1. Traffic Driving Content Strategy:
Social Media,
Email Marketing
and SEO
Presented by
Avery Cohen
Metrist Partners

2. Your Objectives
for the Day?
• Ideas for killer
campaigns
• See how leaders
measure campaign
results…
• and what they do with
the metrics
• Find ways to inspire
stakeholders and
teams to new heights
• Connect with
influencers and
consumers

3. The Currency of
Great Campaigns
Trust & Relevance
Steadfast to your
brand promise
Connected with
your customers
Extending across
media

4. COMMANDMENT #1 - YOU SHALL BE EXCELLENT TO ONE ANOTHER
and…
COMMANDMENT #5 - YOU SHALL NOT MAKE CRITICAL COMMENTS ON OTHER
WOMEN’S BODIES.
http://www.buzzfeed.com/alyssajayne/how-not-to-use-social-media-101-pgg2

5. 5
Google’s Brand Promise
Social Media Summit Chicago
©2013, Metrist Partners – may not be used without permission
Enhance
shareholder
wealth!

6. • Keyword Stuffing
• Hidden Text
• Spider-Only Text
• Spun Content
• Link Farms
• Link Exchanges and
Networks
• Social Media Spam
• Article Sites
SEO = Gaming the System?
6©2013, Metrist Partners – may not be used without permission

8. The Best Content:
Trust Signals
• Authority: High quality
links to your content
• Influence: Social media
signals -- influencers
linking
• Authenticity: Keyword
phrases on the page
and throughout the
website

9. Putting Search into
Your Content Plan

10. SEO: Metrics
You Can Use
Landing pages
Referred visits
Search visits
Search position reports
Branded /
non-branded
Visit outcomes
Including social media
follows and email opt-ins

11. The Role of Email in
Great Campaigns
• Reaches your most
engaged, loyal
audience &
influencers
• Rewards them with
value-added calls to
action
• Can be personalized
to match their profile
or individual needs
and interests

12. The Role of Email
in SEO
• Gets people talking
about you
• Provides feedback
on relevance of
topics
• Can be used to test
interest in specific
wording

13. Personalization
All bulk email systems
are expanding their
capabillities
Email converging with
CRM
Requires
development of
persona-driven
content

14. Email Metrics You
Can Use
Open rate
Click-through rate
Visit outcomes
Requires tagging
Personalization
effectiveness

15. Your content plan
Themes & Topics
Persona profiles
Stories & sharing
Metrics & goals

16. Thank You!
Metrist Partners
20 N. Wacker Dr.
12th Floor
Chicago, Illinois 60601
312.772.5945
Avery Cohen
avery@metrist.com
@averycohen
http://www.metristpartners.com