CONTENT MARKETINGPART III

Getting Tactical:Content Nuts and

Bolts

Content and SEO

A strong, optimized written copy is the most critical part of any SEO initiative.

Identify keywords & keyword phrases for target audience.

Brainstorm a list of words and phrases searchers might use.

Relevance is paramount.

The best keywords have…

Strong relevance to the business or products

Relatively high search volume

Relatively low competition

Links- both quantity and quality- can determine and guarantee visibility of the content in search engines.

Google awards higher votes for a link from New York Times magazine than a link from a random Tweet.

A shareable content is a good linking strategy.

Optimize!!!Search engines can’t read all content

formats other than text.Use descriptive names for images, audio,

and video files.For photos- in jpg. formatFor logos- in .gif filesFor audio/video- in HTMLNot just content; it’s QUALITY content!

CONTENT and PR

Public Relations brings: - Publicity - Reputation Management - Media Relations

* Press releases get the news out there! If you have

good news content, make it public!!!

Find the Influencers!

Identify the influencersBuild relationships with themFind online communities where relevant

discussions occurCreate awareness and enthusiasm to

encourage people to discuss your content

Well-Publicized Content

> Every product has its own informative illustrative video, paired by podcasts from an academic subject matter. It worked.

Content and AdvertisingIt is easy to become media as it is to buy

mediaMany major brands use advertising to

drive target audience into deeper brand experiences through immersive content.

SAMPLES

Wrap Content Creatively

Are you prepared for a zombie apocalypse?

TIPS AHOY:

Provide a link to a relevant website in the ad

Include social media links and calls-to-action in the ad (Twitter, Facebook, and so on)

Include QR codes for mobile users that provide deeper information or special offers

Content and Events

SOCIAL MEDIA CHANNELS Connect to prospective

attendees Announce updates,

programs, and event schedules

Send public or private invitations

Feature photos, posters, and presentations

THANK YOU VERY

MUCH!!!