Search, Social & Content Optimization
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![Page 1: Search, Social & Content Optimization](https://reader033.fdocuments.us/reader033/viewer/2022051412/54b435654a795943128b4587/html5/thumbnails/1.jpg)
Connecting the dots <
Social. Search. Content.
Tami Cannizzaro, VP of Marketing, IBM
@TamiCannwww.digitalageofmarketing.com
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Social is the authentic face of a Brand.
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It turns out the bag of marbles has roughly 300% more surface area.
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Voices #IBM
04/10/23
8
250+ IBM most senior experts in Select program
5,000+ IBM experts in Forward Thinker program
430,000+ IBMers trained on social media
61,000,000+ IBMer social media connections
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Social Advocacy gives your organization authentic reach
Social
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If Social is discovery.
Search is validation
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Social Signals Are Driving SEO
Backlinks
Useablility Stats
Keywords
Age of Domain
Social Signals
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Social Search #New York
04/10/23
12
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Content Marketing is the engine that drives search rank and brand engagement
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Building a Content Factory
Create relevant, findable,
shareable content experiences
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Relevance Matters
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Target your customer
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Build a conversation
Low Engagement / Quick Hit
Intermediate / Building Engagement
High Engagement
• Social Posts• Content snippets –
quotes, statistics• Photos
• Content previews• Free chapter
promotions• Short videos
• Social discussions• Fan-gating• Interviews with
content author
Content “Snacks” Long-Form & Social Conversation
Low Engagement / Quick Hit
Intermediate / Building Engagement
High Engagement
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Types of Content
Videos WebCasts Decks Audio PodcastsWhitepapers, Case StudiesSolution Overviews
Rank in Vertical Search
Engines
2
Posting to MultipleContent Sharing
SitesAccording to
Format
1
Web-Casts
Web-Casts
Video
YouTube
Audio
PodNova
Rank in Universal
Search Engines
Max
imiz
e E
xpo
sure
to
Co
nte
nt
Max
imiz
e E
xpo
sure
to
Co
nte
nt3
YahooVideo
YahooVideoYouTubeYouTube Bing
Video
BingVideo
GoogleVideo
GoogleVideo
GoogleGoogle YahooYahoo BingBing
TwitterTwitter FacebookFacebook LinkedInLinkedIn
Achieve GoalsAchieve Goals
Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautifulComprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful
“Paid” Media Distribution & Activation = Spray fuel on the fire“Paid” Media Distribution & Activation = Spray fuel on the fire
Rudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fireRudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fire
More Aggressive Influencer Outreach Program = Gas on the fireMore Aggressive Influencer Outreach Program = Gas on the fire
Decks
SlideShare
.PDF/Text
Scribd
Content Audit Drive Engagement
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Paid, Earned, Owned, Shared
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Build Relevant, Persistent Content
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With relevant, timely content
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Content Marketing builds brand equity & drives engagement
Content
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Search, Social & Content are the fuel of your marketing engine.
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Thank you
Tami Cannizzaro, IBM@TamiCann