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PSU – Content Strategy Certificate

April 9, 2020 by danma Leave a Comment

WM411 Content Strategy

Instructor: Carmen Hill, Principal Strategist & Writer, Chill Content
Email: carmen@chillcontent.com 503.515.5761

Day 1: Content Strategy Concepts & Approaches

What is Content?

  • Content is experience
  • Content is a core business asset
  • Content is a hairy, complicated beast
  • Content strategy is how we tame this beast
  • Content strategy is planning for the action, delivery, and governance of useful, usable content.
  • Content marketing is a marketing technique of creating and distributing relevant and valuable…

Business

  • Goals
  • Initiatives
  • KPIs

Audience

  • Personas
  • Journeys
  • Preferences

Content

  • Story
  • Structure
  • Style

Context

  • Where
  • When
  • How

Business Goals: What is the purpose of your goals?

  • Improve brand awareness
  • Attract more traffic to your site
  • Build your audience
  • Generate new customer leads and/ or sales
  • Develop your online reputation
  • Boost audience

How Will You Measure Success?

  • Email is good. Easy to track.

Audience:

  • Be specific, who is your content for?
  • What do you want then to do or learn?
  • How can you help them? Currently relevant due to COVID-19
  • Right Content at the right time:
    • Relevant
    • Useful
    • Valuable

Typical Buyer Persona

  • Demographics
  • Job title/role
  • Personality
  • Goals

For Content, We Need to Know More…

  • What questions/information needs do they have?
  • What is their tole in making buying decisions?
  • What do they read, watch, listen to?
  • What type of content is most influential in their purchase decision process?
  • What formats do they prefer?
  • What devices do they use?

How do you know?

  • Customer interviews
  • Surveys
  • Customer data
  • Web analytics
  • Internal search data
  • LinkedIn Profiles
  • Analyst research
  • Industry publications
  • Social listening (this is a big one)
  • Topical forums, Quora, etc.

Case Study: LinkedIn

LinkedIn Marketing Solutions

Business goal: answer marketers’ question about how to advertise on LinkedIn, sponsor content on LinkedIn and build an effective content strategy on LinkedIn

Audience persona:

Audience: What is their journey

  • How marketing & sales see the buyer journey
  • It is not a linear process. It’s confusing and difficult.

Finding your sweet spot:

  • what is your unique differentiator?
  • Find your niche: what can you do better than anyone else?
  • Find a problem no one else is solving
  • Fill a content need that someone may not even know

Structure: How is Your Content Organized?

Editorial Theme & Pillars

What Do We Mean by Structure?

Structure is how we organize content, ideally in a way that makes it easy for people to find and consume information and helps content owners to create, publish and manage it.

  • Architecture (website)
  • Templates (pages)

Simple Content Model:

  • Recipe
  • Components
  • Elements

Mapping Your Model

Style: How Do You Show Up?

  • Visual Style
  • Voice Style: means more than pretty pictures

Context: Where, Why & How?

  • What are they doing?
  • What are they looking for?
  • Where are they?
  • What device are they on?
  • What time is it?

Lauren Goldstein

Driving Business Growth: The Power of Content Marketing!

The State of Marketing Today (be timely & relevant)

  • Need to deliver value
  • Common Business Challenges
    • Driving Business Growth
      • Improve the customer experience (prospects and customers)
      • Understand WHAT marketing investments are converting to revenue?
      • Drive better efficiency for sales?
      • Scale marketing (leveraging digital as a key ingredient?
    • Today, Your Customers Manage 85% of their relationship without interacting with a human.
    • Random Acts of Marketing: has to be at the right place at the right time.

Driving Transformation

Google Doc:  https://docs.google.com/spreadsheets/d/1UW2dXyWuKBq8QIs4HNrqVYMPmYUaXZe3tCw_glFtkhw/edit?usp=sharing

Filed Under: Marketing Tagged With: Marketing Certification

PSU – Intro to Digital Strategies Certificate

March 20, 2020 by danma Leave a Comment

WM401 Intro to Digital Strategies

3/20/20

  • Course, Instructor, and Student Introductions
  • Introduction of digital marketing and the customer journey
  • Marketing research, segmentation, targeting, & goal setting
  • Websites, SEO, and PPC advertising
  • Affiliate/influencer, content, social media, & email marketing
  • Creating a digital marketing strategy project

3/27/20

  • Review of day one project and fine-tuning of digital strategy
  • Importance of branding
  • Anatomy of marketing campaigns
  • Measurement and analytics
  • Digital marketing roles and disciplines
  • Personal branding
  • Creating digital marketing campaigns project

Notes

1st Day

  • Introduction of digital marketing and the customer journey
  • Strategy
    • it’s the map that informs all the marketing actions
  • Customer Journey
    • You influence customer journey
    • Awareness > consideration > purchase > retention > advocacy
      • Awareness:
        • Social ads targeted for this demo/keyword users
      • Consideration
        • Engagement: this is a section within “Consideration”. We already know who these people are.
          • Content Marketing
          • Social Media Marketing
          • Email Marketing
        • Subscription: in between engagement and conversion. Also know as a mini- conversion.
      • Purchase
        • Conversion: offers or deals, free trial, upgrades—there are levels of conversion too.
        • Excitement: helps lead to retention and loyalty. Excitement in your purchase / brand. Enforces the customer’s purchase decision.
        • Ascension: Cross & up selling. Increases loyalty.
  • Advocacy:
    • Promotion: Affiliate / influencer
      • Intent-Based Customer Journey
  • Marketing research, segmentation, targeting, & goal setting
    • Research
      • Define problem: case studies, consultants
      • Design research
      • Collect data:
      • Analyze data: look for patterns and trends
      • Report
    • 4 types of Market Segmentation
      • Demographic
      • Geographic
      • Psychographic
      • Behavioral
    • Goal Setting
      • Vision: overall
      • Goal: general. Make sure marketing is inline with the company’s overall goals.
        • SMART objectives.
        • Set KPIs
  • Affiliate/influencer, content, social media, & email marketing
    • Digital Marketing Strategy
      • Digital Channels: know where target is on.
        • Website best practices
        • SEO
        • PPC

2nd Day

Review

  • Map the customer journey
  • Create buyer/target customer personas
  • Identify goals, objectives, and KPIs
  • Evaluate & audit existing digital channels and assets
  • Create content plans and action steps for owned, earned, and paid media

Continuation of digital channels/media/assets

  • Digital channels: Your website is the hub, which you want to drive traffic to through social media and other channels. Social media should never be the hub.
  • Social Media Marketing
    • Is a channel for engagement and promotion (brand, products, or services)
    • Stages:
      • Social Listening: tuning into social conversations
      • Social Influencing: leading and directing follower opinions and behaviors
      • Social Networking: connecting with industry influencers and thought leaders
      • Social Selling: converting by integrating with your funnel system
    • Example:
      • asos
        • Clothing and accessories retailer
        • 7.6 million Instagram followers
        • Campaign: #AsSeenOnMe
        • Created user-generated content (UGC) & fantastic customer engagement
      • GE
        • Multinational conglomerate
        • 215,000 YouTube subscribers
        • GE employees videos
        • Humanizes the company
        • Showcases new technologies
        • Attracts high quality talent
      • Airbnb
        • Travel and accommodation platform
        • 14.6 million Facebook likes
        • Campaign: #TripsOnAirbnb
        • 24-hour Facebook Live (6 streams) to launch Airbnb Experiences
        • 6.2 million views in 13 countries
      • Women’s March
        • Movement
        • Network of grassroots movements
        • Hashtag: #WomensMarch
        • March in Washington DC and smaller marches around the world drew 5 million people
    • Benefits:
      • Improves brand awareness and loyalty
      • Broadens reach through social search
      • Humanizes your brand
      • Boosts customer engagement and helps with crisis management
      • Targeted advertising and remarketing capabilities
      • Turns employees and customers in advocates
  • Email Marketing: mass communication for engagement & promotion (products/services)
    • Long-form direct communication
    • Types
      • Transactional: provide customer service
      • Relational: engage subscribers and nurture relationships
      • Promotional: generate sales
    • How It Works
      • Audience: segment and target
      • Content: create and curate long and short form
      • Automate: create automated and segmented drip campaigns
      • ROI: delivers the best of all digital channels
      • Core: central to customer lifecycle management
      • Scalable: as your list grows or you expand geographically
    • Best Practices
      • Use a dynamic sign up form on website
      • Focus on offer
      • Link to a email service provider
      • Trigger “welcome” series of automated emails
      • Track traffic back to your website (UTM parameters)
      • Encourage social media connection
      • Elicit call-to-action or conversion
      • Test different versions
    • Benefits
      • Delivers the best ROI of all digital marketing
      • Impacts considerations, purchase, retention, and advocacy
      • Behavioral marketing tool
      • Highly targeted and personalized
      • Automation capability
  • Affiliate & Influencer Marketing: A marketing arrangement where a company pays an external website or popular person/brand/creator for traffic or sales generated from its referrals
    • Example
      • The Podcast
        • Affiliate offer to podcaster on their website
        • 50% off first payment
    • How It Works
      • Claim a niche market
      • Identify niche partners
      • Develop compelling creative
      • Continuously recruit new partners
      • Nurture your affiliate relationships
  • Influencers Marketing: Leveraging the popularity, reach, and ability to influence of individuals/brands through partnership, sponsorship…
    • How It Works
      • Look for influencers whose interests/passions match the tone of your brand (not just any mommy blogger)
      • Understand their community and what moves their audience
      • Create experiences for influencers to react to and share
      • Invest in each relationship to earn trust – grow with them
      • Customize your approach with each individual influencer
      • Improves brand awareness, advocacy, promotion
      • Broader reach through their establish…
  • Content Marketing
    • Value of Good Content
      • Like
        • Provides value without selling
        • Engages your audience
        • Opens up conversations
      • Trust
        • Helps people along the customer journey
        • Nurtures customer relationships
        • Encourages advocacy
    • 3 Stages of Content
      • TOFU: top of the funnel facilitates awareness
        • Blog
        • Vlog
        • Social media posts
        • Infographics
        • Podcast
        • Microsite
      • MOFU: middle of the funnel facilitates evaluation by offering lead magnets
        • Educational resources
        • Software download
        • Discount/coupon
        • Quiz/survey
        • Webinar
        • Event
      • BOFU: bottom of the funnel
    • Benefits
      • Contributes to all digital marketing
      • Affects every stage of the customer journey: aware, engage, subscribe, convert, excite, ascend, advocate, promote
      • Builds trust, credibility, and likeability
      • Eliminates some of sales process by influencing purchase decisions
      • Cost-effective: 3x more leads than paid ads

Anatomy of digital marketing campaigns

  • Objective
  • Key Performance Indicators
    • Monthly new leads
    • Cost per conversion
    • Engagement rate
  • Content
    • Blog post
    • Video
    • Download
  • Traffic Source
    • Blog subscribers
    • Google search
    • Facebook ads
  • Call-to-action
    • Read more
    • Subscribe to YouTube channel
    • Click to download

Importance of measurement and the basics of analytics

  • What is
    • Data: facts or statistics to reference
    • Analytics: patterns and trends
    • Insights: actionable value
  • How to measure
    • integrated tools
      • Google ads reports
    • Standalone tools
    • Direct feedback
  • Website Analytics
    • Real time: What’s happening right now?
    • Audience: Who visits the website?
    • Acquisition
    • Behavior
    • Conversions
  • Always Consider Context
    • Historical: what does the history tell us to expect? E.g. seasonal slump
    • External: what changes outside your contral might affect metrics? E.g. Google algorithm updates
    • Contextual: how are you pulling the data? E.g. looking at raw numbers vs percentages
    • Internal: have you made changes to strategy? E.g. website changes

Digital marketing roles and disciplines

  • Strategist: responsible for identifying buyer/target personas, mapping the customer journey, establishing key success metrics, measuring and optimizing content, and ensuring all digital marketing activities
  • Project Manager: Serves as a liaison between the digital marketing team and the rest of the organization managing the digital team and the requests from other departments.
  • Inbound Marketing: Responsible for attracting traffic and qualified prospects, and converting them to leads by building and managing content, optimizing lead nurturing process, and executing multi-channel marketing campaigns.
  • Content Writer: Writes copy in all forms (blog, website, email, etc.) with knowledge of SEO and ability to write in a variety of voices, to different audiences.
    • Resource: https://copyblogger.com/
  • Graphic Designer: Concepts and designs the graphic elements of marketing. Graphics are central to the brand and necessary for audiences to understand, remember, and differentiate messages beyond the text.
  • Website Designer: A visual designer with website coding knowledge that creates the look, layout, and features of a website, executes all visual design stages creating wireframes, user flows, process flows, and site maps.
  • Front End Developer: Implements visual elements a user sees and interacts with on a website using HTML, CSS, and Javascripts.
  • Analytics Manager: Responsible for analyzing raw data and translating it into valuable insights by developing the right strategies for data collection and analysis, defining metrics, and selecting and configurations.
  • SEO Specialist: Analyzes, reviews and implements changes to websites so they are optimized for search engines, thereby maximizing traffic quantity and quality to a website by improving page rank within search engines.
  • PPC Specialist: Implements pay-per-click media strategies through new and existing campaigns by analyzing keywords and optimizing them for performance, testing ads, researching competitors, and creating reports.
  • Email Marketing Manager: Responsible for creating and running email marketing campaigns, managing email.
  • Social Media Marketing Manager: Responsible for creating and running social media campaigns and content while monitoring, responding, and building social connections across channels.

Strategies for building your personal brand online

  • Personal Branding: Marketing yourself and your career as a brand by establishing and promoting your skills, expertise, experience, and values.
  • Importance
    • People are Googling you – i.e. screening you online
    • Manage your online presence
    • Cultivate opportunities and your career as a whole
    • Make connections for yourself and your company
    • Distinguish yourself from competitors
    • Establish industry expertise and recognition
  • Building your Brand: reinforce your qualificaitonsand crage as trong presence with fresh content oan your experticse
    • Audit your search results
    • Clean up unwanted content
    • Define youself
    • build
  • Build Your Credibility: publish
    • Write strategic content in the right places
    • Pitch to third parties and get your content syndicated
    • Keep track of engagement and analyze trends and patterns
    • Consider using social media management tool
  • Build Your Audience
    • Get endorsements or mentions from respected instry leaders
    • Reach out to who you know who could help you
    • Connect with inspirational influencers and mentors
    • Learn how they connect with
  • Build Opportunities
    • Networking
    • Ongoing engagement
    • Ongoing content creation: Canva.com (resource)
    • Speaking gigs
    • Interviews
    • Blog exchanges
  • Write a personal branding statement
  • Who are you and what makes you unique?
  • What is your vision for what you want to accomplish?
  • What is your mission with your work, your life?
  • What are your professional goals?
  • Who is your audience? Who can you help?

Afternoon project

Filed Under: SEO & SMO Tagged With: Marketing Certification

PSU – Search Engine Marketing Certificate

February 19, 2020 by danma Leave a Comment

WM402 Search Engine Marketing

Instructor: Kent Lewis (kent@anvilmedia.com

First day:

• 8:00 a.m. to 8:45 a.m. Class and Instructor Introductions
• 8:45 a.m. to 10:00 a.m. Search Engine Marketing Overview
• 10:00 a.m. to 10:15 a.m. Break
• 10:15 a.m. to 12:30 p.m. On-site SEO
• 12:30 p.m. to 1:30 p.m. Lunch
• 1:30 p.m. to 2:00 p.m. Off-site SEO: Content & Link Dev
• 2:00 p.m. to 2:30 p.m. Keyword Research
• 2:30 p.m. to 2:45 p.m. Break
• 2:45 p.m. to 3:30 p.m. Exercise/HW: KW & Tag Optimization
• 3:30 p.m. to 4:00 p.m. Local Search Engine Optimization
• 4:00 p.m. to 4:20 p.m. Video Marketing & YouTube
• 4:20 p.m. to 4:30 p.m. Q&A

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Slides-Day-1-2

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Second Day:

• 8:00 a.m. to 8:15 a.m. Q&A
• 8:15 a.m. to 8:45 a.m. Social Media Meets Search
• 8:45 a.m. to 9:15 a.m. Online Reputation Management
• 9:15 a.m. to 10:00 a.m. Exercise: Website Audit
• 10:00 a.m. to 10:15 a.m. Break
• 10:15 a.m. to 12:30 p.m. Paid Media (Guest Speaker)
• 12:30 p.m. to 1:30 p.m. Lunch
• 1:30 p.m. to 2:15 p.m. Exercise: PPC Ads & Landing Pages
• 2:15 p.m. to 2:45 p.m. Site Usability & CRO
• 2:45 p.m. to 3:00 p.m. Break
• 3:00 p.m. to 4:15 p.m. Search & Website Clinic
• 4:15 p.m. to 4:30 p.m. Class wrap-up

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Slides-Day-2-1

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Notes

Course Portal

pdxMindShare: Online career and networking community

SEMpdx / Engage

SEM Overview

  • Smart Marketing: Inbound vs. Interrupt
    • Earned & Shared
  • The (Digital) Sale Funnel
  • Trend: Shorter Attention Spans

SERP

  • think in multimedia (podcasts is trending).
  • Start with paid while your SEO gets stronger
  • Click Share: SEO vs. PPC
  • Search Engine Components
    • Bot or spider
    • Index
    • Algorithm
    • SERP
      • exact match domain is junk content
      • Mobile is still trending
      • Voice (smart speaker) is a upcoming trend
  • SEM Planning: Objectives
    • Identify Objectives:
      • Awareness & branding
      • Thought leadership
      • Generating ad, affiliate or subscription revenue
      • Generating leads (b2b)
      • Generating sales (b2c/ecommerce)
      • Reduce costs (print to digital)
      • Increase revenue
    • Identify Audiences: (do they know who they are?)
      • Potential or existing customers
      • Potential or existing employees
      • Potential or existing partners
      • Potential or existing investors
        • Geographic
        • Sociographic
        • Demographic
        • Behavioral
        • Psychographic

Tools

  • Website.grader.com
  • WooRank
  • https://web.dev/measure/
  • https://moz.com/link-explorer
  • https://neilpatel.com/seo-analyzer/

SEO Overview

  • SERP
    • Searches related… (at the bottom)
    • Adwords certified (you can cheat by using Google)
    • Voice search: slide 26. People are searching with question formats
    • spyfu

Off Site SEO

  • B2B Content Types
    • repurpose eNewsLetters
  • Backlinks:
    • digg
    • forums
    • directories
    • hubs
    • blogs
  • Strategy
    • B2B: use case studies, white papers, reports…

Keyword Research

  • Google Keywords Tool is really off

Local

  • Local phone # is highly rated
  • Consistency in business name & address among listings & website
  • Schema in contact box and footer info

I thought you all would appreciate this article:How to Write an Incredible Title Tag

Kent

Social

  • Linkedin is high for b2b
  • Mention.com (Kent likes this more than BrandMentions)
  • BrandMentions
  • SlideShare is worth using if you have some good slides
  • FollowerWonk for finding influencers
  • HootSuite (Kent says it is a powerful tool for the price)

Online Reputation Management

  • Identfiying ORM Issues
  • ORM Fundamentals
    • Fix it first, then message the fix, rather than polishing a turd
  • Press releases are dead
  • News rooms: webinar & slidedecks

Website Audits

Paid Media =: Search & Social Ads

  • Kari Schroeder from Anvil
  • Pacing: typically monthly
  • Paid Search Process
    • Keywords
    • User experience
    • User alignment
    • Relevance
    • Quality Score
      • better keyword alignment the better the score
  • See slide 40
    • Modify landing page for ad campaigns is best practice
  • Targeting
    • Keyword = user intent
    • Ads should meet user needs
    • Land Pages
      • groom for user experience
        • Headline keywords
        • Body copy keywords
        • CTA
        • About us
    • Conversions: Import GA conversions in Adwords
  • Google Ads 101
    • First set: Goals / Conversions
      • Impressions? Clicks?
      • Cost per conversion? Budget?
      • Quality measurement? Quality leads?
      • What is the site’s conversion rate?
      • Conversion Tracking is a must because success needs to be measured. Free tracking is usually enough
    • Targeting
      • Know what your users are doing?
        • Affinity or interest–demographic?
        • Geo / location (recommends to not use the recommended)
        • Device: mobile is a good bet
        • Scheduling
    • Keywords
      • Match types
        • Broad match: unsure about matches
        • Broad match modifier: a more educated type
        • Phrase match: Thinks this type is irrelevant.
        • Exact match: Covers most of what “Phrase match” would cover.
      • Keyword Research: Solutions for keywords
      • Google Ad Elements
        • Sitelink extensions are super important
    • Organize and segment: see slide 61
      • Product/service
      • intent
      • geo
      • brand
      • match type
    • Paid Social
      • LinkedIn Ads are good for b2b
      • Snapchat Ads: has a lot of granular targeting options:
        • Targeting
          • Location
          • Gender
          • Lifestyle
          • Shoppers
          • Visitors
        • Ad Types
          • Image
          • Short Video

Site Performance & Usability

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Filed Under: SEO & SMO Tagged With: Marketing Certification

Copyright © 2023 danma ::

 

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