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Content Marketing is the New
SEO + Social Media… (sort of)
Presented by
Lisa Kaslyn
President & Chief Content Officer
What is content marketing?
• Articles
• Blogs
• Free eBooks
• Images/Photographs
• Infographics
• Presentations
• Podcasts
• Publicity
• Videos
• Webinars
• White Papers
Tweet about this session using hashtag #Content4Visibility
1. Understand Your clients/prospects & Listen
2. Keyword & Competitive Research
3. Develop Great Content
4. Distribute Content
5. People Like Your Content (hopefully)
6. Those who Like Your Content will Visit Your
Site
7. Search Engines See that People Visit Your
Site, Like Your Content and Reward You with
Higher Ranking☺
Infographic: SocialMediaImpact.com, Content Marketing Vs. Social Media Marketing
When content, social media & SEO work
together, great results can be achieved
Where will your content come from?
Help! I’m not a
writer - I don’t
know how to create
good content
Content Curation - Don’t I have to be
in a museum to do that?
Relax, sweets, you
just need to learn
the secrets of
content curation
Source: Social Media Today | http://ht.ly/o1OHb
Source: Social Media Today | http://ht.ly/o1OHb
“It’s not possible (or recommended) to share your own
content 100% of the time, which is where content curation
comes in. Curating and sharing topical content that’s useful
to your audience associates that content with your brand and
creates brand affinity.” - Pam Dyer, Social Media Today
Source: Social Media Today | http://ht.ly/o1OHb
Source: Social Media Today | http://ht.ly/o1OHb
Source: Beth Kanter | http://www.bethkanter.org/content-curation-101/#sthash.ekvpZpng.dpuf
Tip: Check out Beth’s Seek, Sense & Share curation planning questions
http://socialmediafoundations.wikispaces.com/Curation+Planning+
Content Curation - Seek
Article curated from
enewsletter subscription
Content Curation - Sense
Simple automated
content aggregation
Curated content
from credible
source is seed for
blog post
Editorial and
context
embrace
curated tips
Content Curation - Share
Content Curation Tip
The post generated dozens of responses filled
with great experiential content!
After I wrote the blog, I
Went back to the same
discussion and posted it so
everyone that helped write
it could see their
contribution AND
attribution – Flattery gets
you everywhere : )
What does say about
Curated Content?
Source: Matt Cutts, Google - www.youtube.com/watch?v=o7sfUDr3w8I
Curated Content is Ranked
along a Value-Add Scale
• Simple Aggregation; i.e., site
widgets, RSS, feeds, Twitter
feeds
• Curated content integrated into
original content
• All original content – yes, it’s
still curation
Matt Cutts
Google Overlord of WebSpam
Checklist for Great Curated Content
• Select topics based on your market’s
informational needs
• Put your prospects’ informational interests ahead
of yours
• Prepare & update buyer personas to avoid
wasting time on irrelevant content
• Integrate your own content that summarizes key
ideas and lessons
• Add value and provide a deeper content
experience by cross-referencing curated topics to
other online resources or perspectives
Free Content Curation Tools
• Great for social curation:
LikeHack and Storify
• Great for news gathering:
Alltop and TalkWalker
• Great for blog reading:
Feedly
• Good for…all the other
things: Scoop.it, Pinterest
and List.ly
Source: AimClear http://ht.ly/o1tNe
The Payoff
• Compelling content establishes trust
• Great content enhances web presence
• Positive content helps boost company and
employee morale
• Engaging content initiates immediate
conversion opportunities
• Content sharing encourages the socialization of
large audiences
Source: Digital Sherpa, “Creative and Converting Leads Through Content Marketing”
Questions…
• Twitter: @Kashen
• facebook.com/lisa.kaslyn
• linkedin.com/in/kaslyn
• G+ Prosper Communications
• pinterest.com/seoflack
• Lisa@ProsperComm.com
ProsperComm.com

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Content is the New Search + Social Media (sort of)

  • 1. Content Marketing is the New SEO + Social Media… (sort of) Presented by Lisa Kaslyn President & Chief Content Officer
  • 2. What is content marketing? • Articles • Blogs • Free eBooks • Images/Photographs • Infographics • Presentations • Podcasts • Publicity • Videos • Webinars • White Papers Tweet about this session using hashtag #Content4Visibility
  • 3. 1. Understand Your clients/prospects & Listen 2. Keyword & Competitive Research 3. Develop Great Content 4. Distribute Content 5. People Like Your Content (hopefully) 6. Those who Like Your Content will Visit Your Site 7. Search Engines See that People Visit Your Site, Like Your Content and Reward You with Higher Ranking☺ Infographic: SocialMediaImpact.com, Content Marketing Vs. Social Media Marketing When content, social media & SEO work together, great results can be achieved
  • 4. Where will your content come from? Help! I’m not a writer - I don’t know how to create good content
  • 5. Content Curation - Don’t I have to be in a museum to do that? Relax, sweets, you just need to learn the secrets of content curation
  • 6. Source: Social Media Today | http://ht.ly/o1OHb
  • 7. Source: Social Media Today | http://ht.ly/o1OHb
  • 8. “It’s not possible (or recommended) to share your own content 100% of the time, which is where content curation comes in. Curating and sharing topical content that’s useful to your audience associates that content with your brand and creates brand affinity.” - Pam Dyer, Social Media Today Source: Social Media Today | http://ht.ly/o1OHb
  • 9. Source: Social Media Today | http://ht.ly/o1OHb
  • 10. Source: Beth Kanter | http://www.bethkanter.org/content-curation-101/#sthash.ekvpZpng.dpuf Tip: Check out Beth’s Seek, Sense & Share curation planning questions http://socialmediafoundations.wikispaces.com/Curation+Planning+
  • 11. Content Curation - Seek Article curated from enewsletter subscription
  • 12. Content Curation - Sense Simple automated content aggregation Curated content from credible source is seed for blog post Editorial and context embrace curated tips
  • 14. Content Curation Tip The post generated dozens of responses filled with great experiential content!
  • 15. After I wrote the blog, I Went back to the same discussion and posted it so everyone that helped write it could see their contribution AND attribution – Flattery gets you everywhere : )
  • 16. What does say about Curated Content? Source: Matt Cutts, Google - www.youtube.com/watch?v=o7sfUDr3w8I Curated Content is Ranked along a Value-Add Scale • Simple Aggregation; i.e., site widgets, RSS, feeds, Twitter feeds • Curated content integrated into original content • All original content – yes, it’s still curation Matt Cutts Google Overlord of WebSpam
  • 17. Checklist for Great Curated Content • Select topics based on your market’s informational needs • Put your prospects’ informational interests ahead of yours • Prepare & update buyer personas to avoid wasting time on irrelevant content • Integrate your own content that summarizes key ideas and lessons • Add value and provide a deeper content experience by cross-referencing curated topics to other online resources or perspectives
  • 18. Free Content Curation Tools • Great for social curation: LikeHack and Storify • Great for news gathering: Alltop and TalkWalker • Great for blog reading: Feedly • Good for…all the other things: Scoop.it, Pinterest and List.ly Source: AimClear http://ht.ly/o1tNe
  • 19. The Payoff • Compelling content establishes trust • Great content enhances web presence • Positive content helps boost company and employee morale • Engaging content initiates immediate conversion opportunities • Content sharing encourages the socialization of large audiences Source: Digital Sherpa, “Creative and Converting Leads Through Content Marketing”
  • 20. Questions… • Twitter: @Kashen • facebook.com/lisa.kaslyn • linkedin.com/in/kaslyn • G+ Prosper Communications • pinterest.com/seoflack • Lisa@ProsperComm.com ProsperComm.com