iSG Webinar: Content Strategy & SEO - How to Develop a Plan to Attract, Engage and Convert Your Target Audience
 

iSG Webinar: Content Strategy & SEO - How to Develop a Plan to Attract, Engage and Convert Your Target Audience

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In this webinar, the iAPPS Success Group (iSG) will detail how to develop an effective web Content Strategy that will attract, engage, and convert your target audience through the sales funnel.

In this webinar, the iAPPS Success Group (iSG) will detail how to develop an effective web Content Strategy that will attract, engage, and convert your target audience through the sales funnel.

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    iSG Webinar: Content Strategy & SEO - How to Develop a Plan to Attract, Engage and Convert Your Target Audience iSG Webinar: Content Strategy & SEO - How to Develop a Plan to Attract, Engage and Convert Your Target Audience Presentation Transcript

    • presented by: Join the conversation: @Bridgeline #ContentStrategy Webinar: Content Strategy & SEO A Plan to Attract, Engage and Convert Your Target Audience with your host, JR Hopwood Vice President of Digital Strategy Bridgeline.com
    • Please engage with this presentation We love feedback… As the presentation is being given, we welcome your thought. Open the Questions pane and let us know what’s on your mind! You can also Tweet your thoughts using #BLContentStrategy Or you can tweet @Bridgeline use #ContentStrategy
    • We’re curious… How do you know your content is right for your audience? #ContentStrategy or use the questions pane. @Bridgeline
    • Who is Bridgeline Digital
    • We help our customers achieve their key initiatives by leveraging leading web based technologies How We Build Customer Success “No other company in the web engagement marketplace can provide for its customers the integrated solutions Bridgeline provides.” —Scott Liewehr, DCG
    • Ruth Stillman Digital Marketing Specialist, iAPPS Success Group BS—Ithaca College, MS—MGH Institute of Health Professions rstillman@bridgeline.com Brian Harris Director of Digital Services, iAPPS Success Group BFA—Syracuse University bharris@bridgeline.com About the presenters Join the Conversation @bridgeline #ContentStrategy Visit us at: bridgeline.com Follow us: @bridgeline
    • What is Content Strategy? Brian Harris @bridgeline #ContentStrategy Wikipedia: Content strategy refers to the planning, development, and management of content—written or in other media. The term is particularly common in web development since the late 1990s. It is recognized as a field in user experience design but also draws interest from adjacent communities such as content management, business analysis, and technical communication.
    • Understanding what your target audience wants and adjusting your website content to attract, engage, convert and measure your success to improve the results as you continually repeat the process. What is Content Strategy? Brian Harris @bridgeline #ContentStrategy
    • “ ” – Matt Cutts, Head of Google’s Webspam Team Even if you do brain-dead stupid things and shoot yourself in the foot, but have good content, we still want to return it…” Content Strategy and Search Engine Optimization (SEO) In the context of content strategy, search engine optimization takes on “new” meaning  Like every website, search engines are trying to give their audience the best experience possible.  This means that they are getting increasingly adept at seeing the web through their audience’s eyes.  Search Engine Optimization becomes about understanding the Search Engine User and creating content for their needs, not those of the Search Engine Algorithms themselves.  This is a huge shift in approach, and executing a new content strategy is the best solution to ensuring you are “search engine optimized.”
    • Why is Content Strategy important? Let’s look at how most of the Internet came to be… 1 5 4 32
    • Understanding Content Strategy Common Content Strategic Challenges Misalignment  Website content doesn’t overlap much, or at all, with topics people are searching for on the web. Underserving  Website content doesn’t cover many of the topics people are searching for on the web. Wild Fire  Website content doesn’t seem aware of the topics people are searching for on the web (hit-or-miss shooting indiscreetly at varying topics). 44%of B2B Marketers have a documented content strategy Documented content strategy makes the difference. 84% of marketers who say they’re ineffective at content marketing said they have no documented strategy… — Content Marketing Institute
    • Understanding Content Strategy Common Content Strategic Approaches Alignment Strategy  Adjust the topics addressed  Change the nature of the content  Refine CTAs, goals, conversion definitions Expansion Strategy  Add more topics to content  Cover more about each topic  Increase CTAs, goals, conversion definitions Reduction Strategy  Reduce number of topics covered  Cover less on each topic  Limit CTAs, goals, conversion definitions 72%of B2C Marketers are creating more content than they were just a year ago…but HOW are they determining what content to create? — Marketing Profs
    • Why execute a content strategy? They’re out there, looking!  Your target audience, is searching for solutions like yours. They’re out there…in force, right now!  In order to cause them to purchase your offerings, whether they’re products, services, or both you need to think about each step towards that goal…think AECM Attract Engage Measure to Improve Convert
    • Why execute a content strategy? If you’re a funnel thinker… Attract Engage Measure to Improve Convert
    • Why execute a content strategy? If you’re a funnel thinker… Attract Engage Measure to Improve Convert
    • Why execute a content strategy? If you’re a funnel thinker… Attract Engage Measure to Improve Convert
    • Audience Attraction The first part of any conversion funnel is creating awareness…  Using terms they’re looking for in your content will help you show up in their search results.  These terms will also help with all attraction tactics: PPC, Email, Social Media, etc. Attract Engage Measure to Improve Convert 80%of Business Decision Makers prefer to get company information from a series of articles versus an advertisement. — Content Marketing Institute
    • Audience Engagement Once they’ve arrived, you have to captivate them…  Keywords & phrases drive a content road map.  Relevance and good content will retain leads.  They’ll stay longer & are more apt to convert.  This is true on landing pages, social media, etc. Attract Engage Measure to Improve Convert 60%of Business Decision Makers say that company content helps them make better product decisions. — Content Marketing Institute
    • Audience Conversion Now engaged, it’s time to convert  AB Testing will improve results  The AECM process will refine and define what “conversion” means to your business  Allows more accurate configuration of Goals and Campaigns within your analytics Attract Engage Measure to Improve Convert 73%of B2B Marketers say they have a person who oversees their Content Strategy. — Content Marketing Institute & MarketingProfs on iab.net
    • Measure to Improve Analyze your success to continually improve the outcome  Results: Good  Better  Great  Incredible.  There is always room for improvement.   user experience   conversions. Attract Engage Measure to Improve Convert 30%of B2B marketing budgets dedicated to Content Marketing. — Content Marketing Institute & MarketingProfs on iab.net
    • Content Strategy and Search Engine Optimization (SEO) Content strategy is understanding that which your target audience seeks and shaping/changing your website content to serve that need in order to  Attract  Engage  Convert and ultimately  Measure your success to Improve as you continually repeat the process.
    • The most critical part of getting where you need to be is figuring out exactly where that is and how to get there. Search engine research provides definitive guidelines for the content you should be publishing and at what frequency. Content Strategy & SEO Ruth Stillman @bridgeline #ContentStrategy
    • STEP 1: Identify your target audience – Forrester Research It’s important not to make assumptions Are you sure you are targeting the right audience? Have you identified relevant incidental audiences? Have you talked to members of this audience to confirm your beliefs about their needs?
    • STEP 2: Understand your target audience Stakeholder Interviews We like to start at the beginning with what the customer knows, or thinks they know, about their target audience. Stakeholder interviews are the foundation for qualitative research. User Interviews Nothing gets to the heart of what the target audience wants than to ask them directly. By asking users, you can distill many of the stakeholder observations into core truths. User interviews refine qualitative data. Keyword Research The one thing to keep in mind about “users” is that they are already brand aware. To understand what the largest potential market wants, look to their search habits. 36% Only 36% of content marketers feel they’re using content effectively. —SocialMediaToday.com
    • STEP 3: Conduct a content inventory Examine the content across your digital presence as a whole. Develop topics, types, states, and dates:  Spreadsheet While creating this spreadsheet is an exercise in tedium, when you’re done maintenance is a relatively simple task.  Types and States It is important when conducting an inventory to look past quantity and measure quality. What type of content is it? What mediums is it available in? Is it current? Is it well- written? When was it last updated (was it ever updated)?  Topics Distilling content to its keywords gives you the ability to take an apples-to-apples look at your content compared to your audience’s interests. 41%41% of B2C Marketers and 33% of B2B Marketers cite the inability to measure their content as a signidicant challenge. —The Content Marketing Institute
    • STEP 4: Perform a gap analysis How does your content compare to the larger body of your audience’s needs? By comparing what your audience is looking for and how your content (and perhaps that of your competition) meets that need, you begin to see the overall gap. Don’t Panic! Every site has a gap. It’s the intrinsic nature of the equation. 59%of content marketers will increase their efforts this year (2014). —eMarketer.com 2014 Competition Rising
    • STEP 5: Develop a strategic content plan Common Content Strategy Approaches 44%of B2B Marketers have a documented content strategy Documented content strategy makes the difference. 84% of marketers who say they’re ineffective at content marketing said they have no documented strategy… — Content Marketing Institute Alignment Strategy  Adjust topics  Change nature of content  Refine CTAs, goals, conversion definitions Expansion Strategy  Add topics  Cover each topic more  Increase CTAs, goals, conversion definitions Reduction Strategy  Reduce topics  Cover each topic less  Limit CTAs, goals, conversion definitions
    • STEP 5: Develop a strategic content plan, continued Content Calendar 60%of marketers plan to increase budgets for acquisition, retention and engagement on social media platforms such as Twitter and Facebook in 2014, with 71 percent planning to boost their overall digital marketing expenditure. — MediaBistro.com “ Editorial calendars are used to plot social media posts, blogs, articles & website updates.” “ Often going under the name ‘content calendar,’ they can help teams plan campaigns around big events.” “ They can also be used to keep teams on track with posting goals, serving as a reminder to keep a company’s online presence active.” —Forbes.com
    • In its ubiquity as an industry term, content strategy has taken on myriad bloated misconceptions as to what it includes. In order to execute a successful content strategy, you must clearly define where this effort ends and others begin. What Content Strategy IS/ISN’T @bridgeline #ContentStrategy
    • Content Development  Content strategy directs content development Content Marketing  Content marketing is a technique of publishing attractive, compelling content to attract, engage, and convert a specified audience. Information Architecture  Content strategy informs IA, and IA in turn informs content development. Website Optimization  Activities such as improving load time, search engine optimization, code refinement, and content organization What Content Strategy is, what it isn’t Content Strategy Content Strategy Content Strategy Content Inventory Stakeholder/ User Interviews Keyword & Analytics Research Alignment Meetings Taxonomy Review Voice Definition Editorial Calendar Engagement Marketing Review
    • Here are some examples that demonstrate some of the concepts we’ve discussed... Examples @bridgeline #ContentStrategy
    • Example Content Strategy: Dive Rite “No one understood the Dive Rite brand, its history, and the quality of the gear because Dive Rite had stopped telling its story...”  First attempt to “fix the website” backfired.  Only showing up in search for branded terms, and even then, not in top position.  Focus on getting traction in search engines in addition to making content stronger. Worked on optimizing for “long tail” searches.  Resulted in a 65% increase in search traffic  Independent dealer report of referrals from the Dive Rite site 3x more likely to convert to a sale. – ContentMarketingInstitute.com  Step 1: Develop strategy  Step 2: Tell story  Step 3: Engage customer  Step 4: Connect off/online  Step 5: Social media
    • Example Train your team: HipHop DX  Goal: Produce higher quality content to increase average time on site and boost ad revenue  Methodology: Research into people, process and technology  Training: Workshops with team on personas and writing to incorporate SEO best practices  Result: 24% increase in traffic contributing to a direct increase in revenue. – Aha Media Group Content audit which detailed:  Traffic patterns  Top pages by section  Top content pages  Heat maps  Top 100 pages by artist  Top news content by artist
    • Example Know your users: Skytap Results:  North American site traffic  210%  Organic search traffic  55%  Leads from online channels  97%  Leads from all channels  124%  Online opportunities  73% – Marketing Sherpa  Step 1: Set basic audience segments  Step 2: Research segments  Step 3: Dig deeper into each segment  Step 4: Plan targeted content  Step 5: Establish content review process “We are not in the business of creating meaningless content garbage.”
    • A. Understand your target audience and tailor your content: Attract  Engage  Convert  Measure & Improve B. Search Engine Optimization is critical to attract qualified leads from the greatest potential source: organic search traffic C. Keyword Research  Content Inventory  Gap Analysis  Content Plan D. AB Testing is a great way to continually improve your efforts E. It’s not Content Development, Content Marketing, Information Architecture, or Website Optimization F. We LOVE to have this conversation, let’s chat about it sometime! And To Summarize…
    • Q&A JR Hopwood VP Digital Strategy Bridgeline Digital Brian Harris Director of Digital Services Bridgeline Digital Bridgeline Digital: @Bridgeline Join the Conversation @bridgeline #ContentStrategy Ruth Stillman Digital Marketing Specialist Bridgeline Digital
    • We hope you received actionable ideas from our show and encourage thoughts, questions, and feedback. If you found this webinar helpful, please consider engaging with us by doing the following:  Visit our website: bridgeline.com  Check out our eBooks, White Papers, and Blog entries  Follow us on Twitter: @bridgeline  Suggest new topics for future webinars  Stay tuned for an email linking to recording and slides  Plus ideas for how we can help you with your content strategy Thank You for joining the webinar!