MARK 4450 test 2
Channel Optimization
When setting up and optimizing your channel page, you should be thinking about visual branding, channel metadata, and channel organization. Templates, Modules, and Layout Each channel template highlights different types of content. Overview - highlights sets of content with shelves. Shelves are used to help you organize content - by "Popular Uploads," "Recent Uploads," or "Likes" - on your channel. Blogger - focuses on recent uploads or a featured playlist. This is best for creators who upload one type of serial content or want viewers to find most recent content first. Choose the right template for your channel to create the best experience for your content and schedule.
examples of content
Whole foods: set up fancy dinner scene for people to admire Home depot: showed how to build a fire pit and the lifestyle surrounding it
Playlists
You can create playlists using your own content, other channels' videos, or a combination of both. Playlists should be an essential part of your channel strategy to increase watch-time and develop a programmed experience Featured on your channel Linked-to via annotations Appear in search results and suggested videos. For videos added to playlists, you can create 'in & out points' to allow a more seamless viewing experience
Youtube facts
YouTube has the most content and the most viewers of any video host on the Web. YouTube is 100% free to use, with unlimited uploads and full customization YouTube limits all videos at 15 minutes (unless you get special permission) YouTube loses aesthetic appeal with a cluttered interface and high number of advertisements
Editorial Plan
a plan for the content, not content itself Cadence: three posts per day Tone: Friendly, funny and with a tongue in cheek attitude Call to Action: Click through to the blog Structure: 10-20 word post, plus pictures and a "conversion link"
How does Instagram Make Money?
changed terms and conditions and no one was ok with it so they changed them back. then brought in Emily White from Facebook to figure out how to make money without getting rid of cool factor -now can do anything FB can. -Facebook doesn't break out Insta financials so we don't know exactly how much money they make.
Snapchat overview
currently have 100 million users sharing more than 6B photos per day Snapchat is great for age 13-25 demographic. Snapchat offers inexpensive access to young audiences, and done right, Snapchat can fit seamlessly into any mobile strategy
1. presence: website***
early stage These are the basic attributes you need to create a solid presence: The content management system (CMS): The site is easy to update, thanks to tools like WordPress. Search Optimization Basics: A website needs to be built with search in mind or it may never rank well. Basic keyword research must be conducted, and page content should be aligned with the highest ranking phrases. The site should have search-friendly tags, headers and internal linking. Contact form: The site has a form - not just an email link - for visitors to fill out for more information. Analytics: Traffic and conversions are being tracked. Goals are set up and traffic from computers at the office are being filtered out
For brands to be successful on Instagram
they have to get past their inherent interest in selling and instead get interested in: Having a distinctive view of the world Cultivating a unique visual sense Capturing things that are interesting to the brand and to the core target customer Training your eye for what makes for a great, provocative, engaging image
5. integrate: marketing automation
you are connecting your marketing systems with your sales systems. Marketing is being integrated into all parts of the business. Marketing automation: The tools are in place to help you manage leads from their first visit through to the end of the sales process. Integrated systems like HubSpot and Marketo show detailed information for each contact (which emails did they open? which pages did they visit?) E-commerce integration: For product companies, e-commerce integration syncs your website with inventory, ERP, and accounting systems in real-time
Pinterest Founder***
Ben Silbermann From Des Moines, IA Attended MIT & Yale
Vine founders***
Dom Hofmann Colin Kroll Rus Yusupov These guys aren't social. The internet knows nothing about them.
Optimization
Ensure your videos reach the widest possible audience. Metadata Thumbnail Optimization Annotations Channel Optimization Reaching All Audiences YouTube Analytics
Goal of social
Getting consumers to talk to each other in the concept of the brand
Instagram founders**** matching
Kevin Systrom Mike Krieger Stanford Graduated in 2006
cost of content marketing
a lot less than paid search
Content Marketing Vs. Social Marketing objectives
social: Used for brand awareness Generating activity and discussion around a brand Used for customer retention and/or satisfaction content: Brands model their behavior after that of media publishers More about demand generation Quality content brings prospects to a brand's site where a relationship can begin to develop
Metadata tips
- make it compelling -offer keywords first, branding at the end -accurately represent your content choose titles that will lead to strong watch-time -Only add tags to the tag section of your metadata. Adding additional tags to the description of your video constitutes spam and may result in the removal of your video, demotion in search, or account termination.
Anatomy of Facebook page****matching
-Cover page (hero image): Use a photo that captures the essence of your brand and showcases your product or service. -Profile pic: Use a logo that people associate with your business. -Views and Apps: Your photos, events, and custom apps. -Composer: Post regularly on your page to reach your audience and drive engagement. -Pinned Post: Anchor the most important story to the top of your Page for up to 7 days. -Friend Activity: People can see how their friends are engaging with your page.
Why applying Tribes to brand communities didn't work
-Fans and likers usually didn't just like a page based on common interests (or other community defining characteristics) -The vast majority of fans never participated on Facebook pages -It is/was a one-sided conversation -Size matters to the boss - quantity over quality -Gimmicks, expensive apps and games drive a lot of the action *TRUTH: Most brands didn't have a strategy in place to drive business value. They were just making noise.
Facebook page insights categories
-Likes: Total Page Likes , Net Likes (new likes minus people that unlike you), Organic Likes, Paid Likes -Reach: Overall post reach, Organic reach, Paid reach*(counts impressions instead of individual viewers) -Posts -People
Snapchat: Revenue Model
-Live Stories in which advertisers can sponsor a montage of photos and videos around a particular event, like the Super Bowl -Hosts publisher content in its Discover section and splits revenue on ads sold alongside that content with those publishing partners -Sells sponsored photo filters which seem to be popular with political candidates They received $94 million in funding Snapchat made no money until Q4 last year - now on pace for $350 million in 2016. They are now saying they have a $16B valuation
Vine for business
-Visual content significantly boosts content marketing success - The barrier for entry is much lower than it once was Brand Vines are shared four-times more than any other online videos Five Tweets per second contain a Vine link. -Brands are now doing "product placement" with Vine Celebs/Influencers
7-Step Channel Plan
1. Situational Analysis 2. Channel Objectives 3. Content/Conversational Plan 4. Metrics 5. Personas Addressed 6. Content Management Process 7. Editorial Calendar
Evolution of Digital Marketing *****matching on test
1. presence: website 2. publish: blog 3. promote: email marketing 4. engage: social media 5. integrate: marketing automation
Content marketing is not new****
1904 Jell-O launched their first recipe book 1930's Proctor & Gamble began Radio Soap Operas 1982 Hasbro partnered with Marvel Comics to create GI Joe comic books There are approximately 152 million blogs on the Internet and a new blog is created every ½ second
Pinterest for Business
30 billion pins and 750 million pinboards Yet users never feel overwhelmed For marketers Pinterest is ALL about sales and traffic It's not usually a first choice for social media marketing, it delivers measurable results that businesses can't ignore 500,000 businesses are on Pinterest Pinterest has a $65 average order value - $10 higher than Facebook's $55 ** a conversion site
Content Distribution Strategy
A good content marketing channel plan frees you from the constraints of any one content channel. As your blog efforts wane, or as social media channels come and go — or as your success on any one of them ebbs and wanes — you won't be trapped into a singular platform.
LinkedIn is SEO/Keyword Driven
Add Keywords to Headlines Current work experience description Past work experience description Summary (Bio) Specialties (Indexed by Google) Lead with Keywords. The first 40-60 characters matter.
best practices of Facebook page
Add changing/updating your Cover Photo to your Editorial Calendar.' Use a consistent and branded profile picture that scales well from 180x180 to 32x32 pixels. Your profile picture follows your business on Facebook as a thumbnail on sponsored ads and posts.
App contests advantages/ disadvantages
Adv: Gather email addresses to connect with those people again More control over the look and feel of the contest Can like-gate the entry so that you grow your fans Easy resharing to promote the contest multiple times Easy to have rules posted within the app Contest apps have metrics that show data about when people are entering and where they are coming from Disadv: Barrier to entry is a little higher Some contest apps do not work on mobile devices Cost
timeline contests advantages/ disadvantages
Advantages: Gives you more engagement fast Quick and easy to set up Fun and easy to engage people to enter Free to run Works on mobile devices Disadvantages Do not receive an email address with the entry Can't reshare the post easily to tell people about the contest multiple times Need to post the rules of the contest Could be harder to notify the winner if the winner is not paying attention
Annotations
Annotations are text overlays that you can place on YouTube videos. -Act as a subscribe button within the video Make areas of your video clickable and interactive Encourage community activity such as 'liking' the video or soliciting viewer comments Creative uses include placing hidden 'easter eggs' or interactive games in your videos
Setting Content Strategy Before Social Strategy
At the heart of social media is the desire that every consumer has to talk about something interesting, compelling and relevant and to share that information with his or her friends. -cute cats won't sell things
LinkedIn Page Strategy
Attract followers and leverage status updates Write company and product or service descriptions with SEO in mind Add a link to the landing page or embed a video. Use all LinkedIn features and functionality to tell your company story, improve search rankings and build audience
Mixing Live & Digital
Be semi-obnoxious: Tell people what your hashtags and handles are, and what platforms you are on Tell your audience what they will get for following you on social media: Post behind-the-scenes photos and other exclusive content on Twitter. Spell it out: Before going to breaks, place promos for social media channels. At a conference you can remind the audience, from the podium, what the handles and hashtags are and, during breaks, run a tweet wall on the main screen. Be active on social media during your event: The various platforms are active throughout the broadcast. At a conference, it's important to have active official accounts to direct, guide, and enhance the conversation, so you aren't just relying on attendee participation. Think about social media long before the event: Live events are not an "in the moment" thing. It's never a good idea to wait for the last minute.
2. publish: blog
Blog: The site is now more than an online brochure; it's a platform for publishing. Call it news, announcements, commentary, op-ed, or just "our latest thinking," but the site has a blog, and your organization is committed to posting on it consistently. Keyword research: Gradually, as you write more, you learn to align topics with keywords. You focus on topics and phrases that people are searching for and that aren't overly competitive. Commenting: Your blog is a social space. The posts spark conversation, readers comment, and you respond.
Optimize Content for Reach
Brainstorm a list of possible keywords Make sure you are not thinking in industry jargon but instead thinking about how people solve a problem Use Social sites to monitor use of keywords Validate keyword ideas through Twitter & Social Mention Pay attention to the conversation around the keywords Use Google AdWords to see frequency and context
Business Goals of Content Marketing
Brand Awareness or Reinforcement Lead Conversion and Nurturing Customer Conversion Customer Service Customer Loyalty/Retention Customer Upsell Passionate Subscribers
The Critical Step You Need to Take Before You Get to Tactics
Build Your Content Marketing House on a Strong Set of Pillars Compare and contrast your products or services against the competition Write articles about the goings-on in your industry sub-niche, with humor and snark Create videos that show off your customers, giving their stories the spotlight Offer nothing but coupons, offers or discounts
Twitter purpose
Business goal for Twitter is to connect to what people are talking about right now. Connect in context because engaging with real-time Tweets can influence conversations in a way that can help build business. Listen & Learn (to the competition) Twitter should not be used only as a way to drive links back to the website Twitter is a conduit for Customer Care
YouTube Programming
Captivate the Audience Calls to Action Regular Schedule Playlists Tent-Pole Programming Channel Experience -To build a successful channel on YouTube, you've got to have a long term plan - a viable programming strategy. This means creating a cohesive viewing experience across videos on your channel, where each video fits into the larger channel vision - deciding what type of content to produce, as well as when to publish.
Youtube founders***
Chad Hurley Steve Chen Jawed Karim Early PayPal employees founded YouTube -google bought youtube
Content strategy vs channel strategy*****
Content Strategy defines the Channel Strategy - not the other way around.
What is a Content Strategy?
Content Strategy is "planning for the creation, delivery, and governance of useful, usable content." Content strategy activities are scalable and can be modified to fit any budget. You don't necessarily need a large, formal content strategy. You just need to take the time to think things through: Goals Workflow Resourcing Success Metrics
Content Marketing definition
Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience - with the objective of driving profitable customer action.." Instead of pitching your products or services, you deliver information that makes your buyer more intelligent The essence of the strategy is the belief that if we deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty
Contests & Sweepstakes
Contest: suggests come sort of skill Sweepstakes: chosen by chance -App contests/sweep: give more information than timeline ones
Twitter stats
Current Stats: 8700 Tweets per second 320 million monthly active users $2.2 billion revenue 2015
Amazon
Customers can post comments on any customer review on Amazon to ask and answer questions or to share their own views about products. You don't have to buy the product to review it. A manufacturer, has the ability to add a highlighted comment that is always displayed immediately next to the review. Unlike Yelp, there is no direct response to customer comments on Amazon Only top 1% can respond back
Twitter: Contests & Sweeps
Discourage the creation of multiple accounts - Penalty is all accounts will be suspended Discourage posting the same tweet multiple times - you will annoy your audience. Set a contest rule where one entry per day is allowed. Ask users to include an @reply to you in their update so you can see all the entries so you can be sure you are not filtering out people Follow Twitter Ts&Cs -need to cap number of entries
3. promote: email marketing
Email marketing templates: The template matches the overall look of the website. Send using an email service provider (ESP) such as Mail Chimp or Constant Contact. The reports make it easy to track opens and clicks, but the tracking doesn't stop there... Google URL Builder: Tag links from emails to the site. This segments traffic from email campaigns inside the Analytics. Now you can see how visitors who click through your emails are engaging with the site. Newsletter sign-up: As you evolve, you need to keep extending your reach by growing your list. You may need to adapt your site by upgrading the sign-up form to capture audience interests.
Founders of Snapchat***
Evan Spiegel & Bobby Murphy as a class project in April 2011 at Stanford
Facebook as an Ad Platform
FACT: EdgeRank (Facebook algorithm) got smarter and brand reach got smaller Reach is down to 6% organically so great content is no longer enough You have to pay to reach your audience and have them like your page You have to pay to promote posts to your target audience **NOTE: Facebook is exceptionally good at targeting and reaching the right audience but it's NOT free.
Channel objectives examples
First data: merchant processer: act as a clearing house for credit cards -want to be cheapest and most secure. Wouldn't put that info on facebook. Maybe they would on linkedin Use LinkedIn to drive traffic to our White Papers on our website Lower: Use YouTube channel to drive traffic in the store with our DIY Series
SEO for Facebook
Focus on keyword-rich status updates: Bing powers the second arm of Graph Search Facebook recommends that brand pages optimize their content (status updates, captions, etc.) with relevant keywords. Make sure your status updates correspond with the keyword strategy developed within the content strategy
Facebook Graph Search
Graph Search is a social search engine It enables people to use their friends and friends of friends as a filter Allows users to search (and provide answers) like never before ex. "Sushi restaurants in Berlin my friends like" -competing with google for social search
LinkedIn for Small Business
Grow your community of followers Engage employees Convert current customers to followers Participate in Groups Create your content stream Demonstrate value Post frequently Mix content formats Encourage followers to engage Dive into comments
Instagram vs. Snapchat
IG has twice as many daily active users as SC (300m vs. 150m) IG has a broader reach and more time-tested tools Instagram's new feature doesn't spell death for Snapchat, but it certainly will slow its advertising growth at a very important time. -snapchat has a less loyal millennial audience
Brand Pages (vs Communities)
In the beginning, the holy grail of social marketing was to get consumers to interact with other consumers in the context of the brand. Facebook seemed to be the natural place for this to take place online since the audience was already there and interacting with others. However, most Facebook brand pages were never communities. They were just glorified marketing channels. -Marketers felt the need to carry the conversation about the product, and people didn't like that
4. engage: social media
In this stage, your business is actively making useful connections through social media. Here are your new essential tools: Online networking: You are finding relevant people on Twitter and LinkedIn and developing research skills. When possible, you move the conversation to email, phone, and face-to-face meetings to strengthen those connections. Social promotion: As your network and influence grows, tweets and posts begin to drive real traffic. Gradually, you're learning which networks give you the best results. With focus comes efficiency. Scheduling: You're using a tool such as Hootsuite or TweetDeck to schedule posts in advance, helping you to do more with less effort. Social listening tools: Thanks to tools like Sprout Social and Buffer, you fully aware of the conversations around you. You are hyper-aware of how you and your competitors are perceived.
Inbound marketing (isn't enough)
Inbound Marketing is about getting found online, through search engines and on sites like Facebook and YouTube and Twitter... If you only focus on Inbound Marketing, you will fail as a marketing professional Have a plan for what happens once they find you.
Founders of Twitter**
Jack Dorsey & Biz Stone 2006 -dorsey: listened to police radios. also got kicked out of twitter and came back
****founders of yelp
Jeremy Stoppelman Co-founder and CEO(harvard) Russel Simmons Co-founder and CTO (university of illinois) was founded in 2004 by a couple of guys from PayPal.
Channel Experience
Just as you produce videos that you hope will retain viewers' interest for the duration, you will also want to create an experience that drives viewers' completion of a video to their watching more content from your channel. - In-Video programming can be set to appear for the entire video, at the end of the video, or at specific time codes. You can also set the duration for how long the image will appear in the video Track viewership and other metrics affected by these new features. Make sure your timing and placements are not negatively affecting watch-time, retention, viewership, or other important metrics.
Know your audience
Knowing who your buyers are is great, but understanding how and why they consume content will help you truly and effectively engage them from an unknown prospect to an evangelist for your brand.
shortcomings to Build With Strong Strategic Pillars
Lack of prioritization: which pillars and tactics should you focus on / invest in first? Lack of granularity: each of your personas will want/need content from your pillars in different volumes and degrees Lack of flexibility: some of your content ideas are inherently going to be "cross-pillar"
Instagram Best Practices
Maintain a consistent posting frequency Care about quality photography Tap user-generated content Integrate your Instagram strategy with other social media networks Engage in the conversations that are going on, both on your account and others Tag your location Research what people in your industry are posting Start following people in your industry
2. Channel objectives
Map objectives of the marketing plan (goals) to the engagement cycle A channel's primary objective may be to "drive to" another channel Channels may have multiple objectives - campaign level vs. overall reason for being on the platform NOTE: Usually you are trying to balance campaign goals with "audience building" goals
Metadata
Metadata is the information that surrounds your video: Title, Tags, and Description YouTube is the world's 2nd largest search engine Metadata informs the YouTube algorithm of a video's content, indexing it for search, promotion, related videos, and ad-serving. Provides viewers context for a video before, during, and after they watch. Use keyword-generating tools to help you find relevant and compelling keywords for your metadata.
4. Metrics (vs KPIs)
Metrics are "goals" that align with your plan Goal is to get 1000 FB subscribers from the contest KPIs are the results How many subscribers did we get from the FB contest?
Optimize Content for Mobile
Nearly half of audiences today use a mobile device as their primary tool for content consumption Two ways to plan for mobile: m.sitename.com Responsive Design
Instagram's Initial Flaws
No really good/efficient way to build audience No Friend Finder capability No ways to purchase followers No built in analytics Use Statigr.am instead
Facebook page insights overview
Overview is a summary of the Page Likes, Post Reach, and Engagement sections. It's the replacement for the old Admin Panel and it offers more detailed information about engagement, as well as being an "at-a-glance" place to scan the performance of your last five posts.
Brands on pinterest
Sephora Kotex
Tribes
Seth Godin blog -his idea: you can command a community from your brand. - but it didn't work for every brand "Using technology, everyone has the opportunity to start a movement - to bring together a Tribe of likeminded people and do amazing things"
Content Marketing Vs. Social Marketing
Social Media Marketing the focus of the activity is located within the networks or platforms themselves. Campaigns run on Facebook, Twitter, etc. Content Marketing, the focus is actually on a brand's proprietary domains (website, blog, forum, etc.) -Typically, the social networks are used to drive traffic back to the brand's site - not as containers of the content itself.
examples of good instas
Starbucks Marc Jacobs Red Bull Tiffany and Co GE (photo contest) Nat Geo (tour of world) -Keep your content fresh, interactive, and aligned with the brand attributes you want your fans to notice. Give customers a better understanding of how your product is made.
Steps to build strong pillars
Step One: Business Objectives and Marketing Tasks Step Two: Seek the Sage (Find the person in your organization who knows the most about your customers - what they want, what they need, what their issues are. ) Step Three: Back It Up Step Four: Plotting and Diagramming Fun
How to Develop a Content Strategy
Step One: Identify what you already have (Inventory/Audit) Give every piece of content you can put your hands on a specific inventory number in a spreadsheet and categorize it Step Two: Who Are You Trying To Reach? (Audience Definition/Personas) Remember What you or your team find personally motivating/interesting/persuasive is not likely to be the same as what drives your customers and prospects.
Calls to Action
Subscribe to the channel More videos every week Watch another video View a playlist Continue to the next episode It is against Ts&Cs of YouTube to incentivize clicks on video or features (give-aways or prizes)
Tent Pole Programming
Tent-pole events are the cultural events that promotion, sponsors/advertisers, and viewing trends orbit around throughout the year. Discovery channel has Shark Week every year Scary movies get released near Halloween Talk shows have relationship experts on the week before Valentine's Day -Release tent-pole related content at least several days prior to the event. The weeks leading up to an event, 'the pre-buzz,' is just as important as the date of the actual event, maybe even more important.
The Key to Compelling Content
The difference between the content you have and the content your audience needs is your gap analysis **Utility is key Useful, useable content
FB cover image rules
The goal of your cover photo should be to tell your brand's story. It should not be an advertisement. You may not encourage people to upload your cover to their personal timelines Covers may not include: Images with more than 20% text Price or purchase information, such as "40% off" or "Download it on socialmusic.com" Contact information such as a website address, email, mailing address, or information that should go in your Page's "About" section References to Facebook features or actions, such as "Like" or "Share" or an arrow pointing from the cover photo to any of these features Calls to action, such as "Get it now" or "Tell your friends."
social as a competent of content marketing
The purpose of content strategy is to facilitate the consistent delivery of interesting stories. The end result is that you will attract and retain the attention of the targeted audience that you want to reach. It is possible to achieve business objectives through content strategy without social media marketing. However, social media marketing can help distribute content much faster and reach more people than the website alone. - continuing publishing
creating a purpose
The why must come before the what You must have clear marketing objectives It's not what you sell, it's what you stand for To work, your mission statement has to be all about the pain points of your readers and followers or it simply won't work. Mission must communicate Who is core audience target What will be delivered WIFM: Outcome for the audience
Thumbnail Optimization
Thumbnails, along with your video title, act as mini marketing posters for your content Clear, in-focus, hi-resolution (640px x 360px min., 16:9 aspect ratio) Bright, high-contrast Close-ups of faces Visually compelling imagery Well-framed, good composition Foreground stands out from background Looks great at both small and large sizes. Accurately represents the content.
Facebook overview
To understand the people behind the company, watch the movie What it was & What it is & What it's not Analytics / Facebook Insights Rules for Promotions/Contests
Twitter, making money?
Twitter is earned $2.2 Billion in Revenue in 2015 Advertising is 87% of their total revenue Data Licensing makes up the other 13% They are currently losing money but not as much as they used to -promised too many people stock
Facebook page insights
Understand the performance of your page Optimize how you publish to your audience so people will tell their friends about you Learn about your audience
Yelp overview
Usership is sort of declining A lot of us is non-US Yelp connects people with great local businesses and Yelp Business Accounts allow businesses to share information with the Yelp Community. Simply put, it's word of mouth - amplified. Over 45 million people visited Yelp in December, 2014 (down from 86 million in December 2012) Now they are saying they have 142 million monthly users and 31 million are non-US There are 2.1 million businesses that have claimed their pages but only 104k of them actually pay to advertise
YouTube Analytics
Viewership - Identify and analyze your most viewed days, weeks, and individual videos to understand why they were so successful. Subscribers - Examine the dates or videos where there was a high gain or loss of subscribers to learn more about what resonates with your audience. Watch-time or Time Watched - Provides viewer watch-time on your channel and on a per video level. Traffic Sources - Understand how viewers discover your content at a channel and per-video level. Annotations Report - Assess the click-through-rate (CTR) at the channel-level to understand the overall effectiveness of your strategy. Demographics and Geographics - Optimize for international audiences by identifying the countries where your content is popular.
vimeo
Vimeo currently has only 60 million visitors per month. Vimeo has a much cleaner aesthetic appeal The user experience of Vimeo is at a complete different level from YouTube—everything is organized, easily searched, and it all feels like an artistic portfolio. The quality of video productions on Vimeo tends to be higher There is no limit on the length of videos being uploaded. Removed is all the commercial, gaming, and non-user-generated content. Vimeo is better for reaching a B:B audience Unlike YouTube, Vimeo is not free
Twitter: direct response
Virgin America used twitter to extend low fairs to give back to charity Loyalty program, also saw a 25% increase in sign-ups over the previous week.
The Analyzer ****
Different from The Cynic, The Analyzer believes in data, statistics and demonstrated facts. She'll consistently bring you back to your strategy by looking at proof that you're doing the right thing.
youtube playbook
Programming Optimization
Paid promotions on Twitter **** matching on test
Promoted Tweet Promoted Account Promoted Trend
LinkedIn Optimization
Public Profile Make as much information public as possible There is no SEO without a public profile Complete your profile Professional headshot Headline: Appears in LinkedIn Search Results Summary, specialty, skills, experience, education, etc. --Simple clarity is the ability to simply and succinctly describe who you are, what you do and what makes you unique.
Curation vs. Duplication 1
duplication: Copy/paste = repeat Deprives original content owner from traffic Unethical to content creators Infringes copyright Adds no value to readers Penalized by Google
Amazon vs Yelp
the difference: amazon is for individual products, yelp is for brick and mortar stores
best way to get buy-in
using fear over hope
How Does Pinterest Make Money?
Referral linking: getting paid for referral as it converts -profitable from beginning Pinterest is looking at: "Suggestions" which will work much like Promoted Tweets. You pin a bathing suit, they suggest a resort in Hawaii. --They make ad money but they need to get back to affiliate links -- now uses promoted pins Generating $1.44 per active user and expects $9.34 by 2018
Evergreen Content
Reformatting a blog post about the ALS Ice Bucket Challenge into an infographic or podcast about the viral event won't do much. Why? Because it's outdated and no longer useful. Only repurpose content that is evergreen in nature, aka content that continues to be valuable and relevant over the months (or ideally years). Good examples: internship guidelines
*** LinkedIn founders
Reid Hoffman Alan Blue Konstantin Guericke
The Risk-Taker ****
She believes more is more, and isn't always thinking about the consequences of major decisions. The value of The Risk Taker is that she pushes the team forward. She lets you see what is possible and is not afraid of making mistakes.
Measuring Success
Social Math is about Strength, Sentiment, Passion, & Reach Content Math is about Conversion
The Cheerleader ***
The Cheerleader - The person who provides encouragement, even in the face of what seems like an insurmountable problem or even failure.
Personality Types***** matching
The User Advocate The Cheerleader The Cynic The Risk-Taker The Analyzer
The User Advocate ****
The User Advocate - The one person who circles the conversation back to the unique needs of each user.
Content producers: ***
These are the designers who make the content beautiful.
Content creators: ***
These are the sources you mine for content as well as the writers who bring the stories to life. (not necessarily writers, but where the stories are. A source of stories)
Chief Listening Officer***
This person is the "air-traffic control" for your social media and other content channels. They are there to listen to the groups of customers, prospects, influencers and competitors. (they push responses to people who can answer them)
Chief Content Officer / VP of marketing***
This person is the "chief storyteller" in your organization, with the vision. (keeper of brand)
Managing editor: ****
This person is the "day-to-day storyteller" who is responsible for managing the daily details and schedules. Oftentimes, he works with others to create the content. (professional news person)
Repurpose Content
(aka finding new ways to recycle your existing content) has a number of benefits, such as: Reaching a New Audience Dusting Off Forgotten Tales Making the Most of Your Efforts -Writing a back to school post Using holidays, black friday
Essential Skills
Be able to write and speak in a way that makes people feel welcomed and informed. Having the desire to create and share in your blood, means you will do well. Be well-versed in what makes for good content, Be able to manage an editorial calendar and contribute to content strategy
Marketing/portfolio tools***
Buyer persona Planning calendar: spreadsheet to help you prioritize Consumer Decision Journey: What do we want consumers to think, do, and feel every step of the way What are the barriers? Channel Strategy:Simple channel plan, showing what we'll be doing in each one Editorial calendar: Gets very specific, what we are publishing exactly and when
The Content Marketing Team**** matching
Chief Content Officer / VP of marketing: Managing editor: Content creators: content producers Chief Listening Officer
Content Curation
Content curation is the process of collecting, organizing and displaying information relevant to a particular topic or area of interest. Services or people that implement content curation are called curators. Curation services can be used by businesses as well as end users. *Cant use all curated content Need a mix. Mostly original with a little curated
Curation vs. Creation
Curation pros: efficient, can be delegated cons: LOTS OF COMPETITORS TOPICS OFTEN OVERLAP LIMITED PERSONALIZATION NO BACK-END PRODUCTS Creation pros: CHALLENGE IMPROVES WRITING THOUGHT LEADERSHIP MORE PERSONALITY BOOKS, INFO PRODUCTS cons: MORE TIME DEADLINES RELEARN HABITS
Measurement Example***
Goal: $1 million in new sales Average Sale = $5,000 You need 200 new customers 1/10 sales pitches convert You need 2,000 new leads Your marketing budget is no more than 10% of revenue You can spend $100,000 on 2,000 leads Your cost per lead is $50
great content is
Great content strategy is about taking the guesswork out of execution, so creativity about content can flourish. Making Content Valuable Findable Readable Understandable Actionable Shareable
The Cynic****
He's the one in the meeting who rolls his eyes, always asks questions, presses the point. He's incredibly useful, though, because you'd make mistakes without The Cynic. You'd start living in the clouds, instead of tackling the weeds.
Mobile Optimization
Make it Fast - Mobile site needs to load in 5 seconds or less Avoid Heavy Graphics - Most mobile devices don't support flash Touch is the new Click - Use drop down menus, check boxes, and pre-populated fields Every Device is Important - Not just iPhone and smartphone users
context
Moving even further away from simple keyword-driven search and into a more holistic view such as incorporating synonyms into search, and taking into account what other information appears on an entire site or page — to determine how relevant a result may be to the user's intended search.
user intent
Two people searching for the exact same term could have completely different results. Results could be impacted by user location, search history, social media network, and "likes," as well as many other factors, depending on the search engine's particular algorithm.
elements of creating content
You want your content to strike the right balance between being informative and entertaining while also making sure it supports a larger company strategy. -Create a cadence of how often you publish each type of thing -storytelling: Focus on the big idea. This is not a selling tool. It is the foundation for all future content development. unique
Semantic search formula****
context + user intent = better results
Curation vs. Duplication 2
curation: Link to = quote Drives traffic to original content owners Beneficial to content creators Fair Use legal doctrine Adds value to readers Valued by Google
