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How To Set Up A Content Marketing Strategy Online
Contents
1. Objectives2. Types Of Content3. Best Practices for Content Creation4. Sourcing For Images5. Writing For SEO6. Case Studies
From the story to the conversion
Objectives
• Create the story, drive traffic to website• From the attention to the conversation:
raising awareness, gather contact info, and convert!
Objectives
• What do people like?– Entertainment (eg. Buzzfeed business model)– Added value (eg. MailChimp)– Community (eg. VINCI Autoroutes Guide des parents)
Objectives
1. Tell a story to catch people’s attention– Social media is a powerful set of tools to tell a story with
pictures (Instagram, FB), short sentences (Twitter), and to cut down one story into a mini-series (FB, Video)
– The starting and ending point should always be the content on your site
Objectives
2. Activate social mechanisms to share the story– A great content is nothing without a proper diffusion
strategy– Social media has 3 main ways to have people engaged:
influencers (bloggers), advertising (paid media) and gamification. These 3 components are also called « Activation » in the advertisers jargon
– 50% of the resources for a content MUST go to distribution
Objectives
3. From sharing to converting– The hard part: converting– A mix of
• incentives (exclusive offer, backstage access…) • usability (a clean and simple landing page for each
channel)• presence (retargeting visitors to remind them they
can come back)– And testing, testing! Analytics watching is key
Types Of Content
13A possible typology for content, from the easier to produce, to the more complex ones
Interest Methodology Price level Sample
Social media status Quick news, non-corporate angle, easy backstage access to the brand
1 piece of news = several status
* Burberry, Tiffany on FB
Blog post Detail on one news of the brand or brand universe
500-1000 word + pictures
** http://tiffanyandco.tumblr.com/
Infographics Easy way to wrap-up an idea, easily shareable
Gather data and make it visual
** Link
Video More immersive, more details and high branding effect
Script of video, shooting, editing
*** L’Odyssée de Cartier (with the tiger)
Web-documentary Most immersive, includes lots of interaction with viewer
Complex mix of video, text, with several reading path
***** L’art de soigner (private clinic in Switzerland)
14A possible typology for content, from the easier to produce, to the more complex ones
Blog
• Core content• SEO friendly• Links + Call to
Actions
• Pictures• Link back to
website• Boost posts
• As many times as you want!
• Ads exist… but not yet for SMEs
• Behind the stage, Lifestyle
• As many times as you want!
• Recategorize website pictures
• Add #hastags and keywords
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The most important parts of a blog post: do help Google know what you mean!
Content typesBlog post
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TITLE: 55-70 characters + focus keyword
First paragraph: focus keyword
Headings (= h2): at least once the focus keyword
Pictures: tagged with the focus keyword + more
Category and tags (Wordpress): less important, just more comfortable for readers
Bold and italic (mentions) and colors for links
Content typesBlog post
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Content typesJust like journalists: straight to the point
People read 25% slower on screens than on paper. Mobile: short attention spans
79% of readers online don’t read all the content (zapping)
Try to balance between core, informative content & « click-baits » (now penalised by FB)
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TITLE: short, impactful
Brand identity: Logo, name, URL at the bottom
Two to four « blocks », like paragraphs of a story: small text, nice chart/picture
Footer: sources, mentions (links), brand identity, contact, logo
Article: ALWAYS an article with the infographics (SEO)
Think of how ONE infography can be X smaller pictures for social media
Content typesInfographics
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Piktochart: freemium ($29/month without watermark + HD)
Infogram: freemium ($18 to $50/month without watermark + realtime data)
Content typesInfographics
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Title: short, SEO-friendly, teasing
Duration: 1’, 3’, 10’ or longer. 1 « story » = several videos of different timing
Hosting: Youtube, or Facebook native (if strong FB presence)
Content typesVideos
Content best practicesMost effective B2B content
Best Practices for Content Creation
- What are your campaign goals?
- What kinds of content can help you achieve it?
- When/how often will content be published
Best practices for contentEditorial strategy
Best practices for contentEditorial strategy – example for Facebook
Best practices for contentEditorial calendar – example for Facebook
1 Find your Brand Pillars- Unique Value Proposition
- Values: independence, autonomy, creativity, innovation
2 Embody your brand through content- Multimedia: blog, pictures, video,
infographics
- Consistency: don’t change it every other month
Best practices for contentWhere to get ideas?
27
Your own roadmap: • Talk of your upcoming and past events (announcements, thank you, pictures)• Talk of your product launches• Talk of your recruitment, life of the team
Let other people do the content:• Do web reviews on selected topics: 4-5 links you agregate, comment, link up to and
add own title (« Top 5 wellness tips of the week »)• Do interviews: people love to talk/answer questions, and they provide the content
Set your own editorial topics and play it as a series:• Top healthy foods for expats in Singapore• What supplements for sports (marathons, etc)• CNY Detox• Mother’s Day, etc…
Best practices for contentWhere to get ideas?
28
Do use free tools to know what’s up in your industry:• http://www.talkwalker.com/alerts : get free daily or weekly e-mails on specific
keywords• Twitter Search: a lot of people talk about your topics, it’s easy to get news
Best practices for contentWhere to get ideas?
29
Remixing contentThe 70-20-10 rule
70% is remixed• Web reviews, link sharing/commenting• Time needed: 10-30min
20% is original• Infographics, blog posts, opinion, itw• Time needed: 2-4h
10% is commercial• Flash sales, Referral, Seasonal, etc• Time needed: 1-2h with emphasis on Design (+ Ads)
Sourcing For Images
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Finding pictures onlineFlickr Commons & Google “free for reuse”
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Finding pictures onlineFlickr Commons & Google “free for reuse”
Writing For SEO
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Writing for SEOOne article = one keyword
One article = one keyword
• Keyword is in the URL• Keyword is in the first sentence• Keyword is in one (or more) of h2• Keyword is in the meta-description• Keyword appears more than 3
times overall
Stats & Tips:
• Title = below 70 characters• Meta = 150-160 characters• Headings = 120 characters• Stats in the title• Internal & External links
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Writing for SEOBuilding cornerstone content
Pages rank high, more than websites
A Cornerstone is an amazing page of content:
• Dense information made compact• Links, links, links (internal, external)• Useful for readers• A page you want to share to other
(resource center)
Think of a Wikipedia page with more rich media elements
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Writing for SEOBuilding cornerstone content
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Writing for SEOPictures: tag and name them
Pictures matter because:
• Webmasters regularly undertag them• Pictures are easy to share on social media
You should:
• Apply the same format to all pictures (640 width, for instance)• For each article, get one square format (Facebook, Instagram) and one 2:1 (Twitter)• Name the picture with tons of tags (brand, product, effect, country, etc)• When uploading the picture, copy the Name to the Alt Image field
37
Case Studies
1 Adopt a “bottom-up” approach:- Trust a small group of employees to oversee
efforts
- Encourage activation of existing resources (i.e Maersk accessed its old digital archives for initial photo content, kickstarted now successful Photo Of The Day campaign)
2 Nurture a social-friendly work culture
- Find a social-friendly approach that sits well with your existing company culture
- Employees must be ready to share with one another and own networks
Case study : MaerskThe culture of sharing
1 Integrate with HR Program- Expert content is created by employees, vendors,
contractors under stipulated Social Media Policy (integrated in HR process)
- Social Media Certification for advancement
2 Gamification
- Offer rewards i.e Badges for reader and employee participation
- Some ideas: cash bonus for the most-shared blog post, competition for best monthly content contribution
Case study : CiscoIncentivized Digitalisation
1 Brainstorm & Communicate Strategy
- Involve staff in brainstorming process
- Tie in with corporate culture and vision
- Encourage regular submission
2 Delegation- Create shared editorial document (Google
Spreadsheet)
- Train employees to listen well
- Define content creation responsibilities
Case study : US WaterproofingPlanning
Connect with Communities & Influencers
- Identify topics of customer concern in relation to brand. e.g GE situates itself as a growth and innovation leader
- Connect with existing communities on topics e.g Innovation and Startup Ecosystems
- Work with key influencers in these communities e.g IBM’s Smarter Planet Citizen
Case study : GE / IBMThought leadership
Case study : Trip In AsiaUseful qualitative content
Case study : Trip In AsiaUseful qualitative content
Case study : Trip In AsiaUseful qualitative content
Case study : Trip In AsiaUseful qualitative content
THANK YOU!
Agence Tesla, a social media agency in Singapore and [email protected]
Follow us on Twitter @agencetesla or www.agencetesla.asia
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