How Content Marketing Drives Search and ROI Success


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Search has been dramatically changing over the past few months, and content is once again king for enabling search. Brands that develop quality content that educates customers and drives purchase decisions will have the competitive advantage. But it’s important to know that content marketing and search marketing go hand in hand, and the more and varied types of optimized content that brands have, the greater the chance to rank more of it in the organic search results.

Content also drives paid search by providing multiple types of assets to test as offers to improve conversion rates.

But what do you need to know to integrate content marketing into search marketing? What types of content are most important? Janet and Kari will help you find the content marketing path right for your search program.

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  • POLL: Who is doing or has done content marketing?
    -What’s content marketing?
  • Content marketing isn’t new, and it’s probably something you’re already doing but just don’t know it.
    What does that mean?
    Read quote.
  • But here’s what it’s not: selling.
    Content marketing is a form of inbound marketing – meaning you’re marketing to your prospects in a way that brings them in to you, rather than you going out to them. It’s communicating with and educating your prospects and customers without directly selling to them.
    Keyword there is educating. Content is a major part of the buyer decision to make a purchase
  • -Content marketing can help you build a thought-leadership position for your company so you’re the go-to industry knowledge resource
    -Content marketing can help you build your brand and generate awareness for your company and products
    -Interesting content is one of the biggest reasons people follow brands on social media, so if you’re producing content that’s interesting and valuable to your customers and prospects, you can build a community behind your content and your brand
    -Content drives traffic to your website via search and other media
    -Last but not least, content can generate leads – if you remember from the last slide, 57% of marketers have acquired customers via content on their blogs
  • But in order to reap the benefits of content marketing, it’s important to deliver the right content at the right time. Map your content strategy to your customer buying cycle and think about what types of content make the most sense for each phase. Here we give some examples of types of content that can be utilized from the top of the sales funnel – awareness – down through the purchase phase. As you can see, content found through search is important at all stages of the funnel. And Janet will now talk about why content is important for search.
  • Poll: What types of content are you creating today?
    Blog posts
    Press releases
  • Rich snippets get more clicks
  • Rich snippets get more clicks
  • Also use regular Sitemaps for your blogs and website. Search Mojo new blog entries are indexed and within Google in less than a minute!
  • How to encourage it?
    Contests, etc.
    Monitor it
    Litter Robot
  • Litter Robot:
  • Poll: What are your greatest content marketing challenges?
    Buy in from executives
    Cost of content development

    Define your goals
    First and foremost: Know why you’re creating content
    Determine which content is right to meet that goal/audience
    What type of content makes sense?
    1. for your audience and products and brand
    What keywords align with your goals?
    1. Map keyword types and examples to goals and content types. (Example of mapping table)
    What opportunities are out there?
    Questions from customers or prospect asking?
    Take an inventory
    What do you have that already fits in your goals?
    What’s missing? What do you need to create?

  • Measure content against goals
    Search goals or sales goals
    How you measure will vary by what your goals are
    What CAN you measure?
    Break metrics into 4 buckets: Consumption, Sharing, Lead Generation, Sales 
    Consumption: page views, document views, video views, downloads (ungated)
    Mainly used to measure organic content/SEO
    To boost consumption, take your content out from behind marketing walls.
    Sharing: Likes, tweets, shares, forwards, inbound links
    Used to measure SEO and PPC content
    To boost sharing, make sharing easy (easy to use sharing buttons, embedding code)
    Lead Generation: registrations to view gated content, email subscriptions (soft)
    Used to measure SEO and PPC content
    Not all content will produce leads, but can contribute to lead generating behavior.
    Sales: online sales, offline sales, customer retention
    Used to measure SEO and PPC content

    For instance, video:
    Google Analytics event tracking
    Traffic to that item
  • How Content Marketing Drives Search and ROI Success

    1. 1. @marketingmojo | #mojowebinar | HOW CONTENT MARKETING DRIVES SEARCH AND ROI SUCCESS Janet Driscoll Miller President and CEO Kari Rippetoe Content marketing Manager
    2. 2. @marketingmojo | #mojowebinar | ABOUT MARKETING MOJO • Search engine marketing firm founded in 2005 › Search engine optimization (SEO) › Pay-per-click advertising management (PPC) › Social media advertising › Online reputation management › Content marketing creation • Headquartered in Charlottesville, Va › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at Marketo User Summit, SMX, MarketingProfs, PubCon and more • Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop and Hubspot
    3. 3. @marketingmojo | #mojowebinar | OUR CLIENTS
    4. 4. @marketingmojo | #mojowebinar | AGENDA • What is content marketing? • Content marketing and search • How to get started • Measuring success
    5. 5. @marketingmojo | #mojowebinar | WHAT IS CONTENT MARKETING?
    6. 6. @marketingmojo | #mojowebinar | WHAT IS CONTENT MARKETING? “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.” Source: Content Marketing Institute
    7. 7. @marketingmojo | #mojowebinar | WHAT CONTENT MARKETING ISN’T
    8. 8. @marketingmojo | #mojowebinar | WHY IS CONTENT MARKETING IMPORTANT? • 61% of consumers feel better about and are more likely to buy from a company that delivers custom content1 • 9 out of 10 B2B purchase decisions begin with exposure to content marketing2 • 57% of marketers have acquired new customers via their blogs3 1 Source: Roper Public Affairs & Communications 2 Source: DemandGen 3 Source: Hubspot
    9. 9. @marketingmojo | #mojowebinar | WHAT ARE THE BENEFITS OF CONTENT MARKETING? • Thought-leadership • Branding and awareness • Social sharing and community-building • Driving site traffic › Through search and other media • Lead generation
    10. 10. @marketingmojo | #mojowebinar | CONTENT AND THE BUYING CYCLE Search marketing Press Releases Social Media Social Media Search marketing Webinars & Videos Blogs Video Search marketing Video Social Media
    11. 11. @marketingmojo | #mojowebinar | CONTENT MARKETING FOR ORGANIC SEARCH
    12. 12. @marketingmojo | #mojowebinar | YOUR CUSTOMERS ARE USING SEARCH ENGINES • 89% of consumers use search for purchases1 • 81% of consumers’ perceptions are influenced by search2 1 Source: Fleishman-Hillard 2 Source: Weber Shandwick
    13. 13. @marketingmojo | #mojowebinar | WHY IS CONTENT IMPORTANT FOR SEO? • Content is what search engines index • Google and Bing rank many types of content • Greater opportunities to rank more information
    14. 14. @marketingmojo | #mojowebinar | WHAT FORMATS OF CONTENT CAN BE INDEXED/RANKED? • HTML-based pages • PDF files • Video • Images •
    15. 15. @marketingmojo | #mojowebinar | WHAT TYPES OF CONTENT SHOULD YOU CONSIDER FOR SEARCH? • Video • Infographics • Photos • Recipes • Blog posts • Whitepapers • Ebooks • Press releases • Mobile apps • Many more!!
    16. 16. @marketingmojo | #mojowebinar | PREPPING CONTENT FOR SEO • Rich snippets › • XML Sitemaps
    17. 17. @marketingmojo | #mojowebinar | WHY USE RICH SNIPPETS? From our experiments, it seemed that giving the user a better idea of what to expect on the page increases the click-through rate on the search results. So if the webmasters do this, it’s really good for them. They get more traffic. It’s good for users because they have a better idea of what to expect on the page. And, overall, it’s good for the web. - RV Guha, Rich Snippets Engineer at Google
    18. 18. @marketingmojo | #mojowebinar | TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing
    19. 19. @marketingmojo | #mojowebinar | TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing
    20. 20. @marketingmojo | #mojowebinar | TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing
    21. 21. @marketingmojo | #mojowebinar | TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing
    22. 22. @marketingmojo | #mojowebinar | TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing
    23. 23. @marketingmojo | #mojowebinar | TYPES OF RICH SNIPPETS • Reviews* • People* • Products • Businesses & Organizations • Recipes* • Events • Music *supported by both Google and Bing
    24. 24. @marketingmojo | #mojowebinar | WHAT CONTENT NEEDS A SITEMAP? • Textual content › Uses a standard XML Sitemap • Video content › Uses a video XML Sitemap • Image content › Uses an image XML Sitemap • News content › Uses a news XML Sitemap • Once Sitemaps are created, register them › ›
    25. 25. @marketingmojo | #mojowebinar | CASE STUDY: PETROCHEM Timefram e Organi c Search Traffic Pages Ranked in Top 10 30 days 335% 5/10 80 days 889% 9/10 For keywords for which Google offers video results, any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index. - Forrester
    26. 26. @marketingmojo | #mojowebinar | WHAT ABOUT USER-GENERATED CONTENT? • Content that is created by the public (i.e. your “users” or customers) › Examples: reviews, videos, forums, Q&A sites • Shifts the burden of content creation away from the business • Can help create lots of content quickly • Can backfire if not monitored closely or executed properly
    27. 27. @marketingmojo | #mojowebinar | THE GOOD, THE BAD & THE UGLY GOOD • Litter Robot Customer Video BAD • Lady Bic Reviews on Amazon UGLY • Shell Caption Contest
    28. 28. @marketingmojo | #mojowebinar | THINGS TO WATCH OUT FOR! • Write for customers, not a search engine specifically • Know who your customers are and what type of content is most appropriate • Content should ultimately turn into sales
    29. 29. @marketingmojo | #mojowebinar | CONTENT MARKETING FOR PAID SEARCH
    30. 30. @marketingmojo | #mojowebinar | WHY CONTENT FOR PAID SEARCH? • You need an offer to entice signups
    31. 31. @marketingmojo | #mojowebinar | WHICH CONTENT WORKS BEST? Video Conversions White Paper Conversions NumberofConversions Video Landing Page Test - Conversions
    32. 32. @marketingmojo | #mojowebinar | WHICH CONTENT WORKS BEST?
    33. 33. @marketingmojo | #mojowebinar | HOW DO I GET STARTED? 1. Define your goals 2. What type of content makes sense? 3. What keywords align with your goals? 4. What opportunities are out there that aren’t being addressed? 5. Take an inventory of existing content 6. Create a plan
    34. 34. @marketingmojo | #mojowebinar | ALIGNING KEYWORDS WITH CONTENT Goal Keyword Types Example Content Types Awareness broader industry and product-based keywords, competitor keywords, local searches press releases, videos, infographics Thought-Leadership how-to keywords, questions videos, white papers, e-books, blog posts, infographics Web Traffic high-volume keywords, trend keywords news articles, blog posts, videos, e-books, infographics Lead Generation & Sales niche keywords, long-tail keywords, how- to keywords, questions, local searches, transactional keywords, brand searches white papers, reviews, videos, photos, e- books, product pages
    35. 35. @marketingmojo | #mojowebinar | REPURPOSE CONTENT • People digest content and messages in multiple ways/formats • Saves on resources/development time • Helps get more types of content ranked in search engines
    36. 36. @marketingmojo | #mojowebinar | EXAMPLE OF CONTENT REPURPOSING
    37. 37. @marketingmojo | #mojowebinar | MEASURING SUCCESS • Measure content marketing against goals • Select the right metrics based on what is viable • Map metrics to buying cycle
    38. 38. @marketingmojo | #mojowebinar | METRICS & TOOLS: SEO Buying Cycle Metrics Tools Awareness Page views, document views, video views, social shares, downloads, inbound links, organic traffic, rankings Google Analytics, Events (GA), YouTube, Hootsuite, Trackur, Sprout Social, Majestic SEO Consideration Registrations, downloads, subscriptions, contact form submissions Google Analytics (Goals, Events, Experiments) Purchase Direct sales, downloads, registrations Google Analytics Goals, CRM software (Marketo, Salesforce, Hubspot)
    39. 39. @marketingmojo | #mojowebinar | METRICS & TOOLS: PPC Buying Cycle Metrics Tools Awareness Page views, document views, video views, downloads, paid traffic Adwords, Google Analytics, Events (GA), YouTube Consideration Registrations, downloads, subscriptions, contact form submissions Google Analytics Goals, Events Purchase Direct sales, downloads, registrations Google Analytics (Goals, Events, Experiments), CRM software (Marketo, Salesforce, Hubspot)
    40. 40. @marketingmojo | #mojowebinar | KEY TAKEAWAYS • Write content for the customer • Content drives search, which drives leads • Not all content is created equal • Set up content properly for search • Make a plan to get started • Remember to repurpose • Measure your results, test and adjust
    41. 41. @marketingmojo | #mojowebinar | WHAT’S NEXT? • Interested in hearing more about Marketing Mojo’s services? • Reach out to Janet & start a conversation! 800-939-5938 x101
    42. 42. @marketingmojo | #mojowebinar | CONTACT Janet Driscoll Miller 800-939-5938 x101 Google+: +Janet Driscoll Miller Twitter: @janetdmiller