Michael Collins - TBEX International 2017 - How to sell your blog to sponsors and destinations - TravelMedia.ie
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Michael Collins - TBEX International 2017 Presentation - How to sell your blog to sponsors and destinations - TravelMedia.ie - Jerusalem March 2017
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Michael Collins - TBEX International 2017 - How to sell your blog to sponsors and destinations - TravelMedia.ie
- 1. HOW TO SELL YOUR BLOG TO SPONSORS AND DESTINATIONS Michael Collins
- 5. Mindset • Understand blogging from the sponsor / destinations POV. • This is why and how we approach blogging the way we do. • You can then sell/approach, informed POV. Know what they want. Speak their language.
- 6. 2 Ways we Work with Bloggers 1. Trips, content distributed on your blog and on your social media channels. Lesser option. Influencers. 2. Writing content for client sites. Now the preferred option. More control of content and SEO. Budget. You are still distributing socially. Bloggers. This where the money is.
- 7. The Basics. What we Take as a Given. • Rate card/media pack with all your up-to-date stats. Short. • Include testimonials from previous clients. • Case studies. Stats, timelines, graphs. • Following prospective clients well in advance of approaching them. Engage with them in advance. • Evergreen content. • Clear statement of intent, why you blog and why you charge.
- 8. Next Level. Advanced. • Facebook advertising. Pay to play environment. Budget. Client happy to pay. Not big spend. • Keyword research. Done in advance. Advanced understanding. Competition. Short-tail and long-tail. • SEO. Tools/plug-ins. Yoast. Page set-up. H1 tags, meta- descriptions. Ongoing management. • Advanced social sharing. Not just evergreen. Facebook as an SEO tool. Also Twitter.
- 9. Example of over competitive keywords, never going to rank on page 1.
- 10. The best place to hide a dead body is…… ……….........… the 2nd page of Google search
- 11. Choice. Then and Now. 1. AdWords, PPC. Only game in town. Inexpensive. 2. Blogs (blogger). No WordPress. 3. SEO (link building). Limited. 4. Social – Facebook – Twitter. Limited distribution.
- 12. State of Play, Where we are Today. 1. AdWords, PPC – too expensive. Auction environment. Only Google wins. Ephemeral. 2. Blogs – WordPress, SEO friendly. Ranks often above static content. 3. SEO – works and value for money. Capital investment. Complete opposite to PPC. 4. Social – Facebook – distribution tool for SEO and social needs content. 5. TRUST – people trust other people.
- 15. Position 1 and 2 33% and 17% = 50%
- 16. AdWords • Takes management, expensive, 15% • AdWords Express • Safety net • 10-15 years ago, only game in town • 5% CTR • Organic v Paid. • Capital investment v PPC emphemerel.
- 17. Blogs are Really Important 1. SEO works, capital investment, value for money, Google likes WP, regular content, rankings often higher. 2. TRUST People buy people, not products, questions answered, Company websites fail, sell
- 18. Blogs as Content Marketing • Case study. TMB. • SEO penalty. Duplicate content. • Google Algorithm. Panda 4. • AdWords too expensive. • Rebuild site, links, page authority, organic SERP rankings. 6 months.
- 19. TMB – Tropical Medical Bureau
- 20. example: long-tail keyword – trust
- 22. Keyword Research • Google Keyword Planner. Moz, SemRush • Not just traffic, relative search. • Long tail, not short tail. Questions, not single words. • “Africa” - Looking for a map? - Doing a school project? - Researching travel packages?
- 23. Be Proactive • Constructively Proactive • Talk the talk. SEO, relative keyword research, evergreen content and distribution, distribution plan, paid social, ongoing reporting. • Case studies, not just a media pack.
Notes de l'éditeur
- Before edit this PowerPoint template: Please Make sure required fonts installed (this presentation use: League Gothic and Museo) This is a Master file, Just in case you made some modifications, please Save As this file with new file name. -------------------------- Let’s start editing file… HOW TO (also available in documentation file): Changing the background image: Click the view menu > slide master > insert > picture > select preferred ‘background.jpg’ Insert Background image in the first page of Slide master> Right Click > Send to Back (Note: All elements images are inside ‘images’ folder) Insert a Logo: For better logo quality and avoid the white block, logo should be in *.png format Click the view menu > slide master > insert > picture > select logo, put your logo in desirable area, in the first page of slide master and cover slide. Or you can insert logo in preferred slide by go to insert menu > picture > select logo. Implement Layout Template into a slide: Add new Slide (Ctl +M), Right Click on the new slide > Right Click > Select Layout > select Desirable Template Insert and Edit Date Go to View > Slide Master > Insert > Date and Time > Checklist the date > Select Update automatically or Fixed > Apply to all or Apply in current slide. -------------------------- Animated Image or Text Click the text box or images that you will be modifying, then choose "Custom Animation" from the drop-down list under "Slide Show" on the top menu bar. An area will open up on the right-hand side of the window. -------------------------- Slide Transition All slide using ‘Fade Smoothly’ Transition -------------------------- Title Slide This Slide use “Title Slide” on Master Slide View. The background images can be found in “images” folder named “background.jpg” “Socialita Agency” is an image because it’s difficult to get big size font on ppt, you can found in PSD folder named “cover_tittle.psd” You can add elements or icons in “images” folder Tittle Text: You can modify it, change color, rotate, etc. button_star.jpg” -------------------------- Social Media Icons: http://www.webdesignerdepot.com/2010/08/buddycons-vector-social-media-icons/
- Before edit this PowerPoint template: Please Make sure required fonts installed (this presentation use: League Gothic and Museo) This is a Master file, Just in case you made some modifications, please Save As this file with new file name. -------------------------- Let’s start editing file… HOW TO (also available in documentation file): Changing the background image: Click the view menu > slide master > insert > picture > select preferred ‘background.jpg’ Insert Background image in the first page of Slide master> Right Click > Send to Back (Note: All elements images are inside ‘images’ folder) Insert a Logo: For better logo quality and avoid the white block, logo should be in *.png format Click the view menu > slide master > insert > picture > select logo, put your logo in desirable area, in the first page of slide master and cover slide. Or you can insert logo in preferred slide by go to insert menu > picture > select logo. Implement Layout Template into a slide: Add new Slide (Ctl +M), Right Click on the new slide > Right Click > Select Layout > select Desirable Template Insert and Edit Date Go to View > Slide Master > Insert > Date and Time > Checklist the date > Select Update automatically or Fixed > Apply to all or Apply in current slide. -------------------------- Animated Image or Text Click the text box or images that you will be modifying, then choose "Custom Animation" from the drop-down list under "Slide Show" on the top menu bar. An area will open up on the right-hand side of the window. -------------------------- Slide Transition All slide using ‘Fade Smoothly’ Transition -------------------------- Title Slide This Slide use “Title Slide” on Master Slide View. The background images can be found in “images” folder named “background.jpg” “Socialita Agency” is an image because it’s difficult to get big size font on ppt, you can found in PSD folder named “cover_tittle.psd” You can add elements or icons in “images” folder Tittle Text: You can modify it, change color, rotate, etc. button_star.jpg” -------------------------- Social Media Icons: http://www.webdesignerdepot.com/2010/08/buddycons-vector-social-media-icons/
- Before edit this PowerPoint template: Please Make sure required fonts installed (this presentation use: League Gothic and Museo) This is a Master file, Just in case you made some modifications, please Save As this file with new file name. -------------------------- Let’s start editing file… HOW TO (also available in documentation file): Changing the background image: Click the view menu > slide master > insert > picture > select preferred ‘background.jpg’ Insert Background image in the first page of Slide master> Right Click > Send to Back (Note: All elements images are inside ‘images’ folder) Insert a Logo: For better logo quality and avoid the white block, logo should be in *.png format Click the view menu > slide master > insert > picture > select logo, put your logo in desirable area, in the first page of slide master and cover slide. Or you can insert logo in preferred slide by go to insert menu > picture > select logo. Implement Layout Template into a slide: Add new Slide (Ctl +M), Right Click on the new slide > Right Click > Select Layout > select Desirable Template Insert and Edit Date Go to View > Slide Master > Insert > Date and Time > Checklist the date > Select Update automatically or Fixed > Apply to all or Apply in current slide. -------------------------- Animated Image or Text Click the text box or images that you will be modifying, then choose "Custom Animation" from the drop-down list under "Slide Show" on the top menu bar. An area will open up on the right-hand side of the window. -------------------------- Slide Transition All slide using ‘Fade Smoothly’ Transition -------------------------- Title Slide This Slide use “Title Slide” on Master Slide View. The background images can be found in “images” folder named “background.jpg” “Socialita Agency” is an image because it’s difficult to get big size font on ppt, you can found in PSD folder named “cover_tittle.psd” You can add elements or icons in “images” folder Tittle Text: You can modify it, change color, rotate, etc. button_star.jpg” -------------------------- Social Media Icons: http://www.webdesignerdepot.com/2010/08/buddycons-vector-social-media-icons/
- Before edit this PowerPoint template: Please Make sure required fonts installed (this presentation use: League Gothic and Museo) This is a Master file, Just in case you made some modifications, please Save As this file with new file name. -------------------------- Let’s start editing file… HOW TO (also available in documentation file): Changing the background image: Click the view menu > slide master > insert > picture > select preferred ‘background.jpg’ Insert Background image in the first page of Slide master> Right Click > Send to Back (Note: All elements images are inside ‘images’ folder) Insert a Logo: For better logo quality and avoid the white block, logo should be in *.png format Click the view menu > slide master > insert > picture > select logo, put your logo in desirable area, in the first page of slide master and cover slide. Or you can insert logo in preferred slide by go to insert menu > picture > select logo. Implement Layout Template into a slide: Add new Slide (Ctl +M), Right Click on the new slide > Right Click > Select Layout > select Desirable Template Insert and Edit Date Go to View > Slide Master > Insert > Date and Time > Checklist the date > Select Update automatically or Fixed > Apply to all or Apply in current slide. -------------------------- Animated Image or Text Click the text box or images that you will be modifying, then choose "Custom Animation" from the drop-down list under "Slide Show" on the top menu bar. An area will open up on the right-hand side of the window. -------------------------- Slide Transition All slide using ‘Fade Smoothly’ Transition -------------------------- Title Slide This Slide use “Title Slide” on Master Slide View. The background images can be found in “images” folder named “background.jpg” “Socialita Agency” is an image because it’s difficult to get big size font on ppt, you can found in PSD folder named “cover_tittle.psd” You can add elements or icons in “images” folder Tittle Text: You can modify it, change color, rotate, etc. button_star.jpg” -------------------------- Social Media Icons: http://www.webdesignerdepot.com/2010/08/buddycons-vector-social-media-icons/
- -------------------------- Closing Slide Put the closing statement here. This Slide use “Section Heade” Layout on Master Slide View.