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How to create and market content for your business
Kate Kenyon, Senior Content Manager
December 2011
Fixing the
Content Problem




Image: zzpa, under Flickr.com creative commons licence
Content is your
                                                               only
                                                               salesperson




Image: Aaron Tang, under Flickr.com creative commons licence
Which Test Won?

                      A                       B




Images reproduced from www.whichtestwon.com
Which Test Won?




Images reproduced from www.whichtestwon.com
Good content

• Supports business goals
• Meets users’ needs
• Has shareability
Which Test Won?




Images reproduced from www.whichtestwon.com
Where

F   users
    look
Shareability = ranking and traffic




          Each ONE review = ONE
          extra organic visitor per month
                          8
Good content

• Supports business goals
• Meets users’ needs
• Has shareability
What users (and Google) want
 Content should be...        ....What Google does to decide if you’re delivering that


 Appropriate to the user’s   Looks at keywords, metatags, links, visitors, social media approval
 initial search

 Useful to decision making   Rewards reviews, video, rich media – social proof

 Focussed on users           Rewards recently updated content, penalises hidden links, duplicate
                             content, old content

 Clear                       Considers page layout – F-shaping, use of links, site structure

 Consistent                  Repetition across pages, use of synonyms

 Concise                     Keyword density

 Supported                   Rewards updated content, sites with long-term URL use
Profiling your users

                      Hotel Name        City   Room Nights    M         T         W         T         F         S         S         Avg Stay     AvgPax         Avg Before




 1 Circus Circus Hotel & Casino    Las Vegas           2346       214       101       192       209       459       802       369     2.202783            2.1       14.2167




               Spontaneous, city-loving couples who are
            looking for a weekend away in the party capital
                               – Vegas!
Mobile-friendly content
Location.
Located in central New York, Andaz Wall Street - a Hyatt Hotel is a business-friendly hotel within walking distance of Vietnam Veterans Plaza, Federal Reserve Bank of New
York, and New York Stock Exchange. Additional points of interest include Brooklyn Bridge and Ellis Island.
Hotel Features.
Andaz Wall Street - a Hyatt Hotel's restaurant serves breakfast, lunch, and dinner. A bar/lounge is open for drinks. Room service is available 24 hours a day. Recreational
amenities include a health club and a fitness facility. Spa amenities include spa services, massage/treatment rooms, facials, and body treatments. This 4-star property has a
business center and offers small meeting rooms, a meeting/conference room, and audio-visual equipment. Complimentary wireless Internet access is available in public areas.
This New York property has 5920 square feet of event space consisting of banquet facilities. Business services, concierge services, and tour/ticket assistance are available.
Additional property amenities include multilingual staff and laundry facilities.
Guestrooms.
253 air-conditioned guestrooms at Andaz Wall Street - a Hyatt Hotel feature iPod docking stations and minibars. Beds come with pillowtop mattresses, signature bedding,
Egyptian cotton linens, and down comforters. Bathrooms feature showers with handheld showerheads. They also offer makeup/shaving mirrors, designer toiletries, and
bathrobes. Wireless Internet access is complimentary. In addition to desks and complimentary newspapers, guestrooms offer cordless phones with voice mail, as well as free
local calls (restrictions may apply). 42-inch LCD televisions have premium cable channels, free movie channels, and Oncommand video. Also included are laptop-compatible
safes and complimentary bottled water. Guests may request in-room massages, irons/ironing boards, and wake-up calls. A nightly turndown service is offered and housekeeping
is available daily. Guestrooms are all non-smoking.




Within walking distance of the Federal Reserve Bank of New York and New York Stock Exchange, Andaz Wall Street offers a health club and
fitness facility, a restaurant and 24-hour room service. Complimentary wifi is offered in all public areas.

This central New York hotel’s 253 rooms feature iPod docking stations, 42-inch LCD televisions and minibars, and guests can also request
irons/ironing boards and wake-up calls.

Business travellers can make use of the business centre, meeting/conference room and audio-visual equipment. It also offers spa services, a
bar/lounge and laundry facilities.

The Andaz Wall Street is one mile from Brooklyn Bridge and Ellis Island. It is also within walking distance of Vietnam Veterans Plaza.
Blogs
Blogs
Blogs
Pictures first
Clear SEO-friendly titles
Short, concise paragraphs
Use of headings and links
Calls to action - what’s next?
Share functions
Social
media
Twitter
Social
media
Twitter
Social
media
Facebook
Social
                                       media
Conversation, not demands
Signpost links offsite clearly
Mix of value, opinion and expertise
Respond quickly
Be topical
Be ready to transact onsite!
Shareability
                                                                  and content
                                                                  marketing




Image: Markus Spring, under Flickr.com creative commons licence
Planning your content

                          Business goals




          Tracking,
                                           Content audit
         Measurement




                                              People,
         Implementation                    process, tools
                                               audit



                             Content
                             Strategy
                            formation
Thanks. Any questions?
           22

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EAN Partner Summit 2011: A theory of content strategy

  • 1. How to create and market content for your business Kate Kenyon, Senior Content Manager December 2011
  • 2. Fixing the Content Problem Image: zzpa, under Flickr.com creative commons licence
  • 3. Content is your only salesperson Image: Aaron Tang, under Flickr.com creative commons licence
  • 4. Which Test Won? A B Images reproduced from www.whichtestwon.com
  • 5. Which Test Won? Images reproduced from www.whichtestwon.com
  • 6. Good content • Supports business goals • Meets users’ needs • Has shareability
  • 7. Which Test Won? Images reproduced from www.whichtestwon.com
  • 8. Where F users look
  • 9. Shareability = ranking and traffic Each ONE review = ONE extra organic visitor per month 8
  • 10. Good content • Supports business goals • Meets users’ needs • Has shareability
  • 11. What users (and Google) want Content should be... ....What Google does to decide if you’re delivering that Appropriate to the user’s Looks at keywords, metatags, links, visitors, social media approval initial search Useful to decision making Rewards reviews, video, rich media – social proof Focussed on users Rewards recently updated content, penalises hidden links, duplicate content, old content Clear Considers page layout – F-shaping, use of links, site structure Consistent Repetition across pages, use of synonyms Concise Keyword density Supported Rewards updated content, sites with long-term URL use
  • 12. Profiling your users Hotel Name City Room Nights M T W T F S S Avg Stay AvgPax Avg Before 1 Circus Circus Hotel & Casino Las Vegas 2346 214 101 192 209 459 802 369 2.202783 2.1 14.2167 Spontaneous, city-loving couples who are looking for a weekend away in the party capital – Vegas!
  • 13. Mobile-friendly content Location. Located in central New York, Andaz Wall Street - a Hyatt Hotel is a business-friendly hotel within walking distance of Vietnam Veterans Plaza, Federal Reserve Bank of New York, and New York Stock Exchange. Additional points of interest include Brooklyn Bridge and Ellis Island. Hotel Features. Andaz Wall Street - a Hyatt Hotel's restaurant serves breakfast, lunch, and dinner. A bar/lounge is open for drinks. Room service is available 24 hours a day. Recreational amenities include a health club and a fitness facility. Spa amenities include spa services, massage/treatment rooms, facials, and body treatments. This 4-star property has a business center and offers small meeting rooms, a meeting/conference room, and audio-visual equipment. Complimentary wireless Internet access is available in public areas. This New York property has 5920 square feet of event space consisting of banquet facilities. Business services, concierge services, and tour/ticket assistance are available. Additional property amenities include multilingual staff and laundry facilities. Guestrooms. 253 air-conditioned guestrooms at Andaz Wall Street - a Hyatt Hotel feature iPod docking stations and minibars. Beds come with pillowtop mattresses, signature bedding, Egyptian cotton linens, and down comforters. Bathrooms feature showers with handheld showerheads. They also offer makeup/shaving mirrors, designer toiletries, and bathrobes. Wireless Internet access is complimentary. In addition to desks and complimentary newspapers, guestrooms offer cordless phones with voice mail, as well as free local calls (restrictions may apply). 42-inch LCD televisions have premium cable channels, free movie channels, and Oncommand video. Also included are laptop-compatible safes and complimentary bottled water. Guests may request in-room massages, irons/ironing boards, and wake-up calls. A nightly turndown service is offered and housekeeping is available daily. Guestrooms are all non-smoking. Within walking distance of the Federal Reserve Bank of New York and New York Stock Exchange, Andaz Wall Street offers a health club and fitness facility, a restaurant and 24-hour room service. Complimentary wifi is offered in all public areas. This central New York hotel’s 253 rooms feature iPod docking stations, 42-inch LCD televisions and minibars, and guests can also request irons/ironing boards and wake-up calls. Business travellers can make use of the business centre, meeting/conference room and audio-visual equipment. It also offers spa services, a bar/lounge and laundry facilities. The Andaz Wall Street is one mile from Brooklyn Bridge and Ellis Island. It is also within walking distance of Vietnam Veterans Plaza.
  • 14. Blogs
  • 15. Blogs
  • 16. Blogs Pictures first Clear SEO-friendly titles Short, concise paragraphs Use of headings and links Calls to action - what’s next? Share functions
  • 20. Social media Conversation, not demands Signpost links offsite clearly Mix of value, opinion and expertise Respond quickly Be topical Be ready to transact onsite!
  • 21. Shareability and content marketing Image: Markus Spring, under Flickr.com creative commons licence
  • 22. Planning your content Business goals Tracking, Content audit Measurement People, Implementation process, tools audit Content Strategy formation