Content Marketing:Beyond “Liking” and Tweeting Ruben Quinones, Director of New Media 1375 Broadway, 23 rd Floor, NY, NY
Who We Are •Strategic Online Marketing Approach •Strategic Online Marketing Approach•SEO, Social Media , ,Pay-Per-Click, Display Ad management •SEO, Social Media Pay-Per-Click, Display Ad management •Industry leading technology for managing, optimizing & •Industry leading technology for managing, optimizing & tracking search based campaigns tracking search based campaigns Some Brands We Have Worked With
Google & Facebook – Critical for Content on the Web Indexes content on Has content in its the web, content is property, and the web not on Google, its has elements of found by Google facebook in it Intent to Purchase
Social Metrics Increasing in Search Algorithm Social metrics increased 2% from last biannual report, and is expected to continue to increase.
Characteristics of Web Content TopicsWhat’s New?CommentaryWhat’s going to happen…..what to watch out forHow to – process orientedTools and resources that would be of value to your readersAnswering a QuestionCommon Mistakes to look out for
Discovering Content Topics•Who are our audiences?•What are the touch points / challenges ofour customers?•What are they asking?
Discovering Content Topics Audiences for ContentCustomerSegmentation
Discovering Content Topics Audiences for ContentAlliances
Identify Key Terms for Your Customer SegmentsTouch points – key terms that arewidely used by your audience. Ex.(cashflow, tax shelter, appreciation areterms that accountants would use intheir daily workflow)Context – key terms that would beused to describe relevance, for ex.New York, venue, etc.
Discovering Content TopicsEvaluating Meaning ful Content Employ boolean searches – ex. If a well known brand, use“Brand name” “context”, “Brand name” “Touch point” “Audience” “Context”, “Audience” “Touch point” “Competitor” “context”, “Competitor” “Touch point “touch point” “context” “touch point” “touch point”
Discovering Content Topics Boolean search for brand name and a touch point. ex. “new york”, “customer service” Can be multiple variations of previously mentioned boolean searches Filter by News & Blogs
Discovering Content Topics Boolean searches on YouTube
Discovering Content Topics Boolean searches on Twitter
Discovering Content Topics Boolean searches on Twitter
On Site Social Integration with your Content Can I communicate with your brand?
On Site Social Integration with your Content Can I share it?
On Site Social Integration with your Content Take advantage of Google’s Authorship Markup to show authors picture next to search results for their content. Increases CTR for your link. For a step by step on how to implement, go to http://www.pathinteractive.com/blog/2012/09/a-step-by-step-guide-to-google-authorship-markup/
Content Marketing off Site - Facebook Source: Allfacebook Dec. 2011
Which Means to Stand Out……. Must increase engagement Build Affinity Establish Frequency
The Secret to Marketing on Facebook Don’t Market!
Ingredients for Engaging Content•Educational•Entertaining•Exclusive
Targeting Your Content Target by gender, relationship status, educational status, age, location and language
Segment Your Content Utilizing “Facebook Insights” you can gauge which theme is performing the best.
Disseminating Content to Your Audiences Ads targeted by keyword intent, titles, and interests
Pay for your content to reach your audience This content piece was targeted to facebook users who had an expressed interest in the show.
Pay for your content to reach your audience This content piece about the conference is being advertised by keyword intent
Process for New Content Discovery Keep Focus1. What type of post am I writing?2. Who is my specific audience for this post?3. What are one or two critical points I can answer for them?4. What are the two keywords that describe the critical points?5. Do a boolean search to see what might spark some ideas6. Can I stretch these out into a series?7. Next content post, repeat.
MetricsContent will mostly be measured by passive metrics• On site Metrics Passive & Hard• Social Metrics Passive & Hard
Passive Metric Your “visit duration” shouldimprove, an indication that your content is being consumed
Passive Metric – New VisitorsAre new visitors coming in as are result of your content?
Passive Metric – Deeper Navigation How deep did they navigate beyond your page?
Passive Metric – Referring traffic Is your content creating new visitors to your site? Sort by referring Referring sites will give a clues to your audience
Hard Metric - Goals Sort by the content section of your site
Social Metrics – Hard Factored into Engagement Rate• Likes• Follows or Connections• Shares/retweets• Shares• Comments
Social Metrics – Passive• Impressions• Views• Clicks• Consumption• Reach
Social Metrics – Some Deeper Metrics• Brand mentions• Share of voice (by platform, overall, etc.)• Influencer penetration rate• Brand association with targeted keywords• Brand vs competitive with targeted key terms
Some Facebook MetricsUnique viewers of your individual posts “Talking About Uniques Who This” Divided Uniques by “Engaged Have Clicked Who Took Users” into Your Post An Action
Tools to useExternal tool - https://adwords.google.com/o/Targeting/Explorer?
Case Study•Post Card Mania – Print Post Cards•Created a acquisition marketingcampaign geared at a hyper targetedaudience.•Over the course of a year, gained 600quality leads, over 72,000 in sales
Case Study Takeaway•Create CompellingContent•Target a vertical•List development &remarketing•Participation &Evangelization