Content Marketingin Higher Education    Mark Barrera
Content Marketing• Content marketing is the creation  and sharing of content in order to  attract, acquire and engage clea...
Content Marketing•   Audience Segmentation•   Content Types•   Editorial Calendar•   Distribution•   Measure Success
• Audience Segmentation    • Location    • Life Situation    • Academic Standing    • What are They Looking For      –Pain...
Content Types–Images  •Campus Activity  •Humor
Rich MediaEvents  •Pre  •During  •Follow-up
Rich Media
Infographics
Content Types–Evergreen  •Research  •Guides  •How Tos
Editorial Calendars
Distribution•   Social Media•   Share via Email•   Partnerships•   Press / Media• Allow Content to be Shared Easily
Automation• Preschedule  • Blog Posts  • Press Releases  • Social Media
Measure
Contact MeThis Presentation Can be Downloaded athttp://www.slideshare.net/markbarrera• Mark Barrera – 214-908-0954  – Barr...
Success With                 Content MarketingDan Sturdivant                                     @dansturdivant
Success With                     Content MarketingDan SturdivantDFW Search Engine Marketing AssociationManage a $4.5mm CPC...
CPC Advertising vContent Marketing                     @dansturdivant
Definitions• CPC- Cost Per Click• Content Marketing-  A marketing technique that creates  relevant and valuable content in...
The * Numbers           CPC Advertising•   Action: $100/Thing•   Budget: $500/month•   Landing page converts at12%•   Cost...
The * Numbers          Content Marketing•   Action: $100/Thing•   Budget: $500/month•   Landing page converts at12%•   Con...
$100 Sale$5 CPC
Search Engine Results                        Content Page                                       Landing Page              ...
Search Engine Results                        42 Page                        Views/Year                                    ...
8642    2 Month   4 Months   6 Months   8 Months   10 Months   12 Months                                                  ...
$20,000$15,000$10,000$500                                                     Monthly Marketing Budget          2 Month   ...
$20,000                                                                          $20,000$15,000$10,000$500                ...
$20,000                                                                          $20,000$15,000$10,000$500                ...
PAYOFFS•   Revenue Positive: 6 weeks•   Beats CPC:12 weeks•   Cost: $500/month
PAYOFFS•   Revenue Positive: 6 weeks•   Beats CPC:12 weeks•   Cost: $500/month•   Asset: Priceless
@dansturdivant
Resources•   Copyblogger•   Flipboard•   Content Marketing on AllTop.com•   Brian Solis (briansolis.com)•   Content Market...
Upcoming Opportunities• June 30:  WP Meetup: Meet the Developers• July 10:  Content Strategy: Kristina Halvorsen• July 18:...
Questions? Contact Me...              Digital Direct              Response              CreativeSearchEngineMarketing     ...
Content as a Marketing Asset
Content as a Marketing Asset
Content as a Marketing Asset
Content as a Marketing Asset
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Content as a Marketing Asset

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Conference presentation from the Texas Association of Graduate Admissions Professionals (TxGAP) 2012 Professional Development Conference.

Author:
Mark Barrera & Dan Sturdivant
Marketing Consultant
Barrera Search Marketing

Description:
Using content (articles, infographics, video, and other content types) as a way to generate good placement in search engine results is a good practice. But how do you use content to provide a long lasting effect? Mark Barrera and Dan Sturdivant will discuss various ways to use content as an asset whose value out lives that of other marketing tactics.

For more information, visit www.txgap.com.

Published in: Education, Business, Technology
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  • Transcript of "Content as a Marketing Asset "

    1. 1. Content Marketingin Higher Education Mark Barrera
    2. 2. Content Marketing• Content marketing is the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action.
    3. 3. Content Marketing• Audience Segmentation• Content Types• Editorial Calendar• Distribution• Measure Success
    4. 4. • Audience Segmentation • Location • Life Situation • Academic Standing • What are They Looking For –Pain Points
    5. 5. Content Types–Images •Campus Activity •Humor
    6. 6. Rich MediaEvents •Pre •During •Follow-up
    7. 7. Rich Media
    8. 8. Infographics
    9. 9. Content Types–Evergreen •Research •Guides •How Tos
    10. 10. Editorial Calendars
    11. 11. Distribution• Social Media• Share via Email• Partnerships• Press / Media• Allow Content to be Shared Easily
    12. 12. Automation• Preschedule • Blog Posts • Press Releases • Social Media
    13. 13. Measure
    14. 14. Contact MeThis Presentation Can be Downloaded athttp://www.slideshare.net/markbarrera• Mark Barrera – 214-908-0954 – BarreraSearchMarketing.com – DFWSEM.org – November 14th – State of Search Conference • http://www.stateofsearch.org
    15. 15. Success With Content MarketingDan Sturdivant @dansturdivant
    16. 16. Success With Content MarketingDan SturdivantDFW Search Engine Marketing AssociationManage a $4.5mm CPC Budget @dansturdivant
    17. 17. CPC Advertising vContent Marketing @dansturdivant
    18. 18. Definitions• CPC- Cost Per Click• Content Marketing- A marketing technique that creates relevant and valuable content in order to attract a target audience - with the goal to promote a customer action.• CPA- Cost Per Action
    19. 19. The * Numbers CPC Advertising• Action: $100/Thing• Budget: $500/month• Landing page converts at12%• Cost Per Click: $5.00• CPC Management @dansturdivant
    20. 20. The * Numbers Content Marketing• Action: $100/Thing• Budget: $500/month• Landing page converts at12%• Content Costs (per article): $40.00 – Copywriting $25.00 – Editing $5.00 – Optimizing (Scribe) $5.00 – Distribution $5.00 @dansturdivant
    21. 21. $100 Sale$5 CPC
    22. 22. Search Engine Results Content Page Landing Page @dansturdivant
    23. 23. Search Engine Results 42 Page Views/Year 12% (5 Sales) @dansturdivant
    24. 24. 8642 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
    25. 25. $20,000$15,000$10,000$500 Monthly Marketing Budget 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
    26. 26. $20,000 $20,000$15,000$10,000$500 Monthly Marketing Budget $90 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
    27. 27. $20,000 $20,000$15,000$10,000$500 Monthly Marketing Budget $90 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
    28. 28. PAYOFFS• Revenue Positive: 6 weeks• Beats CPC:12 weeks• Cost: $500/month
    29. 29. PAYOFFS• Revenue Positive: 6 weeks• Beats CPC:12 weeks• Cost: $500/month• Asset: Priceless
    30. 30. @dansturdivant
    31. 31. Resources• Copyblogger• Flipboard• Content Marketing on AllTop.com• Brian Solis (briansolis.com)• Content Marketing Institute @dansturdivant
    32. 32. Upcoming Opportunities• June 30: WP Meetup: Meet the Developers• July 10: Content Strategy: Kristina Halvorsen• July 18: DFW SEM: Tools & Site Clinics @dansturdivant
    33. 33. Questions? Contact Me... Digital Direct Response CreativeSearchEngineMarketing Content Marketing @dansturdivant dan.sturdivant@gmail.com DFW Search Engine Marketing Association DFWSEM.org

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