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New York Technology Council 10-12


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New York Technology Council 10-12

  1. 1. Content Marketing:Beyond “Liking” and Tweeting Ruben Quinones, Director of New Media 1375 Broadway, 23 rd Floor, NY, NY
  2. 2. 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
  3. 3. Content ….. What it’s not Purchase
  4. 4. Content ….. What it’s not Purchase
  5. 5. What it is …….
  6. 6. It Also …..Boosts Your Interior Pages for SEO
  7. 7. 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
  8. 8. Social Metrics Increasing in Search Algorithm Social metrics increased 2% from last biannual report, and is expected to continue to increase.
  9. 9. 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
  10. 10. Discovering Content Topics•Who are our audiences?•What are the touch points / challenges ofour customers?•What are they asking?
  11. 11. Discovering Content Topics Audiences for ContentCustomerSegmentation
  12. 12. Discovering Content Topics Audiences for ContentAlliances
  13. 13. 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.
  14. 14. 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”
  15. 15. 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
  16. 16. Discovering Content Topics Boolean searches on YouTube
  17. 17. Discovering Content Topics Boolean searches on Twitter
  18. 18. Discovering Content Topics Boolean searches on Twitter
  19. 19. Sourcing Your Next Topic
  20. 20. Discovering Content Topics Identifying Key Terms for AudiencesIdentifyTouch Points Identify any Context Map back to Audiences Incorporate into Content calendar (onsite and Social)
  21. 21. Onsite Strategic Considerations
  22. 22. On Site Social Integration with your Content Can I communicate with your brand?
  23. 23. On Site Social Integration with your Content Can I share it?
  24. 24. 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
  25. 25. Content Marketing off Site
  26. 26. The Digital Landscape Awareness Favorabilit y Consideration Purchase
  27. 27. Social Based Content
  28. 28. Repurposed and Dedicated Content for the Social Web•Do you have pdf’s presentations?•Do you have highly visual images?•Can you convert your written content intoa visual info graphic? Powerpoint?
  29. 29. Submit Your Content to OtherSites that Cater to your Audiences •Article Sites •Guest Blogging on industry sites •Guest blogging on alliance sites
  30. 30. Content Marketing off Site - Facebook Homepage News Feed
  31. 31. Content Marketing off Site - Facebook
  32. 32. Content Marketing off Site - Facebook Source: Allfacebook Dec. 2011
  33. 33. Which Means to Stand Out……. Must increase engagement Build Affinity Establish Frequency
  34. 34. The Secret to Marketing on Facebook Don’t Market!
  35. 35. Ingredients for Engaging Content•Educational•Entertaining•Exclusive
  36. 36. Targeting Your Content Target by gender, relationship status, educational status, age, location and language
  37. 37. Segment Your Content Utilizing “Facebook Insights” you can gauge which theme is performing the best.
  38. 38. Disseminating Content to Your Audiences Ads targeted by keyword intent, titles, and interests
  39. 39. Pay for your content to reach your audience This content piece was targeted to facebook users who had an expressed interest in the show.
  40. 40. Pay for your content to reach your audience This content piece about the conference is being advertised by keyword intent
  41. 41. 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.
  42. 42. Metrics to Look at (not brands)
  43. 43. MetricsContent will mostly be measured by passive metrics• On site Metrics Passive & Hard• Social Metrics Passive & Hard
  44. 44. Passive Metric Your “visit duration” shouldimprove, an indication that your content is being consumed
  45. 45. Passive Metric – New VisitorsAre new visitors coming in as are result of your content?
  46. 46. Passive Metric – Deeper Navigation How deep did they navigate beyond your page?
  47. 47. 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
  48. 48. Hard Metric - Goals Sort by the content section of your site
  49. 49. Social Metrics – Hard Factored into Engagement Rate• Likes• Follows or Connections• Shares/retweets• Shares• Comments
  50. 50. Social Metrics – Passive• Impressions• Views• Clicks• Consumption• Reach
  51. 51. 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
  52. 52. 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
  53. 53. Tools to useExternal tool -
  54. 54. 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
  55. 55. Case Study Takeaway•Create CompellingContent•Target a vertical•List development &remarketing•Participation &Evangelization
  56. 56. Thank You!