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How Content Marketing Drives Search and ROI Success

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View the full recorded webinar at http://bit.ly/YuBI17. ...

View the full recorded webinar at http://bit.ly/YuBI17.

Search has been dramatically changing over the past few months, and content is once again king for enabling search. Brands that develop quality content that educates customers and drives purchase decisions will have the competitive advantage. But it’s important to know that content marketing and search marketing go hand in hand, and the more and varied types of optimized content that brands have, the greater the chance to rank more of it in the organic search results.

Content also drives paid search by providing multiple types of assets to test as offers to improve conversion rates.

But what do you need to know to integrate content marketing into search marketing? What types of content are most important? Janet and Kari will help you find the content marketing path right for your search program.

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  • POLL: Who is doing or has done content marketing?-Yes-No-What’s content marketing?
  • Content marketing isn’t new, and it’s probably something you’re already doing but just don’t know it.What does that mean? Read quote.
  • But here’s what it’s not: selling. Content marketing is a form of inbound marketing – meaning you’re marketing to your prospects in a way that brings them in to you, rather than you going out to them. It’s communicating with and educating your prospects and customers without directly selling to them.Keyword there is educating. Content is a major part of the buyer decision to make a purchase
  • -Content marketing can help you build a thought-leadership position for your company so you’re the go-to industry knowledge resource-Content marketing can help you build your brand and generate awareness for your company and products-Interesting content is one of the biggest reasons people follow brands on social media, so if you’re producing content that’s interesting and valuable to your customers and prospects, you can build a community behind your content and your brand-Content drives traffic to your website via search and other media-Last but not least, content can generate leads – if you remember from the last slide, 57% of marketers have acquired customers via content on their blogs
  • But in order to reap the benefits of content marketing, it’s important to deliver the right content at the right time. Map your content strategy to your customer buying cycle and think about what types of content make the most sense for each phase. Here we give some examples of types of content that can be utilized from the top of the sales funnel – awareness – down through the purchase phase. As you can see, content found through search is important at all stages of the funnel. And Janet will now talk about why content is important for search.
  • Poll: What types of content are you creating today?VideoImages/infographicsBlog postsPress releasesOther
  • Rich snippets get more clicks
  • Rich snippets get more clicks
  • Also use regular Sitemaps for your blogs and website. Search Mojo new blog entries are indexed and within Google in less than a minute!
  • How to encourage it? Contests, etc.Monitor itLitter Robothttp://www.youtube.com/watch?v=V0UkakqW6Vk
  • Litter Robot: http://www.youtube.com/watch?v=V0UkakqW6Vk
  • Poll: What are your greatest content marketing challenges?ResourcesBuy in from executivesCost of content developmentDefine your goalsFirst and foremost: Know why you’re creating contentDetermine which content is right to meet that goal/audienceWhat type of content makes sense? 1. for your audience and products and brandWhat keywords align with your goals? 1. Map keyword types and examples to goals and content types. (Example of mapping table)What opportunities are out there?CompetitorsQuestions from customers or prospect asking?Take an inventoryWhat do you have that already fits in your goals?What’s missing? What do you need to create?
  • Measure content against goalsSearch goals or sales goalsHow you measure will vary by what your goals areWhat CAN you measure?Break metrics into 4 buckets: Consumption, Sharing, Lead Generation, Sales Consumption: page views, document views, video views, downloads (ungated)Mainly used to measure organic content/SEOTo boost consumption, take your content out from behind marketing walls.Sharing: Likes, tweets, shares, forwards, inbound linksUsed to measure SEO and PPC contentTo boost sharing, make sharing easy (easy to use sharing buttons, embedding code)Lead Generation: registrations to view gated content, email subscriptions (soft)Used to measure SEO and PPC contentNot all content will produce leads, but can contribute to lead generating behavior.Sales: online sales, offline sales, customer retentionUsed to measure SEO and PPC contentFor instance, video:Google Analytics event trackingTraffic to that item

How Content Marketing Drives Search and ROI Success How Content Marketing Drives Search and ROI Success Presentation Transcript

  • HOW CONTENT MARKETINGDRIVES SEARCHAND ROI SUCCESSJANET DRISCOLL MILLERCEO AND PRESIDENT, SEARCH MOJOKARI RIPPETOECONTENT MARKETING MANAGER, SEARCH MOJO
  • ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management – Content marketing creation • Headquartered in Charlottesville, Va – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at Marketo User Summit, SMX, MarketingProfs, PubCon and more • Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop and Hubspot@searchmojo #mojowebinar SEARCH-MOJO.COM
  • OUR CLIENTS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • AGENDA • What is content marketing? • Content marketing and search • How to get started • Measuring success@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT ISCONTENT MARKETING?
  • WHAT IS CONTENT MARKETING? “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.” Source: Content Marketing Institute@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT CONTENT MARKETING ISN’T@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHY IS CONTENT MARKETING IMPORTANT? • 61% of consumers feel better about and are more likely to buy from a company that delivers custom content1 • 9 out of 10 B2B purchase decisions begin with exposure to content marketing2 • 57% of marketers have acquired new customers via their blogs3 1 Source: Roper Public Affairs & Communications 2 Source: DemandGen 3 Source: Hubspot@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT ARE THE BENEFITS OF CONTENT MARKETING? • Thought-leadership • Branding and awareness • Social sharing and community-building • Driving site traffic – Through search and other media • Lead generation@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CONTENT AND THE BUYING CYCLE Search marketing Press Releases Social Media Social Media Search marketing Webinars & Videos Blogs Video Search marketing Video Social Media@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CONTENT MARKETINGFOR ORGANIC SEARCH
  • YOUR CUSTOMERS ARE USING SEARCH ENGINES • 89% of consumers use search for purchases1 • 81% of consumers’ perceptions are influenced by search2 1 Source: Fleishman-Hillard 2 Source: Weber Shandwick@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHY IS CONTENT IMPORTANT FOR SEO? • Content is what search engines index • Google and Bing rank many types of content • Greater opportunities to rank more information@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT FORMATS OF CONTENT CAN BE INDEXED/RANKED? • HTML-based pages • PDF files • Video • Images • http://support.google.com/webmasters/ bin/answer.py?hl=en&answer=35287@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT TYPES OF CONTENT SHOULD YOU CONSIDER FOR SEARCH? • Video • Whitepapers • Infographics • Ebooks • Photos • Press releases • Recipes • Mobile apps • Blog posts • Many more!!@searchmojo #mojowebinar SEARCH-MOJO.COM
  • PREPPING CONTENT FOR SEO • Rich snippets – Schema.org • XML Sitemaps@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHY USE RICH SNIPPETS? From our experiments, it seemed that giving the user a better idea of what to expect on the page increases the click-through rate on the search results. So if the webmasters do this, it’s really good for them. They get more traffic. It’s good for users because they have a better idea of what to expect on the page. And, overall, it’s good for the web. - RV Guha, Rich Snippets Engineer at Google@searchmojo #mojowebinar SEARCH-MOJO.COM
  • TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing@searchmojo #mojowebinar SEARCH-MOJO.COM
  • TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing@searchmojo #mojowebinar SEARCH-MOJO.COM
  • TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing@searchmojo #mojowebinar SEARCH-MOJO.COM
  • TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing@searchmojo #mojowebinar SEARCH-MOJO.COM
  • TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing@searchmojo #mojowebinar SEARCH-MOJO.COM
  • TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT CONTENT NEEDS A SITEMAP? • Textual content – Uses a standard XML Sitemap • Video content – Uses a video XML Sitemap • Image content – Uses an image XML Sitemap • News content – Uses a news XML Sitemap • Once Sitemaps are created, register them – www.google.com/webmasters/tools – www.bing.com/webmaster/toolbox@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CASE STUDY: PETROCHEM For keywords for which Google offers video results, any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index. - Forrester Timeframe Organic Pages Search Ranked in Traffic Top 10 30 days 335% 5/10 80 days 889% 9/10@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT ABOUT USER-GENERATED CONTENT? • Content that is created by the public (i.e. your “users” or customers) – Examples: reviews, videos, forums, Q&A sites • Shifts the burden of content creation away from the business • Can help create lots of content quickly • Can backfire if not monitored closely or executed properly@searchmojo #mojowebinar SEARCH-MOJO.COM
  • THE GOOD, THE BAD & THE UGLY GOOD • Litter Robot Customer Video BAD • Lady Bic Reviews on Amazon UGLY • Shell Caption Contest@searchmojo #mojowebinar SEARCH-MOJO.COM
  • THINGS TO WATCH OUT FOR!• Write for customers, not a search engine specifically• Know who your customers are and what type of content is most appropriate• Content should ultimately turn into sales@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CONTENT MARKETINGFOR PAID SEARCH
  • WHY CONTENT FOR PAID SEARCH? • You need an offer to entice signups@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHICH CONTENT WORKS BEST? Video Landing Page Test - Conversions Video Conversions Number of Conversions White Paper Conversions@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHICH CONTENT WORKS BEST?@searchmojo #mojowebinar SEARCH-MOJO.COM
  • HOW DO I GET STARTED? 1. Define your goals 2. What type of content makes sense? 3. What keywords align with your goals? 4. What opportunities are out there that aren’t being addressed? 5. Take an inventory of existing content 6. Create a plan@searchmojo #mojowebinar SEARCH-MOJO.COM
  • ALIGNING KEYWORDS WITH CONTENTGoal Keyword Types Example Content Types broader industry and product-based keywords, competitor keywords, localAwareness searches press releases, videos, infographics videos, white papers, e-books, blogThought-Leadership how-to keywords, questions posts, infographics news articles, blog posts, videos, e-Web Traffic high-volume keywords, trend keywords books, infographics niche keywords, long-tail keywords, how-to keywords, questions, local searches, transactional keywords, brand white papers, reviews, videos, photos, e-Lead Generation & Sales searches books, product pages @searchmojo #mojowebinar SEARCH-MOJO.COM
  • REPURPOSE CONTENT • People digest content and messages in multiple ways/formats • Saves on resources/development time • Helps get more types of content ranked in search engines@searchmojo #mojowebinar SEARCH-MOJO.COM
  • EXAMPLE OF CONTENT REPURPOSING@searchmojo #mojowebinar SEARCH-MOJO.COM
  • MEASURING SUCCESS • Measure content marketing against goals • Select the right metrics based on what is viable • Map metrics to buying cycle@searchmojo #mojowebinar SEARCH-MOJO.COM
  • METRICS & TOOLS: SEO Buying Cycle Metrics Tools Page views, document views, video views, Google Analytics, Events (GA), YouTube, social shares, downloads, inbound links, Hootsuite, Trackur, Sprout Social, Majestic Awareness organic traffic, rankings SEO Registrations, downloads, subscriptions, Google Analytics (Goals, Events, Consideration contact form submissions Experiments) Google Analytics Goals, CRM software Purchase Direct sales, downloads, registrations (Marketo, Salesforce, Hubspot)@searchmojo #mojowebinar SEARCH-MOJO.COM
  • METRICS & TOOLS: PPCBuying Cycle Metrics Tools Page views, document views, video views, Adwords, Google Analytics, Events (GA),Awareness downloads, paid traffic YouTube Registrations, downloads, subscriptions,Consideration contact form submissions Google Analytics Goals, Events Google Analytics (Goals, Events, Experiments), CRM software (Marketo,Purchase Direct sales, downloads, registrations Salesforce, Hubspot)@searchmojo #mojowebinar SEARCH-MOJO.COM
  • KEY TAKEAWAYS • Write content for the customer • Content drives search, which drives leads • Not all content is created equal • Set up content properly for search • Make a plan to get started • Remember to repurpose • Measure your results, test and adjust@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT’S NEXT? • Interested in hearing more about Search Mojo’s services? • Reach out to Janet & start a conversation! jmiller@search-mojo.com 800-939-5938 x101@searchmojo #mojowebinar SEARCH-MOJO.COM
  • UPCOMING WEBINAR The 4 Online Marketing Tactics Nonprofits Need for Success • October 4, 2012 • 2:00 p.m. ET • Register today at www.search-mojo.com/nonprofit@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CONTACT Janet Driscoll Miller Kari Rippetoe jmiller@search-mojo.com krippetoe@search-mojo.com 800-939-5938 x101 800-939-5938 x112 Google+: +Janet Driscoll Miller Google+: +Kari Rippetoe (and +Search Mojo) (and +Search Mojo) Twitter: @janetdmiller Twitter: @karirippetoe Facebook: Facebook: www.facebook.com/SearchMojo www.facebook.com/SearchMojo@searchmojo #mojowebinar SEARCH-MOJO.COM