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A Guide to Content Seeding through Social Media
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By Rebecca Hesilrige
[email protected]@beckyhesilrige
linkedin.com/in/rebeccahesilrige
A Guide To Content Seeding
ContentsContent Seeding Plan
1. Plan2. Create3. Seed
What is Seeding?The Big 3
Also Consider..Social BookmarkingBlogs & Journalists
4. Measure5. Manage
The Ongoing Cycle
• 1. Plan– Goals– User Research– Message– Budget– Format– Source
• 2. Create– Quality– Evergreen Content– Links– Keywords– Clear Titles
• 3. Seed– Which Platforms?– Social Networks– Social Bookmarking– Blogs– Journalists
• 4. Measure– Understand what you are measuring– Proxies– Traffic– Leads
• 5. Manage– Keeping track of performance goals – Updating content regularly – Monitor content interaction
Content Seeding Plan
1. PlanGoals – What do you want to achieve with this content? Traffic? Buzz?
Sales?Reviews?
User Research – Know your users. Age? Gender? Location? Interests? Tailor
your 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 decide
what type of format you use.
Format – Articles? Blogs? Posts? Videos?
Source – Who will create your content? In house? Outsourced?
2. CreateQuality - Great content has to engage the reader, make that it is interesting, unique and well written.
Evergreen Content - "Evergreen" content means that the information will not be outdated a month from now, try to include this as often as possible
Links - Include links to point the user to your website or to other relevant content and pages within your site
Keywords – Include key words which you are trying to rank for in search engines. Help them 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 make your content more noticeable, but it will also help search engines to monitor your content.
Meta Data - Include meta data to help search engines learn what your content is about, and to categorise it effectively
3. SeedDepending on your goals, you will have to decide which platforms to seed
yourcontent
Social Networks – Facebook, Twitter, YouTube, LinkedIn and many more niche
sites
Social Bookmarking – There are hundreds of social bookmarking sites available,
however Reddit, Digg, Stumbleupon and Delicious will help you get the best results
Blogs – 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. Form
bonds with relevant journalists so that they can publish press releases and articles
based around your services.
What is Seeding?
Content
Social Media Sites
Likes, Retweets, +1s, Shares
Buzz, Traffic & Conversions
Social Bookmarking Sharing & Links Buzz, Traffic &
Conversions
Blogs Keywords & Links
Buzz, Traffic & Conversions
Journalists Keywords & Links
Buzz, Traffic & Conversions
Social Networks – The Big 3
To help content spread throughout Facebook build a strong base of engaged fans to share your content with. To do this offer your fans something unique within 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) relevant following to expose your content to.
Secondly, -interact with key influencers who are likely to retweet your content to their many relevant followers.
After Google, YouTube is the second largest search engine. Therefore if you are looking to seed video content it is imperative you create an account with this site. Include relevant tags and keywords
Also Consider...LinkedIn is a site dedicated to professionals. Here you can make yourself an authority within your industry by publishing content within relevant groups and discussions
Vimeo is a video sharing site similar to YouTube. It has more of a community of established film makers and photographers, and is great for films which are arty, in-depth and well designed.
Google + is the fastest growing social network around. As it is owned by Google and is integrated within social search, it is important to establish 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.
Social BookmarkingSocial Bookmarking sites such as Digg, Reddit, Stumbleupon and Delicious allow users 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 services
By including keywords within your content, you are increasing your ranking in search engines, which will also result in users finding your website and it’s services
Content Social Bookmarking Sharing
Site Visits
Conversions
Buzz
Blogs & JournalistsBlogs – By producing a blog you can receive a variety of benefits, such as:
Including Key words Linking back to your siteInteracting with customersKeeping customers up to date with news/promotions etcMaintaining branding and reputation
Alternatively 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 up
Journalists – Contact established journalists in your industry with articles andstories about your brand. Journalists are often on the look out for interesting
industry news, and if yours is relevant you may find it on one of your top industry
websites.
4. MeasureUnderstand what you are measuring – Firstly decide on what you want to measure, whether that be social buzz, traffic or conversions. Each of these have very different ways of being measured
Proxies – Proxies are a great indicator of social buzz and brand sentiment. A few examples of useful proxies are:
Facebook LikesRetweetsSharesReblogsCommentsFollowers@mentions
Traffic – Google Analytics is a fantastic tool to help you track traffic to your website. Here you can search Traffic sources to find out exactly which social platform your traffic is coming through, and whether there has been a general increase 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.
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 accordingly
Updating content regularly – Content which is out of date not only reflects
badly but can be misleading for potential customers, as well as potentially
affecting your SEO ranking.
Monitor content interaction – Never forget that your reputation is involved
In your content - reply to any questions or comments as quickly as possible
Plan
Create
SeedMeasure
Manage
Content Seeding Plans are an ongoing cycle
Once content begins seeding, you will be able to measure it’s success
Based on it’s success you can move onto planning further content based on your findings, or tweaking your current content for better results.
The Ongoing Cycle
Feel free to get in touch if you have any questions or need any advice
@beckyhesilrige
linkedin.com/in/rebeccahesilrige
Get In Touch!