content marketing world lunch & learn (andy and tori)
DESCRIPTION
This presentation was given on 9/10/2013 at Content Marketing World in Cleveland. Topics included keyphrase research, targeted sharing, advanced Analytics and event apps.TRANSCRIPT
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Beyond the Content Platform
Andy Crestodina@crestodina
Tori Tasch@FLIRTcomm
#CMWorld
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“If you have more MONEY than brains, you should focus on outbound marketing.
If you have more BRAINS than money, you should focus on inbound marketing.”
- Guy Kawasaki
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Where there’s traffic, there’s hope...
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Traffic: Social, Email, Search
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Your website is the mousetrap,
Your content is the cheese…
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Choosing Keywords
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Keyphrases: 3 Criteria
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Keywords and Trends
Resource: Google Keyword Tool, Google Trends
Google Keyword Tool Google Trends
Suggests phrases Up to 100 10
Search volume displayed as
Specific numbers Relative Trending
Geography US (local), world (global)
countries, states, metro
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Shortcut!
If your Domain Authority is…
Target keyphrases with monthly searches of…
less than 30 fewer than 100less than 50 fewer than 1000less than 70 fewer than 3000
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• Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News
Check for Universal Search Results
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Using Keywords
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On-Page SEO: 4 Parts
1. <title> Once at the beginning of the title
2. <h1> Once in the first header
3. Four to six times in the body of the page
4. In links to the page from other pages
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What’s a <title> tag?
…and it’s the link in Google search results!
It appears above the address bar in your browser…
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<title>Home</title>
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Internal LinkingOpportunities!
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EXAMPLESRank is relevance!
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The Spike and the Long Tail
Initial spike from email marketing and social promotion(one week)
20 to 40 visits per dayfrom organic search(months or years)
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Social PromotionTargeted sharing…
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Targeted Sharing
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Schedule, Automate
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Ask Your Analytics
Which blog posts convert visitors into subscribers?
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Subscribers per Blog Post
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Interesting!
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Page views per Blog Post
Why do I need this??
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Subscribers per Page View per Blog Post
#winning
Also known as …conversion rate!
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1. View: Conversions > Goals > Reverse Goal Path
2. Set Advanced Filter: “Goal Previous Step 1” contains /blog/
3. Sort by “Goal Completions”
4. Export to Excel
5. View: Content > Site Content > All Pages
6. Set Filter: show only /blog/
7. Combine within the spreadsheet to calculate Conversion Rate
Let’s watch that in slo-mo…
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Event Apps
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FLIRT’s CMW app case study
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AwarenessAccess
Incentives
Audience Focus
On-Site Support
Event Integration
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Proof from 2012
The charging station: modern watering hole
FYI @FLIRTcomm - I didn't even break open the printed conference guide today. I didn't need to. Everything I need was nicely accessible through the app. THAT's a killer conference app!
I'm only one session in and agonizing about which track to attend. I'm counting on all you
other people to update me on the best bits from the others!
So glad I got to connect with swing dancers, yogis, and other great and creative people!
FLIRT App Team, I love the awesome features in the app. This will be great for networking at CMWorld.
Wow! Just found out that the #cmworld app not only rocks the iPhone...it's sweeeeet on the iPad too!
Is it possible I'm more excited for day two of #CMWorld than I was for day two? Why,
yes it is. Looking forward to another day of sessions.
Tearful conclusion. Totally worth the price of admission. Thanks Marcus for hitting it home.
Love the attention to detail and orange-ness put together by team cmi. from the food, to the signs, to the conference content. super!
Guess who just won an Amazon gift card courtesy of #CMW? This gal!
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Template &Tools
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Thank you!
Andy Crestodina@crestodina
Tori Tasch@FLIRTcomm
#CMWorld