Content Marketing

what do content calendars allow you to do

to determine the copy, the creative, the platform, the targeting, and the times and dates in which content is seeded.

what are the two types of content groups

topical and evergreen

what is advocacy based on

user-generated content, reviews, ratings, and recommendations, you can assess, within your audience, key individuals who may be really amplifying your cause

what types of media should you use during interest stage

you can stretch out the intent or the content attention span to slightly longer formed pieces of content. You can look at formats like blogs, long-form videos, white papers, podcasts, e-books, and even infographics.

what is format's role

-Being able to provide the types of content that they're more likely to actually interact with will again help you avoid waste. -It will give you the information and perspective you need to make objective decisions about how to craft your brand messages through the most consumed and widely accepted formats and platforms.

what is the significance of timing

-Consider how content marketing helps support other campaigns the business is running. -Make sure that you're not going out with a different message in your content marketing; -or that other aspects of your business are going out with a completely different proposition to market.

what is the significance of input

-Consider the wider business input. -speak to the other members of your business and see how they may contribute ideas, inspiration, or what they've got going on from a business agenda perspective. Add these elements to the content marketing mix.

how does discovery play a role

-Finally, discover the channels your audiences are inhabiting. -Personas allow you to get a grasp of your audience's channel behavior. Where are they having conversations? -Create content where your audience is already active, and leverage their online behaviors to the maximum effect for your business and your content marketing.

what are some common evergreen content post types

-How-to articles changing a spare tire if you're not a mechanic -Tutorials on applying a certain make up -A beginner's guide to filling out a self-assessed tax form -FAQs based on information from your customer service channels -Case studies, where you may have completed a great piece of work for a previous client or customer.

what role does awareness play in terms of aligning content metrics to business goals

-In the awareness phase, some of the most important metrics are the reach, how many people you've reached with your content piece. -The impressions is how many times you've reached them. And then looking at the frequency, which gives you the average overall times by which you're reaching your audience to saturation point.

what are the benefits of evergreen content

-Is relevant and valuable for a prolonged period of time -Can drive more traffic and generate more leads over its lifespan -Can be repurposed into different formats, maximizing creation time

what is keyword establishment

-Looking to see how users are currently finding your website, -looking to see what language that you're currently using on your website for consistency, and also -trying to identify maybe what audiences are searching for when they're looking for your competitors

what is content seeding

-a strategic approach to mapping out your content across the entire web. -Content can be split across online platforms, your website, and your social media channels. -Optimizing your content per platform is a key consideration so that you avoid overlap as much as possible.

what are content calendars

-an essential tool for all content marketers. - a centralized document that allow you to map out your social media content for a period of time in the coming weeks or months.

what are the limitations of content scheduling

-an inability to react. As the content is not being published immediately and has no human oversight, the scheduling tool does not have the intelligence to disable inappropriate content in cases of a natural disaster, a tragic event, or if there's an issue as a result of publishing content. -API updates can be limiting from certain social media platforms. For example, if you're using a third-party application like Buffer or Sprout Social, their permissions sometimes change and get revoked. As a result, content may not end up being published.

what does tweetdeck allow you to do

-assess the content, the interactions, and the engagement with competitor streams at any one moment in time. -There's a really handy feature where you can add columns that can assess keywords, account traffic, engagement, and also your own account channels as well. -allows you in real-time to see the reaction of your -audiences versus the reaction of the competitor audiences. You can also track competitor hashtags and the usage of these from an organic perspective as well.

benefits of CMS

-automation. content can be pushed out simultaneously across multiple platforms by using one of these CMS solutions. -enhanced, allowing for that cross-publishing piece, but also the aspect of social interaction with more static, like web content. This Click to Tweet or, indeed, Facebook Like or Share via Twitter enables users to get more involved in the content from a social perspective, rather than just reading it flat. -create content within the web-based application. -assign tasks to people within your business who are also working on that same piece of content. You can hashtag users who also are signed in via the same CMS, highlight tasks for them to complete, or issues for them to manage.

what are the benefits of content repurposing

-being efficient in resource, -helping drive consistency of a general theme or message, -extending the lifespan of the content, -looking to reach new audiences with different content formats across different channels, and -helping to drive your SEO.

what is consistency

-can be across your brand assets, brand guidelines, your look and feel, your language, and how you're interacting and talking with your potential audience, at any moment in time

what are the 3 steps of creating topical content

-choose general themes or events that are relevant for your audience. -consider what you're trying to achieve with your topical content, and then sketch backwards to see it fits within your theme. -make sure that you have adequate resources that can be rolled into action when needed, for example, writers, designers, and approvals you need to put in place.

what does buzzsumo allow you to do

-compare your content to your competitors' across a wide-ranging span of social media platforms. -It allows you to identify what the topics and the themes are for your audience at that moment in time that are really driving an interest at. -And it allows you to discover catchy language and formats of headline that are really resonating with your audience at that moment in time.

when compiling your competitor analysis, what are the key things that you should be looking for?

-content topics and language, -looking at what platforms they're using, -what feedback they're getting from their customers on particular content formats, looking towards, -"How are they using content in terms of their search engine ranking? -Has it helped boost their ranking over the course of the past six months to a year? -Have they been conducting social follow campaigns in terms of their ad formats? -Or have they been relying on organic content?"

what are some questions to ask about cost implications

-have you invested in content creation and the ownership of that from a hundred percent perspective? -Or did you have to license imagery or music? -Or do you need to credit individuals along your content creation process? -How much internal availability is there in terms of resource or skills for the creation of that content? -And what did you need to invest in in order to make sure that was deliverable for the business? -Did you need to hire external support like an agency or a design consultancy to help you get content across the line? -is your content compliant with regulatory bodies? -Is there a financial implication to making sure that your content is compliant?

what is conversion

-having an end point where you can actually track a sale using customized links or Urgent Tracking Modules. -where you add a snippet of simple code to the end of a URL to track the performance of campaigns and content.

what are customer personas

-help you understand your customers and your prospective customers better. -This makes it easier for you to tailor your content, messaging, and tone - as well as product development and services - to the specific needs, behaviors, and concerns of different groups.

what are some key considerations around stakeholders

-in-house teams across marketing, PR, sales, compliance and legal, especially for validating any claims or any insurance or financial aspects of whatever it is that you're putting out. -the management of the business and make sure that they have input; as well as clients or investors (if applicable).

How could you repurpose a blog post?

-infographic, calling out the key data and stats and tying them visually. -motion infographic where we actually make the stats come to life using simple animations. -have a podcast and a discussion about it. -a whitepaper that drives thought leadership and credibility in the space.

what are three key areas of research that you should conduct before creating your content topics.

-keyword establishment -search trends -audience insights

what is the importance of a website

-make sure that your social streams and your social handles are all integrated with your website function, whether it be through a plugin or a simple link. -align your SEO goals to your overall business goals to not only increase the consumer experience, but also your SEO rankings, in terms of a search engine optimization.

what does targeting do

-make sure that your writing is focused; that you're relevant in terms of the topics that you're creating content around. -provide valuable insight into conveying your message to the right audience at the right time. -This will help you avoid waste for your content marketing efforts, and will help keep you focused on your content marketing efforts.

what is social listening

-method of tracking online conversation in relation to keywords, topics, or phrases to glean key insights from your target audience. -In other words, this is the process of monitoring social platforms and digital channels to find out what people are talking about when it comes to your brand or your business proposition in the market.

what are content management systems (CMS)

-often web-based applications that allow users who may not be too technical-minded to create, edit, and manage content through social media platforms and through blogs.

what does a CMS allow you to do

-potentially cut down on the resource you need to cross-publish across multiple platforms -also has great interaction and engagement with the likes of Click to Tweet buttons, Facebook Like buttons, -being able to essentially socialize content that may live from a web presence, -being able to publish that across the social web indeed.

what types of formats should you use for retention stage

-retargeting -You can also utilize Click to Buy formats and other exclusive offers for people who've previously bought. -You might also want to use imagery, rewards, reviews, value additions, and discounts.

what are the 3 main purposes of buyer personas

-targeting -format -discovery

what role does consideration play in terms of aligning content metrics to business goals

-the most important metrics to measure are clicks, engagements, and sentiment. -In this phase, you're trying to nurture the lead down the consumer sales funnel. -it's very much dedicated to nurturing ongoing conversation, providing that engagement back and forth with your potential customer, and adding any value that you can along their purchase decision.

what is engagement (both positive and negative)

-these are the comments, the shares, and the likes that are given to your content through the content channels, -also the clicks in which you're driving people towards your individual website, or if you have a conversion portal.

what are the benefits of content scheduling

-time-efficient. It frees you up to focus on other work. -It also allows cross-posting. When you're posting a piece of content to your WordPress account, you may be able to cross-post that to your Facebook account and your Twitter account at the same time.

what can affinity allow you to do

-to determine whether an engagement that's been given on your content has been largely grouped as positive or negative. (Facebook, Twitter and Instagram provide you with a great portal)

what do search trends allow you to do

-to identify the peaks and the troughs over the course of the year aligned to certain phrases or certain keywords, -where you can determine the appetite or the interest set, month by month, even day by day. -This is a great tool to assess what kinds of content you should be creating at what moment in time.

what is awareness

-visibility of your brand in the wider content ecosystem. -Looking at how much of your target audience is seeing your message at a particular moment in time, and how frequent they're seeing that message.

what role do sales play in terms of aligning content metrics to business goals

-you need to be looking more around the results to do with clicks to basket, abandoned baskets and conversion. -So which content is actually driving people towards the checkout and pressing click on the buy button.

what is content promotion

the strategic method by which you get your content out to a much wider audience, other than your owned immediate channels.

methods for generating content topics and tools

Activities: brainstorming, looking at social listening, and the community engagement piece about reaching out to your own audiences and finding out what content they actually would like from you. Tools: Pinterest and StumbleUpon, in addition to RSS feeds, a little bit later in this presentation, to show you topics and ways in which you might curate content.

what are some questions to ask about platforms

As we've touched on previously, what platforms are they inhabiting? Where is the conversation happening with your target audience?

what are some goals of content marketing

Awareness Engagement Affinity Conversion Advocacy

what are the stages of a buyer's journey

Awareness This lets potential customers know what it is that your business is offering, what your USPs are versus your competitors, and what your general proposition is in the market. Interest This is where you capture the audience's attention by offering them something interesting to spark their interest; something that gets them excited about what it is that you do. Consideration an opportunity for you to provide further information on your key proposition in the market and what your business does versus your competitors. You can also incentivize your customers to try your products or services, and give them a taste of what it is that you can offer in the business. Conversion Conversion is about fostering that warm and personalized experience between potential customers and your business to get them across the line and make them become customers. Retention It's about encouraging repeat business by delivering on great customer service, so they become champions for your brand. Using digital formats and social marketing, you can keep customers within that loop and encourage repeat business from loyal customers.

The value of content marketing measurement can be largely three-fold:

Brand awareness: This is the more potential customers that know about your business and your proposition within the market. Brand conviction: This is the credibility and authority that you have as a business, or in certain brand topics and industry themes. Conversions and advocacy: This is, essentially, the content that you can use to drive sales and also repeat business.

You need to consider a number of issues when assembling your content calendar:

Business priorities: Be aware of your business priorities, timelines, and product launches. Marketing activities: Look towards other marketing activities that may be going on. Make sure to speak to the other individuals within your business to get that full, well-rounded aspect of your content calendar. Sponsorship activities: Look towards any sponsorship activities that you may have running at that particular time, and how you may support it from a content perspective. In-store promotions: If you're selling in shops, look towards sales and in-store promotions and consider how you might link in potential outlets and retail partners. Time of year: Make sure that your content is aligned with the current search trends and is relevant for that particular time.

There are three main components to calculating this return in investment (ROI) from your content marketing:

Content The first component is looking at your initial investment in the content. This is not just from a financial or a monetary perspective, but investment in terms of time. How long has it taken you to create content for your content marketing mix? Performance Looking around the engagement, the metrics, and essentially, how your audience has reacted to that content and determining whether it's worth the initial investment. Can you track back the performance of this content to result in any sales or new clients, or indeed, any new leads? Long tail benefits making sure that you're taking into account 6-month to 12-month impacts from an SEO perspective, or indeed, lead generation that needs to turn into lead nurturing before a close in terms of a sale or a new customer, and making sure that you're taking these considerations into full context. On your content marketing, it is important to consider the cost implications of your content creation.

What are the key considerations when matching a platform to your audience?

Content need: Will your content add value or solve a problem for your audience at that particular moment in time? Audience ecosystem: Is your content right for that particular platform, and are your audience using that platform at that moment in time? Proposition and format: Is the content that you're proposing right for the platform format?

how to deep dive into the statistics:

Content recall: how quickly linked is your brand to the content that you've pushed at previously, and how aligned is it with the style of your brand? Clicks to point of sale: How much traffic have you driven towards the endpoint where a consumer actually converts? And how has it resulted in business effect, or in terms of your bottom line? Overlaying commercial results with your recent content activities: Looking over the peaks in the chart in your business, and looking towards busy times when you're activating large pieces of content, and seeing is there a correlation or a link between business results and your content marketing efforts.

All good content calendars will include five key elements:

Copy: the text that would accompany a post, an image, or a video that is being populated. Creative: Creative is the image, the video, the GIF, or a poll or a card format that accompanies your copy. Theme: The theme ties back to one of your content topics. Who is this content for? What purpose, pain point, or audience interest is this content serving? Date and time: Regarding the date and time the content is being seeded, always be mindful of international time zones, bank holidays, and whether there is daylight savings in the area you are targeting. Platform: What platform is the content going to be seeded on? Whether it's Facebook, Instagram, or Snapchat, having a clear determination of where this content is going to be seeded would give clarity on the content marketing mix.

three metrics around assessing the content utility when looking at your content marketing return of investment:

Downloads and saves: How many customers found the content that you provided so useful, they decided to save it to their device? Customer feedback: How much customer feedback have you generated along the way? Have you been able to take any comments from a positive or a negative perspective and enacted business change as a result of being able to access them through their pieces of content? Plays, clicks, and views: How many views or plays on pieces of video content? Get a true view of what the video plays look like, though, because some of the platforms, like Facebook, register three seconds as a video view. YouTube look at 30 seconds as a video view.

What should you consider when choosing a content management system?

Dynamism: How easy is it to edit the content? How much access are you being given to edit key aspects of your website or, indeed, your social content? And how integrated is it across the digital and social web? Intuition: How intuitive is the CMS to use? Is it easy to use, or is it quite complex and technical? A good CMS should be what we call WYSIWYG, what you see is what you get, and essentially allow you to edit in real time, and be really simple to use, and shouldn't require too much technical know-how. Cost: A lot of CMS platforms have a rolling, recurring monthly cost. Factor this into your resource planning, and determine whether this provides good value for your business, or, indeed, if it's just an additional expense that you don't need.

owned channels include:

Facebook Twitter Instagram YouTube Snapchat Pinterest Blog Website

what are some questions about interests

From a personal context, how can you access them through sport, or music, or TV, or film? What issues are they trying to solve?

what are some tools for keyword establishment

Google Analytics and Ad Words Planner will help benefit you in this area of research.

what are the benefits of content marketing

Grow: You can grow your audience. Looking outwards to the general public and being able to grow a community around what it is that you're trying to sell. Recruit: You can recruit brand advocates. Content marketing can help you get a sense of influence or credibility about what it is that you're looking to do in the wider market and recruit people to believe in what you are trying to achieve. Increase: There is an opportunity with content marketing to increase what we call SEO, which is your search engine optimizing. Content marketing allows you to increase your position in search engines. Generate: This involves lead generation. So this is about assessing potential leads that you can convert into sales for your business and new clients that you may want to get on board. Enhance: This involves enhancing the understanding of your business, enhancing what your proposition is in the market, and enhancing your affinity with potential customers.

what are some free and paid content scheduling tools

Hootsuite is a great tool for starters, combining content scheduling and social listening. Sprout Social is a management tool that lets multiple users schedule, publish, and analyze social media posts across several platforms. Buffer allows you to add articles, photos, and video, and Buffer will automatically post them to your social media accounts throughout the day. Percolate allows for task delegation and content creation, in addition to scheduling.

what are the benefits of social listening

Identify opportunities Social listening will help you identify any opportunities or platform usage that you can leverage for your brand. Social listening tools may show them where new conversations are happening, so that they can refocus their content marketing on these platforms. Being relevant to your audience and looking towards the channels that they're using is hugely important for success with content marketing. Spot potential risks Being able to utilize social listening to spot these conversations, and the correlation between them in different areas at a given time, can help identify a potential risk, product issue, or threat to your business. Understand brand position Finally, you can understand how brands and businesses fit into the ecosystem of each platform.

There are three main reasons that we see consumers share content:

Incentives: A lot of users are following the tactics that brands are implementing around being able to share content for the chance to enter a draw or enter a competition. Fame: Fame is another consideration. People often share content for the 'I saw it first' kudos. This is more commonly known as social currency. Leverage this in the best way possible to give your audience advocates and your brand heroes access to content first. Utility: A lot of consumers share content to be helpful to other people. As knowledge is the original sign of power and wealth, it continues to determine online influencers. These kinds of ideas are shared quite far and wide with social audiences to provide utility to the wider online community.

Methods of content promotion include:

Influencer marketing: This involves using influencers to co-create and amplify your content. Guest blogging: This involves extending the reach of your blogs by using influencers who may exchange blog posts with you. Tagging: Tagging particular audiences and channels that may find your content interesting or useful Affiliate marketing: This involves teaming up with a like-minded business to create content together. Media partnerships: This is where you may involve a third-party media outlet to seed your content through.

what are the benefits of using a content calendar

It helps you plan your content efficiently and keeps the team focused and organized. It allows enough time to have a plan in place that identifies the audience and the topic in advance and prevents you having writer's block. It allows key dates for functional messaging and topical content. It keeps social content on track across multiple platforms. It helps all content marketers stay on track with exactly what they're trying to push out from a content marketing perspective.

How should you conduct a content audit?

KPI and objectives review: Auditing your content regularly will assess if your KPIs are being met and if you're reaching your business objectives. Benchmarks: Then, refer back to your annual goals or objectives and assess progress towards these goals - adjust goals if needed. Current audience segments: Review your audience segments. Content inventory, forms, and types: Review content inventory, including the forms and types of content over the past period, and assess the successes or failures of these. Website performance and UX: Review your other digital platforms - f\Look towards your website analytics, particularly if you have an e-commerce business. Assess which styles and types of content are actually driving people back over to your website, and are actually leading to conversions and sales. Social platform review: Look at the individual social platforms. How are they performing for you? Which ones are most alive? Which ones are most engaged? Language or tone evolvement: It's also beneficial to consider the successes or failures of your tone with customers and determine if the language you're using with audiences is resonating. Social listening: Finally, review your social listening to determine if there's anything new to be factored into your content.

What are some examples of which details should be included in your monthly marketing report:

Key metrics: Based on your objectives, these could be audience, reach, engagement, views, clicks, and conversions. Most successful content: Again, success here is determined by your objectives Least successful content: Look at this as an opportunity to trim the fat and eliminate what's not working from your content plan Learnings: How can next month's content be better? Are you noticing any month-on-month trends worth highlighting? Aligning business activities: What else is happening in your business, and how can content marketing further support overarching business goals? All businesses have rolling calendars and have things that crop up that are unexpected. How might you adapt to this and how might you create content that helps serve these needs?

how can community management help

Manage customer, product, or service issues: The first is being able to manage customer, product, or service issues with your business Gain valuable insight and feedback: Social media and digital marketing and content marketing is one of those rare platforms that allows you direct access to a large database of your customers almost instantaneously. Turn customers into loyal fans: You can also with community management, turn loyal fans into brand advocates, really energize them, being able to interact with them. Network with others: Being able to link in and tagging affiliate businesses, which we're going to look at a little bit later in this presentation will help you network online through your content marketing efforts. Drive repeat sales: Community management allows you to have ongoing conversations with your social audiences and being able to build that credibility, that trust that the community wants to give you repeat business.

There are three ways in which you can use influencer marketing:

Media channel: The first is as a media channel, where an influencer is essentially acting in place of a media channel for you to buy content through. This is where you give them a brief, and they deliver certain pieces of content that fit in with your brief. Co-creation: This is where you work with your influencer on a level playing field, to co-create content that is a fit for their audience, but still delivers on a business message for your brand. Content amplification: This is where you essentially pay an influencer to help amplify the content that you're creating through your own brand channels.

what is native scheduling

Native scheduling: the method by which content is uploaded for future publishing. Native content scheduling includes the likes of the Facebook Scheduling tool, Twitter's Media Studio, and WordPress's Post scheduling.

What do you need to consider when developing buyer personas?

Objectives Location Job details Platforms Devices Purchase behaviors Interests

how to create a content calendar

Plan The first one is to make sure that you're planning for a specific moment in time. It's important not to plan too far in advance. Create Secondly, you will be creating a simple spreadsheet. This spreadsheet will have columns and headings and will assign a topic, title, content type, overview of the blog post, relevant keyword, target persona, offer, and call-to-action. Populate Next, populate your content calendar with as much detail as possible. Edit -Finally, make sure to edit and amend as required. Content calendars are very rarely fixed documents. They evolve. They have input from multiple parties. People may add in comments, or may add in questions about the motives behind certain pieces of content, or their own ideas. -Aligning your content calendar with business activities is key. Consistency and alignment across your social channels with any consumer-facing messaging will add continuity.

audience insights research

Reach out to your audience, survey them, and find out what information you can glean from them directly.

what are the benefits of content seeding

Reach: This allows your content to reach a wider audience more than a static platform like your website. Relevancy: It's not just about reaching a mass population, but making sure that that mass population is aligned to your customer personas and is more likely to engage with your content. By leveraging third parties, you can ensure your content is seen by the right audiences, and get your message to the right targets. Increase: The next aspect in terms of a benefit is being able to increase not only your web traffic but your search engine ranking by using content seeding as well. Build: It also builds your credibility as a brand and thought leadership within your industry. Generate: It generates leads and conversions Improve: It improves your online brand mentions and SEO.

what are the challenges when content seeding

Reach: it's not necessary that all of this reach can be entirely cost-effective or relevant. Being able to build a campaign platform that reaches your audience and reaches the most amount of your audience in the most cost-efficient way is really important. Relevancy: great reach can also mean great wastage. Being very specific about your consumer personas, and who you want to reach, and reaching the greatest amount of them with your content marketing is key. Transparency: Make sure that anything that you are publishing that has paid promotion behind it is clearly labelled as such. Content: Ensuring you resource adequately is obviously a content creation and curation consideration as well as a content seeding consideration. Measurement: Make sure you set up appropriate protocols for measuring a direct return on investment in advance of campaigns going live. Budget and resource: Allow for personnel allocation and social media advertising budgets to extend for this as well. Tight collaboration: For the content seeding process, make sure that your content seeding efforts are helping all areas of your business, and that you're mitigating any aspect of conflicting messages or confusion for consumers.

collaborative platforms include:

Reddit Pinterest StumbleUpon Mix Digg Forums Tagging Linking

what makes effective content

Relevant Personalized Educational Addresses needs and interests Includes explicit CTAs Demonstrates a solution

earned and paid space includes:

Third-party social channels Online news sites Influencer channels Blogs Vlogs Journalists

what are the phases of creating a content marketing strategy

Research -You'll be finding out as much about your intended audience as possible, where they live and what content formats they react to. -The activities involved are social listening, competitor audits, audience segmentation, and platform research. Plan -You will then work to align your business objectives, wider business targets, and KPI setting with your content needs. Create and curate Publish the activities involved here are: platform selection, content promotion, and content outreach. Measure The activities involved here are: social listening, monthly content reports, and content audits. Strategize Finally, the measurement, insights, and analytics gleaned from the measurement phase are then implemented into the strategy for the next cycle phase.

carrying out a content audit

Review content performance: This involves looking at the performance of your content over a specific time. Set rolling objectives: It also allows you to set rolling objectives that you may review in light of certain changes within your business, and also changes within your content strategy. Implement key learnings: It enables you to implement key learnings based on the content that has been most successful, and the content that has fallen short of the mark. Improve and optimize: Improving and optimizing from the key learnings aspect will allow you to move forward with a much better content strategy for the following period.

what are some benefits of conducting competitor monitoring

Spot content gaps There could be a great opportunity for you to create content that fits this gap and serves that particular consumer need. Identify innovations Looking towards what your competitors are doing in terms of content formats may give you inspiration, but it'll also provide an opportunity for innovation in your own platform usage. Define content Being able to define the content that's working largely for that particular segment or that industry in terms of your competitors will help you understand and identify the content behaviors of your audience. Avoid content clashes Looking to see what kind of content that they're pushing out in terms of their creative style, the language they use, or potential influencers, ambassadors, or celebrities they're using, will help you avoid embarrassment by negating any clashes or any direct lift from what they might be doing from a content marketing perspective. That said, some brands thrive on trying to undercut their rivals.

what are the 3 steps to creating evergreen content

Step 1: Choose timeless topics What are they searching for all the time? Look at your customer service emails or FAQs and create a guide or piece of content that helps serve those needs. Step 2: Promote on social media being able to share your evergreen content across a variety of social media platforms. It's important to note that regularly re-posting content on social media will extend its reach and help you acquire more followers. Step 3: Repurpose at a later date repurposing your content at a later date maximizes the value of your content creation efforts.

what are some ways in which you can seed your content

Summary blog posts These blog posts can discuss content seen in other places, top tips lists, and observations comparing and contrasting multiple similar items in your industry - all of which add your thought leadership perspective. Email newsletters and notifications Email newsletters and notifications and being able to share your weekly or monthly updates, again, adds that nice element to being able to seed content out to a specific audience who may have subscribed to an email news alert from your business. Social posts Retweeting or sharing stories with additional narrative, or thought on articles or content pieces, is hugely important.

Some tools to use in your social listening efforts include:

Talkwalker: This is a website that monitors Facebook, Twitter, LinkedIn, and Instagram across 150 million websites, as well as being able to assess key brand mentions and phrases. Social Mention: This shows detail on strength, sentiment, passion, and reach; it also displays keywords, hashtags, and sites. Hootsuite: It offers a whole range of services, but in the social listening space, it's one of the best. You can track keywords, key phrases, influencer conversations, and ensure that any time your brand, competitor brands, or industry keywords are mentioned, you receive an alert.

GrooveHQ share three key behind-the-scenes wins that helped them to grow their blog:

They 'plagiarized' their content topics: They asked their audience a simple question over email: 'What are you struggling with most in your business right now?' They quickly identified recurring themes and then used these responses as the basis for their next blog posts. They went straight to the gatekeepers: After identifying key influencers, they focused on building relationships with those individuals by taking a different, more personal approach that revolved around asking these influencers for feedback on new posts before they went live. They innovate: Lastly, they strongly advocate that you continually explore new ideas and approaches in the way that new content is written and presented - don't be afraid of experimentation or making mistakes.

what are third party applications

Third-party applications: Hootsuite, Buffer, Sprout Social, Percolate, and Falcon Social all allow you to validate existing permissions with your social media platforms to allow them to cross-publish and to publish on your behalf. This allows you to upload content in bulk and allows for you to free up your time to get involved in other content creation activities.

what types of media should you use during consideration stage

carousels, case studies, webinars, FAQs, testimonials, newsletters, Facebook Messenger, and social display advertising.

what are some questions to ask about job details

What are their job details? What earning power do they have? Do they have the authority to action a purchase with your business, or are they somebody in a very junior level who'll flag the opportunity to their boss? What kind of a person are you targeting with your content?

what are some questions to ask about objectives

What are they actually setting out to achieve? What is their need? Why would they consider your business at that moment and time?

what are some questions about devices

What devices are they using? What kind of connection do they have? Are they still operating on a 3G network? Or are they using 4G or LTE?

what are some questions about purchaser behavior

What is their path to purchase? How elongated is their decision around actually purchasing from you? Do they research? Do they speak to their friends?

what are some questions to ask about location

Where are they based? What language do they speak? What time zone are they in? What cultural significance does their location have in terms of their buying behaviors?

What is content marketing

a powerful tool that allows you to bring your potential customers along the journey of what it is that you do and hopefully, convert them.

what is Groove HQ

a simple help desk tool for growing small businesses that helps them manage and deliver personal online customer support.

what is content marketing strategy

an ever-evolving plan that determines the types of content that you're pushing out, how they're aligned to your business goals, who the content is intended for, and what content formats you'll use.

what types of formats should you use during conversion stage

e-targeting, imagery, carousels, social display, canvas, and cards.

what types of media should you use during awareness stage

exciting pieces of imagery, short-form video, social ads, and GIFs, advertorials, templates, and banner ads.

what is tweetdeck

free tool for conducting great competitor analysis on the Twitter news feed

what can a content marketing strategy help you do

help you create meaningful content, seeded to the right audience, that is measured and optimized to inform future content campaigns.

what should you do before creating your content calendar

it's important to identify stakeholders for input of ideas, thoughts, and recommendations on content. This will lead to a more rounded calendar and prevent potential future issues.

what is content repurposing

the method of reusing content in various different formats that make it still fit for purpose but don't tire out the audience by repeating the same thing.