The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting

3,187 views

Published on

Published in: Marketing
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,187
On SlideShare
0
From Embeds
0
Number of Embeds
62
Actions
Shares
0
Downloads
9
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting

  1. 1. The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting
  2. 2. They say SEO is dead. eMarketing Association 2014 @erinever
  3. 3. eMarketing Association 2014 @erinever via fanpop.com/
  4. 4. eMarketing Association 2014 @erinever via @schachin http://sewat.ch/RDeqlS
  5. 5. eMarketing Association 2014 @erinever Keyword stuffing
  6. 6. eMarketing Association 2014 @erinever Keyword density Via http://line25.com/articles/5-seo-tactics-that-make-you-look-like-a-douche
  7. 7. eMarketing Association 2014 @erinever via http://hyperboleandahalf.blogspot.com/
  8. 8. “Links aren’t for driving traffic.” eMarketing Association 2014 @erinever via http://www.gsinc.co.uk/seo-food.html
  9. 9. eMarketing Association 2014 @erinever Anchor text via http://moz.com
  10. 10. eMarketing Association 2014 @erinever Sidebar, footer, home page, sitewide?
  11. 11. eMarketing Association 2014 @erinever This is just hurting my head.
  12. 12. Paid Links eMarketing Association 2014 @erinever
  13. 13. eMarketing Association 2014 @erinever Seriously!?
  14. 14. Editorial links pass more value. eMarketing Association 2014 @erinever
  15. 15. Enter the wave of crappy content eMarketing Association 2014 @erinever
  16. 16. eMarketing Association 2014 @erinever And then we beat that to death, too.
  17. 17. To old times, my friend. eMarketing Association 2014 @erinever Via http://www.imdb.com/
  18. 18. eMarketing Association 2014 @erinever SEO can’t die.
  19. 19. eMarketing Association 2014 @erinever As long as people use search engines, SEO is alive and well.
  20. 20. eMarketing Association 2014 @erinever Via Pew Internet Study
  21. 21. So, what do we know? eMarketing Association 2014 @erinever
  22. 22. This is New SEO eMarketing Association 2014 @erinever Via http://www.girardbrewer.com/wp-content/uploads/2013/05/new-coke-logo.jpg
  23. 23. eMarketing Association 2014 @erinever Content Marketing Via http://www.valuablecontent.co.uk/
  24. 24. eMarketing Association 2014 @erinever We know content is king. Via http://www.hbo.com/
  25. 25. eMarketing Association 2014 @erinever “King Content” with no strategy Via http://www.hbo.com/
  26. 26. eMarketing Association 2014 @erinever Buyer Personas
  27. 27. eMarketing Association 2014 @erinever Buyer buys
  28. 28. eMarketing Association 2014 @erinever User uses
  29. 29. eMarketing Association 2014 @erinever Interviews Via http://www.cbs.com/
  30. 30. eMarketing Association 2014 @erinever What do you ask them? When did you know you needed this product? Where and how did you shop? What was your timeline? What things were you looking for in this product? What were the most important attributes? How did you decide to buy? What did you do after buying?
  31. 31. eMarketing Association 2014 @erinever Pay attention to the words they use
  32. 32. eMarketing Association 2014 @erinever Buyer Journey Awareness Consideration Decision “I have a problem.” “What’s out there to fix this problem?” “I’m going to fix this problem.”
  33. 33. eMarketing Association 2014 @erinever Got it. So, what about the content?
  34. 34. eMarketing Association 2014 @erinever You don’t have to create a lot of content. Via http://www.nexus-wallpaper.com/
  35. 35. eMarketing Association 2014 @erinever “Content is still king, but it doesn’t mean it has to be king of just one thing.” - @latrointhemist
  36. 36. eMarketing Association 2014 @erinever Your content’s life shouldn’t end at a blog post
  37. 37. eMarketing Association 2014 @erinever Break it down to bite-sized pieces Via http://www.chefchristopherscatering.com/
  38. 38. eMarketing Association 2014 @erinever Expand it out into a whitepaper or ebook
  39. 39. eMarketing Association 2014 @erinever Turn it into a webinar Via http://bellavita.tv/
  40. 40. eMarketing Association 2014 @erinever Promote your content, not your service Via http://www.travisberry.com/
  41. 41. Closed-Loop Reporting with your CRM eMarketing Association 2014 @erinever
  42. 42. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” - John Wanamaker eMarketing Association 2014 @erinever
  43. 43. Remember ranking reports? Via http://vysibility.com/ eMarketing Association 2014 @erinever
  44. 44. And when traffic was our best metric? eMarketing Association 2014 @erinever
  45. 45. Weak. eMarketing Association 2014 @erinever Via http://spongebob.nick.com/
  46. 46. These people are window shoppers. eMarketing Association 2014 @erinever Via http://www.rentcafe.com/
  47. 47. eMarketing Association 2014 @erinever Clients aren’t going to take that anymore.
  48. 48. Anyone can drive traffic. It takes a real marketer to drive conversions. eMarketing Association 2014 @erinever
  49. 49. eMarketing Association 2014 @erinever Google Analytics Assisted Conversions helps
  50. 50. eMarketing Association 2014 @erinever First, you have to track everything. utm_source=Twitter&utm_medium =social&utm_campaign=socialflow utm_source=google&utm_medium =cpc&utm_term=digital%20market ing&utm_content=Digital%20Mark eting%20Agency&utm_campaign= Marketing%20PPC
  51. 51. eMarketing Association 2014 @erinever Real data comes from marketing automation
  52. 52. eMarketing Association 2014 @erinever Capture their name when they fill out a form
  53. 53. eMarketing Association 2014 @erinever If a contact form is your only way to capture an email address, you’re drying up your lead funnel.
  54. 54. eMarketing Association 2014 @erinever The beauty is in the details.
  55. 55. eMarketing Association 2014 @erinever Sync with your CRM to track entire lifecycle Via http://www.pardot.com
  56. 56. OK this is a lot to do. eMarketing Association 2014 @erinever Via http://www.cbs.com/
  57. 57. Start with you. eMarketing Association 2014 @erinever
  58. 58. http://352.fm/em14-audit-guide eMarketing Association 2014 @erinever
  59. 59. Thank You! eMarketing Association 2014 @erinever

×