creating digital content alloys
DESCRIPTION
An overview of the channels people use to find you and ideas about using search engine marketing (SEO, PPC) to fill those channelsTRANSCRIPT
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Creating Digital Content AlloysLINDA NAWROCKI – DIGITAL INSIGHT LABS
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What’s In The Formula for Today?
Elements of Content Digital Content Channels to Mine The Content Crucible Casting a Digital Plan
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Elements of Content
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Most People Think of Content as
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What is My Content Trying to Do?
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Where Can I Use this Content?
What is the format I need to use for this channel?
What is the right time to share the message?
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In What Ways Do People Interact with
Your Company?
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Conferences & Events
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Sales & Customer Support
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YourWebsite.com
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Trade Magazinesand Journals
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Online Professional Forums
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Social Networks
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Co-Workers andSuppliers
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Search Engines
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Let’s Focus on Online Content
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Digital Content Channels to MinePAID, OWNED AND EARNED MEDIA
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Channels for OnlineContent
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Paid – Earned – Owned Channels
Paid Media can create awareness to a large audience
Earned Media drives users through specific channels
Owned media can create conversion and boost ongoing engagement
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Paid Media
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Earned Media
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Owned Media
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How People Find You Content Online?
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IndustryTradeshow
Market Blogger
LinkedIn User Group
You
Topic Website
Email Newsletter
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Why Focus on Search Engines?
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How Many Monthly Searches?
19.3 Billion
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Who Owns the Search Market?
Google+67%
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What is Search Engine Marketing?
SEM is the promoting a websites through increased visibility in search engine results pages (SERPs)
Two Methods: Organic Search
Paid Search
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The image to the left is a Search Engine Results page or SERP. This page has several components.
In green are the Organic Search results. These are pages that Google has determined match the user’s query.
In pink are the Paid Search results. These are listing companies pay to have shown. These ads are set up to match selected Keywords.
Search Engine Results PagePaid
Results
Organic Results
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Organic Search (SEO) v. Paid Search (PPC)
90% of Clicks
10% of Clicks
More than 50% of search queries have no ads at all
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SEO + Paid Search Impact
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SEARCH ENGINE OPTIMIZATION
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Trusted Source
Organic Search
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Long-Term Traffic
Organic Search
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Search Engine Spiders
Crawl through your website content and rank you on quality and connections
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Search Engine Indexing
What We See What The Spider Sees
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Key Search Engine Elements
Title Tag: is the title of the web page shown for the results. This information is stored in the web code in <title> tags.
Page URL: is exact URL for the page – generally matches structure in CMS.
Meta Description: is the phrase or words that describe the page. This information is stored in the web code in <meta description> tags.
Title Tag
Page URL
Meta Description
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CMS Fields for SEO
Title Tag MetaDescription
URL Hierarchy
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Why Work Hard ForGood Results?
Organic Search
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88% of People only click on Page 1 results
Page 1Results
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PAID SEARCH
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What Happened toMy Keywords?
Organic Search
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(Not Provided) Keyword Pages
Google masks keywords from Google Secure Search as (not provided) in Google Analytics.
This has been happening for a few years, but more aggressively over the past months.
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Inbound Web Metrics –(Not Provided) Keyword Pages
Looking at performance and pages will give
indicators of ‘keyword intent’ and also the
type of content that is performing well from
search engines.
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Supplement SEOResults
Paid Search
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Consistent Traffic
Paid Search
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Paid Clicks
Graphic from WordStream
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Graphic from WordStream
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Adwords Setup
Ad Title25 Characters
Ad Text35
Character/Line
Display URL35 Characters
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Matching Types
Broad – similar phrases and variations
Phrase – contains all the words of in query
Exact –only when search query matches ‘exactly”
Negative - Ensures your ad is not shown for any search term that includes that term
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Keywords, Ads andLanding Pages Need
To Synchronize
Paid Search
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Graphic from WordStream
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Graphic from WordStream
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The Content Crucible RETHINKING THE CUSTOMER PROCESS
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Seeding the Channels
Define a critical group of buyers Determine what information prospects really
need and how they want to receive it Deliver that information to the channels they
commonly use Measure and recalibrate
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Casting a Digital PlanHOW ARE YOU GOING TO USE CONTENT AND WHAT IS THE EXPECTATION?
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CONTENT FIRST
CONTENT ALWAYS
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One Message, Multiple Elements
Subject
ContentWeb, Social, PR
Email Event
Chart / Graphic
Video / Tool
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Use Terrain to Your Advantage
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Where Can I Use this Content?
What is the format I need to use for this channel?
What is the right time to share the message?
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GOAL SETTING
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Result
This is the result we got
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Measure Analytics Goals
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DID IT WORK?
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Result
Not Great if You Result is Below Projection
Great if You Result is Below Projection
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FAIL FAST& FIX IT
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SHOULD I TRY IT AGAIN?
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Reasons to Retry a Channel
New innovation in product line Long time without market exposure Audience changes – for you or channel Better understanding of channel Improvements to the technology channel
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Test and Measure the Change
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Don’t Forget
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It’s Not the Technology
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It’s Not the Technology