April 28, 2014

© 2014 Didit – Not for Distribution beyond attendees Confidential

The New Online Marketing

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Founded Didit in 1996. 19 years of SEM, SEO & digital media. Campaign Technology Maestro / MAPS.

Written four books, 400 + columns, 350+ conferences.

Technology ala-carte, or Technology + Services. You decide when and how you need our help.

Over 50% of clients are referrals 2007

2007, 2008, 2009

Kevin Lee – Mini Biography

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Engineers at Google and Bing need to determine relevance & make sure they use an algorithm that is challenging to manipulate (gaming the system).

As a search engineer, what feedback signals would you use in addition to links as votes? I’d consider using: • Author-specific authority (not just domains, but Google killed rel-author) • Social media buzz, virality, engagement, influence and authenticity (but can you tie author to other content?) • Citations or mentions in the press (and perhaps blogs) • Browser and Toolbar data signals

If you were an engineer at Google?

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SEO slide 2 The Chart

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Content drives SEO and Drives Social, but differently. • Is your content emotional? • Is it sharable? • Is it link-bait? • Will it need to be promoted? • Is it graphical (infographic/video)

Social success = SEO win: Content

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Social connections may become valuable for SEO links. • Likes • Follows (Twitter, Youtube, Google+) • LinkedIn Connections • Can you get email addresses?

Social success = SEO win: Touchpoints

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Blog and Press links remain important. Plus Google and Bing may be looking at social signals directly. • Do you know who could link? • Start a Social CRM initiative • What quid pro quo can you offer?

(other than links) • Become a publisher?

Social success = SEO win: Link-Bait

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The common thread between SEO and Social is content: • Interesting content gets links and also gets shared • Content syndication may result in greater Social Velocity as well as better overall SEO visibility • Defining visibility and success

SEO & Social, content is King… Again

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For competitive categories ranking well for most terms is nearly impossible. Consider the value of having your content rank elsewhere. Guest Blogging 3.0!

Syndication for Visibility & More

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You still need as much of the Google and Bing SERP as possible. What is the strategy that gets you SEO and also helps in social media and all online?

• Great content

• Sharable content

• Multi-platform

• Multi-stage (all stages of the buying cycle)

1+1+1+1=4.xxx! That’s the efficiency of compound marketing. The better your execution the greater compound factor.

Compound Marketing

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What content do you need? Prioritize it. • Who (is consuming the content?) • What (are you an expert in and what are the primary objectives of each piece of content?) • When (is the content consumed?) • Where (does the content reside?) • Why (is your content good enough & important enough?) • How (will you create this content and how can you re-use the content?) • How Often (will you create new content?) • How (will everyone find, receive and consume it?)

The Content Plan

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What counts as content? • Long form copy • Short form copy • Evergreen content • News and commentary • Video • Podcasts • Webinars • Events (content, live tweets, slideshare, pictures) • Social Media Posts • Testimonials

Content Types

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Personas, Demographics Psychographics? • Who are you generating content for?

Who is consuming your content?

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Think of titles too (if B-to-B)

Who is consuming your content?

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Think broadly:

• Customers

• Prospects

• Press

• Analysts

• Influencers

• Competitors

• Channel partners

Who is consuming your content?

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The Sales/Purchase Funnel (in it’s new form) relies on content @ every stage. • Social Media Content • Content for eMail • Site Content for each visitor type • Content with heavy SEO objective • Non-text content • Offline content

Know the role(s) of each piece of content. Have a content plan

Who (based on buying cycle)

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Sometimes content doesn’t need to relate directly to leads, prospects or customers • SEO links matter. Social media worthy? • Both interesting & of interest?

What are you an expert in?

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What is the objective of the content?

Objective of the content

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Time of day and usage.

Call

To

Action?

When is the content consumed

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Strongest locations?

Where: Think Beyond Your Site

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Forum participation?

Where: Think Beyond Your Site

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Low quality content doesn’t do the job for anyone.

Why is your content important?

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Quality is in the eye of the beholder (and Google)

What defines high quality?

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Internal content • Marketing Team • Customer service • Executives • Product/engineering External content • Writers • Your agency • Customers • Suppliers

Content Sourcing

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Internal content • Do you have existing content? • Interview everyone around the company to find out:

1. What customers hate/love 2. Issues, problems 3. Testimonials 4. Competitive strengths and weaknesses 5. Tangential areas of interest for customers

Internal Content

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External content • Brainstorming on additional ideas

• Content type • Content reuse • Promotion plan

• Do the SMEs know the industry or topic area? • Can they come in and interview you?

External Content

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Google and Bing don’t like content re-use. However: • Video content can be re-edited into bite-size chunks • Podcast edits • Abstracts of other content or your own content • Social media re-use of content residing elsewhere

Content Re-use

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Content needs to be a priority. • Make a content calendar • Consider a Google Spreadheet or Calendar • Plan out two months ahead • Allow for news driven content to push evergreen content further out.

Content Calendars

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When does it make sense to pay to amplify message? Most interesting!

Content Promotion Plan

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Can’t think of content?

Consider content curation

along with commentary.

Content Curation

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Promotion Channels. • PR • Social Media • Email • Snail Mail • SEO • Blogs • Discussion groups (without spamming)

Content Promotion Plan

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Stay Educated on best practices. • Make content creation a part of daily life at your company

• Bring in experts when needed to train and in some cases assist

• Figure out what’s working

Copy of the PPT, email me, kevin@didit.com or tweet me @Kevin_Lee_QED.

Conclusion