Search, Social and Content for Ecommerce
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Search, Social and Content for Ecommerce



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    Search, Social and Content for Ecommerce Search, Social and Content for Ecommerce Presentation Transcript

    • Convergence of Search, Social & Content Marketing
      Arnie Kuenn, president, vertical Measures - @arniek
    • Twitter: @ArnieK #Content
    • “…create great linkable content…”
      “…great content WILL triumph.”
      Matt Cutts, head of the webspam team at Google.
      Twitter: @ArnieK # Content
    • Companies Are Getting It!
      Twitter: @ArnieK # Content
    • Twitter: @ArnieK # Content
    • 8 Steps in the
      Content Marketing
      Twitter: @ArnieK #Content
    • #1 Develop Your Strategy
      Why are you creating the content you are creating?
      Who is your audience and who are you?
      What will you measure? What does success look like? What is different a year from now?
      Where do you plan to publish your content?
      When & how will you develop your content? (Calendar!)
      Twitter: @ArnieK # Content
    • #2 Keyword & Market Research
      Keyword research should be the foundation
      Brainstorm for keyword phrases your customers use when searching
      Use your research to build targeted content
      Think long-tail!
      Try tools like:
      Google keyword suggest & instant search
      Google Adwords keyword tool
      Google Insights & Google Trends Keyword Difficulty tool
      Bing’s Commercial Intent
      Twitter: @ArnieK # Content
    • Online Market Research
      Check trending topics on Twitter, Yahoo and MSN
      Look at answer sites like Yahoo Answers or LinkedIn to figure out what people are asking about in your industry
      Check sites like Digg, StumbleUpon, Reddit and Mixx.
      What are your competitors doing that is working?
      Twitter: @ArnieK # Content
    • Identify Types of Content to be Created
      Your research determines what types of content your audience prefers and consumes.
      Twitter: @ArnieK # Content
    • Identify Where Content will be Placed
      Your Blog?
      RSS feeds?
      Social accounts?
      News Feeds?
      Sites for Videos, Images, Slides, PR, etc?
      Your web pages for Videos, Images, Slides, PR?
      Will you have content to download?
      Twitter: @ArnieK # Content
    • #3 Create Great Content
      Twitter: @ArnieK # Content
    • Brainstorm for Powerful Ideas
      Customers, Staff, Friends, Events
      Highest Viral Potential
      Easiest to Share
      Drive User Generated Content (UGC)?
      Add real value to the reader: Unique, Informative, Entertaining, Relevant
      And remember, customers don’t care about YOU!
      Twitter: @ArnieK # Content
    • Must Have a Corporate Blog
      • Gives you a vehicle to post new content
      • Allows for internal linking
      • Keeps the search engines coming back – have 434% more indexed pages*
      • Have 2X as many backlinks*
      • Your site gets 55% more traffic*
      • You have 79% more Twitter followers*
      Twitter: @ArnieK #Content
    • Twitter: @ArnieK # Content
      How Often?
    • #4 Must Optimize Your Content
      Content is found through social media and search engines – so optimize it!
      Web pages, News, Local, Images & Videos
      Links pointing to your content
      Titles & title tags (viewed in results)
      Description meta tag (viewed in results)
      Image alt text tags
      H1 Tag (headline tag – only one!)
      URL structure (short & include KW’s)
      Page load times
      Twitter: @ArnieK # Content
    • #5 Promote Your Content
      Understand who your customer is and where they are online.
      Conduct PR and blogger pitches
      Develop relationships & build partnerships
      People share your ideas, link to your content.
      Those references and citations will help with rankings
      Twitter: @ArnieK # Content
    • #6 Distribute or Repurpose Content
      RSS feeds
      Email Campaigns
      Article Syndication
      Web 2.0 Sites
      Social Media Sites
      Video, Photo, Presentation & Podcasts sites
      These links will help your rankings!
      Twitter: @ArnieK# Content
    • #7 Build Links to Your Content
      Indentify low hanging fruit
      Internal links
      Blog & forum participation
      Targeted Links via…
      Competitive research for similar content
      Use search operators to find opportunities
      When all else is equal, links win!
      Twitter: @ArnieK # Content
    • #8 Measure!
      Measure for successes… and failures
      Check your rankings, traffic, conversions and other key metrics
      Focus on the strategies that are providing the best ROI and keep rolling out the content
      Twitter: @ArnieK # Content
    • Results Like This…
      Twitter: @ArnieK#Content
      19 out of top 25 landing pages
    • All 8 Steps Matter
      Available April, 2011
      When all the links in the chain work together, just as in a bicycle chain, the net effect is acceleration.
      Twitter: @ArnieK #Content
    • Content Marketing Workshop
      April 7, 2011 in Phoenixinstructed by Arnie Kuenn, author of
      Accelerate! Content Development & Marketing to Grow Your Business Online.
      Kuenn will guide students through the
      8 Critical Steps in the Content Marketing Chain:
      Each student will leave with:
      Free copy of Accelerate!
      Free Copies of 5 How-to-Guides:
      Facebook, Twitter, Keyword Research, Local Search, Blogging
      Workbook filled with exercises, resources and list of free tools!
      Limited Seats AvailableRegister
    • Thank You!Q & A
      LinkedIn Group