On October 24th, 2013, Monique Pouget spoke at Pubcon Las Vegas about motivating a team to create compelling content. From planning and research to promotion and tracking growth, here's everything you need to know about inspiring your team by become better bloggers!

1. DOWNLOAD
this presentation
bit.ly/motivatingmasses
MOTIVATING
THE
MASSES
Inspiring Your Team to Build a Better Blog
Presented by Monique Pouget | October 24th, 2013
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

2. www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

3. First
Off
–
Who
am
I?
Monique Pouget
Director of Content Strategy
@moniquethegeek
linkd.in/mpouget
gplus.to/moniquepouget
thunderseo.com/blog
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

4. CONTENT
STRATEGY
“Plans for the creation, publication, and
governance of useful, usable content.”
- KRISTINA HALVORSON, CONTENTSTRATEGY.COM
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

5. Start
here
ANALYZE
&
OBSERVE
BUILD
ONLINE
COMMUNITY
MEASURE
MONITOR
&
ENGAGE
Content
Strategy
Framework
SPREAD
THE
WORD
ESTABLISH
GOALS
DEVELOP
STRATEGY
AKA
Content
MarkeCng
CREATE
VALUE
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

6. CONTENT
PLANNING
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

7. BRAINSTORM
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

8. Topic
Writer
www.ThunderSEO.com
Audience
Due Dates
UTMs
SCHEDULE
@MoniqueTheGeek | #pubcon

9. WHEN IN
DOUBT…
Make boring
stuff funny.
DOCUMENT
IT
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

10. 2
CONTENT
RESEARCH
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

11. www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

12. www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

13. Get
to
know
this
guy.
He’s
wicked
smart.
@IanLurie
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

14. MARKETING
DUNGEONS
+
DRAGONS
OVERLAP
GOLD
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

15.
Write
for
overlapping
interests.
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

16. RANDOM
AFFINITY
TWO
IDEAS
LINKED
ONLY
BY
THE
FACT
THAT
A
GROUP
OF
PEOPLE
LIKE
THEM
BOTH.
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

17. Surprised?
Me
neither.
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

18. 3
CONTENT
CREATION
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

19. Who
Are
You
WriKng
For
Bots
or
Humans?
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

20. www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

21. Style
Guides
–
What
to
Include?
•
•
•
•
•
•
•
•
•
•
•
•
GOALS
of
Content
Demographics
&
Audience
Personas
Authorship
Brief
Topic
Examples
Title
&
Permanent
URLs
Categories
&
Tags
Headers
–
H2,
H3,
H4?
Bold,
Italics,
CAPITALIZED?
Blog
Width
and
Image
Sizes
Image
Sources
Thumbnails
Length
Requirements
or
RestricCons
Metadata
–
Title
and
DescripCon
Tags
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

22. www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

23. 4
CONTENT
PROMOTION
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

24. Make promotion
unique to each
channel
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

25. Encourage
sharing from
writers and
colleagues
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

26. Celebrate
wins
internally.
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

27. Track
Growth
–
UTMs
h]p://www.thunderseo.com/blog/utm-­‐parameters/
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

28. Track
Growth
–
UTMs
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

29. Share
Growth
–
Friendly
CompeCCon
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

30. INFINITE
WISDOM
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

31. “Knowledge is the first value of our
company. Without reading and blogging,
we don't grow, we don't add value to our
community, and we can't make a
difference in our clients' businesses.”
Mackenzie Fogelson
Owner & Fearless Leader - Mack Web Solutions
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

32. “My go-to team motivational method is in the form of a
pump up speech. When it comes to motivating a group
of people to contribute to something collective, I have
found it is important to emphasize impact. People need to
feel like what they do gets noticed and matters, same
holds true for what they don't do. Sometimes they have
to be "get in the game" talks. In my experience when the
team I lead sees how much I care, when I use my own
struggles and failures to relate to what they are
experiencing, this tends to hit home.”
Brittan Bright
Director of Client Strategy - iAcquire
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

33. “Whatever's going on in the industry, we
always end up talking about it while
playing darts, eating lunch, drinking
beer, etc. and my constant refrain is
"That would be a good blog post."
Sometimes it just takes looking at it in
a new way to realize the potential."
Courtney Seiter
Community Manager - Raven Tools
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

34. “I find it really helpful to have a physical
calendar in the team's space with visual
reminders for the whole team. If the
calendar is not made public, people are
generally more willing to disappoint
themselves. But if you make it public, the
whole team is expecting a post and no
one wants to let their
team down.”
Bekka Palmer
Magic Maker - Tattly
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

35. “Be a nice pest. The squeaky wheel gets
the grease, but no one likes the wheel very
much. It's important to keep on top of
people for blog posts, but be sure to also
emphasize there is no pressure.”
Mary Weinstein
Director of Content - CPC Strategy
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

36. “I send out a weekly Kahena
AwesomeSauce email rounding up all the
great things we do and some of the cooler
projects and feedback we have gotten
from clients.”
Aaron Friedman
Director of SEO - Kahena Digital Marketing
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

37. “We actually require those on our search
and social teams to blog once a month as
part of their employee development. When
someone's post does well, whether it's a
mention by someone super cool, a great
comment, or just a lot of shares, we'll send
out a company-wide email
congratulating them and
showcasing why their post
did well.”
Casie Gillette
Director of Online Marketing - KoMarketing Associates
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

38. “Feedback gives contributors the confidence
to keep going and makes them less afraid to
run new ideas by you. So if you genuinely like
something, make sure you let them know and
don't be hesitant to share, not just like. Likes
are cheap and easy, but I feel like sharing and
writing even a sentence to go along with it
shows that you give a damn.”
Kiran Umapathy
Right-Hand Man - Holiday Matinee
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

39. If
All
Else
Fails…
Try
One
of
These
Methods
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon

40. DOWNLOAD
Q
&
A
this presentation
bit.ly/motivatingmasses
monique@thunderseo.com
@moniquethegeek
linkd.in/mpouget
thunderseo.com/blog
MONIQUE POUGET
Director of Content Strategy
www.ThunderSEO.com
@MoniqueTheGeek | #pubcon