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Scalable solutions powered by experts!
@w2scott
ABOUT
SEARCH INFLUENCE
Helping customers successfully market online since 2006 through search
engine optimization (SEO), s...
OUR TEAM
@searchinfluence
• First website online in 1994
• Deployed over 2,500 customized web
sites in 18 months (with a production
staff of 12).
• ...
BUILDING A COMPANY
THAT SCALES
@searchinfluence
comScore March 2013 Top US Web Properties
Google Sites
Yahoo! Sites
Microsoft Sites
Facebook
Amazon Sites
http://goo.gl/Zi...
Most Searched
comScore March 2013 Top Google Web Searches
facebook
youtube
yahoo
yahoo mail
facebook login
http://goo.gl/Y...
“If you don’t like change,
you’re going to like
irrelevance even less.”
David F. Jakielo
@searchinfluence
THE OPPORTUNITY
“… estimates see this as a ~$2b
opportunity for newspapers by 2016,
accounting for ~40-50% of all digital
...
11.
STEADY SHIFT TOWARD
DIGITAL MEDIA
Source: BIA Kelsey 2014
12.
Source: KPCB Internet Trends Report 2014
MEDIA SHARE OF USAGE
VS. SHARE OF AD DOLLARS
NATIVE ADVERTISING
POPULARITY IS GROWING
• Publishers
• Social Platforms
• Brands
• Agencies
• Technology
NATIVE ADVERTISING: PROS
NATIVE ADVERTISING CAMPAIGNS:
CRITICAL ELEMENTS FOR
SUCCESS
• Transparency & trust
• Content strategy
• Collaboration
• Ea...
TYPES OF NATIVE AD
UNITS
• In feed units
• Paid search units
• Recommendation units
• Promoted listings
• In-ad with nativ...
Includes advertising that appears on desktop and laptop computers as well as
mobile phones and tablets.
US Digital Sponsor...
Owned & Earned Media Channels Continue to Gain Traction
SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS
Frequency of Updating Online Properties
SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT
Ways Business’ Online Properties Are Integrated
SMB Content Integration a Work in Progress
CONTENT MARKETING
@searchinfluence
TYPES OF CONTENT
WE PRODUCE
 Website content
 Optimized business descriptions
 Neighborhood / community guides
 Vertic...
CONTENT EXAMPLES
@searchinfluence
NEIGHBORHOOD /
VERTICAL GUIDES
@searchinfluence
Content is Important
@w2scott
Content is Important
@searchinfluence
/
Content is Important
Content is Important
@searchinfluence
ONLINE PRESS RELEASES
NATIVE ADS - NEWSFEED
@w2scott
Example Source: The Atlantic http://www.theatlantic.com/
Example Source: The New York Times http://www.nytimes.com/
SPONSORED BLOGS
@searchinfluence
Example Source: http://www.theonion.com/sponsored/insufferable-man-utters-words-craft-beer-movement,110/
BLOG CONTENT
VIDEO
@searchinfluence
Great opportunity to Tell The Story
And have customers tell their story
Contact Forms
VIDEOS
@searchinfluence
VIDEOS
@searchinfluence
VIDEOS
@searchinfluence
VIDEOS
@searchinfluence
Example Source: The Atlantic http://www.theatlantic.com/video/
Example Source: The Atlantic http://www.theatlantic.com/video/index/373700/is-trading-stocks-for-suckers/
Example Source: BuzzFeed http://www.buzzfeed.com/
Example Source: BuzzFeed http://www.buzzfeed.com/friskies/dear-kitten-vertical
NON-TRADITIONAL / B2B
@searchinfluence
INFOGRAPHICS
SOCIAL CONTENT
SOCIAL CONTENT
CONTENT CASE STUDY
@searchinfluence
The History:
• LocateADoc.com is a directory and lead generator for doctors across the US, Canada
and Mexico. In 2012, the...
THANK YOU!
wscott@searchinfluence.com
searchinfluence.com/blog
@w2scott
About Search Influence & the Importance of Content Marketing for Local Bussinesses
About Search Influence & the Importance of Content Marketing for Local Bussinesses
About Search Influence & the Importance of Content Marketing for Local Bussinesses
About Search Influence & the Importance of Content Marketing for Local Bussinesses
About Search Influence & the Importance of Content Marketing for Local Bussinesses
About Search Influence & the Importance of Content Marketing for Local Bussinesses
About Search Influence & the Importance of Content Marketing for Local Bussinesses
About Search Influence & the Importance of Content Marketing for Local Bussinesses
About Search Influence & the Importance of Content Marketing for Local Bussinesses
About Search Influence & the Importance of Content Marketing for Local Bussinesses
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About Search Influence & the Importance of Content Marketing for Local Bussinesses

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Content Marketing plays a vital role in helping businesses compete online. The While content marketing spans everything from blogs to infographics,

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About Search Influence & the Importance of Content Marketing for Local Bussinesses

  1. 1. Scalable solutions powered by experts! @w2scott
  2. 2. ABOUT SEARCH INFLUENCE Helping customers successfully market online since 2006 through search engine optimization (SEO), social media, paid online advertising, and reputation management. Search Influence • 70+ in-house employees • 40+ contract writers • Google AdWords & Analytics Certified Staff • Certified Google Partner Reputation • 2011 Inc. 500 honoree • 2012 & 2013 Inc. 5000 honoree • 2013 Inc. Hire Power Award Winner • Recognized leader in search and social for local business • Over a decade in online media @searchinfluence
  3. 3. OUR TEAM @searchinfluence
  4. 4. • First website online in 1994 • Deployed over 2,500 customized web sites in 18 months (with a production staff of 12). • Former Vice President of YPsolutions • Deployed over 300 online yellow pages a year with print “look and feel” • Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 month (in 2005) • Preaching the Gospel of Facebook Ads for local business since 2009 • Produced more than 150,000 pages of web copy in 2013 WILL SCOTTABOUT ME @w2scott
  5. 5. BUILDING A COMPANY THAT SCALES @searchinfluence
  6. 6. comScore March 2013 Top US Web Properties Google Sites Yahoo! Sites Microsoft Sites Facebook Amazon Sites http://goo.gl/ZiSwq MOST VISITED SITES @searchinfluence
  7. 7. Most Searched comScore March 2013 Top Google Web Searches facebook youtube yahoo yahoo mail facebook login http://goo.gl/YMjcI MOST SEARCHES @searchinfluence
  8. 8. “If you don’t like change, you’re going to like irrelevance even less.” David F. Jakielo
  9. 9. @searchinfluence
  10. 10. THE OPPORTUNITY “… estimates see this as a ~$2b opportunity for newspapers by 2016, accounting for ~40-50% of all digital revenue.” - BIA Kelsey @searchinfluence
  11. 11. 11. STEADY SHIFT TOWARD DIGITAL MEDIA Source: BIA Kelsey 2014
  12. 12. 12. Source: KPCB Internet Trends Report 2014 MEDIA SHARE OF USAGE VS. SHARE OF AD DOLLARS
  13. 13. NATIVE ADVERTISING POPULARITY IS GROWING • Publishers • Social Platforms • Brands • Agencies • Technology
  14. 14. NATIVE ADVERTISING: PROS
  15. 15. NATIVE ADVERTISING CAMPAIGNS: CRITICAL ELEMENTS FOR SUCCESS • Transparency & trust • Content strategy • Collaboration • Earned component • Content portability • Training • Ability to scale • Measurement Image source: https://flic.kr/p/5z71rH According to IAB’s Native Advertising Playbook 2014
  16. 16. TYPES OF NATIVE AD UNITS • In feed units • Paid search units • Recommendation units • Promoted listings • In-ad with native element units • Can’t be contained
  17. 17. Includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets. US Digital Sponsorship Ad Spending
  18. 18. Owned & Earned Media Channels Continue to Gain Traction SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS
  19. 19. Frequency of Updating Online Properties SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT
  20. 20. Ways Business’ Online Properties Are Integrated SMB Content Integration a Work in Progress
  21. 21. CONTENT MARKETING @searchinfluence
  22. 22. TYPES OF CONTENT WE PRODUCE  Website content  Optimized business descriptions  Neighborhood / community guides  Vertical guides  Sponsored editorial content  Infographics  Blogging  Newsletters  E-mail marketing campaigns  Press releases  Social media posts  White papers  Journalistic editorial content  Video  More…
  23. 23. CONTENT EXAMPLES @searchinfluence
  24. 24. NEIGHBORHOOD / VERTICAL GUIDES @searchinfluence
  25. 25. Content is Important @w2scott
  26. 26. Content is Important @searchinfluence /
  27. 27. Content is Important
  28. 28. Content is Important @searchinfluence
  29. 29. ONLINE PRESS RELEASES
  30. 30. NATIVE ADS - NEWSFEED @w2scott
  31. 31. Example Source: The Atlantic http://www.theatlantic.com/
  32. 32. Example Source: The New York Times http://www.nytimes.com/
  33. 33. SPONSORED BLOGS @searchinfluence
  34. 34. Example Source: http://www.theonion.com/sponsored/insufferable-man-utters-words-craft-beer-movement,110/
  35. 35. BLOG CONTENT
  36. 36. VIDEO @searchinfluence
  37. 37. Great opportunity to Tell The Story
  38. 38. And have customers tell their story
  39. 39. Contact Forms
  40. 40. VIDEOS @searchinfluence
  41. 41. VIDEOS @searchinfluence
  42. 42. VIDEOS @searchinfluence
  43. 43. VIDEOS @searchinfluence
  44. 44. Example Source: The Atlantic http://www.theatlantic.com/video/
  45. 45. Example Source: The Atlantic http://www.theatlantic.com/video/index/373700/is-trading-stocks-for-suckers/
  46. 46. Example Source: BuzzFeed http://www.buzzfeed.com/
  47. 47. Example Source: BuzzFeed http://www.buzzfeed.com/friskies/dear-kitten-vertical
  48. 48. NON-TRADITIONAL / B2B @searchinfluence
  49. 49. INFOGRAPHICS
  50. 50. SOCIAL CONTENT
  51. 51. SOCIAL CONTENT
  52. 52. CONTENT CASE STUDY @searchinfluence
  53. 53. The History: • LocateADoc.com is a directory and lead generator for doctors across the US, Canada and Mexico. In 2012, they went through a site redesign and they lost online authority. Site traffic also decreased by 52%. The Approach: • An aggressive SEO and content marketing strategy was implemented including monthly infographics. The Results: • How to Give Yourself a Breast Exam was published 10/24/2012. • LocateADoc.com reported 10/24/2012 to be their 2nd highest day of new patient leads since the new site launched. Highlights (1 Month Later): • 2,496 pageviews to the Infographic • The average time visitors spent on the page was 00:10:54, which is 1,275% above site average • Referral site traffic increased 15.2% National Medical Directory CONTENT SUCCESS: INFOGRAPHICS
  54. 54. THANK YOU! wscott@searchinfluence.com searchinfluence.com/blog @w2scott

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