Transcript Marketing Content

Strategize Your Content for
Maximum SEO and Social ROI
Agenda
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Some Background on SEO
How Online Marketers Tend to Think About Marketing
Why This Paradigm Isn’t Enough
A Better Model for Thinking About Marketing
Designing and Documenting a Marketing Content Process
A Model B-to-B Content Creation Process That Leverages
– Repurposing
– Appeal to Ego
– Transcription
• A Model B-to-C Content Creation Process
• Other Tactics Worth Considering
Challenges Business Face with SEO
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It’s easy to cause yourself problems with the wrong kinds of Link-Building
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It can be difficult to align Content Creation with User Demands
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SEO takes varying timeframes; architectural changes can take effect on the order of
a few weeks, but content and link-building may not see for 3-5 months or even 3-5
quarters!
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Very difficult to keep up to date with SEO best practices, particularly with Google
creating new algorithmic penalties (Penguin, Panda, and so on).
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“Local” search (“pizza warwick”) is different from general search (“squeaky floor”)
How does Google’s Organic Ranking Algorithm Work?
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Google discloses they use more than 200 variables in their various ranking algorithms.
However, a study made by some academics in 2011 of Google Search results identified the
following weightings for important factors. The weightings they came up with are an
oversimplification, but instructive; negative weights indicate ranking factors that can hurt you.
In short: You need content + PageRank (external links) pointing at that content.
The more of both the better!
http://www.coconutheadphones.com/googles-secret-ranking-algorithm-exposed/
SEO: Linking…How Many Links Do You Need?
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Answer: That depends on an individual pages’ competition for a keyword.
Each PageRank level takes 5x as much effort to reach. See article link below.
http://searchengineland.com/what-is-a-link-worth-part-1-valuing-pagerank-34526
So, you can think of SEO as…
Architecture
+
Content
+
Linking
Linking – Methods of Outreach Compared
Approaches I use vary but tend towards the Green and Blue sections
Note: this table was updated 09/20/15; it’s taken from an original article which is now out of date, but which may
still be useful in understanding it:
http://www.coconutheadphones.com/linking-strategies-the-complete-guide
/
How Online Marketers Tend to Think about Marketing
Traditional
Results
Organic
Search
Local
Results
Universal
Results
Search
Traditional
PPC
Paid Search
Online
Email
Marketing
Impressions
Offline
Social Media
Non-Search
Content
Syndication
Display
Advertising
E-Commerce
PPC
…Yes, They Also Think About Retargeting…
Traditional
Results
Organic
Search
Local
Results
Universal
Results
Search
Traditional
PPC
Paid Search
Online
Email
Marketing
Impressions
Offline
Social Media
Non-Search
Content
Syndication
Display
Advertising
E-Commerce
PPC
…Why This Paradigm Isn’t Enough.
• This diagram is the wrong way of thinking about your marketing; it’s
oriented only around how you spend your budget. It’s oriented around
your company and the marketing department, not around the customer.
• This leads to stovepipe thinking focused on channels - “how” focused:
Let’s expand into Video Marketing
Let’s focus on Twitter
• However, the customer doesn’t care about your budget – and is going to
interact through most, if not every, of these channels.
• You need to think about the whole, system, i.e.
What are we going to communicate to who, and how?
CHANNEL
Diagram source:
http://bit.ly/R1lRL
Claude Shannon,
“A Mathematical Theory of
Communication”,
Bell System Technical Journal, Oct. 1948
MARKETING CONTENT
MARKETING CHANNELS
MARKETING AUDIENCE
WEB PAGES
WHITE PAPERS
PODCASTS
VIDEOS
PRESENTATIONS
BLOG POSTS
ADVERTISEMENTS
PAID SEARCH
ORGANIC TRAFFIC
DISPLAY ADVERTISING
SOCIAL MEDIA
OUTDOOR ADVERTISING
EMAIL MARKETING
PREVIOUS CUSTOMERS
CART ABANDONERS
READERS
FOLLOWERS
VISITORS
INTERESTS
DEMOGRAPHICS
CHANNEL
Diagram source:
Claude Shannon,
“A Mathematical Theory of
Communication”,
Bell System Technical Journal, Oct. 1948
http://bit.ly/R1lRL
MARKETING CONTENT
MARKETING CHANNELS
MARKETING AUDIENCE
WEB PAGES
WHITE PAPERS
PODCASTS
VIDEOS
PRESENTATIONS
BLOG POSTS
ADVERTISEMENTS
PAID SEARCH
ORGANIC TRAFFIC
DISPLAY ADVERTISING
SOCIAL MEDIA
OUTDOOR ADVERTISING
EMAIL MARKETING
PREVIOUS CUSTOMERS
CART ABANDONERS
READERS
FOLLOWERS
VISITORS
INTERESTS
DEMOGRAPHICS
CHANNEL
Diagram source:
Claude Shannon,
“A Mathematical Theory of
Communication”,
Bell System Technical Journal, Oct. 1948
http://bit.ly/R1lRL
Start by Designing & Documenting
a Marketing Content Process
• Decide on what documents/media you will create, and how.
• Wire the output through all your social channels.
• Make this function routinely, almost on automatic.
• B-to-B
Focus on White Papers, Presentations, Podcasts, Testimonials
• B-to-C
Focus on Surveys, Promotions, Contests, Coupons, Testimonials
Considerations While You’re Designing Your Process
“You fight with the army you have, not the army you wish you have.”
– Don Rumsfeld.
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Expanding to different channels, traffic sources, and content types may require
organizational changes.
– You may want to hire an email marketer…several interns to write content…and so on.
– In many cases however, you’ll have to beg/borrow/steal/cajole resources.
– As a result, it’s critical to squeeze every bit of value possible out of every piece of content.
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Your Company’s “Thought Leaders” will make or break your content.
Seek them out and cultivate them!
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Thought leaders are difficult to harness – do so using:
– Repurposing
– Appeal to ego
– Transcription
The three keys:
• Repurposing
• Appeal to Ego
• Transcription
White Paper:
6-8 Pages, 3 Tables, 2 Diagrams
Paid Search Callto-Action
Blog Posting 1
Announcement
Press Release
Presentation
Blog Posting 2
Blog Posting 3
Speech at a
Trade Show
Webinar
Blog Posting 4
Blog Posting 5
Transcribed
Speech
Transcribed
Webinar
Regular
Podcast
Weekly Industry
Roundup
Transcribed
Podcast
BLOG
Email Newsletter
Interviews
Articles by
Thought leaders
Look at all the other
channels that are
involved!
White Paper:
6-8 Pages, 3 Tables, 2 Diagrams
Also – sales can use the
WP & Preso as collateral,
Paid Search Callto-Action
Blog Posting 1
Announcement
Press Release
Presentation
Upcoming Webinars
are a great excuse
to ping
Speech at a
prospects.
Trade Show
Blog Posting 2
Blog Posting 3
Webinar
Blog Posting 4
Blog Posting 5
Transcribed
Speech
Transcribed
Webinar
Regular
Podcast
Weekly Industry
Roundup
Transcribed
Podcast
BLOG
Email Newsletter
Interviews
Articles by
Thought leaders
= Activities an intern
or
a junior marketer
can handle.
White Paper:
6-8 Pages, 3 Tables, 2 Diagrams
Paid Search
Call-to-Action
Blog Posting 1
Announcement
Press Release
Presentation
Blog Posting 2
Blog Posting 3
Speech at a
Trade Show
Webinar
Blog Posting 4
Blog Posting 5
Transcribed
Speech
Transcribed
Webinar
Regular
Podcast
Weekly Industry
Roundup
Transcribed
Podcast
BLOG
Email Newsletter
Interviews
Articles by
Thought leaders
= Social Updates
White Paper:
6-8 Pages, 3 Tables, 2 Diagrams
Paid Search Callto-Action
Blog Posting 1
Announcement
Press Release
Presentation
Blog Posting 2
Blog Posting 3
Speech at a
Trade Show
Webinar
Blog Posting 4
Blog Posting 5
Transcribed
Speech
Transcribed
Webinar
Regular
Podcast
Weekly Industry
Roundup
Transcribed
Podcast
BLOG
Email Newsletter
Interviews
Articles by
Thought leaders
For a
B-to-C
Home
Contracting
Business:
Post on
Instagram,
Flickr,
Pinterest
Use Photos in
Display Advertising
Project Video
Exquisite HD
Photos from
Video
Post on
Facebook
Share with
Owner
Solicit G+
or Yelp
Review
from
Owner
Social
Contest:
Guess Which
Project We
did *not* do
Photo Gallery on
Website
Detailed Case
Study
on Website
BLOG
Email Newsletter
Other Tactics Worth Considering
• If you produce at least one piece a day: syndicate content.
– Syndication is just guest blogging writ large.
• Look up every keyword you had a conversion on in the last 12
months in Paid Search – make a 2 minute video on it.
– Interview an internal expert about the topic and make it a Q&A format.
– Simple to produce many of these in one sitting. Bring extra shirts!
• If you have not tested Paid Search – do so yesterday!
• If you’re not doing email marketing – consider immediately!
• Invest in one or more additional websites
– Thought lead in a specific content area that resonates with your clientele
In Summary:
• Leverage:
– Repurposing
– Appeal to Ego
– Transcription
• Think:
– Content
– Channels
– Audience
Source:
http://bit.ly/19632UE