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Inbound Marketing: misunderstandings, facts adn strategy

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This is the deck of the speech I did a Search Marketing Day in June 2014 in Warsaw.

Published in: Marketing

Inbound Marketing: misunderstandings, facts adn strategy

  1. 1. Gianluca Fiorelli - @gfiorelli1 ASSOCIATE Inbound Marketing Gianluca Fiorelli - @gfiorelli1 Misunderstandings, facts & strategy
  2. 2. Gianluca Fiorelli - @gfiorelli1 This talk could be very fast
  3. 3. Gianluca Fiorelli - @gfiorelli1 Is Inbound Marketing the New SEO?
  4. 4. Gianluca Fiorelli - @gfiorelli1
  5. 5. Gianluca Fiorelli - @gfiorelli1 Coffee Break
  6. 6. Gianluca Fiorelli - @gfiorelli1 Misunderstanding
  7. 7. Gianluca Fiorelli - @gfiorelli1 SEO is not at the center of the Internet Marketing universe
  8. 8. Gianluca Fiorelli - @gfiorelli1 As Internet Marketing is not at the center of the Marketing Universe
  9. 9. Gianluca Fiorelli - @gfiorelli1 Universe is this big And SEO is just a point
  10. 10. Gianluca Fiorelli - @gfiorelli1 And it is influenced by all the others “points”
  11. 11. Gianluca Fiorelli - @gfiorelli1 Semantics SEOcial Tech SEO News Local Search WPO Video SEO International SEO ASO Link Building
  12. 12. Gianluca Fiorelli - @gfiorelli1 If SEO is all these things?
  13. 13. Gianluca Fiorelli - @gfiorelli1 How can it be so arrogant and saying it governes also Content, Social…?
  14. 14. Gianluca Fiorelli - @gfiorelli1 TL;DR SEO is not Inbound Marketing but an essential part of it
  15. 15. Gianluca Fiorelli - @gfiorelli1 Let’s start seeing our role in the proper perspective
  16. 16. Gianluca Fiorelli - @gfiorelli1
  17. 17. Gianluca Fiorelli - @gfiorelli1And this is when Inbound Marketing enters on stage
  18. 18. Gianluca Fiorelli - @gfiorelli1
  19. 19. Gianluca Fiorelli - @gfiorelli1
  20. 20. Gianluca Fiorelli - @gfiorelli1
  21. 21. Gianluca Fiorelli - @gfiorelli1
  22. 22. Gianluca Fiorelli - @gfiorelli1 http://moz.com/academy/what-is-inbound
  23. 23. Gianluca Fiorelli - @gfiorelli1
  24. 24. Gianluca Fiorelli - @gfiorelli1
  25. 25. Gianluca Fiorelli - @gfiorelli1
  26. 26. Gianluca Fiorelli - @gfiorelli1
  27. 27. Gianluca Fiorelli - @gfiorelli1
  28. 28. Gianluca Fiorelli - @gfiorelli1
  29. 29. Gianluca Fiorelli - @gfiorelli1
  30. 30. Gianluca Fiorelli - @gfiorelli1 Strategy
  31. 31. Gianluca Fiorelli - @gfiorelli1
  32. 32. Gianluca Fiorelli - @gfiorelli1 Individuate what audience is following your competitors and you Facts
  33. 33. Gianluca Fiorelli - @gfiorelli1 Discover insights about your audience on Twitter Facts
  34. 34. Gianluca Fiorelli - @gfiorelli1 Discover the composition of your audience on Facebook Facts
  35. 35. Gianluca Fiorelli - @gfiorelli1 Discover the composition of your audience on Facebook Facts
  36. 36. Gianluca Fiorelli - @gfiorelli1 Literally see your audience You can use the Graph API for retrieving data: http://itseo.org/FBA PIGraph Facts
  37. 37. Gianluca Fiorelli - @gfiorelli1 And where it livesFacts
  38. 38. Gianluca Fiorelli - @gfiorelli1
  39. 39. Gianluca Fiorelli - @gfiorelli1 Facts There is you audience. There is the language. There are the words they use (Eugene Schwartz) NOW! Turn your mind into a Mental Magnet. From 4 pack a day to ZERO, in 4 hours And he hasn’t touched a cigarette in 6 years! Feels 20 years younger, live 20 years longer.
  40. 40. Gianluca Fiorelli - @gfiorelli1 Facts You can use these tools…
  41. 41. Or these less common tools…Facts
  42. 42. I suggest these too seldomly considered sources… Data from real conversations Facts
  43. 43. Facts I suggest these too seldomly considered sources…
  44. 44. Facts I suggest these too seldomly considered sources…
  45. 45. Facts I suggest these too seldomly considered sources…
  46. 46. Gianluca Fiorelli - @gfiorelli1
  47. 47. Gianluca Fiorelli - @gfiorelli1 Analyst Facts
  48. 48. Gianluca Fiorelli - @gfiorelli1 Analyst Facts
  49. 49. Gianluca Fiorelli - @gfiorelli1 Analyst Facts
  50. 50. Gianluca Fiorelli - @gfiorelli1 Strategy
  51. 51. Gianluca Fiorelli - @gfiorelli1
  52. 52. Gianluca Fiorelli - @gfiorelli1
  53. 53. Brand Assessment Content Inventory Content Audit Editorial Content Templates Standards Content Management ContentFacts
  54. 54. Content Facts Content Email Blog Charts & Data Visualization Widgets Research & White Papers Video Q&A Images & Photos
  55. 55. Gianluca Fiorelli - @gfiorelli1
  56. 56. Gianluca Fiorelli - @gfiorelli1 Helps in Competitive Content Analysis Facts
  57. 57. Gianluca Fiorelli - @gfiorelli1 Helps in Competitive Content Analysis Facts
  58. 58. Gianluca Fiorelli - @gfiorelli1 Helps monitorizing trendsFacts Wait, WHAT?!? Newsjacking
  59. 59. Gianluca Fiorelli - @gfiorelli1 Tests & Optimizes social conversations Facts
  60. 60. Gianluca Fiorelli - @gfiorelli1 Adapts the Tone of Voice to the Social Networks used Facts
  61. 61. Gianluca Fiorelli - @gfiorelli1 Helps analyzing how our audience reacts & engage to our content Facts
  62. 62. Gianluca Fiorelli - @gfiorelli1 Helps SEO in discovering Influencers and Influencers’ influencers Facts
  63. 63. Gianluca Fiorelli - @gfiorelli1
  64. 64. Gianluca Fiorelli - @gfiorelli1 Facts Helps in Competitive Content Analysis
  65. 65. Gianluca Fiorelli - @gfiorelli1 Facts Helps in Competitive Content Analysis
  66. 66. Gianluca Fiorelli - @gfiorelli1 Facts Helps in Discovering Content Ideas
  67. 67. Gianluca Fiorelli - @gfiorelli1 Facts Cooperates with Content in defining
  68. 68. Gianluca Fiorelli - @gfiorelli1 Facts Cooperates with Content in defining Rediscover this deck by Abby Covert http://itseo.org/ontol ogynerd
  69. 69. Gianluca Fiorelli - @gfiorelli1 Facts Cooperates with Content in structuring Rediscover this post by Aaron Bradley http://itseo.org/SEO Skeptic
  70. 70. Gianluca Fiorelli - @gfiorelli1 Facts Cooperates with Content in organizing Creating Content Hubs http://itseo.org/pizz atale
  71. 71. Gianluca Fiorelli - @gfiorelli1 Facts Cooperates with Content in understanding Scraping Forums/Q&A sites for discovering content ideas
  72. 72. Gianluca Fiorelli - @gfiorelli1 Facts Cooperates with Social Media being more effective This is SEOcial http://itseo.org/smtagging
  73. 73. Gianluca Fiorelli - @gfiorelli1 Facts Optimizes for taking advantages Schema.org and Vertical Searches
  74. 74. Gianluca Fiorelli - @gfiorelli1 Facts Optimizes for taking advantages Authorship (and Authorrank)
  75. 75. Gianluca Fiorelli - @gfiorelli1 Facts Optimizes for taking advantages Knowledge Graph
  76. 76. Gianluca Fiorelli - @gfiorelli1 Facts Optimizes for taking advantages Private Search (and Google+) http://itseo.org/gmyan swer
  77. 77. Gianluca Fiorelli - @gfiorelli1 Facts Optimizes for taking advantages Pagespeed http://itseo.org/porten tspeed
  78. 78. Gianluca Fiorelli - @gfiorelli1 Facts Promotes and places content Relationship Marketing & Outreach
  79. 79. Gianluca Fiorelli - @gfiorelli1 Facts Promotes and places content Relationship Marketing & Outreach. Discovering influencers and influencers’ influencers
  80. 80. Gianluca Fiorelli - @gfiorelli1 Facts ProTip: not competitors’ brands following you or competitors, are potential outreach
  81. 81. Gianluca Fiorelli - @gfiorelli1 Facts Creates, Promotes and places content Really Targeted Outreach http://itseo.org/rba xter Who are you targeting? Identify influencer intersect What Are those people sharing? Be there
  82. 82. Gianluca Fiorelli - @gfiorelli1
  83. 83. Gianluca Fiorelli - @gfiorelli1 Facts Few things we should know Bootstrap > http://itseo.org/bootstrapjs Google Web Fonts > http://itseo.org/gwebfnt D3.js > http://d3js.org/ Polymaps > http://polymaps.org/ Craftmap > http://itseo.org/crftmpjs Scrollorama > http://itseo.org/scrollorm http://www.slideshare.net/justinrbriggs/technical-hacks-for-content-marketing +Datavisualization.ch > http://selection.datavisualization.ch/
  84. 84. Gianluca Fiorelli - @gfiorelli1
  85. 85. Gianluca Fiorelli - @gfiorelli1
  86. 86. Gianluca Fiorelli - @gfiorelli1
  87. 87. Gianluca Fiorelli - @gfiorelli1 And SEO is an amazing element of it
  88. 88. Gianluca Fiorelli - @gfiorelli1 Coffee Break
  89. 89. Gianluca Fiorelli - @gfiorelli1 ASSOCIATE Inbound Marketing Gianluca Fiorelli - @gfiorelli1 Misunderstandings, facts & strategy Soon on Slideshare

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