the Basic Principles of

Content Marketing and

SEO to Generate More

Inbound Leads

Goals

• What are Content Marketing and SEO?

• Why are Content Marketing and SEO important to my business?

• What are Content Marketing and SEO best practices?

• How do we generate inbound leads from Content Marketing and SEO?

What are Content Marketing and SEO?

Content Marketing...

...is various methods with which we deliver our message of value in the digital world.

Content Marketing Includes:BloggingVideo

PodcastingSlideshows

ImageseBooks

InfographicsWhitepapers

On-Page SEO (Search Engine Optimization)...

...is the words we use within our message.

On-Page SEO Includes:Site Title

Site DescriptionURL

Permalink StructurePage Content

KeywordsImage ALT TitleInternal Linking

Off-Page SEO...

...is the accumulation of value derived by the people businesses who come in contact with your message.

Off-Page SEO Includes:Acquiring BacklinksSocial Profile Links

CitationsSearch IndexingRich Snippets

Human SEO...

...is the user experience.

Human SEO Includes:Site Speed

Bounce RateVisit Length

Social Sharing

Why are Content Marketing and SEO

important to my business?

Content Marketing and SEO allow the Connected Generation to find us in their time of need...

Who are the Connected Generation?

The Connected Generation communicates, builds

relationships and makes buying decisions using

digital and social media.

The Connected Generation is NOT going to usethe Phone Book.

and you can’t advertise to the Connected Generation

The Connected Generation chooses you...

...on their own time line

...based on their own research and

...their own belief in your story of value.

We are no longer the Gatekeepers of our Expertise...

In order to be chosen we must tell our unique story of value online using the basic principles of Content Marketing and SEO.

What are Content Marketing and SEO

best practices?

Content Marketing success comes down to value, message and consistency.

But first...

Who are you writing for?DemographicGeographic

IndustryB2BB2C

BudgetBuying Cycle

What makes you uniquely qualified to serve them?

ExperienceExpertiseTrainingMarketsLocation

RelationshipsService

What is the personality of your business?

CasualStrict

Old-fashionedProgressiveEnergetic

The answers to these questions...

...determine our value and

...define our message.

Now it’s time to create content.

There are

many different

forms of

content marketing

}Specific

forms of

content move

prospects through

the various stages of

your marketing

funnel

Content Marketing Best Practices

Always write with a purpose.

1) Determine type of business you want to attract2) Use Google Keyword Tool to find popular keywords3) Answer question addressing problem related to keywords4) Write like a human being talks5) Use examples from “real life”6) Describe how you solved problem7) Add call-to-action

SEOBest Practices

Only pick one keyword phrase per post

1) Pick one keyword or long-tail keyword for a post2) Use that keyword in the text of the article at least 3-5 times but only as the keyword fits naturally3) Add keyword to Image ALT Title4) Use the keyword in the URL5) Use the keyword in the post title6) Link to other blog posts on related topics7) Never stuff post or sound unnatural with keyword

30

Follow a consistent blogging format that Internet users are familiar with

Consistency Matters

Google Testimonials......great content.

Google Authorshipand YouTube Snippets

How do we Generate Leads from Content Marketing and SEO?

We ask for the business.

We consistently create content that delivers our message of value to the

target market we serve.

... and along with every piece of content we create is a simple call-to-action.

“Call us with questions”

“Click here to contact us via Email”

“Fill out this form to begin a quote”

It’s both that easy and that hard.

What to do today?

Begin here.

1) Choose one type of business2) Create a 450-650 word blog post that answers one insurance question pertaining to that business (simpler the better)3) Hit publish

Now do this every day.

The End

I am Ryan Hanley

• Director of Marketing, CIC– The Murray Group Insurance

Services, Inc• Creator Content Warfare Blog– www.RyanHanley.com

• Author – The Social Tools Book– Free No BS Blogging Success

Guide {Get your copy}• Producer of– The Content Warfare Podcast– www.ContentWarfarePodcast.com

Resources

• www.copyblogger.com

• www.socialtriggers.com

• www.kissmetrics.com

• www.ducttapemarketing.com

Thank You!