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the Basic Principles of
Content Marketing
            and
          SEO
     to Generate More
       Inbound Leads
Goals

• What are Content Marketing and SEO?
• Why are Content Marketing and SEO important to my business?
• What are Content Marketing and SEO best practices?
• How do we generate inbound leads from Content Marketing and
  SEO?
What are Content
Marketing and SEO?
Content Marketing...

...is various methods with which we deliver our
message of value in the digital world.
Content Marketing Includes:
           Blogging
              Video
          Podcasting
          Slideshows
             Images
            eBooks
         Infographics
         Whitepapers
On-Page SEO (Search Engine Optimization)...

...is the words we use within our message.
On-Page SEO Includes:
          Site Title
      Site Description
             URL
    Permalink Structure
       Page Content
          Keywords
      Image ALT Title
      Internal Linking
Off-Page SEO...

...is the accumulation of value derived by the people
businesses who come in contact with your message.
Off-Page SEO Includes:
    Acquiring Backlinks
    Social Profile Links
         Citations
     Search Indexing
      Rich Snippets
Human SEO...

...is the user experience.
Human SEO Includes:
      Site Speed
     Bounce Rate
      Visit Length
     Social Sharing
Why are Content
Marketing and SEO
 important to my
    business?
Content Marketing and SEO allow the Connected
  Generation to find us in their time of need...
Who are the
Connected Generation?
The Connected Generation
  communicates, builds
 relationships and makes
  buying decisions using
 digital and social media.
The
Connected
Generation
is
NOT
going
to use
the
Phone
Book.
and you
can’t
advertise
to the
Connected
Generation
The Connected Generation chooses you...

 ...on their own time line

 ...based on their own research and

 ...their own belief in your story of value.
We are no longer the
Gatekeepers of our
Expertise...


In order to be chosen we must tell our
unique story of value online using the
basic principles of Content Marketing
and SEO.
What are Content
Marketing and SEO
 best practices?
Content Marketing success comes down to
     value, message and consistency.

               But first...
Who are you writing for?
       Demographic
        Geographic
         Industry
           B2B
           B2C
          Budget
       Buying Cycle
What makes you uniquely
qualified to serve them?
        Experience
         Expertise
          Training
          Markets
         Location
       Relationships
          Service
What is the personality
  of your business?
         Casual
          Strict
      Old-fashioned
       Progressive
        Energetic
The answers to these questions...

...determine our value and

...define our message.

Now it’s time to create content.
There
      are
     many
different
    forms
       of
  content
marketing
Specific
      forms
         of




}
    content
       move
  prospects
   through
the various
  stages of
       your
 marketing
     funnel
Content Marketing
          Best Practices

           Always write with a purpose.


1) Determine type of business you want to attract
2) Use Google Keyword Tool to find popular keywords
3) Answer question addressing problem related to keywords
4) Write like a human being talks
5) Use examples from “real life”
6) Describe how you solved problem
7) Add call-to-action
SEO
              Best Practices

     Only pick one keyword phrase per post

1) Pick one keyword or long-tail keyword for a post
2) Use that keyword in the text of the article at least 3-5
times but only as the keyword fits naturally
3) Add keyword to Image ALT Title
4) Use the keyword in the URL
5) Use the keyword in the post title
6) Link to other blog posts on related topics
7) Never stuff post or sound unnatural with keyword
Follow a
consistent
blogging
format
that
Internet
users are
familiar
with


             30
Consistency Matters
Google Testimonials...
  ...great content.
Google Authorship
and YouTube Snippets
How do we Generate
Leads from Content
Marketing and SEO?
We ask for the business.
We consistently create content that
delivers our message of value to the
      target market we serve.
... and along with every piece of content we create is a
                  simple call-to-action.

             “Call us with questions”

      “Click here to contact us via Email”

     “Fill out this form to begin a quote”
It’s both that easy and that hard.
What to do today?

                       Begin here.



1) Choose one type of business
2) Create a 450-650 word blog post that answers one
insurance question pertaining to that business (simpler the
better)
3) Hit publish
Now do this every day.
The End
I am Ryan Hanley
• Director of Marketing, CIC
  – The Murray Group Insurance
    Services, Inc
• Creator Content Warfare Blog
  – www.RyanHanley.com
• Author
  – The Social Tools Book
  – Free No BS Blogging Success
    Guide {Get your copy}
• Producer of
  – The Content Warfare Podcast
  – www.ContentWarfarePodcast.com
Resources

•   www.copyblogger.com

•   www.socialtriggers.com

•   www.kissmetrics.com

•   www.ducttapemarketing.com
Thank You!

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The Basic Principles of Content Marketing and SEO to Generate More Inbound Leads

  • 1. the Basic Principles of Content Marketing and SEO to Generate More Inbound Leads
  • 2. Goals • What are Content Marketing and SEO? • Why are Content Marketing and SEO important to my business? • What are Content Marketing and SEO best practices? • How do we generate inbound leads from Content Marketing and SEO?
  • 4. Content Marketing... ...is various methods with which we deliver our message of value in the digital world.
  • 5. Content Marketing Includes: Blogging Video Podcasting Slideshows Images eBooks Infographics Whitepapers
  • 6. On-Page SEO (Search Engine Optimization)... ...is the words we use within our message.
  • 7. On-Page SEO Includes: Site Title Site Description URL Permalink Structure Page Content Keywords Image ALT Title Internal Linking
  • 8. Off-Page SEO... ...is the accumulation of value derived by the people businesses who come in contact with your message.
  • 9. Off-Page SEO Includes: Acquiring Backlinks Social Profile Links Citations Search Indexing Rich Snippets
  • 10. Human SEO... ...is the user experience.
  • 11. Human SEO Includes: Site Speed Bounce Rate Visit Length Social Sharing
  • 12. Why are Content Marketing and SEO important to my business?
  • 13. Content Marketing and SEO allow the Connected Generation to find us in their time of need...
  • 14. Who are the Connected Generation?
  • 15. The Connected Generation communicates, builds relationships and makes buying decisions using digital and social media.
  • 18. The Connected Generation chooses you... ...on their own time line ...based on their own research and ...their own belief in your story of value.
  • 19. We are no longer the Gatekeepers of our Expertise... In order to be chosen we must tell our unique story of value online using the basic principles of Content Marketing and SEO.
  • 20. What are Content Marketing and SEO best practices?
  • 21. Content Marketing success comes down to value, message and consistency. But first...
  • 22. Who are you writing for? Demographic Geographic Industry B2B B2C Budget Buying Cycle
  • 23. What makes you uniquely qualified to serve them? Experience Expertise Training Markets Location Relationships Service
  • 24. What is the personality of your business? Casual Strict Old-fashioned Progressive Energetic
  • 25. The answers to these questions... ...determine our value and ...define our message. Now it’s time to create content.
  • 26. There are many different forms of content marketing
  • 27. Specific forms of } content move prospects through the various stages of your marketing funnel
  • 28. Content Marketing Best Practices Always write with a purpose. 1) Determine type of business you want to attract 2) Use Google Keyword Tool to find popular keywords 3) Answer question addressing problem related to keywords 4) Write like a human being talks 5) Use examples from “real life” 6) Describe how you solved problem 7) Add call-to-action
  • 29. SEO Best Practices Only pick one keyword phrase per post 1) Pick one keyword or long-tail keyword for a post 2) Use that keyword in the text of the article at least 3-5 times but only as the keyword fits naturally 3) Add keyword to Image ALT Title 4) Use the keyword in the URL 5) Use the keyword in the post title 6) Link to other blog posts on related topics 7) Never stuff post or sound unnatural with keyword
  • 32. Google Testimonials... ...great content.
  • 34. How do we Generate Leads from Content Marketing and SEO?
  • 35. We ask for the business.
  • 36. We consistently create content that delivers our message of value to the target market we serve.
  • 37. ... and along with every piece of content we create is a simple call-to-action. “Call us with questions” “Click here to contact us via Email” “Fill out this form to begin a quote”
  • 38. It’s both that easy and that hard.
  • 39. What to do today? Begin here. 1) Choose one type of business 2) Create a 450-650 word blog post that answers one insurance question pertaining to that business (simpler the better) 3) Hit publish
  • 40. Now do this every day.
  • 42. I am Ryan Hanley • Director of Marketing, CIC – The Murray Group Insurance Services, Inc • Creator Content Warfare Blog – www.RyanHanley.com • Author – The Social Tools Book – Free No BS Blogging Success Guide {Get your copy} • Producer of – The Content Warfare Podcast – www.ContentWarfarePodcast.com
  • 43. Resources • www.copyblogger.com • www.socialtriggers.com • www.kissmetrics.com • www.ducttapemarketing.com