Uploaded byRuben Quinones
New York Technology Council 10-12
This document discusses strategies for effective content marketing beyond just social media engagement. It emphasizes creating educational, entertaining, and exclusive content tailored to specific audiences. Metrics for both on-site content and social media content are discussed, including passive metrics like time on site and referrals as well as hard metrics like goals and social interactions. Case studies demonstrate how targeted acquisition campaigns can generate quality leads and sales. The key is to create compelling content, target a specific vertical, develop lists through participation and remarketing.
More Related Content
Similar to New York Technology Council 10-12
New York Technology Council 10-12
- 1. Content Marketing: Beyond “Liking”and Tweeting Ruben Quinones, Director of New Media 1375 Broadway, 23 rd Floor, NY, NY
- 2. Who We Are •Strategic Online Marketing Approach •Strategic Online Marketing Approach •SEO, Social Media , ,Pay-Per-Click, Display Ad management •SEO, Social Media Pay-Per-Click, Display Ad management •Industry leading technology for managing, optimizing & •Industry leading technology for managing, optimizing & tracking search based campaigns tracking search based campaigns Some Brands We Have Worked With
- 3. Content ….. Whatit’s not Purchase
- 4. Content ….. Whatit’s not Purchase
- 5. What it is…….
- 6. It Also ….. BoostsYour Interior Pages for SEO
- 7. Google & Facebook– Critical for Content on the Web Indexes content on Has content in its the web, content is property, and the web not on Google, its has elements of found by Google facebook in it Intent to Purchase
- 8. Social Metrics Increasingin Search Algorithm Social metrics increased 2% from last biannual report, and is expected to continue to increase.
- 9. Characteristics of WebContent Topics What’s New? Commentary What’s going to happen…..what to watch out for How to – process oriented Tools and resources that would be of value to your readers Answering a Question Common Mistakes to look out for
- 10. Discovering Content Topics •Whoare our audiences? •What are the touch points / challenges of our customers? •What are they asking?
- 11. Discovering Content Topics Audiences for Content Customer Segmentation
- 12. Discovering Content Topics Audiences for Content Alliances
- 13. Identify Key Termsfor Your Customer Segments Touch points – key terms that are widely used by your audience. Ex. (cashflow, tax shelter, appreciation are terms that accountants would use in their daily workflow) Context – key terms that would be used to describe relevance, for ex. New York, venue, etc.
- 14. Discovering Content Topics EvaluatingMeaning ful Content Employ boolean searches – ex. If a well known brand, use “Brand name” “context”, “Brand name” “Touch point” “Audience” “Context”, “Audience” “Touch point” “Competitor” “context”, “Competitor” “Touch point “touch point” “context” “touch point” “touch point”
- 15. Discovering Content Topics Boolean search for brand name and a touch point. ex. “new york”, “customer service” Can be multiple variations of previously mentioned boolean searches Filter by News & Blogs
- 16. Discovering Content Topics Boolean searches on YouTube
- 17. Discovering Content Topics Boolean searches on Twitter
- 18. Discovering Content Topics Boolean searches on Twitter
- 19. Sourcing Your NextTopic
- 20. Discovering Content Topics Identifying Key Terms for Audiences Identify Touch Points Identify any Context Map back to Audiences Incorporate into Content calendar (onsite and Social)
- 21.
- 22. On Site SocialIntegration with your Content Can I communicate with your brand?
- 23. On Site SocialIntegration with your Content Can I share it?
- 24. On Site SocialIntegration with your Content Take advantage of Google’s Authorship Markup to show authors picture next to search results for their content. Increases CTR for your link. For a step by step on how to implement, go to http://www.pathinteractive.com/blog/2012/09/a-step-by-step-guide-to-google-authorship-markup/
- 25.
- 26. The Digital Landscape Awareness Favorabilit y Consideration Purchase
- 27.
- 28. Repurposed and Dedicated Content for the Social Web •Do you have pdf’s presentations? •Do you have highly visual images? •Can you convert your written content into a visual info graphic? Powerpoint?
- 29. Submit Your Contentto Other Sites that Cater to your Audiences •Article Sites •Guest Blogging on industry sites •Guest blogging on alliance sites
- 30. Content Marketing offSite - Facebook Homepage News Feed
- 31. Content Marketing offSite - Facebook
- 32. Content Marketing offSite - Facebook Source: Allfacebook Dec. 2011
- 33. Which Means toStand Out……. Must increase engagement Build Affinity Establish Frequency
- 34. The Secret toMarketing on Facebook Don’t Market!
- 35. Ingredients for EngagingContent •Educational •Entertaining •Exclusive
- 36. Targeting Your Content Target by gender, relationship status, educational status, age, location and language
- 37. Segment Your Content Utilizing “Facebook Insights” you can gauge which theme is performing the best.
- 38. Disseminating Content toYour Audiences Ads targeted by keyword intent, titles, and interests
- 39. Pay for yourcontent to reach your audience This content piece was targeted to facebook users who had an expressed interest in the show.
- 40. Pay for yourcontent to reach your audience This content piece about the conference is being advertised by keyword intent
- 41. Process for NewContent Discovery Keep Focus 1. What type of post am I writing? 2. Who is my specific audience for this post? 3. What are one or two critical points I can answer for them? 4. What are the two keywords that describe the critical points? 5. Do a boolean search to see what might spark some ideas 6. Can I stretch these out into a series? 7. Next content post, repeat.
- 42. Metrics to Lookat (not brands)
- 43. Metrics Content will mostlybe measured by passive metrics • On site Metrics Passive & Hard • Social Metrics Passive & Hard
- 44. Passive Metric Your “visit duration” should improve, an indication that your content is being consumed
- 45. Passive Metric –New Visitors Are new visitors coming in as are result of your content?
- 46. Passive Metric –Deeper Navigation How deep did they navigate beyond your page?
- 47. Passive Metric –Referring traffic Is your content creating new visitors to your site? Sort by referring Referring sites will give a clues to your audience
- 48. Hard Metric -Goals Sort by the content section of your site
- 49. Social Metrics –Hard Factored into Engagement Rate • Likes • Follows or Connections • Shares/retweets • Shares • Comments
- 50. Social Metrics –Passive • Impressions • Views • Clicks • Consumption • Reach
- 51. Social Metrics –Some Deeper Metrics • Brand mentions • Share of voice (by platform, overall, etc.) • Influencer penetration rate • Brand association with targeted keywords • Brand vs competitive with targeted key terms
- 52. Some Facebook Metrics Uniqueviewers of your individual posts “Talking About Uniques Who This” Divided Uniques by “Engaged Have Clicked Who Took Users” into Your Post An Action
- 53. Tools to use Externaltool - https://adwords.google.com/o/Targeting/Explorer?
- 54. Case Study •Post CardMania – Print Post Cards •Created a acquisition marketing campaign geared at a hyper targeted audience. •Over the course of a year, gained 600 quality leads, over 72,000 in sales
- 55. Case Study Takeaway •CreateCompelling Content •Target a vertical •List development & remarketing •Participation & Evangelization
- 56.