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#SEJSummit #Searchmetrics

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#SEJSummit #Searchmetrics


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4/1/2015 Free 30-Day Trial Instant data. Tweak strategies. Benchmark competitors. “We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.” Sebastian Wenzel, Webanalyticsbook Use with multiple teams


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Writer Editor Entrepreneur Speaker Instructor #SEJSummit #Searchmetrics


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#SEJSummit #Searchmetrics Content created without specific goals is a waste of money, time and resources. Content strategy begins well before the first word is written. You need to think like a publisher.


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CONTENT MARKETING IS NOT A NEW CONCEPT. #SEJSummit #Searchmetrics


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#SEJSummit #Searchmetrics


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#SEJSummit #Searchmetrics


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#SEJSummit #Searchmetrics


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#SEJSummit #Searchmetrics WHAT WILL YOUR CONTENT DO? Inform Educate Entertain Convert


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#SEJSummit #Searchmetrics WHO IS YOUR CONTENT FOR? Readers Existing customers Potential customers Other businesses


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#SEJSummit #Searchmetrics KNOW YOUR AUDIENCE!


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#SEJSummit #Searchmetrics WHO IS YOUR CONTENT FOR? People who: like to read news about Europe enjoy documentaries about nature follow a gluten-free diet are new to retirement planning


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#SEJSummit #Searchmetrics KNOWING YOUR AUDIENCE—AND WHERE TO FIND THEM—ALLOWS YOU TO BUILD EFFECTIVE CONTENT MODELS.


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#SEJSummit #Searchmetrics BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR BLOG


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#SEJSummit #Searchmetrics BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR SERVICES


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#SEJSummit #Searchmetrics BASIC CONTENT MODEL TO BUILD YOUR FACEBOOK PAGE


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#SEJSummit #Searchmetrics What kind of content do you need? What message does it need to convey? How is content prioritized and organized? How is content formatted and displayed? What processes and tools are required? What human resources are required? How are key decisions about content and content strategy made? How are changes initiated and communicated? Graphic created by Kristina Halvorson and Melissa Rach


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#SEJSummit #Searchmetrics REEVALUATE WHO YOUR CONTENT MARKETING STAKEHOLDERS ARE.


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#SEJSummit #Searchmetrics THE RISE OF THE BRAND NEWSROOM Oreo Coca-Cola Two Brands finding success as publishers


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#SEJSummit #Searchmetrics


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#SEJSummit #Searchmetrics THE RISE OF THE BRAND NEWSROOM During Super Bowl XLVII, Oreo had brand representatives marketing agency creatives marketing agency strategists and the brand legal team all in a “war room” together.


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#SEJSummit #Searchmetrics LUCK IS WHAT HAPPENS WHEN PREPARATION MEETS OPPORTUNITY. - SENECA


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#SEJSummit #Searchmetrics SINCE OREO EMBRACED CULTURE, THE BRAND’S ANNUAL SALES GROWTH IS UP FROM THE LOW DOUBLE DIGITS TO MORE THAN 20%. Source: http://www.fastcompany.com/3036086/oreo-tags-pop-culture


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#SEJSummit #Searchmetrics


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#SEJSummit #Searchmetrics


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#SEJSummit #Searchmetrics


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#SEJSummit #Searchmetrics


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#SEJSummit #Searchmetrics RISE OF THE BRAND NEWSROOM Source: http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-plug/ Director of Digital Communications and Social Media Editor Social Media Editor Social Media Coordinator Production Manager Archivist Graphic Designers Analysts Video crew Freelance Writers Freelance Photographers The Coca-Cola Journey Team is Comprised of:


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#SEJSummit #Searchmetrics RISE OF THE BRAND NEWSROOM Coca-Cola Journey is referred to as a “digital magazine” Launched in late 2012 In 2013, Journey published 1,200 articles and attracted 13.1 million visitors Visits averaged 4:40 minutes per article Source: http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-plug/


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#SEJSummit #Searchmetrics RISE OF THE BRAND NEWSROOM In March 2014, Coca-Cola hosted an international brand publishing summit, JourneyOn Coca-Cola Journey international editors attended for training and networking Source: http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-plug/


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“You need editors, not brand managers, who will push the envelope to make the thing go forward. “So one easy way to do that is to set people up…and give them really significant metrics—not about pageviews, but about mattering. “And give them the resources…to go do work that matters.” – Seth Godin Source: http://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/ #SEJSummit #Searchmetrics


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#SEJSummit #Searchmetrics Edits content for: WHAT DOES AN EDITOR DO? Spelling & Grammar Syntax Flow Factual Accuracy Style, Voice, & Tone Copyright Adherence Quality of Writing Quality of Sources Credibility of Sources Timeliness/Evergreen Editorialization Vocabulary Length Goals Plagiarism Reading Level


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#SEJSummit #Searchmetrics Edits content for: WHAT DOES AN EDITOR DO? Keyword Use Google Updates HTML Formatting Meta Tags Links Functionality How they open Where they lead Anchor Text Duplicate Content Publication Location Publication Audience Source Credibility Current Trends/Events Calls to Action Psychological Factors


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#SEJSummit #Searchmetrics Manages: WHAT DOES AN EDITOR DO? Brand Voice Marketing Goals Market Targeting Market Reach Audience Response Continuity Consistency Brand History Competitor Activity Social Activity Social Response Legal Concerns Brand Partnerships User Generated Content


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#SEJSummit #Searchmetrics STOP TREATING CONTENT MARKETING AS AN AFTERTHOUGHT, AND GIVE IT THE TIME, ATTENTION AND YES, BUDGET, COMMENSURATE WITH THE RESULTS YOU WANT TO ACHIEVE.


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#SEJSummit #Searchmetrics Content created without specific goals is a waste of money, time and resources. Content strategy begins well before the first word is written. You need to think like a publisher.


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#SEJSummit #Searchmetrics MichelleDLowery linkedin.com/in/michellelowery plus.google.com/+MichelleLowery/


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