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Content Marketing Overview

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Transcript

  • 1. Driving Traffic with Content Marketing Dan Sturdivant - Creative Support Driving Traffic with Content Marketing Driving Traffic with Content Marketing
  • 2. • Google: content marketing expert • Twitter: dansturdivant (follow me!) • Creative Support: www.creative-support.com • Email: dan.sturdivant@creative-support.com • DFW SEM Board Member • Join Us November 17 for the State of Search Richardson Renaissance Hotel 6:30 About Dan Sturdivant
  • 3. • Your customers are already on the web searching for answers. • They don’t want a billboard. • They don’t want a brochure. • That’s just noise. • Clients want content. • They want answers. • If you cannot provide that, you don’t exist. Why Content Marketing?
  • 4. • Content marketing is a marketing technique that employs the creation and distribution of relevant and valuable content in order to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving a profitable customer action. The Content Marketing Institute What is Content Marketing?
  • 5. • Build a list of potential customers • Enhance your brand • Position yourself as a thought leader • Improve search engine results Content Marketing Payoffs
  • 6. • Content Strategy • Purpose, Process, Payoff • Content Audit • Content Competition Gap • Content Syndication • Content Brief • Placement • Titles (and title tags) • Keyword Research • Call to action Content Marketing Overview
  • 7. • Primary Site • Secondary sites (blogs, microsites, LeadMaverick) • Social Media (Twitter, Facebook, LinkedIn, Posterous, etc) • Presentation Media (YouTube, Slideshare, Scribd) • Professional Media (traditional channels) Content Marketing Channels
  • 8. • Long Form - White Paper • Short Form- Article, Blog Post, Guest Blogging • Micro Form-Twitter, Facebook post, other social media • Presentation Form-YouTube, Slideshare, Scribd Content Types
  • 9. Sales Continuum
  • 10. Sales Continuum
  • 11. Helping Psychology Purpose- Create a resource for persons looking to return to college in order to obtain a post-graduate degree in Psychology, and to consider Argosy University as the provider for that education. Process- Create 30 articles each month, focused on adults returning to school. When appropriate convert articles into other forms of content for distribution into other content channels. Use secondary sites for additional exposure. Payoff-
  • 12. Helping Psychology
  • 13. Helping Psychology
  • 14. Helping Psychology
  • 15. Helping Psychology
  • 16. Helping Psychology
  • 17. Helping Psychology
  • 18. Helping Psychology Results Purpose- Create a resource for persons looking to return to college in order to obtain a post-graduate degree in Psychology, and to consider Argosy University as the provider for that education. Process- Create 30 articles each month, focused on adults returning to school. When appropriate convert articles into other forms of content for distribution into other content channels. Use secondary sites for additional exposure. Payoff- Raise brand awareness for Argosy University’s Psychology programs, increase search engine traffic andViewbook downloads
  • 19. • Free Resources • CMS: Wordpress, Joomla, Drupal • Research: Google Alerts • Social Media: HootSuite • Paid Resources • Content Optimization: Scribe SEO • Content Distribution: LeadMaverick • Blogs & Books • Content Marketing institute • Copyblogger • Content Strategy for the Web by Kristina Halvorson Tools & Resources
  • 20. • Twitter: dansturdivant (follow me!) • Creative Support: www.creative-support.com • Email: dan.sturdivant@creative-support.com • Link to this presentation: creative-support.com/dfwsemmeetup Thanks, Questions?