Presentation by Lee Odden of TopRank Online Marketing on the integration of social media, SEO and content marketing at NMX 2013. "There is no ROI in Social Media" and many other proclamations are made in industry press and on blogs just about every week. And yet investment in social, search and content are all on the rise. Why the disconnect? From pageview journalism to egomaniacal SEO superstar wannabe's, sweeping generalizations and out of context observations have created a number of myths about these highly effective online marketing channels. This presentation identifies and busts the most common myths about SEO, Social Media and Content Marketing plus provides insight into how an integrated approach will win the battle and the war for more customers, better engagement and online marketing success.

1. @leeodden #NMX

2. Content
Search
Social
PR
OptimizeBook.com
1.2 Million Words
TopRankBlog.com
@leeodden #NMX

3. @leeodden #NMX

4. @leeodden Graphic by 97th Floor #NMX

5. Myth: Social Will Replace Search
"Social is on the
verge of solving
all search
problems"
@leeodden #NMX

6. The Horror…
I have to rely solely on my
social network friends to
find products?
AHHHH!!!
@leeodden #NMX

7. KEEP
CALM
AND
OPTIMIZE

8. The Truth: Social & Search
92% Path to Purchase:
41% Online adults use
search engines to
find information
51%
Search
Of traffic driven to on the Web
content sites is search Pew Research 2012
48%
11% Search + Social Media
Is from social media.
Outbrain 2011 1%
Social
GroupM 2011
Scales Image via Shutterstock
@leeodden #NMX

9. The Truth: Social & Search
Consume
I just had the best
(or worst) steak in
Las Vegas!
What are the
best steakhouses
in Las Vegas?
Discover
@leeodden Engage
#NMX

10. @leeodden Graphic by 97th Floor #NMX

11. Myth: Social Has No ROI
@leeodden #NMX

12. “We started a blog and a Twitter
account. It’s been 6 months and we
haven’t made one sale.”
“I know what you
mean. We bought
10,000 Facebook fans
and… nothing.”
@leeodden #NMX
Image Source: Shutterstock

13. KEEP
CALM
AND
SOCIALIZE
@leeodden #NMX

14. The Truth: Social ROI
33% of 30% lift in
Millennial consumers consumer purchase
are more likely to buy a intent & brand
brand if it has a recommendation from
Facebook page social campaigns
Luxury Daily – Boston Consulting Group 2012
eMarketer, BzzAgent
50% of Twitter
followers are more likely
to purchase from brands
they follow
eMarketer, Constant Contact/CMB study
Scales Image via Shutterstock
@leeodden #NMX

15. @leeodden Graphic by 97th Floor #NMX

16. Myth: Quality Content is
Not Sustainable
Where will we
find people to
We don’t have the create all this
staff to write articles content?
every day.
There are only so many
What if we run out
things we can write
of things to say?
about “widgets”.
@leeodden Image credit: Shutterstock
#NMX

17. KEEP
CALM
AND
EMPATHIZE

18. The Truth: Content-tinuity
The solution to a never ending stream of high
quality, relevant content that gets results over a
long period of time is:
To know the
Customer Journey
@leeodden #NMX

19. What is Your Customer’s Journey?
Newsletter
Social Ads
PPC Reviews Community
Forum Social Networks
Email Blog
Website Blog
Online Ads Media
awareness consideration purchase retention advocacy
Email Store
FAQ
Word of Mouth Promotions
Knowledge Base
P
Ecommerce
R Radio
TV
Print
@leeodden #NMX

20. Engage
Optimize 360 Model
Attract Convert
@leeodden #NMX

21. Optimize Across the Lifecycle
Persona: Values: Content:
“Admin Jane” = Fast = Topics
Influences CEO = Save $ = Keywords
= Service = Media & Channel
awareness 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
@leeodden #NMX

22. Search Keywords & Social Topics
Download XLS at: optimizebook.com
@leeodden #NMX

23. Editorial Plan:
Optimized and Socialized
Download XLS at: http://tprk.us/keyedcal
@leeodden #NMX

24. Content Amplification
Amplification
Evergreen
Repurpose Syndication
d
Brand
Curated
Off Site Posts
Co-Created
@leeodden #NMX

25. Infographic Novel
@leeodden #NMX
http://www.hostway.com/resources/infographics-videos/stalking-dead.html

26. Awesome Right?
BUT…
How do you get traffic to this?
Ads, WOM, Pitching, “Go Viral”
Can you count on that?
How much does it cost?
What if they:
Optimized for social sharing?
Optimized for search?
Made it relevant & top of SERPs:
“the stalking dead” “infographic novel”
@leeodden #NMX

27. Let Me Tell You A Secret
http://tprk.us/cmsecrets
@leeodden #NMX
Image Source: Shutterstock

28. @leeodden #NMX

29. Discover – Consume - Engage
Discover Consume Engage
Social Networks PDF Contribute
Direct social messages Slideshare Download
Email Long form interviews Subscribe
Blog Single images Share
Search Attend Conference
@leeodden #NMX

30. One Clever Question
You're a secret agent on a mission
and you're having a rendezvous with
your agency contact after pulling a
dangerous undercover operation.
You now have a coveted secret. A
content marketing secret.
What secret for achieving success
with content marketing will you
share? The content marketing world
depends on it!
@leeodden #NMX

31. Content Marketing
Thought Leaders
Shared Their
“Secrets”
@leeodden #NMX

32. @leeodden #NMX

33. 10 Long Form Interviews
@leeodden #NMX

34. Planned Repurposing
B2B Enterprise Enterprise Enterprise Top 10
Enterprise SMB SMB B2B B2B
SMB B2B Tools SMB
Tools Tools Win budget Tools Marketing
Win budget Win budget B2B Win budget Tactics
B2B Tools B2B B2B Top 20
Enterprise B2B Enterprise Enterprise
SMB Enterprise SMB Tools
Content
Tools SMB Win budget SMB Marketing
Win budget Win budget Tools Win budget Tools
@leeodden #NMX

35. @leeodden #NMX

36. All Content &
Promotions Consider:
 “Findability”
 “Engagement”
 “Shareability”
@leeodden #NMX

37. What
Happened?
1. Created Demand
2. Dominated Search
Results
3. Event Awareness
4.
Registrations, Sessio
ns
@leeodden #NMX

38. Outcomes in 6 Days
43,000+ views on Slideshare
1,000+ PDF downloads
5000+ visits of interviews
3,300+ Retweets
200 “likes”
130 G+
100+ inbound links
@leeodden #NMX

39. @leeodden #NMX

40. It’s a Matter of Perspective
@leeodden #NMX

41. To Optimize Is Continuous
Mutually Beneficial Goals for Brand & Customers
 Hypothesis
 Plan
 Implement
 Measure
 Refine
 Repeat
@leeodden #NMX

42. Optimized Planning: WHAT & WHY
1. View Search, Social & Content
from 360 Degrees -- Holistically
2. Optimize Everywhere:
Marketing & PR, B2B or B2C, SME or LE
3. Research, Audit & Listen
4. Set Goals, Create a Roadmap
@leeodden #NMX

43. Optimized Implementation: HOW
Audience & Personas
Keyword & Topic Research
Content Plan
Creation & Curation
Content Optimization
Social Networking
Promotion
Measure & Refine
@leeodden #NMX

44. Tips &
Examples Website Email
eBook Category Newsletters
Blog Posts
Industry Media Guide to
Coverage B2B Social
Press Releases
Practice Area Co-Created
Prospect Brand
Social (Topic - Keyword) Visual eBook
Networking SEO
Networking with
Community Conference
Contributed
Articles Off Site
Guest Posts Commenting
Topical Survey Speaking at
Topical
“2013 Topic XYZ Survey” Conferences
Resource Lists
@leeodden #NMX

45. Content Constellation
Topic B Topic C
Social
Hub
Topic A Topic D
Topic E
@leeodden #NMX

46. Measuring Business Value
Social Content KPI’s Business Outcomes
• Visits • Shorter Sales
• Views/Impressions Cycles
• Fans • Increased Order
• Friends Quantity, Frequency
• Followers • More Referrals
• Comments • Share of Voice
• Likes • Improve Service
• Google Plusses • Lower Marketing
• Links Costs
• SERPs • Grow Revenue
• Search Traffic • Improve Profits
@leeodden #NMX

47. Optimize to Scale: Who
Assess your organization’s
“optimization readiness” &
identify training opportunities.
Make integrated search,
social & content marketing
part of your processes.
@leeodden #NMX

48. Optimize Is A State of Mind
@leeodden #NMX

49. Takeaways
1. Discovery, consumption & engagement, not
“search vs. social”
2. Measure social with the right yardstick –
assist vs. direct
3. Integrate content planning with optimization
& social promotion, measure & refine
@leeodden #NMX

50. Freebies!
Visual eBook Co-
Created by 52
NMX Speakers
Ungated Download:
tprk.us/newmediaratpack
This Preso: Myth-Busting Social, SEO & Content
tprk.us/bustamythppt
@leeodden #NMX

51. Deep Dive: OptimizeBook.com
“Optimize is the playbook you’ll need
to run an effective program.”
Scott Monty, Ford
“Optimize shows you how to put
content, search & social to work for
your business.”
Ann Handley, MarketingProfs
“Optimize shows you how to put
content, search & social to work for
your business.”
Joe Pulizzi, Content Marketing Institute
“If I were lazy, I could cheat and use
Lee Odden’s book as my road map for
this coming year’s business.”
Chris Brogan, Human Business Works
@leeodden #NMX

52. Thank You!
@LeeOdden
lee@toprankmarketing.com
We’re Hiring!
@TopRank
TopRankMarketing.com
TopRankBlog.com
@leeodden #NMX