• Save
Optimize for Customers! Convergence of SEO. Social Media & Content Marketing
Upcoming SlideShare
Loading in...5
×
 

Optimize for Customers! Convergence of SEO. Social Media & Content Marketing

on

  • 7,145 views

Lee Odden presentation on the convergence of SEO, Social Media and Content Marketing. Improve online customer acquisition by optimizing search and social media content across the customer buying ...

Lee Odden presentation on the convergence of SEO, Social Media and Content Marketing. Improve online customer acquisition by optimizing search and social media content across the customer buying cycle.

Statistics

Views

Total Views
7,145
Views on SlideShare
4,562
Embed Views
2,583

Actions

Likes
8
Downloads
0
Comments
2

9 Embeds 2,583

http://www.conversionation.net 1886
http://optimizebook.com 583
http://www.business2community.com 87
http://feeds.feedburner.com 13
http://translate.googleusercontent.com 5
http://webcache.googleusercontent.com 4
http://us-w1.rockmelt.com 2
http://core.traackr.com 2
http://www.newsblur.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Muito legal Iris, mas no Brasil este serviço já está disponibilizado?
    Are you sure you want to
    Your message goes here
    Processing…
  • I am quite taken by your presentation, your download sample and your book. I am going to purchase for my Kindle edition on IPad. I love where your thoughts are going on this in terms of convergence because they mirror mine, except you have really laid it out well. You are now on my Top Ten Relevant with original thinking and insight list. As they say, You, Sir, Rock it. as a topic expert and industry leader.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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
  • 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.
  • framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
  • Show a company website screen shot with details on a marketing "problem". Something simple like increase online sales of their product
  • Example: LO approved Concept Date: 12/22/2011Copy Approved By LOGraphic Ready for DesignerGraphic Sent to DesignerFinal Graphic Sent to WileyFeedback:
  • 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?
  • The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.

Optimize for Customers! Convergence of SEO. Social Media & Content Marketing Optimize for Customers! Convergence of SEO. Social Media & Content Marketing Presentation Transcript

  • Convergence:Search, Social &Content Marketing@LeeOddenTopRankMarketing.comTopRankBlog.com @leeodden
  • About @TopRankContent Marketing Strategy, Creation & OptimizationClients Speaking Media @leeodden
  • We Are Content Marketers Website Book Google+White Papers Twitter Articles Facebook Guides YouTube Webinars Blog FlickrGuest Posts LinkedIn Events Slideshare Press Releases @leeodden
  • Social SEO Secret: @MariSmith @leeodden
  • Mari Smith Effect @leeodden
  • Mari Smith Effect @leeodden
  • The Question Is…What Are You Optimizing for? Flickr Photo credit: angrypandaband @leeodden
  • SEO Social Content @leeodden
  • @leeodden
  • Cares About Content Source: Search Engine Land 3/11Google’s POV onQuality Content:http://goo.gl/huekf @leeodden
  • 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
  • Social Rising, Search Dominates Interactive: $76.6 Billion by 2016 43% is Search 6% is Social Marketing Media @leeodden
  • Optimization Is a State of Mind Website Blog Book Google+White Papers Twitter Articles Facebook Guides YouTube Webinars FlickrGuest Posts ABO LinkedIn Events Slideshare Press Releases @leeodden
  • Intersection of Social & Search Any suggestions for social media marketing software? THX, we picked XYZ Social @leeodden
  • Optimize for Consumer Behavior Discovery Consumption Engagement @leeodden
  • Optimize Shift for CustomersAudience Discover Consume Share/ActOptimize Attract Engage Inspire Interests Content Share Needs Media Buy Pain Points Social Refer Search Device Social @leeodden
  • Framework for Customer Optimization Awareness > Interest > Consideration > Purchase 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
  • Shift Optimizing RobotsZRobot – Goals:• Increase product Automate your cleaning with ZRobot awareness All New Get Mean With Your Clean!• Grow networks ZRobot Dirt Terminator New series of dirt zapping robot.• Increase citations Available May 5, 2012: Small Business Pre Order Ninjas Clean Stressing Out over Dirt? in media & social Owners Save Money Without being seen! Bring in ZRobot Go Shopping Scientifically Special Offers• Increase sales Whlle Zrobot Tested Buy Now cleans for you On real dirt! @leeodden
  • Consumer Shift Personas: Goals Suzy Stan Martha Small Biz Owner Single Professional Tech Savvy MomLow cost cleaning Easy cleaning Efficient cleaningSave on office costs New tech/gadgets Save time @leeodden
  • Consumers Shift Catalyst Are the Martha Tech Savvy Mom Buying Keywords Social Topics Content Type Cycle Time Saving Housekeeping, Blog post, articles in Awareness housekeeping tips Naptime Cleaning relevant magazines robot cleaners, What types of automated Interest automatic Demonstration video cleaners are there? Martha cleaning Mom Product feature/benefit robot cleaner What are the best robot Consideration list. Comparison to reviews cleaners? competitors Customer Pain Points robot , Zrobot Store locator, geo-specific• No time to clean Purchase how to buy, Where can I buy a Zrobot? store pages, FB fan pages• 5 small children who spill and make Zrobot prices messes Zrobot cleaning How to get more uses from Blog posts, guest posts, Retention• Light colored carpet tips your Zrobot video• Cannot afford a weekly maid Zrobot fans, Zrobot mom user group Q Facebook Fan page, Advocacy Zrobot and A, tips Forum, Zrobot Newsletter accessories @leeodden
  • Optimize for Discovery 1% Social Alone 51% Search Alone 48% Search & Social Search Social Email Newsletters Industry Media @leeodden
  • 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
  • Optimize for EngagementWhat content will inspire readers to:• Comment• Rate, Review• Share• Join• Link• Download• Buy @leeodden
  • Intersection: SEO, Social Content Blogs Keyword Focus Search Words Social Topics Social Topics @leeodden
  • Keyword GlossaryCompetitors Keywords Popularity Categories @leeodden
  • Content PlanEditorial Guide for Web & Social @leeodden
  • 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
  • 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
  • Thank You@LeeOddenlee@toprank.orgTopRankMarketing.comTopRankBlog.comPre-Orders get:“SEO Guide for OptimizeBook.comContent Marketers” Wiley - 2012 @leeodden