Content Marketing Strategy | What is Content Marketing | Content Marketing Plan
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Content Marketing Strategy | What is Content Marketing | Content Marketing Plan

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The digital world has permeated every aspect of our daily lives, from the way we spend our time, to the way we spend our money. ...

The digital world has permeated every aspect of our daily lives, from the way we spend our time, to the way we spend our money.
It has changed the way we communicate, and it has really changed the way we seek and receive information.

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  • Welcome everyone, and thank you for taking the time today to listen to my musings. Also, a special thank you to Mark and the Team at TUC for putting this together and giving me a platform to share some information. I believe this session will be recorded, and I will provide the slides to anyone who is interested. You can simply email me. If you have any questions, kindly note them down and I will try my best to get to them at the end of the session.
  • The Digital world has permeated every aspect of our daily lives, from the way we spend our time, to the way we spend our money. It has changed the way we communicate, and it has really changed the way we seek and receive information.
  • Businesses are recognizing this shift from offline media to online media, and realizing that in order to acquire leads, build targeted traffic and convert more customers in the new normal, they have to start measuring different metrics.
  • Some of you may be dipping your toes into SEO, and others may be doing some Social Media. If you are publishing content, then you may unknowingly be doing content marketing. These three commonly used marketing tactics, that when executed together on a consistent basis can produce some really great results and it is what smart marketers have figured out. Conveniently named ‘Optimized Content Marketing’. We will get to that in a minute… but first
  • Content Marketing is the Oldest and Newest form of marketing – getting a lot of attention and is really defined as ….Here long before SEO or Social Media
  • Once we know what content to write, we start optimizing each page for search engines.The perfectly optimized page is constructed according to Google’s webmaster guidelines and I have given a visual sample here.We create the page and focus on website usability and internal architecture. These pages also target “long tail” searches that will bring a steady stream of visitors looking for the relevant content that you are providingAdding content regularly will create an asset out of your website
  • When you combine these three commonly used marketing tactics (SEO, Social Media and Content Marketing), you can produce some really great results. Optimized Content consists of: web copy, press releases, blogs, case studies, white papers, how to guides that have all be written for and optimized for the keywords your prospects are using to try to find your business and more importantly keywords that are driving traffic and conversions.
  • This is a game-changing attitude shift.  Expect more businesses to change advertising spending away from “more and more” leads to focusing on reaching fewer, but more targeted and qualified lead pool.  Expect some companies to crack the code in how to use social media and targeted PR to drive traffic and improve search positions in order to fill their pipeline.  In addition expect someto make more strategic investments in creating content to keep leads engaged throughout the process.
  • The first thing I would suggest is understanding your customer... I was recently at the SES conference and a gentleman crowdsourced this information, then produced 40 videos (digital content)
  • Figure out the keywords using a keyword research tool and remember you can filter the data and get to what a mobile searcher is looking for. Obviously they search differently and expect different things. Question… do you have a mobile site… have you looked at your analytics to see what devices most commonly access your site and how does your site render on these devices.
  • Publish content and push it out on the social channels.
  • Optimized Content Marketing just so happens to be what Google is looking for. Did you hear the one about the 2 pandas and the penguin. These are the recent updates that Google has done to it’s algorithm… in addition to 500 other minor changes last 12 months alone. Optimized Content Marketing is the most natural way to produce non-spammy backlinks, social signals and fresh relevant content.
  • This is actually a wrong way to approach it. Competition online is fierce, and slow and steady won’t win the race because….
  • You need to get on the optimized content marketing strategy today… and remember, others have been doing this for years… so you are actually playing catch up.

 Content Marketing Strategy | What is Content Marketing | Content Marketing Plan Content Marketing Strategy | What is Content Marketing | Content Marketing Plan Presentation Transcript

  • Content Marketing Jamshaid (Jam) Hashmi jhashmi@clicktecs.com @jamshaidhashmi
  • Did you know…?Sales metrics are changing to reflect changes in buyer behaviour
  • The power of 3
  • Lets discuss these 3common marketing tactics in greater detail
  • Content Marketing: Old and NewOfficial Definition: “Content Marketing is the art of understanding exactly what your prospects andcustomers need to know. Then delivering that contentto them in a relevant and compelling way to grow your business” --The Content Marketing Institute
  • SEO--Perfectly Optimized Page
  • What is Social Media?social media is basically a conversation Did you You won’t Hi! What’s up? hear? believe...
  • What is Social Media?• Using Networks such as:
  • The power of 3
  • Optimized Content MarketingNew Normal Definition: “Optimized Content Marketing is the art of understanding exactly what your prospect and customers need to know and deliberately producingoptimized content based on keywords that are drivingorganic search traffic and conversions. Then delivering that optimized content in a relevant and compelling way to grow your business by socializing the content through your organization’s social networks.” --Krista LaRiviere, gShift Labs
  • Focus on Engagement vs Lead count. Implication: Businesses are moving away from “how do I generate more leads” to “how do I engage qualified buyers.”
  • Where to begin?Start with questions about Audience• Who is the customer? What do they care about?• Where do they discover content?• What formats do they prefer?• What motivates them to act?• What stories will we tell to align brand & customer goals?
  • Next…• Keywords: Broad & Category (even mobile keywords)• Content: Resource Center, Blogs, Social Content, Media• Optimize: Corp Site, Articles, Blogs, Digital Assets, Videos• Socialize: FB, LinkedIn, G+, Slideshare, Twitter, YouTube• Integration: Marketing & PR• Measure: Non-Brand Keyword, Traffic, Social KPIs, Leads,Conversions
  • Hub = Blog = Website
  • SEO & Social Media Together• Just adding pages and pages of content as an SEO strategy doesn’t cut it anymore And I’m Social Media.• Social Media is the new way to take your SEO strategy to Hello. I’m SEO. the next level• Social Media increases the number of high quality links and targeted traffic
  • Changes & Updates
  • Remember the old adage..Slow and Steady Wins the Race!‘If you slowly and consistently implement this strategy, you will be ok…’
  • Remember the old adage..Slow and Steady Wins the Race!‘If you slowly and consistently implement this strategy, you will be ok…’
  • In the new normal…Fast and Consistent always beats slow and steady!
  • Questions?Jamshaid (Jam) Hashmijhashmi@clicktecs.comConnect with me on Linkedinhttp://ca.linkedin.com/in/jamshaidhashmiwww.facebook.com/jamshaidhashmiwww.twitter.com/jamshaidhashmi