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Secrets to BrilliantContent MarketingMike Turner                            Weekly Webinar Series	  Director of Business D...
Who We Are / 	       providing:     ü  Search Engine Optimization     ü  Paid Search Advertising     ü  Display Adverti...
Agenda 1	         State of Content Marketing!             ! 2	         Content’s influence on the buyer’s journey"         ...
Agenda 1	         State of Content Marketing!             ! 2	         Content’s influence on the buyer’s journey"         ...
92%	  of	  marketers	  have	  or	  are	  planning	  a	  content	  strategy.	  	  	                                        ...
Agenda 1	         State of Content Marketing!             ! 2	         Content’s influence on the buyer’s journey"         ...
Content is everywhere…
Content empowers customers to makepurchase decisions independently                                                   So	  ...
You need content for all buyer stages          Awareness	                    Considera*on	                       Purchase	...
Is your content advancing the buyer’s journey?         Awareness	         Considera*on	          Purchase	           •    ...
Agenda 1	         State of Content Marketing!             ! 2	         Content’s influence on the buyer’s journey"         ...
Customers use search to find content4 Billion Searcheson Google EveryDay*SEOmoz	  ~90% of Clicks* Happenon the 1st Page of...
Customers use search to find content
Google algorithm updates make contentincreasingly importantPanda Refresh #24 - 1/22	  …reduces rankings for low quality si...
Top factors influenced by Panda:ü  Quality Content - originality, length, authority, quality and relevanceü  Site Metric...
Panda cares about the user experience.So should you.Panda factors in variables such as:•  High bounce rate on page or site...
Don’t let Panda intimidate you.
Brands that learn how to evolve their approach to SEOand content to fit this new world will emerge on top.
Agenda 1	         State of Content Marketing!             ! 2	         Content’s influence on the buyer’s journey"         ...
Prioritize your content creation.First, conduct keyword research and mapping•    Have you written enough useful content ut...
How to make a Panda-Protected Content PlanKeyword SelectionKeyword Mapping
How to make a Panda-Protected Content PlanContent Guidelines
Content Mapping Document
Content Silos Consider your site’s thematic structure•    Thematically group pages                                       M...
Syndicate diversified content to garner inbound links and  add to overall SEO value                                       ...
Agenda 1	         State of Content Marketing!             ! 2	         Content’s influence on the buyer’s journey"         ...
Step 5:Refine your focus on what’s driving revenue.Start refining marketing program allocation based on which contenttopic...
TIP:	     Repurpose content that performs!
Key Takeaways	  ü  In a new era of empowered customers, it is critical to create high    quality content that is relevant...
Secrets to Brilliant Content Marketing-Webinar-2-26
Secrets to Brilliant Content Marketing-Webinar-2-26
Secrets to Brilliant Content Marketing-Webinar-2-26
Secrets to Brilliant Content Marketing-Webinar-2-26
Secrets to Brilliant Content Marketing-Webinar-2-26
Secrets to Brilliant Content Marketing-Webinar-2-26
Secrets to Brilliant Content Marketing-Webinar-2-26
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Transcript of "Secrets to Brilliant Content Marketing-Webinar-2-26"

  1. 1. Secrets to BrilliantContent MarketingMike Turner Weekly Webinar Series  Director of Business Development  
  2. 2. Who We Are /   providing: ü  Search Engine Optimization ü  Paid Search Advertising ü  Display Advertising ü  Social Media ü  Website Design ü  Content Creation ü  Custom Measurement and Attribution
  3. 3. Agenda 1   State of Content Marketing! ! 2   Content’s influence on the buyer’s journey" " 3     Search engine optimized content lifts rankings and revenue! ! 4   Content goes nowhere without a creation and syndication plan! " 5   Optimize for revenue, make more of it!
  4. 4. Agenda 1   State of Content Marketing! ! 2   Content’s influence on the buyer’s journey" " 3     Search engine optimized content lifts rankings and revenue! ! 4   Content goes nowhere without a creation and syndication plan! " 5   Optimize for revenue, make more of it!
  5. 5. 92%  of  marketers  have  or  are  planning  a  content  strategy.       eMarketer  study,  2012  
  6. 6. Agenda 1   State of Content Marketing! ! 2   Content’s influence on the buyer’s journey" " 3     Search engine optimized content lifts rankings and revenue! ! 4   Content goes nowhere without a creation and syndication plan! " 5   Optimize for revenue, make more of it!
  7. 7. Content is everywhere…
  8. 8. Content empowers customers to makepurchase decisions independently So  many   resources…  B2B Buyers are moving 57-70% of the waythrough their purchase decision before theyreach out to sales reps (Google, CEB)On average, B2B decision maker will waittwo weeks after their initial visit beforeconverting (Google, Compete B2B Customer Study)
  9. 9. You need content for all buyer stages Awareness   Considera*on   Purchase  David  Skok,  h:p://www.forentrepreneurs.com/buying-­‐cycle-­‐and-­‐triggers/  
  10. 10. Is your content advancing the buyer’s journey? Awareness   Considera*on   Purchase   •  Blog posts •  eBooks •  White papers •  Social posts •  Reports •  Case studies •  Videos •  Webinars •  Demo videos •  Infographics •  How-to- •  Product Guides comparisons  
  11. 11. Agenda 1   State of Content Marketing! ! 2   Content’s influence on the buyer’s journey" " 3     Search engine optimized content lifts rankings and revenue! ! 4   Content goes nowhere without a creation and syndication plan! " 5   Optimize for revenue, make more of it!
  12. 12. Customers use search to find content4 Billion Searcheson Google EveryDay*SEOmoz  ~90% of Clicks* Happenon the 1st Page ofSearch Results*Brandsofttech, Cornell  60% of Clicks areon Top 3 Results*Cornell  
  13. 13. Customers use search to find content
  14. 14. Google algorithm updates make contentincreasingly importantPanda Refresh #24 - 1/22  …reduces rankings for low quality sites—sites which are low-value add for users, copy content from other websites or sitesthat are just not very useful.…better rankings for high quality sites—sites with originalcontent and information such as research, in-depth reports,thoughtful analysis and so on."
  15. 15. Top factors influenced by Panda:ü  Quality Content - originality, length, authority, quality and relevanceü  Site Metrics - user experience, time on site, bounce rate, load time, etcü  Authority & Verification - establishes and protects authorship
  16. 16. Panda cares about the user experience.So should you.Panda factors in variables such as:•  High bounce rate on page or site•  Low visit time spent on page or site•  Low % of users returning to a siteOptimize for users too!  
  17. 17. Don’t let Panda intimidate you.
  18. 18. Brands that learn how to evolve their approach to SEOand content to fit this new world will emerge on top.
  19. 19. Agenda 1   State of Content Marketing! ! 2   Content’s influence on the buyer’s journey" " 3     Search engine optimized content lifts rankings and revenue! ! 4   Content goes nowhere without a creation and syndication plan! " 5   Optimize for revenue, make more of it!
  20. 20. Prioritize your content creation.First, conduct keyword research and mapping•  Have you written enough useful content utilizing the keywords mapped to that page?•  Make a content plan that ensures that your pages have sufficient, high quality content and keyword relevancy - Build a long-term quality SEO strategy that will protect you from future updates.
  21. 21. How to make a Panda-Protected Content PlanKeyword SelectionKeyword Mapping
  22. 22. How to make a Panda-Protected Content PlanContent Guidelines
  23. 23. Content Mapping Document
  24. 24. Content Silos Consider your site’s thematic structure•  Thematically group pages Mobile around keywords SMB•  Quality content within the Enterprise pages of the section that relate to larger keyword themes•  Link pages within the same groups to further strengthen SMB Enterprise Mobile theme of website•  Having a strong theme utilizing quality content across your site will keep you safe from future Panda refreshes Other Relevant Internal Pages
  25. 25. Syndicate diversified content to garner inbound links and add to overall SEO value Relevant  Industry   Video   Directories   Guest  Blog  Posts   Press  Releases  &   Media  Coverage   Content     SyndicaTon   (whitepapers,  Online  Forums  (Quora,  etc.)   infographics)   Social  Media  Profiles  
  26. 26. Agenda 1   State of Content Marketing! ! 2   Content’s influence on the buyer’s journey" " 3     Search engine optimized content lifts rankings and revenue! ! 4   Content is nothing without a creation and syndication plan! " 5   Optimize for revenue, make more of it!
  27. 27. Step 5:Refine your focus on what’s driving revenue.Start refining marketing program allocation based on which contenttopics generate revenue instead of just leads or conversions. Revenue   Campaign   AllocaDon   Opportunity   Content  topic  A   $85,000   $ $ Content  topic  B   $60,000   $ Content  topic  C   $275,000   $ $ $ $
  28. 28. TIP:   Repurpose content that performs!
  29. 29. Key Takeaways  ü  In a new era of empowered customers, it is critical to create high quality content that is relevant and provides value.ü  Create “disruptive” content to stand out from the crowd and frame the market in your favorü  For improved search rankings, focus on long-term content marketing strategies rather than easy link building and content generation tactics.ü  Close the loop on measurement and get the most out of your marketing investments
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