Content Marketing track keynote presentation at BlogWorld & New Media Expo New York 2012 by Lee Odden of TopRank Online Marketing.
Optimize and Socialize for Better Content Marketing Results.
2. Why Should We
Care About Content
Marketing?
@leeodden @toprank
3. Content Powers
Search
comScore 2012
Google: 12 Billion
Searches Per Mo
Fleishmann Hillard 2012 Digital Index
89% Led to Purchase
by Search Engines
@leeodden @toprank
4. Content Drives
Social Sharing
AOL Nielsen May 2011
73%
of industry related
Tweets link to content
AOL Nielsen May 2011
64%
of industry related blog
posts link to content @toprank
@leeodden
5. Content Attracts & Engages
Newsletter
Social Ads
PPC Reviews Community
Forum Social Networks
Email Blog
Website Blog
Online Ads Media
awareness consideration purchase retention advocacy
Direct Mail
Email Store FAQ
Word of Mouth Promotions
Knowledge Base
P
Ecommerce
R Radio
TV
Print
Across the
Customer Lifecycle @toprank
@leeodden
6. Content
Info-tains Marketo User Summit 2012
@leeodden @toprank
10. Inspires… Referrals
Hey Steve,
38% of Web Users
I’d like to introduce you to Shelly at
have recommended Brand XYZ. She’s an expert on
5-9 Brands Widget Wrangling and writes a very
Useful blog about it. I think she
would be perfect for your situation.
100% recommend
Your Customer,
at least one brand
Sandy
Zuberance / eMarketer 2012
@leeodden @toprank
17. Content Marketing Isn’t About You
Buy our stuff! Me. Me me. Oh, Based on your
We have and me. It’s all feedback, we’re
great stuff! about me posting tips and how
Buy it now! to’s on our most
popular products.
So many of you are
looking for Widget
Wranglers, we’ve
created a new
weekly column.
@leeodden @toprank
19. Make A Content Marketing Plan
What
Who are What do Make it
stories will
you writing they care easy to find
connect
for? about? & share
you?
Preferences Search & Editorial Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose PR, Linking
awareness consideration purchase retention advocacy
@leeodden @toprank
21. 1 Customer. Problem. Solution.
Who are your readers?
What are their goals?
Which problems can be
Carrie Stan Maria solved with content?
“A blog is only as interesting as the interest
shown in others.”
@leeodden @toprank
22. 1 Customer. Problem. Solution.
What are YOUR goals?
What makes YOU different?
How will you solve customer
problems with content?
Blogger Social
“To stand out, your blog should stand for
something: unique & specific.”
@leeodden @toprank
23. 2 What To Write About?
Sweet
You Spot! Readers
@leeodden @toprank
24. Optimized & Socialized Content Plan
awareness consideration purchase retention advocacy
Align Customer Needs With Content
Buying
Keywords Social Topics Content Type
Cycle
Time Saving Housekeeping, Blog post, articles in
Awareness housekeeping tips
Naptime Cleaning relevant magazines
robot cleaners,
What types of automated
Interest automatic Demonstration video
cleaners are there?
cleaning
Maria
Product feature/benefit
robot cleaner What are the best robot
Consideration list. Comparison to
reviews cleaners?
competitors
Customer Pain Points Purchase
robot , Zrobot
how to buy, Where can I buy a Zrobot?
Store locator, geo-specific
• No time to clean Zrobot prices
store pages, FB fan pages
• 5 small children who spill and make
Zrobot cleaning How to get more uses from Blog posts, guest posts,
messes Retention
tips your Zrobot video
• Light colored carpet
• Cannot afford a weekly maid Zrobot fans,
Zrobot mom user group Q Facebook Fan page,
Advocacy Zrobot
and A, tips Forum, Zrobot Newsletter
accessories
@leeodden @toprank
25. 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
@toprank
@leeodden
26. 3 Facts Tell, Stories Sell
Essential questions for
each content object:
What’s the story?
How will it persuade?
How does it connect
with your past stories?
@leeodden @toprank
27. Connected Content
Topical Blog Post Infographic Video Report
Theme
Blog Post Infographic Video Report
Blog Post Infographic Video Report
Blog Post Infographic Video Report
Blog Post Infographic Video Report
Weave Themes Into Stories
@leeodden @toprank
28. Connected Content
Keyword 1 Keyword 2 Keyword 3 Keyword 4
Keyword A Blog Post Infographic Video Report
Keyword B Blog Post Infographic Video Report
Keyword C Blog Post Infographic Video Report
Keyword D Blog Post Infographic Video Report
Keyword E Blog Post Infographic Video Report
Create a Keyword Matrix
@leeodden @toprank
32. 5 ABO – Always Be Optimizing
Set goals
Repeat Make a Plan
Refine Implement
Measure
Results
@leeodden @toprank
33. Master SEO Basics
Your Ideas Tech SEO Audit
Topical Focus
Your Biz
Keyword Glossary
Category Search Words
Keywords
Social Topics
Keywords
Keywords
Category
Blogs
Keywords Social Topics
Keywords
Keywords
Keywords
Analytics Monitoring Conversions
@leeodden @toprank
39. Planning - WHY
Take a Holistic view of
Search, Social & Content
Where does an integrated
approach fit?
Research, Audit & Listen
Set Goals, Create a Roadmap
@leeodden OptimizeBook.com @toprank
40. Implementation - HOW
- Personas
- Keyword Research
- Content Plan
- Creation & Curation
- Content Optimization
- Social Networking
- Promotion & Links
- Measurement
@leeodden OptimizeBook.com @toprank
41. Scale - WHO
Make integrated search, social
& content part of a process
Identify training opportunities
for knowledge transfer
@leeodden OptimizeBook.com @toprank
9:00 AM to 10:00 AM - Thu. Jun. 7th Room 1A08Search, 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 Points1. Learn the framework for an optimize and socialize approach to content marketing2. Understand the framework for optimizing across the customer lifecycle3. Know the difference between KPIs and business outcomes for web and social measurementhttp://www.blogworldexpo.com/2012-nyc/conference/sessions/optimize-and-socialize-for-better-content-marketing/