How To Build Content Marketing Ideas for Digital Marketing
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Transcript of How To Build Content Marketing Ideas for Digital Marketing
Writing and
Organizing Content
for the Web
Before you get started…
Who is your audience?
What are the key tasks when they
visit your site?
How users read on the Web
Users SCAN the web (79%)
Looking for information and want to get things done
Users detest promotional writing style
Almost always have a goal in mind
Scan to find relevant keywords and phrases / info
Eyes land on what they need and they skip the rest
Only read about 20-30% of words on the page!
“Solution hunting”
Web content should be:
Clear
Concise
Scannable
Some say to use only half the number of words in a similar
printed piece!
Clear
Conversational and informal
One topic per page – keep users’ goals in mind
No jargon or technical terms (or define them quickly up
front)
Easy to search / keywords
“Speak the user’s language” (Nielsen)
Concise
Get to the point!
Short words, short sentences, short paragraphs, short
pages
Don’t repeat content within the page or on other pages
(link to those other pages instead)
Keep top-level pages (like home pages or topic indexes)
lean
Place “legalese” and long descriptions or narratives on
lower-level pages
Scannable
Most important information in first paragraph
Conclusions at the top (not the end)
Immediately available goals
One idea per paragraph
Short, informative headers to break up topics / text
Bulleted lists (instead of long narrative paragraphs)
Page titles and headings
Short and scannable
Clearly summarize content
“Content-carrying words” (or keywords) up front
Unique name for each page or section
Use HTML tags (H1 for page title, H2 under that, etc.)
All About eGrades, the New Electronic Grading System at UCSD
Better page title: Using eGrades
Best: eGrades
Accessibility
A concise, well-organized page is also best for: Blind / vision-impaired users
Screen-reading devices need properly formatted page titles and headers to function properly
Mobile devices / smaller screens
Brainstorming/Pre-writing
Purpose
Audience
Duration
Content
10
Principles - 1
Write
short
Notice each
section on the
page at the right
is very short.
That’s good.
11
Principles - 2Don’t clutter
Too many people want to put way too much on a
page, especially their home page.
Here’s one that didn’t. A successful company:
12
Principles - 3“Chunking”
-- another way of saying “writing short”
Write small bits of succinct copy.
Why?
Because readers scan web copy.
And because it takes longer to read words on a screen.
13
1. Short. Succinct. (14 words per sentence
maximum, according to American Press
Institute)
2. One uninterrupted idea.
3. No transitions from one idea to the next.
Principles - 4
Subheads… remember, readers will scan
14
This is part of the
AARP home page…
Notice the chunks
and subheads on the
left and on the
bottom…
www.aarp.org
1. Read your headline out loud.
2. Get pumped up before you write
3. Get to the point. Keep it
simple.
4. Write a bunch of headlines.
5. Examine your subject.
6. Write in one or two syllable words.
Principles - 5
Links:
Create links rather
than more copy
whenever possible
Remember, readers
will scan…
The UIS home page is
mostly hyperlinks.
Easy to navigate.
15
Principles - 6Is longer copy EVER OK
on the web?
Yes.
But usually not on the first page.
Because readers scan web copy.
Readers will go to long stuff if they
really want it.
It’s better to start with something short.
Then create a link to the longer piece.
That’s what newspapers and CNN do.
You get to longer stuff with chunks and
links and subheads.
16
Principles - 7 Home Page
Subheads
List of related links
Possibly images
Other Pages
Introductory topical paragraph (95% of readers read)
List of related links
LOTS of subheads
Possibly images
17
Principles – 8
Style/Tone
Use actions verbs
Write to your readers – use “you”
Write about your reader
18
Revise content with an eye for your audience and to
keep content up to date
Edit for grammar and punctuation errors
Proofread for typos
Principles – 9
Principles – 10
Organization
Bullet and number lists
One or two lines
5-9 items per list
Spacing
Space between paragraphs or sentences
Use heading styles to separate subhead categories
Use columns to separate navigation and main text
19
Worst Practices
Cluttering a page with too many key words and long
paragraphs.
Taking something you’ve written for print and just
putting it onto a web site and calling that your good
web site. Instead, use the principles above and rework
your material for web readability.
Technical references – internet, world wide web,
computers or servers, files, etc.
Underlining text that is not a hyperlink
20
Marketing Strategies for engaging
the digital generation
Going Digital – The evolution of Marketing
Strategic Thinking
Your Window to the digital World
The search for success
Website Intelligence and ROI
E-Mail Marketing
Social Media and Online Consumer engagement
A lot to look forward to…
Content Marketing Features
Strategy Development
Ideation
Content Creation
Optimization
Content Promotion
Distribution
Lead Nurture
Measurement
Strategy Development Without a strategy, your content can’t go far. Explore
the different ways to plan your content by asking the
right questions before you even get started. Who is my
audience? Who am I? What content can I create? And
most importantly: what should be different a year from
now?
Ideation
You have a plan, now you need the ideas to implement
it with. Discover hundreds of ways to come up with
topic ideas through online tools, polls and
brainstorming, and other research-based methods. No
business is too boring for content; you just need to
know where to look.
Content Creation
There are many ways to create content, but what’s
right for your business? Get schooled on the types of
formats that are available to you: blogs, webinars, free
guides, infographics, videos, etc. Walk away with an
understanding of all the available possibilities and
which may work best for you.
Optimization
You can’t just press Publish and expect the traffic to
start flowing in. You need to optimize your content to
be found, by both humans and the search bots. Learn
how to set up your content properly for success and be
found for the search terms and phrases people are
looking for.
Content Promotion
Give your content legs by understanding the
promotional landscape today and how a little money or
a little networking goes a long way. Go in depth into
which platforms and techniques are most effective, and
how to get more eyes on your content.
Distribution
There are channels out there that can help increase the visibility of your content more than you could on your own. House your content on platforms like YouTube, Pinterest, Slideshare and more. Learn what platforms are most effective for what and how to utilize them to fulfill your content marketing goals.
Lead Nurture
You’ve done all the work to generate traffic and
conversions from your content marketing, but now
what? Don’t let your leads sit there untouched. Walk
away with the knowledge of how automation and email
nurturing works to move your leads closer to a sale.
Measurement
Measurement is a consistent process that should be
happening all along the content marketing journey. Get
acquainted with the tools to use to understand your
successes and failures. Learn how to adjust your
content strategy to get the most optimal performance
in the future.
DEFINITION OF CONTENT
MARKETING
Content Marketing Is a Strategic Marketing
Approach Focused On Creating and Distributing
Valuable, Relevant and Consistent To Attract and
Retain a Clearly-Defined Audience – And Ultimately
Drive Profitable Customer Action.
MARKETERS PUTTING $$ INTO
CONTENT, VISIBILITY
THE ELEMENTS OF CONTENT
MARKETING STRATEGY
Marketers Must
Create Excellent Content
Select Platforms to Distribute Content
Optimize Platforms
Repurpose Content as Necessary
Create Visibility to Attract Audience
Analyze Results, Improve Strategy
Content Quality
Developing The Brand Story Through Content
Creating Quality Content That Engages Viewers
The Goal is Not the MOST; It is the BEST!
Content Formats
TYPES OF CONTENT “THAT
GOOGLE WILL EAT UP”
Interviews
Lists
Resource Centers
Social Content
Polls and Surveys
And 12 more—not necessarily in rank order
Search Engines Demand “Quality” Content.
QUALITY—GOOGLE’S
DEFINITION
“Make pages primarily for users, not search engines
Don’t deceive your users
Avoid tricks intended to improve search engine rankings. A
good rule of thumb is whether you'd feel comfortable
explaining what you've done to a website that competes with
you, or to a Google employee. Another useful test is to ask,
"Does this help my users? Would I do this if search engines
didn't exist?"
Think about what makes your website unique, valuable, or
engaging. Make your website stand out from others in your
field. “
Followed by Specific “Don’ts”
STORYTELLING IS A VITAL PART OF
CONTENT MARKETING
Where Do Stories Come From?
Tell Why Your Business History Makes You What You Are
What Makes Your Brand Special
What’s Special About Your Business Locations/Stores
A Look Behind the Scenes at Your Company
Who Are the People That Make Your Brand Great
Employees and Customers
HOW TO TELL GOOD STORIES
Make Your Stories Unique and Compelling
Use a Variety of Content Formats
A ‘Transmedia’ Strategy
Be Sure Your Story is Worth Sharing—And Make it Easy to
Share!
USE OF CONTENT MARKETING
CHANNELS
B2B
Social Media, except
blogs
Articles on Website
eNewsletters
In-Person Events and
many more
B2C
Social Media, except
blogs
Articles on Website
eNewsletters
Videos and many
more
OPTIMIZED STRATEGY
OPTIMIZED STRATEGY = CONTENT + SEO +
SOCIAL
Define Business Goals
Research the Nature, Wants, Social Media Use of Target
Audience
Create a Content Marketing Plan/Workflow/Calendar
Publish Content on Selected Platforms
Promote the Content in Social Media
Analyze with Relevant Analytics, KPIs
Developing Visibility To
Acquire New Customers
And Create Loyalty In
Existing Customers
SEARCH REMAINS MOST IMPORTANT
CHANNEL FOR
CUSTOMER ACQUISITION
What do we currently know & why is it
important?
What do we currently know? Social media has become part of our everyday lives
There are nearly 850 millions users on Facebook
23% of Facebook users check their account 5+ times a day
80% of social users prefer to connect with brands through Facebook
In 2012, there were 175 million tweets sent every day
32% of all Internet users are using Twitter
11 new accounts are created every second on Twitter
Social is (and will continue to be) visual-dependent:
250 million photos are uploaded to Facebook every day
5 million photos are uploaded to Instagram every day
5 Vines are shared every second
Why is it important?
The influence of social recommendations (specifically amongst
Millennials: who fall between the ages of 16 – 29)
Why is it important?
The ability to inspire travel through social content
Why is it important?
The Big Question:
Social ROI to the $$ with destination marketing?
We can influence & inspire travel through visual & resourceful content
We can stimulate exchange and interaction between brand & community
1. Goals & Objectives
• What is it that you’re trying to accomplish?
Foster relationships?
Generate awareness?
Drive traffic to your website?
Inspire travel to your destination?
Create a social presence as a customer service outlet?
2. Content Strategy
• What is it that you’re going to say?
• How do you plan to say it?
3. Resources & Process
• What’s available content & resource-wise?
• Do you have the bandwidth? Full-time commitment
How do you get started?
How to maximize your efforts?
What to publish
When to publish
How to publish
How to maximize your efforts?
What to publish
When to publish
How to publish
Content Buckets:
3-4 content subjects/topics that are relevant to your brand/destination
What content is already available?
What types of content can you develop?
What content can you regularly curate?
How to maximize your efforts?
What to publish
When to publish
How to publish
Determine when your audience wants to hear from you:
AM/PM, daily vs. weekly, frequency & volume
“When would you like to see this post?”
Trial, error & optimization
Starting point:
Post: Monday, Wednesday, Friday
Pre-10AM, 2-3PM, Post-8PM
How to maximize your efforts?
What to publish
When to publish
How to publish
The weight of content:
Facebook’s EdgeRank
• Affinity
• Weight
• Time
• Photos = More Engagement.• Plain Text = Greater Reach.
A last word
This is just the tip of the iceberg.
Search marketing is at its infancy and is advancing by leaps
and bounds.
So stay tuned… and stay ahead of your competitor.