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