5. CONTENT STRATEGY
The FOUR Pillars (C’s) of Content Marketing
• Context
• Environment, tone, voice, and stories.
• Channel
• Variety of channels, formats, and devices.
• Connections
• Share, drive to a destination, social bonds, and in-bound links.
• Commerce
• Consumer decision journey, from research to post-purchase.
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11. PLATFORMS
MEDIA LOCAL
WEB SITES / MOBILE
E-MAIL SOCIAL
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12. PLATFORMS
160 million Americans on Facebook and more
than 88% of B2B consumers use the platform
53% of consumers report that they will purchase
a brand’s product or services after following
them on Facebook
Six billion photos are uploaded to Facebook
each month
More than 20% of online buyers found Facebook
pages “influential” or “extremely influential,”
when making purchase decisions
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13. PLATFORMS
30 million Americans are on Twitter and more
than 86% of B2B consumers use the platform
Twitter provides a unique platform to connect
immediately to key influencers and contribute to
existing conversations
59% of consumers will recommend a company or
product after following them on Twitter
Twitter is a real-time search engine, power 19
billion searches a month, more than Yahoo and
Bing combined
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14. PLATFORMS
A blog platform provides an easily updated
platform for branded content
Frequently updated content results in favorable
links in the major search engines and gives
consumers a reason to return
Google favors sites built on speed and assigns
authority based on the author which will benefit
brands in SERPs
Developing branded content within the blog will
drive increased traffic from organic search
results
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15. PLATFORMS
Nearly 150 million Americans visit YouTube each
month, spending more than 300 minutes on the
site
YouTube provides a reliable solution to host
video and acts as a content delivery network
More than 35 hours of content is uploaded every
minute to YouTube, making it the premier site to
share your videos
Google provides YouTube videos within search
results and drives more than 25% of the site’s
traffic and viewership
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16. PLATFORMS
The most popular camera uploading photos to
Flickr is the Apple iPhone 4
More than five billion photos have been
uploaded to Flickr
Flickr is a great repository for hosting images,
will increase organic search rankings and an even
more complete solution compared to Facebook
galleries
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18. SETTING UP A BLOG
ON WORDPRESS.COM
QUESTIONS + ANSWERS
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19. BLOG ASSIGNMENT
January 25, 2012
• Creating a Blog
• Setup a blog on Wordpress.com.
• Create an “About Me” page.
• Add an RSS feed for your blog.
• Add your Twitter stream to your blog.
• Add a blogroll of your class mates’ blogs.
• Become Comfortable with the Blog Interface
• Review the videos in the blog assignment.
• Start a test post.
• Anatomy of a blog.
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20. BLOG ASSIGNMENT
January 25, 2012
• Title of your Blog Post
• Use, and research, the most important keywords about your topic.
• Don’t repeat words, unless you absolutely have to,
• Keep the title under 60 characters.
• The most important keywords and phrases should be at the
beginning of your title.
• Be descriptive, will this encourage someone to click on a link?
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21. BLOG ASSIGNMENT
January 25, 2012
• Opening Paragraph
• Be clear, concise and to the point.
• Include most important keywords and phrases from your title, and
about your topic.
• Continue to use important keywords and phrases throughout the
post.
• Closing Paragraph
• Include most important keywords and phrases from your title, and
about your topic.
• Ask a question and encourage your readers to follow-up with
comments, advice, their experiences or to find you in other
channels.
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23. CLASS DISCUSSION
• Two Ways to Measure Social Media
• No set metrics or best practices.
• Goals differ across brands.
• Understand Basic Principles
• Benchmark.
• Define objectives.
• Metrics across all stages.
• Strategies + tactics that match
objective.
• Combine + Create One Framework
• One example would be CPM.
• What other effective measures?
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