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

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

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

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

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