1. Social Media &
Content Marketing
An Optimized Approach
@LeeOdden
TopRankMarketing.com
TopRankBlog.com
CEO, Author, Blogger
OptimizeBook.com
@leeodden #OptimizeBook #smbmsp48

2. About Lee & TopRank Marketing
Attract – Engage – Convert
@leeodden #OptimizeBook #smbmsp48

3. Enough About Me, What About You?
Audience Poll:
What Are Your Social Objectives?
1. Awareness
2. Engagement
3. Customer Service
4. Direct Sales
5. Something Else?
@leeodden #OptimizeBook #smbmsp48

4. Ubiquitous Connectivity
“50 billion connected devices Create
by 2020.” Source: Ericcson, 2011
Consume
Publish
Interact
Transact
@leeodden #OptimizeBook #smbmsp48

5. 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.
@leeoddenSource: State of Content Marketing, Outbrain 2012
#OptimizeBook #smbmsp48

6. Why Invest in Social?
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 #OptimizeBook #smbmsp48

7. BUT… Is it Integrated?
?
@leeodden #OptimizeBook #smbmsp48

8. Is it Optimized?
Contributed
Articles
Live Events ?
Case Studies
Facebook Twitter
Infographic
Blogs Videos
@leeodden #OptimizeBook #smbmsp48

9. 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 #OptimizeBook #smbmsp48

10. Persona
“Jane Exec”
Influences CEO
Marketing
Goals:
Fast, Save Optimization
$, Service
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 #OptimizeBook #smbmsp48

11. Fast
@leeodden #OptimizeBook #smbmsp48

12. 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 #OptimizeBook #smbmsp48

13. To Optimize Isn’t Just About SEO
@leeodden #OptimizeBook #smbmsp48

14. To Optimize Is Continuous
 Hypothesis
 Plan
 Implement
 Measure
 Refine
 Repeat
@leeodden #OptimizeBook #smbmsp48

15. 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 #OptimizeBook #smbmsp48

16. To Optimize is Relevant to All
Corporate Content
and Objectives
Public Human Customer
Marketing
Relations Resources Service
@leeodden #OptimizeBook #smbmsp48

17. But First Things First:
To Optimize Social
Media & Content,
You’ll Need to
Know the Customer
and their Journey.
@leeodden #OptimizeBook #smbmsp48

18. Content Optimization Triology
@leeodden #OptimizeBook #smbmsp48

19. What’s Your
Customer’s Journey?
Is it Optimized?
@leeodden #OptimizeBook #smbmsp48

20. Traditional Sales Funnel
Awareness
Interest
Consideration
Purchase
@leeodden #OptimizeBook #smbmsp48

21. 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 #OptimizeBook #smbmsp48

22. Optimize Across the Customer Lifecycle
Advocacy Awareness
Retention Interest
Purchase Consideration
@leeodden #OptimizeBook #smbmsp48

23. Map Content to Customer Journey
Source:
First 10 &
Smart Insights
@leeodden #OptimizeBook #smbmsp48

24. Map Brand & Buyer Goals to Info
Source: heidicohen.com/content-marketing-purchase-process/
@leeodden #OptimizeBook #smbmsp48

25. Lifecycle
Optimization
Disconnect
It’s not the media format
that’s most important,
it’s the information.
Right: Info, Format, Timing
@leeodden #OptimizeBook #smbmsp48

26. Operationalize Optimization
awareness interest consideration purchase retention advocacy
Who is What do What stories Make it
your they care will connect easy to find
audience? about? you? & share
Preferences Search & Editorial Social & SEO
Pain Points Social Data Calendar, Networking, P
Behaviors Sources Repurpose R, Linking
@leeodden #OptimizeBook #smbmsp48

27. 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 #OptimizeBook #smbmsp48

28. Social 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 #OptimizeBook #smbmsp48

29. 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 #OptimizeBook #smbmsp48

30. 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 #OptimizeBook #smbmsp48

31. 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 #OptimizeBook #smbmsp48

32. B2B Marketing SaaS
Audience: Sales, Marketing
Execs
Keywords: Broad & Category
Content: Resource Center,
Blogs, Social Content, Media
Optimize: Corp Site, Articles,
Blogs, Digital Assets, Social
Socialize: FB, LinkedIn, G+,
Slideshare, Twitter, YouTube
Integration: Marketing & PR
Measure: Non-Brand Keyword
Traffic, Social KPIs, Leads,
Conversions
@leeodden #OptimizeBook #smbmsp48

33. Google+ Facebook
Interactive Blogs Slideshare
Twitter LinkedIn
Flickr
@leeodden #OptimizeBook #smbmsp48

34. KPIs & Business Outcomes
KPIs:
20k+ Blog Subscribers
2,000+ customers, 4+ years
• 700% revenue growth past
24k Facebook Fans
2 years*
46k Twitter Follows • Fastest growing SaaS after
5,000+ LinkedIn Group salesforce.com (Jon Miller, VP Marketing)
Members
• SEO & Blogs most
100’s top 10 Google effective lead gen source
positions
“b2b marketing” (Jon Miller, VP Marketing)
@leeodden #OptimizeBook #smbmsp48

35. 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 #OptimizeBook #smbmsp48

36. Consumption: F100 B2B
Video Content
• Target audience engaged by video
Web analytics, social shares,
competitor analysis
• No new budget to create video
• 100+ non-promoted or offline videos
• Audit video assets into themes
that align with editorial plan
• Apply Social & SEO best practices
• Create channels by segment
• Schedule uploads & shares
• Result: Drives
awareness, engagement, education
@leeodden #OptimizeBook #smbmsp48

37. 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 #OptimizeBook #smbmsp48

38. Engagement: F100 Technology
SMB Community
Target SMB audience seeks a “safe”
environment to be educated on tech topics
• Content Strategy aligns customer
tech needs with editorial plan
• Audit 100’s of existing content &
media assets for repurposing
• Develop new content, co-create
content with partners
• Content attracts & engages – gives more
data for future content
@leeodden #OptimizeBook #smbmsp48

39. Optimization is an Approach
Set Goals
Repeat Make a Plan
ABO
Refine Implement
Monitor &
Measure
@leeodden #OptimizeBook #smbmsp48

40. Makes Sense, But…
Can We Really Do
This?
@leeodden #OptimizeBook #smbmsp48

41. Yes You Can
You Can Do Anything!
@leeodden #OptimizeBook #smbmsp48

42. With the
Right Plan
OptimizeBook.com
@leeodden #OptimizeBook #smbmsp48

43. 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 #OptimizeBook #smbmsp48

44. Optimized Implementation: HOW
Audience & Personas
Keyword & Topic Research
Content Plan
Creation & Curation
Content Optimization
Social Networking
Promotion
Measure & Refine
OptimizeBook.com
@leeodden #OptimizeBook #smbmsp48

45. 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 #OptimizeBook #smbmsp48

46. Optimize Is A
State of Mind
@leeodden #OptimizeBook #smbmsp48

47. Thank You
lee@toprank.org
OptimizeBook.com
TopRankMarketing.com
TopRankBlog.com
@leeodden #OptimizeBook #smbmsp48