Nick James - Content Is King - The Online Business Makeover - 12/03/2012
1.
2. Content is King!
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What is ‘Content’
Why is ‘Content’ important
How do you generate ‘Content’
‘Content’ is a ‘Hot Topic’
3. Act like a publisher
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The moment you launch a website, an email
campaign a mobile application or content of
any kind you’re a publisher, shouldn't you start
acting as one? – Kristina Halvorson, Author,
Content Strategy for the Web
4. What is ‘Content’?
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Content helps drive traffic to your website
by creating indexed pages and (eventually)
inbound links to your site, both of which are
critical to SERP (search engine page
rankings).
5. If you build it will they come?
Content helps drive traffic to your website by creating indexed pages and
(eventually) inbound links to your site, both of which are critical to SERP
(search engine page rankings).
BUT You Should Write for visitors not Search Engines
6. Content and Site Visitors
Improve user experience
Establish an "emotional connection"
It's about engagement, telling a story and encouraging a brand journey
Show off industry expertise and establish thought leadership
Builds loyalty and trust
Quality Content Improves Click Through Rate
7. Online video – engages and informs site visitors
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8. Content and Search Engines
Give search engine crawlers new information to index.
Gain attention of spiders and robots.
Demonstrate authority.
Old content undermines credibility of site.
Each new page is a new entry point.
Each new page (with good content) provides a new page that
other sites can link to.
By creating indexed pages and attracting inbound
links, ‘content’ will help your company generate organic
traffic
9. ‘Content’ Builds Links
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Why ‘Links’ matter
Links from another website back to your site are hugely important as Google, Bing,
Yahoo and other search engines view a ‘link’ as a vote for your site and the more
‘authoritative’ and ‘relevant’ the ‘voter’ the greater the weight added to your own
site.
10. ‘Content’ helps drive traffic tosponsor for Internationalpages
Supporting your website by creating indexed Trade Awards
11. Social Media - You Tube sponsor for International Trade Awards
Supporting
12. Social Media - Twitter
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17. Strategy – or ‘Cunning Plan’
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Define who your audience is
Understand what they might be interested in
Figure out the tone of voice
Work out where the content is going to come from – source
Give someone ownership
Regularity – how often is content added?
18. Building a content rich website
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Expert comment – Trade Associations, Universities – Ask people!
Industry News & views – Trade Shows, Conferences
Survey results – ‘Survey Monkey’
Customer testimonials – text or video
Product reviews
New staff announcements
Press releases from customers and suppliers
How to guides
Top tips
19. Building a content rich website
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Plan your content for a few month’s at a time
Re-purpose content for; podcasts, videos or webinars
Upload presentations, whitepapers, price lists and product reviews
Ask ‘engaged’ social media followers to contribute
Decide whether to commit in-house resource or outsource
Having fresh, helpful & unique content on your site builds a regular readership
Your content is your lifeblood
20. Keep SPAMSupporting sponsor for International Trade Awards
of the menu
Search engines are tweaking their algorithms to identify content farms
and sites that consist primarily of spammy or low-quality content.
As with everything else in life – if you do it well you’ll be fine – if you
try to cheat or cut corners you’ll be caught and penalised.
21. Content Is King
Content is where I expect much of the
real money will be made on the
Internet, just as it was in broadcasting.
– Bill Gates
Hinweis der Redaktion
You might not be Rupert Murdoch but with a little focussed effort you can create your own media empire and keep your customers coming back Talking of moguls – appropriately back in 1996 a certain Bill Gates said;Content Is King Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.
