Why Content Strategies are Crucial for Everything

WHY CONTENT STRATEGIES

ARE CRUCIAL FOR SMM

EVERYTHING Richard Baxter, Founder, SEOgadget

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OUR STORY STARTED HERE

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OUR FIRST 5 MONTHS

SOCIAL!

It took a long time for Google to catch up – that spike was Digg and Stumbleupon. Most of

our seeding took place via Sphinn.com (circa 2008, of course)

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CONTENT MADE THIS POSSIBLE:

BUT THESE PEOPLE TO PUT US ON THE RADAR:

Our content struck a chord with Rand, Dave, Gab, Tamar, Wil, Tom, Will, Rob and

Joost who all shared my stuff with their audience.

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Do you think that happened by

accident?

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HELL NO!

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Maybe I wasn’t selling to them…

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BUT: I am selling to their audience

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FLOW: VISITS FROM SOCIAL THAT CONVERT

A week’s worth of social traffic that ends in a conversion on our site

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So, here are my tips…

Be useful!

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Embedded how to video AND: QA section below

http://www.espares.co.uk/

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Have a Content Strategy

that

Reinforces Your Brand Message

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Some of the work we do

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Marketing 101:

Identify a need, and solve that

Problem.

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Wordpress for small business via @simplybusiness -

http://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/

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Optimise EVERYTHING.

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SEOgadget.com

Associations RICHARD

People ALLY

Guest Posts

Partners FABIAN

Our Tools RICHARD + DAN

Our Mini Conferences JESS + JON

Our Guides OLIA

Guides

#RCS RICHARD

About Us JON

Blog ALL

Custom 404 OLIM

Webinars JON + OlI

Cheat Sheets DAN

Careers Page JEANNA

Video Tips STEPHEN

Social Commenter

DAN

Things HANNAH + JESS

Email Jess

Infographics

Things

G+ Stephen

Internal marketing: Optimise everything to achieve our own marketing goals.

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Aim to build great pages

(people don’t share “ordinary”)

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VS.

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This product page is amazing! http://www.goapr.com/products/stage3_b7_rs4.html

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Listen to people

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Help People

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These are my buddies Wil and Rand. They’re both CEO’s and they both do a good job helping people.

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MANUFACTURE SERENDIPITY

Help someone, that someone introduces you to something, which

becomes huge! This applies to content marketing.

VIA: http://moz.com/rand/manufacturing-serendipity/

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People are looking for EVERYTHING!

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Get creative (or use tools)

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Discover conversation with our CSGT, Spezify and Bottlenose (via:

http://www.seomoz.org/ugc/the-ultimate-guide-to-content-planning thanks @simonpenson

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Make Your Content Ever Green

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133 Links

326 domains

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Find Influential People, work out

what they love, and

target them

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Ask people to participate

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Ask real people with reach to write

for you

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So many links, social

And traffic!

Kristi = amazing

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Make relationships with people who are influential in your space: seogadget.co.uk/googlewonk

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It’s no lottery. Work out a process

and stick to it

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Identify and Segment Audience Interests

Define Content Groups

Choose Appropriate Social Channels

Create Launch and Promote Content

Identify your target audience, where they are and what content they’ll

engage with.

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Don’t just sell your products -

sell ideas that *might* involve

using your products

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Fiskars have “projects” for their visitors to make things with their products…

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Reader Sheds have a “Shed of the Week Award”

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Don’t have to spend

a fortune to succeed

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Bed Jump by Hotels by City – 278 root domain links and counting and a great community seed

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http://wish.co.uk/zombie-shopping-mall/ Wish.co.uk’s Zombie Shopping Experience

attracted 100’s links and 66,000 Facebook likes

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Good marketers know when

their ideas….

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“Click for more details”,

*anyone?

*shivers

Richard Baxter, Founder, SEOgadget

Twitter: @richardbaxter

Blog: seogadget.co.uk

Email: richard@seogadget.co.uk

THANK YOU