how to integrate search, social media & content marketing - like a rock star

@LeeOdden TopRankMarke0ng.com

How to Integrate Search, Social & Content Marketing

Images: Shu,erstock

@LeeOdden #smrockstarevent @LeeOdden #smrockstarevent

Marke:ngBlog.com

About Lee: CEO, Consultant Speaker, Blogger Traveler, Foodie @LeeOdden

Content -‐ Social -‐ SEO Op:mizeBook.com


Small Town Minnesota Roots

Addicted to travel. And my kids.


Thank You Sarah!

TopRankMarke0ng.com


Enough About Me. What About You?

Is Your Site Optimized for Search Engines?

Is Your Business Active on Social Networks?

Do You Create New Content Regularly?


IBM: “Understanding Big Data”

Every day, we create

2.5 Quintillion bytes of data.

Image: Shu,erstock


Ubiquitous Connectivity

50 Billion connected devices: 2020

Source: Ericcson

Create

Consume

Publish

Interact

Transact


Image: Shu,erstock


Customer Information Journey

Image: Shu,erstock

Voodoo


Customer Information Journey


awareness consideration purchase retention advocacy

PR Radio TV Print

Word of Mouth

Direct Mail Email

Ecommerce

Store FAQ Knowledge Base Promo:ons

Newsle,er

Social Networks

Blog Website

Community Forum

Online Ads

Email

PPC Social Ads

Blog

Reviews

Media

PR Social Search

Optimize the Buying Cycle


Social Media is the Rock Star

Image: Shu,erstock

In the Online Marketing World


84%

Source: Marke:ngProfs Content Marke:ng Ins:tute

Marketers Use Social Media


100 BILLION Google Search Queries Per Month

Source: Search Engine Land

16% Of daily queries on Google

have never been seen before

Source: Google Internal Data, 2011

81% Of B2B buyers start with

search engines

Source: DemandGen Report May 2012


B2B & B2C Marketers Increase Content

Marke:ng Spending

54%

Source: CMI 2012

55%

Content Marketing #1


What is Content Marketing?

“Content Marketing is the planning, creation, promotion and measurement of content for a specific audience to influence a business outcome.”

Image: Shu,erstock


Content Marketing 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


Content Marketing Tactics •  Ar0cle Marke0ng •  Advertorial •  Blogging •  Case Studies •  Crowdsource •  Curate •  Digital NewsleIers •  eBooks •  Email •  Interac0ve Games •  Images & Infographics •  Interac0ve Tools •  Microsites •  Mobile Applica0ons •  Mobile Content

•  News Release •  Online Magazines & Apps •  Podcasts •  Print Magazines •  Print NewsleIers •  Real-‐World Events •  Research & Surveys •  Social Content •  Teleclass & Telecasts •  Tradi0onal Media •  Videos •  Virtual Conferences •  Webinars •  Wikis •  White Papers


Image Source: Shu,erstock

BUT… Are They Integrated?



Are They Optimizd?


Customer Goals + Business Value = Content Marke0ng Strategy

Meet Customer Needs = Achieve Business Outcomes


Alignment is Powerful


Stalking Dead Infographic Novel

h,p://www.hostway.com/resources/infographics-‐videos/stalking-‐dead.html


What’s Missing? How will it be promoted? Can you really count on “Going Viral”? Repurpose? Reimagine?

Crea0ve Needs Promo0on: Publicized on blogs & media Op:mized for social, search “stalking dead” “infographic novel”

Hub & Spoke


Great content isn’t really great

until it gets found, consumed, & shared.


Create Awareness CMWorld Event

Feature Speakers Tips

eBook Slideshare Blog Posts, Email, Social

40k Views 1,000+ downloads

100+ referred to event

Source: TopRank Online Marke:ng 2013


So, What’s the Connection?

Search Content Social


Content

Social SEO


Cares About Content

Source: Search Engine Land 3/11

Google’s POV on Quality Content: http://goo.gl/huekf


53% Of time on the internet is content consumption. AOL Nielsen

U.S.: 27 million shared per day AOL Nielsen

Customers Care About Content Too


SEO has changed forever.

Social + Search + Content = WINNING


Search Ranking Factors

Social in the top 10: Google+ Facebook Shares Facebook Comments Pinterest Tweets


Search Ranking Factors

Social Factors Google+ Social Shares, Likes


Social Influence on Search


Social Influence on Search?

Maybe Not


What If We Spent A Little Less Time Chasing These Guys?


And More Time Focusing on This


Integrated marketing means your brand is

the best answer when & where buyers need it.


Promise of Integrated Marketing

Audience Targeting

Cross Channel Integration

Adaptable, Optimizable

Highly Measurable


Brand USP (Topic -‐ Keyword)

Blog Posts

Industry Media Coverage

Press Releases

Contributed Ar:cles

Guest Posts

Topical Survey “2013 Topic XYZ

Survey”

Tips & Examples eBook

Guide to B2B Social

Co-‐Created Visual

eBook with Conference

Topical Resource Lists

Off Site Commen:ng

Speaking at Conferences

Prospect Brand

Networking Social

Networking Community

SEO

Website Category

Email Newsle,ers


“What’s a good framework for content marke0ng that’s op0mized and socialized?”


Discover Consume

Act

Understand Your Customer

Search Keywords Social Topics Adver:sing Publica:ons Events Word of Mouth

Text, Images, Audio, Video Mobile, Tablet, Computer Formal, Funny, Long, Short

Social Share Engage (comment) Subscriber Register Inquire Buy


AIract

Engage

Op0mize 360

Convert


Preferences Pain Points Behaviors

Search & Social Data Sources

Editorial Calendar, Repurpose

Social & SEO Networking, PR, Linking

Who are you writing for?

What do they care about?

What stories will connect you?

Make it easy to find & share

awareness consideration purchase retention advocacy

Optimized – Socialized - Publicized


Persona: “Admin Jane” Influences CEO

Values: = Fast = Save $ = Service

Fast

Save $

Service

Blog

awareness consideration purchase retention advocacy interest

Facebook

Byline PPC

Email Offer

Locator

Tips Ar:cles

Newsle,er

Blog

Soc Net

Ads

Press

Blog

Reviews

PPC

Discount

Loyalty

Community

VIP

Referral

Ar:cle

Media

Reviews

Blog

Display

Offers

Network

Thank You

Referral

Rewards

Content: = Topics = Keywords = Media & Channel

Optimize Across the Lifecycle

Be the Best Answer!


Hub & Spoke Promotion, Networking


Social Hub


Community > 300K

Website

Twitter

Facebook

YouTube

Flickr

LinkedIn

Slideshare

White Papers

Google+

Guides

Book

Webinars

Articles

Newsroom

Social Creation & Curation

Guest Posts

Events

eBooks Pinterest

Blog


Topical Focus

Author Rel

Keywords

Social Topics

Brand

Customer

Keyword Glossary Category

Keywords Keywords Keywords

Category Keywords Keywords Keywords Keywords

Blogs

Tech SEO Audit

Analy:cs Monitoring Conversions

Master SEO Basics


Social & Search Integration

h,ps://plus.google.com/+LeeOdden/

“The true cost of remaining anonymous might be irrelevance.” Eric Schmidt, Google


Optimize & Socialize


Download XLS at: op:mizebook.com

Search Keywords – Social Topics


Download XLS at: h,p://tprk.us/keyedcal

Editorial Plan: Optimized


Brand Repurposed

Curated

Amplification

Social

Syndication

Off Site Posts

Optimized

Amplify Your Content

Evergreen

Co-Created


Be Visual

Consumers are 44% more

likely to engage with brands

if they post pictures than

any other media ROI Research

Viewers are 85% more likely to purchase a product ater watching a product video. Internet Retailer


Coordinate Visual Promotion


tablespoon.com


Social Hub

Topic B Topic C

Topic D Topic A

Topic E

Evolve Your Hub: Constellation


Be Human - Use Humor

Next Closest Popular Video: 139,400 views | 2 years ago


Social - Humor


Engage Offline to Online


Social – Participation & CTA


•  Fans •  Friends •  Followers •  Comments •  Likes •  Google Plusses •  Links •  SERPs •  Search Traffic

KPIs & Business Outcomes

•  Shorter Sales Cycles •  Increased Order Quan:ty •  More Referrals •  Lower Marke:ng Costs •  Grow Revenue •  Improve Profits •  Reten:on •  Share of Voice •  Improve Service


Measure & Op0mize

Inbound / Outbound

Social Networking

Content Op0miza0on

Crea0on & Cura0on

Content Plan

Keyword & Topic Research

Audience & Personas

Integrated: Content, Search, Social


4 Takeaways

Know your target customer preferences: discovery, consump:on, ac:on Map content topics to the buying cycle Plan amplifica:on in the content plan: op:mize, socialize, publicize Start tes:ng tools & develop processes – it’s the only way to scale

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2 3

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Thank You! - Q & A

Lee Odden lee@toprankmarke:ng.com TopRankMarke0ng.com Marke:ngBlog.com Op:mizeBook.com

Download Free Content Template: h,p://tprk.us/keyedcal