Post on 23-Jan-2017
Be Your Own Digital Content MarketerARUNIMA SHEKHAR
“Content marketing is the only marketing left.” - Seth Godin
WHY? 3.17 billion users on the Internet
Spend an avg. 8 hours a week reading and sharing content 49% of time on mobile is spent consuming content
That’s ~3.6 billion hours worth of content consumed daily!
Content Engineering & Marketing – The Mantra
Strategize
Develop
PublishPromote
Analyze
Content Engineering & Marketing – The Mantra
Strategize
Develop
PublishPromote
Analyze
Strategize – How? Step 1 - Get Answers To 2 Questions Where does your target audience reside online?
Social Media Social Networks Search Engines Long-format Content Sites
Where does your target audience reside in the physical world? - Demographic Data Age Group Gender Geographic Location
Strategize – How? (Contd.) Step 2 – Shortlist maximum 4 channels based on your answers in Step 1
Short Format
•Facebook•Twitter•Google+•LinkedIn•Reddit
Long Format
•Flipboard•Newsvine•Quora•Medium•Digg
Media•Flickr•Pinterest•Instagram•Pixabay•Vimeo•Youtube•Vine•Dailymotion
Search•Optimize Page Content
Strategize – How? (Contd.) Step 3 – Create a Budget
Content Creation | Content Publishing | Content Marketing
Content Engineering & Marketing – The Mantra
Strategize
Develop
PublishPromote
Analyze
Content EngineeringContent production
Content management
Content modelling
Content conversion
Content use and repurposing
Develop – How?Text/Copy
• Include at least 2 keywords from keyword list created
• Supplement words with an image• Short Copy – Facebook,
Twitter, Google+• Long Format – Blog,
LinkedIn, Medium• Images – Creative
Commons, Pexels, etc.
Image• Message/Self-
explanatory• Illustration• Pictures• Infographic
GIF/Video
• Convey a story• Animated• Virtual Reality• Motion Picture
Developing Content – Text/Copy The Lede – The opening paragraph of an article (publishing term)
Who | What | Where | When | Why | How
Short Copy Content – Tips First Line
Not exceeding 10 words DO NOT STUFF KEYWORDS
A Catchy image to go with it Know the color palette and the emotion you want to invoke. E.g.: Yellow/Orange in the image catch the eye faster, Purple/Red are good for festive seasons, avoid using grey
monotones
Sample >>
Developing Content – Text/Copy (Contd.) More Tips
Convey ONE thing “Checkout the latest sale at BrandZero on fresh arrivals. Great cashbacks and discounts on
purchases above Rs. 1000. Share with friends and avail a further 10% off!” “SALE on fresh arrivals at BrandZero! Click here to check it out right now!”
Be Explicit - State the action you want reader to perform. Pl RT, Share with friends, Like the post, CTA, etc.
Tools Text – Google Webmaster Tools, Grammarly, Headline Analyzer Raw Images – Creative Commons, Pixabay, Pexels Processed Images - Canva, PlaceIt
Developing Content – Text/Copy (Contd.) Long Format Content Title
Not exceeding 12 words Use at max 3 keywords The first paragraph of the article must contain the keywords
Tips Adding numbers to the Title gives it better ranking.
E.g. Where Is The US$48 Billion Indian Food Tech Industry Headed Quote trusted sources Format content for readability – Starting paragraph should be maximum 100 words. Use lists as far
as possible Use h3/h4 tags for in-article headings Always add descriptions to images within the blog
Developing Content – Text/Copy (Contd.) Tools
Text – CoSchedule’s Analyzer for Headlines Google Keyword Analyzer
Images – Creative Commons Flickr Pixabay Pexels Wallpapers
Activity You’re an e-commerce portal owner and you just added the following item to your inventory. Write a Facebook post and a Twitter post to notify your customers about this addition.
Developing Content – Images/Infographics Tips for Creating Images for Social Media
Image should complement the copy – Use high quality images, pay if you have to! Sample>> Even quotes are more shareable when accompanied by an image Tools – Canva, Imgflip, Piktochart, Pixlr to get the correct image sizes for different channels.
Tips for Creating Infographics Use Infographics to convey - Processes, Comparisons, How-To’s, Data & Research ALWAYS Quote the source of your data Tools that offer readymade infographic templates
Hubspot Visual.ly Easel.ly Canva ThingLink
Some Interesting Facts About Infographics
Source: visual.ly
Developing Content - Video 90% of Consumers preferred video content to know and understand products. Tips The ideal video length to go on
Social Media – 1 to 1.5 minutes Blog/Vlog – Maximum 20 minutes Company Culture videos – Maximum 5 minutes How-To/ About Product Videos – Maximum 10 minutes
Developing Content – Video (Contd.) Tools Your Smartphone Whiteboard Animation Videos
VideoScribe WhiteboardAnimation
Animation Videos Animoto Flixpress
Content Engineering & Marketing – The Mantra
Strategize
Develop
PublishPromote
Analyze
Publishing Where?
Blog – WordPress, Blogger Social Media Publishing Websites - Medium Content Curation Websites
Tips Publish during peak traffic hour – Get maximum eyeballs Use a publishing tool to schedule posts in advance Use hashtags to maximize discovery, especially with trending topics – Maximizes discovery
on content curation sites as well Tag people, groups and places
Publishing (Contd.) Tools – Social Media
Hootsuite – Free + Premium Buffer – Free
Tools – Blog Free Wordpress
Hosted on Wordpress.com Wordpress analytics Limited customization options
Hosted Wordpress – Wordpress.org Self-hosted Analytics integration – Google Analytics
Tips Optimize images for size and add a description Use tags and categories effectively (for SEO) Use SEO plugin such as Yoast
Content Engineering & Marketing – The Mantra
Strategize
Develop
PublishPromote
Analyze
Promote Organic
Use Keywords and hashtags for discovery Cross-promotion and tagging on Social Media Submit your content to Blog Directories and Content Aggregation Websites Tap into Influencer outreach
Paid Paid Marketing on Social Media – Facebook
Boost Post on Facebook for potential viral posts. Make sure to add a relevant and stunning visual to complement your campaign. Promote Page to get more likes – Again be very careful about the visuals you are using. Don’t stuff keywords into the 100
characters available Promote Website Link
Affiliates Promote on Content Affiliate Sites – Outbrain / Shareaholic / Inbound AdWords / AdSense
Content Engineering & Marketing – The Mantra
Strategize
Develop
PublishPromote
Analyze
Analyze
Social Media analytics - Facebook, Twitter, Pinterest, etc.
Google Analytics integrated on your site/blog
Web Analytics Tools – Moz, Alexa, SemRush
WordPress Analytics/Jetpack
“Data! Data! Data!” he cried impatiently. “I can’t make bricks without clay!” – Sherlock Holmes
Content Engineering & Marketing – The Mantra
Strategize
Develop
Publish
Promote
Analyze
Get In Touch
LinkedIn : https://www.linkedin.com/profile/view?id=AAIAAAE6X5oBA_N1rqdqwORozHApmUj2UjTqVkw
Twitter : http://www.twitter.com/shekhararunima
Website : http://www.scrambledworks.com