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

Slide 1: Content is Marketing So… Market Your Content Sonny Cohen Director of Internet Marketing Strategy

Slide 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

Slide 3: CUSTOMER RELATIONSHIP LIFECYCLE CUSTOMER RELATIONSHIP LIFECYCLE Search Marketing Email Marketing Blogs RSS Blogs

Slide 4: STRATEGIC OBJECTIVES

Slide 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.

Slide 6: MEASURE Analyze Collect Strategize Improve Agonize

Slide 7: MEASURE Traffic Goal Behavior Reputation

Slide 8: MEASURE Traffic – Inbound links – Search referrals – Email Newsletter – RSS – Direct Access Goal Behavior Reputation

Slide 9: MEASURE Search Engine Data Information Sources – Pages indexed – Link sources

Slide 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

Slide 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)

Slide 12: SEARCH ENGINE MARKETING Source: comScore Media Metrix & searchenginewatch.com July 2006

Slide 13: SEARCH ENGINE MARKETING Decoding Pay Per Click

Slide 14: SEARCH ENGINE MARKETING

Slide 16: SEARCH ENGINE MARKETING We want our website to be found on search engines

Slide 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

Slide 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)

Slide 20: SEARCH ENGINE MARKETING Keywords = Words & Phrases • 2 -3 words are commonly searched Relevant to your organization Actually Searched Not Competitive

Slide 21: SEARCH ENGINE MARKETING Research whether people actually search for your keywords Results pages from www.wordtracker.com

Slide 22: SEARCH ENGINE MARKETING Keyword Competition

Slide 24: MEASURE

Slide 27: MEASURE Traffic Goal Behavior – Arrivals – Departures – Tourist Hot Spots – Pick Ups – Leave Behinds Reputation

Slide 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

Slide 30: EMAIL EMAIL Segmented Opt - In

Slide 31: EMAIL EMAIL Refer subscribers to your website

Slide 32: EMAIL Measure Performance

Slide 33: BLOG Blog on website Blog in email Search prominent blog

Slide 34: BLOGS Search Friendly Note: Blog post is 11/10/06 This slide was created 11/13/06. Search engines LIKE fresh content!

Slide 35: MEASURE Traffic Goal Behavior Reputation – Hoovers – Wikipedia – Blogs – Negative words

Slide 36: RSS

Slide 37: RSS RSS

Slide 38: Content is Marketing So… Market Your Content Sonny Cohen Director of Internet Marketing Strategy

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