campaign-based content marketing, seo and social media marketing

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[A Powerful Combination] Campaign-Based Content Marketing, Search Engine Optimization and Social Media Marketing January 7, 2016 Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing Collin Sutz National Sales Manager SocialSEO www.boulderseomarke.ng.com | 720.263.1736 | [email protected].com

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Page 1: Campaign-Based Content Marketing, SEO and Social Media Marketing

[A Powerful Combination] Campaign-Based Content Marketing, Search Engine Optimization and Social Media Marketing

January 7, 2016

Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing Collin Sutz National Sales Manager SocialSEO

www.boulderseomarke.ng.com|720.263.1736|[email protected]

Page 2: Campaign-Based Content Marketing, SEO and Social Media Marketing

Agenda

•  Campaign-basedContentMarke3ng,SEOandSocialMedia

•  Inboundvs.OutboundMarke3ng•  ContentMarke3ng•  SearchEngineOp3miza3on•  SocialMediaMarke3ng•  BringingEverythingTogether•  CaseStudies•  Ques3ons&Answers

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 3: Campaign-Based Content Marketing, SEO and Social Media Marketing

AboutthePresentersChris•  BornandraisedinSwitzerland•  Twoamazingkids;lovesoccer,mountainbiking,hiking,

yoga,rockclimbing...andcraHyColoradobeer•  20+yearsindigitalmarke3ngCollin•  BorninNewYork;movedtoColorado1986•  Familyman,ski,hike,travel,collectbarleywine•  Startedbusinesscareerin1999OurServices•  OrganicSearchEngineOp3miza3on•  Pay-Per-Click•  SocialMediaMarke3ng•  ContentMarke3ng•  SEOSiteAudits•  Consul3ngandTraining•  LinkedInTraining&More

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 4: Campaign-Based Content Marketing, SEO and Social Media Marketing

It’sNotRocketScience…ButItWorks:

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 5: Campaign-Based Content Marketing, SEO and Social Media Marketing
Page 6: Campaign-Based Content Marketing, SEO and Social Media Marketing

WhatisCampaign-BasedContentMarke.ng,SEOandSocialMediaMarke.ng?

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 7: Campaign-Based Content Marketing, SEO and Social Media Marketing

Campaign-BasedInboundMarke.ngWorksBest!

InboundMarke3ng

ContentMarke3ng

SocialMedia

Marke3ng

SearchEngine

Op3miza3on

Campaigns

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 8: Campaign-Based Content Marketing, SEO and Social Media Marketing

InboundVs.OutboundMarke.ng

Source:hTps://en.wikipedia.org/wiki/Inbound_marke.ng

•  Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers.

•  Outbound marketing: In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered "outbound marketing".

•  Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 9: Campaign-Based Content Marketing, SEO and Social Media Marketing

InboundVs.OutboundMarke.ng

ImageSource:hTps://www.inboundmarke.ng.com.au/inbound-vs-outbound-marke.ng/

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 10: Campaign-Based Content Marketing, SEO and Social Media Marketing

TheCaseforInboundMarke.ng

Source:hTps://jumplead.com/blog/2013/11/why-inbound-marke.ng-sta.s.cs-on-inbound-vs-outbound-marke.ng

•  32% of brands are decreasing spending on outbound marketing to spend more on content marketing

But why?

•  200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list.

•  Inbound marketing costs 62% less per lead than traditional outbound marketing.

•  54% more leads are generated by inbound than by outbound.

•  Per dollar, content marketing produces 3 times more leads.

•  For mid-sized businesses, content marketing costs 31% less than paid search.

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 11: Campaign-Based Content Marketing, SEO and Social Media Marketing

•  Nothingnew;wealldoitonadailybasis

•  ContentMakesMarke3ngbyLauraLear:hVp://goo.gl/Wb4pY

•  Webinar:AnIntroduc3ontoContentMarke3ng,SEOandSocialMediaMarke3ng:www.boulderseomarke3ng.com/webinar-introduc3on-to-content-marke3ng-seo-and-social-media-marke3ng

[ContentMarke.ng]JustaBuzzword?

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 12: Campaign-Based Content Marketing, SEO and Social Media Marketing

“Athoughtleadercanrefertoanindividualorfirmthatisrecognizedasanauthorityinaspecializedfieldandwhoseexper3seissoughtandoHenrewarded.”

Source:hVps://en.wikipedia.org/wiki/Thought_leader

[ThoughtLeadership]AnotherBuzzword?

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 13: Campaign-Based Content Marketing, SEO and Social Media Marketing

•  Contentmarke.ngisanymarke3ngformatthatinvolvesthe

crea.onandsharingofmediaandpublishingcontentinordertoacquirecustomers.Thisinforma3oncanbepresentedinavarietyofformats,includingnews,video,whitepapers,e-books,infographics,casestudies,how-toguides,ques.onandanswerar.cles,photos,etc.

•  Contentmarke.ngisfocusednotonselling,butonsimplycommunica.ngwithcustomersandprospects.Theideaistoinspirebusinessandloyaltyfrombuyersbydelivering"consistent,ongoingvaluableinforma3on.“Source:hVp://en.wikipedia.org/wiki/Content_marke3ng

SoWhatExactlyisContentMarke.ng?

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 14: Campaign-Based Content Marketing, SEO and Social Media Marketing

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 15: Campaign-Based Content Marketing, SEO and Social Media Marketing

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 16: Campaign-Based Content Marketing, SEO and Social Media Marketing

SearchEngineOp.miza.on

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 17: Campaign-Based Content Marketing, SEO and Social Media Marketing

Where’sTheBestPlaceToHideADeadBody?

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 18: Campaign-Based Content Marketing, SEO and Social Media Marketing

SupplyDatabase(akasearchengines)

Demand

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 19: Campaign-Based Content Marketing, SEO and Social Media Marketing

~250

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

~3

3-5 6-8

Page 20: Campaign-Based Content Marketing, SEO and Social Media Marketing

The5PillarsofSEO

1.  TechnicalHealthofWebsite2.  WebsiteFunc3onality3.  On-PageSearchEngine

Op3miza3on4.  Off-PageSearchEngine

Op3miza3on5.  SocialMediaMarke3ng

ContentMarke.ng

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 21: Campaign-Based Content Marketing, SEO and Social Media Marketing

SEORequiresaStrongTeamResources:•  SEOManager

–  Developstrategy–  Manageteamanddriveprocess–  Analyzedate

•  ContentCreator– Webcontent,blogposts,in-depthar3cles,whitepapers,casestudies,etc.

•  SocialMediaExpert–  DraHandpublishsocialmediamessages–  Communitymanagement,etc.

•  Webmasterwww.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 22: Campaign-Based Content Marketing, SEO and Social Media Marketing

The5PillarsofSearchEngineOp.miza.on

1.  TechnicalHealthofWebsite2.  WebsiteFunc3onality3.  On-PageSearchEngineOp3miza3on

–  Iden3fyyourtargetSEOkeywords–  Findyour“Lowhangingfruit”keywords

4.  Off-PageSearchEngineOp3miza3on5.  SocialMediaMarke3ng

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 23: Campaign-Based Content Marketing, SEO and Social Media Marketing
Page 24: Campaign-Based Content Marketing, SEO and Social Media Marketing

[QuickPoll]HaveYouDoneKeywordResearch?

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 25: Campaign-Based Content Marketing, SEO and Social Media Marketing

Ini.alKeywordResearch

hVps://adwords.google.com/ko/KeywordPlanner/Home

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 26: Campaign-Based Content Marketing, SEO and Social Media Marketing

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 27: Campaign-Based Content Marketing, SEO and Social Media Marketing

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 28: Campaign-Based Content Marketing, SEO and Social Media Marketing

DoYouKnowYour“LowHangingFruit”Keywords?

hVp://www.boulderseomarke3ng.com/webinar-seo-keyword-research-find-keywords-that-will-improve-search-traffic-to-your-website/

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 29: Campaign-Based Content Marketing, SEO and Social Media Marketing

GoogleSearchConsole

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 30: Campaign-Based Content Marketing, SEO and Social Media Marketing

GoogleSearchConsole

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 31: Campaign-Based Content Marketing, SEO and Social Media Marketing

GoogleSearchConsole

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 32: Campaign-Based Content Marketing, SEO and Social Media Marketing

GoogleSearchConsole

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 33: Campaign-Based Content Marketing, SEO and Social Media Marketing

ContentCrea.onü  CreateaContentDevelopmentPlanßSadly,alotofcompaniesdon’tdoit!

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 34: Campaign-Based Content Marketing, SEO and Social Media Marketing

ContentCrea.on

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 35: Campaign-Based Content Marketing, SEO and Social Media Marketing

ContentContentdevelopmentchallenges:•  Highqualitycontent/resources•  Enoughcontent/3me•  CostTips:•  Repurposeexis3ngcontent(contentinventory

spreadsheet)•  Findotherin-housecontentdevelopmentresources•  Outsourcecontentdevelopment

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 36: Campaign-Based Content Marketing, SEO and Social Media Marketing

ContentCrea.on

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 37: Campaign-Based Content Marketing, SEO and Social Media Marketing

ContentCrea.on:Outsourcing

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 38: Campaign-Based Content Marketing, SEO and Social Media Marketing

ContentCrea.on:Outsourcing

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Phase1:Ini.alOn-BoardingandProjectSetup

Ini.alInterviewandResearch–Theywanttolearnaboutyou,yourtargetmarketandwhatyouwanttoaccomplishwithyourcontentTheWriterAudi.onProcess–Basedonyourspecificindustryandneeds,theyusetheircrowd-sourcingtoolstosearchthousandsofwriterstoiden3fyahandfulofmatchingwritersBuildingaTrusted,ReliableWri.ngTeam–Youarepresentedwithacustom-wriVensamplefromeachmatchingwritersoyoucanchoosewhichwritersyou’dliketoaddtoyourteam

Phase2:On-GoingProjectManagement

Keyword/TopicResearch–Comeupwithatargetlistofkeywordsandtopicstowriteabout.UsingKeywordResearchToolandotherresources.TitleDevelopment–Everymonthorquarter,developalistofinteres3ng,compellingpage3tlesEditorialCalendarPlanning–Assigntargetpublishdatesforeach3tlesoyoucanviewadetailedpublishingscheduleAssignment,Produc.on,Edi.ng,andPublishing–Managetheen3reproduc3onandeditorialprocess.Deliverorpublishfinishedcontenttoyoursite.

Page 39: Campaign-Based Content Marketing, SEO and Social Media Marketing

ContentCrea.on:Outsourcing

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Benefits:ImmediateaccesstoSEOandresearchtools–withoutthelearningcurve.

•  IntegratedKeywordResearchTool:Theywillfindthebestkeywordsandtopicstohelpyouaccomplishyourgoals

•  TitleResearchandDevelopmentTool:TheyanalyzetrendingdatatodeterminethehoVest3tlesinyoursegment

•  EditorialCalendar:Theywillplanoutyourcontentforyou–monthsinadvance

Page 40: Campaign-Based Content Marketing, SEO and Social Media Marketing

ContentCrea.on:Outsourcing

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

What’sthecatch?

Page 41: Campaign-Based Content Marketing, SEO and Social Media Marketing

ContentCrea.onandOp.miza.onü  Op3mizedmetatags:

•  Title[50-60characters]•  Descrip3on[150-160characters]•  Keywords[2-3targetSEOkeywords]•  Alt/Images

ü  Blogposts:400-600wordsü  In-depthar3cles:1k+wordsü  PR:400wordsü  Includelinkstootherrelatedpagesonyoursiteandotherhighqualitywebsitesü  Ifpossible,addanimageandincludeanalttagwithatargetkeywordü  Placekeyword(s)inapplicableH1,H2&H3headingü  Trytoincludeanimportanttargetkeywordinthefirstparagraphaswellasthe

lastandhyperlinkittoanapplicablepageü  Don’tforgettoincludeacalltoac3on!

•  Shareonsocialmedia•  Click/calltorequestaquote•  Downloadawhitepaper/viewwebinar,etc.

ü  SetupGoaltrackinginGoogleAnaly3cs

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 42: Campaign-Based Content Marketing, SEO and Social Media Marketing

SocialMediaMarke.ng

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 43: Campaign-Based Content Marketing, SEO and Social Media Marketing

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 44: Campaign-Based Content Marketing, SEO and Social Media Marketing
Page 45: Campaign-Based Content Marketing, SEO and Social Media Marketing

[BringingEverythingTogether]CampaignBasedContentMarke.ng,SEOandSocialMedia

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 46: Campaign-Based Content Marketing, SEO and Social Media Marketing

[CaseStudies]ProofIsInThePudding

Page 47: Campaign-Based Content Marketing, SEO and Social Media Marketing
Page 48: Campaign-Based Content Marketing, SEO and Social Media Marketing

•  Bi-monthlyonlineevent•  Weeklyblogpost•  2personalLinkedInstatusupdatesperday•  1LinkedIncompanypagestatusupdateperday•  2LinkedIngrouppos3ngsperday•  1FB/G+postperday•  2Tweetsperday

CustomerCaseStudy

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

Page 49: Campaign-Based Content Marketing, SEO and Social Media Marketing

•  150%increaseinorganicsearchtrafficfromGoogle•  ~15-20%organicgrowthrateofsocialmediafollowersper

month•  150-250webinarregistrants•  ~35-40%newleadsperevent(LinkedInleadgencampaign)•  4-5newandop3mizedpiecesofcontentforwebsiteperevent•  Pressreleasestrategy•  Increasedbrandrecogni3on;industrythoughtleader•  Recordingofonlineeventrepurposedason-demandcontenton

thewebsite;‘recordingrequest’pagesgenerate60-80newrequestspermonth

www.boulderseomarke.ng.com|720.263.1736|[email protected]|@swisschris

CustomerCaseStudy

Page 50: Campaign-Based Content Marketing, SEO and Social Media Marketing

UpcomingIn-PersonTrainings

hVp://www.boulderseomarke3ng.com/seo-and-social-media-classes/upcoming-events/

Page 51: Campaign-Based Content Marketing, SEO and Social Media Marketing

Thank You!

Questions?

January 7, 2016

Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing Collin Sutz National Sales Manager SocialSEO

www.boulderseomarke.ng.com|720.263.1736|[email protected]