#SEJSummit#Searchmetrics
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Instant data. Tweak strategies.
Benchmark competitors.
“We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.”
Sebastian Wenzel, Webanalyticsbook
Use with
multip
le teams
•Writer•Editor•Entrepreneur•Speaker•Instructor
#SEJSummit#Searchmetrics
#SEJSummit#Searchmetrics
Content created without specific
goals is a waste of money, time and
resources.
Content strategy begins well before the first word is
written.
You need to think like a publisher.
CONTENT MARKETING ISNOT A NEW CONCEPT.
#SEJSummit#Searchmetrics
#SEJSummit#Searchmetrics
#SEJSummit#Searchmetrics
#SEJSummit#Searchmetrics
#SEJSummit#Searchmetrics
WHAT WILL YOUR CONTENT DO?
•Inform•Educate•Entertain•Convert
#SEJSummit#Searchmetrics
WHO IS YOUR CONTENT FOR?
•Readers•Existing customers•Potential customers•Other businesses
#SEJSummit#Searchmetrics
KNOW YOUR AUDIENCE!
#SEJSummit#Searchmetrics
WHO IS YOUR CONTENT FOR?
•People who:•like to read news about Europe•enjoy documentaries about nature•follow a gluten-free diet•are new to retirement planning
#SEJSummit#Searchmetrics
KNOWING YOUR AUDIENCE—AND WHERE TO FIND THEM—
ALLOWS YOU TO BUILD EFFECTIVE CONTENT MODELS.
#SEJSummit#Searchmetrics
BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR BLOG
Blog Post
Facebook Update
Tweet
Google Plus Update
LinkedIn Update
Post on External Site
Quote Image on Pinterest
#SEJSummit#Searchmetrics
BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR SERVICES
Services Page
Facebook Update
Tweet
Google Plus Update
LinkedIn Update
Guest Post on External Site
Blog Post
#SEJSummit#Searchmetrics
BASIC CONTENT MODEL TO BUILD YOUR FACEBOOK PAGE
Your Website Facebook Page
Tweet
Google Plus Update
#SEJSummit#Searchmetrics
•What kind of content do you
need?•What message does it need to
convey?
•How is content prioritized and
organized?•How is content formatted and
displayed?
•What processes and tools are
required?•What human resources are
required?
•How are key decisions about
content and content strategy made?•How are changes
initiated and communicated?
Graphic created by Kristina Halvorson and Melissa Rach
#SEJSummit#Searchmetrics
REEVALUATE WHO YOUR CONTENT MARKETING STAKEHOLDERS ARE.
#SEJSummit#Searchmetrics
THE RISE OF THE BRAND NEWSROOM
•Oreo•Coca-Cola
Two Brands finding success as publishers
#SEJSummit#Searchmetrics
#SEJSummit#Searchmetrics
THE RISE OF THE BRAND NEWSROOM
•During Super Bowl XLVII, Oreo had•brand representatives•marketing agency creatives•marketing agency strategists•and the brand legal team
•all in a “war room” together.
#SEJSummit#Searchmetrics
LUCK IS WHAT HAPPENS WHEN PREPARATION MEETS
OPPORTUNITY.
- SENECA
#SEJSummit#Searchmetrics
SINCE OREO EMBRACED CULTURE, THE BRAND’S
ANNUAL SALES GROWTH IS UP FROM THE LOW DOUBLE DIGITS TO MORE THAN 20%.
Source: http://www.fastcompany.com/3036086/oreo-tags-pop-culture
#SEJSummit#Searchmetrics
#SEJSummit#Searchmetrics
#SEJSummit#Searchmetrics
#SEJSummit#Searchmetrics
#SEJSummit#Searchmetrics
RISE OF THE BRAND NEWSROOM
Source: http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-
plug/
• Director of Digital Communications and Social Media• Editor• Social Media Editor• Social Media Coordinator• Production Manager
• Archivist• Graphic Designers• Analysts• Video crew• Freelance Writers• Freelance Photographers
The Coca-Cola Journey Team is Comprised of:
#SEJSummit#Searchmetrics
RISE OF THE BRAND NEWSROOM
•Coca-Cola Journey is referred to as a “digital magazine”•Launched in late 2012•In 2013, Journey published 1,200 articles and attracted 13.1 million visitors•Visits averaged 4:40 minutes per article
Source: http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-
plug/
#SEJSummit#Searchmetrics
RISE OF THE BRAND NEWSROOM
•In March 2014, Coca-Cola hosted an international brand publishing summit, JourneyOn•Coca-Cola Journey international editors attended for training and networking
Source: http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-
plug/
“You need editors, not brand managers, who will push the envelope to make the thing go forward.
“So one easy way to do that is to set people up…and give them really significant metrics—not about pageviews, but about mattering.
“And give them the resources…to go do work that matters.” – Seth Godin
Source: http://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/
#SEJSummit#Searchmetrics
#SEJSummit#Searchmetrics
Edits content for:WHAT DOES AN EDITOR DO?
• Spelling & Grammar• Syntax• Flow• Factual Accuracy• Style, Voice, & Tone• Copyright Adherence• Quality of Writing• Quality of Sources• Credibility of Sources• Timeliness/Evergreen• Editorialization
VocabularyLengthGoalsPlagiarismReading Level
#SEJSummit#Searchmetrics
Edits content for:WHAT DOES AN EDITOR DO?
• Keyword Use• Google Updates• HTML Formatting• Meta Tags• Links
• Functionality• How they open• Where they lead
Anchor TextDuplicate ContentPublication LocationPublication AudienceSource CredibilityCurrent Trends/EventsCalls to ActionPsychological Factors
#SEJSummit#Searchmetrics
Manages:WHAT DOES AN EDITOR DO?
• Brand Voice• Marketing Goals• Market Targeting• Market Reach• Audience Response• Continuity• Consistency
Brand History Competitor Activity Social Activity Social Response Legal Concerns Brand Partnerships User Generated Content
#SEJSummit#Searchmetrics
STOP TREATING CONTENT MARKETING AS AN
AFTERTHOUGHT, AND GIVE IT THE TIME, ATTENTION
AND YES, BUDGET, COMMENSURATE WITH THE
RESULTS YOU WANT TO ACHIEVE.
#SEJSummit#Searchmetrics
Content created without specific
goals is a waste of money, time and
resources.
Content strategy begins well before the first word is
written.
You need to think like a publisher.
#SEJSummit#Searchmetrics
MichelleDLowery
linkedin.com/in/michellelowery
plus.google.com/+MichelleLowery/