Open SESME! 3 Keys to Unlocking the Power of Content Marketing
(Search Engine, Social Media, & Email)
3 Keys to Unlocking the Power of
“Social media changes the relationship
between companies and customers from
master and servant, to peer to peer.”
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
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
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
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
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.
● SEM Rush ($70/mo)
● WordTracker ($70/mo)
Search: Who’s Looking, and How?
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
Create high-quality, detailed, unique, specialized,
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
Influencers are journalists, bloggers, consultants, or
industry analysts who have an influence on your
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
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
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.
- The most powerful aspect of email
marketing is that you have a captive
- Unless you are buying lists, they are
already interested in what you have to offer.
Build Your List, Build Your Business
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
Write a Great Subject Line
● Shorter is better (under 50 characters)
● A study by MailerMailer found 4-15 character had the highest open
● 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)
● 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?
● 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