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Stop Being Invisible Online:
Coordinated SEO, Content
Marketing and PR Strategy
Key Takeaways
– Creating Aspirational Messages and Solving Problems
for Your Clients
– Defining Content Marketing
– Discuss how SEO and keywording go together with PR
and content marketing like chocolate and peanut
butter
The Dilemma
Many companies suffer from an engagement dilemma.
Website - 
Unique Selling Proposition – X
Compelling Content – X
Traffic to Website/Leads – X
Marketing Budget – X
Where do we start??
Mad Men: The Don Draper Kodak Pitch
Overcoming the Engagement Dilemma:
Creating Aspirational Messaging
• Start with an assessment of your website and
other marketing messaging
Overcoming the Engagement Dilemma:
Creating Aspirational Messaging
• Does your website:
– Communicate who you are, what product or
service you offer, to whom you offer it?
– Communicate a clear USP (unique selling
proposition)?
– Differentiate you from your competitors?
– Communicate the problem you intend to solve for
your industry?
– Tell a story that evokes an emotional connection
with the end user?
Proving Your Story
Ways your
product or
services
works
Your myth
and
WHAT
YOU
KNOW
Quantitative
evidence
What your customers say and
will be interviewed about.
Content Marketing: What is it?
The Content Marketing Hierarchy
The Foundation – SEO
A strong website SEO foundation will accelerate your efforts in
searches by ensuring your web presence has a strong
infrastructure, can be indexed and is identifiable.
The Foundation – SEO
A strong website SEO foundation includes:
• Setting up a sitemap, title and header tags, 301 redirects, etc.
• Use the keyword phrases you want to be found for
prominently in title tags, heading tags and body content.
• Configuration and cross referencing of a blog presence and
social accounts
• Implementation of social sharing icons on the main web and
blog sites.
• Backlinking from respected industry and local directories.
Keyword & Competitive Research
• At the core of every organic search strategy are keywords.
Coincidentally, at the core of Google’s organic search
algorithm is relevance for keywords.
Keyword & Competitive Research
Your organic search optimization efforts should be focused on
continually understanding the keyword phrases that drive
targeted traffic and conversions.
• To get started, determine a shortlist of (three to five) unbranded keyword
phrases your prospects are actually searching for to find the products and
services you are selling.
• Choosing the right keywords and match types is vitally important in AdWords -
go too broad and you’ll squander budget on irrelevant traffic, go too narrow
and you won’t see any volume.
• Research Keywords
• Think like a customer when you create your initial list.
• Select more general or specific keywords depending on your goal.
• Use the Keyword Tool to find and select new keywords.
• Use the search terms report to further improve your keyword list.
Optimized Content Marketing
• Content marketing is focused not on selling, but on simply
communicating with customers and prospects. The idea is to
inspire business and loyalty from buyers by delivering
"consistent, ongoing valuable information".
Optimized Content Marketing
Optimized Content Marketing is the art of understanding exactly
what your prospects and customers need to know and deliberately
producing optimized content based on keyword phrases that are driving
organic search traffic and conversions. Then delivering that
optimized content to them in a relevant and compelling way to grow your
business by promoting the content through your organization’s social
networks.
According to Vocus – Alone, “unoptimized content” – while it might be
good - does not get found. Social is how people hear about you, Search is
how they find you, Content is how they qualify you.
Lee Odden, the author of “Optimize” had this to say – “The
primary value provided by search engines is to connect people with answers,
and that fact shouldn’t be lost in the sea of tactics, tricks and pontification
that goes on in the digital marketing world.”
Publish, Socialize & Share
Now that you have effective, optimized content that
your prospects want, you need to tell them about it.
Publish, Socialize & Share
Tell your story by using vehicles such as:
• Corporate website and blog site
• If a blog post, then to industry specific blog sites that
your prospects will visit
• If a press release, then through a newswire such as
PRWeb or Marketwire
• Social channels including: LinkedIn, Twitter,
Google+, YouTube, Facebook (with Twitter the content
should be tweeted multiple times over a specified
period of time)
• Subscribers and client base via email marketing
Measurement & Improvement
In order to improve a content marketing campaign for further
execution, not only must you master the previous tiers, but you
must measure, benchmark, tweak and repeat.
Measure the success of your content marketing campaign using the
following metrics:
• Impressions
• Clickthroughs
• Conversions
• Social shares
• Backlinks
• Keyword Rank
Content Marketing, PR & SEO
Move Over Gutenberg:
You, The Publisher
Move Over Gutenberg:
You, The Publisher
It is inevitable that in the age of blogs, social media
and everywhere access, that we are own best
advertisement. I was asked yesterday what the ratio is
of value over worth in terms of time and I can only say
that it is really a necessary cost of doing business & is
expected. You need to be publishing not with a view to
what you know, but what your customers are hoping to
know. Create an editorial calendar, sections, different
writers, guest bloggers, layout like a publication.
What Do You Know That Answers
Customers’ Qs
If you're wondering how to make your products seem more
exciting online, you're asking the wrong question. “You're not
competing for attention only against other similar products.
You're competing against your customers' friends and family and
viral videos and cute puppies. To win attention these days you
must ask a different question: How can we help?”
--Jay Baer, Youtility
Stop Being Invisible Online: Coordinated SEO, Content Marketing and PR Strategy
Newsjacking Your Way to Prominence
Be Social Where Your Customers Are
Don’t try to be everywhere. Pick a maximum of 3 channels
and do them well.
Time Quilt or Lose Your Mind
Use What Works, is Relevant and Legit
Google Panda favors valuable content over excessive keywording. If you are
creating backlinks and hyperlinks in your content, to articles of your own or
outside blogs, make sure they ADD to the conversation. And don’t fill every
paragraph with a keyword—you will get dinged. As of last week there is
evidence that you will get dinged for hyperlinked keywords.
A Simple and Recent Example
TabTimes
pitched byline,
numerous
shares, SEO
optimized
keywords in
byline, 10
thousand of
clickthroughs to
to Mag+
News Release
What It Isn’t
• A panacea for no news
• A journalist magnet
What It Can Do On The Web
• Give you credibility
• Increase searchability
4 Qs to ask yourself:
• Does this change the game?
• Does this add to my services and do releases like this ever get attention, or is a
customer e-blast more appropriate?
• Have a given enough lead time for an editor to care?
• Do I have proof to back up my claims?
Key Words and Press Releases
• Be careful of
keywording news
releases…anchor text
is out again
• PRWeb, free press
releases, video and
more
• Businesswire or
PRweb if you are
serious.
• Links are still fine, but
they need to be really
relevant.
Measuring Success
• Set goals, execute, measure, retarget, and try
again
• Measure traffic from your various thought
leadership pieces throughout the year, but
note that they will always be there.
• Don’t kill a thought leadership program just
because the links aren’t coming in. Retarget.
Tools
Google AdWords – Use the Keyword Tool to help select the right set of keywords for your
campaign using keyword match, anticipated CTR, and budget
Google Analytics – to measure website traffic, organic keyword phrases, and conversions
Hubspot – for social media sharing and marketing automation, lead management
Hootsuite for social media sharing only
Yoast – for optimizing key word usage with website content
Review
• We’ve covered:
– Creating Aspirational Messages and Solving
Problems for Your Clients
– Defining Content Marketing
– Discuss how SEO and keywording go together with
PR and content marketing to make a powerful
brand presence
Contact Us!
Chris Marocchi
Klear Strat, LLC
chris@klearstrat.com
klearstrat.com
@klearstrat
Kara Udziela
Vibrance PR
kara@vibrancepr.com
vibrancepr.com
@karaudziela

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Stop Being Invisible Online: Coordinated SEO, Content Marketing and PR Strategy

  • 1. Stop Being Invisible Online: Coordinated SEO, Content Marketing and PR Strategy
  • 2. Key Takeaways – Creating Aspirational Messages and Solving Problems for Your Clients – Defining Content Marketing – Discuss how SEO and keywording go together with PR and content marketing like chocolate and peanut butter
  • 3. The Dilemma Many companies suffer from an engagement dilemma. Website -  Unique Selling Proposition – X Compelling Content – X Traffic to Website/Leads – X Marketing Budget – X Where do we start??
  • 4. Mad Men: The Don Draper Kodak Pitch
  • 5. Overcoming the Engagement Dilemma: Creating Aspirational Messaging • Start with an assessment of your website and other marketing messaging
  • 6. Overcoming the Engagement Dilemma: Creating Aspirational Messaging • Does your website: – Communicate who you are, what product or service you offer, to whom you offer it? – Communicate a clear USP (unique selling proposition)? – Differentiate you from your competitors? – Communicate the problem you intend to solve for your industry? – Tell a story that evokes an emotional connection with the end user?
  • 7. Proving Your Story Ways your product or services works Your myth and WHAT YOU KNOW Quantitative evidence What your customers say and will be interviewed about.
  • 10. The Foundation – SEO A strong website SEO foundation will accelerate your efforts in searches by ensuring your web presence has a strong infrastructure, can be indexed and is identifiable.
  • 11. The Foundation – SEO A strong website SEO foundation includes: • Setting up a sitemap, title and header tags, 301 redirects, etc. • Use the keyword phrases you want to be found for prominently in title tags, heading tags and body content. • Configuration and cross referencing of a blog presence and social accounts • Implementation of social sharing icons on the main web and blog sites. • Backlinking from respected industry and local directories.
  • 12. Keyword & Competitive Research • At the core of every organic search strategy are keywords. Coincidentally, at the core of Google’s organic search algorithm is relevance for keywords.
  • 13. Keyword & Competitive Research Your organic search optimization efforts should be focused on continually understanding the keyword phrases that drive targeted traffic and conversions. • To get started, determine a shortlist of (three to five) unbranded keyword phrases your prospects are actually searching for to find the products and services you are selling. • Choosing the right keywords and match types is vitally important in AdWords - go too broad and you’ll squander budget on irrelevant traffic, go too narrow and you won’t see any volume. • Research Keywords • Think like a customer when you create your initial list. • Select more general or specific keywords depending on your goal. • Use the Keyword Tool to find and select new keywords. • Use the search terms report to further improve your keyword list.
  • 14. Optimized Content Marketing • Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information".
  • 15. Optimized Content Marketing Optimized Content Marketing is the art of understanding exactly what your prospects and customers need to know and deliberately producing optimized content based on keyword phrases that are driving organic search traffic and conversions. Then delivering that optimized content to them in a relevant and compelling way to grow your business by promoting the content through your organization’s social networks. According to Vocus – Alone, “unoptimized content” – while it might be good - does not get found. Social is how people hear about you, Search is how they find you, Content is how they qualify you. Lee Odden, the author of “Optimize” had this to say – “The primary value provided by search engines is to connect people with answers, and that fact shouldn’t be lost in the sea of tactics, tricks and pontification that goes on in the digital marketing world.”
  • 16. Publish, Socialize & Share Now that you have effective, optimized content that your prospects want, you need to tell them about it.
  • 17. Publish, Socialize & Share Tell your story by using vehicles such as: • Corporate website and blog site • If a blog post, then to industry specific blog sites that your prospects will visit • If a press release, then through a newswire such as PRWeb or Marketwire • Social channels including: LinkedIn, Twitter, Google+, YouTube, Facebook (with Twitter the content should be tweeted multiple times over a specified period of time) • Subscribers and client base via email marketing
  • 18. Measurement & Improvement In order to improve a content marketing campaign for further execution, not only must you master the previous tiers, but you must measure, benchmark, tweak and repeat. Measure the success of your content marketing campaign using the following metrics: • Impressions • Clickthroughs • Conversions • Social shares • Backlinks • Keyword Rank
  • 20. Move Over Gutenberg: You, The Publisher
  • 21. Move Over Gutenberg: You, The Publisher It is inevitable that in the age of blogs, social media and everywhere access, that we are own best advertisement. I was asked yesterday what the ratio is of value over worth in terms of time and I can only say that it is really a necessary cost of doing business & is expected. You need to be publishing not with a view to what you know, but what your customers are hoping to know. Create an editorial calendar, sections, different writers, guest bloggers, layout like a publication.
  • 22. What Do You Know That Answers Customers’ Qs If you're wondering how to make your products seem more exciting online, you're asking the wrong question. “You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: How can we help?” --Jay Baer, Youtility
  • 24. Newsjacking Your Way to Prominence
  • 25. Be Social Where Your Customers Are Don’t try to be everywhere. Pick a maximum of 3 channels and do them well.
  • 26. Time Quilt or Lose Your Mind
  • 27. Use What Works, is Relevant and Legit Google Panda favors valuable content over excessive keywording. If you are creating backlinks and hyperlinks in your content, to articles of your own or outside blogs, make sure they ADD to the conversation. And don’t fill every paragraph with a keyword—you will get dinged. As of last week there is evidence that you will get dinged for hyperlinked keywords.
  • 28. A Simple and Recent Example TabTimes pitched byline, numerous shares, SEO optimized keywords in byline, 10 thousand of clickthroughs to to Mag+
  • 29. News Release What It Isn’t • A panacea for no news • A journalist magnet What It Can Do On The Web • Give you credibility • Increase searchability 4 Qs to ask yourself: • Does this change the game? • Does this add to my services and do releases like this ever get attention, or is a customer e-blast more appropriate? • Have a given enough lead time for an editor to care? • Do I have proof to back up my claims?
  • 30. Key Words and Press Releases • Be careful of keywording news releases…anchor text is out again • PRWeb, free press releases, video and more • Businesswire or PRweb if you are serious. • Links are still fine, but they need to be really relevant.
  • 31. Measuring Success • Set goals, execute, measure, retarget, and try again • Measure traffic from your various thought leadership pieces throughout the year, but note that they will always be there. • Don’t kill a thought leadership program just because the links aren’t coming in. Retarget.
  • 32. Tools Google AdWords – Use the Keyword Tool to help select the right set of keywords for your campaign using keyword match, anticipated CTR, and budget Google Analytics – to measure website traffic, organic keyword phrases, and conversions Hubspot – for social media sharing and marketing automation, lead management Hootsuite for social media sharing only Yoast – for optimizing key word usage with website content
  • 33. Review • We’ve covered: – Creating Aspirational Messages and Solving Problems for Your Clients – Defining Content Marketing – Discuss how SEO and keywording go together with PR and content marketing to make a powerful brand presence
  • 34. Contact Us! Chris Marocchi Klear Strat, LLC chris@klearstrat.com klearstrat.com @klearstrat Kara Udziela Vibrance PR kara@vibrancepr.com vibrancepr.com @karaudziela

Editor's Notes

  1. The engagement dilemma starts with branding and continues through content marketing deficiencies:
  2. Does it:Communicate who you are, what product or service you offer, to whom you offer it?Communicate a clear USP (unique selling proposition)?Differentiate you from your competitors?Communicate the problem you intend to solve for your industry?Tell a story that evokes an emotional connection with the end user?
  3. Does it:Communicate who you are, what product or service you offer, to whom you offer it?Communicate a clear USP (unique selling proposition)?Differentiate you from your competitors?Communicate the problem you intend to solve for your industry?Tell a story that evokes an emotional connection with the end user?
  4. Setting up a sitemap, title and header tags, 301 redirects, etc.Use the keyword phrases you want to be found for prominently in title tags, heading tags and body content.Configuration and cross referencing of a blog presence and social accountsImplementation of social sharing icons on the main web and blog sites.Backlinking from respected industry and local directories.
  5. Setting up a sitemap, title and header tags, 301 redirects, etc.Use the keyword phrases you want to be found for prominently in title tags, heading tags and body content.Configuration and cross referencing of a blog presence and social accountsImplementation of social sharing icons on the main web and blog sites.Backlinking from respected industry and local directories.
  6. Your organic search optimization efforts should be focused on continually understanding the keyword phrases that drive targeted traffic and conversions.To get started, determine a shortlist of (three to five) unbranded keyword phrases your prospects are actually searching for to find the products and services you are selling.Choosing the right keywords and match types is vitally important in AdWords - go too broad and you’ll squander budget on irrelevant traffic, go too narrow and you won’t see any volume. Research KeywordsThink like a customer when you create your initial list.Select more general or specific keywords depending on your goal.Use the Keyword Tool to find and select new keywords.Use the search terms report to further improve your keyword list.
  7. Optimized Content Marketing is the art of understanding exactly what your prospects and customers need to know and deliberately producing optimized content based on keyword phrases that are driving organic search traffic and conversions. Then delivering that optimized content to them in a relevant and compelling way to grow your business by promoting the content through your organization’s social networks.Vocus – Alone, “unoptimized content” – while it might be good - does not get found. Social is how people hear about you, Search is how they find you, Content is how they qualify you.Lee Odden “Optimize” – “The primary value provided by search engines is to connect people with answers, and that fact shouldn’t be lost in the sea of tactics, tricks and pontification that goes on in the digital marketing world.”
  8. Optimized Content Marketing is the art of understanding exactly what your prospects and customers need to know and deliberately producing optimized content based on keyword phrases that are driving organic search traffic and conversions. Then delivering that optimized content to them in a relevant and compelling way to grow your business by promoting the content through your organization’s social networks.Vocus – Alone, “unoptimized content” – while it might be good - does not get found. Social is how people hear about you, Search is how they find you, Content is how they qualify you.Lee Odden “Optimize” – “The primary value provided by search engines is to connect people with answers, and that fact shouldn’t be lost in the sea of tactics, tricks and pontification that goes on in the digital marketing world.”
  9. Here’s where to publish your content:Corporate website and blog siteIf a blog post, then to industry specific blog sites that your prospects will visitIf a press release, then through a newswire such as PRWeb or MarketwireSocial channels including: LinkedIn, Twitter, Google+, YouTube, Facebook (with Twitter the content should be tweeted multiple times over a specified period of time)Subscribers and client base via email marketing
  10. Here’s where to publish your content:Corporate website and blog siteIf a blog post, then to industry specific blog sites that your prospects will visitIf a press release, then through a newswire such as PRWeb or MarketwireSocial channels including: LinkedIn, Twitter, Google+, YouTube, Facebook (with Twitter the content should be tweeted multiple times over a specified period of time)Subscribers and client base via email marketing
  11. It is inevitable that in the age of blogs, social media and everywhere access, that we are own best advertisement. I was asked yesterday what the ration is of value over worth in terms of time and I can only say that it is really a necessary cost of doing business & is expected. You need to be publishing not with a view to what you know, but what your customers are hoping to know. Create an editorial calendar, sections, different writers, guest bloggers, layout like a publication.
  12. It is inevitable that in the age of blogs, social media and everywhere access, that we are own best advertisement. I was asked yesterday what the ration is of value over worth in terms of time and I can only say that it is really a necessary cost of doing business & is expected. You need to be publishing not with a view to what you know, but what your customers are hoping to know. Create an editorial calendar, sections, different writers, guest bloggers, layout like a publication.
  13. I’d suggest also asking, “How can we add value and be visual at the same time?’
  14. I’d suggest also asking, “How can we add value and be visual at the same time?’
  15. Don’t try to be everywhere. Pick a maximum of 3 channels and do them well. A word about Hootsuite and other management tools.
  16. Don’t try to be everywhere. Pick a maximum of 3 channels and do them well. A word about Hootsuite and other management tools. Explain timequilting, and also necessity of cutomizing important content, advertising, promoting.
  17. Don’t try to be everywhere. Pick a maximum of 3 channels and do them well. A word about Hootsuite and other management tools. Explain timequilting, and also necessity of cutomizing important content, advertising, promoting.
  18. Eastman Chemical Co., manufacturer of LLumar Window Film, has signed on as one of the Supporters of the 2013 International Window Film Conference and Tint-Off™ (IWFC). The event is set to be held this September 18-20 in Tampa, Fla., at the Tampa Convention Center and Tampa Marriott Waterside Hotel and Marina. The Exhibition/Extravaganza will be held September 18-20.
  19. Don’t try to be everywhere. Pick a maximum of 3 channels and do them well. A word about Hootsuite and other management tools. Explain timequilting, and also necessity of cutomizing important content, advertising, promoting.
  20. Google AdWords – Use the Keyword Tool to help select the right set of keywords for your campaign using keyword match, anticipated CTR, and budgetGoogle Analytics – to measure website traffic, organic keyword phrases, and conversionsHubspot – for social media sharing and marketing automation, lead managementHootsuite for social media sharing onlyYoast – for optimizing key word usage with website content