bay czech pro - online content marketing & knowledge graph seo
DESCRIPTION
How does Online Content Marketing and Knowledge Graph SEO intersect in today's marketing mix.TRANSCRIPT
Online Content Marketing
&Knowledge Graph SEO
Content Strategyvs. Content Marketing
What is it?
Content strategy “the practice of planning for content creation, delivery, and governance” and “a repeatable system that defines the entire editorial content development process for a website development project.” And also “achieving business goals by maximizing the impact of content.”
“Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases.”
Content strategy is what makes content marketing effective
MarketingSherpa Webinar
The Steps to Content Strategy and Ecosystem Development Step 1: Understand and Develop the
Overall Goals and Objectives
Step 2: Who are you Marketing to?
Step 3: Audit/Develop the Content Ecosystem and Focal Points
Step 4: Channel and Framework Mapping and Development
Step 5: Content Development and Deployment Plan
The Steps to Content Strategy and Ecosystem Development
Step 1: Understand and Develop the Overall Goals and Objectives
Continuously create and deliver consumable content that will “funnel” members and non-members to the locations and destinations on the Company A properties that will ultimately drive customer engagement and new revenue. Develop a repeatable ecosystem that enhances the value that clients and non-clients receive and drive to empower non-clients via relationship development through targeted content to become Company A clients. Maintain a connection with clients and non-clients that can allow continuous engagement through the content, if they desire. Key Deliverable: Provide pathways to the content that is targeted to the users and allows them to get deeper material more quickly without distractions or content overload
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The Steps to Content Strategy and Ecosystem Development
Step 2: Who are you Marketing to?
You need to figure that out.
Persona Mapping & Development etc.
Use Google – its gonna be big…..
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The Steps to Content Strategy and Ecosystem Development
Step 3: Content Ecosystem and Focal Points
Full ecosystem audit of assets and content to understand the logical pathways through the content value chain
Identify the Center of the Ecosystem (Blendtec)
Identify and Develop the CTA’s on the Conversion pages and TEST
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An Ecosystem
The Steps to Content Strategy and Ecosystem Development
Step 4: Channel Framework and Mapping Development
Amplification Channels, Ad Channels, Earned Media Channels, Syndication Channels
Pathway Mapping for Content Curriculum
Value-Based Automated Nurture Campaigns - http://officeautopilot.com/
Each Successive touch point should lead to deeper engagement and relationship development
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The Steps to Content Strategy and Ecosystem Development
Advisein Solutions:
Blog Video Kindle
The Steps to Content Strategy and Ecosystem Development
Step 5: Content Development and Deployment Plan
Develop an editorial calendar 6 months out
Feed your channels and amplify
Let the system work as designed and TEST, TEST, TESTGartner Group, by 2017, within Fortune 500 companies, marketing will have a bigger IT budget than IT.
Specialized content can be created disseminated based on industry events (twitter streams & event targeted blogs) or promotions (social discovery)
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The Steps to Content Strategy and Ecosystem Development
Content developed to influence Search, Social, Email, Blog, Website, etc. is designed to give information and develop a relationship until customers are ready to take action.
Allow customers to “Discover” you via social, earned media and syndication (coming up).
Synopsis
The Old Days
About 6 - 8 Months ago
Content Marketing &Knowledge Graph SEO
What Does it all Mean?
Content Marketing & Knowledge Graph SEO
What Does it look like?
Content Marketing & Knowledge Graph SEO
Its About Authorship• G+• Facebook• Linkedin• Gravatar
92% of content picked up in the knowledge
graph have a Google + Profile.
Content Marketing & Knowledge Graph SEO
Authority Positioning
An Article (Outsource it – Zerys or Mediapiston or odesk):
Subject Matter - What Are Others Talking About?
1. The Named Entities – People, brands or organizations related to this keyword.
2. Various keywords they are using (in the top 10 results).
3. An event that’s happening.
4. The sentiment or direction of the content.
Content Marketing & Knowledge Graph SEO
Syndication
Social Media TodayExaminer
CNNireportZDNet
Bizsugar-------------------------------
BlogengageBloginteract
AlltopNetworked Blogs
ScribniaWP
Plug
-in
Content Marketing & Knowledge Graph SEO
Results
Hundreds of Shares & First 20 results for the search