How to integrate search, social media and content marketing. A presentation by Lee Odden of TopRankMarketing.com during the Social Media Rockstars Event.

1. @LeeOdden
TopRankMarke0ng.com
How to Integrate Search,
Social & Content Marketing
Images:
Shu,erstock

2. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Marke:ngBlog.com
About
Lee:
CEO,
Consultant
Speaker,
Blogger
Traveler,
Foodie
@LeeOdden
Content
-­‐
Social
-­‐
SEO
Op:mizeBook.com

3. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Small Town Minnesota Roots
Addicted to travel. And my kids.

4. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Thank You Sarah!
TopRankMarke0ng.com

5. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Enough About Me. What About You?
Is Your Site Optimized for Search Engines?
Is Your Business Active on Social Networks?
Do You Create New Content Regularly?

6. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
IBM:
“Understanding
Big
Data”
Every day, we create
2.5 Quintillion
bytes of data.
Image:
Shu,erstock

7. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Ubiquitous Connectivity
50 Billion
connected
devices:
2020
Source: Ericcson
Create
Consume
Publish
Interact
Transact

8. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Image:
Shu,erstock

9. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Customer Information Journey
Image:
Shu,erstock
Voodoo

10. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Customer Information Journey

11. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent

12. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent

13. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent

14. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
awareness consideration purchase retention advocacy
PR
Radio
TV
Print
Word
of
Mouth
Direct
Mail
Email
Ecommerce
Store
FAQ
Knowledge
Base
Promo:ons
Newsle,er
Social
Networks
Blog
Website
Community
Forum
Online
Ads
Email
PPC
Social
Ads
Blog
Reviews
Media
PR
Social
Search
Optimize the Buying Cycle

15. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Social Media is the Rock Star
Image:
Shu,erstock
In the Online Marketing World

16. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
84%
Source:
Marke:ngProfs
Content
Marke:ng
Ins:tute
Marketers Use Social Media

17. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
100 BILLIONGoogle
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

18. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
B2B
&
B2C
Marketers
Increase
Content
Marke:ng
Spending
54%
Source:
CMI
2012
55%
Content Marketing #1

19. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
What is Content Marketing?
“Content Marketing is the
planning, creation, promotion
and measurement of content
for a specific audience to
influence a business outcome.”
Image:
Shu,erstock

20. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Content Marketing 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

21. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Content Marketing Tactics
• Ar0cle
Marke0ng
• Advertorial
• Blogging
• Case
Studies
• Crowdsource
• Curate
• Digital
NewsleIers
• eBooks
• Email
• Interac0ve
Games
• Images
&
Infographics
• Interac0ve
Tools
• Microsites
• Mobile
Applica0ons
• Mobile
Content
• News
Release
• Online
Magazines
&
Apps
• Podcasts
• Print
Magazines
• Print
NewsleIers
• Real-­‐World
Events
• Research
&
Surveys
• Social
Content
• Teleclass
&
Telecasts
• Tradi0onal
Media
• Videos
• Virtual
Conferences
• Webinars
• Wikis
• White
Papers

22. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Image
Source:
Shu,erstock
BUT… Are They Integrated?

23. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Image
Source:
Shu,erstock
Are They Optimizd?

24. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Customer
Goals
+
Business
Value
=
Content
Marke0ng
Strategy
Meet
Customer
Needs
=
Achieve
Business
Outcomes
Image
Source:
Shu,erstock
Alignment is Powerful

25. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Stalking Dead Infographic Novel
h,p://www.hostway.com/resources/infographics-­‐videos/stalking-­‐dead.html

26. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
What’s Missing?
How
will
it
be
promoted?
Can
you
really
count
on
“Going
Viral”?
Repurpose?
Reimagine?
Crea0ve
Needs
Promo0on:
Publicized
on
blogs
&
media
Op:mized
for
social,
search
“stalking
dead”
“infographic
novel”
Hub
&
Spoke

27. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Great content
isn’t really great
until it gets found,
consumed, & shared.

28. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Create
Awareness
CMWorld
Event
Feature
Speakers
Tips
eBook
Slideshare
Blog
Posts,
Email,
Social
40k
Views
1,000+
downloads
100+
referred
to
event
Source:
TopRank
Online
Marke:ng
2013

29. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
So, What’s the Connection?
Search
Content
Social

30. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Content
Social
SEO

31. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent

32. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent

33. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Cares About Content
Source: Search Engine Land 3/11
Google’s POV on
Quality Content:
http://goo.gl/huekf

34. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
53%
Of time on the
internet is content
consumption.
AOL Nielsen
U.S.: 27 millionshared per day
AOL Nielsen
Customers Care About Content Too

35. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
SEO has changed
forever.
Social + Search +
Content =
WINNING

36. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Search Ranking Factors
Social
in
the
top
10:
Google+
Facebook
Shares
Facebook
Comments
Pinterest
Tweets

37. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Search Ranking Factors
Social
Factors
Google+
Social
Shares,
Likes

38. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Social Influence on Search

39. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Social Influence on Search

40. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Social Influence on Search?
Maybe Not

41. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
What If We Spent A Little Less Time
Chasing These Guys?

42. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
And More Time Focusing on This

43. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Integrated marketing
means your brand is
the best answer
when & where
buyers need it.

44. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Promise of Integrated Marketing
Audience Targeting
Cross Channel Integration
Adaptable, Optimizable
Highly Measurable

45. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Brand
USP
(Topic
-­‐
Keyword)
Blog
Posts
Industry
Media
Coverage
Press
Releases
Contributed
Ar:cles
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
Commen:ng
Speaking
at
Conferences
Prospect
Brand
Networking
Social
Networking
Community
SEO
Website
Category
Email
Newsle,ers

46. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
“What’s
a
good
framework
for
content
marke0ng
that’s
op0mized
and
socialized?”

47. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Discover
Consume
Act
Understand Your Customer
Search
Keywords
Social
Topics
Adver:sing
Publica:ons
Events
Word
of
Mouth
Text,
Images,
Audio,
Video
Mobile,
Tablet,
Computer
Formal,
Funny,
Long,
Short
Social
Share
Engage
(comment)
Subscriber
Register
Inquire
Buy

48. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
AIract
Engage
Op0mize
360
Convert

49. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Preferences
Pain Points
Behaviors
Search &
Social Data
Sources
Editorial
Calendar,
Repurpose
Social & SEO
Networking,
PR, Linking
Who are you
writing for?
What do they
care about?
What stories
will connect
you?
Make it easy to
find & share
awareness consideration purchase retention advocacy
Optimized – Socialized - Publicized

50. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Persona:
“Admin
Jane”
Influences
CEO
Values:
=
Fast
=
Save
$
=
Service
Fast
Save
$
Service
Blog
awareness consideration purchase retention advocacyinterest
Facebook
Byline
PPC
Email
Offer
Locator
Tips
Ar:cles
Newsle,er
Blog
Soc
Net
Ads
Press
Blog
Reviews
PPC
Discount
Loyalty
Community
VIP
Referral
Ar:cle
Media
Reviews
Blog
Display
Offers
Network
Thank
You
Referral
Rewards
Content:
=
Topics
=
Keywords
=
Media
&
Channel
Optimize Across the Lifecycle
Be the Best
Answer!

51. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Hub & Spoke Promotion, Networking

52. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Social Hub

53. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Community
>
300K
Website
Twitter
Facebook
YouTube
Flickr
LinkedIn
Slideshare
White Papers
Google+
Guides
Book
Webinars
Articles
Newsroom
Social Creation
& Curation
Guest Posts
Events
eBooks Pinterest
Blog

54. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Topical
Focus
Author
Rel
Keywords
Social
Topics
Brand
Customer
Keyword
Glossary
Category
Keywords
Keywords
Keywords
Category
Keywords
Keywords
Keywords
Keywords
Blogs
Tech
SEO
Audit
Analy:cs
Monitoring
Conversions
Master SEO Basics

55. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Social & Search Integration
h,ps://plus.google.com/+LeeOdden/
“The
true
cost
of
remaining
anonymous
might
be
irrelevance.”
Eric
Schmidt,
Google

56. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Optimize & Socialize

57. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Download
XLS
at:
op:mizebook.com
Search Keywords – Social Topics

58. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Download
XLS
at:
h,p://tprk.us/keyedcal
Editorial Plan: Optimized

59. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Brand
Repurposed
Curated
Amplification
Social
Syndication
Off Site Posts
Optimized
Amplify Your Content
Evergreen
Co-Created

60. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Be Visual
Consumers
are
44%
more
likely
to
engage
with
brands
if
they
post
pictures
than
any
other
media
ROI
Research
Viewers
are
85%
more
likely
to
purchase
a
product
ater
watching
a
product
video.
Internet
Retailer

61. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Coordinate Visual Promotion

62. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
tablespoon.com

63. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Social
Hub
Topic
B
Topic
C
Topic
D
Topic
A
Topic
E
Evolve Your Hub: Constellation

64. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Be Human - Use Humor
Next
Closest
Popular
Video:
139,400
views
|
2
years
ago

65. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Social - Humor

66. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Engage Offline to Online

67. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Social – Participation & CTA

68. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
• Fans
• Friends
• Followers
• Comments
• Likes
• Google
Plusses
• Links
• SERPs
• Search
Traffic
KPIs & Business Outcomes
• Shorter
Sales
Cycles
• Increased
Order
Quan:ty
• More
Referrals
• Lower
Marke:ng
Costs
• Grow
Revenue
• Improve
Profits
• Reten:on
• Share
of
Voice
• Improve
Service

69. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Measure
&
Op0mize
Inbound
/
Outbound
Social
Networking
Content
Op0miza0on
Crea0on
&
Cura0on
Content
Plan
Keyword
&
Topic
Research
Audience
&
Personas
Integrated:
Content,
Search,
Social

70. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
4 Takeaways
Know
your
target
customer
preferences:
discovery,
consump:on,
ac:on
Map
content
topics
to
the
buying
cycle
Plan
amplifica:on
in
the
content
plan:
op:mize,
socialize,
publicize
Start
tes:ng
tools
&
develop
processes
–
it’s
the
only
way
to
scale
1
2
3
4

71. @LeeOdden
#smrockstarevent
@LeeOdden
#smrockstarevent
Thank You! - Q & A
Lee
Odden
lee@toprankmarke:ng.com
TopRankMarke0ng.com
Marke:ngBlog.com
Op:mizeBook.com
Download
Free
Content
Template:
h,p://tprk.us/keyedcal