The document presents an introduction to online marketing, emphasizing the importance of content creation and marketing across various digital platforms. It discusses different forms of digital marketing such as websites, blogging, and social media, highlighting the need for compelling content to engage consumers and drive loyalty. Key points include the significance of a 'home base' for content, the strategic use of outposts, and the value of blogging as a tool for SEO and audience engagement.

1. Blogs & content marketingtom Williamspresident & founderInnoGage, llcContent creation & optimizationMRK 297.50 Spring 2011 | Instructor: MJ Leman April 25, 2011

2. Who is Tom?MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing2An entrepreneurA marketerAn MBAA husbandAn ex-VPA FatherA CPAA rule breaker

3. Forms of Digital MarketingMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing3WebsitesSEM: PPCSEM: OrganicBloggingTwitterFacebookLinkedInVideo (YouTube, Vimeo)Mobile AppsWebinarsWhitepapersEmail marketingWhat do all these things need to survive?

4. Content & Content marketingMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing4Web 1.0Push your contentWebsites & SearchWeb 2.0Create compelling contentConverse with peopleSocial Media & SearchWeb 3.0…

5. Why Content Marketing?MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing5We’re tired of the same old crapConsumers want something valuableBuilds loyalty & trustCreates top-of-mind recallEstablishes dominanceB2C vs B2B (hint: B2B needs content marketing!)People buy from People!

6. Channels – where do these belong?MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing6 Home Base

7. Outpost

8. ExtensionYouTube WebsitesEmail marketingBloggingLinkedInFacebookMobile AppsWebinarsTwitter WhitePapers

9. Content ChannelsMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing7

10. Key PointsMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing8Content belongs in the Home BaseSEO / SEMConversionSupplement Home Base with ExtensionsUse Outposts strategically

11. Home BaseMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing9Website, Blog, Mobile AppYou own it: no one can take it awayConversions happen on the Home BaseYou control the content, the tech and the UXDon’t live in the outposts because…

12. You don’t control the outposts!MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing10

13. OutpostsMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing11Facebook, Twitter, LinkedIn, Quora, YouTubeOwned by other companiesUsually free (or Freemium)Conversational, Research, EngagingNeeds to point back to the Home Base

14. ExtensionsMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing12Whitepapers, Webinars, Email marketingExtend the power of the Home BaseUse them as informational leverageCan repurpose content in / out

15. BloggingMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing13I love blogging because…It’s a Home BaseSEO magnetPlays with Twitter, Facebook, LinkedIn, YouTube, FlickrContent & Media richCollaborativeInteractive

16. Climbing the mountainMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing14Strategic, Optimized for SEO, ROIKeyword rich content, multi-author Regular blogging, thoughtful contentBlog, few updates, little directionNo Blog, No Social media

17. Corporate BlogsMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing15

18. InnoBlogs: Search Engine OptimizerMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing16

19. InnoBlogs: Search Engine OptimizerMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing17

20. Conversion on a blogMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing18

21. ConversationalMarketingLabs.comMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing19

22. Hi-Point JourneysMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing20

23. Hi-Point Journeys: 16 BloggersMJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing21