Creang Valuable Content that Converts - Extension · 2019. 7. 15. · • If you haven’t already...
Transcript of Creang Valuable Content that Converts - Extension · 2019. 7. 15. · • If you haven’t already...
RRDCREGIONALRURALDEVELOPMENTCENTERS
Co‐Sponsoredby
Crea(ngValuableContentthatConverts
Sco=Wild,WildInspire
• Ifyouhaven’talreadydoneso,enteryourname/emailaddressintothechatbox
• Sessionwillberecorded• FeelfreetotypequesOons/commentsatanyOme
• EvaluaOon@h4p://(nyurl.com/ETCJan11
WhatisYourWebContentStrategy?
Agenda:QuesOonsAboutContent…
• “Howdowecapturea=enOon?”• “Whatdocustomerswantinourcontent?”• “Howdowethinkaboutcontentdifferently?”• “Howo\endoweneedtoprovidecontent?”• “Howdoessocialmediafitintocontentstrategy?"
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Agenda:WeWillFindThoseAnswersWhenWeKnow…
• TheDifferenceBetweenTradiOonal&SocialMedia• WhoOurAudience(S)Are• WhatLanguageToUse• WhereToEngageandConvertOurAudience(S)
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Tradi(onalMedia(Radio,Print,TV,etc)
• Monologue
• ONEtoMANYcommunica(on
• Interrup(on‐basedwww.wildinspire.com
SocialMedia(Website,blog,Facebook,Twi4er,etc)
• Dialogue• MANYtoMANYcommunica(on
• Permission‐based
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TradiOonalMediaisaboutGETTINGa4en(on
SocialMediaisaboutGIVINGa4en(on
CheckUsOut!(Wecanhelp…)
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Tradi(onalMedia
Vs
SocialMedia
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Tradi(onalMedia(Radio,Print,TV,etc)
• Monologue
• ONEtoMANYcommunica(on
• Interrup(on‐basedwww.wildinspire.com
SocialMedia(Website,blog,Facebook,Twi4er,etc)
• Dialogue• MANYtoMANYcommunica(on
• Permission‐based
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SocialMedia…isthelargestreferralnetworkinhistory!
Ittakes“wordofmouth”to“worldofmouth”
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TradiOonalMediaisaboutGETTINGa4en(on
SocialMediaisaboutGIVINGa4en(on
CheckUsOut!(Wecanhelp…)
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IsSocialMediaWorthMyTime/Effort?Butwhatseemslikesmall,
insignificanttasks…(acoupleofblogposts,“Tweets”,friendrequestsonFacebook,etc)
CANADDUPVERYQUICKLY!
Forexample:Foldingasheetofpaper
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Foldingapaper50Omes…
1,125,899,907,000,000Pages=
(100millionkilometres)
1Reamor500Pages=2”
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AudienceProfiling
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MorethanoneAUDIENCE?
Createaprofileforeachone!
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• Whatproblems,issuesorfrustraOonsdotheyhave?
• WhatsoluOonscanyouprovide?
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Customerservice:Helpthemsolveproblems!
How‐tovideos InformaOonalresourcesforplanningordecision‐making
EmergencynoOficaOons
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Findingyourtargetaudience
• Market
• Niche
• Micro‐Niche
AudienceIden(fica(onCanon
Canoncameras
Canondigitalcameras
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Photography
DigitalPhotography
Howtoshootdigitalphotos
Findingyourtargetaudience
• Market
• Niche
• Micro‐Niche
AudienceIden(fica(on
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GegngThe
LanguageRight
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ConnectwithCUSTOMER‐centricvsorganizaOon‐centriclanguage!
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www.google.com/trends
www.google.com/trends
Waystolistenandlearn– Talktothoseinthebusiness/organizaOonthathavecontactwiththeusers.
– Visitsocialmediagroups– UseGoogle’stoolsforresearch
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EngagingandConver(ng
YourVisitors
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ConvertedVisitor
Influencer
Traffic
AbilityTo
Convert
Strangers(newvisitors)
Friends(regularvisitors)
Leads(curiousvisitors)
Customers/Subscribers/etc
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AreyouaddingVALUE…?
…orjustVALIDATINGyourself?
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UseSocialMediaforBuildingRela(onships
DON’THARDSELLHERE!!
ENGAGETHEMandgivethemthea=enOontheyseek.
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LeadTheBacktoYourSiteforConversion
Don’tlinktoyourHOMEpage,butratherthepagethathasthecontenttheyvalue!
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TWOKeyQuesOons(eachsitepage)
– #1:“WhatdoIwantyou(theaudience)todorightnow”?
– #2:“Isitobviouswheretodothattask?”
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Yourbranddoesnotchange…buthowyourtargetaudienceCONSUMESyourbranddoeschange…
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LetthemREADit…LetthemHEARit…LetthemWATCHit…LetthemSUBSCRIBEtoit…LetthemSHAREit…LetthemgiveFEEDBACKonit…LetthemCONTRIBUTEtoit…
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Wedon’tfindnewsasmuchasthenewsfindsus!
TheNewInbox
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SocialMediahastransformedus…
Fromcontentconsumersinto
contentproducers.
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Socialmediaisdemocra(zingcommunica(ons!
“Technologyisshi\ingthepowerawayfromtheeditors,thepublishers,theestablishment,andthemediaelite.Nowit’sthepeoplewhoareincontrol”‐RupertMurdoch
Ques(on:Arewegivingouraudienceanycontroloverourmessage?
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Essen(alSocialMediaTools
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TheEssenOalTools:
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WhyUseaBlog?
• It’syoursocialmediahub!– Pushyourcontentaroundthesocialweb!– Engageandencouragefeedbackthrough
comments• It’slikeanewsle=erorjournal…
– that’spublishedonearOcleataOme– thatshowsthelatestarOcleontopofthe
pile– that’supdatedasthenewshappens– that’saudioandvideocapable– thathasitsarOcleseparatedintocategories– thatpeoplecansubscribetoontheir
phone,ipod,etc.• RSScanpushsubscriberscontent!
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TheEssenOalTools:
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Bythenumbers…
‐ Over500millionacOveusers‐ 50%logonduringanygivenday‐ Averagepersonhas130friends‐ 900millionobjects(pages,groups,events,andcommunitypages)tointeractwith
‐ Morethan200millionmobiledeviceuserswww.wildinspire.com
PromoteWith“Like”Box
YoucanusethecodeonyourwebsitetoincreasethenumberofFacebookfansyouhave!
TheEssenOalTools:
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• AnswersthequesOon:Whatareyoudoing?• 140charactersorless(includingspaces)!• UseitforcalltoacOonsoracOonalerts• UsethesearchfuncOontoLISTEN• Gainvaluableintelligence!• Your“tweets”areindexedbysearchengines
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CustomerService
ConsiderusingHash‐tags(#)totrackconversaOons!
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Blog
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READER
Blog
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Let’sConnect…• Facebook.com/wildinspire• @wildinspire
• www.wildinspire.com(UnderConstrucOon)
• Markyour2011calendarsfortheupcomingwebinarsofthisseason–2ndThursday,2:00pm(ET),1:00pm(CT),12:00pm(MT)
• February10‐GegngDowntoBusinesswithSocialMediaMarke(ng
• EvaluaOon@h4p://(nyurl.com/ETCJan11