Content marketing eastwest_public_relations_2010

New Marketing mechanisms Or, « How to make content king » For more information, please contact: Christian Dougoud [email_address]

Brands Consumers Ads: TV, DM, radio, web banners Brands Brands Brands Brands Brands Alergy and immunity to Advertising Consumer became exposed to so many ads that they lost interest and trust in marketing messages. The consequences of classic advertising:

The new situation:
Classic advertising has lost two thirds of it’s impact in 20 years 1
Consumers don’t trust brands’ messages
Consumers can find any information about any brand or product
90% of purchase decision begins online 2
1. 2.

Brands Consumers Discussion, forums, Blogs, microblogging, SNS RSS news feed Articles, whitepapers Manuals, directories Webinars, vidcasts, tutorials The new paradigm: consumers look for content that provide solutions and helps them lead productive jobs and lives.

Brands Consumers How to catch the attention of your target group in today’s overcrowded online space?

Creation of content can help you:
Become a trusted resource for your target group.
Use content to give authority to your website.
Increase traffic and conversions.

Content must be:
Relevant What are people really looking for?
Found by search engines Can search engine see your content?
Monitored How do you know if you do well?
3 conditions to make your content King

1. Content must be relevant (searched by target group) Your content must match how web-users perform searches on search engines like Google, Yahoo, Bing, Baidu, etc.

«How do I know that my content is relevant? » Search volume analysis Wordtracker.com Keyword volume searches show what web-users are really looking for. The search volume analysis tells you that 720 people perform a search about “drugs lumbago” every month. Keyword Count backpain 18,807 lumbago 1540 Acupuncture pains 1329 Drugs lumbago 720 Beijing massage 677 Acupuncture Beijing 324 Beijing lumbago medicine 16 Beijing lumbago acupuncture 5 Drugs Beijing back acupuncture 3 Beijing back lumbago pain medicine 2

Words that you use in your documents, website, etc. Words that web-users use in searching pain Healing back drugs lumbago acupuncture drugs Beijing Make sure that you “speak the same language” as you target group. Don’t use words that they are not using.

Web traffic Words that you use in your documents, website, etc. Words that web users use in searching Web users will find your website because of the keywords that you are using to describe your products and services.

2. Content must be valued by search engines
Create external content that point to your website
Optimize your website for search engines
Once you have picked the right keywords, you must make sure that your content can be found by search engines. Website

Creating external content that points to your website
Optimize PDFs
Make sure your PDFs are text based
Build links with anchor text , instead of:
https://wbssoexte.wbk.org/siteminderagent/pwservlet/PSWDChan
geServlet?TYPE=33554432&REALMOID=06- wbssoexte.wbk.org%2fse
Place PDF closer to the root level of the site’s file structure
Complete the document properties
Optimize the copy (keywords consistency, prominence, frequency)
Optimize the file size for search
Uploading documents can attract traffic to your website if these are optimized, ie visible to search engines.

Optimize Articles and online press releases
Provide sharing options (content sharing, microblogging, bookmark)
Enrich with mulimedia: videos, images, PPT, polls
Build links with anchor text
Optimize videos
post on high traffic video hosting sites (youtube, youku)
Ad tags
Creating external content that points to your website If many online articles, releases, video, PPT, blog posts point to your website, search engines will see it as authoritative.

1) Generate inbound links
Pay Per Click (Google Adword)
Syndicate articles and releases ( EzineArticles , GoArticles , PRWeb )
Get directory listings (Open Directory ,Yahoo, LookSmart,Zeal.com)
Collect links with Freebies & Giveaways
Renting links
Optimize your website for search engines Search engines use your number of backlinks to determine if your website should be ranked on the 1 st or the 135 th result page.

Optimize with metatags Title tag: 5 - 10 words Description tag: Concise summary of the page Keyword tag: An upper limit of 900 characters with spaces Optimize the copy Keyword prominence: header and prominent placement will give weight to keywords Keyword relevance: Do your keywords make sense in relation to the rest of you content? Keyword frequency: repeat important keywords, but not excessively. Optimize your website for search engines Be consistent with your keywords strategy, they must appear everywhere: articles, blog posts, page text, metatags, links, etc.

Optimization workflow: “ a process, not a project” Optimization is never finished. Competitors adapt, search engines improve their methods and web technology changes rapidly.

3. Content use must be monitored « How will we know that the content plan is working? »
A few tools
• Baidu document search: PDFs, XLS, DOC, PPT
Monitor your Google page rank before and after implementation
Track social media activity:
Western social Media : SocialMention, blogpulse, Cymphony , JamieQ
Chinese social Media: i-Monitor, Qihoo • Website analytics: conversion rate, bounce rate, Cost per conversion.
Video, PPT, dowloadables: page views, no. of downloads
• Monitor number of backlinks
A great strategy is useless if you don’t know the results of your efforts. Measure BEFORE, DURING and AFTER a campaign.

Conclusion: To attract customers, become a trusted resource. Create and optimize great content. Optimization is a process, not a project.

Find case studies and resources on: www.eastwestpr.com

Thank you for your attention

Content marketing eastwest_public_relations_2010

by EASTWEST PR James on May 26, 2010

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