Better Content Marketing - Optimize & Socialize by Lee Odden

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Content Marketing track keynote presentation at BlogWorld & New Media Expo New York 2012 by Lee Odden of TopRank Online Marketing. …

Content Marketing track keynote presentation at BlogWorld & New Media Expo New York 2012 by Lee Odden of TopRank Online Marketing.

Optimize and Socialize for Better Content Marketing Results.

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  • 9:00 AM to 10:00 AM - Thu. Jun. 7th Room 1A08Search, social media and content marketing are converging, and consumers are using numerous ways to discover, consume and act on content. In this session, you’ll learn how to use content marketing best practices to design information that inspires audiences to share, buy and recommend your brand.Key Points1. Learn the framework for an optimize and socialize approach to content marketing2. Understand the framework for optimizing across the customer lifecycle3. Know the difference between KPIs and business outcomes for web and social measurement
  • Content Powers Search
  • Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  • Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  • Social spokesChannels of distributionMonitor, engageReactive, proactive


  • 1. Optimize & Socialize for Better Content Marketing Results @LeeOdden @toprank
  • 2. Why Should We Care About Content Marketing?@leeodden @toprank
  • 3. Content Powers Search comScore 2012 Google: 12 Billion Searches Per Mo Fleishmann Hillard 2012 Digital Index 89% Led to Purchase by Search Engines@leeodden @toprank
  • 4. Content Drives Social Sharing AOL Nielsen May 2011 73% of industry related Tweets link to content AOL Nielsen May 2011 64% of industry related blog posts link to content @toprank@leeodden
  • 5. Content Attracts & Engages Newsletter Social Ads PPC Reviews Community Forum Social Networks Email Blog Website Blog Online Ads Media awareness consideration purchase retention advocacy Direct Mail Email Store FAQ Word of Mouth Promotions Knowledge BaseP EcommerceR Radio TV Print Across the Customer Lifecycle @toprank@leeodden
  • 6. Content Info-tains Marketo User Summit 2012@leeodden @toprank
  • 7. Content Inspires@leeodden @toprank
  • 8. Inspires… Action@leeodden @toprank
  • 9. Inspires… Social Sharing@leeodden @toprank
  • 10. Inspires… Referrals Hey Steve, 38% of Web Users I’d like to introduce you to Shelly at have recommended Brand XYZ. She’s an expert on 5-9 Brands Widget Wrangling and writes a very Useful blog about it. I think she would be perfect for your situation. 100% recommend Your Customer, at least one brand Sandy Zuberance / eMarketer 2012@leeodden @toprank
  • 11. @leeodden Inspires… Sales! @toprank
  • 12. Content Is Powerful Content Equalizes@leeodden @toprank
  • 13. Website Newsroom Book Google+ White Papers Twitter Articles Facebook Guides YouTube Webinars Flickr Guest Posts Blog LinkedIn Events Slideshare Press Releases@leeodden @toprank
  • 14. What’s Your Content Strategy? Do You Publish & Pray?@leeodden @toprank
  • 15. Feel Overwhelmed? Optimize Content Social Content@leeodden @toprank
  • 16. Why Leave It To Chance?@leeodden @toprank
  • 17. Content Marketing Isn’t About You Buy our stuff! Me. Me me. Oh, Based on your We have and me. It’s all feedback, we’re great stuff! about me posting tips and how Buy it now! to’s on our most popular products. So many of you are looking for Widget Wranglers, we’ve created a new weekly column.@leeodden @toprank
  • 18. Content Marketing Trilogy Shift Consume Engage Discover@leeodden @toprank
  • 19. Make A Content Marketing Plan What Who are What do Make it stories will you writing they care easy to find connect for? about? & share you? Preferences Search & Editorial Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose PR, Linking awareness consideration purchase retention advocacy@leeodden @toprank
  • 20. Optimize & Socialize: 5 Steps to Business Blogging Success@leeodden @toprank
  • 21. 1 Customer. Problem. Solution. Who are your readers? What are their goals? Which problems can be Carrie Stan Maria solved with content? “A blog is only as interesting as the interest shown in others.”@leeodden @toprank
  • 22. 1 Customer. Problem. Solution.What are YOUR goals?What makes YOU different?How will you solve customerproblems with content? Blogger Social “To stand out, your blog should stand for something: unique & specific.”@leeodden @toprank
  • 23. 2 What To Write About? Sweet You Spot! Readers@leeodden @toprank
  • 24. Optimized & Socialized Content Plan awareness consideration purchase retention advocacy Align Customer Needs With Content 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? cleaning Maria Product feature/benefit robot cleaner What are the best robot Consideration list. Comparison to reviews cleaners? competitors Customer Pain Points Purchase robot , Zrobot how to buy, Where can I buy a Zrobot? Store locator, geo-specific• No time to clean Zrobot prices store pages, FB fan pages• 5 small children who spill and make Zrobot cleaning How to get more uses from Blog posts, guest posts, messes Retention tips your Zrobot video• Light colored carpet• 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 @toprank
  • 25. 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: @toprank@leeodden
  • 26. 3 Facts Tell, Stories Sell Essential questions for each content object: What’s the story? How will it persuade? How does it connect with your past stories?@leeodden @toprank
  • 27. Connected Content Topical Blog Post Infographic Video Report Theme Blog Post Infographic Video Report Blog Post Infographic Video Report Blog Post Infographic Video Report Blog Post Infographic Video Report Weave Themes Into Stories@leeodden @toprank
  • 28. Connected Content Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword A Blog Post Infographic Video Report Keyword B Blog Post Infographic Video Report Keyword C Blog Post Infographic Video Report Keyword D Blog Post Infographic Video Report Keyword E Blog Post Infographic Video Report Create a Keyword Matrix@leeodden @toprank
  • 29. Hub & Spoke Publishing@leeodden @toprank
  • 30. 4 Grow Social Networks Topic B Topic C Hub Topic A Topic D Topic E@leeodden @toprank
  • 31. Listen, Create, Engage My interests are… Reactive - Proactive@leeodden @toprank
  • 32. 5 ABO – Always Be Optimizing Set goals Repeat Make a Plan Refine Implement Measure Results@leeodden @toprank
  • 33. Master SEO Basics Your Ideas Tech SEO Audit Topical Focus Your Biz Keyword Glossary Category Search Words Keywords Social Topics Keywords Keywords Category Blogs Keywords Social Topics Keywords Keywords Keywords Analytics Monitoring Conversions@leeodden @toprank
  • 34. Search & Social KPIs • Fans • Friends • Followers • Comments • Likes • Google Plusses • Links • SERPs • Search Traffic@leeodden @toprank
  • 35. Business Outcomes • Shorter Sales Cycles • Increased Order Quantity • More Referrals • Lower Marketing Costs • Grow Revenue • Improve Profits • Retention • Share of Voice • Improve Service@leeodden @toprank
  • 36. It All Sounds Good, But… Can I Really Do This?@leeodden @toprank
  • 37. Yes You Can You Can Do Anything@leeodden @toprank
  • 38. With the Right Plan@leeodden @toprank
  • 39. Planning - WHY Take a Holistic view of Search, Social & Content Where does an integrated approach fit? Research, Audit & Listen Set Goals, Create a Roadmap@leeodden @toprank
  • 40. Implementation - HOW - Personas - Keyword Research - Content Plan - Creation & Curation - Content Optimization - Social Networking - Promotion & Links - Measurement@leeodden @toprank
  • 41. Scale - WHO Make integrated search, social & content part of a process Identify training opportunities for knowledge transfer@leeodden @toprank
  • 42. Optimize Is A State of Mind@leeodden @toprank
  • 43. Got Optimize? @toprank
  • 44. Thank You! @LeeOdden @toprank