The Future of Search Marketing Starts with Content


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The "Future of Search Marketing Starts with Content" focuses on how to create a holistic approach to search and content marketing using organic and paid search, content (including social) and analytics for the most optimal campaign performance.

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  • The way marketers have had to adapt to new and changing tools and algorithms has dramatically changed the way we do our jobs.
  • Technology has Become the Core of Marketing
    Percentage of Marketing Execs Who’ve Adopted Technology in These Areas
  • **Any digital marketing tactic you can think of will have a technology behind it. Whatever your combined technologies are is your marketing cloud.
    Cloud solutions allow the data, behaviors and engagements from different channels and touchpoints to be aggregated into complete audience profiles.
    *There is a strong chance you are already using at least a handful of these type of tools for specific reasons, you just may not have associated your various technologies as a marketing cloud.
    -Do you use Google Analytics?
    -An email marketing program?
    -Do you run paid advertising campaigns?
    One of the key components to managing their experiences throughout their lifestyle is with content. One of the keys to delivering the right content is understanding search behaviors of the customer. This can be challenging because of the constantly changing organic search landscape
  • *18 algorithm updates
    Some monumental like Hummingbird in August
    Others being quite small, but all happening with a large majority of Google users being unaware of these changes in what they see in the SERPs.
    Hummingbird in August, 2013: -core algorithm update
    -SERPs layout
    -Knowledge Graph
    -Speed and accuracy
    -Built for mobile and conversational search
    *Unique content
    *Verified authorship
    *More content being placed on SERPs page
    Another key to understanding the organic search landscape is to understand the changes in how search marketers have had to change in response to search engine behavior
  • Left brained vs. Right brain or Traditional SEO vs. Modern SEO
    Traditional SEO is left-brained: logical, tactical, planned, analytically driven
    -ie: Anchor and backlinks
    Modern SEO is right-brained: emotional, creative, adaptable, dreamer
    -ie: Content and KW category-driven with bigger dreams rather than granular wins.
    -With more channels and content types influencing where and how users search and how the internet displays content
    -its important to understand the role of specific channels in search and content marketing
    -The collision of search and social has been a hot topic
    **Social represents a key medium to deliver content in a relevant and searchable way
    - Now, there is a right way to do social and wrong way to do social…
  • Saturated social channels with branded content
    *Higher expectations
    *Real-time customer service
    *Consumers/Searchers are more picky
    *They will self-filter their content
    *Massive social media fails that incorporate promotions/sales with trending news topics … especially national tragedies
    ie- Epicurious
    Which all lead to this important law… (next slide)
  • By saturating your channels with branded content, it’s going to come back and hit you… boomerang style.
  • Search marketing channel is the largest channel for online buyers, rather than social.
    Consumers continue to use social channels but now RELY on organic search to:
    -Confirm their assumptions or interests
    -Find the answers they need
    Consumers are now:
    -More selective when choosing their preferred channels. Therefore it is vital to have visibility on search engines
    -More trusting of content that is served to them via inbound marketing channels
  • -Paid marketing has a serious amount of investment with a seriously low amount of traffic behind it.
    -While inbound marketing only get $5 billion of investment: SEO, Social, Referring links and direct traffic get about 90% of traffic on the internet
  • Content strategy at the center with SEO driving the conception.
    This is achieved by changing traditional approaches to lead capturing and nurturing strategies as well as the supporting tactics and technologies to have a more effective, efficient and scalable digital marketing solution.
    *A holistic approach includes conducting an extensive search (organic and paid) audit, thorough community of interest (COI) research, and developing a targeted content strategy that ties back into search, social and web content created for unique user personas.
    You have to know these behaviors in order to develop an effective search-driven content strategy
    It takes multi-channel marketing with optimized content to be effective
  • Marketing organizations are adding analytics programs to their marketing cloud to:
    -understand the customer and the effectiveness of campaigns
    *??How do you know what content and search strategies are working without an integrated analytics approach?? You Don’t.
    Your strategy must to be measured!
    -Show your big wins, KPIs and content successes!
  • *It is all based on overall business goals.
    *Data is huge and companies are investing
    *Using data visualization tools
    *Omni-channel reporting
    *Leveraging data across channels, teams and executives
    What reporting was in the past and what it is today is not only more visual in nature but is tied to multi-channel campaigns, budgets and conversions
    -Today’s reporting focuses on ROI and areas for optimization
  • *here’s an example of how it all ties together—each channel is a result of a focused content and search strategy tied to specific KPIs, themes and persona
    -Very visual
    -Shows successes overtime
    -Attributes wins by channel, campaign, or even keyword
  • The Future of Search Marketing Starts with Content

    1. 1. Presented to: Mid –Atlantic Marketing Summit The Future of Search Marketing Starts with Content 24 April 2014
    2. 2. 2 Marketing has changed more in the past two years than in the past 50. Source:, September 2013
    3. 3. 3 THE MARKETING TECHNOLOGY LANDSCAPE Source: IBM, 2012 Technology has become the core of marketing Marketing executives are adopting technology in key areas:
    4. 4. 4 THE MARKETING CLOUD Use marketing cloud solutions to create and deliver the right content
    5. 5. 5 ORGANIC SEARCH LANDSCAPE The organic search landscape has drastically shifted in the last year: • New algorithms • New tools • New content types at the forefront of search visibility How many different algorithm changes do you think Google had in 2013 alone?
    6. 6. 6 ORGANIC SEARCH LANDSCAPE Source: Custom Content Council Brands invest $44 billion in content every year
    7. 7. 7 ORGANIC SEARCH LANDSCAPE Social channels are saturated with branded content • Consumers have higher expectations for relevance and quality of broadcast content • Consumers expect real-time customer service via social • Consumers will self-filter content
    8. 8. 8 ORGANIC SEARCH LANDSCAPE Only sharing your own content is a recipe for disaster
    9. 9. 9 CONSUMERS AND RESEARCH Source: eMarketer 58% of Americans research online first before buying
    10. 10. 10 CONSUMERS AND SEARCH Where does the internet click?
    11. 11. 11 THE MULTI CHANNEL CUSTOMER Brands need an integrated, interactive and dynamic strategy for the multi-channel customer
    12. 12. 12 INFORM THE STRATEGY Source: The Atlantic, October 2012 & The CMO Survey, September 2013
    13. 13. 13 INFORM THE STRATEGY Embrace the demand for accountability by adopting objectives and metrics linked to overall business goals •Understand data explosion: most companies have rise in data volume by 35-50% every year •Investment in marketing analytics software •Data visualization tools •Omni-channel reporting •Executive dashboard reports •Leverage data across channels, creative and internal teams Source: The Atlantic, October 2012
    14. 14. 14 INFORM THE STRATEGY
    15. 15. 15 Thank you. Mike Tirone Digital Marketing Search & Content Strategist R2integrated |