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. …

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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  • 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. Agenda •Overview of the digital landscape •SEO •Social Media •Content Marketing •How it works (Theory) •Tactics
  • 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. SEOSearch Engine Optimization
  • 5. Source Informational Navigational Transactional
  • 6. Thank You. Source Ranking Well = $$$
  • 7. Example:”ipad accessories” 27,000 Monthly Searches 20% Click-through 1% Conversion Rate $40 Profit Per Sale $2,160 Profit Generated
  • 8. On-Page SEO (Relevancy) Off-Page SEO (Popularity) SEO = Two Parts
  • 9. URL H1 Tag Body Content Page Title Meta Description* On-Page SEO
  • 10. Adwords Keyword Planner https://adwords.google.com/ko/KeywordPlanner
  • 11. Website Off-Page SEO
  • 12. OpenSiteExplorer.org
  • 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. 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. SOCIAL MEDIA
  • 16. Online Communities Source  Loyalty & Retention  Advocacy & Word-of-Mouth  Speed to Adoption  Customer Satisfaction  Spending Per Transaction
  • 17. Community Engagement Community Growth Traffic Growth Revenue Growth Content Development Information & Conversion Cross-Platform IntegrationMeasurement & Investment Refinement & Consistency
  • 18. Facebook Google+ Twitter Instagram LinkedIn Pinterest YouTube
  • 19. Resources > Content > Channels Text Video Images People/ Expertise Products/ Services Location Organizational Other Resources
  • 20. Integrated & Incentivized Social Media Marketing Campaigns
  • 21. CONTENT MARKETING
  • 22. Source
  • 23. What Makes B2C Content Marketing Work? Content Exposure Content Liking Brand Liking Brand Consideration Purchase Subscription
  • 24. ZAGG Blog Visits & Direct Revenue Source
  • 25. What About B2B Content Marketing? Content Exposure Content Trust Brand Trust Brand Consideration Purchase Subscription Authority Established
  • 26. The IBM Content Funnel Source
  • 27. Peripheral Routes to Revenue
  • 28. Content strategy comes down to one word: ADVANTAGE
  • 29. “Quality Content is the Cost of Discovery” Source
  • 30. THANK YOU! scottcowley.com @scottcowley