howtoboostinboundmarketingsuccess-160309220241

Leverage the power of content marketing, SEO and social media marketing to drive more results to your marketing mix.

How to boost inbound marketing success

Marguerite Inscoe Inbound Marketing Ninja

RelaunchU

Chris Raulf Founder

Boulder SEO Marketing

Julie Gauthier Director of Marketing

Scoop.it

Boost inbound marketing success with content marketing, SEO and social media marketing 2

The presenters

Marguerite Inscoe Inbound Marketing Ninja

RelaunchU

Chris Raulf Founder

Boulder SEO Marketing

Julie Gauthier Director of Marketing

Scoop.it


Inbound marketing is proven to drive SEO, traffic and leads

Source: HubSpot blogging frequency benchmark 2015

54%+Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing.

Source: State of Inbound 2014

http://blog.hubspot.com/marketing/blogging-frequency-benchmarks

http://www.stateofinbound.com/


And not just leads, revenue too!

758xYou have 758x more chances of closing an

inbound lead (that came to you through your content) than an outbound lead (that you went

to get with telemarketing, cold calling, etc.)


So much results everybody is now doing inbound marketing

90% of all the data in the world has been generated over the last two years.


But content is a major struggle for marketers

This is rather surprising. It’s not like there’s a shortage of content marketing software available. It’s not like content marketers don’t need any help. But about half of us are using our own, in-house systems. Maybe it’s a patched-together Excel sheet, or maybe a Google calendar that serves as editorial calendar, idea management, and a process chart.


Why? well first it takes a lot of time and money

Type of content Cost to produce Time to produce

Curated content 0.33 man hours <1 hour

Blog - original content 2-4 man hours 1-3 days

Infographic $2,000-$10,000 3-6 weeks

Video $3,000-$150,000 4-12 weeks

White paper 5-20 man days 3-8 weeks


And there are a lot of moving parts: 1. The SEO rules have changed

Content

freshness relevance

quality


2. Social networks are greedy

Organic reach is declining as social networks want marketers to pay for play


3. There are too many best practices online


4. The technology landscape is crowded

74%83%


As a result, the work done goes unseen


And most marketers don’t know how to measure the results


3 axis of improvement to drive success to your inbound marketing strategy

Social Media SEO

Content



Social Media SEO

Content


Start by publishing content

“Some “just okay” content that is published will crush “awesome content” that never gets published.

“You have to produce average content to learn how to produce great content”

Marcus Sheridan Founder, The Sales Lion @thesaleslion


Don’t bet all you have on a few big pieces

Source: Content Marketing ROI: Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer

http://blog.scoop.it/2015/04/21/content-marketing-roi-do-ebooks-and-white-papers-generate-more-leads-than-blogs-a-data-driven-answer/


The more you do, the more complex it gets

11-15 blog posts / month

+ 10 social channels (brand + marketing team)

x 3 posts / day

+ 1 newsletter/week

x 5 posts included/newsletter

+

…


Use a content marketing calendar

Define publishing goals (eg: X posts/week) by channelScoop.it Content Director’s smart calendar: http://business.scoop.it/

http://business.scoop.it/



Leverage your co-workers

Define publishing goals (eg: X posts/week) by channel Include your co-workers’ profiles for amplification



But how can you publish more content without more resources?


1. Leverage content curation in your mix

Cut down the time to publish a great blog post to 15-20 minutes. While creating a good original blog post can easily take up to 4-6 hours, building on curated content is much faster, especially if you use a curation tool to source industry content automatically.

Read, select and add your own commentary to craft a short but impacting post linking to the original piece.

Et voilà!

Source attribution where you can click to read more: - drives traffic to original site, - vets original content as worth reading, - encourages further sharing.

Quote from the original article.

Added value in the form of commentary from the curator: context, opinion, perspective, links to other pieces, etc.

Your title and your image should be relevant to the overall content of the article.


Content curation is the best technique to publish content regularly

“Content curation not only alleviates the pressure of having to devote valuable time to creating original content, but it also adds credibility and third party validations to your efforts.”

Jason Miller Senior Content Marketing, LinkedIn @jasonmillerca


Your content is 4x to 7x less trusted than third-party content

This study from the CMO Council proves that using third-party content intelligently becomes critical to win over prospects.

What types of content do you most trust and value?% of

respondents

Professional association research reports/white papers 67%

Industry group research reports/white papers 50%

Customer case study 48%

Analyst reports/white papers 44%

Independant product reviews 40%

Vendor-created content (white papers, etc.) 9%

Source: CMO Council - Better Lead Yield in the Content Marketing Field

http://customerthink.com/why-expert-content-should-be-part-of-your-content-marketing-mix/


It’s 4 to 8 times faster than writing a blog post

Publishing a good curated post takes 30 minutes or less with a content curation tool.

Time in minutes to publish:

an original blog post a curated post with a content curation tool

30

240

Task Without a tool With a tool

Discovering relevant content 30 3

Reading content 5 5

Editing content (title, quote, image...) 5 5

Writing an insight 15 15

Publishing it to your blog in the right format 5 1

Distributing it to all your social channels 5 1

Total (in minutes) 65 30

How to improve SEO - the power of content curation 26

Curated posts can even rank higher than original contentG

oogl

e Ra

nkin

gs

102nd result

1st result

10th result

curated links with auto-generated

summaries

curated links with 200 word annotation

curated links with excerpt of the original article and

200 word annotation.

Source: SEO-Friendly content curation in a post-wanda world

Ranking of curated posts vs the original post for the same keyword

1

10

4th result

original post

http://www.bruceclay.com/newsletter/volume112/seo-friendly-content-curation.htm


2. Automate content discovery

Automate content discovery and save time Create curated posts directly in your CMS (blog)

Scoop.it Content Director’s content sourcing and curation tools: http://business.scoop.it/



3. Repurpose content

webinar

powerpoint/ keynote

slideshare infographic

video tutorial

survey

curated content 3rd-party blog

Quora Q&A statistics

tweets …

internal data case study

podcast

newsletter

eBook/white paper

blog post

visual content text content


Which will save you time for the same performance


4. Involve influencers in your marketing

“Co-creating useful content with your community incentives participation, engagement and promotion. Influencers get exposure and you’ll get relevant content they’re inspired to share.”

Lee Odden CEO, TopRank Online Marketing @leeodden


5. Optimize your content for conversion

Content Hub meant to delight your

audience

created content curated content

contributors’ content

Distribution

social media email newsletter

other blogs content platforms

Landing pages

gated high value content (offered for contact info) product landing pages

with detailed pitch

posting scheduling

repurposing

click-through

CTA to landing pages



Social Media

Content

SEO


Best place to hide a dead body


[SEO Works] Busier Than A One Legged Man On a Tricycle!


SEO is dead, long live SEO!


Campaign-based inbound marketing works best

Inbound Marketing

Content Marketing Social Media Marketing

Search Engine Optimization

Campaigns


The 5 pillars of SEO methodology

1. Technical Health of Website 2. Website Functionality 3. On-Page Search Engine Optimization 4. Off-Page Search Engine Optimization 5. Social Media Marketing

Content Marketing


SEO = team work

• SEO manager Develop strategy Manage team and drive process Analyze date

• Content marketing manager Curate content, write web content, blog posts, in-depth articles, white papers, case studies, etc.

• Social media expert Draft and publish social media messages Community management, etc.

• Webmaster


SEO is still a keyword driven process


Take advantage of the Google search console


Content SE-Optimization tips

Curated content: Link to original content!! Include an original intro and outro; add your point of view on the topic!

Meta tags: Title [50 - 60 characters] Description [150 - 160 characters] Keywords [2-3 target SEO keywords]

Blog posts: 400-600 words In-depth articles: 1k+ words Press releases: 350-450 words


Content SE-Optimization tips

Try to include one internal link per 100 words and one high-quality external link If possible, add an image and include an alt / image tag with a target keyword Place keyword(s) in applicable H1, H2 & H3 heading Try to include an important target keyword in the first paragraph and a variation of that keyword toward the end; hyperlink to applicable internal pages Don’t forget to include a call to action!

Share on social media Click / call to request a quote Download a white paper / view webinar, etc.



SEO

Content

Social Media

Boost inbound marketing success with content marketing, SEO and social media marketing

The cool guy?45


What do you want to accomplish?

Which media is best? What mix of content/posts supports goals?

Monitor, measure, tweak

Goals

Brand awareness

Customer service

Thought/industry leadership

Lead generation

Sales


Document your plans


Assign roles and tasks

Oversight, Goal Setting, Planner/Coordinator, Graphic Design, Publishing, Engagement, Reporting


Finding the right content to share


Share across your social media destinations


How to leverage 3rd party content

Consider your buyer’s interests first

@Mention the author in social media posts when possible

Use Snip.ly to display your own call-to-action

Track engagement by type and media

- Media’s own analytics

- Social media manager SaaS

- Tracked URLs


Content Marketing KPI’s: the VSTL model for analytics

VOLUME SHARES LEADSTRAFFIC


Track granular performance on a post by post basis: views (traffic), shares (amplification) and attributed leads

Scoop.it Content Director’s analytics: http://business.scoop.it/



Are you on track for content marketing ROI?Take the 5’ test

http://business.scoop.it/content-marketing-grader-for-roi/



howtoboostinboundmarketingsuccess-160309220241

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