This document provides 21 tips for digital content marketing to build a business or personal brand online. Some of the key tips include always analyzing website and social media analytics to understand audience and improve content, using images more than words as images engage audiences better, repurposing content across different online platforms, taking advantage of video and social media platforms like Pinterest to share content, and consistently creating and sharing new content focused on specific topics or themes. The overall message is that analyzing audience and engagement, creating visual and shareable content, and posting regularly are important for successful digital content marketing.
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Chris Vaughn, Lynda Simonton - 21 Useful Tips for Digital Content Marketing to Build Your Business and Personal Brand
1. 21 Useful Tips for
Digital Content
Marketing to Build
Your Business and
Personal Brand
1
2. 2
Chris Vaughn
Director of Marketing
DigitalSherpa
@ChrisHVaughn
Online and Market Editor
New England Home
Lynda Simonton
@LyndaSimonton
Lynda Simonton
29. GEO-TARGETED CONTENT
• Create content geo-targeted to your key
markets that will help prospects in that area
• Find key prospects asking questions or seeking
help in the markets you’ve targeted
• Create conversion opportunities by send blog
or website readers to that market’s listing
page from within your geo-targeted content
33. OPPORTUNITY
• Over 100,000 people seek help or express design
frustrations on social media networks a month
• 4 of 5 consumer inquiries on social networks go
unanswered (As of October 2013)
• This is more pronounced in Real Estate, where only
15% of consumer inquiries are answered, with an
average response time of 13 hours*
*Statistics courtesy of Sprout
Social
36. ENGAGEMENT TIPS
• DO ask leading and help-oriented questions like
“How can we help” or “What city are you looking
for an apartment in?”
• DON’T spam with a link immediately. Social
consumers are SMART and will tune you out
• DO show personality and have fun. Social
consumers like to know they are dealing with real
people
37.
38. ENGAGEMENT TIPS
• DO have resources for the consumer ready quickly
when they engage. Social users have short
attention spans
• DON’T reply without a link to content or a listing.
This conversation is now in a selling stage
• DO ask a follow-up question with the link you
provide such as “What are your requirements for
the perfect apartment?”
39.
40.
41. ENGAGEMENT TIPS
• DO follow up with the consumer after an
appropriate amount of time to close the service
loop
• DON’T keep sending them messages until they
reply.
• DO use success stories like this as case studies to
show consumers how much easier your brand can
make the process of apartment hunting
44. Tip 11: Define Your Voice &
Visuals
• What does your brand sound like?
• “Tone” and personality
• Key messages
• What does your brand look like?
• Logos, colors, etc.
• Optimize your profile for each social network
44
47. Tip 12: Images > Words
• Create a visual content strategy
• Share photos that are relevant to
your brand
• Use images to tell your stories
• Photograph your work
47
Image via iStockphoto, AleksandarNakic
48. Images Engage on Facebook
• Photo posts get 39%
more interaction
• 93% of the most
engaging posts on FB
• 53% more likes
• 104% more comments
• 84% more click-
throughs
48
49. Tip 13: Think Themes
• Before & After
• How-To
• Inspiration Boards
• Behind the Scenes
• Holidays / Seasons
• Pop Culture
49
Images via Lifescape Associates and Digital Sherpa
50. Tip 14: Repurpose Content
• Cascade content across
platforms
• Shoot once, use thrice
• Create photo collages
• Tools: Pic Stitch, Diptic,
Pixlr
50
51. Tip 15: Take Advantage of
Video
• Video marketing is a powerful way to communicate
with your audience
– Share brand culture/values
– Showcase products/services
– Share DIY/how-to tips
– Highlight happy customers
51
52. Tip 16: Leverage Analytics
• Track engagement
• Demographics
• Popular content
• Best times to post
• Tools:
• Facebook Insights
• BlitzMetrics
• Google Analytics
52
Screenshot via BlitzMetrics
67. Bonus Tip: Be a Good Community
Member
• Share valuable information
• Interact and help
• Give credit where credit is due!
67
68. • Pick up the DigitalSherpa Houzz eBook in the Blog
Clinic
• Download our presentation here:
http://slideshare.net/DigitalSherpa
• Connect with us!
• Chris Vaughn – chris@digitalsherpa.com
• Lynda Simonton – lsimonton@nehomemag.com
68
Editor's Notes
Geospecific content is the most important type of content in our space. Get to know your consumers and your markets
Example
What is the opportunity for finding new business on the social Web? How do you connect with social customers?
There’s a huge opportunity margin
You’ve recognized reach and opportunity factors and you have great content to support your activity. What now?
Filler slide
DO’s and DON’Ts of engaging with social customers
Filler slide
DO’s and DON’Ts of engaging with social customers
Filler slide
Filler slide
DO’s and DON’Ts of engaging with social customers
Focus on the ease and quickness of how great social media engagement can close business. Empathize with the collective struggle the room has been through or the hours put in to conversations just to have results like that which happened in a matter of minutes.
Share ideas and communicate more easily
Everyones ideas are different
Listen and Learn – one of the most popular photos on houzz
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