The document discusses how content on the internet is increasingly being shared across various social media and search platforms. It emphasizes the need for companies to create content that is optimized for sharing in order to reach wider audiences. Specifically, content should include intriguing headlines, descriptive images and metadata to better spread through social media sharing and personalized search results. The document also provides tips for monitoring discussions online, identifying influencers and advocates, and utilizing tools like Google Alerts, Analytics and social media analytics to track sharing.
4. @KellyDuffort
SOCIAL NETWORKING GROWTH
2/3 of online adults use social networking sites.
48% of consumers are led to make a purchase
through a combination of search and social media
influencers.
Sources:
“Why Americans Use Social Media,” Pew Internet Project, November 2011
“Search and Social Together Aid Online Shoppers,” eMarketer, March 2011
15. SHAREABLE ONLINE CONTENT
Great content plus…
Not 100%
promotional
Considers
community’s
interests
Provides direction
Written and built for
sharing on multiple
channels
Photo Credit: @Kindercapes, Flickr
18. @KellyDuffort
DESIGNED FOR SHARING ON
MULTIPLE CHANNELS
Intriguing headline
Descriptive <title> tag
Complementary image w/accurate <img alt> tag
<Meta name=“description”> field
Sharing buttons
Website
or
Blog
19. @KellyDuffort
CONTENT AUDIT
1. What do you have?
2. Can it be recycled and repurposed?
3. Analytics?
4. What should you create?
5. Can you chunk it up and serialize it?
20. SOCIAL AUDIT
Social Analysis Social Focus
Where have you been? Where should you be?
Photo Credits: @UmbertoFistarol (L), @Flonian (R), Flickr
21. @KellyDuffort
EDITORIAL CALENDAR
Have a plan
Accountability
Increase productivity
Solidify your web presence
Consistency
Keep marketing and business goals in focus
35. @KellyDuffort
“Great content isn’t great until it’s
discovered, consumed and shared.”
Lee Odden, author of “Optimize: How to Attract
and Engage More Customers by Integrating SEO,
Social Media and Content Marketing”