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INBOUND MARKETING 
The convergence of content, 
search and social 
25 September 2014 
@Direction_grp #dgedge Check-in
The good old days 
What ever happened to them?
This happened 
Customers took control of information
WHAT IS 
‘INBOUND 
MARKETING ’ 
ANYWAY?
Inbound - a definition 
Inbound Marketing 
The process of creating text, audio, video and 
other online assets and optimising them to 
appear when prospective customers are ready 
to pull the trigger on a purchase – Halligan & 
Shah, Hubspot 
We live in an self-directed, opt-in world – 
we have to earn customers’ attention 
Customers will seek you out because of 
the quality of the information you offer to 
help them make better decisions 
CONTENT IS THE WORM ON 
THE INBOUND HOOK 
http://www.newfunpages.com/i
“Inbound marketing is not just content 
creation: it’s a philosophical approach to 
marketing that starts with thinking about 
what (information) customers actually want 
and need and ends with a comprehensive 
approach to optimize that experience from 
the first website visit to email nurturing to 
sales outreach to social media marketing.” 
Dharmesh Shah, Hubspot
The end of Interruptive Marketing as we know it 
WWW.eharmny.co.uk 
“Marketing to your customers by repeatedly 
interrupting them with advertising or selling 
messages is simply not good enough any more 
- technology has changed all the rules” 
Seth Godin
Rand Fishkin, moz.com
Inbound - content doesn’t sit in a vacuum 
CONTENT 
Videos, Blogs, Articles, 
eBooks, Whitepapers, 
podcasts, infographics 
SOCIAL 
MEDIA 
Facebook, YouTube, 
Twitter, LinkedIn, 
Blogs, Forums 
and more 
SEARCH 
On & off-page, Link 
Building, Bookmarks, 
Keywords, Tags 
ATTRACT 
CUSTOMERS 
LIKE A 
MAGNET 
It needs to be integrated with other inbound activities
Why is this important? 
of B2B buying decisions are being investigated, 
evaluated and compared BEFORE the selling 
brand is even contacted (and this figure is rising) 
Source: SiriusDecisions/Harvard Business Review, July 2012
“About 50% of all B2B inquires come from inbound 
channels, and that will jump to about 70% by 
2015-2016.” SiriusDecisions 2013
Is Content Marketing 
a form of 
Inbound Marketing 
OR 
Inbound a form of 
Content Marketing? 
• There are no agreed definitions 
• Inbound is ‘owned’ by Hubspot 
• Content Marketing is an approach - also includes 
outbound and offline 
• The distinction probably doesn’t matter
You need a strategic structure on which to build 
your content driven inbound activity 
www.dezeen.com
Building your Content Marketing Engine™ 
to drive your inbound leads 
A structured, efficient marketing engine to plan, create and distribute content which engages 
customers 
FUEL IGNITE ACCELERATE 
Fuel your content 
marketing with a thorough, 
robust strategic plan 
8.Amplify 
7.Keep 
conversion in 
mind 
6.Atomize, 
repurpose, 
reimagine 
Ignite prospects’ and 
customers’ interest with 
engaging content which 
is relevant, compelling 
and timely to their needs 
Enable your organisation 
to produce more, better 
content and accelerate to 
greater content success 
1.Focus on the 
customer and 
their journey 
2.Distil your 
brand story 
3.Define the 
editorial 
process 
4.Build a 
content creation 
community 
5.Create 
Effective 
Content 
9.Build content 
rhythm 
10.Rev the 
engine 
11.Measure and 
improve 
12.Look in the 
rear view mirror
WHAT IS 
CONTENT?
What is Content ? 
“Any information provided by 
a brand in a format which is 
relevant, compelling and 
timely to the audience’s 
needs at the point at which 
they engage with it and that 
does not overtly seek to sell 
the brand or its products” 
Holliman, 
Journal of Research in Interactive Marketing 2014 
http://goo.gl/lN7Tt7 
16
Why does content even matter? 
BECAUSE 
SAY SO 
Google turns content into currency! 
• Content builds awareness 
• Content facilitates the “inbound” effect 
• Content fuels social media marketing 
• Customers learn to seek it out 
• Content helps customers make better decisions 
17 
Images: http://4.bp.blogspot.com/,www.wikihow.com/Draw-a-Panda , 
www.archive.benchmarkreviews.com/
The power of 
visual content 
90% 
info transmitted into 
brain is visual 
(Source: 3M) 
x69,000 
Faster visual processing 
than text 
(Source: Zabisco) 
x3 
more inbound links 
for posts with video 
(Source: SEOMoz)
93% 
of B2B 
marketers 
90% 
of B2C 
marketers 
+ 
say they are using content marketing 
Source: CMI/MarketingProfs 
B2B Content Marketing 2015 Benchmarks, Budget and Trends, North America
Just “doing content” is no longer 
a competitive advantage. 
Because 70% of 
content created is never used 
Source:SiriusDecisions 2013
There are 27,000,000 
pieces of content 
shared every day 
Source: Hubspot 
www.mymarketingjourney.com
Qualities of truly effective content 
RELEVANT 
COMPELLING 
TIMELY
Think: unanswered questions 
• Ask yourself: What questions do my 
customers have which are going 
unanswered? 
• Does your content help customers 
make a better decision?
Is your content so 
valuable that 
customers would be 
prepared to pay 
for it?
SEARCH 
AND 
OPTIMIZATION
93% of B2B 
buyers use search 
to begin the buying 
process 
Source: Marketo 2014
European Search Landscape – August 2014 
Google 
Bing 
Yahoo 
Others 
89% 
6% 
4% 1% 
Data: The E Word – August 2014 
So lets talk about
So How Does 
Google Work?
Crawling, Indexing, and Ranking 
Google continuously craws the web to index pages, PDFs and other 
digital documents 
Current Estimates - 60 Trillion individual pages indexed and growing 
Ranks each page with a multiple factors (on page, off page and social 
factors) 
As you enter search text google: 
Spelling Identifies and corrects possible spelling errors and provides 
alternatives. 
Auto Complete Predicts what you might be searching for 
Synonyms Recognizes words with similar meanings 
Query Understanding Gets to the deeper meaning of the words you type 
Searches Index via stacked algorithms and provides 
Google Instant Displays immediate results as you type.
For Discoverability, First Page is Everything
Over 200 Ranking 
Factors
Search Metrics 2014 Ranking Factors 
Social 
Backlinks 
OnPage (Content) 
OnPage (Technical)
“Each year, Google 
changes its search 
algorithm around 
500–600 times.”
Brief History of Google Algorithm Factors 
2000 – 2004 PageRank - Content Keywords 
2004 – 2006 More Content for Keywords (Everyone's Keyword Stuffing) 
2006 – 2009 Fresh Content Promoted 
2009 – 2010 Caffeine Update Everyone Needs a Blog (Fresh Updates with lots of Content) 
2010 – 2012 Panda (Major Update) Content Needs to be Unique (Duplication, Spinning 
Penalised) 
2012 – 2013 Penguin (Major Update) Can’t Buy Links, Penalises Suspected Auto Link Building 
and Link Farms 
2014 – Humming Bird (Major Update – Complete Overhaul) - Content needs to be Useful and 
Authentic, On Site Engagement Factors are more important than links – Dwell Time, 
Bounce Rate are now factors
Three Major Elements Working in Tandem 
Panda Penguin Humming Bird
Keyword Stuffing Is Dead
Hummingbird was built to support semantic and conversational search, 
both of which are heavily focused on “long-tail searches” 
Hummingbird is designed to apply meaning technology to content, 
elevating content that is authentic, unique and most of all useful to long 
tail search queries (users)
SOCIAL 
MEDIA
Why social media for business? 
Source: www.langleynewmedia.com/
Why do you want to be on social media? 
That’s where your prospects are! 
Internet users spend 4 x more time on 
Facebook than on Google. 
(Social Media Examiner) 
Active Users 
1,300,000,000 
645,000,000 
360,000,000 
300,000,000
Social media is effective for acquisition 
(HubSpot) 
Social media is all about 
publishing and reach 
Traffic on your website is 
anonymous 
Social media gives you more 
control of what you’re posting – 
and most importantly to whom. 
So how does this work.. the lead gen bit?
Social works across the inbound journey 
Use great content 
to attract new 
visitors 
Drive visitors to 
your conversion 
page 
Nurture leads with 
relevant and 
timely content 
Offer great 
customer service 
engagement 
www.huspot.com
Three types of social media marketing 
PAID 
EARNED 
OWNED 
OWNED 
Where the brand owns the 
channel and uses it organically 
(e.g. your twitter profile) 
EARNED 
Connections become the channel 
– social sharing spreads the word 
PAID 
Where we’re paying to leverage 
the channel (e.g. Promoted 
Tweets with Twitter 
Source: (modified from) Forrester Research Inc.
OWNED 
Social 
Media
SOCIAL 
MEDIA 
EXPLAINED
Which platforms are my target personas on? 
Knowing your personas is important, so you can get them the 
right content, at the right time. 
Once you’ve found them, listen to what they’re saying, 
what they’re interacting with. 
GENDER 
FEMALE MALE 
AGE 
65+ 
55-64 
45-54 
35-44 
25-34 
18-24 
0-17 
EDUCATION
Build reach 
How big is the potential reach? 
How many followers do your followers have? 
Engage with thought leaders, spokespeople industry commentators 
– they have huge reach and your messages easily get megaplied* 
The Rules of Engagement 
1. ASK QUESTIONS, allow these influencers to talk about 
themselves. Don’t just talk about yourself. 
2. 80 / 20 RULE: The majority of content should be helpful 
– 20% can be more promotional. 
3. MIX THINGS UP. Don’t just share links. Try pictures, videos. 
Ask questions. Hold competitions. 
4. SELL YOUR CONTENT – don’t just chuck it out there 
5. SHARE CONTENT from other people too. Curate other, 
relevant content to help build a point of view... 
* Struto coined the phrase to represent the networks of networks of networks...etc
Curated content 
No-one likes 
people that 
just talk about 
themselves. 
Share other people’s 
(brand’s) content. 
BUT: 
Add your own spin. 
Don’t just share content 
wholesale. 
telegraph.co.uk
The power of curation – CMO.com 
“Curation was a great way for us 
to build audience and critical 
mass – but it was the addition of 
original content that enabled us 
to develop the distinctive Adobe 
point of view. 
That helps us position our 
employees as thought leaders in 
the space – and ultimately helps 
us influence it.” 
Timothy Moran , Editor in Chief
Social media profile 
Optimise them. 
They are mini versions of your website. 
Make the most of the real estate with personalised 
cover image, profile pictures, background images 
etc. Google+ has loads of useable image space! 
TOP TIPS 
1. Use keywords in your profiles to make them 
more searchable. 
2. Link to your website on your social platforms 
3. Always include a CTA link so you can track the 
resulting interactions
EARNED 
Social 
Media
The primary inbound social platforms 
There are many social media networks – but 
we’re going to look at those which can help 
inbound marketers generate traffic and leads
TWITTER 
Short, engaging and easily shareable. 
TOP TIPS: 
1. Keep them under 140 characters, to allow people 
to add a comment and re-tweet. 
2. Use hashtags to connect with trends and aid 
discovery 
3. Don’t start with a @ - that means its only seen by 
mutual followers. 
4. Make it visual – 50% better click through than 
tweets without. 
5. Post at the right time – use Followerwonk to 
analyse when your followers are online.
Pics, stats and quotes 
Tweets with 
visuals have 
5x more 
engagement 
when compared 
to text-based 
tweets. 
Hubspot 
There is a 
17% 
increase 
in retweets when 
you include a 
stat. 
Hubspot 
There is a 
19% 
increase 
in retweets when 
you include a 
quote. 
Hubspot
LINKED IN 
THE business social network 
One in every 3 
professionals 
worldwide 
Over 50% of 
visits from 
mobile devices 
TIPS: 
1. Make sure you’re using your company page 
- its like a mini version of your website. 
2. Be authentic and try to add value rather than being self-serving 
3. Less posts, but make them more deep and thoughtful 
4. Encourage employees to share content from your company page
LINKED IN 
More than 1.5 million LinkedIn Groups 
– Great for active engagement. 
LinkedIn groups send notifications about new posts, meaning you’re not only 
sharing with people who immediately see it; 
you’re effectively using the group’s email list to share it with its full audience. 
TIPS: 
1. Identify groups that might be relevant to your content marketing strategy 
2. Then for each new piece of content, decide on the groups it could be 
beneficial for 
3. Always try to ask a question or share a valid opinion on the content you 
post or comment on 
4. Save the marketing pitches for offline or private discussions 
5. Be on the lookout for influencers you can engage with for collaboration 
Source: contentmarketinginstitute.com
SlideShare 
Rate, comment on, and share content 
Web and mobile apps mean this content is very accessible 
Content on SlideShare feature in search results 
– the more views, the higher the ranking: 
TIPS: 
1. It’s all about TITLES and COVER THUMBNAILS 
2. Connect your LinkedIn and SlideShare Profiles 
3. Don’t’ just post any slides...they need to present themselves 
4. Use widescreen formats for best use of real-estate
FACEBOOK 
Fun and personal – not the place 
for serious content 
 Keep posts under 150 words – 
short posts get better engagement. 
 Post less regularly, but with value. 
 Use images – more engagement 
 Videos auto play in the newsfeed, 
this can mean people scroll past 
rather than watch. 
Organic Reach Per Fan on Facebook
GOOGLE+ 
Is it really a “non-entity”? 
Google+ is an extension – or the social layer – of other Google products and 
services we already know... like “places” 
Great for Search Engine Optimisation 
TIPS 
1. Diversify content that you post – photos and videos. Google+ layout 
is perfect for showing visual content 
2. Link your account to your website - stuff you publish will show up in 
search engine results with your photograph and ‘circle’ information. 
3. Get involved in communities – whether that means joining an 
existing one, or creating your own niche community. 
4. Posts from G+ will help organic search, even if you don’t get traction 
on the platform
YouTube 
YouTube is the world’s second largest search engine 
 Video testimonials from clients 
 Interviews with members of staff 
 Product demo videos 
 Corporate storytelling 
 Product user guides 
 Live video conferencing 
 Animated explainer videos 
YouTube is the 
third most visited 
website after 
Google and 
Facebook 
Embed links that can drive traffic to other video content or your 
website or even calls to action that incentivise purchase 
Vimeo has become a popular alternative 
– quality, control, less advertising
Gathering intelligence 
There is a lot of data we can use that will help us 
publish content that is more likely to get shared. 
Socialcrawlytics – 
identifies your competitors 
best performing content 
AND social platforms. 
Buzzsumo – identifies 
most popular content for 
chosen keywords and 
selected domains.
Making your content shareable 
Have industry experts provide quotes 
and commentary for your content. 
Include some unique data in your content. 
Co-create content. There needs to be 
value for all parties. 
Make sure you’re facilitating your 
content getting shared… 
1 
2 
3 
4
PAID 
Social 
Media
LinkedIn Sponsored activity 
Any update on your company page can be turned into a 
Sponsored Update, extending its reach beyond those already 
following your company 
Direct Sponsored Content is published direct to the LinkedIn 
Feed, without the requirement to publish it on your company page: 
 TAILOR content to audience segments or prospect types 
 TEST different content variations and formats 
 DEFINE what your target audience should do next 
Sponsored InMails 
 You only pay for the response 
 Members are alerted with a notification 
 You’re guaranteed 100% share of voice
Specialised Advertising 
Use Join Group Adverts to drive 
people to engage with your 
Discussion Group 
Use highly targeted Follow 
Ads to quickly attract a precise 
audience 
Top Tip: 
Keep targeting really tight on LinkedIn, your cost per click 
tends to be higher.
Twitter: promoted tweets and accounts 
Promoted tweets – get your tweets in front of new audiences 
and increase engagement 
Promoted accounts – get your account in front of new 
audiences and increase followers 
Twitter cards – attach rich photos, videos and media experience 
to Tweets that drive traffic to your website. 
Top Tips 
1. Remember – Pics, Stats and Quotes 
2. Experiment with your targeting – niche targeting can increase 
engagement by 55% (hubSpot) 
3. Find niche topic experts in your space, and then target their 
audience.
Facebook 
Facebook has a lot of targeting options. 
That means a lot of time & effort! 
 Test different ad placements & formats 
 Test different audiences to target 
Top Tips 
1. Right-hand column ads have a low price, but low performance 
2. New feed ads have higher engagement – good for generating 
additional organic results. 
3. Use custom audiences to match your customers / prospects on 
facebook
Other options...? 
There are a growing list of options 
for paid content amplification. 
 Tumblr 
 Instagram Sponsored Photos and Videos 
 StumbleUpon Paid Discovery 
 Reddit’s Self Serve Platform 
 Outbrain & Taboola Content Discovery Platform 
Consider the best platforms – not only for your 
target personas, but also for the content type.
A word on blogs... 
Are they content, or OWNED social? 
Technically speaking its content, but it can also act as 
social in terms of distribution. 
 Great way for brands to get their views across 
 Great way to showcase Subject Matter Experts 
(SMEs) as thought leaders
WHO IS DOING 
INBOUND 
MARKETING 
WELL? 
72
A case from Inbound 2014 - River Pools 
• 2008 a tiny, regional pool installer 
• $50,000 average sale 
• “What questions do my customers 
have unanswered?” blogposts 
Solution 
• “My goal is to give more valuable, 
helpful and remarkable content to 
consumers than anyone else in the 
field, which will in turn lead to more 
sales” Marcus Sheridan CEO 
• Blogposts, videos and an ebook 
‘How to buy a pool – without getting 
ripped off’ 
Results 
• Despite recession now has 5% 
market share (USA) http://www.riverpoolsandspas.com/
A case from Inbound 2014 
- Cervelo 
• Business built on key word rich 
content 
• “Our goal is education - we’re 
obsessed with helping customers 
choose the right bike for them” 
• Consistent behaviour and a 
genuine personality that is 
authentic 
• “You sell more when you stop 
selling”
A case from Inbound 2014 – CFO on Call 
• Outbound cold calling had 
dried up, poorly performing 
content 
• Created a persona of ideal 
client 
• Answered their unanswered 
question in blogs 
• Optimized for key search 
terms 
• Socialized content and 
created conversations that 
drove inbound leads x9.6 increase in 
leads (in 6 
months) 
200% increase 
in traffic (in 6 
months) 
153% increase in 
qualified sales 
leads (in 6 
months)
MANAGING, 
AUTOMATING, 
NURTURING
An increasingly confusing landscape 
Content Lumascape www.lumapartners.com
Three Common Scenarios Drive Tool 
Selection 
Source: Rebecca Lieb, Altimeter
What technologies do you need to help you? 
Source: Rebecca Lieb, Altimeter
Will outbound marketing ever die? 
“I told you I was ill” 
• Outbound will never die 
• Some times you need to jump start the 
Proportion of 
marketing spend 
Time 
conversation 
• Some still customers prefer to have 
content pushed to them 
Outbound 
Inbound 
Outbound 
Marketing
Inbound - convergence of content, search and 
social 
CONTENT 
Videos, Blogs, Articles, 
eBooks, Whitepapers, 
podcasts, infographics 
SOCIAL 
MEDIA 
Facebook, YouTube, 
Twitter, LinkedIn, 
Blogs, Forums 
and more 
SEARCH 
On & off-page, Link 
Building, Bookmarks, 
Keywords, Tags 
ATTRACT 
CUSTOMERS 
LIKE A 
MAGNET
Next Marketing Best Practice forums 
• Better Briefs, Better Results 16th October 
• Enabling Sales Enablement 13th November 
• B2B Marketing in 2015 11th December 
• Content Marketing 25th January 2015 
• Marketing ROI & Accountability 26th February 2015 
Sign-up today or at http://edge.directiongroup.co.uk/

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DirectionGroup Inbound Marketing - EDGE event slides September 2014

  • 1. INBOUND MARKETING The convergence of content, search and social 25 September 2014 @Direction_grp #dgedge Check-in
  • 2. The good old days What ever happened to them?
  • 3. This happened Customers took control of information
  • 4. WHAT IS ‘INBOUND MARKETING ’ ANYWAY?
  • 5. Inbound - a definition Inbound Marketing The process of creating text, audio, video and other online assets and optimising them to appear when prospective customers are ready to pull the trigger on a purchase – Halligan & Shah, Hubspot We live in an self-directed, opt-in world – we have to earn customers’ attention Customers will seek you out because of the quality of the information you offer to help them make better decisions CONTENT IS THE WORM ON THE INBOUND HOOK http://www.newfunpages.com/i
  • 6. “Inbound marketing is not just content creation: it’s a philosophical approach to marketing that starts with thinking about what (information) customers actually want and need and ends with a comprehensive approach to optimize that experience from the first website visit to email nurturing to sales outreach to social media marketing.” Dharmesh Shah, Hubspot
  • 7. The end of Interruptive Marketing as we know it WWW.eharmny.co.uk “Marketing to your customers by repeatedly interrupting them with advertising or selling messages is simply not good enough any more - technology has changed all the rules” Seth Godin
  • 9. Inbound - content doesn’t sit in a vacuum CONTENT Videos, Blogs, Articles, eBooks, Whitepapers, podcasts, infographics SOCIAL MEDIA Facebook, YouTube, Twitter, LinkedIn, Blogs, Forums and more SEARCH On & off-page, Link Building, Bookmarks, Keywords, Tags ATTRACT CUSTOMERS LIKE A MAGNET It needs to be integrated with other inbound activities
  • 10. Why is this important? of B2B buying decisions are being investigated, evaluated and compared BEFORE the selling brand is even contacted (and this figure is rising) Source: SiriusDecisions/Harvard Business Review, July 2012
  • 11. “About 50% of all B2B inquires come from inbound channels, and that will jump to about 70% by 2015-2016.” SiriusDecisions 2013
  • 12. Is Content Marketing a form of Inbound Marketing OR Inbound a form of Content Marketing? • There are no agreed definitions • Inbound is ‘owned’ by Hubspot • Content Marketing is an approach - also includes outbound and offline • The distinction probably doesn’t matter
  • 13. You need a strategic structure on which to build your content driven inbound activity www.dezeen.com
  • 14. Building your Content Marketing Engine™ to drive your inbound leads A structured, efficient marketing engine to plan, create and distribute content which engages customers FUEL IGNITE ACCELERATE Fuel your content marketing with a thorough, robust strategic plan 8.Amplify 7.Keep conversion in mind 6.Atomize, repurpose, reimagine Ignite prospects’ and customers’ interest with engaging content which is relevant, compelling and timely to their needs Enable your organisation to produce more, better content and accelerate to greater content success 1.Focus on the customer and their journey 2.Distil your brand story 3.Define the editorial process 4.Build a content creation community 5.Create Effective Content 9.Build content rhythm 10.Rev the engine 11.Measure and improve 12.Look in the rear view mirror
  • 16. What is Content ? “Any information provided by a brand in a format which is relevant, compelling and timely to the audience’s needs at the point at which they engage with it and that does not overtly seek to sell the brand or its products” Holliman, Journal of Research in Interactive Marketing 2014 http://goo.gl/lN7Tt7 16
  • 17. Why does content even matter? BECAUSE SAY SO Google turns content into currency! • Content builds awareness • Content facilitates the “inbound” effect • Content fuels social media marketing • Customers learn to seek it out • Content helps customers make better decisions 17 Images: http://4.bp.blogspot.com/,www.wikihow.com/Draw-a-Panda , www.archive.benchmarkreviews.com/
  • 18. The power of visual content 90% info transmitted into brain is visual (Source: 3M) x69,000 Faster visual processing than text (Source: Zabisco) x3 more inbound links for posts with video (Source: SEOMoz)
  • 19. 93% of B2B marketers 90% of B2C marketers + say they are using content marketing Source: CMI/MarketingProfs B2B Content Marketing 2015 Benchmarks, Budget and Trends, North America
  • 20. Just “doing content” is no longer a competitive advantage. Because 70% of content created is never used Source:SiriusDecisions 2013
  • 21. There are 27,000,000 pieces of content shared every day Source: Hubspot www.mymarketingjourney.com
  • 22. Qualities of truly effective content RELEVANT COMPELLING TIMELY
  • 23. Think: unanswered questions • Ask yourself: What questions do my customers have which are going unanswered? • Does your content help customers make a better decision?
  • 24. Is your content so valuable that customers would be prepared to pay for it?
  • 26. 93% of B2B buyers use search to begin the buying process Source: Marketo 2014
  • 27. European Search Landscape – August 2014 Google Bing Yahoo Others 89% 6% 4% 1% Data: The E Word – August 2014 So lets talk about
  • 28. So How Does Google Work?
  • 29. Crawling, Indexing, and Ranking Google continuously craws the web to index pages, PDFs and other digital documents Current Estimates - 60 Trillion individual pages indexed and growing Ranks each page with a multiple factors (on page, off page and social factors) As you enter search text google: Spelling Identifies and corrects possible spelling errors and provides alternatives. Auto Complete Predicts what you might be searching for Synonyms Recognizes words with similar meanings Query Understanding Gets to the deeper meaning of the words you type Searches Index via stacked algorithms and provides Google Instant Displays immediate results as you type.
  • 30. For Discoverability, First Page is Everything
  • 31. Over 200 Ranking Factors
  • 32. Search Metrics 2014 Ranking Factors Social Backlinks OnPage (Content) OnPage (Technical)
  • 33. “Each year, Google changes its search algorithm around 500–600 times.”
  • 34. Brief History of Google Algorithm Factors 2000 – 2004 PageRank - Content Keywords 2004 – 2006 More Content for Keywords (Everyone's Keyword Stuffing) 2006 – 2009 Fresh Content Promoted 2009 – 2010 Caffeine Update Everyone Needs a Blog (Fresh Updates with lots of Content) 2010 – 2012 Panda (Major Update) Content Needs to be Unique (Duplication, Spinning Penalised) 2012 – 2013 Penguin (Major Update) Can’t Buy Links, Penalises Suspected Auto Link Building and Link Farms 2014 – Humming Bird (Major Update – Complete Overhaul) - Content needs to be Useful and Authentic, On Site Engagement Factors are more important than links – Dwell Time, Bounce Rate are now factors
  • 35. Three Major Elements Working in Tandem Panda Penguin Humming Bird
  • 37. Hummingbird was built to support semantic and conversational search, both of which are heavily focused on “long-tail searches” Hummingbird is designed to apply meaning technology to content, elevating content that is authentic, unique and most of all useful to long tail search queries (users)
  • 38.
  • 40. Why social media for business? Source: www.langleynewmedia.com/
  • 41. Why do you want to be on social media? That’s where your prospects are! Internet users spend 4 x more time on Facebook than on Google. (Social Media Examiner) Active Users 1,300,000,000 645,000,000 360,000,000 300,000,000
  • 42. Social media is effective for acquisition (HubSpot) Social media is all about publishing and reach Traffic on your website is anonymous Social media gives you more control of what you’re posting – and most importantly to whom. So how does this work.. the lead gen bit?
  • 43. Social works across the inbound journey Use great content to attract new visitors Drive visitors to your conversion page Nurture leads with relevant and timely content Offer great customer service engagement www.huspot.com
  • 44. Three types of social media marketing PAID EARNED OWNED OWNED Where the brand owns the channel and uses it organically (e.g. your twitter profile) EARNED Connections become the channel – social sharing spreads the word PAID Where we’re paying to leverage the channel (e.g. Promoted Tweets with Twitter Source: (modified from) Forrester Research Inc.
  • 47. Which platforms are my target personas on? Knowing your personas is important, so you can get them the right content, at the right time. Once you’ve found them, listen to what they’re saying, what they’re interacting with. GENDER FEMALE MALE AGE 65+ 55-64 45-54 35-44 25-34 18-24 0-17 EDUCATION
  • 48. Build reach How big is the potential reach? How many followers do your followers have? Engage with thought leaders, spokespeople industry commentators – they have huge reach and your messages easily get megaplied* The Rules of Engagement 1. ASK QUESTIONS, allow these influencers to talk about themselves. Don’t just talk about yourself. 2. 80 / 20 RULE: The majority of content should be helpful – 20% can be more promotional. 3. MIX THINGS UP. Don’t just share links. Try pictures, videos. Ask questions. Hold competitions. 4. SELL YOUR CONTENT – don’t just chuck it out there 5. SHARE CONTENT from other people too. Curate other, relevant content to help build a point of view... * Struto coined the phrase to represent the networks of networks of networks...etc
  • 49. Curated content No-one likes people that just talk about themselves. Share other people’s (brand’s) content. BUT: Add your own spin. Don’t just share content wholesale. telegraph.co.uk
  • 50. The power of curation – CMO.com “Curation was a great way for us to build audience and critical mass – but it was the addition of original content that enabled us to develop the distinctive Adobe point of view. That helps us position our employees as thought leaders in the space – and ultimately helps us influence it.” Timothy Moran , Editor in Chief
  • 51. Social media profile Optimise them. They are mini versions of your website. Make the most of the real estate with personalised cover image, profile pictures, background images etc. Google+ has loads of useable image space! TOP TIPS 1. Use keywords in your profiles to make them more searchable. 2. Link to your website on your social platforms 3. Always include a CTA link so you can track the resulting interactions
  • 53. The primary inbound social platforms There are many social media networks – but we’re going to look at those which can help inbound marketers generate traffic and leads
  • 54. TWITTER Short, engaging and easily shareable. TOP TIPS: 1. Keep them under 140 characters, to allow people to add a comment and re-tweet. 2. Use hashtags to connect with trends and aid discovery 3. Don’t start with a @ - that means its only seen by mutual followers. 4. Make it visual – 50% better click through than tweets without. 5. Post at the right time – use Followerwonk to analyse when your followers are online.
  • 55. Pics, stats and quotes Tweets with visuals have 5x more engagement when compared to text-based tweets. Hubspot There is a 17% increase in retweets when you include a stat. Hubspot There is a 19% increase in retweets when you include a quote. Hubspot
  • 56. LINKED IN THE business social network One in every 3 professionals worldwide Over 50% of visits from mobile devices TIPS: 1. Make sure you’re using your company page - its like a mini version of your website. 2. Be authentic and try to add value rather than being self-serving 3. Less posts, but make them more deep and thoughtful 4. Encourage employees to share content from your company page
  • 57. LINKED IN More than 1.5 million LinkedIn Groups – Great for active engagement. LinkedIn groups send notifications about new posts, meaning you’re not only sharing with people who immediately see it; you’re effectively using the group’s email list to share it with its full audience. TIPS: 1. Identify groups that might be relevant to your content marketing strategy 2. Then for each new piece of content, decide on the groups it could be beneficial for 3. Always try to ask a question or share a valid opinion on the content you post or comment on 4. Save the marketing pitches for offline or private discussions 5. Be on the lookout for influencers you can engage with for collaboration Source: contentmarketinginstitute.com
  • 58.
  • 59. SlideShare Rate, comment on, and share content Web and mobile apps mean this content is very accessible Content on SlideShare feature in search results – the more views, the higher the ranking: TIPS: 1. It’s all about TITLES and COVER THUMBNAILS 2. Connect your LinkedIn and SlideShare Profiles 3. Don’t’ just post any slides...they need to present themselves 4. Use widescreen formats for best use of real-estate
  • 60. FACEBOOK Fun and personal – not the place for serious content  Keep posts under 150 words – short posts get better engagement.  Post less regularly, but with value.  Use images – more engagement  Videos auto play in the newsfeed, this can mean people scroll past rather than watch. Organic Reach Per Fan on Facebook
  • 61. GOOGLE+ Is it really a “non-entity”? Google+ is an extension – or the social layer – of other Google products and services we already know... like “places” Great for Search Engine Optimisation TIPS 1. Diversify content that you post – photos and videos. Google+ layout is perfect for showing visual content 2. Link your account to your website - stuff you publish will show up in search engine results with your photograph and ‘circle’ information. 3. Get involved in communities – whether that means joining an existing one, or creating your own niche community. 4. Posts from G+ will help organic search, even if you don’t get traction on the platform
  • 62. YouTube YouTube is the world’s second largest search engine  Video testimonials from clients  Interviews with members of staff  Product demo videos  Corporate storytelling  Product user guides  Live video conferencing  Animated explainer videos YouTube is the third most visited website after Google and Facebook Embed links that can drive traffic to other video content or your website or even calls to action that incentivise purchase Vimeo has become a popular alternative – quality, control, less advertising
  • 63. Gathering intelligence There is a lot of data we can use that will help us publish content that is more likely to get shared. Socialcrawlytics – identifies your competitors best performing content AND social platforms. Buzzsumo – identifies most popular content for chosen keywords and selected domains.
  • 64. Making your content shareable Have industry experts provide quotes and commentary for your content. Include some unique data in your content. Co-create content. There needs to be value for all parties. Make sure you’re facilitating your content getting shared… 1 2 3 4
  • 66. LinkedIn Sponsored activity Any update on your company page can be turned into a Sponsored Update, extending its reach beyond those already following your company Direct Sponsored Content is published direct to the LinkedIn Feed, without the requirement to publish it on your company page:  TAILOR content to audience segments or prospect types  TEST different content variations and formats  DEFINE what your target audience should do next Sponsored InMails  You only pay for the response  Members are alerted with a notification  You’re guaranteed 100% share of voice
  • 67. Specialised Advertising Use Join Group Adverts to drive people to engage with your Discussion Group Use highly targeted Follow Ads to quickly attract a precise audience Top Tip: Keep targeting really tight on LinkedIn, your cost per click tends to be higher.
  • 68. Twitter: promoted tweets and accounts Promoted tweets – get your tweets in front of new audiences and increase engagement Promoted accounts – get your account in front of new audiences and increase followers Twitter cards – attach rich photos, videos and media experience to Tweets that drive traffic to your website. Top Tips 1. Remember – Pics, Stats and Quotes 2. Experiment with your targeting – niche targeting can increase engagement by 55% (hubSpot) 3. Find niche topic experts in your space, and then target their audience.
  • 69. Facebook Facebook has a lot of targeting options. That means a lot of time & effort!  Test different ad placements & formats  Test different audiences to target Top Tips 1. Right-hand column ads have a low price, but low performance 2. New feed ads have higher engagement – good for generating additional organic results. 3. Use custom audiences to match your customers / prospects on facebook
  • 70. Other options...? There are a growing list of options for paid content amplification.  Tumblr  Instagram Sponsored Photos and Videos  StumbleUpon Paid Discovery  Reddit’s Self Serve Platform  Outbrain & Taboola Content Discovery Platform Consider the best platforms – not only for your target personas, but also for the content type.
  • 71. A word on blogs... Are they content, or OWNED social? Technically speaking its content, but it can also act as social in terms of distribution.  Great way for brands to get their views across  Great way to showcase Subject Matter Experts (SMEs) as thought leaders
  • 72. WHO IS DOING INBOUND MARKETING WELL? 72
  • 73. A case from Inbound 2014 - River Pools • 2008 a tiny, regional pool installer • $50,000 average sale • “What questions do my customers have unanswered?” blogposts Solution • “My goal is to give more valuable, helpful and remarkable content to consumers than anyone else in the field, which will in turn lead to more sales” Marcus Sheridan CEO • Blogposts, videos and an ebook ‘How to buy a pool – without getting ripped off’ Results • Despite recession now has 5% market share (USA) http://www.riverpoolsandspas.com/
  • 74. A case from Inbound 2014 - Cervelo • Business built on key word rich content • “Our goal is education - we’re obsessed with helping customers choose the right bike for them” • Consistent behaviour and a genuine personality that is authentic • “You sell more when you stop selling”
  • 75. A case from Inbound 2014 – CFO on Call • Outbound cold calling had dried up, poorly performing content • Created a persona of ideal client • Answered their unanswered question in blogs • Optimized for key search terms • Socialized content and created conversations that drove inbound leads x9.6 increase in leads (in 6 months) 200% increase in traffic (in 6 months) 153% increase in qualified sales leads (in 6 months)
  • 77. An increasingly confusing landscape Content Lumascape www.lumapartners.com
  • 78. Three Common Scenarios Drive Tool Selection Source: Rebecca Lieb, Altimeter
  • 79. What technologies do you need to help you? Source: Rebecca Lieb, Altimeter
  • 80. Will outbound marketing ever die? “I told you I was ill” • Outbound will never die • Some times you need to jump start the Proportion of marketing spend Time conversation • Some still customers prefer to have content pushed to them Outbound Inbound Outbound Marketing
  • 81. Inbound - convergence of content, search and social CONTENT Videos, Blogs, Articles, eBooks, Whitepapers, podcasts, infographics SOCIAL MEDIA Facebook, YouTube, Twitter, LinkedIn, Blogs, Forums and more SEARCH On & off-page, Link Building, Bookmarks, Keywords, Tags ATTRACT CUSTOMERS LIKE A MAGNET
  • 82. Next Marketing Best Practice forums • Better Briefs, Better Results 16th October • Enabling Sales Enablement 13th November • B2B Marketing in 2015 11th December • Content Marketing 25th January 2015 • Marketing ROI & Accountability 26th February 2015 Sign-up today or at http://edge.directiongroup.co.uk/

Editor's Notes

  1. 10.00
  2. Predictable customers Few media channels Brand controlled the message Trade shows, trade mags, request literature, Sales people came to visit, we went on site visits.
  3. THIS happened. Technology, specifically the Internet, put all the power into the hands of the customer. As customers, we have more options than ever on what we consume with relation to content. Only the brands that do the hard work to make it interesting engaging and pretty darn enjoyable to interact with will win the battle for faithful customers.
  4. http://www.youtube.com/watch?v=Q3yCB7AvvAk#t=30 http://www.youtube.com/watch?v=mOiVhNr7Qms&feature=c4-overview-vl&list=PLlw9qxNtFom02GSWZm9wiXHK6dMDb510a
  5. The end of ‘interruptive marketing’ as we know it (Seth Godin) The broadcast model is broken
  6. Not necessarily a linear process but you need to consider all of the stages carefully
  7. 10.35
  8. “Anything created and upload to a website: the words, images or other things that reside here.” Handley & Chapman “Content Rules” 2011 “How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and , ultimately, motivating a change In behaviour” Pulizzi & Barrett 2008
  9. 11.00
  10. Google continuously craws the web to index content it can see Applies ranking to each against multiple factors (on page, off page and social factors) As you enter search text google: Checks Spelling Identifies and corrects possible spelling errors and provides alternatives. Auto Complete Predicts what you might be searching for Recognizes words with similar meanings Gets to the deeper meaning of the words you type in context Searches Index via stacked algorithms and provides the Search results
  11. Large Scale Data Analysis has show that for discoverablity being on the first page is everything. People simply don’t visit the second page unless they’re desperate So getting the right ranking factors for your content is essential…
  12. There are current estimate to be over 200 ranking factors
  13. Here we see Search Metrics 2014 analysis of a selection of the estimated 200 raking factors and their weighting. Social Signals are heavily weighted but transient. They don’t last long. Your Backlink profile is very important, with the number of quality backlinks providing a stable heavy weighting but again this can degrade over time. Onpage Content factors are next which are vital and most importantly permanent. They don’t change over time. Onpage technical factors are last. These are important but can be seen in SEO terms as Hygene. So how do these factors get used. This is all down to the Google Angorithm.
  14. Each year its estimated google changes its algorithm 500-600 times and year. That averages almost twice a day.
  15. 2000 – 2004 PageRank - Content Keywords and page authority - this was revolutionary in the search market and enabled Google to quickly kill Yahoo and AOL. 2004 – 2006 More Content for Keywords (Keyword Stuffing) People understood you could gain rank by keyword stuffing, hiding keywords, placing large amounts of content into hidden pages etc. It was a arms race. 2006 – 2009 Fresh Content Promoted To try and beat the arms race Google promotes new content to provide better results for News and Fresh Content Universal Search was introduced with the inclusion of News, Video, Images and Local Results into SERPs 2009 – 2010 Everyone Needs a Blog - Fresh Updates with lots of Content being distributed across many Distributed Blogs, Spinning of Content and Link Farms start to emerge and again its an arms race 2010 – 2012 Panda Update, Content Needs to be Unique (Duplication/Link Farms Penalised) Again to beat the Arms Race Google releases Panda, this is a major release and heavily penalises duplicated or spun content. Many major ecommerce site see a dramatic fall in ranking, the black hat SEO industry changes tack and focuses on link farms and link distribution to regain losses 2012 – 2013 Penguin Update, Can’t Buy Links, Penalises Suspected Auto Link Building 2014 – Humming Bird (Major Update – Complete overhaul of how on page content is crawled and indexed- Content needs to be Useful and Authentic. Context is take into consideration and On Site Engagement Factors are more important than links – Dwell Time and Bounce Rates are see as factors of how useful was the content to that search term so the rankings are learning over time.
  16. So now these three major Algorithms now work together to produce all page ranks
  17. In simple terms, social signals are still very important Off page link building and developing a quality, authentic backlink profile is important. but keyword stuffing is dead.
  18. With “speaking” technology advances such as Siri & Google Now, Google needed to prepare itself for the future of search. More and more people are asking Google direct questions, and they are expecting the search engine to understand what it is exactly that they are trying to find out.  Example Where can I find the closest dealership with a black Audi S4 with leather? In a pre-Hummingbird world, Google would scan its index of webpages for content matching the query or containing a slight variation of the query. It would find the pages with relevant keyword content, order them based on the more than 200 signals it receives such as inbound links or domain authority, and serve them to the user in a search engine results page. With Hummingbird, Google now deconstructs the query by focusing on the meaning behind each word to gain better understanding of the user’s intent: “[Where : Adverb meaning at or in what place] can I find the [closest : Superlative adjective meaning “a short distance away”] [dealership : Local business type] with a [black : color] [Audi : Automotive manufacturer] [S4 : Product | Car model] with [leather : Product feature | interior fabric]?” It is dissecting the query to understand the intent behind the search. It even understands that when you say “the closest,” your physical location needs to be considered (based on history and/or IP address).   Hummingbird is designed to apply the meaning technology to billions of pages from across the web, pushing the authority of content that is semantic and useful to long tail search queries
  19. So in summary – with the release of Humming Bird….content is king…. Again. Importantly this content needs to be authentic, and useful to the user. Providing content aimed and keyword stuffing and non organic link profiles will both be heavily penalised.
  20. 11.35
  21. Pure curation start – grown into 20% original ‘thought leadership’ content 125,000/ month page views; 16,000 subscribers
  22. Sometimes, an amateur video makes you look more human and accessible, and helps customers relate to you.
  23. 12.35
  24. Over time you content will become so useful and valuable that once you have socialized it on your own channels then the inbound effect will come into play and customers will seek it out. However if a product or market is new to you then you may need to jump start the conversation using outbound/paid media.