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Content Marketing     Like a ProTactics and Techniques to Improve      Search Engine Visibility      Daryl Colwell   Vice ...
About Me• Oversee business development at  MediaWhiz• 12 years’ experience in online  marketingAbout My Company — MediaWhi...
What Is Content Marketing?                       Content Marketing:                       •Establishes authority and provi...
Content Marketing — The BasicsBasic Rules1.Lead Generation: Your content should generate leads for your business.    – Don...
Why Content Marketing Is Important             It’s simple:It’s the future of marketing.              Seriously.          ...
Why Content Marketing Is Important  It’s also how you should      be generating new           business.             www.Me...
Why Content Marketing Is Important  You can write for “idea-  spreaders” or buyers.    Write for your buyers.             ...
Great Content MarketingWhy It’s Great:•Fits the brand•Builds strong brandaffinity•Generates newcustomers viasubscriptions ...
Avoid These Mistakes Being Overly Promotional           Taking It to the Extreme             Takeaways                    ...
Avoid These Mistakes    Bland Content                       Misguided Content           Takeaways           •Make your    ...
Content Marketing & SEOBenefits to SEO•Attracts authority signals (links, social shares) —improves SEO performance•Positio...
Content Marketing & SEOHow Content Marketing Can Hurt SEO•Don’t create content for “SEO”    – Write for humans    – Conten...
Improving SEO with Content MarketingStep 1: Define the target audience•Perform research on consumers’ buying patterns•Unde...
Improving SEO with Content MarketingStep 2: Write abouttopics your audiencecares about•Use keyword suggestiontools (i.e., ...
Improving SEO with Content Marketing• Review Q&A sites (i.e., Yahoo Answers, Answers.com) to  see what people are asking a...
Improving SEO with Content MarketingStep 3: Offer incentives for readers toshare content•Focus on the “why”, not the “what...
Improving SEO with Content MarketingStep 4: Leverage influential andauthoritative authors•Identify authors relevant to a t...
Improving SEO with Content MarketingStep 5: Develop your backend SEO setup•Ensure proper tagging and mark-up of content   ...
Content Marketing & Lead GenerationYour content should generate leads•Content should help generate leads or incrementalbus...
Content Marketing & Lead Generation“If you’re not putting somekind of hook to futurebusiness into your efforts,you’re not ...
How to Generate Leads with ContentRule #1: Make your buyer the heroProduce content that informsyour customers and improves...
How to Generate Leads with ContentRule #2: Never waste content withoutoffering an “Ask” of some kind“Ask” is more than a “...
How to Generate Leads with ContentRule #3: Make it simple for people togive you their infoPlace call-to-action copy strate...
How to Generate Leads with ContentRule #4: Make it simple for sales team tointeract with leadsCustomize formfield page tog...
Lead Gen Best PracticesPrep your sales team• Prep your sales team for influx of new leads   – Some will be qualified leads...
Lead Gen Best PracticesEarly outreach = lead-gen success• Odds of reaching lead decrease by >10 times in first hour• Odds ...
The Content Marketing Top-101. Know your audience: Write for a specific reader or customer.   Know what they want and how/...
The Content Marketing Top-106. Create series: If you have 10 steps, share 5 now and 5 in next    post.7. Measure ROI and l...
QUESTIONS?
Stay ConnectedDaryl ColwellVice PresidentMediaWhizP: 646-442-5513E: dcolwell@mediawhiz.com Tw: @DHColwellFind out more at ...
………........…….   THANK                  YOU.
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MediaWhiz POV: Content Marketing Like a Pro

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MediaWhiz's SEO experts offer their best practices, tactics and techniques for effective search engine visibility and lead-generation success with content marketing.

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  • Don’t write about healthcare if the brand is a bank)
  • Don’t write about healthcare if the brand is a bank)
  • Don’t write about healthcare if the brand is a bank)
  • Don’t write about healthcare if the brand is a bank)
  • Transcript of "MediaWhiz POV: Content Marketing Like a Pro"

    1. 1. Content Marketing Like a ProTactics and Techniques to Improve Search Engine Visibility Daryl Colwell Vice President, MediaWhiz www.MediaWhiz.com @MediaWhizInc
    2. 2. About Me• Oversee business development at MediaWhiz• 12 years’ experience in online marketingAbout My Company — MediaWhiz• Integrated digital media & performance marketing agency• Part of Matomy Media Group• Services: Affiliate, Display, Search, 20 1 2 Social, Data & Email• Top-25 Digital Agency, Ad Age, 2012 www.MediaWhiz.com @MediaWhizInc
    3. 3. What Is Content Marketing? Content Marketing: •Establishes authority and provides useful information •Should be useful even to someone not interested in buying your product or service •Not disguised as independent editorial •Does not have to run in an editorial environment, like a third-party magazine •Provides value to the consumer. •Is honest and without hyperbole www.MediaWhiz.com @MediaWhizInc
    4. 4. Content Marketing — The BasicsBasic Rules1.Lead Generation: Your content should generate leads for your business. – Don’t create content just to have content. – Caveat: Don’t create content that is purely sales-driven.1.Context: Your content needs to be placed in the right venues for the rightaudiences.2.Have a Strategy: One-off efforts won’t cut it. Use an editorial calendar toplan content each quarter.3.Timing: Plan publication of content around customer buying cycle.4.Factor in Cost: Content marketing is expensive. It’s a long-terminvestment; not a short-term solution.5.Make it Creative: Your content needs to bring something new to theconsumer. Otherwise, it’s a waste of time and money. www.MediaWhiz.com @MediaWhizInc
    5. 5. Why Content Marketing Is Important It’s simple:It’s the future of marketing. Seriously. www.MediaWhiz.com @MediaWhizInc
    6. 6. Why Content Marketing Is Important It’s also how you should be generating new business. www.MediaWhiz.com @MediaWhizInc
    7. 7. Why Content Marketing Is Important You can write for “idea- spreaders” or buyers. Write for your buyers. www.MediaWhiz.com @MediaWhizInc
    8. 8. Great Content MarketingWhy It’s Great:•Fits the brand•Builds strong brandaffinity•Generates newcustomers viasubscriptions www.MediaWhiz.com @MediaWhizInc
    9. 9. Avoid These Mistakes Being Overly Promotional Taking It to the Extreme Takeaways Takeaways •Dont make tone •Back an argument obviously with convincing promotional numbers •Visualize the info •Use proportionate •Ensure imagery sentiment and graphics fit the •Inform the content consumer; don’t insult or offend them www.MediaWhiz.com @MediaWhizInc
    10. 10. Avoid These Mistakes Bland Content Misguided Content Takeaways •Make your message interesting and distinctive •Dont just directly turn figures into stats •Use imagination and wit Takeaways •Content needs to fit your brand and that of third-party publisher •Tone and context are important www.MediaWhiz.com @MediaWhizInc
    11. 11. Content Marketing & SEOBenefits to SEO•Attracts authority signals (links, social shares) —improves SEO performance•Positions brand as authority on relevant topics•Increases conversion rates – Educates users on topics that are difficult to understand www.MediaWhiz.com @MediaWhizInc
    12. 12. Content Marketing & SEOHow Content Marketing Can Hurt SEO•Don’t create content for “SEO” – Write for humans – Content with purpose of satisfying search engines has short-lived benefits•Spam – Don’t syndicate content to article distribution networks or off-topic properties•Inconsistency/falsity – Fact check and ensure consistency with brand messaging – Consumers’ trust compromised by off-message or false content www.MediaWhiz.com @MediaWhizInc
    13. 13. Improving SEO with Content MarketingStep 1: Define the target audience•Perform research on consumers’ buying patterns•Understand what is compelling and how your product /service benefits them www.MediaWhiz.com @MediaWhizInc
    14. 14. Improving SEO with Content MarketingStep 2: Write abouttopics your audiencecares about•Use keyword suggestiontools (i.e., Google AdwordsKeyword Tool) to understandconsumers’ searches www.MediaWhiz.com @MediaWhizInc
    15. 15. Improving SEO with Content Marketing• Review Q&A sites (i.e., Yahoo Answers, Answers.com) to see what people are asking about• Stay on topic — don’t write about anything irrelevant to the brand www.MediaWhiz.com @MediaWhizInc
    16. 16. Improving SEO with Content MarketingStep 3: Offer incentives for readers toshare content•Focus on the “why”, not the “what” – How will your content help your customers?•Facilitate sharing – Include sharing buttons (Facebook Like, Twitter Tweet, Google +1, etc) in visible locations www.MediaWhiz.com @MediaWhizInc
    17. 17. Improving SEO with Content MarketingStep 4: Leverage influential andauthoritative authors•Identify authors relevant to a topic – Search relevant topics in Google+, Twitter, Facebook (via Graph Search) and search engines•Invite influential authors to guest post www.MediaWhiz.com @MediaWhizInc
    18. 18. Improving SEO with Content MarketingStep 5: Develop your backend SEO setup•Ensure proper tagging and mark-up of content – Use rel=author tags in the byline to credit the author of the content and leverage their authority www.MediaWhiz.com @MediaWhizInc
    19. 19. Content Marketing & Lead GenerationYour content should generate leads•Content should help generate leads or incrementalbusiness•Proper tracking is essentialMediaWhiz as an example•Create content for brand-building and lead-genpurposes with marketers and advertisers•Seed content across internal and externalpublications www.MediaWhiz.com @MediaWhizInc
    20. 20. Content Marketing & Lead Generation“If you’re not putting somekind of hook to futurebusiness into your efforts,you’re not contentmarketing.” – Chris Brogan, Jan. 22, 2013Source: http://www.chrisbrogan.com/contentmarketing201/ www.MediaWhiz.com @MediaWhizInc
    21. 21. How to Generate Leads with ContentRule #1: Make your buyer the heroProduce content that informsyour customers and improvestheir business www.MediaWhiz.com @MediaWhizInc
    22. 22. How to Generate Leads with ContentRule #2: Never waste content withoutoffering an “Ask” of some kind“Ask” is more than a “call to action” or intent.It’s a request for a specific action. • Mix of soft and hard sell • Ask should be reasonable and related to the content • Examples of an “Ask”: • Newsletter / blog subscriptions • Free appraisals / audits • White paper download www.MediaWhiz.com @MediaWhizInc
    23. 23. How to Generate Leads with ContentRule #3: Make it simple for people togive you their infoPlace call-to-action copy strategicallythroughout content www.MediaWhiz.com @MediaWhizInc
    24. 24. How to Generate Leads with ContentRule #4: Make it simple for sales team tointeract with leadsCustomize formfield page togenerate contactinfo you need forfollow-up call /email www.MediaWhiz.com @MediaWhizInc
    25. 25. Lead Gen Best PracticesPrep your sales team• Prep your sales team for influx of new leads – Some will be qualified leads; others not – Schedule brief training session with sales team to review new content – Get feedback from sales team about questions they hear from customers • Use feedback to develop new content and generate additional leads www.MediaWhiz.com @MediaWhizInc
    26. 26. Lead Gen Best PracticesEarly outreach = lead-gen success• Odds of reaching lead decrease by >10 times in first hour• Odds of qualifying lead in 5 minutes vs. 30 minutes drop 21 times – from 5 to 10 minutes the dial to qualify odds decrease 4 times• Best time to call a lead: 4-6 p.m. Wednesday & Thursday www.MediaWhiz.com @MediaWhizInc
    27. 27. The Content Marketing Top-101. Know your audience: Write for a specific reader or customer. Know what they want and how/where they consume information.2. Include images: Images will “pop” when content is shared.3. Commit: Not a one-night stand. Establish an editorial calendar and publish often. Give customers a reason to keep reading.4. Engage the right buyers with the right content: Write content for all levels of the sales funnel.5. Repurpose content: Turn blog posts into white papers; white papers into infographics, etc. www.MediaWhiz.com @MediaWhizInc
    28. 28. The Content Marketing Top-106. Create series: If you have 10 steps, share 5 now and 5 in next post.7. Measure ROI and leads: Track KPIs (visits, conversions, links, social shares) generated to understand what content performs best8. Track trends: Relate your content to emerging industry trends. Write content that answers customers’ questions about those trends.9. Be timely: Publish content when your customers are most active.10. Reference industry influencers: Enable others to generate awareness and leads on your behalf www.MediaWhiz.com @MediaWhizInc
    29. 29. QUESTIONS?
    30. 30. Stay ConnectedDaryl ColwellVice PresidentMediaWhizP: 646-442-5513E: dcolwell@mediawhiz.com Tw: @DHColwellFind out more at www.MediaWhiz.comCall us toll-free at 888.866.9449Follow us on Twitter: @MediaWhizIncBecome a fan atfacebook.com/MediaWhizHoldingsLLC www.MediaWhiz.com @MediaWhizInc
    31. 31. ………........……. THANK YOU.
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