Traffic Driving Content Strategy:
SEO and Personalization
Presented by
Avery Cohen
Joomla Chicago
June 10, 2014
Your Objectives
for the Day?
• Ideas for killer
campaigns
• See how leaders
measure campaign
results…
• and what they do
w...
The Currency of
Great Campaigns
Trust & Relevance
Steadfast to your
brand promise
Connected with
your customers
Extending ...
COMMANDMENT #1 - YOU SHALL BE EXCELLENT TO ONE ANOTHER
and…
COMMANDMENT #5 - YOU SHALL NOT MAKE CRITICAL COMMENTS ON OTHER...
Google’s Brand Promise
Social Media Summit Chicago
Enhance
shareholder
wealth!
Tell me what you
want and I will give
you t...
• Keyword Stuffing
• Hidden Text
• Spider-Only Text
• Spun Content
• Link Farms
• Link Exchanges and
Networks
• Social Med...
SEO does not work in a silo, and it is not a commodity.
Come out of your silo!
Integrate SEO into your campaign content pl...
The Best Content:
Trust Signals
• Authority: High quality
links to your content
• Influence: Social
media signals --
influ...
Putting Search into
Your Content Plan
Example:
Banixx.com
Persona profiles
include
equestrians, dog
owners, cat
owners, ot...
SEO: Metrics
You Can Use
Landing pages
Referred visits
Search visits
Search position reports
Branded /
non-branded
Visit o...
The Role of Email in
Great Campaigns
• Reaches your most
engaged, loyal
audience &
influencers
• Rewards them with
value-a...
The Role of Email
in SEO
• Gets people talking
about you
• Provides feedback
on relevance of
topics
• Can be used to test
...
Personalization
All bulk email systems
are expanding their
capabilities
Email converging with
CRM
Requires
development of
...
Create Content to
Match the Customer Journey
Source: Marketo 14
Personalization
15Copyright ©2014 Metrist Partners
Email Metrics You
Can Use
Verify personalization
effectiveness:
• Open rate
• Click-through rate
• Visit outcomes
– Requir...
Your Content Plan
Themes & topics
Persona profiles
Stories & sharing
Metrics & goals
17Copyright ©2014 Metrist Partners
Thank You!
20 N. Wacker Dr.
12th Floor
Chicago, Illinois 60601
312.772.5945
Avery Cohen
avery@metrist.com
@averycohen
http...
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Traffic Driving Content Strategy - Joomla Chicago, June, 2014

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Joomla Chicago Users Group Meeting discussion. More content is added to the web than you could read in your lifetime. So each article, blog post and email must stand out or get lost in the flood of information. This means writing with search engines, social media and email marketing in mind. Learn about the process of creating content that connects through search, social and email.

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Traffic Driving Content Strategy - Joomla Chicago, June, 2014

  1. 1. Traffic Driving Content Strategy: SEO and Personalization Presented by Avery Cohen Joomla Chicago June 10, 2014
  2. 2. Your Objectives for the Day? • Ideas for killer campaigns • See how leaders measure campaign results… • and what they do with the metrics • Find ways to inspire stakeholders and teams to new heights 2Copyright ©2014 Metrist Partners
  3. 3. The Currency of Great Campaigns Trust & Relevance Steadfast to your brand promise Connected with your customers Extending across multiple media Copyright ©2014 Metrist Partners
  4. 4. COMMANDMENT #1 - YOU SHALL BE EXCELLENT TO ONE ANOTHER and… COMMANDMENT #5 - YOU SHALL NOT MAKE CRITICAL COMMENTS ON OTHER WOMEN’S BODIES. http://www.buzzfeed.com/alyssajayne/how-not-to-use-social-media-101-pgg2 Black Milk shows what happens when you violate your brand promise. 4
  5. 5. Google’s Brand Promise Social Media Summit Chicago Enhance shareholder wealth! Tell me what you want and I will give you the best, most relevant content in the world, instantly and for free. Copyright ©2014 Metrist Partners 5
  6. 6. • Keyword Stuffing • Hidden Text • Spider-Only Text • Spun Content • Link Farms • Link Exchanges and Networks • Social Media Spam • Article Sites SEO = Gaming the System? Copyright ©2014 Metrist Partners 6
  7. 7. SEO does not work in a silo, and it is not a commodity. Come out of your silo! Integrate SEO into your campaign content plan. 7Copyright ©2014 Metrist Partners
  8. 8. The Best Content: Trust Signals • Authority: High quality links to your content • Influence: Social media signals -- influencers linking • Authenticity: Keyword phrases on the page and throughout the website 8Copyright ©2014 Metrist Partners
  9. 9. Putting Search into Your Content Plan Example: Banixx.com Persona profiles include equestrians, dog owners, cat owners, other pets. Veterinarians are also a target, requiring more technical content. 9Copyright ©2014 Metrist Partners
  10. 10. SEO: Metrics You Can Use Landing pages Referred visits Search visits Search position reports Branded / non-branded Visit outcomes Including social media follows and email opt-ins 10Copyright ©2014 Metrist Partners
  11. 11. The Role of Email in Great Campaigns • Reaches your most engaged, loyal audience & influencers • Rewards them with value-added calls to action • Can be personalized to match their profile or individual needs and interests 11Copyright ©2014 Metrist Partners
  12. 12. The Role of Email in SEO • Gets people talking about you • Provides feedback on relevance of topics • Can be used to test interest in specific wording 12Copyright ©2014 Metrist Partners
  13. 13. Personalization All bulk email systems are expanding their capabilities Email converging with CRM Requires development of persona-driven content 13Copyright ©2014 Metrist Partners
  14. 14. Create Content to Match the Customer Journey Source: Marketo 14
  15. 15. Personalization 15Copyright ©2014 Metrist Partners
  16. 16. Email Metrics You Can Use Verify personalization effectiveness: • Open rate • Click-through rate • Visit outcomes – Requires tagging 16Copyright ©2014 Metrist Partners
  17. 17. Your Content Plan Themes & topics Persona profiles Stories & sharing Metrics & goals 17Copyright ©2014 Metrist Partners
  18. 18. Thank You! 20 N. Wacker Dr. 12th Floor Chicago, Illinois 60601 312.772.5945 Avery Cohen avery@metrist.com @averycohen http://www.metristpartners.com Photo credits: • https://www.flickr.com/photos/21560098@N06/9653422798 • https://www.flickr.com/photos/shardayyy/5823056978 • https://www.flickr.com/photos/pagedooley/3302681196 • http://www.buzzfeed.com/alyssajayne/how-not-to-use-social- media-101-pgg2 • http://commons.wikimedia.org/wiki/Category:The_Cheat_with_the_ Ace_of_Clubs_%28Kimbell_Art_Museum%29 • https://www.flickr.com/photos/poul_werner/8714272860 • http://www.banixx.com • https://www.flickr.com/photos/dinnerseries/9919941506 • https://www.flickr.com/photos/galibertolivier/5399912671 • http://marketo.com • http://vousvitamin.com • https://www.flickr.com/photos/domarcher/7427876314 Copyright ©2014 Metrist Partners

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