The Difference Between Content Marketing and Great Content - Sarah Evans (Social Fresh WEST 2013)
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Transcript of The Difference Between Content Marketing and Great Content - Sarah Evans (Social Fresh WEST 2013)
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Sarah EvansFAVES + CO.
Sevans Strategy
sarahsfav.es
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Content Marketing
A term that refers to anything you create online (or off) to drive traffic back to your site.
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I’m sharing information I believe others want to know. And that is the fundamental starting point for creating great content. Creating with passion, with integrity and with purpose can change everything.
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GREATCONTENT
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A picture really is worth a lot of words, just make sure it’s optimized for the web.
• Compress it (TinyPNG)• Include main local
keywords in filename• Use good ALT text• Add to Flickr and link
back to your website from it
TELLS AN AWESOME
STORY
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KNOW YOUR AUDIENCE!
• Primarily ages 21-49• Live in the U.S., Canada,
U.K. (English-speaking countries)
• Love foreign travel and “ethnic” experiences
Reader demographics
• Earn more than $76,000 per year
• Can’t get enough of gadgets and upscale brands
• Have diverse media tastes
On average, 60K views per month and thousands of social shares.
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LOOKS FREAKING
GREAT
If you have the money or bandwidth, pay for great design.
$$$
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• 80% of people will read your headlines.
• But only 20% of those people will read the rest of your content!
KISSmetrics
Has an amazing headline.
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MAKES YOU SHARE
It’s all about the “like,” retweet, pin, +1, etc…
EVERY SINGLE POST NEEDS A PIN-WORTHY PHOTO
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Social media help content get indexed faster and shows you’re
authoritative
Tweeting cuts indexation time by 50% and reduces the time it takes Googlebot to find your content from 2 hours to :02 seconds
WhiteFire, an SEO Company
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DOES NOT TAKE FOREVER TO LOAD
http://tools.pingdom.com/fpt/
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THE PINTRISTIFICATION & INSTAGRAMIZATION OF CONTENT
If you like it, then you should have put a filter on it.
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7 APPS FOR CREATING GREAT VISUALS FROM YOUR PHONE
1. Phonto
2. Over
3. News Booth
4. Whims
5. Phoster
6. VSCOcam
7. Screenshot
*iOS recommendations
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Photos on Facebook Generate 53% More Likes Than the Average Post
HubSpot, 2012
Even though it takes more work, post native photos on Facebook.
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http://sarahsfav.es/2012/07/31/iphoneography/
iPhone Photography: The Visual GuideBy @alliworthington ($5.00)
• Never, ever zoom • Don’t be a flasher. • Light matters• Use editing apps
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5 to 10 posts a day is ideal, and don’t forget social shares
Guest contributors. Curate. Aggregate. Original.
Create
like mad, with an
emphasis on
original content
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EDITORIAL CALENDAR
Check out Evernote, Tracky or, a plug-in on WordPress
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Pla
n a
nd
be n
imb
le
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Define your style
• Headline: optimized for search, compelling, no more than 100 characters (approximately two sentences)
• Teaser / subhead / lead / nut graph: optimized for search, link to access main story content, bold key words and phrases
• Front page photo: square image, cropped, re-sized appropriately: .JPG, .png or .GIF
• Full article main photo: 600 x 600, center
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Photo + Video + Audio + Written The full (web) circle
Instagram = 15 seconds; Vine = 6 seconds
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Make sure your content works on mobile and tablet devices
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FREE TOOL*!!!
*okay, only for 7 days
https://bmobilized.com
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SOMETIMES, IT BREAKS ALL OF THE RULES
“According to Alexa, Reddit generates more traffic than The New York Times, Fox News and Skype,
with approximately 70 million unique visitors a month and around five billion page views.”
-Jay Caspian King, New York Times
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• IFTTT• Buffer• Pinerly• Evernote• Do Share
Use workhacks to optimize output and automate, where appropriate
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Get your email list up and running, like now.
Use a service, like Marketo, Mailchimp or Eloqua
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PASSION
PURPOSE
INTEGRITY
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Sarah loves to work
with great brands!
To schedule a meeting with Sarah, email [email protected].
MORE?