intro to campaign-based content marketing and seo

Introduction to Campaign Based Content Marketing and SEOOnline Lead Generation Best Practices

Chris RaulfInternet Marketing Expert & Owner

Boulder SEO Marketing

Today You Will Learn• Introduction to Campaign Based Content Marketing• Search Engine Optimization Based Content

Marketing Tactics and Strategies• How to Integrate Social Media, SEO and Content

Marketing• How to Develop and Execute an Online Marketing

Schedule• Ways to Measure the Results of Your Online

Marketing Efforts

- Born and raised in Switzerland

- Travelled the world extensivelybefore settling in Boulder, CO

- Two amazing kids

- Love soccer, mountain biking,hiking, yoga, rock climbing... beer

- 15+ years in online marketing, SEO, SEM & lead gen

- Learn more and connect with me on LinkedIn www.linkedin.com/in/chrisraulf and Twitter @swisschris

- Learn more about Boulder SEO Marketing at: www.boulderseomarketing.com

About Me

Agenda• Introduction to Content Marketing• Campaign Based Content Marketing

– Creating optimized content around an online event

• Search Engine Optimization• Social Media Marketing• Move the Needle• Measure Results

Content Marketing is the New Buzzword these Days….

• Nothing new

• We all do it

• We all can do it better

• Get the most out of content marketing: Campaign based, Search Engine Optimization & Social Media Marketing

• Content Makes Marketing by Laura Lear: http://goo.gl/Wb4pY

• The Advanced Content Marketing Guide: http://www.quicksprout.com/the-advanced-guide-to-content-marketing/

What Exactly is Content Marketing?

• Content marketing (also known as "content recommendation") is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.

• Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information.“

Source: http://en.wikipedia.org/wiki/Content_marketing

Campaign Based Content Marketing with Webinars

Webinar Planning Phase

– Webinar schedule• 4 – 12 months plan• How often: 1 per month, every other month, 1 per

quarter?– Commitment– Resources– Goals– Etc.

Webinar Planning Phase

– Guest-Speakers are lead magnets• Customers

– Success stories, best practices, etc.

• Industry experts– Unbiased– Credibility

• Partners– Tab into their network = More

leads

Webinar Planning Phase: Checklist

– Webinar topic– Target date/time– Proposed Webinar title– Duration / Agenda– Hosting: GoToWebinar, Lighthouse Conferencing,

WebEx, etc. – Presenter(s)– Guest-presenter(s)– Presenter(s) bios

Webinar Planning Phase

– Create a webinar plan / timeline

Chris’ Secret Tips

Webinar Planning Phase: Checklist

– Target attendees• Existing / New Customers• Target titles• Specific geographic target regions

– Goals / Action Items:• Define primary and secondary goal of hosting the

webinar• What are the 3-5 key take-aways we’d like our

audience to walk away with• What actions do we want our audience to take after

the webinar

Start with Keyword Research

Webinar Planning Phase: Start to Integrate Search Engine Optimization

– Know your target keywords

– Then… start to draft optimized content:• Webinar description• Blog post(s)• Social media messages• Press release• Content for doc sharing sites such as SlideShare, DocStoc, etc.

On-Page SEO Tips

– +/- 500 characters– 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– Optimized meta tags:

• Title• Description• Keywords

On-Page SEO Tips

Move The Needle

Move the Needle

1. Keyword research: https://adwords.google.com/o/KeywordTool1. Build a list of your target keywords

2. Find out how you rank1. Manually (clear browser history)2. http://swissmademarketing.com/ranktracker/3. http://tools.seobook.com/firefox/rank-checker/

3. Optimize existing content (on-page)4. Develop new content with your target SEO keywords in mind5. Once a month: Start to measure and report your progress

#1 Organic Ranking

Measure Results

Measure Results

Measure Results

Measure Results

1. The basics of content marketing

2. Search engine optimization tactics and strategies

3. SEO keyword research

4. On-Page optimization

5. Social media marketing planning and scheduling

6. Measure the results of your online marketing efforts

Key Takeaways

 www.onlinemarketinginstitute.org 

Thank You!

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