The Difference Between Content Marketing and Great Content - Sarah Evans (Social Fresh WEST 2013)

Sarah EvansFAVES + CO.

Sevans Strategy

sarahsfav.es

Content Marketing

A term that refers to anything you create online (or off) to drive traffic back to your site.

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.

GREATCONTENT

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

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.

LOOKS FREAKING

GREAT

If you have the money or bandwidth, pay for great design.

$$$

• 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.

MAKES YOU SHARE

It’s all about the “like,” retweet, pin, +1, etc…

EVERY SINGLE POST NEEDS A PIN-WORTHY PHOTO

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

DOES NOT TAKE FOREVER TO LOAD

http://tools.pingdom.com/fpt/

THE PINTRISTIFICATION & INSTAGRAMIZATION OF CONTENT

If you like it, then you should have put a filter on it.

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

Photos on Facebook Generate 53% More Likes Than the Average Post

HubSpot, 2012

Even though it takes more work, post native photos on Facebook.

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

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

EDITORIAL CALENDAR

Check out Evernote, Tracky or, a plug-in on WordPress

Pla

n a

nd

be n

imb

le

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

Photo + Video + Audio + Written The full (web) circle

Instagram = 15 seconds; Vine = 6 seconds

Make sure your content works on mobile and tablet devices

FREE TOOL*!!!

*okay, only for 7 days

https://bmobilized.com

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

• IFTTT• Buffer• Pinerly• Evernote• Do Share

Use workhacks to optimize output and automate, where appropriate

Get your email list up and running, like now.

Use a service, like Marketo, Mailchimp or Eloqua

PASSION

PURPOSE

INTEGRITY

Sarah loves to work

with great brands!

To schedule a meeting with Sarah, email prsarahevans@gmail.com.

MORE?