50 Essential Content Marketing Hacks (Content Marketing World)
Content marketing
-
Upload
marketing-avatar -
Category
Documents
-
view
2.448 -
download
1
description
Transcript of Content marketing
Social Content Marketing
Using the Internet to help prospects find us and convert more visitors into paying customers
Tuesday, May 17, 2011
Reinventing marketing services.
The innovative, “big idea” thinking and creative solutions found in any top agency...
+
...the diverse, flexible and efficient talent resources of a staffing & recruitment firm
Expertise and execution help WHEN you need it...without paying for it when you don’t.
Tuesday, May 17, 2011
Scott [email protected]
281-360-6811www.scottcone.com
Twitter: @Scone
25+ years Advertising & MarketingMedia & Agency
B2B & B2C
Tuesday, May 17, 2011
BRAND
ADS & PR
MEDIA CONTENT
Tuesday, May 17, 2011
BRAND
ADS & PR
MEDIA CONTENT
Tuesday, May 17, 2011
BRAND
ADS & PR
MEDIA CONTENT
CONTENT
Tuesday, May 17, 2011
BRAND
ADS & PR
MEDIA CONTENT
CONTENT
INTERRUPTION
Tuesday, May 17, 2011
Percentage of buyers that conduct online research before buying a product or service
88%
Source: Pew Research, 9/29/10
Tuesday, May 17, 2011
Percentage of media influencing purchase decisions that comes from consumer-generated
sources.
66%
Source: McKinsey “Consumer Journey” Report 2009
Tuesday, May 17, 2011
Social Technographics
Forrester 2010 Social Technographics Profile
Tuesday, May 17, 2011
BRAND
CONTENTCONNECTIONSCOMMUNITY
Tuesday, May 17, 2011
BRAND
CONTENTCONNECTIONSCOMMUNITY
CONVERSATION
Tuesday, May 17, 2011
This isn’t really about Social Media.
Tuesday, May 17, 2011
Social Media is DANGEROUS
Two Fatal Mistakes
1. Use new social channels with old “push” advertising approaches
2. Establishing a presence then failing to participate
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Marketing Needs to Adapt
Outbound Marketing• Inside Sales• Telemarketing• Traditional advertising• Seminars• Print Advertising• Direct mail/email
Inbound Marketing• SEO• Pay per click• Blogging / Blogosphere• Social Media / Buzz• Targeted Landing Pages• Marketing Analytics
Tuesday, May 17, 2011
Today, the goal of marketing is to “GET FOUND” by customers when they are looking, not “GET IN THEIR FACE” when they’re NOT.
Tuesday, May 17, 2011
Traffic Leads Conversion
Content Creates Links!
Tuesday, May 17, 2011
Content B2B Marketers Use
Tuesday, May 17, 2011
Major Content Distribution Channels
% of B2B Marketer Using the Channel
Tuesday, May 17, 2011
05/16/11
Percentage of Marketing Budgetdevoted to content marketing
(by number of employees)
Tuesday, May 17, 2011
05/16/11
Content Marketing Spend in $’s(by size of company)
Tuesday, May 17, 2011
listen
engage
share
create
Tuesday, May 17, 2011
Where Are You?
Tuesday, May 17, 2011
Q’s• What roles is digital/social media/content markeOng currently playing in your markeOng
mix?– Leading man?
– Best supporOng actor?
– Extra?
– What’s digital/social media/content markeOng?
Hint: The role it plays is somewhat related to the budget it receives
• Are you in the beginning, middle or final stages of determining your markeOng and digital markeOng strategy for the next 12 months?
• Do you have a corporate social media policy in place?
• How are you currently engaged in acOve listening?
• How are you engaging with potenOal customers across your enOre digital presence?
• What is your web site plaYorm (i.e. what so\ware was it built in and how is it hosted)?
• Are you using Google AnalyOcs or some other analyOc tool to track your web site performance?
• Have you done an inventory of your keywords and keyword-‐based content?
Tuesday, May 17, 2011
Components of EffecOve Web PresenceContent SyndicaOon & Social Engagement
SyndicaOng content to social sites and other web presence is having an increasingly important role in increasing links and search rankings.
Links are essenOal to SEO success and a highly valued factor in search engine rankings. When a site’s content, structure and design are in peak condiOon, the number and quality of inbound links grows and efforts can be devoted to social community engagement.
Behind the scenes, on-‐page elements, site architecture and server performance must be opOmized for search engine consideraOon. •Meta data indicates page subject•Siloed site structure creates theme-‐aligned content secOons of the site. •.htaccess and robot.txt files help spiders to crawl and index pages
Web AnalyOcs is the backdrop for all internet markeOng efforts. Site data tracks visitor interacOon and engagement. ImplemenOng analyOcs from the start of a project provides a baseline from which to measure the effect of SEO efforts.
Site usability seeks to opOmize a user’s holisOc experience on site. Usability tesOng can opOmize a person’s journey through the site. Proper design eliminates barriers to conversion and conflicOng calls to acOon, offering visitors a preferred user experience.
Keywords and site content developed around keyword insights communicate to both visitors and search engines what your site is about, the relevance to their need for informaOon and the value you offer. Both high-‐volume and long-‐tail keywords related to your experOse and products/services benefits should be used to develop engaging and helpful content
Tuesday, May 17, 2011
Areas of EvaluaOon Web site analyOc package
Traffic by touch point Visitor to lead conversion Lead to customer conversion
External monitoring dashboard SEO-‐friendly CMS Keyword analysis:
Process for ongoing assessment and implementaOon of keywords that drive traffic, leads and conversion
High volume + long-‐tail Your company & products/services,
compeOtors, industry
Content strategy: Keyword insight-‐driven development Persona development Workflow and process for ongoing
creaOon On site and off-‐site syndicaOon
Proper site construcOon Architecture siloed/keyword
structured landing pages Server performance Design and usability On-‐page elements
Link building strategy Paid search strategy External web presence/social
strategy Workflow for conversaOon
engagement and customer service response
CRM/Lead management and nurturing system
Tuesday, May 17, 2011
AddiOonal Areas of EvaluaOon
• People• Processes• Tools/Technology
Tuesday, May 17, 2011
FireFox NetNewsWireMac
FeedDemonWindows
Set Up a Monitoring System
Tuesday, May 17, 2011
Take InventoryHow Do You Stack Up Against the Competition?
in:
Search
Social Blogs
Tuesday, May 17, 2011
• Our best prospects are looking for us.
• They’re not finding us when they search.
Search Term Monthly US
Searches
SC on p 1 La Crema on p1
FC on p1? SM p1?
wine pairings 40,000+ No No No No
wine gi\s 8,100 No No No No
wine club 8,100 No No No No
wine club of the month
1,900 No No No No
gi\s for wine lovers 1,300 No No No No
*Source: Google Organic Search 2/9/11
Keyword Research and Analysis
Tuesday, May 17, 2011
Sonoma-Cutrer in Social Media
• 108 questions on “wine clubs” and 12 containing “wine pairings” on LinkedIn Answers. None on first page results from any profiled companies.
– LinkedIn gets 1.5 millions visitors/month, the average user is 39 and makes $139K/year, over 500,000 C-level members
• Five status updates and six check ins containing Sonoma-Cutrer on Facebook. Many status updates containing “wine pairings” and “wine club” in last several days. None from any profiled companies.
– Facebook has 500 million users
• 2,870 videos tagged with “wine pairings” in YouTube search results. None of first page organic results from any profiled companies.
– YouTube is the #2 search engine on the internet with 106 million unique visitors in the month of September
• 35 meet ups tagged with “wine” in Houston search results. None sponsored by profiled companies.
– Meet up allows 7 million members to connect online and find real world events around shared interests.
• Hundreds of tweets with links containing “wine pairings” on Twitter. None from any company.
– Twitter is a microblogging service used to broadcast 140-character messages to followers. There are 175 million users, with 500,000 added each day.
05/16/11
Tuesday, May 17, 2011
Sonoma-Cuter Blogosphere Results
• 59 Blogs about and 13 blog posts containing “wine club” listed in a Technorati search. None from profiled companies.
– Technorati (a blog search engine) gets 4.5 million visitors per month and there are an estimated 150 million blogs worldwide. WordPress, a leading blogging/content management software, adds 10.5 million new user-generated pages every month
• 1,050,000 blog posts containing “wine” in Google Blog search. None from profiled companies.
Blogging is a huge source of internet content. Consider just WordPress, one of the more popular blogging and content management platforms (software and related-tools ecosystems). Popular with both business and consumer bloggers for its easy of use and search-friendliness, it is responsible for 10% of all the web sites in the world, generating 23 billion page views among 30 million publishers as of the end of 2010.
Sources: TechnoraA Search 2/10/11 Google Blog Search 2/10/1105/16/11
Tuesday, May 17, 2011
Inbound Marketing Grade• We’re a bit behind.
• Good news: We can improve and WIN!
Metric SC La Crema FC SM
Website Grade 74 84 71 96
Alexa Traffic Rank (lower is bener)
3,546,154 1,560,044 2,067,616 1,187,653
Google Page Rank (SEO: 1-‐10, higher is bener)
5 4 5 n/a
Links (more is bener) 268 314 540 n/a
Source: www.WebsiteGrader.comhnp://www.websitegrader.com/wsgid/432155/default.aspx05/16/11
Tuesday, May 17, 2011
Where Do You Want to Be?
A
B
Tuesday, May 17, 2011
The Only 3 Marketing Objectives That Matter
• Create profitable growth
• Reduce expenses
• Increase customer satisfaction
Tuesday, May 17, 2011
Content Marketing Success Criteria
Tuesday, May 17, 2011
Success Beacons
05/16/11
Sample Digital Marketing Conversion Performance Plan
Tuesday, May 17, 2011
Where Do We Go From Here?
Tuesday, May 17, 2011
Discover
Social Media Policy
Develop Deploy
Research
Analysis
Insights
Strategy
Concepts
Plan
OpMmize
Syndicate
Monitor
Social Content Marketing Process
Tuesday, May 17, 2011
Content Syndication Hub
Offline
Online
Your Site
75% of content distributed away from home site
Tuesday, May 17, 2011
B
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Mocial is Here to Stay
Tuesday, May 17, 2011
Social is the New Search
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Community is the New Campaign
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Video is the New Collateral
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Location is the New Promotion
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Tuesday, May 17, 2011
Games are the New Entertainment
Tuesday, May 17, 2011
Tuesday, May 17, 2011
http://www.hubspot.com/marketing-resources/http://mashable.com/
http://www.socialmediaexaminer.com/ http://adage.com/power150/index
Tuesday, May 17, 2011
Key Takeaways• Keep being a student
• Be realisOc about the Ome commitment and degree of experOse required.
• Use customer/consumer behavior (search & social keywords) to develop insights and create content.
• Use a SEO-‐friendly CMS plaYorm to build your site/content hub or anach one to your exisOng site.
• Establish your social presence then feed your content from your hub.
• Be consistent in your look and messaging across your enOre digital presence.
• Create value on an ongoing basis.
• Regularly evaluate what’s performing. Feed what’s growing, prune back what’s now.
Tuesday, May 17, 2011