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Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
Sonny Cohen, Content is Marketing. So...Market Your Content
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Sonny Cohen, Content is Marketing. So...Market Your Content

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  • 1. Content is Marketing So… Market Your Content Sonny Cohen Director of Internet Marketing Strategy
  • 2. CONTENT ASSETS Websites – Content repository & conversion mechanism Search Engine Marketing – Using content to attract traffic Email Marketing – Aiming content messengers at targets Blogs – Exhibiting domain expertise and authority with content RSS (Really Simple Syndication) – Engaging loyalty and sustaining top-of-mind
  • 3. CUSTOMER RELATIONSHIP LIFECYCLE CUSTOMER RELATIONSHIP LIFECYCLE Search Marketing Email Marketing Blogs RSS Blogs
  • 4. STRATEGIC OBJECTIVES
  • 5. MEASURE Web Analytics – Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. (From Web Analytics Association) Key Performance Indicator – a metric that an organization measures to help determine its progress towards a goal; – a reflection of the tactical performance of an organization; – used to substantiate an organization’s objectives.
  • 6. MEASURE Analyze Collect Strategize Improve Agonize
  • 7. MEASURE Traffic Goal Behavior Reputation
  • 8. MEASURE Traffic – Inbound links – Search referrals – Email Newsletter – RSS – Direct Access Goal Behavior Reputation
  • 9. MEASURE Search Engine Data Information Sources – Pages indexed – Link sources
  • 10. SEARCH ENGINE MARKETING “Organic” Search Engine Marketing – Search Engine Optimization or SEO – Search Engine Page Position is based on a “relevance algorithm” Paid Search aka Pay-Per-Click aka PPC – Search Engine Page Position is based on paid placement – Live & continuous 24-hour position auction
  • 11. SEARCH ENGINE MARKETING 62% click on a search result on the first results page 90% click on a result on one of the first three pages (default is 10 results/page)
  • 12. SEARCH ENGINE MARKETING Source: comScore Media Metrix & searchenginewatch.com July 2006
  • 13. SEARCH ENGINE MARKETING Decoding Pay Per Click
  • 14. SEARCH ENGINE MARKETING
  • 15. SEARCH ENGINE MARKETING
  • 16. SEARCH ENGINE MARKETING We want our website to be found on search engines
  • 17. SEARCH ENGINE MARKETING We want: – Important content pages – Product pages – Program pages – Industries served – Biographies of key personnel – To be prominent on search engines
  • 18. SEARCH ENGINE MARKETING ©2005 Google - Searching 8,168,684,336 web pages Source: www.searchenginewatch.com
  • 19. SEARCH ENGINE MARKETING We Want: – Important website pages (content pages) – To be prominent on search engines (SERPS) – And for prospective visitors to click through to these important pages (search engine referral = SUCCESS METRIC) – And for their site visit to achieve some kind of specific and meaningful objective (business case)
  • 20. SEARCH ENGINE MARKETING Keywords = Words & Phrases • 2 -3 words are commonly searched Relevant to your organization Actually Searched Not Competitive
  • 21. SEARCH ENGINE MARKETING Research whether people actually search for your keywords Results pages from www.wordtracker.com
  • 22. SEARCH ENGINE MARKETING Keyword Competition
  • 23. SEARCH ENGINE MARKETING
  • 24. MEASURE
  • 25. MEASURE
  • 26. SEARCH ENGINE MARKETING
  • 27. MEASURE Traffic Goal Behavior – Arrivals – Departures – Tourist Hot Spots – Pick Ups – Leave Behinds Reputation
  • 28. MEASURE
  • 29. EMAIL Your contact list – “subscribers” – Opt in – Segmented – Always be collecting email addresses What you send – Targeted to your interest groups – Content Matters Measurable Closed Loop Marketing
  • 30. EMAIL EMAIL Segmented Opt - In
  • 31. EMAIL EMAIL Refer subscribers to your website
  • 32. EMAIL Measure Performance
  • 33. BLOG Blog on website Blog in email Search prominent blog
  • 34. BLOGS Search Friendly Note: Blog post is 11/10/06 This slide was created 11/13/06. Search engines LIKE fresh content!
  • 35. MEASURE Traffic Goal Behavior Reputation – Hoovers – Wikipedia – Blogs – Negative words
  • 36. RSS
  • 37. RSS RSS
  • 38. Content is Marketing So… Market Your Content Sonny Cohen Director of Internet Marketing Strategy

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