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Content marketing an efficient seo & social media strategy


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Vania Benavides of Vabulous Media shares an overview of what it takes to manage a successful social media and SEO strategy.

Vania Benavides of Vabulous Media shares an overview of what it takes to manage a successful social media and SEO strategy.

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  • 1. Content Marketing The most efficient Social Media and SEO strategy by Vania Benavides, Vabulous Media
  • 2. What Social Media IS It is a communication platform on which to form connections/Relationships ❖ Listening/storytelling/inspiring, etc. ❖ It’s where you can engage with your customers and appreciate them – It’s About “Them” ❖ It is a place to research your market ❖ It’s a place to share your passion ❖ A process – research, strategy, engagement, campaign, goals, ROI ❖ About Integrating with all business processes ❖ About ongoing engagement/two-way dialogue ❖ About slow & steady ROI ❖ A requirement of resources (time, people, and money ❖
  • 3. What Social Media IS NOT ❖ ❖ ❖ ❖ ❖ ❖ ❖ ❖ ❖ ❖ About “you/us” An overnight solution/quick fix A replacement or stand-alone A destination Something you set & forget A form of one-way communication About immediate ROI A fad Free It’s not a place to ignore people who mention your brand, be it good or bad
  • 4. First step: What is your goal? Most people are on a few different social networks, but some use one network over another. Establish what your goal is in using social media: Awareness/advertising/marketing -getting clients Branding Publicity Networking Education Customer Service Research
  • 5. Who is your target market? Facebook – The 45- to 54-year-old age bracket has seen 45% growth since 2012. • 73% with incomes above $75,000 are on Facebook Instagram: 68% percent of Instagram's users are women. Twitter: Used by 27% of 18 to 29-year-olds in the U.S 16% of 30-40 year olds. LinkedIn is B2B, professionals, 25-64, $50k+, College Grads Google+ is the most male-oriented of the major social networks. It's 70%male Pinterest is dominated by tablet users; 84% of U.S. Pinterest users are women. Sources:
  • 6. 2nd step: Strategy Development ❖ Think about your goals ❖ Pick a few channels (social networks of delivery) ❖ Define a theme for your content ❖ Define frequency of content creation versus sharing third-party content ❖ Define how you will deliver content—i.e., as eBooks, Blogs, Video ❖ Showcase your expertise ❖ Promote your networks consistently
  • 7. Content Marketing
  • 8. What Does it look like? Blogs are one of the best ways to provide content online. In addition to blogs, content marketing exists in other forms: • • • • • • • • • Facebook posts Google+ posts YouTube videos Press releases Ebooks Webinars Pinterest boards/pins Tweets Infographic
  • 9. What to write about Four strategies to inspire you to develop content: • Study Your Audience. • Create Customer Persona. • Align Content to the Sales Cycle. • Optimize Content for Search Engines
  • 10. Study Your Audience When creating a customer profile, ask yourself questions that identify needs and interests: ● What are the customer’s values? ● What motivates them? ● What are their daily and long term goals? ● What problems are they trying to solve? ● What industries do they work in? Then consider: ● Where do they spend time online? ● What search terms would they use? ● What headlines would they respond to? ● Can you best reach them through blogs, videos, social media, free downloads or something else?
  • 11. Create Customer Persona Identify the most common buyers for your products and services What are their pain points? How does your product or service solve that problem? How does that problem affect their day to day life?
  • 12. Align Content to the Sales Cycles
  • 13. Optimizing Your Content for Search
  • 14. Key SEO Concepts Get more exposure and more sales with these steps • Research common keyword phrases that people type into search engines to find your business • Analyze your competitors • Integrate search keywords into content • Make your content more attractive • If you sell local services - focus on local SEO • Use Google's Social Platform to boost your presence
  • 15. Tools to Research Keywords What are people searching for when they want your products or services? • Use Google analytics data from your website • Use Google Adwords Keyword Planner -must have a google account and sign up to Google Adwords to use • Bing Keyword Tool • see what queries (search phrases) are coming in to your competitor’s website • SEMRUSH to research your competitors
  • 16. Use Google's Suggest Algorithm for Keyword Research ● Suggest offers which allow you real-time suggestions to complete your search query as you type; you can get ideas from this presentation about the popularity of a search. ● One of the factors in the algorithm that determines the results is the overall popularity of searches by other users. ● Also, check Google's Related Search Algorithm ○ To search for web pages that have similar content to a given site, type “related:” followed by the website address into the Google search box. ○ Reference the next slide for screen shot of search phrase "SEO Services in Santa Cruz" with related search results
  • 17. Google Suggest Feature
  • 18. Google Related Search Algorithm
  • 19. Sell yourself on your search engine listings Use meta titles and meta descriptions to sell your services
  • 20. Meta Tag Description Tips • The description should make sense to your reader. • It should reinforce your title tag: o confusion will reign if your description is saying something that has nothing to do with your title tag, and the searcher will pass you over. • Include your brand to increase brand awareness and help show trustworthiness
  • 21. Integrating Keywords in Your Content Keyword Repetitions • 2-3X on short pages and use variations. • 4-6X on longer ones, and never more than makes sense in the context of the copy. • Load the heading of the page with the keyword being targeted. • Mention the keyword within the first paragraph. • Depending on the length of the page, add keywords at selected intervals throughout the text. • The key is to make it seem natural to the page.
  • 22. Key Points to Enhance Titles • Make your title compelling to increase click-throughs. • Focus on a primary keyword and if you can work one in, use a second or third keyword. • Make sure your primary keyword is relevant to the content on your page. o You'll lose ranking if there's no relevance and people leave your site.
  • 23. Make Your Content More Attractive • Use a photo or image to grab reader attention • Have quote form, download document or button as a call to action • A video may be used to help user experience
  • 24. Share your content on social networks
  • 25. Social Networks Facebook – most used, edgerank Google+ – Circles, #discussion, Business Pages/Google Places Twitter – #discussions, mentions Linkedin – Groups & Company Pages Pinterest – Tag your images, add descriptions Instagram – Use #hashtags and feed to twitter/fb
  • 26. Don’t have followers? ❖ Go out and start building connections ❖ Follow on twitter, join in on #discussions ❖ Network with other businesses on Facebook, Linkedin, Twitter, Google+ ❖ Launch some ads on facebook & twitter Add people to your circles on Google+ Listen, research, share, engage
  • 27. Have followers? Great! DON’T FORGET THEM Use social media to monitor conversations about your band Make sure you ‘appreciate’ them – as they will be your brand advocates
  • 28. Social media basics ❖ ❖ ❖ ❖ ❖ ❖ Cross promote your social profiles Make sure social profiles are complete Follow your followers back Use your brand ‘voice’ or attitude Always respond as soon as you can Always engage
  • 29. Engage, Engage, Engage YOU/YOUR brand must engage with others This is the hardest but most important part ❖ See what they are posting and respond accordingly ❖ Use your brand’s personality, not yours ❖ What do you want people to remember? ❖ Join #discussions, #industrytopics, #funtopics #makeyourown
  • 30. 600% Increase in Traffic
  • 31. Google + ripples - who shared?
  • 32. Google+ for local + authorship
  • 33. 5 Companies that rock at Social Media ❖ Dell – monitors & identifies customer service issues and brand evangelists ❖ Morton’s Steakhouse – has videos, delivered steak to social media influencer after flight ❖ Unisys uses #hashtags to allow employees to offer expertise though #topics ❖ Best Buy – lots of #discussions from employees to customers ❖ Old Spice – Viral Videos Sources:,
  • 34. Recap • • • • • • Develop a content strategy Create a customer persona Align content to your sales cycle Include calls to action. Sprinkles keyphrases into titles, metas, content Integrate social updates into content marketing campaigns o Google favors Google+ posts, Pinterest pins also SEO o Network on Google+, Facebook, Twitter, Linkedin
  • 35. (831) 430-6124