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Rockaway Academy #0 – Content marketing with Matthäus Michalik (AKM3)
- 1. Workshop:ContentMarketing withRockaway Prague – 2nd April, 2015
- 2. Agenda Workshop: Content Marketing with Rockaway • Introduction • Brief Online Marketing Overview • Getting Content Marketing Right • Excursion: Keyword strategy and research • Content Marketing – Finding the Right Content • Transactional and Branding Content – Examples • Social Content – Examples • Content Marketing Campaigns - Examples 2
- 3. Agenda Workshop: Content Marketing with Rockaway • Introduction • Brief Online Marketing Overview • Getting Content Marketing Right • Excursion: Keyword strategy and research • Content Marketing – Finding the Right Content • Transactional and Branding Content – Examples • Social Content – Examples • Content Marketing Campaigns - Examples 3
- 4. MatthäusMichalikhasover6yearsofbusiness experienceinonlinemarketing • Working for AKM3 for 3,5 years • Senior SEO Consultant • Ex-teamlead linkmarketing international • Key account management • Technical and strategic search engine optimization • App store optimization • Previous positions: • Hitmeister – Online market place • SoQuero – Performance agency from Franfurt • Speaker on national and international conferences Workshop: Content Marketing with Rockaway 4
- 5. AKM3Consistsof130+International Employeeswitha lotofOnlineMarketing Experience Workshop: Content Marketing with Rockaway Founded: 2009 Clients: from startups to big firms and corporate enterprises Approach: Internationality, Sustainability, Transparency Member of Publicis/Performics since 2014 5
- 6. Wearenot„only“asearchandcontentmarketingagencybut alsoacigarretailer • Strategic approach choosing the product to be sold • Own financing – ROI oriented • Two brands: Noblego and Cigarmaxx • Complementing magazine: zigarren.org • Preview: niche shops Workshop: Content Marketing with Rockaway 6
- 7. NowIt‘sYourTurn! Workshop: Content Marketing with Rockaway 7
- 8. Agenda Workshop: Content Marketing with Rockaway • Introduction • Brief Online Marketing Overview • Getting Content Marketing Right • Excursion: Keyword strategy and research • Content Marketing – Finding the Right Content • Transactional and Branding Content – Examples • Social Content – Examples • Content Marketing Campaigns - Examples 8
- 9. Inonlinemarketingtherearechannelsfornewcustomer acquisitionandorthogonalskills Online Marketing Online Marketing Channels for customer Acquisition : SEO, SEA, Display, SMA, Affiliate, PSM, … Orthogonal Online Marketing Skills: CRM (eMail & SMO), CRO, Business Intelligence Get the user to your website Work with the user on your website Advertiser Website Workshop: Content Marketing with Rockaway 9
- 10. Noteveryofthe10onlinemarketingchannelsisequallyimportant foreachbusinessmodel Online Marketing Channels Price Comparison Performance Display Affiliate Marketing Display Advertising Whitelabel Social Media Optimzation eMail Search Engine Advertising Search Engine Optimization Social Media Advertising Workshop: Content Marketing with Rockaway 10
- 11. Twodifferentonlinemarketingchannelsarehappeningwithin search • PPC = pay per click • AdWords • Auction mechanism • Quality score • Ad extensions • Onpage SEO • Offpage SEO Workshop: Content Marketing with Rockaway 11
- 12. SEOisthemostbroadlyusableonlinemarketingchannel Usabilty of channel SEAPSM White- label SMAeMail For few business models For many business models SEO Affili- ate Display Perf. Display SMO Workshop: Content Marketing with Rockaway 12
- 13. „Paid“onlinemarketingchannelscanbedistinguishedbyrisk spreadandwastage SMA Wastage Risk of advertising At ad space CPX At advertiser CPM Shared PPC SEAPSM Affili- ate White- label eMail Rather low Rather high Display Perf. Display Workshop: Content Marketing with Rockaway 13
- 14. Advertisershavedifferentgoalsateachstageofthebuying process Workshop: Content Marketing with Rockaway Attention Interest Desire ActionBuying process Goals Image & Branding Traffic & Impressions Conversions Creating Demand Covering Demand Demand 14
- 15. Eachonlinemarketingchannelhasit‘sstrengthduringthe buyingprocess Workshop: Content Marketing with Rockaway Attention Interest Desire ActionBuying process Goals Image & Branding Traffic & Impressions Conversions Channels SEA / PSM SEO Affiliate / Perform. Display / SMA Display / eMail 15
- 16. Allorthogonalonlinemarketingskillshavetobemasteredwellto bereallyeffectiveandefficient Orthogonal Online Marketing Skills CRO – Conversion Rate Optimization CRM – Customer Relationship Management BI – Business Intelligence • Landing Page Optimization • Usability / UX • AB / Multivariate Testing • Microconversions • Marketing to existing customers • Newsletter via eMail • Social Media Optimization • Webanalytics • Customer Journey • Online Marketing Controlling • Customer values • Customer aquistion costs • Attribution Workshop: Content Marketing with Rockaway 16
- 17. Agenda Workshop: Content Marketing with Rockaway • Introduction • Brief Online Marketing Overview • Getting Content Marketing Right • Excursion: Keyword strategy and research • Content Marketing – Finding the Right Content • Transactional and Branding Content – Examples • Social Content – Examples • Content Marketing Campaigns - Examples 17
- 18. ContentMarketing SurveyRegarding B2BContent MarketingElements Workshop: Content Marketing with Rockaway 18
- 19. AnattemptofareallysimpleContentMarketing Definition Workshop: Content Marketing with Rockaway „Marketable“ Content (Dedicated) Marketing of the Contents 19
- 20. “BuzzWord”ContentMarketing–InterestHas IncreasedSignificantly OverTime Workshop: Content Marketing with Rockaway 20
- 21. Workshop: Content Marketing with Rockaway Introductoryexample: „Community-Blogpost“byAKM3 21
- 22. Readover50000times,>90comments, >430FacebookLikes, >245Tweets&>240Google+1andgrowing Workshop: Content Marketing with Rockaway 22
- 23. Someexamplesfromlargecorporateslookverysimilartothisvery basiccampaign Workshop: Content Marketing with Rockaway https://www.otto.de/rund um/der-kochbuch- wettbewerb/ 23
- 24. Negativeexample:„VWFlautenalarm“ Workshop: Content Marketing with Rockaway 24
- 25. Comparedtoestablishedonlinemarketingchannelsfornew customeracquisitionCMisstillaniche Workshop: Content Marketing with Rockaway 25
- 26. Thegrowingpopularityofcontentmarketingshowsaparadigm shiftfrompushtopulladvertising Workshop: Content Marketing with Rockaway Content Commerce Ad space Classic advertising Content Commerce Content Marketing Push Pull Ad money 26
- 27. Threetypesofmediashouldbedistinguishedastheyinteract stronglyinsuccessfulcontentmarketing Workshop: Content Marketing with Rockaway Advertising and communication Earned Media Owned Media • “Likes” of the own Facebook Page • Followers at Twitter • Own newsletter subscribers • Search Engine Optimization Paid Media • Google AdWords • Facebook Ads 27
- 28. Contentmarketingcangeneratetrafficviamultiplesources Workshop: Content Marketing with Rockaway Traffic type Content marketing effect Branding Direct Type-in Links Referral Social Signals Social Rankings SEO • More Traffic • More Revenue Company targets 28
- 29. MostimportantGoalsandMetricsofB2BContentMarketing basedonarecentsurvey Workshop: Content Marketing with Rockaway 29
- 30. TheContentMarketingStrategyisEssentialfortheSpecific ImplementationofaCampaignorProcess Workshop: Content Marketing with Rockaway Audit Target definition Content Marketing Strategy Content Marketing Execution Content Marketing Campaigns Content Marketing Processes Potential analysis Planning 30
- 31. Goodplanningisthenecessarybaseofsuccessfulcontent marketing Workshop: Content Marketing with Rockaway Audit Target definition Content Marketing Strategy Potential analysis Planning • Resource analysis, time and budget restrictions • Level of „success security“ needed • Campaigns vs. processes 31
- 32. ExemplaryContentMarketing Plan Workshop: Content Marketing with Rockaway 32
- 33. Whenitcomestoexecutioncontentmarketingcampaignsand processessharethesamefivesteps Workshop: Content Marketing with Rockaway Target definition Idea generation SeedingProduction Reporting Content Marketing Campaigns Content Marketing Processes 33
- 34. Targetdefinitionforthespecificcontentmarketingcampaignor processhastofitthestrategicguidelines Workshop: Content Marketing with Rockaway Target definition Budget vs. KPI oriented approach Focus • Maximizing within a set budget • Target definition via certain goals to be met for specific KPIs • Unspecific campaigns vs. • Focus on certain products or services Target group / Level of wastage tolerable • Socio demographics like gender, age or education • Psycho demographics like lust for adventure or safety • Behavior oriented e.g. first time buyer or bicycle rider 34
- 35. Ideagenerationcanbefunorapaindependingontheteamand whatitaimsfor • Quantity / frequency • Well linked examples – HTML links – Social links • SEO perspective: What might good link sources want to link to? • Example: – Shop for mobile phones – „Handy Initiative“ handysfuerdieumwelt.de, jugend-und-handy.de or klicksafe.de – Specialize on topics: “Best topics for a long car ride with Kids” or “How to make an Android phone safe for kids” Workshop: Content Marketing with Rockaway 35
- 36. Contentformatscanbesummedupinfivegroups • Compact text-based formats – Fun posts, professional posts, guest posts, best practices, press releases • Lengthy text-based formats – Brochures, books, ebooks, magazines, white papers, microsites • Interactive formats: – Widgets, interactive charts, games, questionnaires • Graphic formats: – Infografics, special pictures, case studies • Audiovisual formats: – Podcasts, videos, presentations, webinars, online courses Workshop: Content Marketing with Rockaway 36
- 37. Contentcanbecompiled inthreedifferentways Workshop: Content Marketing with Rockaway Content types User Generated Content Curated Content • (ideally from own) users / customers/ business partner • Allow integration of users in content marketing beyond production • Parts of content by others but aggregated or commented on or interactively displayed • Republished as „new“ on own website Original Content • Developed by advertiser • Developed by external service 37
- 38. Contentproductionisoftenacomplexandindividualtaskwith manyaspectstoconsider • Text production: Corporate Communication, readability, motivate for completion, constancy and calmness • Multimedia production • Make or buy • Integration in Website / CMS – Server security when interactive elements are uploaded – Importance of barrier free access – Integration of social media interaction possibilities – Importance of mobile usability – Dynamisation and localization Workshop: Content Marketing with Rockaway 38
- 39. Contentproduction canbeawellmanagedprocess Workshop: Content Marketing with Rockaway Quantity User friendliness Pure Content Expression/ Variety Keyword HTML- Tags Images Re- valuation Internal Links Videos Uniqueness Relevance Pure Content Revaluation of Content Embedding of Content 39
- 40. TheSeedingisVitalfortheSuccessofaContentMarketing Campaign Workshop: Content Marketing with Rockaway Paid Social Media Advertising, e.g. Facebook- Ads, Linked In Ads Advertorials, e.g. Native Ads portals with a lot of reach “Free” Communities: e.g. open internet forums, Social Networks Corporate Comm.: e.g. Newsletter, Social Media, Blog, PR Outreach, e.g. with SEO or Social Media focus Search Engine Advertising e.g Google Adwords Seeding 40
- 41. Outreachprocessesareoftenacoreelementofseeding strategies Workshop: Content Marketing with Rockaway Prospecting Quality evaluation Research contact data Establish contact Establish cooperation Placement Reporting 41
- 42. Reportingcanbeversatileandhastobefiguredoutindividually (Examples) KPI type Examples Branding • Reach of own and external content • Additional mentions • Follow up clicks after core content • Interactions with content Social Media • Facebook Likes and Shares • Twitter Retweets, @-Mentions, Favorites • Repins at visual Social Networks like Instagram or Pinterest • RSS subscribers SEO • Number of new backlinks • Additional SEO traffic Revenue • Referral Traffic • Leads • Sales Workshop: Content Marketing with Rockaway 42
- 43. Manycontentmarketingattemptsweseeoverinvestoncontent productionandunderinvestonseeding Workshop: Content Marketing with Rockaway Target definition Idea generation SeedingProduction Reporting Often focused on and invested in too much Often not focused enough Should be at least 50% of all resources invested 43
- 44. Agenda Workshop: Content Marketing with Rockaway • Introduction • Brief Online Marketing Overview • Getting Content Marketing Right • Excursion: Keyword strategy and research • Content Marketing – Finding the Right Content • Transactional and Branding Content – Examples • Social Content – Examples • Content Marketing Campaigns - Examples 44
- 45. KeywordTheory:ProcessofEstablishing aKeywords StrategyinSEO Workshop: Content Marketing with Rockaway Status Quo Analysis Keyword Research • Brainstorming • Keyword Planner • Google Suggest • Synonyms • Competitor Analysis Data Collection • Search volume • Conversion proximity • Competition • No misunderstandin gs • Current Positions Determining keyword priorities Keyword Strategy Keyword Mapping Keyword based URL based 45
- 46. KeywordStrategy:NumberofIdentified Keywords DecreasesDuring theProcess Workshop: Content Marketing with Rockaway Status Quo Analysis Keyword Research Data Collection Determining Keyword Priorities Keyword Strategy Keyword Mapping Number of Keywords 46
- 47. KeywordStrategy:KeywordPriorityCanBeMarked Differently Workshop: Content Marketing with Rockaway Keyword Priority Search Volume Priority „Simple“ Keyword Priority Optional „Filters“ •Competition •No misunderstandings •Current Positions Conversion Proximity 47
- 48. KeywordStrategy:Depending onSiteTypeThereisa DifferentKeywordFocus Workshop: Content Marketing with Rockaway SearchvolumeperKeyword Number of Keywords Publishing Website with much User Generated Content e.g. forum or classified ads -> Extremely Long Tail Online Shop or travel portal „centre“ extremely strongly marked and attractive 48
- 49. Discovering KeywordTrendsandChanging PrioritisationWithGoogleTrends Workshop: Content Marketing with Rockaway 49
- 50. FindingKeywordAlternativeswithGoogleTrends Workshop: Content Marketing with Rockaway 50
- 51. Basically, ThereareThreeDifferentTypesofContent Workshop: Content Marketing with Rockaway Transactional Content Branding Content Social Content Content types Content for SEO Content for Content Marketing 51
- 52. InformationalSearchQueriesHaveEnormousTraffic Potential Workshop: Content Marketing with Rockaway Attention Interest Desire ActionBuying process Creating Demand Covering Demand Demand TransactionalInformational Navigational Key- words Content Marketing 52
- 53. TheContentTypesDifferWithRegardtoPriority,Multimediality andInteractivity Workshop: Content Marketing with Rockaway Transactional Content Branding Content Social Content „Must have“ „Can have“Priority 53
- 54. InContentMarketing,BrandingandSocialContentDifferWith RegardtoFocus Workshop: Content Marketing with Rockaway Content Marketing Focus Onpage Offpage Social Content Branding Content 54
- 55. BrandingContentGeneratesDemand Workshop: Content Marketing with Rockaway Attention Interest Desire ActionBuying process Goals Image & Branding Traffic & Impressions Conversions Creating Demand Covering Demand Demand Transactional Content Branding + Social Content 55
- 56. Agenda Workshop: Content Marketing with Rockaway • Introduction • Brief Online Marketing Overview • Getting Content Marketing Right • Excursion: Keyword strategy and research • Content Marketing – Finding the Right Content • Transactional and Branding Content – Examples • Social Content – Examples • Content Marketing Campaigns - Examples 56
- 57. IntheUS,EveryTypeofContentisCalledContent Marketingitseams Workshop: Content Marketing with Rockaway 87% 83% 78% 77% 71% 70% 70% 69% 61% 59% 44% 40% 38% 38% 33% 32% 31% 29% 28% 27% 26% 26% 25% 20% 11% Social Media (ohne Blogs) Elektronsicher Newsletter Falltudien Artikeln auf anderen Webseiten White Papers Studien Infografiken Mobile Content Zeitschriften Virtuelle Konferenzen Licensed, Syndicated Content Online-Magazine Games, Gamification Percentage of Marketing executives who use the following Content Marketing Instruments for B2B Communication: Source: Statista 57
- 58. FindingtheRightContent Workshop: Content Marketing with Rockaway • Google Analytics – Which articles have worked well in the past? • Competition – Which extra content does the competition provide? – What do they share on Twitter? • Theme portals/Publisher – Which themes are edited by online and offline magazines? • Tools – Articles which generate most links and social signals 58
- 59. Generating ContentIdeaswithTools:Buzzsumo Workshop: Content Marketing with Rockaway 59
- 60. Buzzsumo:TheMostSharedContent ofa Domain/CompetitorCanBeIdentified(1/2) Workshop: Content Marketing with Rockaway 60
- 61. Buzzsumo:TheMostSharedContent ofa Domain/CompetitorCanBeIdentified(2/2) Workshop: Content Marketing with Rockaway 61
- 62. Buzzsumo:ThematicAreasCanBeAnalysed Workshop: Content Marketing with Rockaway 62
- 63. Buzzsumo:InfluencerCanBeIdentified Workshop: Content Marketing with Rockaway 63
- 64. GoogleAlerts–HelpsDiscoverNewTopicsand Emerging Trends Workshop: Content Marketing with Rockaway • Google Alerts can be applied to many sources: Web, News, Blogs, Videos, Books & Discussions • Limitation to language and region possible • Direct delivery, 1x daily or 1x weekly • Google Search operators can be applied • Set up Google Alerts for all relevant brand and product names • Set up Google Alerts with the name of the competition Tip: Deliver Google Alert as RSS Feed 64
- 65. ViaaBacklinkAnalysis,theStrongestExternallyLinked ThemesCanBeIdentified Workshop: Content Marketing with Rockaway Articles with most incoming links of Publishers: 65
- 66. Agenda Workshop: Content Marketing with Rockaway • Introduction • Brief Online Marketing Overview • Getting Content Marketing Right • Excursion: Keyword strategy and research • Content Marketing – Finding the Right Content • Transactional and Branding Content – Examples • Social Content – Examples • Content Marketing Campaigns - Examples 66
- 67. NoblegoCategoryTexts–ExampleofTransactional Content Workshop: Content Marketing with Rockaway 67
- 68. NoblegoCigarLexicon–ExampleofBranding Content Workshop: Content Marketing with Rockaway 68
- 69. NoblegoCigarLexicon–ContiniouslyNewand GrowingTraffic Workshop: Content Marketing with Rockaway 69
- 70. NoblegoCigarLexicon–Branding ContentGenerates GoodandRelevantRankingsonaLongtermBasis Workshop: Content Marketing with Rockaway 70
- 71. NoblegoCigarLexicon–Branding ContentGenerates GoodandRelevantRankingsonaLongtermBasis(2) Workshop: Content Marketing with Rockaway 71
- 72. ZalandoHow-To-Video–ExampleofBranding Content Workshop: Content Marketing with Rockaway 72
- 73. Zalando Companion–ExampleofBranding Content Workshop: Content Marketing with Rockaway 73
- 74. ZalandoHow-To-Video–GoodOrganic Ranking, SeedingviaAdWords Workshop: Content Marketing with Rockaway 74
- 75. Windeln.deMagazine–ExampleofBranding Content -Pregnancy Workshop: Content Marketing with Rockaway 75
- 76. Windeln.deMagazine–ReachedtheRightTarget Group Workshop: Content Marketing with Rockaway 76
- 77. Windeln.deMagazine–CoveringtheMostPowerful InformationalKeywordsintheTopicPregnancy Workshop: Content Marketing with Rockaway • High search volume for combination between „KW + SSW“: 1 SSW … 42 SSW: 427.580 • Further combinations between relevance and non-transactional search phrases: Keyword Thema SV fieber baby Ratgeber 4.400 fieber beim zahnen Ratgeber 880 wie oft baby baden Ratgeber 590 still-bh welche größe Ratgeber 390 wadenwickel bei kindern Ratgeber 320 ab wann aufs töpfchen Ratgeber 260 anleitung babyschuhe Ratgeber 210 ergobaby oder manduca Vergleich 320 babywippe test Test 1.600 maxi cosi tobi test Test 880 milchpumpe test Test 720 lauflernwagen test Test 320 77
- 78. RavenToolsBlog:Sharing Know-Howandgenerating relevantTraffic Workshop: Content Marketing with Rockaway 78
- 79. RavelToolsWebinars:GooglePlusHangoutsand Webinars Workshop: Content Marketing with Rockaway 79
- 80. MOZ(SEOTool):TheBlogisoneofthebiggest influencerintheSEOindustry Workshop: Content Marketing with Rockaway 80
- 81. MOZ(SEOTool):NumberoneResourcestostartwith SEO Workshop: Content Marketing with Rockaway 81
- 82. TradeMob(Mobile Ads):LotofResourcestoget startedwithAppMarketing Workshop: Content Marketing with Rockaway 82
- 83. Agenda Workshop: Content Marketing with Rockaway • Introduction • Brief Online Marketing Overview • Getting Content Marketing Right • Excursion: Keyword strategy and research • Content Marketing – Finding the Right Content • Transactional and Branding Content – Examples • Social Content – Examples • Content Marketing Campaigns - Examples 83
- 84. NoblegoCigarMatching –ExampleofSocialContent Workshop: Content Marketing with Rockaway 84
- 85. Schwarzkopf–ReliesonTrendsandCompanion Workshop: Content Marketing with Rockaway 85
- 86. Schwarzkopf–TransactionalandInformationalKeywords HaveSimilarSearchVolumesintheTopicBeauty Workshop: Content Marketing with Rockaway Keyword Search volume Schminktipps 18.100 Augen schminken 8.100 Make-up Tipps 3.600 Smokey Eyes schminken 2.900 Schminktipps Augen 2.400 richtig schminken 2.400 schlupflider schminken 2.400 blaue Augen schminken 1.600 braune Augen schminken 1.600 Keyword Search volume Make-up 18.100 Nagellack 18.100 Naturkosmetik 14.800 Fußpflege 14.800 Shampoo 6.600 Eyeliner 6.600 Mascara 5.400 Selbstbräuner 5.400 Kosmetik 1.600 Transactional Focus Informational Focus 86
- 87. Schwarzkopf–ConstantHighVisibilityandRankings forRelevantKeywordsforHairDesign Workshop: Content Marketing with Rockaway 87
- 88. BeautyAreaDrivenbyHighlyInformationalContent-Suitable Content HasWideReachLeadingtoAuthorityBuilding Workshop: Content Marketing with Rockaway 88
- 89. Chrono24Infographics–ExampleofSocialContent Workshop: Content Marketing with Rockaway 89
- 90. KaufdaInfographics –ExampleofSocialContent Workshop: Content Marketing with Rockaway 90
- 91. KaufdaInfographics –SocialContentGenerates Natural(Strong) Backlinks Workshop: Content Marketing with Rockaway 91
- 92. Stromauskunft.de ElectricityPriceAtlas–Example of SocialContent Workshop: Content Marketing with Rockaway 92
- 93. Stromauskunft.de ElectricityPriceAtlas–Socialand BrandingContentAttractLinksfromAuthorityPages Workshop: Content Marketing with Rockaway 93
- 94. Stromauskunft.de ElectricityPriceAtlas–Prominent Integration inPopularDailyNewspapers Workshop: Content Marketing with Rockaway 94
- 95. AKM3BlogPost–Example ofSocialContent Workshop: Content Marketing with Rockaway 95
- 96. AKM3BlogPost-ExtremelyHighReachviaAddressing theRightInfluencersoftheBranch Workshop: Content Marketing with Rockaway 96
- 97. AKM3BlogPost–ManyNaturalandThematically RelevantLinksAfterPublication Workshop: Content Marketing with Rockaway 97
- 98. AKM3BlogPost–GoodOrganicRankings Workshop: Content Marketing with Rockaway 98
- 99. AKM3BlogPost–Example ofSocialContent(2) Workshop: Content Marketing with Rockaway 99
- 100. AKM3BlogPost–ContinuousOrganicTraffic–also ManyotherBlogPosts Workshop: Content Marketing with Rockaway Creative link building Evaluation by employers 100
- 101. Agenda Workshop: Content Marketing with Rockaway • Introduction • Brief Online Marketing Overview • Getting Content Marketing Right • Excursion: Keyword strategy and research • Content Marketing – Finding the Right Content • Transactional and Branding Content – Examples • Social Content – Examples • Content Marketing Campaigns - Examples 101
- 102. HornbachasExcellentPracticalExample Workshop: Content Marketing with Rockaway 102
- 103. Hornbach–Covering RelevantInformational KeywordsviatheCategory„Projekte“ Workshop: Content Marketing with Rockaway 103
- 104. Hornbach–InstructionsandExpertKnowledgefor EveryArea Workshop: Content Marketing with Rockaway 104
- 105. Hornbach–DetailedProductImagesandSimple Explanations Workshop: Content Marketing with Rockaway 105
- 106. Hornbach–DirectReferencesandIntegrationto SuitableCategoriesWithintheOnlineShop Workshop: Content Marketing with Rockaway 106
- 107. Hornbach–Relevant,InformationalContentLeadsto ExcellentSeedingResults Workshop: Content Marketing with Rockaway 107
- 108. Hornbach–GoodContentWillBeRewardedwith FacebookShares Workshop: Content Marketing with Rockaway 108
- 109. Hornbach–ManyDifferentURLsGetSocialSignals andLinks Workshop: Content Marketing with Rockaway 109
- 110. Hornbach–Top-Positions withInformational Keywords Throughout Workshop: Content Marketing with Rockaway Keyword Suchvolumen Position bett selber bauen 6600 1 gartenhaus selber bauen 5400 4 gartenteich anlegen 3600 4 hochbett selber bauen 3600 2 sauna selber bauen 3600 4 fliesen verlegen 2900 5 pvc verlegen 2900 3 selber bauen 2900 3 terrassenplatten verlegen 2900 1 dachfenster einbauen 2400 2 estrich verlegen 2400 1 drainage verlegen 1600 1 bett bauen 1300 3 bodenfliesen verlegen 1300 2 duschwanne einbauen 1300 2 hochbett bauen 1300 2 badewanne einbauen 1000 3 110
- 111. Hornbach–FacebookasRelevantSeedingChannel Workshop: Content Marketing with Rockaway 111
- 112. Hornbach–ProjectsareIntroducedonFacebook Workshop: Content Marketing with Rockaway 112
- 113. Hornbach–StrongInteraction WithintheTarget Group Workshop: Content Marketing with Rockaway 113
- 114. Hornbach–YouTubeisUsedPowerfullyforBrand Communication Workshop: Content Marketing with Rockaway 114
- 115. Hornbach–VideosRankProminentlywithin InformationalSearchQueries Workshop: Content Marketing with Rockaway 115
- 116. Hornbach–ProjectsareSeededviaSEAandRankVery WellwithintheOrganicSearch Workshop: Content Marketing with Rockaway 116
- 117. Hornbach–ProminentCampaignsPromoteBranding andIncreaseReach Workshop: Content Marketing with Rockaway 117
- 118. Curved–E-PlusBecomesaPublisherwithCurved.de Workshop: Content Marketing with Rockaway 118
- 119. Curved–OffersArticlesEmbracingtheThemeMobile &Gadgets Workshop: Content Marketing with Rockaway 119
- 120. Curved–CoversVariousSearchPhrases Workshop: Content Marketing with Rockaway • Positioning as magazine for digital lifestyle • Various content formats – News articles – App introductions – Hardware tests – Tips and guide articles – Videos • Strong longtail focus Keyword Theme Search volume tablets General 27.100 smartphones General 18.100 which smartphone Guide 3.600 which tablet Guide 2.400 samsung s5 test Review 1.300 iphone 6 test Review 90 samsung galaxy s3 or s4 Comparison 480 samsung galaxy s4 vs s4 mini Comparison 390 samsung galaxy s4 or htc one Comparison 390 htc one or samsung galaxy s4 Comparison 390 iphone 5 or samsung galaxy s4 Comparison 320 120
- 121. Curved–ContinuousRiseofSistrixVisibilityfrom WeektoWeek Workshop: Content Marketing with Rockaway 121
- 122. Curved–CurvedMagazine GraduallyGains Importance Workshop: Content Marketing with Rockaway Query: Curved 122
- 123. Curved–DirectIntegration toBaseandSmartkauf Workshop: Content Marketing with Rockaway 123
- 124. Curved–FacebookistheMostImportantSocial Channel Workshop: Content Marketing with Rockaway 124
- 125. Curved–DirectTraffic andSearchTrafficConstantly IncreaseandaretheMostImportantStarting Points Workshop: Content Marketing with Rockaway Source: Similarweb 125
- 126. Curved–NewTrafficSourceforE-Plus:GoogleNews Workshop: Content Marketing with Rockaway 126
- 127. Zalando DIY–TheStronglyInterconnected DIYTarget GroupisAddressed foraContentMarketingCampaign Workshop: Content Marketing with Rockaway 127
- 128. ZalandoDIY–theTopic„Zalando DIY“isSeededviaa Competition Workshop: Content Marketing with Rockaway 128
- 129. Zalando DIY–TargetGroupParticipatesinthe CompetitionandSharesDIYTips Workshop: Content Marketing with Rockaway 129
- 130. Zalando DIY–DIYCampaignisUsedtoReviveOld YouTubeVideos Workshop: Content Marketing with Rockaway 130
- 131. Zalando DIY–PinterestasRelevantSocialMedia ChannelfortheDIYTargetGroup Workshop: Content Marketing with Rockaway 131
- 132. Expedia–TheBeachReport–AnExampleofHowIt ShouldNotBeDone Workshop: Content Marketing with Rockaway Content: Investigation of the beach preferences of nations in 21 countries Infographics: http://inside.expedia.de/trends-und- umfragen/nahtlos-braun-im-urlaub- lassen-die-deutschen-die-huellen-fallen Press Release: http://inside.expedia.de/trends-und- umfragen/expedia-strandreport-2013- deutsche-freizuegig-am-strand-aber- schuechtern 132
- 133. Expedia–TheBeachReport–AnExampleofHowIt ShouldNotBeDone Workshop: Content Marketing with Rockaway Domain S-SI M-DP PR por*** 0,1735 830 6 lae*** 0,1484 643 5 pin*** 0,0798 177 2 fit*** 0,0735 497 3 fee*** 0,0509 1008078 6 ges*** 0,0171 228 3 die*** 0,0136 160 3 som*** 0,0134 40 3 vit*** 0,0082 217 1 azu*** 0,0031 35 2 ven*** 0,0028 204 3 cit*** 0,0026 32 2 wel*** 0,0023 136 2 cam*** 0,0022 28 2 mod*** 0,0021 75 3 act*** 0,0015 73 2 akt*** 0,0012 82 1 rei*** 0,001 90 2 sue*** 0,001 344 0 sch*** 0,0002 304 2 ges*** 0,0001 4 1 aus*** 0 12 1 Link Review: • (weak) SEO Domains • Purchased articles • Unnatural link integration • Topical relevance missing • Bad Content Social Signals Review: • Likes = 2 • Twitter = 1 • +1 = 0 Onpage Review: • Subdomain Integration 133
- 134. Expedia–IntegrationsOnExternalPagesVery Questionable Workshop: Content Marketing with Rockaway Beispiel-Integrationen: Ehemals die Könige der Sandburgen, geben heute nur noch elf Prozent der von Expedia Befragten an, regelmäßig an den vergänglichen Kunstwerken zu bauen. Vielleicht hast du es aber auch gar nicht so mit dem Strand überhaupt, eine Alternative sind dann immer tolle Städtereisen nach Dublin, Paris, Rom oder London, welche man ja günstig bei Expedia hier buchen kann. Schließlich gibt es an der Ostseeküste zahlreiche FKK-Strände. Die Deutschen, laut dem neuesten Strandreport von Inside Expedia FKK-Weltmeister, lieben es, sich im Urlaub von lästiger Kleidung ganz freizumachen. Mit einem Accessoire wie der Sonnenbrille mit auffälligem Rand muss selbst der blasseste nackte Hipster keine Angst haben, am Strand negativ aufzufallen. 134
- 135. Expedia–IdeasforaSustainable Campaign Workshop: Content Marketing with Rockaway 135
- 136. Expedia–FindingRelevantContent withBuzzsumo Workshop: Content Marketing with Rockaway 136
- 137. Expedia–Collecting IdeasfromExistingContentwhich wasOftenShared Workshop: Content Marketing with Rockaway 137
- 138. Expedia–ManyBeaches/Locations haveaHighSearch VolumeandthusaLargeTrafficPotential Workshop: Content Marketing with Rockaway 138
- 139. Expedia–Suitable(Silo)ContentandCrossLinksto HotelsUpgradethePageImmensely (seeTripAdvisor) Workshop: Content Marketing with Rockaway 139
- 140. Henkel–the„Fleckenratgeber“(„StainAdviser“)–AGoodIdea BadlyExecuted Workshop: Content Marketing with Rockaway Content: Stain adviser for various types of stains http://www2.henkel- lifetimes.de/Fleckenratgeber/flecken_rat geber16 140
- 141. Henkel–UnclearIntegration Workshop: Content Marketing with Rockaway 141
- 142. Henkel–NoOptimisationonInformationalKeywordsto GenerateTraffic onaLongtermBasis Workshop: Content Marketing with Rockaway Content Review: • No Optimisation on Keywords • Duplicate Content due to integration on various domains • Potentials of the Content Transformation not exhausted Search volume for Keywords: • rotweinflecken entfernen - 1900 • flecken entfernen - 1900 • stockflecken entfernen - 2400 • kaffeeflecken entfernen - 1000 • deoflecken entfernen - 1300 • fleckentfernung - 1000 • Fleckenentfernung - 720 • blutflecken entfernen - 4400 • rotweinfleck entfernen - 320 • rotweinflecke entfernen - 70 • rotwein flecken entfernen - 40 • kaffeefleck entfernen - 260 142
- 143. Zalando–BestPractice Workshop: Content Marketing with Rockaway 143
- 144. Zalando–StaticLandingpagestoGenerateSustainableand ContinuousRankings Workshop: Content Marketing with Rockaway 144
- 145. ContentMarketing:SuccessFactorsBrieflySummarized Workshop: Content Marketing with Rockaway • Target group • Goals • Content / Message – Do not talk about yourself! Provide added value! – Every branch is different! • Consistency over time • Processes are necessary • Specialization / Niche • High-quality content • A good team! 145
- 146. Agenda Workshop: Content Marketing with Rockaway Introduction Brief Online Marketing Overview Getting Content Marketing Right Excursion: Keyword strategy and research Content Marketing – Finding the Right Content Transactional and Branding Content – Examples Social Content – Examples Content Marketing Campaigns – Examples 146
- 147. MoreContentMarketing: ContentMarketingMasters–Mai28th2015inBerlin Workshop: Content Marketing with Rockaway 147
- 148. Thankyouverymuchforyourattention! Let‘skeepintouch! www.akm3.de www.akm3.com Paul-Lincke-Ufer 39/40 10999 Berlin Germany info@akm3.de Follow us on • Twitter • Google+ • Facebook Workshop: Content Marketing with Rockaway 148