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

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This session will explore the tangible benefits of content marketing to include SEO, lead generation, social media, and affiliate marketing. It will answer, what, why, and how to deploy a …

This session will explore the tangible benefits of content marketing to include SEO, lead generation, social media, and affiliate marketing. It will answer, what, why, and how to deploy a campaign.

Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: SEO

More in: Business , Technology
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  • 1. Content MarketingThe Inbound Recipe for Success
    Twitter: #ASE11_CM
  • 2. 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
  • 3. Agenda
    Content Marketing
    What
    Why
    Empirical Data
    SEO
    Social Media
    How
    Recap
    Q & A
    @CPollittIU - #ASE11_CM
  • 4. Content MarketingWhat is it?
    @CPollittIU - #ASE11_CM
  • 5. Content MarketingWhat is it?
    @CPollittIU - #ASE11_CM
  • 6. Content MarketingWhat is it?
    @CPollittIU - #ASE11_CM
  • 7. Content MarketingWhat is it?
    @CPollittIU - #ASE11_CM
  • 8. Content MarketingWhat is it?
    @CPollittIU - #ASE11_CM
  • 9. 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.
    @CPollittIU - #ASE11_CM
  • 10. 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
    @CPollittIU - #ASE11_CM
  • 11. Content MarketingCreation and Sharing of Content
    People only go to the Internet for TWO reasons
    To Solve a Problem
    To be Entertained
    @CPollittIU - #ASE11_CM
  • 12. Content MarketingAssets Created for Content Marketing
    Problem Specific Information
    Entertaining
    Thought Leadership
    @CPollittIU - #ASE11_CM
  • 13. @CPollittIU - #ASE11_CM
    Content Marketing – Why should I care?
    Filling the top of the funnel
  • 14. Content Marketing2-3 blogs/month
    @CPollittIU - #ASE11_CM
  • 15. Content Marketing12 blogs/month
    @CPollittIU - #ASE11_CM
  • 16. Content Marketing12 blogs/month
    @CPollittIU - #ASE11_CM
  • 17. Content Marketing21 blogs/month
    @CPollittIU - #ASE11_CM
  • 18. Content Marketing28 blogs/month
    @CPollittIU - #ASE11_CM
  • 19. Content MarketingWhat happens when you stop?
    @CPollittIU - #ASE11_CM
  • 20. 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.
    @CPollittIU - #ASE11_CM
  • 21. Search Engine Optimization (SEO)
    Google Panda/Farmer – Google’s recent algorithm update was designed specifically to reward those webmasters which follow their value-added content recommendations.
    @CPollittIU - #ASE11_CM
  • 22. 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
    @CPollittIU - #ASE11_CM
  • 23. Search Engine Optimization (SEO)
    A.B.O.
    Always Be Optimizing
    @CPollittIU - #ASE11_CM
  • 24. Social Media
    Content Distribution Channel
    Allows for Content to be Easily Shared and Discussed
    Build a Community
    Become a “Thought Leader”
    @CPollittIU - #ASE11_CM
  • 25. Social Media
    @CPollittIU - #ASE11_CM
  • 26. 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.
    @CPollittIU - #ASE11_CM
  • 27. Social Media Infrastructure
    @CPollittIU - #ASE11_CM
    • How to build
    • 28. Blogging is the Push-Foundation of the Infrastructure
  • Social Media Infrastructure
    @CPollittIU - #ASE11_CM
    • How to build
    • 29. Blogging is the Push-Foundation of the Infrastructure
    • 30. Infrastructure configurations are almost limitless
  • Social Media Infrastructure
    @CPollittIU - #ASE11_CM
    • How to build
    • 31. Push Content onto Popular Social Media Platforms
  • Social Media Infrastructure
    @CPollittIU - #ASE11_CM
    • How to build
    • 32. Pull Content into your Infrastructure
  • Social Media Infrastructure
    @CPollittIU - #ASE11_CM
    • How to build
    • 33. Pull Conversion Platforms into your Infrastructure
  • Social Media
    • Create a “Keyword Neighborhood”
    @CPollittIU - #ASE11_CM
  • 34. Social Media Infrastructure
    @CPollittIU - #ASE11_CM
    • How to build – Things to consider
    • 35. No Follow Links
    FOLLOW
  • 36. Social Media Infrastructure
    @CPollittIU - #ASE11_CM
    • How to build – Things to consider
    • 37. Duplicate Content Comments from Google
    • 38. 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.
    • 39. 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
    @CPollittIU - #ASE11_CM
  • 40. How Much Content?
    Repurpose
    Invite Guest Bloggers
    Hire Freelance Writers
    User Generated Content
    Bring in an Agency
    @CPollittIU - #ASE11_CM
  • 41. Social Media – SpamSocial Media Content Distribution Formula
    1/3rd Your Content
    1/3rd Other’s Content
    1/3rd Conversation
    @CPollittIU - #ASE11_CM
  • 42. 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!!!
    @CPollittIU - #ASE11_CM
  • 43. Recap
    Content Marketing
    What
    Why
    Empirical Data
    SEO
    Social Media
    How
    @CPollittIU - #ASE11_CM
  • 44. Social Media & SEO Cheat Sheets
    Download at: facebook.com/kunocreative
    @CPollittIU - #ASE11_CM
  • 45. Questions & Answers
    Slides Posted at: KunoCreative.com/blog
    @CPollittIU - #ASE11_CM