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Content Marketing - How to Optimize & Socialize for Better Performance

TopRank Marketing Agency
TopRank Marketing Agency
TopRank Marketing AgencyCEO at TopRank Marketing Agency

Content Marketing presentation by Lee Odden of TopRank Online Marketing at Content Marketing World 2012. Optimization is more than SEO and an "optimize and socialize" approach to content marketing improves awareness, engagement, community, leads and sales.

Content Marketing - How to Optimize & Socialize for Better Performance

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Download to read offline
Optimize & Socialize
     for Better
Content Marketing



      @leeodden #cmworld
About Lee & TopRank Marketing
Attract – Engage – Convert




               @leeodden #cmworld
Enough About Me, What About You?

            Audience Poll:
        What Are Your Content
        Marketing Objectives?
        1. Awareness
        2. Engagement
        3. Direct Sales
        4. Something Else?



             @leeodden #cmworld
Ubiquitous Connectivity
“50 billion connected devices                     Create
 by 2020.”              Source: Ericcson, 2011

                                                 Consume

                                                 Publish

                                                 Interact

                                                 Transact


                 @leeodden #cmworld
51% of all time on the web
 is content consumption.
                   (AOL/Nielsen 2011)




    9 out of 10 B2B
  Marketers use content
   marketing tactics.
     (Content Marketing Institute/MarketingProfs 2012)




             @leeodden #cmworld
69%                                 47%
                  SEO                                Email



   76%                                                            35%

                      88%
                                                                  Syndication
    Display



78%                                                                   12%
Paid Search                                                         Content Shares


        of brand & agency marketers are
         using social media for content
                  distribution.
                      @leeodden #cmworld
              Source: State of Content Marketing, Outbrain 2012

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Content Marketing - How to Optimize & Socialize for Better Performance

  • 1. Optimize & Socialize for Better Content Marketing @leeodden #cmworld
  • 2. About Lee & TopRank Marketing Attract – Engage – Convert @leeodden #cmworld
  • 3. Enough About Me, What About You? Audience Poll: What Are Your Content Marketing Objectives? 1. Awareness 2. Engagement 3. Direct Sales 4. Something Else? @leeodden #cmworld
  • 4. Ubiquitous Connectivity “50 billion connected devices Create by 2020.” Source: Ericcson, 2011 Consume Publish Interact Transact @leeodden #cmworld
  • 5. 51% of all time on the web is content consumption. (AOL/Nielsen 2011) 9 out of 10 B2B Marketers use content marketing tactics. (Content Marketing Institute/MarketingProfs 2012) @leeodden #cmworld
  • 6. 69% 47% SEO Email 76% 35% 88% Syndication Display 78% 12% Paid Search Content Shares of brand & agency marketers are using social media for content distribution. @leeodden #cmworld Source: State of Content Marketing, Outbrain 2012
  • 7. Social Moves Content 70% Increased presence across platforms Increased frequency 59% content publishing 50% More robust social marketing mgt More robust 45% social monitoring More social Source: eMarketer / Awareness Inc. 2012 33% presence @leeodden #cmworld
  • 8. Search is Undervalued, Yet Critical to Brand Campaigns eMarketer 8/12 81% Perceptions Are Influenced Weber Shandwick 2012 89% Use Search for Purchase Fleishman-Hillard 2012 @leeodden #cmworld
  • 9. Marketers Are Using Search Social Content @leeodden #cmworld
  • 10. BUT, are they Integrated? ? @leeodden #cmworld
  • 11. Are they Optimized? Contributed Articles Live Events ? Case Studies Facebook Twitter Infographic Blogs Videos @leeodden #cmworld
  • 12. Optimized & Integrated Is Powerful Customer Goals + Business Value Meet Customer Needs = Content Marketing Strategy = Achieve Business Outcomes Blogs Live Events Contributed Articles Twitter Facebook Videos Infographic @leeodden #cmworld
  • 13. Persona “Jane Exec” Simple Influences CEO Goals: Fast, Save $, Service Content Alignment awareness interest consideration purchase retention advocacy Blog Facebook Email Offer Tips Articles Blog Fast Byline PPC Locator Newsletter Soc Net Ads Blog PPC Loyalty VIP Save $ Press Reviews Discount Community Referral Ads Blog PPC Loyalty VIP Service Press Reviews Discount Community Referral @leeodden #cmworld
  • 15. 30 Content Marketing Tactics  Article Marketing  News Release  Advertorial  Online Magazines & Apps  Blogging  Podcasts  Case Studies  Print Magazines  Print Newsletters  Crowdsource  Real-World Events  Curate  Research & Surveys  Digital Newsletters  Social Content  eBooks  Teleclass & Telecasts  Email  Traditional Media  Interactive Games  Videos  Images & Infographics  Virtual Conferences  Interactive Tools  Webinars  Microsites  Wikis  Mobile Applications  White Papers  Mobile Content Blog Post: tprk.us/30cmtactics @leeodden #cmworld
  • 16. To Optimize Isn’t Just About SEO @leeodden #cmworld
  • 17. To Optimize Is Continuous  Hypothesis  Plan  Implement  Measure  Refine  Repeat @leeodden #cmworld
  • 18. It’s Time to Re-Think “Optimization” Today’s digital world is complex, diverse, and changing fast. To “Optimize” is to know customers, technology and continuously adapt to reach business goals. Consumers are empowered by technology, expect more: user experience, speed, service. @leeodden #cmworld
  • 19. To Optimize is Relevant to All Corporate Content and Objectives Public Human Customer Marketing Relations Resources Service @leeodden #cmworld
  • 20. Content Optimization Triology @leeodden #cmworld
  • 21. What’s Your Customer’s Journey? Is it Optimized? @leeodden #cmworld
  • 22. Traditional Sales Funnel Awareness Interest Consideration Purchase @leeodden #cmworld
  • 23. Social Media & Content Lifecycle Newsletter Social Ads PPC Reviews Community Forum Social Networks Email Blog Website Blog Online Ads Media consideratio awareness purchase retention advocacy n Direct Mail Email Store FAQ Word of Mouth Promotions Knowledge Base P Ecommerce R Radio TV Print @leeodden #cmworld
  • 24. Operationalize Optimization awareness interest consideration purchase retention advocacy What stories Make it Goals, Audiences will connect easy to find Topics you? & share Preferences Search & Editorial Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose PR, Linking @leeodden #cmworld
  • 25. Optimize Customer Segments awareness interest consideration purchase retention advocacy Align Topical Needs With Content Buying Keywords Social Topics Content Type Cycle Awareness broad general issues blog, byline, social Stan Interest category investigative video, social feature comparison, Consideration comparison demos reviews Customer Segment Pain Purchase transactional referrals exclusive Points & Goals Retention tips connect with other users be a resource • Save time • Save money Advocacy supporting participation deliver as promised! • Dissatisfaction • Status @leeodden #cmworld
  • 26. Optimized Content Matrix awareness interest consideration purchase retention advocacy Topical Blog Post Infographic Video Facebook Post Theme Blog Post Infographic Video Facebook Post Blog Post Infographic Video Facebook Post Blog Post Infographic Video Facebook Post Blog Post Infographic Video Facebook Post Weave Themes Into Stories @leeodden #cmworld
  • 27. Social Topic Matrix Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword A Blog Post Infographic Video News Release Keyword B Blog Post Infographic Video News Release Keyword C Blog Post Infographic Video News Release Keyword D Blog Post Infographic Video News Release Keyword E Blog Post Infographic Video News Release Create a Topic Matrix @leeodden #cmworld
  • 28. Measuring Business Value Social Content KPI’s Business Outcomes • Fans • Share of Voice • Friends • Improve Service • Followers • Shorter Sales • Comments Cycles • Likes • Increased Order • Google Plusses Quantity, Frequency • Links • More Referrals • SERPs • Lower Marketing • Search Traffic Costs • Grow Revenue • Improve Profits @leeodden #cmworld
  • 29. Let Me Tell You A Secret http://tprk.us/cmsecrets @leeodden #cmworld
  • 30. Hey TopRank, let’s partner! @leeodden #cmworld
  • 31. Cool! We’ll interview CMW speakers And make an e-book for attendees. @leeodden #cmworld
  • 32. Content Marketing Secrets Objective: Grow Awareness of CMW & TopRank by promoting CMW speakers & content Audience: Attendees, Marketers, Speakers Goals: Learn practical content marketing advice Format: Interviews, e-book Channels: Social, Email, Search @leeodden #cmworld
  • 33.  Create template (Thx CMI)  Identify speakers  Formulate questions  Send out 20, eight question interviews Replies? One @leeodden #cmworld
  • 34. We need to rethink this. We need to optimize our approach. @leeodden #cmworld
  • 35. Solution? Simplify: One Question You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation. You now have a coveted secret. A content marketing secret. What secret for achieving success with content marketing will you share? The content marketing world depends on it! @leeodden #cmworld
  • 36. Replies? 29 @leeodden #cmworld
  • 37. 10 Long Form Interviews Topical Matrix: B2B Enterprise SMB Tools Win budget Definition @leeodden #cmworld
  • 38. Planned Repurposing Individual Thought Leader Interviews Articles Enterprise B2B Enterprise Enterprise Top 10 B2B SMB Enterprise SMB SMB Tactics Tools SMB B2B Tools B2B Tools Tools Win budget Win budget Win budget Win budget B2B B2B Tools B2B B2B Top 10 Enterprise B2B Enterprise Tools Content SMB Enterprise SMB Enterprise Marketing Tools SMB Win budget SMB Tools Win budget Win budget Tools Win budget @leeodden #cmworld
  • 40. Promotions: Slideshare Embedded in Blog Post Email broadcast Twitter Facebook Flickr Pinterest LinkedIn update LinkedIn Inmails Customized emails to participants Pre-written tweets @leeodden #cmworld
  • 42. Initial Results (6 Days) 43,000+ views on Slideshare 1,000+ PDF downloads 5000+ visits of full interviews 3,300+ Retweets 200+ Facebook “likes” 130 G+ 100+ inbound links @leeodden #cmworld
  • 43. 1 Content & Media Discovery  Audience?  Goals?  Search?  Social? Prospect Journalist Customer  Influences? “Real influence isn’t huge fan & follower counts, it’s niche communities that take action” @leeodden #cmworld
  • 44. 2 Content & Media Consumption What’s the narrative? How will your content persuade? • Formats, Devices • Social topics, keywords • Editorial calendar “To stand out, your content should stand for something: unique & specific.” @leeodden #cmworld
  • 45. 3 Content & Media Engagement What kind of engagement do your customers expect? What topics will inspire action along the customer lifecycle? Prospect Customer “Your community will be as interested in your content as the interest you show in the community.” @leeodden #cmworld
  • 46. Optimization is an Approach Set Goals Repeat Make a Plan ABO Refine Implement Monitor & Measure @leeodden #cmworld
  • 47. Makes Sense, But… Can We Really Do This? @leeodden #cmworld
  • 48. Yes You Can You Can Do Anything! @leeodden #cmworld
  • 49. With the Right Plan OptimizeBook.com @leeodden #cmworld
  • 50. Optimized Planning: WHAT & WHY 1. View of Search, Social & Content from 360 Degrees 2. Optimize Everywhere: Marketing & PR, B2B or B2C, SME or LE. 3. Research, Audit & Listen 4. Set Goals, Create a Roadmap @leeodden #cmworld
  • 51. Optimized Implementation: HOW Audience & Personas Keyword & Topic Research Content Plan Creation & Curation Content Optimization Social Networking Promotion Measure & Refine OptimizeBook.com @leeodden #cmworld
  • 52. Optimized to Scale: WHO Assess your organization’s “optimization readiness” & identify training opportunities. Make integrated search, social & content marketing part of your processes. OptimizeBook.com @leeodden #cmworld
  • 53. Optimize Is A State of Mind @leeodden #cmworld
  • 54. Thank You! lee@toprank.org tprk.us/cmsecrets OptimizeBook.com TopRankMarketing.com TopRankBlog.com Consulting – Speaking – Partnerships 1-877-872-6628 @leeodden #cmworld

Editor's Notes

  1. Content MarketingSearch, social media and content marketing are converging, and consumers are using numerous ways to discover, consume and act on content. In this session, you’ll learn how to use content marketing best practices to design information that inspires audiences to share, buy and recommend your brand.Key Points:Learn the framework for an optimize and socialize approach to content marketingUnderstand the framework for optimizing across the customer lifecycleKnow the difference between KPIs and business outcomes for web and social measurementConnect with Lee:http://twitter.com/leeoddenhttp://www.toprankmarketing.comhttp://www.toprankblog.comhttp://optimizebook.com
  2. Long time content marketing expert Lee Odden is the CEO of TopRank Online Marketing, editor at TopRankBlog.comand Author of the new book, Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing published by Wiley.  He's been cited in the New York Times, Forbes, The Economist and The Wall Street Journal for his content marketing and PR expertise and writes a Social Media Marketing column for ClickZ.  Lee has worked with hundreds of companies developing strategic search, social and content marketing programs and speaks internationally on the convergence of internet marketing, PR and new media.
  3. http://www.ericsson.com/news/110214_more_than_50_billion_244188811_c
  4. http://blog.outbrain.com/2012/03/state-of-content-marketing-2012.html
  5. http://www.emarketer.com/Article.aspx?R=1008790&ecid=a6506033675d47f881651943c21c5ed4
  6. http://fleishmanhillard.com/2012/01/31/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/http://www.emarketer.com/Article.aspx?R=1009241search results influence consumers’ perceptions about a company, according to 81% of the respondents worldwide in a November 2011 study from PR agency Weber Shandwick.
  7. http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/
  8. AlgorithmsPandasPenginshttp://media.photobucket.com/image/panda+banksy+/MrPacMan36/Banksy%20Panda/BanksysPanda.pnghttp://coloringpages101.com/printable_page/7596/Penguin/Angrypenguinrev1.aspx
  9. Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  10. Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  11. https://www.marketingsherpa.com/barrier.html?ident=31928
  12. Add Slideshare logo over YouTube
  13. Flickr images:http://www.flickr.com/photos/toprankblog/sets/72157631336598442/Pinterest images:http://pinterest.com/leeodden/29-secrets-about-content-marketing-the-undercover-/