Content Marketing – The Inbound Recipe for Success
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Content Marketing – The Inbound Recipe for Success

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This session will explore the tangible benefits of content marketing to include SEO, lead generation, social media, and affiliate marketing. It will answer, what, why, and how to deploy a ...

This session will explore the tangible benefits of content marketing to include SEO, lead generation, social media, and affiliate marketing. It will answer, what, why, and how to deploy a campaign.

Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: SEO

Chad H. Pollitt, Director of Social Media and Search Marketing, Kuno Creative (Twitter @CPollittIU)

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    Content Marketing – The Inbound Recipe for Success Content Marketing – The Inbound Recipe for Success Presentation Transcript

    • Content MarketingThe Inbound Recipe for Success
      Twitter: #ASE11_CM
    • Introduction
      Chad H. Pollitt
      Certified HubSpot Partner
      Internet Marketing Masters Certification, University of San Francisco
      Former Marketing Manager for Facebook TabSite
      Over $10 Million in tracked ROI for SEO
      Chad H. Pollitt
      Director of Social Media & Search Marketing
      Kuno Creative
      @CPollittIU
      LinkedIn.com/in/seofortwayne
      @CPollittIU - #ASE11_CM
    • Agenda
      Content Marketing
      What
      Why
      Empirical Data
      SEO
      Social Media
      How
      Recap
      Q & A
      @CPollittIU - #ASE11_CM
    • Content MarketingWhat is it?
      @CPollittIU - #ASE11_CM
    • Content MarketingWhat is it?
      @CPollittIU - #ASE11_CM
    • Content MarketingWhat is it?
      @CPollittIU - #ASE11_CM
    • Content MarketingWhat is it?
      @CPollittIU - #ASE11_CM
    • Content MarketingWhat is it?
      @CPollittIU - #ASE11_CM
    • Content MarketingWhat is it?
      Content Marketing is the creation and sharing of content for the purpose of promoting a product, service or cause. Though the focus of this content may not specifically be about your organization or its offerings, often assets created for the purpose of content marketing include a mix of problem-specific information and thought leadership.
      @CPollittIU - #ASE11_CM
    • Content MarketingCreation and Sharing of Content
      Types of Content
      Advanced Content
      Blog Content/Website Content
      Videos/Webinars
      Podcasts/Audio
      Images/Infographics
      Widgets, Plugins, Apps
      Slide Presentations
      Press Releases
      @CPollittIU - #ASE11_CM
    • Content MarketingCreation and Sharing of Content
      People only go to the Internet for TWO reasons
      To Solve a Problem
      To be Entertained
      @CPollittIU - #ASE11_CM
    • Content MarketingAssets Created for Content Marketing
      Problem Specific Information
      Entertaining
      Thought Leadership
      @CPollittIU - #ASE11_CM
    • @CPollittIU - #ASE11_CM
      Content Marketing – Why should I care?
      Filling the top of the funnel
    • Content Marketing2-3 blogs/month
      @CPollittIU - #ASE11_CM
    • Content Marketing12 blogs/month
      @CPollittIU - #ASE11_CM
    • Content Marketing12 blogs/month
      @CPollittIU - #ASE11_CM
    • Content Marketing21 blogs/month
      @CPollittIU - #ASE11_CM
    • Content Marketing28 blogs/month
      @CPollittIU - #ASE11_CM
    • Content MarketingWhat happens when you stop?
      @CPollittIU - #ASE11_CM
    • Search Engine Optimization (SEO)
      Google’s Webmaster Guidelines recommends:
      “If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”
      In other words, publish unique problem solving content.
      @CPollittIU - #ASE11_CM
    • Search Engine Optimization (SEO)
      Google Panda/Farmer – Google’s recent algorithm update was designed specifically to reward those webmasters which follow their value-added content recommendations.
      @CPollittIU - #ASE11_CM
    • Search Engine Optimization (SEO)2011 Search Engine Ranking Factors Report
      Inbound Links 42% SERP Impact
      Keyword Usage (URL/On-page) 26% SERP Impact
      Social Media 7% SERP Impact
      Brand Popularity 7% SERP Impact
      Content Marketing has an 82% SERP Impact
      @CPollittIU - #ASE11_CM
    • Search Engine Optimization (SEO)
      A.B.O.
      Always Be Optimizing
      @CPollittIU - #ASE11_CM
    • Social Media
      Content Distribution Channel
      Allows for Content to be Easily Shared and Discussed
      Build a Community
      Become a “Thought Leader”
      @CPollittIU - #ASE11_CM
    • Social Media
      @CPollittIU - #ASE11_CM
    • Social Media Infrastructure
      • Multiple Social Media platforms chosen to engage social media users and how those platforms are connected to one another pushing and pulling content.
      @CPollittIU - #ASE11_CM
    • Social Media Infrastructure
      @CPollittIU - #ASE11_CM
      • How to build
      • Blogging is the Push-Foundation of the Infrastructure
    • Social Media Infrastructure
      @CPollittIU - #ASE11_CM
      • How to build
      • Blogging is the Push-Foundation of the Infrastructure
      • Infrastructure configurations are almost limitless
    • Social Media Infrastructure
      @CPollittIU - #ASE11_CM
      • How to build
      • Push Content onto Popular Social Media Platforms
    • Social Media Infrastructure
      @CPollittIU - #ASE11_CM
      • How to build
      • Pull Content into your Infrastructure
    • Social Media Infrastructure
      @CPollittIU - #ASE11_CM
      • How to build
      • Pull Conversion Platforms into your Infrastructure
    • Social Media
      • Create a “Keyword Neighborhood”
      @CPollittIU - #ASE11_CM
    • Social Media Infrastructure
      @CPollittIU - #ASE11_CM
      • How to build – Things to consider
      • No Follow Links
      FOLLOW
    • Social Media Infrastructure
      @CPollittIU - #ASE11_CM
      • How to build – Things to consider
      • Duplicate Content Comments from Google
      • Duplicate content on a site is not grounds for action on that site unless it appears that the intent of the duplicate content is to be deceptive and manipulate search engine results.
      • Google’s Matt Cutts – “. . . finds that honest webmasters worry about dupe content when they don’t need to.”
    • How Much Content?
      21/week
      Benefits
      Content Produced
      @CPollittIU - #ASE11_CM
    • How Much Content?
      Repurpose
      Invite Guest Bloggers
      Hire Freelance Writers
      User Generated Content
      Bring in an Agency
      @CPollittIU - #ASE11_CM
    • Social Media – SpamSocial Media Content Distribution Formula
      1/3rd Your Content
      1/3rd Other’s Content
      1/3rd Conversation
      @CPollittIU - #ASE11_CM
    • What to do Next?
      Commit to Content for 6 – 12 months
      Identify Content Authors
      Create a Publishing Schedule
      A.B.O. – Always Be Optimizing
      Create a Social Media Infrastructure
      Distribute Content
      Engage
      Share Your Expertise – Help People
      Monitor Analytics
      Have FUN!!!
      @CPollittIU - #ASE11_CM
    • Recap
      Content Marketing
      What
      Why
      Empirical Data
      SEO
      Social Media
      How
      @CPollittIU - #ASE11_CM
    • Social Media & SEO Cheat Sheets
      Download at: facebook.com/kunocreative
      @CPollittIU - #ASE11_CM
    • Questions & Answers
      Slides Posted at: KunoCreative.com/blog
      @CPollittIU - #ASE11_CM