5 Simple Content Marketing Storytelling Techniques for 2014
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5 SIMPLE STORYTELLING TIPS FOR 2014
Easy ways to impact your content and social results – today.
#MarketersAnon@emilycretella
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#1: CHANGE YOUR SOCIAL MINDSET
Your story is your most important marketing tool.
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Change Your Social Mindset
“You don’t need a Facebook strategy.You need a CONTENT strategy.”
Image: Unsplash
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What is Content Marketing?
#1: Creating original content or sharing existing content that will benefit your audience at all stages of the buying process
Image: Unsplash
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What is Content Marketing?
#2: Developing an appealing hub for your content, in the form of a blog, news section on your web site, etc., while integrating all available communication channels
Image: CharityWater.org
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What is Content Marketing?
#3: Using smart marketing strategies to get your audience to engage with your content and take specific action
Image: twitter.com/charitywater
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Benefits of Strategic Content Marketing
• Content & audience ownership
• Real-time metrics
• Search ranking improvement
• Site traffic increase
• Conversion rates
• Public & key influencer trust
• Position as leader
• Audience satisfaction
• Organizational buy-in
• Brand loyalty
• Social engagement
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And Because Marketers Love Stats…
• 61% of consumers feel better about and are more likely to buy from a company that delivers custom content.1
• Interesting content is a top 3 reason people follow brands on social media.1
• Social media sites & blogs reach 8 out of 10 of all U.S.
Internet users & account for 23% of all time spent online.1
• 90% of consumers find custom content useful and 78%
believe that organizations providing custom content are interested in building good relationships with them.1
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And Because Marketers Love Stats…
• Blogs give websites 434% more indexed pages and 97% more indexed links.1
• The avg. cost to generate a lead through inbound marketing ($143) is about half the avg. for outbound marketing ($373).1
• Per dollar, content marketing produces roughly 3x as many leads.2
• After 36 months, content marketing generates 31 leads per $1,000 spent, more than 3x as many as paid search.2
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Change Your Social Mindset Today
START NOW:
• Start blogging – or revive your current blog
• Set measurable goals (i.e., engagement, social, conversions)
• Revisit existing content
• Develop a manageable editorial calendar
• Use social to share
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#2: FOCUS ON GOOGLE
Circle this! Build your Authorship.
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Join Google+
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Join Google+Google+ = Google. Google = Search. Search = Buy.
• 2nd largest social network
• 318.4 million active users in 31 markets
• 50% of global Internet users have Google+ profiles (Facebook = 70%)
• 1,200+ million monthly visits (Facebook = 809 million; Twitter = 416 million)
Source: http://www.jeffbullas.com/2013/09/20/12-awesome-social-media-facts-and-statistics-for-2013
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Join Google+
“Social proof is the new marketing.” Your quality of social interaction on Google+ creates a higher level of social proof and trust in your content and your authority.
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Join Google+Not sold?
• Google+ rewards quality of content, ability to network, connecting on a helpful/educational level
• Move from Search Engine Optimization to Customer Optimization: Google’s Hummingbird update• The move away from “keyword SEO” to creating useful, customer-centric
content that answers their questions is actually good for SEO
• Facebook’s “likes” are no longer free
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So now that we’re in each other’s circles…
Psst! Connect with me! www.google.com/+emilycretella www.google.com
/+cursivecontent
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Establish Your Authorship
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Establish Your AuthorshipWhat is Google Authorship?
A way to connect your Google+ profile to the content you create:
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Establish Your Authorship
Benefits to You
• Content will be more credible
• Easier to find your content from different sources across the web
• Establish yourself as an authority in your area of expertise
• More appealing for people to read your content and add you to their Google+ circles
• Helps you discover and stop plagiarism of your work
• Access analytics for your content in search
Benefits for SEO
• Search-engine results with pictures are more likely to be clicked
• More credible links get more clicks
• More than 17% of search results feature a verified writer in the top 100 results
• Your content will be indexed quicker if it’s linked to your Google+ profile
Sources: http://www.forbes.com/sites/brentgleeson/2013/09/30/everything-you-need-to-know-about-google-authorship/ and http://www.google.com/insidesearch/features/authorship/
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Establish Your AuthorshipHow Do I Set Up Google Authorship?
• Google+ profile photo with a recognizable headshot
• Byline and name (matching G+ profile) appears on each page of your content (for example, “By Emily Cretella”)
• Verify email address on the same domain as your content (or, using rel=“author” code)
• Sign up for Authorship on Google (www.plus.google.com/authorship)
• Join the Google Authorship & Author Rank G+ community
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Focus on Google TodaySTART NOW:
• Join Google+ or become more active
• Set up your Google Authorship
• Claim all your online content
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#3: (SLIDE)SHARE IT
Present your content across platforms.
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What is SlideShare?
The world's largest community for sharing presentations.
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What is SlideShare?• Upload presentations publicly or privately
• Download presentations on any topic and reuse or remix
• Embed on blogs, websites, company intranets
• Share on Twitter, Facebook, LinkedIn
• Leadshare: generate business leads with your presentations, documents, pdfs, videos
• Slidecast: sync mp3 audio with slides to create a webinar
• Embed YouTube videos inside SlideShare presentations
• SlideShare PRO: premium features like branded channels, analytics, ad free pages, etc.
Source: http://www.slideshare.net/about
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The Stats on SlideShare
http://www.columnfivemedia.com/work-items/infographic-the-quiet-giant-of-content-marketing
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The Stats on SlideShare
http://www.columnfivemedia.com/work-items/infographic-the-quiet-giant-of-content-marketing
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(Slide)Share It TodaySTART NOW:
• Take existing content and repurpose:• White space• Strong visuals• Bullet points• Clean look and consistent theme• Minimal words per page
• Offer promotions, coupons, clickable links, Twitter prompts and more within your deck
• Integrate presentations across social platforms
• Set up Google Authorship for SlideShare
• Consider free vs. paid account
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#4: TINY, VISUAL CONTENT WINS BIG
Chat apps … Vine …. Pinterest …. Oh my!
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Trending Small
“There is a definite trend toward small.
If we can’t get big chunks of content through a limited ‘pipeline’ of brain cells, maybe we can get grains of sand through.
This would explain ideas like Vine (6-second videos), infographics, and even Pinterest, which is simply easy on the eyes without a lot of processing.”
–Mark W. Schaefer
Source: http://contentmarketinginstitute.com/2013/12/content-marketing-predictions-2014/
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Trending Small• One day = 1.5 billion pieces of content, 140 million tweets and
2 million videos*
• Short-form, mobile-friendly “micro” content will be 2014 trend• Vine; Instagram; Infographics; Pinterest
• Chat apps on the rise: messaging services that push content through a mobile device’s data connections• Snapchat Stories; Instagram Direct – as well as many others (WhatsApp, Kik,
Tango, LINE)
*http://www.jeffbullas.com/2012/03/07/9-awesome-reasons-to-use-infographics-in-your-content-marketing/#LtjTU24APRKeE8zH.99
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Chat Apps
400 million photo or video “snaps” received daily
Most users under 25
Enable intimate, one-on-one relationships
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Chat Apps &Brands
Taco Bell product intro
Acura prototype reveal
16 Handles coupon for photo
New Orleans Saints behind-the-scenes
Photo credit: http://www.flickr.com/photos/99185699@N00/6485043861/lightbox/
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Let’s Get Visual• 2/3 of world’s mobile data traffic will be video by 2017
• Five tweets per second contain a Vine link
• A branded Vine video is 4x more likely to be seen than a regular branded video
• Instagram videos are creating 2x more engagement than Instagram photos
• 21% of online adults use Pinterest, up from the 15% who did so in December 2012
Statistics: http://digiday.com/brands/15-stats-vine-and-instagram-video/ & http://pewinternet.org/Reports/2013/Social-Media-Update.aspx
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Create Tiny Content TodaySTART NOW:
• Decide if chat apps or visual platforms make sense for your brand:
• Audience demographics
• Content strategy
• Ability to produce strong visuals
• Optimize current content for visual sharing:
• Make blog photos Pinterest-friendly
• Create graphic images from key content points
• Turn research into infographics
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#5: INSPIRE YOUR STORY
Seek out motivation to create your best work.
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Write.Make your content “sticky”:
• Simplicity• Unexpectednes
s• Concreteness• Credibility• Emotions• Stories
Source: http://www.jeffbullas.com/2013/11/06/the-10-commandments-of-content-marketing/. Image: Unsplash
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Focus.Know your audience:Create buyer personas
Ask yourself: What does my audience need to know?
Provide content that will help move them to the next stage of the buying journey
Image: Unsplash
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Optimize.Write better headlines
Include subheads
Add eye-catching visuals
Keep your ideas short, simple and bulleted
Create strong calls to action
Image: Unsplash
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Inspire Your Story Today
START NOW:
• Butt in chair, hands on keyboard.
• Read, read, read:
• www.Copyblogger.com
• www.ContentMarketingInstitute.com
• www.MarketingProfs.com • www.Econsultancy.com
• www.Brainpickings.com
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What Inspires Your Story?
Let’s share ideas!
Add your thoughts on Twitter or Google+:#MarketersAnon
Read more at:www.cursivecontent.com/blog
Image: Unsplash
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Presented by:Emily Cretella, Owner, Strategist & Copywriter
www.cursivecontent.com www.google.com/+EmilyCretella