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so this is what we're going to focus on is content conversion it's great creating all this content but if you got that process in place to convert at the end and we're going to go through a process for that Oh nearly fell over already and that wasn't from drinking through it so there is a cable here that I fell over but I'm sure there's a few people here have I done the alcohol test maybe a bit of a problem so all right okay so first of all so one thing is important is building the audience on social media and you need to build that audience on a consistent basis you want to see that your social media following is going up on a regular basis doesn't matter if I have a thousand followers on Twitter or 50,000 followers on Twitter it does if it's a relevant audience so you need to figure out well are is your audience growing and is it relevant are you checking on a regular basis to see have you got a relevant audience across Facebook Twitter or other channels so you need to investigate this in a regular basis so there's a couple of tools you might look at if you start off with a a free tool you might go to Twitter and go to analytics or Twitter calm and just look at the profile of your audience they like shows me the interest of the audience for me it's technology marketing entrepreneurship which is what I want that's the audience of one attract so I know I'm building the right type of audience so yes if I do want to build a following because when we're sharing out that content you want to have that audience spirit that's listening that's interested that's going to reshare that content out because you're building this funnel to your create this content and you want to get a distributor and you want to get a charge and another tool is social rank and social rank those analysis of your Instagram followers so for every different platform there's different tools available to do that analysis to see so with social rank I can go in and filter followers by a whole range of criteria based on country or interests and I can filter it all this out and I can identify the most relevant people now there's red another jeweler came across actually at the show he recalled a finial and a finial if you've got less than ten tails followers you can use a video for free and I'll do a full analysis of your Twitter profile and it gives it really detailed useful information I like to say but you do this across each your channels so you're looking here for social rank you're thinking from an Instagram point of view do I have relevant people now you can do things like export and use this to create a Twitter list so for example if you have filtered out a group of people and thought well these are people I want to build a relationship with you might want to extract that information and then create a Twitter list on the back of that so that's available through social rank or you could use something like rival IQ which allows you to do a comparison across all your competitors to see well how are you doing related to growth across your social media channels with all your different competitors and that's rival IQ so again it's you're building an audience you want to make sure that it's a relevant audience and then it's growing on a regular basis if it is a relevant audience can everybody understand me so far okay nobody understands Irish today I won't talk are usually the Agricola sitar - well well okay we leave that one okay so so you want to build the audience now you want to build relationships with the audience because you want the audience to take action so build relationships to get them to take action you can look at a citizen influencer or a power influencer citizen influencer is your regular follower fan customer you want a relationship with them the best way to build a relationship with them is through content and that's why we provide valuable useful content to try and form that relationship with our audience we're providing content on a consistent basis delivering always valuable content we're sharing and we're building that relationship now what's valuable on Twitter or Facebook or LinkedIn it's different depending on the channel like sometimes valuable content on Facebook is just to engage and get you know a lot of our audience smiling or interacting with us so it's not always a really good quality post so you want to build a relationship so relationships build early ships at scale using content and then you look at the influencers as well so it's going to be really important to identify influencers in your industry and build relationships with those influencers and that's where you build relationships at a one-to-one basis with the influencers I came here to this first conference where 4 years ago and I knew no nobody with an Irish guy over here come an hour of funny accent nobody understood me and first time over and I didn't know anybody and I wanted to build influence in the social media and the content marketing industry so identified a list of a hundred people and I said these are people are going to build a relationship with so I thought about all the time what can I do to help them not what I can get out of it so joke Lucy was on that list you know a Andrew Andrew of Sandra's surname Davis see what I learned this there's a lot of different people on that list I had a big list and I was going around this conference trying to meet these people to build a relationship and it's also identifying that and thinking well how can I provide value so me providing value was well can I promote them I did interviews with them and I promoted them I do reviews of the book I actually done you know I do a review on how to do a video review and I put her up to Amazon because I know every author loves getting a review you know and if you get a video review you're going to watch the video they're going to see me in action honor and I gonna you know the good book I'm going to give a good positive review anything to build that relationship because then you get to the stage where now you can actually ask them as a friend can you help out you know with content you want to get promoted or involved in your content it's so much easier so it's very focused initially how can you add value to them not looking what you want to get out of it I was at a speaking event recently and it was myself and little guy called Brian Dean were speaking this lady comes over to us and said would you mind if I get a picture so it's just sure no problem so it stood beside Brian and then what you do she gave me the camera so not that influential then okay but so yeah content and active engagements you want to engage with your your fans and followers when they are interacting you want to interact back with them and then focus on the influencers for influencers you've probably got to look at some tools to help identify the influencers what generally happens is even if you pick out three or four people you know are influential and you start working with them your list grows because they start recommending people to work with so it's not that difficult to build that list what tracker does helps you identify who are the top influencers to start off with who are they communicating with on a regular basis and it helps to track then all the communication with the influencers and even tracks the relationships so you can see across the different levels the relationships with each of the influencers are different levels so tracks all that as well because you want to have that list and want to be interacting on a regular basis and we're influencers but it's not an on/off campaign it's not like a traditional campaign it's ongoing relationships you want to build with these people and tracker is useful for that so you've built an audience on social you build relationships what typically sales doesn't happen on social media channels it's great for building that interaction building awareness where you need to drive people over to your website typically now a conversion could be a product sale it could be somebody signing up for an event it could be awareness of a campaign on your desk on your website not necessarily somebody handing over money but you typically want to drive people to your website as much as possible and that's where the power of something like a blog comes in so you're creating valuable content optimized around a particular topic you get it all shared out in the social media channels you get traffic back into your site people hear about the content through social media so start writing about 'true websites you start and get links to the content and then all the sudden that starts ranking on Google so you can't separate any of these things out social media content marketing blogging driving traffic they're all connected like the social media affect your ranking within Google I don't Google really pay attention to social media but what happens is more people are sharing it more people hear about it more people write about it to your website you get more links so you look at any research about you know content that gets more shares gets more links you know and gets more traffic so they're connected but not from a Google perspective just happens if it's shared more more people are likely going to write about it and link back to you so you want to get that inbound traffic content director what this does is a tool from a company called scoop it this analyzes all your content to figure out well what's working and not working is it actually generating leads if you know the type of content that's generating leads well then you can produce more of that content sort of makes sense so you're writing all this content do you know all your blog posts which ones are actually generating the leads because you find some just ardent so might be pipe was writing around particular topics if it's not generating the leads so you can see from here it shows leads and conversion rate for each piece of content then you can analyze well is it the type of content that's affecting the leads what works best as funds with guys from charata recently and they said they found infographics helped push a sale over the line so after the lead has been generated and the sales guys are interacting with the customers they share out an infographic and the sales guys happen to share that to their audience and that sort of pushed them over the line and generate sales so you could use a tool like this to generate the leads or you could use things like Google Analytics and you can set up goals in Google Analytics and start measuring and tracking results of each piece of content you want to know every piece of blog post on your site what's happening are you building email subscribers or you generating leads or generating sales as a result of your blog posts it also then allows you to distribute your content across all the different social channels the blue boxes of scheduled content the red is where it's saying you're missing content in these particular days so you need to add more content these particular days so you decide well how often are going to share content how regularly going to share it and then I'll say when you need to add content to the queue sorry I'm going back as one of what was going on you can see here as well that it identified your blog post and says these new posts you could create around these top performing keywords so it's identifying keywords they're ranking in Google and saying creates the content with similar keywords to get more ranking in within Google is this existing post you should promote to get more traffic and identifies both low and high converting posts so it's saying share these cut these existing posts more because these are generating traffic share these both more because these are converting you're actually getting businesses ease so you should be sharing these more out so now you know exactly well what is should I be putting in the queue I'm not going to put everything in the queue to share I'm going to identify the stuff that's actually working this all makes sense so far yeah okay and this is the breakdown from content director from scoobert so it gives you the list of the posts because they share the views the leads the conversion rate for each of the posts and you can see there's a share button so you can saw you're just going to click that button and then I'm going to share this out and add it to a queue to share on the consistent basis so evergreen content is content that doesn't gravitate so with evergreen content you want to share that consistently like every month we'd share a lot of our content at least once a month even if it's like a year old if it's evergreen now the other thing we do is if content we have good posts on our site and maybe it's converted quite well got lots of shares and traffic and converting and it's a two years old and it's out of date we'll just update that content will change the publish date and really release it like a new post why would you have content on your site that's out of date because people are going to find that content go this doesn't make sense to me you know that is no longer valid so you need to update some your older content and there's nothing wrong with republish that content to new audience again [Music]