be the best answer - crescendo webinar by lee odden
TRANSCRIPT
The Strategic Role of Content, Social & SEO in Integrated Marke:ng
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Be the Best Answer
@LeeOdden TopRank Marke0ng
#ContentAnswer @leeodden
Customers Can Find Informa:on Anywhere
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50 BILLION 2020 Internet Connected Devices
Source: Ericsson
#ContentAnswer @leeodden
Content: The More the Be>er!
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#ContentAnswer @leeodden
Maybe Not: Can You Say “Overload”?
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GIGABYTES 24K
Data Uploaded Every Second Source: Internet in Real Time
#ContentAnswer @leeodden
“Content Marketing is the planning, creation, promotion and measurement of content for a specific audience to influence a business outcome.”
Content Marke:ng Defined:
@leeodden
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#ContentAnswer @leeodden
Content Marke:ng Maturity
Stasis Focus: status quo Sta:c Few resources Ini:al experiments Brand centric
Production Focus: quan:ty Strategy Process Crea:on “More is Be>er” SEO centric
Utility Focus: quality Func:onal, useful Customer focused Refined process Social centric
Storytelling Focus: experience Seek to dominate USP Brand leadership Op:mized buy cycle Integra:on Mul: & Omni Channel
Monetization Focus: ecosystem Marke:ng ROI Content Publishing ROI Syndica:on ROI Services ROI Scale
Source: TopRank Online Marke:ng
#ContentAnswer @leeodden
Content Marke:ng Tac:cs • Ar0cle Marke0ng • Advertorial • Blogging • Case Studies • Crowdsource • Curate • Digital Newsle@ers • eBooks • Email • Interac0ve Games • Images & Infographics • Interac0ve Tools • Microsites • Mobile Applica0ons • Mobile Content
• News Release • Online Magazines & Apps • Podcasts • Print Magazines • Print Newsle@ers • Real-‐World Events • Research & Surveys • Social Content • Teleclass & Telecasts • Tradi0onal Media • Videos • Virtual Conferences • Webinars • Wikis • White Papers
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h@p://tprk.us/30cmtac0cs
#ContentAnswer @leeodden
BUT… Are They Integrated?
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Are They Op:mized?
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#ContentAnswer @leeodden
Customer Goals + Business Value = Content Marke0ng Strategy
Meet Customer Needs = Achieve Business Outcomes
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Alignment is Powerful
#ContentAnswer @leeodden
CMOs predict that digital will account for
more than 75% of their marke:ng budget over the next five years.
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Source: Accenture Interac:ve – CMO’s Time for Digital Transforma:on
79% do not believe their company will be ready. Image: Shu>erstock
#ContentAnswer @leeodden
Digital Marke:ng Tac:cs Overload
Image: SP Ecommerce
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Chasing Tac:cs Is Not A Strategy
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Do We Need to Op:mize for This?
Photo source: glass-‐apps.org
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Feeling Lucky?
Photo source: recode.net
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Definitely Don’t Op:mize Like This
Sources: blog.sucuri.net, shallowsky.com
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There Must Be A Be>er Way
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#ContentAnswer @leeodden
Customer & Data Centric FTW!
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Companies using mul:-‐channel customer insights average increase in cross-‐sell and upsell revenue YoY and more referral revenue.
228%
430% Source: Aberdeen CMOEssen:als
#ContentAnswer @leeodden
A mul:channel customer is worth 2X as much as a customer that shops
in one channel. Econsultancy Digital Transforma:on Roundtable 5/2014
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@leeodden #ContentAnswer
Self-‐Directed Customers Seek
Answers
Image: think with Google
#ContentAnswer @leeodden
Modern Customer Journey
PR Radio TV Print
Word of Mouth
Ecommerce
Store FAQ
Knowledge Base Promotions
Newsletter
Social Networks
Blog Website
Community Forum
Online Ads
PPC Social Ads
Blog
Reviews
Media
awareness consideration purchase retention advocacy interest
Create Top of Mind
Recogni:on
Engagement with the Brand
Inclusion in more
prospect dialogues
Increase in inquiries /
sales mee:ngs
#ContentAnswer @leeodden
Understand: How Buyers Discover, Consume and Act on Informa:on
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#ContentAnswer @leeodden
Think: What Ques:ons Do Your Customers Need Answered In
What Channels In Order to Buy?
awareness interest consideration purchase advocacy
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#ContentAnswer @leeodden
Op:mize for Customer Experience
Photos: Shu>erstock
Discover
Consume $$$
Act
#ContentAnswer @leeodden
Become “The Best Answer” in Every Channel Your Customers Are Present
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#ContentAnswer @leeodden
Content Marke:ng Delivers Answers
Case Studies: C2C B2B Killer Content Awards via toprankblog.com
Optum – Integrated program of advertorials, display ads, email, direct mail and a campaign website.
Results: • 23.5% lead to conversion rate • 475% increase in website traffic • 2,500+ resource downloads • $52 million in contract value of new business
Xerox partnered, with Forbes to create a digital magazine offering business :ps. Results: 70% of target companies interacted Added 20,000 new contacts 1,000+ scheduled appointments $1.3 Billion in pipeline revenue
#ContentAnswer @leeodden
@TopRank Digital Marke0ng Poll
#ContentAnswer @leeodden
Data Informed Storytelling
“Crea:ng an integrated customer experience where we leverage data and metrics to inform compelling storytelling that resonates with the individual.”
Michelle Killebrew @shellkillebrew Program Director, Digital Marke:ng Transforma:on IBM
Poll conducted by Lee Odden
#ContentAnswer @leeodden
Integrated Digital Experience
Poll conducted by Lee Odden
“Our top digital marke:ng
priority is to create a unified, integrated digital experience across all facets of EMC.com including a fric:onless digital commerce experience that is highly personalized.”
Todd Forsythe @toddforsythe SVP, Brand & Experience Marke:ng EMC
#ContentAnswer @leeodden
Useful, Agile Content
“Create and enhance personalized experience and relevance for customers.
Make cross-‐pladorm content that is useful, sustainable, and agile across mul:ple devices and tools.”
Leslie Poston @leslie Social Media Editor McKinsey & Company
Poll conducted by Lee Odden
#ContentAnswer @leeodden
Data + Storytelling Integrated/ Experiences Useful & Agile
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#ContentAnswer @leeodden
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If you want your digital marke:ng to be great, op:mize, socialize and
integrate! @leeodden
#ContentAnswer @leeodden
What is Your Story? Your USP?
Your Brand Story / USP
USP
USP
USP USP
USP
USP SEO/SEM
Social Networks
Content Marketing Industry Media & News
Advertising Create Signals of Credibility Wherever Your Customers Are
Influencers
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#ContentAnswer @leeodden
h>p://tprk.us/cmw14ebooks
Content Marke:ng Case Study
#ContentAnswer @leeodden
Approach
Blog Social Networks Direct social messages Email Search
PDF eBooks Slideshare Infographics Long form interviews Microcontent
Share, Like Download – Contact info CMWorld Info & Register Curata Fulfillment TopRank Info
A@ract Engage Convert
#ContentAnswer @leeodden
Brand Influencer Involvement
@leeodden #ContentAnswer
Integrated Content Assets
TopRank Online Marketing
@leeodden #ContentAnswer
Interview Blog Posts & Social Graphics
TopRank Online Marketing
#ContentAnswer @leeodden
Tap Into Social Media Demand
Content Marke:ng Rocks
Content Marke:ng eBook
Content Marke:ng Tips
Content Marke:ng World
Content Marke:ng Experts
Content Marke:ng Influencers
Content Marke:ng Conference
Content Marketers
Content Marke:ng Influencers
“Content Marke0ng”
#ContentAnswer @leeodden
SEO Benefits
Content Marke:ng Rocks
Content Marke:ng eBook
Content Marke:ng Tips
Content Marke:ng World
Content Marke:ng Experts
Content Marke:ng Influencers
Content Marke:ng Conference
Content Marketers
Content Marke:ng Influencers
“Content Marke0ng”
#ContentAnswer @leeodden
KPIs and Outcomes 200,000+ Views eBooks
4,000+ Downloads eBooks
15,000+ Social Shares
1,000+ Leads ”More Info”
#ContentAnswer @leeodden
Integrated Digital Marke:ng
Content Social Networks
SEO PPC & Social Ads
Email Influencer Marke:ng
Online PR Analy:cs CRO
Strategy
Implementa0on Performance Op0miza0on
Program Management
Integrated @TopRank
#ContentAnswer @leeodden
Content Plan Audits Content & SEO Implementation Social Media Performance
Customer Segments / Personas
Map Topics & Keywords to Buy Cycle
Influencer Research & Mapping
Optimized Content Plan (New): Site, Blog, Social Profiles & Networks
Off Site Content: Guest Blog Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides)
Content Amplification
Social Profile Alignment: Messaging, Keywords
Influencer Engagement
Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr
Blog Optimization: Search, Social Shares
Social Network Engagement
Social Amplification
SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results
Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation
Content KPI Measurement: Page Views of Target Content, Actions from Target Content, Shares, Engagement, Links
Keyword Audit, Difficulty & Glossary
Content & Digital Assets Audit
Tech SEO Audit
External Link Audit
Social Media Audit
Competitive Audit
Internal/External Influencer Advocates
Keyword Mapping to Content
Content Creation, Co-Creation, Curation, Repurposing
Content Optimization
WMT Crawl, Page Speed, Structured Data, HTML/Code, URLs, Internal Links
External Link building: Acquisition, Reclamation, Disavowal
Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs
@TopRank Online Marketing
Optimized, Socialized Content Workflow
@leeodden #ContentAnswer
Measure & Op0mize
Inbound / Outbound
Social Networking
Content Op0miza0on
Crea0on & Cura0on
Content Plan
Keyword & Topic Research
Audience & Personas
Integrated Marke:ng Framework Op:mized & Integrated Approach
#ContentAnswer @leeodden
Content
Social SEO
#ContentAnswer @leeodden
Topical Focus
Author Rel
Keywords
Social Topics
Customer Needs Brand
Solu:ons
Targeted Topics Category
Keywords Keywords Keywords
Category Keywords Keywords Keywords Keywords
Blogs
Tech SEO Audit
Analy:cs Monitoring Conversions
Integrate: Content, SEO & Social
#ContentAnswer @leeodden
Download XLS at: op:mizebook.com
Search Keywords – Social Topics
Download XLS at: h>p://tprk.us/keyedcal
#ContentAnswer @leeodden
Download XLS at: h>p://tprk.us/keyedcal
Editorial Plan: Op:mized
#ContentAnswer @leeodden
Digital Marke:ng Accountability
Attract Engage
$$$
Convert Reach Search Visibility Social Network Visibility Views & Impressions Traffic by Source Traffic by Segment Content Distribu:on Media & Blog Placements Brand + Affinity Brand Sen:ment
Content Consump0on Page Views Click Through Rate Social Network Size Social Interac:ons Content Interac:ons Comments, Shares Time on Site, Content Paths Through Site
Form Data Captured Newsle>er Subscrip:ons Demo & Trial Requests Contact Us Orders -‐ Order Volume -‐ Order Frequency -‐ Length of Sales Cycle -‐ Revenue Per Order
awareness consideration purchase retention advocacy
#ContentAnswer @leeodden
Feed Me
Image source: countercurrentnews.com
#ContentAnswer @leeodden
@leeodden #ContentAnswer
Your Digital Marke:ng Challenge
1. People: Customer Insights Internal Capabili:es Outside Resources
2. Process: Supports Integra:on, Collabora:on, Measurement
3. Technology: MarTech that Scales and Integrates Channels/Tac:cs
#ContentAnswer @leeodden
We Can Do This!
Image: knowyourmeme.com
#ContentAnswer @leeodden
Takeaways
Customer Centric: From customer journey to op:mizing for experiences, customers FTW.
1
2
3
Integrate & Op0mize: Be the best answer across channels, devices and media.
A@ract Engage Convert: Keep mul:-‐channel marke:ng content accountable at all stages.
#ContentAnswer @leeodden
Thank You! Lee Odden CEO, TopRank Marke:ng lee@toprankmarke:ng.com toprankmarke:ng.com toprankblog.com Check Out the All New
Content Marke+ng Horror Stories! h@p://tprk.us/cmhorror