camptech · Content Marketing → Branding, Differentiate, SEO •Buyer persona •Storytelling - emotional connection •Don’t focus on selling. Educate (benefits over features).

camptech.ca

Today’s Agenda

• Creating a unique voice • Editorial schedules• Content development • SEO• Social media• Guest bloggers + influencers• Measuring performance

Wendy Kam Marcy

My life…

MomBlogger

FoodieGlobe-trotter

Amex Ambassador

Teacher

Marketer

How to create a unique voice...

Content Marketing → Branding, Differentiate, SEO

• Buyer persona• Storytelling - emotional connection• Don’t focus on selling. Educate (benefits over

features).• Repurpose content - add video or infographic• Stay true to your brand!

Exercise 1 - StrategyWhat does your customer persona look like?

Source: http://blog.hubspot.com/marketing/content-marketing-plan

Content That Boosts Traffic Fast

Type Examples %

Useful / Educate Case Studies, How To’s, Actionable items, Trends

40

Personal Inspire, Behind The Scenes, Opinions 10

Influence Interviews, Guest Bloggers, Ask Questions 20

Promotions Updates, Product Tips, Reviews 15

Engage / Fun Contests, DIY 5

Events Listings, Coverage 5

Seasonal Gift Guides, Buying Cycles 5

Need more ideas? HubSpot Blog Topic Generator

What Content Performs Best?Find topics, influencers, discover social shares, etc.

Buzzsumo

Use Infographics To Tell Your Story

Have Fun With Boring ContentBring your brand to life!

• Be familiar & relatableWhich super hero is your online marketing strategy?http://blog.mixrank.com/which-super-hero-would-your-online-marketing/

• What’s Trending - Five career lessons from the women of Mad Menhttp://www.levo.com/articles/lifestyle/mad-men-lessons-women

• Make them laugh - Worst client comments turned into postershttp://www.boredpanda.com/sharp-suits-worst-client-comment-posters/

• Collaborate & Contest - #FindYourFlow via NKPR http://nkpr.net/blog/

Exercise 2 - PlanningWhat are 5 topics you will blog about?

Taboola.com

Promote articles with a goal to sell (sponsored content)

Replaced banner ads

Popular on news sites

Cost per click

Image ads / text

Minimal spend $5000

Pro Tips: What Works!

• Create a series• Buy banners on high traffic pages • Guest post (inbound links)• Newsletters• Google Adwords

Have a blog that is fast loading, looks professional and is mobile-friendly

Mobile-friendly test: https://www.google.com/webmasters/tools/mobile-friendly/

Editorial Schedules & Content Management

• Plan around key events (ex. company updates and holidays)

• Where are your customers in the sales cycle?• Waiting vs. In The Moment vs. Anticipation• Style guide• Maintain a realistic schedule• Tools: Google Drive, CoSchedule (integrates blog and

social media via WordPress plugin)

Exercise 3 - ActionHow often CAN you write?

Let’s talk about SEO...

Search Engine Optimization

• Title• First sentence • Headers (organization)• 300 words minimal (favour 700+ words)• Page URL (shorter the better)• Page meta description• Image tagging and alt text• In/outbound links• Short sentences• Social sharing

Keyword Density = the % of times a keyword appears compared to the total number of words (aim for 1-3%).

It’s all about the pics, the pics, the pics!

Not all keywords are created equal!Tool confirms whether your keywords are a good choice or not

Google Adwords Keyword Tool

Are you SEO-friendly?75% green light means ready to publish!

SEO Yoast Tool (WordPress)

Blog Post Checklist...

❑ Catchy descriptive title❑ 300 - 800 word count❑ Feature image and tags❑ Strong call-to-action❑ Above the fold❑ Attract readers, build a community, engage (ask/answer

questions, encourage comments, etc.)❑ Did you make your readers the #1 priority by adding

value, solving a problem and including actionable items?❑ Promote on social media and include a share button

Best practices will help your Google expanded links!

Do I really need to be on social media?

Yes!!! But only on the right channels – see Google Analytics

Additional platforms to consider:• LinkedIn long form posts (link: http://cmptch.ca/1Lfa6Y8) • Instagram & Vine = eye candy• Snapchat = sneak peeks, events• Periscope = livestreaming

Don’t forget → Include link in your email signature

Social media boosts Google rankings!

Facebook

• Evergreen content• Include comment on “Shared” posts• Boosts/Promoted post on Facebook to grow audience reach• Interact as your business• Post 1-2 times daily• Boost and Promoted posts• User generated content

Twitter

• #hashtags• Followers see 30% of posts

make every Tweet count!• Add thoughts & opinions

to Tweets• Use images• Tweetchats• Live Tweet at events or

follow the conversation

http://www.slideshare.net/annemccoll/social-media-marketing-world-smmw15

Pinterest

• Search engine driven (sticky!)• Content that inspires and informs• Descriptive images• Vertical photos• Curate relevant content• Be recognizable

Best Time To Post On Social Media

http://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic

Contests & Giveaways

• Best time to run a contest – product launch and when a brand needs refreshing

• Main goal is branding• Social media → Blog comments

Measure success by total entries, if it goes viral, if traffic spikes on blog and advertisers’ site and social signals like sharing on Facebook, Repins or Retweets.

http://www.contentandcontests.com/interview/contest-marketing-wendy-kam-marcy

BLOGGERS ARE INFLUENCERS…A person who has a greater than average reach or

impact through word of mouth in a relevant marketplace.

The Surprise Collection by Ariel http://www.welovead.com/en/works/details/a54wnluwl

• Promote Ariel and stain removers

• Target: Fashion Bloggers• Perfect timing – Fashion Week• Mailed out surprise boxes with

a stained designer t-shirt and cleaning products

• Instructions to remove stains to unveil the graphics and blog about it

Reached 3 million readers, 4200 Facebook shares + 15K Instagram likes = 1500 purchases!!!

Blogger Outreach Strategy

• Build a seed list of 50+ influencers• Blog comments and Twitter engagement• Personalized email intro • Pitch at the right time• Option to unsubscribe

Tools to discover influencers (Klout, Traackr)http://www.toprankblog.com/2014/02/9-influencer-discovery-tools/

Blogger PartnershipsWhat’s in it for them?

• Product exchange• Paid opportunities • Offering prizes to their readers• First dibs to review• Pre-written content• Unique and exclusive experiences

Measuring your hard work...

Tracking: It’s not just about clicks!

• Referral traffic • Pay attention to non-branded keywords• Bounce rates & time on page• Engagement

(social sharing, comments, contest entries)• How quickly is your content accelerating the funnel

or shortening the buying cycle?• Google alerts• Bit.ly

7 Takeaways: Now YOU are able to...

❏ Understand your brand persona❏ Have a working editorial schedule that you can put into

action❏ Outline of topics❏ How to promote with social media❏ SEO best practices❏ Understand how to host contests and work with

influencers❏ Useful Blog metrics

Recorded Webcast...

Content Marketing Best Practices with Jason Miller (LinkedIn)

Link: http://cmptch.ca/1Jx2OaM

Thank You & Happy Blogging!

Questions? Email us: [email protected]