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@LeeOdden	
  
TopRankMarke0ng.com	
  
How to Integrate Search,
Social & Content Marketing
Images:	
  Shu,erstock	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Marke:ngBlog.com	
  
About	
  Lee:	
  	
  
CEO,	
  Consultant	
  
Speaker,	
  Blogger	
  
Traveler,	
  Foodie	
  
@LeeOdden	
  
	
  
Content	
  -­‐	
  Social	
  -­‐	
  SEO	
   Op:mizeBook.com	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Small Town Minnesota Roots
Addicted to travel. And my kids.
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Thank You Sarah!
TopRankMarke0ng.com	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Enough About Me. What About You?
Is Your Site Optimized for Search Engines?
Is Your Business Active on Social Networks?
Do You Create New Content Regularly?
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
IBM:	
  “Understanding	
  Big	
  Data”	
  
Every day, we create 
2.5 Quintillion 
bytes of data.
Image:	
  Shu,erstock	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Ubiquitous Connectivity
50 Billion
connected	
  devices:	
  2020	
  
Source: Ericcson
Create	
  
Consume	
  
Publish	
  
Interact	
  
Transact	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Image:	
  Shu,erstock	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Customer Information Journey
Image:	
  Shu,erstock	
  
Voodoo	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Customer Information Journey
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
awareness consideration purchase retention advocacy
PR	
  
Radio	
  
TV	
  
Print	
  
Word	
  of	
  Mouth	
  
Direct	
  Mail	
  
Email	
  
Ecommerce	
  
Store	
   FAQ	
  
Knowledge	
  Base	
  
Promo:ons	
  
Newsle,er	
  
Social	
  Networks	
  
Blog	
  Website	
  
Community	
  
Forum	
  
Online	
  Ads	
  
Email	
  
PPC	
  
Social	
  Ads	
  
Blog	
  
Reviews	
  
Media	
  
PR	
   Social	
   Search	
  
Optimize the Buying Cycle
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Social Media is the Rock Star
Image:	
  Shu,erstock	
  
In the Online Marketing World	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
84%
Source:	
  Marke:ngProfs	
  
Content	
  Marke:ng	
  Ins:tute	
  
Marketers Use Social Media
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
100 BILLIONGoogle	
  Search	
  Queries	
  Per	
  Month	
  
Source:	
  Search	
  Engine	
  Land	
  
16%Of	
  daily	
  queries	
  on	
  Google	
  
have	
  never	
  been	
  seen	
  before	
  
	
  
Source:	
  Google	
  Internal	
  Data,	
  2011	
  
81%Of	
  B2B	
  buyers	
  start	
  with	
  
search	
  engines	
  
	
  
Source:	
  DemandGen	
  Report	
  May	
  2012	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
B2B	
  &	
  B2C	
  Marketers	
  
Increase	
  Content	
  
Marke:ng	
  Spending	
  
54%
Source:	
  CMI	
  2012	
  
55%
Content Marketing #1
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
What is Content Marketing? 
“Content Marketing is the
planning, creation, promotion
and measurement of content
for a specific audience to
influence a business outcome.”
Image:	
  Shu,erstock	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Content Marketing Maturity
Stasis
Focus:	
  status	
  quo	
  
Sta:c	
  
Few	
  resources	
  
Ini:al	
  experiments	
  
Brand	
  centric	
  
Production
Focus:	
  quan:ty	
  
Strategy	
  
Process	
  
Crea:on	
  
“More	
  is	
  Be,er”	
  
SEO	
  centric	
  
Utility
Focus:	
  quality	
  
Func:onal,	
  useful	
  
Customer	
  focused	
  
Refined	
  process	
  
Social	
  centric	
  
Storytelling
Focus:	
  experience	
  
Seek	
  to	
  dominate	
  USP	
  
Brand	
  leadership	
  
Op:mized	
  buy	
  cycle	
  
Integra:on	
  
Mul:	
  &	
  Omni	
  Channel	
  
Monetization
Focus:	
  ecosystem	
  	
  
Marke:ng	
  ROI	
  
Content	
  Publishing	
  ROI	
  
Syndica:on	
  ROI	
  
Services	
  ROI	
  
Scale	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Content Marketing Tactics
•  Ar0cle	
  Marke0ng	
  	
  
•  Advertorial	
  	
  
•  Blogging	
  	
  
•  Case	
  Studies	
  
•  Crowdsource	
  	
  
•  Curate	
  	
  
•  Digital	
  NewsleIers	
  
•  eBooks	
  	
  
•  Email	
  	
  
•  Interac0ve	
  Games	
  
•  Images	
  &	
  Infographics	
  
•  Interac0ve	
  Tools	
  
•  Microsites	
  
•  Mobile	
  Applica0ons	
  	
  
•  Mobile	
  Content	
  	
  
•  News	
  Release	
  
•  Online	
  Magazines	
  &	
  Apps	
  
•  Podcasts	
  
•  Print	
  Magazines	
  	
  
•  Print	
  NewsleIers	
  	
  
•  Real-­‐World	
  Events	
  	
  
•  Research	
  &	
  Surveys	
  	
  
•  Social	
  Content	
  	
  
•  Teleclass	
  &	
  Telecasts	
  	
  
•  Tradi0onal	
  Media	
  	
  
•  Videos	
  	
  
•  Virtual	
  Conferences	
  	
  
•  Webinars	
  	
  
•  Wikis	
  	
  
•  White	
  Papers	
  	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Image	
  Source:	
  Shu,erstock	
  
BUT… Are They Integrated?
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Image	
  Source:	
  Shu,erstock	
  
Are They Optimizd?
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Customer	
  Goals	
  	
  
+	
  Business	
  Value	
  
=	
  Content	
  Marke0ng	
  Strategy
Meet	
  Customer	
  Needs	
  
	
  =	
  Achieve	
  Business	
  	
  
	
  	
  	
  	
  Outcomes	
  
Image	
  Source:	
  Shu,erstock	
  
Alignment is Powerful
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Stalking Dead Infographic Novel
h,p://www.hostway.com/resources/infographics-­‐videos/stalking-­‐dead.html	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
What’s Missing?
How	
  will	
  it	
  be	
  promoted?	
  
Can	
  you	
  really	
  count	
  on	
  
“Going	
  Viral”?	
  
Repurpose?	
  Reimagine?	
  
	
  
Crea0ve	
  Needs	
  Promo0on:	
  	
  
Publicized	
  on	
  blogs	
  &	
  media	
  
Op:mized	
  for	
  social,	
  search	
  
“stalking	
  dead”	
  “infographic	
  novel”	
  
Hub	
  &	
  Spoke	
  	
  
	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Great content 
isn’t really great
until it gets found,
consumed, & shared.
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Create	
  Awareness	
  
CMWorld	
  Event	
  
Feature	
  Speakers	
  Tips	
  
eBook	
  Slideshare	
  
Blog	
  Posts,	
  Email,	
  Social	
  
40k	
  Views	
  
1,000+	
  downloads	
  
	
  100+	
  referred	
  to	
  event	
  
Source:	
  TopRank	
  Online	
  Marke:ng	
  2013	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
So, What’s the Connection?
Search	
   Content	
  Social	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Content	
  
Social	
  SEO	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Cares About Content
Source: Search Engine Land 3/11
Google’s POV on
Quality Content:
http://goo.gl/huekf
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
53%
Of time on the
internet is content
consumption.
AOL Nielsen
U.S.: 27 millionshared per day
AOL Nielsen
Customers Care About Content Too
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
SEO has changed
forever.
Social + Search +
Content =
WINNING
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Search Ranking Factors
Social	
  in	
  the	
  top	
  10:	
  
	
  
Google+	
  
Facebook	
  Shares	
  
Facebook	
  Comments	
  
Pinterest	
  
Tweets	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Search Ranking Factors
Social	
  Factors	
  
Google+	
  
Social	
  Shares,	
  Likes	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Social Influence on Search
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Social Influence on Search
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Social Influence on Search?
Maybe Not
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
What If We Spent A Little Less Time
Chasing These Guys?
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
And More Time Focusing on This
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Integrated marketing
means your brand is
the best answer 
when & where
buyers need it.
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Promise of Integrated Marketing
Audience Targeting
Cross Channel Integration
Adaptable, Optimizable
Highly Measurable
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Brand	
  USP	
  
(Topic	
  -­‐	
  Keyword)	
  
Blog	
  
Posts	
  
Industry	
  Media	
  
Coverage	
  
Press	
  Releases	
  
Contributed	
  
Ar:cles	
  
Guest	
  Posts	
  
Topical	
  Survey	
  
“2013	
  Topic	
  XYZ	
  
Survey”	
  
Tips	
  &	
  
Examples	
  
eBook	
  
Guide	
  to	
  
B2B	
  Social	
  
Co-­‐Created	
  
Visual	
  
eBook	
  with	
  
Conference	
  
Topical	
  
Resource	
  
Lists	
  
Off	
  Site	
  
Commen:ng	
  
Speaking	
  at	
  	
  
Conferences	
  
Prospect	
  
Brand	
  
Networking	
  
Social	
  
Networking	
  
Community	
  
SEO	
  
Website	
  
Category	
  
Email	
  
Newsle,ers	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
“What’s	
  a	
  good	
  
framework	
  for	
  
content	
  marke0ng	
  
that’s	
  
op0mized	
  and	
  	
  
socialized?”	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Discover	
  
Consume	
  
Act	
  
Understand Your Customer
Search	
  Keywords	
  
Social	
  Topics	
  
Adver:sing	
  
Publica:ons	
  
Events	
  
Word	
  of	
  Mouth	
  
	
  
Text,	
  Images,	
  Audio,	
  Video	
  
Mobile,	
  Tablet,	
  Computer	
  
Formal,	
  Funny,	
  Long,	
  Short	
  
Social	
  Share	
  
Engage	
  (comment)	
  
Subscriber	
  
Register	
  
Inquire	
  
Buy	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
AIract	
  
Engage	
  
Op0mize	
  360	
  
Convert	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Preferences
Pain Points
Behaviors
Search &
Social Data
Sources
Editorial
Calendar,
Repurpose
Social & SEO
Networking,
PR, Linking
Who are you
writing for?
What do they
care about?
What stories
will connect
you?
Make it easy to
find & share
awareness consideration purchase retention advocacy
Optimized – Socialized - Publicized
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Persona:	
  
“Admin	
  Jane”	
  
Influences	
  CEO	
  
	
  
Values:	
  
=	
  Fast	
  
=	
  Save	
  $	
  
=	
  Service	
  
Fast	
  
Save	
  $	
  
Service	
  
Blog	
  
awareness consideration purchase retention advocacyinterest
Facebook	
  
Byline	
   PPC	
  
Email	
  Offer	
  
Locator	
  
Tips	
  Ar:cles	
  
Newsle,er	
  
Blog	
  
Soc	
  Net	
  
Ads	
  
Press	
  	
  
Blog	
  
Reviews	
  
PPC	
  
Discount	
  
Loyalty	
  
Community	
  
VIP	
  
Referral	
  
Ar:cle	
  
Media	
  
Reviews	
  
Blog	
  
Display	
  
Offers	
  
Network	
  
Thank	
  You	
  
Referral	
  
Rewards	
  
Content:	
  
=	
  Topics	
  
=	
  Keywords	
  
=	
  Media	
  &	
  Channel	
  
Optimize Across the Lifecycle
Be the Best
Answer!
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Hub & Spoke Promotion, Networking
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Social Hub
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Community	
  >	
  300K	
  
Website
Twitter
Facebook
YouTube
Flickr
LinkedIn
Slideshare
White Papers
Google+
Guides
Book
Webinars
Articles
Newsroom
Social Creation
& Curation
Guest Posts
Events
eBooks Pinterest
Blog
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Topical	
  Focus	
  
Author	
  Rel	
  
Keywords	
  
Social	
  Topics	
  
Brand	
  	
  
Customer	
  
Keyword	
  Glossary	
  
Category	
  
Keywords	
  
Keywords	
  
Keywords	
  
Category	
  
Keywords	
  
Keywords	
  
Keywords	
  
Keywords	
  
	
  
Blogs
Tech	
  SEO	
  Audit	
  
Analy:cs	
   Monitoring	
   Conversions	
  
Master SEO Basics
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Social & Search Integration
h,ps://plus.google.com/+LeeOdden/	
  
“The	
  true	
  cost	
  of	
  remaining	
  
anonymous	
  might	
  be	
  irrelevance.”	
  
Eric	
  Schmidt,	
  Google	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Optimize & Socialize
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Download	
  XLS	
  at:	
  	
  op:mizebook.com	
  
Search Keywords – Social Topics
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Download	
  XLS	
  at:	
  	
  h,p://tprk.us/keyedcal	
  
Editorial Plan: Optimized
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Brand
Repurposed
Curated
Amplification
Social
Syndication
Off Site Posts
Optimized
Amplify Your Content
Evergreen
Co-Created
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Be Visual
Consumers	
  are	
  44%	
  more	
  
likely	
  to	
  engage	
  with	
  brands	
  
if	
  they	
  post	
  pictures	
  than	
  
any	
  other	
  media	
   ROI	
  Research	
  
Viewers	
  are	
  85%	
  more	
  likely	
  to	
  purchase	
  a	
  product	
  ater	
  watching	
  a	
  product	
  video.	
  
Internet	
  Retailer	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Coordinate Visual Promotion
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
tablespoon.com
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Social	
  
Hub	
  
Topic	
  B	
   Topic	
  C	
  
Topic	
  D	
  Topic	
  A	
  
Topic	
  E	
  
Evolve Your Hub: Constellation
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Be Human - Use Humor
Next	
  Closest	
  Popular	
  Video:	
  
139,400	
  views	
  |	
  2	
  years	
  ago	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Social - Humor
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Engage Offline to Online
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Social – Participation & CTA
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
•  Fans	
  
•  Friends	
  
•  Followers	
  
•  Comments	
  
•  Likes	
  
•  Google	
  Plusses	
  
•  Links	
  
•  SERPs	
  
•  Search	
  Traffic	
  
KPIs & Business Outcomes
•  Shorter	
  Sales	
  Cycles	
  
•  Increased	
  Order	
  Quan:ty	
  
•  More	
  Referrals	
  
•  Lower	
  Marke:ng	
  Costs	
  
•  Grow	
  Revenue	
  
•  Improve	
  Profits	
  
•  Reten:on	
  
•  Share	
  of	
  Voice	
  
•  Improve	
  Service	
  
	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Measure	
  &	
  Op0mize	
  
Inbound	
  /	
  Outbound	
  
Social	
  Networking	
  
Content	
  Op0miza0on	
  
Crea0on	
  &	
  Cura0on	
  
Content	
  Plan	
  
Keyword	
  &	
  Topic	
  Research	
  
Audience	
  &	
  Personas	
  
Integrated:	
  Content,	
  Search,	
  Social	
  
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
4 Takeaways
Know	
  your	
  target	
  customer	
  preferences:	
  
discovery,	
  consump:on,	
  ac:on	
  
Map	
  content	
  topics	
  to	
  the	
  buying	
  cycle	
  
Plan	
  amplifica:on	
  in	
  the	
  content	
  plan:	
  
op:mize,	
  socialize,	
  publicize	
  
Start	
  tes:ng	
  tools	
  &	
  develop	
  processes	
  –	
  it’s	
  
the	
  only	
  way	
  to	
  scale	
  
1
2
3
4
@LeeOdden	
  #smrockstarevent	
   @LeeOdden	
  #smrockstarevent	
  
Thank You! - Q & A
Lee	
  Odden	
  
lee@toprankmarke:ng.com	
  
TopRankMarke0ng.com	
  
Marke:ngBlog.com	
  
Op:mizeBook.com	
  
Download	
  Free	
  Content	
  Template:	
  	
  
h,p://tprk.us/keyedcal	
  

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  • 1. @LeeOdden   TopRankMarke0ng.com   How to Integrate Search, Social & Content Marketing Images:  Shu,erstock  
  • 2. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Marke:ngBlog.com   About  Lee:     CEO,  Consultant   Speaker,  Blogger   Traveler,  Foodie   @LeeOdden     Content  -­‐  Social  -­‐  SEO   Op:mizeBook.com  
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  • 15. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Social Media is the Rock Star Image:  Shu,erstock   In the Online Marketing World  
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  • 19. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   What is Content Marketing? “Content Marketing is the planning, creation, promotion and measurement of content for a specific audience to influence a business outcome.” Image:  Shu,erstock  
  • 20. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Content Marketing Maturity Stasis Focus:  status  quo   Sta:c   Few  resources   Ini:al  experiments   Brand  centric   Production Focus:  quan:ty   Strategy   Process   Crea:on   “More  is  Be,er”   SEO  centric   Utility Focus:  quality   Func:onal,  useful   Customer  focused   Refined  process   Social  centric   Storytelling Focus:  experience   Seek  to  dominate  USP   Brand  leadership   Op:mized  buy  cycle   Integra:on   Mul:  &  Omni  Channel   Monetization Focus:  ecosystem     Marke:ng  ROI   Content  Publishing  ROI   Syndica:on  ROI   Services  ROI   Scale  
  • 21. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Content Marketing Tactics •  Ar0cle  Marke0ng     •  Advertorial     •  Blogging     •  Case  Studies   •  Crowdsource     •  Curate     •  Digital  NewsleIers   •  eBooks     •  Email     •  Interac0ve  Games   •  Images  &  Infographics   •  Interac0ve  Tools   •  Microsites   •  Mobile  Applica0ons     •  Mobile  Content     •  News  Release   •  Online  Magazines  &  Apps   •  Podcasts   •  Print  Magazines     •  Print  NewsleIers     •  Real-­‐World  Events     •  Research  &  Surveys     •  Social  Content     •  Teleclass  &  Telecasts     •  Tradi0onal  Media     •  Videos     •  Virtual  Conferences     •  Webinars     •  Wikis     •  White  Papers    
  • 22. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Image  Source:  Shu,erstock   BUT… Are They Integrated?
  • 23. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Image  Source:  Shu,erstock   Are They Optimizd?
  • 24. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Customer  Goals     +  Business  Value   =  Content  Marke0ng  Strategy Meet  Customer  Needs    =  Achieve  Business            Outcomes   Image  Source:  Shu,erstock   Alignment is Powerful
  • 25. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Stalking Dead Infographic Novel h,p://www.hostway.com/resources/infographics-­‐videos/stalking-­‐dead.html  
  • 26. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   What’s Missing? How  will  it  be  promoted?   Can  you  really  count  on   “Going  Viral”?   Repurpose?  Reimagine?     Crea0ve  Needs  Promo0on:     Publicized  on  blogs  &  media   Op:mized  for  social,  search   “stalking  dead”  “infographic  novel”   Hub  &  Spoke      
  • 27. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Great content isn’t really great until it gets found, consumed, & shared.
  • 28. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Create  Awareness   CMWorld  Event   Feature  Speakers  Tips   eBook  Slideshare   Blog  Posts,  Email,  Social   40k  Views   1,000+  downloads    100+  referred  to  event   Source:  TopRank  Online  Marke:ng  2013  
  • 29. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   So, What’s the Connection? Search   Content  Social  
  • 30. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Content   Social  SEO  
  • 31. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent  
  • 32. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent  
  • 33. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Cares About Content Source: Search Engine Land 3/11 Google’s POV on Quality Content: http://goo.gl/huekf
  • 34. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   53% Of time on the internet is content consumption. AOL Nielsen U.S.: 27 millionshared per day AOL Nielsen Customers Care About Content Too
  • 35. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   SEO has changed forever. Social + Search + Content = WINNING
  • 36. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Search Ranking Factors Social  in  the  top  10:     Google+   Facebook  Shares   Facebook  Comments   Pinterest   Tweets  
  • 37. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Search Ranking Factors Social  Factors   Google+   Social  Shares,  Likes  
  • 38. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Social Influence on Search
  • 39. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Social Influence on Search
  • 40. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Social Influence on Search? Maybe Not
  • 41. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   What If We Spent A Little Less Time Chasing These Guys?
  • 42. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   And More Time Focusing on This
  • 43. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Integrated marketing means your brand is the best answer when & where buyers need it.
  • 44. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Promise of Integrated Marketing Audience Targeting Cross Channel Integration Adaptable, Optimizable Highly Measurable
  • 45. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Brand  USP   (Topic  -­‐  Keyword)   Blog   Posts   Industry  Media   Coverage   Press  Releases   Contributed   Ar:cles   Guest  Posts   Topical  Survey   “2013  Topic  XYZ   Survey”   Tips  &   Examples   eBook   Guide  to   B2B  Social   Co-­‐Created   Visual   eBook  with   Conference   Topical   Resource   Lists   Off  Site   Commen:ng   Speaking  at     Conferences   Prospect   Brand   Networking   Social   Networking   Community   SEO   Website   Category   Email   Newsle,ers  
  • 46. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   “What’s  a  good   framework  for   content  marke0ng   that’s   op0mized  and     socialized?”  
  • 47. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Discover   Consume   Act   Understand Your Customer Search  Keywords   Social  Topics   Adver:sing   Publica:ons   Events   Word  of  Mouth     Text,  Images,  Audio,  Video   Mobile,  Tablet,  Computer   Formal,  Funny,  Long,  Short   Social  Share   Engage  (comment)   Subscriber   Register   Inquire   Buy  
  • 48. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   AIract   Engage   Op0mize  360   Convert  
  • 49. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Preferences Pain Points Behaviors Search & Social Data Sources Editorial Calendar, Repurpose Social & SEO Networking, PR, Linking Who are you writing for? What do they care about? What stories will connect you? Make it easy to find & share awareness consideration purchase retention advocacy Optimized – Socialized - Publicized
  • 50. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Persona:   “Admin  Jane”   Influences  CEO     Values:   =  Fast   =  Save  $   =  Service   Fast   Save  $   Service   Blog   awareness consideration purchase retention advocacyinterest Facebook   Byline   PPC   Email  Offer   Locator   Tips  Ar:cles   Newsle,er   Blog   Soc  Net   Ads   Press     Blog   Reviews   PPC   Discount   Loyalty   Community   VIP   Referral   Ar:cle   Media   Reviews   Blog   Display   Offers   Network   Thank  You   Referral   Rewards   Content:   =  Topics   =  Keywords   =  Media  &  Channel   Optimize Across the Lifecycle Be the Best Answer!
  • 51. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Hub & Spoke Promotion, Networking
  • 52. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Social Hub
  • 53. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Community  >  300K   Website Twitter Facebook YouTube Flickr LinkedIn Slideshare White Papers Google+ Guides Book Webinars Articles Newsroom Social Creation & Curation Guest Posts Events eBooks Pinterest Blog
  • 54. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Topical  Focus   Author  Rel   Keywords   Social  Topics   Brand     Customer   Keyword  Glossary   Category   Keywords   Keywords   Keywords   Category   Keywords   Keywords   Keywords   Keywords     Blogs Tech  SEO  Audit   Analy:cs   Monitoring   Conversions   Master SEO Basics
  • 55. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Social & Search Integration h,ps://plus.google.com/+LeeOdden/   “The  true  cost  of  remaining   anonymous  might  be  irrelevance.”   Eric  Schmidt,  Google  
  • 56. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Optimize & Socialize
  • 57. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Download  XLS  at:    op:mizebook.com   Search Keywords – Social Topics
  • 58. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Download  XLS  at:    h,p://tprk.us/keyedcal   Editorial Plan: Optimized
  • 59. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Brand Repurposed Curated Amplification Social Syndication Off Site Posts Optimized Amplify Your Content Evergreen Co-Created
  • 60. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Be Visual Consumers  are  44%  more   likely  to  engage  with  brands   if  they  post  pictures  than   any  other  media   ROI  Research   Viewers  are  85%  more  likely  to  purchase  a  product  ater  watching  a  product  video.   Internet  Retailer  
  • 61. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Coordinate Visual Promotion
  • 62. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   tablespoon.com
  • 63. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Social   Hub   Topic  B   Topic  C   Topic  D  Topic  A   Topic  E   Evolve Your Hub: Constellation
  • 64. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Be Human - Use Humor Next  Closest  Popular  Video:   139,400  views  |  2  years  ago  
  • 65. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Social - Humor
  • 66. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Engage Offline to Online
  • 67. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Social – Participation & CTA
  • 68. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   •  Fans   •  Friends   •  Followers   •  Comments   •  Likes   •  Google  Plusses   •  Links   •  SERPs   •  Search  Traffic   KPIs & Business Outcomes •  Shorter  Sales  Cycles   •  Increased  Order  Quan:ty   •  More  Referrals   •  Lower  Marke:ng  Costs   •  Grow  Revenue   •  Improve  Profits   •  Reten:on   •  Share  of  Voice   •  Improve  Service    
  • 69. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Measure  &  Op0mize   Inbound  /  Outbound   Social  Networking   Content  Op0miza0on   Crea0on  &  Cura0on   Content  Plan   Keyword  &  Topic  Research   Audience  &  Personas   Integrated:  Content,  Search,  Social  
  • 70. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   4 Takeaways Know  your  target  customer  preferences:   discovery,  consump:on,  ac:on   Map  content  topics  to  the  buying  cycle   Plan  amplifica:on  in  the  content  plan:   op:mize,  socialize,  publicize   Start  tes:ng  tools  &  develop  processes  –  it’s   the  only  way  to  scale   1 2 3 4
  • 71. @LeeOdden  #smrockstarevent   @LeeOdden  #smrockstarevent   Thank You! - Q & A Lee  Odden   lee@toprankmarke:ng.com   TopRankMarke0ng.com   Marke:ngBlog.com   Op:mizeBook.com   Download  Free  Content  Template:     h,p://tprk.us/keyedcal  

Editor's Notes

  1. 545893391811987246875031
  2. 90% of the data in the world today has been created in the last two yearshttp://www-01.ibm.com/software/data/bigdata/
  3. http://contentmarketinginstitute.com/2012/11/2013-b2c-consumer-content-marketing/
  4. http://www.slideshare.net/G3Com/content-preferences-surveyfinalhttp://www.demandgenreport.com/industry-topics/content-strategies/2087-2013-b2b-content-survey-trust-is-a-make-or-break-issue-for-todays-buyers.html#.UXXfZytASbE
  5. http://www.emarketer.com/Article/Content-Vaults-No-1-Marketing-Priority-2013/1009648
  6. http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/
  7. AlgorithmsPandasPenginshttp://media.photobucket.com/image/panda+banksy+/MrPacMan36/Banksy%20Panda/BanksysPanda.pnghttp://coloringpages101.com/printable_page/7596/Penguin/Angrypenguinrev1.aspx
  8. In an interview with Wired Magazine, Udi Manber, Google’s head of search, said that Google will make as many as 550 changes to its search algorithm this year
  9. Customers do53% of time spent on the Internet is directly attributable to content consumption. AOL Nielsen May 2011
  10. http://www.searchmetrics.com/en/services/ranking-factors-2013/
  11. http://moz.com/blog/ranking-factors-2013
  12. http://moz.com/blog/google-plus-correlations
  13. http://moz.com/blog/ranking-factors-2013
  14. http://searchenginewatch.com/article/2295171/New-Study-Finds-Google-Shares-Dont-Cause-Higher-Search-Rankingshttp://searchengineland.com/study-shows-no-clear-evidence-that-google-plus-drives-ranking-171789
  15. AlgorithmsPandasPenginshttp://media.photobucket.com/image/panda+banksy+/MrPacMan36/Banksy%20Panda/BanksysPanda.pnghttp://coloringpages101.com/printable_page/7596/Penguin/Angrypenguinrev1.aspx
  16. http://www.shutterstock.com/pic.mhtml?id=80328874
  17. http://www.shutterstock.com/pic.mhtml?id=84925414
  18. Last year they were averaging 70 visits to the website/month from Facebook, and in 2013 they’re averaging 387/monthFacebook community engagement has remained high, with 90% of their audience now interacting with the brand, an increase of 76% with a community seven times larger,
  19. http://www.fastcompany.com/3000794/rise-visual-social-mediahttp://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx
  20. http://goo.gl/Y7TtT
  21. Dutch’s “Joke of the Week” is a weekly “Ole and Lena” joke, as those are the kinds of jokes Dutch (The Cragun’s Owner) tells at the weekly “Welcome Dinner” held at Cragun’s for guests
  22. I’d rather be at Cragun’s” – People feel a sense of loyalty to Cragun’s as it’s a family-oriented resort, where you know the owners and experience “old-fashioned fun” on the lake. With most of the guests being repeat customers, we wanted to play into that sense of loyalty. We gave them this image, asking them to “like” it if it represented them – generating almost 200 likes
  23. This picture is of a sand sculpture built on the beach at Cragun’s Resort guests/staff built this, then they asked the Facebook community to name it!