content is king: kick starting your content marketing efforts
TRANSCRIPT
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northwoodsoft.com | LearnAtNorthwoods.com | @northwoods
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
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What are your digital marketing goals?
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Digital Marketing
Sales
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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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northwoodsoft.com | LearnAtNorthwoods.com | @northwoods
Digital Marketing Engagement
Content Marketing
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What is Content Marketing?
• Strategic marketing approach focused on creating and distributing valuable, relevant and consistent content
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Steps for Content Marketing Strategy
Competitive Analysis
Content Topic Development
Measure Success
Content Marketing Strategy+ + =+Amplify
Content
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Competitive Analysis – Traffic Sources
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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
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Competitive Analysis
• Conduct backlinking analysis – is your competitors’ content increasing referral traffic?
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Competitive Analysis - How your organizations stack up
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Competitive Analysis - How your organizations stack up
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Competitive Analysis
• Read your competitors content• Study what and when they’re posting
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Competitive Analysis
• Find out how your competitor’s content is moving through social channels
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northwoodsoft.com | LearnAtNorthwoods.com | @northwoods
Digital Marketing Engagement
Develop Content Topics
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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
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Repurpose Existing Content• Repurpose the content you have like press releases, case
studies and trade show materials
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Identify Content Topics
Keyword Research
Google Analytics Data
Interviews with customers &
sales
Content Topics+ + =+Social Data
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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?
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Example Topic: Keyword Research
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Example Topic: Keyword Research
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Example Topic: Keyword Research
How to Install a Car Seat
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Example Topic: Google Analytics Data
• Study your site’s Google Analytics data• Site search – in Titan or GA
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Example Topic: Google Analytics Data
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Example Topic: Google Analytics Data
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Example Topic: Social Media Data
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Example Topic: Social Media Data
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Example Topic: Social Media Data
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Example Topic: Interviews
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Example Topic: Interviews
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Example Topic: Interviews
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Editorial Calendar
• Create an editorial calendar to guide content marketing efforts• Blog entries• Articles/whitepapers• Social publishing calendar• PR efforts
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Editorial Calendar Example
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northwoodsoft.com | LearnAtNorthwoods.com | @northwoods
Digital Marketing Engagement
Amplify Content
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Identify Influencers
• Find influencers within your space and pitch content to them• Traditional journalists, bloggers, industry publication
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Marketing Automation• Consider a content marketing campaign for another level of
engagement and lead nurturing
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Social Competitive Analysis
• Study competitors’ social media efforts
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Twitter Lists
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Facebook Analytics
- Keep tabs on selected companies- Watch their engagement and read what they’re sharing
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Optimize Your Profiles
• More than 2 billion social searches conducted daily
• Optimize your profiles for search• Use hashtags, location, pictures, etc.
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What channels should I use?
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Explore New Channels
• Claim your username• Find new channels• Use NameChk to find new channels
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Explore New Channels: NameChk
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northwoodsoft.com | LearnAtNorthwoods.com | @northwoods
Digital Marketing Engagement
Measure Your Success
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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%
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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
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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%
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Traffic from Amplification
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Leads from Amplification
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Social Metrics
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northwoodsoft.com | LearnAtNorthwoods.com | @northwoods
Digital Marketing in 2015
Key Takeaways
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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
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Effort Needed
• Research, Topic Development, Editorial Calendar Set-Up time
• Content Creation Time
• Weekly Effort
• Daily Effort
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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
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Questions
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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
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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