Bend WebCAM Blog
“I wanted to reach out and say thank you so much for inviting me and taking care of me so well at Bend WebCAM. I thoroughly enjoyed being part of your community and returned to Sweden feeling energized and inspired. Bend, Oregon impressed me as a very friendly, exciting and inspiring place and the Oxford Hotel ranks as one of the best hotels I ever stayed at.”
- Christina Knight, Creative Director from INGO – Ogilvy & Grey Stockholm
“AWESOME event. It was my first year at WebCAM and it was definitely thought provoking. I couldn’t write down notes and ideas fast enough. What I particularly appreciated was the content was just as valuable and relevant to me as a Marketing Director as I imagine it was for those working in advertising, SEO, PR and other firms.”
- Jennifer Houston, Director of Marketing
Structus Building Technologies
We have a content double-header — presentations by Ben Cook and Michael King.
How to Create Immortal Content
Create with an Audience in Mind
- Don’t try to “go viral.”
- Target your customers
- Showcase your skill
Never Waste Content
- Create with an eye on repurposing
- Use graphics from video for an infographic
- Top 10 lists > 10 post series > 10 videos
Crafting the Content
Pull the Triggers
- Funny: The creators of the Old Spice campaign still give talks
- Social currency: If someone gave me something that helped, I’d thank them, not necessarily not the original creator
- Influence: The Psychology of Persuasion
- Predictably Irrational
- Contagious: Why Things Catch On
Choose a Medium
- Infographics: If your space isn’t saturated this is a good medium
- News-jacking: Avoid tragedy
- LEGO: For whatever reason the Internet loves LEGOs. Because Skitzzo created a LEGO mosaic of Pres. Obama, the image spread. If you can work in LEGOs somehow…
- Controversial interviews: It can cause blowback to say something controversial on your site, but if you can get someone else to say it, hosting the rumble, you can get credit and publicity without the blowback.
- World records
Keep the brand image in mind! Don’t damage your brand while doing these kinds of things.
Make It Shareable
- Make sharing the call to aaction
- Proide quotes to tweet
- Proide thumbnails for Facebook
- Provide embed codes for images
- Only include buttons your audience will use
Infect lots of patient zeros. You have to seed the content in front of people. Facebook boosting, Twitter sponsoring, promoted pins. StumbleUpon paid discovery. You have to do the initial push and it may snowball. Reach out to influencers. Consider hiring a PR pro; don’t short yourself at this level.
Coordinate Your Attack
- Create a launch sequence
- Simultaneously attack multiple fronts
- Time the campaign based on when your audience is online
- Have resources available so you can pull the rip cord when a story presents itself
When You Fail
- Try a different medium.
- Try a different location, like a different blog or different social network.
- Add value. Maybe make it interactive, provide more info, or go “bigger”
- Alert fans of previous attempts. Those who liked it last time may like the new version too. If you do try to make a different version, leave some time in between when you try again.
- Try a different idea
Over time content marketing has a lower cost per lead (CPL) than paid search. At the same time, you’ll get more leads for the same spend with content marketing compared to paid search.
But today there’s no excuse for bad content. There are so many great content creators, unemployed journalists and out of school designers.
There’s also more data than ever. Find real niche-specific interests and the data around that to serve that audience.
We conflate content strategy with content marketing. Content strategy is a process, how do we create guidelines, maintain it, who owns it. Content marketing is basically just publishing stuff.
Content strategy is the answer. Start by understanding what kind of content you already have. If you know you have white papers, you can figure out how to re-purpose it for a specific audience.
Diversify Content Types
Blogging? Video? Okay, but there are so many kinds of content. An API. UI elements. Plugins…
Focus on the ROI. Map content to KPIs. Certain content types work better in different parts of the funnel. Don’t make an infographic tied to sales. Infographics have an effect to someone high up the funnel. Here’ a preso: http://iacq.co/YHXIZa
Content Planning Tips
- Storyboard That
Great content has great structure. A blog post with the same quality but one had images, bullets and headings in text resulted in more time on page and more links.
Finding Good Ideas
- Build personas: Nielsen and Experian have social PPC inventories that can be used to build audience and buyer personas.
- If you don’t want to go through all that info, use Followerwonk’s word clouds of all the bios of your followers on Twitter to help you draw up personas. You can also use this technique on your competitors to draw personas.
- Social Trends will show you other words that happen with your keyword. If you sell flowers and “flowers” in this tool, you’ll see people are also using “Bradley Cooper” and “New York Times” and now you know more about your audience
- Quora: People ask questions and then other people give more in-depth answers. Search for what’s relevant to your business and see the fascinating info that people are sharing on the site. You also see who’s interested in the topic so when you have content on it you can reach out to them and ask them to share.
- Keyword research: We can look into the collective consciousness. Using tools like Ubersuggest give you long-tail searches and permutations of a given keyword. You can use Google Trends and Keyword Planner for volume of search to validate your idea.
Data Collection Sources
- SurveyMonkey Audience: Select a demographic and ask that audience directly questions to see if a piece of content resonates.
- Google Consumer Surveys: Google infers who the users are based on affinity segments whereas with SurveyMonkey people report who they are.
- Marketing Charts
- Consumer Barometer
- Zanran: SE for statistics
- Data Market
If you don’t have the resources in house…
- 99Designs: People compete for the business
- Dribble: Find people in your area, look at their existing portfolio, reach out to them and ask for the design fee
- Contently: Writer Access gives you low-quality garbage. Contently has professional writers that you can choose from and assign tasks to. These writers also have ratings, and a calendar is built into the project. This is limited to big agencies with a lot of work.
- Plagtracker: Check if the content you purchased is original
Example Outsource Workflow
Can you write? Can you take and upload pictures? Can you make spreadsheets? You can make content.
Other tools for creating content:
- Google Fusion Tables
- Adobe Edgefonts
Communicating with Creatives
It’s difficult to communicate with creative people. When you get the content back you may see you didn’t get what you wanted. He wrote a post, “What It Takes to Get Remarkable Content Done” - http://www.iacquire.com/blog/what-it-takes-to-get-remarkable-content-done/
The Data Viz Brief is the solution they came up with to communicate an idea to creative. Everything they need the creative to know is in one document.
Making a Scroller in 5 Minutes
Paralax scrollers is the new thing everyone’s doing. Here’s how you can do it.
“The ability to write code is pretty much a super power in today’s society.” – Matt Cutts
- Find an image
- Save as .svg
- Use the link setting
- Put Skrollr in your HTML
- Open your .svg file
- Add the CSS to path tags
- You now have a path drawing scroller
Local ranking factors in 2013; 8-9 factors are the most important, which we’re going to dive into the most important ones today.
Foundational Pieces for Local ranking in Google:
1) Website, Location, Brand connection as a part of the same entity
a. Website →Location: Store Locator; Each page of your store locations needs to have a separate page. Brand name in the title tag and
b. Website → Brand: Use a rel=author tag for Google+. There’s a huge difference in click through rate when having a photo that being a rel=author helps with.
c. Brand→Location: Claim your business on Google Places and make sure that your businesses thumbprint (name, address and phone number) is the same across the web.
2) Four main data points for Google: Infogroup, Localeze, Acxiom, Factual. UBL or Yext can do this for you if you don’t have the time to put your business thumbprint out there.
3) REVIEWS! Create an active campaign for asking for web reviews on important sites such as: Google+.
a. Use ones where clients can use their Facebook or Gmail account to leave a review and don’t have to create a separate account.
Next-Level Website Content:
1) Interviews (with multimedia with customers and vendors)
2) Pull from Facebook and replace on your website
3) Reclaim filtered Yelp reviews
Off-Site Website Content:
1) Do Google searches for keyword phrases that you want to rank for not necessarily in your market. Pay special attention to those businesses that are further away from the city center to understand what those companies are doing well.
2) Map search for your competitor’s thumbprints. Google the name address and phone number of your competitor and see what niche citations your competitors are ranking for. A tool called ‘Whitespark.ca’ may help you if you don’t have the time to do that. From there, export the list and do a search for the high quality domains: those that end with .org, .edu, .k12 domains, etc
Local Link/Citation Tactics:
1) Make your business a drop off location from your child’s school to get a link on their .edu site. Link to your business certificate from the corporate division on the state’s website, it’s a high authority link. Sponsoring events from your local visitors chamber or website.
2) Create a Google custom search engine (google.com/cse) to target local media and blog community websites and search for your keywords.
3) Find worthy charity organizations to donate too that are web-savvy too.
4) Create a business scholarship to get a link from the education site
5) Partner with charities on press releases
6) Guest blogging locally/tactically
Authority Third-Party Review Sites:
1) Pay attention to those local results that are not close to city center and see what third-party reviews they have. Think about what third party review sites could be beneficial to you and Google.
2) Find authority reviewers or people that have listed reviews in abundance and have taken the time to create profiles, list their Twitter handle, etc. Find these people, create a relationship and go after those reviews. You can use the Followwonk tool to help find those authoritative reviewers.
3) B-to-B Reviews on Google+; It’s a great way to gain visibility by reviewing other local websites in alignment with your business (make sure to review as your business profile, not personal). Be specific about what you like about their business.
Where Google Might Be Going:
1) Mobile is influencing everything, even local.
2) Mobile influence w/Personalization
3) You can sort now (Google Maps) by reviews and even your friend circle.
Alan has some great examples of funny things clients say that make little sense. He warns against reacting or getting mad but he encourages you to ‘look at it from a different perspective.’ If you can do that, you can improve the relationship
4 Simple Questions:
What did they say?
What did they mean/Clues?
What are the implications?
What are the Solutions?
The end goal: it’s not what they say, it’s what they mean.
Classic quotes from clients:
Client: “I know what I want when I see it”
Marketing Interpretation: “A clear understanding of the strategy needs to be put in place.”
Solution: Have a strategy meeting and include strategy validation in the presentation of work.
Client: “I can’t show that at a mass meeting”
Marketing: “They are afraid of getting yelled at.”
Solution: show them a spectrum of safe work toward more provocative work…in context they will be able to sell it to upper management and go more toward the provocative work.
Client: “ Can we dial down the chill factor and then dial up the fun factor by around 25%?”
Marketing: “Did we ask the right questions and convey that correctly in the brief? Did they forget to tell us something that we missed?”
Solution: Circle back with the client and create a solution; make sure it’s in the brief.
Client: “I thought a new logo was included…wasn’t it?”
Marketing: “Expectations weren’t clear. Create a scope of work to refer back to.
The solution: Make sure you have a scope to refer back to or create on.
Client: “I’m the target market and I don’t like it.”
Marketing: “They are trying to be polite in saying they don’t like it” Or, do the research to tell or show the client what the data says.”
Solution: Define the target in more detail
Client: “The sandwich needs to be more playful?!”
Marketing: “I missed the mark in including you in the process
Solution: “Include the client in the creative process early so you can understand early what’s missing”
Client: “I did this at home with Microsoft Paint. Can you make it look like this?”
Marketing: “It’s a point of desperation and we are missing the mark”
Solution: “Time to go back to the drawing board and make it right.”
Learn to become a marketing detective – on both sides. Constantly look for clues to make the work more on target and better. Get to the issues without being too obtuse or too polite.
Observations about clients:
1) The client hired you to be their expert.
2) Advertising is only a small amount of their duties.
3) They are only the interpreter between you and their bosses.
4) They are under as much pressure as you to excel.
Quotable: “If you change the way you look at things, the things you look at will change.”
Link Building Philosophies
I’ve wanted to be a fine-arts photographer since I was a little kid. I know you all must have things outside of marketing that you’re passionate about too.
Four years ago, it was hard to be a link builder–to find out anything about it; now it’s everywhere. Has anyone heard of Eric Ward? He’s Link Moses–we hired him to train us on link-building; a lot of what we know came from him.
What “Link Moses” taught us:
1. In a world without Google: Where would you put your links? If Matt Cutts (the “god of SEO”) was over my shoulder, would I get this link? Guarantees Penguin proofing (and beyond). Where should you get links? Plug the marketing cord into the SEO cord when you can.
Link-building is a people and selling business, not technical.
2. Relevancy First: White-hat link building follows relevancy, not page rank. Does it make sense to get a link for your cat food site on a brain surgery site? Every niche is different.
Relevancy tree–Is there a tool to do this? NO. It’s your brain.
What’s new in 2013?
The legacy of SPAM is disappearing. Getting more calls from people who understand the value of quality links over quantity.
Links/month: Used to ask for 1000s, then 100s; now it’s 10. We’ve ranked pages with less than 15 good-quality links. It’s not how many links you have, it’s whether or not Google counts them.
Think about the places you should get links.
It’s all about getting your message in front of your clients.
RELEVANCY=MARKETING. Relevancy is just the start. Think about where and how to get your message out.
Marketing=Getting your message in front of prospects. Link Building=Getting your link in front of prospects.
Where are you already marketing? Have you maximized the links? Join forces with the marketing dept–what are they doing that you could leverage links from?
3. Website owners are people–People link to people. The best links come from people. Call them if possible. Takes your conversion rate from 2% to 45% overnight. “You give what you get.” If you want to get links, you have to give links.
Have a place on your page that says, “Write for us.” You can get blog posts from people.
Press releases are not an SEO strategy anymore–it won’t garner you any link-building juice anymore.
4. The most powerful link-building tool is YOUR BRAIN
No link-buiding tool, seminar or article can come up with the ideas. Use your brain! It’s so effective, it’s almost scary.
“Badging”: Our link builders look for blog posts within the last week that do a great job/exemplify a concept we’re looking for. Then we go on their blog and compliment them–then we give them a “pretty party” badge. Our link builders hand-select them, and the recipients are touched. It’s powerful. It’s an awesome process. Approach it as a legitimate way to expand your business and give recognition. If you’re doing it the wrong way, such as giving badges to companies not doing it well, Google’s gonna get you for it.
5. Link buildign is a team sport. Link building alone is: Torturous, Impossible, Dreadful, Terrible, Ineffective. A fire with one log…
6. Forget viral: If it goes viral, it goes viral. You can’t MAKE something go viral–we gave up on trying to get it to do so. Just try to get 25 good links out of content.
7. FTBOM: For the Betterment of Mankind.
8. It takes a Village, not a nation.
“The vast majority of times, low-quality links aren’t ranking.” Matt Cutts
Look at root domains (rule of 10%). How many of your links are actually rating?
Kelly Walker: Kelly@intrepidforward.com
Thanks to Cascade Business News here in Bend for being one of our MANY great LOCAL sponsors and for helping us with ad space and content to get people to WebCAM!
Janet Thaeler, @NewspaperGrl, will cover what Pinterest is and what businesses are doing with it to find marketing success.
The main demographic for Pinterest is MOMs! Moms are smart, economically-savvy women who are leading technology usage. They are power sharers if they love your product, they are an excellent demographic 75% of women say they are making the primary decisions for the household.
Not a mom? Here’s an example of using Pinterest for the non-mom. Business2Community utilizes the ‘popular categories’ such as food and fashion, inspirational quotes, high end crafts, social funnies but in a way that stays true to their brand.
Tips for Pinterest
- Create a business account, not a personal profile (so you can utilize analytics)! For those of you who started a personal account before they came out with the business side, you can easily transfer it to a business account
- Optimize for the site: Use words as descriptors for your images and optimize images just for Pinterest’s size.
- Use tall images instead of wide images. You get more real estate. If you get to about 800 pixels high your repins go up (600 pixels width is minimum). If you can take up more space, you get more visibility. You can go indefinitely long but just remember that the repin it button is on top, so don’t make them scroll too much!
- Show products in context (don’t just show the product, show how it’s being used on a person or in action). Having multiple ways to show a product goes over really well in one image.
- Everybody loves checklists! If she was to make a checklist today, she would make a checklist on marketing on Pinterest. People find condensed info like this really useful. Be sure to brand it.
- Put $ signs on product pins to get listed in the gift category. The site’s shopping emphasis, seen in the Gifts category, may be one reason why Pinterest is more popular with women. If you have a physical product, put a dollar sign in the description. Then when pinned it will automatically show up in the Gift category.
- Add the Follow and Pin It button to your website. The key to social media success is empowering people share your content. Pin It buttons are on the individual image/product level and the Follow button is for the whole account.
- Tie your Pinterest account to your other marketing. If you show people ways to use your product then you’re giving them a reason to buy. On the website use the text “get more ideas” and then bring them to a focused board with focused ideas.
Share your best performing pins on Twitter, Google+ and/or Facebook. You don’t want to do this in an automated way because you may end up overloading your followers. Better Homes & Gardens uses the most repinned pins as a signal for which pins to also share on other social networks.
- Use keywords. Pinterest boards rank in Google. Writing descriptions for whole boards, board names, and individual pins including keywords.
Tools for Pinterest
- PicMonkey: Makes images and collages. It’s free with some paid upgrades. Add text, filters, borders.
- Pin Alerts: Pinterest tracking – see what people are pinning from your site or blog. Get an email when something is pinned from your site, like Google Alerts for pins.
- Pinterest.com/source/domain.com: Don’t include a www in a domain for that shortcut trick that tells you everything pinned from a domain.
- ViralTag: Schedule pins for $12 a month. You can gather pins and space them out so you don’t overwhelm people.
- #pinchat on Twitter or Facebook. Wednesday evenings they invite a brand to talk about how they’re using Pinterest and everyone learns together.
Janet’s Pinterest for business tips:
What’s next for Pinterest? Pinterest is rolling out sponsored pins, which is advertising on Pinterest. They’ll test it with some brands first. They’re looking at ways to monetize the site.
What controls and support does Pinterest offer when someone takes your image and links someone to spam? Pinterest is trying to prevent spam actively. There’s some risk since spam tactics are always changing.
How could I use popular categories when they aren’t necessarily a part of my website? Janet says you can use categories that your audience would like, not just your own stuff. Attract your audience with their other interests, and it’s not all about you and getting people to your website every time. Some people think you should have a formula of pinning other people’s things and a little of yours; she doesn’t think there’s a formula. Attract your audience and giving them interesting things.
You can’t look at every kind of analytics, so you need to prioritize the most impactful tools and questions to look at.
My goal is to give you guidance on SOME tools you can use:
Ranking Reports:Be VERY wary of ranking reports. They don’t tell you all you need to know.
- Domain Authority of Website:
- Quality/Authority of Inbound Links: Identify this with www.OpenSiteExplorer.com
- Percentage of Links from Low-Quality Sites: It’s a big problem is a client has used a spammy SEO service in the past. Most links come from foreign-language sites and they’re garbage.
- Domain Diversity:
- Domain Concentration: % of links going to home page. Measures how good your content is and how good you are marketing it.
- Value of links
- Index count
- Quality and authority of Structured Citations: Your name, address, phone number, site address–search engines are looking for absolute consistency. See if these are listed consistently with directories such as Google, Yelp, etc.
- Quality/Authority of Unstructured Citations (Newspaper Articles, Blog Posts, etc.)
- Quantity of Citation Sources
- Quality of Citations from Industry-relevant sources
- Quality of Local citations
- Quality of Reviews by Authority Reviewers (Ex. Yelp Elite, Multiple Places Reviewers, etc.): HAVE A SYSTEM. Look into Get Five Stars, a system for $29ish per month.
- Quantity of Native Google Places Reviews
- Major Site Fluctuations (up or down).
- Top Entry Pages: Look through the pages that are going to be high-converting for your business. Conrad wrote a blog post on this. Find those pages where you want to be found and have the phone ring. If they are not performing, change it.
- Know your Klout Score–I cannot emphasize that enough
- Number of Identical Titles or H1s: Don’t use the same ones for every page
- Scattergraphs: Plot correlations vs. traffic.
- Look at your ratio of crawled:Indexed:Entry Ratio
Content is not King; MARKETING content is.
(Kelly says: My brain is now officially as fried as green tomato in Alabama.)
Glued to the keyboard for you: Kelly Walker, Creative Director for Intrepid Marketing in Bend, Oregon.
(A very pregnant) Theresa Baiocco
What is the purpose of your website?
We all have our own biases that we bring into a conversation–a lot of opinions on what we should do on the site. The HiPPO usually has the final word (Highest Paid Person’s Opinion).
We need to figure our WHO we want to take action, otherwise, it’s like sending a love letter to “Whom It May Concern.”
Competent Carl: Two steps away from decision maker). He knows a lot but needs a mentor. Knowledge is wide, but not deep. Needs a specialist to come in and help him.
1. Define your audience
2. Create a wireframe: Make it black and white. Make it interactive and do a wireframe of every page. Go Mockingbird, Balsamic, there are a lot of options.
4. Build the site
You need to do ongoing testing–actively look for problems. We often want to bury our heads in the sand, but have to admit our baby is ugly. Constantly look for problems:
- Google Analytics will tell us which pages on our site have problems.
- www.usertesting.com tells you WHY the problems exist.
- Crazy Egg…other tools also helpful to show how people are behaving
- A/B Testing tools: GA Content Experiments (free); Optimizely, Visual Website Optimizer, Convert.com
Going forward, you will no longer be listening to the HiPPO; your decisions will be based on quantitative information.
Your fleet-fingered blogger today: Kelly Walker, Creative Director for Intrepid Marketing in Bend, Oregon.