Content marketing
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Content marketing



Presentation given at the Houston Interactive Marketing Forum on content marketing theory, practice and major trends.

Presentation given at the Houston Interactive Marketing Forum on content marketing theory, practice and major trends.



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Content marketing Content marketing Presentation Transcript

  • Social Content Marketing Using  the  Internet  to  help  prospects  find  us  and   convert  more  visitors  into  paying  customersTuesday, May 17, 2011
  • Reinventing marketing services. The innovative, “big idea” thinking and creative solutions found in any top agency... + ...the diverse, flexible and efficient talent resources of a staffing & recruitment firm Expertise and execution help WHEN you need it...without paying for it when you don’t.Tuesday, May 17, 2011
  • Scott Cone 281-360-6811 Twitter: @Scone 25+ years Advertising & Marketing Media & Agency B2B & B2CTuesday, May 17, 2011
  • BRAND ADS  &  PR MEDIA  CONTENTTuesday, May 17, 2011
  • BRAND ADS  &  PR MEDIA  CONTENTTuesday, May 17, 2011
  • BRAND ADS  &  PR MEDIA  CONTENT CONTENTTuesday, May 17, 2011
  • 88% Percentage of buyers that conduct online research before buying a product or service Source: Pew Research, 9/29/10Tuesday, May 17, 2011
  • 66% Percentage of media influencing purchase decisions that comes from consumer-generated sources. Source: McKinsey “Consumer Journey” Report 2009Tuesday, May 17, 2011
  • Social Technographics Forrester 2010 Social Technographics ProfileTuesday, May 17, 2011
  • This isn’t really about Social Media.Tuesday, May 17, 2011
  • Social Media is DANGEROUS Two Fatal Mistakes 1. Use new social channels with old “push” advertising approaches 2. Establishing a presence then failing to participateTuesday, May 17, 2011
  • Tuesday, May 17, 2011
  • Tuesday, May 17, 2011
  • Marketing Needs to Adapt Outbound Marketing Inbound Marketing • Inside Sales • SEO • Telemarketing • Pay per click • Traditional advertising • Blogging / Blogosphere • Seminars • Social Media / Buzz • Print Advertising • Targeted Landing Pages • Direct mail/email • Marketing AnalyticsTuesday, May 17, 2011
  • Today, the goal of marketing is to “GET FOUND” by customers when they are looking, not “GET IN THEIR FACE” when they’re NOT.Tuesday, May 17, 2011
  • Content Creates Links! Traffic Leads ConversionTuesday, May 17, 2011
  • Content B2B Marketers UseTuesday, May 17, 2011
  • Major Content Distribution Channels % of B2B Marketer Using the ChannelTuesday, May 17, 2011
  • Percentage of Marketing Budget devoted to content marketing (by number of employees) 05/16/11Tuesday, May 17, 2011
  • Content Marketing Spend in $’s (by size of company) 05/16/11Tuesday, May 17, 2011
  • listen create share engageTuesday, May 17, 2011
  • Where Are You?Tuesday, May 17, 2011
  • Q’s • What  roles  is  digital/social  media/content  markeOng  currently  playing  in  your  markeOng   mix? – Leading  man? – Best  supporOng  actor? – Extra? – What’s  digital/social  media/content  markeOng? Hint:  The  role  it  plays  is  somewhat  related  to  the  budget  it  receives • Are  you  in  the  beginning,  middle  or  final  stages  of  determining  your  markeOng  and  digital   markeOng  strategy  for  the  next  12  months? • Do  you  have  a  corporate  social  media  policy  in  place? • How  are  you  currently  engaged  in  acOve  listening? • How  are  you  engaging  with  potenOal  customers  across  your  enOre  digital  presence? • What  is  your  web  site  plaYorm  (i.e.  what  soware  was  it  built  in  and  how  is  it  hosted)? • Are  you  using  Google  AnalyOcs  or  some  other  analyOc  tool  to  track  your  web  site   performance? • Have  you  done  an  inventory  of  your  keywords  and  keyword-­‐based  content?Tuesday, May 17, 2011
  • Components  of  EffecOve  Web  Presence Content  SyndicaOon  &  Social  Engagement SyndicaOng  content  to  social  sites  and  other  web   presence  is  having  an  increasingly  important  role  in   increasing  links  and  search  rankings. Links  are  essenOal  to  SEO   Site  usability  seeks  to   success  and  a  highly  valued   opOmize  a  user’s  holisOc   factor  in  search  engine   experience  on  site.  Usability   rankings.  When  a  site’s   tesOng  can  opOmize  a   content,  structure  and   person’s  journey  through   design  are  in  peak   the  site.  Proper  design   condiOon,  the  number  and   eliminates  barriers  to   quality  of  inbound  links   conversion  and  conflicOng   grows  and  efforts  can  be   calls  to  acOon,  offering   devoted  to  social   visitors  a  preferred  user   community  engagement.   experience. Behind  the  scenes,  on-­‐page   Keywords  and  site  content   elements,  site  architecture   developed  around  keyword   and  server  performance   insights  communicate  to   must  be  opOmized  for   both  visitors  and  search   search  engine  consideraOon.   engines  what  your  site  is   •Meta  data  indicates  page   about,  the  relevance  to   subject their  need  for  informaOon   •Siloed  site  structure  creates   and  the  value  you  offer.   theme-­‐aligned  content   Both  high-­‐volume  and  long-­‐ secOons  of  the  site.   tail  keywords  related  to   •.htaccess  and  robot.txt  files   Web  AnalyOcs  is  the  backdrop  for  all  internet  markeOng  efforts.   your  experOse  and   help  spiders  to  crawl  and   Site  data  tracks  visitor  interacOon  and  engagement.  ImplemenOng   products/services  benefits   index  pages analyOcs  from  the  start  of  a  project  provides  a  baseline  from   should  be  used  to  develop   which  to  measure  the  effect  of  SEO  efforts.   engaging  and  helpful   content  Tuesday, May 17, 2011
  • Areas  of  EvaluaOon  Web  site  analyOc  package  Proper  site  construcOon  Traffic  by  touch  point  Architecture  siloed/keyword    Visitor  to  lead  conversion structured  landing  pages  Lead  to  customer  conversion  Server  performance  Design  and  usability  External  monitoring  dashboard  On-­‐page  elements  SEO-­‐friendly  CMS  Link  building  strategy  Keyword  analysis:    Paid  search  strategy  Process  for  ongoing  assessment  and    External  web  presence/social   implementaOon  of  keywords  that   strategy drive  traffic,  leads  and  conversion  Workflow  for  conversaOon    High  volume  +  long-­‐tail engagement  and  customer    Your  company  &  products/services,   service  response   compeOtors,  industry  CRM/Lead  management  and    Content  strategy: nurturing  system  Keyword  insight-­‐driven  development    Persona  development  Workflow  and  process  for  ongoing   creaOon  On  site  and  off-­‐site  syndicaOonTuesday, May 17, 2011
  • AddiOonal  Areas  of  EvaluaOon • People • Processes • Tools/TechnologyTuesday, May 17, 2011
  • Set Up a Monitoring System FireFox NetNewsWire FeedDemon Mac WindowsTuesday, May 17, 2011
  • Take Inventory How Do You Stack Up Against the Competition? in: Search Social BlogsTuesday, May 17, 2011
  • Keyword Research and Analysis • Our best prospects are looking for us. • They’re not finding us when they search. Search  Term Monthly   SC  on  p  1 La  Crema  on   FC  on  p1? SM  p1? US   p1 Searches wine  pairings 40,000+ No No No No wine  gis 8,100 No No No No wine  club 8,100 No No No No wine  club  of  the   1,900 No No No No month gis  for  wine  lovers 1,300 No No No No *Source:  Google  Organic  Search  2/9/11Tuesday, May 17, 2011
  • Sonoma-Cutrer in Social Media• 108 questions on “wine clubs” and 12 • 2,870 videos tagged with “wine pairings” in containing “wine pairings” on LinkedIn Answers. YouTube search results. None of first page organic None on first page results from any profiled results from any profiled companies. companies. – YouTube is the #2 search engine on the internet with – LinkedIn gets 1.5 millions visitors/month, the 106 million unique visitors in the month of September average user is 39 and makes $139K/year, over 500,000 C-level members • 35 meet ups tagged with “wine” in Houston search results. None sponsored by profiled companies.• Five status updates and six check ins containing Sonoma-Cutrer on Facebook. Many status – Meet up allows 7 million members to connect online updates containing “wine pairings” and “wine and find real world events around shared interests. club” in last several days. None from any profiled • Hundreds of tweets with links containing “wine companies. pairings” on Twitter. None from any company. – Facebook has 500 million users – Twitter is a microblogging service used to broadcast 140-character messages to followers. There are 175 million users, with 500,000 added each day. 05/16/11Tuesday, May 17, 2011
  • Sonoma-Cuter Blogosphere Results • 59 Blogs about and 13 blog posts containing “wine club” listed in a Technorati search. None from profiled companies. – Technorati (a blog search engine) gets 4.5 million visitors per month and there are an estimated 150 million blogs worldwide. WordPress, a leading blogging/content management software, adds 10.5 million new user-generated pages every month • 1,050,000 blog posts containing “wine” in Google Blog search. None from profiled companies. Blogging is a huge source of internet content. Consider just WordPress, one of the more popular blogging and content management platforms (software and related-tools ecosystems). Popular with both business and consumer bloggers for its easy of use and search-friendliness, it is responsible for 10% of all the web sites in the world, generating 23 billion page views among 30 million publishers as of the end of 2010. Sources:    TechnoraA  Search  2/10/11 05/16/11   Google  Blog  Search  2/10/11Tuesday, May 17, 2011
  • Inbound Marketing Grade • We’re a bit behind. • Good news: We can improve and WIN! Metric SC La  Crema FC SM Website  Grade   74 84 71 96 Alexa  Traffic  Rank  (lower   3,546,154 1,560,044 2,067,616 1,187,653 is  bener) Google  Page  Rank  (SEO:   5 4 5 n/a 1-­‐10,  higher  is  bener) Links  (more  is  bener) 268 314 540 n/a Source: 05/16/11 hnp://, May 17, 2011
  • Where  Do  You  Want  to  Be? B ATuesday, May 17, 2011
  • The Only 3 Marketing Objectives That Matter • Create profitable growth • Reduce expenses • Increase customer satisfactionTuesday, May 17, 2011
  • Content Marketing Success CriteriaTuesday, May 17, 2011
  • Success  Beacons Sample Digital Marketing Conversion Performance Plan 05/16/11Tuesday, May 17, 2011
  • Where Do We Go From Here?Tuesday, May 17, 2011
  • Social Content Marketing Process Social  Media   Policy Discover Develop Deploy Research Strategy OpMmize Analysis Concepts Syndicate Insights Plan MonitorTuesday, May 17, 2011
  • Content Syndication Hub Online Your Site Offline 75% of content distributed away from home siteTuesday, May 17, 2011
  • BTuesday, May 17, 2011
  • Tuesday, May 17, 2011
  • Mocial  is  Here  to  StayTuesday, May 17, 2011
  • Social is the New SearchTuesday, May 17, 2011
  • Tuesday, May 17, 2011
  • Tuesday, May 17, 2011
  • Community is the New CampaignTuesday, May 17, 2011
  • Tuesday, May 17, 2011
  • Video is the New CollateralTuesday, May 17, 2011
  • Tuesday, May 17, 2011
  • Location is the New PromotionTuesday, May 17, 2011
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  • Tuesday, May 17, 2011
  • Tuesday, May 17, 2011
  • Games are the New EntertainmentTuesday, May 17, 2011
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  •, May 17, 2011
  • Key Takeaways • Keep  being  a  student • Establish  your  social  presence   then  feed  your  content  from   • Be  realisOc  about  the  Ome   your  hub. commitment  and  degree  of   experOse  required.     • Be  consistent  in  your  look  and   messaging  across  your  enOre   • Use  customer/consumer   digital  presence. behavior  (search  &  social   keywords)  to  develop   • Create  value  on  an  ongoing   insights  and  create  content. basis. • Use  a  SEO-­‐friendly  CMS   • Regularly  evaluate  what’s   plaYorm  to  build  your  site/ performing.  Feed  what’s   content  hub  or  anach  one   growing,  prune  back  what’s   to  your  exisOng  site. now.Tuesday, May 17, 2011