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The Future is Bright
 with Web Content
 @LeeOdden – TopRankMarketing.com
About Lee & TopRank Marketing
Attract – Engage – Convert
 Overall trends in content
 Emerging consumer driven model
 Web content success stories
 Content marketing "A-Team”
 Future growth opportunities




                                   Image Source: Shutterstock
Content Marketing Strategy - The Future is Bright for Web Content
Ubiquitous Connectivity

                           2020               Create

                                             Consume

                                              Publish

                                              Interact

                                              Transact
Source: Ericcson, 2011
51% of all time on the web
 is content consumption.
                        (AOL/Nielsen 2011)




    99% of Marketers have
   used at least one content
       marketing tactic.
                 (Content Marketing Institute/Brandpoint 2012)




60% will increase spend on
   content marketing.
  (CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)
Content Distribution Channels

                                                     96%   Social Media

                                                      78%    Paid Search


                                                      76%      Display Ads


                                                      69%    SEO


Source: Outbrain – State of Content Marketing 2012
                                                     33%   Email
63% of US Internet users use search
           engines daily                          eMarketer Aug 2012




   81%
 Perceptions
Are Influenced
 Weber Shandwick 2012
                            89%
                        Use Search for
                          Purchase
                         Fleishman-Hillard 2012
CPG Company:
96 search phrases.
 Most are brand
      terms.
Fabric Retailer:
4,419 phrases.
Broad category
& brand terms.
SEO             Social




      Content
Traditional Approach
                      Red
                     Widget

               Features & Benefits




Advertising
              PR     Email    White Paper Direct Mail
Persona
              “Jane Exec”             Modern Model for
            Influences CEO
              Goals: Fast,
            Save $, Service
                                      Content Marketing
awareness   interest     consideration      purchase      retention      advocacy



               Blog       Facebook       Email Offer   Tips Articles      Blog
   Fast
              Byline           PPC        Locator      Newsletter       Soc Net

                Ads            Blog         PPC         Loyalty          VIP
  Save $
               Press          Reviews     Discount     Community       Referral

              Article         Reviews     Display       Network        Referral
 Service
              Media            Blog        Offers      Thank You       Rewards
Fast
Source: First 10 / Smart Insights
30 Content Marketing Tactics
   Article Marketing          News Release
   Advertorial                Online Magazines & Apps
   Blogging                   Podcasts
   Case Studies               Print Magazines
                               Print Newsletters
   Crowdsource
                               Real-World Events
   Curate
                               Research & Surveys
   Digital Newsletters
                               Social Content
   eBooks                     Teleclass & Telecasts
   Email                      Traditional Media
   Interactive Games          Videos
   Images & Infographics      Virtual Conferences
   Interactive Tools          Webinars
   Microsites                 Wikis
   Mobile Applications        White Papers
   Mobile Content          Blog Post: tprk.us/30cmtactics
Content Marketing Process
awareness     interest      consideration   purchase        retention         advocacy




                          Needs &            What stories                Make it
   Audience
                          Goals =            will connect                easy to find
   Segments
                          Topics             you?                        & share




 Preferences             Search &           Editorial                   Social & SEO
 Pain Points             Social Data        Calendar,                   Networking,
 Behaviors               Sources            Repurpose                   PR, Linking
Source: Content Marketing Institute




Successful Companies
Content Marketing Strategy - The Future is Bright for Web Content
Content Marketing Strategy - The Future is Bright for Web Content
Let Me Tell You A Secret




  http://tprk.us/cmsecrets
Cool! We’ll
              interview
                 CMW
               speakers




And make an
 e-book for
 attendees.
10 Long Form
 Interviews
Topical Matrix:
B2B
Enterprise
SMB
Tools
Win budget
Definition
Planned Repurposing
      Individual Thought Leader Interviews           Articles

Enterprise   B2B          Enterprise   Enterprise   Top 10 B2B
SMB          Enterprise   SMB          SMB          Tactics
Tools        SMB          B2B          Tools
B2B          Tools        Tools        Win budget
Win budget   Win budget   Win budget   B2B

B2B          Tools        B2B          B2B          Top 10
Enterprise   B2B          Enterprise   Tools        Content
SMB          Enterprise   SMB          Enterprise   Marketing
Tools        SMB          Win budget   SMB          Tools
Win budget   Win budget   Tools        Win budget
Content Marketing Strategy - The Future is Bright for Web Content
Promotions:
Slideshare
Embedded in Blog Post
Email broadcast
Twitter
Facebook
Flickr
Pinterest
LinkedIn update
LinkedIn Inmails
Customized emails
to participants
Pre-written tweets
Content Marketing Strategy - The Future is Bright for Web Content
Initial Results (6 Days)
43,000+ views on Slideshare
1,000+ PDF downloads

5000+ visits of full interviews
3,300+ Retweets
200+ Facebook “likes”
130 G+
100+ inbound links
Content Marketing “A-Team”
Content Marketing A-Team




                        Image Source: Shutterstock
•   Chief Content Officer
•   Managing Editor
•   Writers, Sources
•   Content Design
•   SEO
•   Social Marketer
•   Online PR                    Source: Managing Content Marketing (Pulizzi, Rose)


•   Social Listening/Analytics
But We Don’t Have Budget For That!


           1. Editor/Writer
           2. Designer
           3. Social SEO
Growth Areas in Web &
Content Marketing:
 Integration: Owned, Earned, Paid &
 Shared Media
 Dedicated in-house content marketing
 resources
 Web + smartphones & tablets
 Boom in visual content & media
 Big data, social data, automation, tools,
 real time data, did I mention data?
Content Marketing Maturity




Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter Group




Make a commitment. And grow.
Takeaways
• Content powers the web & the web powers
  your business. Are you powering content?
• If your content is poor, then so will you.
• Start learning modern models of web content
  marketing. Now.
• Stand, Stretch and Walk.
• Get help if you need it.
Thank You!

 lee@toprankmarketing.com




                                       OptimizeBook.com
  TopRankMarketing.com
     TopRankBlog.com

Consulting – Speaking – Partnerships
           1-877-872-6628

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Content Marketing Strategy - The Future is Bright for Web Content

  • 1. The Future is Bright with Web Content @LeeOdden – TopRankMarketing.com
  • 2. About Lee & TopRank Marketing Attract – Engage – Convert
  • 3.  Overall trends in content  Emerging consumer driven model  Web content success stories  Content marketing "A-Team”  Future growth opportunities Image Source: Shutterstock
  • 5. Ubiquitous Connectivity 2020 Create Consume Publish Interact Transact Source: Ericcson, 2011
  • 6. 51% of all time on the web is content consumption. (AOL/Nielsen 2011) 99% of Marketers have used at least one content marketing tactic. (Content Marketing Institute/Brandpoint 2012) 60% will increase spend on content marketing. (CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)
  • 7. Content Distribution Channels 96% Social Media 78% Paid Search 76% Display Ads 69% SEO Source: Outbrain – State of Content Marketing 2012 33% Email
  • 8. 63% of US Internet users use search engines daily eMarketer Aug 2012 81% Perceptions Are Influenced Weber Shandwick 2012 89% Use Search for Purchase Fleishman-Hillard 2012
  • 9. CPG Company: 96 search phrases. Most are brand terms.
  • 10. Fabric Retailer: 4,419 phrases. Broad category & brand terms.
  • 11. SEO Social Content
  • 12. Traditional Approach Red Widget Features & Benefits Advertising PR Email White Paper Direct Mail
  • 13. Persona “Jane Exec” Modern Model for Influences CEO Goals: Fast, Save $, Service Content Marketing awareness interest consideration purchase retention advocacy Blog Facebook Email Offer Tips Articles Blog Fast Byline PPC Locator Newsletter Soc Net Ads Blog PPC Loyalty VIP Save $ Press Reviews Discount Community Referral Article Reviews Display Network Referral Service Media Blog Offers Thank You Rewards
  • 14. Fast
  • 15. Source: First 10 / Smart Insights
  • 16. 30 Content Marketing Tactics  Article Marketing  News Release  Advertorial  Online Magazines & Apps  Blogging  Podcasts  Case Studies  Print Magazines  Print Newsletters  Crowdsource  Real-World Events  Curate  Research & Surveys  Digital Newsletters  Social Content  eBooks  Teleclass & Telecasts  Email  Traditional Media  Interactive Games  Videos  Images & Infographics  Virtual Conferences  Interactive Tools  Webinars  Microsites  Wikis  Mobile Applications  White Papers  Mobile Content Blog Post: tprk.us/30cmtactics
  • 17. Content Marketing Process awareness interest consideration purchase retention advocacy Needs & What stories Make it Audience Goals = will connect easy to find Segments Topics you? & share Preferences Search & Editorial Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose PR, Linking
  • 18. Source: Content Marketing Institute Successful Companies
  • 21. Let Me Tell You A Secret http://tprk.us/cmsecrets
  • 22. Cool! We’ll interview CMW speakers And make an e-book for attendees.
  • 23. 10 Long Form Interviews Topical Matrix: B2B Enterprise SMB Tools Win budget Definition
  • 24. Planned Repurposing Individual Thought Leader Interviews Articles Enterprise B2B Enterprise Enterprise Top 10 B2B SMB Enterprise SMB SMB Tactics Tools SMB B2B Tools B2B Tools Tools Win budget Win budget Win budget Win budget B2B B2B Tools B2B B2B Top 10 Enterprise B2B Enterprise Tools Content SMB Enterprise SMB Enterprise Marketing Tools SMB Win budget SMB Tools Win budget Win budget Tools Win budget
  • 26. Promotions: Slideshare Embedded in Blog Post Email broadcast Twitter Facebook Flickr Pinterest LinkedIn update LinkedIn Inmails Customized emails to participants Pre-written tweets
  • 28. Initial Results (6 Days) 43,000+ views on Slideshare 1,000+ PDF downloads 5000+ visits of full interviews 3,300+ Retweets 200+ Facebook “likes” 130 G+ 100+ inbound links
  • 29. Content Marketing “A-Team” Content Marketing A-Team Image Source: Shutterstock
  • 30. Chief Content Officer • Managing Editor • Writers, Sources • Content Design • SEO • Social Marketer • Online PR Source: Managing Content Marketing (Pulizzi, Rose) • Social Listening/Analytics
  • 31. But We Don’t Have Budget For That! 1. Editor/Writer 2. Designer 3. Social SEO
  • 32. Growth Areas in Web & Content Marketing:  Integration: Owned, Earned, Paid & Shared Media  Dedicated in-house content marketing resources  Web + smartphones & tablets  Boom in visual content & media  Big data, social data, automation, tools, real time data, did I mention data?
  • 33. Content Marketing Maturity Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter Group Make a commitment. And grow.
  • 34. Takeaways • Content powers the web & the web powers your business. Are you powering content? • If your content is poor, then so will you. • Start learning modern models of web content marketing. Now. • Stand, Stretch and Walk. • Get help if you need it.
  • 35. Thank You! lee@toprankmarketing.com OptimizeBook.com TopRankMarketing.com TopRankBlog.com Consulting – Speaking – Partnerships 1-877-872-6628

Hinweis der Redaktion

  1. http://www.dpshowup.com/event/the-future-is-bright/Webinar Overview:Today's digital marketplace has been marked by a dramatic increase in the use of technology for conversations, content and commerce. Content is the reason search engines exist and content is what people share on the social web. Google alone handles over 12 billion searches every month and companies are scrambling to keep up with their search, social media and content marketing. According to the Content Marketing Institute, 9 out of 10 companies currently use content marketing tactics and 60% plan on increasing their investments in web content over the next 12 months.The opportunity to serve the insatiable need for new digital content is tremendous. Companies and the individuals capable of developing and scaling digital content will earn a substantial competitive advantage.Key Takeaways:Overall trends in content for digital marketingEmerging consumer driven models for content marketingHow successful companies are growing with web contentRoles for a successful content marketing "A-Team”Future growth opportunities with digital content
  2. Long time content marketing expert Lee Odden is the CEO of TopRank Online Marketing, editor at TopRankBlog.com and Author of the new book, Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing published by Wiley.  He's been cited in the New York Times, Forbes, The Economist and The Wall Street Journal for his content marketing and PR expertise and writes a Social Media Marketing column for ClickZ.  Lee has worked with hundreds of companies developing strategic search, social and content marketing programs and speaks internationally on the convergence of internet marketing, PR and new media.
  3. What happens in 60 seconds on the internet?
  4. http://www.ericsson.com/news/110214_more_than_50_billion_244188811_c
  5. http://www.contentmarketinginstitute.com/2012/04/digital-content-marketing-survey/
  6. http://www.outbrain.com/blog/2012/03/state-of-content-marketing-2012.html
  7. http://www.emarketer.com/newsroom/index.php/search-critical-brandbuilding-strategies/Search results influence consumers’ perceptions about a company, according to 81% of the respondents worldwide in a November 2011 study from PR agency Weber Shandwick.http://fleishmanhillard.com/2012/01/31/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/
  8. http://www.smartinsights.com/wp-content/uploads/2012/05/content-matrix.jpg
  9. http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/
  10. http://blog.junta42.com/wp-content/uploads/2012/02/CMI_CM_History_Large.jpg
  11. https://www.marketingsherpa.com/barrier.html?ident=31928
  12. Add Slideshare logo over YouTube
  13. Flickr images:http://www.flickr.com/photos/toprankblog/sets/72157631336598442/Pinterest images:http://pinterest.com/leeodden/29-secrets-about-content-marketing-the-undercover-/
  14. http://www.shutterstock.com/pic-71960362/stock-photo-group-of-multi-ethnic-business-people-laughing-and-smiling.html
  15. http://blog.junta42.com/2011/10/content-marketing-team-workflow/
  16. Content: The New Marketing Equation - Altimeter Group 2012