Introduction to Campaign Based
Content Marketing and SEO
Online Lead Generation Best Practices
Chris Raulf
Internet Market...
Today You Will Learn
• Introduction to Campaign Based Content Marketing
• Search Engine Optimization Based Content
Marketi...
About Me
- Born and raised in Switzerland
- Travelled the world extensively
before settling in Boulder, CO
- Two amazing k...
Agenda
• Introduction to Content Marketing
• Campaign Based Content Marketing
– Creating optimized content around an onlin...
Content Marketing is the New Buzzword these
Days….
• Nothing new
• We all do it
• We all can do it better
• Get the most o...
What Exactly is Content Marketing?
• Content marketing (also known as "content
recommendation") is any marketing format th...
Campaign Based Content Marketing with Webinars
Webinar Planning Phase
– Webinar schedule
• 4 – 12 months plan
• How often: 1 per month, every other month, 1 per
quarter?...
Webinar Planning Phase
– Guest-Speakers are lead magnets
• Customers
– Success stories, best
practices, etc.
• Industry ex...
Webinar Planning Phase: Checklist
–
–
–
–
–

Webinar topic
Target date/time
Proposed Webinar title
Duration / Agenda
Hosti...
Webinar Planning Phase
– Create a webinar plan / timeline
Chris’ Secret Tips
Webinar Planning Phase: Checklist
– Target attendees
• Existing / New Customers
• Target titles
• Specific geographic targ...
Start with Keyword Research
Webinar Planning Phase: Start to Integrate
Search Engine Optimization
– Know your target keywords
– Then… start to draft o...
On-Page SEO Tips
– +/- 500 characters
– Include a link to another related page on your site
– If possible, add an image an...
On-Page SEO Tips
Move The Needle
Move the Needle
1. Keyword research: https://adwords.google.com/o/KeywordTool
1.

Build a list of your target keywords

2....
#1 Organic
Ranking
Measure Results
Measure Results
Measure Results
Measure Results
Key Takeaways
1. The basics of content marketing
2. Search engine optimization tactics and
strategies
3. SEO keyword resea...
Thank You!
Learn more at

www.onlinemarketinginstitute.org
Intro to Campaign-Based Content Marketing and SEO
Intro to Campaign-Based Content Marketing and SEO
Intro to Campaign-Based Content Marketing and SEO
Intro to Campaign-Based Content Marketing and SEO
Intro to Campaign-Based Content Marketing and SEO
Intro to Campaign-Based Content Marketing and SEO
Intro to Campaign-Based Content Marketing and SEO
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Intro to Campaign-Based Content Marketing and SEO

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Intro to Campaign-Based Content Marketing and SEO

  1. 1. Introduction to Campaign Based Content Marketing and SEO Online Lead Generation Best Practices Chris Raulf Internet Marketing Expert & Owner Boulder SEO Marketing
  2. 2. Today You Will Learn • Introduction to Campaign Based Content Marketing • Search Engine Optimization Based Content Marketing Tactics and Strategies • How to Integrate Social Media, SEO and Content Marketing • How to Develop and Execute an Online Marketing Schedule • Ways to Measure the Results of Your Online Marketing Efforts
  3. 3. About Me - Born and raised in Switzerland - Travelled the world extensively before settling in Boulder, CO - Two amazing kids - Love soccer, mountain biking, hiking, yoga, rock climbing... beer  - 15+ years in online marketing, SEO, SEM & lead gen - Learn more and connect with me on LinkedIn www.linkedin.com/in/chrisraulf and Twitter @swisschris - Learn more about Boulder SEO Marketing at: www.boulderseomarketing.com
  4. 4. Agenda • Introduction to Content Marketing • Campaign Based Content Marketing – Creating optimized content around an online event • • • • Search Engine Optimization Social Media Marketing Move the Needle Measure Results
  5. 5. Content Marketing is the New Buzzword these Days…. • Nothing new • We all do it • We all can do it better • Get the most out of content marketing: Campaign based, Search Engine Optimization & Social Media Marketing • Content Makes Marketing by Laura Lear: http://goo.gl/Wb4pY • The Advanced Content Marketing Guide: http://www.quicksprout.com/the-advanced-guide-to-contentmarketing/
  6. 6. What Exactly is Content Marketing? • Content marketing (also known as "content recommendation") is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, ebooks, infographics, case studies, how-to guides, question and answer articles, photos, etc. • Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information.“ Source: http://en.wikipedia.org/wiki/Content_marketing
  7. 7. Campaign Based Content Marketing with Webinars
  8. 8. Webinar Planning Phase – Webinar schedule • 4 – 12 months plan • How often: 1 per month, every other month, 1 per quarter? – – – – Commitment Resources Goals Etc.
  9. 9. Webinar Planning Phase – Guest-Speakers are lead magnets • Customers – Success stories, best practices, etc. • Industry experts – Unbiased – Credibility • Partners – Tab into their network = More leads
  10. 10. Webinar Planning Phase: Checklist – – – – – Webinar topic Target date/time Proposed Webinar title Duration / Agenda Hosting: GoToWebinar, Lighthouse Conferencing, WebEx, etc. – Presenter(s) – Guest-presenter(s) – Presenter(s) bios
  11. 11. Webinar Planning Phase – Create a webinar plan / timeline
  12. 12. Chris’ Secret Tips
  13. 13. Webinar Planning Phase: Checklist – Target attendees • Existing / New Customers • Target titles • Specific geographic target regions – Goals / Action Items: • Define primary and secondary goal of hosting the webinar • What are the 3-5 key take-aways we’d like our audience to walk away with • What actions do we want our audience to take after the webinar
  14. 14. Start with Keyword Research
  15. 15. Webinar Planning Phase: Start to Integrate Search Engine Optimization – Know your target keywords – Then… start to draft optimized content: • • • • • Webinar description Blog post(s) Social media messages Press release Content for doc sharing sites such as SlideShare, DocStoc, etc.
  16. 16. On-Page SEO Tips – +/- 500 characters – Include a link to another related page on your site – If possible, add an image and include an alt tag with a target keyword – Place keyword(s) in applicable H1, H2 & H3 heading – Try to include an important target keyword in the first paragraph as well as the last – Optimized meta tags: • Title • Description • Keywords
  17. 17. On-Page SEO Tips
  18. 18. Move The Needle
  19. 19. Move the Needle 1. Keyword research: https://adwords.google.com/o/KeywordTool 1. Build a list of your target keywords 2. Find out how you rank 1. 2. 3. Manually (clear browser history) http://swissmademarketing.com/ranktracker/ http://tools.seobook.com/firefox/rank-checker/ 3. Optimize existing content (on-page) 4. Develop new content with your target SEO keywords in mind 5. Once a month: Start to measure and report your progress
  20. 20. #1 Organic Ranking
  21. 21. Measure Results
  22. 22. Measure Results
  23. 23. Measure Results
  24. 24. Measure Results
  25. 25. Key Takeaways 1. The basics of content marketing 2. Search engine optimization tactics and strategies 3. SEO keyword research 4. On-Page optimization 5. Social media marketing planning and scheduling 6. Measure the results of your online marketing efforts
  26. 26. Thank You! Learn more at www.onlinemarketinginstitute.org
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