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

Content is Marketing So… Market Your Content Sonny Cohen Director of Internet Marketing Strategy

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

CUSTOMER RELATIONSHIP LIFECYCLE CUSTOMER RELATIONSHIP LIFECYCLE Search Marketing Email Marketing Blogs RSS Blogs

STRATEGIC OBJECTIVES

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.

MEASURE Analyze Collect Strategize Improve Agonize

MEASURE Traffic Goal Behavior Reputation

MEASURE Traffic – Inbound links – Search referrals – Email Newsletter – RSS – Direct Access Goal Behavior Reputation

MEASURE Search Engine Data Information Sources – Pages indexed – Link sources

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

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)

SEARCH ENGINE MARKETING Source: comScore Media Metrix & searchenginewatch.com July 2006

SEARCH ENGINE MARKETING Decoding Pay Per Click

SEARCH ENGINE MARKETING

SEARCH ENGINE MARKETING We want our website to be found on search engines

SEARCH ENGINE MARKETING We want: – Important content pages – Product pages – Program pages – Industries served – Biographies of key personnel – To be prominent on search engines

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)

SEARCH ENGINE MARKETING Keywords = Words & Phrases • 2 -3 words are commonly searched Relevant to your organization Actually Searched Not Competitive

SEARCH ENGINE MARKETING Research whether people actually search for your keywords Results pages from www.wordtracker.com

SEARCH ENGINE MARKETING Keyword Competition

MEASURE

MEASURE Traffic Goal Behavior – Arrivals – Departures – Tourist Hot Spots – Pick Ups – Leave Behinds Reputation

MEASURE

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

EMAIL EMAIL Segmented Opt - In

EMAIL EMAIL Refer subscribers to your website

EMAIL Measure Performance

BLOG Blog on website Blog in email Search prominent blog

BLOGS Search Friendly Note: Blog post is 11/10/06 This slide was created 11/13/06. Search engines LIKE fresh content!

MEASURE Traffic Goal Behavior Reputation – Hoovers – Wikipedia – Blogs – Negative words

RSS RSS

Content is Marketing So… Market Your Content Sonny Cohen Director of Internet Marketing Strategy

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

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