Online Content Marketing

&Knowledge Graph SEO

Content Strategyvs. Content Marketing

What is it?

Content strategy “the practice of planning for content creation, delivery, and governance” and “a repeatable system that defines the entire editorial content development process for a website development project.” And also “achieving business goals by maximizing the impact of content.”

“Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases.”

Content strategy is what makes content marketing effective

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The Steps to Content Strategy and Ecosystem Development Step 1: Understand and Develop the

Overall Goals and Objectives

Step 2: Who are you Marketing to?

Step 3: Audit/Develop the Content Ecosystem and Focal Points

Step 4: Channel and Framework Mapping and Development

Step 5: Content Development and Deployment Plan

The Steps to Content Strategy and Ecosystem Development

Step 1: Understand and Develop the Overall Goals and Objectives

Continuously create and deliver consumable content that will “funnel” members and non-members to the locations and destinations on the Company A properties that will ultimately drive customer engagement and new revenue. Develop a repeatable ecosystem that enhances the value that clients and non-clients receive and drive to empower non-clients via relationship development through targeted content to become Company A clients. Maintain a connection with clients and non-clients that can allow continuous engagement through the content, if they desire. Key Deliverable: Provide pathways to the content that is targeted to the users and allows them to get deeper material more quickly without distractions or content overload

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The Steps to Content Strategy and Ecosystem Development

Step 2: Who are you Marketing to?

You need to figure that out.

Persona Mapping & Development etc.

Use Google – its gonna be big…..

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The Steps to Content Strategy and Ecosystem Development

Step 3: Content Ecosystem and Focal Points

Full ecosystem audit of assets and content to understand the logical pathways through the content value chain

Identify the Center of the Ecosystem (Blendtec)

Identify and Develop the CTA’s on the Conversion pages and TEST

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An Ecosystem

The Steps to Content Strategy and Ecosystem Development

Step 4: Channel Framework and Mapping Development

Amplification Channels, Ad Channels, Earned Media Channels, Syndication Channels

Pathway Mapping for Content Curriculum

Value-Based Automated Nurture Campaigns - http://officeautopilot.com/

Each Successive touch point should lead to deeper engagement and relationship development

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The Steps to Content Strategy and Ecosystem Development

Advisein Solutions:

Blog Video Kindle

The Steps to Content Strategy and Ecosystem Development

Step 5: Content Development and Deployment Plan

Develop an editorial calendar 6 months out

Feed your channels and amplify

Let the system work as designed and TEST, TEST, TESTGartner Group, by 2017, within Fortune 500 companies, marketing will have a bigger IT budget than IT.

Specialized content can be created disseminated based on industry events (twitter streams & event targeted blogs) or promotions (social discovery)

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The Steps to Content Strategy and Ecosystem Development

Content developed to influence Search, Social, Email, Blog, Website, etc. is designed to give information and develop a relationship until customers are ready to take action.

Allow customers to “Discover” you via social, earned media and syndication (coming up).

Synopsis

The Old Days

About 6 - 8 Months ago

Content Marketing &Knowledge Graph SEO

What Does it all Mean?

Content Marketing & Knowledge Graph SEO

What Does it look like?

Content Marketing & Knowledge Graph SEO

Its About Authorship• G+• Facebook• Linkedin• Gravatar

92% of content picked up in the knowledge

graph have a Google + Profile.

Content Marketing & Knowledge Graph SEO

Authority Positioning

An Article (Outsource it – Zerys or Mediapiston or odesk):

Subject Matter - What Are Others Talking About?

1. The Named Entities – People, brands or organizations related to this keyword.

2. Various keywords they are using (in the top 10 results).

3. An event that’s happening.

4. The sentiment or direction of the content.

Content Marketing & Knowledge Graph SEO

Syndication

Social Media TodayExaminer

CNNireportZDNet

Bizsugar-------------------------------

BlogengageBloginteract

AlltopNetworked Blogs

ScribniaWP

Plug

-in

Content Marketing & Knowledge Graph SEO

Results

Hundreds of Shares & First 20 results for the search