How to Plan an Integrated Content Marketing Campaign
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This presentation I did at Pubcon 2015 reviews the data, goals, ideas and marketing utilized to plan an SEO and social media driven content marketing campaign which was a success for all parties involved.
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How to Plan an Integrated Content Marketing Campaign
- 1. How To Plan an Integrated Content Marketing Campaign Loren Baker, Foundation Digital & SEJ
- 3. @lorenbaker • Content Marketing for Links, Branding, Engagement & Beyond • Using Tools, Data to Build Ideation and Business Cases • Finding Outreach Targets • Quality over Quantity What I’m Going to Talk About
- 4. @lorenbaker Content Serves Many Masters Based on Goals, determine themes that support the goals. • SEO Targets • Outreach Targets • Social Sharing • Social Influencers • Ad Enhancement • Content Lifespan
- 5. @lorenbaker Get Everyone on the Content Table Get Everyone To The Content Marketing
- 6. @lorenbaker Tools I’m Going to Dig Into
- 7. @lorenbaker Keyword Research – Google Autocomplete
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- 10. @lorenbaker But What About The Long Tail?
- 11. @lorenbaker What Other Forms of Content?
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- 17. @lorenbaker Now we know • The kind of content Google is serving • The sites Google is serving • The relevant topic matter people are searching for • How Google is classifying that topic matter • Data however, does not tell a story.
- 19. @lorenbaker Invest In Passionate Writers & Designers
- 20. @lorenbaker People Process Info in Different Ways • eBooks - Full of Digestible Nuggets that can be lost • Blog Posts - Great for Breaking Down Chapters and Thoughts • Infographics - Still a lot of Love • Infograms - Not everyone has time to scroll. • Video - People learn from movies. MicroVideo (Instagram, Vine)
- 21. Relevant Integrated Content • In depth blog post on distressing denim [much more in depth than competition] • Infographic visualizing How To’s and DIY Tips [subtle product placement] • Infograms for social distribution on client social channels [and 3rd party] • Material for client customer email list [post sale informational tips]
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- 26. @lorenbaker Dump Export Into Majestic
- 27. @lorenbaker Competitive Intel – Co Citation Links
- 28. @lorenbaker Competitive Intel – Social Influence Using the SharedCount Bulk Upload Feature
- 29. @lorenbaker Search Google News for ‘Infographics’
- 30. @lorenbaker Data Pulling Recap 1. Google – See what people are searching for 2. SEMRush – Quantifiable & exportable data on search trends, search volume and sites ranking for those terms (terms can be run in BuzzSumo to find influencers) 3. Majestic – Run Bulk Links on pages ranking for terms that you found in SEMRush. Run more backlinks on pages linking to those pages. 4. SharedCount – Export all from Majestic above to gather social sharing numbers.
- 31. So, What Were The Results?
- 32. @lorenbaker Result of the Campaign • 10,000+ Facebook Likes • 450+ Facebook Shares • 2,500+ Other Signals from Social Sites • 25+ Unique Links [High Trust Flow] • 500+ Co Citation Links • 25,000+ Referrals per month from Organic Search
- 33. @lorenbaker Ongoing Organic Traffic & Links
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