PRESENTED BY
#B2BContentEvent
Content Op.miza.on: How To Integrate Search, Social And Inbound To Drive Demand @LeeOdden -‐ CEO, TopRankMarkeDng.com
#B2BContentEvent -‐ @LeeOdden
TopRankBlog.com
About Lee: CEO, Consultant Speaker, Blogger Traveler, Foodie @LeeOdden
Content -‐ Social -‐ SEO
B2B Marketers Increase Content
MarkeDng Spending
54%
Source: CMI 2012
Content Marketing #1
100 BILLION Google Search Queries Per Month
Source: Search Engine Land
16% Of daily queries on Google
have never been seen before
Source: Google Internal Data, 2011
81% Of B2B buyers start with
search engines
Source: DemandGen Report May 2012
Source: MarkeDngProfs Content MarkeDng InsDtute
87%
B2B Marketers Use Social Media Tactics
Marketers have adopted inbound
60%
HubSpot 2013 State of Inbound MarkeDng Report
Brand USP (Topic -‐ Keyword)
Blog Posts
Industry Media Coverage
Press Releases
Contributed ArDcles
Guest Posts
Topical Survey “2013 Topic XYZ
Survey”
Tips & Examples eBook
Guide to B2B Social
Co-‐Created Visual
eBook with Conference
Topical Resource Lists
Off Site CommenDng
Speaking at Conferences
Prospect Brand
Networking Social
Networking Community
SEO
Website Category
Email Newslecers
Optimized marketing means your brand is
the best answer when & where buyers need it.
#B2BContentEvent -‐ @LeeOdden
Persona: “Admin Jane” Influences CEO
Values: = Fast = Save $ = Service
Fast
Save $
Service
Blog
awareness consideration purchase retention advocacy interest
Byline PPC
Email Offer
Locator
Tips ArDcles
Newslecer
Blog
Soc Net
Ads
Press
Blog
Reviews
PPC
Discount
Loyalty
Community
VIP
Referral
ArDcle
Media
Reviews
Blog
Display
Offers
Network
Thank You
Referral
Rewards
Content: = Topics = Keywords = Media & Channel
OpDmize Across the Lifecycle
#B2BContentEvent -‐ @LeeOdden
Content MarkeDng TacDcs • Ar.cle Marke.ng • Advertorial • Blogging • Case Studies • Crowdsource • Curate • Digital NewsleJers • eBooks • Email • Interac.ve Games • Images & Infographics • Interac.ve Tools • Microsites • Mobile Applica.ons • Mobile Content
• News Release • Online Magazines & Apps • Podcasts • Print Magazines • Print NewsleJers • Real-‐World Events • Research & Surveys • Social Content • Teleclass & Telecasts • Tradi.onal Media • Videos • Virtual Conferences • Webinars • Wikis • White Papers
#B2BContentEvent -‐ @LeeOdden
BUT… Are They Integrated?
Image Source: Shucerstock
#B2BContentEvent -‐ @LeeOdden
Are They OpDmized?
Image Source: Shucerstock
Customer Goals + Business Value = Content Marke.ng Strategy
Meet Customer Needs = Achieve Business Outcomes
Alignment = Powerful
Image Source: Shucerstock
Stalking Dead Infographic Novel
hcp://www.hostway.com/resources/infographics-‐videos/stalking-‐dead.html
#B2BContentEvent -‐ @LeeOdden
What’s Missing? How will it be promoted? Can you really count on “Going Viral”? Repurpose? Reimagine?
Crea.ve Needs Promo.on: Publicized on blogs & media OpDmized for social, search “stalking dead” “infographic novel”
Hub & Spoke
Great content isn’t really great
until it gets found, consumed, & shared.
“What’s a good framework for content marke.ng that’s op.mized and socialized?”
#B2BContentEvent -‐ @LeeOdden
Discover Consume
Act
Buyer InformaDon Preferences
Search Keywords Social Topics AdverDsing PublicaDons Events Word of Mouth
Text, Images, Audio, Video Mobile, Tablet, Computer Formal, Funny, Long, Short
Social Share Engage (comment) Subscriber Register Inquire Buy
OpDmized Content CreaDve
AJract
Engage
Op.mize 360
Convert
#B2BContentEvent -‐ @LeeOdden
OperaDonalize OpDmizaDon
Preferences Pain Points Behaviors
Search & Social Data Sources
Editorial Calendar, Repurpose
Social & SEO Networking, PR, Linking
Who are you wriDng for?
What do they care about?
What stories will connect you?
Make it easy to find & share
awareness consideration purchase retention advocacy
Content Plan & Keyword Glossary
Download Template: hcp://tprk.us/keyedcal
#B2BContentEvent -‐ @LeeOdden
Master SEO Basics
Topical Focus
Author Rel
Keywords
Social Topics
Brand
Customer
Keyword Glossary Category
Keywords Keywords Keywords
Category Keywords Keywords Keywords Keywords
Blogs
Tech SEO Audit
AnalyDcs Monitoring Conversions
#B2BContentEvent -‐ @LeeOdden
Hub & Spoke PromoDon, Networking
#B2BContentEvent -‐ @LeeOdden
² Audience? ² Goals? ² Search? ² Social? ² Influences? Customer Prospect Journalist
“Real influence isn’t huge fan & follower counts, it’s niche communiDes that take acDon”
1 Content & Media Discovery
#B2BContentEvent -‐ @LeeOdden
Engagement: F100 Technology
SMB Community • Target audience seeks a “safe” environment to be educated on technology topics • Content Strategy aligns customer tech needs with editorial plan • Audit 100’s of existing content & media assets for repurposing • Develop new content, co-create content with partners • Content attracts & engages –
gives more data for future content
Co-‐Created eBook
119,000 Views Slideshare
Next Most Pop: 6,473 Views
#B2BContentEvent -‐ @LeeOdden
What’s the narraDve? How will your content persuade? • Formats, Devices • Search keywords, social topics
• Editorial calendar
Content & Media Consump.on 2
“To stand out, your content should stand for something: unique & specific.”
Content Types For Brand Storytelling
Brand Stories
Repurposed
Curated
Amplification
Social
Syndication
Off Site Posts
Optimized
Evergreen
Co-Created
#B2BContentEvent -‐ @LeeOdden
ConsumpDon: F50 B2B
Re-‐Purosed Video Content • Target audience engaged by video
web analytics, social shares, competitor analysis • No new budget to create video • 100’s of offline videos • Audit offline videos into themes that align with editorial plan • Apply SEO & Social best practices • Create channels by segment • Schedule uploads & shares • Drives awareness, engagement,
education
#B2BContentEvent -‐ @LeeOdden
What kind of engagement do your customers expect? What topics will inspire acDon along the customer lifecycle? Prospect Customer
“Your community will be as interested in your content as the interest you show in the community.”
3 Content & Media Ac.on
#B2BContentEvent -‐ @LeeOdden
#B2BContentEvent -‐ @LeeOdden
Measuring Business Value
• 25k+ Blog
Subscribers • 62k Facebook
Fans • 56k Twitter Follows • 5,000+ LinkedIn
Group Members • 100’s top 10
Google positions
• 2,000+ customers, 4+ years
• 700% revenue growth in 2 years*
• Fastest growing SaaS after salesforce.com (Jon Miller, VP Marketing)
• SEO & Blogs most effective lead gen source (Jon Miller, VP Marketing)
Social SEO KPI’s Business Outcomes
*MarkeDngSherpa Case Study 2011
#B2BContentEvent -‐ @LeeOdden
• Fans • Friends • Followers • Comments • Likes • Google Plusses • Links • SERPs • Search Traffic
Search & Social KPIs
#B2BContentEvent -‐ @LeeOdden
Business Outcomes
• Shorter Sales Cycles • Increased Order QuanDty • More Referrals • Lower MarkeDng Costs • Grow Revenue • Improve Profits • RetenDon • Share of Voice • Improve Service
It All Sounds Good, But… Can I Really Do This?
Yes You Can
You Can Do Anything
With the Right Plan
OpDmizeBook.com
#B2BContentEvent -‐ @LeeOdden
OpDmized Planning: WHAT & WHY
1. View Search, Social & Content from 360 Degrees -‐-‐ HolisDcally
2. OpDmize Everywhere: MarkeDng & PR, B2B or B2C, SME or LE
3. Research, Audit & Listen
4. Set Goals, Create a Roadmap
#B2BContentEvent -‐ @LeeOdden
Measure & Refine
Promo.on
Social Networking
Content Op.miza.on
Crea.on & Cura.on
Content Plan
Keyword & Topic Research
Audience & Personas
OpDmized ImplementaDon: HOW
Thank You!
@LeeOdden [email protected]
TopRankMarkeDng.com TopRankBlog.com OpDmizeBook.com Download:
hcp://tprk.us/cmsmarts13