Suzanne McDonald, President and Chief Content & Social Strategist of Designated Editor, explains how blogging, web content, and optimizing can benefit hospitality businesses. This presentation focuses on FREE resources and tactics to generate content and boost your visibility in Google and other Search Engines.
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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
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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?
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7. Google and Bing/Yahoo! serve
& protect their best interests
http://www.ukresistance.co.uk/pics4/jade_raymond_and_team.jpg
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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
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9. While
&
may be all-powerful
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10. They still have to contend with
@Sue_DesigEditor
http://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader-costume-300x300.jpg
10
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11. … oops I mean
http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg
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13. Links
Keywords Content
SEO
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14. Quality
content
Optimizes
Interests humans
social graph
Integrates
SEO
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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?
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16. Target
Desired audience
info
Usability
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Visitors 16
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17. Where does content live?
Social
Media
Blog
Email
Website
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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
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19. Stage 1 Your website
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20. How to fully maximize your content
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21. WordPress is free & versatile
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22. who is your audience?
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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
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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
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30. Blogs cited as least expensive
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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
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39. Google
Alerts
Twitter
Facebook
Polls Social Trends
LinkedIn
Answers
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40. Tools to drive blogs & content
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41. Integrate appropriate social media channels
Bruno Maia, IconTexto
http://www.icontexto.com
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44. Show your brand or curate others’
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45. who is your audience?
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46. who is your audience?
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47. who is your audience?
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48. Stage 4 Social media optimization & metrics
Be more efficient
Be more effective
Optimize for performance
Calculate your ROI
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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
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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