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Win In the Search Engines With Powerful Social and Content Strategies

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@StoneyD
Stoney G deGeyter
@polepositionmkg
WINNING
THE SEARCH ENGINES
WITH THESE POWERFUL
SOCIAL & CONTENT
STRATEGIES

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xxxxx @StoneyD
PolePositionMarketing.com
• @StoneyD
linkedin.com/in/stoneygd
Web Presence
Optimization
Stoney deGeyter
THI...

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Never SEO alone

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Win In the Search Engines With Powerful Social and Content Strategies

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This presentation will take you through the Three Pillars of Digital Marketing. You'll learn how to harness the power of social media, how to optimize your site using the proper keywords, and how to write content like a pro.

This presentation will take you through the Three Pillars of Digital Marketing. You'll learn how to harness the power of social media, how to optimize your site using the proper keywords, and how to write content like a pro.

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Win In the Search Engines With Powerful Social and Content Strategies

  1. 1. @StoneyD Stoney G deGeyter @polepositionmkg WINNING THE SEARCH ENGINES WITH THESE POWERFUL SOCIAL & CONTENT STRATEGIES
  2. 2. xxxxx @StoneyD PolePositionMarketing.com • @StoneyD linkedin.com/in/stoneygd Web Presence Optimization Stoney deGeyter THIS IS ME WebMarketingChecklist.com
  3. 3. Never SEO alone
  4. 4. xxxxx @StoneyD Top Three Search Ranking Factors
  5. 5. Links
  6. 6. Content
  7. 7. RankBrain
  8. 8. The fourth factor: “It depends”
  9. 9. xxxxx @StoneyD Three Pillars of Digital Marketing
  10. 10. 1. Website architecture / usability The search engine friendly foundation your site is built on. Impacts: • usability issues • ability of visitors to find content • ability of search engines to find and assign value to your content
  11. 11. 2. Keyword / topical optimization Gets your site search engine optimized. Impacts: • Search rankings • Search to page click-thrus • First impressions • Intent delivery
  12. 12. 3. Site value / authority Impacts: • Search rankings • Perceptions • Word of mouth • Customer retention Builds trust.
  13. 13. Social and content are key for success
  14. 14. xxxxx @StoneyD We’re All Publishers Now
  15. 15. What do these companies have in common?
  16. 16. What do these companies have in common?
  17. 17. xxxxx @StoneyD Act Like a Publisher
  18. 18. Establish writing guidelines  Overall voice  Encourage personality among content contributors that fits within your voice  Style that will govern written content (AP Style is most common)  Principles for building positive online communities  Individual responsibilities
  19. 19. Collaborate with content creators This isn’t sexy. Find something that is… And merge it with what you do.
  20. 20. Collaborate with content owners Identify information silos Include owners in your new structure Create an environment of sharing
  21. 21. Build buyer personas
  22. 22. Know who you want to reach Priorities Expectations Obstacles Decision Process
  23. 23. Demographics: Gender, Age, Location Job Title/Company Interests Goals/Challenges Words/Phrases How do they describe themselves? Gather intelligence
  24. 24. Interview your customers
  25. 25. Buy Attend Join Subscribe Donate Inquire Plan the actions for them to take
  26. 26. xxxxx @StoneyD What is the most immediate action you need to take as a publisher?
  27. 27. xxxxx @StoneyD Give Your Content Purpose
  28. 28. Create useful content
  29. 29. Content must be well organized
  30. 30. Present your content professionally
  31. 31. Educate your readers
  32. 32. Convey a clear message
  33. 33. Demonstrate thought leadership
  34. 34. Compel readers to take action
  35. 35. Generate conversions
  36. 36. xxxxx @StoneyD Make an impact
  37. 37. Think outside the box
  38. 38. Write killer headlines Direct Approach: Free Diabetes eBook Indirect Approach: Cut the Sweet Talk News Headline: Hospital Opens New Diabetes Clinic How-to Headline: How to Lower Your Blood Sugar Question Headline: Is Your Diabetes Out of Control? Command Headline: Get Help for Your Diabetes Now Reason Why Headline: Five Reasons to Get Diabetes Under Control Testimonial Headline: “I Got My Life Back, Thanks a Diabetes Clinic.” *Adapted from The Copywriter’s Handbook by Bob Bly and Copyblogger.com.
  39. 39. Each headline must do three things Grab attention Compel Use keywords
  40. 40. Implement worthy content 1. Stimulating intro (writing, videos, podcasts). Get to the point with panache! 2. Images. In a social online environment, pictures are a must. But don’t use too many; it makes mobile viewing difficult. 3. Be organized. Stick to the point and don’t meander. Less is usually more. 4. Speak to your reader and talk human! 5. Links or attribution when you use others’ work or ideas. 6. Soft call to action. Let your readers know what to do next.
  41. 41. Have a stimulating introduction Grab attention Compel Use keywords
  42. 42. Add visual flare
  43. 43. Include multi-media Audio Video Images Hangouts Transcription
  44. 44. Match persona to quality content Website Blog News Podcasts Video Photos Articles White Papers E-books Case Studies E-mail
  45. 45. Stay organized and stick to the point
  46. 46. Speak human
  47. 47. Invest in Chosen Channels Share Your Content Share Others’ Content Engage with Customers in Two- way Conversation Engage with your readers Social media is not a publishing platform-- its an engagement platform!
  48. 48. Provide a solution for problems Sympathize with their needs State importance of solution Explain solution you offer Show you care Convince them you can help
  49. 49. Make sure they learn something new How to… Ways to… Ideas for… News about… Recent events?
  50. 50. Compel them to take action Tackle hindrances Overcome obstacles Justify the purchase Provide examples
  51. 51. Make quality content findable Keywords and Long- tail Phrases Metadata Headline Useful Content Call to Action
  52. 52. Keyword rich title tags
  53. 53. Compelling meta description tags
  54. 54. Proper heading tag hierarchy
  55. 55. Optimize images
  56. 56. xxxxx @StoneyD What changes do you need to implement on your site right now to make an impact?
  57. 57. xxxxx @StoneyD Why Social Media Matters
  58. 58. Quick indexing of socialized pages Pages posted to can be crawled quickly.
  59. 59. Grows exposure
  60. 60. Increases traffic to site
  61. 61. Indirect increase in links
  62. 62. Demonstrates popularity
  63. 63. Signal of relevance
  64. 64. Adds branding
  65. 65. Builds authority
  66. 66. xxxxx @StoneyD Winning at Social Media
  67. 67. Build an editorial calendar Topics Audience interest Keyword search volume
  68. 68. Generate content ideas • Talk to customer service sales • Forums and Question sites like Quora • Questions asked on competitor sites • Questions posed online Answer Customer Questions • [your industry publications here] Read Industry Publications • Brochures • FAQs • Presentations • Sales content Repurpose Existing Content
  69. 69. Create cornerstone content High Value Content Content to rank for Inform & Educate Evergreen Easy to find, easy to share Attract links
  70. 70. Create connection content  Create content for the smaller, more impassioned groups  Build a sense of energy and community around shared interests or issues  Make it entertaining and useful  Has the potential to spark disagreement
  71. 71. Create customer content Content intended to convince ideal customers that they should do business with you. Expertise Thought Leadership
  72. 72. Publish varied content How-to’s Human interest stories Lists Infographics Newsjacking Reviews Guest posts Seasonal concepts Videos Reimagined content Interviews Creative product uses Partner/Vendor highlights Case studies Series Contrarian Photos Core values Podcasts User-generated content
  73. 73. Invest in email marketing Consistent posting on topics relevant to your target audiences.
  74. 74. Choose your social networks
  75. 75. Optimize your social media tags
  76. 76. Optimize your social profiles Facebook Pinterest LinkedIn YouTube Twitter Instagram
  77. 77. Build an effective social strategy Social media marketing goals Target customers to reach Where to reach them Best engagement approach How to measure success
  78. 78. Stay engaged Develop content Sharing content Monitor brand profiles Engage in conversations
  79. 79. Optimize videos • Closed captioning • Descriptions • Behind-the-scenes settings Whatever impacts how often videos are viewed
  80. 80. Ask (and answer) questions Who? What? How? When? Where?
  81. 81. xxxxx @StoneyD What are your biggest challenges to succeeding at social media?
  82. 82. xxxxx @StoneyD When You Have Writer’s Block
  83. 83. Five formats for generating quality content Written Video Audio Image Tool
  84. 84. Use the original writing as the jump-off point and rework it start to finish. Rewrite old blog posts
  85. 85. Don’t republish your comment verbatim. Use it a base for fleshing out a complete blog post on the topic. Turn a comment into a full post
  86. 86. Don’t be bound by a 140 character limit… turn your tweets into posts. Turn 140 characters into 600 words
  87. 87. Find the golden nuggets and tweet them out. Link to source for added value. Turn posts, presentations, and ebooks into tweets
  88. 88. Take a blog posts on one channel and break it down into several single-focus posts on another channel. Reach different readers each time. Turn one post into many posts for a new audience
  89. 89. We often write different than what we say. That’s new content! One presentation can often turn into multiple blog posts. Turn a presentation into a visual blog post
  90. 90. Parts of this presentation started as a blog post. Same idea, different words. Turn blog posts into presentations
  91. 91. Boil each point down to its bare essentials and visualize. Turn a fact-filled blog post into an infographic
  92. 92. Don’t waste a well thought out answer. Add intro, conclusion and a bit more flesh. Publish an email response to a question
  93. 93. (always mask the client) Turn work for clients into content for masses
  94. 94. Don’t just regurgitate—rework and rewrite! Use posts for chapters and content, adding new content to fill the gaps. Turn previously published content into book or ebook
  95. 95. Turn sales content into blog posts Product info About us content Processes Etc. Always focus on the reader, not just yourself.
  96. 96. It’s a different audience every time Nobody reads 100% of what you write. By changing content from one format to another You’re likely to reach an entirely different audience.
  97. 97. One basic rule: All content can be repurposed
  98. 98. xxxxx @StoneyD ppmkg.com/75-content-ideas
  99. 99. xxxxx @StoneyD Name a piece of content you have now and how it can be repurposed.
  100. 100. xxxxx @StoneyD PolePositionMarketing.com Thank You! Download this presentation at: ppmkg.com/StoneyDslides

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