This document discusses improving the return on investment (ROI) of a business-to-business (B2B) website through inbound marketing and creating valuable content. It recommends focusing content on what users search for and want to learn about. Content should be in the form of articles, case studies, guides, and other formats. Content should then be promoted through social media, guest blogging, email marketing, and other tactics. Creating helpful content that attracts and engages the right audience can improve website traffic and lead generation over time. Measuring results through metrics like downloads, signups, and sales can show if content marketing is improving ROI.
Online Marketing. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
A multitude of channels exist in today's marketplace for advertising. A short list includes print, online banners, native apps, social media and postal as well as electronic mail. The presentation here outlines how to measure success, challenges and opportunities in a range of options. The best approach is to integrate marketing to reach your core demographics.
Building an E-Business project
1. Who : organisations
2. What : types of e-Business Projects, goals and KPIs, revenue models
3. How : steps and best practices
Online Marketing. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
A multitude of channels exist in today's marketplace for advertising. A short list includes print, online banners, native apps, social media and postal as well as electronic mail. The presentation here outlines how to measure success, challenges and opportunities in a range of options. The best approach is to integrate marketing to reach your core demographics.
Building an E-Business project
1. Who : organisations
2. What : types of e-Business Projects, goals and KPIs, revenue models
3. How : steps and best practices
ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12...Hugues Rey
ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12 2017 by Hugues Rey / From Promotion to Education - Engagement - Entertainment / 4P to SAVE
ISC Marketing Corp - Digital Marketing Credential - Social Media - Email marketing - Mobile Marketing - Facebook Application - Mobile Application - Microsite - Digital PR - Online Advertising
This lecture gives a short introduction to online advertising. It talks about the history of advertising, introduces some of the key concepts and terminology, and offers tips for content creators interested in advertising as a monetization option.
Executive master in digital marketing 12 12 2017 - 4 phases to set up a com ...Hugues Rey
ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12 2017 by Hugues Rey / From Promotion to Education - Engagement - Entertainment / 4P to SAVE
Microsoft power point the future of direct marketingRachel Aldighieri
These are the slides from the joint event from The Direct Marketing Association and LBI London- The Future of Direct Marketing on 2 February 2012. Speakers include Virgin Atlantic and BT. Gold Sponsor Lithium, silver sponsor Comufy.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Digital Download - TCC - Graduate Preso - 23rd Jan 2014WiTH Collective
Presentation given to TCC Graduate Class of 2014 focuses on digital marketing and the most important things to know. Key topics covered include: Social marketing, mobile marketing, search engine marketing (SEM), search engine optimisation (SEO), free tools available to help being insightful and general digital marketing stats.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services. Reach and convert leads into customers and retain them.
At the Marketo #MKTGNation Summit I delivered this call to action for today's marketers: do the stuff that matters and that has an impact on the business. Why? Because so much of marketing is ineffective. One reason content marketing has become such a buzzword today is simply because it can be measured. And those who commit to measuring it, see returns on their investment that are often many times higher than the average ROI of marketing. Check this presentation out to learn 10 Formulas ANY business can use to measure the ROI of content marketing and never waste money again
ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12...Hugues Rey
ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12 2017 by Hugues Rey / From Promotion to Education - Engagement - Entertainment / 4P to SAVE
ISC Marketing Corp - Digital Marketing Credential - Social Media - Email marketing - Mobile Marketing - Facebook Application - Mobile Application - Microsite - Digital PR - Online Advertising
This lecture gives a short introduction to online advertising. It talks about the history of advertising, introduces some of the key concepts and terminology, and offers tips for content creators interested in advertising as a monetization option.
Executive master in digital marketing 12 12 2017 - 4 phases to set up a com ...Hugues Rey
ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12 2017 by Hugues Rey / From Promotion to Education - Engagement - Entertainment / 4P to SAVE
Microsoft power point the future of direct marketingRachel Aldighieri
These are the slides from the joint event from The Direct Marketing Association and LBI London- The Future of Direct Marketing on 2 February 2012. Speakers include Virgin Atlantic and BT. Gold Sponsor Lithium, silver sponsor Comufy.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Digital Download - TCC - Graduate Preso - 23rd Jan 2014WiTH Collective
Presentation given to TCC Graduate Class of 2014 focuses on digital marketing and the most important things to know. Key topics covered include: Social marketing, mobile marketing, search engine marketing (SEM), search engine optimisation (SEO), free tools available to help being insightful and general digital marketing stats.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services. Reach and convert leads into customers and retain them.
At the Marketo #MKTGNation Summit I delivered this call to action for today's marketers: do the stuff that matters and that has an impact on the business. Why? Because so much of marketing is ineffective. One reason content marketing has become such a buzzword today is simply because it can be measured. And those who commit to measuring it, see returns on their investment that are often many times higher than the average ROI of marketing. Check this presentation out to learn 10 Formulas ANY business can use to measure the ROI of content marketing and never waste money again
A guide to technology for marketers. Marketers today have a HUGE number of technology choices. This presentation spells out strategy and tactics for making marketing technology decisions.
This is a presentation for the Business students of De La Salle University doing their entrepreneurship project. The presentation is delivered on Feb. 8, 2012 at the Yuchengco Hall.
Journey to Fully Integrated Digital Marketing By Gijs van KersenMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Juniper Networks' Journey to Integrated Digital Marketing Campaigns. PRESENTATION: Journey To Fully Integrated Digital Marketing - Given by Gijs van Kersen - @gijsvk - Senior Manager Marketing Operations EMEA - Juniper Networks. #MarTech DAY2
Michael Chidzey's lecture slides on digital marketing for events. Why you should love online marketing!
Event marketing and pr module at London Metropolitan University.
What is digital marketing? Why is it necessary at all?
In this presentation on digital marketing from zero to hero 2023, I’ll break it down so you can better understand the subject.
Othmane Targhi
Digital Marketing Manager | Content Manager | Social Media Manager | Engineer
Interactivate Your Content Marketing
ion can help you generate real business value — more leads, higher lead quality, and deeper buyer profiles — using interactive content marketing.
How to Build an Effective B2B Content Marketing StrategyDemandWave
We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
DF2015: A case for Customer Experience DesignThe Reference
The creation of customer experiences is nothing new, and neither is the occasional design of such experiences. But what is new is customer experience design as a management discipline, with its own principles, tools and techniques. This presentation takes you through the steps to draft a framework for purposeful and profitable customer experience design.
Sitecore experience days - Eating our own dogfoodThe Reference
An age-old wisdom says that “the cobbler’s children have no shoes”. The Reference has delivered numerous Sitecore success-stories over the last 7 years, but the true test will be using the Sitecore Experience Platform for our own business development.
The presentation -by Mathieu Dhondt- shows an overview of how this is going to happen for what happens to be his most challenging client in his career: The Reference itself.
The internet of things, your next crucial challenge - ProductizeThe Reference
Discover how the world is transforming into a global nervous system allowing agile companies to perform high resolution management and enter new markets with hybrid product-services following new business models. This session will give you a broad view on the Internet of Things, and guide you through the necessary steps to successfully capture the new values resulting from this revolution.
We all use several devices and browsers to visit the same content on the web, on mobile and apps. A few months ago we were guessing and trying to get a grip on the customer journey on all these devices. But now the time that we can measure, estimate and understand cross device usage has arrived! Learn how to understand and setup cross device measurement. What can you learn from it and what are the benefits to understand the cross device behavior of your customers?
In this presentation, we'll provide an extensive overview of the latest mobile marketing possibilities on all popular platforms (such as Google, Facebook and Twitter). You’ll know which platform to use for what purpose and what it can mean for your mobile presence. And yes, we promise that you will walk away with rock solid tactics to discover the real power of mobile and actually start driving business value from the mobile touchpoints of your potential clients.
Insights and marketing automation with sitecore 8The Reference
This presentation, presented by Thomas Danniau on the Sitecore Inspiration Day of The Reference, includes all insights about marketing automation in Sitecore 8.0.
This presentation, presented by Kris Verheire on the Sitecore Inspiration Day of The Reference, includes a lot of information about the new Sitecore 8.0 release.
Cross-device tracking with Google Analytics - Thomas Danniau @ gaucBEThe Reference
Once upon a time, we only used one PC to visit a website. After a while we were using several computers and browsers to visit the same websites. A few years ago we also started using smartphones and tablets to explore the www … We are still guessing and trying to get a grip on the customer journey between all these devices. But hooray! The time that we can measure, estimate and understand the cross device usage has arrived! Learn how to understand and setup cross device measurement. What did we learn from it and what are the benefits to understand the cross device behavior of your customers?
Hoe stelt u de ideale channel mix samen? Hoe aligneert u kanalen met de inhoud en doelstelling van uw website? Aan de hand van een uitgekiend concept tonen we hoe u de beste keuze kan maken. Aan de hand van 3 cases (een school, een bank en een shop) helpen we u te bepalen welke kanalen u best op welke manier inzet voor mobile of desktop advertising.
SURVEY: The digital marketing landscape in Belgium - The ReferenceThe Reference
The Reference Digital Marketing Survey for Belgium:
Has the Switch to digital happened?
Belgian companies are increasingly diverting budgets from offline marketing to digital marketing. A two-yearly survey by The Reference reveals that the number of companies that spend over half of their total marketing budget on digital is rising rapidly, from 26% two years ago to 37% in 2013. More importantly maybe, although 65% of companies plan to raise their digital marketing budgets – exactly as much as 2 years ago – now 50% of companies also plan to lower their offline marketing budgets.
Check out www.reference.be for full press release and other findings from the survey.
Check out our slide set for graphs and highlights
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
16. Research by The Reference (2011)
TOTAL DIGITAL
BUDGET
MARKETING MARKETING 20%
SHARE
BUDGET 2011 BUDGET 2011
ALL COMPANIES € 150.000 € 30.000 20%
TARGET GROUP
B2C € 750.000 € 150.000 20%
B2B € 37.500 € 13.125 35%
Other € 150.000 € 30.000 20% 80%
LOCATION
Flanders € 150.000 € 30.000 20%
Brussels / Wallonia € 400.000 € 100.000 25%
SIZE
Small (1-50) € 37.500 € 13.125 35%
Medium (51-250) € 250.000 € 62.500 25% Spent on digital marketing Spent on offline marketing
Large (250+) € 750.000 € 131.250 18%
Download: http://www.slideshare.net/TheReference/digital-marketing-landscape-in-belgium
17. Research by The Reference (2011)
30K digital budget spent on
Classic websites 22%
Social presence 12%
SEO 11%
E-mail… 11%
SEA 8%
E-commerce… 6%
Web analytics 6%
Banner… 5%
Social media… 5%
Social ads 4%
Mobile sites 4%
Mobile apps 3%
Mobile ads 1%
Mobile games 0%
Download: http://www.slideshare.net/TheReference/digital-marketing-landscape-in-belgium
18. B2B Purchase Journey
Search-initiated - Most people begin their research of
a new product via search engines, 78% of Internet
users conduct product research online
Social-powered –90 million tweets per day, with 24%
of adults posted comments or reviews online about
the things they buy.
Buyer controlled - People can now choose where and
when to engage with your brand, plus what content
they would like to consume.
19. ROI
So you’ve made a huge investment on your B2B
website. How to get that return everybody’s asking
for?
20. Online & Offline
Brand & content above the line = integration in online
Vanity URLs (linked to advertising campaign)
Search for “x”
Direct mailing reference numbers
21. Focus on the user
Make sure that your homepage is task driven
22. Focus on the user
Make sure that your homepage is task driven
23. Focus on the user
Make sure that your homepage is task driven
24. Focus on the user
Make sure that your offering/navigation is clear
25. Focus on the user
Make sure that your offering/navigation is clear
26. Focus on the user
Make sure that your offering/navigation is clear
27. Focus on the user
Make sure that your offering/navigation is clear
28. Focus on the user
Make sure that your offering/navigation is clear
29. Focus on the user
Make sure that your offering/navigation is clear
30. Focus on the user
Guide the user to the product you’d love him to buy
31. Focus on the user
Guide the user to the product you’d love him to buy
32. Focus on the user
Offering product information that is relevant
33. Focus on the user
Offering product information that is relevant
34. Focus on the user
Offering product information that is relevant
35. Focus on the user
Offering product features and advantages
36. Focus on the user
Offering and showing product features and advantages
38. Focus on the user
images
+48%
Converion rate
+95%
Converion rate
More: http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final
http://visualwebsiteoptimizer.com/split-testing-blog/human-landing-page-increase-conversion-rate/
39. Focus on the user
Call To Action
Text
Color
Placement
Favorites
40. Focus on the user
Registration & Optional fields in forms
41. Focus on the user
Extra tip: use A/B or MVT testing
tools
http://visualwebsiteoptimizer.com/
www.optimizely.com
http://experiment.ly/ (free)
www.google.com/websiteoptimizer
(free)
Microsoft are avid testers
themselves
Online Experimentation at Microsoft
(This paper won 3rd place at the
Third Workshop on Data Mining Case
Studies and Practice Prize)
42. Focus on the user
1. Focus on product specifications
• To a certain extent on the order
button
2. Little focus on alternative tariff
plans
3. Tariff Advisor goes unnoticed
4. Options, etc are irrelevant to the
user
Performed with http://www.clicktale.com
43. Focus on the user
User testing and in-person customer interviews are
great, but most companies don’t have the resources to
run them continuously. You do have the resources to
continuously learn by asking questions online.
KISSinsights
Pop-Survey
Kampyle
48. Focus on the content
So you’ve made a huge investment on your B2B
website? How to get that return everybody’s asking
for
1. OK, we’ve got our website optimized for conversion
2. Let’s attract visitors:
You can spend money on “advertising” to get visitors and that
return. (Contradictary?)
Or you can use “Inbound Marketing”
49. Inbound Marketing
concept of earning the attention of prospects, making
yourself easy to be found, and drawing customers to
your website by producing content customers value.
If you want to pay for ‘attention’ there’s of
course cold-calling, direct paper mail, radio,
TV, trade shows, telemarketing, and traditional
As soon as you publish content, you’re doing
advertising
SEO… Everybody says they’re great, the
best, “leader”, but what is the value to the
prospect/customer?
Source: http://en.wikipedia.org/wiki/Inbound_marketing , because wikipedia can tell things clearer than me ;)
52. Content is the valet to ROI
Understand you do NOT have to regularly publish
content. Spending your precious resources on
excellence is almost always a better strategy than
trying to regularly produce “stuff.”
Salon.com wrote 33% fewer articles and increased
traffic by 40%
Okcupid’s 23 post blog has received almost 5,000
linking domains
Codecademy’s one page microsite Code Year received
over 450,000 email addresses
53. Types of content
Created: Original content that was created from scratch.
(white papers, infographics, articles and slideshares.)
Curated: pointing to the best resources from the web on
this topic and add insightful comments
Collaborative: reach out to thought leaders around your
topics and see if they would contribute some content.
Legacy: repurpose content they already have into different
assets. (take videos and turnthem into articles or vice
versa)
54. Content is the valet to I’m a big player!
ROI
My prospects don’t search
for my products
Big players have
more budget
My niche is boring
No one cares!
56. Oh…I get it
OK I know content is all great and important
but what
content does our
audience wants? Told you we’re in a
boring niche!
57. First of all – do KWR
Know what people are searching for!
http://www.ubersuggest.org
http://www.soovle.com/
http://www.bing.com/toolbox/keywords
https://adwords.google.be/o/Targeting/Explorer?__u=10000
00000&__c=1000000000&ideaRequestType=KEYWORD_IDEA
S
66. Power of Content
They thought online dating couldn't be a thought-
leadership play until OKTrends.
Research
Lists
Social
Interaction
67. Power of Content
Elevator installations? Boring… until Grant (earned #1
rankings for "Home Elevators.“)
Infographics
Case Studies
68. Power of Content
Marketers said personal finance was boring until Mint.
Great
tips
Community
Articles
69. Power of Content
Simply Business are an
insurance broker
Created content and which
small business owners will
find useful. In addition to
creating short-form blog
post content they’ve also
created guides for social
media, PPC and
productivity
Source: http://www.simplybusiness.co.uk/microsites/productivity/email-guide/
70. Power of Content
Everybody knows
salesforce.com right?
created some fantastic
content around how
businesses can harness the
power of social media
including expert
interviews, how to guides
and case studies
Tip: read about
salesforce.com’s complete
social media strategy here:
Source: http://www.salesforce.com/uk/socialsuccess/
71. So
Build it and they will come?
Some tactics to promote your content / product launch
Facebook/Twitter: share via our own Facebook, Twitter and Google+ pages
Take over the home page of the corporate site to promote the new content
Expert advocates: Collaborate with experts (who are kind enough to share content
with their networks. = reach!)
Email/Newsletter: Promote the content to your email database and created topical
newsletter (non-branded centric please!) to keep connected with users who signed up
or downloaded a white paper.
Guest Blogging: guest blog on relevant sites
PR: do PR around the content you produced (also offline)
Employees: galvanize your internal employees to share with their external networks
72. So
And support it by outbound tactics
Sponsered Tweets (for premium content)
LinkedIn Banner Ads (great for targeting)
Bing & Google Display Network
73. ROI?
salesforce.com case study
The microsite launched in 2012
Results from april 2012:
Traffic for January was up 80% YoY
Traffic from social sites was up 2500 %
Over 6500 people signed up to the newsletter
The eBook has been downloaded over 10,000 times
(generating 10,000 leads)
74. Summing it up
Make sure that your homepage is task driven
Navigation is clear
Offering of most important products on the homepage
Offering and showing product features and advantages
Images
CTA, registration, forms, …
75. Summing it up
Research, create
content your users
care about
Make sure the Distribute and make
content is optimized visible content your
for SE and Users users care about
76. You’re more likely to
improve conversion by 1% by changing a 1000 things,
than changing 1 thing that will improve conversion by 1000%