How to Win at Search, Social & Content Marketing
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How to Win at Search, Social & Content Marketing
- 1. HOW TO WIN AT SEARCH, SOCIAL & CONTENT MARKETING Arnie Kuenn, President, Vertical Measures - @ArnieK #ActOnSW www.verticalmeasures.com
- 5. CONTENT MARKETING HAS BECOME THE TOP PRIORITY
- 6. BUT WHY CONTENT MARKETING?
- 7. RECENT STUDIES INDICATE⌠⢠B2B & B2C companies with 101+ pages of content generate 2.5X as many leads as those with 50 or less ⢠Companies that Blog 15X or more per month have 5X times the traffic compared to companies that donât ⢠Companies that regularly blog have 4X as many pages in the Google index ⢠And they have 2X as many backlinks
- 8. HOW IMPORTANT IS SEARCH? of all consumers use search prior to making a purchase of searchers conduct non- branded queries of buyers click on organic links vs the sponsored ads Source: GroupM
- 9. ACHIEVING SUCCESS IS A CONTINUOUS, PLANNED OUT PROCESS
- 11. THINK LIKE A PUBLISHER!
- 12. DEVELOP YOUR STRATEGY - SUMMARY ⢠Strategy will evolve through the whole process ⢠Why are you creating the content you are creating? ⢠Who is your audience? ⢠Who are you? â Determine your âvoiceâ ⢠What types of content will you create? ⢠How will you develop your content? ⢠When will you develop your content? ⢠What does success look like? ⢠What is different a year from now?
- 14. WHAT ARE WE SEARCHING FOR?
- 15. Iâm looking to be informed and entertained. Will I find your business? Do you know how many âwishesâ were granted yesterday?
- 16. Iâm looking to be informed and entertained. Will I find your business? Do you know how many âwishesâ were granted yesterday? Over 4.7 billion!
- 17. START YOUR RESEARCH HERE! http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
- 20. More than 112 questions about âonline nursing programsâ (exact match). More than 3,600 using broad match!
- 21. Long tail searches are the key to success!
- 22. LIST ALL CONTENT IDEAS IN A SPREADSHEET
- 23. PUT TOGETHER AN EDITORIAL CALENDAR
- 24. PUT TOGETHER AN EDITORIAL CALENDAR
- 27. DIFFERENT TYPES OF CONTENT
- 28. ADDRESS PRICING / COST
- 29. LISTS â PEOPLE STILL LOVE THEM
- 30. INTERVIEWS â HELP MAKE YOU THE EXPERT
- 31. VIDEOS! â THEY ARE NOT THAT HARD Interviews Fun Behind the scenes User Generated
- 32. INFOGRAPHICS â HOT RIGHT NOW
- 33. FREE GUIDES TO BUILD YOUR LIST - Lead generator - Link attractor - Long life span 474 backlinks from 123 unique domains
- 35. ALL DIFFERENT â BUT CORE ELEMENTS Web pages, News, Local, Images & Videos 1. Links pointing to your content 2. Titles & title tags (viewed in results) 3. Description meta tag (viewed in results) 4. Image alt text tags 5. H1 Tag (headline tag â only one!) 6. Page load times 7. Freshness of content 8. AuthorRank
- 38. SHARING NEW CONTENT CAN BE VERY SIMPLE
- 39. DONâT GET HUNG UP ON SOCIAL This page had more than 1,000 views.
- 43. DISTRIBUTE OR REPURPOSE YOUR CONTENT Source: CMI & MarketingProfs
- 44. E-MAIL CAMPAIGNS ⢠Essential Elements â Visually appealing and branded â Incorporate into editorial calendar: plan frequency â Segmenting: targeted messaging â Great subject line â Stay brief: Read More, Get More Details ⢠Distribution Services: â Constant Contact â Vertical Response â Mail Chimp
- 46. BUILD LINKS TO YOUR CONTENT ⢠Identify low hanging fruit â Internal links â Fix 404, 500 and 302 errors â Guest blog posts or articles â Blog & forum participation â Local partners & listings â Competitive research for similar content ⢠The best links: â Are from trusted sites â Have varied anchor text â Are from many different, relevant websites â Determined editorially
- 48. MEASURE! ⢠Measure for successes⌠and failures ⢠Check your rankings, traffic, conversions and other key metrics ⢠Focus on the strategies that are providing the best ROI and keep rolling out the content
- 49. THIS DOES NOT HAPPEN OVER NIGHT⌠⢠100-200 total blog posts ⢠6-9 months of consistent effort
- 50. Tweet: Content Marketing Book â @AccelerateBook is FREE on Amazonâ Today only! Thx to #ActOnSW Kindle Version March 21, 2013 Only
- 51. THANK YOU VERY MUCH! More Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com
Editor's Notes
- Earlier, we talked about âbroadcasted wishesââŚwhere consumers are broadcasting all of their interests and desires when they Google something⌠Remember?Do you know how many âbroadcasted wishesâ were granted yesterday?Over 4.7 billionHow many times was the word âPhoenixâ searched in the last month?13.6mm in the US aloneEither from the ads we hear, or on our own volition, we go to search engines like Google on our phone or our desktop and look for things⌠To inform usTo entertain usTo educated usTo inspire usI put you on notice earlier because your role as a marketer has changed. Whether you like it or not, today youâve got to be a content PRODUCER to stay in front of consumers. My bet is that none of you are ready for Hollywood, and the good news is that you donât have to be. BUT, you DO need to produce more than a website, and in addition to that you should be questioning whether the rest of your marketing strategy is in line with the new game, or is it simply âthe way itâs always been done around hereâ.
- Earlier, we talked about âbroadcasted wishesââŚwhere consumers are broadcasting all of their interests and desires when they Google something⌠Remember?Do you know how many âbroadcasted wishesâ were granted yesterday?Over 4.7 billionHow many times was the word âPhoenixâ searched in the last month?13.6mm in the US aloneEither from the ads we hear, or on our own volition, we go to search engines like Google on our phone or our desktop and look for things⌠To inform usTo entertain usTo educated usTo inspire usI put you on notice earlier because your role as a marketer has changed. Whether you like it or not, today youâve got to be a content PRODUCER to stay in front of consumers. My bet is that none of you are ready for Hollywood, and the good news is that you donât have to be. BUT, you DO need to produce more than a website, and in addition to that you should be questioning whether the rest of your marketing strategy is in line with the new game, or is it simply âthe way itâs always been done around hereâ.