introduction to search engine optimization (seo) social media and content marketing

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[Webinar] An Introduction to Content Marketing, SEO and Social Media Marketing www.boulderseomarke.ng.com | 720.263.1736 | [email protected].com February 27, 2014 Laura Lear Vice President of Marketing Medical Group Management Association Chris Raulf Online Marketing Expert & Founder Boulder SEO Marketing

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The purpose of content marketing is to attract and retain customers by consistently creating relevant and valuable content with the intention of enhancing the consumer’s behavior. Content marketing is an ongoing process that needs to be integrated into a company’s overall marketing strategy. When communicating with your customers and prospects you want to deliver information that helps the reader solve an issue or learn more about your company, products or services in a non-salesy way. If you are able to provide valuable content to your target audience, they will ultimately consider your business when it’s time to make the purchase. So where does search engine optimization (SEO) and social media marketing fit into all SEO, Social Media and Content Marketing Trainingof this? Creating high quality content for your website is only part of the game, but getting your potential customers to find and read your content is ultimately what you’re trying to achieve. Your content needs to be optimized so that Google and other search engines will list it in their search results. The higher you rank in organic searches, the more traffic you’ll get to your website. And by incorporating social media marketing into your online marketing mix, you’ll increase your chances of getting your content found by a multitude. In this interactive online session, Laura and Chris will discuss the principles and many best practices of content marketing; they’ll share proven and tested search engine optimization and social media marketing tactics and strategies, and you’ll also learn how to develop and execute an online marketing strategy and how to measure the results of your online marketing efforts. The webinar targets business owners, marketing professionals, online marketing professionals, SEO consultants and anyone interested in learning more about content marketing, SEO and social media marketing. Presenters ------------ Laura Lear, Vice President of Marketing at Medical Group Management Association (MGMA) and Chris Raulf, online marketing expert and founder of Boulder SEO Marketing

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Page 1: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

[Webinar] An Introduction to Content Marketing, SEO and Social Media Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

February 27, 2014 Laura Lear Vice President of Marketing Medical Group Management Association Chris Raulf Online Marketing Expert & Founder Boulder SEO Marketing

Page 2: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

Agenda  

•  Introduc*on  to  Content  Marke*ng  •  Campaign  Based  Content  Marke*ng  

–  Crea*ng  search  engine  op*mized  content  around  an  online  event  

•  Search  Engine  Op*miza*on  •  Social  Media  Marke*ng  •  Track  and  Measure  Results  •  Bonus  SEO  Tip  •  Ques*ons  and  Answers  

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 3: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

About  Us  Laura Lear Vice President of Marketing Medical Group Management Association •  LinkedIn:  hDp://www.linkedin.com/in/lauralear    •  TwiDer:  hDps://twiDer.com/lauralear Chris Raulf Online Marketing Expert & Founder Boulder SEO Marketing •  LinkedIn:  hDp://www.linkedin.com/in/chrisraulf  •  TwiDer:  hDps://twiDer.com/swisschris  •  Google+:  hDps://plus.google.com/+ChrisRaulf    

Page 4: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

If  you  do  …,  then  this  could  happen:  

Page 5: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Buzzword  “Content  Marke.ng”    •  Nothing  new  

•  We  all  do  it  

•  We  all  can  do  it  beDer  

•  Get  the  most  out  of  content  marke*ng:  Campaign  based,  Search  Engine  Op*miza*on  &  Social  Media  Marke*ng  

•  Content  Makes  Marke*ng  by  Laura  Lear:  hDp://goo.gl/Wb4pY  

•  The  Advanced  Content  Marke*ng  Guide:  hDp://www.quicksprout.com/the-­‐advanced-­‐guide-­‐to-­‐content-­‐marke*ng/  

Page 6: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

Quick  Poll  

Content  Marke*ng  is  being  done  systema*cally  at  my  company!      

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 7: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

content  marke*ng  intro    

•  Laura  Lear  

•  VP  of  Marke*ng  -­‐  MGMA  

•  TwiDer:    @lauralear  •  Email:    [email protected]  

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 8: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

what  is  content  marke*ng?  

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 9: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

0 10 20 30 40 50 60 70 80 90 100

Social Media (excluding blogs) 79%

Article Posting 78% In-Person Events

62% eNewsletters 61%

Case Studies 55%

Blogs 51%

White Papers 43%

Webinars / Webcasts 42%

Print Magazines 42%

Videos 41%

Using Traditional Media 31%

Microsites 30%

Print Newsletters 25%

Podcasts 16%

Research Reports 23%

Data-Driven Content Marketing 21%

Digital Magazines 15%

Mobile 11% Virtual Conferences 11%

eBooks 9%

content marketing usage [ ]

by tactic

Source: B2B Content Marketing: Joe Pulizzi, American Business Media, BMA, CMI, MarketingProfs, & Junta42

Page 10: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

it  starts  with a story

Page 11: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

what is what is what is

what could be

what could be

what could be

story  structure  2.0  

new bliss (new norm)

Source: Nancy Duarte, Duarte Design

what is

Page 12: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

create  compelling  content  

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 13: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

figure  out  your audience

hi. well hello!

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 14: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

take  inventory  

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 15: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

build  a  roadmap  

Source: TechTarget2009 Media Consumption Report

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 16: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

Source:Eloqua & Jess3

Page 17: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

plan   obsolescence [ ]

for

Source:Eloqua & Jess3

Page 18: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

Junta42’s  3  &  3  method  

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 19: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

challenges  

1. Producing  engaging  content  2. Producing  enough  content  3. Having  sufficient  budget  to  create  content  

top 3

Source: MarketingProfs & Junta42

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 20: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

your  story  is  at         the starting line . . .

Page 21: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Campaign  Based  Content  Marke.ng,  Search  Engine  Op.miza.on  and  Social  Media  

Page 22: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Webinar  Planning  Phase  

Webinar  schedule:  – 4  –  12  months  plan  – How  ocen:  1  per  month,  every  other  month,  1  per  quarter?  

– Commitment  – Resources  – Goals  – Etc.  

Page 23: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Webinar  Planning  Phase  

Guest-­‐Speakers  are  lead  magnets  Customers  -­‐  Success  stories,  best  prac*ces,  etc.  Industry  experts  -­‐  Unbiased  -­‐  Credibility  Partners  -­‐  Tab  into  their  network  =  More  leads  

Page 24: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Webinar  Planning  Phase:  Checklist  

– Webinar  topic  – Target  date/*me  – Proposed  Webinar  *tle  – Dura*on  /  Agenda  – Hos*ng:  GoToWebinar,  WebEx,  etc.    – Presenter(s)  – Guest-­‐presenter(s)  – Presenter(s)  bios  

Page 25: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Have  a  Plan…  and  Share  it  with  the  Team  

Page 26: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Webinar  Planning  Phase:  Checklist  

–  Target  aDendees  •  Exis*ng  /  New  Customers  •  Target  *tles  •  Specific  geographic  target  regions  

–  Goals  /  Ac*on  Items:  •  Define  primary  and  secondary  goal  of  hos*ng  the  webinar  

• What  are  the  3-­‐5  key  “take-­‐aways”  we’d  like  our  audience  to  walk  away  with  

• What  ac*ons  do  we  want  our  audience  to  take  acer  the  webinar  

Page 27: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 28: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Keyword  Research  for  SEO  

Page 29: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Webinar  Planning  Phase:  Start  to  Integrate  Search  Engine  Op.miza.on  

– Know  your  target  keywords  

– Then…  start  to  drac  op*mized  content:  • Webinar  descrip*on  • Blog  post(s)  • Social  media  messages  • Press  release  • Content  for  doc  sharing  sites  such  as  SlideShare,  DocStoc,  etc.  

Page 30: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 31: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing
Page 32: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 33: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

On-­‐Page  SEO  Tips  

–   +/-­‐  500  words  –  Include  a  link  to  another  related  page  on  your  site  –  If  possible,  add  an  image  and  include  an  alt  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  as  well  as  the  last  

–  Op*mized  meta  tags:  •  Title  •  Descrip*on  •  Keywords  

Page 34: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Off-­‐Page  SEO  Tips  

– LinkedIn,  Facebook,  etc.  company  pages  – SliderShare,  DocStoc,  etc.  – Directories  – Press  releases  (PRWeb,  PRLog,  etc.)  – Guest  blog  post  – Etc.  

Page 35: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 36: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing
Page 37: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Op.mized  Press  Releases:  PRWeb  

Page 38: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing
Page 39: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

About  Me:  LinkedIn:  hDp://www.linkedin.com/in/chrisraulf  

Twi[er:  hDps://twiDer.com/swisschris  

Facebook:  hDps://www.facebook.com/chris.raulf  

 

Page 40: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing
Page 41: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

Source:  www.socialmediaexaminer.com/social-­‐media-­‐marke*ngindustry-­‐report-­‐2012/  

Page 42: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

Source:  www.socialmediaexaminer.com/social-­‐media-­‐marke*ngindustry-­‐report-­‐2012/  

Page 43: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

Integra.ng  Social  Media  

Page 44: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Social  Media  Marke.ng  Works  

Page 45: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Use  Google  Docs  to  Manage  your  Social  Media  Messages  

Page 46: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing
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Keyword  Rank  Tracking  

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 48: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

Keyword  Rank  Tracking  Tools  

•  Swiss  Made  Marke*ng:  hDp://swissmademarke*ng.com/ranktracker/          

•  Moz  Rank  Tracker:    hDp://moz.com/tools/rank-­‐tracker      

•  SEO  Book:  hDp://tools.seobook.com/rank-­‐checkers/    

•  SEO  Centro:  hDp://www.seocentro.com/tools/search-­‐engines/keyword-­‐posi*on.html      

•  Plugins,  etc.    

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 49: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

Keep  Track  of  Your  Rankings  

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 50: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

…and  Measure  the  Results  

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Page 51: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

Bonus  SEO  Tip  

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Get  your  new  web  pages  indexed  and  searchable  on  Google  in  no  *me:  

Page 52: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

April  8  &  29  in  Boulder  and  Denver  

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

 Register  by  Thursday,  March  6,  2014  and  get  $100  off  the  registra*on  fee  with  code  Feb27.  Learn  more  at:  www.boulderseomarke*ng.com/training      

Page 53: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

Intro to Content Marketing, SEO & Social Media Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Questions? Connect with Laura: LinkedIn:  hDp://www.linkedin.com/in/lauralear    Twi[er:  hDps://twiDer.com/lauralear   Connect with Chris: LinkedIn:  hDp://www.linkedin.com/in/chrisraulf  Twi[er:  hDps://twiDer.com/swisschris  Google+:  hDps://plus.google.com/+ChrisRaulf    

 Connect with Boulder SEO Marketing: LinkedIn:  hDp://www.linkedin.com/company/boulder-­‐seo-­‐marke*ng    Twi[er:  hDps://twiDer.com/Marke*ngSEOWiz    Facebook:  hDps://www.facebook.com/BoulderSEOMarke*ng    Google+:  hDps://plus.google.com/+Boulderseomarke*ng    

Page 54: Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

www.boulderseomarke.ng.com    |  720.263.1736  |  [email protected]      

Thank You and See You Next Time J