[A Powerful Combination] Campaign-Based Content Marketing, Search Engine Optimization and Social Media Marketing
January 7, 2016
Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing Collin Sutz National Sales Manager SocialSEO
www.boulderseomarke.ng.com|720.263.1736|[email protected]
Agenda
• Campaign-basedContentMarke3ng,SEOandSocialMedia
• Inboundvs.OutboundMarke3ng• ContentMarke3ng• SearchEngineOp3miza3on• SocialMediaMarke3ng• BringingEverythingTogether• CaseStudies• Ques3ons&Answers
www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris
AboutthePresentersChris• BornandraisedinSwitzerland• Twoamazingkids;lovesoccer,mountainbiking,hiking,
yoga,rockclimbing...andcraHyColoradobeer• 20+yearsindigitalmarke3ngCollin• BorninNewYork;movedtoColorado1986• Familyman,ski,hike,travel,collectbarleywine• Startedbusinesscareerin1999OurServices• OrganicSearchEngineOp3miza3on• Pay-Per-Click• SocialMediaMarke3ng• ContentMarke3ng• SEOSiteAudits• Consul3ngandTraining• LinkedInTraining&More
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It’sNotRocketScience…ButItWorks:
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WhatisCampaign-BasedContentMarke.ng,SEOandSocialMediaMarke.ng?
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Campaign-BasedInboundMarke.ngWorksBest!
InboundMarke3ng
ContentMarke3ng
SocialMedia
Marke3ng
SearchEngine
Op3miza3on
Campaigns
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InboundVs.OutboundMarke.ng
Source:hTps://en.wikipedia.org/wiki/Inbound_marke.ng
• Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers.
• Outbound marketing: In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered "outbound marketing".
• Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.
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InboundVs.OutboundMarke.ng
ImageSource:hTps://www.inboundmarke.ng.com.au/inbound-vs-outbound-marke.ng/
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TheCaseforInboundMarke.ng
Source:hTps://jumplead.com/blog/2013/11/why-inbound-marke.ng-sta.s.cs-on-inbound-vs-outbound-marke.ng
• 32% of brands are decreasing spending on outbound marketing to spend more on content marketing
But why?
• 200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list.
• Inbound marketing costs 62% less per lead than traditional outbound marketing.
• 54% more leads are generated by inbound than by outbound.
• Per dollar, content marketing produces 3 times more leads.
• For mid-sized businesses, content marketing costs 31% less than paid search.
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• Nothingnew;wealldoitonadailybasis
• ContentMakesMarke3ngbyLauraLear:hVp://goo.gl/Wb4pY
• Webinar:AnIntroduc3ontoContentMarke3ng,SEOandSocialMediaMarke3ng:www.boulderseomarke3ng.com/webinar-introduc3on-to-content-marke3ng-seo-and-social-media-marke3ng
[ContentMarke.ng]JustaBuzzword?
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“Athoughtleadercanrefertoanindividualorfirmthatisrecognizedasanauthorityinaspecializedfieldandwhoseexper3seissoughtandoHenrewarded.”
Source:hVps://en.wikipedia.org/wiki/Thought_leader
[ThoughtLeadership]AnotherBuzzword?
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• Contentmarke.ngisanymarke3ngformatthatinvolvesthe
crea.onandsharingofmediaandpublishingcontentinordertoacquirecustomers.Thisinforma3oncanbepresentedinavarietyofformats,includingnews,video,whitepapers,e-books,infographics,casestudies,how-toguides,ques.onandanswerar.cles,photos,etc.
• Contentmarke.ngisfocusednotonselling,butonsimplycommunica.ngwithcustomersandprospects.Theideaistoinspirebusinessandloyaltyfrombuyersbydelivering"consistent,ongoingvaluableinforma3on.“Source:hVp://en.wikipedia.org/wiki/Content_marke3ng
SoWhatExactlyisContentMarke.ng?
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www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris
www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris
SearchEngineOp.miza.on
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Where’sTheBestPlaceToHideADeadBody?
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SupplyDatabase(akasearchengines)
Demand
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The5PillarsofSEO
1. TechnicalHealthofWebsite2. WebsiteFunc3onality3. On-PageSearchEngine
Op3miza3on4. Off-PageSearchEngine
Op3miza3on5. SocialMediaMarke3ng
ContentMarke.ng
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SEORequiresaStrongTeamResources:• SEOManager
– Developstrategy– Manageteamanddriveprocess– Analyzedate
• ContentCreator– Webcontent,blogposts,in-depthar3cles,whitepapers,casestudies,etc.
• SocialMediaExpert– DraHandpublishsocialmediamessages– Communitymanagement,etc.
• Webmasterwww.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris
The5PillarsofSearchEngineOp.miza.on
1. TechnicalHealthofWebsite2. WebsiteFunc3onality3. On-PageSearchEngineOp3miza3on
– Iden3fyyourtargetSEOkeywords– Findyour“Lowhangingfruit”keywords
4. Off-PageSearchEngineOp3miza3on5. SocialMediaMarke3ng
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[QuickPoll]HaveYouDoneKeywordResearch?
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Ini.alKeywordResearch
hVps://adwords.google.com/ko/KeywordPlanner/Home
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www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris
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DoYouKnowYour“LowHangingFruit”Keywords?
hVp://www.boulderseomarke3ng.com/webinar-seo-keyword-research-find-keywords-that-will-improve-search-traffic-to-your-website/
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GoogleSearchConsole
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GoogleSearchConsole
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GoogleSearchConsole
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GoogleSearchConsole
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ContentCrea.onü CreateaContentDevelopmentPlanßSadly,alotofcompaniesdon’tdoit!
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ContentCrea.on
www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris
ContentContentdevelopmentchallenges:• Highqualitycontent/resources• Enoughcontent/3me• CostTips:• Repurposeexis3ngcontent(contentinventory
spreadsheet)• Findotherin-housecontentdevelopmentresources• Outsourcecontentdevelopment
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ContentCrea.on
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ContentCrea.on:Outsourcing
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ContentCrea.on:Outsourcing
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Phase1:Ini.alOn-BoardingandProjectSetup
Ini.alInterviewandResearch–Theywanttolearnaboutyou,yourtargetmarketandwhatyouwanttoaccomplishwithyourcontentTheWriterAudi.onProcess–Basedonyourspecificindustryandneeds,theyusetheircrowd-sourcingtoolstosearchthousandsofwriterstoiden3fyahandfulofmatchingwritersBuildingaTrusted,ReliableWri.ngTeam–Youarepresentedwithacustom-wriVensamplefromeachmatchingwritersoyoucanchoosewhichwritersyou’dliketoaddtoyourteam
Phase2:On-GoingProjectManagement
Keyword/TopicResearch–Comeupwithatargetlistofkeywordsandtopicstowriteabout.UsingKeywordResearchToolandotherresources.TitleDevelopment–Everymonthorquarter,developalistofinteres3ng,compellingpage3tlesEditorialCalendarPlanning–Assigntargetpublishdatesforeach3tlesoyoucanviewadetailedpublishingscheduleAssignment,Produc.on,Edi.ng,andPublishing–Managetheen3reproduc3onandeditorialprocess.Deliverorpublishfinishedcontenttoyoursite.
ContentCrea.on:Outsourcing
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Benefits:ImmediateaccesstoSEOandresearchtools–withoutthelearningcurve.
• IntegratedKeywordResearchTool:Theywillfindthebestkeywordsandtopicstohelpyouaccomplishyourgoals
• TitleResearchandDevelopmentTool:TheyanalyzetrendingdatatodeterminethehoVest3tlesinyoursegment
• EditorialCalendar:Theywillplanoutyourcontentforyou–monthsinadvance
ContentCrea.on:Outsourcing
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What’sthecatch?
ContentCrea.onandOp.miza.onü Op3mizedmetatags:
• Title[50-60characters]• Descrip3on[150-160characters]• Keywords[2-3targetSEOkeywords]• Alt/Images
ü Blogposts:400-600wordsü In-depthar3cles:1k+wordsü PR:400wordsü Includelinkstootherrelatedpagesonyoursiteandotherhighqualitywebsitesü Ifpossible,addanimageandincludeanalttagwithatargetkeywordü Placekeyword(s)inapplicableH1,H2&H3headingü Trytoincludeanimportanttargetkeywordinthefirstparagraphaswellasthe
lastandhyperlinkittoanapplicablepageü Don’tforgettoincludeacalltoac3on!
• Shareonsocialmedia• Click/calltorequestaquote• Downloadawhitepaper/viewwebinar,etc.
ü SetupGoaltrackinginGoogleAnaly3cs
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SocialMediaMarke.ng
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www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris
[BringingEverythingTogether]CampaignBasedContentMarke.ng,SEOandSocialMedia
www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris
[CaseStudies]ProofIsInThePudding
• Bi-monthlyonlineevent• Weeklyblogpost• 2personalLinkedInstatusupdatesperday• 1LinkedIncompanypagestatusupdateperday• 2LinkedIngrouppos3ngsperday• 1FB/G+postperday• 2Tweetsperday
CustomerCaseStudy
www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris
• 150%increaseinorganicsearchtrafficfromGoogle• ~15-20%organicgrowthrateofsocialmediafollowersper
month• 150-250webinarregistrants• ~35-40%newleadsperevent(LinkedInleadgencampaign)• 4-5newandop3mizedpiecesofcontentforwebsiteperevent• Pressreleasestrategy• Increasedbrandrecogni3on;industrythoughtleader• Recordingofonlineeventrepurposedason-demandcontenton
thewebsite;‘recordingrequest’pagesgenerate60-80newrequestspermonth
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CustomerCaseStudy
UpcomingIn-PersonTrainings
hVp://www.boulderseomarke3ng.com/seo-and-social-media-classes/upcoming-events/
Thank You!
Questions?
January 7, 2016
Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing Collin Sutz National Sales Manager SocialSEO
www.boulderseomarke.ng.com|720.263.1736|[email protected]