Understanding Content Marketing: Advanced Content Strategies


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In the second installment of this series, DigitalSherpa Content Marketing Director Chris Vaughn digs deeper in to contrasting content marketing versus SEM and traditional advertising strategies, and explains how content marketing will help you get found on the Web.

See Part 1 here: http://www.youtube.com/watch?v=OIzocGBwZ4E

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Understanding Content Marketing: Advanced Content Strategies

  1. 1. Taking Your Content to the Next Level How a well-planned and designed contentmarketing program will change your business Chris Vaughn Content Marketing Director
  2. 2. What We’ve Learned1. What ‘Web Discovery’ Means to Your Business2. Optimizing Visitor Paths3. How Search Engines Reward Great Content and Websites4. How To Think About Conversion Rates and Web Analytics
  3. 3. SMB Internet Marketing Priorities & Challenges• Web Discovery 1. Proprietary Traffic Predictable 2. Social Media Discovery• Traffic Management 1. Visitor Conversion 2. Analysis & Optimization Convertible• Barriers Traffic 1. Time 2. Expertise 3. Budget Optimization
  4. 4. What’s Next?1. What Marketing Path For Business? • What Is SEM (Search Engine Marketing)? • Does buying traffic make sense for small businesses?2. Defining Search Engine Optimization (SEO) • (What is SEO?) • On The Page SEO vs. Off the Page SEO3. Building A Content Marketing Program • Sending Visitors Down The Conversion Funnel4. Content Marketing Tips • (How Can I Be Efficient?)
  5. 5. Marketing DecisionsWhat Path Is For You?
  6. 6. Search Engine Marketing (SEM)• Search Engine Marketing is the process of increasing web visibility through the use of ad-buying campaigns, contextual advertising, and other forms of paid placement and inclusion.• Google Adwords is an example of a product that lets individuals or businesses utilize SEM
  7. 7. Companies bid for advertising space byselecting keywords and an amount they areprepared to pay if someone clicks theiradvertisement. The company assigns a budgetand that budget is met once a certain amount ofclicks is achieved based on the price of a click.The amount per click is decided by Googlebased on the popularity of the search term andthe competition on the bidding.
  8. 8. What About Buying Traffic? Paid Search Inclusion
  9. 9. Big Business Spends Big on SEM
  10. 10. They Are Competing For 20% of the Search Marketplace
  11. 11. Popular Queries: Filled With Paid Links, Expensive Ad Campaigns
  12. 12. A more defined searchdelivers a Page 1 resulton Google, right up with Amazon.com’s own content
  13. 13. What is SEO?• Search Engine Optimization is the process of improving a web page’s visibility to search engines by method of creating unique and valuable content• Content Marketers consider how search engines work, how people search online, and how to create content that fills those funnels
  14. 14. What Is SEO?http://searchengineland.com/introducing-the-periodic-table-of-seo-ranking-factors-77181
  15. 15. On The Page SEO: Content• Content Quality – Is your content well written? Is it unique to your website? Is it duplicated anywhere else?• Content Consistency – Are you frequently publishing new content or updating existing web pages with unique content?• Content Keywords – Are you researching the keywords that you want to be found on and using them appropriately with your content?• Content Engagement – Are you creating content that is keeping visitors on the page for a reasonable amount of time?
  16. 16. Title with keywords Great Pictures Connect and Share On Social
  17. 17. On The Page SEO: Building Factors• HTML Tags – Are you using the right title tags with the correct keywords? Do your META tags describe your content?• Headers and Subheads – Do Headers and Subheads use keywords and “talk” to search engines?• Page Load & Clarity – Does your page load easily? Is the content easy to scan and view?• URL – Do you have a descriptive URL that explains the content and contains meaningful keywords?
  18. 18. On The Page SEO: Avoiding Violations (Don’t become SPAM!)• Duplicate Content – Do not use content from another business or webpage word for word. Search engines omit websites who duplicate content.• Paid Links – Avoid buying links to get more traffic.• Keyword Stuffing – Are you overusing the keywords and phrases you want in hopes search engines pay more attention to you? Search engines have an algorithm that will block pages with too many keywords.• Spamming – Has your website or page created links for it in ireelevant or inappropriate places to create more traffic? (Think of those ‘Facebook spam posts’
  19. 19. Business Owners/Executives Care About Two Things:
  20. 20. 1. Money
  21. 21. 2. Results
  22. 22. Why SEO-Driven Content Has Become Standard For Businesses• Through the correct research and application of SEO, NOT SEM, companies can compete in a larger chunk of the search marketplace and appear on more search results pages (INCREASE RESULTS)• Proper Content Marketing costs a fraction of what is spent on large ad-buying campaigns (SAVE MONEY)• Because being found online has never been more important
  23. 23. recap and Look aheadWe’ve Covered: Coming up:• Consumer online activity • Remaining today:• Content & prospect – Content Marketing - traffic Putting It Together• Defining conversion – Content Marketing• Visitor Paths Optimizing Tips Content To Them – To do checklist• Search Engine • Next week: Optimization (SEO) – Using Social Media• Long-Tail Search Marketing• SEO Vs. Searh Engine – Putting It All Marketing (SEM) Together In To Your Sales Funnel
  24. 24. So, What Comes Next?
  25. 25. “Instead of one-way interruption,Web marketing is about deliveringuseful content at just the precise moment that a buyer needs it.” - David Meerman Scott Marketing Strategist
  26. 26. What is Content Marketing? The creation and sharing of content for the purposes of engaging current, past, and future client and prospect bases.
  27. 27. Why CONTENT?• Creating and sharing high-quality, consistent, and relevant content to your client and prospects improves and drives: – Consumer Action – Brand Loyalty – Fan Retention – Increased Fan and Client Sharing
  28. 28. SMB Internet Marketing Priorities & Challenges• Web Discovery 1. Proprietary Traffic Predictable 2. Social Media Discovery• Traffic Management 1. Visitor Conversion 2. Analysis & Optimization Convertible• Barriers Traffic 1. Time 2. Expertise 3. Budget Optimization
  29. 29. Q. How Do Search Engines Work? The Internet’s File cabinetA. Google (and other search engines) search the internet for content• It organizes the content around keywords• Places it into it’s big file cabinet so people can find it easilyContent must be fresh, frequent, unique, and unduplicated•GOAL: To compete on LOTS of the differentsearch terms your prospects are using CONTENT Page 1 Keywords
  30. 30. What Type of Content? ??? ??? ??? Content Marketing ??? ??? ??? ???
  31. 31. Blog
  32. 32. Social Networks
  33. 33. Webinars
  34. 34. White Papers
  35. 35. Case Study
  36. 36. Testimonials
  37. 37. Video
  38. 38. And More and More and More…• eBooks• Podcasts• Interviews• Press releases• Newsletters Whatever fits your strategy…
  39. 39. All of This Content:• Creates new landing pages where you can be found on search engines• Answers questions and provides supports for clients• Creates and retains new visitors and leads• Establishes authority in your industry• Drives consumer actions
  40. 40. How Does Content Convert Leads? Use Call to Actions to Create Offers
  41. 41. Use Forms To Capture Information
  42. 42. Call Or E-Mail Your Leads To Offer Free Consultations and Further Education
  43. 43. Tips For Beginning A Successful Content Marketing Program How to Develop and Maintain An Efficient Content Marketing Program Or: How Do Content Marketers Do It?
  44. 44. Search Phrases• What search terms are consumers using to find you? – List and prioritize those keywords – Build content around those terms to improve search ranking• What search terms do you want to be found on, that you are not currently? – Research phrases, discover competitiveness of them and build content strategy around them
  45. 45. Content Calendar• Plan Your Content Based On: – What your clients and prospects have enjoyed reading in the past – Questions you have been asked about your business – What your industry is up to (Emerging trends and business initiatives) – What your current clients request
  46. 46. SEO-Rich Content• Is your content filled with keywords and phrases that you have deemed important to your content strategy? – Use headers and tags rich with keywords so that search engines will rank you higher – Develop your content around specific topics partnet with your desired search phrases, sprinkle the content with the keywords to help you get found
  47. 47. Think Ahead!• Think of new forms of content that is unique to your business – What sort of contests or sweepstakes might your fans most enjoy? – Are there certain types of videos or interviews with accomplished professionals in your industry that your clients and prospects might enjoy? – Do most of your clients engage regularly on mobile devices? What sort of content might optimize your prospect’s mobile experience?
  48. 48. To-Do Tasks and Questions to Answer• Does a content marketing strategy make more sense than paid search advertising for your business?• What Search Terms Are Visitors Using To Find You now? What search terms do you want to be found on?• What sort of content would best engage your prospects? What strategy would you use to nurture your leads?• Begin to think about paths visitors take on your website and how to optimize them for the best conversion opportunities.