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How to Get Your Content Marketing Up and Running - SearchFest - SEMPDX

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Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. So you totally buy in to the fact that content IS the new marketing, but how do you get your organization engaged and started down the content marketing path? In this session you will learn how to get organized, create your plan, generate great ideas for content (even if you think your business is boring), and consistently create content your market will enjoy. Presenters: Mike Corak @mikecorak and Arnie Kuenn @arniek SearchFest SEMPDX

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How to Get Your Content Marketing Up and Running - SearchFest - SEMPDX

  1. 1. Portland, Oregon Friday, Feb. 28, 2014 SearchFest 2014 How to Get Your Content Marketing Up and Running #SearchFest
  2. 2. Session Description Portland, Oregon Friday, Feb. 28, 2014 Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. So you totally buy in to the fact that content IS the new marketing, but how do you get your organization engaged and started down the content marketing path? In this session you will learn how to get organized, create your plan, generate great ideas for content (even if you think your business is boring), and consistently create content your market will enjoy. #SearchFest
  3. 3. Today’s Presenters Portland, Oregon Friday, Feb. 28, 2014 @ArnieK @MikeCorak #SearchFest Arnie Kuenn, CEO | Vertical Measures • CEO of Vertical Measures – A Search, Social and Content Marketing Agency. • Instructor for the Content Marketing Institute and Online Marketing Institute. • Writes for Marketing Land and Chief Content Office. Been an Internet Marketer longer than Google existed. Mike Corak, Executive Vice President, Strategy | ethology • Executive Vice President of Strategy, a full service digital agency for challenger brands. • Has developed and implemented winning digital strategies for many of the world’s leading brands like Coca-Cola, FedEx, Nike, and Disney. • Frequent webinar and blog contributor (Econsultancy, AMA, etc), SEMPO board member. • Does not have a book, so you get the picture thumbnail from before his hair was gray. 3
  4. 4. Agenda Portland, Oregon Friday, Feb. 28, 2014 What is Content Marketing and Why Should You Care? Getting Organized: Content Marketing Planning How to Get Started #SearchFest 4
  5. 5. What Content Marketing Isn’t? Portland, Oregon Friday, Feb. 28, 2014 • Content Marketing isn’t SEO (that’s an integration point) • Content Marketing isn’t your blog post or what you’re doing on Facebook (that’s publication) • Content Marketing isn’t Content Strategy (that’s the plan) Content Marketing isn’t BULLS&%T! #SearchFest 5
  6. 6. What IS Content Marketing? Portland, Oregon Friday, Feb. 28, 2014 • Content marketing is the art of providing relevant, valuable content to your customers without selling or interrupting them. • Instead of pitching your products or services, you are delivering information that makes your prospects more informed before they buy. • If you deliver consistent, ongoing valuable information to your prospects, they ultimately reward you with their business and loyalty. http://www.verticalmeasures.com/what-is-content-marketing-free-guide/ #SearchFest 6
  7. 7. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 7
  8. 8. “Programs” vs. Tactics Portland, Oregon Friday, Feb. 28, 2014 Advertisers are prioritizing integrated tactics or “programs” to solve business problems. Program success is highly dependent on true integration. #SearchFest 8
  9. 9. Content Marketing is an “Integrated Program” #SearchFest Portland, Oregon Friday, Feb. 28, 2014 9
  10. 10. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 10
  11. 11. Tactical Integration: Content Strategy at the Core Portland, Oregon Friday, Feb. 28, 2014 content creation paid media promotion content strategy futurefriendly lifecycle marketing (email) social promotion and discussion tacticallyagnostic search analytics lenses: local + mobile #SearchFest 11
  12. 12. Content Strategy and Planning Process Portland, Oregon Friday, Feb. 28, 2014 1. Audience Intelligence 2. Content Audit 3. Gap Analysis 4. Plan Creation 5. Plan Execution Vernacular & Demand Quantitative & Qualitative Categories & Topics Tactics & Prioritization Analysis & Agility lenses: local + device #SearchFest 12
  13. 13. Purposeful Content Portland, Oregon Friday, Feb. 28, 2014 BRAND Supports business objectives SEARCH Findable by search engines #SearchFest VISITORS Fulfills audience needs 13
  14. 14. Content Demand Through Digital Data Portland, Oregon Friday, Feb. 28, 2014 Search Intelligence Social Intelligence Identify consumer vernacular, popularity, associated and common interests, and content types to inform content strategy #SearchFest Content Demand Other sources for content marketing insights: • Focus groups, surveys, polls • Website analytics • Social analytics • Site search • Competitive efforts • Stated email interests 14
  15. 15. What Are You About? Taxonomies & Personas Based on Content Demand Portland, Oregon Friday, Feb. 28, 2014 ATM ATM equipment ATM parts products/parts generic ATM machine cash machine ATM models teller machine ATM companies ATM manufactures company/provider Nautilus Hyosung sale/purchase ATM machines for sale buy ATM machines ATM providers ATM business ATM security ATM services technology/services info ATM solutions ATM placement ATM repair owning an ATM #SearchFest 15
  16. 16. Qualitative Audit: Best Practices Portland, Oregon Friday, Feb. 28, 2014 Useful and usable Redundant, outdated, trivial (ROT) Meets audiences’ needs Balances business objectives Voice, tone & style Sharable Optimized for intended channel #SearchFest 16
  17. 17. Qualitative Audit: Throughout the Funnel Portland, Oregon Friday, Feb. 28, 2014 OTHER PAID REFERRAL DISPLAY CLICK THE PATH TO PURCHASE SOCIAL EMAIL 3.1 1.9 1.4 ASSIST INTERACTION 2.2 DIRECT PURCHASE Acts more as an LEGEND ORGANIC SEARCH PAID SEARCH 1.0 0.9 0.8 0.5 Acts more as a LAST INTERACTION A channel’s position on the chart is defined by the “assist/last interaction ratio” Awareness #SearchFest Consideration Intent Decision 17
  18. 18. Qualitative Audit: Varied Content Types Portland, Oregon Friday, Feb. 28, 2014 Content Type Opportunities: Most companies lack visual content balance and variation. Few customize and have enough content related to consumer desires within various lenses (device and local). Tip: Analyze competitively performing content for type to assist in understanding where the “bar” is, and what it may take to surpass performance. #SearchFest 18
  19. 19. Qualitative Audit: Context Portland, Oregon “Content is King, But Context Rules” Gary Vee #SearchFest Friday, Feb. 28, 2014 19
  20. 20. Qualitative Audit Portland, Oregon Friday, Feb. 28, 2014 Trending: Content Attribution #SearchFest 20
  21. 21. GAP Analysis Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 21
  22. 22. #1 Impediment to Tactical Integration? Portland, Oregon Friday, Feb. 28, 2014 Silos: You brought them in, you can take them out! #SearchFest 22
  23. 23. Cultural Shifts That Break Down Silos Portland, Oregon Friday, Feb. 28, 2014 • Reimagine your organizational structure, processes, and operations design • Rally teams around content marketing program • Assign common success KPIs across teams (incentives) • Create a senior level content position • Include cross-channel teamwork in performance reviews • Celebrate group successes • Educate! #SearchFest 23
  24. 24. Resourcing Portland, Oregon Friday, Feb. 28, 2014 Roles & Responsibilities Search catalog all content Social PR manage all content creation, curation, & distribution own content calendars & management tools Content Department Media Analytics measure results, arrange adjustments & optimization perform content strategy role Dev Email inform & coordinate with offline & traditional efforts #CMPlan2014 #SearchFest 24
  25. 25. In-house v. Outsourced Portland, Oregon Friday, Feb. 28, 2014 Commonly “In-housed” Commonly Outsourced Production level creative and content creation Research, strategy and planning Social posting and brand interaction Complex content creation Internal program management Business goal reporting and total ROI analysis Ideation External program management Content tagging Related development Media promotion Program level reporting Ongoing recommendations and plan adjustments #SearchFest 25
  26. 26. Internal Tool Sets Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 26
  27. 27. Budgeting for Content Marketing Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 27
  28. 28. Media Portland, Oregon Friday, Feb. 28, 2014 “Market Your Marketing” – Jay Baer PPC RETARGETING NATIVE SOCIAL MOBILE EXCHANGES NETWORKS ENGAGING #SearchFest 28
  29. 29. Portland, Oregon Friday, Feb. 28, 2014 How to Get Started #SearchFest 29
  30. 30. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 30
  31. 31. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 31
  32. 32. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 32
  33. 33. Content Marketing Research Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 33
  34. 34. What Are We Searching For? Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 34
  35. 35. Start Your Research Here! Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 35
  36. 36. Online Research Tools Portland, Oregon Friday, Feb. 28, 2014 Google Keyword Suggest Relate Searches #SearchFest 36
  37. 37. More Google Research Tools Portland, Oregon Friday, Feb. 28, 2014 YouTube Related Searches #SearchFest 37
  38. 38. Portland, Oregon Friday, Feb. 28, 2014 More than 410 questions about “visit the grand canyon” (exact match). More than 3,400 using broad match! #SearchFest 38
  39. 39. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 39
  40. 40. Portland, Oregon Friday, Feb. 28, 2014 Long tail searches are the key to success! #SearchFest 40
  41. 41. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 41
  42. 42. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 42
  43. 43. #SearchFest 43
  44. 44. Address Pricing / Cost Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 44
  45. 45. Comparisons Portland, Oregon Friday, Feb. 28, 2014 Showcase your product or service then compare and contrast to others. #SearchFest 45
  46. 46. Lists – People Still Love Them Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 46
  47. 47. Resource Pages Portland, Oregon Friday, Feb. 28, 2014 38 links to this page 111 links to this page #SearchFest 47
  48. 48. Videos! – They Are Not That Hard Portland, Oregon Friday, Feb. 28, 2014 Interviews Behind the Scenes #SearchFest Fun Product Demos 48
  49. 49. FREE GUIDES & White Papers Portland, Oregon Friday, Feb. 28, 2014 - Lead generator - Link attractor - Long life span #SearchFest 49
  50. 50. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 50
  51. 51. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 51
  52. 52. Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 52
  53. 53. Portland, Oregon Friday, Feb. 28, 2014 Buyers need information that helps them make an informed decision. Businesses that provide the content those people are searching for - will win. #SearchFest 53
  54. 54. Portland, Oregon Friday, Feb. 28, 2014 The best time to start a content marketing program is 5 years ago. The second best time is NOW! #SearchFest 54
  55. 55. Portland, Oregon Friday, Feb. 28, 2014 www.VerticalMeasures.com Shameless Plug: We offer the best ½ and full day content marketing workshops in the industry and can bring them to you. Tweet: Content Marketing Book – @AccelerateBook is FREE on Amazon – Today only! #SearchFest @ArnieK #SearchFest 55
  56. 56. Questions? Portland, Oregon Friday, Feb. 28, 2014 #SearchFest 56
  57. 57. Portland, Oregon Friday, Feb. 28, 2014 @MikeCorak #SearchFest @ArnieK 57

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