the new era of search: content marketing, crm and closed-loop reporting

@352inc352media.com

The New Era of Search: Content Marketing,

CRM and Closed-Loop Reporting

@352inc352media.com

They say SEO is dead.

eMarketing Association 2014

@erinever

@352inc352media.comeMarketing Association 2014

@erinever

via fanpop.com/

@erinever

via @schachin http://sewat.ch/RDeqlS

@erinever

Keyword stuffing

@erinever

Keyword density Via http://line25.com/articles/5-seo-tactics-that-make-you-look-like-a-douche

@erinever

GIVE ME ALL

THE LINKSvia http://hyperboleandahalf.blogspot.com/

@352inc352media.com

“Links aren’t for driving traffic.”

@erinever

via http://www.gsinc.co.uk/seo-food.html

@erinever

Anchor textvia http://moz.com

@erinever

Sidebar, footer, home page, sitewide?

@erinever

This is just hurting my head.

@352inc352media.com

Paid Links

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Seriously!?

@352inc352media.com

Editorial links pass more value.

@erinever

@352inc352media.com

Enter the wave of crappy content

@erinever

And then we beat that to death, too.

@352inc352media.com

To old times, my friend.

@erinever

Via http://www.imdb.com/

@erinever

SEO can’t die.

@erinever

As long as people use search engines, SEO is

alive and well.

@erinever

Via Pew Internet Study

@352inc352media.com

So, what do we know?

@erinever

@352inc352media.com

This is New SEO

@erinever

Via http://www.girardbrewer.com/wp-content/uploads/2013/05/new-coke-logo.jpg

@erinever

Content MarketingVia http://www.valuablecontent.co.uk/

@erinever

We know content is king.Via http://www.hbo.com/

@erinever

“King Content” with no strategyVia http://www.hbo.com/

@erinever

Buyer Personas

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Buyer buys

@erinever

User uses

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InterviewsVia http://www.cbs.com/

@erinever

What do you ask them?

When did you know you needed this product? Where and how did you shop? What was your timeline? What things were you looking for in this product? What were the most important attributes? How did you decide to buy? What did you do after buying?

@erinever

Pay attention to the words they use

@erinever

Buyer Journey

Awareness

Consideration

Decision

“I have a problem.”

“What’s out there to fix this problem?”

“I’m going to fix this problem.”

@erinever

Got it. So, what about the content?

@erinever

You don’t have to create a lot of content.Via http://www.nexus-wallpaper.com/

@erinever

“Content is still king, but it doesn’t mean it has to be king of just one thing.” - @latrointhemist

@erinever

Your content’s life shouldn’t end at a blog post

@erinever

Break it down to bite-sized piecesVia http://www.chefchristopherscatering.com/

@erinever

Expand it out into a whitepaper or ebook

@erinever

Turn it into a webinarVia http://bellavita.tv/

@erinever

Promote your content, not your service

Via http://www.travisberry.com/

@352inc352media.com

Closed-Loop Reporting with your

@erinever

@352inc352media.com

“Half the money I spend on advertising is wasted; the

trouble is I don’t know which half.”

- John Wanamaker

@erinever

@352inc352media.com

Remember ranking reports?Via http://vysibility.com/

@erinever

@352inc352media.com

And when traffic was our best metric?eMarketing Association 2014

@erinever

@352inc352media.com

@erinever

Via http://spongebob.nick.com/

@352inc352media.com

These people are window shoppers.eMarketing Association 2014

@erinever

Via http://www.rentcafe.com/

@erinever

Clients aren’t going to take that anymore.

@352inc352media.com

Anyone can drive traffic. It takes a real marketer to drive conversions.

@erinever

Google Analytics Assisted Conversions helps

@erinever

First, you have to track everything.

utm_source=Twitter&utm_medium=social&utm_campaign=socialflow

utm_source=google&utm_medium=cpc&utm_term=digital%20marketing&utm_content=Digital%20Marketing%20Agency&utm_campaign=Marketing%20PPC

@erinever

Real data comes from marketing automation

@erinever

Capture their name when they fill out a form

@erinever

If a contact form is your only way to capture an email address, you’re drying up your lead funnel.

@erinever

The beauty is in the details.

@erinever

Sync with your CRM to track entire lifecycleVia http://www.pardot.com

@352inc352media.com

OK this is a lot to do.

@erinever

Via http://www.cbs.com/

@352inc352media.com

Start with you.

@erinever

@352inc352media.com

http://352.fm/em14-audit-guide

@erinever

@352inc352media.com

Thank You!

@erinever

the new era of search: content marketing, crm and closed-loop reporting

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