Who is this Guy?
An International Social Media trainer delivering
regular LinkedIn, Facebook, Twitter, YouTube,
Google+ and Social Business Strategy training
and workshops for institutions such as the
Digital Marketing Institute, Sure Skills and the
Digital Skills Academy.
Alongside training Greg works as a Social
Business and Content Consultant. He believes
that in order to make social media work for your
business you must have a clear business goal, a
clearly defined strategy, great content and make
sure that everything you do is measurable. Greg
has also won awards for his blogging whilst
contributing to the tweakyourbiz.com
Greg has worked with top multinationals
including: Ulster Bank, Microsoft, Symantec,
Virgin Media, Abbott Labs & Coca Cola Hellenic.
What is Content Marketing?
“Content marketing is a
strategic marketing approach
focused on creating and distributing
valuable, relevant, and
consistent content to attract and
retain a clearly-defined audience —
and, ultimately, to drive profitable
- Content Marking Institute
Content Marketing Stats
• Marketers who have prioritized blogging
are 13x more likely to enjoy positive ROI.
(HubSpot State of Inbound)
• Articles with images get 94% more views
than those without. (NewsCred)
• B2B companies that blog generate 67%
more leads than those without blogs.
• Blogging increases web traffic by 55% for
brands. (Rocket Post)
• 62% of marketers use video in their
content marketing. (NewsCred)
• 73% of consumers get frustrated by
irrelevant web content. (Source: HubSpot)
Types of Content
• Social Media text updates
• Live Streams
Examples of Content Marketing?
• Short Videos
• Case studies
• Link Round Ups
• Visual content
• Guides/ How to posts
• Product reviews
Future Content Marketing Trends
• Generic content does not work.
More personalised content
• Unique “Rich” content becomes
• Video continues to evolve.
• Using Social Advertising to
promote your content.
• “Crowdsourced” content continues
• “Private” Social Networks thrive.
• The Age of Advocacy has arrived.
“The nobodies are the new somebodies”
Guy Kawasaki -
Founding partner at Garage Technology Ventures. Former Chief Evangelist of Apple
5 Questions in 5 Minutes
• What are your business objectives?
• Who is your audience?
• Where are they hanging out?
• What content would they find valuable?
• What budget can you allocate for content
creation and distribution?
• How can I find out about my target
• How can I get my audience involved in my
• Create a campaign concept for your chosen
brand. What content will fly on online?
• How will I use visuals and video? What tools
will I use?
• Create a 5 blog post titles for your brand.
The 5 Minute
Why Research Keywords
Keyword research allows you to confirm or find out about what
people are searching for. When deciding which keywords will work best,
consider those that offer you:
2. Lots of searches
3. Less competition
So if we were building Apps what are pros and cons for using the
Formatting Your Posts
Title - On average, 8 out of 10 people will read headline copy, but only 2 out of 10
will read the rest
First paragraph -
Does it hold the reader’s attention? Does it explain what the content is about?
Does it communicate the “what it’s in it for me” for the reader?
Images – Break up the text and entice the reader in. Also important when
sharing on Social Media platforms.
Sub-headings – make it easy for a reader to scan your content.
Paragraph length and numbering – Shorter paragraphs and bullet points and
numbering work well in blogs.
Some Writing Tips
• Create a Headline that grabs your readers
• Write a great first paragraph. It should hold the
reader’s attention, explain what the post is about
and describe the what value the post offers the
• Use bullet points & numbering to make your posts
easy to follow.
• Use images to make your post stand out.
• Research your posts carefully and proof read
• Invite comments and encourage readers to get
• Use your blog to demonstrate your expertise and
listen to your readers and clients needs. If a
customer emails you with an interesting question
or even leaves a question on your blog. Ask
yourself would this make a valuable blog post for
• Create and promote
your own content on
the LinkedIn network.
• Promote your content
on multiple LinkedIn
and even promote on
3rd party sites such as
Be Real in your videos
Set up and run by
IrishCentral.com the @Ireland
Twitter account rotates each
week with a new voice
introduced every Monday
As the Ireland of today is not
confined to the island of Ireland,
the varied voices of @Ireland
come from Ireland and across
Show me the Sales
1. Showcase yourself as an expert who is
passionate and “likeable” – people will want to
do business with you.
2. Address common client questions in your
content. Use this content to overcome
3. Use case studies – a company will be more
likely to “buy” your product/service if used and
delivering business ROI by a competitor or
company it respects.
4. Leverage 3rd party business communities by
showcasing and collaborating with
5. Showcase/Demo new products and services
through your content. Offer discounts and
1. Create Content for your customer and not
2. Create and distribute consistent content.
3. Plan your content with an Editorial Calendar.
4. Write “Great” Headlines and Tag your posts.
5. Use visuals and video in your blog posts.
6. Include a link to your Blog on your email
7. Add Links (inbound and outbound).
8. Promote your content by sharing with your
LinkedIn connections, on social media groups
and even through paid “Sponsored Updates”.
9. Encourage users to subscribe to your blog.
10. Consider writing guest blogs and contributing
to Business/Community blogs. Comment on
other people’s blogs. (be strategic).
Finally – make sure your posts have a call to