ContentMarketingStrategy-SEMPO-ethology-MikeCorak-Webinar-2-22-12

Professional Webinar SeriesDeveloping an Integrated Content Marketing Strategy Mike Corak EVP of Strategy ethology, a Tallwave Company 1

Reasons You Should Belong to SEMPO• Expand Your Knowledge• Engage With Industry Leaders• Maximize Your Career Growth• Grow Your Business• Save Money

Sponsors and Partners 3

Housekeeping

Professional Webinar SeriesDeveloping an Integrated Content Marketing Strategy Mike Corak EVP of Strategy ethology, a Tallwave Company 5

agenda• why content marketing?• search professional’s role in the movement• 5 steps to developing your integrated content marketing mike corak – evp of strategy - ethology strategy 6

why content marketing?

content marketing trends• Coca-Cola has committed its marketing focus to • unique content + search + social media in content marketing, an initiative called Coca-Cola combination are powerful tactics, set to rival 2020. the following video links describe the traditional display advertising for budget strategy, video created for internal education • we anticipate efforts and budgets will continue to• http://youtu.be/LerdMmWjU_E move in this direction, and early adopters will• http://youtu.be/fiwIq-8GWA8 receive first to market advantage 8

important Coca-Cola takeaways Jeff Bullas • create liquid content • ensure your content is linked for maximum benefit • create conversations • move onto dynamic story telling • be brave and creative with your content creationhttp://www.business2community.com/content-marketing/5-lessons-from-coca-colas-new-content-marketing-strategy-0125932

ecosystem strategy: content integration

all tactics being equal, what REALLY makes the difference? search relevant display & unique social content direct

search professional’s role incontent marketing strategy

search: the factors (content is core) authority external linking audience sentiment engagement content geo-targeted content relevant keywords social media interaction unique copy & media 13

authoritative and relevant content required

social search: another reason to integrate content+search+social 15

who owns content? (the biggest question in content marketing) 16

in the not-so distant future for many we predict a new role in marketing roles and responsibilities search (think pm + journalist) catalog all content content creators social manage all content creation, curation, and distribution content own content calendars and brand director management tools offline (dept.) media measure results, arrange PR adjustments and optimization perform content strategy role web analytics inform and coordinate with dev offline and traditional efforts

but today… could it be you? 18

5 steps to developing an integratedcontent marketing strategywho owns content? (the biggest question in content marketing) 19

5 steps to developing your integrated content marketing strategy 1. audience intelligence 5. execution 2. content 3. gap 4. plan &- aka content audit analysis creation optimization demand

step 1: audience intelligence

audience intelligence: search perform deep keyword research to identify “topical” areas of interest categorize areas of interest and develop a brand “taxonomy” commit to topics you can and need to own compare to existing brand platform and inform brand based on findings (bottom up brand planning) 22

audience intelligence: social take topical interest points and perform a social media listening campaign use data collected to inform demand around: - content media type - contextual insights - targets for influence building and content distribution - opportunities for direct topical engagement 23

step 2: content audit

content audit stepswhat’s your story? what are you about?• catalog all existing content onsite and offsite using URLs and capturing any related tagging – type: web page, blog post, image, infographic, ..etc. – purpose: position in conversion funnel, specific conversion or desired outcome – targeted audience segment – owner• review for quality, measurable effectiveness, and topical coverage* flag content that requires future adjustment

step 3: gap analysis

expand topical reach by targeting content and keyword ranking gapsthrough content revision, curation, and creation effortsprioritize keyword targeting by examining the quick-win and convergingopportunities as well as any ranking gaps that may exist based on prioritizedterms.foundation: aggregate all on-and-offline promotional and marketing plans,personas, brand guidelines, and related creative briefs. understand conversionfunnelstep 1: match type of content to persona &/or stage in engagement cycle, anddesired goal/outcomestep 2: choose the tone of content based on targeted audience and brandstep 3: plan to adjust and optimize current content according to demandstep 4: plan to create content for missing topics/keywords, and optimize foron-&-off site visibility 27

think multi-channel (ex. local content) national content drives audiences to your brand and affects every aspect of the decision making process. a geo- targeted content strategy will consider all forms of content, contextual and media-driven. state develop a local search strategy built for the future, creating content that targets locations from the top down, while building in a framework for further individual expansion. city address the strategic focus of your content, ensuring your brand is visible for how audiences search locally throughout the funnel to maximize relevance and exposure.* other potential uses to consider: onsite, offsite, mobile, international, audience, etc.

emarketer survey content types that are most valuable for directly supporting marketing objectives according to B2B and B2C marketing professionals globally *don’t forget infographics!http://blog.geoactivegroup.com/2011/10/why-b2b-content-marketing-is-now-going.html 29

content marketing world infographichttp://blog.junta42.com/2012/02/history-content-marketing-infographic/ 30

step 4: plan creation

content plan creation steps• team identification: identify (draft) full team formally assigning roles and responsibilities, capabilities, and expectations• production planning: review inputs, identifying and prioritizing content flagged for adjustment, and existing content gaps, by topical significance and potential return, and eventual location (channel). also assign tone and goals for each piece.• activity scheduling and assignment: schedule activity with all in-mind across the entire team planning for adjustment, creation, curation, and distribution

content calendar(s) creationcreate reference documents for content managers, outlining activities, targetedtopics, links, outposts, ..etc. these documents will act as guides to keep linkand content team members in sync.

measurement planning• track cross-channel influence & conversion points along the funnel reporting & implementation trends & insights recommendationsattribution: enable visibility into the key traffic sources, visitor contexts, & contentinteractions that define a multi-session visitor-to-value funnelintegration: provide a scalable framework of technology & processes to enableintegration of tactical, conversion, & behavioral analytics data with 3rd party platforms

step 5: execution and optimization

content marketing process Joe Pulizzi 36

resources

favorite reference companies,organizations and blogs

Thank You!www.ethology.commike.corak@ethology.com@mikecorakwww.linkedin.com/in/mikecorak 40

http://www.digitalmarketingstrategy.com	882
http://digitalmarketingstrategy.com	32
http://feeds.feedburner.com	22
https://twimg0-a.akamaihd.net	9
http://www.postano.com	2
http://translate.googleusercontent.com	2
https://twitter.com	1
http://us-w1.rockmelt.com	1

ContentMarketingStrategy-SEMPO-ethology-MikeCorak-Webinar-2-22-12

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ContentMarketingStrategy-SEMPO-ethology-MikeCorak-Webinar-2-22-12 Presentation Transcript