Date post: | 14-Apr-2017 |
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Marketing |
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LEANNE ROSSCONTENT FOR BUSINESS
@aCupOfLee
ACUPOFLEE.COM
WHY ME?▸ Chartered Institute of Public Relations▸ A decade in-house and in-agency▸ Multiple award winner ▸ Industry blogger▸ Freelance subcontractor▸ Startups, SMEs, Social Enterprises
ACUPOFLEE.COM
WHAT YOU’LL LEARN TODAY▸ What a Content Strategy is▸ The benefits content can bring to your business▸ Tips on how to create and promote your branded
content▸ Specific examples from my work▸ The key evaluation tools to measure RoI for your
business
DIGITAL COMMUNICATIONS SOUNDS COMPLICATED, BUT IT’S NOT. IT’S WHAT YOU’VE ALWAYS DONE; COMMUNICATING WITH THE PUBLIC. JUST IN A DIFFERENT PLACE - ONLINE. Leanne Ross
ACUPOFLEE.COM
ACUPOFLEE.COM
NEW BUSINESS OLD BUSINESS
ACUPOFLEE.COM
CONTENT STRATEGYContent Strategy sounds like jargon.
All it means is that you create enough useful “stuff” online so you can attract customers and journalists to you, rather than you having to seek them out (“Inbound Marketing”).Content Plans sound complicated.
They are merely calendars of content types, messages and channels to ensure you stay balanced, focus and useful.
ACUPOFLEE.COM
“USEFUL STUFF” AKA BRANDED CONTENT
Brand Blog
Search Engine
Optimisation
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THE PSYCHOLOGY OF CONTENT▸ We know why we like viral videos▸ Being useful as well as the entertaining▸ Useful works equally because of the way the brain reacts when
we learn something new▸ And then the brain wants more so it makes you seek out more
useful stuff▸ People who are looking to build their own profile online benefit
from curating and sharing your useful information to grow their own audience
▸ That’s why practical advice is the content people love to share the most
BLOGGING FOR BUSINESS
ACUPOFLEE.COM
“SHOW, DON’T TELL.” BLOGGING ALLOWS YOU TO SHOW YOU KNOW YOUR PRODUCT, YOUR SERVICE & YOUR CUSTOMERS INSIDE OUT, WHILE OFFERING THEM MUCH MORE THAN JUST THE INITIAL TRANSACTION.
Leanne Ross
ACUPOFLEE.COM
ACUPOFLEE.COM
STARTING A BLOGEase of Use
Search Engines
Love It
No HTML
Scheduling
Blog Functions
Built In
App
Themes
Multiple Users
ACUPOFLEE.COM
DATA MINING▸ Use Google’s goldmine of FREE knowledge▸ AnswerThePublic.com ▸ Google Search Operator e.g. “How to * PR”▸ Research articles with “Magazine + PR”▸ Buzzsumo, Buzzfeed, Reddit▸ Google Alerts▸ Remember the customer journey, not just your product
ACUPOFLEE.COM
• Lists (“listicles”) especially “hyperlocal” e.g. The Top 10 Places To Eat in Belfast
• Case studies / testimonials from customers, suppliers or partners• Demo videos, How-To articles, FAQs with answers• User Generated Content (like encouraging customer photos with a product using a hashtag) • Interviews with industry leaders or Behind-The-Scenes with staff or offering guest posts from other people/brands• As with press releases, any kind of company news or general industry news and your opinion on topical issues• Customer newsletters can also be adapted into blog posts• Your personal journey or the company back story• Round up articles of successes, or failures, what you’ve learned, “What Not To-Do” lists, etc.• Short templates or guides through to longer eBooks• Podcasts, live chats/Q&As or live streaming - works well at conferences or events• Infographics with statistics, facts and quotes• Photographs from events, awards, photo calls, etc.• Humorous “memes”• Running polls, surveys or quizzes through Facebook/Twitter or SurveyMonkey • Repurposing any reports, uploading presentations to Slideshare for social sharing, and then explaining the learning behind it• Courses, webinars, online training - much more time intensive to produce but if applicable to your business can be lucrative
RECENTLY REVIEWED DATA FROM 5,000 ONLINE BUSINESSES FOUND THAT 85% HAD INCREASED WEBSITE TRAFFIC FROM CONTENT CREATION WITHIN 7 MONTHS OF STARTING Hubspot
ACUPOFLEE.COM
ACUPOFLEE.COM
BUSINESS BENEFITS OF BLOGGING
ACUPOFLEE.COM
SEARCH ENGINE OPTIMISATION▸ Algorithm = useful + popular
(+ technical)
▸ Keywords (long-tail)
▸ Upload ALT-named-images
▸ Metatag each post
▸ Social Media shares
▸ Links back to your articles
▸ Avoiding duplication
WHAT BLOGGING DID FOR ME
UTILITYBEAR.COM
CONTENT FOR ECOMMERCE STARTUP
ACUPOFLEE.COM UTILITY BEAR .COM
ACUPOFLEE.COM
NEWSJACKING INSPIRATION
▸ www.daysoftheyear.com▸ www.wincalendar.com▸ Google!
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WHAT ‘NOT’ TO WORRY ABOUT▸ How often you blog▸ What time or day you blog▸ How long or short your blog is▸ What keywords to include▸ Finding imagery to use▸ Finding someone to do it for you
ACUPOFLEE.COM
MEASURING SUCCESS▸ Google Analytics - traffic▸ bit.ly - track social shares▸ Moz Toolbar - ranking ▸ Survey results▸ Email sign-ups▸ Sales!
WITH MOBILE OPTIMISED WEBSITES, ECOMMERCE PLATFORMS AND SOCIAL MEDIA CHANNELS MORE PEOPLE CAN FIND YOU ONLINE AND PURCHASE FROM YOU THAN EVER BEFORE. MAKE IT WORTH THEIR TIME IN A TIME-POOR WORLD. IN THE END, THE SINGLE GREATEST THING YOU CAN DO TO AID YOUR SEO AND CONVERT WEBSITE VISITORS TO SALES IS TO SIMPLY AND CONSISTENTLY CREATE GOOD ONLINE CONTENT FOR YOUR CUSTOMERS.
Leanne Ross
ACUPOFLEE.COM
ACUPOFLEE.COM
CONNECT▸ Blog: www.aCupOfLee.com▸ Twitter: @aCupOfLee▸ Facebook.com/aCupOfLee▸ Linkedin.com/leannerossbelfast▸ Email: [email protected]▸ eBook Coming Soon!