Content Marketing  - How to Optimize & Socialize for Better Performance
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Content Marketing - How to Optimize & Socialize for Better Performance



Content Marketing presentation by Lee Odden of TopRank Online Marketing at Content Marketing World 2012. ...

Content Marketing presentation by Lee Odden of TopRank Online Marketing at Content Marketing World 2012.

Optimization is more than SEO and an "optimize and socialize" approach to content marketing improves awareness, engagement, community, leads and sales.



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  • Content MarketingSearch, social media and content marketing are converging, and consumers are using numerous ways to discover, consume and act on content. In this session, you’ll learn how to use content marketing best practices to design information that inspires audiences to share, buy and recommend your brand.Key Points:Learn the framework for an optimize and socialize approach to content marketingUnderstand the framework for optimizing across the customer lifecycleKnow the difference between KPIs and business outcomes for web and social measurementConnect with Lee:
  • Long time content marketing expert Lee Odden is the CEO of TopRank Online Marketing, editor at TopRankBlog.comand Author of the new book, Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing published by Wiley.  He's been cited in the New York Times, Forbes, The Economist and The Wall Street Journal for his content marketing and PR expertise and writes a Social Media Marketing column for ClickZ.  Lee has worked with hundreds of companies developing strategic search, social and content marketing programs and speaks internationally on the convergence of internet marketing, PR and new media.
  • results influence consumers’ perceptions about a company, according to 81% of the respondents worldwide in a November 2011 study from PR agency Weber Shandwick.
  • AlgorithmsPandasPengins
  • Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  • Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  • Add Slideshare logo over YouTube
  • Flickr images: images:

Content Marketing  - How to Optimize & Socialize for Better Performance Content Marketing - How to Optimize & Socialize for Better Performance Presentation Transcript

  • Optimize & Socialize for BetterContent Marketing @leeodden #cmworld
  • About Lee & TopRank MarketingAttract – Engage – Convert @leeodden #cmworld
  • Enough About Me, What About You? Audience Poll: What Are Your Content Marketing Objectives? 1. Awareness 2. Engagement 3. Direct Sales 4. Something Else? @leeodden #cmworld
  • Ubiquitous Connectivity“50 billion connected devices Create by 2020.” Source: Ericcson, 2011 Consume Publish Interact Transact @leeodden #cmworld
  • 51% of all time on the web is content consumption. (AOL/Nielsen 2011) 9 out of 10 B2B Marketers use content marketing tactics. (Content Marketing Institute/MarketingProfs 2012) @leeodden #cmworld
  • 69% 47% SEO Email 76% 35% 88% Syndication Display78% 12%Paid Search Content Shares of brand & agency marketers are using social media for content distribution. @leeodden #cmworld Source: State of Content Marketing, Outbrain 2012
  • Social Moves Content 70% Increased presence across platforms Increased frequency 59% content publishing 50% More robust social marketing mgt More robust 45% social monitoring More socialSource: eMarketer / Awareness Inc. 2012 33% presence @leeodden #cmworld
  • Search is Undervalued, Yet Critical to Brand Campaigns eMarketer 8/12 81% PerceptionsAre Influenced Weber Shandwick 2012 89% Use Search for Purchase Fleishman-Hillard 2012 @leeodden #cmworld
  • Marketers Are UsingSearch Social Content @leeodden #cmworld
  • BUT, are they Integrated? ? @leeodden #cmworld
  • Are they Optimized?Contributed Articles Live Events ? Case Studies Facebook Twitter Infographic Blogs Videos @leeodden #cmworld
  • Optimized & Integrated Is PowerfulCustomer Goals + Business Value Meet Customer Needs= Content Marketing Strategy = Achieve Business OutcomesBlogsLive EventsContributed ArticlesTwitterFacebookVideosInfographic @leeodden #cmworld
  • Persona “Jane Exec” Simple Influences CEO Goals: Fast, Save $, Service Content Alignmentawareness interest consideration purchase retention advocacy Blog Facebook Email Offer Tips Articles Blog Fast Byline PPC Locator Newsletter Soc Net Ads Blog PPC Loyalty VIP Save $ Press Reviews Discount Community Referral Ads Blog PPC Loyalty VIP Service Press Reviews Discount Community Referral @leeodden #cmworld
  • Fast@leeodden #cmworld
  • 30 Content Marketing Tactics Article Marketing  News Release Advertorial  Online Magazines & Apps Blogging  Podcasts Case Studies  Print Magazines  Print Newsletters Crowdsource  Real-World Events Curate  Research & Surveys Digital Newsletters  Social Content eBooks  Teleclass & Telecasts Email  Traditional Media Interactive Games  Videos Images & Infographics  Virtual Conferences Interactive Tools  Webinars Microsites  Wikis Mobile Applications  White Papers Mobile Content Blog Post: @leeodden #cmworld
  • To Optimize Isn’t Just About SEO @leeodden #cmworld
  • To Optimize Is Continuous  Hypothesis  Plan  Implement  Measure  Refine  Repeat @leeodden #cmworld
  • It’s Time to Re-Think “Optimization” Today’s digital world is complex, diverse, and changing fast. To “Optimize” is to know customers, technology and continuously adapt to reach business goals. Consumers are empowered by technology, expect more: user experience, speed, service. @leeodden #cmworld
  • To Optimize is Relevant to All Corporate Content and Objectives Public Human Customer Marketing Relations Resources Service @leeodden #cmworld
  • Content Optimization Triology @leeodden #cmworld
  • What’s YourCustomer’s Journey? Is it Optimized? @leeodden #cmworld
  • Traditional Sales Funnel Awareness Interest Consideration Purchase @leeodden #cmworld
  • Social Media & Content Lifecycle Newsletter Social Ads PPC Reviews Community Forum Social Networks Email Blog Website Blog Online Ads Media consideratio awareness purchase retention advocacy n Direct Mail Email Store FAQ Word of Mouth Promotions Knowledge BaseP EcommerceR Radio TV Print @leeodden #cmworld
  • Operationalize Optimizationawareness interest consideration purchase retention advocacy What stories Make it Goals, Audiences will connect easy to find Topics you? & share Preferences Search & Editorial Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose PR, Linking @leeodden #cmworld
  • Optimize Customer Segments awareness interest consideration purchase retention advocacy Align Topical Needs With Content Buying Keywords Social Topics Content Type Cycle Awareness broad general issues blog, byline, social Stan Interest category investigative video, social feature comparison, Consideration comparison demos reviews Customer Segment Pain Purchase transactional referrals exclusive Points & Goals Retention tips connect with other users be a resource• Save time• Save money Advocacy supporting participation deliver as promised!• Dissatisfaction• Status @leeodden #cmworld
  • Optimized Content Matrixawareness interest consideration purchase retention advocacy Topical Blog Post Infographic Video Facebook Post Theme Blog Post Infographic Video Facebook Post Blog Post Infographic Video Facebook Post Blog Post Infographic Video Facebook Post Blog Post Infographic Video Facebook Post Weave Themes Into Stories @leeodden #cmworld
  • Social Topic Matrix Keyword 1 Keyword 2 Keyword 3 Keyword 4Keyword A Blog Post Infographic Video News ReleaseKeyword B Blog Post Infographic Video News ReleaseKeyword C Blog Post Infographic Video News ReleaseKeyword D Blog Post Infographic Video News ReleaseKeyword E Blog Post Infographic Video News Release Create a Topic Matrix @leeodden #cmworld
  • Measuring Business ValueSocial Content KPI’s Business Outcomes• Fans • Share of Voice• Friends • Improve Service• Followers • Shorter Sales• Comments Cycles• Likes • Increased Order• Google Plusses Quantity, Frequency• Links • More Referrals• SERPs • Lower Marketing• Search Traffic Costs • Grow Revenue • Improve Profits @leeodden #cmworld
  • Let Me Tell You A Secret @leeodden #cmworld
  • Hey TopRank, let’s partner!@leeodden #cmworld
  • Cool! We’ll interview CMW speakersAnd make an e-book for attendees. @leeodden #cmworld
  • Content Marketing SecretsObjective: Grow Awareness of CMW & TopRankby promoting CMW speakers & contentAudience: Attendees, Marketers, SpeakersGoals: Learn practical content marketing adviceFormat: Interviews, e-bookChannels: Social, Email, Search @leeodden #cmworld
  •  Create template (Thx CMI) Identify speakers Formulate questions Send out 20, eight question interviewsReplies?One @leeodden #cmworld
  • We need to rethink this. We need to optimize our approach. @leeodden #cmworld
  • Solution? Simplify: One 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! @leeodden #cmworld
  • Replies? 29 @leeodden #cmworld
  • 10 Long Form Interviews Topical Matrix: B2B Enterprise SMB Tools Win budget Definition@leeodden #cmworld
  • Planned Repurposing Individual Thought Leader Interviews ArticlesEnterprise B2B Enterprise Enterprise Top 10 B2BSMB Enterprise SMB SMB TacticsTools SMB B2B ToolsB2B Tools Tools Win budgetWin budget Win budget Win budget B2BB2B Tools B2B B2B Top 10Enterprise B2B Enterprise Tools ContentSMB Enterprise SMB Enterprise MarketingTools SMB Win budget SMB ToolsWin budget Win budget Tools Win budget @leeodden #cmworld
  • @leeodden #cmworld
  • Promotions: Slideshare Embedded in Blog Post Email broadcast Twitter Facebook Flickr Pinterest LinkedIn update LinkedIn Inmails Customized emails to participants Pre-written tweets@leeodden #cmworld
  • @leeodden #cmworld
  • Initial Results (6 Days)43,000+ views on Slideshare1,000+ PDF downloads5000+ visits of full interviews3,300+ Retweets200+ Facebook “likes”130 G+100+ inbound links @leeodden #cmworld
  • 1 Content & Media Discovery  Audience?  Goals?  Search?  Social?Prospect Journalist Customer  Influences? “Real influence isn’t huge fan & follower counts, it’s niche communities that take action” @leeodden #cmworld
  • 2 Content & Media ConsumptionWhat’s the narrative?How will your contentpersuade?• Formats, Devices• Social topics, keywords• Editorial calendar “To stand out, your content should stand for something: unique & specific.” @leeodden #cmworld
  • 3 Content & Media EngagementWhat kind of engagementdo your customers expect?What topics will inspireaction along the customerlifecycle? Prospect Customer “Your community will be as interested in your content as the interest you show in the community.” @leeodden #cmworld
  • Optimization is an Approach Set Goals Repeat Make a Plan ABO Refine Implement Monitor & Measure @leeodden #cmworld
  • Makes Sense, But…Can We Really Do This? @leeodden #cmworld
  • Yes You Can You Can Do Anything! @leeodden #cmworld
  • With theRight Plan @leeodden #cmworld
  • Optimized Planning: WHAT & WHY1. View of Search, Social &Content from 360 Degrees 2. Optimize Everywhere: Marketing & PR, B2B or B2C, SME or LE. 3. Research, Audit & Listen 4. Set Goals, Create a Roadmap @leeodden #cmworld
  • Optimized Implementation: HOW Audience & Personas Keyword & Topic Research Content Plan Creation & Curation Content Optimization Social Networking Promotion Measure & Refine @leeodden #cmworld
  • Optimized to Scale: WHO Assess your organization’s “optimization readiness” & identify training opportunities. Make integrated search, social & content marketing part of your processes. @leeodden #cmworld
  • Optimize Is AState of Mind @leeodden #cmworld
  • Thank You! Consulting – Speaking – Partnerships 1-877-872-6628 @leeodden #cmworld