An online marketing techniques tutorial on the rapid evolution of consideration and buying behaviors spurred by search engines and brand authority (e.g., thought leadership). From your friends at Next Communications www.nextcom.com

1. Content and Search Engine Marketing
Next Communications

2. Content and Search Engine Marketing
Practical solutions to expand your brand across the web.
Next Communications

3. “If you don’t find it in the index, look
carefully through the entire catalog.”
-- Sears, Roebuck and Co. Consumer’s Guide
1897

4. The world is different now.
Customers don’t revolve around your company anymore.

5. The world is different now.
Customers don’t revolve around your company anymore.

6. The Web and the Search Engine
have shifted control to the user.
Users decide want they want to view and learn about.

7. The Web and the Search Engine
have shifted control to the user.
Users decide want they want to view and learn about.

8. It’s not so much about targeting users.

9. It’s not so much about targeting users.

10. It’s making it easy for users
to target you.

11. Orbital Branding ™
Our integrated, 360° approach to market domination
that engages prospects and customers with your
brand presence and messages at every turn.
‣ Offline Branding: Influence perceptions,
recognition and credibility
‣ Online Marketing: Drive web traffic
‣ Content Strategy: Dominate at point of search

12. Orbital Branding ™
Our integrated, 360° approach to market domination
that engages prospects and customers with your
brand presence and messages at every turn.
‣ Offline Branding: Influence perceptions,
recognition and credibility
‣ Online Marketing: Drive web traffic
‣ Content Strategy: Dominate at point of search

13. Why content and SEM
are the best marketing investments
you can make today.

15. Users are asking questions
About a half-billion each day.
Are you answering?

16. Nice website.

17. Nice website.
Unfortunately, it doesn’t ‘go’ to anyone.
Brands float through cyberspace.
Hoping to be pulled into orbit by user searches.
Does your content make this likely?

18. What’s a SERP?
Search Engine Results Page
‣ Paid (Pay-Per-Click) Ads
‣ Google Adwords
‣ Premium Adwords
‣ Organic, Non-paid
Search Results: i.e.,
“Content”

19. What’s a SERP?
Search Engine Results Page
‣ Paid (Pay-Per-Click) Ads
‣ Google Adwords
‣ Premium Adwords
‣ Organic, Non-paid
Search Results: i.e.,
“Content”

20. When they come looking,
you want to be up here

21. When they come looking,
you want to be up here
Not down here.
Or worse.
Especially when...

22. What elevates SERP position?

23. What elevates SERP position?
Authority and relevant content

24. The goal of the content strategy

25. The goal of the content strategy
‣ Leverage the indexing and archiving
capabilities of the Web and the Search
Engine priority given to organic content
‣ Create a compounding and sustainable
online presence that builds online authority
and reinforces brand strength

26. Here’s the formula

27. Here’s the formula
‣ Useful organic content
‣ Lots of useful organic content
‣ Lots of useful organic content with the right
“keywords” seeded in the right places where
search engines look
‣ Proliferating your useful, keyword-seeded content
to other sites, creating links back to your site
Bottom line: If your content is valuable to users,
deep and broadly distributed, it’s considered
valuable to the search engine rankings too.

28. What are keywords?

29. What are keywords?
The terms users are searching to try and find you
But to capture their click
you have to consider what they’re looking for.
Hint: they aren’t looking for you.

30. Your content must match
what they want to learn about.

31. Your content must match
what they want to learn about.
They don’t care about you.
They care about who can answer their questions.

32. Keywords deliver traffic to your site

33. Keywords deliver traffic to your site
‣ Search engines match a user’s search request to indexed web pages
‣ If you have lots of quality keyword-seeded content at your site,
your search position is elevated
‣ If the keywords are embedded into your
site and pages, your position is elevated
‣ If you distribute your content to other
sites that link back to yours, your
position is further elevated

34. But, there are a few things you need to know

35. But, there are a few things you need to know
‣ Keywords should be both seeded in content
AND embedded in the code of web pages
‣ Keywords must be seeded and embedded
in the correct places for the search engines
‣ Search engines “penalize” improper use of keywords
‣ Obstacle: your old web site with no embedded
keywords
‣ Keywords need to be developed and analyzed
for usage, not simply chosen
‣ Your competitors are probably going after
the same keyword turf as you
‣ It’s war; unless you fight, you lose ground
to those who are generating content

36. This is where we come in

37. This is where we come in
‣ We work with you to develop keywords and generate a continuous stream
of content that elevates your online authority with users and search engines
‣ We amplify the exposure of your content through our broad online
distribution channels
‣ We place your content with our industry
media partners to maximize publicity value
and build inbound links – no one has more
editorial leverage and influence in industrial media
‣ We optimize your web presence by repurposing
your content to all corners of your enterprise
and markets

38. A few examples of high-ranking content

39. A few examples of high-ranking content
‣ White papers/eBooks
‣ Tutorials/Guides/Technical tips
‣ Case histories/Application notes
‣ Videos/Slide presentations and Interactive demos
‣ Feature editorials
‣ Product releases
‣ Crossover/Comparison charts
‣ Online specifier applications
‣ Newsletters/Custom magazines
‣ Conversation to end users/channel
‣ Visuals/Information graphics

40. Communication channels that build authority

41. Communication channels that build authority
‣ Traditional brand awareness/authority building:
‣ Print advertising
‣ Direct mail
‣ Collateral/Brochures
‣ Online destinations and traffic building:
‣ Optimized web sites with downloadable content
‣ Search engine/Contextual online display ads
‣ Product-specific microsites
‣ Rich eMail/eNewsletters
‣ Social-industrial media:
‣ Participation in 3rd party industry forums
‣ Reviews/User-generated content
‣ Blogs/Wikis/Twitter/Facebook
‣ User forums

42. Orbital
Branding™
Matrix
Dominate your market
©2010 Next Communications Inc.

43. Orbital
Branding™
Matrix
Dominate your market
©2010 Next Communications Inc.

44. The ripple effect of Orbital Branding

45. The ripple effect of Orbital Branding
Be a teacher, not a salesman.
Be found, not invisible.
Be responsive, not passive.
Build authority.
Build trust.
Build traffic.

46. Compounding return of Content and SEM

47. Compounding return of Content and SEM
‣ Create brand recognition and synergy
‣ Build authority and trust
‣ Increase site traffic
‣ Improve SEO/search position ranking
‣ Command more keywords
‣ Repurpose and “spin” to broader markets
‣ Revitalize direct inquiries and leads
‣ Generate inbound links and editorial interest
‣ Expand online presence
‣ Go global
‣ Measurable and accountable results
‣ Energize the sales channel
‣ Steal market share and squeeze out competitors
‣ Create more results with smaller budgets

48. Orbital Branding ™
Orbital Branding™ is a trademark of Next Communications Inc.

49. Orbital Branding ™
Those with the most and best content, win.
Orbital Branding™ is a trademark of Next Communications Inc.

50. Next Communications

51. Can we earn your business?
Let us show you how we can help
Gene Billadeau,
VP/Principal, Creative Director
geneb@nextcom.com
Next Communications