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Aligning Content With Search and Sales Activity

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Content marketing is a given for most organizations, but it's often skewed by obsolete assumptions about search and user behavior and rarely aligned with sales and revenue goals.

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Aligning Content With Search and Sales Activity

  1. 1. STRAIGHT ANSWERS, YOUR PRIORITIES FAS delivers the full range of consulting solutions for corporate clients. FreeAgentSource.com ALIGNING CONTENT With Search and Sales Activity
  2. 2. CURRENT REALITIES Search Strategy Needs To Reflect
  3. 3. Keyword Topics Drove Content (usually your list of services). KEYWORD LIST RELATED TOPICAL CONTENT RANK FOR TERMS (searchers distrust most URLs) THE OLD WAY Slideshare
  4. 4. Content is driven by problems your audience is trying to solve (not keywords). ENGAGING CONTENT WHOLE SITE RANKS HIGHLY (semantic position climbs) MORE CLICKTHROUGH (to main website pages) THE NEW WAY Slideshare
  5. 5. Your navigation methods and CTAs direct visitors to more information. MAIN PAGES SEARCH VISITORS FOLLOW 2 PATHS Make It Easy For Them To Get To Your Main Pages POSTS / ARTICLES About OTHER MAIN PAGES (About, Services, Etc) SEARCH Slideshare
  6. 6. SEE THE “SPOTLIGHT EFFECT”... REMEMBER: YOU HAVE SITE VISITORS, NOT “BLOG READERS” Unless you’re Huffington Post or Gawker NO ONE IS HANGING OUT ON YOUR BLOG VERY FEW ARE ACTIVELY CHECKING IT BLOG PAGE ITSELF GENERATES LOW CONVERSION REALITY IN MOST CASES: Slideshare
  7. 7. Can Skew Your Choice of Topics “We should go for a well-rounded blog for our readership—ensure a balance of topics.” THE SPOTLIGHT EFFECT Assuming more eyes on you than there really are. Can Create a Marketing Silo “We should act like journalists, and ensure our content never mentions our company or asks for the sale. Can Shift Your Focus to Timing “What’s the optimal day to post this piece?” “Day before Mother’s Day?”
  8. 8. SALES GOALS Content Must Be Aligned With
  9. 9. Most content creation is NOT aligned with sales activity. THE SILO WAY “PURE” CONTENT CREATION“DIRTY” SALES EFFORTS Slideshare
  10. 10. Content aligned with sales campaigns fits multiple distribution channels. SALES-MARKETING ALIGNMENT SALES CAMPAIGN EMAIL WEBSITE SOCIAL Slideshare
  11. 11. No silos means getting the whole team going the same direction. “Remember, this quarter, we’re going after regional businesses struggling with scalability that have annual revenue of less than…” GETTING ALIGNED ❏ SALES OBJECTIVE ❏ TARGET DEMOGRAPHIC ❏ AUDIENCE PROBLEM Slideshare
  12. 12. “When all channels are putting out content that solves the same problems, taking their cues from how deals are getting closed right now, you have achieved alignment.” - Daniel DiGriz, MADPIPE DEFINING SUCCESS
  13. 13. BRING YOUR PRIORITIES TO THE TOP FREE AGENT SOURCE FreeAgentSource.com
  14. 14. Our Practice Areas Cloud Migration Database / Data Mining Project Management HRIS, Time and Payroll App Integration Mobile / Web App Dev Org Development Marketing & Sales FreeAgentSource.com slideshare

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