Published on December 5, 2013
GEORGINA TAYLOR CONTENT MARKETING CONSULTANT BRAND DESIGN WEBSITE DESIGN CONTENT C R E AT I O N SOCIAL NETWORKING
WHAT IS CONTENT MARKETING? Content Marketing involves publishing branded content on your website & social media platforms in order to and grow your online audience, increase your website traffic, acquire leads and make sales.
4 BENEFITS OF AN EFFEC TIVE C O N T E N T M A R K E T I N G S T R AT E GY DIGITAL ENGAGEMENT WEBSITE TRAFFIC Get more likes, comments, and shares, improving the viral impact of your branded content across social networks. Get more traffic to your website through compelling, keyword-optimized content that gets found on search engines and shared on social networks. ONLINE AUDIENCE LEADS & SALES Get more social media followers and email subscribers, expanding the reach of your content to an increasingly large audience. Get more qualified leads and make more sales through marketing that inspires trust and funnels users through the purchasing process.
4 STATS ON THE IMPOR TA NC E OF A C O N T E N T M A R K E T I N G S T R AT E GY 78% 60% 80% 67% of CMOs think custom content is the future of marketing. of consumers reported feeling more positive about a company after reading custom content on its site. of business decision-makers prefer to get company info in a series of articles versus an advertisement. more leads are generated each month by companies that publish original content, vs. companies that do not have a content strategy S O U R C E : H U B S P OT
4 STEPS T O AN EFFECTIVE C O N T E N T M A R K E T I N G S T R AT E GY STEP 1 OPTIMIZE YOUR BRAND + WEBSITE A strong content strategy begins with optimizing your brand and website, to provide an experience that instills trust in your prospects and funnels them through the purchasing process. In other words, get them to like what they see once they’ve found you. STEP 2 DEVELOP A CONTENT PLAN Next, a content plan is developed around the needs and interests of your target market. What information would target customers look up on search engines? Which kinds of social media posts will inspire them to like, click, comment and share? Once the content types and topics have been established, a content calendar is created to detail the publishing schedule.
4 STEPS T O AN EFFECTIVE C O N T E N T M A R K E T I N G S T R AT E GY STEP 3 CREATE, PUBLISH + PROMOTE CONTENT The content calendar specifies which pieces will go out each day and which social networking tactics will be executed to promote your content and grow your social media following. This can include techniques such as: keyword monitoring, group participation, follower campaigns, and targeted social media ads. STEP 4 REPORT ON SUCCESS + REFINE THE PLAN A monthly report is provided to give a snapshot of your growth on each social network month over month. Depending on your needs, a more robust monthly report can be developed to give deeper insight on how social media engagement and search engine optimization tied to your monthly website traffic and sales. Metrics on which pieces of content generated the most engagement and traffic then help inform the following month’s content calendar.
SAMPLES BRAND DESIGN Stylized Font HEADLINE FONT BODY FONT BOLD BODY FONT LIGHT JOHNNY’S AMERICAN BAKERY (CURITIBA, BRAZIL) BRAND IDENTITY DESIGN: LOGO, SYSTEM OF ICONS + FONTS
SAMPLES WEBSITE DESIGN JOHNNY’S AMERICAN BAKERY (CURITIBA, BRAZIL) WEBSITE DESIGN + DEVELOPMENT: HOME PAGE
SAMPLES WEBSITE DESIGN VIDEO CHAT NETWORK (NEW YORK, NY) WEBSITE INTERFACE DESIGN: HOME PAGE
SAMPLES C O N T E N T C R E AT I O N BLOG ARTICLES: LONG FORM, SEO-OPTIMIZED ARTICLES MATHSP (ATLANTA, GA) SPECTACLED MARKETER (NEW YORK, NY) BLOG IMAGE DESIGN BLOG IMAGE DESIGN
SAMPLES C O N T E N T C R E AT I O N LISTICLES: SHORT-FORM, VISUAL, LIST-FORM ARTICLES SPECTACLED MARKETER (NEW YORK, NY) SPECTACLED MARKETER (NEW YORK, NY) ARTICLE WRITING, IMAGE DESIGN + PUBLISHING ARTICLE WRITING, IMAGE DESIGN + PUBLISHING
SAMPLES C O N T E N T C R E AT I O N SOCIAL POSTS: FUN FACTS, INSPIRATIONAL QUOTES, QUICK TIPS, ETC. SPECTACLED MARKETER (NEW YORK, NY) CONTINENTAL BEAUTY SCHOOLS (NY) IMAGE DESIGN + PUBLISHING IMAGE DESIGN + PUBLISHING
SAMPLES C O N T E N T C R E AT I O N SOCIAL POSTS: PROMOTIONAL ANNOUNCEMENTS, DISCOUNTS, OFFERS JOHNNY’S BAKERY(CURITIBA, BRAZIL) CONTINENTAL BEAUTY SCHOOLS (NY) IMAGE DESIGN + PUBLISHING IMAGE DESIGN + PUBLISHING
SAMPLES C O N T E N T C R E AT I O N SOCIAL POSTS: VOTES AND POLLS, LIKE/COMMENT TO PARTICIPATE JOHNNY’S BAKERY (CURITIBA, BRAZIL) CONTINENTAL BEAUTY SCHOOLS (NY) IMAGE DESIGN + PUBLISHING IMAGE DESIGN + PUBLISHING
SAMPLES C O N T E N T C R E AT I O N SOCIAL CONTESTS: FACEBOOK LIKE/COMMENT TO ENTER, PINTEREST PIN TO WIN JOHNNY’S BAKERY (CURITIBA, BRAZIL) GG BAILEY (CALHOUN, GA) IMAGE DESIGN + PUBLISHING, PROMOTION ADMIN IMAGE DESIGN + PUBLISHING, PROMOTION ADMIN
SAMPLE CONTENT CALENDAR QUOTE #1 CONTEST #1 BLOG #1 PROMO #1 BLOG #2 LISTICLE #2 VOTE #1 CONTEST #2 TIP #1 LISTICLE #3 BLOG #3 CONTEST #3 PROMO #2 POLL #2 CONTEST #4 LISTICLE #4 QUOTE #2 BLOG #4 TIP #2 BLOG LISTICLE #1 VOTE #2 BLOG #5 LISTICLE #5 CONTEST #5 LISTICLE QUOTE/TIP PROMO POLL #1 POLL/VOTE CONTEST
TACTICS SOCIAL NETWORKING ORIGINAL CONTENT PUBLISHING Publish original content at least 3 times a week, per the content calendar. If content exists on website, include a link in addition to social post image. THIRD PARTY CONTENT POSTING In between original content, share third-party content relevant to your target audience. This provides additional education to your audience while allowing you to network with other influencers in your industry. GROUP PARTICIPATION Join and participate in groups related to your target audience. Share your original content to these groups and comment on other members’ contributions. FOLLOWING & ENGAGING Follow industry influencers and individuals in your target audience to encourage them to follow you back. Share their content or answer their questions to build a dialogue and increase your exposure to new audiences. TARGETED ADVERTISING Set up targeted ads on each social network, to drive audience growth, engagement with your original content and traffic to your website.
NEXT STEPS STEP 1 SCHEDULE AN INITIAL PHONE CALL TO UNDERSTAND YOUR CURRENT SITUATION, GOALS, AND BUDGET STEP 2: DISCUSS PROPOSAL AND CONTENT IDEAS BRAND AND WEBSITE RECOMMENDATIONS CONTENT IDEAS AND BRANDED SAMPLES HYPOTHETICAL CONTENT CALENDAR SERVICE AND PRICING OPTIONS STEP 3: LAUNCH THE DIGITAL MARKETING PLAN OPTIMIZE BRAND AND WEBSITE EXPERIENCE (PER NEEDS) FINALIZE CALENDAR AND CONTENT TEMPLATES CREATE AND PUBLISH CONTENT PER CALENDAR EXECUTE NETWORKING TACTICS PER CALENDAR REPORT ON MONTHLY METRICS + REFINE PLAN
THANK YOU! GEORGINA TAYLOR g e o r g i n a j t ay l o r @g m a i l .c o m + 1 ( 678 ) - 9 2 5 - 7 6 37
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