content marketing for creatives

Content Marketing for CreativesVictoria Edwards

Background informationWorking in Social Media/SEO/Content Marketing for 9 years

Digital Content Strategist for Florida Blue

Where you can find me

Facebook – Facebook.com/VictoriaEdwards

Twitter - @TallChickVic

LinkedIn - LinkedIn.com/in/VictoriaLEdwards

Instagram - @TallChickVic

Email – Victoria@Victoria-Edwards.com

Website – Victoria-Edwards.com

When I am not working…

OverviewWhat is Content?

What is Content Marketing?

Why You Need Content Marketing

Where to Start

Promoting Your Content

Tools to Help Develop Content

Things You Can Do Today!

Questions!

What is Content?Video

Blogs

PowerPoint

White Papers

eBooks

Images

What is Content Marketing?

“Art of Communication”

Any type of marketing, whether it’s online or offline that involves developing and promoting various types of content, in order to acquire and retain customers.

Why Do You Need Digital Content Marketing?

To be seen by consumers and search engines

Consistently creating relevant and valuable content with the intention of bringing in more customers and revenue.

Why Do You Need Digital Content Marketing?

Content Marketing should be a part of your overall process, not something that is totally separate from other efforts.

Search Engine Optimization (SEO): Search engines reward businesses that publish quality, consistent content.

Social Media Marketing: Content marketing strategy comes before your social media strategy & social media assists in promotion of your message.

Why Do You Need Digital Content Marketing

Public Relations (PR): Successful PR strategies address issues readers care about

Pay Per Click (PPC): For PPC to work, you need great content behind it.

Where to Start

Keyword development

Where to place your content

What do I write about?

Content calendar creation

Why Do I Need Text?

Keyword Development for Content

Developing content around keywords will help with ranking in search engines

Make a list of 10-20 keywords you wish you rank for

Core keywords

Long tail keywords

Use those keywords in your content

What is a Long Tail Keyword?

More specific search term

May get less visits but those keywords are the ones that convert.

Less competition

Lower cost

Long Tail Keyword

What is a Long Tail Keyword?

Core keyword example: bow tie or custom bow ties

Location: Tampa Florida

“Custom bow ties in Tampa Florida”

Where to Place Your Content

Website/Webpages

Blog

News

Social Media

Develop a Blog

The bridge from your website to social media

A place where you can update content regularly

An area on your site that is more conversational and less formal.

Why Can’t I Just Use Social Media?

Do Not 100% rely on social media

You need a website

Place content on your domain then promote from in social media from there

You control your website, the content and how it is seen

You can’t control social media

What Do I Write About?

The more you create content and share that content, the more authority you will obtain

Develop the content lifestyle

Create content around your product or service to educate and entertain

Show people what is going on behind the scenes

What Do I Write About?People love seeing the design process

Detailed description of your start, middle and end

The thought process in your creations

Tools you use to create

The materials you use

The results you brought your clients

What Do I Write About?

DIY content can be very engaging

Tips and tricks

Behind the scenes of a photo shoot

Design sketches of a new collection/idea

Events you attend or are attending

What Do I Write About?

Artists who inspire you

Interview people who inspire you

Challenges of the creative process

Articles/News that inspires you

FAQ’s

What Do I Write About?

Competitive Research

Make a list between 5-10 competitors

Go to their websites

Find their social handles (should be on site)

Look at the conversations within social media

What Do I Write About?

Competitive Research

What frequently asked questions are they being asked?

Develop content around the question, answer and solution and share with the individual’s asking those questions!

Be Visual!

Be Visual90% of information submitted to brain is visual

40% of people will respond better to visual information than plain text.

Posts with videos attract 3 times more inbound links than plain text posts.

Content + Text = WIN!Develop the content with keywords in mind

Place that content on your site in the form of:

Video/TextImages/TextPPT/TextPodcast/Text

Content Calendar Creation

Keeps you organized

Helps you focus on your targeted keywords

Coincides with your overall marketing strategy

Content Calendar Creation

Update it frequently! TitleAuthorKeywordsDue datePublication datePlatform (Blog, Facebook, Twitter)

Promoting Your Content

Why Promote Your Content

Social Media

Help others find your content

Helps people find you in search engines

Social networks have high domain authority

Social Networks are search engines too

Promoting Your Content

Tools to help you schedule your content

Buffer – Schedule content across social media platforms & gives you analytics

Hootsuite – Manage multiple social media accounts, helps schedule content across social media platforms & measure success.

Tools to Help Develop/Promote ContentTools to help you find popular Hashtags

Hashtracking.org

Twitter Native Site

Trendsmap.com

Top-Hashtags.com

Websta.me

What Do I Do with These Tools?

Find popular hashtags

Find hashtags that are trending

Develop or promote your products that relate to these hashtags

Use trending and unique hashtags

#coffeetime

#love

#coffee

Be Fun, Yet Practical

Tools to Help Develop/Promote

ContentFollowerwonk helps you:

Explore your Twitter world

Who are your followers?

Where are they located?

Compare Twitter handles (competitor analysis)

Find and connect with new influencers in your niche

Tools to Help Develop/Promote

ContentDesign Tools to help you create & enhance promoting your products/content

Canva – Graphic design tools for the non graphic designer

Vecteezy – Download designs, vector art, visuals

Tools to Help Develop/Promote

ContentPaid social media

Social Media = Pay to Play

Promoted Posts – Promote Your Blogs to drive traffic to your site

Facebook Ads – Promote an eBook or some other form of valuable content vs. just a branded ad to your site

Things You Can Do Today!

Look at the industry publications you get emails from

Look at the industry news your read

Find 2 news items that you found of interest

Find the authors & their Twitter handle (usually next to their author byline)

Things You Can Do Today!

Then follow, share, like, tweet

Tell the publication you appreciated the content

Tell the author or artist the same thing

Things You Can Do Today!

Ask your social media community what they thought of the article

ENGAGEMENT

Things You Can Do Today!

Summarize the content in a blog post, then link to the actual news piece or article

Take that content and SHARE!

Mention the authors when you do so!

Things You Can Do Today!

Develop content around popular Hashtags

See what type of visuals are being associated with certain hashtags

Use popular hashtags in your industry

Use hashtags that your competition is using

Resources13 Free Design Tools - http://blog.hubspot.com/blog/tabid/6307/bid/33899/13-Free-Design-Tools-for-Visual-Marketers-on-a-Budget.aspx

A Simple Content Marketing Strategy for Creative Folks - http://www.copyblogger.com/creative-content-strategy/

Mastering Long Tail Keywordshttp://blog.hubspot.com/blog/tabid/6307/bid/28912/The-Ultimate-Guide-for-Mastering-Long-Tail-Search.aspx

My Other Presentations - slideshare.net/vledwards

Pay to play: the end of free social media marketing?http://www.theguardian.com/media/2014/sep/15/pay-to-play-the-end-of-free-social-media-marketing