Content Marketing – The Inbound Recipe for Success


Published on

This session will explore the tangible benefits of content marketing to include SEO, lead generation, social media, and affiliate marketing. It will answer, what, why, and how to deploy a campaign.

Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: SEO

Chad H. Pollitt, Director of Social Media and Search Marketing, Kuno Creative (Twitter @CPollittIU)

Published in: Technology, Business
1 Comment
  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Content Marketing – The Inbound Recipe for Success

  1. 1. Content MarketingThe Inbound Recipe for Success<br />Twitter: #ASE11_CM<br />
  2. 2. Introduction<br />Chad H. Pollitt<br />Certified HubSpot Partner<br />Internet Marketing Masters Certification, University of San Francisco<br />Former Marketing Manager for Facebook TabSite<br />Over $10 Million in tracked ROI for SEO <br />Chad H. Pollitt<br />Director of Social Media & Search Marketing<br />Kuno Creative <br />@CPollittIU<br /><br />@CPollittIU - #ASE11_CM<br />
  3. 3. Agenda<br />Content Marketing<br />What<br />Why<br />Empirical Data<br />SEO<br />Social Media<br />How<br />Recap<br />Q & A<br />@CPollittIU - #ASE11_CM<br />
  4. 4. Content MarketingWhat is it?<br />@CPollittIU - #ASE11_CM<br />
  5. 5. Content MarketingWhat is it?<br />@CPollittIU - #ASE11_CM<br />
  6. 6. Content MarketingWhat is it?<br />@CPollittIU - #ASE11_CM<br />
  7. 7. Content MarketingWhat is it?<br />@CPollittIU - #ASE11_CM<br />
  8. 8. Content MarketingWhat is it?<br />@CPollittIU - #ASE11_CM<br />
  9. 9. Content MarketingWhat is it?<br />Content Marketing is the creation and sharing of content for the purpose of promoting a product, service or cause. Though the focus of this content may not specifically be about your organization or its offerings, often assets created for the purpose of content marketing include a mix of problem-specific information and thought leadership.<br />@CPollittIU - #ASE11_CM<br />
  10. 10. Content MarketingCreation and Sharing of Content<br />Types of Content<br />Advanced Content<br />Blog Content/Website Content<br />Videos/Webinars<br />Podcasts/Audio<br />Images/Infographics<br />Widgets, Plugins, Apps<br />Slide Presentations<br />Press Releases<br />@CPollittIU - #ASE11_CM<br />
  11. 11. Content MarketingCreation and Sharing of Content<br />People only go to the Internet for TWO reasons<br />To Solve a Problem<br />To be Entertained<br />@CPollittIU - #ASE11_CM<br />
  12. 12. Content MarketingAssets Created for Content Marketing<br />Problem Specific Information<br />Entertaining<br />Thought Leadership<br />@CPollittIU - #ASE11_CM<br />
  13. 13. @CPollittIU - #ASE11_CM<br />Content Marketing – Why should I care?<br />Filling the top of the funnel<br />
  14. 14. Content Marketing2-3 blogs/month<br />@CPollittIU - #ASE11_CM<br />
  15. 15. Content Marketing12 blogs/month<br />@CPollittIU - #ASE11_CM<br />
  16. 16. Content Marketing12 blogs/month<br />@CPollittIU - #ASE11_CM<br />
  17. 17. Content Marketing21 blogs/month<br />@CPollittIU - #ASE11_CM<br />
  18. 18. Content Marketing28 blogs/month<br />@CPollittIU - #ASE11_CM<br />
  19. 19. Content MarketingWhat happens when you stop?<br />@CPollittIU - #ASE11_CM<br />
  20. 20. Search Engine Optimization (SEO)<br />Google’s Webmaster Guidelines recommends: <br />“If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.” <br />In other words, publish unique problem solving content.<br />@CPollittIU - #ASE11_CM<br />
  21. 21. Search Engine Optimization (SEO)<br />Google Panda/Farmer – Google’s recent algorithm update was designed specifically to reward those webmasters which follow their value-added content recommendations. <br />@CPollittIU - #ASE11_CM<br />
  22. 22. Search Engine Optimization (SEO)2011 Search Engine Ranking Factors Report<br />Inbound Links 42% SERP Impact<br />Keyword Usage (URL/On-page) 26% SERP Impact<br />Social Media 7% SERP Impact<br />Brand Popularity 7% SERP Impact<br />Content Marketing has an 82% SERP Impact<br />@CPollittIU - #ASE11_CM<br />
  23. 23. Search Engine Optimization (SEO)<br />A.B.O.<br />Always Be Optimizing<br />@CPollittIU - #ASE11_CM<br />
  24. 24. Social Media<br />Content Distribution Channel<br />Allows for Content to be Easily Shared and Discussed<br />Build a Community<br />Become a “Thought Leader”<br />@CPollittIU - #ASE11_CM<br />
  25. 25. Social Media<br />@CPollittIU - #ASE11_CM<br />
  26. 26. Social Media Infrastructure<br /><ul><li>Multiple Social Media platforms chosen to engage social media users and how those platforms are connected to one another pushing and pulling content.</li></ul>@CPollittIU - #ASE11_CM<br />
  27. 27. Social Media Infrastructure<br />@CPollittIU - #ASE11_CM<br /><ul><li>How to build
  28. 28. Blogging is the Push-Foundation of the Infrastructure</li></li></ul><li>Social Media Infrastructure<br />@CPollittIU - #ASE11_CM<br /><ul><li>How to build
  29. 29. Blogging is the Push-Foundation of the Infrastructure
  30. 30. Infrastructure configurations are almost limitless</li></li></ul><li>Social Media Infrastructure<br />@CPollittIU - #ASE11_CM<br /><ul><li>How to build
  31. 31. Push Content onto Popular Social Media Platforms</li></li></ul><li>Social Media Infrastructure<br />@CPollittIU - #ASE11_CM<br /><ul><li>How to build
  32. 32. Pull Content into your Infrastructure</li></li></ul><li>Social Media Infrastructure<br />@CPollittIU - #ASE11_CM<br /><ul><li>How to build
  33. 33. Pull Conversion Platforms into your Infrastructure</li></li></ul><li>Social Media <br /><ul><li>Create a “Keyword Neighborhood” </li></ul>@CPollittIU - #ASE11_CM<br />
  34. 34. Social Media Infrastructure<br />@CPollittIU - #ASE11_CM<br /><ul><li>How to build – Things to consider
  35. 35. No Follow Links</li></ul>FOLLOW<br />
  36. 36. Social Media Infrastructure<br />@CPollittIU - #ASE11_CM<br /><ul><li>How to build – Things to consider
  37. 37. Duplicate Content Comments from Google
  38. 38. Duplicate content on a site is not grounds for action on that site unless it appears that the intent of the duplicate content is to be deceptive and manipulate search engine results.
  39. 39. Google’s Matt Cutts – “. . . finds that honest webmasters worry about dupe content when they don’t need to.”</li></li></ul><li>How Much Content?<br />21/week<br />Benefits<br />Content Produced<br />@CPollittIU - #ASE11_CM<br />
  40. 40. How Much Content?<br />Repurpose <br />Invite Guest Bloggers<br />Hire Freelance Writers<br />User Generated Content<br />Bring in an Agency<br />@CPollittIU - #ASE11_CM<br />
  41. 41. Social Media – SpamSocial Media Content Distribution Formula<br />1/3rd Your Content<br />1/3rd Other’s Content<br />1/3rd Conversation<br />@CPollittIU - #ASE11_CM<br />
  42. 42. What to do Next?<br />Commit to Content for 6 – 12 months<br />Identify Content Authors<br />Create a Publishing Schedule<br />A.B.O. – Always Be Optimizing<br />Create a Social Media Infrastructure<br />Distribute Content<br />Engage<br />Share Your Expertise – Help People<br />Monitor Analytics<br />Have FUN!!!<br />@CPollittIU - #ASE11_CM<br />
  43. 43. Recap<br />Content Marketing<br />What<br />Why<br />Empirical Data<br />SEO<br />Social Media<br />How<br />@CPollittIU - #ASE11_CM<br />
  44. 44. Social Media & SEO Cheat Sheets<br />Download at:<br />@CPollittIU - #ASE11_CM<br />
  45. 45. Questions & Answers<br />Slides Posted at:<br />@CPollittIU - #ASE11_CM<br />