Post on 16-Nov-2014
description
@LaurenLicata
This content is lazy.
Some brands are lucky.
Startups have to get creative.
Base CRM case study
❖ 40% Increase in Qualified Leads
❖ 585% Growth in Unique Blog Visitors
How?
Create (a lot of) great content & make it move.
How much content?
❖ 5 blog posts/week
❖ 2 - 3 ebooks/month
❖ 2 - 3 SlideShare presentations/month
❖ 1 - 2 webinars/month
Tweet this slide!
#SMWCMHACKS
@LaurenLicata#SMWCHICAGO
#1. Make sure people can find it.
SEO is the gift that keeps on giving.
❖ Focus on evergreen topics.
❖ Make it true to your core product offering.
IRL example
Keyword/Topic Selection
❖ Keyword research should influence content topics.
❖ Google keyword planner
❖ http://keywordtool.io/
❖ Think about what people might search for at:
❖ Top of the funnel
❖ Middle of the funnel
❖ Bottom of the funnel
Blog post template for SEO
❖ Use key phrase in blog post title.
❖ Use key phrase 4-6 times in body.
❖ Write at least 800 words.
❖ Include key phrase in page title & meta description.
Influencer experiment
❖ 85% consumers seek out recommendations from Influencers.
❖ Hypothesis: If we build relationships with key influencers in our space, we can amplify the reach of our content.
Choose the right influencers
❖ Number of followers
❖ Following: Follower Ratio
❖ Content Quality/Frequency
❖ Engagement on Twitter
❖ Manually validate what tools are saying
❖ Traacker, Buzzsumo, Keyhole (all have free trials)
Create goals around influencer marketing
❖ Secure partnerships with 5-10 influencers.
❖ Pick up the phone.
❖ Get to know them.
❖ Ask for what you want.
❖ Negotiate.
Figure out new ways to engage
❖ Interview them for a piece to feature on your blog.
❖ Create a “Best of List” - “Top 50 Sales Bloggers”
❖ Get quote for an article you’re working on.
Engage on a regular basis❖ Weekly Influencer Email: Hi
<Name>, Here are the top posts this week, here are pre-crafted Tweets for you to use. Make it super easy for them.
❖ Mention them on Twitter when you share their content.
❖ Invite them to a group on Triberr.
❖ RT their content.
❖ Comment on their blog posts.
❖ Don’t forget IRL. Have coffee. Meet them at conferences. Pick up the phone.
Once you have influencers on your side, you have ignition for your
content.
Twitter hacks
❖ Find the best time to post
❖ SocialBro - free trial
❖ Twitter recirculation
❖ 4x
❖ Tweet a quote, new title, etc.
❖ Build targeted lists
❖ Followerwonk
❖ Buzz Sumo
LinkedIn hacks
❖ Share posts to 3-5 relevant LinkedIn Groups
❖ Use group statistics for better targeting & marketing.
❖ Experiment with LinkedIn publishing
❖ Alerts your connections every time you post.
❖ Can link in article back to your site.
❖ Can get picked up by Pulse.
Facebook hacks❖ Optimize for organic
reach.❖ Organic reach has gone
down since October 2013.
❖ Optimize for text length.❖ 100 - 125 characters get 60%
more likes, comments, shares.
❖ Include an image with links.
❖ Links with larger images receive at least 69% more link clicks.
❖ Facebook recommends size of 1200×627 (appears as 400×209 in the news feed)
Google + hacks❖ Share posts to 3-5 Google+ groups.
❖ Have a great headline.
❖ The headline is what typically displays in Google results.
❖ Post on Fridays between 11 - 2.
❖ Images receive 94% more +1’s.
❖ Use hashtags.
❖ Google+ will choose them for you based on what’s trending, or you can customize.
SlideShare hacks
❖ Have an amazing title & cover.
❖ Use Canva.
❖ Optimize your title & description with keywords.
❖ Use wide-format slides over long.
❖ Once posted - promote within 1 hour to drive views up.
❖ Better chance of making it to front page.
❖ Include “Click to Tweet” on Slide 4.
SlideShare hacks
Syndication can be powerful.
Find the right syndication partners
Use Your Coworkers
❖ Yammer, Chatter, Email
❖ If you work with 50 people, you should have at least 50 social shares.
Experiment with paid channels
❖ Pay to promote your best content.
❖ Research, thought leadership, ebooks.
❖ Suggestion engines: Outbrain, Taboola, Nrelate.
Experiment with paid social
❖ Sponsor newsfeed content.
❖ Start with $100. Scale up from there.
❖ Piggyback off hashtags or conferences.
❖ Target specific companies/people.
❖ Use for branding.
❖ StumbleUpon for paid discovery.
1.Make sure people can find it.2.Repurpose for different channels.3.Befriend social whales.4.Use social media to your advantage.5.Syndicate.6.Spend a little dough.
1.Set up conversion funnels in Google Analytics.
2.Know what channels your traffic is coming from and optimize for that channel.
3.Don’t be afraid to experiment with different channels & mediums.
Thank you!
❖ Email: lauren.licata411@gmail.com
❖ Twitter: @LaurenLicata
❖ LinkedIn: www.linkedin.com/in/laurenlicata
❖ Web: http://www.saasycontent.com