Pubcon 2018: Storytelling for Content and Social Media Marketing
•Als PPTX, PDF herunterladen•
1 gefällt mir•161 views
The document discusses how to create content that is optimized for both humans and search engines. It recommends utilizing emotional content over keywords, crafting attractive headlines, optimizing stories based on demographics and keywords, retelling stories in multiple formats, and answering commonly asked questions. It also provides tips for measuring success through metrics and discusses tools for generating metrics like Google Analytics and Wow Score. Finally, it emphasizes the importance of mobile-friendly content given increasing mobile internet usage.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Pubcon 2018: Storytelling for Content and Social Media Marketing
Ähnlich wie Pubcon 2018: Storytelling for Content and Social Media Marketing (20)
Mehr von Ashley Segura
Mehr von Ashley Segura (18)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Pubcon 2018: Storytelling for Content and Social Media Marketing
- 1. P O W E R 1 The Art of Storytelling: How to Humanize Your Content and Measure it’s Success
- 2. 2 SEO Keyword Magic Tool On Page SEO checker Site / Backlink Audit Position Tracking SEO content Template Link Building Tool Sensor PPC Ads Builder Keyword Magic Advertising research Display Advertising PLA Research Competitor Analysis Position Tracking Keyword Gap Backlink Gap Traffic Analytics Advertising Research Social Media Social Media Tracker Social Media Poster Marketing Calendar Brand Monitoring Content Content Audit Topic Research SEO Content Template Marketing Calendar Brand Monitoring SEO Writing Assistant @AshleyMadhatter • #Pubcon
- 3. P O W E R 3 Should you create stories for humans or bots? @ A S H L E Y M A D H A T T E R
- 4. P O W E R 4 @ A S H L E Y M A D H A T T E R BOTH
- 5. 5 @ A S H L E Y M A D H A T T E R Think like a human, not a bot. @AshleyMadhatter • #Pubcon
- 6. P O W E R 6 How to Create Human & Bot Friendly Content @ A S H L E Y M A D H A T T E R
- 7. 7 Utilize emotional content FIRST, keywords second. @ A S H L E Y M A D H A T T E R@AshleyMadhatter • #Pubcon
- 8. 8 @ A S H L E Y M A D H A T T E R Craft an optimized, yet attractive headline. Sumo Study @AshleyMadhatter • #Pubcon
- 9. 9 @ A S H L E Y M A D H A T T E R Sumo Study @AshleyMadhatter • #Pubcon Optimize your stories based on demographics and keywords.
- 10. 10 @ A S H L E Y M A D H A T T E R Sumo Study @AshleyMadhatter • #Pubcon Retell your best stories in new formats: • Characters (guest expert) • Problem (industry topic) • Solution (advice) • Multiple formats (chat > blog)
- 11. 11 @ A S H L E Y M A D H A T T E R Sumo Study @AshleyMadhatter • #Pubcon Answer Questions People Are Asking
- 12. P O W E R 12 Storytelling Metrics to Track Success @ A S H L E Y M A D H A T T E R
- 13. This will help you determine the results of a storytelling campaign based on the most important metrics to track. Storytelling Metrics Audit Project Name: To generate a phone call? A form submission? An immediate sale? What Is The Primary and Secondary Goal Of The Campaign? What Are the Results of the Campaign? (SEO) Active Engaged Time Bounce Rate Traffic Source (top 3) Pages Per Session New Users Backlinks Organic Traffic What Are the Results of the Campaign? (Social, PR, and ROI) Likes, Shares, Comments Brand Mentions New Leads Generated Existing Customers Re-Engaged Conversion Rate Cost Per Acquisition Time Spent Creating Campaign Storytelling Checklist Did the story accomplish the primary goal? Did the story accomplish the secondary goal? Were other successful metrics generated from the story outside of primary/secondary goal? Notes : @AshleyMadhatter • #Pubcon
- 14. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Metric Myth Busters Shares: Just because it’s shared doesn’t mean it’s read 14
- 15. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Metric Myth Busters Shares: Just because it’s shared doesn’t mean it’s read Time on Page: Need to make lunch while the blog post is open? 15
- 16. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Metric Myth Busters Shares: Just because it’s shared doesn’t mean it’s read Time on Page: Need to make lunch while the blog post is open? Pageviews: Clickbait can skew page view metrics 16
- 17. This will help you determine the results of a storytelling campaign based on the most important metrics to track. Storytelling Metrics Audit Project Name: To generate a phone call? A form submission? An immediate sale? What Is The Primary and Secondary Goal Of The Campaign? What Are the Results of the Campaign? (SEO) Active Engaged Time Bounce Rate Traffic Source (top 3) Pages Per Session New Users Backlinks Organic Traffic What Are the Results of the Campaign? (Social, PR, and ROI) Likes, Shares, Comments Brand Mentions New Leads Generated Existing Customers Re-Engaged Conversion Rate Cost Per Acquisition Time Spent Creating Campaign Storytelling Checklist Did the story accomplish the primary goal? Did the story accomplish the secondary goal? Were other successful metrics generated from the story outside of primary/secondary goal? Notes : @AshleyMadhatter • #Pubcon
- 18. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R 18 Tool to Generate Metrics • Google Analytics @AshleyMadhatter • #Pubcon
- 19. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R 19 Tool to Generate Metrics • Google Analytics • CrazyEgg @AshleyMadhatter • #Pubcon
- 20. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R 20 Tool to Generate Metrics • Google Analytics • CrazyEgg • Mention @AshleyMadhatter • #Pubcon
- 21. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R 21 Tool to Generate Metrics • Google Analytics • CrazyEgg • Mention • Social media platform analytics @AshleyMadhatter • #Pubcon
- 22. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R 22 Tool to Generate Metrics • Google Analytics • CrazyEgg • Mention • Social media platform analytics • Google Webmaster Tools @AshleyMadhatter • #Pubcon
- 23. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R 23 Tool to Generate Metrics • Google Analytics • CrazyEgg • Mention • Social media platform analytics • Google Webmaster Tools • Majestic @AshleyMadhatter • #Pubcon
- 24. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R 24 Tool to Generate Metrics • Google Analytics • CrazyEgg • Mention • Social media platform analytics • Google Webmaster Tools • Majestic • SEMrush @AshleyMadhatter • #Pubcon
- 25. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R NEW Tool: Wow Score Use Wow-Score to determine accurate metrics like content ratings: • Active users’ reading time 25
- 26. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Use Wow-Score to determine accurate metrics like content ratings: • Active users’ reading time • Scrolling speed 26 NEW Tool: Wow Score
- 27. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Use Wow-Score to determine accurate metrics like content ratings: • Active users’ reading time • Scrolling speed • Article length 27 NEW Tool: Wow Score
- 28. P O W E R 28 Make the Story Mobile-Friendly @ A S H L E Y M A D H A T T E R
- 29. P O W E R 29 S w e o r Mobile devices are projected to reach 79% of global internet use by the end of 2018 @ A S H L E Y M A D H A T T E R
- 30. Responsive Content 30 @ A S H L E Y M A D H A T T E R Text Size Keep text at a readable size Images Keep image file sizes small and loadable Load Speed Aim for load speed of less than 2 seconds
- 31. @ A S H L E Y M A D H A T T E R 31 Buzzfeed Desktop Keyword Positions
- 32. @ A S H L E Y M A D H A T T E R 32 Buzzfeed Mobile Keyword Positions
- 33. P O W E R @ A S H L E Y M A D H A T T E R 33 G E T S L I D E S Ashley.Ward@SEMrush.com L I N K E D I N Linkedin.com/in/ashleyward90 S E M r u s h www.SEMrush.com F O L L O W M E
Hinweis der Redaktion
- You need to think like a human because humans are ultimately the ones who are going to buy your products or sign up for your service. The bot is going to help put your business in front of them to give them the option, but the human is going to convert or head to your competitor to convert. So, how can you create this human-type of content that bots still like?
- MAKE THIS A BULLET POINT
- MAKE THIS A BULLET POINT
- MAKE THIS A BULLET POINT
- MAKE THIS A BULLET POINT
- MAKE THIS A BULLET POINT
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- for various types of information that can be used from GA in out reports, one can connect GA to the following reports: Site Audit, Position Tracking, On Page SEO checker, Backlink Audit, Link Building Tool, Organic Traffic Insights, Content Analyzer and My Reports.
- for various types of information that can be used from GA in out reports, one can connect GA to the following reports: Site Audit, Position Tracking, On Page SEO checker, Backlink Audit, Link Building Tool, Organic Traffic Insights, Content Analyzer and My Reports.
- for various types of information that can be used from GA in out reports, one can connect GA to the following reports: Site Audit, Position Tracking, On Page SEO checker, Backlink Audit, Link Building Tool, Organic Traffic Insights, Content Analyzer and My Reports.
- for various types of information that can be used from GA in out reports, one can connect GA to the following reports: Site Audit, Position Tracking, On Page SEO checker, Backlink Audit, Link Building Tool, Organic Traffic Insights, Content Analyzer and My Reports.
- for various types of information that can be used from GA in out reports, one can connect GA to the following reports: Site Audit, Position Tracking, On Page SEO checker, Backlink Audit, Link Building Tool, Organic Traffic Insights, Content Analyzer and My Reports.
- for various types of information that can be used from GA in out reports, one can connect GA to the following reports: Site Audit, Position Tracking, On Page SEO checker, Backlink Audit, Link Building Tool, Organic Traffic Insights, Content Analyzer and My Reports.
- for various types of information that can be used from GA in out reports, one can connect GA to the following reports: Site Audit, Position Tracking, On Page SEO checker, Backlink Audit, Link Building Tool, Organic Traffic Insights, Content Analyzer and My Reports.
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- After you’ve created content for your goal, track metrics