Portland, Oregon
Friday, Feb. 28, 2014

SearchFest 2014
How to Get Your Content Marketing Up and Running

#SearchFest
Session Description
Portland, Oregon
Friday, Feb. 28, 2014

Leading businesses know that in addition to standard web
pages...
Today’s Presenters
Portland, Oregon
Friday, Feb. 28, 2014

@ArnieK

@MikeCorak

#SearchFest

Arnie Kuenn, CEO | Vertical M...
Agenda
Portland, Oregon
Friday, Feb. 28, 2014

What is Content Marketing and Why Should You Care?
Getting Organized: Conte...
What Content Marketing Isn’t?
Portland, Oregon
Friday, Feb. 28, 2014

• Content Marketing isn’t SEO (that’s an integration...
What IS Content Marketing?
Portland, Oregon
Friday, Feb. 28, 2014

• Content marketing is the art of providing relevant,
v...
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

7
“Programs” vs. Tactics
Portland, Oregon
Friday, Feb. 28, 2014

Advertisers are prioritizing
integrated tactics or “program...
Content Marketing is an
“Integrated Program”

#SearchFest

Portland, Oregon
Friday, Feb. 28, 2014

9
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

10
Tactical Integration: Content Strategy
at the Core

Portland, Oregon
Friday, Feb. 28, 2014

content
creation
paid media
pr...
Content Strategy and Planning
Process

Portland, Oregon
Friday, Feb. 28, 2014

1. Audience
Intelligence

2. Content
Audit
...
Purposeful Content
Portland, Oregon
Friday, Feb. 28, 2014

BRAND
Supports business
objectives

SEARCH
Findable by search
e...
Content Demand Through Digital Data
Portland, Oregon
Friday, Feb. 28, 2014

Search
Intelligence

Social
Intelligence

Iden...
What Are You About? Taxonomies &
Personas Based on Content Demand

Portland, Oregon
Friday, Feb. 28, 2014

ATM
ATM equipme...
Qualitative Audit: Best Practices
Portland, Oregon
Friday, Feb. 28, 2014

Useful and usable
Redundant, outdated, trivial (...
Qualitative Audit: Throughout the Funnel
Portland, Oregon
Friday, Feb. 28, 2014

OTHER
PAID
REFERRAL
DISPLAY
CLICK

THE PA...
Qualitative Audit: Varied Content Types
Portland, Oregon
Friday, Feb. 28, 2014

Content Type Opportunities:
Most companies...
Qualitative Audit: Context
Portland, Oregon

“Content is King, But Context Rules” Gary Vee

#SearchFest

Friday, Feb. 28, ...
Qualitative Audit
Portland, Oregon
Friday, Feb. 28, 2014

Trending: Content Attribution
#SearchFest

20
GAP Analysis
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

21
#1 Impediment to Tactical Integration?
Portland, Oregon
Friday, Feb. 28, 2014

Silos: You brought them in, you can take th...
Cultural Shifts That Break Down Silos
Portland, Oregon
Friday, Feb. 28, 2014

• Reimagine your organizational structure, p...
Resourcing

Portland, Oregon
Friday, Feb. 28, 2014

Roles & Responsibilities

Search

catalog all content

Social

PR

man...
In-house v. Outsourced
Portland, Oregon
Friday, Feb. 28, 2014

Commonly “In-housed”

Commonly Outsourced

Production level...
Internal Tool Sets
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

26
Budgeting for Content Marketing
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

27
Media
Portland, Oregon
Friday, Feb. 28, 2014

“Market Your Marketing” – Jay Baer

PPC

RETARGETING

NATIVE

SOCIAL

MOBILE...
Portland, Oregon
Friday, Feb. 28, 2014

How to Get Started

#SearchFest

29
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

30
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

31
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

32
Content Marketing Research
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

33
What Are We Searching For?
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

34
Start Your Research Here!
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

35
Online Research Tools
Portland, Oregon
Friday, Feb. 28, 2014

Google Keyword Suggest

Relate Searches

#SearchFest

36
More Google Research Tools
Portland, Oregon
Friday, Feb. 28, 2014

YouTube Related Searches

#SearchFest

37
Portland, Oregon
Friday, Feb. 28, 2014

More than 410 questions
about “visit the grand
canyon” (exact match).
More than 3,...
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

39
Portland, Oregon
Friday, Feb. 28, 2014

Long tail searches
are the key to
success!

#SearchFest

40
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

41
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

42
#SearchFest

43
Address Pricing / Cost
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

44
Comparisons
Portland, Oregon
Friday, Feb. 28, 2014

Showcase your product or service then compare and contrast to others.
...
Lists – People Still Love Them
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

46
Resource Pages
Portland, Oregon
Friday, Feb. 28, 2014

38 links to this page

111 links to this page
#SearchFest

47
Videos! – They Are Not That Hard
Portland, Oregon
Friday, Feb. 28, 2014

Interviews

Behind the Scenes
#SearchFest

Fun

P...
FREE GUIDES & White Papers
Portland, Oregon
Friday, Feb. 28, 2014

- Lead generator
- Link attractor
- Long life span

#Se...
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

50
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

51
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

52
Portland, Oregon
Friday, Feb. 28, 2014

Buyers need information that helps
them make an informed decision.
Businesses that...
Portland, Oregon
Friday, Feb. 28, 2014

The best time to start a content
marketing program is 5 years ago.

The second bes...
Portland, Oregon
Friday, Feb. 28, 2014

www.VerticalMeasures.com
Shameless Plug:
We offer the best ½ and full day content ...
Questions?
Portland, Oregon
Friday, Feb. 28, 2014

#SearchFest

56
Portland, Oregon
Friday, Feb. 28, 2014

@MikeCorak
#SearchFest

@ArnieK
57
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How to Get Your Content Marketing Up and Running - SearchFest - SEMPDX

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Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. So you totally buy in to the fact that content IS the new marketing, but how do you get your organization engaged and started down the content marketing path? In this session you will learn how to get organized, create your plan, generate great ideas for content (even if you think your business is boring), and consistently create content your market will enjoy. Presenters: Mike Corak @mikecorak and Arnie Kuenn @arniek SearchFest SEMPDX

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  • Understand Usage Heavily searched topics lend themselves to core contentPopular conversational topics lend themselves to quickly digestible and sharable formats
  • 93% of consumers search the Internet prior to making a purchase.86% us non branded queries.90% Click on organic listings.I just read over this past weekend that Google was down for 5 minutes and Internet traffic dropped 40% in that time. (Search, YouTube, email).
  • How to Get Your Content Marketing Up and Running - SearchFest - SEMPDX

    1. 1. Portland, Oregon Friday, Feb. 28, 2014 SearchFest 2014 How to Get Your Content Marketing Up and Running #SearchFest
    2. 2. Session Description Portland, Oregon Friday, Feb. 28, 2014 Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. So you totally buy in to the fact that content IS the new marketing, but how do you get your organization engaged and started down the content marketing path? In this session you will learn how to get organized, create your plan, generate great ideas for content (even if you think your business is boring), and consistently create content your market will enjoy. #SearchFest
    3. 3. Today’s Presenters Portland, Oregon Friday, Feb. 28, 2014 @ArnieK @MikeCorak #SearchFest Arnie Kuenn, CEO | Vertical Measures • CEO of Vertical Measures – A Search, Social and Content Marketing Agency. • Instructor for the Content Marketing Institute and Online Marketing Institute. • Writes for Marketing Land and Chief Content Office. Been an Internet Marketer longer than Google existed. Mike Corak, Executive Vice President, Strategy | ethology • Executive Vice President of Strategy, a full service digital agency for challenger brands. • Has developed and implemented winning digital strategies for many of the world’s leading brands like Coca-Cola, FedEx, Nike, and Disney. • Frequent webinar and blog contributor (Econsultancy, AMA, etc), SEMPO board member. • Does not have a book, so you get the picture thumbnail from before his hair was gray. 3
    4. 4. Agenda Portland, Oregon Friday, Feb. 28, 2014 What is Content Marketing and Why Should You Care? Getting Organized: Content Marketing Planning How to Get Started #SearchFest 4
    5. 5. What Content Marketing Isn’t? Portland, Oregon Friday, Feb. 28, 2014 • Content Marketing isn’t SEO (that’s an integration point) • Content Marketing isn’t your blog post or what you’re doing on Facebook (that’s publication) • Content Marketing isn’t Content Strategy (that’s the plan) Content Marketing isn’t BULLS&%T! #SearchFest 5
    6. 6. What IS Content Marketing? Portland, Oregon Friday, Feb. 28, 2014 • Content marketing is the art of providing relevant, valuable content to your customers without selling or interrupting them. • Instead of pitching your products or services, you are delivering information that makes your prospects more informed before they buy. • If you deliver consistent, ongoing valuable information to your prospects, they ultimately reward you with their business and loyalty. http://www.verticalmeasures.com/what-is-content-marketing-free-guide/ #SearchFest 6
    7. 7. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 7
    8. 8. “Programs” vs. Tactics Portland, Oregon Friday, Feb. 28, 2014 Advertisers are prioritizing integrated tactics or “programs” to solve business problems. Program success is highly dependent on true integration. #SearchFest 8
    9. 9. Content Marketing is an “Integrated Program” #SearchFest Portland, Oregon Friday, Feb. 28, 2014 9
    10. 10. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 10
    11. 11. Tactical Integration: Content Strategy at the Core Portland, Oregon Friday, Feb. 28, 2014 content creation paid media promotion content strategy futurefriendly lifecycle marketing (email) social promotion and discussion tacticallyagnostic search analytics lenses: local + mobile #SearchFest 11
    12. 12. Content Strategy and Planning Process Portland, Oregon Friday, Feb. 28, 2014 1. Audience Intelligence 2. Content Audit 3. Gap Analysis 4. Plan Creation 5. Plan Execution Vernacular & Demand Quantitative & Qualitative Categories & Topics Tactics & Prioritization Analysis & Agility lenses: local + device #SearchFest 12
    13. 13. Purposeful Content Portland, Oregon Friday, Feb. 28, 2014 BRAND Supports business objectives SEARCH Findable by search engines #SearchFest VISITORS Fulfills audience needs 13
    14. 14. Content Demand Through Digital Data Portland, Oregon Friday, Feb. 28, 2014 Search Intelligence Social Intelligence Identify consumer vernacular, popularity, associated and common interests, and content types to inform content strategy #SearchFest Content Demand Other sources for content marketing insights: • Focus groups, surveys, polls • Website analytics • Social analytics • Site search • Competitive efforts • Stated email interests 14
    15. 15. What Are You About? Taxonomies & Personas Based on Content Demand Portland, Oregon Friday, Feb. 28, 2014 ATM ATM equipment ATM parts products/parts generic ATM machine cash machine ATM models teller machine ATM companies ATM manufactures company/provider Nautilus Hyosung sale/purchase ATM machines for sale buy ATM machines ATM providers ATM business ATM security ATM services technology/services info ATM solutions ATM placement ATM repair owning an ATM #SearchFest 15
    16. 16. Qualitative Audit: Best Practices Portland, Oregon Friday, Feb. 28, 2014 Useful and usable Redundant, outdated, trivial (ROT) Meets audiences’ needs Balances business objectives Voice, tone & style Sharable Optimized for intended channel #SearchFest 16
    17. 17. Qualitative Audit: Throughout the Funnel Portland, Oregon Friday, Feb. 28, 2014 OTHER PAID REFERRAL DISPLAY CLICK THE PATH TO PURCHASE SOCIAL EMAIL 3.1 1.9 1.4 ASSIST INTERACTION 2.2 DIRECT PURCHASE Acts more as an LEGEND ORGANIC SEARCH PAID SEARCH 1.0 0.9 0.8 0.5 Acts more as a LAST INTERACTION A channel’s position on the chart is defined by the “assist/last interaction ratio” Awareness #SearchFest Consideration Intent Decision 17
    18. 18. Qualitative Audit: Varied Content Types Portland, Oregon Friday, Feb. 28, 2014 Content Type Opportunities: Most companies lack visual content balance and variation. Few customize and have enough content related to consumer desires within various lenses (device and local). Tip: Analyze competitively performing content for type to assist in understanding where the “bar” is, and what it may take to surpass performance. #SearchFest 18
    19. 19. Qualitative Audit: Context Portland, Oregon “Content is King, But Context Rules” Gary Vee #SearchFest Friday, Feb. 28, 2014 19
    20. 20. Qualitative Audit Portland, Oregon Friday, Feb. 28, 2014 Trending: Content Attribution #SearchFest 20
    21. 21. GAP Analysis Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 21
    22. 22. #1 Impediment to Tactical Integration? Portland, Oregon Friday, Feb. 28, 2014 Silos: You brought them in, you can take them out! #SearchFest 22
    23. 23. Cultural Shifts That Break Down Silos Portland, Oregon Friday, Feb. 28, 2014 • Reimagine your organizational structure, processes, and operations design • Rally teams around content marketing program • Assign common success KPIs across teams (incentives) • Create a senior level content position • Include cross-channel teamwork in performance reviews • Celebrate group successes • Educate! #SearchFest 23
    24. 24. Resourcing Portland, Oregon Friday, Feb. 28, 2014 Roles & Responsibilities Search catalog all content Social PR manage all content creation, curation, & distribution own content calendars & management tools Content Department Media Analytics measure results, arrange adjustments & optimization perform content strategy role Dev Email inform & coordinate with offline & traditional efforts #CMPlan2014 #SearchFest 24
    25. 25. In-house v. Outsourced Portland, Oregon Friday, Feb. 28, 2014 Commonly “In-housed” Commonly Outsourced Production level creative and content creation Research, strategy and planning Social posting and brand interaction Complex content creation Internal program management Business goal reporting and total ROI analysis Ideation External program management Content tagging Related development Media promotion Program level reporting Ongoing recommendations and plan adjustments #SearchFest 25
    26. 26. Internal Tool Sets Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 26
    27. 27. Budgeting for Content Marketing Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 27
    28. 28. Media Portland, Oregon Friday, Feb. 28, 2014 “Market Your Marketing” – Jay Baer PPC RETARGETING NATIVE SOCIAL MOBILE EXCHANGES NETWORKS ENGAGING #SearchFest 28
    29. 29. Portland, Oregon Friday, Feb. 28, 2014 How to Get Started #SearchFest 29
    30. 30. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 30
    31. 31. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 31
    32. 32. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 32
    33. 33. Content Marketing Research Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 33
    34. 34. What Are We Searching For? Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 34
    35. 35. Start Your Research Here! Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 35
    36. 36. Online Research Tools Portland, Oregon Friday, Feb. 28, 2014 Google Keyword Suggest Relate Searches #SearchFest 36
    37. 37. More Google Research Tools Portland, Oregon Friday, Feb. 28, 2014 YouTube Related Searches #SearchFest 37
    38. 38. Portland, Oregon Friday, Feb. 28, 2014 More than 410 questions about “visit the grand canyon” (exact match). More than 3,400 using broad match! #SearchFest 38
    39. 39. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 39
    40. 40. Portland, Oregon Friday, Feb. 28, 2014 Long tail searches are the key to success! #SearchFest 40
    41. 41. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 41
    42. 42. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 42
    43. 43. #SearchFest 43
    44. 44. Address Pricing / Cost Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 44
    45. 45. Comparisons Portland, Oregon Friday, Feb. 28, 2014 Showcase your product or service then compare and contrast to others. #SearchFest 45
    46. 46. Lists – People Still Love Them Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 46
    47. 47. Resource Pages Portland, Oregon Friday, Feb. 28, 2014 38 links to this page 111 links to this page #SearchFest 47
    48. 48. Videos! – They Are Not That Hard Portland, Oregon Friday, Feb. 28, 2014 Interviews Behind the Scenes #SearchFest Fun Product Demos 48
    49. 49. FREE GUIDES & White Papers Portland, Oregon Friday, Feb. 28, 2014 - Lead generator - Link attractor - Long life span #SearchFest 49
    50. 50. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 50
    51. 51. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 51
    52. 52. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 52
    53. 53. Portland, Oregon Friday, Feb. 28, 2014 Buyers need information that helps them make an informed decision. Businesses that provide the content those people are searching for - will win. #SearchFest 53
    54. 54. Portland, Oregon Friday, Feb. 28, 2014 The best time to start a content marketing program is 5 years ago. The second best time is NOW! #SearchFest 54
    55. 55. Portland, Oregon Friday, Feb. 28, 2014 www.VerticalMeasures.com Shameless Plug: We offer the best ½ and full day content marketing workshops in the industry and can bring them to you. Tweet: Content Marketing Book – @AccelerateBook is FREE on Amazon – Today only! #SearchFest @ArnieK #SearchFest 55
    56. 56. Questions? Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 56
    57. 57. Portland, Oregon Friday, Feb. 28, 2014 @MikeCorak #SearchFest @ArnieK 57

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