Content marketing

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 scone@freemanleonard.com 281-360-6811 www.scottcone.com 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 CONTENT CONTENTTuesday, May 17, 2011

BRAND ADS & PR MEDIA CONTENT INTERRUPTION 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

BRAND CONTENT CONNECTIONS COMMUNITYTuesday, May 17, 2011

BRAND CONVERSATION CONTENT CONNECTIONS COMMUNITYTuesday, 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

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: www.WebsiteGrader.com 05/16/11 hnp://www.websitegrader.com/wsgid/432155/default.aspxTuesday, 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

Mocial is Here to StayTuesday, May 17, 2011

Social is the New SearchTuesday, May 17, 2011

Community is the New CampaignTuesday, May 17, 2011

Video is the New CollateralTuesday, May 17, 2011

Location is the New PromotionTuesday, May 17, 2011

Games are the New EntertainmentTuesday, May 17, 2011

http://mashable.com/ http://www.hubspot.com/marketing-resources/ http://www.socialmediaexaminer.com/ http://adage.com/power150/indexTuesday, 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

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Content marketing

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Content marketing — Presentation Transcript