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Blogging, Web Content
Designated Editor
Speaking Series


                    & Optimizing
                    What Do I Get?

                    Rhode Island Hospitality Association

                    Suzanne McDonald | Content & Social Strategist

                    Sue@DesignatedEditor.com


                         @Sue_DesigEditor
suzanne’s experience
              Social Media
              Strategies professor


  6 years                            Page 1




  Masters in Journalism
  & Mass Communications              BA in Journalism




                                               www.designatededitor.com   2
www.designatededitor.com   3
Paid media vs. owned media




                   www.emarketer.com/Article.aspx?R=1008948
@Sue_DesigEditor                             www.designatededitor.com   4
www.designatededitor.com   5
Challenges we’ll address
 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?


@Sue_DesigEditor                      www.designatededitor.com   6
Google and Bing/Yahoo! serve
& protect their best interests




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



@Sue_DesigEditor                                                           www.designatededitor.com   7
Search engines crave
As any blogger or affiliate marketer will tell you

           If no one is using search engines


                     If no one clicks, then


            You won’t generate any income


  @Sue_DesigEditor                            www.designatededitor.com   8
While


                    &


           may be all-powerful

@Sue_DesigEditor                 www.designatededitor.com   9
They still have to contend with




 @Sue_DesigEditor
http://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader-costume-300x300.jpg
                                                                                                10
                                                                           www.designatededitor.com
… oops I mean




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


@Sue_DesigEditor                                                     www.designatededitor.com   11
@Sue_DesigEditor   www.designatededitor.com   12
Links
       Keywords            Content




                   SEO


@Sue_DesigEditor              www.designatededitor.com   13
Quality
                      content

        Optimizes
                                    Interests humans
       social graph




                       Integrates
                          SEO

@Sue_DesigEditor                                  www.designatededitor.com   14
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?



                                    www.designatededitor.com   15
Target
                   Desired       audience
                    info



                             Usability




@Sue_DesigEditor
                      Visitors                                         16
                                            www.designatededitor.com
Where does content live?

                   Social
                   Media

                    Blog

                   Email



                   Website



@Sue_DesigEditor             www.designatededitor.com   17
4 stages to effectiveness
Stage 1 Your website

Stage 2 Your blog & email

Stage 3 Platforms & tools integration

Stage 4 Optimizing your platforms & metrics




@Sue_DesigEditor                        www.designatededitor.com   18
Stage 1 Your website




@Sue_DesigEditor       www.designatededitor.com   19
How to fully maximize your content




 @Sue_DesigEditor                    www.designatededitor.com   20
WordPress is free & versatile




@Sue_DesigEditor                www.designatededitor.com   21
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   22
4 steps to content planning
Step 1 Your audience & keywords

Step 2 Find & leverage the right tools

Step 3 Integrate social media channels

Step 4 Optimization & metrics




@Sue_DesigEditor                         www.designatededitor.com   23
Keywords: Your prospects’ vocabulary




 @Sue_DesigEditor           www.designatededitor.com   24
Keywords: Google Trends




@Sue_DesigEditor          www.designatededitor.com   25
Keywords: Include in Titles and Descriptions




  @Sue_DesigEditor                  www.designatededitor.com   26
Editorial
                   calendar




                   Quality
                   content
                   tactics
         Tease                  News
        threads                package




@Sue_DesigEditor                         www.designatededitor.com   27
Editorial calendars




 @Sue_DesigEditor     www.designatededitor.com   28
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
@Sue_DesigEditor                     www.designatededitor.com   29
Blogs cited as least expensive




                           www.designatededitor.com   30
Multimedia blog




 @Sue_DesigEditor   www.designatededitor.com   31
email




          http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
@Sue_DesigEditor                                                        www.designatededitor.com   32
Influencer-finder tools
who is your audience?




@Sue_DesigEditor          www.designatededitor.com   33
@Sue_DesigEditor   www.designatededitor.com   34
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   35
Earned
media
placement
tool




  @Sue_DesigEditor   www.designatededitor.com   36
Other influencer tools




@Sue_DesigEditor         www.designatededitor.com   37
Stage 3 Integrate social media
Claim social profiles

Determine most relevant social channels

Monitor, engage & integrate

Understand sentiment analysis

Weave your content across platforms


@Sue_DesigEditor                  www.designatededitor.com   38
Google
                    Alerts




                              Twitter
     Facebook
       Polls       Social     Trends




                   LinkedIn
                   Answers
@Sue_DesigEditor                  www.designatededitor.com   39
Tools to drive blogs & content




@Sue_DesigEditor                 www.designatededitor.com   40
Integrate appropriate social media channels




                                 Bruno Maia, IconTexto
                              http://www.icontexto.com
                                      www.designatededitor.com   41
@Sue_DesigEditor   www.designatededitor.com   42
@Sue_DesigEditor   www.designatededitor.com   43
Show your brand or curate others’




  @Sue_DesigEditor         www.designatededitor.com   44
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   45
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   46
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   47
Stage 4 Social media optimization & metrics

Be more efficient
Be more effective
Optimize for performance
Calculate your ROI




@Sue_DesigEditor                    www.designatededitor.com   48
Maximize Your ROI

Step 1 Business development
       Identify your best growth areas

Step 2 Keyword research
       What vocabulary are people using?

Step 3 Build topics
       Discuss topics that best serve your
            growth markets & use keywords
@Sue_DesigEditor                    www.designatededitor.com   49
@Sue_DesigEditor   www.designatededitor.com   50
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   51
Stage 4 How are we doing?




@Sue_DesigEditor        www.designatededitor.com   52
Facebook Insights
Engagement	
  &	
  Relevance	
  




                                   www.designatededitor.com   53
Google Analytics: now + social




@Sue_DesigEditor          www.designatededitor.com   54
who is your audience?




@Sue_DesigEditor        www.designatededitor.com   55
Benefits of web content planning
   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

@Sue_DesigEditor                          www.designatededitor.com   56
In-person engagement




                       www.designatededitor.com   57
Blogging, Web Content
Designated Editor   & Optimizing
Speaking Series
                    What Do I Get?
                    Rhode Island Hospitality Association


                    Questions?                 Happy to help!


                    Suzanne McDonald | Content & Social Strategist

                    Sue@DesignatedEditor.com


                         @Sue_DesigEditor

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Blogging, Web Content & Optimizing Suzanne McDonald

  • 1. Blogging, Web Content Designated Editor Speaking Series & Optimizing What Do I Get? Rhode Island Hospitality Association Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
  • 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  • 4. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948 @Sue_DesigEditor www.designatededitor.com 4
  • 6. Challenges we’ll address 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? @Sue_DesigEditor www.designatededitor.com 6
  • 7. Google and Bing/Yahoo! serve & protect their best interests http://www.ukresistance.co.uk/pics4/jade_raymond_and_team.jpg @Sue_DesigEditor www.designatededitor.com 7
  • 8. Search engines crave As any blogger or affiliate marketer will tell you If no one is using search engines If no one clicks, then You won’t generate any income @Sue_DesigEditor www.designatededitor.com 8
  • 9. While & may be all-powerful @Sue_DesigEditor www.designatededitor.com 9
  • 10. They still have to contend with @Sue_DesigEditor http://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader-costume-300x300.jpg 10 www.designatededitor.com
  • 11. … oops I mean http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg @Sue_DesigEditor www.designatededitor.com 11
  • 12. @Sue_DesigEditor www.designatededitor.com 12
  • 13. Links Keywords Content SEO @Sue_DesigEditor www.designatededitor.com 13
  • 14. Quality content Optimizes Interests humans social graph Integrates SEO @Sue_DesigEditor www.designatededitor.com 14
  • 15. 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? www.designatededitor.com 15
  • 16. Target Desired audience info Usability @Sue_DesigEditor Visitors 16 www.designatededitor.com
  • 17. Where does content live? Social Media Blog Email Website @Sue_DesigEditor www.designatededitor.com 17
  • 18. 4 stages to effectiveness Stage 1 Your website Stage 2 Your blog & email Stage 3 Platforms & tools integration Stage 4 Optimizing your platforms & metrics @Sue_DesigEditor www.designatededitor.com 18
  • 19. Stage 1 Your website @Sue_DesigEditor www.designatededitor.com 19
  • 20. How to fully maximize your content @Sue_DesigEditor www.designatededitor.com 20
  • 21. WordPress is free & versatile @Sue_DesigEditor www.designatededitor.com 21
  • 22. who is your audience? @Sue_DesigEditor www.designatededitor.com 22
  • 23. 4 steps to content planning Step 1 Your audience & keywords Step 2 Find & leverage the right tools Step 3 Integrate social media channels Step 4 Optimization & metrics @Sue_DesigEditor www.designatededitor.com 23
  • 24. Keywords: Your prospects’ vocabulary @Sue_DesigEditor www.designatededitor.com 24
  • 25. Keywords: Google Trends @Sue_DesigEditor www.designatededitor.com 25
  • 26. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 26
  • 27. Editorial calendar Quality content tactics Tease News threads package @Sue_DesigEditor www.designatededitor.com 27
  • 28. Editorial calendars @Sue_DesigEditor www.designatededitor.com 28
  • 29. 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 @Sue_DesigEditor www.designatededitor.com 29
  • 30. Blogs cited as least expensive www.designatededitor.com 30
  • 31. Multimedia blog @Sue_DesigEditor www.designatededitor.com 31
  • 32. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php @Sue_DesigEditor www.designatededitor.com 32
  • 33. Influencer-finder tools who is your audience? @Sue_DesigEditor www.designatededitor.com 33
  • 34. @Sue_DesigEditor www.designatededitor.com 34
  • 35. who is your audience? @Sue_DesigEditor www.designatededitor.com 35
  • 36. Earned media placement tool @Sue_DesigEditor www.designatededitor.com 36
  • 37. Other influencer tools @Sue_DesigEditor www.designatededitor.com 37
  • 38. Stage 3 Integrate social media Claim social profiles Determine most relevant social channels Monitor, engage & integrate Understand sentiment analysis Weave your content across platforms @Sue_DesigEditor www.designatededitor.com 38
  • 39. Google Alerts Twitter Facebook Polls Social Trends LinkedIn Answers @Sue_DesigEditor www.designatededitor.com 39
  • 40. Tools to drive blogs & content @Sue_DesigEditor www.designatededitor.com 40
  • 41. Integrate appropriate social media channels Bruno Maia, IconTexto http://www.icontexto.com www.designatededitor.com 41
  • 42. @Sue_DesigEditor www.designatededitor.com 42
  • 43. @Sue_DesigEditor www.designatededitor.com 43
  • 44. Show your brand or curate others’ @Sue_DesigEditor www.designatededitor.com 44
  • 45. who is your audience? @Sue_DesigEditor www.designatededitor.com 45
  • 46. who is your audience? @Sue_DesigEditor www.designatededitor.com 46
  • 47. who is your audience? @Sue_DesigEditor www.designatededitor.com 47
  • 48. Stage 4 Social media optimization & metrics Be more efficient Be more effective Optimize for performance Calculate your ROI @Sue_DesigEditor www.designatededitor.com 48
  • 49. Maximize Your ROI Step 1 Business development Identify your best growth areas Step 2 Keyword research What vocabulary are people using? Step 3 Build topics Discuss topics that best serve your growth markets & use keywords @Sue_DesigEditor www.designatededitor.com 49
  • 50. @Sue_DesigEditor www.designatededitor.com 50
  • 51. who is your audience? @Sue_DesigEditor www.designatededitor.com 51
  • 52. Stage 4 How are we doing? @Sue_DesigEditor www.designatededitor.com 52
  • 53. Facebook Insights Engagement  &  Relevance   www.designatededitor.com 53
  • 54. Google Analytics: now + social @Sue_DesigEditor www.designatededitor.com 54
  • 55. who is your audience? @Sue_DesigEditor www.designatededitor.com 55
  • 56. Benefits of web content planning   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 @Sue_DesigEditor www.designatededitor.com 56
  • 57. In-person engagement www.designatededitor.com 57
  • 58. Blogging, Web Content Designated Editor & Optimizing Speaking Series What Do I Get? Rhode Island Hospitality Association Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor