Scott Cowley
•Digital marketing researcher
•Former head of SEO at ZAGG
•Consultant for dozens of companies
•Marketing stra...
Agenda
•Overview of the digital landscape
•SEO
•Social Media
•Content Marketing
•How it works (Theory)
•Tactics
WEBSITE
EARNED
MEDIA
Organic Search
Direct Traffic
Social NetworksWord-of-mouth Q&A Websites Referral Traffic
Social
Bookm...
SEOSearch Engine Optimization
Source
Informational
Navigational
Transactional
Thank You.
Source
Ranking Well = $$$
Example:”ipad accessories”
27,000 Monthly Searches
20% Click-through
1% Conversion Rate
$40 Profit Per Sale
$2,160 Profit ...
On-Page SEO
(Relevancy)
Off-Page SEO
(Popularity)
SEO = Two Parts
URL
H1 Tag
Body Content
Page Title
Meta
Description*
On-Page SEO
Adwords Keyword Planner
https://adwords.google.com/ko/KeywordPlanner
Website
Off-Page SEO
OpenSiteExplorer.org
WEBSITE
EARNED
MEDIA
Organic Search
Direct Traffic
Social NetworksWord-of-mouth Q&A Websites Referral Traffic
Social
Bookm...
Mistake Solution
Duplicate content (titles, text, etc.) All content should be unique and
optimized
Not enough content Use ...
SOCIAL
MEDIA
Online Communities
Source
 Loyalty & Retention
 Advocacy & Word-of-Mouth
 Speed to Adoption
 Customer Satisfaction
 S...
Community Engagement
Community
Growth
Traffic
Growth
Revenue
Growth
Content
Development
Information & Conversion
Cross-Pla...
Facebook
Google+
Twitter
Instagram
LinkedIn
Pinterest
YouTube
Resources > Content > Channels
Text Video Images
People/
Expertise
Products/
Services
Location
Organizational
Other Resour...
Integrated & Incentivized
Social Media
Marketing Campaigns
CONTENT
MARKETING
Source
What Makes B2C Content Marketing Work?
Content
Exposure
Content Liking Brand Liking
Brand
Consideration
Purchase
Subscript...
ZAGG Blog Visits & Direct Revenue
Source
What About B2B Content Marketing?
Content
Exposure
Content Trust Brand Trust
Brand
Consideration
Purchase
Subscription
Aut...
The IBM Content Funnel
Source
Peripheral Routes to Revenue
Content strategy
comes down to one word:
ADVANTAGE
“Quality Content is the Cost of Discovery”
Source
THANK YOU!
scottcowley.com @scottcowley
Seo, Social Media, and Content Marketing for Profit
Seo, Social Media, and Content Marketing for Profit
Seo, Social Media, and Content Marketing for Profit
Seo, Social Media, and Content Marketing for Profit
Seo, Social Media, and Content Marketing for Profit
Seo, Social Media, and Content Marketing for Profit
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Seo, Social Media, and Content Marketing for Profit

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http://stukent.com/seo-social-media-content-marketing-for-profit - Learn how SEO (search engine optimization), social media, and content marketing can help you INCREASE profit within your business. This slide deck was presented by Scott Cowley during a live Stukent Expert Session.

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Seo, Social Media, and Content Marketing for Profit

  1. 1. Scott Cowley •Digital marketing researcher •Former head of SEO at ZAGG •Consultant for dozens of companies •Marketing strategy PhD student & instructor scottcowley.com twitter @scottcowley
  2. 2. Agenda •Overview of the digital landscape •SEO •Social Media •Content Marketing •How it works (Theory) •Tactics
  3. 3. WEBSITE EARNED MEDIA Organic Search Direct Traffic Social NetworksWord-of-mouth Q&A Websites Referral Traffic Social Bookmarking Forums Local & National News PAID MEDIA Paid Search Display Advertising Banner & Native Advertising Press Release Distribution Social Media Advertising Affiliate Marketing Sponsorships & Partnerships OWNED MEDIA E-mail MarketingOnline VideoInfographics Blogging & Guest Blogging White Papers Webinars & Podcasts Presentation Websites Social Media Profiles eCommerce Subscription Advertising Lead Generation
  4. 4. SEOSearch Engine Optimization
  5. 5. Source Informational Navigational Transactional
  6. 6. Thank You. Source Ranking Well = $$$
  7. 7. Example:”ipad accessories” 27,000 Monthly Searches 20% Click-through 1% Conversion Rate $40 Profit Per Sale $2,160 Profit Generated
  8. 8. On-Page SEO (Relevancy) Off-Page SEO (Popularity) SEO = Two Parts
  9. 9. URL H1 Tag Body Content Page Title Meta Description* On-Page SEO
  10. 10. Adwords Keyword Planner https://adwords.google.com/ko/KeywordPlanner
  11. 11. Website Off-Page SEO
  12. 12. OpenSiteExplorer.org
  13. 13. WEBSITE EARNED MEDIA Organic Search Direct Traffic Social NetworksWord-of-mouth Q&A Websites Referral Traffic Social Bookmarking Forums Local & National News PAID MEDIA Paid Search Display Advertising Banner & Native Advertising Press Release Distribution Social Media Advertising Affiliate Marketing Sponsorships & Partnerships OWNED MEDIA E-mail MarketingOnline VideoInfographics Blogging & Guest Blogging White Papers Webinars & Podcasts Presentation Websites Social Media Profiles eCommerce Subscription Advertising Lead Generation
  14. 14. Mistake Solution Duplicate content (titles, text, etc.) All content should be unique and optimized Not enough content Use at least 100 words per page to rank Poor keyword usage Naturally use page-specific keywords and synonyms (location-specific if necessary) Perfect optimization; no site authority Acquire links from well-established sites via a mixture of good content resources and deliberate outreach Lack of “legitimate business” signals Incorporate a fresh content source, social profiles, privacy policy, etc. Frequent SEO Mistakes
  15. 15. SOCIAL MEDIA
  16. 16. Online Communities Source  Loyalty & Retention  Advocacy & Word-of-Mouth  Speed to Adoption  Customer Satisfaction  Spending Per Transaction
  17. 17. Community Engagement Community Growth Traffic Growth Revenue Growth Content Development Information & Conversion Cross-Platform IntegrationMeasurement & Investment Refinement & Consistency
  18. 18. Facebook Google+ Twitter Instagram LinkedIn Pinterest YouTube
  19. 19. Resources > Content > Channels Text Video Images People/ Expertise Products/ Services Location Organizational Other Resources
  20. 20. Integrated & Incentivized Social Media Marketing Campaigns
  21. 21. CONTENT MARKETING
  22. 22. Source
  23. 23. What Makes B2C Content Marketing Work? Content Exposure Content Liking Brand Liking Brand Consideration Purchase Subscription
  24. 24. ZAGG Blog Visits & Direct Revenue Source
  25. 25. What About B2B Content Marketing? Content Exposure Content Trust Brand Trust Brand Consideration Purchase Subscription Authority Established
  26. 26. The IBM Content Funnel Source
  27. 27. Peripheral Routes to Revenue
  28. 28. Content strategy comes down to one word: ADVANTAGE
  29. 29. “Quality Content is the Cost of Discovery” Source
  30. 30. THANK YOU! scottcowley.com @scottcowley
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