Content Marketing:Beyond “Liking” and    Tweeting     Ruben Quinones,   Director of New Media
Who We Are                •Strategic Online Marketing Approach      •SEO, Social Media , Pay-Per-Click, Display Ad managem...
Content ….. What it’s not           Purchase
What it is …….
It Also …..Boosts Your Interior Pages for SEO
Google & Facebook – Critical for Content on the Web   Indexes content                            Has content in its     on...
Social Metrics Increasing in Search Algorithm               Social metrics increased 2% from last biannual report,        ...
Characteristics of Web Content Topics•   What’s New?•   Commentary•   What’s going to happen…..what to watch out for•   Ho...
Purpose of ContentAcquisition Based   Vs.    Nurture Based
Identify Key Terms for Your          Customer Segments• Who are our audiences?• What are the touch points / challenges of ...
Discovering Content Topics     Audiences for Content• Customer  Segmentation• Alliances
Identifying Key Terms for Your        Customer Segmentswill lead to ….• Topical ideas for future content marketed to those...
Identify Key Terms for Your        Customer SegmentsTouch points – key terms that are widely used byyour audience. Ex. (ca...
Discovering Content Topics/Conversations   Employ boolean searches – ex.          If a well known brand, use“Brand name” “...
Discovering ContentTopics/Conversations                           Boolean search for brand                           name ...
Discovering ContentTopics/Conversations           Boolean searches on YouTube
Discovering ContentTopics/Conversations            Boolean searches on Twitter
Discovering ContentTopics/Conversations              Boolean searches on Twitter
Sourcing Your Next Topic
Discovering Content Topics   Identifying Key Terms for AudiencesIdentify TouchPoints          Identify any          Contex...
Onsite Strategic Considerations                          Does Content                          Speak to Your              ...
On Site Social Integration with your Content        Can I communicate with your brand?
On Site Social Integration with your Content                                    Can I share it?
On Site Social Integration with your Content                                                                             T...
Content Marketing Off Site            Awareness           Favorability          Consideration            Purchase
Social Based Content
Repurposed and Dedicated Content for             the Social Web• Do you have pdf’s presentations?• Do you have highly visu...
Submit Your Content to Other Sites that       Cater to your Audiences• Article Sites that have heavy traffic• Guest Bloggi...
Content Marketing off Site - Facebook                       Homepage News Feed
Content Marketing off Site - Facebook
Which Means to Stand Out…….                 Must increase                 engagement                 Build Affinity       ...
The Secret to Marketing on Facebook                  Don’t Market!
Ingredients for Engaging Content• Educational• Entertaining• Exclusive
Targeting Your Content     Target by gender, relationship    status, educational status, age,         location and language
Segment Your Content                                   Clicks Average  Engagement Questions            Testimonial        ...
Run Social Ads to Deliver content to Your               Audiences                        Ads targeted by keyword intent, t...
Pay for your content to reach your audience                           This content piece was targeted to                  ...
Pay for your content to reach your audience                            This content piece about the                       ...
Process for New Content Discovery                 Keep Focus1.   What type of post am I writing?2.   Who is my specific au...
Metrics to Look at (non sexy brands)
MetricsContent will mostly be measured by passive metrics• On site Metrics  Passive & Hard• Social Metrics  Passive & Hard
Passive Metric – New VisitorsAre new visitors coming in as are result           of your content?
Passive Metric – Referring traffic               Is your content creating new visitors to                               yo...
Passive Metric – Deeper Navigation              How deep did they navigate beyond                         your page?
Passive MetricYour “visit duration” should improve, an  indication that your content is being                consumed
Hard Metric - Goals                Sort by the content section of                 your site, and analyze “Goal            ...
Social Metrics – Passive•   Impressions•   Views•   Clicks•   Consumption•   Reach
Social Metrics – Hard        Factored into Engagement Rate•   Likes•   Follows or Connections•   Shares/Retweets•   Comments
Social Metrics – Some Deeper Metrics•   Brand mentions•   Share of voice (by platform, overall, etc.)•   Influencer penetr...
Some Facebook MetricsUnique viewers of your individual     posts                                                        “T...
Tools to useExternal tool - https://adwords.google.com/o/Targeting/Explorer?
Thank You!www.linkedin.com/in/rubenquinones
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Aam association 1-24 -10-13

  1. 1. Content Marketing:Beyond “Liking” and Tweeting Ruben Quinones, Director of New Media
  2. 2. Who We Are •Strategic Online Marketing Approach •SEO, Social Media , Pay-Per-Click, Display Ad management•Industry leading technology for managing, optimizing & tracking search based campaigns Some Brands We Have Worked With
  3. 3. Content ….. What it’s not Purchase
  4. 4. What it is …….
  5. 5. It Also …..Boosts Your Interior Pages for SEO
  6. 6. Google & Facebook – Critical for Content on the Web Indexes content Has content in its on the web, property, and the web content is not on has elements of Google, its found facebook in it by Google Intent to Purchase
  7. 7. Social Metrics Increasing in Search Algorithm Social metrics increased 2% from last biannual report, and is expected to continue to increase.
  8. 8. Characteristics of Web Content Topics• What’s New?• Commentary• What’s going to happen…..what to watch out for• How to – process oriented• Tools and resources that would be of value to your readers• Answering a Question• Common Mistakes to look out for
  9. 9. Purpose of ContentAcquisition Based Vs. Nurture Based
  10. 10. Identify Key Terms for Your Customer Segments• Who are our audiences?• What are the touch points / challenges of our customers/alliances?• What are they asking?
  11. 11. Discovering Content Topics Audiences for Content• Customer Segmentation• Alliances
  12. 12. Identifying Key Terms for Your Customer Segmentswill lead to ….• Topical ideas for future content marketed to those segments• Uncovering other blogs, forums, influencers, and social sites that are responding to these key terms• Embedding these key phrases will give us a better opportunity to be found via search results and social conversations
  13. 13. Identify Key Terms for Your Customer SegmentsTouch points – key terms that are widely used byyour audience. Ex. (cashflow, tax shelter,appreciation are terms that accountants would usein their daily workflow)Context – key terms that attach a type of relevance,for ex. New York, venue, etc.Audience – Segmented customer or alliance.
  14. 14. Discovering Content Topics/Conversations Employ boolean searches – ex. If a well known brand, use“Brand name” “context”, “Brand name” “Touch point” “Audience” “Context”, “Audience” “Touch point” “Competitor” “context”, “Competitor” “Touch point “touch point” “context” “touch point” “touch point”
  15. 15. Discovering ContentTopics/Conversations Boolean search for brand name and a touch point. ex. “new york”, “customer service” Can be multiple variations of previously mentioned boolean searches Filter by News & Blogs
  16. 16. Discovering ContentTopics/Conversations Boolean searches on YouTube
  17. 17. Discovering ContentTopics/Conversations Boolean searches on Twitter
  18. 18. Discovering ContentTopics/Conversations Boolean searches on Twitter
  19. 19. Sourcing Your Next Topic
  20. 20. Discovering Content Topics Identifying Key Terms for AudiencesIdentify TouchPoints Identify any Context Map back to Audiences (segmented) Incorporate into Content calendar (onsite and Social)
  21. 21. Onsite Strategic Considerations Does Content Speak to Your Onsite Audience Is it optimizedEasily Shareable for Google? for Social? Relevant to my Is it credible? brand/services?
  22. 22. On Site Social Integration with your Content Can I communicate with your brand?
  23. 23. On Site Social Integration with your Content Can I share it?
  24. 24. On Site Social Integration with your Content Take advantage of Google’s Authorship Markup to show authors picture next to search results for their content. Increases CTR for your link. For a step by step on how to implement, go to http://www.pathinteractive.com/blog/2012/09/a-step-by-step-guide-to-google-authorship-markup/
  25. 25. Content Marketing Off Site Awareness Favorability Consideration Purchase
  26. 26. Social Based Content
  27. 27. Repurposed and Dedicated Content for the Social Web• Do you have pdf’s presentations?• Do you have highly visual images?• Can you convert your written content into a visual info graphic? Powerpoint?• Include hashtags in your title for twitter campaigns #
  28. 28. Submit Your Content to Other Sites that Cater to your Audiences• Article Sites that have heavy traffic• Guest Blogging on industry sites that show a level of engagement• Guest blogging on alliance sites that show a level of engagement
  29. 29. Content Marketing off Site - Facebook Homepage News Feed
  30. 30. Content Marketing off Site - Facebook
  31. 31. Which Means to Stand Out……. Must increase engagement Build Affinity Establish Frequency
  32. 32. The Secret to Marketing on Facebook Don’t Market!
  33. 33. Ingredients for Engaging Content• Educational• Entertaining• Exclusive
  34. 34. Targeting Your Content Target by gender, relationship status, educational status, age, location and language
  35. 35. Segment Your Content Clicks Average Engagement Questions Testimonial PromotionalEngagement/Entertaiment Blog Post Bible Verse 0 5 10 15 20 25 30 35 Utilizing “Facebook Insights”, you 40 can gauge which theme is performing the best.
  36. 36. Run Social Ads to Deliver content to Your Audiences Ads targeted by keyword intent, titles, and interests
  37. 37. Pay for your content to reach your audience This content piece was targeted to Facebook users who had an expressed interest in the show.
  38. 38. Pay for your content to reach your audience This content piece about the conference is being advertised by keyword intent
  39. 39. Process for New Content Discovery Keep Focus1. What type of post am I writing?2. Who is my specific audience for this post?3. What are one or two critical points I can answer for them?4. What are the two keywords that describe the critical points?5. Do a boolean search to see what might spark some ideas6. Can I stretch these out into a series?7. Next content post, repeat.
  40. 40. Metrics to Look at (non sexy brands)
  41. 41. MetricsContent will mostly be measured by passive metrics• On site Metrics Passive & Hard• Social Metrics Passive & Hard
  42. 42. Passive Metric – New VisitorsAre new visitors coming in as are result of your content?
  43. 43. Passive Metric – Referring traffic Is your content creating new visitors to your site? Sort by referring Referring sites will give a clues to your audience
  44. 44. Passive Metric – Deeper Navigation How deep did they navigate beyond your page?
  45. 45. Passive MetricYour “visit duration” should improve, an indication that your content is being consumed
  46. 46. Hard Metric - Goals Sort by the content section of your site, and analyze “Goal Rate”
  47. 47. Social Metrics – Passive• Impressions• Views• Clicks• Consumption• Reach
  48. 48. Social Metrics – Hard Factored into Engagement Rate• Likes• Follows or Connections• Shares/Retweets• Comments
  49. 49. Social Metrics – Some Deeper Metrics• Brand mentions• Share of voice (by platform, overall, etc.)• Influencer penetration rate• Brand association with targeted keywords• Brand vs competitive with targeted key terms
  50. 50. Some Facebook MetricsUnique viewers of your individual posts “Talking About Uniques Who This” Divided by Uniques Who Have Clicked into “Engaged Users” Took An Your Post Action
  51. 51. Tools to useExternal tool - https://adwords.google.com/o/Targeting/Explorer?
  52. 52. Thank You!www.linkedin.com/in/rubenquinones

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