Presentation on the Strategic Role of Content, Social & SEO in Integrated Marketing hosted by Crescendo Content Marketing Software and delivered by Lee Odden, CEO of TopRank Marketing.
4. #ContentAnswer
@leeodden
Maybe
Not:
Can
You
Say
“Overload”?
Image:
Shu>erstock
GIGABYTES
24K
Data
Uploaded
Every
Second
Source:
Internet
in
Real
Time
5. #ContentAnswer
@leeodden
“Content Marketing is the
planning, creation, promotion
and measurement of content
for a specific audience to
influence a business outcome.”
Content
Marke:ng
Defined:
@leeodden
Image:
Shu>erstock
6. #ContentAnswer
@leeodden
Content
Marke:ng
Maturity
Stasis
Focus:
status
quo
Sta:c
Few
resources
Ini:al
experiments
Brand
centric
Production
Focus:
quan:ty
Strategy
Process
Crea:on
“More
is
Be>er”
SEO
centric
Utility
Focus:
quality
Func:onal,
useful
Customer
focused
Refined
process
Social
centric
Storytelling
Focus:
experience
Seek
to
dominate
USP
Brand
leadership
Op:mized
buy
cycle
Integra:on
Mul:
&
Omni
Channel
Monetization
Focus:
ecosystem
Marke:ng
ROI
Content
Publishing
ROI
Syndica:on
ROI
Services
ROI
Scale
Source:
TopRank
Online
Marke:ng
10. #ContentAnswer
@leeodden
Customer
Goals
+
Business
Value
=
Content
Marke0ng
Strategy
Meet
Customer
Needs
=
Achieve
Business
Outcomes
Image
Source:
Shu>erstock
Alignment
is
Powerful
11. #ContentAnswer
@leeodden
CMOs
predict
that
digital
will
account
for
more
than
75%
of
their
marke:ng
budget
over
the
next
five
years.
Source:
Accenture
Interac:ve
–
CMO’s
Time
for
Digital
Transforma:on
79%
do
not
believe
their
company
will
be
ready.
Image:
Shu>erstock
18. #ContentAnswer
@leeodden
Customer
&
Data
Centric
FTW!
Image:
Shu>erstock
Companies
using
mul:-‐
channel
customer
insights
average
increase
in
cross-‐sell
and
upsell
revenue
YoY
and
more
referral
revenue.
228%
430%
Source:
Aberdeen
CMOEssen:als
19. #ContentAnswer
@leeodden
A
mul:channel
customer
is
worth
2X
as
much
as
a
customer
that
shops
in
one
channel.
Econsultancy
Digital
Transforma:on
Roundtable
5/2014
Image:
Shu>erstock
21. #ContentAnswer
@leeodden
Modern
Customer
Journey
PR
Radio
TV
Print
Word of Mouth
Email
Ecommerce
Store
FAQ
Knowledge Base Promotions
Newsletter
Social Networks
BlogWebsite
Community
Forum
Online Ads
Email
PPC
Social Ads
Blog
Reviews
Media
awareness consideration purchase retention advocacyinterest
Create
Top
of
Mind
Recogni:on
Engagement
with
the
Brand
Inclusion
in
more
prospect
dialogues
Increase
in
inquiries
/
sales
mee:ngs
22. #ContentAnswer
@leeodden
Understand:
How
Buyers
Discover,
Consume
and
Act
on
Informa:on
Image:
Shu>erstock
23. #ContentAnswer
@leeodden
Think:
What
Ques:ons
Do
Your
Customers
Need
Answered
In
What
Channels
In
Order
to
Buy?
awareness interest consideration purchase advocacy
Image:
Shu>erstock
25. #ContentAnswer
@leeodden
Become
“The
Best
Answer”
in
Every
Channel
Your
Customers
Are
Present
Image:
Shu>erstock
26. #ContentAnswer
@leeodden
Content
Marke:ng
Delivers
Answers
Case
Studies:
C2C
B2B
Killer
Content
Awards
via
toprankblog.com
Optum
–
Integrated
program
of
advertorials,
display
ads,
email,
direct
mail
and
a
campaign
website.
Results:
• 23.5%
lead
to
conversion
rate
• 475%
increase
in
website
traffic
• 2,500+
resource
downloads
• $52
million
in
contract
value
of
new
business
Xerox
partnered,
with
Forbes
to
create
a
digital
magazine
offering
business
:ps.
Results:
70%
of
target
companies
interacted
Added
20,000
new
contacts
1,000+
scheduled
appointments
$1.3
Billion
in
pipeline
revenue
28. #ContentAnswer
@leeodden
Data
Informed
Storytelling
“Crea:ng
an
integrated
customer
experience
where
we
leverage
data
and
metrics
to
inform
compelling
storytelling
that
resonates
with
the
individual.”
Michelle
Killebrew
@shellkillebrew
Program
Director,
Digital
Marke:ng
Transforma:on
IBM
Poll
conducted
by
Lee
Odden
29. #ContentAnswer
@leeodden
Integrated
Digital
Experience
Poll
conducted
by
Lee
Odden
“Our
top
digital
marke:ng
priority
is
to
create
a
unified,
integrated
digital
experience
across
all
facets
of
EMC.com
including
a
fric:onless
digital
commerce
experience
that
is
highly
personalized.”
Todd
Forsythe
@toddforsythe
SVP,
Brand
&
Experience
Marke:ng
EMC
30. #ContentAnswer
@leeodden
Useful,
Agile
Content
“Create
and
enhance
personalized
experience
and
relevance
for
customers.
Make
cross-‐pladorm
content
that
is
useful,
sustainable,
and
agile
across
mul:ple
devices
and
tools.”
Leslie
Poston
@leslie
Social
Media
Editor
McKinsey
&
Company
Poll
conducted
by
Lee
Odden
32. #ContentAnswer
@leeodden
Image:
Shu>erstock
If
you
want
your
digital
marke:ng
to
be
great,
op:mize,
socialize
and
integrate!
@leeodden
33. #ContentAnswer
@leeodden
What
is
Your
Story?
Your
USP?
Your Brand
Story / USP
USP
USP
USP USP
USP
USP
SEO/SEM
Social Networks
Content Marketing Industry Media
& News
AdvertisingCreate Signals of Credibility
Wherever Your Customers Are
Influencers
Image:
Shu>erstock
35. #ContentAnswer
@leeodden
Approach
Blog
Social
Networks
Direct
social
messages
Email
Search
PDF
eBooks
Slideshare
Infographics
Long
form
interviews
Microcontent
Share,
Like
Download
–
Contact
info
CMWorld
Info
&
Register
Curata
Fulfillment
TopRank
Info
A@ract
Engage
Convert
49. #ContentAnswer
@leeodden
Digital
Marke:ng
Accountability
Attract Engage
$$$
Convert
Reach
Search
Visibility
Social
Network
Visibility
Views
&
Impressions
Traffic
by
Source
Traffic
by
Segment
Content
Distribu:on
Media
&
Blog
Placements
Brand
+
Affinity
Brand
Sen:ment
Content
Consump0on
Page
Views
Click
Through
Rate
Social
Network
Size
Social
Interac:ons
Content
Interac:ons
Comments,
Shares
Time
on
Site,
Content
Paths
Through
Site
Form
Data
Captured
Newsle>er
Subscrip:ons
Demo
&
Trial
Requests
Contact
Us
Orders
-‐ Order
Volume
-‐ Order
Frequency
-‐ Length
of
Sales
Cycle
-‐ Revenue
Per
Order
awareness consideration purchase retention advocacy
54. #ContentAnswer
@leeodden
Takeaways
Customer
Centric:
From
customer
journey
to
op:mizing
for
experiences,
customers
FTW.
1
2
3
Integrate
&
Op0mize:
Be
the
best
answer
across
channels,
devices
and
media.
A@ract
Engage
Convert:
Keep
mul:-‐
channel
marke:ng
content
accountable
at
all
stages.
55. #ContentAnswer
@leeodden
Thank
You!
Lee
Odden
CEO,
TopRank
Marke:ng
lee@toprankmarke:ng.com
toprankmarke:ng.com
toprankblog.com
Check
Out
the
All
New
Content
Marke+ng
Horror
Stories!
h@p://tprk.us/cmhorror