John Foley Jr of Interlink One and Grow Socially presented for the 2nd time at the Global Channel Partners Summit during Print 2013, (John also presented for us at our 1st Global Channel Partners Summit during Graph Expo 2012 too). John's subject this year was 'Content Marketing, SEO and Inbound Marketing' he kept his audience (one of the largest at this year's summit) enthralled with practical hints, sound advice and thought provoking anecdotes on how to create, develop and manage the social media new business opportunity, all delivered in John's renowned, humorous and inimitable style.
6. “Content is king!”
-Bill Gates
The Three-Legged Stool:
Content Marketing, SEO, and Inbound Marketing
John Foley, Jr. interlinkONE & Grow Socially
http://www.michielgaasterland.com/
7. Content Marketing
•
Pull, rather than a
push, strategy
•
Content doesn’t
interrupt, it attracts
•
Your content can be
disruptive!
http://theadminshack.com/
8. Content Marketing is the Top
Go-To-Market Priority in 2013
Percent of Business to Business
Respondents Using Content
Marketing
10. What Do You Wish to Achieve
With Content Marketing?
B2B Content Marketing
Goals in 2013
Top Three:
1. Brand Awareness
2. Customer
Acquisition
3. Lead Generation
11. Brand Awareness
• Today marketing is all about
earning the customer’s trust
• Familiarity and consistency
are key components of
acquiring and maintaining
customer loyalty
• Establish an identity and
distinctive qualities
consumers relate to your
product or service
http://info.sms.uni.edu/
13. Customer Acquisition
• Publishing content that
produces loyalty and
better traffic to your
website
• Follow through with
prospects via dialogue
until and after conversion
occurs
www.weidert.com
15. Methods
• Define what you should talk
about
• Create compelling content in
multiple formats
• Freely share in appropriate
channels
• Be consistent
16. Types of Content for Different
Stages
Triple A’s of Content
Awareness
eBook, Kit, Tip
Sheet, Webinar,
Educational
Video,
Whitepaper
Assessment
Product Sample,
Case Study,
Demo Video,
FAQ $ Tips
Acquisition
Coupons,
Free Trial,
Estimate
17. What’s Your Biggest Challenge?
• Producing
engaging content
• Producing
enough content
• Integrating
content across
marketing
platforms
18. Solutions
To create content
that engages:
1. Give an inch to
get a mile
2. Make your
audience feel
valued
3. Tell a Story
http://www.forzanibusinesscoaching.com/
20. Goals
• Define your brand
• Create optimal pieces of
imagery and written content
• Place your content where it
needs to be
• Generate leads
• Convert to customers
http://under30ceo.com/
21. Target YOUR Audience
• Who is your target
audience?
• What are their
values?
• What can you do for
them?
http://www.printwand.com/
23. Measure
1) Awareness
• Search engine ranking
• Increase in page visitors
• Social metrics
2) Consideration
• Page Visitors and Page time
• Lower bounce rates
• Social metrics
3) Conversion
• Sales and leads
• Subscription behavior
• Social metrics
http://practicalglobalrelations.files.wordpress.com/
24. Getting found
to make sales
The Three-Legged Stool:
Content Marketing, SEO, and Inbound Marketing
John Foley, Jr. interlinkONE & Grow Socially
http://contentmarketingup.com/
25. Google Stats
• 34,000 searches per
second
• 2 million per minute
• 121 million per hour
• 3 billion per day
• 88 billion per month
http://www.wired.com/
27. Keywords
Identify which keywords
relating to your
products or services
that:
• Yield traffic that spends the most
time on a page
• Visits the most pages
• Host overall quantities for different
www.contentcustoms.com
search phrases
28. Keyword Usage
• Build a well-researched list of
keywords
• Incorporate in your content:
Page Titles (H1, H2 tags)
Website copy
Meta description
Image Names (Alt tags)
• Use throughout all content
distribution
http://www.utahseopros.com/
29. Create Content
Develop good and original
content that showcases your
expertise and:
• tells a story of how you can
help
• communicates your value
proposition effectively
The website itself
must be usable and
updated regularly. It's
also beneficial to
create engaging blog
content about your
services.
http://www.seocosmo.com/
30. Content Rules
• Google rewards fresh content
--- update your website
regularly!
• Create & provide content that
informs, helps, and interests
your audience!
• Best way to do this: start
blogging
http://cdn.business2community.com/
31. Encourage Sharing
The content you create:
• Have a strategy to build
links back to your site
• Should be easily shareable
on social channels
http://www.optify.net
32. Inbound Links
• You want: inbound links from
high-authority sites (trusted,
popular, PR, etc.) with relevant
content.
• How do you get them?
Create share-worthy &
timely content!
Ask! Link-exchange
Increase PR strategy and
efforts
http://www.siliconcloud.com/
33. Blogging
• Blogging lets search
engines know your
page is relevant
• Blogging can include
rich, highly used
keywords
• Backlinks in your blogs
can increase traffic to
your page
http://www.molly-greene.com/
36. Facebook Sharing
• Volume isn’t everything- share
interesting pictures and written
material
• If your message is long, make it
worthwhile! Stand out with your posts
• Hand pick your target audience with
PPT (page post targeting)
http://icdn9.digitaltrends.com/
39. Twitter Sharing
• Find your voice and keep it consistent to each post, and
to your brand
• Use hashtags to gain more followers
• Tweet live coverage of things happening in your
industry
• Be a thought leader, be yourself, show the human side
of your business
• Review efforts & measure results
• Tweet lively, relevant images
http://www.teachthought.com/
43. Sharing on LinkedIn
• Use LinkedIn groups and get
new leads daily
• Ask and answer questions
• Host events
• Do an advanced search on
your target market
• Send personal messages to
your leads
http://www.proximity.cz/
47. Mobile
• Smartphone
ownership and
mobile web viewing
continues to rise!
• Google is rewarding
sites that have
mobile websites in
its AdWords program
http://www.onbile.com/
48. Avoid These SEO Practices
• Buying Links
• Over-using/forcing
keywords – content
should sound natural
• Adding so much
content that your
page load-times
suffer
http://www.interactmedia.com/
49. Remember…
Getting found is only
half the battle….
… Optimize your landing
pages and
product/services pages
to drive people down
the sales funnel!
http://www.webstrategiesinc.com/
50. Focus on attracting
potential customers
through the offering of
useful information
The Three-Legged Stool:
Content Marketing, SEO, and Inbound Marketing
John Foley, Jr. interlinkONE & Grow Socially
http://b2binboundmarketer.com/
51. What is Inbound Marketing?
“Inbound marketing is
a marketing strategy that
focuses on attracting
prospective customers by
offering useful information.”
http://en.wikipedia.org/wiki/Inbound_marketing
52. Content is Essential to Inbound
Marketing
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
55. Be Authentic
• Forget about the cold
calls and ad spots
• Demonstrate expertise
through content
• Get found through high
ranking SEO
http://thesoulblazing.com/
56. Generating Leads Via
Inbound Marketing
• Leads are acquired through time
• Establish your business as a
resource
• Generate content that shines
• Develop warmer leads
• Customer conversion
www.findandconvert.com
57.
58. Let Inbound Marketing
Work for You
•
Produce
measurable ROI
•
Increases leads
•
Increase
company
revenue
59. Why Should You Use Inbound
Tactics?
• It works!
• Increase
Awareness &
Drive Inquiries
• Reach More
Customers &
Prospects
• Sell more things!
http://noahrickun.com/
61. Vivid Laminating Technologies
• Coalville, UK
• Vivid designs and
manufactures pouch
laminators, wide
format laminators,
roll laminators and
single side laminator
65. What they’re doing right!
• They have a strategy and a plan!
• They produce a lot of content.
• Social media is integrated across
multiple channels.
• They are committed! Time and energy,
but it pays off!
• Vivid Crowned 'Social Media Champion‘
at FESPA 2013
http://getu2thetop.com/
66. Wrap Up
• Start with a Plan
• Create a Online Marketing Strategy
• Incorporate Your Social Media,
SEO and Website
• Measure the Results!
67. What’s Next?
IT’S UP TO YOU!
Devote time to
creating content,
sharing, and
measuring its
effectiveness
http://cmslearning1.files.wordpress.com/
68. Resources for You
• Free White Paper on Inbound
Marketing!
• http://InboundMarketingWhitePaper.com
69. Q & A / Contact Me!:
http://ilink.me/JR
QR Code
iFlyMobi.com
70. THANK YOU
The Three-Legged Stool:
Content Marketing, SEO, and Inbound Marketing
John Foley, Jr. interlinkONE & Grow Socially