content is king: kick starting your content marketing efforts

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Digital Marketing in 2015:SEO, Content Marketing & Social Media

Northwoods TUG MeetingJune 2015

Presented by: Rachel CarterDigital Marketing Strategist@Rachel_Carter88

Amanda KoehlerSenior Consultant, Digital Marketing@AmandaRKoehler

What are your digital marketing goals?

Digital Marketing

Sales

Process for Generating Leads on your Website

Awareness Engagement InteractionIncrease your online brand awareness by making sure your users can find you.

Engage with your users by providing useful and relevant content for their consumption.

Convert your users into leads through points on interaction on your website.

Measure Success

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Digital Marketing Engagement

Content Marketing

What is Content Marketing?

• Strategic marketing approach focused on creating and distributing valuable, relevant and consistent content

Steps for Content Marketing Strategy

Competitive Analysis

Content Topic Development

Measure Success

Content Marketing Strategy+ + =+Amplify

Content

Competitive Analysis – Traffic Sources

Competitive Analysis - KeywordsCompetitor 1

Competitor 2

Competitor 3

Keyword Competitor 1 Ranking

Competitor 2 Ranking

Competitor 3 Ranking

ge healthcare ultrasound 16 3 5

ultrasound supplies 6 3 12

ultrasound probe holder 4 12 8

ge medical systems ultrasound 16 1 7

radiation therapy products 2 11 1

tee probe storage 6 19 3

scan ultrasound gel 6 15 5

ge ultrasound transducers 18 2 1

ultrasound accessories 4 1 4

probe covers 6 >20 17

Competitive Analysis

• Conduct backlinking analysis – is your competitors’ content increasing referral traffic?

Competitive Analysis - How your organizations stack up

Competitive Analysis - How your organizations stack up

Competitive Analysis

• Read your competitors content• Study what and when they’re posting

Competitive Analysis

• Find out how your competitor’s content is moving through social channels

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Digital Marketing Engagement

Develop Content Topics

Content Inventory

• What content do you have on hand? What’s missing?

Page ID

1.0

1.1

2.0

Page Title

About Our Company

Case Studies

Meet Our Executives

URL

companyabc.com

companyabc.com/case-studies

companyabc.com/our-executives

Intended Audience/Market

All clients

Manufacturers

Potential clients

Content Type

General Page

Case Study

Short biographies

Notes

Basic information about our company

Case studies - general

Links/CTA

Contact Us

Download White paper

Contact Us

Repurpose Existing Content• Repurpose the content you have like press releases, case

studies and trade show materials

Identify Content Topics

Keyword Research

Google Analytics Data

Interviews with customers &

sales

Content Topics+ + =+Social Data

Things to Keep in Mind

• Your Angle- Why is this piece of content worth reading? What’s unique about it? • Your Value Proposition – Why is your organization an authority on this

topic? • Your Audience – Who are you trying to reach with this content? • Desired Outcome – What do you want your audience to do after they

read this?

Example Topic: Keyword Research

Example Topic: Keyword Research

Example Topic: Keyword Research

How to Install a Car Seat

Example Topic: Google Analytics Data

• Study your site’s Google Analytics data• Site search – in Titan or GA

Example Topic: Google Analytics Data

Example Topic: Google Analytics Data

Example Topic: Social Media Data

Example Topic: Social Media Data

Example Topic: Social Media Data

Example Topic: Interviews

Example Topic: Interviews

Example Topic: Interviews

Editorial Calendar

• Create an editorial calendar to guide content marketing efforts• Blog entries• Articles/whitepapers• Social publishing calendar• PR efforts

Editorial Calendar Example

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Digital Marketing Engagement

Amplify Content

Identify Influencers

• Find influencers within your space and pitch content to them• Traditional journalists, bloggers, industry publication

Marketing Automation• Consider a content marketing campaign for another level of

engagement and lead nurturing

Social Competitive Analysis

• Study competitors’ social media efforts

Twitter Lists

Facebook Analytics

- Keep tabs on selected companies- Watch their engagement and read what they’re sharing

Optimize Your Profiles

• More than 2 billion social searches conducted daily

• Optimize your profiles for search• Use hashtags, location, pictures, etc.

What channels should I use?

Explore New Channels

• Claim your username• Find new channels• Use NameChk to find new channels

Explore New Channels: NameChk

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Digital Marketing Engagement

Measure Your Success

Traffic to Your Content

Content Page Total Pageviews

Time on Page Internal Paid Traffic Search Traffic

Content Topic 1 21,262 1:32 16% 82% 0%

Content Topic 2 19,526 2:15 17% 69% 6%

Content Topic 3 17,277 :35 9% 89% 0%

Content Topic 4 14,523 1:34 41% 56% 0%

Content Topic 5 12,953 1:10 89% 3% 0%

Content Topic 6 10,171 :59 86% 4% 2%

Content Topic 7 9,799 4:54 12% 69% 0%

Content Topic 8 5,248 1:24 12% 85% 4%

Content Topic 9 5,121 6:34 77% 9% 1%

Content Topic 10 1,232 :35 5% 34% 42%

Leads from your Content Topics

Content Topic 1

Content Topic 2

Content Topic 3

Content Topic 4

Content Topic 5

Content Topic 6

Content Topic 7

Content Topic 8

Content Topic 9

Content Topic 10

Traffic from Amplification

Content Page Total Pageviews Time on Page Social Traffic Email Traffic

Content Topic 1 21,262 1:32 1% 1%

Content Topic 2 19,526 2:15 3% 4%

Content Topic 3 17,277 :35 0% 1%

Content Topic 4 14,523 1:34 1% 2%

Content Topic 5 12,953 1:10 2% 5%

Content Topic 6 10,171 :59 3% 5%

Content Topic 7 9,799 4:54 12% 7%

Content Topic 8 5,248 1:24 0% 1%

Content Topic 9 5,121 6:34 8% 5%

Content Topic 10 1,232 :35 5% 14%

Traffic from Amplification

Leads from Amplification

Social Metrics

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Digital Marketing in 2015

Key Takeaways

Key Takeaways

1. SEO, Content Marketing and Social Media are all necessary parts of an effective digital marketing strategy

2. Use your data and your competitors’ data to inform your content marketing

3. Use an editorial calendar to manage your time4. Amplify your message through marketing automation and social

strategies5. Measure the success

Effort Needed

• Research, Topic Development, Editorial Calendar Set-Up time

• Content Creation Time

• Weekly Effort

• Daily Effort

People Needed

Content Strategist

Editor

Web Writer

(Journalist)SEO

Specialist

Analytics Specialist

Social Media

Specialist

CMS Admin

Content Strategist

Editor

Web Writer

(Journalist)SEO

Specialist

Analytics Specialist

Social Media

Specialist

CMS Admin

Skills & Roles at Northwoods

Questions

Tools• Moz: Leader in SEO you can use to find your site’s (and competitor’s site) domain authority, backlinks,

etc. Visit www.moz.com• BuzzSumo: Discover how content moves through social networks and find popular channels among

your vertical. Visit www.buzzsumo.com• SEM Rush: Discover how your competitors are performing with organic and paid keywords. Visit

www.semrush.com • Rival IQ: Analyze and compare your competitor’s social media and content marketing efforts. Visit

www.rivialiq.com• Google Analytics: Free tool from Google you can use to find out information about your site visitors.

Visit www.google.com/analytics• Google Keyword Planner: Free tool from Google, found within Google Adwords to research keywords

and monthly volume. Visit http://adwords.google.com/KeywordPlanner • Social Analytics: Most social channels analytics info including number of visits, engagement, etc. Find

this data within each social channel.• SimilarWeb: Free tool you can use to estimates the number of visitors a website receives. Visit

www.similarweb.com • NameChk: Find out if your name is available on social channels and discover new social networks.

Free. Visit www.namecheck.com

Learn More at Northwoods Workshop• SEO in 2015 & Beyond • Content is King: Kick Starting your Content Marketing Strategy• Social Media in 2016 • Advanced Google Analytics

Register at www.learnatnorthwoods.com