This document provides information about an upcoming webinar on accelerating lead quality and conversions with content marketing optimization. Attendees will receive a link to the webinar recording and are asked to complete a post-webinar survey. The document encourages connecting on social media and sharing through blogs and Twitter for exclusive updates.
Email Marketing: 3 Tips for Producing Engaging Email ContentMarketingSherpa
Due to its relative low cost, audience reach and trackability, email is one of the most common marketing tools used today.
However, it doesn’t matter how effective you are at the technical aspects of email. Without quality content, you’ll have a fire hose that’s only releasing a trickle of water. According to MarketingSherpa’s 2012 Email Marketing Benchmark Report, 69% of the marketers we surveyed consider delivering highly relevant content a top objective.
To help you create relevant content, Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Reporter, both of MECLABS, will spend 60 minutes in the next MarketingSherpa webinar, sponsored by email technology provider Return Path, Inc., discussing:
-Taking inventory of your existing library of marketing content
-Building an editorial calendar
-Recycling content ideas
-Tips to help you generate high-quality email content
Recording link: http://bit.ly/sherpawebinar
Lead Generation using Pay-Per-Click and Search Marketing with Google AdwordsNuSpark Marketing
A first of it’s kind. Download the only eBook dedicated to generating leads and sales opportunities using Google Adwords and paid search marketing. Packed with useful strategies and tactics, the eBook will show you our approaches to increasing conversions, building revenue and increasing ROI utilizing this important channel.
Slides from a presentation on findings from the 2010 State of Inbound Lead Generation report released by HubSpot in March 2010. Provides a highly quantitative look at best practices for lead generation via SEO, blogging, and Twitter.
Google Ranking Factors : Live Webinar by Warren LeeWarren Lee
Here are the slides from an OMI ‘Google Ranking Factors: Live Critique and Demo’ webinar. Warren Lee explains how Adobe used an advanced customer segmentation strategy that aligned with SEO strategy to drive 350% ROI increases. The webinar also included live review of participant websites and review of SEO best practices.
5 tactics to personalize your email message for better results finalMarketingSherpa
Personalization is about striking delicate balance. Using it as a marketing tool for gaining trust and encouraging further engagement requires strategically adding a human element to email content while still conveying an effective marketing message.
This MarketingSherpa (www.marketingsherpa.com) webinar presentation will show you:
-Creative ways to add a personal touch in copy and subject lines
-How to get just the right amount of information from the consumer
-Why you should extend personalization to the landing page
-Tips on how to quickly personalize a template
Email Marketing: 3 Tips for Producing Engaging Email ContentMarketingSherpa
Due to its relative low cost, audience reach and trackability, email is one of the most common marketing tools used today.
However, it doesn’t matter how effective you are at the technical aspects of email. Without quality content, you’ll have a fire hose that’s only releasing a trickle of water. According to MarketingSherpa’s 2012 Email Marketing Benchmark Report, 69% of the marketers we surveyed consider delivering highly relevant content a top objective.
To help you create relevant content, Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Reporter, both of MECLABS, will spend 60 minutes in the next MarketingSherpa webinar, sponsored by email technology provider Return Path, Inc., discussing:
-Taking inventory of your existing library of marketing content
-Building an editorial calendar
-Recycling content ideas
-Tips to help you generate high-quality email content
Recording link: http://bit.ly/sherpawebinar
Lead Generation using Pay-Per-Click and Search Marketing with Google AdwordsNuSpark Marketing
A first of it’s kind. Download the only eBook dedicated to generating leads and sales opportunities using Google Adwords and paid search marketing. Packed with useful strategies and tactics, the eBook will show you our approaches to increasing conversions, building revenue and increasing ROI utilizing this important channel.
Slides from a presentation on findings from the 2010 State of Inbound Lead Generation report released by HubSpot in March 2010. Provides a highly quantitative look at best practices for lead generation via SEO, blogging, and Twitter.
Google Ranking Factors : Live Webinar by Warren LeeWarren Lee
Here are the slides from an OMI ‘Google Ranking Factors: Live Critique and Demo’ webinar. Warren Lee explains how Adobe used an advanced customer segmentation strategy that aligned with SEO strategy to drive 350% ROI increases. The webinar also included live review of participant websites and review of SEO best practices.
5 tactics to personalize your email message for better results finalMarketingSherpa
Personalization is about striking delicate balance. Using it as a marketing tool for gaining trust and encouraging further engagement requires strategically adding a human element to email content while still conveying an effective marketing message.
This MarketingSherpa (www.marketingsherpa.com) webinar presentation will show you:
-Creative ways to add a personal touch in copy and subject lines
-How to get just the right amount of information from the consumer
-Why you should extend personalization to the landing page
-Tips on how to quickly personalize a template
Local SEO - Pearl District Business Association - Jan 2013Jessica Ward
Basic presentation for the Pearl District Business Association on the top factors that help a local website to rank well on the Search Engine Results Page (SERPs). Presentation was done on behalf of SEMpdx.org and Amplify-Interactive.com.
Presentation on the basics of local SEO brick & mortar retailers. Covers ranking factors, business listings, NAP business info (name address phone number), using getlisted.org, and Google+ Local
Erin Sparks recently gave a presentation at the Revenue North Business Summit on March 21st, 2013. Topics covered were SEO issues that you need to attend to and possible violations, Social SEO, Mobile SEO, Links and Authorship.
SEO Masterclass: The keys to a winning SEO strategy in 2021 - Josh MendelowitzSales Impact Academy
Josh Mendelowitz works as an SEO Marketing Manager at Refinitiv where he leads the in-house SEO team. Refinitiv, formerly the Financial and Risk business of Thomson Reuters, is a leading global financial data provider worth over $6 billion. Josh has worked in Digital and SEO for around 4 years and helped lead the SEO strategy for the Refinitiv site migration from Thomson Reuters to refinitiv.com. This strategy was recently awarded Gold and Best Overall Winner at the UK Digital Experience awards for “Best SEO Strategy".
Key Points:
1. Definition of SEO - Finding your customers needs and then centering your content strategy and digital marketing around how you can meet those needs.
2. Site speed is more important than ever - core web vitals: page loading, how long it takes for the site to be interactive, how stable is the site
3. Technical SEO is a critical first step - Focus on ways to minimise critical errors and have governance mechanisms in place to stop you from making the same mistakes.
4. Expertise - Authority - Trustworthiness (EAT) Make your content crawlable, relevant and easy to navigate.
5. Drive users to a specific place further down the sales funnel using CTA links in Press Releases and Blogs.
6. SEO should be central to your content strategy - validate early and often and put work into keyword research.
How to Qualify, Score and Nurture Leads for Optimal ROIReadyTalk
B2B buyers have a growing tendency and capacity to research their purchase decisions online long before they engage with Sales. As marketers, we now need to assess which leads are ready to engage, and which are still in the independent research phase. By sending leads to Sales too early, we jeopardize the deal by scaring them off, therefore putting our marketing dollars and company revenues at great risk.
So, how do you know when your leads are ready to engage, and how do you nurture those that aren't there yet?
Both of these questions and more will be answered during this 60-minute webinar, which will cover lead qualification, scoring and nurturing strategies for optimal lead generation ROI. We will also highlight MarketingSherpa's FUEL methodology for B2B marketing effectiveness from lead generation to sales conversion.
Advanced seo strategies - Integrating PR and Social with Your SEO Strategytimgrice
Tim Grice talks about the recent changes with Googles algorithm and how link building should be structured on order to achieve long standing results in natural search.
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
Presentation for the Boca Raton Chamber of Commerce Search Marketing Panel on June 15, 2012 at Florida Atlantic University.
Search Engine Optimization (SEO) topics include:
Introduction to SEO
Basic Components of SEO
On-page SEO, External SEO, and Content
Link Velocity, Link Diversity, Link Quality
Local SEO topics include:
Introduction to Local SEO
Google Places
Google+ Local
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...MarketingSherpa
Watch this session live at 3:40pm EST on Thursday, December 8, 2016 http://aamob.targetmarketingmag.com/session/customer-first-mobile-marketing-how-b-to-b-and-b-to-c-brands-are-succeeding-in-an-age-of-skeptical-customers-2/.
It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B2B and B2C brands are improving their understanding of customers’ needs and wants…and using that knowledge to improve their mobile marketing.
In this session, you will learn from:
• The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ actions in response to mobile marketing
• Inspirational stories of customer-first marketing from NakedWines, Metropolis, Brian Gavin Diamonds and Door to Door Organics
More Related Content
Similar to How to accelerate lead quality and conversions with content marketing optimization
Local SEO - Pearl District Business Association - Jan 2013Jessica Ward
Basic presentation for the Pearl District Business Association on the top factors that help a local website to rank well on the Search Engine Results Page (SERPs). Presentation was done on behalf of SEMpdx.org and Amplify-Interactive.com.
Presentation on the basics of local SEO brick & mortar retailers. Covers ranking factors, business listings, NAP business info (name address phone number), using getlisted.org, and Google+ Local
Erin Sparks recently gave a presentation at the Revenue North Business Summit on March 21st, 2013. Topics covered were SEO issues that you need to attend to and possible violations, Social SEO, Mobile SEO, Links and Authorship.
SEO Masterclass: The keys to a winning SEO strategy in 2021 - Josh MendelowitzSales Impact Academy
Josh Mendelowitz works as an SEO Marketing Manager at Refinitiv where he leads the in-house SEO team. Refinitiv, formerly the Financial and Risk business of Thomson Reuters, is a leading global financial data provider worth over $6 billion. Josh has worked in Digital and SEO for around 4 years and helped lead the SEO strategy for the Refinitiv site migration from Thomson Reuters to refinitiv.com. This strategy was recently awarded Gold and Best Overall Winner at the UK Digital Experience awards for “Best SEO Strategy".
Key Points:
1. Definition of SEO - Finding your customers needs and then centering your content strategy and digital marketing around how you can meet those needs.
2. Site speed is more important than ever - core web vitals: page loading, how long it takes for the site to be interactive, how stable is the site
3. Technical SEO is a critical first step - Focus on ways to minimise critical errors and have governance mechanisms in place to stop you from making the same mistakes.
4. Expertise - Authority - Trustworthiness (EAT) Make your content crawlable, relevant and easy to navigate.
5. Drive users to a specific place further down the sales funnel using CTA links in Press Releases and Blogs.
6. SEO should be central to your content strategy - validate early and often and put work into keyword research.
How to Qualify, Score and Nurture Leads for Optimal ROIReadyTalk
B2B buyers have a growing tendency and capacity to research their purchase decisions online long before they engage with Sales. As marketers, we now need to assess which leads are ready to engage, and which are still in the independent research phase. By sending leads to Sales too early, we jeopardize the deal by scaring them off, therefore putting our marketing dollars and company revenues at great risk.
So, how do you know when your leads are ready to engage, and how do you nurture those that aren't there yet?
Both of these questions and more will be answered during this 60-minute webinar, which will cover lead qualification, scoring and nurturing strategies for optimal lead generation ROI. We will also highlight MarketingSherpa's FUEL methodology for B2B marketing effectiveness from lead generation to sales conversion.
Advanced seo strategies - Integrating PR and Social with Your SEO Strategytimgrice
Tim Grice talks about the recent changes with Googles algorithm and how link building should be structured on order to achieve long standing results in natural search.
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
Presentation for the Boca Raton Chamber of Commerce Search Marketing Panel on June 15, 2012 at Florida Atlantic University.
Search Engine Optimization (SEO) topics include:
Introduction to SEO
Basic Components of SEO
On-page SEO, External SEO, and Content
Link Velocity, Link Diversity, Link Quality
Local SEO topics include:
Introduction to Local SEO
Google Places
Google+ Local
Similar to How to accelerate lead quality and conversions with content marketing optimization (20)
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...MarketingSherpa
Watch this session live at 3:40pm EST on Thursday, December 8, 2016 http://aamob.targetmarketingmag.com/session/customer-first-mobile-marketing-how-b-to-b-and-b-to-c-brands-are-succeeding-in-an-age-of-skeptical-customers-2/.
It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B2B and B2C brands are improving their understanding of customers’ needs and wants…and using that knowledge to improve their mobile marketing.
In this session, you will learn from:
• The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ actions in response to mobile marketing
• Inspirational stories of customer-first marketing from NakedWines, Metropolis, Brian Gavin Diamonds and Door to Door Organics
Customer-First Email Marketing: How B2B, B2C and nonprofit brands are succeed...MarketingSherpa
Watch this session live at 2:45pm EST on Thursday, October 27, 2016 http://aaem.targetmarketingmag.com/session/customer-first-email-marketing/. It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B-to-B, B-to-C, and nonprofit brands his team has reported on are improving their understanding of customers’ needs and wants … and using that knowledge to improve their email marketing.
In this session, you will learn from:
The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ perception of email
A selection of case studies MarketingSherpa has chosen from hundreds of submissions to represent inspirational stories of customer-first email marketing, including Dell, Ebates, DonorsChoose, SCI Solutions, and Health Catalyst
What Do Customers Want? - Daniel Burstein presentation for Integrated Market...MarketingSherpa
Join us as we present this session LIVE at the Integrated Marketing Virtual Conference! Thursday, June 23, 2016 at 11:10 am EST.
http://bit.ly/28LRz7c
Two questions are crucial to every marketer’s success – how well do you know your target customers? And is customer intimacy at the forefront of your marketing campaign?
In this session, Daniel Burstein, director of editorial content, MarketingSherpa, shares what the marketing publication has discovered about customer-centric marketing. You will:
•Learn results of research with 2,021 consumers and 455 marketers to discover disconnects between what channels and marketing techniques customers prefer from brands … and what marketers are actually doing
•Discover ways to unveil customer insights with resources you may already have, with examples from case studies with CNET, Marriott, HomeAdvisor, WeddingWire and flash sale site Doggyloot
•Get inspired to craft customer interactions that end with a win-win – happy customers and better bottom-line results.
Learn from the case studies and research, get your questions answered, and have a little bit of fun while doing it.
Email, mobile, and social media marketing lessons from top performing b2-b a...MarketingSherpa
According to MarketingSherpa research with 2,057 U.S. adults, email is the most popular way (across every age group) customers want companies to communicate with them. And we’re sure you’ve been inundated with enough data about the growth of social media and mobile to want to discover ways to incorporate these channels into your marketing mix.
So to help you get a new idea or two for improving your email, social media and mobile marketing, in this session Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share customer-first marketing case studies from successful B2B, B2C and nonprofit brands like Door to Door Organics, DonorsChoose.org, and Optum.
You will learn how to attract, engage, and convert more customers through ideas to optimize your already existing campaigns and launch new marketing programs.
At MarketingSherpa Summit 2016, marketers came together from across the world to discuss and discover what works in digital marketing. With topics featuring Email & Mobile, Content & Social and Digital & Data, brand-side marketers and industry experts took the stage to share their case studies, insights and actionable takeaways.
Daniel Burstein, Courtney Eckerle and Shelby Dorsey — all from the MarketingSherpa Editorial Team — will discuss the most inspirational and actionable lessons from this year's event.
They'll cover the top takeaways from Summit to help you:
∙ Use social media and email to engage your customers
∙ Produce content within your everyday company cycle
∙ Cement a customer-centric strategy
∙ Use testing to improve and optimize
∙ Act on data to improve marketing performance
The MarketingSherpa blog post "How to Sell Your Marketing and Advertising Ideas to Your Boss and Clients (with free template)" includes a few tips for presenting your campaign, in addition to marketing and advertising ideas to help you win budget, resources and approval. Read the full post at http://sherpablog.marketingsherpa.com/marketing/how-to-sell-to-your-boss/.
How to Overcome the 3 Most Common Content Marketing Barriers to Increase Traf...MarketingSherpa
"Our customers … are really the best ambassadors …We want to make sure that we’re connecting with those people when they’re engaging in conversations online and make sure that we’re supporting them.”
– Shannon Hughes, Senior Director of Marketing, Udemy
MarketingSherpa reporters interview more than 250 marketers every year to find out what really works across marketing channels. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how leading brands connect with their customers using content marketing as part of a multichannel strategy based on lessons from:
Udemy’s 43% increase in mentions across social media channels
IBM’s 291% increase in social referral traffic
River Pools & Spas’ 80% conversion rate
MarketingExperiments’ 232% increase in blog traffic
And many more B-to-B and B-to-C case studies
Content Marketing: Case Studies and Strategies for SuccessMarketingSherpa
Content created for UNF Social Media Class, presented by Daniel Burstein and Regina Love.
How can content marketing impact your marketing goals?
In this presentation, Daniel and Regina will define content marketing and explore how creating content attracts an audience and earns companies trust in the eyes of the modern customer.
Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...MarketingSherpa
Do you feel like you’ve tried just about every type of design and copy and still aren’t seeing results? What can you do to completely challenge your testing paradigm? Is it possible to leverage qualitative feedback to produce quantitative results? If so, how?
At Email Summit 2015, we brought these challenges from one of your peers – the marketers at LifeWay – to the entire audience of Marketers at Summit. This experienced peer group provided suggestions for improving LifeWay’s email marketing.
The team from MECLABS, MarketingSherpa’s parent research institute, then worked with LifeWay to test this qualitiatve feedback and will present key lessons learned from this experimentation during this unique live event we’ve dubbed a MarketingSherpa Web clinic.
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
Content Marketing: Case studies and strategies for successMarketingSherpa
Presentation by Erin Hogg, Reporter, MECLABS, at UNF's Social Media Marketing class.
This presentation explores the familial relationship of content marketing and social media.
It also provides real examples and case studies of how content marketing is linked to sales and the concept of relationship marketing and establishing a life-long customer by building up company reputation and trust.
MarketingSherpa hosted the official Media Center at the Internet Retailer Conference and Exhibition (IRCE) and interviewed industry experts and in-the-trenches marketers about what's working in ecommerce. Watch all of the interviews at: http://www.MarketingSherpa.com/IRCE
Live from IRCE: Key insights from the MarketingSherpa E-commerce Benchmark StudyMarketingSherpa
What drives e-commerce marketing success today?
MarketingSherpa, thanks to a research grant by Magento, an eBay company, embarked on a nine-month research project to help answer this question. The result is the MarketingSherpa E-commerce Benchmark Study, which addresses 25 core e-commerce questions based on responses from 4,346 marketers.
Join us for this special MarketingSherpa webinar, broadcast live from the world’s largest e-commerce event – IRCE 2014 – where marketing thought leaders will discuss key charts from the Benchmark Study, and how e-commerce marketers can use this data to overcome challenges and improve results in their own companies. You’ll learn from three expert marketers as they discuss:
• Overall e-commerce conversion rates
• Channels that drive significant traffic
• Barriers to growth that e-commerce marketers face
This webinar is sponsored by Magento.
Download your complimentary copy of the MarketingSherpa E-commerce Benchmark Study: MarketingSherpa.com/Ecommerce
Marketing Mashup: Top takeaways from Web Opt Summit 2014MarketingSherpa
you have 30 minutes, we have all the highlights from Web Optimization Summit 2014 in New York City.
Join Daniel Burstein, Director of Editorial Content, and Allison Banko, Reporter, both of MECLABS, as they distill the "need-to-knows" from sessions with organizations such as The Boston Globe, Harvard Business School and Ancestry.com.
In this presentation, they'll cover the main takeaways from the stage, topics like:
- Sustainable competitive advantage
- Selling the intangible
- Moving beyond the landing page
- How, when and why minor changes have a major impact on conversions
- And many more
*Slides from this presentation will be sent to registrants at it's conclusion.
Omni-channel Marketing: Optimizing digital content efforts to maximize growth...MarketingSherpa
In this MarketingSherpa webinar, e-commerce veteran Tom Davis, Global Head of Ecommerce, Puma will share his unified approach to global e-commerce. Davis will speak about how Puma has overcome technological, operational and organizational challenges to embrace digital engagement with customers.
Davis will speak from his more than 15 years of management experience in this webinar, discussing constantly evolving best practices and exploring recent retailing trends. Currently, he oversees the global e-commerce business for Puma SE, which covers more than 30 countries. He possesses hands-on experience with business management (P&L), re-platforming, emerging market e-commerce strategy, customization and e-commerce operations.
How Whirlpool Took a 180-Degree Turn with Just One TestMarketingSherpa
“This is a testimony of how even the most seemingly mundane changes can have a startling impact and help change a culture,” Thomas Mender, Senior Manager or Database Marketing, Whirlpool, said.
In this MarketingSherpa webinar, Mender and Daniel Burstein, Director of Editorial Content, MECLABS, will provide you with a behind-the-scenes look at the Whirlpool Ice lead generation campaign.
Mender will also explain how he took what he learned from Email Summit 2013, and challenged the brand and agency teams to develop a version of the creative that focused solely on the business goal.
You will discover how:
• Mender overcame initial skepticism to move to a “less is more” approach.
• The team integrated online and offline marketing to maximize the email open rate and get consumers “in the door.”
• One minor change led to a 42% lift in clickthrough and helped create a test-and-learn culture at Whirlpool.
Visual Storyteller Job Opening: Is the next step in your career a Visual Stor...MarketingSherpa
Are you looking for a work environment where you can get your hands dirty and figure out what you do best?
If so, you could be a good fit for MECLABS…
Are you ready to:
Make a real difference for some of the world's leading organizations?
Expand your talent and intelligence with the world's foremost thought-leaders in sales and
marketing optimization?
Stand on the front lines of business success by helping the best in business do even better?
Ensure your professional dreams come true with an organization where learning is the highest objective?
If so, then you're ready for MECLABS!
As a Content Presentation Specialist, you will merge your story telling abilities with your eye for visual design by owning the support of all MECLABS presentations. You’ll be the go-to authority to help colleagues and thought leaders share their stories through:
• Editing presentation copy and repurposing content into a visual story.
• Insuring consistent methodology by being a gatekeeper for all MECLABS public presentations.
• Collaborating with Marketing to ensure consistent brand guidelines are adhered to in presentations.
• Creating visual elements for presentation design inside and outside of presentation tools.
• Supporting content such as:
• MarketingSherpa webinar presentations
• Live events (i.e., MECLABS Summits)
• MarketingSherpa Benchmark Reports (BMR)
• Staying informed and up to date on presentation technology and current trends.
• Providing logistical support for webinars.
• Managing and owning the MECLABS presentation library.
We’re ready for you if you have this experience and education:
• Bachelor’s degree in Journalism, Marketing, or a related field.
• Demonstrated ability to handle multiple tasks and extremely detail oriented.
• Demonstrated proficiency in the MS Office Suite.
• Advanced proficiency in MS Power point and Word.
• Exceptional communication skills, both verbal and written.
It would be a bonus if you had:
•Working knowledge or proficiency in graphic design software: InDesign, Photoshop, etc.
In addition to building your brightest future at MECLABS, you'll receive benefits like:
• A starting salary commensurate with overall qualifications including experience, education and meeting identified job profile
• A creative, fun work environment just five minutes from the beach
• Continuous professional development through mentorships and training courses
• Comprehensive health and dental insurance plans
• Company-paid short-term and long-term disability plans
• A generous Paid Time Off plan (PTO)
• Advancement opportunities
• Employee referral bonus program
Apply at http://www.meclabs.com/careers
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
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How to accelerate lead quality and conversions with content marketing optimization
1. Webinars
1. You will receive a link to the webinar recording
2. Please fill out the post-webinar survey
3. Join the MarketingSherpa LinkedIn group for exclusive
updates
4. You will receive a webinar-exclusive special offer on the
2012 Search Marketing Benchmark Report – SEO Edition
5. Connect and share
– sherpablog.marketingsherpa.com
– Twitter @SherpaWebinar ∙ @SlingShotSEO
#sherpawebinar
2. How to accelerate lead quality and conversions
with content marketing optimization
April 26, 2012
1:00 PM ET
Sponsored by:
3. Speakers
Kaci Bower
Senior Research Analyst, MECLABS
Kaci.Bower@MECLABS.com
@kacibower
W. Jeffrey Rice
Senior Research Analyst, MECLABS
Jeffrey.Rice@MECLABS.com
@wjeffreyr
#sherpawebinar
6. Webinar content follows rigorous research
• Annual research cycle
•Industry research surveys
•Case studies and articles
•Identify best practices
•Formulate methodologies
•Actionable training
#sherpawebinar
7. Benchmark Research Library – since 2008
• The collective wisdom of more
than 48,000 marketers
• Nearly 5,000 pages of analytical
commentary and marketer
insights
• More than 6,000 charts and data
tables to validate what’s working
– and what’s not – in marketing
today
#sherpawebinar
8. Today, we’re going to discuss:
1. Key findings about content marketing from research into
1,530 search marketers
2. Five steps ( 5 P’s) to improve lead quality and conversions
with content marketing optimization
3. Two case studies showcasing examples of content
marketing optimization tactics to build traffic, generate
leads and drive revenue
#sherpawebinar
9. Research background
1,530 search marketers were
surveyed on:
– Challenges and goals for search
marketing programs
– Growing shift to inbound marketing
– Popularity, effectiveness and
difficulty per SEO tactic
– Role of content in SEO programs
#sherpawebinar
16. But, first, a definition…
Content marketing optimization is a term that describes the marriage of
content strategy and SEO expertise.
“It is the art of understanding exactly what your prospects and customers
need to know, deliberately producing optimized content based on keyword
phrases that are driving organic search traffic and conversions, and then
delivering that optimized content to them in a relevant and compelling way
to grow your business by socializing the content through your
organization’s social networks.”
Sources: Content Marketing Institute; Krista LaRiviere
#sherpawebinar
18. Set a goal before you start
• Why should you
create a piece of
content?
• What purpose is it
going to serve?
• Don’t take a checklist
approach, thinking
you have to do all
types of content
products
#sherpawebinar
19. Focus on aligning content with your goals, audience and opportunities
– and let that drive the design and topic.
#sherpawebinar
20. Poll
• Do you develop content for all 5 stages of the customer engagement
cycle (Awareness, Consideration, Inquiry, Purchase, Retention)?
– Yes
– No
#sherpawebinar
21. Target content to stages in customer engagement cycle
Customer Engagement Cycle Stage Content Goal
• Raise general awareness of your brand
Awareness
• Increase website traffic
Consideration • Encourage consideration of and active
Inquiry interest in your products and services
• Get prospects to choose you over
Purchase
competitors
Retention • Retain customers
Setting even basic, high-level goals will provide a compass to keep you
on track when you're planning and publishing content.
#sherpawebinar
22. Example: Think like your ideal customer
Customer Engagement Cycle Stage Questions Asked
Awareness How can I find the best deals on footwear?
Consideration What do I need to consider when purchasing women’s running shoes?
Inquiry What types of running shoes does this company offer?
Purchase Why is it better to purchase from this company over another?
Retention What would make me purchase from this company again?
#sherpawebinar
24. Attendee question:
I blog for a very small niche and have trouble finding keywords so I create content
based on my experience (18 years in my field) and what I know will be of use to my
readers. I need a more structured approach. How to go about this ?
- S. Bardot
#sherpawebinar
25. Plot out a process
Examine social Inventory your existing
conversations to content and compare Develop a gap-closure
define the context of existing content sources plan and create new or
the content demand. against required content. edit existing content.
1 2 3 4 5 6 7
Gauge the content Outline content Evaluate the Distribute optimized
demand by topics and keywords quality of existing content to your social
keyword area. for which you’re content. networks and give
optimizing and create content consumers
content themes by every opportunity to
month. socialize it.
#sherpawebinar
26. Gauge the content demand by keyword area
• Enter search terms
related to your business
to bring up additional
keywords, related
search volumes, and
level of competition
• Find greater opportunities by targeting
topics with:
– Relevance to prospects' needs
– Somewhat lower search volumes
– Significantly less competition for rankings
#sherpawebinar
27. Create content themes by month
• Understand the cyclical nature of
your market so you write for
their mindset at that time
• Assign each month an overall
theme
• Structure content around four
questions: What? Where? Why?
How?
• Answer each of these questions
every week in your content
strategy document
#sherpawebinar
28. Inventory existing content for repurposing
Existing content Repurpose existing content as
News releases Rewrite in conversational tone and post on blog
Video of CEO annual meeting Post video on YouTube
speech Convert audio to MP3 for downloadable podcast
Transcribe speech and post on blog
Customer case studies Create PowerPoint and post on SlideShare
Record PowerPoint with voiceover as video and post on YouTube
Post video (YouTube embed code) on blog
PowerPoint presentations Record with voiceover as video and post on YouTube
Convert audio to MP3 for downloadable podcast
Rewrite in conversational tone and post on blog
Self-published articles Rewrite in conversational tone and post as a blog series
Record audio to MP3 for downloadable podcast
Outdated blog posts Rewrite with updated titles, references, etc. and post on blog
#sherpawebinar
29. Worksheet: Original content development
Format and description of content required Keyword use Date required Assigned to
#sherpawebinar
31. A page that is “too optimized” can be awkward to read.
#sherpawebinar
32. Write for people, not search engines
Content creation for SEO
works best when you:
• Understand your target
audience and their
behaviors.
• Heed their preferences for
information discovery,
retrieval, consumption and
sharing
• Address their needs and
interests in your topics and
keywords
#sherpawebinar
33. Use customer vernacular
• The words organizations use to describe their products and services
may differ from what their target audiences use
• Example: “wireless phone” vs. “cell phone” vs. “mobile phone”
Dominant keyword
choice is still “cell
phone”
The impact of customer language on
search volumes is even greater after
adding the qualifier “best”
#sherpawebinar
34. Develop relevant and compelling content
Relevant content
• Interesting or useful to search engine user
for a keyword search
• Answers questions, deepens
understanding, expands knowledge
Compelling content
• Goes beyond relevance
• Useful to user at hand -- and those in the
user’s social network
• Shared and used in building relationships
#sherpawebinar
36. Case Study: Background
Experiment ID: Makana Solutions
Location: MarketingSherpa Case Study Library
Test Protocol Number: #CS31765
Research Notes:
Problem: Makana provides subscription-based software that helps
organizations perform sales compensation planning. But few prospects
knew the SaaS solution was available and weren’t actively searching for
it.
Goal: Become a top destination for advice about sales compensation
planning.
#sherpawebinar
37. Step 1: Content creation
Aim:
• Help prospects answer questions about their sales compensation
planning challenges
Methods:
• Created and offered content based
on best practices for sales
compensation planning
Sample sales compensation
plans
Educational webinars
#sherpawebinar
38. Step 2: Keyword research
Aim:
• Optimize website around high-value search terms
Methods:
• Researched broad and longer-tail
key terms that reflected targeted
searches or specific industry
verticals
• Identified a list of 600 keywords
• Optimized specific web pages
around two or three relevant terms
per page
#sherpawebinar
39. Step 3: Link building
Aim:
• Boost inbound links to improve search rankings
Methods:
• Identified sites with a high Google
PageRank from which they could
get a link
Online directories
Information sites about sales
compensation planning
News sites to target for their
press release distribution list
#sherpawebinar
40. Results
First page ranking for key industry search terms
Key performance metrics
Change
after 3 months of adopting strategy
Website traffic + 200%
Lead generation rate + 200%
Lead conversion rate + 100%
Paid search as % of total traffic - 60%
! "We’re very happy with our success, but I’ll be honest and say we haven’t even touched the
potential. The potential is tremendous to be even more successful with the realm of content
we can develop for various verticals. The possibilities just go on and on.“
– Alan Gehring, Marketing Director, Makana Solutions
#sherpawebinar
42. Conventional wisdom dictates that quality trumps quantity.
While this may hold true in other spheres of life, in SEO you need both.
#sherpawebinar
43. Focus on both quality and quantity
• Consistently publishing content that is both frequent and
of high quality can lead search engines to rank your page
and site as an authority on the subject.
#sherpawebinar
44. Quality and quantity content checklist
Do: Don’t:
• Create content that’s well-researched, well- • Focus too much on keyword density
written, and well-received
• Disregard the quality of the writing
• Understand that quality articles make your site
more authoritative and trustworthy • Overlook that search engines have become
more capable of recognizing valuable, quality
• Give search engines fresh content and regular content over content that is hastily produced
updates
• Risk looking like you’re only after title and
• Establish a pattern for content updates to set heading tags by writing articles that are too
expectations and reward visitors short
#sherpawebinar
45. With the right layout, you can make your content
both search engine- and reader-friendly.
#sherpawebinar
46. Place keywords carefully
Create attention-grabbing title, using the keyword in the title.
Use sub-headings that include relevant keywords.
Position keywords towards the top of your article, as in the first line or paragraph.
Introduce synonyms for your keyword phrase in the second or third paragraphs.
Repeat your keyword phrase throughout the text –but don’t force!
Use the keyword in links and the image ALT text and captions.
#sherpawebinar
47. Example of keyword placement
Source: SEOMoz – The Beginners Guide to SEO
#sherpawebinar
48. Don’t ignore readability
Text blocks Break up blocks of text into subcategories
Paragraphs Restrict paragraphs to five lines
Lists Use bullets, numbering and lists
Sentences Use short sentences
Space Use plenty of white space
Make your links part of your copy, especially if links feature your
Links keyword phrases
Images Use (and tag) images effectively
#sherpawebinar
49. Choose content formats mindfully
• Never choose content
formats by default – or
because “everyone else is
doing that”
• Identify formats that connect
with your customers
• Decide on formats and
designs that define and give
voice to your brand
#sherpawebinar
51. Case Study: Background
Experiment ID: Eloqua, a marketing automation provider
Location: MarketingSherpa Library
Article ID: #HOW31938
Notes:
Problem: Faced a strong socially savvy Web 2.0 competitor
Solution: Create an independent, comprehensive content marketing
department
Content Goals:
• Fill the top of the sales funnel
• Create customer attention and customer satisfaction
• Develop content to improve SEO
#sherpawebinar
52. Tactic 1: Be different from the competition
Aim:
• Get noticed by creating a brand identity
based on a design "voice"
Methods:
• Give everything - from whitepapers
to live presentations - a heavier
touch of design and graphics than
might be expected
• Make frequent use of infographics
“[The playful feel is] startlingly unexpected, and it
absolutely without question triggers conversation
because people just aren't used to seeing a playful
side of a B2B brand."
Joe Chernov, VP of Content Marketing, Eloqua
#sherpawebinar
53. Tactic 2: Brand your content
Aim:
• Create a groundswell of association between
Eloqua and the term "revenue”
Methods:
• Blog referred to as the “revenue blog” and
titled “It’s All About Revenue”
• Slideshare, the hub of Eloqua’s content, is
called the “revenue hub”
• Created video combining playfulness of
Eloqua's brand identity with concept branding
of “revenue performance management”
#sherpawebinar
54. Tactic 3: Inject creativity into whitepapers
Aim:
• Redesign predictable whitepaper
concept
Methods:
• Splinter large whitepapers into
individual “Grande Guides”
• Cover topics related to core business
and broader issues of interest to Eloqua came up with what it calls its Grande
marketers (think 16 ounces of coffee) Guides. The
promise is it takes about 15 minutes to drink
• Give early recipients (prior to public that coffee and the same amount of time to
read the entire guide.
release) opportunity to be the first to
distribute links to the guides
#sherpawebinar
55. Tactic 4: Hire a brand journalist
Aim:
• Hire someone to provide content, ideally
independent from marketing control, such as blog
posts, industry trends and other things of interest
to your customers
Methods:
• Hired a “corporate journalist”, not a PR
or Marcom writer
• Looked for someone who could speak
to 90% of untapped market
#sherpawebinar
56. SEO benefits
Focus on design • SEO value comes more from "For me the SEO value isn't what
sharing content than creating is embedded in the content we
helps content get keyword-rich content, such
create. The value is derived when
other people host, distribute or
noticed – and as a whitepaper, that doesn't talk about our content.”
get distributed or republished
shared by the audience
Joe Chernov
VP of Content Marketing, Eloqua
• Corporate journalist “loaned out” to other venues –
and Eloqua gets a valuable inbound link from these
Links come from media outlets in their corporate reporter's bio
many sources • Larger goal of each Grande Guide is to generate and
nurture links
#sherpawebinar
57. Results
• $2.5 M in closed business, plus $3.2M in contract stage, from 4 Grande Guides
• “It’s All About Revenue” blog reached Ad Age Power 150 within first year
• People who discover website through content pieces are 21% more likely to
view a product demo, Eloqua’s most desirable lead activity
• Viewers of “The Blog Tree” infographic are 32% more likely to fill out a web
form
#sherpawebinar
59. The more relevant your content, the better your results.
#sherpawebinar
60. Measure the appeal of your content
• Gauge both the popularity and applicability of your content
• Look at conversion rates of your most desirable lead activities (e.g. view
demo, complete web form, purchase, etc.)
• Look at the impact on search rankings and traffic
• Look at key indicators of subject matter interest, engagement and
relevancy:
– Content downloads
– Content shares
– Comments
#sherpawebinar
62. 5 P’s of content marketing optimization
• Set a goal before you start
Purpose • Target content to stages in customer engagement cycle
• Plot out a process
• Gauge the content demand by keyword area
Process • Create content themes by month
• Inventory existing content and create a gap closure plan
• Write for people, not search engines
People • Use customer vernacular
• Develop relevant and compelling content
• Focus on both quantity and quality
• Place keywords carefully
Presentation • Don’t ignore readability
• Choose content formats mindfully
Performance • Measure the appeal of your content
#sherpawebinar
63. Attendee question:
Are there new best practice tactics in relation to overall content
strategy impacting social strategy?
- K. Owens
#sherpawebinar
64. Register to receive a complementary website analysis! *limited to the first 50
http://www.slingshotseo.com/contact/free-seo-opportunity-assessment/
#sherpawebinar
66. Kaci Bower W. Jeffrey Rice
Senior Research Analyst, Senior Research Analyst,
MECLABS MECLABS
Kaci.Bower@MECLABS.com Jeffrey.Rice@MECLABS.com
@kacibower @wjeffreyr
#sherpawebinar
Editor's Notes
.
.
SEO, in light of a content strategy, involves more than just the optimization of webpages with keywords.
Here’s a look at how you can develop a content strategy. “Content marketing optimization” is a term that’s come into vogue to describe the marriage of content development and the knowledge of how search engines crawl and index websites. This strategy covers both those elements. Gauge the content demand by keyword area Examine social conversations to define the context of the content demand. Context is everything. Here’s where social conversations really give you a sense of language. How are they talking about it? Where? Why? How often? What kinds of answers are they looking for?Inventory your existing contentCompare existing content sources against the required contentEvaluate the quality of existing contentDevelop a gap-closure planCreate new or edit existing contentMeasure the impact on rankings and search traffic
Content creation is considered the most difficult tactic, so repurposing is a nice way to get ahead of the curve. Here’s an example of how you can audit existing content for repurposing. The first step is to take an inventory of existing content that has potential for inbound marketing purposes. Start with your website, blogs, sales collateral, presentations, analyst reports, press releases and executive interviews. ON and on. The more departments you include in your audit, the more content you will uncover.Next to each piece of existing content, list the number of ways you can repurpose it. By repurposing, we mean updating existing content or modifying content from one format to another to once again make it current and relevant to the target audience.I’ll now hand this back to Sergio, who’s going to show
Make it easy for people to find, consume and share your content.