On Tuesday, October 2, 2012, OLC attended New York Technology Council's event on Content Marketing: Beyond "Liking" and Tweeting presented by Ruben Quinones of Path Interactive.
Ruben Quinones, speaker of the event, is the Director of New Media at Path Interactive. He provides forward-thinking leadership, strategic consulting, project management, web development, SEO social marketing and content marketing.
Path Interactive is a digital media agency that focuses on how to approach strategic online marketing, SEO, social media, Pay-per-click and display ad management. They are the industry-leading tech for managing, optimizing and tracking.
Quinones began by describing what content means. Content, to him, is building the credibility of your brand. He extended content to building trust and relationship between the brand and the user as well. "Content also happens to be a good search engine optimization (SEO) tool," Quinones said, and so, content is critical to optimizing websites. "Search results in itself are very social," he said.
Google and Facebook are critical for content on the web. Google indexes content—Google's content isn't on their website, Google finds it. Facebook on the other hand, has content on its own domain and the web has elements of Facebook in it.
There are seven characteristics of web content topics:
1) What's new?
2) Commentary (Social/Political/Media/Tech, and so on)
3) What's going to happen
4) How-to: Process oriented
5) Resources that could be valuable to the reader—tools
6) Asking questions
7) Common mistakes to look out for.
To identify key terms for customer segments, you must ask the following questions:
1) Who is the audience?
2) What are the touch points—challenges of our customer?
3) What are they asking?
Quinones states: "Don't write just for customers, keep your alliances in mind." Keep both the customer and your partners in mind.
After identifying the key terms, topical ideas for content will be revealed. It will help uncover other blogs, forums, and social sites that are responding to the identified key terms. Embedding key phrases will better the opportunity to be found by sites like Google.
Key phrases consist of touch points, key terms that are widely used by customers; context, key terms that attach a type of audience; and audience, segmented customer or alliance. These phrases would be used as boolean searches on Google or even on sites like Twitter and Youtube.
Quinones detailed a route on discovering customer segmentation:
ID touch points to ID context to Map back to audience (segmentation) to Incorporate into content calendar (onsite and social)
He also, as an aside, recommended that everyone take advantage of Google Authorship Markup because it increases CTR for your link. "Basically," he said, "it's authenticating your content for Google."
To re-engage the reader, Quinones suggested that visual materials such as images, .pdfs, .ppts become "repurposed and dedicated content for the social web." He reasoned that doing so would present more opportunities to showcase the content and ther website to Google and other social websites.
Focusing on Facebook, it was revealed that more people spend time on the Newsfeed on Facebook than any other component on the website. People now need to make an impact on Timeline, and to do so, highly visual pictures are used to stand out. To stand out further, engagement with the users must increase, affinity towards the brand must be built, and a frequency needs to be established. Quinones, however, emphasized Facebook as a "relationship building tool," and to not market on Facebook.
By specifically targeting your audience—gender, relationship status, education status, age, location, language—the engagement rate will go up. Utilizing Facebook Insights can also help determine which audience to target.
To write new content, seven steps must be taken into account.
1) What post am I writing?
2) Who is the specific audience?
3) Are there critical points? Can I answer them?
4) What are the two keywords that can describe the critical points?
5) Will the boolean searches spark new ideas?
6) Can I stretch this post into a series?
7) Find a new content piece. Repeat.