Crafting Your Content for Multiple Channels

A session by Katie Dodd Syk at Revolve Conference 2016

Transcript

1. CRAFTING YOUR CONTENT FOR MULTIPLE CHANNELS K A T I E D O D D S Y K
2. Agenda • Create an effective content strategy • Spread the same content across multiple channels • Consider both content on your website and across social media channels • Review SEO concepts
3. About Me SEO Specialist at Volusion Almost 4 years of SEO experience Freelance writer on the side Avid reader (in theory more than practice) Addicted to travel
4. Why Content? If your website is the dough of a pizza, the content is everything you put on top • It’s necessary for SEO • Encourages engagement • Generates new sales/leads
5. Consider Your Goals How can you accomplish these goals? • Improve your SEO • Build your social audience • Send more newsletters • All of the above?
6. Define Your Target Audience • Create marketing personas using: - Google Analytics - Facebook Insights - Google Trends - Market research reports
7. Your Content Should Be... • Relevant • Useful • Insightful • Attractive • Creative • Maybe even funny 0
8. Don’t Be Sales-y 80% informative 20% promotional 80/20 Rule 0
9. Employ Ethos • Appeal to your audience’s emotions
10. Be The Expert • Establish yourself as the expert in your industry 0
11. New Content SEO Bonus High-quality, engaging content = longer time spent on page + higher chance of users going on to another page of your site + additional points of entry for relevant traffic
12. Types of Website Content • Resource library • Blog • FAQ page
13. Best Website Content SEO Practices • Title tags & meta descriptions • Header tags • Keywords
14. Social Media Content Social Media – over 2.3 billion active users globally • Focus on a few channels • Visual content is > 40x more likely to be shared – Canva, PicMonkey • Stick with it over time • Promote your best content
15. Best Social Media SEO Practices • Fill in as much information as you can on your profiles • Social channels are also search engines • Publish regularly
16. Finding Topics • Do keyword research • Look at off-line/unpublished content you already have: presentations, emails, newsletters • Update old online content • Peek at your competitors
17. Finding More Topics • Check out forums like Quora and Reddit to find what people are talking about • Talk to your customers • Source ideas from everyone in your business, not just a small group
18. The Buffalo Concept Each major piece of content you create is a buffalo • You need to use each part of it • Sometimes you build from it to make new content; other times you pull parts off and use them directly
19. Repurposing Your Content • Turn a blog post into 17 other pieces of content for your business • Example Blog Post: 5 Tips to Increase your SEO Presence
20. Repurposing Content: What to Watch Out For • Duplicate Content • Duplicate Content • Duplicate Content • Don’t exhaust your audience
21. Things to Keep In Mind Across Your Channels • Maintain your voice • Try to figure out what your target audience wants and why • Experiment with your messaging • Gather data using Google Analytics so you know what’s working
22. Next Steps • Create a content calendar o Industry news o Sales and promotions o Special industry events • Take advantage of online content management tools o Social: Hootsuite o Content: CoSchedule • Set realistic goals
23. Future Content Trends • Video! – bring your brand to life & show your human side • User generated content – engages your audience, creates more trust in the brand • Increased mobile usage • Brand ambassadors
24. Main Takeaways Follow the 80/20 rule: 80% informative content, 20% promotional content Content is necessary for your business – so plan for it using a content calendar Write for your audience
25. Find me on https://www.linkedin.com/in/katiedoddsyk