Convergence: Social Media SEO Content Marketing SES Chicago 2011

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Amplify your online marketing reach & effectiveness with integrated Social Media, SEO & Content Marketing. Presentation by Lee Odden of TopRank Online Marketing at SES Chicago in 2011.

Amplify your online marketing reach & effectiveness with integrated Social Media, SEO & Content Marketing. Presentation by Lee Odden of TopRank Online Marketing at SES Chicago in 2011.

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  • Thank you Dana and great examples of doing the real home work of keyword research :)
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  • I've been thinking about this topic a lot the last few weeks, particularly because I have been tasked by my current company to create a business plan for a new brand. What I found was that keyword research, one of the cornerstones of SEO, is more relevant and more important now than ever. Maybe the problem is a lot of people don't have the patience or the know-how to get down in there and really do nitty-gritty keyword research. I think a lot of times people use a few keyword tools, make a few lists call it done and never take the time to analyze the results. As I found while creating this new business plan, a strong keyword foundation can part the heavens!

    Don't stop at Google-suggested keywords, use everything you've got in your aresenal. For me that meant combing through several years worth of industry data from a similar business I started for another company. Wow, did I find some gems! I found keyword miss-spellings I wouldn't have ever considered. I found search terms that were producing zero results on my site, and I found search terms that were producing conversion rates as high as 100% with Per Visit Values over $300. Had I stopped at what keyword tools gave me, I wouldn't ever ever found any of these. What's best? It helped me write fabulous content because I had a whole dictionary of synonyms and keyword phrases I hadn't ever considered. To me, THAT is the grunt work of SEO that produces great results.

    Great slide. Thanks for sharing Lee
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  • The Convergence of Search, Social, and Content MarketingThe Google Panda update just made great content critical. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? How will you consistently create content your audience will enjoy? Join this panel as they provide case studies and walk you through a step-by-step approach that any organization can follow to grow their business online.
  • Social media has been capturing the lion’s share of media attention in the internet marketing world and it’s often warranted. Social networks have facilitated major changes from revolutionizing online gaming to revolutions in countries. According to Forrester’s most recent Interactive Marketing Forecasts (2011 – 2016) for the U.S., interactive spend is to reach $76.6 billion by 2016. While social media spending will increase in that time, 43% of the overall interactive forecast by 2016 will be search marketing. Only 6% or so will be social media. That said, the combination of social and search may be even more powerful and as marketers realize the benefit of integration, many will see significant returns.
  • In an interview with Wired Magazine, Udi Manber, Google’s head of search, said that Google will make as many as 550 changes to its search algorithm this year
  • Customers do53% of time spent on the Internet is directly attributable to content consumption. AOL Nielsen May 2011
  • In response to the massive competition for online attention and changes in consumer behaviors and expectations, I believe there are 3 areas marketers can optimize for a more strategic and holistic approach to successful internet marketing:Optimize for Discovery – How does your target audience prefer to find information? Search, Social, Email, Advertising, Word of MouthOptimize for Consumption – What content formats and media types does your community prefer?Optimize for Engagement – What messages, topics and contexts motivate your community to interact, share and convert?
  • In response to the massive competition for online attention and changes in consumer behaviors and expectations, I believe there are 3 areas marketers can optimize for a more strategic and holistic approach to successful internet marketing:Optimize for Discovery – How does your target audience prefer to find information? Search, Social, Email, Advertising, Word of MouthOptimize for Consumption – What content formats and media types does your community prefer?Optimize for Engagement – What messages, topics and contexts motivate your community to interact, share and convert?
  • In response to the massive competition for online attention and changes in consumer behaviors and expectations, I believe there are 3 areas marketers can optimize for a more strategic and holistic approach to successful internet marketing:Optimize for Discovery – How does your target audience prefer to find information? Search, Social, Email, Advertising, Word of MouthOptimize for Consumption – What content formats and media types does your community prefer?Optimize for Engagement – What messages, topics and contexts motivate your community to interact, share and convert?
  • framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
  • The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.

Transcript

  • 1. Search, Social &Content MarketingLee Odden @TopRank TopRankBlog.com @leeodden - #seschi TopRankMarketing.com
  • 2. About @TopRankContent Marketing Strategy, Creation & OptimizationClients Speaking Media @leeodden - #seschi
  • 3. We Are Content Marketers Website Book Google+White Papers Twitter Articles Facebook Guides YouTube Webinars Blog FlickrGuest Posts LinkedIn Events Slideshare Press Releases @leeodden - #seschi
  • 4. SEO Social Content @leeodden - #seschi
  • 5. Some Say SEO is Dead…. @leeodden - #seschi
  • 6. And That Social is the Sexy One @leeodden - #seschi
  • 7. Social Rising, Search Dominates Interactive: $76.6 Billion by 2016 43% is Search 6% is Social Marketing Media @leeodden - #seschi
  • 8. SEO Has Evolved @leeodden - #seschi
  • 9. Optimization Is a State of Mind Website Blog Book Google+White Papers Twitter Articles Facebook Guides YouTube Webinars FlickrGuest Posts LinkedIn Events Slideshare Press Releases @leeodden - #seschi
  • 10. The Question Is…What Are You Optimizing for? Flickr Photo credit: angrypandaband @leeodden - #seschi
  • 11. Cares About Content Source: Search Engine Land 3/11Google’s POV onQuality Content:http://goo.gl/huekf @leeodden - #seschi
  • 12. So Do Customers 53% Of time on the internet is content consumption. AOL Nielsen 5/11U.S.: 27 million shared per day AOL Nielsen 5/11 @leeodden - #seschi
  • 13. Intersection of Social & Search Any suggestions for social media marketing software? THX, we picked XYZ Social @leeodden - #seschi
  • 14. Optimize for Consumer Behavior Discovery Consumption Engagement @leeodden - #seschi
  • 15. Optimize for Discovery 1% Social Alone 51% Search Alone 48% Search & Social Search Social Email Newsletters Industry Media @leeodden - #seschi
  • 16. Optimize for ConsumptionDevices: Mobile, Computer, TabletFormats: Long, Short, Lists, Deep Dive, VisualMedia: Audio, Video, Images, InteractiveTypes: Articles, Reports, News, How To, ReviewTime of Day/Week & FrequencyTopics & Keywords @leeodden - #seschi
  • 17. Optimize for EngagementWhat content will inspire readers to:• Comment• Rate, Review• Share• Join• Link• Download• Buy @leeodden - #seschi
  • 18. CMO & SMO Framework Research Keywords Content & Optimize Customer Topics Promotion Socialize & Segments Message Plan PromotePreferences Search & Topics, SEO Social & SEOPain Points Social Data Calendar, Networking,Behaviors Sources Repurpose Link Building @leeodden - #seschi
  • 19. Intersection: SEO, Social Content Blogs Keyword Focus Search Words Social Topics Social Topics @leeodden - #seschi
  • 20. Customer Keywords & Topics Do widgets impact the environment?Company XYZ How to save Round Widgets money on “widget” Eco-Friendly widgets? Value Priced @leeodden - #seschi
  • 21. Keyword GlossaryCompetitors Keywords Popularity Categories @leeodden - #seschi
  • 22. Content PlanEditorial Guide for Web & Social @leeodden - #seschi
  • 23. Social SEO Content  Blog Hub  Video Tips  Sharing Widgets  Widget Photos Flickr  Facebook Page for Green Widget Tips  Widget Tips Email Newsletter Content Plan  Widget Deals Twitter Account Keywords Topics  Guest Blog Posts Using WidgetCompany XYZ Keywords “widget”  Contributed Articles to Consumer & Environmental Pubs on Cost Saving Tips and Being “Green” @leeodden - #seschi
  • 24. Topic-Driven Content, Social, SEO Web Page Web Page Keyword Topics Web Page • Keyword 1 • Keyword 2 Blog Posts • Keyword 3 Infographics Images Press Release VideosContributedArticles Guest Blog Posts PPTIndustryMedia PDF @leeodden - #seschi
  • 25. Ubiquity + Relevance = Win! Article on a digital camera. Previews of digital cameras that show how good tthey are. Article on a digital camera. Previews of digital cameras that show how good tthey are. Article on a digital camera. Previews of digital cameras that show how good tthey are. Article on a digital camera. Previews of digital cameras that show how good tthey are. @leeodden - #seschi
  • 26. Takeaways1 Take a Customer Centric Approach: Segment, Profiles, Search & Social Keywords, Content, Social Networking.2 Incorporate SEO, SMO in Processes: Optimize and socialize all content production & integrate analytics.3 Practice Proactive Optimization Train staff on SEO, develop standards and leverage SEO & Social monitoring tools to reveal trends & track performance. @leeodden - #seschi
  • 27. Thank You Lee Odden lee@toprank.org TopRankMarketing.com TopRankBlog.com OptimizeBook.com Wiley - 2012 @leeodden - #seschi
  • 28. More TweetableBONUS! 6 Content Tips: Tips! @toprank 1. Engage with your community and ideas will come out of that dialog 2. Ask for topics! 3. Look at popular questions on Quroa, Yahoo Answers and LinkedIn Q/A 4. Mine web analytics data: referring search keywords, questions that drive traffic 5. Look at your internal search engine: logged queries. 6. Find out what front line staff (sales, customer service) are being asked most often. @leeodden - #seschi