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Advanced Content Strategies 1: Introduction

by Domesticating IT on Sep 13, 2011

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The first session will provide an introduction/review of the five fundamental components of inbound marketing; content, search engine optimization, social media promotion, conversion and analytics.

The first session will provide an introduction/review of the five fundamental components of inbound marketing; content, search engine optimization, social media promotion, conversion and analytics.

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Don’t hold questions until end – interactiveHow many sales/marketing?How many business owners?
Matrix – people exist inside artificial world controlled by machines.Traditional advertising = same thingTelevision, radio, newspapers, magazines
Every traditional marketing and advertising channel is being marginalized.Either being replaced or compromised by disruptive technologies
What’s the alternative?Instead of trying to interrupt people and shove messages in their face,give them a reason to come to you.
How can we do this and why is it possible?The matrix has been unplugged.In addition to old outbound methods not working, major tech shifts opening new possibilities.With new ecosystems come new rules of engagement.Moving outbound strategies to inbound media doesn’t work.
Power is shifting from owners to users.Ultimate form of pure democratization – everyone has unlimited choices and a voice.
In 1965, Intel co-founder Gordon Moore predicted that the number of transistors on a chip would double every two years.He predicted this would continue for at least 10 years and looks to continue for at least another 5.Result – cost of storage and bandwidth approaching zero.Enables YouTube, Flickr, Twitter, FacebookYouTube – 2 billion videos per day, 24 hours every minuteFlickr – 4 billion imagesTwitter – over 100M registered users and more than 55M tweets per day (3% for Justin Bieber)Facebook – 500M users spend over 700B minutes per month
Massive increases in computing power, storage and bandwidth enabled Web 2.0.Shirky – “It’s as if when you bought a book, they threw in the printing press for free.”We’re all producers and consumers now.
In a pure democracy, we must gain peoples’ trust.Trust is replacing credibility – credibility can be bought, trust must be earned.Siskel & Ebert worked because people trusted one or the other.
New ecosystem brings with it new rules
Remember old Rece’s peanut butter cup commercials?Businesses running into same problem today – mixing economic and social norms.When channel is owned by business, economic norms in play & that’s OK.When channel is owned by users, social norms in play & that’s confusing.Example mixed norms – dating.Playing the Internet marketing game today means following a new set of rules.
When you’re invited to someone’s home for first time, what’s customary?Gift are one of most effective and commons means for establishing social relationships.Thought leaders more and more referring to new “gift economy” where companies must establish social relationships with customers FIRST
Wired magazine’s “The Web is Dead, Long Live the Internet” articlePure HTTP (web) traffic smaller and smaller proportion of totalReplaced by apps and APIs“walled gardens”Result – search engines less influentialSEM – old currency = links, new currency = people
In gift economy, your gift can be content you create
Use the democratic web 2.0 process to your advantage to spread ideas
We’re in business after all, so ultimate goal is to convert & measure
That’s what inbound marketing is all about
Create remarkable contentOptimize it for searchPromote through social media (and traditional)Convert visitors to leads and leads to customersAnalyze, rinse and repeat

Advanced Content Strategies 1: Introduction — Presentation Transcript

Advanced Content Strategies:
Introduction to Inbound Marketing
Housekeeping
Hashtag:
#ISAMSS
Email:
jon.dipietro@domesticatingit.com
Blog:
domesticatingit.com/blog
Twitter:
@JonDiPietro
Traditional Marketing
Outbound is broken!
800-555-1234
Annoying
Salesperson
Draw a crowd
Inbound Marketing
Ch-ch-ch-ch-changes
Power Shift
PowerShift
Democratization
PowerShift
Web 2.0
PowerShift
Trust
New Rules
New Rules
Mixed Norms
New Rules
Gift Economy
Search Evolution
Search Evolution
Now what?
Solution
Content
Solution
Spread Ideas
Solution
Measure & Convert
Inbound Marketing
Inbound Marketing
Five Steps
Inbound Marketing
Wits vs. Wallets
Inbound Marketing
Lower Cost Per Lead
Step One:Content
Blogging
Step One:Content
Value vs. Volume
Step Two:Optimize
Search Engine Optimization
Step Two:Optimize
Search Engine Optimization
Step Two:Optimize
Popularity vs. Payola
Step Three:Promote
Social Media
Step Three:Promote
Selfless vs. Selfish
Step Four:Convert
Landing Pages
1) Call to action
2) Conversion form
Step Four:Convert
Clear vs. Confusing
Step Five:Analyze
If it can’t be measured,it can’t be managed.
Step Five:Analyze
Data vs. Dice