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NY Enterprise Conference 7-12

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  • 1. Ruben Quinones, Director of New MediaJuly 11 th , 2012• 3 West Club, NY, NY
  • 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. Content Is Kingood Visible Content Is King Purchase
  • 4. How Content Impacts….. QualitativeThought leadershipCredibilityA way to create multiple “touches”Email MarketingGoogle RankingsSocial Media
  • 5. Content Marketing Funnel Awareness Awareness Favorability Learning Favorabilit ySoft Conversions Consideration Intent to Purchase Intent to Purchase Purchase Remarketing
  • 6. ew Content Boosts Your Interior Page Awareness Favorabilit y Consideration Intent to Purchase Purchase
  • 7. Content For Social Initiates ConversationsProvides Context to Your Social Properties Awareness Favorabilit y Consideration Intent to Purchase Purchase
  • 8. “Acquisition vs. Nuture Based Content”
  • 9. Content Types
  • 10. Characteristics of ContentWhat’s New? CreationCommentaryWhat’s going to happen…..what to watch out forHow to – process orientedTools and resources that would be of value to your readersAnswering a QuestionCommon Mistakes to look out for
  • 11. Discovering Content Topics•Who are our audiences?•What are the touch points / challenges ofour customers?•What are they asking?
  • 12. Discovering Content Topics Audiences for Content
  • 13. Discovering Content Topics Audiences for ContentCustomerSegmentation
  • 14. Discovering Content Topics Audiences for ContentAlliances
  • 15. Discovering Content Topics Identifying Touch PointsIdentifyingTouch Points
  • 16. Discovering Content TopicsEvaluating Meaning ful Content 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”
  • 17. Discovering Content Topics Evaluating Meaning ful Content Not known?/small business?….. “touch point” “context” “touch point” “touch point”“Audience” “Context”, “Audience” “Touch point”
  • 18. Discovering Content TopicsEvaluating Meaning ful Content Boolean search for context and a touch point. ex. “Jet Blue”, “customer service” Can be multiple variations of previously mentioned boolean searches Filter by News & Blogs
  • 19. Discovering Content TopicsEvaluating Meaning ful Content Boolean searches on YouTube
  • 20. Discovering Content TopicsEvaluating Meaning ful Content Boolean searches on Twitter
  • 21. Discovering Content TopicsEvaluating Meaning ful Content Boolean searches on Twitter
  • 22. Disseminating Content to Your Audiences Ads targeted by keyword intent, titles, and interests
  • 23. Make sure your audiences match up with your social organic efforts
  • 24. Process for New Content Discovery Keep Focus2. What type of post am I writing?4. Who is my specific audience for this post?6. What are one or two critical points I can answer for them?8. What are the two keywords that describe the critical points?10.Do a boolean search to see what might spark some ideas12.Can I stretch these out into a series?14.Next content post, repeat.
  • 25. Some Key Performance Indicators• Share of Search• Search Visits to content on site• Referring Visits – Social / Other sites to• content• Engagement on content via external properties
  • 26. Some Key Performance Indicators Your “visit duration” shouldimprove, an indication that your content is being consumed
  • 27. Some Key Performance IndicatorsAre new visitors coming in as are result of your content?
  • 28. Some Key Performance Indicators How deep did they navigate beyond your page?
  • 29. Some Key Performance Indicators Is your content creating new visitors to your site? Sort by referring
  • 30. How Do I Manage This?•How much will I have to create?•What type of content should I produce?•Who can do this?•How do I know when to outsource?
  • 31. Case Study•Post Card Mania – Print Post Cards•Created a acquisition marketingcampaign geared at a hyper targetedaudience.•Over the course of a year, gained 600quality leads, over 72,000
  • 32. Case Study Takeaway•Create CompellingContent•Establish face and“voice”•List development &remarketing•Participation &Evangelization
  • 33. Thank You!www.linkedin.com/in/rubenquinones

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