Content Marketing Optimization - TopRank Marketing
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Content Marketing Optimization - TopRank Marketing

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How can Content Marketing amplify reach, engagement and results by integrating Social Media SEO? This presentation from Lee Odden of TopRank Online Marketing lays out how online marketers can ...

How can Content Marketing amplify reach, engagement and results by integrating Social Media SEO? This presentation from Lee Odden of TopRank Online Marketing lays out how online marketers can implement a process for incorporating the finer points of search engine optimization, content and social networking.

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  • Full Name Full Name Comment goes here.
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  • Interesting presentation. I just would like to clarify about your statement in slide #6. What made content both the seed of search and outcome of social?
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  • This is spot on and in 25 slides has several textbooks of practical how to knowledge in a dead simple listing of the steps it takes to mount and effective, integrated online marketing campaign. Build a social CRM component like SugarCRM into the backend to manage the correspondence and you are running a business for the care, feeding and following up for your customers. Well done.
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  • Content Marketing and Search Engine Optimization
  • Lee Odden is CEO of TopRank Online Marketing, a pioneering digital marketing agency that helps companies improve customer relationships and increase online sales through integrated search, social media and content marketing services. Odden’s 12 years of client consulting experience includes Fortune 50 companies HP & McKesson and trusted marketing industry brands like PRWeb, Marketo and StrongMail.  “Online Marketing Heroes”, published by Wiley, features Odden’s advice on internet marketing topics and he’s contributed to influential industry publications including Mashable, ClickZ, MediaPost & American Express OPEN. He is also editor of Online Marketing Blog with over 45,000 subscribers and ranked by Advertising Age as one of the top Marketing blogs online. A social media strategist and practitioner, Odden leverages over 5,000 fans on Facebook, 25,000 connections on Twitter and 2,000 blog posts to generate all of the new consulting business for his agency.  Odden has been cited by The Economist, DM News and U.S. News & World Report for digital marketing expertise and is a sought after speaker for private corporate events and conferences including Search Engine Strategies, Pubcon and PRSA International. He has keynoted Online Marketing Summit, Search Exchange and will be keynoting the Social Media Junction conference in Auckland, New Zealand late 2010. Odden serves on the advisory board for Search Engine Strategies and is a past MIMA and DMA board member. @leeoddenhttp://www.toprankmarketing.comhttp://www.toprankblog.com
  • Cycle of Social Media InteractionEssential social content developmentSocial media optimization tipsSocial network developmentSocial content promotionLink building through social mediaMining social data for keywords and editorial
  • http://www.marketo.comhttp://blog.marketo.com
  • For more insights on Content Marketing Optimization, visithttp://www.toprankblog.com/category/content-marketing/http://www.toprankmarketing.com/content-marketing/

Content Marketing Optimization - TopRank Marketing Content Marketing Optimization - TopRank Marketing Presentation Transcript

  • Content Marketing & Optimization@leeodden – marketingblog.com
    TopRankMarketing.com
  • About TopRankMarketing.com
    Consulting Speaking Media
  • How does content marketing
    amplify Social & SEO
    results?
    Let’s find out…
    View slide
  • Content Marketing: Simplified
    “Aligning customer & brand objectives through online content.”
    View slide
  • Content Connects
    I need light bulbs.
    Search Google:
    SERP:
    5 Light Bulbs That Save You $
    Good to know. Are your light bulbs really that good?
    Read our Customer Reviews
    I’ll take six
    Twitter:
    I just bought lifetime light bulbs from XYZ
    Consumer
    Company XYZ
  • Content is the Seed of Search
    Content is an Outcome of Social
  • Touchpoints in Buying Cycle
  • Customers Expect More
    • Search Engine for facts
    • Read reviews
    • Ask friends on social sites
    • Purchase
    • Share on social sites
    • Check availability
    • Purchase
  • TopRank Content Marketing
    “Walk the talk” social media, SEO & content marketing
    The Result?
    • 25,000+ keywords send traffic monthly
    • 600k+ sites link to our blog
    • Attracts $5-8k/mo media coverage
    • Attracts talent, speaking gigs, partners
    • Contributes to more new business than
    we could take on
    • Website
    • Blog
    • News blog
    • Articles, guest posts off-site
    • Client newsletter
    • Online Marketing Newsletter
    • Webinars
    • Press Releases
    • Live speaking events
    • TopRank Guides (Reports)
    • Social content: video, images
    • Social participation: Facebook, Twitter, Delicious, LinkedIn
  • Changing Nature of Search
    Optimization Best Practices follows the SERPs:
    Search Engine Optimization
    Digital Asset Optimization
    Social Media Optimization
    If content can be searched,
    it can be optimized.
  • SEO & Social Media
    Social Media Content
    Search Engine Optimization
    Twitter
    SocNet
    Video
    Blog
    News
  • Content Marketing Checklist
    • Goals
    • Buyer Personas
    • Keywords
    • Content & Assets
    • Editorial Plan
    • Operationalize SEO
    • Develop Off-Site Content
    • Socialize
    • Promote
    • Measure & Refine
  • Audience Profiles
    What are your customers content preferences?
    How do they discover? Consume? Share?
    What are they searching for? Discussing?
    Google
    Facebook
    LinkedIn
    Writes a Blog
    Shares photos
    Writes reviews
    Bing
    Facebook
    Writes a Blog
    Shares Photos
    Shares Video
    Google
    LinkedIn
    Reads blogs
    Writes reviews
  • Data for Personas
    Survey customers
    Web analytics & conversion data
    Social media listening tools
    Demographic info from Quantcast, Compete
    Keyword info SEMRush, Google
    Engagement info from PostRank
    Social network info from Flowtown, Rapleaf
  • Editorial Calendar
  • Hub & Spoke Publishing
    Site
    IndustryPublications
    Blogs
  • Traffic &
    community help
    research, develop &
    further grow soc
    networks for
    content &
    SEO.
    Create &
    promote
    optimized
    content.
    Content is
    noticed,
    shared &
    voted on.
    Grows
    visibility.
    Cycle
    of Social
    & SEO
    Increased
    links & social
    exposure
    grow search
    & referral
    traffic.
    Exposure attracts more
    subscribers, fans, friends,
    followers & links.
  • Tie Social Media Efforts Together
    Content PlanKeywords
    Blog Post
    RSS
    Niche
    Blog
    Media
    YouTube
    News
    Blog
    Twitter
    Niche
    Blog
    Facebook
    Curator
    StumbleUpon
    Scraper
    Niche
    Blog
    Digg
    Links
    & Traffic
  • Repurposing Content
    This is a PowerPoint
    Showing images and a video embedded inside of it.
    This is a blog post with a video embedded inside of it.
    There is also text below the video with show notes of key moments.
    Upload video
    to YouTube
    Embed in a
    blog post with
    show notes.
    Post screen shots from video to Flickr.
    Upload images
    and text as a
    story in a
    PowerPoint.
  • Repurposing Content
    This is a blog post with a video embedded inside of it.
    There is also text below the video with show notes of key moments.
    News Release
    This is a press release with a video and images embedded inside of it.
    Adding media to press releases extends their distribution and impressions/views.
    Upload video
    to YouTube
    Transcribe video
    to text as guest blog
    post using images
    from Flickr.
    Embed video and
    images with a relevant
    press release.
  • Social Content & SEO #Win
    Small B2B SaaS Company Usurps Large Competitors being Social
  • Social Content & SEO #Win
    Business Success: Marketo
    • 600+ customers – 3 years
    • 2nd fastest growing SaaS company ever
    • Best source of converting leads:
    Content, Blog & SEO
    300+ top 10’s on Google
    Thousands of unique phrases send organic traffic monthly
  • How Did They Do That?
    Customer – centric keywords & content for SEO & Social
    Content & SEO Social & SEO
    Corp Site
    Twitter
    Editorial
    Engage
    Resource
    Center
    Facebook
    Marketo Blogs
    LinkedIn
    Reports
    Press
    Webinars
    Interactive
  • Takeaways
    Develop & Optimize Content with Personas in Mind
    Create an Editorial Plan. Think like a Publisher
    Develop Channels of Distribution & Social Links
    Leverage Both Web & Social Media Analytics
  • Thank You
    lee@toprankmarketing.com 1-877-872-6628
    TopRankMarketing.com
    Content Marketing Newsletter: tprk.us/omnews
    Photo Credit: WanderingtheWorld (www.LostManProject.com)