Nov 20, 2014
So…, What is content? • Your sites core information• Information which creates
authority or engagement • A way to create better identity• A key to off-site relationship
building• Should be a reflection of your
real world relationships and USP
Why Content
Why do you need content?• To be indexed by search engines• To build your authority• To support your brands’ message • To create ‘social buzz’• To create advocacy• To rank better
Create content for
&
The Good• Well Targeted • Creative Content• Writers with Authority • Ego Baits• Rich Snippets• Engagement• Connecting the dots
The Benefits• Traffic• Awareness• Sales / Conversions• Customer Retention• ‘Votes’ of authority
The Bad• Content for the
sake of content• Thin content• Automated methods• Content in bad neighbourhoods• Poorly targeted• Poor production
The Risks• Being Penalised
by Google• Poor Brand perception• Wasting money• No rankings
When using bad techniques
Align your content with your goals• Have a strategy• Start with something• Measure the impact• Determine what works• Be agile
Create Brand Advocates
Content on your site• Should reflect news &
developments within your company
• Should provide useful information
• Should add value to your business and your users
• Should be structured in an effective way to be indexed by search engines
Content off your site• Should be relevant• Should be on reputable sites• Should be contextual• Should link to your site• Can be via social media
One size does not fit all
Timing helps• Where you are publishing and
what time of the day matters• People engage on different
platforms and devices at different times of the day
• Content relevant to today can be of value
• Make the most of your time and investment - Post great content less often than more frequent dull content
Content for device
• Consider device type• Desktop / Mobile / Tablet• Serve appropriate content
based on user behaviour on each device
Content for platform
• Your website• Other peoples websites• Social Media• YouTube
Content for targets• Who do you want to engage?• What action would you like them to perform?• Customise appropriately
Will it cost?
• Your main site content - $1000’s• Blog posts - $5 to $1000’s • Link-bait article - $500 to $2000 +• Info-graphics - $1500 +• Press releases - $200 - $1000 +• Tools - $500 +• Animation - $500 +• Video $2000 +• Polls & Surveys $50 +
Quality!!
Example -Infographic
http://www.cosmosclinic.com.au/wp-content/uploads/coscli/2013/06/Brotox-Cosmos-Clinic.png
Example – Ego Bait
http://www.eastcoastcarrentals.com.au/blog/5-australian-travel-bloggers-family-guy-style
Example – Competition – Facebook campaign
http://www.jobadvisor.com.au/for_employees
• Educational resources
• Industry Awards• History• Top 10’s• Free stuff
Some ideas for content for thePrinting & Graphic Design industry?
• Templates• Product information• Tech Information• Industry Resources• Tools• Facebook ‘apps’
• Innovation topics• Guides – ‘How to’• Contests & Giveaways• Polls & Surveys• Tutorials• Webinars
In summary• Create good quality content• Cater towards your market• Create content you would
want to read or share• Don’t give in! Content is eternal• Be different! • Be real!
Thank you!
Connect via @Visual_Alchemy & @dejanseo