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Open S.E.S.M.E
(Search Engine, Social Media, & Email)
3 Keys to Unlocking the Power of
Content Marketing
Social Media
“Social media changes the relationship
between companies and customers from
master and servant, to peer to pe...
Pair your content with images that will sell it. Draw readers in with an unbelievably appealing
photo, a colorful or humor...
Share content directly with highly-connected, well-liked users by tagging them in the social post,
sending the content to ...
Even if your content doesn’t cover pop-culture or jack the news, you can use trending topics in
social media to market you...
Content Marketing Using Search
"It is no coincidence that the increasing focus on content
marketing closely follows the si...
How Much Should I Focus on Search?
Find out whether to focus on search as your primary mode of content
marketing by doing ...
The buzzword in content nowadays is, in fact, CONTENT.
● Shady, less-than-awesome content no longer flies.
● Instead, crea...
Who is your user, anyway? Ask this “imaginary” him or her the following
questions to get an idea of who to address in your...
Influencers are journalists, bloggers, consultants, or
industry analysts who have an influence on your
customers’ choices....
Engage your influencers:
● Use relevant keywords, Twitter, LinkedIn, and PR tools like Cision and Vocus to seek out
influe...
Long-tail keywords are phrases that a searcher is likely to type into Google,
Bing, or any search engine to obtain service...
Using Email To
Drive Traffic
- The most powerful aspect of email
marketing is that you have a captive
audience.
- Unless you are buying lists, they are...
What’s a good open rate? It depends on your industry:
● Manufacturing (48.1%)
● Religion (48.6%)
● Non-profit (46.7%)
Work...
Write a Great Subject Line
● Shorter is better (under 50 characters)
● A study by MailerMailer found 4-15 character had th...
● Remember open rates refer to opening the email, click-through rate is
clicking the link to your website.
● Make sure wha...
● It’s usually not one thing that sends you to a spam folder. It’s based on
a point system, so you reach a threshold based...
Open SESME! 3 Keys to Unlocking the Power of Content Marketing
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Open SESME! 3 Keys to Unlocking the Power of Content Marketing

Discover hidden gems in social media, stumble upon piles SEO gold, and find treasure email marketing tactics. Here are 21 slides filled with tips for successful content marketing.

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Open SESME! 3 Keys to Unlocking the Power of Content Marketing

  1. 1. Open S.E.S.M.E (Search Engine, Social Media, & Email) 3 Keys to Unlocking the Power of Content Marketing
  2. 2. Social Media “Social media changes the relationship between companies and customers from master and servant, to peer to peer.”
  3. 3. Pair your content with images that will sell it. Draw readers in with an unbelievably appealing photo, a colorful or humorous quote, or an explanatory image with large overlapping text. Most importantly, these captivating images must always be relevant. Social Media: Visuals
  4. 4. Share content directly with highly-connected, well-liked users by tagging them in the social post, sending the content to them in a direct message, or even mentioning them in the context of the piece. Once again, as long as it’s relevant to them, they might just share it. Social Media: Its All About Who You Know
  5. 5. Even if your content doesn’t cover pop-culture or jack the news, you can use trending topics in social media to market your content. If something relevant to your content and your followers is trending, use those keywords when you share your blog post on Facebook and Twitter. Social Media: News & Trends
  6. 6. Content Marketing Using Search "It is no coincidence that the increasing focus on content marketing closely follows the significant Google algorithmic changes aiming to give users a better search experience." ~ Jim Yu, CEO, BrightEdge
  7. 7. How Much Should I Focus on Search? Find out whether to focus on search as your primary mode of content marketing by doing keyword research to discover how many people are actually searching for your product: ● Google’s Keyword Planner: https://adwords.google. com/KeywordPlanner ● SEM Rush ($70/mo) ● WordTracker ($70/mo) Search: Who’s Looking, and How?
  8. 8. The buzzword in content nowadays is, in fact, CONTENT. ● Shady, less-than-awesome content no longer flies. ● Instead, create targeted, intelligent pieces that provide value and enough entertainment to inspire Likes, Shares, and Visits to your home page. Create high-quality, detailed, unique, specialized, nobody-does-it-better content!
  9. 9. Who is your user, anyway? Ask this “imaginary” him or her the following questions to get an idea of who to address in your articles and graphics and what that person’s interests, needs, likes and dislikes, as well as attention span, might be: ● Who am I? ● Where do I live? ● How old am I? ● What are my interests (hobbies, favorite movies, tv shows, foods) Get to Know Your User with Endorser Profiling
  10. 10. Influencers are journalists, bloggers, consultants, or industry analysts who have an influence on your customers’ choices. By identifying who your content influencers are, you can begin to develop relationships with them that will help to build the credibility of your brand. These relationships can yield creative and profitable fruit, including: ● Content collaborations: Exclusive quotes in or even written introductions to longer pieces of content. ● Endorsement from industry leaders: Social media and blog mentions all contribute to building your brand in the eyes of your target users. ● Guest content contributions to your blog that raise awareness for your brand and its relevance to your customers. Tap the Power of Influencers
  11. 11. Engage your influencers: ● Use relevant keywords, Twitter, LinkedIn, and PR tools like Cision and Vocus to seek out influencers in your industry. ● Engage in small ways first: Once you have a focused group of influencers in mind, begin to engage with simple but meaningful actions. Comment on a blog post or follow them on Twitter and reply to a tweet. Share or retweet content, with a mention. Space out your small touch points to build the relationship slowly. ● Reach out directly: After building initial contact, send a direct email explaining your services in detail and pitching a collaboration. Be sure to include what’s in it for them. ● Make the collaboration easy: If you request an introduction to your book or a piece of content for your blog, why not send your influencer a draft that they can fine-tune, rather than asking them to start from scratch? The easier it is for them, the more willing they will be to work with you in future. ● Follow up appropriately: Be sure to follow up with an email thanking your influencer and asking him or her to share the content you created together. If the piece performs well or if there are comments requiring her response, reach out and let her know. How to Build Relationships with Influencers
  12. 12. Long-tail keywords are phrases that a searcher is likely to type into Google, Bing, or any search engine to obtain services like yours. Flex that psychology muscle and consider: ● Questions your user might ask. ● The location of your service and how a user might enter it, including city, state, and abbreviations of each. ● Your business keywords and how they fit into sentences. ● The needs of a user at the “aha moment” when they realize they need your services (when a plumbing pipe bursts or they find out they have diabetes due to excess weight). Once you have a handful of these, work them naturally into your content. Long-Tail Keywords
  13. 13. Using Email To Drive Traffic
  14. 14. - The most powerful aspect of email marketing is that you have a captive audience. - Unless you are buying lists, they are already interested in what you have to offer. Build Your List, Build Your Business
  15. 15. What’s a good open rate? It depends on your industry: ● Manufacturing (48.1%) ● Religion (48.6%) ● Non-profit (46.7%) Work (B2B) and personal passions seem to be a theme ● Supplements (26.5%) ● Gambling (25.1%) ● Games (21.6%) More likely to go to spam or be perceived as spam. Open rate studies are all over the place. As you’ll see in the next study. How to Increase Email Open Rate and Click Throughs
  16. 16. Write a Great Subject Line ● Shorter is better (under 50 characters) ● A study by MailerMailer found 4-15 character had the highest open rate (15.2%) ● Tell, don’t sell (Even being perceived as spam, people will think it is). So avoid words like “free” ABT (Always Be Testing) ● Segment your emails to tailor content to different audiences. ● Non-local companies: Use time zone segmentation ● A/B test subject lines. Look for trends not just one instance. Increase Email Open Rate and Click Throughs (Cont)
  17. 17. ● Remember open rates refer to opening the email, click-through rate is clicking the link to your website. ● Make sure what you say in the subject line is immediately visible when they open the email. ● Include social sharing buttons. 55% higher click-through rates when using social sharing in the email message They Open Your Email, Now What?
  18. 18. ● It’s usually not one thing that sends you to a spam folder. It’s based on a point system, so you reach a threshold based on your score. ● GOOD NEWS! Services like MailChimp come with a spam checker to help. So you can test subject lines before you send email. How Spam Filters Work

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