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Optimize Strategy - Integrated SEO, Social Media & Content Marketing #fusionmex

Lee Odden of TopRank Online Marketing presents on developing an integrated online marketing strategy focused on SEO, Social Media and Content Marketing at Fusion Marketing Experience in Antwerp Belgium.

1 of 38
Digital Marketing Integration
    Social - Search - Content
             @LeeOdden
         TopRankMarketing.com




           @leeodden - #fusionmex
Bonjour - Hallo




CEO: TopRankMarketing.com
Author: OptimizeBook.com
Blogger: TopRankBlog.com
Columnist: ClickZ.com
“Aspiring Best Dad in the World”
                      @leeodden - #fusionmex
@leeodden - #fusionmex
Every 2 Days,
           We Create As Much
           Information
           As We Did Since the
           Dawn of Time
           To 2003
           Source: Eric Schmidt – 8/10 (via TechCrunch)




@leeodden - #fusionmex
Google sites handle 88 billion searches
        per month worldwide
                                                   Source:
                                                   comScore
  At any given time there
  are 50-200 different
  versions of Google’s core
  algorithm in the wild
  *Google Inside Search




                       What are you
                      optimizing for?
                          @leeodden - #ionsearch
Is All of Your Content Findable?
          Is it Shareable?


     Search                            Social




              @leeodden - #ionsearch

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Optimize Strategy - Integrated SEO, Social Media & Content Marketing #fusionmex

  • 1. Digital Marketing Integration Social - Search - Content @LeeOdden TopRankMarketing.com @leeodden - #fusionmex
  • 2. Bonjour - Hallo CEO: TopRankMarketing.com Author: OptimizeBook.com Blogger: TopRankBlog.com Columnist: ClickZ.com “Aspiring Best Dad in the World” @leeodden - #fusionmex
  • 4. Every 2 Days, We Create As Much Information As We Did Since the Dawn of Time To 2003 Source: Eric Schmidt – 8/10 (via TechCrunch) @leeodden - #fusionmex
  • 5. Google sites handle 88 billion searches per month worldwide Source: comScore At any given time there are 50-200 different versions of Google’s core algorithm in the wild *Google Inside Search What are you optimizing for? @leeodden - #ionsearch
  • 6. Is All of Your Content Findable? Is it Shareable? Search Social @leeodden - #ionsearch
  • 7. SEO Basics Crawling Keywords Links Image source: Mr Thắng @leeodden - #ionsearch
  • 8. SEO Basics Have Evolved Products Tech SEO Audit Topical Focus Services Keyword Glossary Search Words Category Keywords Keywords Social Topics Keywords Category Blogs Keywords Social Topics Keywords Keywords Keywords Conversions @leeodden - #ionsearch
  • 9. What About Customers? Customers Experiences Outcomes Optimizing for consumers, experiences & outcomes transcends Google, Social or Content. @leeodden - #ionsearch
  • 10. Customer Lifecycle Content @leeodden - #ionsearch
  • 11. SEO Social Content @leeodden - #fusionmex
  • 13. Brands Are Betting Big on Social Via MarketingProfs 63% - Social 45% - Email 45% - Content 43% - SEO/M 36% - Video @leeodden - #fusionmex
  • 14. “Companies with a high level of social engagement enjoyed an ROI almost four times higher than companies with no social media presence.” PulsePoint and the Economist Intelligence Unit 2012 The Economics of the Socially Engaged Enterprise @leeodden - #fusionmex
  • 15. Impact of Social Brand Awareness Recruit New Customers @leeodden - #fusionmex
  • 16. Who cares about great content? @leeodden - #fusionmex
  • 17. Customers Do! 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 - #fusionmex
  • 18. B2B Buyers in UK, France, Germany Italy, Belgium Buyersphere Report 2011 @leeodden - #fusionmex
  • 19. The Problem? Silos! Social Search Content @leeodden - #fusionmex
  • 20. Convergence Search Social Content Public Marketing Relations @leeodden - #fusionmex
  • 21. Shift Content Marketing Trilogy Consume Share Discover @leeodden - #fusionmex
  • 22. Discovery - Consumption - Sharing “I need a digital camera” Asks friends on FB Searches Google SERP: Article Digital camera reviews. Suggested cameras Are they any good? Read our Customer Reviews See Ratings Purchase: Buys a Sony NEX-5 Post to Twitter & FB: “I just bought a Sony Consumer NEX-5 from Cameras Cameras R Us @THX! R Us! @leeodden - #fusionmex
  • 23. Let’s Break That Down Article on a digital camera. Previews of digital cameras that show how good tthey are. Article on a digital camera. Previews Article on a digital of digital cameras on a digital camera.Article Previews that show howcameras of digitalcamera. Previews good that show how cameras tthey are. digital of good tthey are. that show how good tthey are. $ Consumer Cameras R Us @THX! @leeodden - #fusionmex
  • 24. Understand Your Audience What are they interested in? Where do they look for it? How do they prefer to consume that content? What formats and media do they like most? Why do they share & buy? @leeodden - #fusionmex
  • 25. Discovery: Influential Sources B2B Buyers: UK & Germany Focus on New Media France, Italy & Belgium Value Traditional Media Buyersphere Report 2011 @leeodden - #fusionmex
  • 26. Consumption: Tablets Gain on Mobiles Source: comScore & Telefonica @leeodden - #fusionmex
  • 27. Sharing: Twitter leads in sharing of brand content Each shared message will reach an avg of 77 friends Source: eCircle European Social Media & @leeodden - #fusionmex Email Marketing Study
  • 28. What’s a good model for Integrating the best of SEO, Social Media and Content? @leeodden - #fusionmex
  • 29. Optimized & Socialized Framework Awareness > Interest > Consideration > Purchase 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 - #fusionmex
  • 31. Evolve Hub Into A Constellation Topic B Topic C Social Hub Topic A Topic D Topic E @leeodden - #fusionmex
  • 32. CPG Mfg: Only 96 phrases Most are brand terms @leeodden - #fusionmex
  • 33. Fabric Retailer: 4,419 phrases Broad category & brand terms @leeodden - #fusionmex
  • 34. Just Say No to Silos To scale, companies need to look beyond social for marketing, PR & service & look at evolving a social business. Marketing Marketing Community Customers Customers Public Relations Public Relations Sales VS Sales Customer Service Customer Service Human Resources Human Resources @leeodden - #fusionmex
  • 35. Use, Evaluate & Recommend For Social SEO Best Practices @leeodden - #fusionmex
  • 36. Optimize Is a State of Mind Website Blog Book Google+ White Papers Twitter Articles Facebook Guides YouTube Webinars Flickr Guest Posts ABO LinkedIn Events Slideshare Press Releases @leeodden - #fusionmex
  • 37. 3 Takeaways 1 Customer Centric Keywords: Research keywords & Social topics to inspire a social content plan. 2 Incorporate SEO, SMO in Processes: Optimize and socialize all content production & integrate analytics. 3 ABO: Always Be Optimizing Establish organizational & interdepartmental goals. Cross train on SEO, Social & Content. @leeodden - #fusionmex
  • 38. Thank You Lee Odden lee@toprank.org @leeodden TopRankMarketing.com OptimizeBook.com TopRankBlog.com Buy the Book – Get Optimized! Free SEO Audit Guide when you order. @leeodden - #fusionmex

Editor's Notes

  1. Digital Marketing Integration: Social, Search and ContentLee Odden, Author: Optimize, CEO: TopRank Online Marketinghttp://optimizebook.comhttp://www.toprankmarketing.comhttp://www.toprankblog.comEvery 60 seconds there are over 1,500 blog posts, 90,000 tweets, 700,000 Facebook status updates and over 700,000 search queries on Google. The sheer volume of content produced and shared by connected consumers is overwhelming. With independent search, social media and content marketing efforts, brands are hard pressed to find an effective model for integration. The search and social web are reliant on content and it is through more effective content marketing that brands can cut through the noise to meaningful customer engagement and sales. This presentation will outline key trends in the relationship between consumers and content by understanding Discovery, Consumption and Sharing preferences and how a content marketing strategy that integrates the best of SEO and Social Media can boost Digital Marketing effectiveness. 
  2. What happens in 60 seconds on the internet?
  3. http://techcrunch.com/2010/08/04/schmidt-data/
  4. http://www.comscore.com/Press_Events/Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_200970% of brands social media content (FB or Twitter) doesn’t rank in top 20 on Google for brand namehttp://www.brightedge.com/2011-04-18-brightedge-study-social-media-seo-optimization
  5. The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.
  6. As marketers gear up for the fourth quarter, the busiest time on their marketing calendars, nearly two-thirds (63.4%) say they are planning to increase focus on social media over the next 12 months, while nearly one-half plan to increase focus on email (45.5%) and content marketing (45.3%), according to a new survey from Bizo.Moreover, among those who conduct social marketing, most (97%) say social media is now more or equally important to the marketing mix than it was in the previous year.http://www.marketingprofs.com/charts/2011/5786/brands-betting-big-on-social-email-content-marketing?adref=nl082511
  7. http://www.pulsepointgroup.com/staging.pulsepoint/wp-content/uploads/2012/03/AP-Presentation-3_22_12-final.pdf
  8. http://www.emarketer.com/Article.aspx?id=1008802&R=1008802
  9. Who cares about great content?
  10. Customers do53% of time spent on the Internet is directly attributable to content consumption. AOL Nielsen May 2011
  11. Buyersphere Report 2011http://www.baseone.co.uk/content/s2/pdf/BUYERSPHERE_2011.pdf
  12. They want to be educated and their behaviors for information discovery, consumption and sharing have changed
  13. They want to be educated and their behaviors for information discovery, consumption and sharing have changed
  14. Buyersphere Report 2011http://www.baseone.co.uk/content/s2/pdf/BUYERSPHERE_2011.pdf
  15. comScore & Telefonicahttp://cdn.bizcommunity.com/f/1201/Connected_Europe_Booklet_PDF_-_January_2012.pdf
  16. eCirlcehttp://www.ecircle.com/en/products-services/social-media-software/social-media-email-marketing-study.html
  17. framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
  18. By creating a silo for your social media across your organization you cannot effectively target your customers via social media