#smx #23A @tedives
Life Beyond Google: Diversifying
Your Digital Marketing
Ted Ives
SMX West
Session Hashtag: #smx #23A
Sp...
#smx #23A @tedives
Agenda
• How Online Marketers Tend to Think About Marketing
• Why This Paradigm Isn’t Enough
• A Better...
#smx #23A @tedives
Impressions
Online
Search
Organic
Search
Traditional
Results
Universal
Results
Local
Results
Paid Searc...
#smx #23A @tedives
…Yes, They Also Think About Retargeting…
Impressions
Online
Search
Organic
Search
Local
Results
Traditi...
#smx #23A @tedives
…Why This Paradigm Isn’t Enough.
• This diagram is the wrong way of thinking about your marketing; it’s...
#smx #23A @tedives
CHANNEL
Diagram source:
Claude Shannon,
“A Mathematical Theory of
Communication”,
Bell System Technical...
#smx #23A @tedives
CHANNEL
MARKETING CHANNELS
PAID SEARCH
ORGANIC TRAFFIC
DISPLAY ADVERTISING
SOCIAL MEDIA
OUTDOOR ADVERTI...
#smx #23A @tedives
CHANNEL
MARKETING CHANNELS
PAID SEARCH
ORGANIC TRAFFIC
DISPLAY ADVERTISING
SOCIAL MEDIA
OUTDOOR ADVERTI...
#smx #23A @tedives
Start by Designing & Documenting
a Marketing Content Process
• Decide on what documents/media you will ...
#smx #23A @tedives
Considerations While You’re Designing Your Process
• Expanding to different channels, traffic sources, ...
#smx #23A @tedives
White Paper:
6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a
Trade Show
Webinar
Transcribed
Sp...
#smx #23A @tedives
White Paper:
6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a
Trade Show
Webinar
Blog Posting 1...
#smx #23A @tedives
White Paper:
6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a
Trade Show
Webinar
Blog Posting 1...
#smx #23A @tedives
White Paper:
6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a
Trade Show
Webinar
Blog Posting 1...
#smx #23A @tedives
Other Tactics Worth Considering
• If you produce at least one piece a day: syndicate content.
– Syndica...
#smx #23A @tedives
In Summary:
• Leverage:
– Repurposing
– Appeal to Ego
– Transcription
• Think:
– Content
– Channels
– A...
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Life Beyond Google: Diversifying Your Digital Marketing

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Smx West 2014 Session #Smx #23A - Life Beyond Google: Diversifying Your Seo Effortspresentation Life Beyond Google: Diversifying Your Digital Marketing By Ted Ives @Tedives Of Coconut Headphones

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Life Beyond Google: Diversifying Your Digital Marketing

  1. 1. #smx #23A @tedives Life Beyond Google: Diversifying Your Digital Marketing Ted Ives SMX West Session Hashtag: #smx #23A Spring ‘14
  2. 2. #smx #23A @tedives Agenda • How Online Marketers Tend to Think About Marketing • Why This Paradigm Isn’t Enough • A Better Model for Thinking About Marketing • Designing and Documenting a Marketing Content Process • A Model B-to-B Content Creation Process That Leverages – Repurposing – Appeal to Ego – Transcription • Other Tactics Worth Considering
  3. 3. #smx #23A @tedives Impressions Online Search Organic Search Traditional Results Universal Results Local Results Paid Search Traditional PPC E-Commerce PPC Non-Search Email Marketing Content Syndication Social Media Display Advertising Offline How Online Marketers Tend to Think about Marketing
  4. 4. #smx #23A @tedives …Yes, They Also Think About Retargeting… Impressions Online Search Organic Search Local Results Traditional Results Universal Results Paid Search Traditional PPC E-Commerce PPC Non-Search Email Marketing Content Syndication Social Media Display Advertising Offline
  5. 5. #smx #23A @tedives …Why This Paradigm Isn’t Enough. • This diagram is the wrong way of thinking about your marketing; it’s oriented only around how you spend your budget. It’s oriented around your company and the marketing department, not around the customer. • This leads to stovepipe thinking focused on channels - “how” focused: Let’s expand into Video Marketing Let’s focus on Twitter • However, the customer doesn’t care about your budget – and is going to interact through most, if not every, of these channels. • You need to think about the whole, system, i.e. What are we going to communicate to who, and how?
  6. 6. #smx #23A @tedives CHANNEL Diagram source: Claude Shannon, “A Mathematical Theory of Communication”, Bell System Technical Journal, Oct. 1948 http://bit.ly/R1lRL
  7. 7. #smx #23A @tedives CHANNEL MARKETING CHANNELS PAID SEARCH ORGANIC TRAFFIC DISPLAY ADVERTISING SOCIAL MEDIA OUTDOOR ADVERTISING EMAIL MARKETING MARKETING CONTENT WEB PAGES WHITE PAPERS PODCASTS VIDEOS PRESENTATIONS BLOG POSTS ADVERTISEMENTS MARKETING AUDIENCE PREVIOUS CUSTOMERS CART ABANDONERS READERS FOLLOWERS VISITORS INTERESTS DEMOGRAPHICS Diagram source: Claude Shannon, “A Mathematical Theory of Communication”, Bell System Technical Journal, Oct. 1948 http://bit.ly/R1lRL
  8. 8. #smx #23A @tedives CHANNEL MARKETING CHANNELS PAID SEARCH ORGANIC TRAFFIC DISPLAY ADVERTISING SOCIAL MEDIA OUTDOOR ADVERTISING EMAIL MARKETING MARKETING CONTENT WEB PAGES WHITE PAPERS PODCASTS VIDEOS PRESENTATIONS BLOG POSTS ADVERTISEMENTS MARKETING AUDIENCE PREVIOUS CUSTOMERS CART ABANDONERS READERS FOLLOWERS VISITORS INTERESTS DEMOGRAPHICS Diagram source: Claude Shannon, “A Mathematical Theory of Communication”, Bell System Technical Journal, Oct. 1948 http://bit.ly/R1lRL
  9. 9. #smx #23A @tedives Start by Designing & Documenting a Marketing Content Process • Decide on what documents/media you will create, and how. • Wire the output through all your social channels. • Make this function routinely, almost on automatic. • B-to-B Focus on White Papers, Presentations, Podcasts, Testimonials • B-to-C Focus on Surveys, Promotions, Contests, Coupons, Testimonials
  10. 10. #smx #23A @tedives Considerations While You’re Designing Your Process • Expanding to different channels, traffic sources, and content types may require organizational changes. – You may want to hire an email marketer…several interns to write content…and so on. – In many cases however, you’ll have to beg/borrow/steal/cajole resources. – As a result, it’s critical to squeeze every bit of value possible out of every piece of content. • Your Company’s “Thought Leaders” will make or break your content. Seek them out and cultivate them! • Thought leaders are difficult to harness – do so using: – Repurposing – Appeal to ego – Transcription “You fight with the army you have, not the army you wish you have.” – Don Rumsfeld.
  11. 11. #smx #23A @tedives White Paper: 6-8 Pages, 3 Tables, 2 Diagrams Presentation Speech at a Trade Show Webinar Transcribed Speech Transcribed Webinar Blog Posting 1 Blog Posting 2 Blog Posting 3 Blog Posting 4 Blog Posting 5 BLOG Paid Search Call- to-Action Email Newsletter Weekly Industry Roundup Regular Podcast Transcribed Podcast Announcement Press Release Interviews Articles by Thought leaders The three keys: • Repurposing • Appeal to Ego • Transcription
  12. 12. #smx #23A @tedives White Paper: 6-8 Pages, 3 Tables, 2 Diagrams Presentation Speech at a Trade Show Webinar Blog Posting 1 Blog Posting 2 Blog Posting 3 Blog Posting 4 Blog Posting 5 BLOG Paid Search Call- to-Action Email Newsletter Weekly Industry Roundup Regular Podcast Transcribed Podcast Look at all the other channels that are involved! Also – sales can use the WP & Preso as collateral, Upcoming Webinars are a great excuse to ping prospects. Announcement Press Release Interviews Articles by Thought leaders Transcribed Speech Transcribed Webinar
  13. 13. #smx #23A @tedives White Paper: 6-8 Pages, 3 Tables, 2 Diagrams Presentation Speech at a Trade Show Webinar Blog Posting 1 Blog Posting 2 Blog Posting 3 Blog Posting 4 Blog Posting 5 BLOG Paid Search Call-to-Action Email Newsletter Weekly Industry Roundup Regular Podcast Transcribed Podcast Announcement Press Release Interviews Articles by Thought leaders = Activities an intern or a junior marketer can handle. Transcribed Speech Transcribed Webinar
  14. 14. #smx #23A @tedives White Paper: 6-8 Pages, 3 Tables, 2 Diagrams Presentation Speech at a Trade Show Webinar Blog Posting 1 Blog Posting 2 Blog Posting 3 Blog Posting 4 Blog Posting 5 BLOG Paid Search Call- to-Action Email Newsletter Weekly Industry Roundup Regular Podcast Transcribed Podcast Announcement Press Release Interviews Articles by Thought leaders Transcribed Speech Transcribed Webinar = Social Updates
  15. 15. #smx #23A @tedives Other Tactics Worth Considering • If you produce at least one piece a day: syndicate content. – Syndication is just guest blogging writ large. • Look up every keyword you had a conversion on in the last 12 months in Paid Search – make a 2 minute video on it. – Interview an internal expert about the topic and make it a Q&A format. – Simple to produce many of these in one sitting. Bring extra shirts! • If you have not tested Paid Search – do so yesterday! • If you’re not doing email marketing – consider immediately! • Invest in one or more additional websites – Thought lead in a specific content area that resonates with your clientele
  16. 16. #smx #23A @tedives In Summary: • Leverage: – Repurposing – Appeal to Ego – Transcription • Think: – Content – Channels – Audience http://bit.ly/19632UESource:
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