Kevin Lee's presentation from the NY Business Expo

1. April 28, 2014
© 2014 Didit – Not for Distribution beyond attendees Confidential
The New Online Marketing

2. sensitive and confidential
Founded Didit in 1996. 19 years of SEM, SEO & digital media. Campaign Technology Maestro / MAPS.
Written four books, 400 + columns, 350+ conferences.
Technology ala-carte, or Technology + Services. You decide when and how you need our help.
Over 50% of clients are referrals
2007
2007, 2008, 2009
Kevin Lee – Mini Biography

3. sensitive and confidential
Engineers at Google and Bing need to determine relevance & make sure they use an algorithm that is challenging to manipulate (gaming the system). As a search engineer, what feedback signals would you use in addition to links as votes? I’d consider using:
•
Author-specific authority (not just domains, but Google killed rel-author)
•
Social media buzz, virality, engagement, influence and authenticity (but can you tie author to other content?)
•
Citations or mentions in the press (and perhaps blogs)
•
Browser and Toolbar data signals
If you were an engineer at Google?

4. sensitive and confidential
SEO slide 2 The Chart

5. sensitive and confidential
Content drives SEO and Drives Social, but differently.
•
Is your content emotional?
•
Is it sharable?
•
Is it link-bait?
•
Will it need to be promoted?
•
Is it graphical (infographic/video)
Social success = SEO win: Content

6. sensitive and confidential
Social connections may become valuable for SEO links.
•
Likes
•
Follows (Twitter, Youtube, Google+)
•
LinkedIn Connections
•
Can you get email addresses?
Social success = SEO win: Touchpoints

7. sensitive and confidential
Blog and Press links remain important. Plus Google and Bing may be looking at social signals directly.
•
Do you know who could link?
•
Start a Social CRM initiative
•
What quid pro quo can you offer? (other than links)
•
Become a publisher?
Social success = SEO win: Link-Bait

8. sensitive and confidential
The common thread between SEO and Social is content:
•
Interesting content gets links and also gets shared
•
Content syndication may result in greater Social Velocity as well as better overall SEO visibility
•
Defining visibility and success
SEO & Social, content is King… Again

9. sensitive and confidential
For competitive categories ranking well for most terms is nearly impossible. Consider the value of having your content rank elsewhere. Guest Blogging 3.0!
Syndication for Visibility & More

10. sensitive and confidential
You still need as much of the Google and Bing SERP as possible. What is the strategy that gets you SEO and also helps in social media and all online?
•
Great content
•
Sharable content
•
Multi-platform
•
Multi-stage (all stages of the buying cycle) 1+1+1+1=4.xxx! That’s the efficiency of compound marketing. The better your execution the greater compound factor.
Compound Marketing

11. sensitive and confidential
What content do you need? Prioritize it.
•
Who (is consuming the content?)
•
What (are you an expert in and what are the primary objectives of each piece of content?)
•
When (is the content consumed?)
•
Where (does the content reside?)
•
Why (is your content good enough & important enough?)
•
How (will you create this content and how can you re-use the content?)
•
How Often (will you create new content?)
•
How (will everyone find, receive and consume it?)
The Content Plan

12. sensitive and confidential
What counts as content?
•
Long form copy
•
Short form copy
•
Evergreen content
•
News and commentary
•
Video
•
Podcasts
•
Webinars
•
Events (content, live tweets, slideshare, pictures)
•
Social Media Posts
•
Testimonials
Content Types

13. sensitive and confidential
Personas, Demographics Psychographics?
•
Who are you generating content for?
Who is consuming your content?

14. sensitive and confidential
Think of titles too (if B-to-B)
Who is consuming your content?

15. sensitive and confidential
Think broadly:
•
Customers
•
Prospects
•
Press
•
Analysts
•
Influencers
•
Competitors
•
Channel partners
Who is consuming your content?

16. sensitive and confidential
The Sales/Purchase Funnel (in it’s new form) relies on content @ every stage.
•
Social Media Content
•
Content for eMail
•
Site Content for each visitor type
•
Content with heavy SEO objective
•
Non-text content
•
Offline content Know the role(s) of each piece of content. Have a content plan
Who (based on buying cycle)

17. sensitive and confidential
Sometimes content doesn’t need to relate directly to leads, prospects or customers
•
SEO links matter. Social media worthy?
•
Both interesting & of interest?
What are you an expert in?

18. sensitive and confidential
What is the objective of the content?
Objective of the content

19. sensitive and confidential
Time of day and usage.
Call
To
Action?
When is the content consumed

20. sensitive and confidential
Strongest locations?
Where: Think Beyond Your Site

21. sensitive and confidential
Forum participation?
Where: Think Beyond Your Site

22. sensitive and confidential
Low quality content doesn’t do the job for anyone.
Why is your content important?

23. sensitive and confidential
Quality is in the eye of the beholder (and Google)
What defines high quality?

24. sensitive and confidential
Internal content
•
Marketing Team
•
Customer service
•
Executives
•
Product/engineering External content
•
Writers
•
Your agency
•
Customers
•
Suppliers
Content Sourcing

25. sensitive and confidential
Internal content
•
Do you have existing content?
•
Interview everyone around the company to find out:
1.
What customers hate/love
2.
Issues, problems
3.
Testimonials
4.
Competitive strengths and weaknesses
5.
Tangential areas of interest for customers
Internal Content

26. sensitive and confidential
External content
•
Brainstorming on additional ideas
•
Content type
•
Content reuse
•
Promotion plan
•
Do the SMEs know the industry or topic area?
•
Can they come in and interview you?
External Content

27. sensitive and confidential
Google and Bing don’t like content re-use. However:
•
Video content can be re-edited into bite-size chunks
•
Podcast edits
•
Abstracts of other content or your own content
•
Social media re-use of content residing elsewhere
Content Re-use

28. sensitive and confidential
Content needs to be a priority.
•
Make a content calendar
•
Consider a Google Spreadheet or Calendar
•
Plan out two months ahead
•
Allow for news driven content to push evergreen content further out.
Content Calendars

29. sensitive and confidential
When does it make sense to pay to amplify message? Most interesting!
Content Promotion Plan

30. sensitive and confidential
Can’t think of content?
Consider content curation
along with commentary.
Content Curation

31. sensitive and confidential
Promotion Channels.
•
PR
•
Social Media
•
Email
•
Snail Mail
•
SEO
•
Blogs
•
Discussion groups (without spamming)
Content Promotion Plan

32. sensitive and confidential
Stay Educated on best practices.
•
Make content creation a part of daily life at your company
•
Bring in experts when needed to train and in some cases assist
•
Figure out what’s working Copy of the PPT, email me, kevin@didit.com or tweet me @Kevin_Lee_QED.
Conclusion