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Professional Webinar SeriesDeveloping an Integrated Content Marketing                 Strategy                     Mike Co...
Reasons You Should Belong to SEMPO• Expand Your Knowledge• Engage With Industry  Leaders• Maximize Your Career Growth• Gro...
Sponsors and Partners                        3
Housekeeping
Professional Webinar SeriesDeveloping an Integrated Content Marketing                 Strategy                     Mike Co...
agenda• why content  marketing?• search professional’s  role in the movement• 5 steps to developing  your integrated  cont...
why content marketing?
content marketing trends•    Coca-Cola has committed its marketing focus to      •   unique content + search + social medi...
important Coca-Cola takeaways                                                                                             ...
ecosystem strategy: content integration
all tactics being equal, what REALLY         makes the difference?                 search                 relevant       d...
search professional’s role incontent marketing strategy
search: the factors (content is core)                              authority                            external linking  ...
authoritative and relevant content required
social search: another reason to integrate content+search+social                                                          ...
who owns content?   (the biggest question in content marketing)                                                 16
in the not-so distant future for many we     predict a new role in marketing                                              ...
but today…   could it be you?                      18
5 steps to developing an integratedcontent marketing strategywho owns content?         (the biggest question in content ma...
5 steps to developing your integrated  content marketing strategy 1. audience intelligence                                ...
step 1: audience intelligence
audience intelligence: search                                perform deep keyword                                research ...
audience intelligence: social                                take topical interest                                points a...
step 2: content audit
content audit stepswhat’s your story? what are you about?• catalog all existing content onsite and offsite using  URLs and...
step 3: gap analysis
expand topical reach by targeting content and keyword ranking gapsthrough content revision, curation, and creation efforts...
think multi-channel (ex. local content)         national                   content drives audiences to your brand and affe...
emarketer survey                                                                                     content types that ar...
content marketing world infographichttp://blog.junta42.com/2012/02/history-content-marketing-infographic/                 ...
step 4: plan creation
content plan creation steps• team identification: identify (draft) full team formally  assigning roles and responsibilitie...
content calendar(s) creationcreate reference documents for content managers, outlining activities, targetedtopics, links, ...
measurement planning• track cross-channel influence & conversion points along the funnel                                  ...
step 5: execution and optimization
content marketing process                            Joe Pulizzi                                  36
resources
favorite reference companies,organizations and blogs
Thank You!www.ethology.commike.corak@ethology.com@mikecorakwww.linkedin.com/in/mikecorak                                40
ContentMarketingStrategy-SEMPO-ethology-MikeCorak-Webinar-2-22-12
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ContentMarketingStrategy-SEMPO-ethology-MikeCorak-Webinar-2-22-12

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Content Marketing Strategy SEMPO Webinar Series featuring Mike Corak, EVP of Strategy at ethology. "Developing an Integrated Content Marketing Strategy" includes a review of content marketing trends, why content marketing makes sense, what's in it for search professionals, and details a 5 step process for creating your own content marketing strategy, including audience intelligence related search research, social media listening and research, content auditing, gap analysis, strategy and plan creation, and execution management. The presentation also details operational considerations and market predictions. References are made to Coca Cola's Content 20220, Joe Pulizzi and the Content Marketing Institute, Jay Baer at Convince and Convert, Jason Falls at Social Media Explorer and more.

Great read for social media, search engine optimization, digital media, analytics, content marketing, content strategy, content creation, public relations, and digital creative professionals as well as marketing strategists.

Published in: Business, Technology
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ContentMarketingStrategy-SEMPO-ethology-MikeCorak-Webinar-2-22-12

  1. 1. Professional Webinar SeriesDeveloping an Integrated Content Marketing Strategy Mike Corak EVP of Strategy ethology, a Tallwave Company 1
  2. 2. Reasons You Should Belong to SEMPO• Expand Your Knowledge• Engage With Industry Leaders• Maximize Your Career Growth• Grow Your Business• Save Money
  3. 3. Sponsors and Partners 3
  4. 4. Housekeeping
  5. 5. Professional Webinar SeriesDeveloping an Integrated Content Marketing Strategy Mike Corak EVP of Strategy ethology, a Tallwave Company 5
  6. 6. agenda• why content marketing?• search professional’s role in the movement• 5 steps to developing your integrated content marketing mike corak – evp of strategy - ethology strategy 6
  7. 7. why content marketing?
  8. 8. content marketing trends• Coca-Cola has committed its marketing focus to • unique content + search + social media in content marketing, an initiative called Coca-Cola combination are powerful tactics, set to rival 2020. the following video links describe the traditional display advertising for budget strategy, video created for internal education • we anticipate efforts and budgets will continue to• http://youtu.be/LerdMmWjU_E move in this direction, and early adopters will• http://youtu.be/fiwIq-8GWA8 receive first to market advantage 8
  9. 9. important Coca-Cola takeaways Jeff Bullas • create liquid content • ensure your content is linked for maximum benefit • create conversations • move onto dynamic story telling • be brave and creative with your content creationhttp://www.business2community.com/content-marketing/5-lessons-from-coca-colas-new-content-marketing-strategy-0125932
  10. 10. ecosystem strategy: content integration
  11. 11. all tactics being equal, what REALLY makes the difference? search relevant display & unique social content direct
  12. 12. search professional’s role incontent marketing strategy
  13. 13. search: the factors (content is core) authority external linking audience sentiment engagement content geo-targeted content relevant keywords social media interaction unique copy & media 13
  14. 14. authoritative and relevant content required
  15. 15. social search: another reason to integrate content+search+social 15
  16. 16. who owns content? (the biggest question in content marketing) 16
  17. 17. in the not-so distant future for many we predict a new role in marketing roles and responsibilities search (think pm + journalist) catalog all content content creators social manage all content creation, curation, and distribution content own content calendars and brand director management tools offline (dept.) media measure results, arrange PR adjustments and optimization perform content strategy role web analytics inform and coordinate with dev offline and traditional efforts
  18. 18. but today… could it be you? 18
  19. 19. 5 steps to developing an integratedcontent marketing strategywho owns content? (the biggest question in content marketing) 19
  20. 20. 5 steps to developing your integrated content marketing strategy 1. audience intelligence 5. execution 2. content 3. gap 4. plan &- aka content audit analysis creation optimization demand
  21. 21. step 1: audience intelligence
  22. 22. audience intelligence: search perform deep keyword research to identify “topical” areas of interest categorize areas of interest and develop a brand “taxonomy” commit to topics you can and need to own compare to existing brand platform and inform brand based on findings (bottom up brand planning) 22
  23. 23. audience intelligence: social take topical interest points and perform a social media listening campaign use data collected to inform demand around: - content media type - contextual insights - targets for influence building and content distribution - opportunities for direct topical engagement 23
  24. 24. step 2: content audit
  25. 25. content audit stepswhat’s your story? what are you about?• catalog all existing content onsite and offsite using URLs and capturing any related tagging – type: web page, blog post, image, infographic, ..etc. – purpose: position in conversion funnel, specific conversion or desired outcome – targeted audience segment – owner• review for quality, measurable effectiveness, and topical coverage* flag content that requires future adjustment
  26. 26. step 3: gap analysis
  27. 27. expand topical reach by targeting content and keyword ranking gapsthrough content revision, curation, and creation effortsprioritize keyword targeting by examining the quick-win and convergingopportunities as well as any ranking gaps that may exist based on prioritizedterms.foundation: aggregate all on-and-offline promotional and marketing plans,personas, brand guidelines, and related creative briefs. understand conversionfunnelstep 1: match type of content to persona &/or stage in engagement cycle, anddesired goal/outcomestep 2: choose the tone of content based on targeted audience and brandstep 3: plan to adjust and optimize current content according to demandstep 4: plan to create content for missing topics/keywords, and optimize foron-&-off site visibility 27
  28. 28. think multi-channel (ex. local content) national content drives audiences to your brand and affects every aspect of the decision making process. a geo- targeted content strategy will consider all forms of content, contextual and media-driven. state develop a local search strategy built for the future, creating content that targets locations from the top down, while building in a framework for further individual expansion. city address the strategic focus of your content, ensuring your brand is visible for how audiences search locally throughout the funnel to maximize relevance and exposure.* other potential uses to consider: onsite, offsite, mobile, international, audience, etc.
  29. 29. emarketer survey content types that are most valuable for directly supporting marketing objectives according to B2B and B2C marketing professionals globally *don’t forget infographics!http://blog.geoactivegroup.com/2011/10/why-b2b-content-marketing-is-now-going.html 29
  30. 30. content marketing world infographichttp://blog.junta42.com/2012/02/history-content-marketing-infographic/ 30
  31. 31. step 4: plan creation
  32. 32. content plan creation steps• team identification: identify (draft) full team formally assigning roles and responsibilities, capabilities, and expectations• production planning: review inputs, identifying and prioritizing content flagged for adjustment, and existing content gaps, by topical significance and potential return, and eventual location (channel). also assign tone and goals for each piece.• activity scheduling and assignment: schedule activity with all in-mind across the entire team planning for adjustment, creation, curation, and distribution
  33. 33. content calendar(s) creationcreate reference documents for content managers, outlining activities, targetedtopics, links, outposts, ..etc. these documents will act as guides to keep linkand content team members in sync.
  34. 34. measurement planning• track cross-channel influence & conversion points along the funnel reporting & implementation trends & insights recommendationsattribution: enable visibility into the key traffic sources, visitor contexts, & contentinteractions that define a multi-session visitor-to-value funnelintegration: provide a scalable framework of technology & processes to enableintegration of tactical, conversion, & behavioral analytics data with 3rd party platforms
  35. 35. step 5: execution and optimization
  36. 36. content marketing process Joe Pulizzi 36
  37. 37. resources
  38. 38. favorite reference companies,organizations and blogs
  39. 39. Thank You!www.ethology.commike.corak@ethology.com@mikecorakwww.linkedin.com/in/mikecorak 40

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