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Search Engine Marketing Professionals Organization
http://www.sempo.org/public_groups/chicago/
http://www.meetup.com/sempo...
2www.sempo.org Search Engine Marketing Professional Organization
Agenda
■ About SEMPO
■ How We Are Organized
□ Staff
□ Cha...
3www.sempo.org
About SEMPO
■ Global non-profit with 900+ SEMPO members,
representing thousands in 40+ countries
■ Membersh...
4www.sempo.org
About SEMPO Chicago
Search Engine Marketing Professional Organization
 SEMPO Chicago is a local working gr...
5www.sempo.org
Local and Global Activity
Search Engine Marketing Professional Organization
Active working group
New workin...
6www.sempo.org
Global Activity
Search Engine Marketing Professional Organization
Japan
Beijing
Mumbai
European Summit
New ...
7www.sempo.org
Local Activity
Search Engine Marketing Professional Organization
Local
Events
8www.sempo.org
How Do I Get Involved?
■ Join! www.sempo.org/Join - $125
□ Circle Members
□ General Members
□ Individual Me...
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION
www.sempo.org
http://www.meetup.com/sempo-chicago
@IETraining
The following presentation as part of
Instant E-Training’s Content Marketing
Intensive
@IETraining
Building Your Content
Marketing Strategy
Heidi Cohen
Riverside Marketing Strategies
@IETraining
Heidi Cohen
President
Riverside Marketing Strategies
• Has integrated, social media & content marketing
experi...
@IETraining
Content growth is exponential!
@IETraining
1. Delivers high quality information
2. Is void of promotion
3. Breaks through clutter to attract attention
4....
@IETraining
1. Is trusted by customers
2. Supports purchase process
3. Feeds social media
4. Delivers your message multipl...
@IETraining
Establish content marketing goals
Know your target audience
Determine information needs
Select content for...
@IETraining
ABOUT YOUR PRESENTER…
• President of Vertical Measures –
A Search, Social & Content Marketing Agency
• Been an...
@IETraining
@IETraining
WHAT ARE WE SEARCHING FOR?
@IETraining
Do you know how many “answers” were provided just yesterday?
Over 4.7 billion!
72% of the time I’m looking for...
@IETraining
Long Tail is the Key!
@IETraining
START WITH RESEARCH
http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
@IETraining
KNOW YOUR KEYWORDS
@IETraining
More Keyword Research ToolsGoogle Keyword Suggest
Relate Searches
@IETraining
More Keyword Research Tools
YouTube Related Searches
@IETraining
@IETraining
More than 410
questions about
“visit the grand
canyon” (exact
match).
@IETraining
Long tail searches
are the key to
success!
@IETraining
LIST ALL CONTENT IDEAS IN A
SPREADSHEET
@IETraining
PUT TOGETHER AN EDITORIAL
CALENDAR
@IETraining
http://www.instantetraining.com/online-marketing-
workshop/content-marketing-training
Register this week and s...
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Content Marketing Strategy & Keyword Research Presentation

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Learn content marketing strategy and conducting keyword research for content marketing ideas. This presentation was part of Instant E-Training Content Marketing Intensive 2013 Certification Program presented at SEMPO Chicago event at Techweek Chicago 2013.

Published in: Business, Technology
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Transcript of "Content Marketing Strategy & Keyword Research Presentation"

  1. 1. Search Engine Marketing Professionals Organization http://www.sempo.org/public_groups/chicago/ http://www.meetup.com/sempo-chicago
  2. 2. 2www.sempo.org Search Engine Marketing Professional Organization Agenda ■ About SEMPO ■ How We Are Organized □ Staff □ Chairs & Committees ■ Global Activity ■ Research ■ SEMPO Institute ■ How Do I Get Involved?
  3. 3. 3www.sempo.org About SEMPO ■ Global non-profit with 900+ SEMPO members, representing thousands in 40+ countries ■ Membership includes traditional agencies, interactive agencies, in-house marketers, individual search and technology ■ Produce the industry’s most comprehensive market research annually, 6 years running ■ We invest in education, research and thought leadership ■ We are building community locally and globally Search Engine Marketing Professional Organization
  4. 4. 4www.sempo.org About SEMPO Chicago Search Engine Marketing Professional Organization  SEMPO Chicago is a local working group for SEMPO members and other interested search engine marketing professionals in the Chicagoland area.  SEMPO Chicago provides awareness about SEM and other emerging technologies in the local market.  SEMPO Chicago has members representing agencies, publishers, free agents, and In-House marketers.  Meetings aim to provide original content, expose new faces, address pressing topics, and celebrate the Chicago search marketing industry. http://www.sempo.org/public_groups/chicago/ http://www.meetup.com/sempo-chicago
  5. 5. 5www.sempo.org Local and Global Activity Search Engine Marketing Professional Organization Active working group New working groups for 2009-2010 SEMPO working groups create a needed space for education, content and networking at the local level
  6. 6. 6www.sempo.org Global Activity Search Engine Marketing Professional Organization Japan Beijing Mumbai European Summit New York Prague Scandinavia Canada Arizona New York
  7. 7. 7www.sempo.org Local Activity Search Engine Marketing Professional Organization Local Events
  8. 8. 8www.sempo.org How Do I Get Involved? ■ Join! www.sempo.org/Join - $125 □ Circle Members □ General Members □ Individual Members ■ Get Active Locally □ Help us plan future Chicagoland-area events □ http://www.meetup.com/sempo-chicago Search Engine Marketing Professional Organization
  9. 9. SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION www.sempo.org http://www.meetup.com/sempo-chicago
  10. 10. @IETraining The following presentation as part of Instant E-Training’s Content Marketing Intensive
  11. 11. @IETraining Building Your Content Marketing Strategy Heidi Cohen Riverside Marketing Strategies
  12. 12. @IETraining Heidi Cohen President Riverside Marketing Strategies • Has integrated, social media & content marketing experience. Simplifies complex concepts behind today’s evolving marketing challenges. • Teaches graduate level marketing at various universities & develops and delivers corporate training. • Writes for various publications & clients. • Blogs at HeidiCohen.com, Top 10 Social Media & Content Marketing blog. For more information check: http://HeidiCohen.com
  13. 13. @IETraining Content growth is exponential!
  14. 14. @IETraining 1. Delivers high quality information 2. Is void of promotion 3. Breaks through clutter to attract attention 4. Educates & entertains target audience 5. Positions brand, product, company &/or spokesperson 6. Engages prospects, customers & public 7. Influences customers & decision makers What is Content Marketing? Source: http://heidicohen.com/content-marketing-defined/
  15. 15. @IETraining 1. Is trusted by customers 2. Supports purchase process 3. Feeds social media 4. Delivers your message multiple times so customers believe it 5. Is relatively less expensive (though NOT free!) Why do you need Content Marketing?
  16. 16. @IETraining Establish content marketing goals Know your target audience Determine information needs Select content formats Tell your story Brand your content Create editorial calendar Optimize content for search Distribute & promote content Track content marketing results Key Take-aways: Content Marketing Checklist
  17. 17. @IETraining ABOUT YOUR PRESENTER… • President of Vertical Measures – A Search, Social & Content Marketing Agency • Been an Internet marketer longer than Google has existed.
  18. 18. @IETraining
  19. 19. @IETraining WHAT ARE WE SEARCHING FOR?
  20. 20. @IETraining Do you know how many “answers” were provided just yesterday? Over 4.7 billion! 72% of the time I’m looking for answers & information. Will I find your business?
  21. 21. @IETraining Long Tail is the Key!
  22. 22. @IETraining START WITH RESEARCH http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
  23. 23. @IETraining KNOW YOUR KEYWORDS
  24. 24. @IETraining More Keyword Research ToolsGoogle Keyword Suggest Relate Searches
  25. 25. @IETraining More Keyword Research Tools YouTube Related Searches
  26. 26. @IETraining
  27. 27. @IETraining More than 410 questions about “visit the grand canyon” (exact match).
  28. 28. @IETraining Long tail searches are the key to success!
  29. 29. @IETraining LIST ALL CONTENT IDEAS IN A SPREADSHEET
  30. 30. @IETraining PUT TOGETHER AN EDITORIAL CALENDAR
  31. 31. @IETraining http://www.instantetraining.com/online-marketing- workshop/content-marketing-training Register this week and save an extra 20% - Use Coupon Code – CMSEMPO13
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