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This presentation will help you develop a strategy that delivers engaged visitors to your travel blog; developing goals first and then building these into the great content you are already writing. It’s essential to be authentic, likeable and constantly building relationships with your audience to build on the work that made your travel blog so successful in the first place.
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HOW TO: DEVELOP A CONTENT & SOCIAL STRATEGY
THIS IS NOT ABOUT:Doing anything spammy to get attention
THIS IS ALSO NOT ABOUT:
• Copying other peoples’ “viral” content• Making a list of tactics to get links
THE LISTENING PHASE
QUESTIONS WE ASK
What do you want your visitors to do?
Who do you need to reach in order to achieve this?
Where are they?
What influences them?
How are you going to get into a position to influence them?
GOALS
links/traffic brand awareness
customer retention sales/conversions
AUDIENCE TARGETING: KEYWORDS • Keep an eye out for patterns &
user intent, but keep it natural
DON’T LEAVE OUT THE LONGTAIL
SHARING YOUR CONTENT
Post with photos +shortened links in the copy
Use attached links
Use calls to action
Reply to people & be polite
Avoid focusing on yourself
Be world-aware (e.g. Hurricane Isaac)
Timing
Repetition
Hashtags & mentions
Shortened links
Natural link placement
Twitter buttons
Include resources
Reply & interact
WHY SHARE?Social shares earn links directly and indirectly, which can improve rankings, which can help you achieve your goals
LAUNCH!
First Stage •Make a marketing calendar•Start tracking before, during & after launch
Second Stage •Google Alerts are your friends •Leverage your friends’ influence/ Ask for favours & provide IOUs
Third Stage •Offer an exclusive/ send your stuff out to high-level sites•Keep your initial goal sets close by
THINGS TO MEASURE• Social media interactions (on and off page)
Twitter Facebook Google+ LinkedIn Pinterest StumbleUpon Likes
• High-level publications (low-level too!)
• Ranking for targeted keywords/ marks of quality
• Paid social campaigns and cost per acquisitions
BENCHMARKS Did you achieve the goals that you set aside at the beginning of the campaign?
USEFUL FREE RESOURCES
Free keyword suggestion tool http://ubersuggest.org/ https://adwords.google.com/select/KeywordToolExternalThe best times to tweet http://www.tweriod.com/Management, measurement & scheduling http://hootsuite.com/ Social tools directory http://socdir.com/Twitter stats http://twittercounter.com/Twitters analytics http://followerwonk.com/Shorten & track links https://bitly.com/ Connecting G+ circles http://findpeopleonplus.com/Email finder http://linksy.me/find-emailFacebook analytics http://pagelever.com/ Facebook Insights: http://developers.facebook.com/docs/insightsSocial media tracking (in Excel!) https://rowfeeder.com/
*Inbound Marketing is Taking Off by Rand Fishkin
THANK YOU!Caitlin Smythe@CeeSmithers@Caliberi
