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CONTENT PLANNING
FORYOUR WORDPRESS SITE/BLOG
CynthiaTrevino
WordPress San Diego Community Meetup
August 23, 2011
AGENDA
• Why Website Content Counts
• Content Definitions
• 10 Steps to Content Planning
• Questions
WHY GREAT CONTENT COUNTS
• Posting unique content is one
of most cost-effective ways to
“get found” online
• Sharing your ...
The quality + freshness of your website
content matters because you want to make money.
Endless customer choices
when searching for help:
Google,YouTube, Facebook, Bing, big
media sites, Forbes.com, Alltop, blo...
AOL, NIELSEN STUDY, 2010: CONTENT ISTHE FUEL OFTHE SOCIAL WEB
AOL, NIELSEN STUDY, 2010: CONTENT ISTHE FUEL OFTHE SOCIAL WEB
WEBSITE CONTENT DEFINITIONS
Great content
• Captures visitors’ attention
• Provides accurate answers
• Adds value to visit...
WEBSITE CONTENT DEFINITIONS
• Content marketing: using different types of valuable,
frequently-updated information to find ...
WEBSITE CONTENT DEFINITIONS
• Content types
• Blog posts, website articles, newsletters
• Frequently Asked Questions/Q&A
•...
WEBSITE CONTENT DEFINITIONS
• Content formats: ways visitors can “consume” content on your
site or blog
• Text, pictures, ...
WEBSITE CONTENT DEFINITIONS
• Outbound marketing: Traditional, old school tactics for
stimulating awareness and finding cus...
WEBSITE CONTENT DEFINITIONS
• Inbound marketing: Using valuable, original content to attract
your ideal customers to your ...
10 STEPSTO CONTENT
PLANNING
FOR YOUR BLOG OR
WEBSITE
STEP 1: WHO ISYOUR IDEAL CUSTOMER?
• Creating great content starts
with a rock-solid profile of
your ideal customer
• Devel...
STEP 2: REFRESHYOUR KEYWORDS
• Research up-to-date industry terms your ideal customers
use
• Ask customers, prospects term...
STEP 3: DEVELOPYOUR “CALLSTO ACTION”
• Exactly what do you want visitors to do on your site/blog in
order for you to win t...
STEP 4: REINFORCEYOUR CREDIBILITY
• Post customer success
stories using your products,
services
• One-up your competition’...
ESTABLISHING CREDIBILITY USING CASE STUDY
http://www.sunrunhome.com/ca/el-cajon-california-solar/sandras-story
CASE STUDY EXAMPLE: TRIMARK INTERNET MARKETING CO.
http://www.trimarksolutions.com/case-studies/social-media-strategy.php
STEP 5: FIND CUSTOMER-FRIENDLYTOPICS
• Call, talk to at least 2 customers
every day
• Scan customer emails
• Identify them...
STEP 6: REPURPOSE EXISTING CONTENT
• Inventory all information,
documents
• Refine content with new
introduction
• Break up...
STEP 7: OUTLINEYOUR CONTENT PLAN
• Use any outline method that works for you
• Develop a spreadsheet or word processing do...
SAMPLE MAGAZINE EDITORIAL CALENDAR
Source: Chemical Processing Magazine
WEBSITE EDITORIAL CONTENT CALENDAR
Source: Content Marketing Institute
SAMPLE BLOG CONTENT CALENDAR
Source: Resonnect
SAMPLE CONTENT CALENDAR (WORD)
Source: Resonnect
STEP 8: ADD SOCIAL MEDIA SHARING
• Don’t forget email is the
primary sharing channel for
most people
• Use the sharing but...
STEP 9: EXECUTEYOUR CONTENT PLAN
• Recruit guest bloggers,
authors
• Plan your content out at
least 8 weeks
• Write in “ch...
STEP 10: NEVER STOP TESTING, IMPROVING
YOUR CONTENT
• Obtain customer feedback
on your content
• Track metrics--which
cont...
QUESTIONS
ABOUT ME
• CynthiaTrevino, Small Business Marketing Mentor
• Reducing the learning curve for businesses open to using
soci...
WORDPRESS MEETUP CONTENT PLAN
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WORDPRESS MEETUP CONTENT PLAN

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WORDPRESS MEETUP CONTENT PLAN

  1. 1. CONTENT PLANNING FORYOUR WORDPRESS SITE/BLOG CynthiaTrevino WordPress San Diego Community Meetup August 23, 2011
  2. 2. AGENDA • Why Website Content Counts • Content Definitions • 10 Steps to Content Planning • Questions
  3. 3. WHY GREAT CONTENT COUNTS • Posting unique content is one of most cost-effective ways to “get found” online • Sharing your knowledge starts customer relationships • Supplying help/answers “with no strings attached” makes your site memorable to your ideal customers
  4. 4. The quality + freshness of your website content matters because you want to make money.
  5. 5. Endless customer choices when searching for help: Google,YouTube, Facebook, Bing, big media sites, Forbes.com, Alltop, blogs, forums...
  6. 6. AOL, NIELSEN STUDY, 2010: CONTENT ISTHE FUEL OFTHE SOCIAL WEB
  7. 7. AOL, NIELSEN STUDY, 2010: CONTENT ISTHE FUEL OFTHE SOCIAL WEB
  8. 8. WEBSITE CONTENT DEFINITIONS Great content • Captures visitors’ attention • Provides accurate answers • Adds value to visitor’s search for help • Is relevant to the “job they need done” • Informs + is accurate • Can be fun • Engages
  9. 9. WEBSITE CONTENT DEFINITIONS • Content marketing: using different types of valuable, frequently-updated information to find customers • Getting your site found by your ideal customers • Building awareness for your products, services, brand • Earning credibility + trust by sharing your expertise • Winning customers by starting relationships • Inspiring online sharing of your content
  10. 10. WEBSITE CONTENT DEFINITIONS • Content types • Blog posts, website articles, newsletters • Frequently Asked Questions/Q&A • White papers, eBooks • Newsworthy press releases, customer experience stories • Customer success stories, case studies • How-to guides, cheat sheets, tips, tutorials
  11. 11. WEBSITE CONTENT DEFINITIONS • Content formats: ways visitors can “consume” content on your site or blog • Text, pictures, graphs, charts • Online video, YouTube videos, audio podcasts • Archived “on demand” webinars • PowerPoint
  12. 12. WEBSITE CONTENT DEFINITIONS • Outbound marketing: Traditional, old school tactics for stimulating awareness and finding customers. Interruption marketing. • Cold calling, telemarketing • Print advertising • Trade shows • Junk mail, direct mail • Buying or renting email lists
  13. 13. WEBSITE CONTENT DEFINITIONS • Inbound marketing: Using valuable, original content to attract your ideal customers to your website and/or blog • Making your site/blog your online “hub” • Developing fresh, high-quality content to win customers • Linking to your content-rich “hub” website or blog from social media sites
  14. 14. 10 STEPSTO CONTENT PLANNING FOR YOUR BLOG OR WEBSITE
  15. 15. STEP 1: WHO ISYOUR IDEAL CUSTOMER? • Creating great content starts with a rock-solid profile of your ideal customer • Develop a much deeper understanding than... male, 40-60 years old • Who do they follow? • Children, favorite sites/ publications, education, vacation spots...
  16. 16. STEP 2: REFRESHYOUR KEYWORDS • Research up-to-date industry terms your ideal customers use • Ask customers, prospects terms they use to search online • Track top competitors’ keywords • Stay on top of current big problems your customers face
  17. 17. STEP 3: DEVELOPYOUR “CALLSTO ACTION” • Exactly what do you want visitors to do on your site/blog in order for you to win the business? • Sign-up for e-newsletter • Fill out a lead form • Call you • Take a survey • Download a piece of content in exchange for joining your distribution list
  18. 18. STEP 4: REINFORCEYOUR CREDIBILITY • Post customer success stories using your products, services • One-up your competition’s level of knowledge sharing • Link to 3rd party sites where your content is published
  19. 19. ESTABLISHING CREDIBILITY USING CASE STUDY http://www.sunrunhome.com/ca/el-cajon-california-solar/sandras-story
  20. 20. CASE STUDY EXAMPLE: TRIMARK INTERNET MARKETING CO. http://www.trimarksolutions.com/case-studies/social-media-strategy.php
  21. 21. STEP 5: FIND CUSTOMER-FRIENDLYTOPICS • Call, talk to at least 2 customers every day • Scan customer emails • Identify themes being discussed at customers’ favorite social media sites • Think about recent customer conversations
  22. 22. STEP 6: REPURPOSE EXISTING CONTENT • Inventory all information, documents • Refine content with new introduction • Break up longer documents into blog posts, cheat sheets • Repurpose how-to info, guides, customer tip sheets
  23. 23. STEP 7: OUTLINEYOUR CONTENT PLAN • Use any outline method that works for you • Develop a spreadsheet or word processing document • Track keywords, topics, types of content • Determine frequency of posting
  24. 24. SAMPLE MAGAZINE EDITORIAL CALENDAR Source: Chemical Processing Magazine
  25. 25. WEBSITE EDITORIAL CONTENT CALENDAR Source: Content Marketing Institute
  26. 26. SAMPLE BLOG CONTENT CALENDAR Source: Resonnect
  27. 27. SAMPLE CONTENT CALENDAR (WORD) Source: Resonnect
  28. 28. STEP 8: ADD SOCIAL MEDIA SHARING • Don’t forget email is the primary sharing channel for most people • Use the sharing buttons for your customers’ preferred social networks • People want to share information that will help others
  29. 29. STEP 9: EXECUTEYOUR CONTENT PLAN • Recruit guest bloggers, authors • Plan your content out at least 8 weeks • Write in “chunks” • Request testimonials, case studies • Decide how to do video
  30. 30. STEP 10: NEVER STOP TESTING, IMPROVING YOUR CONTENT • Obtain customer feedback on your content • Track metrics--which content resonates with your ideal customers? • Update your content • Keep creating content that works
  31. 31. QUESTIONS
  32. 32. ABOUT ME • CynthiaTrevino, Small Business Marketing Mentor • Reducing the learning curve for businesses open to using social media to find customers. • Blogging since 2006 at: www.smallcompanybigimage.com • cytrevino@resonnect.com

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