Content Marketing - The Inbound Recipe for Success (Affiliate Summit East 2011)

Content MarketingThe Inbound Recipe for Success
Twitter: #ASE11_CM

Introduction
Chad H. Pollitt
Certified HubSpot Partner
Internet Marketing Masters Certification, University of San Francisco
Former Marketing Manager for Facebook TabSite
Over $10 Million in tracked ROI for SEO
Chad H. Pollitt
Director of Social Media & Search Marketing
Kuno Creative
@CPollittIU
LinkedIn.com/in/seofortwayne
@CPollittIU - #ASE11_CM

Agenda
Content Marketing
What
Why
Empirical Data
SEO
Social Media
How
Recap
Q & A

Content MarketingWhat is it?

Content MarketingWhat is it?
Content Marketing is the creation and sharing of content for the purpose of promoting a product, service or cause. Though the focus of this content may not specifically be about your organization or its offerings, often assets created for the purpose of content marketing include a mix of problem-specific information and thought leadership.

Content MarketingCreation and Sharing of Content
Types of Content
Advanced Content
Blog Content/Website Content
Videos/Webinars
Podcasts/Audio
Images/Infographics
Widgets, Plugins, Apps
Slide Presentations
Press Releases

Content MarketingCreation and Sharing of Content
People only go to the Internet for TWO reasons
To Solve a Problem
To be Entertained

Content MarketingAssets Created for Content Marketing
Problem Specific Information
Entertaining
Thought Leadership

Content Marketing – Why should I care?
Filling the top of the funnel

Content Marketing2-3 blogs/month

Content Marketing12 blogs/month

Content MarketingWhat happens when you stop?

Search Engine Optimization (SEO)
Google’s Webmaster Guidelines recommends:
“If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”
In other words, publish unique problem solving content.

Google Panda/Farmer – Google’s recent algorithm update was designed specifically to reward those webmasters which follow their value-added content recommendations.

Search Engine Optimization (SEO)2011 Search Engine Ranking Factors Report
Inbound Links 42% SERP Impact
Keyword Usage (URL/On-page) 26% SERP Impact
Social Media 7% SERP Impact
Brand Popularity 7% SERP Impact
Content Marketing has an 82% SERP Impact

A.B.O.
Always Be Optimizing

Social Media
Content Distribution Channel
Allows for Content to be Easily Shared and Discussed
Build a Community
Become a “Thought Leader”

Social Media

Social Media Infrastructure
Multiple Social Media platforms chosen to engage social media users and how those platforms are connected to one another pushing and pulling content.

How to build
Blogging is the Push-Foundation of the Infrastructure

How to build
Blogging is the Push-Foundation of the Infrastructure
Infrastructure configurations are almost limitless

How to build
Push Content onto Popular Social Media Platforms

How to build
Pull Content into your Infrastructure

How to build
Pull Conversion Platforms into your Infrastructure

Social Media
Create a “Keyword Neighborhood”

How to build – Things to consider
No Follow Links
FOLLOW

How to build – Things to consider
Duplicate Content Comments from Google
Duplicate content on a site is not grounds for action on that site unless it appears that the intent of the duplicate content is to be deceptive and manipulate search engine results.
Google’s Matt Cutts – “. . . finds that honest webmasters worry about dupe content when they don’t need to.”

How Much Content?
21/week
Benefits
Content Produced

How Much Content?
Repurpose
Invite Guest Bloggers
Hire Freelance Writers
User Generated Content
Bring in an Agency

Social Media – SpamSocial Media Content Distribution Formula
1/3rd Your Content
1/3rd Other’s Content
1/3rd Conversation

What to do Next?
Commit to Content for 6 – 12 months
Identify Content Authors
Create a Publishing Schedule
A.B.O. – Always Be Optimizing
Create a Social Media Infrastructure
Distribute Content
Engage
Share Your Expertise – Help People
Monitor Analytics
Have FUN!!!

Recap
Content Marketing
What
Why
Empirical Data
SEO
Social Media
How

Social Media & SEO Cheat Sheets
Download at: facebook.com/kunocreative

Questions & Answers
Slides Posted at: KunoCreative.com/blog

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Content Marketing - The Inbound Recipe for Success (Affiliate Summit East 2011)

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