Post on 20-Jan-2015
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© 2013 Promodo www.promodo.comcontact@promodo.com
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Content marketing for SEO and brand awareness
Anna Korolekh, Marketing Manager at Promodo SemCamp 2013
© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
What is it about?
Why has content marketing become suddenly so popular?
Content marketing and content writing: what’s the difference?
3 essential steps to launch content marketing campaign
7 basic content types
3 content marketing commandments
What has worked well in our case?
Some ideas from big brands
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What is the reason behind such sharp interest increase ?
© 2013 Promodo www.promodo.comcontact@promodo.com
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© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
Panda, Penguin and other animals…
EzineArticles.comHubPages.comMahalo.comExaminer.com
2011: 9 updates of Panda algorithm
© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
2011: 9 updates of Panda algorithm
2012: 14 updates of Panda algorithm 3 updates of Penguin algorithmDMCA EMD
2013: 2 updates of Panda algorithm
© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
Why not content writing? What’s the difference?
© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
3 most important steps:
© 2013 Promodo www.promodo.comcontact@promodo.com
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setting goals
defining target audience
selecting channels that influence the target audience
trafficconversionssalesbrand awarenessbuilding up the reputation of an expert
housewivesmiddle-level managers entrepreneursprogrammersteenagers and studentsetc., the more categories, the better
http://www.webmonkey.com/http://www.infoq.com/http://techcrunch.com/http://gizmodo.com/http://arstechnica.com/http://stackoverflow.com/http://www.reddit.com/http://mashable.com/
© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
7 basic content types:
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Articles from experts, advice, guides, tips;
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© 2013 Promodo www.promodo.comcontact@promodo.com
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News;
7 basic content types:
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7 basic content types:
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Articles-reviews;
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7 basic content types:
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Case studies and success stories;
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7 basic content types:
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Articles-conflicts;
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7 basic content types:
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Regular posts bringing up the most important events in your niche;
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7 basic content types:
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Interviews with experts;
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+ additional value to your content
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Video, infographics, audio podcast, checklist, presentation, downloadable guide, e-book, etc.
© 2013 Promodo www.promodo.comcontact@promodo.com
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Where to submit the content?
© 2013 Promodo www.promodo.comcontact@promodo.com
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Go back to the list of influencers of your target audience Carefully study guest post requirements
Don’t forget to boast about our best previous publications
Offer several posts to choose from
Wait patiently
© 2013 Promodo www.promodo.comcontact@promodo.com
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Real life examples: what has worked in our case?
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+ 1 221 links
~ $500
Infographics/ guest posts
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Where to submit infographics?
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1 http://www.reddit.com/r/Infographics/
2 http://visual.ly
3 http://www.coolinfographics.com
4 http://www.visualizing.org
5 http://www.infographicsarchive.com/
6 http://datavis.tumblr.com
7 http://datavisualization.ch
8 http://infographics.tumblr.com
9 http://infographicsite.com
10 http://infographr.tumblr.com
11 http://submitinfographics.com
12 http://theinfographics.blogspot.com
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Mini online events (webinars)
strengthens the reputation of brand’s expertise
diversifies website content
ideal for B2B websites, outsourcing companies
content, presentation and speaker (speakers)
What do you need to start?.
about a month for promotion and attracting the audience
special software to hold a webinar , for example, Gotomeeting (минимальная подписка $100)(optional) advertisement budget (LinkedIn, Facebook)
© 2012 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
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Guides, downloadable files
strengthens the reputation of brand’s expertise
marketing and sales leads
content + time for its creation
What do you need to start?.
create a landing page tailored to the content + promotion via PPC
special software to gather the data about users who have downloaded the files(минимальная подписка $100)
© 2012 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
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What do big guys do?
McDonald’s Canada – Your Questions – Our Food http://yourquestions.mcdonalds.ca/
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What do big guys do?
LEGO Club – http://club.lego.com/en-us/interactive-magazine/
© 2012 Promodo www.promodo.comcontact@promodo.com
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What do big guys do?
Kraft Foods – http://www.kraftrecipes.com/home.aspx
© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
3 content marketing commandments
© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
don’t expect immediate results; try, test, find out what works the best
think about your target audience first of all: create content which is interesting for your users even if sometimes it isn’t totally relevant to your niche
don’t ask users to buy something at once: do minimum of self-promotion and wait until they get to know you and start to trust
© 2013 Promodo www.promodo.comcontact@promodo.com
United Kingdom+44 0203 1376 681
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Thank you for your attention!
Anna KorolekhPromodo
a.moseva@promodo.comwww.promodo.com@promodo_enfacebook.com/promodo