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