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Convergence: Social Media SEO Content Marketing SES Chicago 2011

Amplify your online marketing reach & effectiveness with integrated Social Media, SEO & Content Marketing. Presentation by Lee Odden of TopRank Online Marketing at SES Chicago in 2011.

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Lee Odden @TopRank



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About @TopRank
Content Marketing Strategy, Creation & Optimization
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               @leeodden - #seschi
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Some Say SEO is Dead….




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And That Social is the Sexy One




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Convergence: Social Media SEO Content Marketing SES Chicago 2011

  • 1. Search, Social & Content Marketing Lee Odden @TopRank TopRankBlog.com @leeodden - #seschi TopRankMarketing.com
  • 2. About @TopRank Content Marketing Strategy, Creation & Optimization Clients Speaking Media @leeodden - #seschi
  • 3. We Are Content Marketers Website Book Google+ White Papers Twitter Articles Facebook Guides YouTube Webinars Blog Flickr Guest Posts LinkedIn Events Slideshare Press Releases @leeodden - #seschi
  • 4. SEO Social Content @leeodden - #seschi
  • 5. Some Say SEO is Dead…. @leeodden - #seschi
  • 6. And That Social is the Sexy One @leeodden - #seschi
  • 7. Social Rising, Search Dominates Interactive: $76.6 Billion by 2016 43% is Search 6% is Social Marketing Media @leeodden - #seschi
  • 8. SEO Has Evolved @leeodden - #seschi
  • 9. Optimization Is a State of Mind Website Blog Book Google+ White Papers Twitter Articles Facebook Guides YouTube Webinars Flickr Guest Posts LinkedIn Events Slideshare Press Releases @leeodden - #seschi
  • 10. The Question Is… What Are You Optimizing for? Flickr Photo credit: angrypandaband @leeodden - #seschi
  • 11. Cares About Content Source: Search Engine Land 3/11 Google’s POV on Quality Content: http://goo.gl/huekf @leeodden - #seschi
  • 12. So Do Customers 53% Of time on the internet is content consumption. AOL Nielsen 5/11 U.S.: 27 million shared per day AOL Nielsen 5/11 @leeodden - #seschi
  • 13. Intersection of Social & Search Any suggestions for social media marketing software? THX, we picked XYZ Social @leeodden - #seschi
  • 14. Optimize for Consumer Behavior Discovery Consumption Engagement @leeodden - #seschi
  • 15. Optimize for Discovery 1% Social Alone 51% Search Alone 48% Search & Social Search Social Email Newsletters Industry Media @leeodden - #seschi
  • 16. Optimize for Consumption Devices: Mobile, Computer, Tablet Formats: Long, Short, Lists, Deep Dive, Visual Media: Audio, Video, Images, Interactive Types: Articles, Reports, News, How To, Review Time of Day/Week & Frequency Topics & Keywords @leeodden - #seschi
  • 17. Optimize for Engagement What content will inspire readers to: • Comment • Rate, Review • Share • Join • Link • Download • Buy @leeodden - #seschi
  • 18. CMO & SMO Framework Research Keywords Content & Optimize Customer Topics Promotion Socialize & Segments Message Plan Promote Preferences Search & Topics, SEO Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose Link Building @leeodden - #seschi
  • 19. Intersection: SEO, Social Content Blogs Keyword Focus Search Words Social Topics Social Topics @leeodden - #seschi
  • 20. Customer Keywords & Topics Do widgets impact the environment? Company XYZ How to save Round Widgets money on “widget” Eco-Friendly widgets? Value Priced @leeodden - #seschi
  • 21. Keyword Glossary Competitors Keywords Popularity Categories @leeodden - #seschi
  • 22. Content Plan Editorial Guide for Web & Social @leeodden - #seschi
  • 23. Social SEO Content  Blog Hub  Video Tips  Sharing Widgets  Widget Photos Flickr  Facebook Page for Green Widget Tips  Widget Tips Email Newsletter Content Plan  Widget Deals Twitter Account Keywords Topics  Guest Blog Posts Using Widget Company XYZ Keywords “widget”  Contributed Articles to Consumer & Environmental Pubs on Cost Saving Tips and Being “Green” @leeodden - #seschi
  • 24. Topic-Driven Content, Social, SEO Web Page Web Page Keyword Topics Web Page • Keyword 1 • Keyword 2 Blog Posts • Keyword 3 Infographics Images Press Release Videos Contributed Articles Guest Blog Posts PPT Industry Media PDF @leeodden - #seschi
  • 25. Ubiquity + Relevance = Win! Article on a digital camera. Previews of digital cameras that show how good tthey are. Article on a digital camera. Previews of digital cameras that show how good tthey are. Article on a digital camera. Previews of digital cameras that show how good tthey are. Article on a digital camera. Previews of digital cameras that show how good tthey are. @leeodden - #seschi
  • 26. Takeaways 1 Take a Customer Centric Approach: Segment, Profiles, Search & Social Keywords, Content, Social Networking. 2 Incorporate SEO, SMO in Processes: Optimize and socialize all content production & integrate analytics. 3 Practice Proactive Optimization Train staff on SEO, develop standards and leverage SEO & Social monitoring tools to reveal trends & track performance. @leeodden - #seschi
  • 27. Thank You  Lee Odden  lee@toprank.org  TopRankMarketing.com  TopRankBlog.com OptimizeBook.com Wiley - 2012 @leeodden - #seschi
  • 28. More Tweetable BONUS! 6 Content Tips: Tips! @toprank 1. Engage with your community and ideas will come out of that dialog 2. Ask for topics! 3. Look at popular questions on Quroa, Yahoo Answers and LinkedIn Q/A 4. Mine web analytics data: referring search keywords, questions that drive traffic 5. Look at your internal search engine: logged queries. 6. Find out what front line staff (sales, customer service) are being asked most often. @leeodden - #seschi

Editor's Notes

  1. The Convergence of Search, Social, and Content MarketingThe Google Panda update just made great content critical. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? How will you consistently create content your audience will enjoy? Join this panel as they provide case studies and walk you through a step-by-step approach that any organization can follow to grow their business online.
  2. Social media has been capturing the lion’s share of media attention in the internet marketing world and it’s often warranted. Social networks have facilitated major changes from revolutionizing online gaming to revolutions in countries. According to Forrester’s most recent Interactive Marketing Forecasts (2011 – 2016) for the U.S., interactive spend is to reach $76.6 billion by 2016. While social media spending will increase in that time, 43% of the overall interactive forecast by 2016 will be search marketing. Only 6% or so will be social media. That said, the combination of social and search may be even more powerful and as marketers realize the benefit of integration, many will see significant returns.
  3. In an interview with Wired Magazine, Udi Manber, Google’s head of search, said that Google will make as many as 550 changes to its search algorithm this year
  4. Customers do53% of time spent on the Internet is directly attributable to content consumption. AOL Nielsen May 2011
  5. In response to the massive competition for online attention and changes in consumer behaviors and expectations, I believe there are 3 areas marketers can optimize for a more strategic and holistic approach to successful internet marketing:Optimize for Discovery – How does your target audience prefer to find information? Search, Social, Email, Advertising, Word of MouthOptimize for Consumption – What content formats and media types does your community prefer?Optimize for Engagement – What messages, topics and contexts motivate your community to interact, share and convert?
  6. In response to the massive competition for online attention and changes in consumer behaviors and expectations, I believe there are 3 areas marketers can optimize for a more strategic and holistic approach to successful internet marketing:Optimize for Discovery – How does your target audience prefer to find information? Search, Social, Email, Advertising, Word of MouthOptimize for Consumption – What content formats and media types does your community prefer?Optimize for Engagement – What messages, topics and contexts motivate your community to interact, share and convert?
  7. In response to the massive competition for online attention and changes in consumer behaviors and expectations, I believe there are 3 areas marketers can optimize for a more strategic and holistic approach to successful internet marketing:Optimize for Discovery – How does your target audience prefer to find information? Search, Social, Email, Advertising, Word of MouthOptimize for Consumption – What content formats and media types does your community prefer?Optimize for Engagement – What messages, topics and contexts motivate your community to interact, share and convert?
  8. framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
  9. The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.