secrets to content marketing success

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SECRETS TO CONTENT MARKETING SUCCESSOctober 17, 2013

Kevin Lee

Today’s Moderator

Didit CEO & Co-Founder

We-Care.com Founder

Industry Thought Leader

SEMPO Founding Board Member

Helped Shape Search Engine Marketing field

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@Kevin_Lee_QED

Content is King - Context is Queen

Things to think about: Content bridges Marketing, PR, SEO, and Social

Media Content lives in many places and can be repurposed.

“The why of content” Sometimes a content strategy can be truly innovative

and meet SEO, Social Media and DR goals simultaneously

Content strategy varies based on industry and specific marketing plan/objectives

Do you have a treasure trove of content waiting to be unleashed?

What is the second largest search engine?

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@Kevin_Lee_QED

Today’s Panel

Don Miller: PR Executive Vice President, HLD Communications

Liz Burke: PR Group Account Director, HLD Communications

Ana Maria Raynes:Social Media Director, Didit

Marcus Arcabascio:Search Engine Optimization Director, Didit

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@dm_donmiller

Don Miller

Don Miller

Executive Vice President, Public Relations

Crisis Management Counselor

Community & Government Relations Specialist

Content Marketer

Former Elected Official

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@dm_donmiller

Definition of Content Marketing

Content Marketing: The technique of creating and distributing relevant and valuable content to attract, acquire, and engage clearly defined target audiences, with the objective of driving profitable customer action.

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@dm_donmiller

Content Trend Statistics

60% of consumers feel more positive about a company after reading custom content. (Content Plus)

Email continues to be the most effective & profitable tool for accounting firms. (Thomson Reuters)

Email is a valued channel across nearly all message types -- from patient care and health tips to seasonal reminders and payment reminders. (TeleVox)

The number of B2B firms that blog rose almost 30% in the past year. (LawMarketing.com)

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@dm_donmiller

Content Marketing Tips

Make Content Marketing part of your organization’s culture.

Create year-long content calendar to generate steady flow of articles.

Capitalize on industry news and trends.

Write engaging and relevant content.

Be human and relate to your prospects & customers.

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@dm_donmiller

Common Mistakes

Consistently writing content about you and your business

Selling services through content

Content should educate and assist

Complicating content

Skipping approval processes

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@dm_donmiller

Liz Burke

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@LizBurke7

Liz Burke

Group Account Director

Public Relations Professional

Content Marketer

Former Journalist

Edward R. Murrow Award Recipient

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@LizBurke7

Secret #1

ONE PIECE OF CONTENT CAN BE LEVERAGED ACROSS ALL CHANNELS

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@LizBurke7

Content Marketing Distribution

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@LizBurke7

Content Marketing Examples

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@LizBurke7

Content Marketing Examples

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@LizBurke7

Website Tips

Every company website should include a press section on the homepage:

- News articles

- Press releases

- Blogs

Homepage should also feature following sections:

- Q & A

- Industry facts

- Easy way to subscribe to email

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@LizBurke7

Email Marketing Tips

Importance of subject line

Tailor content according to certain audience(s)

Make it shareable / social media icons

Recognize holidays

Include your company’s link in every email

Keep content to a few paragraphs

Include a call to action

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@LizBurke7

Email Analytics

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@LizBurke7

Blog Tips

Tell your story

Share your opinion

Keep it short but focused

Proofread

Invite comments

Ask a question

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@LizBurke7

Ana Maria Raynes

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@StylinAna

Ana Maria Raynes

Social Media Director

Online Strategist

Feautured in Glamour Magazine "Women on the Rise"

Appeared on FOX Strategy Room

Founder of  "Smart Is Cool" alongside the non-profit Girls Take Charge

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@StylinAna

Secret #2

KNOW YOUR SOCIAL MEDIA PLATFORMS AND

LINK BACK TO YOUR WEBSITE

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@StylinAna

Social Media - Know Your Platform

Not every platform fits every initiative

Use appropriate channels

Know your target audience

Know what time your audience is watching

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@StylinAna

Social Media - Know Your Platform

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@StylinAna

The Landscape of Social Media Users       

Social Networking Site Age Gender Type

Facebook25-34/ 45-

54male/female

some college education

Twitter 18-29 malecity dwellers,

African Americans

LinkedIn35-44/ 45-

54male/female

some college education

Google+ 25-34 malesome college

education

Pinterest 45-54 femalesome college

education, Caucasian

Instagram 18-29 female

African Americans,

urban residents, Latinos

Tumbler 16-24 male/femalesome college

education

(Pew

Research and D

igital Serpa)

Social Media - Know Your Platform

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@StylinAna

Social Media – Reach More People

Know where the conversation is happening

Use the tools: Hootsuite, Facebook Analytics, etc.

Research hashtags(#)

Find the right communities and groups

When possible, tag people and places

Keep it short

Call to action

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@StylinAna

Social Media - Reach More People

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@StylinAna

Social Media - Link to Your Website

Ultimate goal is to drive people back to your website

Place the content you are talking about on your site

Link back to the appropriate places

Use Bitlys to track clicks

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@StylinAna

Marcus Arcabascio

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@marcabascio

Marcus Arcabascio

Director of Search Engine Optimization

Managing Partner of American Health Journal

B.S. in Business Administration & Entrepreneurship, Fordham University Gabelli School of Business

Can be found skiing in Vermont when it snows

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@marcabascio

Secret #3

USE FREE DATA PROVIDED BY SEARCH ENGINES TO PLAN & OPTIMIZE CONTENT

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@marcabascio

SEO

What is SEO? Search Engine Optimization

The ability to rank in search engines, and find prospects previously unavailable via traditional marketing channels.

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@marcabascio

SEO

Google AdWords Keyword Planner Tool

@marcabascio

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SEO

Google Eliminates The Guesswork

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SEO

Increase Doorways To Organic Traffic

@marcabascio

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SEO

Play By The Rules, Get Ranked

Create quality, unique content (or retool old content)

Organize content properly

Share your content

Engage your target audience

Develop relevance and authority

Repeat…

@marcabascio

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Conclusion

So…what were the secrets?

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@Kevin_Lee_QED

Secret Summary

Leverage Your Content

Use Appropriate Platforms and Link Back to Your Website

Utilize Free Search Engine Data

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@Kevin_Lee_QED

Content Marketing Conclusion

Q&A

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Your Feedback

We would love to hear your feedback on this seminar.

Expect to receive a short email survey soon with a chance to win a gift card.

Thank you for attending!

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