1. The Future is Bright
with Web Content

2. About Lee & TopRank Marketing
Attract – Engage – Convert

3.  Overall trends in content
 Emerging consumer driven model
 Web content success stories
 Content marketing "A-Team”
 Future growth opportunities
Image Source: Shutterstock

5. Ubiquitous Connectivity
2020 Create
Consume
Publish
Interact
Transact
Source: Ericcson, 2011

6. 51% of all time on the web
is content consumption.
(AOL/Nielsen 2011)
99% of Marketers have
used at least one content
marketing tactic.
(Content Marketing Institute/Brandpoint 2012)
60% will increase spend on
content marketing.
(CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)

7. Content Distribution Channels
96% Social Media
78% Paid Search
76% Display Ads
69% SEO
Source: Outbrain – State of Content Marketing 2012
33% Email

8. 63% of US Internet users use search
engines daily eMarketer Aug 2012
81%
Perceptions
Are Influenced
Weber Shandwick 2012
89%
Use Search for
Purchase
Fleishman-Hillard 2012

9. CPG Company:
96 search phrases.
Most are brand
terms.

10. Fabric Retailer:
4,419 phrases.
Broad category
& brand terms.

11. SEO Social
Content

12. Traditional Approach
Red
Widget
Features & Benefits
Advertising
PR Email White Paper Direct Mail

13. Persona
“Jane Exec” Modern Model for
Influences CEO
Goals: Fast,
Save $, Service
Content Marketing
awareness interest consideration purchase retention advocacy
Blog Facebook Email Offer Tips Articles Blog
Fast
Byline PPC Locator Newsletter Soc Net
Ads Blog PPC Loyalty VIP
Save $
Press Reviews Discount Community Referral
Article Reviews Display Network Referral
Service
Media Blog Offers Thank You Rewards

14. Fast

15. Source: First 10 / Smart Insights

16. 30 Content Marketing Tactics
 Article Marketing  News Release
 Advertorial  Online Magazines & Apps
 Blogging  Podcasts
 Case Studies  Print Magazines
 Print Newsletters
 Crowdsource
 Real-World Events
 Curate
 Research & Surveys
 Digital Newsletters
 Social Content
 eBooks  Teleclass & Telecasts
 Email  Traditional Media
 Interactive Games  Videos
 Images & Infographics  Virtual Conferences
 Interactive Tools  Webinars
 Microsites  Wikis
 Mobile Applications  White Papers
 Mobile Content Blog Post: tprk.us/30cmtactics

17. Content Marketing Process
awareness interest consideration purchase retention advocacy
Needs & What stories Make it
Audience
Goals = will connect easy to find
Segments
Topics you? & share
Preferences Search & Editorial Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose PR, Linking

18. Source: Content Marketing Institute
Successful Companies

21. Let Me Tell You A Secret
http://tprk.us/cmsecrets

22. Cool! We’ll
interview
CMW
speakers
And make an
e-book for
attendees.

23. 10 Long Form
Interviews
Topical Matrix:
B2B
Enterprise
SMB
Tools
Win budget
Definition

24. Planned Repurposing
Individual Thought Leader Interviews Articles
Enterprise B2B Enterprise Enterprise Top 10 B2B
SMB Enterprise SMB SMB Tactics
Tools SMB B2B Tools
B2B Tools Tools Win budget
Win budget Win budget Win budget B2B
B2B Tools B2B B2B Top 10
Enterprise B2B Enterprise Tools Content
SMB Enterprise SMB Enterprise Marketing
Tools SMB Win budget SMB Tools
Win budget Win budget Tools Win budget

26. Promotions:
Slideshare
Embedded in Blog Post
Email broadcast
Twitter
Facebook
Flickr
Pinterest
LinkedIn update
LinkedIn Inmails
Customized emails
to participants
Pre-written tweets

28. Initial Results (6 Days)
43,000+ views on Slideshare
1,000+ PDF downloads
5000+ visits of full interviews
3,300+ Retweets
200+ Facebook “likes”
130 G+
100+ inbound links

29. Content Marketing “A-Team”
Content Marketing A-Team
Image Source: Shutterstock

30. • Chief Content Officer
• Managing Editor
• Writers, Sources
• Content Design
• SEO
• Social Marketer
• Online PR Source: Managing Content Marketing (Pulizzi, Rose)
• Social Listening/Analytics

31. But We Don’t Have Budget For That!
1. Editor/Writer
2. Designer
3. Social SEO

32. Growth Areas in Web &
Content Marketing:
 Integration: Owned, Earned, Paid &
Shared Media
 Dedicated in-house content marketing
resources
 Web + smartphones & tablets
 Boom in visual content & media
 Big data, social data, automation, tools,
real time data, did I mention data?

33. Content Marketing Maturity
Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter Group
Make a commitment. And grow.

34. Takeaways
• Content powers the web & the web powers
your business. Are you powering content?
• If your content is poor, then so will you.
• Start learning modern models of web content
marketing. Now.
• Stand, Stretch and Walk.
• Get help if you need it.

35. Thank You!
lee@toprankmarketing.com
OptimizeBook.com
TopRankMarketing.com
TopRankBlog.com
Consulting – Speaking – Partnerships
1-877-872-6628