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The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting

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  • 1. The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting
  • 2. They say SEO is dead. eMarketing Association 2014 @erinever
  • 3. eMarketing Association 2014 @erinever via fanpop.com/
  • 4. eMarketing Association 2014 @erinever via @schachin http://sewat.ch/RDeqlS
  • 5. eMarketing Association 2014 @erinever Keyword stuffing
  • 6. eMarketing Association 2014 @erinever Keyword density Via http://line25.com/articles/5-seo-tactics-that-make-you-look-like-a-douche
  • 7. eMarketing Association 2014 @erinever via http://hyperboleandahalf.blogspot.com/
  • 8. “Links aren’t for driving traffic.” eMarketing Association 2014 @erinever via http://www.gsinc.co.uk/seo-food.html
  • 9. eMarketing Association 2014 @erinever Anchor text via http://moz.com
  • 10. eMarketing Association 2014 @erinever Sidebar, footer, home page, sitewide?
  • 11. eMarketing Association 2014 @erinever This is just hurting my head.
  • 12. Paid Links eMarketing Association 2014 @erinever
  • 13. eMarketing Association 2014 @erinever Seriously!?
  • 14. Editorial links pass more value. eMarketing Association 2014 @erinever
  • 15. Enter the wave of crappy content eMarketing Association 2014 @erinever
  • 16. eMarketing Association 2014 @erinever And then we beat that to death, too.
  • 17. To old times, my friend. eMarketing Association 2014 @erinever Via http://www.imdb.com/
  • 18. eMarketing Association 2014 @erinever SEO can’t die.
  • 19. eMarketing Association 2014 @erinever As long as people use search engines, SEO is alive and well.
  • 20. eMarketing Association 2014 @erinever Via Pew Internet Study
  • 21. So, what do we know? eMarketing Association 2014 @erinever
  • 22. This is New SEO eMarketing Association 2014 @erinever Via http://www.girardbrewer.com/wp-content/uploads/2013/05/new-coke-logo.jpg
  • 23. eMarketing Association 2014 @erinever Content Marketing Via http://www.valuablecontent.co.uk/
  • 24. eMarketing Association 2014 @erinever We know content is king. Via http://www.hbo.com/
  • 25. eMarketing Association 2014 @erinever “King Content” with no strategy Via http://www.hbo.com/
  • 26. eMarketing Association 2014 @erinever Buyer Personas
  • 27. eMarketing Association 2014 @erinever Buyer buys
  • 28. eMarketing Association 2014 @erinever User uses
  • 29. eMarketing Association 2014 @erinever Interviews Via http://www.cbs.com/
  • 30. eMarketing Association 2014 @erinever What do you ask them? When did you know you needed this product? Where and how did you shop? What was your timeline? What things were you looking for in this product? What were the most important attributes? How did you decide to buy? What did you do after buying?
  • 31. eMarketing Association 2014 @erinever Pay attention to the words they use
  • 32. eMarketing Association 2014 @erinever Buyer Journey Awareness Consideration Decision “I have a problem.” “What’s out there to fix this problem?” “I’m going to fix this problem.”
  • 33. eMarketing Association 2014 @erinever Got it. So, what about the content?
  • 34. eMarketing Association 2014 @erinever You don’t have to create a lot of content. Via http://www.nexus-wallpaper.com/
  • 35. eMarketing Association 2014 @erinever “Content is still king, but it doesn’t mean it has to be king of just one thing.” - @latrointhemist
  • 36. eMarketing Association 2014 @erinever Your content’s life shouldn’t end at a blog post
  • 37. eMarketing Association 2014 @erinever Break it down to bite-sized pieces Via http://www.chefchristopherscatering.com/
  • 38. eMarketing Association 2014 @erinever Expand it out into a whitepaper or ebook
  • 39. eMarketing Association 2014 @erinever Turn it into a webinar Via http://bellavita.tv/
  • 40. eMarketing Association 2014 @erinever Promote your content, not your service Via http://www.travisberry.com/
  • 41. Closed-Loop Reporting with your CRM eMarketing Association 2014 @erinever
  • 42. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” - John Wanamaker eMarketing Association 2014 @erinever
  • 43. Remember ranking reports? Via http://vysibility.com/ eMarketing Association 2014 @erinever
  • 44. And when traffic was our best metric? eMarketing Association 2014 @erinever
  • 45. Weak. eMarketing Association 2014 @erinever Via http://spongebob.nick.com/
  • 46. These people are window shoppers. eMarketing Association 2014 @erinever Via http://www.rentcafe.com/
  • 47. eMarketing Association 2014 @erinever Clients aren’t going to take that anymore.
  • 48. Anyone can drive traffic. It takes a real marketer to drive conversions. eMarketing Association 2014 @erinever
  • 49. eMarketing Association 2014 @erinever Google Analytics Assisted Conversions helps
  • 50. eMarketing Association 2014 @erinever First, you have to track everything. utm_source=Twitter&utm_medium =social&utm_campaign=socialflow utm_source=google&utm_medium =cpc&utm_term=digital%20market ing&utm_content=Digital%20Mark eting%20Agency&utm_campaign= Marketing%20PPC
  • 51. eMarketing Association 2014 @erinever Real data comes from marketing automation
  • 52. eMarketing Association 2014 @erinever Capture their name when they fill out a form
  • 53. eMarketing Association 2014 @erinever If a contact form is your only way to capture an email address, you’re drying up your lead funnel.
  • 54. eMarketing Association 2014 @erinever The beauty is in the details.
  • 55. eMarketing Association 2014 @erinever Sync with your CRM to track entire lifecycle Via http://www.pardot.com
  • 56. OK this is a lot to do. eMarketing Association 2014 @erinever Via http://www.cbs.com/
  • 57. Start with you. eMarketing Association 2014 @erinever
  • 58. http://352.fm/em14-audit-guide eMarketing Association 2014 @erinever
  • 59. Thank You! eMarketing Association 2014 @erinever