content marketing optimization - toprank marketing
Post on 21-Oct-2014
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DESCRIPTION
How can Content Marketing amplify reach, engagement and results by integrating Social Media SEO? This presentation from Lee Odden of TopRank Online Marketing lays out how online marketers can implement a process for incorporating the finer points of search engine optimization, content and social networking.TRANSCRIPT
Content Marketing & Optimization@leeodden – marketingblog.com
TopRankMarketing.com
Consulting Speaking Media
About TopRankMarketing.com
@toprank
How does content marketing amplify Social & SEO
results?
Let’s find out…
@toprank
Content Marketing: Simplified
“Aligning customer & brand objectives through online content.”
@toprank
Content Connects
SERP:5 Light Bulbs That Save You $
I need light bulbs.Search Google:
Company XYZConsumer
Good to know. Are your light bulbs really that good? Read our
Customer ReviewsI’ll take six
Twitter: I just bought lifetime light bulbs from XYZ
@toprank
Content is the Seed of Search
Content is an Outcome of Social
@toprank
Touchpoints in Buying Cycle
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Customers Expect More
• Check availability• Purchase
• Search Engine for facts• Read reviews• Ask friends on social sites• Purchase• Share on social sites
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TopRank Content Marketing
• Website• Blog• News blog• Articles, guest posts off-site• Client newsletter• Online Marketing Newsletter• Webinars• Press Releases• Live speaking events• TopRank Guides (Reports)• Social content: video, images• Social participation: Facebook, Twitter, Delicious, LinkedIn
“Walk the talk” social media, SEO & content marketing
The Result? • 25,000+ keywords send traffic monthly• 600k+ sites link to our blog• Attracts $5-8k/mo media coverage• Attracts talent, speaking gigs, partners• Contributes to more new business than we could take on
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Changing Nature of Search
Optimization Best Practices follows the SERPs:• Search Engine Optimization• Digital Asset Optimization• Social Media Optimization
If content can be searched, it can be optimized.
@toprank
Social Media Content
SEO & Social Media
Twitter SocNetVideoBlog News
Search Engine Optimization
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Content Marketing Checklist
Goals Buyer Personas Keywords Content & Assets Editorial Plan Operationalize SEO Develop Off-Site Content Socialize Promote Measure & Refine
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Audience Profiles
What are your customers content preferences?How do they discover? Consume? Share? What are they searching for? Discussing?
GoogleFacebookLinkedInWrites a BlogShares photosWrites reviews
GoogleLinkedInReads blogsWrites reviews
BingFacebookWrites a BlogShares PhotosShares Video
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Data for Personas
• Survey customers• Web analytics & conversion data• Social media listening tools• Demographic info from Quantcast, Compete• Keyword info SEMRush, Google• Engagement info from PostRank• Social network info from Flowtown, Rapleaf
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Editorial Calendar
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Hub & Spoke Publishing
Site
Blogs
IndustryPublications
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Cycleof Social
& SEO
Create & promote optimized content.
Traffic & community help research, develop & further grow soc networks for content & SEO.
Content is noticed, shared & voted on. Grows visibility.
Exposure attracts more subscribers, fans, friends, followers & links.
Increased links & social exposure grow search & referral traffic.
@toprank
Content Plan
Keywords
YouTube
StumbleUpon
Digg
Blog Post
Media
RSSNicheBlog
NewsBlog
NicheBlog
CuratorScraper
NicheBlog
Links& Traffic
Tie Social Media Efforts Together
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Repurposing Content
This is a blog post with a video embedded inside of it.
There is also text below the video with show notes of key moments.
This is a PowerPointShowing images and a video embedded inside of it.
Upload videoto YouTube
Embed in a blog post withshow notes.
Post screen shots from video to Flickr.
Upload imagesand text as a story in a PowerPoint.
@toprank
Repurposing Content
Upload videoto YouTube
Transcribe videoto text as guest blogpost using imagesfrom Flickr.
This is a blog post with a video embedded inside of it.
There is also text below the video with show notes of key moments.
News Release
This is a press release with a video and images embedded inside of it.
Adding media to press releases extends their distribution and impressions/views.
Embed video andimages with a relevantpress release.
@toprank
Social Content & SEO #WinSmall B2B SaaS Company Usurps Large Competitors being Social
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300+ top 10’s on Google
Thousands of unique phrases send organic traffic monthly
Business Success: Marketo• 600+ customers – 3 years• 2nd fastest growing SaaS company ever• Best source of converting leads: Content, Blog & SEO
Social Content & SEO #Win
@toprank
How Did They Do That?
Marketo Blogs
Corp Site
ResourceCenter
ReportsPress
Webinars
Content & SEO Social & SEO
Interactive
Customer – centric keywords & content for SEO & Social
Editorial Engage
@toprank
Takeaways• Develop & Optimize Content with Personas in
Mind• Create an Editorial Plan. Think like a Publisher• Develop Channels of Distribution & Social Links• Leverage Both Web & Social Media Analytics
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[email protected] 1-877-872-6628TopRankMarketing.com
Content Marketing Newsletter: tprk.us/omnews
Thank You
Photo Credit: WanderingtheWorld (www.LostManProject.com)