Webinar: Optimized Content Marketing Strategy

Optimize& SocializeYour ContentMarketing Strategy@LeeOddenOptimizeBook.comTopRankMarketing.comTopRankBlog.com @leeodden

@TopRank = Content Marketers Website Book Google+White Papers Twitter Articles Facebook Guides YouTube Webinars TopRankBlog.com FlickrGuest Posts LinkedIn Events Slideshare Press Releases @leeodden

How many of theseGoogle services do you use? @leeodden

What ifdisappearedtomorrow? @leeodden

@leeodden

What impact would ithave on your marketing? On your business? @leeodden

Should Google Dominate YourGoogle+ Marketing?Dominates Search @leeodden

Maybe So, But…Why not focus optimization on: Customers Experiences Outcomes Optimizing for consumers, experiences & outcomes transcends Google, Social or Content. @leeodden

Shift Know Your Target Audience Consume ShareDiscover @leeodden

What are they interested in?Where do they look for it?How do they prefer to consumethat content?What formats and media do theylike most?Why do they share & buy? @leeodden

ShiftCustomer Focused OptimizationAudience Discover Consume Share/ActOptimize Attract Engage Inspire Interests Content Share Needs Media Buy Pain Points Social Refer Search Device Social @leeodden

Optimized & Socialized Framework 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

Q&A@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

Shift Consumer Personas: Goals Carrie Stan Maria Small Biz Owner Single Professional Tech Savvy MomLow cost cleaning Easy cleaning Efficient cleaningSave on office costs New tech/gadgets Save time @leeodden

Shift Customer & Content Optimization Maria: 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? Maria 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

Shift Optimized Editorial Plan ZRobot Content Calendar SuzyBusiness Owner Maria Mom • Planned topics • Media • Dates • Promotion channels • Titles • Repurpose plans • Categories • Cross linking • Keywords @leeodden

Hub & Spoke Publishing How to Auto Clean Videos Webinars Enewsletter Microblogging BlogIndustry Pub Testimonials Article Buying Guide @leeodden Case Study

Keyword GlossaryCompetitors Keywords Popularity Categories @leeodden

Editorial Plan @leeodden

Grow Networks & Participate Topic B Topic C FocusTopic A Topic D Topic E @leeodden

Just Say No to SilosTo scale, companies need to look beyond social formarketing, PR & service & look at evolving a social business. Marketing Marketing Community Customers Customers Public Relations Public Relations Sales VS Sales Customer Service Customer Service Human Resources Human Resources @leeodden

Q&A@leeodden

Holistic SEO, Social & ContentBlogs Topical Focus Search Words Social Topics Social Topics @leeodden

Optimize for Awareness Awareness > Interest > Consideration > Purchase I need a clean office but mybudget is small. Blog subheadings are prime for keywords. Breadcrumbs > Are > Beautiful All New Robot Low Cost Clean! Terminator Watch a Demo Video The content of the blog post appeals to the Categories: interests of the consumer Robot Cleaning Robot using language that is search Cleaning Tips cleaners? I and social media friendly. Save Timenever thought Save Money of that. Efficiency Tips Tags: Keyword, Word, Key @leeodden

Optimize for InterestAwareness > Interest > Consideration > Purchase #Optimize Video Tips: Demo Videos: • Shoot video with promotion channels in mind • Host with YouTube, Vimeo • Embed video on blog, site • Optimize with keywords • Promote video via relevant social channels • Give the viewer options: Share, Refer, More Info, Purchase @leeodden

Optimize for Consideration Awareness > Interest > Consideration > Purchase Reviews & Product Pages Have you ever heard of ZRobots or robots for cleaning offices? #Optimize Reviews Tips: Clean Times Mag • Pitch your product for reviews • Monitor for organic reviews Robot Invasion! Top 10 Robot Cleaners for Your Office • Build links to positive reviews 1. ZRobot • Socially share reviews Product descriptions are good for keywords. • Promote reviews from social 2. Roombot Product descriptions are good for keywords. • Make your own product 3. Officebot comparison page Product descriptions are good for keywords. 4. Click Clean Product descriptions are good for keywords. 5. Biz Bot @leeodden

Optimize for Purchase Awareness > Interest > Consideration > Purchase Offers, Store Locator Special Offer! Store LocatorOptimize for morespecific topics: Order• Location• Product Special Offers Buy Now Go Shopping Whlle Zrobot Scientifically Tested• Outcomes cleans for you On real dirt! @leeodden

What Would Your Hub Look Like? ? ? ? ? ? ? ? ? ? @leeodden ?

Social KPIs - Business Outcomes Social SEO KPI’s Business Outcomes • Fans • Share of Voice • Friends • Improve Service • Followers • Shorter Sales Cycles • Comments • Increased Order • Likes Quantity, Frequency • Google Plusses • More Referrals • Links • Lower Marketing • SERPs Costs • Search Traffic • Grow Revenue • Improve ProfitsTools:Social Media MonitoringWeb AnalyticsSocial Media Marketing Management @leeodden

Use, Evaluate Recommend For Social Best Practices @leeodden

Takeaways• Identify your content optimization approach• Research & develop searcher personas• Build out and refine a keyword glossary• Leverage persona and keywords for a content plan• Determine ratio of content creation and curation @leeodden

Thank YouLee Oddenlee@toprank.org@leeoddenTopRankMarketing.comTopRankBlog.com OptimizeBook.com Buy the Book – Get Optimized! Wiley - 2012 @leeodden

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Webinar: Optimized Content Marketing Strategy

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