Creating Digital
Content Alloys
LINDA NAWROCKI – DIGITAL INSIGHT LABS
What’s In The Formula for Today?
 Elements of Content
 Digital Content Channels to Mine
 The Content Crucible
 Casting...
Elements of Content
Most People Think of Content as
What is My Content Trying
to Do?
 Where Can I Use this
Content?
 What is the format I need to
use for this channel?
 What is the right time to
share the...
In What Ways Do People
Interact with Your
Company?
Conferences & Events
Sales & Customer
Support
YourWebsite.com
Trade Magazines
and Journals
Online Professional
Forums
Social Networks
Co-Workers and
Suppliers
Search Engines
Let’s Focus on
Online Content
Digital Content Channels to Mine
PAID, OWNED AND EARNED MEDIA
Channels for Online
Content
Paid – Earned – Owned Channels
 Paid Media can create
awareness to a large
audience
 Earned Media drives users
through s...
Paid Media
Earned Media
Owned Media
How People Find You
Content Online?
Industry
Tradeshow
Market
Blogger
LinkedIn
User Group
You
Topic
Website
Email
Newsletter
Why Focus on
Search Engines?
How Many Monthly Searches?
19.3
Billion
Who Owns the Search Market?
Google
+67%
What is Search Engine Marketing?
SEM is the promoting a websites through
increased visibility in search engine
results pag...
The image to the left is a Search
Engine Results page or SERP. This
page has several components.
In green are the Organic ...
Organic Search (SEO) v. Paid Search (PPC)
90% of Clicks
10% of Clicks
More than 50% of search
queries have no ads at all
SEO + Paid Search Impact
SEARCH ENGINE OPTIMIZATION
Trusted Source
Organic Search
Long-Term Traffic
Organic Search
Search Engine Spiders
Crawl through your website content and
rank you on quality and connections
Search Engine Indexing
What We See What The Spider Sees
Key Search Engine Elements
 Title Tag: is the title of the web page shown for the results. This information is stored
in ...
CMS Fields for SEO
Title Tag Meta
Description
URL Hierarchy
Why Work Hard For
Good Results?
Organic Search
88% of People only click on Page 1 results
Page 1
Results
PAID SEARCH
What Happened to
My Keywords?
Organic Search
(Not Provided) Keyword Pages
Google masks keywords from Google Secure Search as
(not provided) in Google Analytics.
This h...
Inbound Web Metrics –(Not Provided)
Keyword Pages
Looking at performance
and pages will give
indicators of ‘keyword
intent...
Supplement SEO
Results
Paid Search
Consistent Traffic
Paid Search
Paid Clicks
Graphic from WordStream
Graphic from WordStream
Adwords Setup
Ad Title
25 Characters
Ad Text
35 Character/Line
Display URL
35 Characters
Matching Types
 Broad – similar phrases and
variations
 Phrase – contains all the words
of in query
 Exact –only when s...
Keywords, Ads and
Landing Pages Need
To Synchronize
Paid Search
Graphic from WordStream
Graphic from WordStream
The Content Crucible
RETHINKING THE CUSTOMER PROCESS
Seeding the Channels
 Define a critical group of buyers
 Determine what information prospects really
need and how they w...
Casting a Digital Plan
HOW ARE YOU GOING TO USE CONTENT AND WHAT IS THE
EXPECTATION?
Don’t Squeeze It In!
CONTENT
FIRST
CONTENT
ALWAYS
One Message, Multiple Elements
Subject
Content
Web, Social, PR
Email Event
Chart /
Graphic
Video / Tool
Use Terrain to Your Advantage
 Where Can I Use this
Content?
 What is the format I need to
use for this channel?
 What is the right time to
share the...
GOAL
SETTING
Result
This is the result we got
Measure Analytics Goals
DID IT WORK?
Result
Not Great if You Result is Below Projection
Great if You Result is Below Projection
FAIL FAST
& FIX IT
SHOULD I TRY
IT AGAIN?
Reasons to Retry a Channel
 New innovation in product line
 Long time without market exposure
 Audience changes – for y...
Test and Measure the Change
Don’t Forget
It’s Not the Technology
It’s Not the Technology
THANK YOU
Linda Nawrocki
linda@digitalinsightlabs.com
Creating Digital Content Alloys
Creating Digital Content Alloys
Creating Digital Content Alloys
Creating Digital Content Alloys
Creating Digital Content Alloys
Creating Digital Content Alloys
Creating Digital Content Alloys
Creating Digital Content Alloys
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Creating Digital Content Alloys

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An overview of the channels people use to find you and ideas about using search engine marketing (SEO, PPC) to fill those channels

Published in: Marketing, Technology, Design
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  • (SEO, PPC, Email, SM, Link Building)
  • For most of use, when we think about content, it is more about writing down words that go in a brochure, or catalog or webpage
  • However, content takes on many different formats including images, videos, audio and of course, the written word. What we are going to talk about today is how to take the ‘idea’ of content and use it in many different formats.
  • If you have the vast array of content channels moving at one time, how do people find information about you online?
  • Eloqua / JESS
  • If you have the vast array of content channels moving at one time, how do people find information about you online?
  • For Materion, interaction in placed like SLideShare, LinkedIn and Twitter are more likely than Facebook or Google+, but don’t forget that the term ‘social network’ is an expansive idea
  • For Materion, interaction in placed like SLideShare, LinkedIn and Twitter are more likely than Facebook or Google+, but don’t forget that the term ‘social network’ is an expansive idea
  • If you have the vast array of content channels moving at one time, how do people find information about you online?
  • Throughout the online world, there are different channels you can use to disseminate marketing. All of this can be branded content, however, the level of control over publication and management of the message varies depending on the source. For example, a brand owned channel – Materion.com – is 100% under control of the brand. For the Paid Influencers – such as Paid Search, Display Advertising – are strongly controlled by Materion – but ultimately, the rules of engagement for these medium are managed by the external providers such as Google and other Ad Networks. When It comes to mobile advertising, there is also an additional layer of management by the phone providers.For the directly influenced channels, efforts such as Public Relations or Earning/Financial reporting would be a consideration. You have some measure of influence of messages and interaction with development sources. However, the end product is controlled by the content source – ie News Media, Author, BloggerFor the Earned Media stream, this channel is generally considered to be a “social networking” channel. These are conversations generated by the audience – positive or negative messages. Being a participant in this media stream is important in order to manage the conversation, but also to know when an opportunity to exists to leverage an existing conversation or positively steer additional attention to Materion when the time comes.
  • If you have the vast array of content channels moving at one time, how do people find information about you online?
  • If you have the vast array of content channels moving at one time, how do people find information about you online?
  • As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.
  • As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.
  • As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.
  • As we have said many times, your business MUST be seen in the top 5 results in Google, Yahoo and Bing. People very rarely look beyond these results or click to ancillary pages of search results. Pay Per Click Marketing is the fastest way to get an advertisement for your business to show in the top 5 results (in the sponsored advertisements) on Google, Yahoo and Bing.
  • As we have said many times, your business MUST be seen in the top 5 results in Google, Yahoo and Bing. People very rarely look beyond these results or click to ancillary pages of search results. Pay Per Click Marketing is the fastest way to get an advertisement for your business to show in the top 5 results (in the sponsored advertisements) on Google, Yahoo and Bing.
  • As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.
  • As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.
  • Notice how advertiser I can pay less for a higher position due to high quality score
  • Creating Digital Content Alloys

    1. 1. Creating Digital Content Alloys LINDA NAWROCKI – DIGITAL INSIGHT LABS
    2. 2. What’s In The Formula for Today?  Elements of Content  Digital Content Channels to Mine  The Content Crucible  Casting a Digital Plan
    3. 3. Elements of Content
    4. 4. Most People Think of Content as
    5. 5. What is My Content Trying to Do?
    6. 6.  Where Can I Use this Content?  What is the format I need to use for this channel?  What is the right time to share the message?
    7. 7. In What Ways Do People Interact with Your Company?
    8. 8. Conferences & Events
    9. 9. Sales & Customer Support
    10. 10. YourWebsite.com
    11. 11. Trade Magazines and Journals
    12. 12. Online Professional Forums
    13. 13. Social Networks
    14. 14. Co-Workers and Suppliers
    15. 15. Search Engines
    16. 16. Let’s Focus on Online Content
    17. 17. Digital Content Channels to Mine PAID, OWNED AND EARNED MEDIA
    18. 18. Channels for Online Content
    19. 19. Paid – Earned – Owned Channels  Paid Media can create awareness to a large audience  Earned Media drives users through specific channels  Owned media can create conversion and boost ongoing engagement
    20. 20. Paid Media
    21. 21. Earned Media
    22. 22. Owned Media
    23. 23. How People Find You Content Online?
    24. 24. Industry Tradeshow Market Blogger LinkedIn User Group You Topic Website Email Newsletter
    25. 25. Why Focus on Search Engines?
    26. 26. How Many Monthly Searches? 19.3 Billion
    27. 27. Who Owns the Search Market? Google +67%
    28. 28. What is Search Engine Marketing? SEM is the promoting a websites through increased visibility in search engine results pages (SERPs) Two Methods: Organic Search Paid Search
    29. 29. The image to the left is a Search Engine Results page or SERP. This page has several components. In green are the Organic Search results. These are pages that Google has determined match the user’s query. In pink are the Paid Search results. These are listing companies pay to have shown. These ads are set up to match selected Keywords. Search Engine Results Page Paid Results Organic Results
    30. 30. Organic Search (SEO) v. Paid Search (PPC) 90% of Clicks 10% of Clicks More than 50% of search queries have no ads at all
    31. 31. SEO + Paid Search Impact
    32. 32. SEARCH ENGINE OPTIMIZATION
    33. 33. Trusted Source Organic Search
    34. 34. Long-Term Traffic Organic Search
    35. 35. Search Engine Spiders Crawl through your website content and rank you on quality and connections
    36. 36. Search Engine Indexing What We See What The Spider Sees
    37. 37. Key Search Engine Elements  Title Tag: is the title of the web page shown for the results. This information is stored in the web code in <title> tags.  Page URL: is exact URL for the page – generally matches structure in CMS.  Meta Description: is the phrase or words that describe the page. This information is stored in the web code in <meta description> tags. Title Tag Page URL Meta Description
    38. 38. CMS Fields for SEO Title Tag Meta Description URL Hierarchy
    39. 39. Why Work Hard For Good Results? Organic Search
    40. 40. 88% of People only click on Page 1 results Page 1 Results
    41. 41. PAID SEARCH
    42. 42. What Happened to My Keywords? Organic Search
    43. 43. (Not Provided) Keyword Pages Google masks keywords from Google Secure Search as (not provided) in Google Analytics. This has been happening for a few years, but more aggressively over the past months.
    44. 44. Inbound Web Metrics –(Not Provided) Keyword Pages Looking at performance and pages will give indicators of ‘keyword intent’ and also the type of content that is performing well from search engines.
    45. 45. Supplement SEO Results Paid Search
    46. 46. Consistent Traffic Paid Search
    47. 47. Paid Clicks Graphic from WordStream
    48. 48. Graphic from WordStream
    49. 49. Adwords Setup Ad Title 25 Characters Ad Text 35 Character/Line Display URL 35 Characters
    50. 50. Matching Types  Broad – similar phrases and variations  Phrase – contains all the words of in query  Exact –only when search query matches ‘exactly”  Negative - Ensures your ad is not shown for any search term that includes that term
    51. 51. Keywords, Ads and Landing Pages Need To Synchronize Paid Search
    52. 52. Graphic from WordStream
    53. 53. Graphic from WordStream
    54. 54. The Content Crucible RETHINKING THE CUSTOMER PROCESS
    55. 55. Seeding the Channels  Define a critical group of buyers  Determine what information prospects really need and how they want to receive it  Deliver that information to the channels they commonly use  Measure and recalibrate
    56. 56. Casting a Digital Plan HOW ARE YOU GOING TO USE CONTENT AND WHAT IS THE EXPECTATION?
    57. 57. Don’t Squeeze It In!
    58. 58. CONTENT FIRST CONTENT ALWAYS
    59. 59. One Message, Multiple Elements Subject Content Web, Social, PR Email Event Chart / Graphic Video / Tool
    60. 60. Use Terrain to Your Advantage
    61. 61.  Where Can I Use this Content?  What is the format I need to use for this channel?  What is the right time to share the message?
    62. 62. GOAL SETTING
    63. 63. Result This is the result we got
    64. 64. Measure Analytics Goals
    65. 65. DID IT WORK?
    66. 66. Result Not Great if You Result is Below Projection Great if You Result is Below Projection
    67. 67. FAIL FAST & FIX IT
    68. 68. SHOULD I TRY IT AGAIN?
    69. 69. Reasons to Retry a Channel  New innovation in product line  Long time without market exposure  Audience changes – for you or channel  Better understanding of channel  Improvements to the technology channel
    70. 70. Test and Measure the Change
    71. 71. Don’t Forget
    72. 72. It’s Not the Technology
    73. 73. It’s Not the Technology
    74. 74. THANK YOU Linda Nawrocki linda@digitalinsightlabs.com
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