8. Why content marketing
Not
about
selling
Helpful
&
Informa5ve
Happy
to
share
Happy
to
endorse
Socially
validated
Tell
your
story
Drive
higher
quality
traffic
Leadership/Authority
posi<oning
Rela<onships
built
on
trust.
SEO
ranking
Builds
Loyalty
Word
of
mouth
BeGer
Customer
understanding
Creates
connec<ons
Engagement
18. Exercise 1
Post up your buyer personas?
Ideally a pencil picture and some data from:
• Background & Demographics
• Goals & Challenges
• Quote & Objections
• Marketing
• (include groups and likes)
Hubspot.com
19. Facebook
• 2.3 m Irish FB profiles
• 1.7 m mobile
• 280 friends average
• 120k over last 6 months
• 59%
• Like 79 average pages.
• 70% Irish business.
• Monday
• T & Cs.
IPSOS MRBI
23. LinkedIn
• 700K + Irish LinkedIn Profiles
• 23%
• Linked in growing x3 faster than FB
• Average user is 35 to 44 living in Dublin AB
social class
• Surface content in groups
• Use to grow Twitter
25. Flickr & Pix.ie & Pinterest
• Photosharing sites
• Great for broadening
• your digital footprint
• Don’t tell. Show.
• Great for user generated content
which can be reintegrated into
your website. Eg. Guinness
Storehouse
26. YouTube
Second biggest search engine
1.3 Million Irish users in 2010
400 million views per month
Think how you can make sticky
video content, eg. Bacardi Ireland
39. Exercise 2
What platforms work best for your customers?
What is your domain authority?
Find an associated influential blog you could guest post on?
Find the keywords for you sector and audience?
http://tools.seochat.com/tools/related-keywords-tool/
https://adwords.google.com
40. Content Brain Storming Ideas
• Read books.
• Company/Customer Group
Brainstorm.
• Invest in self-development.
• Question basic assumptions.
• Take a contrarian view.
• Create a story.
• Interview others.
• Social networking.
• Keyword Analysis.
48. Writing good content
1 Focused Keywords
2 Open strongly
3 Be lively and entertaining
4 Write well
5 KISS (Keep It Short and Sweet)
6 Think visually
7 Stay current
8 Be accurate
9 Make your content easy to navigate
10 Be paranoid about proof reading
11 Be obsessed with data
Pat Wootton,
PromptProofing.com
61. Crowdsourcing/UGC
Use your audience as a research group:
• Doritos Attack on Westminster
• Mountain Dew Dewmocracy
Forest Whittaker asked for the next
flavour. The winner (called Voltage was
unveiled in 2008.
• Sugru
• Glenisk
62. Exercise 6
Use feedly.com and identify 5
pieces of content you could
curate.
Identify where you could share
and why.
65. Anchor
text
Search
engines
put
a
lot
of
weight
on
anchor
text,
so
use
keyword
phrases
accordingly
! This is the text that is the clickable part of a link
! You should avoid using ‘click here’ type text as
it is meaningless to search engines.
! Anchor text is useful to both people and search
engines, as it tells them what the page they are
about to visit is about.
! Consider using a use a call to action to
encourage users to click a link or button and
complete a task.
Anchor text.
72. More video options.
• 6
Sec
video
• Simple
opera<on
• No
hos<ng
• Social
seeding
• 15 Sec video
• Cover frame
73. Amplifying Earned Media Content.
• Surfacing
content.
• Other
stories
from
the
web.
• Publishers.
• Ricochet
New
York
Times.
• Ad
S<tched
to
content
link.