HOW TO SUPERCHARGE
YOUR BUSINESS WITH
CONTENT MARKETING
Deb Briggs
deb@polepositionmarketing.com
@debbriggs517
Kathy Gray
...
@kagray
@debbriggs517
@PolePositionMkg
WEB MARKETING HAS THE EDGE
Marketing is shifting from outbound
to inbound
WEBMARKETING’SEDGE
* Get Content. Get Customers.
Joe Pulizzi, et al.
Techno...
@kagray
@debbriggs517
@PolePositionMkg
THE CHALLENGES OF WEB MARKETING
THECHALLENGESOFWEBMARKETING
Infographic by Shanghai Web Designers: http://www.go-gulf.com/blog/60-seconds
The web is a bus...
THECHALLENGESOFWEBMARKETING
Every two
days, we
create as much
information as
we did since
the dawn of
time to 2003.
Eric S...
THECHALLENGESOFWEBMARKETING
Google sites = 88
billion search per
month
50-200 versions of
Google’s core
algorithm in the
w...
THECHALLENGESOFWEBMARKETING
Internet readers are highly distractible
Internet readers are usually
multi-tasking
THECHALLENGESOFWEBMARKETING
@kagray
@debbriggs517
@PolePositionMkg
WHY YOU NEED CONTENT, SEARCH & SOCIAL
WHYYOUNEEDCONTENT,SEARCH&SOCIAL
Your web marketing PB&J
Content
Search
Social
WHYYOUNEEDCONTENT,SEARCH&SOCIAL
51%
48%
1%
Search & Social Conversions
Search
Search + Social
Social Alone
Source: The Vir...
WHYYOUNEEDCONTENT,SEARCH&SOCIAL
Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, ...
WHYYOUNEEDCONTENT,SEARCH&SOCIAL
0% 20% 40% 60% 80% 100%
Internet Search
Blogs
User-generated
Message boards
Social network...
WHYYOUNEEDCONTENT,SEARCH&SOCIAL
“A shape appears to be forming in the
brand opportunity to connect with
consumers. Consume...
WHYYOUNEEDCONTENT,SEARCH&SOCIAL
Search
Engines
Social
Media
Content
Conversions
Three major considerations for online
mark...
@kagray
@debbriggs517
@PolePositionMkg
COMPONENTS OF A COMPLETE WEB MARKETING PLAN
Org Goals
Customer Needs
Action Desired
Content, Search
& Social Mix
Analysis
COMPLETEWEBMARKETINGPLAN
Web marketing cycle
COMPLETEWEBMARKETINGPLAN
Specific
Customer
focused
Measurable
Setting web marketing goals
COMPLETEWEBMARKETINGPLAN
Who are you trying to
reach?
Build personas
Priorities
Expectations
Obstacles
Decision
Process
Be...
COMPLETEWEBMARKETINGPLAN
How do you find out
what your personas
want?
Listen!
Interviews Conferences Reviews Social Media
COMPLETEWEBMARKETINGPLAN
What are their goals and
aspirations?
What are their problems?
What media do they rely on for
the...
COMPLETEWEBMARKETINGPLAN
Conversions Macroconversion
Set a
meeting
Call for
more
info
Read
content
Sign up
for
emails
Down...
COMPLETEWEBMARKETINGPLAN
Website
Blog
News
Podcasts
Video
Photos
Articles
White
Papers
E-books
Case
Studies
E-mail
Match p...
COMPLETEWEBMARKETINGPLAN
Keywords and
Long-tail
Phrases
Metadata
Headline
Useful
Content
Call to Action
Make quality conte...
Invest in
Chosen
Channels
Share Your
Content
Share
Others’
Content
Engage with Customers
in Two-way
Conversation
COMPLETEW...
@kagray
@debbriggs517
@PolePositionMkg
THREE PHASES OF THE BUYING CYCLE
THREEPHASESOFTHEBUYINGCYCLE
Researchers Shoppers Buyers
Researchers
Purpose:
Deciding on
Needs
Shoppers
Purpose:
Comparing...
THREEPHASESOFTHEBUYINGCYCLE
General information
searches
Don’t know what
they want
Need category level
pages
Understanding...
THREEPHASESOFTHEBUYINGCYCLE
Goal Move them to
the next phase
Deciding on
Needs
• Use laymen’s terms
• Avoid industry jargo...
THREEPHASESOFTHEBUYINGCYCLE
Product info searches
Comparing features
Need sub-category
and comparison pages
Understanding ...
THREEPHASESOFTHEBUYINGCYCLE
Goal Move them to
the next phase
Comparing Aspects
• More industry specific
terms
• Highlight ...
THREEPHASESOFTHEBUYINGCYCLE
Product specific
searches
Looking for trust
Need product
pages
Understanding buyers
THREEPHASESOFTHEBUYINGCYCLE
Goal Become a
customer
Looking at
Specifics
• Specific terminology
and facts
• Easy to underst...
@kagray
@debbriggs517
@PolePositionMkg
SETTING SOCIAL MEDIA GOALS AND METRICS
SOCIALMEDIAGOALSANDMETRICS
SOCIALMEDIAGOALSANDMETRICS
Traffic Links
Credibility Conversions
Benefits of social media
SOCIALMEDIAGOALSANDMETRICS
Time commitment
Number of sites
Reasons for participating
Understanding channel audiences
Engag...
SOCIALMEDIAGOALSANDMETRICS
Presence
Brand
Conversions
Set your goals
SOCIALMEDIAGOALSANDMETRICS
Where is your audience?
Social giants
Industry-specific sites
Local sites
SOCIALMEDIAGOALSANDMETRICS
• Introduction (awareness, drive traffic to site)
• Expansion into new market
• Conversation (w...
SOCIALMEDIAGOALSANDMETRICS
Goals Resources Customers
Social media channel selection
SOCIALMEDIAGOALSANDMETRICS
Choose your sites
SOCIALMEDIAGOALSANDMETRICS
Be great with the channels you choose
SOCIALMEDIAGOALSANDMETRICS
Fans
Mentions
Interactions
Discount codes
& campaigns
Referral site
ranking
@ links to
page
Dem...
SOCIALMEDIAGOALSANDMETRICS
Views
Embeds
Social shares
“Link-thrus”
SERP real
estate
YouTube
Links
Visitors
Length of stay
...
SOCIALMEDIAGOALSANDMETRICS
Spreadsheet
Google Alerts
HootSuite
Google Analytics
Bit.ly
TweetDeck
Topsy
Twitter Search
+ Mo...
Thank You!
Next
Workshop
October 1, 2013
How to Write Amazing Content
Search Engines Love & People
Want to Share
Register ...
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How to Supercharge Your Business with Content Marketing

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Learn tips and techniques to expertly combine good content, well-designed SEO and smart social media efforts to create a web marketing plan that will increase leads and sales for your business!

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How to Supercharge Your Business with Content Marketing

  1. 1. HOW TO SUPERCHARGE YOUR BUSINESS WITH CONTENT MARKETING Deb Briggs deb@polepositionmarketing.com @debbriggs517 Kathy Gray kathy@polepositionmarketing.com @kagray @PolePositionMkg
  2. 2. @kagray @debbriggs517 @PolePositionMkg WEB MARKETING HAS THE EDGE
  3. 3. Marketing is shifting from outbound to inbound WEBMARKETING’SEDGE * Get Content. Get Customers. Joe Pulizzi, et al. Technology is cheap Inbound leads cost 62% less than outbound leads** Selling to customers is more challenging (informed) Change in buyer attitudes Traditional media losing reach High quality content from businesses Shrinking media budgets reduce quality **http://blog.hubspot.com/blog/tabid/6307/bid/10172/Inbound- Leads-Cost-62-Less-than-Outbound-New-Data.aspx March 2011
  4. 4. @kagray @debbriggs517 @PolePositionMkg THE CHALLENGES OF WEB MARKETING
  5. 5. THECHALLENGESOFWEBMARKETING Infographic by Shanghai Web Designers: http://www.go-gulf.com/blog/60-seconds The web is a busy place
  6. 6. THECHALLENGESOFWEBMARKETING Every two days, we create as much information as we did since the dawn of time to 2003. Eric Schmidt, TechCrunch, Aug. 2010
  7. 7. THECHALLENGESOFWEBMARKETING Google sites = 88 billion search per month 50-200 versions of Google’s core algorithm in the wild 70% of brands’ social content does not rank top 20 for brand names Sources: comScore, Google Inside Search, BrightEdge SMO Study, 4/11 Number of searches is growing exponentially
  8. 8. THECHALLENGESOFWEBMARKETING Internet readers are highly distractible
  9. 9. Internet readers are usually multi-tasking THECHALLENGESOFWEBMARKETING
  10. 10. @kagray @debbriggs517 @PolePositionMkg WHY YOU NEED CONTENT, SEARCH & SOCIAL
  11. 11. WHYYOUNEEDCONTENT,SEARCH&SOCIAL Your web marketing PB&J Content Search Social
  12. 12. WHYYOUNEEDCONTENT,SEARCH&SOCIAL 51% 48% 1% Search & Social Conversions Search Search + Social Social Alone Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011 http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf Social can’t go it alone
  13. 13. WHYYOUNEEDCONTENT,SEARCH&SOCIAL Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011 http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf 64% Consumer Connections via Social Media AFTER Purchase Likely to Follow Unlikely Unsure Social media is closely tied to branding and customer loyalty
  14. 14. WHYYOUNEEDCONTENT,SEARCH&SOCIAL 0% 20% 40% 60% 80% 100% Internet Search Blogs User-generated Message boards Social networks Magazines TV Newspapers 92% 53% 46% 34% 26% 20% Info for Purchasing Decisions Media Used Frequently* by US Internet Users** to Find Information to Help with Purchase Decisions, March 2010 eMarketer.com 92% Purchasing decisions
  15. 15. WHYYOUNEEDCONTENT,SEARCH&SOCIAL “A shape appears to be forming in the brand opportunity to connect with consumers. Consumers want accurate, timely information and they will alternate between two channels; one they feel is ubiquitous and a part of their everyday life (search), and one that [has the ability to] not only introduce brand purchase decisions, but alter their intentions and confirm their final purchase decision (social media).” Content Search Social Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011 http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf “The Virtuous Circle”
  16. 16. WHYYOUNEEDCONTENT,SEARCH&SOCIAL Search Engines Social Media Content Conversions Three major considerations for online marketing
  17. 17. @kagray @debbriggs517 @PolePositionMkg COMPONENTS OF A COMPLETE WEB MARKETING PLAN
  18. 18. Org Goals Customer Needs Action Desired Content, Search & Social Mix Analysis COMPLETEWEBMARKETINGPLAN Web marketing cycle
  19. 19. COMPLETEWEBMARKETINGPLAN Specific Customer focused Measurable Setting web marketing goals
  20. 20. COMPLETEWEBMARKETINGPLAN Who are you trying to reach? Build personas Priorities Expectations Obstacles Decision Process Benchmarks
  21. 21. COMPLETEWEBMARKETINGPLAN How do you find out what your personas want? Listen! Interviews Conferences Reviews Social Media
  22. 22. COMPLETEWEBMARKETINGPLAN What are their goals and aspirations? What are their problems? What media do they rely on for their answers to problems? What style of content would appeal to them? What sorts of images and multimedia appeal to each? What words and phrases do these buyers use? How can we reach them? *New Rules of Marketing and PR David Meerman Scott How to develop personas
  23. 23. COMPLETEWEBMARKETINGPLAN Conversions Macroconversion Set a meeting Call for more info Read content Sign up for emails Download content Make a purchase Microconversions What do you want the customer to do?
  24. 24. COMPLETEWEBMARKETINGPLAN Website Blog News Podcasts Video Photos Articles White Papers E-books Case Studies E-mail Match persona to quality content
  25. 25. COMPLETEWEBMARKETINGPLAN Keywords and Long-tail Phrases Metadata Headline Useful Content Call to Action Make quality content findable
  26. 26. Invest in Chosen Channels Share Your Content Share Others’ Content Engage with Customers in Two-way Conversation COMPLETEWEBMARKETINGPLAN Share content. Engage with readers
  27. 27. @kagray @debbriggs517 @PolePositionMkg THREE PHASES OF THE BUYING CYCLE
  28. 28. THREEPHASESOFTHEBUYINGCYCLE Researchers Shoppers Buyers Researchers Purpose: Deciding on Needs Shoppers Purpose: Comparing Aspects Buyers Purpose: Looking at Specifics Pass visitors through each of the stages Understanding the buying cycle
  29. 29. THREEPHASESOFTHEBUYINGCYCLE General information searches Don’t know what they want Need category level pages Understanding researchers
  30. 30. THREEPHASESOFTHEBUYINGCYCLE Goal Move them to the next phase Deciding on Needs • Use laymen’s terms • Avoid industry jargon • Explain value of what you offer Appealing to researchers
  31. 31. THREEPHASESOFTHEBUYINGCYCLE Product info searches Comparing features Need sub-category and comparison pages Understanding shoppers
  32. 32. THREEPHASESOFTHEBUYINGCYCLE Goal Move them to the next phase Comparing Aspects • More industry specific terms • Highlight your skills and experience • Provide side by side comparisons Appealing to shoppers
  33. 33. THREEPHASESOFTHEBUYINGCYCLE Product specific searches Looking for trust Need product pages Understanding buyers
  34. 34. THREEPHASESOFTHEBUYINGCYCLE Goal Become a customer Looking at Specifics • Specific terminology and facts • Easy to understand info • Links to customer service and promises Appealing to buyers
  35. 35. @kagray @debbriggs517 @PolePositionMkg SETTING SOCIAL MEDIA GOALS AND METRICS
  36. 36. SOCIALMEDIAGOALSANDMETRICS
  37. 37. SOCIALMEDIAGOALSANDMETRICS Traffic Links Credibility Conversions Benefits of social media
  38. 38. SOCIALMEDIAGOALSANDMETRICS Time commitment Number of sites Reasons for participating Understanding channel audiences Engagement Challenges of social media
  39. 39. SOCIALMEDIAGOALSANDMETRICS Presence Brand Conversions Set your goals
  40. 40. SOCIALMEDIAGOALSANDMETRICS Where is your audience? Social giants Industry-specific sites Local sites
  41. 41. SOCIALMEDIAGOALSANDMETRICS • Introduction (awareness, drive traffic to site) • Expansion into new market • Conversation (word of mouth) and connections • Reviews Presence • Sentiment • Mentions/reviews • Evangelism Brand • Leads • Subscriptions • Social shares and comments • Targeted site traffic • Sales Conversions Set your microgoals
  42. 42. SOCIALMEDIAGOALSANDMETRICS Goals Resources Customers Social media channel selection
  43. 43. SOCIALMEDIAGOALSANDMETRICS Choose your sites
  44. 44. SOCIALMEDIAGOALSANDMETRICS Be great with the channels you choose
  45. 45. SOCIALMEDIAGOALSANDMETRICS Fans Mentions Interactions Discount codes & campaigns Referral site ranking @ links to page Demographics Facebook Followers Favorites Listings RTs, @replies Referral site ranking Discount codes & campaigns Links from profile Brand mentions Twitter What metrics can you track?
  46. 46. SOCIALMEDIAGOALSANDMETRICS Views Embeds Social shares “Link-thrus” SERP real estate YouTube Links Visitors Length of stay Downloads Subscriptions Comments Social shares Content What metrics can you track?
  47. 47. SOCIALMEDIAGOALSANDMETRICS Spreadsheet Google Alerts HootSuite Google Analytics Bit.ly TweetDeck Topsy Twitter Search + More! Sprout Social SocialReport Trackur Wildfire ViralHeat Lithium Spredfast Radian6 BrandsEye UberVue Brandwatch Argyle Awareness Buddy Media Methods of monitoring and tracking
  48. 48. Thank You! Next Workshop October 1, 2013 How to Write Amazing Content Search Engines Love & People Want to Share Register today at ppmkg.eventbrite.com
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