Download - 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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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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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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Social Media - Know Your Platform
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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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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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SEO
Google AdWords Keyword Planner Tool
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SEO
Google Eliminates The Guesswork
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SEO
Increase Doorways To Organic Traffic
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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…
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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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