Content Marketing presentation by Lee Odden of TopRank Online Marketing at Content Marketing World 2012.
Optimization is more than SEO and an "optimize and socialize" approach to content marketing improves awareness, engagement, community, leads and sales.
2. About Lee & TopRank Marketing
Attract – Engage – Convert
@leeodden #cmworld
3. Enough About Me, What About You?
Audience Poll:
What Are Your Content
Marketing Objectives?
1. Awareness
2. Engagement
3. Direct Sales
4. Something Else?
@leeodden #cmworld
5. 51% of all time on the web
is content consumption.
(AOL/Nielsen 2011)
9 out of 10 B2B
Marketers use content
marketing tactics.
(Content Marketing Institute/MarketingProfs 2012)
@leeodden #cmworld
6. 69% 47%
SEO Email
76% 35%
88%
Syndication
Display
78% 12%
Paid Search Content Shares
of brand & agency marketers are
using social media for content
distribution.
@leeodden #cmworld
Source: State of Content Marketing, Outbrain 2012
7. Social Moves Content
70% Increased presence
across platforms
Increased frequency
59% content publishing
50% More robust
social marketing mgt
More robust
45% social monitoring
More social
Source: eMarketer / Awareness Inc. 2012
33% presence
@leeodden #cmworld
8. Search is Undervalued, Yet
Critical to Brand Campaigns eMarketer 8/12
81%
Perceptions
Are Influenced
Weber Shandwick 2012
89%
Use Search for
Purchase
Fleishman-Hillard 2012
@leeodden #cmworld
11. Are they Optimized?
Contributed
Articles
Live Events ?
Case Studies
Facebook Twitter
Infographic
Blogs Videos
@leeodden #cmworld
12. Optimized & Integrated Is Powerful
Customer Goals + Business Value Meet Customer Needs
= Content Marketing Strategy = Achieve Business Outcomes
Blogs
Live Events
Contributed Articles
Twitter
Facebook
Videos
Infographic
@leeodden #cmworld
13. Persona
“Jane Exec” Simple
Influences CEO
Goals: Fast,
Save $, Service
Content Alignment
awareness interest consideration purchase retention advocacy
Blog Facebook Email Offer Tips Articles Blog
Fast
Byline PPC Locator Newsletter Soc Net
Ads Blog PPC Loyalty VIP
Save $
Press Reviews Discount Community Referral
Ads Blog PPC Loyalty VIP
Service
Press Reviews Discount Community Referral
@leeodden #cmworld
17. To Optimize Is Continuous
Hypothesis
Plan
Implement
Measure
Refine
Repeat
@leeodden #cmworld
18. It’s Time to Re-Think “Optimization”
Today’s digital world is complex,
diverse, and changing fast.
To “Optimize” is to know customers,
technology and continuously adapt to
reach business goals.
Consumers are empowered by
technology, expect more: user
experience, speed, service.
@leeodden #cmworld
19. To Optimize is Relevant to All
Corporate Content
and Objectives
Public Human Customer
Marketing
Relations Resources Service
@leeodden #cmworld
23. Social Media & Content Lifecycle
Newsletter
Social Ads
PPC Reviews Community
Forum Social Networks
Email Blog
Website Blog
Online Ads Media
consideratio
awareness purchase retention advocacy
n
Direct Mail
Email Store FAQ
Word of Mouth Promotions
Knowledge Base
P
Ecommerce
R Radio
TV
Print
@leeodden #cmworld
24. Operationalize Optimization
awareness interest consideration purchase retention advocacy
What stories Make it
Goals,
Audiences will connect easy to find
Topics
you? & share
Preferences Search & Editorial Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose PR, Linking
@leeodden #cmworld
25. Optimize Customer Segments
awareness interest consideration purchase retention advocacy
Align Topical Needs With Content
Buying
Keywords Social Topics Content Type
Cycle
Awareness broad general issues blog, byline, social
Stan
Interest category investigative video, social
feature comparison,
Consideration comparison demos
reviews
Customer Segment Pain Purchase transactional referrals exclusive
Points & Goals
Retention tips connect with other users be a resource
• Save time
• Save money Advocacy supporting participation deliver as promised!
• Dissatisfaction
• Status
@leeodden #cmworld
26. Optimized Content Matrix
awareness interest consideration purchase retention advocacy
Topical Blog Post Infographic Video Facebook Post
Theme
Blog Post Infographic Video Facebook Post
Blog Post Infographic Video Facebook Post
Blog Post Infographic Video Facebook Post
Blog Post Infographic Video Facebook Post
Weave Themes Into Stories
@leeodden #cmworld
27. Social Topic Matrix
Keyword 1 Keyword 2 Keyword 3 Keyword 4
Keyword A Blog Post Infographic Video News Release
Keyword B Blog Post Infographic Video News Release
Keyword C Blog Post Infographic Video News Release
Keyword D Blog Post Infographic Video News Release
Keyword E Blog Post Infographic Video News Release
Create a Topic Matrix
@leeodden #cmworld
28. Measuring Business Value
Social Content KPI’s Business Outcomes
• Fans • Share of Voice
• Friends • Improve Service
• Followers • Shorter Sales
• Comments Cycles
• Likes • Increased Order
• Google Plusses Quantity, Frequency
• Links • More Referrals
• SERPs • Lower Marketing
• Search Traffic Costs
• Grow Revenue
• Improve Profits
@leeodden #cmworld
29. Let Me Tell You A Secret
http://tprk.us/cmsecrets
@leeodden #cmworld
34. We need to rethink this.
We need to optimize
our approach.
@leeodden #cmworld
35. Solution? Simplify: One Question
You're a secret agent on a mission and you're having a
rendezvous with your agency contact after pulling a
dangerous undercover operation. You now have a coveted
secret. A content marketing secret. What secret for
achieving success with content marketing will you share?
The content marketing world depends on it!
@leeodden #cmworld
42. Initial Results (6 Days)
43,000+ views on Slideshare
1,000+ PDF downloads
5000+ visits of full interviews
3,300+ Retweets
200+ Facebook “likes”
130 G+
100+ inbound links
@leeodden #cmworld
43. 1 Content & Media Discovery
Audience?
Goals?
Search?
Social?
Prospect Journalist Customer Influences?
“Real influence isn’t huge fan & follower counts,
it’s niche communities that take action”
@leeodden #cmworld
44. 2 Content & Media Consumption
What’s the narrative?
How will your content
persuade?
• Formats, Devices
• Social topics, keywords
• Editorial calendar
“To stand out, your content should stand
for something: unique & specific.”
@leeodden #cmworld
45. 3 Content & Media Engagement
What kind of engagement
do your customers expect?
What topics will inspire
action along the customer
lifecycle? Prospect Customer
“Your community will be as interested in
your content as the interest you show in
the community.”
@leeodden #cmworld
46. Optimization is an Approach
Set Goals
Repeat Make a Plan
ABO
Refine Implement
Monitor &
Measure
@leeodden #cmworld
50. Optimized Planning: WHAT & WHY
1. View of Search, Social &
Content from 360 Degrees
2. Optimize Everywhere:
Marketing & PR, B2B or B2C, SME or LE.
3. Research, Audit & Listen
4. Set Goals, Create a Roadmap
@leeodden #cmworld
51. Optimized Implementation: HOW
Audience & Personas
Keyword & Topic Research
Content Plan
Creation & Curation
Content Optimization
Social Networking
Promotion
Measure & Refine
OptimizeBook.com
@leeodden #cmworld
52. Optimized to Scale: WHO
Assess your organization’s
“optimization readiness” &
identify training opportunities.
Make integrated search,
social & content marketing
part of your processes.
OptimizeBook.com
@leeodden #cmworld
Content MarketingSearch, social media and content marketing are converging, and consumers are using numerous ways to discover, consume and act on content. In this session, you’ll learn how to use content marketing best practices to design information that inspires audiences to share, buy and recommend your brand.Key Points:Learn the framework for an optimize and socialize approach to content marketingUnderstand the framework for optimizing across the customer lifecycleKnow the difference between KPIs and business outcomes for web and social measurementConnect with Lee:http://twitter.com/leeoddenhttp://www.toprankmarketing.comhttp://www.toprankblog.comhttp://optimizebook.com
Long time content marketing expert Lee Odden is the CEO of TopRank Online Marketing, editor at TopRankBlog.comand Author of the new book, Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing published by Wiley. He's been cited in the New York Times, Forbes, The Economist and The Wall Street Journal for his content marketing and PR expertise and writes a Social Media Marketing column for ClickZ. Lee has worked with hundreds of companies developing strategic search, social and content marketing programs and speaks internationally on the convergence of internet marketing, PR and new media.
http://fleishmanhillard.com/2012/01/31/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/http://www.emarketer.com/Article.aspx?R=1009241search results influence consumers’ perceptions about a company, according to 81% of the respondents worldwide in a November 2011 study from PR agency Weber Shandwick.