Discover how Content drives all digital marketing in 2013 and beyond; how to optimize that content for search engines, and beat your competitors at this game!

1. Darin T. Swick, President, WSI Advanced Web Profits
Darin@WSIAdvancedWebProfits.com
www.linkedin.com/in/darinswick
www.facebook.com/DarinSwick
(303) 881-9192

2. About Darin
• Franchise Owner “WSI”
o Global Provider of Digital Marketing Solutions for the 18 years; 1,400
people worldwide
• Founder, Global Digital Enterprises, Inc.
o Independent marketing and business consulting firm
• Leadership positions at Deloitte Consulting, IBM, and EMC
• Work with Business Owners interested in 3X growth or more
• Business Philosophy:
“IF YOU CAN’T DRAW A PICTURE OF IT, YOU DON’T UNDERSTAND IT”
“IF YOU CAN’T MEASURE IT, YOU SHOULDN’T DO IT!”

3. Agenda
• Inbound v. Outbound Marketing
• “Content Marketing”
• “Optimized” Content Marketing
• Web Presence Optimization (WPO)
• Most Important Things to Do Now
• Predictions Going Forward
• Tool Kit Resources
• Q&A

4. Inbound v. Outbound

5. Inbound v. Outbound

6. Inbound v. Outbound

7. Inbound v. Outbound

8. Inbound v. Outbound

9. Can You Answer To Any of These?
① When I Google for the types of services my company provides
(i.e., “business advisors”) do I dominate the first 5-10 listings
on page 1?
② Do I know what the top 50 local directories are in my market
and am I listed prominently in a least 40 of them?
③ Do I analyze and measure how successful my web presence is
for attracting and converting visitors?
④ Do I know what people are saying about my company on-line
and do I have a way to proactively share the good things and
manage the bad things they are saying?
⑤ Do I have powerful connections to other web properties
(companies, blogs, directories, social media bookmarks,
groups, forums…) and they to me?
⑥ Am I generating the majority of my leads through my web
presence?

10. Got Any Examples?
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11. Thanks Darin, Then
What You Are Saying Is…
“First” tear down my web site, build a new one, latch on a blog to
my site, crank out a few videos, post some white papers, create an
infographic or two, create links going to and coming from
everywhere, bookmark all of my social media, create a bunch more
content, then SEO the hell out of everything!!!
“Then” send out a bunch Press Releases, start a forum, podcast
like crazy, do 2 webinars every week, join every social network
(there are only 10,000), email everyone I know about my company,
and hire an advertising agency to help me make a video that’s
guaranteed to go VIRAL!!!!
“And” I almost forgot, pay Google a fortune so millions of people
will click on my ads and make me a Billionaire!!!
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12. That’s Easy For You to Say!
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13. More is not Better!
• Even if you had an unlimited budget, time and staff to go do
“everything” you might actually lose money
• Given the choice, do you want to reach 100 customers that are
interested in buying what you are selling, or 10,000 people who
aren’t even interested in who you are?
• The secret to “Optimized Content Marketing” today is:
BEING FOUND BY ONLY THOSE PEOPLE
MOST INTERESTED AT THAT MOMENT IN
BUYING EXACTLY WHAT YOU ARE SELLING
(WITHIN A REALISTIC MARKETING BUDGET)

14. Content Marketing
“Content Marketing is the art of understanding exactly
what your prospects and customers need to know.
Then delivering that content to them in a relevant and
compelling way to grow your business.”
The Content Marketing Institute

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 socializing the
content through your organization’s social networks.
gShift, Krista LaRiviere

16. Where’s the Beef?
Optimized Content Marketing is Made Up of Just 3 Things
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17. The Power of 3 = WPO
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18. The Hierarchy of WPO
# QUALIFIED LEADS
PROFIT PER CUSTOMER
SOCIALIZE
OPTIMIZED CONTENT
Copy, blogs, press releases,
white papers, newsle@ers,
videos…
SEO
Keywords + On-­‐‑Page + Off-­‐‑Page +
Customer Reviews
TECHNOLOGY FOUNDATION

19. Technical Foundation
Optimize
Content
SEO
WPO
Socialize
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20. Technical Foundation
Form & Function
§ Visitors to your web site form an impression of the quality of your
company, products, and services in less than 5 seconds.
§ You have invested in SEO, Social Media, Campaigns, Pay-Per-Click,
and Consultants to attract visitors to your site only to lose them
before you have a chance to convert them!
§ That first Click is everything – make it easy for the visitor to
interact with you.
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21. Technical Foundation
THE 5 MUST DO’S
1. Have your web presence (web site, social media pages, etc.)
audited for technical performance.
2. Assess your “Conversion Architecture”.
3. Evaluate whether your platform will support your business
growth.
4. Make a “Start Over” versus “Fix” decision on your web site
overall.
5. Evaluate whether your hosting company
supports your platform adequately.
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22. SEO
DUH!
§ Every day there are more than one billion Google searches performed
worldwide.
§ Nearly 100% of searchers look at the organic side of search (the left-
hand side).
§ 85% of searchers will click on the Organic side versus Paid.
§ The average click-through rate (CTR) for the top organic search
position in Google is approximately 36%, while the CTR for the top
paid search position in Google is just 2%.
§ The average CTR for organic search results on page one of Google is
approximately 8%, versus only 2% CTR for paid search ads.
§ Organic search is the #1 lead conversion tactic outranking email
marketing and paid search.
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23. SEO
Google changes it’s algorithm 500-600 times per year
• Google loves:
ü Trust & Authority of the host domain
ü Link popularity of the specific page
ü Anchor text of external links to the page
ü On-page keyword usage
ü Traffic and Click-Through-Rates
ü Freshness of the content
ü Social authority
• Google hates:
ü Overoptimization (too many keywords)
ü Overuse of single keyword anchor text
ü Link velocity (slow down!)
ü No deep linking (forget your home page)
ü Too much focus on backlinks (the wrong way)
ü Stale content
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24. SEO
THE 5 MUST DO’S
1. Keyword Research – This is the most important
step!
2. On-Page Content – This is the most important
outcome!
3. On-Page Optimization – Title tags, meta
descriptions & HTML
4. Off-Page Optimization – Link “Earning”
5. Citations – What people are saying about you
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25. Optimize Content
IT’S HERE
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26. Types of Content
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27. Types of Content
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28. Optimize Content
Top 5 Must Do’s
1. Create a “Content Blueprint” for your Web Site
2. Inventory What You Have – REPURPOSE YOUR CONTENT!
3. Inventory What Your Competitors Have - Duplicate The Approach
Other’s Are Using Successfully Editorial'Calendar
4. Create a Content Calendar
5. MEASURE: How compelling is your
content?
Sunday 18 March 12
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29. Socialize
MEET THE BIG 5
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30. Socialize
THE TOP 5 MUST DO’S
1. Setup the Big 5
2. Establish clear goals for your social media strategy
3. Leverage your established keywords to
optimize your social content
4. Create a publication schedule
5. Capture the data
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31. Predictions
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32. Prediction # 1
“CAMPAIGNS FADE OUT, REAL-TIME MARKETING IS IN”
“Success comes from engaging your
buyers when they’re ready not when it’s
convenient for you”
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33. Prediction # 2
“SOCIAL MEDIA BECOMES TRULY INTEGRATED”
“Social media will no longer act as a silo
and will instead become more integrated
with technologies and inbound
marketing practices”
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34. Prediction # 3
“IF YOU ARE NOT MOBILE YOU WILL LOSE”
81% of smartphone users
have done product research via
smartphone and
50% have made
a purchase with one.
[ research from Prosper Mobile Insights ]
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35. Prediction # 4
“CONTENT CREATION WILL BE AT THE CORE OF EVERY
MARKETING INITIATIVE”
“Rise of content creation services and software Content
marketing is becoming the core of every marketing initiative
for B2B marketing as well as B2C. As the year progresses, we
will see software and services solutions for content creation
and syndication emerge and grow as companies try to
leverage content for demand generation. ”
Jennifer Wong, Optify
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36. Prediction # 5
“VISUAL CONTENT HITS IT STRIDE IN 2013”
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37. Thank You!