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#CMWorld
SEARCH & SOCIAL
TWITTER CHAT
Featuring TopRank Marketing’s Lee Odden @LeeOdden
and Content Marketing Institute’s Joe Pulizzi @JoePulizzi
#CMWorld • contentmarketingworld.com
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
Q1: Let’s get started! In the
ever-changing world of search,
what are basics content marketers
should keep in mind? #CMWorld
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
@cmicontent Content should have a purpose, a target audience an
a measurable objective. #CMWorld
MCC @MelClarkMkt
@CMIContent A1 Content should be share-able, easily digestible, readily discovered
(search) and relevant. #cmworld
Neil Horowitz @njh287
A1 People search like they ask questions. Make sure you create meaningful content
around important questions. #cmworld
Angela Dunn @blogbrevity
A1. Figure out what words / phrases buyers use - instead of focusing on
product terms #cmworld
Ardath Albee @ardath421
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
Q2: How does #contentmarketing
create synergy between search
and social? #CMWorld
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
A2 Search and social are both distribution channels. In ur content calendar, ensure
the two are aligned (keywords, hashtags, etc.) #CMWorld
Stephanie Walton @StephLynette
A2: Search, Social, Lead Gen - it all starts with a defined content strategy today.
Most marketers skip this stage ;) #cmworld
Joe Pulizzi @JoePulizzi
I actually think other way around - social is little without content. Without content,
social is just chatter. You can quote me. #cmworld
Susyn Elise Duris @SusynEliseDuris
A2: Social is jelly, SEO is peanut butter, & content marketing is the bread that holds
it all together :) http://t.co/NN669hChzT #CMWorld
Lee Odden @leeodden
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
Q3: How do you balance #SEO
keywords (search) & keywords
consumers use (social)? #CMWorld
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
A3: Search phrases express specific intent to find. Social topics expect interaction
or reaction #CMWorld
Lee Odden @leeodden
A3 We know social affects search rank. Question is whether to target high-volume
searches or influential socialites/sharers. #cmworld
Neil Horowitz @njh287
#cmworld A3- Search terms are aimed at solving a time sensitive problem. Social
terms are for engagement and entertainment
Ebyline @Ebyline
#cmworld Social has to be cultivated constantly. Content can be optimized for
search one time. You can’t only do social w/ ur blog content.
Stephanie Walton @StephLynette
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
Q4: What tools should content
marketers use when it comes
to #SEO? #CMWorld
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
A4: Outside of Google’s keyword tool, SEMrush is a great tool.
#cmworld
Joe Pulizzi @JoePulizzi
A4: Keyword research tools: Google Keyword Planner, Wordstream, Wordtracker,
Keyword Discovery #CMWorld
Lee Odden @leeodden
@consected I am loving SEOMOZ’s newest suite of tools, Moz Analytics!! #cmworld
#SEO #ContentMarketing
sarah ware @WareSarah
A4: Buzzstream, Outbrain, Buffer, Feedly, Linkdex, Visual.ly, Followerwonk, HARO,
FindPeopleonPlus, AuthorCrawler, G+ Ripples #CMWorld
Kevin Gibbons @kevgibbo
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
Q5: Is there one kind of content – video,
text, images, mobile – that is prime
for search? What’s the hot trend?
#CMWorld
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
A5: Create the content mix most meaningful for your customers, then optimize for
findability #CMWorld
Lee Odden @leeodden
A5: People underestimate the power of optimizing images/videos. Big opportunity.
#cmworld
Angela Dunn @blogbrevity
A5: Key: Tagging and adding relevant copy so important for video and infographics.
Help Google discover your content. #cmworld
Joe Pulizzi @JoePulizzi
A5 whenever possible, include transcripts for video or audio, and always alt tag those
images #cmworld
Erika @SFerika
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
Q6: What process does your organization
use to optimize its content? #CMWorld
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
A6: Every keyword phrase should have a target page/post. It’s important not to
compete with yourself. #cmworld
Joe Pulizzi @JoePulizzi
A6: That’s the question everyone wants to know :) Our optimization process is
outlined in detail within http://t.co/8945Crp0Lo #CMWorld
Lee Odden @leeodden
@CMIContent A6: Proactively. Use keyword tools to learn what your audience is
searching for, and develop content around those areas #CMWorld
Brendan Cournoyer @brencournoyer
A6/7 An undervalued exercise is coming up w/content categories – create the
buckets around which all content will flow/be relevant. #cmworld
Angela Dunn @blogbrevity
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
Q7: How do you change your search
strategy based on how Google
changes its algorithm? #CMWorld
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
A7: If you focus on epic content that your customers/prospects share, to heck with
Google’s algorithm. Great stories win! #cmworld
Joe Pulizzi @JoePulizzi
@CMIContent A7: You generally shouldn’t have to if your strategy’s based around
providing valuable content #CMWorld
Kristen Hicks @atxcopywriter
A7: Closely monitoring & optimizing the performance of content in search = a
competitive advantage. Don’t ASSume :) #cmworld
Lee Odden @leeodden
#cmworld SEO people get antsy every time Google updates, but the good methods will
always have a place in marketing
Ebyline @Ebyline
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
Q8: Do you optimize every blog post
for search? What parts of your blog
post do you optimize? #CMWorld
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
@cmicontent A8: We factor in search in every blog post, but not to the detriment of
quality. #CMWorld
MCC @MelClarkMkt
A8: We optimize every post for search, but we don’t let rankings cloud our
execution. Add value to the web, not take from it #CMWorld
Brafton @Brafton
A8: Optimize headlines for reader clicks. If a keyword naturally fits headline, good
indication post is on topic for your brand #cmworld
Katherine Griwert @kgriwert
A8: Regarding an optimized content plan, here’s a handy template: http://t.co/
D9pgJEAYuO (free, ungated) #cmworld
Lee Odden @leeodden
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
Q9: Do you optimize your content for
both your audience and search?
Which is more important? #CMWorld
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
A9: Content easily found but confusing is of no value. Neither is excellent content
no one can find. #cmworld
Lee Odden @leeodden
A9: Meaningful content for customers that is also optimized for discovery - search
or social is the WIN :) #cmworld
Lee Odden @leeodden
@CMIContent Audience. If the reader doesn’t care, you’ve accomplished nothing
(and won’t get anywhere in search besides) #CMWorld
Kristen Hicks @atxcopywriter
A9: content that’s found is meaningless if just keyword stuffing. Be creative &
provide value to the consumer #CMWorld
Phil Ayres @consected
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
Q10: Last question: What do you
think is the future of SEO/search?
Will it become more or less important?
#CMWorld
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
A10: As long as content can be found through the act of searching, there will be an
opportunity for optimization. #CMWorld
Lee Odden @leeodden
A10: Prediction alert: SEO and Social roles start reporting into Content role in
enterprises. This is happening now. #cmworld
Joe Pulizzi @JoePulizzi
@CMIContent A10 I think/hope more real-time search. I use Google’s time tools a
lot. Search for real-time social content, too! #cmworld
Neil Horowitz @njh287
#content #marketing will be driver that will ultimately be the brand builder, nurturer,
extender and everything will fall under it. #cmworld
Susyn Elise Duris @SusynEliseDuris
#CMWorld • contentmarketingworld.com
Search & Social #CMWorld • Twitter Chat
Want to learn more?
Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at
Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key
content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits.
Simply follow #cmworld on twitter to join the conversation.
•	 July 2: Content Strategy with Michael Brenner @brennermichael (Click here for the full transcript)
•	 July 9: Search and Social with Lee Odden @leeodden
•	 July 16: Financial Content Marketing with Mitch Joel @mitchjoel
•	 July 23: Social Media Marketing with Joe Chernov @jchernov
•	 July 30: B2B Content Marketing with Ardath Albee @ardath421
•	 August 6: Small Business Content Marketing with Brian Clark @copyblogger
•	 August 13: Multi-Channel Marketing with Andrew Davis @tpldrew
•	 August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava
To read the full transcript of this chat, visit http://bit.ly/CMWchat_Odden

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#CMWorld Search & Social Twitter Chat

  • 1. #CMWorld SEARCH & SOCIAL TWITTER CHAT Featuring TopRank Marketing’s Lee Odden @LeeOdden and Content Marketing Institute’s Joe Pulizzi @JoePulizzi #CMWorld • contentmarketingworld.com
  • 2. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat Q1: Let’s get started! In the ever-changing world of search, what are basics content marketers should keep in mind? #CMWorld
  • 3. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat @cmicontent Content should have a purpose, a target audience an a measurable objective. #CMWorld MCC @MelClarkMkt @CMIContent A1 Content should be share-able, easily digestible, readily discovered (search) and relevant. #cmworld Neil Horowitz @njh287 A1 People search like they ask questions. Make sure you create meaningful content around important questions. #cmworld Angela Dunn @blogbrevity A1. Figure out what words / phrases buyers use - instead of focusing on product terms #cmworld Ardath Albee @ardath421
  • 4. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat Q2: How does #contentmarketing create synergy between search and social? #CMWorld
  • 5. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat A2 Search and social are both distribution channels. In ur content calendar, ensure the two are aligned (keywords, hashtags, etc.) #CMWorld Stephanie Walton @StephLynette A2: Search, Social, Lead Gen - it all starts with a defined content strategy today. Most marketers skip this stage ;) #cmworld Joe Pulizzi @JoePulizzi I actually think other way around - social is little without content. Without content, social is just chatter. You can quote me. #cmworld Susyn Elise Duris @SusynEliseDuris A2: Social is jelly, SEO is peanut butter, & content marketing is the bread that holds it all together :) http://t.co/NN669hChzT #CMWorld Lee Odden @leeodden
  • 6. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat Q3: How do you balance #SEO keywords (search) & keywords consumers use (social)? #CMWorld
  • 7. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat A3: Search phrases express specific intent to find. Social topics expect interaction or reaction #CMWorld Lee Odden @leeodden A3 We know social affects search rank. Question is whether to target high-volume searches or influential socialites/sharers. #cmworld Neil Horowitz @njh287 #cmworld A3- Search terms are aimed at solving a time sensitive problem. Social terms are for engagement and entertainment Ebyline @Ebyline #cmworld Social has to be cultivated constantly. Content can be optimized for search one time. You can’t only do social w/ ur blog content. Stephanie Walton @StephLynette
  • 8. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat Q4: What tools should content marketers use when it comes to #SEO? #CMWorld
  • 9. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat A4: Outside of Google’s keyword tool, SEMrush is a great tool. #cmworld Joe Pulizzi @JoePulizzi A4: Keyword research tools: Google Keyword Planner, Wordstream, Wordtracker, Keyword Discovery #CMWorld Lee Odden @leeodden @consected I am loving SEOMOZ’s newest suite of tools, Moz Analytics!! #cmworld #SEO #ContentMarketing sarah ware @WareSarah A4: Buzzstream, Outbrain, Buffer, Feedly, Linkdex, Visual.ly, Followerwonk, HARO, FindPeopleonPlus, AuthorCrawler, G+ Ripples #CMWorld Kevin Gibbons @kevgibbo
  • 10. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat Q5: Is there one kind of content – video, text, images, mobile – that is prime for search? What’s the hot trend? #CMWorld
  • 11. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat A5: Create the content mix most meaningful for your customers, then optimize for findability #CMWorld Lee Odden @leeodden A5: People underestimate the power of optimizing images/videos. Big opportunity. #cmworld Angela Dunn @blogbrevity A5: Key: Tagging and adding relevant copy so important for video and infographics. Help Google discover your content. #cmworld Joe Pulizzi @JoePulizzi A5 whenever possible, include transcripts for video or audio, and always alt tag those images #cmworld Erika @SFerika
  • 12. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat Q6: What process does your organization use to optimize its content? #CMWorld
  • 13. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat A6: Every keyword phrase should have a target page/post. It’s important not to compete with yourself. #cmworld Joe Pulizzi @JoePulizzi A6: That’s the question everyone wants to know :) Our optimization process is outlined in detail within http://t.co/8945Crp0Lo #CMWorld Lee Odden @leeodden @CMIContent A6: Proactively. Use keyword tools to learn what your audience is searching for, and develop content around those areas #CMWorld Brendan Cournoyer @brencournoyer A6/7 An undervalued exercise is coming up w/content categories – create the buckets around which all content will flow/be relevant. #cmworld Angela Dunn @blogbrevity
  • 14. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat Q7: How do you change your search strategy based on how Google changes its algorithm? #CMWorld
  • 15. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat A7: If you focus on epic content that your customers/prospects share, to heck with Google’s algorithm. Great stories win! #cmworld Joe Pulizzi @JoePulizzi @CMIContent A7: You generally shouldn’t have to if your strategy’s based around providing valuable content #CMWorld Kristen Hicks @atxcopywriter A7: Closely monitoring & optimizing the performance of content in search = a competitive advantage. Don’t ASSume :) #cmworld Lee Odden @leeodden #cmworld SEO people get antsy every time Google updates, but the good methods will always have a place in marketing Ebyline @Ebyline
  • 16. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat Q8: Do you optimize every blog post for search? What parts of your blog post do you optimize? #CMWorld
  • 17. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat @cmicontent A8: We factor in search in every blog post, but not to the detriment of quality. #CMWorld MCC @MelClarkMkt A8: We optimize every post for search, but we don’t let rankings cloud our execution. Add value to the web, not take from it #CMWorld Brafton @Brafton A8: Optimize headlines for reader clicks. If a keyword naturally fits headline, good indication post is on topic for your brand #cmworld Katherine Griwert @kgriwert A8: Regarding an optimized content plan, here’s a handy template: http://t.co/ D9pgJEAYuO (free, ungated) #cmworld Lee Odden @leeodden
  • 18. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat Q9: Do you optimize your content for both your audience and search? Which is more important? #CMWorld
  • 19. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat A9: Content easily found but confusing is of no value. Neither is excellent content no one can find. #cmworld Lee Odden @leeodden A9: Meaningful content for customers that is also optimized for discovery - search or social is the WIN :) #cmworld Lee Odden @leeodden @CMIContent Audience. If the reader doesn’t care, you’ve accomplished nothing (and won’t get anywhere in search besides) #CMWorld Kristen Hicks @atxcopywriter A9: content that’s found is meaningless if just keyword stuffing. Be creative & provide value to the consumer #CMWorld Phil Ayres @consected
  • 20. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat Q10: Last question: What do you think is the future of SEO/search? Will it become more or less important? #CMWorld
  • 21. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat A10: As long as content can be found through the act of searching, there will be an opportunity for optimization. #CMWorld Lee Odden @leeodden A10: Prediction alert: SEO and Social roles start reporting into Content role in enterprises. This is happening now. #cmworld Joe Pulizzi @JoePulizzi @CMIContent A10 I think/hope more real-time search. I use Google’s time tools a lot. Search for real-time social content, too! #cmworld Neil Horowitz @njh287 #content #marketing will be driver that will ultimately be the brand builder, nurturer, extender and everything will fall under it. #cmworld Susyn Elise Duris @SusynEliseDuris
  • 22. #CMWorld • contentmarketingworld.com Search & Social #CMWorld • Twitter Chat Want to learn more? Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits. Simply follow #cmworld on twitter to join the conversation. • July 2: Content Strategy with Michael Brenner @brennermichael (Click here for the full transcript) • July 9: Search and Social with Lee Odden @leeodden • July 16: Financial Content Marketing with Mitch Joel @mitchjoel • July 23: Social Media Marketing with Joe Chernov @jchernov • July 30: B2B Content Marketing with Ardath Albee @ardath421 • August 6: Small Business Content Marketing with Brian Clark @copyblogger • August 13: Multi-Channel Marketing with Andrew Davis @tpldrew • August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava To read the full transcript of this chat, visit http://bit.ly/CMWchat_Odden