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Author Rank and Content Marketing: What kind of Professor Are You.. Current or Aging?

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Presented by Heather Lutze, Marketing Speaker …

Presented by Heather Lutze, Marketing Speaker
Findability.com 888-588-9326

This webinar will cover:

• How to create compelling content plan and roadmap for 2013 that connects you with your desired target market including a 30 day Content Plan every month, working with Compliance and finding your business voice on Social Media.
• Good keyword research – How to connect with how people think so you can socially engage.
• Create a detailed social media plan, with specific goals, tracking, and content for Facebook, Twitter and LinkedIn.
• FREE Downloadable Content & Productivity Tools Step –by-Step Guide to keep the learning going far after the webinar event. This guide will walk you through implementation of the topics covered in the webinar. An in-depth guide to social media productivity tools so you can automate it, and get back to work!

Isn’t it time to add these savvy Social Media tips and tricks to your marketing portfolio?

Published in: Business, Technology

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  • 1. 1 CONTENT MARKETING DONE RIGHT! WEBINAR Heather Lutze, CEO/Founder, Findability Group Search Marketing #GetFound Thursday, July 18, 13
  • 2. 2 Thursday, July 18, 13
  • 3. 2 Thursday, July 18, 13
  • 4. 3 WHAT IS CONTENT MARKETING? Content Marketing is About Drawing Attention to The Content On Your Website; Social Media Marketing Is About Encouraging Engagement on The Various Social Media Forums Out There in Cyberspace. Combined Is a Holistic Strategy. Thursday, July 18, 13
  • 5. 4 CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD Thursday, July 18, 13
  • 6. 4 CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD Value In Your Company Or Organization Thursday, July 18, 13
  • 7. 4 CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD Value In Your Company Or Organization A Personality And Brand That People Know And Trust Thursday, July 18, 13
  • 8. 4 CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD Value In Your Company Or Organization A Personality And Brand That People Know And Trust Sustainable Relationships Thursday, July 18, 13
  • 9. 4 CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD Value In Your Company Or Organization A Personality And Brand That People Know And Trust Sustainable Relationships A Supportive Online Community Thursday, July 18, 13
  • 10. 4 CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD Value In Your Company Or Organization A Personality And Brand That People Know And Trust Sustainable Relationships A Supportive Online Community Domain Authority And Desired Rankings Thursday, July 18, 13
  • 11. 5 CONTENT MARKETING & THE SOCIAL PROCESS http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 12. 5 CONTENT MARKETING & THE SOCIAL PROCESS http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Analyze StrategyCommunity Value BroadcastEngageMeasure Thursday, July 18, 13
  • 13. 6 1. Analyze & Observe http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 14. 6 1. Analyze & Observe Analyze Current Efforts http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 15. 6 1. Analyze & Observe Analyze Current Efforts Size Up Competition http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 16. 6 1. Analyze & Observe Analyze Current Efforts Size Up Competition Observe Social Climate http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 17. 6 1. Analyze & Observe Analyze Current Efforts Size Up Competition Observe Social Climate Determine Gaps http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 18. 7 Thursday, July 18, 13
  • 19. 7 Thursday, July 18, 13
  • 20. 7 Do You Know This Company? Thursday, July 18, 13
  • 21. 7 Do You Know This Company? Do You Trust Them? Thursday, July 18, 13
  • 22. 7 Do You Know This Company? Do You Trust Them? What’s Their Customer Service Like? Thursday, July 18, 13
  • 23. 7 Do You Know This Company? Do You Trust Them? What’s Their Customer Service Like? Are Their Services Reliable? Thursday, July 18, 13
  • 24. 8 2. Build Your Online Community http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 25. 8 2. Build Your Online Community Analyze Target Audience & Thought Leaders http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 26. 8 2. Build Your Online Community Analyze Target Audience & Thought Leaders Determine Social Spaces. Where Is The Activity? http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 27. 8 2. Build Your Online Community Analyze Target Audience & Thought Leaders Determine Social Spaces. Where Is The Activity? Follow, Read And Engage On Appropriate Social Media Outlets http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 28. 9 3. Develop Your Strategy http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 29. 9 3. Develop Your Strategy Define Goals & Action Items http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 30. 9 3. Develop Your Strategy Define Goals & Action Items Select Appropriate Social Media Outlets For Target And Strategy Improvement http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 31. 9 3. Develop Your Strategy Define Goals & Action Items Select Appropriate Social Media Outlets For Target And Strategy Improvement Create & Align Calendar With All Efforts http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 32. 9 3. Develop Your Strategy Define Goals & Action Items Select Appropriate Social Media Outlets For Target And Strategy Improvement Create & Align Calendar With All Efforts Determine Tools & Method of Measurement http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 33. 10 4. Create The Value http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Blog Videos Photos Info- Graphics Thursday, July 18, 13
  • 34. 11 5. Get The Word Out http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 35. 11 5. Get The Word Out http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process wflixg Thursday, July 18, 13
  • 36. 12 6. Monitor & Engage http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 37. 12 6. Monitor & Engage Monitor Online Community http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 38. 12 6. Monitor & Engage Monitor Online Community Join Discussions http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 39. 12 6. Monitor & Engage Monitor Online Community Join Discussions Respond & Engage http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 40. 13 7. Measure & Analyze http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 41. 13 7. Measure & Analyze Review Metrics http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 42. 13 7. Measure & Analyze Review Metrics Analyze Data http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 43. 13 7. Measure & Analyze Review Metrics Analyze Data Make Improvements http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process Thursday, July 18, 13
  • 44. 14 What Is Author Rank? Thursday, July 18, 13
  • 45. Google Is Seeking to Identify Who Has Credibility On The Web 14 What Is Author Rank? Thursday, July 18, 13
  • 46. 15 What Kind of Author Are You? Thursday, July 18, 13
  • 47. 15 What Kind of Author Are You? Author of Web Site Is No Longer Enough... You Must be a Social Author. Thursday, July 18, 13
  • 48. 16 TURN YOURSELF INTO AN AUTHOR THAT GOOGLE RECOGNIZES BY: Thursday, July 18, 13
  • 49. 16 TURN YOURSELF INTO AN AUTHOR THAT GOOGLE RECOGNIZES BY: Using Your Name in By Lines Thursday, July 18, 13
  • 50. 16 TURN YOURSELF INTO AN AUTHOR THAT GOOGLE RECOGNIZES BY: Using Your Name in By Lines Creating Keyword Rich Social Content Thursday, July 18, 13
  • 51. 16 TURN YOURSELF INTO AN AUTHOR THAT GOOGLE RECOGNIZES BY: Using Your Name in By Lines Creating Keyword Rich Social Content Writing Content Specific to Audiences Thursday, July 18, 13
  • 52. 16 TURN YOURSELF INTO AN AUTHOR THAT GOOGLE RECOGNIZES BY: Using Your Name in By Lines Creating Keyword Rich Social Content Writing Content Specific to Audiences Blogging Thursday, July 18, 13
  • 53. 17 Creating A Content Plan That Get’s Results for Social Media Thursday, July 18, 13
  • 54. 18 YOUR CONTENT ROADMAP Thursday, July 18, 13
  • 55. 19 SCHEDULE A MEETING Thursday, July 18, 13
  • 56. 19 SCHEDULE A MEETING Define Your Objectives Thursday, July 18, 13
  • 57. 19 SCHEDULE A MEETING Define Your Objectives Branding Thursday, July 18, 13
  • 58. 19 SCHEDULE A MEETING Define Your Objectives Branding Reputation Management Thursday, July 18, 13
  • 59. 19 SCHEDULE A MEETING Define Your Objectives Branding Reputation Management Thought Leaders Thursday, July 18, 13
  • 60. 19 SCHEDULE A MEETING Define Your Objectives Branding Reputation Management Thought Leaders Build Customer Relationships/Retention Thursday, July 18, 13
  • 61. 20 THE STARTUP COMMITTEE Thursday, July 18, 13
  • 62. 20 THE STARTUP COMMITTEE Small Group of In-House Social Media Advocates Thursday, July 18, 13
  • 63. 21 PICK YOUR APPROPRIATE SOCIAL SITES Thursday, July 18, 13
  • 64. Become Findable Under the Right Keywords Thursday, July 18, 13
  • 65. 23 FINDABILITY BUYING CYCLE Thursday, July 18, 13
  • 66. 23 FINDABILITY BUYING CYCLE INFORMATIONInvestments Thursday, July 18, 13
  • 67. 23 FINDABILITY BUYING CYCLE SHOPPING INFORMATION Investment Advisor Investments Thursday, July 18, 13
  • 68. 23 FINDABILITY BUYING CYCLE SHOPPING INFORMATION PURCHASINGInvestment Advisor Estate Planning Investment Advisor Investments Thursday, July 18, 13
  • 69. 23 FINDABILITY BUYING CYCLE SHOPPING INFORMATION PURCHASINGInvestment Advisor Estate Planning Investment Advisor Investments Thursday, July 18, 13
  • 70. Source: Hubspot 2012 SEARCH DEMAND Thursday, July 18, 13
  • 71. Informational Keywords Thursday, July 18, 13
  • 72. Informational Keywords Thursday, July 18, 13
  • 73. Informational Keywords “Retirement” Thursday, July 18, 13
  • 74. Informational Keywords “Retirement” “Wealth” Thursday, July 18, 13
  • 75. Informational Keywords “Retirement” “Wealth” “Investments” Thursday, July 18, 13
  • 76. Shopping Keywords Thursday, July 18, 13
  • 77. Shopping Keywords Thursday, July 18, 13
  • 78. Shopping Keywords “Retirement Planning” Thursday, July 18, 13
  • 79. Shopping Keywords “Retirement Planning” “Wealth Management” Thursday, July 18, 13
  • 80. Shopping Keywords “Retirement Planning” “Wealth Management” “Investment Advisor” Thursday, July 18, 13
  • 81. Purchashing Keywords Thursday, July 18, 13
  • 82. Purchashing Keywords Thursday, July 18, 13
  • 83. “Retirement Planning Help” Purchashing Keywords Thursday, July 18, 13
  • 84. “Retirement Planning Help” “Wealth Management Services” Purchashing Keywords Thursday, July 18, 13
  • 85. “Retirement Planning Help” “Wealth Management Services” “Investment Advisor in Denver” Purchashing Keywords Thursday, July 18, 13
  • 86. FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 87. 29 FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 88. 29 FIND YOUR BEST KEYWORDS 1. Invite Key Members Thursday, July 18, 13
  • 89. 29 FIND YOUR BEST KEYWORDS 1. Invite Key Members 2. Schedule 30 min - 1 hour Thursday, July 18, 13
  • 90. 29 FIND YOUR BEST KEYWORDS 1. Invite Key Members 2. Schedule 30 min - 1 hour 3. Find Comfortable Work Space Thursday, July 18, 13
  • 91. 29 FIND YOUR BEST KEYWORDS 1. Invite Key Members 2. Schedule 30 min - 1 hour 3. Find Comfortable Work Space 4. Ground Rules: Anything Goes & No Titles Allowed Thursday, July 18, 13
  • 92. 29 FIND YOUR BEST KEYWORDS 1. Invite Key Members 2. Schedule 30 min - 1 hour 3. Find Comfortable Work Space 4. Ground Rules: Anything Goes & No Titles Allowed 5. Keep an Open Mind Thursday, July 18, 13
  • 93. 30 FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 94. 30 6. Start Session: “How Would You Search For Our Services on the Web?” FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 95. 30 6. Start Session: “How Would You Search For Our Services on the Web?” • Pain Questions FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 96. 30 6. Start Session: “How Would You Search For Our Services on the Web?” • Pain Questions • Pain Factors FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 97. 30 6. Start Session: “How Would You Search For Our Services on the Web?” • Pain Questions • Pain Factors • Common Terms FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 98. 30 6. Start Session: “How Would You Search For Our Services on the Web?” • Pain Questions • Pain Factors • Common Terms • Ways You Do Not Want to be Found FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 99. 31 FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 100. 31 7. Who Answers the Phone? FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 101. 31 7. Who Answers the Phone? 8. Sticky Note Every Single Idea FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 102. 31 7. Who Answers the Phone? 8. Sticky Note Every Single Idea • Group Them By Type FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 103. 31 7. Who Answers the Phone? 8. Sticky Note Every Single Idea • Group Them By Type • Focus on Shopping & Purchasing Keywords FIND YOUR BEST KEYWORDS Thursday, July 18, 13
  • 104. Findability Formula Research Tools Thursday, July 18, 13
  • 105. Findability Formula Research Tools AdWords Keyword Tool Wordle.net Thursday, July 18, 13
  • 106. YOUR SEARCHERS MINDSET Thursday, July 18, 13
  • 107. Search on Google.com Keyword Tool YOUR SEARCHERS MINDSET Thursday, July 18, 13
  • 108. Search on Google.com Keyword Tool YOUR SEARCHERS MINDSET https://adwords.google.com/select/ KeywordToolExternal Thursday, July 18, 13
  • 109. Thursday, July 18, 13
  • 110. Keyword Tool Thursday, July 18, 13
  • 111. Keyword Tool Thursday, July 18, 13
  • 112. Thursday, July 18, 13
  • 113. Thursday, July 18, 13
  • 114. Thursday, July 18, 13
  • 115. Thursday, July 18, 13
  • 116. Thursday, July 18, 13
  • 117. Thursday, July 18, 13
  • 118. Thursday, July 18, 13
  • 119. CONTENT OPTIMIZATION WORDLE.NET Thursday, July 18, 13
  • 120. Thursday, July 18, 13
  • 121. Become a CLO “Chief Listening Officer” Listen as Hard as You Create Thursday, July 18, 13
  • 122. Become a CLO “Chief Listening Officer” Listen as Hard as You Create Thursday, July 18, 13
  • 123. Become a CLO “Chief Listening Officer” Listen as Hard as You Create Google Alerts Thursday, July 18, 13
  • 124. Become a CLO “Chief Listening Officer” Listen as Hard as You Create Google Alerts TweetBeep Thursday, July 18, 13
  • 125. Become a CLO “Chief Listening Officer” Listen as Hard as You Create Google Alerts TweetBeep HootSuite and TweetDeck Thursday, July 18, 13
  • 126. Become a CLO “Chief Listening Officer” Listen as Hard as You Create Google Alerts TweetBeep HootSuite and TweetDeck Social Mention Thursday, July 18, 13
  • 127. Become a CLO “Chief Listening Officer” Listen as Hard as You Create Google Alerts TweetBeep HootSuite and TweetDeck Social Mention Brand Monitor Thursday, July 18, 13
  • 128. HootSuite Revolutionizing Social Communication Vicky Truong Social Media Coach Vicky.truong@hootsuite.com @hootvicky Thursday, July 18, 13
  • 129. Hoo’s HootSuite? • Born in 2008 from a need at a Marketing Agency • Free until late 2010 then Freemium • Currently have 5+ million users • Most used by agencies • Used by 79 of the Fortune 100 Thursday, July 18, 13
  • 130. The world’s top brands use Thursday, July 18, 13
  • 131. Integrated with Top Social Networks Thursday, July 18, 13
  • 132. HootSuite App Directory HootSuite SDK Adding a new social network, integrating a content curation or discovery tool, or pulling in data visualization and additional analytics tools into HootSuite is all possible with the App Directory SDK. HootSuite API The HootSuite Engagement API opens up HootSuite's core social network management and message publishing functionality for integration into third party applications. Thursday, July 18, 13
  • 133. HootSuite Mobile Mobile applications running on all major mobile platforms. Thursday, July 18, 13
  • 134. Pillars of Social Business Thursday, July 18, 13
  • 135. Resources • hootsuite.com • library.hootsuite.com • blog.hootsuite.com • @hootsuite • @hootbusiness Thursday, July 18, 13
  • 136. E-book/KindleFree Audio Book 5-Minute Findability Snapshot Thursday, July 18, 13
  • 137. 49 HEATHER LUTZE CEO, Speaker, Trainer Findability Consulting & Speaking 303-909-6710 888-588-9326 www.Findability.com Heather@Findability.com Thursday, July 18, 13