[Webinar] An Introduction to Content
Marketing, SEO and Social Media Marketing
February 27, 2014

Laura Lear
Vice Presiden...
Agenda	
  
•  Introduc*on	
  to	
  Content	
  Marke*ng	
  
•  Campaign	
  Based	
  Content	
  Marke*ng	
  
–  Crea*ng	
  s...
About	
  Us	
  
Laura Lear
Vice President of Marketing
Medical Group Management Association
•  LinkedIn:	
  hDp://www.link...
If	
  you	
  do	
  …,	
  then	
  this	
  could	
  happen:	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
 ...
Buzzword	
  “Content	
  Marke.ng”	
  
	
  

•  Nothing	
  new	
  
•  We	
  all	
  do	
  it	
  
•  We	
  all	
  can	
  do	
...
Quick	
  Poll	
  

Content	
  Marke*ng	
  is	
  being	
  
done	
  systema*cally	
  at	
  my	
  
company!	
  	
  
	
  

www...
content	
  marke*ng	
  intro	
  	
  
•  Laura	
  Lear	
  

•  VP	
  of	
  Marke*ng	
  -­‐	
  MGMA	
  
• 
• 

TwiDer:	
  	
...
what	
  is	
  content	
  marke*ng?	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke.n...
content marketing usage
[

by tactic

]

Social Media (excluding blogs) 79%
Article Posting 78%
In-Person Events
62%
eNews...
it	
  starts	
  

with a story
story	
  structure	
  2.0	
  
what
could be

what is

what
could be

what is

new bliss

what
could be

what is

(new norm...
create	
  compelling	
  content	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke.ng.c...
figure	
  out	
  

your audience

hi.

well hello!

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulde...
take	
  inventory	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke.ng.com	
  	
  	
  
build	
  a	
  roadmap	
  

Source: TechTarget2009 Media Consumption Report

www.boulderseomarke.ng.com	
  	
  |	
  720.263...
Source:Eloqua & Jess3
]

for

[

plan	
  

obsolescence

Source:Eloqua & Jess3
Junta42’s	
  

3	
  &	
  3	
  method	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke...
top

3

challenges	
  

1. Producing	
  engaging	
  content	
  
2. Producing	
  enough	
  content	
  
3. Having	
  sufficien...
your	
  story	
  is	
  at	
  	
  	
  
	
   the starting line . . .
Campaign	
  Based	
  Content	
  Marke.ng,	
  Search	
  
Engine	
  Op.miza.on	
  and	
  Social	
  Media	
  

www.boulderseo...
Webinar	
  Planning	
  Phase	
  
Webinar	
  schedule:	
  
– 4	
  –	
  12	
  months	
  plan	
  
– How	
  ocen:	
  1	
  per	...
Webinar	
  Planning	
  Phase	
  
Guest-­‐Speakers	
  are	
  lead	
  magnets	
  
Customers	
  
-­‐	
  Success	
  stories,	
...
Webinar	
  Planning	
  Phase:	
  Checklist	
  
– Webinar	
  topic	
  
– Target	
  date/*me	
  
– Proposed	
  Webinar	
  *t...
Have	
  a	
  Plan…	
  and	
  Share	
  it	
  with	
  the	
  Team	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
...
Webinar	
  Planning	
  Phase:	
  Checklist	
  
–  Target	
  aDendees	
  
•  Exis*ng	
  /	
  New	
  Customers	
  
•  Target...
www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke.ng.com	
  	
  	
  
Keyword	
  Research	
  for	
  SEO	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke.ng...
Webinar	
  Planning	
  Phase:	
  Start	
  to	
  Integrate	
  
Search	
  Engine	
  Op.miza.on	
  
– Know	
  your	
  target	...
www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke.ng.com	
  	
  	
  
www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke.ng.com	
  	
  	
  
On-­‐Page	
  SEO	
  Tips	
  
	
  +/-­‐	
  500	
  words	
  
Include	
  a	
  link	
  to	
  another	
  related	
  page	
  on	...
Off-­‐Page	
  SEO	
  Tips	
  
– LinkedIn,	
  Facebook,	
  etc.	
  company	
  pages	
  
– SliderShare,	
  DocStoc,	
  etc.	
...
www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke.ng.com	
  	
  	
  
Op.mized	
  Press	
  Releases:	
  PRWeb	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseoma...
About	
  Me:	
  
LinkedIn:	
  hDp://www.linkedin.com/in/chrisraulf	
  
Twi[er:	
  hDps://twiDer.com/swisschris	
  
Faceboo...
Source:	
  www.socialmediaexaminer.com/social-­‐media-­‐marke*ngindustry-­‐report-­‐2012/	
  
Source:	
  www.socialmediaexaminer.com/social-­‐media-­‐marke*ngindustry-­‐report-­‐2012/	
  
Integra.ng	
  Social	
  Media	
  
Social	
  Media	
  Marke.ng	
  Works	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke...
Use	
  Google	
  Docs	
  to	
  Manage	
  your	
  Social	
  Media	
  Messages	
  

www.boulderseomarke.ng.com	
  	
  |	
  7...
Keyword	
  Rank	
  Tracking	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke.ng.com	
...
Keyword	
  Rank	
  Tracking	
  Tools	
  
•  Swiss	
  Made	
  Marke*ng:	
  
hDp://swissmademarke*ng.com/ranktracker/	
  	
 ...
Keep	
  Track	
  of	
  Your	
  Rankings	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseoma...
…and	
  Measure	
  the	
  Results	
  

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke.ng...
Bonus	
  SEO	
  Tip	
  
Get	
  your	
  new	
  web	
  pages	
  indexed	
  and	
  searchable	
  on	
  Google	
  in	
  no	
  ...
April	
  8	
  &	
  29	
  in	
  Boulder	
  and	
  Denver	
  

	
  
Register	
  by	
  Thursday,	
  March	
  6,	
  2014	
  an...
Intro to Content Marketing, SEO & Social Media Marketing

Questions?
Connect with Laura:
LinkedIn:	
  hDp://www.linkedin.c...
Thank You and See
You Next Time J

www.boulderseomarke.ng.com	
  	
  |	
  720.263.1736	
  |	
  info@boulderseomarke.ng.co...
Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing
Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing
Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing
Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing
Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing
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Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

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The purpose of content marketing is to attract and retain customers by consistently creating relevant and valuable content with the intention of enhancing the consumer’s behavior. Content marketing is an ongoing process that needs to be integrated into a company’s overall marketing strategy. When communicating with your customers and prospects you want to deliver information that helps the reader solve an issue or learn more about your company, products or services in a non-salesy way. If you are able to provide valuable content to your target audience, they will ultimately consider your business when it’s time to make the purchase.

So where does search engine optimization (SEO) and social media marketing fit into all SEO, Social Media and Content Marketing Trainingof this? Creating high quality content for your website is only part of the game, but getting your potential customers to find and read your content is ultimately what you’re trying to achieve. Your content needs to be optimized so that Google and other search engines will list it in their search results. The higher you rank in organic searches, the more traffic you’ll get to your website. And by incorporating social media marketing into your online marketing mix, you’ll increase your chances of getting your content found by a multitude.

In this interactive online session, Laura and Chris will discuss the principles and many best practices of content marketing; they’ll share proven and tested search engine optimization and social media marketing tactics and strategies, and you’ll also learn how to develop and execute an online marketing strategy and how to measure the results of your online marketing efforts.

The webinar targets business owners, marketing professionals, online marketing professionals, SEO consultants and anyone interested in learning more about content marketing, SEO and social media marketing.

Presenters
------------
Laura Lear, Vice President of Marketing at Medical Group Management Association (MGMA) and Chris Raulf, online marketing expert and founder of Boulder SEO Marketing

Published in: Marketing
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Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

  1. 1. [Webinar] An Introduction to Content Marketing, SEO and Social Media Marketing February 27, 2014 Laura Lear Vice President of Marketing Medical Group Management Association Chris Raulf Online Marketing Expert & Founder Boulder SEO Marketing www.boulderseomarke.ng.com    |  720.263.1736  |  chris@boulderseomarke.ng.com      
  2. 2. Agenda   •  Introduc*on  to  Content  Marke*ng   •  Campaign  Based  Content  Marke*ng   –  Crea*ng  search  engine  op*mized  content  around   an  online  event   •  •  •  •  •  Search  Engine  Op*miza*on   Social  Media  Marke*ng   Track  and  Measure  Results   Bonus  SEO  Tip   Ques*ons  and  Answers   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  3. 3. About  Us   Laura Lear Vice President of Marketing Medical Group Management Association •  LinkedIn:  hDp://www.linkedin.com/in/lauralear     •  TwiDer:  hDps://twiDer.com/lauralear Chris Raulf Online Marketing Expert & Founder Boulder SEO Marketing •  LinkedIn:  hDp://www.linkedin.com/in/chrisraulf   •  TwiDer:  hDps://twiDer.com/swisschris   •  Google+:  hDps://plus.google.com/+ChrisRaulf     www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  4. 4. If  you  do  …,  then  this  could  happen:   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  5. 5. Buzzword  “Content  Marke.ng”     •  Nothing  new   •  We  all  do  it   •  We  all  can  do  it  beDer   •  Get  the  most  out  of  content  marke*ng:  Campaign  based,  Search   Engine  Op*miza*on  &  Social  Media  Marke*ng   •  Content  Makes  Marke*ng  by  Laura  Lear:  hDp://goo.gl/Wb4pY   •  The  Advanced  Content  Marke*ng  Guide:   hDp://www.quicksprout.com/the-­‐advanced-­‐guide-­‐to-­‐content-­‐ marke*ng/   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  6. 6. Quick  Poll   Content  Marke*ng  is  being   done  systema*cally  at  my   company!       www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  7. 7. content  marke*ng  intro     •  Laura  Lear   •  VP  of  Marke*ng  -­‐  MGMA   •  •  TwiDer:    @lauralear   Email:    llear@mgma.org   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  8. 8. what  is  content  marke*ng?   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  9. 9. content marketing usage [ by tactic ] Social Media (excluding blogs) 79% Article Posting 78% In-Person Events 62% eNewsletters 61% Case Studies 55% Blogs 51% White Papers 43% Webinars / Webcasts 42% Print Magazines 42% Videos 41% Using Traditional Media 31% Microsites 30% Print Newsletters 25% Research Reports 23% Data-Driven Content Marketing 21% Podcasts 16% Digital Magazines 15% Mobile 11% Virtual Conferences 11% eBooks 9% 0 10 20 30 40 50 60 70 80 90 100 Source: B2B Content Marketing: Joe Pulizzi, American Business Media, BMA, CMI, MarketingProfs, & Junta42
  10. 10. it  starts   with a story
  11. 11. story  structure  2.0   what could be what is what could be what is new bliss what could be what is (new norm) what is Source: Nancy Duarte, Duarte Design
  12. 12. create  compelling  content   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  13. 13. figure  out   your audience hi. well hello! www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  14. 14. take  inventory   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  15. 15. build  a  roadmap   Source: TechTarget2009 Media Consumption Report www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  16. 16. Source:Eloqua & Jess3
  17. 17. ] for [ plan   obsolescence Source:Eloqua & Jess3
  18. 18. Junta42’s   3  &  3  method   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  19. 19. top 3 challenges   1. Producing  engaging  content   2. Producing  enough  content   3. Having  sufficient  budget  to  create   content   Source: MarketingProfs & Junta42 www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  20. 20. your  story  is  at         the starting line . . .
  21. 21. Campaign  Based  Content  Marke.ng,  Search   Engine  Op.miza.on  and  Social  Media   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  22. 22. Webinar  Planning  Phase   Webinar  schedule:   – 4  –  12  months  plan   – How  ocen:  1  per  month,  every  other  month,   1  per  quarter?   – Commitment   – Resources   – Goals   – Etc.   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  23. 23. Webinar  Planning  Phase   Guest-­‐Speakers  are  lead  magnets   Customers   -­‐  Success  stories,  best  prac*ces,  etc.   Industry  experts   -­‐  Unbiased   -­‐  Credibility   Partners   -­‐  Tab  into  their  network  =  More  leads   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  24. 24. Webinar  Planning  Phase:  Checklist   – Webinar  topic   – Target  date/*me   – Proposed  Webinar  *tle   – Dura*on  /  Agenda   – Hos*ng:  GoToWebinar,  WebEx,  etc.     – Presenter(s)   – Guest-­‐presenter(s)   – Presenter(s)  bios   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  25. 25. Have  a  Plan…  and  Share  it  with  the  Team   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  26. 26. Webinar  Planning  Phase:  Checklist   –  Target  aDendees   •  Exis*ng  /  New  Customers   •  Target  *tles   •  Specific  geographic  target  regions   –  Goals  /  Ac*on  Items:   •  Define  primary  and  secondary  goal  of  hos*ng  the   webinar   •  What  are  the  3-­‐5  key  “take-­‐aways”  we’d  like  our   audience  to  walk  away  with   •  What  ac*ons  do  we  want  our  audience  to  take   acer  the  webinar   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  27. 27. www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  28. 28. Keyword  Research  for  SEO   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  29. 29. Webinar  Planning  Phase:  Start  to  Integrate   Search  Engine  Op.miza.on   – Know  your  target  keywords   – Then…  start  to  drac  op*mized  content:   •  Webinar  descrip*on   •  Blog  post(s)   •  Social  media  messages   •  Press  release   •  Content  for  doc  sharing  sites  such  as   SlideShare,  DocStoc,  etc.   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  30. 30. www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  31. 31. www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  32. 32. On-­‐Page  SEO  Tips    +/-­‐  500  words   Include  a  link  to  another  related  page  on  your  site   If  possible,  add  an  image  and  include  an  alt  tag  with  a  target  keyword     Place  keyword(s)  in  applicable  H1,  H2  &  H3  heading   Try  to  include  an  important  target  keyword  in  the  first  paragraph  as   well  as  the  last   –  Op*mized  meta  tags:   –  –  –  –  –  •  Title   •  Descrip*on   •  Keywords   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  33. 33. Off-­‐Page  SEO  Tips   – LinkedIn,  Facebook,  etc.  company  pages   – SliderShare,  DocStoc,  etc.   – Directories   – Press  releases  (PRWeb,  PRLog,  etc.)   – Guest  blog  post   – Etc.   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  34. 34. www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  35. 35. Op.mized  Press  Releases:  PRWeb   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  36. 36. About  Me:   LinkedIn:  hDp://www.linkedin.com/in/chrisraulf   Twi[er:  hDps://twiDer.com/swisschris   Facebook:  hDps://www.facebook.com/chris.raulf    
  37. 37. Source:  www.socialmediaexaminer.com/social-­‐media-­‐marke*ngindustry-­‐report-­‐2012/  
  38. 38. Source:  www.socialmediaexaminer.com/social-­‐media-­‐marke*ngindustry-­‐report-­‐2012/  
  39. 39. Integra.ng  Social  Media  
  40. 40. Social  Media  Marke.ng  Works   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  41. 41. Use  Google  Docs  to  Manage  your  Social  Media  Messages   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  42. 42. Keyword  Rank  Tracking   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  43. 43. Keyword  Rank  Tracking  Tools   •  Swiss  Made  Marke*ng:   hDp://swissmademarke*ng.com/ranktracker/           •  Moz  Rank  Tracker:     hDp://moz.com/tools/rank-­‐tracker       •  SEO  Book:  hDp://tools.seobook.com/rank-­‐checkers/     •  SEO  Centro:   hDp://www.seocentro.com/tools/search-­‐engines/keyword-­‐ posi*on.html       •  Plugins,  etc.     www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  44. 44. Keep  Track  of  Your  Rankings   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  45. 45. …and  Measure  the  Results   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  46. 46. Bonus  SEO  Tip   Get  your  new  web  pages  indexed  and  searchable  on  Google  in  no  *me:   www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  47. 47. April  8  &  29  in  Boulder  and  Denver     Register  by  Thursday,  March  6,  2014  and  get  $100  off  the  registra*on  fee   with  code  Feb27.  Learn  more  at:  www.boulderseomarke*ng.com/training       www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
  48. 48. Intro to Content Marketing, SEO & Social Media Marketing Questions? Connect with Laura: LinkedIn:  hDp://www.linkedin.com/in/lauralear     Twi[er:  hDps://twiDer.com/lauralear   Connect with Chris: LinkedIn:  hDp://www.linkedin.com/in/chrisraulf   Twi[er:  hDps://twiDer.com/swisschris   Google+:  hDps://plus.google.com/+ChrisRaulf       Connect with Boulder SEO Marketing: LinkedIn:  hDp://www.linkedin.com/company/boulder-­‐seo-­‐marke*ng     Twi[er:  hDps://twiDer.com/Marke*ngSEOWiz     Facebook:  hDps://www.facebook.com/BoulderSEOMarke*ng     Google+:  hDps://plus.google.com/+Boulderseomarke*ng     www.boulderseomarke.ng.com    |  720.263.1736  |  chris@boulderseomarke.ng.com      
  49. 49. Thank You and See You Next Time J www.boulderseomarke.ng.com    |  720.263.1736  |  info@boulderseomarke.ng.com      
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