The document discusses how content marketing, inbound marketing, search engine optimization (SEO), and social media have evolved and blended together. It explains that the goal of SEO used to be to get ranked at the top of search engine results pages (SERPs) through on-page and off-page optimization techniques. However, social media has now become a key factor in SEO success as content spreads and is discovered through social sharing. The document provides strategies for developing an effective content marketing approach, including defining goals, assessing resources, choosing tools, creating policies, and focusing on creating high-quality, shareable content.

1. Social Media, Content and the
Magic of Marketing
Todd Van Hoosear
Principle, Fresh Ground
#ProgressSW
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2. If you build it…
http://www.flickr.com/photos/22711505@N05/5766880112/
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3. Will they come?
http://www.flickr.com/photos/jewe/2905913332/
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4. What is Inbound Marketing?
“Inbound Marketing” is another term for content
marketing. It focuses on using multimedia
content to create awareness, drive
traffic and close sales.
It works.
But…
http://www.flickr.com/photos/jameskm03/5990507429/ 4

5. It’s a Search Game
And a social game. The two are blurring and merging.
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6. Content Marketing
It’s not magic. It doesn’t just work.
It requires strategic planning, nimbleness and a
healthy dose of culture change.
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7. Today’s Webinar
We’ll tackle how to win the content marketing
game. We’ll focus on the two most critical
success factors: search and social.
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8. By the End
You’ll have a strategic framework for starting or
revising your content marketing, SEO and social
media programs, and you’ll understand how
they all fit together.
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9. Your Presenter
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10. The Old SEO Game
To understand content marketing,
we have to start with SEO
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11. SEO, SEM, PPC and Other TLAs
There’s “paid search” (a.k.a. advertising) and “organic
search” (a.k.a. SEO)
‣ Search engine marketing (SEM) is a combination of
paid search programs (PPC) and “organic” search
optimization (SEO)
‣ Paid search models includes:
1. Pay-per-click (PPC)
2. Cost-per-impression (CPI or CPM) (M=1,000)
‣ Organic search (i.e., SEO) focuses on “unpaid” ways to
improve search engine results page (SERP)
placement
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12. One Unpaid Spot “Above the Fold”
Paid Placement
Unpaid (Organic) Placement
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13. What’s a SERP?
Search
Engine
Results
Pages
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14. SEO’s GOAL:
Get on the Front Page
(of SERPs)
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15. On-Page vs. Off-Page SEO
Direct Control vs. Indirect Control
‣ On-Page SEO focuses on how you can improve the content,
structure and navigability of your own site
‣ Off-Page SEO focuses on, well, pretty much everything else,
including
• DNS (Domain name services)
• Social media
• Inbound links
• Press releases
• PPC
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation 15

16. 9 Steps to SEO Success
These still work. But now there’s one more element that’s
key to SEO success…
1. Market research
2. Keyword research
3. On-page optimization
4. Site structure
5. Link building
6. Brand building
7. Viral marketing
8. Adjusting
9. Staying up-to-date
http://www.toprankblog.com/2007/01/google-cartoon/
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17. The New SEO Game
To understand how SEO has evolved, we need to
understand social media
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18. Social Media
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19. Social Media’s Impact on SEO
Before After
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20. What is Social Media?
‣ Social media is a set of channels, tools and philosophies for
creating content, building community, joining (and shaping)
the conversation, and ultimately “converting”
‣ Social media is not just a new way to communicate: it’s a new
way to do business
‣ Ultimately, social media, and more specifically social
marketing, is about turning your customers and influencers
into salespeople.
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21. Four Critical Questions to Ask
Before you dive into social marketing or
any significant content marketing program
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22. Question #1
IS THIS TRIP REALLY NECESSARY?
or,
WHY SHOULD I CARE ABOUT SOCIAL MEDIA AT ALL?
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23. Question #2
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24. Question #3
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25. Question #4
http://www.flickr.com/photos/chokola/1229450683/
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26. Good News / Bad News
YOU CAN MEASURE
EVERYTHING!
Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/sterlic/4299633060/
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27. Five Keys to Survival / Success
Keeping your head above water when evaluating
social media tools and content strategy isn’t easy,
but these will help…
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28. Step #1: Define Social Success
1. Overall, and for each campaign, start by defining your conversion indicator
• Traffic?
• Information?
• Sales?
2. What are the leading indicators of progress toward this conversion?
• Maybe # of Twitter followers is one of those, maybe not…
Image lifted shamelessly, then modified, from: http://www.frogloop.com/social-network-calculator
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29. Step #2: Calculate Risk Tolerance
I’ve seen some great social and content campaigns
scuttled before they’ve even launched because of
insufficient risk tolerance…
1. To succeed, you need to delegate…
2. To delegate, you need to give up control…
3. To give up control, you need to trust!
http://www.flickr.com/photos/jon_a_ross/3392389382/
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30. Step #3: Inventory Your Assets
• Who and what do you have at your disposal currently to help
– Champion the program?
– Create content?
– Engage with your community?
– Measure the effectiveness of your program?
– Escalate and respond to issues and feedback?
• What’s more effective, 10% of 10 people’s time, or 100% of 1
person’s time?
http://www.flickr.com/photos/lazzarello/4602738032/
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31. Step #4: Find Tools & Techniques
• Discovery
• Listening
• Creating, Sharing & Amplifying
• Engagement & Workflow
• Automation*
• Collaborating
• Measuring & Reporting
• Outsourcing*
http://www.flickr.com/photos/jamarr/88716882/
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32. Step #5: Create a Policy
• Define clear parameters
for
– Who your community is
– How you will engage with
them (and who will do it)
– How you will not engage
with them
– How to delineate official
from unofficial
communications
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33. Step #6: Build an Ed Cal
http://www.flickr.com/photos/danmoyle/6601589893/
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34. Some Content Marketing Secrets
Here are some insights from other marketers, along with
some tips, tricks and techniques to get the most out of
content marketing efforts…
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35. Top B2B Content Marketing Goals
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
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36. Top Content Marketing
Platforms, Tactics & Influencers
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
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37. http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model
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38. 6 Keys to Sharable Content
http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model
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39. (Some) Content (Marketing) Rules
‣ Start with the why
‣ Define success
‣ Speak human (but read tech)
‣ Reimagine (but don’t recycle)
‣ Share, solve, but don’t shill
‣ Listen and learn
www.contentrulesbook.com 39

40. Rand Fishkin’s
Content Marketing Manifesto
I pledge to create something remarkable –
something that people will love. Something they
will want to share. Something I can be proud of.
And if it fails to achieve my marketing goals, I
won’t give up. I will try again. My failures will be
the practice I need to earn future successes and
future customers.
http://www.slideshare.net/randfish/the-content-marketing-manifesto 40

41. THANK YOU!
Todd Van Hoosear
Principle, Fresh Ground
vanhoosear@itsfreshground.com
+1-617-326-3211
@vanhoosear
#ProgressSW
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