The Content Lifecycle: How to Create and Share Content Your Readers Will Love

63
The Content Lifecycle: How to Create and Share Content Your Readers Will Love Janet Aronica Head of Marketing Shareaholic Ginny Soskey Marketing Manager Shareaholic

description

This presentation was for Springboard Boston: http://bit.ly/SHRatSpringboard Blogging isn’t easy—you’ve got to learn how to effectively create and promote your own content if you want to be successful. Here is the blogging process from start to finish with actionable takeaways: • Brainstorming great ideas • Writing engaging content • Optimizing your posts for sharing and discovery • Promoting your blog • Analyzing which content works

Transcript of The Content Lifecycle: How to Create and Share Content Your Readers Will Love

Page 1: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

The Content Lifecycle: How to Create and Share Content Your Readers Will Love Janet AronicaHead of MarketingShareaholic

Ginny SoskeyMarketing ManagerShareaholic

Page 2: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

Hi! I’m Janet.

Head of MarketingShareaholic

Page 3: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

Hey! I’m Ginny.

Marketing Manager

Shareaholic

Page 4: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

Meet Jay.

CEO/Founder Shareaholic

Page 5: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

5

February 2008 June 2009

2008 Mozilla Firefox Extension Award

Nights and weekendsto early growth

1 MILLIONdownloads

Page 6: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

Browser Tools

Shareaholic

TODAY

Browser extension downloads

2 MILLION

Page 7: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

publishers

Source: Civilized Caveman Cookinghttp://civilizedcavemancooking.com

200,000Publishers

Page 8: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

8

2,500 +Developers

accessing our Share API

Page 9: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

300,000,000people each month

Page 10: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

10

+ +

For context: That’s more than Germany, France & the United

Kingdom combined.

Page 11: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

11

Shareaholic is the 4th largest country in the world.

Page 12: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

Humble beginnings?

Page 13: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

Humble beginnings?

Page 14: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

14

Strugglefest.

Page 15: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

15

We learn from our publishers.

Page 16: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

16

1 Brainstorm

Write

Optimize

2

3

Promote4

Analyze5

Overview

Page 17: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

17

1 Brainstorm

Page 18: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

18

Friends don’t let friends post without a plan.

Page 19: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

19

Analytics

Page 20: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

20

Consume the content you want to create.

Photo courtesy of D Sharon Pruitt Photo credit: Bakerella

Page 21: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

21

Leverage current events

Page 22: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

22

EditorialCalendar

http://bit.ly/SHRedcal

Page 23: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

23

2 Write

Page 24: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

24

Your headline is your first impression.

Page 25: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

25

• Urgent• Useful• Unique• Specific

Great headlines

Page 26: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

26

Headlines vs. Page Titles

Page 27: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

27

• State a problem• Popular phrase• Numbers

Great introductions

Page 28: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

28

Lists work.

Page 29: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

29

PredictableVoice

Page 30: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

30

Be a visual storyteller.

Page 31: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

31

3 Optimize

Page 32: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

32

On-page SEO

Off-page SEO

• Keyword research/targeting

• Headlines• Page titles• Image file

names• Meta

description

• Linkbuilding• Guest blogging• Social media• Ad words

Page 33: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

33

Source: SEOmoz http://mz.cm/y2MX7d

Page 34: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

34

All-in-One SEO Pack

Page 35: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

35

Page 36: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

36

Brand your visuals

Source: PB Fingershttp://www.pbfingers.com/

Page 37: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

37

• PicMonkey• Shareaholic Chrome

Pinterest Extension

Tools:Optimize

forPinterest

http://bit.ly/SHRPintools

Page 38: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

38

Not your Twitter account

Funky page title

Page 39: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

39

Optimized for Twitter!

Sweet page title!

Page 40: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

40

Page TitleFeatured Image

Meta Description

Page 41: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

41

It might not be love

at first sight.

Page 42: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

42

Link to old content

Source: How About We http://howaboutwe.com

Page 43: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

43

Relatedcontent

Source: Guilty Kitchen http://guiltykitchen.com

Page 44: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

44

4 Promote

Page 45: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

45

33%

ReferralTraffic

Where does traffic come from?

Page 46: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

46

Why do you share?

Page 47: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

47

Where should you share?

Page 48: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

48

AFFINITY

WEIGHT+ TIME DECAY

EDGERANK

Page 49: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

49 Source: http://www.whatisedgerank.com/

Page 50: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

50

Timeline Tips

&Tricks

Page 51: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

51

Join the #conversation.

Twitter Chat Schedule: http://bit.ly/UlKN6Q

Page 52: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

52

Make the most of your time by scheduling posts.

Page 53: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

53

Twitter

Tips &Tricks

Page 54: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

54

Inspirational, curated photos

41% of adult internet users curate photos or videos online.1

1Source: http://pewinternet.org/Reports/2012/Online-Pictures.aspx

Pinterest is the fourth largest traffic source in the world.

Get visual

Page 55: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

55

Get down to the basics.

Pin Share

BoardCollection of Pins

RepinReblog, Retweet

Page 56: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

56

What should you do now?

Complete Presence

Network Optimize

Page 57: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

57

Sharing is caring.

Photo courtesy of Milena Mihaylova

Page 58: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

58

5 Analyze

Page 59: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

59

Metrics: The intelligence you need to take your blog to the next level.

Page 60: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

60

(But don’t get lost in the data jungle.)

Page 61: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

61

Shareaholic Content Analytics

http://bit.ly/SHRanalytics

Page 62: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

62

For more product and installation information, visit Shareaholic.com/publish

ers

Page 63: The Content Lifecycle:  How to Create and Share Content Your Readers Will Love

Thank you!

• @JanetAronica• @gsosk• @Shareaholic• Shareaholic.com