advanced content strategies 1: introduction
TRANSCRIPT
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Advanced Content Strategies:Introduction to Inbound Marketing
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Housekeeping
Hashtag:#ISAMSS
Email:[email protected]
Blog:domesticatingit.com/blog
Twitter:@JonDiPietro
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Traditional Marketing
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Outbound is broken!
800-555-1234AnnoyingSalesperson
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Draw a crowd
Inbound Marketing
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Ch-ch-ch-ch-changes
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Power Shift
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PowerShift
Democratization
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PowerShift
Web 2.0
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PowerShift
Trust
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New Rules
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New Rules
Mixed Norms
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New Rules
Gift Economy
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Search Evolution
Search Evolution
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Now what?
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Solution
Content
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Solution
Spread Ideas
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Solution
Measure & Convert
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Inbound Marketing
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Inbound Marketing Create
Optimize
Promote
Convert
Analyze
Five Steps
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Inbound Marketing
Wits vs. Wallets
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Inbound Marketing
Lower Cost Per Lead
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Step One:Content Remarkable
ReadableShareable
Blogging
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Step One:Content
Value vs. Volume
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Step Two:Optimize
60%15%
10%
15%
SEO Factors (2010)
Inbound LinksURLPage TitlesOther
Search Engine Optimization
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Step Two:Optimize
43%
25%
7%
7%
7%11%
SEO Factors (2011)
Inbound LinksKeyword UsageSocial MetricsBrand MetricsPage FeaturesOther
Search Engine Optimization
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Step Two:Optimize
Popularity vs. Payola
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Step Three:Promote
Social Media
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Step Three:Promote
Selfless vs. Selfish
Me
MyselfI
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Step Four:Convert
Landing Pages
1) Call to action
2) Conversion form
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Step Four:Convert
Clear vs. Confusing
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Step Five:Analyze
If it can’t be measured,it can’t be managed.
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Step Five:Analyze
Data vs. Dice