Get Found Online With Content Marketing


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Small business workshop to getting found online via content marketing. We discuss how changing consumer behavior online affects how small business owners/marketers market themselves; what content is, why it is important. The presentation outlines goal setting, content mission, and how to optimize the content to get found.
From there we explore the four steps to content marketing: Attract, engage, nurture, and measure/refine.

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  • It’s not news to you that technology has drastically changed the way we, as consumers, use the internet.
  • making recommendations
  • big brands are showing their personality. It is expected now that we are more human. Corporate speak, and jargon are dead.
  • In the end, we’re all up for some entertainment.
  • we are now solving problems, not selling products.
  • Brands have a new set of challenges and goals. Pr roles have expanded - bits of data across various web channels But we don’t want to be “sold to” we want to find the information on our own, and make decisions without talking to a sales person.
  • We’re now responsible for getting engaged in the conversation. Many people will say we’ve lost control over the conversation. Completely false. We now can manage and see what people have been saying about us all along. Yes, it gives many a bigger a platform and it amplifies our challenges, which si all the more reason we need to understand this so we can properly guide our clients and employers through the maze.
  • Content is the stuff that appears when your prospect searches for a solution to their problem that you solve. Content is the stuff I showed you at the beginning of this presentaiton. Google calls it the zero moment of truth.
  • Story about Latch - from want to work to have to work. He didn’t find me by the blog - and that’s OK - sometimes, instead of generating leads, content converts leads. Scott simon story
  • Getting found online is measured by organic search. top three google listings for a keyphrase get 58.4% of the traffic. Top spot gets 36% more clicks than the one below it. keywords = traffic = back links = more traffic and your SEO improves and your organic search goes like this. This is my blog. I started in November, 2012.
  • organic search is what you get by attracting.
  • What do you want your customer to do when they read this piece of content? subscribe, try a demo, buy something. ask for it with a clear call to action. web traffic - top of funnel email traffic - middle of funnel video and other content - bottom of funnel forms to convert - use mailchimp and add your email forms- need to have long-form content for this.
  • What do you want to accomplish? I’m working with a client where we are trying to increase organic growth with current clients. so that’s a different strategy than if you’re trying to say, just raise awareness about your organization - maybe you are a membership and want to foster that membership - you want retention.
  • Who’s talking What are they saying What is your competition doing? Where is it all taking place?
  • We can’t always be the “only” at something so decide where you can be excellent and determine what your content will accomplish.
  • Getting found online is key to everything you do. Creating the keywords, and what you want to rank for should be paramount to all your content creation. user intent. I’m going to get technical on you for a few minutes.
  • Stop here and answer questions.
  • I know what you’re thinking now.
  • So then you decide what media you’ll use.
  • Any questions?
  • 79 percent of Americans use a smart phone to help with purchase decisions. 70 percent check reviews before making a purchase. look at your google analytics to see if you have traffic coming from mobile. Audience > Mobile . overview
  • They are social outposts because they are a place to engage with your community and extend your networks, but the goal should always be to get their loyalty on your own site. Why - What social networks what kind of content. Encourage check-ins, post photos to your timeline, create event and ask people to RSVP.
  • REmember the negative reviews and the comments on the forum? Backlinks are votes for your site
  • You’ve - worked on attracting.... then you’ve engaged.... Now it’s time to take the leads you’ve been gathering and get them to do what you want them to do.
  • At some point, you’ll have to do something really scary. Give yourself permission to be less than perfect.
  • Get Found Online With Content Marketing

    1. 1. The New SEO - Get Found Online withContentLisa Gerber@lisagerber
    2. 2. Write Reviews
    3. 3. Complain onForums
    4. 4. RSVP to events
    5. 5. Making recommendations
    6. 6. Seekingrecommendations
    7. 7. Leaving tips
    8. 8. Being entertained
    9. 9. Print adsStatic web pagesRadioTV adsBrands Have NewChallenges
    10. 10. ConversationSEOSocialMobileEmailBlogsVideoPodcastsWebinars
    11. 11. Today’s AgendaBasics and best practicesThe Foundation of The PlanThe IngredientsStep 1. AttractStep 2. EngageStep 3. NurtureStep 4. Measure and Refine
    12. 12. 1. Basics and Best Practices
    13. 13. • Blog posts and articles• Web pages• User reviews and testimonials• Email newsletters• Video• Photos• Podcasts• Profile pages on apps and websites• Status updates and tweetsWhat is Content?
    14. 14. Why Content• Get found• Create relationships• Build trust
    15. 15. Organic Search Exponential growth
    16. 16. Organic Search basics and best practices
    17. 17. Sales Funnel basics and best practicesWeb, search, location-based pages, and blogtrafficBlog comments, forums andreviews, social networks,email sign-up forms, calls toactionEmail marketing, socialnetworksE-commerce, phone, oron-site
    18. 18. Show me the money call to action
    19. 19. The Foundation
    20. 20. Goals1. Traffic2. Sharing3. Leads4. Sales
    21. 21. • For whom• What will you provide• What is the outcome for your audienceContent Mission
    22. 22. Be Excellent, Not Different - Content Strategy
    23. 23. Your DigitalBasecampBasecamp and social outposts
    24. 24. • - self-hosted content management system• - register your domain name• Google Analytics• Yoast SEO for WordPress Plugin• Google Places, Yelp Page• Twitter search column - Hootsuite• Facebook pageThe Ingredients
    25. 25. Step 1. Attract
    26. 26. Principles of SEO Keywords
    27. 27. Google Keyword Tool:
    28. 28. Google Trends:
    29. 29. Attract - Principles of SEO• Choose your keyphrase• Research it in Google Keyword Tool and Google Trends• Optimize each piece of content to be found in search engine results pages.
    30. 30. Optimize Content
    31. 31. Content template attract
    32. 32. But what should I write about?
    33. 33. Content that generates leads1. Most frequently asked questions your sales and service people get2. Biggest objections or concerns about your product/service3. Price4. Comparisons to other products, to your competitors5. Hyperbole and Lists : Tips, Top 10 lists, X Steps to the Best ______6. Survey your customers/prospects - what are their challenges?7. Customer testimonials - success stories8. Do an industry survey and share your findings
    34. 34. Editorial calendar
    35. 35. Delegate the work• Customers• Vendors• Partners• Employees• Guest contributions
    36. 36. The Plan So Far - Attract• Identified the mission and goals• Have a list of content ideas - with key phrases targeted• People to help create the content
    37. 37. Type of Content• Webpage• blog• video• local/mobile• social updates• email
    38. 38. Webpage
    39. 39. Blog
    40. 40. VideoQuickTime™ and aAVC Coding decompressorare needed to see this picture.
    41. 41. Local
    42. 42. Local/mobile - claim your pages• Google Places - Every business• Yelp - Most businesses• Foursquare - B to C• TripAdvisor - Travel and hospitality
    43. 43. Social search
    44. 44. Encourage Reviews
    45. 45. Step 2. Engage
    46. 46. Social networking
    47. 47. Create events
    48. 48. Monitor• Response campaign• Guest blog• By-lined articles
    49. 49. Step 3. Nurture
    50. 50. Email newsletter
    51. 51. Email content• Middle of the funnel• More product centric.• Help them through a demo• Show them how to use the product• Share case studies
    52. 52. Step 4. Measure and refine
    53. 53. Take that leap
    54. 54. Thank YouLisa GerberBig Leap Creative Integrated Communications•••@lisagerber•Slideshare:•Dropbox: