How to Integrate Content Into Your Search and Social Marketing Campaigns 2013
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The document discusses the integration of content for search and social marketing, highlighting the shift from traditional to inbound marketing and the importance of quality content in driving customer engagement. It outlines the challenges of web marketing, the necessity of social media, and the significance of establishing a unique online presence to attract and retain traffic. Additionally, it provides actionable strategies for crafting effective content, optimizing for search engines, and utilizing social media to achieve marketing goals.
![WHY YOU NEED CONTENT, SEARCH & SOCIAL
“The Virtuous Circle”
“A shape appears to be forming in the Content
brand opportunity to connect with
consumers. Consumers want
accurate, timely information and they Search
will alternate between two channels; one
they feel is ubiquitous and a part of their
everyday life (search), and one that [has
the ability to] not only introduce brand
purchase decisions, but alter their
Social
intentions and confirm their final
purchase decision (social media).”
Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011
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How to Integrate Content Into Your Search and Social Marketing Campaigns 2013
- 1. HOW TO INTEGRATE CONTENT FOR SEARCH AND SOCIAL MARKETING Stoney deGeyter Jen Carroll [email protected] [email protected] @StoneyD @martijen
- 2. W EB M ARKETING H AS T HE E DGE @StoneyD
- 3. WEB MARKETING’S EDGE Marketing is shifting from outbound to inbound Traditional Shrinking Change in media losing media budgets buyer attitudes reach reduce quality High quality Selling to customers is more content from challenging (informed) businesses Technology is cheap Inbound leads cost 62% less than outbound leads** **http://blog.hubspot.com/blog/tabid/6307/bid/10172/Inbound- * Get Content. Get Customers. Leads-Cost-62-Less-than-Outbound-New-Data.aspx Joe Pulizzi, et al. March 2011
- 4. WEB MARKETING’S EDGE Businesses are increasing inbound marketing budgets • 89% are maintaining or increasing inbound budgets • Increase was observed two years in a row (2009, 2010) Source: http://www.hubspot.com/Portals/53/docs/eboo Why? “Past success…” ks/the2011stateofinboundmarketingfinal.pdf
- 5. T HE C HALLENGES OF W EB M ARKETING @StoneyD
- 6. THE CHALLENGES OF WEB MARKETING The web is a busy place Infographic by Shanghai Web Designers: http://www.go-gulf.com/blog/60-seconds
- 7. THE CHALLENGES OF WEB MARKETING Every two days, we create as much information as we did since the dawn of time to 2003. Eric Schmidt, TechCrunch, Aug. 2010
- 8. THE CHALLENGES OF WEB MARKETING Number of searches is growing exponentially Google sites = 88 billion search per month 50-200 versions of Google’s core algorithm in the wild 70% of brands’ social content does not rank top 20 for brand names Sources: comScore, Google Inside Search, BrightEdge SMO Study, 4/11
- 9. THE CHALLENGES OF WEB MARKETING Web readers lack focus and intent
- 10. THE CHALLENGES OF WEB MARKETING Internet readers are highly distractible
- 11. THE CHALLENGES OF WEB MARKETING Internet readers are usually multi-tasking
- 12. W HY Y OU N EED C ONTENT , S EARCH & S OCIAL @Martijen
- 13. WHY YOU NEED CONTENT, SEARCH & SOCIAL Social media is sexy Top of Sought Alluring Mind After
- 14. WHY YOU NEED CONTENT, SEARCH & SOCIAL Social can’t go it alone Search & Social Conversions 1% Search 48% Search + Social 51% Social Alone Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011 http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
- 15. WHY YOU NEED CONTENT, SEARCH & SOCIAL Social media is closely tied to branding and customer loyalty Consumer Connections via Social Media AFTER Purchase Likely to Follow Unlikely Unsure 64% Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011 http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
- 16. WHY YOU NEED CONTENT, SEARCH & SOCIAL Purchasing decisions Info for Purchasing Decisions 0% 20% 40% 60% 80% 100% Internet Search 92% Blogs 53% User-generated 46% 92% Message boards 34% Social networks 26% Magazines 20% TV Newspapers Media Used Frequently* by US Internet Users** to Find Information to Help with Purchase Decisions, March 2010 eMarketer.com
- 17. WHY YOU NEED CONTENT, SEARCH & SOCIAL “The Virtuous Circle” “A shape appears to be forming in the Content brand opportunity to connect with consumers. Consumers want accurate, timely information and they Search will alternate between two channels; one they feel is ubiquitous and a part of their everyday life (search), and one that [has the ability to] not only introduce brand purchase decisions, but alter their Social intentions and confirm their final purchase decision (social media).” Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011 http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
- 18. WHY YOU NEED CONTENT, SEARCH & SOCIAL Three major considerations for online marketing Search Social Content Engines Media Conversions
- 19. C OMPONENTS OF A C OMPLETE W EB MARKETING P LAN @Martijen
- 20. COMPLETE WEB MARKETING PLAN Web marketing cycle Org Goals Analysis Customer Needs Content, Search Action Desired & Social Mix
- 21. COMPLETE WEB MARKETING PLAN Setting web marketing goals Customer Specific Measurable focused
- 22. Who are you trying to COMPLETE WEB MARKETING PLAN reach? Build personas Priorities Expectations Benchmarks Decision Obstacles Process
- 23. How do you find out COMPLETE WEB MARKETING PLAN what your personas want? Listen! Interviews Conferences Reviews Social Media
- 24. COMPLETE WEB MARKETING PLAN How to develop personas What are their goals and aspirations? What are their problems? What media do they rely on for their answers to problems? What style of content would appeal to them? What sorts of images and multimedia appeal to each? What words and phrases do these buyers use? How can we reach them? *New Rules of Marketing and PR David Meerman Scott
- 25. COMPLETE WEB MARKETING PLAN What do you want the customer to do? Read content Sign up Call for Make a for Set a more emails meeting info purchase Download content Microconversions Conversions Macroconversion
- 26. Match persona to quality content COMPLETE WEB MARKETING PLAN Blog E-mail News Case Podcasts Studies Website E-books Video White Photos Papers Articles
- 27. COMPLETE WEB MARKETING PLAN Make quality content findable Keywords and Long-tail Metadata Phrases Useful Headline Content Call to Action
- 28. Share content. Engage with readers COMPLETE WEB MARKETING PLAN Invest in Share Engage with Customers Share Your Chosen Others’ in Two-way Content Channels Content Conversation
- 29. COMPLETE WEB MARKETING PLAN How will you measure success? Return on Readership Sales Lift Objective (ROO)* Studies Engagement Analytics Micro and Macro Conversions * Get Content. Get Customers. Joe Pulizzi, et al.
- 30. D ESTINATION S EARCH E NGINE M ARKETING @StoneyD
- 31. DESTINATION SEARCH ENGINE MARKETING What is Destination Search Engine Marketing? “The process of building a website that becomes a desired destination point for those looking for the product, service or information you provide.”
- 32. DESTINATION SEARCH ENGINE MARKETING Why do you deserve to be #1? Lowest prices X Better customer service X Been in business longer X No one does it better X
- 33. DESTINATION SEARCH ENGINE MARKETING Benefits of Destination Search Marketing Generate Improve Increase Build Drive traffic Create buzz repeat conversions ROI loyalty customers
- 34. DESTINATION SEARCH ENGINE MARKETING Stand out in a sea of thousands
- 35. DESTINATION SEARCH ENGINE MARKETING Build a site that is different Content Presentation Interaction Resources On-site experience
- 36. DESTINATION SEARCH ENGINE MARKETING Provide something that can’t be found elsewhere Unique Interesting (find a (be niche) different) Valuable Compelling (expert (new info) resource)
- 37. DESTINATION SEARCH ENGINE MARKETING What do you get from exposure? Most Sites Destination Sites Traffic Traffic Sales Sales Repeat customers Word of mouth
- 38. DESTINATION SEARCH ENGINE MARKETING Don’t sacrifice conversions for rankings Strong on- and off- page SEO Excellent on-page customer performance Exceptional off-page marketing exposure Superb business and customer satisfaction
- 39. S IX B UILDING B LOCKS OF A D ESTINATION W EBSITE @StoneyD
- 40. SIX BUILDING BLOCKS OF A DESTINATION WEBSITE Don’t underestimate the value of good content More More More expert opportunities pertinent info knowledge to persuade to make sale 1 Expert Information
- 41. SIX BUILDING BLOCKS OF A DESTINATION WEBSITE Don’t add content for the sake of adding content Judge the audience’s needs • Understand personas • Understand personalities Avoid optimized text overkill • No proper amount of text • Brief, but fulfilling 1 Expert Information
- 42. SIX BUILDING BLOCKS OF A DESTINATION WEBSITE Types of expert information Sales/marketing copy • About us • News room • Product info and specs Non-marketing information • Product comparisons • Product reviews • Tips & tutorials • Helpful opinions • Company & executive background info • “Ask the Expert” section 1 Expert Information
- 43. SIX BUILDING BLOCKS OF A DESTINATION WEBSITE Poor usability equals poor user experience Common Issues • Poor navigation • Confusing site layout • Lost calls to action 2 Usability • Little internal linking
- 44. SIX BUILDING BLOCKS OF A DESTINATION WEBSITE Poor user experience leads to high bounce rates 2 Usability
- 45. SIX BUILDING BLOCKS OF A DESTINATION WEBSITE Create a clear path to the conversion 2 Usability
- 46. SIX BUILDING BLOCKS OF A DESTINATION WEBSITE What makes you truly unique? Unlimited customer support Hassle-free returns Proprietary products Free shipping More experts available? Unique Value 3 Proposition
- 47. SIX BUILDING BLOCKS OF A DESTINATION WEBSITE Two key ways to gain authority Buy Exposure Earn Exposure Make Establish Credibility Friends Ties Serve Word of Inform Customers Mouth Time and 4 Presence
- 48. SIX BUILDING BLOCKS OF A DESTINATION WEBSITE Offer a unique perspective Humorous Serious Whimsical Snarky Flowery Thoughtful Brutally honest Down to earth 5 Voice Never corporate
- 49. SIX BUILDING BLOCKS OF A DESTINATION WEBSITE Trust: absolutely essential for success How to Build Trust Return calls Secure Be Open & Customers Exceed and emails Information Honest First expectations Trust & 6 Credibility
- 50. W RITING W ITH S EARCH IN M IND @StoneyD
- 51. WRITING WITH SEARCH IN MIND How people search Hear Keywords Think Search Keywords Keywords Keyword Content
- 52. WRITING WITH SEARCH IN MIND Every search is a desire to learn Questions Who What How When Where Why Education News Recent How to Ways to Ideas for about events Shopping Price Trust Policies Shipping
- 53. WRITING WITH SEARCH IN MIND The cycle of search activity Until SEARCHES GOALS start with achieved an idea SEARCHER SEARCH Learns and RESULTS Searches provide Again answers SEARCHER gains knowledge
- 54. WRITING WITH SEARCH IN MIND Write for human experience first Education Persuasion Readability • Answer • State • Write questions benefits naturally
- 55. WRITING WITH SEARCH IN MIND Write for search engines second Maintain reader value nd 2 Keywords not obvious Persuasive content
- 56. WRITING WITH SEARCH IN MIND How the Pinocchio Effect impacts rankings Keyword LSI? Tag Related Keyword Words Density Natural Language Headings
- 57. WRITING WITH SEARCH IN MIND How pages rank • Page Topic • Keywords Uses Content • Authority • Social Mentions • Link Sources Links • Link Volume • Page Speed • Bounce Rates Metrics • Conversions
- 58. WRITING WITH SEARCH IN MIND Content is found via links Your site Other sites Page A B F J N C G K O Page B D H L P E I M Q
- 59. WRITING WITH SEARCH IN MIND How search engines see content Text text text red marbles text text text text skeif mule text text text rope text red marbles text text text jump Skeiftext texttext red marbles text text text mule text text mule text text text rubber balls text text text text text text text skief mule text text text text text text red marbles text text text text text rubber balls text text text skieftext texttext text text red text text mule text text text text textmarbles text text text text skief mule text text text texttext text jump rope text rubber balls text text text red marbles text text text text text Red text text text text text text skieftext text text text text text text text text mule text jump rope text Rubber Red marbles marbles balls Jump rope Focused keywords Too many keywords!
- 60. WRITING WITH SEARCH IN MIND Five rules of online copywriting Avoid text in graphics Users before engines Write enough content Target phrases not words Don’t force it!
- 61. C REATING Y OUR C ONTENT @Martijen
- 62. 7 content must haves CREATING YOUR CONTENT 1. Killer headline. 2. Stimulating intro (writing, videos, podcasts). Get to the point with panache! 3. Images. In a social online environment, pictures are a must. But don’t use too many! 4. Organization. Stick to the point and don’t meander. Less is usually more. 5. Speak human! 6. Links to more info on your site or attributions when you use others’ work or ideas. 7. Call to action. Let your readers know what to do next.
- 63. Killer headlines CREATING YOUR CONTENT Grab attention Compel Use keywords
- 64. CREATING YOUR CONTENT 8 headline styles that work Direct Approach: Free Diabetes eBook Indirect Approach: Cut the Sweet Talk News Headline: Hospital Opens New Diabetes Clinic How-to Headline: How to Lower Your Blood Sugar Question Headline: Is Your Diabetes Out of Control? Command Headline: Get Help for Your Diabetes Now Reason Why Headline: Five Reasons to Get Diabetes Under Control Testimonial Headline: “I Got My Life Back, Thanks a Diabetes Clinic.” *Adapted from The Copywriter’s Handbook by Bob Bly and Copyblogger.com.
- 65. CREATING YOUR CONTENT Expose the need in a way that impacts them Why are they here? Create a need Use vivid language Provide a trail to the solution
- 66. CREATING YOUR CONTENT Provide a solution for problems Sympathize with their needs State importance of solution Explain solution you offer Show you care Convince them you can help
- 67. Show the CREATING YOUR CONTENT benefits of what you offer What’s in it for them? Benefits over specs What’s the result? What do they gain?
- 68. CREATING YOUR CONTENT Help them justify and move to action Tackle hindrances Overcome obstacles Justify the purchase Provide examples
- 69. CREATING YOUR CONTENT Ask (and answer) questions Where? When? How? What? Who?
- 70. CREATING YOUR CONTENT Make sure visitors learn something new How to… Recent Ways to… events? News Ideas for… about…
- 71. P REPARING O PTIMIZED C ONTENT @StoneyD
- 72. BUILDING YOUR CONTENT Balancing the pull of visitor and engines
- 73. Keyword rich title tags BUILDING YOUR CONTENT <Title>Beauty Tips, Cosmetics and Skin Care Tutorials</Title> Influences Rankings Drives Provides Initial Label for Click Browser *65 Character Limit
- 74. How to ruin a title tag BUILDING YOUR CONTENT Not Unique Leads with Business Name Long List of Keywords Not Compelling
- 75. Should title tags be branded? BUILDING YOUR CONTENT Front Branded: Recognizable Brands Business Name | Latest in women’s makeup, hair and clothing fashions Rear Branded: Build Recognition Buy Body Cleansers and Moisturizers for Bath and Body| Business Name Non-Branded: No Brand Concern Korres Natural Shower Gel with Basil Lemon Rejuvenates Dry Skin
- 76. Compelling meta description tags BUILDING YOUR CONTENT 20-40 word page summary Substantially unique Compelling Not needed on every page
- 77. Use headings and sub-heads BUILDING YOUR CONTENT Makes Scannable Provides Relevance Creates Hierarchy Assists Navigation
- 78. Proper heading tag hierarchy BUILDING YOUR CONTENT <h1>One H1 per page.</h1> <h2>Use outline format.</h2> <h3>Keep content organized</h3>
- 79. Format your body content properly BUILDING YOUR CONTENT One idea per Important paragraph info first Answer all Provide facts questions & benefits Link to sup- porting ideas
- 80. Integrate calls to action BUILDING YOUR CONTENT Provide the Next Step Encourage Supporting Data Call them to Action
- 81. Use images to draw visitors in BUILDING YOUR CONTENT
- 82. Making good use of editorial linking BUILDING YOUR CONTENT Look for Integrate Increase Natural Links Keywords Engagement
- 83. F OCUSING Y OUR C ONTENT W ITH K EYWORD I NTEGRATION @StoneyD
- 84. Keywords don’t always mean KEEPING YOUR CONTENT FOCUSED what we think “cordless cordless telephone” “telephone headset? headset” Bag Bag of Bean Lady Worms Sandwich Sleeping Duffel Bag Bag Bag Bag
- 85. Group keyword qualifiers KEEPING YOUR CONTENT FOCUSED by meaning… Cheap Organic Present • discount • natural • gift • bargain • raw • surprise by relation… Basketball Foxtrot Oscars • baseball • Waltz • Grammys • football • Tango • Emmys
- 86. Integrating core terms KEEPING YOUR CONTENT FOCUSED • Specific phrase Core Term • Use appropriately baby bedding Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly with her crib or toddler bed.
- 87. Integrating supporting phrases KEEPING YOUR CONTENT FOCUSED • Core Term w/qualifier Supporting • Long-tail phrases baby bedding Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly with her crib or toddler bed.
- 88. Integrating related words KEEPING YOUR CONTENT FOCUSED • Stemmed variations Related • Semantic relation baby bedding Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly her crib or toddler bed.
- 89. S ETTING S OCIAL M EDIA G OALS AND M ETRICS @Martijen
- 90. Benefits of social media SOCIAL MEDIA GOALS AND METRICS Traffic Links Credibility Conversions
- 91. SOCIAL MEDIA GOALS AND METRICS
- 92. Challenges of social media SOCIAL MEDIA GOALS AND METRICS Time commitment Number of sites Reasons for participating Understanding channel audiences Engagement
- 93. SOCIAL MEDIA GOALS AND METRICS Social media often lacks…
- 94. Set your goals SOCIAL MEDIA GOALS AND METRICS Presence Brand Conversions
- 95. Where is your audience? SOCIAL MEDIA GOALS AND METRICS Social giants Industry-specific sites Local sites
- 96. Set your microgoals SOCIAL MEDIA GOALS AND METRICS • Introduction (awareness, drive traffic to site) • Expansion into new market Presence • Conversation (word of mouth) and connections • Reviews • Sentiment Brand • Mentions/reviews • Evangelism • Leads • Subscriptions Conversions • • Social shares and comments Targeted site traffic • Sales
- 97. Social media channel selection SOCIAL MEDIA GOALS AND METRICS Goals Resources Customers
- 98. SOCIAL MEDIA GOALS AND METRICS Choose your sites
- 99. Be great with the channels you choose SOCIAL MEDIA GOALS AND METRICS
- 100. B UILDING Y OUR P UBLISHING C ALENDAR @Martijen
- 101. Content is the starting point BUILDING YOUR PUBLISHING CALENDAR Fresh or Goal-oriented Repurposed Relevant and Customer Informative Focused Optimized for Search and Social
- 102. Blueprint for content and social: BUILDING YOUR PUBLISHING CALENDAR daily tasks Post updates to social channels you’re committed to. Check key influencers’ content. Comment on and share at least two items. Post info related to latest blog post or other content. Be compelling. Share other valuable industry content with followers/fans.
- 103. Blueprint for content and social: BUILDING YOUR PUBLISHING CALENDAR weekly tasks Specific Goals Specific Customers 1-2 blog posts Call to Action Keywords
- 104. Blueprint for content and social: BUILDING YOUR PUBLISHING CALENDAR monthly tasks Produce video or photostream • Product or service related • Funny or educational Post to YouTube • YouTube, Vimeo • Flickr, Pinterest Embed in blog • Socialize Create how-to post or article • Publish on blog and add to learning library • Socialize Write a news release • Publish on site and push out to news release service with links
- 105. Blueprint for content and social: BUILDING YOUR PUBLISHING CALENDAR quarterly tasks Prepare and send e-newsletter • Use program that offers tracking Sponsor event related to goals • Virtual or live • Bolster with blog posts, news releases, blogger and community outreach
- 106. Incorporate special BUILDING YOUR PUBLISHING CALENDAR dates, holidays, season and events April Fools Holidays Day Easter Earth Day National Autism International National Pie National Awareness Pooper “blank” Day Week Tweed Day Month Scooper Week Spring Gardening Seasonal Cleaning Spring Break Ideas Pure How to Spring trends 15 Minute decorate on a Vinyl wall art Content in curtains Pillow cases dime
- 107. Tips for keeping it all together BUILDING YOUR PUBLISHING CALENDAR Content Focused Creation Strategy Goals Publishing Consistent Time Calendar Investment
- 108. T RACKING & M EASURING S OCIAL M EDIA @Martijen
- 109. Challenges of tracking social media TRACKING &MEASURING SOCIAL MEDIA Time Drain Expense Drowning in Data Tying to Goals
- 110. Track what matters: conversation TRACKING &MEASURING SOCIAL MEDIA rate Comments Replies Brand Mentions * Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value, Avinash Kaushik. http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
- 111. Track what matters: amplification TRACKING &MEASURING SOCIAL MEDIA rate Retweets Shares Repins
- 112. Track what matters: applause rate TRACKING &MEASURING SOCIAL MEDIA Favorites Likes +1’s and Pins Links and Reviews
- 113. Track what matters: economic TRACKING &MEASURING SOCIAL MEDIA value Site Referrals Visitor Behavior Goal Completion
- 114. Methods of monitoring and tracking TRACKING &MEASURING SOCIAL MEDIA Spreadsheet Sprout Social Radian6 True Social Metrics SocialReport BrandsEye Google Alerts HootSuite Trackur UberVue Google Analytics Wildfire Brandwatch Bit.ly ViralHeat Argyle TweetDeck Lithium Awareness Topsy Twitter Search Spredfast Buddy Media + More!
- 115. L INK B UILDING , S OCIAL M EDIA AND O NLINE PR @Martijen
- 116. Interrelated web marketing disciplines LINK BUILDING, SOCIAL MEDIA AND ONLINE PR Online PR Social Media Link Building
- 117. What is link building? LINK BUILDING, SOCIAL MEDIA AND ONLINE PR SEO • Keyword-rich links on external sites pointing to your keyword-optimized pages • Improve rankings, visibility and credibility
- 118. Link building and social media LINK BUILDING, SOCIAL MEDIA AND ONLINE PR Connections • Build relationships that can lead to links • Identify, engage influencers who may collaborate • Share content others want to link to
- 119. Link building and public relations LINK BUILDING, SOCIAL MEDIA AND ONLINE PR Outreach • Focus truly is on the public • News releases are for all online readers • Many options for publicity, reputation management, coverage and links beyond traditional media outlets
- 120. Integration of links, social and PR LINK BUILDING, SOCIAL MEDIA AND ONLINE PR Link Building Social Media SEO Sub-set: Keyword-rich links on external sites Online PR pointing to your keyword- Build relationships that can optimized pages lead to links Focus truly is on the public Improve rankings, visibility Identify, engage influencers who may collaborate News releases are for all and credibility online readers Share content others want to link to Many options for publicity, reputation management, coverage and links beyond traditional media outlets
- 121. Thank You! www.PolePositionMarketing.com Find Us www.cantonmercy.org