SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?

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About the ModeratorPaul Dunay is an award-winning B2B marketing expert with more than 20 years’success in generating demand and creating buzz for leading technology, consumerproducts, financial services and professional services organizations. Paul is theGlobal Vice President of Marketing for Maxymiser, a leader in web optimization andanalytics, and author of five “Dummies” books: Facebook Marketing for Dummies(Wiley 2009), Social Media and the Contact Center for Dummies (Wiley CustomPublishing 2010), Facebook Advertising for Dummies (Wiley 2010), FacebookMarketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing forDummies 3rd Edition (Wiley 2012). @PaulDunay 4 #smtlive

Our Speakers Jeff Ogden, President of Find New Customers is an award-winning B2B marketing expert. He was named a top 25 Sales Influencer for 2012 by OpenView Labs. He was also named one of the Top 50 Most Influential in Sales Lead Management by the Sales Lead Management Association. And his blog was named the top B2B blog of 2012 by BuyerZone. His is also the Creator and Host of the popular show Marketing Made Simple TV. He holds a degree in Marketing from the University of Notre Dame. Wendy Lea is the CEO of Get Satisfaction. Wendy founded The Chatham Group, where she currently serves as an angel investor, strategic advisor and board member for a long list of startup companies. She also serves on the board of Silicon Valley Social Venture Fund (SV2.org). Wendy has been recognized as a Top 100 Woman of Influence in Silicon Valley and a 2012 Watermark Woman Who Has Made Her Mark. @WendySLea Lee Odden is the author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing. He is also the CEO of TopRank Online Marketing, a digital marketing and online PR agency that specializes in a 360 degree approach to growing new business and enriching both brand and community engagement online. He is an active international speaker and publishes one of the most popular marketing blogs on the web. @LeeOdden 5 #SMTlive#smtlive

Thanks to Our Sponsor Create a vibrant customer community: https://getsatisfaction.com//#smtlive 6

Driving Revenue From Your Social Strategy Wendy Lea · CEO, Get Satisfaction · @wendyslea 7#smtlive

Social engagement is the new marketing Existing McKinsey: Discover Consumers “social media Word-of-Mouth Ads & Branding is an accepted growth strategy” Advocate Evaluate Customer Loyalty Programs Engagement Promotions Management Bond Buy Service/Support Help Content 80% Potential of US Internet users Consumers are on Facebook Experience#smtlive 8 8

The Solution: Communities as engagement engines Discoverability Persistence Content in ContextConsumer-facingexperiences Internal Communities processes Social Media Marketing Management & CRM Community Moderation Brand Managers & Consumer Relations#smtlive 9 9

A marketing case study the The Situation solution Outcomes Social post permanence ▸ Employees lacked More Employee a social media Interactions presence with customers ▸ Desire to easily facilitate customer Discoverable discussions conversations Social Praise leveraged in marketing content ▸ Needed a mechanism to Embedded advocate content operationalize customer Customer endorsements Advocates can self-identify#smtlive 10 10

An eCommerce case study the The Situation Outcomes solution ▸ High levels of embedded conversations cart abandonment 8% drop in cart abandonment ▸ Low search-driven site traffic volume 5% gain in search-driven site traffic ▸ Desire to harness ▸ Product-specific word of mouth to WOM content drive conversions ▸ Community 30% drop drives in one-to-one interactions ▸ Customers couldn’t discussions ask product-specific questions during ▸ Widgets throughout purchase flow purchase flow 63% gain in first call resolution rate 11#smtlive 11

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Joshie 17

Integrated SEO, Social Media & Content Marketing @LeeOdden TopRankMarketing.com OptimizeBook.com 18#smtlive

17 Billion comScore: Core Searches August 201263%eMarketer: Daily Search Users 89% Fleishman-Hillard: Search to Purchase $23 Billion SEMPO: 2012 State of SEM Report 19

What Is Your Customer’s Journey? Newsletter Social Ads PPC Reviews Community Forum Social Networks Email Blog Website Blog Online Ads Media awareness consideration purchase retention advocacy Email Store FAQ Word of Mouth Promotions Knowledge BaseP EcommerceR Radio TV Print 20#smtlive

Customer Optimization Trilogy 21#smtlive

Discover – Consume - Engage Discover Consume EngageSocial Networks PDF ContributeDirect social messages Slideshare DownloadEmail Long form interviews SubscribeBlog Single images ShareSearch Attend Conference 23

One Clever Question: Youre a secret agent on a mission and youre having a rendezvous with your agency contact after pulling a dangerous undercover operation. You now have a coveted secret. A content marketing secret. What secret for achieving success with content marketing will you share? The content marketing world depends on it! 24#smtlive

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All Content & Promotions Consider:  “Findability”  “Engagement”  “Shareability” 27#smtlive

Results in 6 Days – 100% Organic43,000+ views on Slideshare1,000+ PDF downloads5000+ visits of interviews3,300+ Retweets200 “likes”130 G+100+ inbound linksDominates Google for target phrases#smtlive 28

Thanks for Joining Us Connect with our panelists on TwitterShare your thoughts with us: webinar_info@socialmediatoday.com 29

Announcing Our Latest Achievement Our Best Thinkers Webinar series has recently won a SNCR Excellence in New Communications Award. The prestigious awards program honors individuals and organizations that are pioneering the use of social media and Internet communications technologies (ICT).#smtlive 30 30

Upcoming Webinars#smtlive 31

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SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?

by Social Media Today on Nov 27, 2012

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SEO, Influencers, or Quality - What’s Your Trump Card in Content Marketing? Webinar Transcript