How to boost inbound marketing success with content marketing, SEO and social media marketing

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Google currently indexes close to 50 billion pages in its algorithm and every minute that goes by, nearly 70,000 blog posts are created and added to the internet. Content marketing has become an effective inbound marketing strategy for companies around the globe. Yet many businesses still don’t seem to have a strategic content marketing approach in place and sadly their content never reaches its target audience. Here is how to leverage content marketing, SEO and social media into your inbound marketing mix te become a more effective marketer.

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How to boost inbound marketing success with content marketing, SEO and social media marketing

  1. Leveragethepowerofcontentmarketing,SEOandsocialmedia marketingtodrivemoreresultstoyourmarketingmix. Howtoboostinbound marketingsuccess Marguerite Inscoe Inbound Marketing Ninja RelaunchU Chris Raulf Founder Boulder SEO Marketing Julie Gauthier Director of Marketing Scoop.it
  2. Boost inbound marketing success with content marketing, SEO and social media marketing 2 The presenters Marguerite Inscoe Inbound Marketing Ninja RelaunchU Chris Raulf Founder Boulder SEO Marketing Julie Gauthier Director of Marketing Scoop.it
  3. Boost inbound marketing success with content marketing, SEO and social media marketing 3 Inbound marketing is proven to drive SEO,traffic and leads Source: HubSpot blogging frequency benchmark 2015 54%+ Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing. Source: State of Inbound 2014
  4. Boost inbound marketing success with content marketing, SEO and social media marketing 4 And not just leads,revenue too! 758x You have 758x more chances of closing an inbound lead (that came to you through your content) than an outbound lead (that you went to get with telemarketing, cold calling, etc.)
  5. Boost inbound marketing success with content marketing, SEO and social media marketing 5 So much results everybody is now doing inbound marketing 90% of all the data in the world has been generated over the last two years.
  6. Boost inbound marketing success with content marketing, SEO and social media marketing 6 But content is a major struggle for marketers This is rather surprising. It’s not like there’s a shortage of content marketing software available. It’s not like content marketers don’t need any help. But about half of us are using our own, in-house systems. Maybe it’s a patched-together Excel sheet, or maybe a Google calendar that serves as editorial calendar, idea management, and a process chart.
  7. Boost inbound marketing success with content marketing, SEO and social media marketing 7 Why? well first it takes a lot of time and money Type of content Cost to produce Time to produce Curated content 0.33 man hours <1 hour Blog - original content 2-4 man hours 1-3 days Infographic $2,000-$10,000 3-6 weeks Video $3,000-$150,000 4-12 weeks White paper 5-20 man days 3-8 weeks
  8. Boost inbound marketing success with content marketing, SEO and social media marketing 8 And there are a lot of moving parts: 1.The SEO rules have changed Content freshness relevance quality
  9. Boost inbound marketing success with content marketing, SEO and social media marketing 9 2.Social networks are greedy Organic reach is declining as social networks want marketers to pay for play
  10. Boost inbound marketing success with content marketing, SEO and social media marketing 10 3.There are too many best practices online
  11. Boost inbound marketing success with content marketing, SEO and social media marketing 11 4.The technology landscape is crowded 74% 83%
  12. Boost inbound marketing success with content marketing, SEO and social media marketing 12 As a result, the work done goes unseen
  13. Boost inbound marketing success with content marketing, SEO and social media marketing 13 And most marketers don’t know how to measure the results
  14. Boost inbound marketing success with content marketing, SEO and social media marketing 14 3 axis of improvement to drive success to your inbound marketing strategy Social Media SEO Content
  15. Boost inbound marketing success with content marketing, SEO and social media marketing 15 3 axis of improvement to drive success to your inbound marketing strategy Social Media SEO Content
  16. Boost inbound marketing success with content marketing, SEO and social media marketing 16 Start by publishing content “Some “just okay” content that is published will crush “awesome content” that never gets published. “You have to produce average content to learn how to produce great content” Marcus Sheridan Founder, The Sales Lion @thesaleslion
  17. Boost inbound marketing success with content marketing, SEO and social media marketing 17 Don’t bet all you have on a few big pieces Source: Content Marketing ROI: Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer
  18. Boost inbound marketing success with content marketing, SEO and social media marketing 18 The more you do,the more complex it gets 11-15 blog posts / month + 10 social channels (brand + marketing team) x 3 posts / day + 1 newsletter/week x 5 posts included/newsletter + …
  19. Boost inbound marketing success with content marketing, SEO and social media marketing 19 Use a content marketing calendar Define publishing goals (eg: X posts/week) by channel Scoop.it Content Director’s smart calendar: http://business.scoop.it/
  20. Boost inbound marketing success with content marketing, SEO and social media marketing 20 Leverage your co-workers Define publishing goals (eg: X posts/week) by channel Include your co-workers’ profiles for amplification
  21. Boost inbound marketing success with content marketing, SEO and social media marketing 21 But how can you publish more content without more resources?
  22. Boost inbound marketing success with content marketing, SEO and social media marketing 22 1.Leverage content curation in your mix Cut down the time to publish a great blog post to 15-20 minutes. While creating a good original blog post can easily take up to 4-6 hours, building on curated content is much faster, especially if you use a curation tool to source industry content automatically. Read, select and add your own commentary to craft a short but impacting post linking to the original piece. Et voilà! Source attribution where you can click to read more: - drives traffic to original site, - vets original content as worth reading, - encourages further sharing. Quote from the original article. Added value in the form of commentary from the curator: context, opinion, perspective, links to other pieces, etc. Your title and your image should be relevant to the overall content of the article.
  23. Boost inbound marketing success with content marketing, SEO and social media marketing 23 Content curation is the best technique to publish content regularly “Content curation not only alleviates the pressure of having to devote valuable time to creating original content, but it also adds credibility and third party validations to your efforts.” Jason Miller Senior Content Marketing, LinkedIn @jasonmillerca
  24. Boost inbound marketing success with content marketing, SEO and social media marketing 24 Your content is 4x to 7x less trusted than third-party content This study from the CMO Council proves that using third-party content intelligently becomes critical to win over prospects. What types of content do you most trust and value? % of respondents Professional association research reports/white papers 67% Industry group research reports/white papers 50% Customer case study 48% Analyst reports/white papers 44% Independant product reviews 40% Vendor-created content (white papers, etc.) 9% Source: CMO Council - Better Lead Yield in the Content Marketing Field
  25. Boost inbound marketing success with content marketing, SEO and social media marketing 25 It’s 4 to 8 times faster than writing a blog post Publishing a good curated post takes 30 minutes or less with a content curation tool. Time in minutes to publish: an original blog post a curated post with a content curation tool 30 240 Task Without a tool With a tool Discovering relevant content 30 3 Reading content 5 5 Editing content (title, quote, image...) 5 5 Writing an insight 15 15 Publishing it to your blog in the right format 5 1 Distributing it to all your social channels 5 1 Total (in minutes) 65 30
  26. How to improve SEO - the power of content curation 26 Curated posts can even rank higher than original contentGoogleRankings 10 2nd result 1st result 10th result curated links with auto-generated summaries curated links with 200 word annotation curated links with excerpt of the original article and 200 word annotation. Source: SEO-Friendly content curation in a post-wanda world Ranking of curated posts vs the original post for the same keyword 1 10 4th result original post
  27. Boost inbound marketing success with content marketing, SEO and social media marketing 27 2.Automate content discovery Automate content discovery and save time Create curated posts directly in your CMS (blog) Scoop.it Content Director’s content sourcing and curation tools: http://business.scoop.it/
  28. Boost inbound marketing success with content marketing, SEO and social media marketing 28 3.Repurpose content webinar powerpoint/ keynote slideshare infographic video tutorial survey curated content 3rd -party blog Quora Q&A statistics tweets … internal data case study podcast newsletter eBook/white paper blog post visual content text content
  29. Boost inbound marketing success with content marketing, SEO and social media marketing 29 Which will save you time for the same performance
  30. Boost inbound marketing success with content marketing, SEO and social media marketing 30 4.Involve influencers in your marketing “Co-creating useful content with your community incentives participation, engagement and promotion. Influencers get exposure and you’ll get relevant content they’re inspired to share.” Lee Odden CEO, TopRank Online Marketing @leeodden
  31. Boost inbound marketing success with content marketing, SEO and social media marketing 31 5.Optimize your content for conversion Content Hub meant to delight your audience created content curated content contributors’ content Distribution social media email newsletter other blogs content platforms Landing pages gated high value content (offered for contact info) product landing pages with detailed pitch posting scheduling repurposing click-through CTA to landing pages
  32. Boost inbound marketing success with content marketing, SEO and social media marketing 32 3 axis of improvement to drive success to your inbound marketing strategy Social Media Content SEO
  33. Boost inbound marketing success with content marketing, SEO and social media marketing 33 Best place to hide a dead body
  34. Boost inbound marketing success with content marketing, SEO and social media marketing 34 [SEOWorks] BusierThanA One Legged Man On aTricycle!
  35. Boost inbound marketing success with content marketing, SEO and social media marketing 35 SEO is dead,long live SEO!
  36. Boost inbound marketing success with content marketing, SEO and social media marketing 36 Campaign-based inbound marketing works best Inbound Marketing Content Marketing Social Media Marketing Search Engine Optimization Campaigns
  37. Boost inbound marketing success with content marketing, SEO and social media marketing 37 The 5 pillars of SEO methodology 1. Technical Health of Website 2. Website Functionality 3. On-Page Search Engine Optimization 4. Off-Page Search Engine Optimization 5. Social Media Marketing Content Marketing
  38. Boost inbound marketing success with content marketing, SEO and social media marketing 38 SEO = team work • SEO manager Develop strategy Manage team and drive process Analyze date • Content marketing manager Curate content, write web content, blog posts, in-depth articles, white papers, case studies, etc. • Social media expert Draft and publish social media messages Community management, etc. • Webmaster
  39. Boost inbound marketing success with content marketing, SEO and social media marketing 39 SEO is still a keyword driven process
  40. Boost inbound marketing success with content marketing, SEO and social media marketing 40 SEO is still a keyword driven process
  41. Boost inbound marketing success with content marketing, SEO and social media marketing 41 Take advantage of the Google search console
  42. Boost inbound marketing success with content marketing, SEO and social media marketing 42 Content SE-Optimization tips Curated content: Link to original content!! Include an original intro and outro; add your point of view on the topic! Meta tags: Title [50 - 60 characters] Description [150 - 160 characters] Keywords [2-3 target SEO keywords] Blog posts: 400-600 words In-depth articles: 1k+ words Press releases: 350-450 words
  43. Boost inbound marketing success with content marketing, SEO and social media marketing 43 Content SE-Optimization tips Try to include one internal link per 100 words and one high-quality external link If possible, add an image and include an alt / image tag with a target keyword Place keyword(s) in applicable H1, H2 & H3 heading Try to include an important target keyword in the first paragraph and a variation of that keyword toward the end; hyperlink to applicable internal pages Don’t forget to include a call to action! Share on social media Click / call to request a quote Download a white paper / view webinar, etc.
  44. Boost inbound marketing success with content marketing, SEO and social media marketing 44 3 axis of improvement to drive success to your inbound marketing strategy SEO Content Social Media
  45. Boost inbound marketing success with content marketing, SEO and social media marketing The cool guy? 45
  46. Boost inbound marketing success with content marketing, SEO and social media marketing 46 What do you want to accomplish? Which media is best? What mix of content/posts supports goals? Monitor, measure, tweak Goals Brand awareness Customer service Thought/industry leadership Lead generation Sales
  47. Boost inbound marketing success with content marketing, SEO and social media marketing 47 Document your plans
  48. Boost inbound marketing success with content marketing, SEO and social media marketing 48 Assign roles and tasks Oversight, Goal Setting, Planner/Coordinator, Graphic Design, Publishing, Engagement, Reporting
  49. Boost inbound marketing success with content marketing, SEO and social media marketing 49 Finding the right content to share
  50. Boost inbound marketing success with content marketing, SEO and social media marketing 50 Share across your social media destinations
  51. Boost inbound marketing success with content marketing, SEO and social media marketing 51 How to leverage 3rd party content Consider your buyer’s interests first @Mention the author in social media posts when possible Use Snip.ly to display your own call-to-action Track engagement by type and media - Media’s own analytics - Social media manager SaaS - Tracked URLs
  52. Boost inbound marketing success with content marketing, SEO and social media marketing 52 Content Marketing KPI’s:theVSTL model for analytics VOLUME SHARES LEADSTRAFFIC
  53. Boost inbound marketing success with content marketing, SEO and social media marketing 53 Track granular performance on a post by post basis:
 views (traffic),shares (amplification) and attributed leads Scoop.it Content Director’s analytics: http://business.scoop.it/
  54. Boost inbound marketing success with content marketing, SEO and social media marketing 54 Are you on track for content marketing ROI?
 Take the 5’ test http://business.scoop.it/content-marketing-grader-for-roi/

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