Aztek presented the value of content marketing to some of ERC's Preferred Partners.

1. What is content marketing?
Why does it matter?
Presented by
Tori Woods & Matt Mesenger
2.22.13
Image from: http://www.sproutcontent.com/Portals/131912/images/content-marketing.png

2. Content Marketing
Content Marketing :
• Has come to serve as an all-encompassing term for everything related to
web content.
• Is an idea and practice that has lot of traction and respect in the marketing
and business communities.
• Is an important element of any marketing initiative.
Image from: http://sites.conversionplanet.com/ms-admin/images/41/228/content-marketing-buzzwords6.png

3. What is web content?
• On-page copy
• Articles
• Product descriptions
• Blog posts
• Social media posts
• Photographs
• Videos
• Illustrations
• Infographics
• Maps
• Interactive features
• Podcasts
• Sound and music clips
• Charts and graphs
1. http://compforcollege.com/benefits-of-taking-a-web-writing-class
2. http://www.1stwebdesigner.com/inspiration/cool-infographics

4. Content is information
• “People come to websites for the
content that they think (or hope) is
there. They want information that:
o Answers a question or helps them
complete a task.
o Is easy to find and easy to understand.
o Is accurate, up to date, and credible.”
“If the content [on a website] does not provide the information needed by
users, the website will provide little value no matter how easy it is to use the
site.”
Image from: http://housing.usc.edu/Services/Default.aspx
Quote 1. Redish, Janice (Ginny). Letting Go of the Words: Writing Web Content that Works.
Quote 2. http://www.usability.gov/guidelines/guidelines_book.pdf

5. What does great content do?
Great content:
• Delivers relevant, current, correct information
• Attracts a targeted audience
• Retains visitors to the site
• Creates and maintains customers
• Establishes credibility of the site
• Make connections
• Fosters communication
• Creates a community
• Furthers business goals
Image from: http://smallbizbee.com/index/2010/09/17/targeting-social-media-efforts/

6. What makes web content great?
Great content is:
• Effective and efficient
• Engaging and well-written
• Clear, concise, and proactive
• Optimized for online reading
• Enriched with organic keywords
• Supportive of business goals
Image from: http://www.techiemania.com/tips-for-writing-great-web-content.html

7. Does content help with SEO?
Content and SEO are symbiotic.
• SEO is an acronym for search engine optimization. SEO is the practice of changing site
elements to increase search engine visibility (better rankings in Google, Bing, or Yahoo!).
• Each strengthens and supports the other.
• They work best when they’re working together.
• In tandem, they are the most effective and efficient way to glean the most value out of the
investment of a web project.
SEO brings visitors to a site.
Content keeps them there.
Image from: http://www.targetinternet.com/wp-content/uploads/Content-Marketing-21.jpg

8. SEO Ranking Factors
http://searchengineland.com/seotable

9. How content helps SEO
Follow these rules to make sure content is doing the most for your SEO.
• Content Quality
• Research
• Words
• Engagement
• Freshness
Image from: http://www.targetinternet.com/wp-content/uploads/Content-Marketing-21.jpg

10. Content-Related Algorithm Updates
These recent algorithm changes had major implications for SEO:
• Google Panda – cracked down on sites with thin content
• Google Penguin – cracked down on sites that were overly optimized
• Google Freshness – gave priority to sites that had regularly updated content
1: http://www.targetinternet.com/wp-content/uploads/Content-Marketing-21.jpg | 2: seomagz.com | 3: http://www.lakeshorebranding.com

11. Does content help with social media?
Content and social media are symbiotic.
• Social media engagement is a rising factor for search engine rankings.
• Social media won’t work unless you have regularly updated quality content that
encourages interaction.
• A social engagement (share, comment, retweet, follow, like, etc.) is a vote of
confidence in your brand.
• It’s better to have no social profile than it is to have a stale one!
Image from: http://wheelerblogs.files.wordpress.com/2011/04/social-media-matters.jpg

12. SEO Ranking Factors

13. How content helps social media
Follow these rules to make sure content is doing the most for your social media.
• Social Reputation
• Social Shares
Image from: jtwoo.blogspot.com

14. Social-Related Algorithm Updates
Below are well-known social media algorithm updates:
• Search + Your World – pushed users toward Google +, personalized your search
results based on how many “+1’s” your friends gave to a page
• Social Signals – Google and Bing have confirmed the use of social signals in
determining rankings
blog.search-mojo.com
• Real Time Search – now defunct, was a precursor to the previous two listings.
Google used to pull Twitter snippets into search results.
1: http://wheelerblogs.files.wordpress.com/2011/04/social-media-matters.jpg
2: www.business2community.com

15. Why does content matter?
• Content helps:
o Maximize the impact of a website
o Expand the reach and influence of a
website
o Create and retain customers
o Drive conversions
o Generate revenue
Content marketing helps you achieve
your business goals
Image from: http://www.newbreedmarketing.com/wp-content/uploads/Content-Marketing.png

16. A content marketing case study
Problem: Target audience didn’t fully understand the service or, in some cases, didn’t know
the service provided existed.
Solution: Content Marketing and SEO
Results: Double the amount of closed leads. Lead close rate through the web is higher than
the company average lead close rate. Traffic from search engines also increased.
One closed lead, on average, yields $17,000 in revenue.

17. Thank You
• Questions?