Positive Return on Content: Make Your Words Work for You at BlogHer '13

Positive Return on Content: Make Your Words Work for You

#BH13PosReturn INTERNET SSID: BlogHer | No Password Required


SAMANTHA ARIGAPUDIMarketing Maven PR, @samarigapudi

INSTRUCTOR

#BH13PosReturnINTERNET SSID: BlogHer | No Password

Required

Return on Content

• Importance of keywords—how to find them. • Reaching your target market.• Utilizing free and affordable services, products and tools.• Analytics techniques to help you get a positive ROC. • Best Practices

Calculated value of how effective Call-to-Action posts are through analysis of Facebook posting analyses, social media reports and Google Analytics.


Required

Do you really know your keywords?

• Branded Content: Delivering your message in such a way that consumers embrace it because it pulls them in.

• Engaging or Entertaining:• Words and searches should line up.

Keywords help with branded content


Required

Steps to Branded Content with Keywords• Find 10 keywords, nail down 4-5

keywords critical to your “brand”• Branch out to related

terms or phrases• I.E. Are you a fitness blogger? Use

related terms that have less competition to help increase traffic and brand yourself.

• (Hint: use free keyword tool in Google AdWords)

• Fitness (37,200,000 searches), CrossFit (4,090,000)

• To find more keywords, use www.visualthesaurus.com or www.keywordspy.com.

http://www.visualthesaurus.com/

http://www.keywordspy.com/


Required

Reaching Your Target Market• Reaching a target market means the reader (your

target), should find the information they need with helpful content (your blog).

• Think about how you can enhance consumer experience by providing content that alleviates people’s stress and improves their lives. Originality is key.

• What content is that? • Anticipate your reader’s needs by giving them what

they want even before they ask.• How do I do that?

• Identify what your readers want, what they are interested in, or what makes them tick and then build content hubs around these desires.

• Use your keyword tools to determine what is driving traffic to your site. Are people more interested in specific fitness exercises instead of morning smoothies? • Keywords need to serve as SEO magnets

throughout your blog, articles, and social media.


Required

Free Products, Services, and Tools• Utilize social media to it’s fullest extent:

• I.E. YouTube is the 3rd largest search engine • Use the same keywords you do elsewhere to solidify

your brand and connect with your prospects using a plan that’s already engaging

• SocialMention: Allows you to easily track and measure what people are saying about any topic across the web’s social media landscape in real time including Twitter, Facebook, FriendFeed, YouTube, Digg, Google, and so forth.

• You can click on the links where you are mentioned facilitating a direct response to the person mentioning our brand or keyword.

• Technorati: An online tool that searches a blog directory of nearly 1.3 million blogs for all mentions of brands or keywords.

• Premise: A plugin from Copyblogger that creates a stunning landing page for you, no code or HTML knowledge required.


Required

Measure Return on Specific Content in Social Media• Timely Posts

• Create posts and ads that are sure to get the largest engagement based on keywords, posting time, and content.

• Although services like Facebook Ads and Offers may not be free, they are a minimal price to pay for a high Return on Content

• Organization• Use platforms like HootSuite and

Socialite• You MUST have a clear Call-to-

Action, you should treat it as if your blog is the service that is the prime solution to your readers.

• CTA’s to NOT include:• “Like My Page”• “FREE Giveaway on my

Site”• Regroup

• Time for a true analysis.


Required

Maximizing Effectiveness• Review

• How much traffic was driven from call-to-action posts, or free guest posts?• Make links unique in your posts so they are easier to follow through bit.ly and Sprout Social

unique links.

• Follow That Post!• Set up links through Facebook, Google Adwords or Hootsuite that is specific to your post so you

can follow it on the backend.


Required

Test Your Sleuthing

• Questions to ask yourself:• How frequently did people engage with my post?• What time did people engage the most with my post?• Where did their engagement end?• How did my target reader engager with my post? Do I need to

change who my target reader is? • What outcomes resulted from my post?


Required

A-B Testing• When using Facebook Ads or Offers, or

other affordable platforms:• Design an ad for each social media

platform or site and narrow by demographic, image, and/or copy.

• Even in testing phase, present copy that is timely and attractive.

• I.E. is it Cyber Monday? How does your content act as a relevant solution to your reader? Why would they want to read your blog as opposed to another?


Required

Be on the Go!• Mobile Optimization: Return on Content also means understanding how

well your blog, newsletter, or even company site is doing when on the go.1. Navigation

– Big, thumb-friendly buttons– Intuituve structure and heirarchy– Nested navigation

2. Content and Images– Using mobile-optimized images will ensure that they load and

render correctly to fit on the screen of a smartphone and won’t cover up any links and/or text.• use smaller-sized images and think about how many

pixels wide and tall the image should be in order to render correctly on various mobile devices.

3. Load Times– A study done by Keynote Competitive Research found tht 67%

of people expect a mobile site to load in under 4 seconds. Does yours? • Using smaller images (or swapping images out for HTML

and CSS), boiling down your content, and reducing the number of site pages are all ways to help improve load times.


Required

Best Practices• Ensure that messaging is in line with branding: it needs to be relevant to your

subject matter.• Always stay organized when working with multiple ads, platforms or posts to

effectively track your ROC. • Look for the time during which people interacted more with your content, the

demographic that displayed the most interactions, and which copy generated the most interest.

• Look for how many likes and engagement your content generated.• Go back to each ad or post and fine-tune future content using effective

keywords, images and more to reach your target demographic.• Use specific links to easily determine your ROC.• Have a well mobile optimized blog.

#BH13PosReturn INTERNET SSID: BlogHer | No Password Required


SAMANTHA ARIGAPUDIMarketing Maven PR, @samarigapudi

INSTRUCTOR

“BlogHer is a snake meal of

ideas in a wonton wrapper of

love. Afterwards you need a 2-

day nap, then it nourishes you

for a year.”– @debontherocks

Technology

Positive Return on Content: Make Your Words Work for You at BlogHer '13