The Future is Bright with Web Content

About Lee & TopRank Marketing

Attract – Engage – Convert

Overall trends in content

Emerging consumer driven model

Web content success stories

Content marketing "A-Team”

Future growth opportunities

Image Source: Shutterstock

Ubiquitous Connectivity

Create

Consume

Publish

Interact

Transact

Source: Ericcson, 2011

2020

51% of all time on the web is content consumption.

(AOL/Nielsen 2011)

99% of Marketers have used at least one content

marketing tactic. (Content Marketing Institute/Brandpoint 2012)

60% will increase spend on content marketing.

(CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)

Content Distribution Channels

Source: Outbrain – State of Content Marketing 2012

96% Social Media

Paid Search

76% Display Ads

69% SEO

33% Email

78%

63% of US Internet users use search engines daily

eMarketer Aug 2012

81% Perceptions

Are Influenced Weber Shandwick 2012 89%

Use Search for Purchase

Fleishman-Hillard 2012

CPG Company: 96 search phrases.

Most are brand terms.

Fabric Retailer: 4,419 phrases. Broad category & brand terms.

Content

Social SEO

Traditional Approach

Red Widget

Features & Benefits

Advertising Direct Mail PR Email White Paper

Persona “Jane Exec”

Influences CEO Goals: Fast,

Save $, Service

Fast

Save $

Service

Blog

awareness consideration purchase retention advocacy interest

Facebook

Byline PPC

Email Offer

Locator

Tips Articles

Newsletter

Blog

Soc Net

Ads

Press

Blog

Reviews

PPC

Discount

Loyalty

Community

VIP

Referral

Article

Media

Reviews

Blog

Display

Offers

Network

Thank You

Referral

Rewards

Modern Model for Content Marketing

Fast

Source: First 10 / Smart Insights

30 Content Marketing Tactics Article Marketing

Advertorial

Blogging

Case Studies

Crowdsource

Curate

Digital Newsletters

eBooks

Email

Interactive Games

Images & Infographics

Interactive Tools

Microsites

Mobile Applications

Mobile Content

News Release

Online Magazines & Apps

Podcasts

Print Magazines

Print Newsletters

Real-World Events

Research & Surveys

Social Content

Teleclass & Telecasts

Traditional Media

Videos

Virtual Conferences

Webinars

Wikis

White Papers

Blog Post: tprk.us/30cmtactics

Preferences

Pain Points

Behaviors

Search &

Social Data

Sources

Editorial

Calendar,

Repurpose

Social & SEO

Networking,

PR, Linking

Audience Segments

Needs & Goals = Topics

What stories will connect you?

Make it easy to find & share

awareness consideration purchase retention advocacy interest

Content Marketing Process

Successful Companies

Source: Content Marketing Institute

Let Me Tell You A Secret

http://tprk.us/cmsecrets

Cool! We’ll interview

CMW speakers

And make an e-book for attendees.

10 Long Form Interviews

Topical Matrix: B2B Enterprise SMB Tools Win budget Definition

Planned Repurposing

Enterprise SMB Tools B2B Win budget

B2B Enterprise SMB Tools Win budget

Enterprise SMB B2B Tools Win budget

Enterprise SMB Tools Win budget B2B

Top 10 B2B Tactics

B2B Enterprise SMB Tools Win budget

Tools B2B Enterprise SMB Win budget

B2B Enterprise SMB Win budget Tools

B2B Tools Enterprise SMB Win budget

Top 10 Content Marketing Tools

Individual Thought Leader Interviews Articles

Promotions:

Slideshare Embedded in Blog Post Email broadcast Twitter Facebook Flickr Pinterest LinkedIn update LinkedIn Inmails Customized emails to participants Pre-written tweets

Initial Results (6 Days)

43,000+ views on Slideshare

1,000+ PDF downloads

5000+ visits of full interviews

3,300+ Retweets

200+ Facebook “likes”

130 G+

100+ inbound links

Content Marketing A-Team Content Marketing “A-Team”

Image Source: Shutterstock

• Chief Content Officer

• Managing Editor

• Writers, Sources

• Content Design

• SEO

• Social Marketer

• Online PR

• Social Listening/Analytics

Source: Managing Content Marketing (Pulizzi, Rose)

But We Don’t Have Budget For That!

1. Editor/Writer

2. Designer

3. Social SEO

Growth Areas in Web & Content Marketing:

Integration: Owned, Earned, Paid & Shared Media

Dedicated in-house content marketing resources

Web + smartphones & tablets

Boom in visual content & media

Big data, social data, automation, tools, real time data, did I mention data?

Content Marketing Maturity

Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter Group

Make a commitment. And grow.

Takeaways

• Content powers the web & the web powers your business. Are you powering content?

• If your content is poor, then so will you.

• Start learning modern models of web content marketing. Now.

• Stand, Stretch and Walk.

• Get help if you need it.

lee@toprankmarketing.com

TopRankMarketing.com TopRankBlog.com

Thank You!

OptimizeBook.com

Consulting – Speaking – Partnerships 1-877-872-6628