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21 Useful Tips for Digital Content Marketing to Build Your
Business and Personal BrandBlogs, Instagram, Pinterest
and Houzz
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Chris VaughnDirector of Marketing
DigitalSherpa@ChrisHVaughn
Lauren ThomasCampaign Manager
DigitalSherpa@HelloLT
Lynda SimontonClient Experience
Manager@LyndaSimonton
Tweet us! #GardenBlogConf
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Tweet us! #GardenBlogConf
Follow Along At:http://slideshare.net/DigitalSherpa
365 POSTS: 7 LESSONS LEARNEDOne Year. One Website.
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Tip 1: Always Be Analyzing
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The Lightbulb Problem
The blog post with over 1,000 visitors but no readers
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While Exploring Google Analytics…
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No Shares? No Comments?!?
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“Light Bulb” Related Keyword Visits in Google Analytics
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TIP 2: BE THOROUGH
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TIP 3: CONSIDER CONVERSION
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TIP 4: MEASURE RESULTS
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TIP 5: TEST. THEN TEST SOME MORE.
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Call To Action
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TIP 6: TAKE ADVANTAGE OF AVAILABLE (AND FREE) TOOLS
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Google Analytics
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Google Keyword Planner
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TIP 7: SEO IS AN ONGOING PRACTICE. NEVER STOP OPTIMIZING!
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VISUAL STORYTELLING 101
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Tip 8: Define Your Voice & Visuals
• What does your brand sound like?– “Tone” and personality– Key messages
• What does your brand look like?– Logos, colors, etc.
• Optimize your profile for each social network
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Visual Branding: The Home Depot
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Visual Branding: The Home Depot
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Tip 9: Images > Words
• Facebook posts with pictures generate more engagement
• 59% of top brands are on Instagram
• Create a visual content strategy• Share photos that are relevant to
your brand• Use images to tell your stories
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Image via iStockphoto, AleksandarNakic
Images Engage on Facebook
• Photo posts get 39% more interaction– 93% of the most
engaging posts on FB – 53% more likes– 104% more comments – 84% more click-throughs
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Tip 10: Think Themes
• Before & After• How-To• Inspiration Boards• Behind the Scenes• Holidays / Seasons • Pop Culture
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Images via Lifescape Associates and Digital Sherpa
Tip 11: Repurpose Content
• Cascade content across platforms
• Shoot once, use thrice• Create photo collages
– Tools: Pic Stitch, Diptic, Pixlr
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Image via Home Depot
Tip 12: Experiment with #Hashtags
• Use hashtags to join larger conversations– Industry, Geography,
Products/Services, Trends• Tools:
– Facebook Graph Search– Twitter Search– Tagboard (Beta)
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Facebook Post via Digital Sherpa
Tip 14: Take Advantage of Video
• Video marketing is a powerful way to communicate with your audience– Share brand culture/values– Showcase products/services– Share DIY/how-to tips– Highlight happy customers
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Tip 13: Leverage Analytics
• Track engagement – Demographics– Popular content– Best times to post
• Tools: – Facebook Insights– BlitzMetrics– Statigram
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Screenshot via BlitzMetrics
Ready? Let’s Do This!
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PUTTING IT ALL INTO ACTION
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Over 2,000,000 photos have been uploaded to Houzz and there are over 14,000,000 users every month.
Tip 15: Change the Conversation
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Client’s Cottage Garden
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More is More
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Listen and Learn
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Tip 16: Raise Your Ranking
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Get Reviews
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Tip 17: All About Organization (Key Words are Critical)
• Geography – How do people search your area?
• Style• Project scope
– What type of business do you want to attract?
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Under the Hood: Houzz Optimization
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Pinterest generates more referral traffic to business websites than YouTube, Google+ and LinkedIn COMBINED!
Tip 18: Create a Business Account
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Under the Hood: Pinterest Analytics
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Tip 19:Keep Thinking about Search
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130 million people enjoy this photo sharing app
Tip 20: Share a Variety of Content or Stick to a Clear Theme
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Tip 21: Tag People You Know
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Bonus Tip: Be a Good Community Member
• Share valuable information• Interact and help• Give credit where credit is due!
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Q + AQuestions? Ask away!
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• Download our presentation here: http://slideshare.net/DigitalSherpa
• Connect with us!– Chris Vaughn – [email protected]– Lauren Thomas – [email protected]– Lynda Simonton – [email protected]
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