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About Search Influence & the Importance of Content Marketing for Local Bussinesses
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Content Marketing plays a vital role in helping businesses compete online. The While content marketing spans everything from blogs to infographics,
Transcript of About Search Influence & the Importance of Content Marketing for Local Bussinesses
Scalable solutions powered by experts!
@w2scott
ABOUTSEARCH INFLUENCEHelping customers successfully market online since 2006 through search engine optimization (SEO), social media, paid online advertising, and reputation management.Search Influence
• 70+ in-house employees
• 40+ contract writers
• Google AdWords & Analytics Certified Staff
• Certified Google Partner
Reputation• 2011 Inc. 500 honoree
• 2012 & 2013 Inc. 5000 honoree
• 2013 Inc. Hire Power Award Winner
• Recognized leader in search and social for local business
• Over a decade in online media
@searchinfluence
OUR TEAM
@searchinfluence
• First website online in 1994• Deployed over 2,500 customized
web sites in 18 months (with a production staff of 12).
• Former Vice President of YPsolutions
• Deployed over 300 online yellow pages a year with print “look and feel”
• Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 month (in 2005)
• Preaching the Gospel of Facebook Ads for local business since 2009
• Produced more than 150,000 pages of web copy in 2013
WILL SCOTTABOUT ME
@w2scott
BUILDING A COMPANY THAT SCALES
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comScore March 2013 Top US Web Properties
Google SitesYahoo! SitesMicrosoft SitesFacebookAmazon Sites
http://goo.gl/ZiSwq
MOST VISITED SITES
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Most Searched
comScore March 2013 Top Google Web Searches
facebookyoutubeyahooyahoo mailfacebook login
http://goo.gl/YMjcI
MOST SEARCHES
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“If you don’t like change, you’re going to like
irrelevance even less.”
David F. Jakielo
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THE OPPORTUNITY “… estimates see this as a ~$2b opportunity for newspapers by 2016, accounting for ~40-50% of all digital revenue.”
- BIA Kelsey
@searchinfluence
11.
STEADY SHIFT TOWARD DIGITAL MEDIA
Source: BIA Kelsey 2014
12.Source: KPCB Internet Trends Report 2014
MEDIA SHARE OF USAGE VS. SHARE OF AD
DOLLARS
NATIVE ADVERTISING POPULARITY IS GROWING
• Publishers
• Social Platforms
• Brands
• Agencies
• Technology
NATIVE ADVERTISING: PROS
NATIVE ADVERTISING CAMPAIGNS: CRITICAL ELEMENTS FOR SUCCESS
• Transparency & trust• Content strategy• Collaboration• Earned component• Content portability• Training• Ability to scale• Measurement
Image source: https://flic.kr/p/5z71rH
According to IAB’s Native Advertising Playbook 2014
TYPES OF NATIVE AD UNITS
• In feed units
• Paid search units
• Recommendation units
• Promoted listings
• In-ad with native element units
• Can’t be contained
Includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets.
US Digital Sponsorship Ad Spending
Owned & Earned Media Channels Continue to Gain Traction
SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS
Frequency of Updating Online Properties
SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT
Ways Business’ Online Properties Are Integrated
SMB Content Integration a Work in Progress
CONTENT MARKETING
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TYPES OF CONTENT WE PRODUCE
Website content Optimized business descriptions Neighborhood / community guides Vertical guides Sponsored editorial content Infographics Blogging Newsletters E-mail marketing campaigns Press releases Social media posts White papers Journalistic editorial content Video More…
CONTENT EXAMPLES
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NEIGHBORHOOD / VERTICAL GUIDES
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Content is Important
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Content is Important
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/
Content is Important
Content is Important
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ONLINE PRESS RELEASES
NATIVE ADS - NEWSFEED
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Example Source: The Atlantic http://www.theatlantic.com/
Example Source: The New York Times http://www.nytimes.com/
SPONSORED BLOGS
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Example Source: http://www.theonion.com/sponsored/insufferable-man-utters-words-craft-beer-movement,110/
BLOG CONTENT
VIDEO
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Great opportunity to Tell The Story
And have customers tell their story
Contact Forms
VIDEOS
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VIDEOS
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VIDEOS
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VIDEOS
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Example Source: The Atlantic http://www.theatlantic.com/video/
Sponsored Message
Example Source: The Atlantic http://www.theatlantic.com/video/index/373700/is-trading-stocks-for-suckers/
Example Source: BuzzFeed http://www.buzzfeed.com/friskies/dear-kitten-vertical
NON-TRADITIONAL / B2B
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INFOGRAPHICS
SOCIAL CONTENT
SOCIAL CONTENT
CONTENT CASE STUDY
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The History:
• LocateADoc.com is a directory and lead generator for doctors across the US, Canada and Mexico. In 2012, they went through a site redesign and they lost online authority. Site traffic also decreased by 52%.
The Approach:
• An aggressive SEO and content marketing strategy was implemented including monthly infographics.
The Results:• How to Give Yourself a Breast Exam was published 10/24/2012. • LocateADoc.com reported 10/24/2012 to be their 2nd highest day of new
patient leads since the new site launched.
Highlights (1 Month Later):• 2,496 pageviews to the Infographic• The average time visitors spent on the page was 00:10:54, which is 1,275%
above site average• Referral site traffic increased 15.2%
National Medical Directory
CONTENT SUCCESS: INFOGRAPHICS
