DIGITAL CONTENT STRATEGY WORKSHOP SERIES >>> Carrie Hawthorne Consulting Fair Trade Federation Conference PART 2 PLANNING & CREATING

Transcription

1 DIGITAL CONTENT STRATEGY WORKSHOP SERIES Carrie Hawthorne Consulting Fair Trade Federation Conference >>> PART 2 PLANNING & CREATING

2 ABOUT ME >>> CARRIE HAWTHORNE CONSULTING Digital marketing + communications consulting A few clients: Peace Coffee, Emerson Collective, DFS Lab, Forterra, The Brewing Lair, KEXP EDUCATION Master of Communication in Digital Media, University of Washington, UX Design Certification, Nielsen Norman Group, PAST EXPERIENCE Forterra, Global Mamas, Partners for Just Trade, Green America, Fair Trade Federation, Peace Corps Guatemala

3 CONTENT STRATEGY FRAMEWORK >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan ANALYSIS TOOLS Competitive analysis Content audit Web analytics Stakeholder interviews Customer data Social media insights Customer service insights

4 CONTENT STRATEGY FRAMEWORK >>> RESEARCH TOOLS 1. Analyze + Research Web + social analytics Surveys 5. Manage 2. Plan Field studies Usability tests Guerrilla testing User groups 4. Measure 3. Create Personas Journey Maps

5 PLANNING >>> 5. Manage 1. Analyze + Research 2. Plan PLANNING TOOLS Gap analysis Brand basics We are we are not Voice and tone Style guidelines 4. Measure 3. Create

6 GAP ANALYSIS >>> WHAT IS IT? A method for determining where you content/experience falls short. WHY USE IT? You can turn data and observations into actionable recommendations

7 GAP ANALYSIS >>> SAMPLE People spend less than 1 minute on our product page and it has a high bounce rate. The page is not telling a story, it only offers facts and data without any human element Users in our survey told us producer information is very important to them

8 GAP ANALYSIS >>> TRY IT! Web page: User group (target audience): Page Goal: Audience Goal: Observations (analytics + what s missing): Recommendations: Summarize: If we do, we should expect

9 PLANNING >>> 5. Manage 1. Analyze + Research 2. Plan PLANNING TOOLS Gap analysis Brand basics We are we are not Voice and tone Style guidelines 4. Measure 3. Create

10 WE ARE WE ARE NOT >>> WHAT IS IT? 4-10 opposing adjectives that define your brand WHY USE IT? Helps define brand personality Gives people guidance for how to write messaging Aligns stakeholders

11 WE ARE WE ARE NOT >>> EXAMPLE We are professional We are positive We are informed We are in it for the long-haul We are community oriented We are fun We are not stiff We are not unrealistic We are not know-it-alls We are not trendy We are not exclusive We are not goofy

12 PLANNING >>> 5. Manage 1. Analyze + Research 2. Plan PLANNING TOOLS Gap analysis Brand basics We are we are not Voice and tone Style guidelines 4. Measure 3. Create

13 VOICE + TONE >>> VOICE TONE The personality of your organization Fixed doesn t change based on who you re addressing Based on your voice but will change based on target audience, platform, situation Dynamic FURTHER LEARNING 5 Easy Exercises to Find Your Brand's Voice, Entrepreneur

14 PLANNING >>> 5. Manage 1. Analyze + Research 2. Plan PLANNING TOOLS Gap analysis Brand basics We are we are not Voice and tone Style guidelines 4. Measure 3. Create

15 STYLE GUIDELINES >>> WHAT ARE THEY? A document that outlines how your content is written WHY TO HAVE THEM Consistency and clear guidelines for writers Important when you have a large group of contributors or high turnover in marketing and communications positions RESOURCES Mailchimp Style Guide Avvo

16 STYLE GUIDELINES >>> ITEMS TO CONSIDER INCLUDING Mission and values Reason for having guidelines Objectives of creating content and you business goals Voice and tone Who are the various audiences you create content for What the platforms you use are and how tone may vary according to platform Words not to use/tricky words Formatting examples

17 CREATING >>> 5. Manage 1. Analyze + Research 2. Plan CONTENT CREATION TOOLS SEO keyword research Message hierarchy Key messaging Core model Channel + distribution strategy SEO implementation 4. Measure 3. Create

18 High-quality web content that's useful, usable, and enjoyable is one of the greatest competitive advantages you can create for yourself online. Kristina Halvorson, Brain Traffic

19 GOOD CONTENT IS >>> 1. CONTEXTUAL Right content, right time. 2. RESPONSIVE Works across all breakpoints, platforms, and devices. 3. IMMERSIVE/EXPERIENTIAL Submerges the user in experience, draws on an emotion. 4. ORIGINAL It s unique to you and can t be found elsewhere on the web. 5. REUSABLE/STRUCTURED It s structured and can be reused by you to meet different needs. 6. SHAREABLE Engaging content that creates brand ambassadors and evangelists. 7. USEFUL/RELEVANT Meets the user s need. Has a specific goal and meets that goal.

20 WHY ARE YOU CREATING CONTENT? >>> FURTHER LEARNING Marketing Profs 2018 B2B and B2C Content Marketing Benchmarks, Budgets and Trends Source: 2015 Content Marketing Benchmarks, Budgets, and Trends:.i-scoop.eu/content-marketing/marketing-goals-connected-role-content-marketing/

21 Companies that published 16+ blog posts per month got about 4.5X more leads than companies that published 0-4 monthly posts. Source: Hubspot, 2015

22 CONTENT NUANCES >>> CONTENT MARKETING GOALS 1. Traffic 2. Awareness 3. Reach TOOLS Blogs, search engine marketing, search engine optimization, paid ads, media buys, social media, #1 CONCERN How can we cut through this noise to get our message heard? CONTENT STRATEGY GOALS 1. Engagement 2. Task completion 3. Retention TOOLS Website #1 CONCERN How do we help the user complete the task they came here to do?

23 CREATING >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan CONTENT CREATION TOOLS SEO keyword research Message hierarchy Key messaging Core model Channel + distribution strategy SEO implementation Optimization

24 93% of all consumers use search prior to making a purchase Source: Vertical Measures

25 KEYWORDS >>> WHAT ARE THEY? Your SEO keywords are the key words and phrases in your web content that make it possible for people to find your site via search engines. WHY THEY RE IMPORTANT A website optimized for search engines "speaks the same language" as its potential visitor base with keywords for SEO that help connect searchers to your site. FURTHER LEARNING Beginners guide to SEO: Keyword Research, Moz Source: Wordstream, wordstream.com/seo-keyword

26 LONGTAIL KEYWORDS>>> WHAT ARE THEY? They contain multiple keywords and often are used by people who are later in the buying cycle who have more specific needs. WHY THEY RE IMPORTANT They re easier to rank for. People who search by using long tail keywords are far more likely to become buyers EXAMPLE Keyword: Seattle bookstore Longtail: Seattle bookstore with good coffee Source: Wordstream, wordstream.com/seo-keyword

27 50% of searches contain 4 words or more Source: Wordstream, 2016

28 KEYWORD GENERATION >>> INTERNAL TOOL Common questions and your expertise QUESTION How do you wash your fabric so it doesn t bleed? LONGTAIL KEYWORD Tips for washing hand dyed fabric

29 KEYWORD GENERATION >>> EXTERNAL TOOL Moz Keyword Explorer, several free searches a month. Free trial or $160/month EXERCISE KEYWORD PHRASE Fair trade basket 1 VARIATION 2 VARIATION 3 VARIATION Fair trade basket from Kenya African hand woven baskets Handmade baskets from africa

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31 KEYWORD GENERATION >>> EXTERNAL TOOL Keywordtool.io

32 KEYWORD GENERATION >>> EXTERNAL TOOL answerthepublic.com

33 KEYWORD GENERATION >>> CHEAP + FAST TOOLS

34 KEYWORD GENERATION >>> CHEAP + FAST TOOLS

35 CREATING >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan CONTENT CREATION TOOLS SEO keyword research Message hierarchy Key messaging Core model Channel + distribution strategy SEO implementation Optimization

36 MESSAGING HIERARCHY>>> WHAT IS IT? Positioning of messages to create prominence of message importance for the reader/user that support both the user and business needs WHY IT S IMPORTANT Enables you to focus your content on the things that matter Helps guide the user through the website Helps user find what they re looking for quickly

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39 MESSAGING HIERARCHY>>> PRIMARY MESSAGE Most important thing you want the user to learn CALLS TO ACTION What you want people to do after they understand your message SECONDARY MESSAGES Explain and support primary message DETAILS The data and hard facts which support your assertions

40 CREATING >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan CONTENT CREATION TOOLS SEO keyword research Message hierarchy Key messaging Core model Channel + distribution strategy SEO implementation Optimization

41 KEY MESSAGING >>> TYPE Taglines Calls to action Confidence messaging Urgency messaging Social proof Pricing display Headlines and subheads JOB To give one succinct and memorable mission for the page To guide the user through the website by telling them what you want them to do To relieve user anxiety and make them feel good about buying To get them to buy now rather than later To use the behaviors of others to justify a decision. People find it easier to make decisions if others have made the same one. To get the user to understand a good value/deal Gives context to modules

42 KEY MESSAGING >>> EXAMPLES OF TAGLINES

43 KEY MESSAGING >>> EXAMPLES OF CALLS TO ACTION

44 KEY MESSAGING >>> EXAMPLES OF CONFIDENCE MESSAGING Value propositions why buy with us This is easy You did great Recommended (user or company recommended) Customer support messaging

45 KEY MESSAGING >>> EXAMPLES OF URGENCY Only X left Limited time only Selling out/selling fast X% already sold Show them what they already missed out on

46 KEY MESSAGING >>> EXAMPLES OF SOCIAL PROOF X people have bought this in the past X time X people are looking at this/considering this item X people liked this X people recommend this Testimonials Reviews

47 KEY MESSAGING >>> EXAMPLES OF PRICING DISPLAY Strike through Pricing comparisons Value messaging 3-choice model

48 KEY MESSAGING >>> EXAMPLES OF HEADLINES + SUBHEADS

49 CREATING >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan CONTENT CREATION TOOLS SEO keyword research Message hierarchy Key messaging Core model Channel + distribution strategy SEO implementation Optimization

50 CORE MODELING >>> WHAT IS IT? Focuses web design on core tasks users need to accomplish by identifying elements to emphasize on that page. WHY IT S IMPORTANT Ensure content on page fulfills business goals and user needs Reminds you that every page should be considered the homepage

51 CORE MODELING >>>

52 CORE MODELING >>> SAMPLE Target audience + goal Parent of failing student who needs a tutor for kid Thinking: Hope this company can help my kid Feeling: Anxious and stressed out Doing: Looking for info to feel confident in your services Business goal Convert visitor to new client Source Web search or friend recommendation Keyword Elementary tutoring service in Bellingham

53 CORE MODELING >>> SAMPLE CONTINUED Core Content 1. Logo 2. Header image 3. Heading 4. Subhead 5. Services process visualization + explanation (3 easy steps) 6. Supporting services information What we do How we work Is HLS right for me? 7. Our impact 8. Parent Testimonials 9. CTA 1: Call us today 10. CTA 2: Learn more about us Link to template: carriehawthorne.com/resources

54 CREATING >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan CONTENT CREATION TOOLS SEO keyword research Message hierarchy Key messaging Core model Channel + distribution strategy SEO implementation Optimization

55 CHANNEL + DISTRIBUTION STRATEGY >>> QUESTIONS TO ASK Will you create one source and publish it to all channels? Will you create one source and publish pieces of it to different channels? Will you create separate content for each channel?

56 CHANNEL + DISTRIBUTION STRATEGY >>> SAMPLE CHANNEL JOB CONTENT ELEMENTS TONE UPDATE VELOCITY Website Blog Facebook Twitter Will you To create get the one user to source and publish it to all channels? convert Product description, testimonials, contact info, blog Will you create one source and publish pieces of it to different channels? To get the user to return to the site Will you create separate content for each channel? To keep the user engaged with the brand To notify the user about events To link the user back to the site Informative, helpful Monthly Events and offers Engaging, pithy Weekly Producer stories, sustainability Funny, personal, anecdotal Weekly Photos, events Playful Daily Events, link to blog posts Short and sweet Twice daily

57 SAMPLE

58 CREATING >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan CONTENT CREATION TOOLS SEO keyword research Message hierarchy Key messaging Core model Channel + distribution strategy SEO implementation Optimization

59 SEO IMPLEMENTATION >>> SEO CHECKLIST 1. Select a keyword Do not duplicate keywords on website Ex. large blue ceramic gardening pot 2. Incorporate keyword into copy 3. Create headings that include the keyword Include the keyword in your H1 heading. If you don t have H1 on your page, include it in H2. Only have one H1 heading per page. 4. Name your image files according to keyword Include the keywords in the file names of.png or.jpg files on the page. Ex: large_blue_ ceramic_ gardening_pot.jpg 5. Add alt text Add alt text once you ve uploaded your image to the CMS that is descriptive but if possible includes the keyword Ex: Picture of large blue ceramic gardening pot 6. Include keyword in Page Title The first part is dedicated to the keyword with a separating the two sections. Last part can be your company name. Ex: Blue Ceramic Pots and Planters Company Name

60 SEO IMPLEMENTATION >>> SEO CHECKLIST CONTINUED 7. Write meta description Write a short description of the page that includes the keywords and helps the page pop in a page of search engine results or on social media. Should end with a call to action. This technically does not improve your search ranking but it can help attract people to choose your site over another 8. Include keyword in URL Similar to the alt tag naming, include the keyword into the URL/title of the page. Example: yoururl.com/shop/large-blue-ceramic-gardening-pot

61 SEO IMPLEMENTATION >>> Page Title 2 3 URL Meta Description

62 SEO IMPLEMENTATION >>> SEO MANAGEMENT TEMPLATE Use the Screaming Frog report as a starting point to build your SEO from Copy and paste report into first tab of report Review content in SEO Management tab and begin to edit from there SEO Management template: carriehawthorne.com/resources

63 CREATING >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan CONTENT CREATION TOOLS SEO keyword research Message hierarchy Key messaging Core model Channel + distribution strategy SEO implementation Optimization

64 OPTIMIZATION >>> COMMON PROBLEMS Unintentional duplicate content Page load times Poor HTML (title tags, broken links) Poorly optimized images and videos Bad inbound links/not enough Thin content Not mobile friendly

65 OPTIMIZATION >>> ADDITIONAL ITEMS TO PAY ATTENTION TO Internal links Open graph, Twitter cards, Pinterest rich External links pins Mobile responsiveness Digestible copy Fast page load Bulleted and/or numbered lists Compressed images Font formatting/headings Schema markup/rich snippets Short paragraphs (250 words or less)

66 53% of people abandon a mobile site that takes 3 seconds or more to load Google: Test your mobile speed Source: Search Engine Journal, 2017

67 QUESTIONS?

68 NEED HELP? I know a pretty cool consultant who loves to support kickass companies like yours. >>> Carrie Hawthorne carrie@carriehawthorne.com