The converging distribution model
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Forget about paid, owned & earned media for your content distribution. Nowadays, the distribution model is convergent. SEO & SEA are only two of the multiple channels that have an influence on content marketing. Or should we say 'content advertising?'
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The converging distribution model
- 1. The converging distribution model Influence of SEO & SEA on content marketing @carohombroukxCaroline Hombroukx
- 2. “Content is King, distribution is Queen. And she wears the pants.” - Jonathan Perelman, Buzzfeed
- 3. “The real value of content marketing is in the distribution channels.” — Jayson DeMers, founder of AudienceBloom
- 7. SEO & SEA in content marketing
- 15. SEO demands content. Content marketing is content.
- 16. SEO demands keywords. Content marketing means using keywords.
- 17. SEO demands consistent output. Content marketing requires consistent.
- 18. You’re not an SEO, unless you’re also a content marketer. You’re not a content marketer, unless you’re also an SEO.
- 19. Your SEO campaign will fail unless you integrate content marketing. Your content marketing campaign will fail unless you integrate SEO.
- 20. SEA?
- 22. Content marketing is the gift that keeps on giving. SEA scales and can bring you fast, reliable results.
- 23. Content marketing + SEA = ?
- 25. “The needs of your audience should drive your marketing efforts.”
- 26. The rise of content advertising
- 27. The process of producing content with the intention of promoting that content through paid distribution channels.
- 30. Everybody wants your money
- 31. Advertising doesn’t build trust. No one will thank you for an ad.
Editor's Notes
- Content was nog nooit zo krachtig omdat mediums zoals Facebook & Twitter erin slagen content op grote schaal te distribueren.
- See: Largest addressable qualified audience with no commercial intent. This type of content would be to garner attention for something someone has no immediate need. Think: Largest addressable qualified audience with some commercial intent. This type of content would be to get someone to start gathering information on an existing need. Do: Largest addressable qualified audience with loads of commercial intent. This type of content would encourage an action, like filling out a contact form or subscribing to an email newsletter. Care: Current customers with two commercial transactions. This type of content would be to help exisiting customers, either with updates about their products or new trends related to their industry.
- Email marketing: Think, Do, Care Paid search marketing: Think, Do Social Media: See, Care, (some Think, with YouTube) Once you’ve picked your right distribution channel, you’re an excel spreadsheet away from a solid content distribution list for your digital marketing strategy.
- Another way to look at it is like this — SEO makes demands. Content marketing fulfills those demands.
- When SEO shouts, “We need more content!” content marketing responds, “Gotcha taken care of!”
- Clearly, content marketing is only going to be successful if it has SEO features. Look at it this way: Your content is going nowhere unless people search and find. In order to make it found, you need SEO. Bring these two together. Alone, they are impotent. Together, they are dynamite.
- Take the below example taken from a client’s Google Analytics account. For this client, organic and direct traffic consists of roughly 50% of all sessions in the past 6 months. But if you add up the other channels—email, social, paid, referral, etc.—that’s the other 50% of their traffic in the past 6 months! If they weren’t actively pursuing other traffic sources, their traffic would be cut in half!
- Combining content marketing and pay per click advertising allows you to capitalize on your content marketing strategy while you wait for the search engines to catch up and start delivering those search results.
- take a look at what has worked well across all of your social media platforms and then promote the best performing piece of content using pay per click ads. This works well, because you’re taking a proven piece of content that you know will work and you’re getting it out to more people, using PPC ads. This increases the odds that you will earn a positive ROI on your ad spend.
- Facebook wants your money, Google wants your money. Eerlijke, oprechte relaties doorstaan de tands des tijds. Betaalde relaties zijn meestal vluchtig. Moeten we daarom stoppen om op deze kanalen echte, betekenisvolle relaties met onze klanten te bouwen? Toegegeven, met alle algoritme-veranderingen is het moeilijk geworden, maar zeker niet onmogelijk. You can still rank on Google if you understand what Google wants, what your searcher’s want, and work hard to build visibility.
- Native advertising succeeds by blending in with truly organic content in a seamless way that most consumers would fail to notice. Native advertising campaigns rely on consumers’ inability to distinguish between organic and promoted content, which is why native advertising remains one of the most divisive – and potentially risky – content types at advertisers’ disposal. Content advertising, on the other hand, should (in theory) be indistinguishable from organic content marketing in the eyes of the consumer. If I’m considering downloading a guide or whitepaper about a topic relevant to my interests, I couldn’t care less about how the company that produced the guide chose to promote it. In some cases, I might not even notice that I clicked on an ad before downloading a guide. The quality of the content is what I’m concerned with, not the means by which it was promoted.