Content is Marketing
                So…
     Market Your Content
            Sonny Cohen
Director of Internet Marketing S...
CONTENT ASSETS



  Websites
   –   Content repository & conversion mechanism


  Search Engine Marketing
   –   Using con...
CUSTOMER RELATIONSHIP LIFECYCLE
CUSTOMER RELATIONSHIP LIFECYCLE


 Search Marketing   Email Marketing   Blogs   RSS
      ...
STRATEGIC OBJECTIVES
MEASURE




  Web Analytics

  – Web Analytics is the measurement, collection, analysis and
    reporting of Internet data...
MEASURE




                                   Analyze
               Collect




                                       S...
MEASURE




  Traffic

  Goal Behavior

  Reputation
MEASURE

  Traffic

   – Inbound links

   – Search referrals

   – Email Newsletter

   – RSS

   – Direct Access


  Goa...
MEASURE




Search Engine Data
Information Sources

 – Pages indexed

 – Link sources
SEARCH ENGINE MARKETING




  “Organic” Search Engine Marketing
   – Search Engine Optimization or SEO

   – Search Engine...
SEARCH ENGINE MARKETING




     62% click on a search result on the first results page
     90% click on a result on one ...
SEARCH ENGINE MARKETING




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



  Decoding Pay
  Per Click
SEARCH ENGINE MARKETING
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

   – Industr...
SEARCH ENGINE MARKETING



     ©2005 Google - Searching 8,168,684,336 web pages




                            Source: w...
SEARCH ENGINE MARKETING




   We Want:

    – Important website pages (content pages)

    – To be prominent on search en...
SEARCH ENGINE MARKETING


  Keywords = Words & Phrases
      • 2 -3 words are commonly searched


  Relevant to your organ...
SEARCH ENGINE MARKETING




  Research whether people
  actually search for your keywords




                            ...
SEARCH ENGINE MARKETING



  Keyword Competition
SEARCH ENGINE MARKETING
MEASURE
MEASURE
SEARCH ENGINE MARKETING
MEASURE


  Traffic

  Goal Behavior

  – Arrivals

  – Departures

  – Tourist Hot Spots

  – Pick Ups

  – Leave Behinds...
MEASURE
EMAIL



   Your contact list – “subscribers”

    – Opt in

    – Segmented

    – Always be collecting email addresses

...
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
    engine...
MEASURE


Traffic

Goal Behavior

Reputation

 – Hoovers

 – Wikipedia

 – Blogs

 – Negative words
RSS
RSS


  RSS
Content is Marketing
                So…
     Market Your Content
            Sonny Cohen
Director of Internet Marketing S...
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Sonny Cohen, Content is Marketing. So...Market Your Content

  1. 1. Content is Marketing So… Market Your Content Sonny Cohen Director of Internet Marketing Strategy
  2. 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. 3. CUSTOMER RELATIONSHIP LIFECYCLE CUSTOMER RELATIONSHIP LIFECYCLE Search Marketing Email Marketing Blogs RSS Blogs
  4. 4. STRATEGIC OBJECTIVES
  5. 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. 6. MEASURE Analyze Collect Strategize Improve Agonize
  7. 7. MEASURE Traffic Goal Behavior Reputation
  8. 8. MEASURE Traffic – Inbound links – Search referrals – Email Newsletter – RSS – Direct Access Goal Behavior Reputation
  9. 9. MEASURE Search Engine Data Information Sources – Pages indexed – Link sources
  10. 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. 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. 12. SEARCH ENGINE MARKETING Source: comScore Media Metrix & searchenginewatch.com July 2006
  13. 13. SEARCH ENGINE MARKETING Decoding Pay Per Click
  14. 14. SEARCH ENGINE MARKETING
  15. 15. SEARCH ENGINE MARKETING
  16. 16. SEARCH ENGINE MARKETING We want our website to be found on search engines
  17. 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. 18. SEARCH ENGINE MARKETING ©2005 Google - Searching 8,168,684,336 web pages Source: www.searchenginewatch.com
  19. 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. 20. SEARCH ENGINE MARKETING Keywords = Words & Phrases • 2 -3 words are commonly searched Relevant to your organization Actually Searched Not Competitive
  21. 21. SEARCH ENGINE MARKETING Research whether people actually search for your keywords Results pages from www.wordtracker.com
  22. 22. SEARCH ENGINE MARKETING Keyword Competition
  23. 23. SEARCH ENGINE MARKETING
  24. 24. MEASURE
  25. 25. MEASURE
  26. 26. SEARCH ENGINE MARKETING
  27. 27. MEASURE Traffic Goal Behavior – Arrivals – Departures – Tourist Hot Spots – Pick Ups – Leave Behinds Reputation
  28. 28. MEASURE
  29. 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. 30. EMAIL EMAIL Segmented Opt - In
  31. 31. EMAIL EMAIL Refer subscribers to your website
  32. 32. EMAIL Measure Performance
  33. 33. BLOG Blog on website Blog in email Search prominent blog
  34. 34. BLOGS Search Friendly Note: Blog post is 11/10/06 This slide was created 11/13/06. Search engines LIKE fresh content!
  35. 35. MEASURE Traffic Goal Behavior Reputation – Hoovers – Wikipedia – Blogs – Negative words
  36. 36. RSS
  37. 37. RSS RSS
  38. 38. Content is Marketing So… Market Your Content Sonny Cohen Director of Internet Marketing Strategy
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