ACVB Writers Workshop Feb-2015 by Atlanta CVB

WELCOME TO

WRITERS’ WORKSHOP

WELCOME AGENDA CONTENT STRATEGY/MARKETING PLAN SUMMARY Sheretha Bell Director, Creative & Content

- Editorial Calendar - Review of ACVB Channels REPORTING/BEST PRACTICES/BLOG GUIDELINES Ashley O’Dell Manager, Creative & Content

- SEO 101 and how it works for Atlanta.net (Lily Leiva, Director, Digital Marketing) - Writers’ personal social media and Google+ - Blog Workflow and how to use Ektron - Images/Videos (including how to resize/crop photos) Q&A

SHERETHA BELL DIRECTOR, CONTENT & CREATIVE

CONTENT STRATEGY/MARKETING PLAN SUMMARY

2014-2017 MARKETING GOALS AS PART OF ACVB STRATEGY AND BUSINESS PLANS

Increase visibility of Atlanta as a top U.S. Meeting and Travel Destination -

Amongst target audiences: Meeting Planners, Creative Class, S.E. Drive Families with kids. Measures: Paid + Earned Media Impressions; Social Media Impressions/Reach

Deliver to consumers, meeting planners, and stake-holders engaging and compelling destination content when, where, and how they want it. -

For target audiences: Meeting Planners, Meeting Attendees, Leisure Transient, Business Transient

2014-2017 STRATEGIC PRIORITIES AS PART OF ACVB STRATEGY AND BUSINESS PLANS

2014-2017 STRATEGIC PRIORITIES FOCUS ON HIGH VALUE TARGETS WITH SPECIFIC INITIATIVES

CONTENT STRATEGY AND MESSAGING Tell great stories combined with user generated content to become a platform for curation, discussion and a display of vibrant and unique experiences that will inspire consumers -

Deliver the right content at the right time and the right place Research, understand and cater to your audiences. Know what content your customers want to see and where they are in the purchase journey Overlap content strategy with the business strategy Create content primarily for mobile and then expand it for tablets and PCs Ongoing review and updates to site content to maintain accuracy and relevancy

TARGET AUDIENCES MORPH INTO TWO-WAY CONVERSATIONS

Creative Class Southeast Drive Families with kids Meeting Planners Meeting Attendees Leisure Transient Business Transient

Tell great stories to become…a display of vibrant and unique experiences that will inspire consumers

EDITORIAL CALENDAR

ACVB CHANNELS

ACVB CONTENT FLOW 1 - Define 2 - Assign

4 - Support

5&6 – Schedule & Post

3 - Channels

1 – Define Content Pieces (using Editorial Calendar & current content needs)

5 – Develop Posting Schedule

2 – Assign Content Pieces (based on SMEs and target audience)

6 – Post Content

a – Develop Content

7 – Curate

b – Review content for strategic alignment

8 – Analyze

c – Review, Revise, Approve 3 – Determine appropriate channels for publishing 4 – Supporting Content

Lily Leiva Director, Digital Marketing

SEO and What It Means for Atlanta.net Blog

WHAT IS SEO? (VIDEO)

WHAT IS SEO? Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search,[1] news search and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. Source: Wikipedia (SEO Masters): http://en.wikipedia.org/wiki/Search_engine_optimization

ATLANTA.NET USER PROFILE 75% of Atlanta.net site visits originate from a search engine, primarily as organic “unpaid” referrals. • • • •

5 million visits in 2014 75% originate from search engines 11% come in through a bookmark, or directly to the site 4% originate from social media - often, through promoting a blog post as the “hook” • 50% are using a mobile phone • 10% are using a tablet • 40% are using a desktop computer

SEO BEST PRACTICES 1. Write interesting, useful content with the reader in mind -

Search engines are curating the best content for users Content that is good quality and useful becomes shareworthy via social media What is the purpose of the post? State it concisely in the headline and summary area Write calls to action that compel users to take a next step and click through to another page Write descriptive captions with keywords Use keywords in the text links when possible, versus a generic â&#x20AC;&#x153;click hereâ&#x20AC;?

SEO BEST PRACTICES 2. Use keywords and synonyms strategically, but donâ&#x20AC;&#x2122;t go overboard -

Keywords are descriptive words that describe the topic of the post to users and are the words/phrases users are typing into a search engine Sample Keywords: romantic restaurants in atlanta, atlanta boutique hotels, top atlanta attractions, family friendly attractions in atlanta, things to do for kids in atlanta Use keywords in the title and headline of the post Use synonyms and related terms It is creepy, but Google can now understand semantic search (related, contextual meanings) You do not need to stuff a keyword 10 times on a page

TOP KEYWORDS DEC & JAN

SEO BEST PRACTICES 3. Create easy-to-scan layout with images -

Search engines index pages for layout and bias for having main details at top half of page Headline and summary should state purpose concisely Use short, descriptive captions for images (many only read this) Use short sentences and break up text into many paragraphs Use numbered and bulleted lists Bold section headings Avoid long articles and long lists that are hard to read

WHICH DATE NIGHT WON?

FIRST DATE IDEAS!

2,144 Page Views Posted August 2014 Number in headline “Ideas” in headline Numbered list “First date ideas” wins

362 Page Views Posted September 2014 Number in headline “Ideas” in headline Bulleted list

LOVE IS IN THE AIR Combined URL