Content Marketing Strategy - The Future is Bright for Web Content
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Content Marketing Strategy - The Future is Bright for Web Content

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Today's digital marketplace has been marked by a dramatic increase in the use of technology for conversations, content and commerce. Content is the reason search engines exist and content is what ...

Today's digital marketplace has been marked by a dramatic increase in the use of technology for conversations, content and commerce. Content is the reason search engines exist and content is what people share on the social web. Google alone handles over 12 billion searches every month and companies are scrambling to keep up with their search, social media and content marketing. According to the Content Marketing Institute, 9 out of 10 companies currently use content marketing tactics and 60% plan on increasing their investments in web content over the next 12 months.

The opportunity to serve the insatiable need for new digital content is tremendous. Companies and the individuals capable of developing and scaling digital content will earn a substantial competitive advantage.

Key Takeaways:

1. Overall trends in content for digital marketing
2. Emerging consumer driven models for content marketing
3. How successful companies are growing with web content
4. Roles for a successful content marketing "A-Team”
5. Future growth opportunities with digital content

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  • http://www.dpshowup.com/event/the-future-is-bright/Webinar Overview:Today's digital marketplace has been marked by a dramatic increase in the use of technology for conversations, content and commerce. Content is the reason search engines exist and content is what people share on the social web. Google alone handles over 12 billion searches every month and companies are scrambling to keep up with their search, social media and content marketing. According to the Content Marketing Institute, 9 out of 10 companies currently use content marketing tactics and 60% plan on increasing their investments in web content over the next 12 months.The opportunity to serve the insatiable need for new digital content is tremendous. Companies and the individuals capable of developing and scaling digital content will earn a substantial competitive advantage.Key Takeaways:Overall trends in content for digital marketingEmerging consumer driven models for content marketingHow successful companies are growing with web contentRoles for a successful content marketing "A-Team”Future growth opportunities with digital content
  • Long time content marketing expert Lee Odden is the CEO of TopRank Online Marketing, editor at TopRankBlog.com and 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.
  • What happens in 60 seconds on the internet?
  • http://www.ericsson.com/news/110214_more_than_50_billion_244188811_c
  • http://www.contentmarketinginstitute.com/2012/04/digital-content-marketing-survey/
  • http://www.outbrain.com/blog/2012/03/state-of-content-marketing-2012.html
  • http://www.emarketer.com/newsroom/index.php/search-critical-brandbuilding-strategies/Search results influence consumers’ perceptions about a company, according to 81% of the respondents worldwide in a November 2011 study from PR agency Weber Shandwick.http://fleishmanhillard.com/2012/01/31/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/
  • http://www.smartinsights.com/wp-content/uploads/2012/05/content-matrix.jpg
  • http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/
  • http://blog.junta42.com/wp-content/uploads/2012/02/CMI_CM_History_Large.jpg
  • https://www.marketingsherpa.com/barrier.html?ident=31928
  • Add Slideshare logo over YouTube
  • Flickr images:http://www.flickr.com/photos/toprankblog/sets/72157631336598442/Pinterest images:http://pinterest.com/leeodden/29-secrets-about-content-marketing-the-undercover-/
  • http://www.shutterstock.com/pic-71960362/stock-photo-group-of-multi-ethnic-business-people-laughing-and-smiling.html
  • http://blog.junta42.com/2011/10/content-marketing-team-workflow/
  • Content: The New Marketing Equation - Altimeter Group 2012

Content Marketing Strategy - The Future is Bright for Web Content Content Marketing Strategy - The Future is Bright for Web Content Presentation Transcript

  • The Future is Bright with Web Content @LeeOdden – TopRankMarketing.com
  • About Lee & TopRank MarketingAttract – Engage – Convert
  •  Overall trends in content Emerging consumer driven model Web content success stories Content marketing "A-Team” Future growth opportunities Image Source: Shutterstock
  • Ubiquitous Connectivity 2020 Create Consume Publish Interact TransactSource: Ericcson, 2011
  • 51% of all time on the web is content consumption. (AOL/Nielsen 2011) 99% of Marketers have used at least one content marketing tactic. (Content Marketing Institute/Brandpoint 2012)60% will increase spend on content marketing. (CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)
  • Content Distribution Channels 96% Social Media 78% Paid Search 76% Display Ads 69% SEOSource: Outbrain – State of Content Marketing 2012 33% Email
  • 63% of US Internet users use search engines daily eMarketer Aug 2012 81% PerceptionsAre Influenced Weber Shandwick 2012 89% Use Search for Purchase Fleishman-Hillard 2012
  • CPG Company:96 search phrases. Most are brand terms.
  • Fabric Retailer:4,419 phrases.Broad category& brand terms.
  • SEO Social Content
  • Traditional Approach Red Widget Features & BenefitsAdvertising PR Email White Paper Direct Mail
  • Persona “Jane Exec” Modern Model for Influences CEO Goals: Fast, Save $, Service Content Marketingawareness 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 Article Reviews Display Network Referral Service Media Blog Offers Thank You Rewards
  • Fast
  • Source: First 10 / Smart Insights
  • 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: tprk.us/30cmtactics
  • Content Marketing Processawareness interest consideration purchase retention advocacy Needs & What stories Make it Audience Goals = will connect easy to find Segments Topics you? & share Preferences Search & Editorial Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose PR, Linking
  • Source: Content Marketing InstituteSuccessful Companies
  • Let Me Tell You A Secret http://tprk.us/cmsecrets
  • Cool! We’ll interview CMW speakersAnd make an e-book for attendees.
  • 10 Long Form InterviewsTopical Matrix:B2BEnterpriseSMBToolsWin budgetDefinition
  • 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
  • Promotions:SlideshareEmbedded in Blog PostEmail broadcastTwitterFacebookFlickrPinterestLinkedIn updateLinkedIn InmailsCustomized emailsto participantsPre-written tweets
  • 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
  • Content Marketing “A-Team”Content Marketing A-Team Image Source: Shutterstock
  • • Chief Content Officer• Managing Editor• Writers, Sources• Content Design• SEO• Social Marketer• Online PR Source: Managing Content Marketing (Pulizzi, Rose)• Social Listening/Analytics
  • But We Don’t Have Budget For That! 1. Editor/Writer 2. Designer 3. Social SEO
  • Growth Areas in Web &Content Marketing: Integration: Owned, Earned, Paid & Shared Media Dedicated in-house content marketing resources Web + smartphones & tablets Boom in visual content & media Big data, social data, automation, tools, real time data, did I mention data?
  • Content Marketing MaturitySource - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter GroupMake a commitment. And grow.
  • Takeaways• Content powers the web & the web powers your business. Are you powering content?• If your content is poor, then so will you.• Start learning modern models of web content marketing. Now.• Stand, Stretch and Walk.• Get help if you need it.
  • Thank You! lee@toprankmarketing.com OptimizeBook.com TopRankMarketing.com TopRankBlog.comConsulting – Speaking – Partnerships 1-877-872-6628