A Guide to Content Seeding

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A Guide to Content Seeding


  • 1. A Guide ToContent Seeding By Rebecca Hesilrige becky.hesilrige@gmail.com@beckyhesilrigelinkedin.com/in/rebeccahesilrige

2. ContentsContent Seeding Plan1. Plan 2. Create3. SeedWhat is Seeding?The Big 3 Also Consider.. Social BookmarkingBlogs & Journalists 4. Measure5. Manage The Ongoing Cycle 3. Content Seeding Plan 1. Plan 3. Seed Goals Which Platforms? User Research Social Networks Message Social Bookmarking Budget Blogs Format Journalists Source 4. Measure 2. Create Understand what you are measuring Quality Proxies Evergreen Content Traffic Links Leads Keywords Clear Titles 5. Manage Keeping track of performance goals Updating content regularly Monitor content interaction 4. 1. PlanGoals What do you want to achieve with this content? Traffic? Buzz? Sales?Reviews?User Research Know your users. Age? Gender? Location? Interests? Tailoryour content around this demographic.Message Your content needs to include a clear message, whether it be buy me or share me, make sure the user has a call to action.Budget How much do you want to invest in your content? This will decidewhat type of format you use.Format Articles? Blogs? Posts? Videos?Source Who will create your content? In house? Outsourced? 5. 2. CreateQuality - Great content has to engage the reader, make that it is interesting, uniqueand well written.Evergreen Content - "Evergreen" content means that the information will not beoutdated a month from now, try to include this as often as possibleLinks - Include links to point the user to your website or to other relevant content andpages within your siteKeywords Include key words which you are trying to rank for in search engines. Helpthem to stand out to readers by putting them in different colours, fonts, or formats.Clear titles Make it clear what you are going to talk about, this will not only makeyour content more noticeable, but it will also help search engines to monitor yourcontent.Meta Data - Include meta data to help search engines learn what your content isabout, and to categorise it effectively 6. 3. SeedDepending on your goals, you will have to decide which platforms to seed yourcontentSocial Networks Facebook, Twitter, YouTube, LinkedIn and many more nichesitesSocial Bookmarking There are hundreds of social bookmarking sites available,however Reddit, Digg, Stumbleupon and Delicious will help you get the best resultsBlogs You can either set up your own blog to update regularly, or formrelationships with bloggers who will blog about your services.Journalists Journalists are always looking for new and interesting news. Formbonds with relevant journalists so that they can publish press releases and articlesbased around your services. 7. What is Seeding? Social Media Likes, Retweets, Buzz, Traffic & Sites +1s, SharesConversionsSocial Buzz, Traffic &Sharing & Links BookmarkingConversionsContentKeywords & Buzz, Traffic &Blogs LinksConversionsKeywords & Buzz, Traffic &Journalists Conversions Links 8. Social Networks The Big 3To help content spread throughout Facebook build a strong base of engagedfans to share your content with. To do this offer your fans something uniquewithin your business page; discounts, promotions, unique content,competitions are just a few examples.Content can spread quickly through Twitter via Retweets.Firstly - make sure that you build up a large and (more importantly) relevantfollowing to expose your content to.Secondly, -interact with key influencers who are likely to retweet your contentto their many relevant followers.After Google, YouTube is the second largest search engine. Therefore if youare looking to seed video content it is imperative you create an account withthis site. Include relevant tags and keywords 9. Also Consider...LinkedIn is a site dedicated to professionals. Here you can makeyourself an authority within your industry by publishing contentwithin relevant groups and discussionsVimeo is a video sharing site similar to YouTube. It has more of acommunity of established film makers and photographers, and isgreat for films which are arty, in-depth and well designed.Google + is the fastest growing social network around. As it is ownedby Google and is integrated within social search, it is important toestablish a presence on here The new kid on the block, Pinterest is growing at a rapid rate and is very popular with visual companies such as fashion, food and photography. Pin your photos onto your Pinterest site and tag with relevant key words to get your photos found. 10. Social BookmarkingSocial Bookmarking sites such as Digg, Reddit, Stumbleupon and Delicious allowusers who would not normally be exposed to your content to discover and share it.By including links within your content, users can find your website and its servicesBy including keywords within your content, you are increasing your ranking insearch engines, which will also result in users finding your website and its services Site Visits Social ContentSharingConversionsBookmarkingBuzz 11. Blogs & JournalistsBlogs By producing a blog you can receive a variety of benefits, such as: Including Key words Linking back to your site Interacting with customers Keeping customers up to date with news/promotions etc Maintaining branding and reputationAlternatively you can contact established bloggers and ask them to eitherwrite a blog post about your brand, or to publish a post you have already written. Thiscan help your content to reach an relevant audience which has already been built upJournalists Contact established journalists in your industry with articles andstories about your brand. Journalists are often on the look out for interesting industrynews, and if yours is relevant you may find it on one of your top industry websites. 12. 4. MeasureUnderstand what you are measuring Firstly decide on what you want tomeasure, whether that be social buzz, traffic or conversions. Each of these havevery different ways of being measuredProxies Proxies are a great indicator of social buzz and brand sentiment. A fewexamples of useful proxies are:Facebook LikesRetweetsSharesReblogsCommentsFollowers@mentionsTraffic Google Analytics is a fantastic tool to help you track traffic to yourwebsite. Here you can search Traffic sources to find out exactly which socialplatform your traffic is coming through, and whether there has been a generalincrease in traffic since you began content seeding.Leads Also by using Google Analytics you can track any increase in conversions,and from which platform they came. 13. 5. ManageIt is important to continuously manage your content based around the resultsyou are receiving to receive the best possible result.Do this by:Keeping track of performance goals Keep in mind what yourPerformance goals are and whether your content is reaching this ideal. Ifnot, re-evaluate your strategy and change your content accordinglyUpdating content regularly Content which is out of date not only reflectsbadly but can be misleading for potential customers, as well as potentiallyaffecting your SEO ranking.Monitor content interaction Never forget that your reputation is involvedIn your content - reply to any questions or comments as quickly as possible 14. The Ongoing Cycle Content Seeding Plans are anPlan ongoing cycle Once content begins seeding, you will be able to measure its successManageCreate Based on its success you can move onto planning further content based on your findings, or tweaking your current content for better results.MeasureSeed 15. Get In Touch!Feel free to get in touch if you have any questions or need any advicebecky.hesilrige@gmail.com@beckyhesilrige linkedin.com/in/rebeccahesilrige