Content marketing eastwest_public_relations_2010

Singapore | Beijingwww.eastwestpr.co

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New Marketing mechanismsOr, « How to make content king »

For more information, please contact:

Christian [email protected]


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Brands

ConsumersAds: TV, DM, radio, web banners

Brands

Brands

Brands

Brands

Brands

Alergy and immunity to Advertising

Consumer became exposed to so many ads that they lost interest and trust in marketing messages.

The consequences of classic advertising:


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The new situation:

•Classic advertising has lost two thirds of it’s impact in 20 years 1

•Consumers don’t trust brands’ messages

•Consumers can find any information about any brand or product

•90% of purchase decision begins online 2

1.2.


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Brands

Consumers

Discussion, forums,Blogs, microblogging, SNS

RSS news feed

Articles, whitepapersManuals, directories

Webinars, vidcasts, tutorials

The new paradigm: consumers look for content that provide solutions and helps them lead productive jobs and lives.


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Brands

Consumers

How to catch the attention of your target group in today’s overcrowded online space?


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Creation of content can help you:

•Become a trusted resource for your target group.

•Use content to give authority to your website.

•Increase traffic and conversions.


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Content must be:

1. Relevant What are people really looking for?

2. Found by search engines Can search engine see your

content?

3. Monitored How do you

know if you do well?

3 conditions to make your content King


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1. Content must be relevant (searched by target group)

Your content must match how web-users perform searches on search engines like Google, Yahoo, Bing, Baidu, etc.


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«How do I know that my content is relevant? »Search volume analysisKeyword Count

backpain 18,807

lumbago 1540

Acupuncture pains 1329

Drugs lumbago 720

Beijing massage 677

Acupuncture Beijing 324

Beijing lumbago medicine 16

Beijing lumbago acupuncture 5

Drugs Beijing back acupuncture 3

Beijing back lumbago pain medicine 2

Wordtracker.comKeyword volume searches show what web-users are really looking for.

The search volume analysis tells you that 720 people perform a search about “drugs lumbago” every month.


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Words that you use in your documents,

website, etc.

Words that web-users use in searching

pain

Healing backdrugslumbago

acupuncture

drugsBeijing

Make sure that you “speak the same language” as you target group. Don’t use words that they are not using.


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Web trafficWords that you use in your documents,

website, etc.

Words that web users use in searching

Web users will find your website because of the keywords that you are using to describe your products and services.


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2. Content must be valued by search engines

• Create external content that point to your website

• Optimize your website for search engines

Website

Once you have picked the right keywords, you must make sure that your content can be found by search engines.


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Creating external content thatpoints to your website

Optimize PDFs

•Make sure your PDFs are text based

•Build links with anchor text, instead of:

https://wbssoexte.wbk.org/siteminderagent/pwservlet/PSWDChan

geServlet?TYPE=33554432&REALMOID=06- wbssoexte.wbk.org%2fse

•Place PDF closer to the root level of the site’s file structure

•Complete the document properties

•Optimize the copy (keywords consistency, prominence, frequency)

•Optimize the file size for search

Uploading documents can attract traffic to your website if these are optimized, ie visible to search engines.


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Optimize Articles and online press releases

•Provide sharing options (content sharing, microblogging, bookmark)

•Enrich with mulimedia: videos, images, PPT, polls

•Build links with anchor text

Optimize videos• post on high traffic video hosting sites (youtube, youku)

• Ad tags

Creating external content thatpoints to your website

If many online articles, releases, video, PPT, blog posts point to your website, search engines will see it as authoritative.


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1) Generate inbound links

•Pay Per Click (Google Adword)

•Syndicate articles and releases (EzineArticles, GoArticles, PRWeb)

•Get directory listings (Open Directory ,Yahoo, LookSmart,Zeal.com)

•Collect links with Freebies & Giveaways

•Renting links

Optimize your website for search engines

Search engines use your number of backlinks to determine if your website should be ranked on the 1st or the 135th result page.


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Optimize with metatags

Title tag: 5 - 10 wordsDescription tag: Concise summary of the pageKeyword tag: An upper limit of 900 characters with spaces

Optimize the copyKeyword prominence: header and prominent placement will give weight to keywordsKeyword relevance: Do your keywords make sense in relation to the rest of you content? Keyword frequency: repeat important keywords, but not excessively.

Optimize your website for search engines

Be consistent with your keywords strategy, they must appear everywhere: articles, blog posts, page text, metatags, links, etc.


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Optimization workflow:

“a process, not a project”

Optimization is never finished. Competitors adapt, search engines improve their methods and web technology changes rapidly.


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3. Content use must be monitored

« How will we know that the content plan is working? »

A few tools

• Baidu document search: PDFs, XLS, DOC, PPT

• Monitor your Google page rank before and after implementation

• Track social media activity:

Western social Media : SocialMention, blogpulse, Cymphony,

JamieQ

Chinese social Media: i-Monitor, Qihoo

• Website analytics: conversion rate, bounce rate, Cost per conversion.

• Video, PPT, dowloadables: page views, no. of downloads

• Monitor number of backlinks

A great strategy is useless if you don’t know the results of your efforts. Measure BEFORE, DURING and AFTER a campaign.


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Conclusion:

To attract customers, become a trusted resource.

Create and optimize great content.

Optimization is a process, not a project.


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Find case studies and resources on:

www.eastwestpr.com


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Thank you for your attention

Content marketing eastwest_public_relations_2010

Technology

Transcript of Content marketing eastwest_public_relations_2010