Content Marketing World Lunch & Learn (Andy and Tori)


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This presentation was given on 9/10/2013 at Content Marketing World in Cleveland. Topics included keyphrase research, targeted sharing, advanced Analytics and event apps.

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  • There’s the technology – and then there’s the content. You can’t have one without the other, and BOTH provide value to the user … but with technology changing on the daily (and the countless event apps on the market, with tech differences), content needs to be the focus.
  • Access – technology/features selection; sign-up/password providing; various devices/versionsAwareness – pre-event promotion: email, social, blog posts, contestsIncentives – my dad has always said: America will do anything for a free t-shirt; from Starbucks gift cards to candy to iPad minis – greed beats allEvent Integration – branding; messaging; uniformity; sponsors/exhibitors/speakers; we’re a partner or we’re white labeledAudience Focus – charger; think about event/experience from attendee perspective; real-time content updatesOn-Site Support – App Experts for troubleshooting; content management/moderation of app/Twitter in real-time; promotion/contests on-site
  • Our app partner, DoubleDutch claims the CMW 2012 app had the most pre-event engagement EVER. And here’s proof from during the event. 73% download rate; 4,000 comments by 866 attendees; storyteller contest (discover your story) – Rock star contests (amplify your story)
  • Content Marketing World Lunch & Learn (Andy and Tori)

    1. 1. Beyond the Content Platform Andy Crestodina @crestodina Tori Tasch @FLIRTcomm #CMWorld
    2. 2. “If you have more MONEY than brains, you should focus on outbound marketing. If you have more BRAINS than money, you should focus on inbound marketing.” - Guy Kawasaki
    3. 3. Where there’s traffic, there’s hope...
    4. 4. Traffic: Social, Email, Search
    5. 5. Source: Website Traffic Sources
    6. 6. Your website is the mousetrap, Your content is the cheese…
    7. 7. Choosing Keywords
    8. 8. Keyphrases: 3 Criteria
    9. 9. Keywords and Trends Resource: Google Keyword Tool, Google Trends Google Keyword Tool Google Trends Suggests phrases Up to 100 10 Search volume displayed as Specific numbers Relative Trending Geography US (local), world (global) countries, states, metro
    10. 10. Search Volume Resource: Google Keyword Tool
    11. 11. Search Trending Resource: Google Trends
    12. 12. Shortcut! If your Domain Authority is… Target keyphrases with monthly searches of… less than 30 fewer than 100 less than 50 fewer than 1000 less than 70 fewer than 3000
    13. 13. • Local (change tactics/choose another phrase) • Videos (opportunity?) • Images • Products • News Check for Universal Search Results
    14. 14. Using Keywords
    15. 15. On-Page SEO: 4 Parts 1. <title> Once at the beginning of the title 2. <h1> Once in the first header 3. Four to six times in the body of the page 4. In links to the page from other pages
    16. 16. What’s a <title> tag? …and it’s the link in Google search results! It appears above the address bar in your browser…
    17. 17. <title>Home</title>
    18. 18. Internal Linking Opportunities!
    19. 19. EXAMPLES Rank is relevance!
    20. 20. The Spike and the Long Tail Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years)
    21. 21. Social Promotion Targeted sharing…
    22. 22. Targeted Sharing
    23. 23. Schedule, Automate
    24. 24. Ask Your Analytics Which blog posts convert visitors into subscribers?
    25. 25. Subscribers per Blog Post Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/ Interesting!
    26. 26. Page views per Blog Post Why do I need this??
    27. 27. Subscribers per Page View per Blog Post #winning Also known as …conversion rate!
    28. 28. 1. View: Conversions > Goals > Reverse Goal Path 2. Set Advanced Filter: “Goal Previous Step 1” contains /blog/ 1. Sort by “Goal Completions” 2. Export to Excel 3. View: Content > Site Content > All Pages 4. Set Filter: show only /blog/ 5. Combine within the spreadsheet to calculate Conversion Rate Let’s watch that in slo-mo…
    29. 29. Event Apps
    30. 30. FLIRT’s CMW app case study
    31. 31. Awareness Access Incentives Audience Focus On-Site Support Event Integration
    32. 32. Proof from 2012 The charging station: modern watering hole FYI @FLIRTcomm - I didn't even break open the printed conference guide today. I didn't need to. Everything I need was nicely accessible through the app. THAT's a killer conference app! I'm only one session in and agonizing about which track to attend. I'm counting on all you other people to update me on the best bits from the others! So glad I got to connect with swing dancers, yogis, and other great and creative people! FLIRT App Team, I love the awesome features in the app. This will be great for networking at CMWorld. Wow! Just found out that the #cmworld app not only rocks the's sweeeeet on the iPad too! Is it possible I'm more excited for day two of #CMWorld than I was for day two? Why, yes it is. Looking forward to another day of sessions. Tearful conclusion. Totally worth the price of admission. Thanks Marcus for hitting it home. Love the attention to detail and orange-ness put together by team cmi. from the food, to the signs, to the conference content. super! Guess who just won an Amazon gift card courtesy of #CMW? This gal!
    33. 33. Template & Tools
    34. 34. Thank you! Andy Crestodina @crestodina Tori Tasch @FLIRTcomm #CMWorld
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