Learn valuable tricks and techniques to help optimize your marketing and social media writing.
Is the system your company uses for planning, creating, and promoting content effective? Are your marketing messaging and social media posts strategically tied to your company's goals? Does your content send the right message, set reasonable expectations your brand can deliver on, and position your company to convert more leads to clients? In this topic, you will learn how to capture the attention of a targeted audience through effective content and convert more leads from that audience - using a combination of software, writing skills, and proven marketing techniques. You'll receive guidance for and specific examples of the best website content to drive organic search traffic; social media posts that build recognition for (and engagement with) your brand; writing styles and techniques that resonate with your prospective leads for better emails, flyers, landing pages, and ads along with media and graphics that complement your writing and extend your content's reach, including illustrations and infographics. All of these assets and guidelines will radically improve your process for producing high-impact content. Whether you're a new or seasoned marketing manager or social media coordinator, or even assisting in content creation as part of your daily duties, you're going to learn actionable, high-impact tips that you can take back to the office and your team today.
Agenda
Faculty
Maddy Martin
Smith.ai
- As VP of Marketing at Smith.ai, she developed a CLE-accredited law firm communications playbook and library, adopted as professional development materials at bar associations across the U.S.; and established the first-ever affiliate program, guest blogging program, co-marketing program, and co-hosted events program at this highly acclaimed virtual receptionist and web chat company
- As general manager of content and community at YourMechanic (the “Uber of Car Repair,” offering onsite car repair and maintenance), she developed and ran award-winning free car advice site, YourMechanic Advice
- Won the 2016 Women in Auto Care award for Best Consumer Website for Car Owners; first runner-up for the 2017 Webby Award in the category websites: car sites and car culture
- Directed the development of over 6,000 articles and 25,000 answered questions, including all internal systems for production and display of content, resulting in an increase from 50,000 Advice site visitors (6% of traffic) in Feb. 2016 to 3 million in Dec. 2016 (67% of traffic)
- Launched free Ask a Mechanic online Q&A platform, in close partnership with engineering and design teams; produced 25,000+ answers to car owners' questions with a team of 20 expert mechanic contributors; answers were provided to consumers within 24 hours
- Managed internal team of 10 employees and contract editors, combined with a freelance team of 25 writers, editors, and illustrators
- As director of audience development at food lifestyle and cooking site Food52.com, doubled referral traffic YOY through ongoing content partnerships with Yahoo, Huffington Post, BuzzFeed, Slate, POPSUGAR, Lifehacker, and more
- As inaugural new media manager for YMCA of Metropolitan Washington (17 branches across D.C., Southern Maryland, and Northern Virginia), launched first-ever social media strategy and orchestrated digital roll-out of YMCA rebranding, for the first logo and brand change in the organization’s 160+ year history
- Can be contacted at [email protected]
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