The Conjunction of Search and Social Media Marketing by Gillian Muessig
Secrets to Writing Content That Matters - Gillian Muessig
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Transcript of Secrets to Writing Content That Matters - Gillian Muessig
SESSION TITLEPresenter ’s Name
Content Power PackSecrets to Writing Content that Matters
PRESENTER: Gi l l ian Muessig
THE PROBLEM
How do you compete with this?We buy what we like; we consumer content we like
How do you compete with that?Incendiary, controversial, visceral, societally primal, emotional, very, very, costly
And what do you do with this?
Let’s get a visual on that
http://marketingland.com/apps-eat-digital-media-time-with-top-3-capturing-80-percent-143555
We’re all on the mobile web, not appsJust a few of us are using apps
http://www.onlinemarketing-trends.com/2011/09/mobile-apps-vs-mobile-web-state-of-us.html
2011
Mobile Web 90%
Apps 10%
2015
http://www.onlinemarketing-trends.com/2011/09/mobile-apps-vs-mobile-web-state-of-us.html
Time on apps 90%
Mobile web10%
2015
But those few apps we do use? We spend 90% of our time there
That’s al l very interest ing to those who
are interested in i t .
What are we going to do about i t?
THE SOLUTION
https://moz.com/blog/mobile-web-mobile-apps-invest-marketing-whiteboard-friday
Responsive website – yes!
Mobile app – no.1
Create
content for mobile web2
Start with the basics3
What can online content do for your business?
Brand awareness
http://www.siliconstrat.com/marketing-memos-blog/2012/12/04/basic-bodhi/
Respect & admiration among consumers
Broadcasting Politics Education
Socks Shoes Icecream
Shorten your sales cycleIt can lead to indirect conversoins
"What a cool post; I never even heard of this company before. Huh; they make software, too… I wonder what it does."
http://thesalesblog.com/2012/12/08/what-you-can-learn-from-the-super-compressed-sales-cycle/
Increase site traffic
http://ethicalchamp.com/increasing-website-traffic
Improved SEO
http://ethicalchamp.com/increasing-website-traffic
Direct Customer Conversions
http://rapidpaycard.com/point-click-purchase/
Brilliant product descriptions
https://www.shopify.com/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell
Brilliant product descriptions
https://www.shopify.com/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell
1. Establish us as experts
http://www.feynman.com/
moz.com
https://moz.com/blog/the-greatest-misconception-in-content-marketing-whiteboard-friday
2. Demonstrate our honesty/integrity
L. L. Bean
Demonstrate our honesty and integrity
BatteryMart.com
BTW, ‘most trusted brands’ include…10. David Yurman - luxury jeweler 9. iHerb - health store 8. Coach - handbags, apparel, accessories 7. Kate Spade - handbags, apparel, accessories 6. Zappos - online retailer specializing in footwear 5. Burberry - luxury soft goods designer 4. MR PORTER - online retailer for men 3. Shopbop - online retailer 2. Net-A-Porter - online retailer 1. LL Bean - heritage retailer
3. Share valuable information
5. Develop our community
Harley spirit – raw, intense, long lasting
Figment – touching the future
Lugnet.biz – Lego’s fan database
http://www.lugnet.biz/en/sites/?site_id=498
Psst.This is not a get rich quick scheme
4
Reality looks a lot more like this
Google Analystics from TheEverywhereist.com
Stick it out and these folks come calling
http://www.forbes.com/2011/06/23/100-best-web-sites-for-women-blogs-2011.html
Content Strategy(beyond great descr ip t ions)5
https://moz.com/beginners-guide-to-content-marketing/content-strategy
Content strategy answersWhat are we doing?Why are we doing this, again?
Start with the right questions
What do we want this company to look like in 3 years? 5 years?
How will content help us get there?
http://www.ibtimes.com/nasa-israel-space-agency-sign-agreement-expand-space-cooperation-peaceful-use-2140798
Case Study6
Show me what you’re talking about…
They’ve got a blog
What are we about?What are we trying to achieve with our content?
Whether you’re traveling around the corner or around the world, brettapproved® provides the accessible information and services you need to travel confidently.
What’s our primary message?
We exist to make travel possible and easier for people with disabilities and their families..
What do we need to accomplish?
Sell - hotel room bookings, tours, trip planning services, hard goods, soft goods, services…
What do we need to sell more?
More financially and physically qualified community members
How do we find these people?
Let’s build a websiteLet’s blogLet’s get a twitter accountLet’s launch a facebook page….
http://www.borp.org/programs/borp-youth-sports/youth-wheelchair-basketball/
http://www.borp.org/programs/borp-youth-sports/youth-wheelchair-basketball/
http://www.accessiblethailand.com/the-world-of-wheelchair-travel-2/
http://www.theguardian.com/travel/2012/aug/24/readers-tips-accessible-holidays
http://www.visitkansai.com/sightseeing/wheelchair-travel-kyoto/
https://www.facebook.com/brettapproved
Now here…
Don’t just reach your customers, know them7Adobe ad copy, 2016
Community
Show what’s possible
Share brilliant products
Wheelchair Caddy
Write about others doing good work
http://hellomamas.com/
Keep it real
https://www.brettapproved.com/blog/mary-taloff-holy-sht-im-stranded-in-new-brunswick/
Ask for participation
Run surveys and share
Keep it simple
8This is the sing along portion of the presentation.
Clear your throats…
Content Construction
Buyers come from different angles
Need InfoNeed Solutions
Need to buyNeed support
They all search.
Whether you show up for searches is dependent on search engine rules.
http://www.life123.com/technology/internet/search-engine/search-engine-optimization-rules.shtml
Whether your content converts depends on whether your content matches search intent
What I meant to say was…
New Kitten!We should find a local vet
http://www.chemungspca.org/programs.aspx
Needs info
The cat’s got fleas!
http://pets.webmd.com/cats/ss/slideshow-skin-problems-in-cats
Event trigger
Which vet is best?
http://www.lchsinc.org/lvn_co_vet_practices/
Research Alternatives
It’s complicated
http://www.rangebourne-pets.co.uk/dogs.shtml
“Yeah, but…” issues
http://www.humanesociety.org/animals/resources/tips/choosing_a_veterinarian.html
I don’t know enough to ask questions
Solution Approach
http://blueridgeveterinaryservices.net/about-us/welcome-to-our-clinic/
Specific Solution
Does this place provide care forkittens and rabbits?
Brand ResearchNeeds a solution now
Bingo!
But wait!There’s more…
Well done!Excellent decision!Want to add…?
http://www.keepemhappypetsitting.com/contact-pet-sitting.html
Post Conversion
Keep ’em happy
http://www.keepemhappypetsitting.com/contact-pet-sitting.html
Customer Loyalty
Keep ’em coming back
https://placefull.com/keep--em-happy-at-home-carol-stream-il
Customer Loyalty
4 needs-targetedcontent types...
InformationalCommercialTransactionalNavigational
Non needs-targeted content float above the funnel
BrandingAccidentalSocialIdleTimely / News
branding
accidental
social
Idlenews
A peak behind the curtain
http://researchaccess.com/2014/01/what-to-expect-from-a-focus-group/wizard-of-oz-behind-the-curtain/
Multiple keyword suggest sourcesAmazon SuggestionsAndroid Market SuggestionsAsk.com Search SuggestionsBing Search SuggestionseBay SuggestionsGoogle Product SearchGoogle SuggestShopping.com Search SuggestionsYahoo! Search Assist SuggestionsYahoo! Shopping SuggestionsYou Tube Suggestions
Select appropriate Google domain(s)
• google.com• google.com.uk• google.de• google.com.au• google.com.in
800 to the file
• Divides thousands of keywords into individual 800-keyword files for uploading and processing by the Google Keyword Planner Tool
Finds hidden gems
• Identify keywords that were submitted,but not returned by, the Google Keyword Planner Tool
Obtains Google organic & PPC metrics
• Avg. Monthly Search Volume• Adwords Competition• Adwords Suggested Bid
Generates list of highest value keywords
• Assigns a long tail Platimum Organic Keyword™ competitive metric
http://www.longtailpro.com/new-long-tail-platinum-feature-import-your-own-keyword-lists/
Combines Organic & PCC data
• Combines Google organic,Long Tail Platinum™ and google PPC metrics data for each keyword (where data is present)
Assembles the master file
Get PPC search volume
Google Adwords
And costs
Google Adwords
Measure SERP competitiveness
Moz Keyword Difficulty Tool
Sort keywords
Search intentionStage of sales funnel
Add variables
http://www.dozendigital.com/blog/
Get your list in order
Search Competitive Funnel Seasonal EventQuery Score Location Timeliness Timeliness
Finally…
You know the topic of your post
SEUnify peak under the hood…
SEUnify peak under the hood…
SEUnify peak under the hood…
Use the exact 3-5 word phrase your searchers are searching for
Title
7-day Tours to
Expound on the search term.Capture imagination and incite curiousity
Sub-title
Secret wonders of…
Products with videos sell more than products without
Products with test-and-see modules sell better
Products with AMAZING descriptive content sell better
Content
Content: video
Test-and-see
Descriptions are stories
SESSION TITLEPresenter ’s Name
Thank you!
Gi l l ian Muessig
gi l l ian@out i lnesventure.com