emerging seo & digital marketing trends. ebn
DESCRIPTION
This presentation explores emerging digital marketing trends and how both SME's and larger businesses can apply them them to improve their digital engagementTRANSCRIPT
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Mark Moon – Head of Digital
Emerging SEO & Digital Marketing Trends.
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About Me
Digital Director @ e-Strategy
15 years in digital marketing
Qualified Google Professional
Passionate about digital
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Topics
Content Marketing
Guest Blogging
Authorship
Content Curation
Social Sharing
Display Networks
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Recent changes to Google’s algorithm are game changers
Accelerated the need for “Content Marketing”
Google Updates
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“Content marketing is the art of understanding exactly what your customers need to know and delivering it to them on-line, in a relevant and compelling way to grow your business”.
Content Marketing Institute
What is Content Marketing?
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Quality
Relevant
Valued
Engaging
Platforms
Content Marketing
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Attract new audience segments
Become an industry “thought leader”
Enhance perception of your organisation
Improve SEO visibility
Extend online market reach
Increased revenues
Benefits of Content Marketing
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Identify your target audience
What content is of value to your audience
In-house and external expertise
The right metrics
Implemented prior to any content marketing activity
Content Marketing Strategy
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Platforms: Blog at the forefront
About You: brand values – USP - tone of voice & value proposition
Keywords: Keywords – Keywords - Keywords
Audience: Value – “Share” “Like” “+ 1” - Quality over Quantity
Developing A Content Strategy
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Social Media: Social sharing is integrated - share your blog posts across the main SM platforms
Content Types: Opinion pieces - buying guides – reviews - white papers – video – podcasts – infographics - imagery
Resource: copy writers - thought leadership - editorial calendar
Measurement: Visitor levels - user engagement - revenue.
Developing A Content Strategy
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Developing A Content Strategy
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Developing A Content Strategy
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Superb for SEO - As always keep it natural
Enhance your Authority - Your name
Affiliate interests
Build your publisher network – Make connections
Guest Blogging
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Authentic – Credible – Trustworthy
Level field – Authorship mark-up – High ranking with original content
Early adopters - Changing the way in which we search
Integration - Google Plus profile & Author credit
Authorship
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Authorship
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Curator
Content curators help add a voice to enable engagement
Distil overall noise of a topic into important & relevant content
Acknowledge every piece of information we encounter as it was put before us by someone who worked to create it - discover it & bring it to our attention www.curatorscode.org
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Social Sharing buttons on key pages of your website & blog
Encourage sharing of your content across SM platforms
Tweet – FB shares – FB Likes – LinkedIn – Pinterest - Google +
Encourages greater engagement – Increase visitors to your website
Improves search engine visibility
Social sharing
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Social sharing
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Social sharing
Integrate your SM profiles into all coms
Avoid just using standardised FB & Twitter logo
Sell the benefits of your SM profiles – why should they follow you
Position social sharing at the top right of each page
Avoid using social widgets if frequency is low
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Social Integration
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Google Display Network
The Google Display Network comprises thousands of websites where advertising can appear, (such as The Independent, Auto Trader, Right Move, National Express, You Tube etc. etc.).
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Website Placements
Guardian.co.uk
Independenant.co.uk
Telegraph.co.uk
Dailymail.co.uk
Thesun.co.uk
Express.co.uk
Dailypost.co.uk
Dailymirror.co.uk
Google Display Network
The Google Display Network allows website category segmentation
From this category we select the most relevant websites to advertise on.
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Google Display Geo–Targeting
Geo-targeting means having the ability to target a marketing or advertising campaign to a specific set of visitors based on their physical location. Through the Google Display Network interface we are able to target multiple areas in the UK or worldwide.
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Through the Google Display Network we use one single interface to push content out to a number of websites. This means the delivery of the campaign is streamlined, without the need to contact each individual website owner directly, which saves on both time and cost.
Google Display Delivery
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“Half the money I spend on
advertising is wasted; the trouble is, I
don't know which half”…
John Wanamaker (July 11, 1838 – December 12, 1922) was a United States merchant, considered by some to be the father of modern advertising and a "pioneer” in marketing
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Measure Return on Investment
Google Analytics, Funnels, Goals, Conversions
Impressions, Clicks
Call Tracking
Segment Target Audience
Fast Reaction (Re-Marketing, Geo-Targeting)
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Thanks : )