the new era of search: content marketing, crm and closed-loop reporting

@352inc352media.com

The New Era of Search: Content Marketing,

CRM and Closed-Loop Reporting

@352inc352media.com

They say SEO is dead.

eMarketing Association 2014

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@352inc352media.comeMarketing Association 2014

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via fanpop.com/


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via @schachin http://sewat.ch/RDeqlS


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Keyword stuffing


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Keyword density Via http://line25.com/articles/5-seo-tactics-that-make-you-look-like-a-douche


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GIVE ME ALL

THE LINKSvia http://hyperboleandahalf.blogspot.com/

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“Links aren’t for driving traffic.”


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via http://www.gsinc.co.uk/seo-food.html


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Anchor textvia http://moz.com


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Sidebar, footer, home page, sitewide?


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This is just hurting my head.

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Paid Links


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Seriously!?

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Editorial links pass more value.


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@352inc352media.com

Enter the wave of crappy content


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And then we beat that to death, too.

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To old times, my friend.


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Via http://www.imdb.com/


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SEO can’t die.


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As long as people use search engines, SEO is

alive and well.


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Via Pew Internet Study

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So, what do we know?


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@352inc352media.com

This is New SEO


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Via http://www.girardbrewer.com/wp-content/uploads/2013/05/new-coke-logo.jpg


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Content MarketingVia http://www.valuablecontent.co.uk/


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We know content is king.Via http://www.hbo.com/


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“King Content” with no strategyVia http://www.hbo.com/


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Buyer Personas


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Buyer buys


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User uses


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InterviewsVia http://www.cbs.com/


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What do you ask them?

When did you know you needed this product? Where and how did you shop? What was your timeline? What things were you looking for in this product? What were the most important attributes? How did you decide to buy? What did you do after buying?


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Pay attention to the words they use


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Buyer Journey

Awareness

Consideration

Decision

“I have a problem.”

“What’s out there to fix this problem?”

“I’m going to fix this problem.”


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Got it. So, what about the content?


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You don’t have to create a lot of content.Via http://www.nexus-wallpaper.com/


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“Content is still king, but it doesn’t mean it has to be king of just one thing.” - @latrointhemist


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Your content’s life shouldn’t end at a blog post


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Break it down to bite-sized piecesVia http://www.chefchristopherscatering.com/


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Expand it out into a whitepaper or ebook


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Turn it into a webinarVia http://bellavita.tv/

Brittney Sheffield

This is totally ridiculous but goes with the ice cream theme.


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Promote your content, not your service

Via http://www.travisberry.com/

@352inc352media.com

Closed-Loop Reporting with your

CRM


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@352inc352media.com

“Half the money I spend on advertising is wasted; the

trouble is I don’t know which half.”

- John Wanamaker


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@352inc352media.com

Remember ranking reports?Via http://vysibility.com/


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@352inc352media.com

And when traffic was our best metric?eMarketing Association 2014

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@352inc352media.com

Weak.


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Via http://spongebob.nick.com/

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These people are window shoppers.eMarketing Association 2014

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Via http://www.rentcafe.com/


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Clients aren’t going to take that anymore.

@352inc352media.com

Anyone can drive traffic. It takes a real marketer to drive conversions.


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Google Analytics Assisted Conversions helps


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First, you have to track everything.

utm_source=Twitter&utm_medium=social&utm_campaign=socialflow

utm_source=google&utm_medium=cpc&utm_term=digital%20marketing&utm_content=Digital%20Marketing%20Agency&utm_campaign=Marketing%20PPC


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Real data comes from marketing automation


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Capture their name when they fill out a form


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If a contact form is your only way to capture an email address, you’re drying up your lead funnel.


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The beauty is in the details.


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Sync with your CRM to track entire lifecycleVia http://www.pardot.com

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OK this is a lot to do.


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Via http://www.cbs.com/

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Start with you.


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@352inc352media.com

http://352.fm/em14-audit-guide


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Thank You!


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