The Convergence of Search, Social and Content Marketing


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Presentation by the Co-Founder & CMO of BlueGlass Interactive, Chris Winfield given at the SES Conference in San Francisco on August 15, 2012.

At any given time, there are 50-200 versions of Google's core search algorithm handling over 12 billion queries per month. At the same time, Google has made substantial quality improvement efforts through Panda and Penguin updates that require website owners to focus on quality content, optimization, and social engagement to stay above the fold. Siloed SEO is no longer a competitive advantage, and webmasters must master the converging worlds of search, social media, and content.

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The Convergence of Search, Social and Content Marketing

  1. Too Many ‘Strategies’ Are Like This Kid’s Headphones...
  2. This is the World We Live In....
  3. This is the World We Live In....
  4. EVERYTHING is Converging• It’s not a matter of IF or WHEN anymore. It’s NOW!• Adapt or Die.....
  5. Content Marketing• Creating & sharing valuable free content• Attract and convert prospects into customers, and customers into repeat buyers
  6. Content Marketing• Your content should be a reflection of your company & related to your products/services• Educating to build relationships & trust• Great resource:
  7. Content Marketing’s Role...• Great content marketing crosses several boundaries & mediums• Helps to grow a business across search and social media channels
  8. Let Me Illustrate This...
  9. The Content Marketing Explosion• Created for a variety of purposes: – PR announcement around acquisition – Improve search positioning for target keywords around new offering – Audience building and social follower growth – Immediate conversion goals
  10. Remarkable Content is the Best PR• It tells your story in a fun, educational, memorable, and non- invasive way
  11. Getting the Right Exposure
  12. Leverage Your Resources....• To magnify the impact of individual content campaigns
  13. Never Stop Promoting• Create stuff that you can be proud of• Be passionate about it• Promote it!
  14. Make the Most of It
  15. PR Exposure & Links via‘The Content Marketing Explosion’
  16. Improved Search Positioning via Content• In a Post-Penguin (PP) World, remarkable content marketing is the single most powerful way build to links naturally and improve search positioning
  17. Remarkable Content Builds Powerful Links Naturally1,400+ links to the original Mashable post(181 unique referring domains)
  18. Remarkable Content Builds Powerful Links Naturally200+ links to our new services page(50+ unique referring domains)
  19. Social Media Growth via Deep Market Penetration• Remarkable content is highly shared across social channels, leading to highly valuable brand exposure & new ‘touch-points’
  20. The ‘Content Marketing Explosion’ Resulted In:• Thousands of Facebook Shares & Likes
  21. The ‘Content Marketing Explosion’ Resulted In:• Thousands of Tweets
  22. The ‘Content Marketing Explosion’ Resulted In:• Over 700 Google +1’s
  23. The ‘Content Marketing Explosion’ Resulted In:• 400+ Linkedin Shares
  24. The Content Marketing Explosion Resulted In:• Thousands of Pins
  25. Remarkable Content Drives Positive & Valuable Dialogue
  26. You are actually part of the conversation!
  27. Conversions• Remarkable content will result in immediate & future conversion events• The best content calls users to action
  28. The ‘Content Marketing Explosion’ Resulted In:• Over 500% increase in qualified leads that day• 300%+ increase in qualified leads that week• Continues to send 3+ qualified qualified leads each week (6 months later!)
  29. The best content can be leveraged and utilized again & again...
  30. Plan, Plan, Plan• Short & long term strategic planning should guide and inform each initiative
  31. Keep the End Goal in Mind• Content is a means to an end.• It’s the vehicle you use to reinforce the identity of your brand and your USP.
  32. Have a Raison dêtre• There’s a reason you created your business, a purpose for you in the marketplace• The same holds true for every piece of content you put out
  33. Be a Scientist• Experimentation is an absolute necessity. Without it, there can be no innovation.• But know your risk levels...
  34. Be a Scientist• Apply the scientific method to everything you do and create.• Be thorough and avoid bias.
  35. Be a Scientist• Objectively study the competition• Learn from their wins and losses
  36. Know Your Audience• Your content needs to resonate and connect in a meaningful way with your target audience
  37. Promote, Promote, Promote• Create a definitive list of internal & external resources to help promote your content
  38. Promote, Promote, Promote• Potential promotion resources include: – Your employees & their social presence – Paid traffic & social ads – Business partnerships and relationships
  39. Promote, Promote, PromoteThe promotion of content can be just as important as the creation of content
  40. You Can’t Get What You Don’t Ask For• Incorporate CTA’s into all of your content (even if they are just for micro-conversions)• Use these to guide users further down the sales funnel
  41. Build on Your Big Wins• Each piece of content is an opportunity to hook new people and grow your long term audience
  42. Good Content Never Truly Dies• We’re in a digital world. Your content is your voice and it echoes forever.• Don’t put out what you can’t take back.
  43. Content Can be Reincarnated• Great content is born of great ideas, and great ideas have multiple angles• Repurpose and reuse with new angles• Iterate and improve!
  44. Be Your Biggest Critic• If you aren’t obsessed with what you’ve created, nobody else will be either.• Don’t drink your own kool-aid....
  45. Questions to Ask Yourself• What story can we tell?• What can we do better than anyone else?• Where are the gaps?• Who/what can we leverage?• How can we be remarkable?