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

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
©2005 Google - Searching 8,168,684,336 web pages
Source: www.searchenginewatch.com

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

SEARCH ENGINE MARKETING

MEASURE

MEASURE

SEARCH ENGINE MARKETING

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
RSS

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