Creating Engaging Content For Web, Mobile and Social Media
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In this SS, Contentworks is going to show you how to create reusable, engaging content that works across all channels. We will show you how to save time and improve your integrated content marketing.
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Creating Engaging Content For Web, Mobile and Social Media
- 1. Creating Engaging Content for Web, Mobile and Social Media
- 7. • Your Website • Forums & Directories • Your Blog • Third Party Blogs • Mobile • Search Engine Marketing • Your Website via Search • Sponsored Content • Native Advertising What Are The Content Marketing Channels? • Offline PR • Online PR • Display Ads • Offline Ads • Email Marketing • Social Media • Offline Events • Influencer Marketing • eBooks & Landing Pages
- 8. Why Do You Need a Blog? Your blog is your knowledge and information hub! Share company news stories, provide education, answer client questions, introduce your team and showcase your successes. Companies that blogged 11+ times per month had almost 3X more traffic than those blogging 1 times per month Companies that published 16+ blog posts per month got about 4.5X more leads than companies that published 0-4 monthly posts 4.5X 3X
- 9. Who Cares About Your Blog? Google cares! If you have 100 people individually sharing an identical link pointing back to your blog, especially within a quick period of time, search ranking algorithms are going to assign more importance to the linked content, thus ranking it higher.
- 10. How Do Readers Find Your Blog? How often do you visit your favourite brands blog WITHOUT being prompted?
- 11. Meet Jane It’s a Saturday and Jane is relaxing! She has no plans to shop online or visit any blogs.
- 12. Meet Jane Jane gets an email on her smartphone from a retailer telling her about a new dress that’s in stock.
- 13. Meet Jane Jane checks out the brand’s website and finds lots of useful information about the dress and why she should buy it.
- 14. Meet Jane Jane wants to be sure that the company sells quality clothes. She checks some online forums. The product reviews look great ☺
- 15. Meet Jane Jane orders the dress!
- 16. Meet Jane Two weeks later Jane’s dress arrives She loves it! The company encourages her to leave a review on their social media page
- 17. Meet Jane Content marketing took Jane on a journey which resulted in her making a purchase and telling others about it.
- 18. Meet Jane Jane’s journey happened thanks to integrated content marketing. • Targeted email marketing • Mobile optimised site • Updated blog featuring the latest products • Excellent online reputation • Retention emails • Updated social media channels
- 19. What About Mobile? 60% of people use their smartphone as their primary device to access the internet 70% of people dislike mobile ads Two-thirds of emails are read on smartphones 75%of Google's mobile search revenue comes from apple devices 36%of smartphone owners use messaging apps such as WhatsApp, Kik, or iMessage 24%of marketers plan to add messaging apps to their content strategy in the next year.
- 20. Mobile- What Can You Do? Your site layout MUST be mobile optimized Don’t annoy people with mobile ads or spammy SMS messages Keep emails short and impactful with clear CTA buttons Include messenger sharing on your articles Avoid slow loading images or videos Know your target time zones Link to popular social media channels
- 21. The Challenges
- 22. The average attention span on a blog is 8.25 seconds Goldfish Attention Spans
- 23. Social Media Integration 90% of customers expect consistent interactions across channels
- 24. 43% of people admit to skimming blog posts Distracted Readers
- 25. High Standards 59% of people say that they wouldn’t use a company if it had bad grammar or spelling mistakes on its website or in its marketing materials.
- 26. BEFORE YOU POST IT… Would I return to see more articles? Would I want to read it? Was I engaged and interested? Would I trust this company? Is it easy to share it? Was I educated or informed by it? Would I tell a friend about it? Would I share it?
- 27. What Makes A Shareable Post? A Captivating Title ”The top 10…”, “You’ll Never Guess What…”, “Secrets of Your Competitors”. Titles with 6-13 words attract the highest and most consistent amount of traffic Spam words such as FREE, CHEAP and $$$ should be avoided
- 28. What Makes A Shareable Post? Longform Content Long form content 1500+ words gets more social shares than short form content. This content can be easily read and digested in a single session. Bulleted lists, numbered entries, step-by-step articles, and sectioned pieces are all very effective. Think about the F layout which is easiest to read.
- 29. What Makes A Shareable Post? Unique value Every article should be unique and valuable in some way. Ask yourself what value am I providing to readers with this piece? Produce content that provokes emotions like laughter, curiosity, awe or empathy.
- 30. What Makes A Shareable Post? Audience specificity Shareable articles communicate to a specific audience, sometimes very specific Consider segmenting your blog for specific reader types Create segmented email funnels for different types of subscribers
- 31. What Makes A Shareable Post? Accompanying images and media Content that features an image, a series of gifs, or a video is far more likely to be shared than content that doesn’t. Articles with an image every 75-100 words received double the social media shares Use screenshots to illustrate your points, photos of your events or licenced stock photos
- 33. Activity Visit your company website or blog and complete the following: 1. Is it easy to navigate to the articles I want to read? 2. What types of emotions does the last article invoke? 3. Did it receive a lot of shares or comments? 4. Is it easy to share it? 5. Did it include any images or videos? 6. How many times did I share it on my channels? 7. Did I promote it?
- 34. 3 Things to Do BEFORE You Create Content
- 35. Who are you speaking to when you write? What age range are they? What gender are they? What is their understanding of your product or service? Are they professionals or students? What countries are they from? #1 Know who you’re talking to
- 36. If you have an active community on your blog or social networks, read the comments! You will get story ideas just from what people say—things you hadn’t yet considered or different perspectives. If no one is commenting on the content you create, read the comments on other blogs within the industry. #2 Read the comments section
- 37. There is almost always something that you can comment on for your industry. Take inspiration from trending stories and fully utilise the power of hashtags to gain social media attention. #3 Check out trending events
- 38. 3 Things to Do AFTER You Create Content
- 39. #1 Share It Yes you need to share it as well! For every hour you spend writing, spend two sharing and circulating your content. • Choose which social media channels are right for each content type • Share to industry specific forums • Post to sites like Stumbleupon, Tumblr and Reddit • Set up regular scheduling so each post is tweeted at different times
- 40. #2 Repurpose Your Content How are you going to repurpose and promote the piece of content you have just written? • Turn articles into video scripts • Turn staff interviews into a storytelling series • Turn presentations into eBooks or Slideshares • Create matching images for each social media channel • Turn boring statistics into colourful infographics • Plan an email marketing campaign linking to your blog • Plan an SMS to drive traffic
- 41. #3 Promote Your Content Organic engagement on social media is quite low- around 6.5%. Consider allocating budget for your content even if it’s just $5 per piece. • Facebook post boost • Twitter promoted tweet • Linkedin sponsored story • Promoted Pins
- 42. MINI CASE STUDY How We Repurposed One Piece Of Content For Our Social Media Channels
- 43. 1. We Asked A Question Under #AskCW
- 44. 2. We Answered It On Social Media
- 45. 3. We Added It To Our Blog
- 46. 4. We Promoted It On Our Channels
- 47. 5. We Republished It At Different Times
- 48. 6. We Made Some Gifs
- 49. 7. We Made It Into A Series
- 50. 8. We Rested!
- 51. TIPS FOR CREATING CONTENT FOR ALL CHANNELS
- 52. Get The Basics Right • Make sure your site is mobile optimized and easy to navigate • Ensure you have subscribe/RSS and share buttons on your website • Check that your social media channels are updated • Segregate client emails and start mailing out
- 53. Pay Writers To Prepare Text For All Channels Your content should be consistent across all channels so it is better if the same writer provides it. Start by paying your writers to provide content for all these: • 1 x 500 word blog article • 3 x Twitter tweets • 2 x Facebook posts • 1 x press release • 1 x email
- 54. Assign A Dedicated Budget For Your Content • Include $$$ for paying writers • Include $$$ for publishing in 3rd party spots • Include $$$ for your content calendar and apps • Include $$$ for sponsoring social posts
- 55. Consider Using An Editorial Calendar You could try one like CoSchedule or AgoraPulse to coordinate writers, plan your content workflow and social distribution.