![Page 1: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/1.jpg)
@352inc352media.com
The New Era of Search: Content Marketing,
CRM and Closed-Loop Reporting
![Page 2: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/2.jpg)
@352inc352media.com
They say SEO is dead.
eMarketing Association 2014
@erinever
![Page 3: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/3.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
via fanpop.com/
![Page 4: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/4.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
via @schachin http://sewat.ch/RDeqlS
![Page 5: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/5.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Keyword stuffing
![Page 6: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/6.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Keyword density Via http://line25.com/articles/5-seo-tactics-that-make-you-look-like-a-douche
![Page 7: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/7.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
GIVE ME ALL
THE LINKSvia http://hyperboleandahalf.blogspot.com/
![Page 8: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/8.jpg)
@352inc352media.com
“Links aren’t for driving traffic.”
eMarketing Association 2014
@erinever
via http://www.gsinc.co.uk/seo-food.html
![Page 9: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/9.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Anchor textvia http://moz.com
![Page 10: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/10.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Sidebar, footer, home page, sitewide?
![Page 11: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/11.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
This is just hurting my head.
![Page 12: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/12.jpg)
@352inc352media.com
Paid Links
eMarketing Association 2014
@erinever
![Page 13: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/13.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Seriously!?
![Page 14: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/14.jpg)
@352inc352media.com
Editorial links pass more value.
eMarketing Association 2014
@erinever
![Page 15: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/15.jpg)
@352inc352media.com
Enter the wave of crappy content
eMarketing Association 2014
@erinever
![Page 16: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/16.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
And then we beat that to death, too.
![Page 17: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/17.jpg)
@352inc352media.com
To old times, my friend.
eMarketing Association 2014
@erinever
Via http://www.imdb.com/
![Page 18: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/18.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
SEO can’t die.
![Page 19: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/19.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
As long as people use search engines, SEO is
alive and well.
![Page 20: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/20.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Via Pew Internet Study
![Page 21: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/21.jpg)
@352inc352media.com
So, what do we know?
eMarketing Association 2014
@erinever
![Page 22: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/22.jpg)
@352inc352media.com
This is New SEO
eMarketing Association 2014
@erinever
Via http://www.girardbrewer.com/wp-content/uploads/2013/05/new-coke-logo.jpg
![Page 23: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/23.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Content MarketingVia http://www.valuablecontent.co.uk/
![Page 24: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/24.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
We know content is king.Via http://www.hbo.com/
![Page 25: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/25.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
“King Content” with no strategyVia http://www.hbo.com/
![Page 26: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/26.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Buyer Personas
![Page 27: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/27.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Buyer buys
![Page 28: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/28.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
User uses
![Page 29: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/29.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
InterviewsVia http://www.cbs.com/
![Page 30: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/30.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
What do you ask them?
When did you know you needed this product? Where and how did you shop? What was your timeline? What things were you looking for in this product? What were the most important attributes? How did you decide to buy? What did you do after buying?
![Page 31: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/31.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Pay attention to the words they use
![Page 32: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/32.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Buyer Journey
Awareness
Consideration
Decision
“I have a problem.”
“What’s out there to fix this problem?”
“I’m going to fix this problem.”
![Page 33: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/33.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Got it. So, what about the content?
![Page 34: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/34.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
You don’t have to create a lot of content.Via http://www.nexus-wallpaper.com/
![Page 35: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/35.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
“Content is still king, but it doesn’t mean it has to be king of just one thing.” - @latrointhemist
![Page 36: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/36.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Your content’s life shouldn’t end at a blog post
![Page 37: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/37.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Break it down to bite-sized piecesVia http://www.chefchristopherscatering.com/
![Page 38: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/38.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Expand it out into a whitepaper or ebook
![Page 39: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/39.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Turn it into a webinarVia http://bellavita.tv/
![Page 40: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/40.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Promote your content, not your service
Via http://www.travisberry.com/
![Page 41: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/41.jpg)
@352inc352media.com
Closed-Loop Reporting with your
CRM
eMarketing Association 2014
@erinever
![Page 42: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/42.jpg)
@352inc352media.com
“Half the money I spend on advertising is wasted; the
trouble is I don’t know which half.”
- John Wanamaker
eMarketing Association 2014
@erinever
![Page 43: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/43.jpg)
@352inc352media.com
Remember ranking reports?Via http://vysibility.com/
eMarketing Association 2014
@erinever
![Page 44: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/44.jpg)
@352inc352media.com
And when traffic was our best metric?eMarketing Association 2014
@erinever
![Page 45: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/45.jpg)
@352inc352media.com
Weak.
eMarketing Association 2014
@erinever
Via http://spongebob.nick.com/
![Page 46: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/46.jpg)
@352inc352media.com
These people are window shoppers.eMarketing Association 2014
@erinever
Via http://www.rentcafe.com/
![Page 47: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/47.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Clients aren’t going to take that anymore.
![Page 48: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/48.jpg)
@352inc352media.com
Anyone can drive traffic. It takes a real marketer to drive conversions.
eMarketing Association 2014
@erinever
![Page 49: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/49.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Google Analytics Assisted Conversions helps
![Page 50: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/50.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
First, you have to track everything.
utm_source=Twitter&utm_medium=social&utm_campaign=socialflow
utm_source=google&utm_medium=cpc&utm_term=digital%20marketing&utm_content=Digital%20Marketing%20Agency&utm_campaign=Marketing%20PPC
![Page 51: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/51.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Real data comes from marketing automation
![Page 52: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/52.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Capture their name when they fill out a form
![Page 53: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/53.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
If a contact form is your only way to capture an email address, you’re drying up your lead funnel.
![Page 54: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/54.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
The beauty is in the details.
![Page 55: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/55.jpg)
@352inc352media.comeMarketing Association 2014
@erinever
Sync with your CRM to track entire lifecycleVia http://www.pardot.com
![Page 56: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/56.jpg)
@352inc352media.com
OK this is a lot to do.
eMarketing Association 2014
@erinever
Via http://www.cbs.com/
![Page 57: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/57.jpg)
@352inc352media.com
Start with you.
eMarketing Association 2014
@erinever
![Page 58: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/58.jpg)
@352inc352media.com
http://352.fm/em14-audit-guide
eMarketing Association 2014
@erinever
![Page 59: The New Era of Search: Content Marketing, CRM and Closed-Loop Reporting](https://reader038.vdocuments.us/reader038/viewer/2022110118/554a8885b4c9056d288b58d4/html5/thumbnails/59.jpg)
@352inc352media.com
Thank You!
eMarketing Association 2014
@erinever