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Content Marketing: SEO, Social Media, Email Marketing (Tech week 2012)

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Presentation given at TechWeek Chicago 2012, by Andy Crestodina of Orbit Media. This was a modified version of another Content Marketing presentation and covers the basics of SEO, social media and …

Presentation given at TechWeek Chicago 2012, by Andy Crestodina of Orbit Media. This was a modified version of another Content Marketing presentation and covers the basics of SEO, social media and email marketing. It begins with website ROI and ends with the Google Author Rank patent.

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  • 1. Content MarketingSocial, SEO & EmailAndy Crestodina@crestodina #techweekchi
  • 2. Website ROI (SR) CTR = V V x CR = L (L x CL)(P – Dc) = $ S = search volume L = leads R = rank P = price CTR = click through CL = closing rate V = visits Dc = delivery costs CR = conversion $ = profit!
  • 3. Website ROI made simple… Traffic x Conversions = $
  • 4. Content Marketing Activities
  • 5. Traffic Profile: Social, Email, Search
  • 6. Choose your channel My site or yours?
  • 7. Pick one… ☐ Web Page ☐ Blog Post ☐ Blog Post & Newsletter ☐ Guest Blog Post ☐ Newsletter ☐ Blog Post & Guest Blog Post
  • 8. Keyphrase research The foundation of search
  • 9. Keyphrase Research
  • 10. Newsletter Timing When to send?
  • 11. Source: Hubspot, Science of Email Marketing
  • 12. Source: Hubspot, Science of Email Marketing
  • 13. Source: Hubspot, Science of Email Marketing
  • 14. A/B Testing. Of course! Source: Hubspot, Science of Email Marketing
  • 15. Sign Up FormProminence, Promise, Privacy, Proof Source: MarketingProfs.com
  • 16. Sign Up FormBefore…After…
  • 17. Sign Up FormBefore and After…
  • 18. How Search Engines Work Keywords, Links and Content
  • 19. How Search Engines WorkSource: SEOmoz, 2011 Search Engine Ranking Factors
  • 20. How Search Engines WorkSource: SEOmoz, 2011 Search Engine Ranking Factors
  • 21. Click Distribution
  • 22. The Virtues of Guest Blogging Search + Social
  • 23. Blogging vs. Guest BloggingBlogging Guest BloggingContent = 2 Content = 3Links = 0 Links = 1Friends = 0 Friends = 2
  • 24. Blogging vs. Guest Blogging Round Two…Blogging Guest Blogging Strategycontent better links + diverse content + real connections
  • 25. Blogging vs. Guest BloggingRound Four…Blogging Guest Blogging StrategyNice blog, but… This is what great web marketing looks like.
  • 26. Social Promotion Sharing is caring
  • 27. Targeted Sharing
  • 28. MentionsHashtagsQuotes
  • 29. Social media for networking… guest blogging for SEO Putting it all together
  • 30. Social Activity Search Engine Rankings1. Social media outreach (twitter)2. Networking with journalists and host blogs3. Guest blogging opportunity4. High quality link5. Improved domain authority6. Higher rank, more traffic from search engines
  • 31. The Future of Search & Social …and how to future-proof your marketing
  • 32. Google’s Author Rank PatentThe identity of individual [authors] responsible forcontent can be used to influence search ratings.Assuming that a given [author] has a highreputational score, representing an establishedreputation for authoring valuable content, thenadditional content authored and signed by that[author] will be promoted relative to unsignedcontent or content from less reputable [authors] insearch results. Source: USPTO.gov
  • 33. The future of search is socialA good product can only be built where weunderstand who’s who and who is related towhom. Relationships are also importantalongside content. To build a good product, wehave to do all types of processing. Butfundamentally, it’s not just about content.It’s about identity, relationships and content.- AmitSinghal
  • 34. Thanks, TechWeek!Andy Crestodina@orbiteers #techweekchi