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#CMWorld Search & Social Twitter Chat


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Featuring Lee Odden @LeeOdden and Content Marketing Institute’s Joe Pulizzi @JoePulizzi. Weekly chat series leading up to Content Marketing World 2013 in Cleveland, Ohio.

Featuring Lee Odden @LeeOdden and Content Marketing Institute’s Joe Pulizzi @JoePulizzi. Weekly chat series leading up to Content Marketing World 2013 in Cleveland, Ohio.

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  • 1. #CMWorld SEARCH & SOCIAL TWITTER CHAT Featuring TopRank Marketing’s Lee Odden @LeeOdden and Content Marketing Institute’s Joe Pulizzi @JoePulizzi #CMWorld •
  • 2. #CMWorld • Search & Social #CMWorld • Twitter Chat Q1: Let’s get started! In the ever-changing world of search, what are basics content marketers should keep in mind? #CMWorld
  • 3. #CMWorld • Search & Social #CMWorld • Twitter Chat @cmicontent Content should have a purpose, a target audience an a measurable objective. #CMWorld MCC @MelClarkMkt @CMIContent A1 Content should be share-able, easily digestible, readily discovered (search) and relevant. #cmworld Neil Horowitz @njh287 A1 People search like they ask questions. Make sure you create meaningful content around important questions. #cmworld Angela Dunn @blogbrevity A1. Figure out what words / phrases buyers use - instead of focusing on product terms #cmworld Ardath Albee @ardath421
  • 4. #CMWorld • Search & Social #CMWorld • Twitter Chat Q2: How does #contentmarketing create synergy between search and social? #CMWorld
  • 5. #CMWorld • Search & Social #CMWorld • Twitter Chat A2 Search and social are both distribution channels. In ur content calendar, ensure the two are aligned (keywords, hashtags, etc.) #CMWorld Stephanie Walton @StephLynette A2: Search, Social, Lead Gen - it all starts with a defined content strategy today. Most marketers skip this stage ;) #cmworld Joe Pulizzi @JoePulizzi I actually think other way around - social is little without content. Without content, social is just chatter. You can quote me. #cmworld Susyn Elise Duris @SusynEliseDuris A2: Social is jelly, SEO is peanut butter, & content marketing is the bread that holds it all together :) #CMWorld Lee Odden @leeodden
  • 6. #CMWorld • Search & Social #CMWorld • Twitter Chat Q3: How do you balance #SEO keywords (search) & keywords consumers use (social)? #CMWorld
  • 7. #CMWorld • Search & Social #CMWorld • Twitter Chat A3: Search phrases express specific intent to find. Social topics expect interaction or reaction #CMWorld Lee Odden @leeodden A3 We know social affects search rank. Question is whether to target high-volume searches or influential socialites/sharers. #cmworld Neil Horowitz @njh287 #cmworld A3- Search terms are aimed at solving a time sensitive problem. Social terms are for engagement and entertainment Ebyline @Ebyline #cmworld Social has to be cultivated constantly. Content can be optimized for search one time. You can’t only do social w/ ur blog content. Stephanie Walton @StephLynette
  • 8. #CMWorld • Search & Social #CMWorld • Twitter Chat Q4: What tools should content marketers use when it comes to #SEO? #CMWorld
  • 9. #CMWorld • Search & Social #CMWorld • Twitter Chat A4: Outside of Google’s keyword tool, SEMrush is a great tool. #cmworld Joe Pulizzi @JoePulizzi A4: Keyword research tools: Google Keyword Planner, Wordstream, Wordtracker, Keyword Discovery #CMWorld Lee Odden @leeodden @consected I am loving SEOMOZ’s newest suite of tools, Moz Analytics!! #cmworld #SEO #ContentMarketing sarah ware @WareSarah A4: Buzzstream, Outbrain, Buffer, Feedly, Linkdex,, Followerwonk, HARO, FindPeopleonPlus, AuthorCrawler, G+ Ripples #CMWorld Kevin Gibbons @kevgibbo
  • 10. #CMWorld • Search & Social #CMWorld • Twitter Chat Q5: Is there one kind of content – video, text, images, mobile – that is prime for search? What’s the hot trend? #CMWorld
  • 11. #CMWorld • Search & Social #CMWorld • Twitter Chat A5: Create the content mix most meaningful for your customers, then optimize for findability #CMWorld Lee Odden @leeodden A5: People underestimate the power of optimizing images/videos. Big opportunity. #cmworld Angela Dunn @blogbrevity A5: Key: Tagging and adding relevant copy so important for video and infographics. Help Google discover your content. #cmworld Joe Pulizzi @JoePulizzi A5 whenever possible, include transcripts for video or audio, and always alt tag those images #cmworld Erika @SFerika
  • 12. #CMWorld • Search & Social #CMWorld • Twitter Chat Q6: What process does your organization use to optimize its content? #CMWorld
  • 13. #CMWorld • Search & Social #CMWorld • Twitter Chat A6: Every keyword phrase should have a target page/post. It’s important not to compete with yourself. #cmworld Joe Pulizzi @JoePulizzi A6: That’s the question everyone wants to know :) Our optimization process is outlined in detail within #CMWorld Lee Odden @leeodden @CMIContent A6: Proactively. Use keyword tools to learn what your audience is searching for, and develop content around those areas #CMWorld Brendan Cournoyer @brencournoyer A6/7 An undervalued exercise is coming up w/content categories – create the buckets around which all content will flow/be relevant. #cmworld Angela Dunn @blogbrevity
  • 14. #CMWorld • Search & Social #CMWorld • Twitter Chat Q7: How do you change your search strategy based on how Google changes its algorithm? #CMWorld
  • 15. #CMWorld • Search & Social #CMWorld • Twitter Chat A7: If you focus on epic content that your customers/prospects share, to heck with Google’s algorithm. Great stories win! #cmworld Joe Pulizzi @JoePulizzi @CMIContent A7: You generally shouldn’t have to if your strategy’s based around providing valuable content #CMWorld Kristen Hicks @atxcopywriter A7: Closely monitoring & optimizing the performance of content in search = a competitive advantage. Don’t ASSume :) #cmworld Lee Odden @leeodden #cmworld SEO people get antsy every time Google updates, but the good methods will always have a place in marketing Ebyline @Ebyline
  • 16. #CMWorld • Search & Social #CMWorld • Twitter Chat Q8: Do you optimize every blog post for search? What parts of your blog post do you optimize? #CMWorld
  • 17. #CMWorld • Search & Social #CMWorld • Twitter Chat @cmicontent A8: We factor in search in every blog post, but not to the detriment of quality. #CMWorld MCC @MelClarkMkt A8: We optimize every post for search, but we don’t let rankings cloud our execution. Add value to the web, not take from it #CMWorld Brafton @Brafton A8: Optimize headlines for reader clicks. If a keyword naturally fits headline, good indication post is on topic for your brand #cmworld Katherine Griwert @kgriwert A8: Regarding an optimized content plan, here’s a handy template: D9pgJEAYuO (free, ungated) #cmworld Lee Odden @leeodden
  • 18. #CMWorld • Search & Social #CMWorld • Twitter Chat Q9: Do you optimize your content for both your audience and search? Which is more important? #CMWorld
  • 19. #CMWorld • Search & Social #CMWorld • Twitter Chat A9: Content easily found but confusing is of no value. Neither is excellent content no one can find. #cmworld Lee Odden @leeodden A9: Meaningful content for customers that is also optimized for discovery - search or social is the WIN :) #cmworld Lee Odden @leeodden @CMIContent Audience. If the reader doesn’t care, you’ve accomplished nothing (and won’t get anywhere in search besides) #CMWorld Kristen Hicks @atxcopywriter A9: content that’s found is meaningless if just keyword stuffing. Be creative & provide value to the consumer #CMWorld Phil Ayres @consected
  • 20. #CMWorld • Search & Social #CMWorld • Twitter Chat Q10: Last question: What do you think is the future of SEO/search? Will it become more or less important? #CMWorld
  • 21. #CMWorld • Search & Social #CMWorld • Twitter Chat A10: As long as content can be found through the act of searching, there will be an opportunity for optimization. #CMWorld Lee Odden @leeodden A10: Prediction alert: SEO and Social roles start reporting into Content role in enterprises. This is happening now. #cmworld Joe Pulizzi @JoePulizzi @CMIContent A10 I think/hope more real-time search. I use Google’s time tools a lot. Search for real-time social content, too! #cmworld Neil Horowitz @njh287 #content #marketing will be driver that will ultimately be the brand builder, nurturer, extender and everything will fall under it. #cmworld Susyn Elise Duris @SusynEliseDuris
  • 22. #CMWorld • Search & Social #CMWorld • Twitter Chat Want to learn more? Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits. Simply follow #cmworld on twitter to join the conversation. • July 2: Content Strategy with Michael Brenner @brennermichael (Click here for the full transcript) • July 9: Search and Social with Lee Odden @leeodden • July 16: Financial Content Marketing with Mitch Joel @mitchjoel • July 23: Social Media Marketing with Joe Chernov @jchernov • July 30: B2B Content Marketing with Ardath Albee @ardath421 • August 6: Small Business Content Marketing with Brian Clark @copyblogger • August 13: Multi-Channel Marketing with Andrew Davis @tpldrew • August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava To read the full transcript of this chat, visit