HOW TO: DEVELOP A CONTENT & SOCIAL STRATEGY

THIS IS NOT ABOUT:Doing anything spammy to get attention

THIS IS ALSO NOT ABOUT:

• Copying other peoples’ “viral” content• Making a list of tactics to get links

THE LISTENING PHASE

QUESTIONS WE ASK

What do you want your visitors to do?

Who do you need to reach in order to achieve this?

Where are they?

What influences them?

How are you going to get into a position to influence them?

GOALS

links/traffic brand awareness

customer retention sales/conversions

AUDIENCE TARGETING: KEYWORDS • Keep an eye out for patterns &

user intent, but keep it natural

DON’T LEAVE OUT THE LONGTAIL

SHARING YOUR CONTENT

Post with photos +shortened links in the copy

Use attached links

Use calls to action

Reply to people & be polite

Avoid focusing on yourself

Be world-aware (e.g. Hurricane Isaac)

Timing

Repetition

Hashtags & mentions

Shortened links

Natural link placement

Twitter buttons

Include resources

Reply & interact

WHY SHARE?Social shares earn links directly and indirectly, which can improve rankings, which can help you achieve your goals

LAUNCH!

First Stage •Make a marketing calendar•Start tracking before, during & after launch

Second Stage •Google Alerts are your friends •Leverage your friends’ influence/ Ask for favours & provide IOUs

Third Stage •Offer an exclusive/ send your stuff out to high-level sites•Keep your initial goal sets close by

THINGS TO MEASURE• Social media interactions (on and off page)

Twitter Facebook Google+ LinkedIn Pinterest StumbleUpon Likes

• High-level publications (low-level too!)

• Ranking for targeted keywords/ marks of quality

• Paid social campaigns and cost per acquisitions

BENCHMARKS Did you achieve the goals that you set aside at the beginning of the campaign?

USEFUL FREE RESOURCES

Free keyword suggestion tool http://ubersuggest.org/ https://adwords.google.com/select/KeywordToolExternalThe best times to tweet http://www.tweriod.com/Management, measurement & scheduling http://hootsuite.com/ Social tools directory http://socdir.com/Twitter stats http://twittercounter.com/Twitters analytics http://followerwonk.com/Shorten & track links https://bitly.com/ Connecting G+ circles http://findpeopleonplus.com/Email finder http://linksy.me/find-emailFacebook analytics http://pagelever.com/ Facebook Insights: http://developers.facebook.com/docs/insightsSocial media tracking (in Excel!) https://rowfeeder.com/

*Inbound Marketing is Taking Off by Rand Fishkin

THANK YOU!Caitlin Smythe@CeeSmithers@Caliberi