Content Optimization: How To Integrate Search, Social And Inbound To Drive Demand

PRESENTED BY

#B2BContentEvent

Content Op.miza.on: How To Integrate Search, Social And Inbound To Drive Demand @LeeOdden -‐ CEO, TopRankMarkeDng.com

#B2BContentEvent -‐ @LeeOdden

TopRankBlog.com

About Lee: CEO, Consultant Speaker, Blogger Traveler, Foodie @LeeOdden

Content -‐ Social -‐ SEO

B2B Marketers Increase Content

MarkeDng Spending

54%

Source: CMI 2012

Content Marketing #1

100 BILLION Google Search Queries Per Month

Source: Search Engine Land

16% Of daily queries on Google

have never been seen before

Source: Google Internal Data, 2011

81% Of B2B buyers start with

search engines

Source: DemandGen Report May 2012

Source: MarkeDngProfs Content MarkeDng InsDtute

87%

B2B Marketers Use Social Media Tactics

Marketers have adopted inbound

60%

HubSpot 2013 State of Inbound MarkeDng Report

Brand USP (Topic -‐ Keyword)

Blog Posts

Industry Media Coverage

Press Releases

Contributed ArDcles

Guest Posts

Topical Survey “2013 Topic XYZ

Survey”

Tips & Examples eBook

Guide to B2B Social

Co-‐Created Visual

eBook with Conference

Topical Resource Lists

Off Site CommenDng

Speaking at Conferences

Prospect Brand

Networking Social

Networking Community

SEO

Website Category

Email Newslecers

Optimized marketing means your brand is

the best answer when & where buyers need it.


Persona: “Admin Jane” Influences CEO

Values: = Fast = Save $ = Service

Fast

Save $

Service

Blog

awareness consideration purchase retention advocacy interest

Facebook

Byline PPC

Email Offer

Locator

Tips ArDcles

Newslecer

Blog

Soc Net

Ads

Press

Blog

Reviews

PPC

Discount

Loyalty

Community

VIP

Referral

ArDcle

Media

Reviews

Blog

Display

Offers

Network

Thank You

Referral

Rewards

Content: = Topics = Keywords = Media & Channel

OpDmize Across the Lifecycle


Content MarkeDng TacDcs •  Ar.cle Marke.ng •  Advertorial •  Blogging •  Case Studies •  Crowdsource •  Curate •  Digital NewsleJers •  eBooks •  Email •  Interac.ve Games •  Images & Infographics •  Interac.ve Tools •  Microsites •  Mobile Applica.ons •  Mobile Content

•  News Release •  Online Magazines & Apps •  Podcasts •  Print Magazines •  Print NewsleJers •  Real-‐World Events •  Research & Surveys •  Social Content •  Teleclass & Telecasts •  Tradi.onal Media •  Videos •  Virtual Conferences •  Webinars •  Wikis •  White Papers


BUT… Are They Integrated?

Image Source: Shucerstock


Are They OpDmized?


Customer Goals + Business Value = Content Marke.ng Strategy

Meet Customer Needs = Achieve Business Outcomes

Alignment = Powerful


Stalking Dead Infographic Novel

hcp://www.hostway.com/resources/infographics-‐videos/stalking-‐dead.html


What’s Missing? How will it be promoted? Can you really count on “Going Viral”? Repurpose? Reimagine?

Crea.ve Needs Promo.on: Publicized on blogs & media OpDmized for social, search “stalking dead” “infographic novel”

Hub & Spoke

Great content isn’t really great

until it gets found, consumed, & shared.

“What’s a good framework for content marke.ng that’s op.mized and socialized?”


Discover Consume

Act

Buyer InformaDon Preferences

Search Keywords Social Topics AdverDsing PublicaDons Events Word of Mouth

Text, Images, Audio, Video Mobile, Tablet, Computer Formal, Funny, Long, Short

Social Share Engage (comment) Subscriber Register Inquire Buy

OpDmized Content CreaDve

AJract

Engage

Op.mize 360

Convert


OperaDonalize OpDmizaDon

Preferences Pain Points Behaviors

Search & Social Data Sources

Editorial Calendar, Repurpose

Social & SEO Networking, PR, Linking

Who are you wriDng for?

What do they care about?

What stories will connect you?

Make it easy to find & share

awareness consideration purchase retention advocacy

Content Plan & Keyword Glossary

Download Template: hcp://tprk.us/keyedcal


Master SEO Basics

Topical Focus

Author Rel

Keywords

Social Topics

Brand

Customer

Keyword Glossary Category

Keywords Keywords Keywords

Category Keywords Keywords Keywords Keywords

Blogs

Tech SEO Audit

AnalyDcs Monitoring Conversions


Hub & Spoke PromoDon, Networking


²  Audience? ²  Goals? ²  Search? ²  Social? ²  Influences? Customer Prospect Journalist

“Real influence isn’t huge fan & follower counts, it’s niche communiDes that take acDon”

1 Content & Media Discovery


Engagement: F100 Technology

SMB Community •  Target audience seeks a “safe” environment to be educated on technology 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

Co-‐Created eBook

119,000 Views Slideshare

Next Most Pop: 6,473 Views


What’s the narraDve? How will your content persuade? •  Formats, Devices •  Search keywords, social topics

•  Editorial calendar

Content & Media Consump.on 2

“To stand out, your content should stand for something: unique & specific.”

Content Types For Brand Storytelling

Brand Stories

Repurposed

Curated

Amplification

Social

Syndication

Off Site Posts

Optimized

Evergreen

Co-Created


ConsumpDon: F50 B2B

Re-‐Purosed Video Content •  Target audience engaged by video

web analytics, social shares, competitor analysis •  No new budget to create video •  100’s of offline videos •  Audit offline videos into themes that align with editorial plan •  Apply SEO & Social best practices •  Create channels by segment •  Schedule uploads & shares •  Drives awareness, engagement,

education


What kind of engagement do your customers expect? What topics will inspire acDon along the customer lifecycle? Prospect Customer

“Your community will be as interested in your content as the interest you show in the community.”

3 Content & Media Ac.on


Measuring Business Value

•  25k+ Blog

Subscribers •  62k Facebook

Fans •  56k Twitter Follows •  5,000+ LinkedIn

Group Members •  100’s top 10

Google positions

•  2,000+ customers, 4+ years

•  700% revenue growth in 2 years*

•  Fastest growing SaaS after salesforce.com (Jon Miller, VP Marketing)

•  SEO & Blogs most effective lead gen source (Jon Miller, VP Marketing)

Social SEO KPI’s Business Outcomes

*MarkeDngSherpa Case Study 2011


•  Fans •  Friends •  Followers •  Comments •  Likes •  Google Plusses •  Links •  SERPs •  Search Traffic

Search & Social KPIs


Business Outcomes

•  Shorter Sales Cycles •  Increased Order QuanDty •  More Referrals •  Lower MarkeDng Costs •  Grow Revenue •  Improve Profits •  RetenDon •  Share of Voice •  Improve Service

It All Sounds Good, But… Can I Really Do This?

Yes You Can

You Can Do Anything

With the Right Plan

OpDmizeBook.com


OpDmized Planning: WHAT & WHY

1. View Search, Social & Content from 360 Degrees -‐-‐ HolisDcally

2. OpDmize Everywhere: MarkeDng & PR, B2B or B2C, SME or LE

3. Research, Audit & Listen

4. Set Goals, Create a Roadmap


Measure & Refine

Promo.on

Social Networking

Content Op.miza.on

Crea.on & Cura.on

Content Plan

Keyword & Topic Research

Audience & Personas

OpDmized ImplementaDon: HOW

Thank You!

@LeeOdden [email protected]

TopRankMarkeDng.com TopRankBlog.com OpDmizeBook.com Download:

hcp://tprk.us/cmsmarts13

Content Optimization: How To Integrate Search, Social And Inbound To Drive Demand

Technology

Transcript of Content Optimization: How To Integrate Search, Social And Inbound To Drive Demand