLING CONTENT
Use existing content
Can offline content be brought online?
Re-package and re-distribute failed
campaigns

91. USING SOCIAL MEDIA

92. SOCIAL MEDIA

93. SOCIAL MEDIA
“First you have to have great
content...then you need to tell people
about it”

94. SOCIAL MEDIA
“First you have to have great
content...then you need to tell people
about it”
-Matt Cutts, Head of Webspam at
Google

95. BLOGGING

96. BLOGGING
Social media starts at home - blog
before anything else

97. BLOGGING
Social media starts at home - blog
before anything else
Write about industry & company news,
create advice articles

98. BLOGGING
Social media starts at home - blog
before anything else
Write about industry & company news,
create advice articles
Be informative, controversial, funny

99. BLOGGING

100. BLOGGING
Users will trust you more and see you
as an authority

101. BLOGGING
Users will trust you more and see you
as an authority
It will be easier to attract and retain
visitors

102. BLOGGING
Users will trust you more and see you
as an authority
It will be easier to attract and retain
visitors
People will distribute your messages

103. DOMINATE YOUR NICHE

104. DOMINATE YOUR NICHE
Social media isn’t just about the big
sites (Facebook, Twitter, etc)

105. DOMINATE YOUR NICHE
Social media isn’t just about the big
sites (Facebook, Twitter, etc)
Look for smaller, niche communities

106. DOMINATE YOUR NICHE
Social media isn’t just about the big
sites (Facebook, Twitter, etc)
Look for smaller, niche communities
Industry blogs, forums & news sites

107. SOCIAL PROMOTION

108. SOCIAL PROMOTION
Viral rarely happens by accident -
promote everything

109. SOCIAL PROMOTION
Viral rarely happens by accident -
promote everything
Cross pollinate - different people use
different sites

110. SOCIAL PROMOTION
Viral rarely happens by accident -
promote everything
Cross pollinate - different people use
different sites
Be consistent

111. SOCIAL PROMOTION

112. SOCIAL PROMOTION
Find other blogs that can carry a guest
blog post or you can comment on

114. HOW IT FITS TOGETHER

115. HOW IT FITS TOGETHER
You have a new attraction

116. HOW IT FITS TOGETHER
You have a new attraction
Rather than just write about it on your
site, your strategy could look like...

118. Keyword-rich webpage

119. Keyword-rich webpage


120. Keyword-rich webpage

Press release

121. Keyword-rich webpage

Press release


122. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

123. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)


124. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post

125. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post


126. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post

Promotional blog posts (off-site)

127. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post

Promotional blog posts (off-site)


128. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post

Promotional blog posts (off-site)

Email to customer list

129. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post

Promotional blog posts (off-site)

Email to customer list


131. Facebook page promotion

132. Facebook page promotion


133. Facebook page promotion

Behind the scenes video on YouTube

134. Facebook page promotion

Behind the scenes video on YouTube


135. Facebook page promotion

Behind the scenes video on YouTube

Behind the scenes photos on Flickr

136. Facebook page promotion

Behind the scenes video on YouTube

Behind the scenes photos on Flickr


137. Facebook page promotion

Behind the scenes video on YouTube

Behind the scenes photos on Flickr

Tweet about the video & images

138. Facebook page promotion

Behind the scenes video on YouTube

Behind the scenes photos on Flickr

Tweet about the video & images


139. Facebook page promotion

Behind the scenes video on YouTube

Behind the scenes photos on Flickr

Tweet about the video & images

Answer questions on blogs

140. Facebook page promotion

Behind the scenes video on YouTube

Behind the scenes photos on Flickr

Tweet about the video & images

Answer questions on blogs


141. Facebook page promotion

Behind the scenes video on YouTube

Behind the scenes photos on Flickr

Tweet about the video & images

Answer questions on blogs

Join discussions on forums

142. BROOKLYN MUSEUM

143. BROOKLYN MUSEUM
Brooklyn Museum uses behind-the-
scenes content to draw in visitors and
then encourages them to add to it

144. BROOKLYN MUSEUM
Brooklyn Museum uses behind-the-
scenes content to draw in visitors and
then encourages them to add to it
“We want to engage with our
community”

150. SEO BENEFITS

151. SEO

152. SEO
“Provide unique and relevant content
that gives users a reason to visit your
site...create a useful, information rich
site”

153. SEO
“Provide unique and relevant content
that gives users a reason to visit your
site...create a useful, information rich
site”
- Google

154. SEO

155. SEO
Google is constantly looking for content
to show to users

156. SEO
Google is constantly looking for content
to show to users
Creating content isn’t enough

157. SEO
Google is constantly looking for content
to show to users
Creating content isn’t enough
You need to optimise it, so it shows in
the right search results

158. SEO

159. SEO
Blogging allows you to quickly create
keyword rich content

160. SEO
Blogging allows you to quickly create
keyword rich content
Fresh content keeps Google returning

161. SEO
Blogging allows you to quickly create
keyword rich content
Fresh content keeps Google returning
Comments increase your ‘long-tail’ reach

162. SEO

163. SEO
“Highly specific multi-word phrases tend
to be far easier to rank for than the
more generic single or double keyword
phrases”

164. SEO
“Highly specific multi-word phrases tend
to be far easier to rank for than the
more generic single or double keyword
phrases”
- Wordtracker

165. KEYWORD RESEARCH

166. KEYWORD RESEARCH
Find ‘long-tail’ opportunities in your area

167. KEYWORD RESEARCH
Find ‘long-tail’ opportunities in your area
Use the Google Keyword Tool

168. KEYWORD RESEARCH
Find ‘long-tail’ opportunities in your area
Use the Google Keyword Tool
and your Analytics data

173. LINK-BAIT

174. LINK-BAIT
In-bound links are critical to high search
engine rankings

175. LINK-BAIT
In-bound links are critical to high search
engine rankings
Great content generates its own links

176. LINK-BAIT
In-bound links are critical to high search
engine rankings
Great content generates its own links
Contextual links more likely

177. SEO & SOCIAL

178. SEO & SOCIAL
“Social metrics are well correlated with
higher rankings”

179. SEO & SOCIAL
“Social metrics are well correlated with
higher rankings”
- Rand Fishkin, SEOmoz

180. SEO & SOCIAL

181. SEO & SOCIAL
Sites like Facebook and Twitter are
influencing SEO

182. SEO & SOCIAL
Sites like Facebook and Twitter are
influencing SEO
Re-tweets, Likes, shares and +1’s are
pushing sites up the results

183. SEO & SOCIAL
Sites like Facebook and Twitter are
influencing SEO
Re-tweets, Likes, shares and +1’s are
pushing sites up the results
Search & Social are combined

184. USER GENERATED
CONTENT

185. DON’T FORGET UGC

186. DON’T FORGET UGC
User Generated Content is important

187. DON’T FORGET UGC
User Generated Content is important
No cost, but good for SEO and Social

188. DON’T FORGET UGC
User Generated Content is important
No cost, but good for SEO and Social
How are you developing UGC on your
web properties?

189. ENCOURAGE UGC

190. ENCOURAGE UGC
Reviews

191. ENCOURAGE UGC
Reviews
Check-ins

192. ENCOURAGE UGC
Reviews
Check-ins
Image uploads

193. ENCOURAGE UGC
Reviews
Check-ins
Image uploads
Competitions

194. ENCOURAGE UGC
Reviews
Check-ins
Image uploads
Competitions
Forum posts

195. ENCOURAGE UGC
Reviews
Check-ins
Image uploads
Competitions
Forum posts
Blog comments

196. SO...

197. YOU NEED TO

198. YOU NEED TO
Find out what your market is interested in

199. YOU NEED TO
Find out what your market is interested in
Create content that answers their
questions

200. YOU NEED TO
Find out what your market is interested in
Create content that answers their
questions
Make text-based content keyword rich

201. YOU NEED TO

202. YOU NEED TO
Plan how to distribute your content

203. YOU NEED TO
Plan how to distribute your content
Engage in discussions and link back to
your content

204. YOU NEED TO
Plan how to distribute your content
Engage in discussions and link back to
your content
Try to get visitors to add to your content

205. ANY QUESTIONS?

206. ANY QUESTIONS?
Visit:
LibertyMarketing.co.uk
Connect:
uk.LinkedIn.com/in/MrGarethMorgan
Follow:
@LibertySEOs