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Optimize & Socialize
            for Better Content Marketing Results




                           @LeeOdden
                      TopRankMarketing.com
                        OptimizeBook.com




@leeodden                                          @toprank
Why Should We
            Care About Content
                Marketing?



@leeodden                        @toprank
Content Powers
                                                 Search

            comScore 2012

    Google: 12 Billion
    Searches Per Mo

                            Fleishmann Hillard 2012 Digital Index

            89% Led to Purchase
               by Search Engines
@leeodden                                                           @toprank
Content Drives
            Social Sharing
                      AOL Nielsen May 2011



                73%
                of industry related
                Tweets link to content

                 AOL Nielsen May 2011



            64%
            of industry related blog
            posts link to content            @toprank
@leeodden
Content Attracts & Engages
                                                                                                  Newsletter
                       Social Ads
                PPC                 Reviews                        Community
                                                                     Forum           Social Networks
        Email                           Blog
                                                       Website                           Blog
    Online Ads                            Media


    awareness            consideration              purchase             retention          advocacy

                                Direct Mail
                                     Email                 Store              FAQ
                Word of Mouth                                                                   Promotions
                                                                    Knowledge Base
P
                                               Ecommerce
R    Radio
     TV
     Print


                                    Across the
                                Customer Lifecycle                                                 @toprank
@leeodden
Content
     Info-tains   Marketo User Summit 2012


@leeodden                       @toprank
Content Inspires
@leeodden                      @toprank
Inspires…
              Action



@leeodden        @toprank
Inspires… Social Sharing




@leeodden                      @toprank
Inspires… Referrals

                                     Hey Steve,
     38% of Web Users
                                     I’d like to introduce you to Shelly at
     have recommended                Brand XYZ. She’s an expert on
     5-9 Brands                      Widget Wrangling and writes a very
                                     Useful blog about it. I think she
                                     would be perfect for your situation.
     100% recommend
                                     Your Customer,
     at least one brand
                                     Sandy

        Zuberance / eMarketer 2012



@leeodden                                                                 @toprank
@leeodden
            Inspires… Sales!   @toprank
Content Is
                   Powerful

       Content
       Equalizes



@leeodden                       @toprank
Website     Newsroom
        Book                           Google+
 White Papers                            Twitter
    Articles                            Facebook
    Guides                              YouTube
  Webinars                                Flickr
 Guest Posts
                          Blog          LinkedIn
       Events                          Slideshare
                   Press Releases

@leeodden                                        @toprank
What’s Your Content Strategy?




            Do You Publish & Pray?
@leeodden                            @toprank
Feel Overwhelmed?

                     Optimize
                     Content


                                 Social
                                Content




@leeodden                                 @toprank
Why Leave It
   To Chance?




@leeodden         @toprank
Content Marketing Isn’t About You
  Buy our stuff!   Me. Me me. Oh,        Based on your
     We have       and me. It’s all     feedback, we’re
   great stuff!      about me         posting tips and how
    Buy it now!                         to’s on our most
                                       popular products.




                                       So many of you are
                                       looking for Widget
                                        Wranglers, we’ve
                                          created a new
                                         weekly column.




@leeodden                                          @toprank
Content Marketing Trilogy
                     Shift


                     Consume




                                 Engage
      Discover
@leeodden                                 @toprank
Make A Content Marketing Plan
                                              What
   Who are             What do                                       Make it
                                              stories will
   you writing         they care                                     easy to find
                                              connect
   for?                about?                                        & share
                                              you?




  Preferences        Search &            Editorial                  Social & SEO
  Pain Points        Social Data         Calendar,                  Networking,
  Behaviors          Sources             Repurpose                  PR, Linking


  awareness      consideration     purchase             retention         advocacy


@leeodden                                                                    @toprank
Optimize & Socialize:
             5 Steps to Business
              Blogging Success




@leeodden                           @toprank
1            Customer. Problem. Solution.

                                 Who are your readers?
                                 What are their goals?
                                 Which problems can be
  Carrie       Stan     Maria    solved with content?

            “A blog is only as interesting as the interest
            shown in others.”
@leeodden                                             @toprank
1           Customer. Problem. Solution.

What are YOUR goals?
What makes YOU different?
How will you solve customer
problems with content?
                                    Blogger      Social

            “To stand out, your blog should stand for
            something: unique & specific.”
@leeodden                                          @toprank
2        What To Write About?



                Sweet
      You       Spot!   Readers


@leeodden                          @toprank
Optimized & Socialized Content Plan
     awareness               consideration                purchase                   retention                    advocacy


                                                     Align Customer Needs With Content
                                             Buying
                                                            Keywords               Social Topics               Content Type
                                              Cycle
                                                                               Time Saving Housekeeping,   Blog post, articles in
                                          Awareness        housekeeping tips
                                                                               Naptime Cleaning            relevant magazines
                                                           robot cleaners,
                                                                               What types of automated
                                          Interest         automatic                                       Demonstration video
                                                                               cleaners are there?
                                                           cleaning
                   Maria
                                                                                                           Product feature/benefit
                                                           robot cleaner       What are the best robot
                                          Consideration                                                    list. Comparison to
                                                           reviews             cleaners?
                                                                                                           competitors

    Customer Pain Points                  Purchase
                                                           robot , Zrobot
                                                           how to buy,         Where can I buy a Zrobot?
                                                                                                           Store locator, geo-specific
•   No time to clean                                       Zrobot prices
                                                                                                           store pages, FB fan pages
•   5 small children who spill and make
                                                           Zrobot cleaning     How to get more uses from   Blog posts, guest posts,
    messes                                Retention
                                                           tips                your Zrobot                 video
•   Light colored carpet
•   Cannot afford a weekly maid                            Zrobot fans,
                                                                               Zrobot mom user group Q     Facebook Fan page,
                                          Advocacy         Zrobot
                                                                               and A, tips                 Forum, Zrobot Newsletter
                                                           accessories

@leeodden                                                                                                               @toprank
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
                                                           @toprank
@leeodden
3            Facts Tell, Stories Sell
  Essential questions for
  each content object:
  What’s the story?
  How will it persuade?
  How does it connect
  with your past stories?



@leeodden                                  @toprank
Connected Content


        Topical    Blog Post   Infographic   Video   Report
        Theme
                   Blog Post   Infographic   Video   Report

                   Blog Post   Infographic   Video   Report

                   Blog Post   Infographic   Video   Report

                   Blog Post   Infographic   Video   Report



            Weave Themes Into Stories
@leeodden                                                     @toprank
Connected Content

                         Keyword 1    Keyword 2     Keyword 3   Keyword 4

        Keyword A         Blog Post   Infographic     Video       Report

        Keyword B         Blog Post   Infographic     Video       Report

        Keyword C         Blog Post   Infographic     Video       Report

        Keyword D         Blog Post   Infographic     Video       Report

            Keyword E     Blog Post   Infographic     Video       Report



                Create a Keyword Matrix
@leeodden                                                                   @toprank
Hub & Spoke Publishing




@leeodden                            @toprank
4                  Grow Social Networks
            Topic B                 Topic C



                           Hub
 Topic A                                      Topic D



                          Topic E
@leeodden                                         @toprank
Listen, Create, Engage




                           My interests
                              are…




            Reactive - Proactive
@leeodden                                 @toprank
5        ABO – Always Be Optimizing

                       Set goals


              Repeat               Make a Plan




              Refine               Implement

                       Measure
                       Results
@leeodden                                        @toprank
Master SEO Basics
    Your Ideas       Tech SEO Audit
                    Topical Focus
     Your Biz

 Keyword Glossary
 Category           Search Words
     Keywords
                     Social Topics
     Keywords
     Keywords
 Category
                                              Blogs
     Keywords       Social Topics
     Keywords
     Keywords
     Keywords
                    Analytics Monitoring Conversions
@leeodden                                        @toprank
Search & Social KPIs

    •   Fans
    •   Friends
    •   Followers
    •   Comments
    •   Likes
    •   Google Plusses
    •   Links
    •   SERPs
    •   Search Traffic
@leeodden                             @toprank
Business Outcomes
                    •   Shorter Sales Cycles
                    •   Increased Order Quantity
                    •   More Referrals
                    •   Lower Marketing Costs
                    •   Grow Revenue
                    •   Improve Profits
                    •   Retention
                    •   Share of Voice
                    •   Improve Service


@leeodden                                  @toprank
It All Sounds Good, But…
               Can I Really Do This?




@leeodden                              @toprank
Yes You Can




            You Can Do Anything
@leeodden                   @toprank
With the Right Plan




@leeodden        OptimizeBook.com   @toprank
Planning - WHY

                   Take a Holistic view of
                   Search, Social & Content
                   Where does an integrated
                   approach fit?
                   Research, Audit & Listen
                   Set Goals, Create a Roadmap


@leeodden       OptimizeBook.com          @toprank
Implementation - HOW
                       - Personas
                       - Keyword Research
                       - Content Plan
                       - Creation & Curation
                       - Content Optimization
                       - Social Networking
                       - Promotion & Links
                       - Measurement

@leeodden         OptimizeBook.com          @toprank
Scale - WHO


               Make integrated search, social
               & content part of a process
               Identify training opportunities
               for knowledge transfer



@leeodden     OptimizeBook.com          @toprank
Optimize Is A State of Mind




@leeodden                                 @toprank
Got Optimize?
            OptimizeBook.com


@leeodden                      @toprank
Thank You!

               @LeeOdden
               lee@toprankmarketing.com

               TopRankMarketing.com
               TopRankBlog.com
               OptimizeBook.com



@leeodden                          @toprank

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Better Content Marketing - Optimize & Socialize by Lee Odden

  • 1. Optimize & Socialize for Better Content Marketing Results @LeeOdden TopRankMarketing.com OptimizeBook.com @leeodden @toprank
  • 2. Why Should We Care About Content Marketing? @leeodden @toprank
  • 3. Content Powers Search comScore 2012 Google: 12 Billion Searches Per Mo Fleishmann Hillard 2012 Digital Index 89% Led to Purchase by Search Engines @leeodden @toprank
  • 4. Content Drives Social Sharing AOL Nielsen May 2011 73% of industry related Tweets link to content AOL Nielsen May 2011 64% of industry related blog posts link to content @toprank @leeodden
  • 5. Content Attracts & Engages Newsletter Social Ads PPC Reviews Community Forum Social Networks Email Blog Website Blog Online Ads Media awareness consideration purchase retention advocacy Direct Mail Email Store FAQ Word of Mouth Promotions Knowledge Base P Ecommerce R Radio TV Print Across the Customer Lifecycle @toprank @leeodden
  • 6. Content Info-tains Marketo User Summit 2012 @leeodden @toprank
  • 8. Inspires… Action @leeodden @toprank
  • 10. Inspires… Referrals Hey Steve, 38% of Web Users I’d like to introduce you to Shelly at have recommended Brand XYZ. She’s an expert on 5-9 Brands Widget Wrangling and writes a very Useful blog about it. I think she would be perfect for your situation. 100% recommend Your Customer, at least one brand Sandy Zuberance / eMarketer 2012 @leeodden @toprank
  • 11. @leeodden Inspires… Sales! @toprank
  • 12. Content Is Powerful Content Equalizes @leeodden @toprank
  • 13. Website Newsroom Book Google+ White Papers Twitter Articles Facebook Guides YouTube Webinars Flickr Guest Posts Blog LinkedIn Events Slideshare Press Releases @leeodden @toprank
  • 14. What’s Your Content Strategy? Do You Publish & Pray? @leeodden @toprank
  • 15. Feel Overwhelmed? Optimize Content Social Content @leeodden @toprank
  • 16. Why Leave It To Chance? @leeodden @toprank
  • 17. Content Marketing Isn’t About You Buy our stuff! Me. Me me. Oh, Based on your We have and me. It’s all feedback, we’re great stuff! about me posting tips and how Buy it now! to’s on our most popular products. So many of you are looking for Widget Wranglers, we’ve created a new weekly column. @leeodden @toprank
  • 18. Content Marketing Trilogy Shift Consume Engage Discover @leeodden @toprank
  • 19. Make A Content Marketing Plan What Who are What do Make it stories will you writing they care easy to find connect for? about? & share you? Preferences Search & Editorial Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose PR, Linking awareness consideration purchase retention advocacy @leeodden @toprank
  • 20. Optimize & Socialize: 5 Steps to Business Blogging Success @leeodden @toprank
  • 21. 1 Customer. Problem. Solution. Who are your readers? What are their goals? Which problems can be Carrie Stan Maria solved with content? “A blog is only as interesting as the interest shown in others.” @leeodden @toprank
  • 22. 1 Customer. Problem. Solution. What are YOUR goals? What makes YOU different? How will you solve customer problems with content? Blogger Social “To stand out, your blog should stand for something: unique & specific.” @leeodden @toprank
  • 23. 2 What To Write About? Sweet You Spot! Readers @leeodden @toprank
  • 24. Optimized & Socialized Content Plan awareness consideration purchase retention advocacy Align Customer Needs With Content Buying Keywords Social Topics Content Type Cycle Time Saving Housekeeping, Blog post, articles in Awareness housekeeping tips Naptime Cleaning relevant magazines robot cleaners, What types of automated Interest automatic Demonstration video cleaners are there? cleaning Maria Product feature/benefit robot cleaner What are the best robot Consideration list. Comparison to reviews cleaners? competitors Customer Pain Points Purchase robot , Zrobot how to buy, Where can I buy a Zrobot? Store locator, geo-specific • No time to clean Zrobot prices store pages, FB fan pages • 5 small children who spill and make Zrobot cleaning How to get more uses from Blog posts, guest posts, messes Retention tips your Zrobot video • Light colored carpet • Cannot afford a weekly maid Zrobot fans, Zrobot mom user group Q Facebook Fan page, Advocacy Zrobot and A, tips Forum, Zrobot Newsletter accessories @leeodden @toprank
  • 25. 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 @toprank @leeodden
  • 26. 3 Facts Tell, Stories Sell Essential questions for each content object: What’s the story? How will it persuade? How does it connect with your past stories? @leeodden @toprank
  • 27. Connected Content Topical Blog Post Infographic Video Report Theme Blog Post Infographic Video Report Blog Post Infographic Video Report Blog Post Infographic Video Report Blog Post Infographic Video Report Weave Themes Into Stories @leeodden @toprank
  • 28. Connected Content Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword A Blog Post Infographic Video Report Keyword B Blog Post Infographic Video Report Keyword C Blog Post Infographic Video Report Keyword D Blog Post Infographic Video Report Keyword E Blog Post Infographic Video Report Create a Keyword Matrix @leeodden @toprank
  • 29. Hub & Spoke Publishing @leeodden @toprank
  • 30. 4 Grow Social Networks Topic B Topic C Hub Topic A Topic D Topic E @leeodden @toprank
  • 31. Listen, Create, Engage My interests are… Reactive - Proactive @leeodden @toprank
  • 32. 5 ABO – Always Be Optimizing Set goals Repeat Make a Plan Refine Implement Measure Results @leeodden @toprank
  • 33. Master SEO Basics Your Ideas Tech SEO Audit Topical Focus Your Biz Keyword Glossary Category Search Words Keywords Social Topics Keywords Keywords Category Blogs Keywords Social Topics Keywords Keywords Keywords Analytics Monitoring Conversions @leeodden @toprank
  • 34. Search & Social KPIs • Fans • Friends • Followers • Comments • Likes • Google Plusses • Links • SERPs • Search Traffic @leeodden @toprank
  • 35. Business Outcomes • Shorter Sales Cycles • Increased Order Quantity • More Referrals • Lower Marketing Costs • Grow Revenue • Improve Profits • Retention • Share of Voice • Improve Service @leeodden @toprank
  • 36. It All Sounds Good, But… Can I Really Do This? @leeodden @toprank
  • 37. Yes You Can You Can Do Anything @leeodden @toprank
  • 38. With the Right Plan @leeodden OptimizeBook.com @toprank
  • 39. Planning - WHY Take a Holistic view of Search, Social & Content Where does an integrated approach fit? Research, Audit & Listen Set Goals, Create a Roadmap @leeodden OptimizeBook.com @toprank
  • 40. Implementation - HOW - Personas - Keyword Research - Content Plan - Creation & Curation - Content Optimization - Social Networking - Promotion & Links - Measurement @leeodden OptimizeBook.com @toprank
  • 41. Scale - WHO Make integrated search, social & content part of a process Identify training opportunities for knowledge transfer @leeodden OptimizeBook.com @toprank
  • 42. Optimize Is A State of Mind @leeodden @toprank
  • 43. Got Optimize? OptimizeBook.com @leeodden @toprank
  • 44. Thank You! @LeeOdden lee@toprankmarketing.com TopRankMarketing.com TopRankBlog.com OptimizeBook.com @leeodden @toprank

Hinweis der Redaktion

  1. 9:00 AM to 10:00 AM - Thu. Jun. 7th Room 1A08Search, social media and content marketing are converging, and consumers are using numerous ways to discover, consume and act on content. In this session, you’ll learn how to use content marketing best practices to design information that inspires audiences to share, buy and recommend your brand.Key Points1. Learn the framework for an optimize and socialize approach to content marketing2. Understand the framework for optimizing across the customer lifecycle3. Know the difference between KPIs and business outcomes for web and social measurementhttp://www.blogworldexpo.com/2012-nyc/conference/sessions/optimize-and-socialize-for-better-content-marketing/
  2. Content Powers Searchhttp://fleishmanhillard.com/2012/01/31/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/
  3. http://www.emarketer.com/Article.aspx?R=1008881
  4. http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/
  5. Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  6. Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  7. Social spokesChannels of distributionMonitor, engageReactive, proactive