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Michael KingDirector of Inbound MarketingiAcquire@ipullrank2012 Enterprise Network Annual Conference
DOWNLOAD THIS DECK         http://bit.ly/active-ipullrank                                          @ipullrank
….
….
….     @ipullrank
How is your so-….   called “content”     gonna make us         money?
….
….YOUR TEAM MAY DRIVEYOU TO DRINK
…AND YOU MIGHT FALL  FLAT ON YOUR FACE
How can I getthem to buy this    contentmarketing stuff?
….    …CONTENT MARKETERS   YOU MUST TAKE A STANDAND DO REAL COMPANY SH*T
CONTENT MARKETING IS REAL COMPANY SH*T         @WilReynolds gave a talk at MozCon he said that I inspired called “Real Com...
THIS IS NOT REAL COMPANY SH*T         This is what used to pass for content marketing until Google launched the Panda & Pe...
THIS IS REAL COMPANY SH*T         Don’t complain about brands, beat them at their own game with remarkable content.       ...
REAL BRANDS ARE EMBRACING CONTENT MARKETING             …but they’ll never             be as agile as you                 ...
LET’S DO REAL COMPANY SH*T WITH CONTENT MARKETING         Make sure to follow @wilreynolds and @seerinteractive they are d...
ACT ONE6 LAWS OF EFFECTIVECONTENT MARKETINGFollow these six laws and you willhave an effective content marketingprogram.
LAW #1 ALWAYS START FROM RESEARCH         You must understand your market and your audience intimately to do content marke...
LAW #2 THE FOCUS IS THE STORY          Tell a compelling story and answer a key issue using your data to drive it home    ...
LAW #3 TAILOR IT DIRECTLY TO THE AUDIENCE          Everything you show should address the needs of the audience; answer th...
LAW #4 INVOLVE THE AUDIENCE         Involve the audience in what you’re creating so they are bought-in before it goes live...
LAW #5 IT BETTER BE REMARKABLE         Remember what you’re competing with and invest in the resources to make your conten...
LAW #6 TIE EVERYTHING DIRECTLY TO ROI          Everything you suggest should be directly explained in context of the ROI  ...
ACTTWORESEARCHDoing research that stickslike a real company
CONTENT MARKETING PROCESS @ipullrank   This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-p...
OPPORTUNITY DISCOVERY                                                                                      LAND OF OPPORTU...
BUSINESS GOALS ARE PARAMOUNT                        Understanding and integration of the business objectives              ...
MARKET RESEARCH      Every marketer should have at least a working knowledge of the space, the company and the audience. A...
PERSONAS PERSONA A                               PERSONA B                                  PERSONA C                     ...
QUASI-AD HOC PERSONAS      I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how t...
THE PROBLEM WITH AD HOC PERSONAS                    While this approach can be very effective               stakeholders m...
“A major virtue of personas is theestablishment of empathy and                      BUT ALWAYSunderstanding the individual...
iACQUIRE’S DATA DRIVEN PERSONAS    At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, laye...
INTRODUCING NIELSEN PRIZM             Nielsen’s PRIZM            segments all of the                US into 66            ...
INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM         Understand Your Local Audience Now: http://bit.ly/Qeh0uw            ...
EXPERIAN SIMMONS                                                       AIO CLUSTERS                  MOSAIC TYPE          ...
MOSAIC USA INTERACTIVE GUIDE         Get free Experian Simmons data by Zip Code: http://bit.ly/R9MzuD                     ...
MOSAIC WORD CLOUDS        Use these to infer attributes of our personas in the user story                                 ...
THE RESULTING PERSONA                        @ipullrank
GOOGLE CONSUMER SURVEYS           Google Consumer             Surveys infers           demographic data           rather t...
GOOGLE CONSUMER SURVEYS STEP BY STEP                    DEFINE THE                            SPECIFY                   SU...
SURVEYMONKEY MARKET RESEARCH SURVEYS             SurveyMonkey              gets explicit           demographic data       ...
COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES            Do your personas            align with Yahoo               Clues da...
HERE’S A PERSONA WORKSHEET         Download the Persona Worksheet: http://bit.ly/RAzO7N                                   ...
BUT WHAT ARE OUR   ….COMPETITORS DOING?
FACEBOOK RECOMMENDATIONS PLUGIN DEMO          EXTEND THE BOX          TO 1000 PIXELS TO           VIEW 20 PIECES          ...
SOCIAL CRAWLYTICS            Social Crawlytics             gives awesome            graphs of shares               by netw...
SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL                                              @ipullrank
DON’T GET STARTEDJUST YET!
ACT TWOGETTING BUY-INBuild a list of people that want thecontent to effectively prove thatpeople want it for stakeholder a...
WHAT’S THE BIG IDEA?    The big idea should thematically govern the content strategy and keep content from being an “isola...
THE 7 STORY ARCHETYPES     Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story arc...
THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP    Content is not a one-way street, but a cyclical process between the client...
CALL YOUR SHOT    Using the following tactics find a group of people that will commit to engaging with this content and us...
INTRODUCING AUTHORA         Find authors and their content by topic and social metrics: http://www.authora.org            ...
USING AUTHORA                @ipullrank
GROUPHIGH IS A SIMILAR PRODUCT         GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh....
USE TOPSY TO FIND INTERESTED PARTIES          Use Topsy to find people who shared competitor content: http://www.topsy.com...
FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS         Use the features of your personas (instead of just target keywor...
SHARE RATE & SCRAPE RATE      Determine how far your content will go for a given author by computing the scrape rate and s...
HERE’S AN AUDIENCE WORKSHEET                Just a little            something to help             you keep track of      ...
INTRODUCING THE BROKEN LINK INDEX         Find missing resources by keyword with many links and create better versions:   ...
USING THE BROKEN LINK INDEX         Use the Broken Link Index to prove that content you are looking to create has a built-...
CONTENT AS A MAXIMUM VIABLE PRODUCT         Pitch content that supports multiple KPIs and need states within the customer ...
YOU ARE NOW READYTO SHOW WHAT YOU’VE GOT
ACT THREEMEASUREMENTValidate what you’ve done throughmeasurement to show the ROI ofcontent marketing
THE ROI OF CONTENT MARKETING        Content is an asset that continues to generate ROI over time at a cost that rapidly di...
CONTENT MARKETING VS. PAID SEARCH      Content marketing costs between 31% and 41% less than paid search and continues to ...
THE VALUE INCREASES OVER TIME       Over time content marketing accrues value drives the cost per lead down considerably w...
CONSUMER DECISION JOURNEY          When planning out a content marketing campaign use the consumer decision journey to det...
MAPPING KEYWORD RESEARCH                     [flowers]     [when do roses bloom][what flowers for a first date]  [buying c...
TYING CONTENT MARKETING TO THE FUNNEL    Map the content type directly to the customer decision journey to determine where...
MEASUREMENT PLANNING          You will need determine realistic and specific KPIs with regard to where the content is in t...
WTF IS SHARE OF VOICE FOR SEARCH?   Share of Voice (SoV) is a traditional advertising term defined as the percentage of po...
KEYWORD-LEVEL DEMOGRAPHICS              To date this is the most powerful thing I’ve contributed to the SEO community. Use...
BENEFITS OF KEYWORD-LEVEL DEMOGRAPHICS                                                  Just track the persona            ...
KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES                       Incentivize the Opt-In                                   J...
MAP SITE PROFILES TO CONVERSIONS         Does your site require some sort of profile? Tie the fields of that profile to me...
USERREPORT.COM        Survey your users for free and get their demographic data into GA: http://www.userreports.com       ...
CHANGING KEYWORD DEMOGRAPHICS AS A KPI         The goal of your campaign can be to change the type of people searching for...
MEASUREMENT HAS NEVER BEEN MORE ADVANCED     There are those that don’t understand the ROI of Content Marketing. At this p...
ACT FOURPITCHING INTERNALLYContent pitches that failed and how toovercome them
FAIL #1: WEAK PRESENTATION       A marketer presents the creation of infographics via email and phone, but doesn’t succeed...
RESOLUTION #1: PRESENT A DECK IN-PERSON          Your presentation should not be an email or a phone call, it should be an...
FAIL #2: LEAVING OUT KEY STAKEHOLDERS    A marketer sells in an idea neglecting to invite key stakeholders only to have th...
RESOLUTION #2: INVITE THEM ALL       Get all of the key stakeholders on board so you don’t have to repeat steps or risk th...
FAIL #3: NOT SHOWING THE VALUE       A marketer explains the content strategy using the wrong KPIs and the stakeholders re...
RESOLUTION #3: BETTER MEASUREMENT PLANNING              Build your measurement around the business objectives and things t...
FAIL #4: RELYING ON TOO MUCH DATA              A marketer relies heavily on data to make her case and lambasts the regarde...
RESOLUTION #4: LET THE STORY DO THE WORK              Don’t use numbers as a weapon to insult your stakeholders, tell a co...
ACT FIVEEXAMPLES13 examples of real companiesperforming impressive contentmarketing
MOVOTO & REALTOR.COM INFOGRAPHICS         http://bit.ly/UkA10s                                    @ipullrank
DELIVER MAGAZINE BY UNITED STATES POSTAL SERVICE         http://www.delivermagazine.com/                                  ...
ECOMAGINATION BY GENERAL ELECTRIC         http://www.ecomagination.com/                                         @ipullrank
LIVE BETTER AMERICA BY AMERICA ONLINE         http://www.livebetteramerica.com/                                           ...
PREGNANCY.COM BY JOHNSON & JOHNSON        http://www.pregnancy.com/                                     @ipullrank
BEINGGIRL.COM BY TAMPAX         Does your site require some sort of profile? Tie the fields of that profile to measurement...
FITSTUDIO BY SEARS         http://www.fitstudio.com/                                     @ipullrank
PETSIDE          http://www.petside.com                                   @ipullrank
OPEN FORUM BY AMERICAN EXPRESS         http://www.openforum.com/                                     @ipullrank
MINT LIFE BY MINT.COM          http://www.openforum.com/                                      @ipullrank
RESPONSIBILITY PROJECT BY LIBERTY MUTUAL         http://responsibility-project.libertymutual.com/                         ...
HOME MADE SIMPLE BY PROCTOR & GAMBLE         http://www.homemadesimple.com/en-us/pages/home.aspx                          ...
ACT SIXACTION ITEMSWhat should Real Estate marketersdo with all of this information?
INVEST IN HIGH QUALITY EDITORIAL CONTENT ON YOUR SITE          Focus on what your audience wants and create remarkable con...
PADMAPPER – EMBRACE INNOVATIVE CONTENT         Don’t be like Craigslist http://bit.ly/MI9GZx support innovators in the spa...
TURN OPEN HOUSES INTO ONLINE EVENTS         Eliminate the distance between what happens on and offline by turning what you...
GUEST POSTING ON QUALITY WEBSITES         Wouldn’t you want to steal visitors from Zillow.com?                            ...
GUEST POST HIGH QUALITY CONTENT         Spend the time and resources to create evergreen content and place on highly autho...
BLOGS                            TWEETS                   VIDEO                    ADS                                    ...
REMEMBER CONTENT MARKETING IS A LONG TERM PLAY         Be consistent and plan for a long term strategy with key milestones...
MAKE A COMMITMENT TO CONTENT                               @ipullrank
THANK YOU / Q&A           MICHAEL KING           Director of Inbound Marketing               www.iacquire.com             ...
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Content Marketing Like a Real Company

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  • hello dear
    Nice to meet you My name is miss Helen. am a young girl I was impressed when i saw your profile today and i will like to establish a long lasting relationship with you. In addition, i will like you to reply me through my e-mail address(helenabirity@yahoo.com) so that i will give you my picture of you to know whom i am, please i will like to tell you how much interested i am in knowing more about you, i think we can start from here and share our feelings together as one. please contact me back with my mail address Thanks waiting to hear from you dear.yours new friend (helenabirity@yahoo.com)
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  • Excellent deck mate which is 100% spot on.
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  • I quit working at shoprite and now I make $35h - $80h...how? I'm working online! My work didn't exactly make me happy so I decided to take a chance on something new… after 4 years it was so hard to quit my day job but now I couldn't be happier. Heres what I do, Blue31Dotcom
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  • Great deck Mike. Some really interesting metrics in there. Particularly like the share of voice formula. Makes it much easier to get buy in from traditional marketers!
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Transcript of "Content Marketing Like a Real Company"

  1. 1. Michael KingDirector of Inbound MarketingiAcquire@ipullrank2012 Enterprise Network Annual Conference
  2. 2. DOWNLOAD THIS DECK http://bit.ly/active-ipullrank @ipullrank
  3. 3. ….
  4. 4. ….
  5. 5. …. @ipullrank
  6. 6. How is your so-…. called “content” gonna make us money?
  7. 7. ….
  8. 8. ….YOUR TEAM MAY DRIVEYOU TO DRINK
  9. 9. …AND YOU MIGHT FALL FLAT ON YOUR FACE
  10. 10. How can I getthem to buy this contentmarketing stuff?
  11. 11. …. …CONTENT MARKETERS YOU MUST TAKE A STANDAND DO REAL COMPANY SH*T
  12. 12. CONTENT MARKETING IS REAL COMPANY SH*T @WilReynolds gave a talk at MozCon he said that I inspired called “Real Company Sh*t” check it out: @ipullrank http://bit.ly/UfX9BD
  13. 13. THIS IS NOT REAL COMPANY SH*T This is what used to pass for content marketing until Google launched the Panda & Penguin algorithm updates. @ipullrank
  14. 14. THIS IS REAL COMPANY SH*T Don’t complain about brands, beat them at their own game with remarkable content. @ipullrank
  15. 15. REAL BRANDS ARE EMBRACING CONTENT MARKETING …but they’ll never be as agile as you can be. Watch Coca-Cola Content 2020: http://bit.ly/PrTDQy @ipullrank
  16. 16. LET’S DO REAL COMPANY SH*T WITH CONTENT MARKETING Make sure to follow @wilreynolds and @seerinteractive they are doing great stuff @ipullrank
  17. 17. ACT ONE6 LAWS OF EFFECTIVECONTENT MARKETINGFollow these six laws and you willhave an effective content marketingprogram.
  18. 18. LAW #1 ALWAYS START FROM RESEARCH You must understand your market and your audience intimately to do content marketing that works @ipullrank
  19. 19. LAW #2 THE FOCUS IS THE STORY Tell a compelling story and answer a key issue using your data to drive it home @ipullrank
  20. 20. LAW #3 TAILOR IT DIRECTLY TO THE AUDIENCE Everything you show should address the needs of the audience; answer their questions and become @ipullrank the authority
  21. 21. LAW #4 INVOLVE THE AUDIENCE Involve the audience in what you’re creating so they are bought-in before it goes live. @ipullrank
  22. 22. LAW #5 IT BETTER BE REMARKABLE Remember what you’re competing with and invest in the resources to make your content beautiful, @ipullrank compelling and shareworthy.
  23. 23. LAW #6 TIE EVERYTHING DIRECTLY TO ROI Everything you suggest should be directly explained in context of the ROI @ipullrank
  24. 24. ACTTWORESEARCHDoing research that stickslike a real company
  25. 25. CONTENT MARKETING PROCESS @ipullrank This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
  26. 26. OPPORTUNITY DISCOVERY LAND OF OPPORTUNITY Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy directly to what they need to accomplish. @ipullrank
  27. 27. BUSINESS GOALS ARE PARAMOUNT Understanding and integration of the business objectives throughout the entire process is incredibly important to obtaining buy-in and measuring success. These are critical to the ROI of content marketing. If you’re not speaking in terms of conversion, you will not be speaking much longer. @ipullrank
  28. 28. MARKET RESEARCH Every marketer should have at least a working knowledge of the space, the company and the audience. At iAcquire we’ve invested heavily in the market research capability and we create audience and influencer reports with objectives, personas, customer insights, market insights, hot topics, key influencers and resources @ipullrank
  29. 29. PERSONAS PERSONA A PERSONA B PERSONA C PERSONA DDEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS LIFESTYLES LIFESTYLES LIFESTYLES LIFESTYLES USER STORY USER STORY USER STORY USER STORY USER NEEDS USER NEEDS USER NEEDS USER NEEDS Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating as possible @ipullrank
  30. 30. QUASI-AD HOC PERSONAS I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social Media and Discussion Search to develop ad hoc personas. http://mz.cm/UfXmVv @ipullrank
  31. 31. THE PROBLEM WITH AD HOC PERSONAS While this approach can be very effective stakeholders may potentially challenge it because it’s not empirical. However neither is the old method of handing out post-its to stakeholders @ipullrank
  32. 32. “A major virtue of personas is theestablishment of empathy and BUT ALWAYSunderstanding the individual who usesthe product” BE READY TO -Donald A. Norman, Nielsen Norman Group DO THIS …
  33. 33. iACQUIRE’S DATA DRIVEN PERSONAS At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas. @ipullrank
  34. 34. INTRODUCING NIELSEN PRIZM Nielsen’s PRIZM segments all of the US into 66 predetermined types or “codes” Download this PDF: http://bit.ly/PrTOvb @ipullrank
  35. 35. INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM Understand Your Local Audience Now: http://bit.ly/Qeh0uw @ipullrank
  36. 36. EXPERIAN SIMMONS AIO CLUSTERS MOSAIC TYPE MOSAIC TYPE BY BY URL ONLINE ACTIVITY Simmons Mosaic Types: http://bit.ly/SDKvH1 @ipullrank
  37. 37. MOSAIC USA INTERACTIVE GUIDE Get free Experian Simmons data by Zip Code: http://bit.ly/R9MzuD @ipullrank
  38. 38. MOSAIC WORD CLOUDS Use these to infer attributes of our personas in the user story @ipullrank
  39. 39. THE RESULTING PERSONA @ipullrank
  40. 40. GOOGLE CONSUMER SURVEYS Google Consumer Surveys infers demographic data rather than getting it explicitly Get very targeted Consumer Data: http://bit.ly/La567r @ipullrank
  41. 41. GOOGLE CONSUMER SURVEYS STEP BY STEP DEFINE THE SPECIFY SURVEY TYPE AUDIENCE WRITE QUESTIONS GET DATA Example from Matt Cutts: http://bit.ly/PJF216 @ipullrank
  42. 42. SURVEYMONKEY MARKET RESEARCH SURVEYS SurveyMonkey gets explicit demographic data from respondents An alternative market research survey source http://svy.mk/PAsjxz @ipullrank
  43. 43. COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES Do your personas align with Yahoo Clues data? Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com @ipullrank
  44. 44. HERE’S A PERSONA WORKSHEET Download the Persona Worksheet: http://bit.ly/RAzO7N @ipullrank
  45. 45. BUT WHAT ARE OUR ….COMPETITORS DOING?
  46. 46. FACEBOOK RECOMMENDATIONS PLUGIN DEMO EXTEND THE BOX TO 1000 PIXELS TO VIEW 20 PIECES OF POPULAR CONTENT Get a snapshot of a site’s popular content: http://bit.ly/NDO5E4 @ipullrank
  47. 47. SOCIAL CRAWLYTICS Social Crawlytics gives awesome graphs of shares by network Use Social Crawlytics to find out what the best performing content for competitors @ipullrank http://www.socialcrawlytics.com
  48. 48. SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL @ipullrank
  49. 49. DON’T GET STARTEDJUST YET!
  50. 50. ACT TWOGETTING BUY-INBuild a list of people that want thecontent to effectively prove thatpeople want it for stakeholder anduser buy-in.
  51. 51. WHAT’S THE BIG IDEA? The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an initiative that fits into the overarching marketing mix and gives creative life @ipullrank
  52. 52. THE 7 STORY ARCHETYPES Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align them with the business to build an effective story. More on story archetypes: http://bit.ly/NBjTVC @ipullrank
  53. 53. THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in. @ipullrank
  54. 54. CALL YOUR SHOT Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content will appeal to the brand’s audience and drive KPIs @ipullrank
  55. 55. INTRODUCING AUTHORA Find authors and their content by topic and social metrics: http://www.authora.org @ipullrank
  56. 56. USING AUTHORA @ipullrank
  57. 57. GROUPHIGH IS A SIMILAR PRODUCT GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com @ipullrank
  58. 58. USE TOPSY TO FIND INTERESTED PARTIES Use Topsy to find people who shared competitor content: http://www.topsy.com @ipullrank
  59. 59. FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS Use the features of your personas (instead of just target keywords) to find people using: @ipullrank http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com
  60. 60. SHARE RATE & SCRAPE RATE Determine how far your content will go for a given author by computing the scrape rate and share rate. http://bit.ly/NDObeP (original Scrape Rate concept by @pointblankseo) @ipullrank
  61. 61. HERE’S AN AUDIENCE WORKSHEET Just a little something to help you keep track of and prioritize all of those people Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx @ipullrank
  62. 62. INTRODUCING THE BROKEN LINK INDEX Find missing resources by keyword with many links and create better versions: @ipullrank http://www.brokenlinkindex.com
  63. 63. USING THE BROKEN LINK INDEX Use the Broken Link Index to prove that content you are looking to create has a built-in audience that @ipullrank will allow you to hit your inbound link KPI.
  64. 64. CONTENT AS A MAXIMUM VIABLE PRODUCT Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps @ipullrank the barrier to entry high for the competitors.
  65. 65. YOU ARE NOW READYTO SHOW WHAT YOU’VE GOT
  66. 66. ACT THREEMEASUREMENTValidate what you’ve done throughmeasurement to show the ROI ofcontent marketing
  67. 67. THE ROI OF CONTENT MARKETING Content is an asset that continues to generate ROI over time at a cost that rapidly diminishes over time. http://bit.ly/OGgN8S @ipullrank
  68. 68. CONTENT MARKETING VS. PAID SEARCH Content marketing costs between 31% and 41% less than paid search and continues to decrease over time while the price of Paid Search stays fixed on increases due to competition. @ipullrank
  69. 69. THE VALUE INCREASES OVER TIME Over time content marketing accrues value drives the cost per lead down considerably while the cost of Paid Search stays fixed. @ipullrank
  70. 70. CONSUMER DECISION JOURNEY When planning out a content marketing campaign use the consumer decision journey to determine what need state your content will specifically speak to. @ipullrank
  71. 71. MAPPING KEYWORD RESEARCH [flowers] [when do roses bloom][what flowers for a first date] [buying chrysanthemums] [flower a month club] As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving the success of a campaign @ipullrank
  72. 72. TYING CONTENT MARKETING TO THE FUNNEL Map the content type directly to the customer decision journey to determine where in the funnel that this content will reach the user @ipullrank
  73. 73. MEASUREMENT PLANNING You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting that speaks to directly to that value. @ipullrank
  74. 74. WTF IS SHARE OF VOICE FOR SEARCH? Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs. @ipullrank
  75. 75. KEYWORD-LEVEL DEMOGRAPHICS To date this is the most powerful thing I’ve contributed to the SEO community. Use it! http://mz.cm/UfYicl @ipullrank
  76. 76. BENEFITS OF KEYWORD-LEVEL DEMOGRAPHICS Just track the persona KEYWORD OWNERSHIP DYNAMIC TARGETING SUBSEQUENT Use the appID Cross Property CONVERSION KEYWORD ARBITRAGE PREDICTION This is super powerful stuff! @ipullrank
  77. 77. KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES Incentivize the Opt-In Just track the persona (Communities or Coupons) Use the appID Cross Property Cookie and Remarket I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know. @ipullrank
  78. 78. MAP SITE PROFILES TO CONVERSIONS Does your site require some sort of profile? Tie the fields of that profile to measurement. @ipullrank
  79. 79. USERREPORT.COM Survey your users for free and get their demographic data into GA: http://www.userreports.com @ipullrank
  80. 80. CHANGING KEYWORD DEMOGRAPHICS AS A KPI The goal of your campaign can be to change the type of people searching for a given keyword @ipullrank
  81. 81. MEASUREMENT HAS NEVER BEEN MORE ADVANCED There are those that don’t understand the ROI of Content Marketing. At this point there it has never been easier to get as granular as you’d like to prove that return on investment. All that is required is proper planning. @ipullrank
  82. 82. ACT FOURPITCHING INTERNALLYContent pitches that failed and how toovercome them
  83. 83. FAIL #1: WEAK PRESENTATION A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as “complicated” or “expensive” measures. @ipullrank
  84. 84. RESOLUTION #1: PRESENT A DECK IN-PERSON Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders. @ipullrank
  85. 85. FAIL #2: LEAVING OUT KEY STAKEHOLDERS A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders review it. @ipullrank
  86. 86. RESOLUTION #2: INVITE THEM ALL Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe you’re good to go. @ipullrank
  87. 87. FAIL #3: NOT SHOWING THE VALUE A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as beneficial as “bombarding people with 100k email communications.” @ipullrank
  88. 88. RESOLUTION #3: BETTER MEASUREMENT PLANNING Build your measurement around the business objectives and things that actually show the positive affects of revenue. @ipullrank
  89. 89. FAIL #4: RELYING ON TOO MUCH DATA A marketer relies heavily on data to make her case and lambasts the regarded accomplishments of the key stakeholders. @ipullrank
  90. 90. RESOLUTION #4: LET THE STORY DO THE WORK Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive the points of ineffectiveness. @ipullrank
  91. 91. ACT FIVEEXAMPLES13 examples of real companiesperforming impressive contentmarketing
  92. 92. MOVOTO & REALTOR.COM INFOGRAPHICS http://bit.ly/UkA10s @ipullrank
  93. 93. DELIVER MAGAZINE BY UNITED STATES POSTAL SERVICE http://www.delivermagazine.com/ @ipullrank
  94. 94. ECOMAGINATION BY GENERAL ELECTRIC http://www.ecomagination.com/ @ipullrank
  95. 95. LIVE BETTER AMERICA BY AMERICA ONLINE http://www.livebetteramerica.com/ @ipullrank
  96. 96. PREGNANCY.COM BY JOHNSON & JOHNSON http://www.pregnancy.com/ @ipullrank
  97. 97. BEINGGIRL.COM BY TAMPAX Does your site require some sort of profile? Tie the fields of that profile to measurement. @ipullrank
  98. 98. FITSTUDIO BY SEARS http://www.fitstudio.com/ @ipullrank
  99. 99. PETSIDE http://www.petside.com @ipullrank
  100. 100. OPEN FORUM BY AMERICAN EXPRESS http://www.openforum.com/ @ipullrank
  101. 101. MINT LIFE BY MINT.COM http://www.openforum.com/ @ipullrank
  102. 102. RESPONSIBILITY PROJECT BY LIBERTY MUTUAL http://responsibility-project.libertymutual.com/ @ipullrank
  103. 103. HOME MADE SIMPLE BY PROCTOR & GAMBLE http://www.homemadesimple.com/en-us/pages/home.aspx @ipullrank
  104. 104. ACT SIXACTION ITEMSWhat should Real Estate marketersdo with all of this information?
  105. 105. INVEST IN HIGH QUALITY EDITORIAL CONTENT ON YOUR SITE Focus on what your audience wants and create remarkable content that speaks to their needs @ipullrank
  106. 106. PADMAPPER – EMBRACE INNOVATIVE CONTENT Don’t be like Craigslist http://bit.ly/MI9GZx support innovators in the space. @ipullrank
  107. 107. TURN OPEN HOUSES INTO ONLINE EVENTS Eliminate the distance between what happens on and offline by turning what you already do into content @ipullrank
  108. 108. GUEST POSTING ON QUALITY WEBSITES Wouldn’t you want to steal visitors from Zillow.com? @ipullrank
  109. 109. GUEST POST HIGH QUALITY CONTENT Spend the time and resources to create evergreen content and place on highly authoritative sites @ipullrank
  110. 110. BLOGS TWEETS VIDEO ADS UGC PLUGINS COMICS COMMENTS PRODUCTS UI ELEMENTS INFOGRAPHICSPHOTOS CONTENT MARKETING SERVICES DIVERSIFY YOUR CONTENT TYPESANIMATIONS PHYSICAL SPACE SLIDE DECKS PRINT MATERIAL DATA PRESS APIS PDFS TOOLS EVENTS PLATFORMS @ipullrank
  111. 111. REMEMBER CONTENT MARKETING IS A LONG TERM PLAY Be consistent and plan for a long term strategy with key milestones (Image c/o @randfish) @ipullrank
  112. 112. MAKE A COMMITMENT TO CONTENT @ipullrank
  113. 113. THANK YOU / Q&A MICHAEL KING Director of Inbound Marketing www.iacquire.com mike@iacquire.com @iPullRank @ipullrank
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