Search and Social. The Definitive Guide to Real-Time Content Marketing. Rob Garner. WILEY John Wiley & Sons, Inc.

Transcription

1 Search and Social The Definitive Guide to Real-Time Content Marketing Rob Garner WILEY John Wiley & Sons, Inc.

2 Contents Foreword xix Introduction t xxi Chapter 1 Real-Time Publishing and Marketing 1 Introduction to Real-Time Content Marketing 2 What Is Real-Time Marketing? 3 What Is Real-Time Publishing? 6 Apply Immediacy to Your Approach 6 Be As Fast As Your Audience 6 A Real-Time Approach 7 Setting the Stage for a Search- and Social-Enabled Real-Time Publishing Platform 8 Dr. Manuel Castells and the Space of Flows 8 The "Resource-Discovery Problem" 10 The Web Gets a Robust Search Engine and Network Map 11 Social Emerges as a Description of Network Behavior 12 Engage One Bird, and You Might Attract the Whole Flock (and Flocks of Flocks) 12 Connectedness 13 Flows 13 Universally Identifiable, Shareable, and Networked Content 13 Making It Easy for People to Distribute Your Content via Networks 14 Social and Search Algorithms 14 Universal Search and Digital Asset Optimization 14 Understanding Delivery Frameworks Across Multiple Platforms 15 The Power of Reciprocation 15 Trust and Authority in Search and Networks 17 Listening to Your Audience, Data, and Your Competition 19 Brands and Marketers As Real-Time Content Publishers 21 Chapter 2 Understanding Search and Social 23 Defining Search and Social 24 Natural Language Connects Search and Social Together 25 Interdependent Search and Social Strategy Is a New and Evolving Discipline 25 Social Signals and Search 26 ow Search Impacts Social 32 The Value of Approaching Social with a Search Frame of Mind 36 The Power of the Networked Link 37 A Second-Tier SERP Strategy for Increasing Your Visibility 38 Active and Passive Distribution in Networks 40 List of Social and Search Signals and Synergies 43

3 xii z o u Chapter 3 Chapter 4 Chapter 5 Ramping Up for a Real-Time Content Marketing Strategy 47 Answering the Question "Why?" 48 Basic Elements of Your Real-Time Content Marketing Strategy Considering the Real-Time User Experience As Engagement and CRM Strategy Developing a Real-Time Presence Online Bringing Consistency to Your Engagement Strategy Establishing Your Goals Valuing Real-Time and Social-Media Efforts Formulating Your Real-Time Search and Social Strategy.. Developing Your Market-Research Strategy Developing Your Content Strategy Developing Your Platform Strategy Developing Your Community-Outreach and -Engagement Strategy Some Final Thoughts About Real-Time-Strategy Development Market Research and Content Types Keyword and Market Research Keyword Research and the Living Language of Your Audience Keyword, Social, and Demographic Research Tools ow to Apply Keyword Research to Social Strategy Keyword and Conversation Buzz Tools for Content and Search Questions for Your Audience Assessment Types of Digital Assets Content Strategy: Auditing, Assessment, and Planning 89 ow to Think About Strategy, Planning, and Assessment Be Creative, Think Critically, and Learn to Solve Problems 90 Think Big: Approach Content Strategy Like a Forest, Not a Weed 91 Understanding Keyword Demand 93 Understanding Conversational Demand 93 A Factual Content Approach to Conversational Demand 96 Targeting Unpredictable Real-Time Search Queries 98 Content Auditing, Strategy, and Assessment 99 Performing a Content Audit 99 Content Assessment 100 Creating a Visual Site Map for Your Content Inventory 102 When to Spend More Time Finding Out What You Already ave 102 Auditing Your Domain for Unique Optimized Pages 103 ow to Find Out Whether Your Site as a Page Optimized for a Particular Keyword 104 The SEO Problem with Duplicate, or Repurposed, Content 106 Blocking Duplicate Content in Search Engines 107 Other Considerations for Content Strategy and Planning Defining Roles in Content Production and Strategy 108 Creating Your Editorial Plan and Publishing Calendar 110 Creating a Style Guide 111

4 Chapter 6 Creating Effective and Engaging Content 113 Engaging Content Idea Types 114 Five Quick Ideas for Topic Brainstorming 120 Ambient Truth: In Search and Social, the eadline Is the Message 121 Quick-Start SEO Copywriting Guide for Social Marketers The Title Element 124 The Meta Description 125 The Meta Keywords Tag 128 The TML eading Element and Body Copy 128 Internal Link Naming 130 Alt Text Attributes 131 Maintaining Keyword Consistency at the Page Level for SEO 132 Chapter 7 Social Network Platforms 137 ow to Think About "Search and Social" for the Major Networks 138 Why Top-Tier Networks Are Fundamental to Your Publishing Platform 138 The Basic Interdependencies between Social Engagement and Search Visibility 139 Increasing Velocity for Publishing in Networks 140 The Big-Four Social Networks 142 The Quick Search and Social Guide to Google+ 142 The Quick Search and Social Guide to Twitter 152 The Quick Search and Social Guide to Facebook 161 The Quick Search and Social Guide to Linkedln 163 n O Z en z -i Chapter 8 Blogs, Google News, and Press Releases 169 Blogs 170 The Real-Time Elements of Blogs 170 The Interdependent Search and Social Elements of Blogs 171 Blog Basics for Search and Social 172 News The Real-Time Elements of News 185 The Interdependent Search and Social Elements of Online News 186 Determining Whether News Should Be Part of Your Real-Time Content Strategy 187 Google News Optimization 189 Press Releases 192 The Real-Time Elements of Press Releases 193 The Search and Social Elements of Press Releases 193 Press Release-Optimization Basics 194

5 Chapter 13 Social Media Management 301 xvi z a Z o Considerations for Integrated Search, Social, and Real-Time Content Strategy Keywords Are Connections to People Specific Considerations for Your Real-Time Social Content Approach Using Common Sense in Social Spaces Social Media Managers Are the Curators of the Living Keyword Language of Their Audience Keyword istory vs. Keyword Recency, and the Balance Between the Two The Role of Social Keyword Research in Paid Media Think and Act Like a uman Social Search Engine Amplifying Content: Developing Your Distribution Network and Influencer Network Integrating Your SEO and Social Teams Engagement Strategy Commenting Strategy Empowering Your Networks, Both Internally and Externally ow to Determine the Authentic Voices in Your Organization Defining and Developing Your Voice Personality-Driven Media: Developing Social Personas to Inform Your Voice and Reflect Your Audience Job Description and Skill Sets for the Search-Informed Social Media Manager When to Bring in Outside Talent ow Your Internal Teams and Disciplines Can Work Together Through Audience Outreach Common Types of Social Interaction and Engagement Chapter 14 Metrics and Measurement Considerations for Measuring Content Success in Search and Social The Business Effects of Real-Time Content Marketing Are Long-Term Setting Up Measurement Early On Prepares You for Sound Business Decisions in the Future A Few Key Considerations for Search and Social Measurement Thinking About Data from Both a Quantitative Aspect and a Qualitative One Your Data Is a Reflection of the Content and Activity on Your Site and in Social Spaces Why You Should View Certain Metrics Within a Short Frame of Recency Using Real-Time Data to Measure Lift from Planned and Serendipitous Events ow Timely Data Can Inform Your Strategy for Actionable Response The Importance of Assigning a Monetary Value to Various Actions and Events Establishing a Media Value to Both On-Site and Off-Site Traffic Establishing a Monetary Value for Search and Social Equity

6 Key Performance Indicators and Metrics 339 Don't Over-Obsess About a Single Data Point 340 Don't old Your Branding and Direct-Response Goals to the Same Standards 340 Common Metrics and KPIs 341 Insights 345 Analytics and SEO-Tool Providers.' 347 Using SEO Analytics for Measuring Content Performance 347 Other Real-Time Analytics Tools 351 Appendix Additional Reading and Resources 359 Index 365 xvii n o z ci Z