life beyond google: building a better marketing model by ted ives
DESCRIPTION
From SMX East 2013 / SearchMarketingExpo.com - Life Beyond Google: How to build a Better Marketing by @TedIves - #SMX #12B. Slide deck from presentation given by Ted Ives of Coconut Headphones, on how to create a "marketing content" model for your company to extend your marketing reach beyond Google.TRANSCRIPT
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LIFE BEYOND GOOGLE:
BUILD A BETTER MARKETING
MODEL …
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Ted Ives
Coconut Headphones
@TedIves
#SMX #12B
October 1, 2013
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#smx #12B @tedives
Agenda
• How Online Marketers Tend to Think About Marketing
• Why This Paradigm Isn’t Enough
• A Better Model for Thinking About Marketing
• Designing and Documenting a Marketing Content Process
• A Model B-to-B Content Creation Process That Leverages– Repurposing
– Appeal to Ego
– Transcription
• Other Tactics Worth Considering
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#smx #12B @tedives
Impressions
Online
Search
Organic Search
Traditional Results
Universal Results
LocalResults
Paid Search
Traditional PPC
E-Commerce PPC
Non-Search
Email Marketing
Content Syndication
Social Media
Display Advertising
Offline
How Online Marketers Tend to Think about Marketing
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#smx #12B @tedives
…Yes, They Also Think About Retargeting…
Impressions
Online
Search
Organic Search
LocalResults
TraditionalResults
Universal Results
Paid Search
Traditional PPC
E-Commerce PPC
Non-Search
Email Marketing
Content Syndication
Social Media
Display Advertising
Offline
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#smx #12B @tedives
…Why This Paradigm Isn’t Enough.
• This diagram is the wrong way of thinking about your marketing; it’s oriented only around how you spend your budget. It’s oriented around your company and the marketing department, not around the customer.
• This leads to stovepipe thinking focused on channels - “how” focused:Let’s expand into Video MarketingLet’s focus on Twitter
• However, the customer doesn’t care about your budget – and is going to interact through most, if not every, of these channels.
• You need to think about the whole, system, i.e.
What are we going to communicate to who, and how?
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#smx #12B @tedives
CHANNEL
Diagram source:Claude Shannon,“A Mathematical Theory of Communication”,Bell System Technical Journal, Oct. 1948 http://bit.ly/R1lRL
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#smx #12B @tedives
CHANNEL
MARKETING CHANNELS
PAID SEARCH
ORGANIC TRAFFIC
DISPLAY ADVERTISING
SOCIAL MEDIA
OUTDOOR ADVERTISING
EMAIL MARKETING
MARKETING CONTENT
WEB PAGES
WHITE PAPERS
PODCASTS
VIDEOS
PRESENTATIONS
BLOG POSTS
ADVERTISEMENTS
MARKETING AUDIENCE
PREVIOUS CUSTOMERS
CART ABANDONERS
READERS
FOLLOWERS
VISITORS
INTERESTS
DEMOGRAPHICS
Diagram source:Claude Shannon,“A Mathematical Theory of Communication”,Bell System Technical Journal, Oct. 1948 http://bit.ly/R1lRL
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#smx #12B @tedives
CHANNEL
MARKETING CHANNELS
PAID SEARCH
ORGANIC TRAFFIC
DISPLAY ADVERTISING
SOCIAL MEDIA
OUTDOOR ADVERTISING
EMAIL MARKETING
MARKETING CONTENT
WEB PAGES
WHITE PAPERS
PODCASTS
VIDEOS
PRESENTATIONS
BLOG POSTS
ADVERTISEMENTS
MARKETING AUDIENCE
PREVIOUS CUSTOMERS
CART ABANDONERS
READERS
FOLLOWERS
VISITORS
INTERESTS
DEMOGRAPHICS
Diagram source:Claude Shannon,“A Mathematical Theory of Communication”,Bell System Technical Journal, Oct. 1948 http://bit.ly/R1lRL
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#smx #12B @tedives
Start by Designing & Documentinga Marketing Content Process
• Decide on what documents/media you will create, and how.
• Wire the output through all your social channels.
• Make this function routinely, almost on automatic.
• B-to-BFocus on White Papers, Presentations, Podcasts, TestimonialsRelated: White Papers: Key To B2B Enterprise SEO Power, Search Engine Land
• B-to-CFocus on Surveys, Promotions, Contests, Coupons, Testimonials
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#smx #12B @tedives
Considerations While You’re Designing Your Process
• Expanding to different channels, traffic sources, and content types may require organizational changes.
– You may want to hire an email marketer…several interns to write content…and so on.
– In many cases however, you’ll have to beg/borrow/steal/cajole resources.
– As a result, it’s critical to squeeze every bit of value possible out of every piece of content.
• Your Company’s “Thought Leaders” will make or break your content.Seek them out and cultivate them!
• Thought leaders are difficult to harness – do so using:
– Repurposing
– Appeal to ego
– Transcription
“You fight with the army you have, not the army you wish you have.”
– Don Rumsfeld.
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#smx #12B @tedives
White Paper:6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a Trade Show
Webinar
Transcribed Speech
Transcribed Webinar
Blog Posting 1
Blog Posting 2
Blog Posting 3
Blog Posting 4
Blog Posting 5
BLOG
Paid Search Call-to-Action
Email Newsletter
Weekly Industry Roundup
RegularPodcast
TranscribedPodcast
Announcement Press Release
Interviews
Articles byThought leaders
The three keys:• Repurposing• Appeal to Ego• Transcription
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#smx #12B @tedives
White Paper:6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a Trade Show
Webinar
Blog Posting 1
Blog Posting 2
Blog Posting 3
Blog Posting 4
Blog Posting 5
BLOG
Paid Search Call-to-Action
Email Newsletter
Weekly Industry Roundup
RegularPodcast
TranscribedPodcast
Look at all the other channels that are involved!
Also – sales can use the WP & Preso as collateral,
Upcoming Webinars are a great excuse to pingprospects.
Announcement Press Release
Interviews
Articles byThought leaders
Transcribed Speech
Transcribed Webinar
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#smx #12B @tedives
White Paper:6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a Trade Show
Webinar
Blog Posting 1
Blog Posting 2
Blog Posting 3
Blog Posting 4
Blog Posting 5
BLOG
Paid SearchCall-to-Action
Email Newsletter
Weekly Industry Roundup
RegularPodcast
TranscribedPodcast
Announcement Press Release
Interviews
Articles byThought leaders
= Activities an internor a junior marketercan handle.
Transcribed Speech
Transcribed Webinar
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#smx #12B @tedives
White Paper:6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a Trade Show
Webinar
Blog Posting 1
Blog Posting 2
Blog Posting 3
Blog Posting 4
Blog Posting 5
BLOG
Paid Search Call-to-Action
Email Newsletter
Weekly Industry Roundup
RegularPodcast
TranscribedPodcast
Announcement Press Release
Interviews
Articles byThought leaders
Transcribed Speech
Transcribed Webinar
= Social Updates
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#smx #12B @tedives
Other Tactics Worth Considering
• If you produce at least one piece a day: syndicate content.– Syndication is just guest blogging writ large.
• Look up every keyword you had a conversion on in the last 12 months in Paid Search – make a 2 minute video on it.– Interview an internal expert about the topic and make it a Q&A format.
– Simple to produce many of these in one sitting. Bring extra shirts!
• If you have not tested Paid Search – do so yesterday!
• If you’re not doing email marketing – consider immediately!
• Invest in one or more additional websites– Thought lead in a specific content area that resonates with your clientele
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#smx #12B @tedives
In Summary:
• Leverage:– Repurposing
– Appeal to Ego
– Transcription
• Think:– Content
– Channels
– Audience
http://bit.ly/19632UESource:
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http://www.slideshare.net/SearchMarketingExpo
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