Why do I need Content Marketing if I have an

SEO strategy?

By: Liz Farquhar

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“Best Lawyers in Atlanta” – Which page do you want to read?

Introduction

SEO: “The practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines.” - Moz

Content Optimization: Content created to support businesses’ marketing objectives and drive more qualified leads.

When it comes down to it, content marketing and SEO strategies include the same goals, just with slightly different execution.

What is SEO Content?

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Content Creation

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“Content ties everything in the digital marketing realm together – that’s why it is king.”

- Moz

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1. New Client Researcha) On-site content audit (including blog content when applicable)b) Kick-off meeting to understand client’s/brand’s personality and story for tone/voice in content

2. Choose pages to optimize

3. Key phrase strategy for PR/Blog Info Sheet

4. Competitive analysis a) Content strategy, audience engagement, design, etc.

5. In-depth industry researcha) Terms to know b) Local industry trends when applicable (ex: Florida plumbers handle hard water problems while Atlanta plumbers don’t have to

really worry about that)

6. Write/edit/optimize content for chosen pages7. Send for Approval

a. 95% of clients approve immediately with only minor editsb. 5% of clients require further discussion/re-writes, which go back and forth until content is approved

On-site Content

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Why Content Creation Matters

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So, What is Content Marketing?

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The creation and distribution of relevant and valuable content meant to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

- Content Marketing Institute

Content Marketing is…

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What is Involved in Content Marketing?

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Why Businesses Need to Invest in Content Marketing

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The Value of Content for Businesses

“A solid content marketing strategy aims to build your exposure for many long-tail keywords while also building brand awareness, authority, credibility, social media awareness and conversion rates. It’s a ‘cast the net’ approach rather than a ‘throw the spear’ approach.”

- Forbes

Courtesy of: Google Insights112

The Value of Quality Content for Businesses

Does Not Depreciate Over Time:Certain types of content retain their

value long after the publish date. (Evergreen content, features,

whitepapers, videos, etc.)

Appeals to Consumers & Search Engines:

When done properly, content marketing has the ability to reach target demographics in a

meaningful way and appeal to search engines.

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The Value of Content for Businesses

Decrease Length of Sales Cycle:Data shows that B2B customers do not contact a sales rep until 70% of their decision has already been made through much of their own research.

Builds Credibility at Lower Cost than Traditional Marketing

Methods:By improving audiences’ understanding

of who your business is and the products or services you provide, you

gain their trust and their business.

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What’s in it for My Business?

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What’s in it for My Business?

“We suggested a 4% conversion rate for paid search – double that of content marketing –and looked at performance over the same period of time. We found that the cost-per-lead of content marketing was lower by 31% and 41%, respectively.” – Oracle*

*Much love to SEM. No PPCs were discriminated against in the making of this presentation.

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What’s in it for My Business?

A 2014 study performed by Nielsen and InPowered Media Group found that while user reviews and branded content impacted purchase decision, expert content consistently influenced consumers in all three stages of the purchase process. In fact, “the higher the price point, the more efficient expert content was at…driving final purchase decision.”

Content Marketing in Action

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Background: In 1954 Magnolia opened as a family owned photography store. The company started selling electronics, but didn’t have the budget to advertise.

Magnolia’s $87 Million Idea“Buyer’s Guide Place:” A young chap by the name of Roger Parker came along and had an idea. “Why not launch a mini-magazine to educate shoppers on buying electronics, we can call it the ‘Buyer’s Guide Place!”*

The 8-page tabloid was cheap and simple – nothing more than a newsprint insert – but the content was uniquely valuable for the consumer. With this guide, Magnolia was also incorporated the brand’s story, and the philosophy behind the business. This allowed shoppers to connect to the brand and built brand affinity.

*I wasn’t there, but I’m 99.9% positive that that’s exactly how the conversation went down.

Did it Work?First of all, of course it worked – content marketing has always been too legit to quit. Duh.

After being in business for 4 decades, the Buyer’s Guide Place quickly changed the game for Magnolia.

In just 18 months the company expanded from one small store front in Seattle throughout Washington, Oregon and California.

In 2000, the father and son who owned Magnolia sold to Best Buy for $87 Million.

Now there are 350 Magnolia Home Theater locations in Best Buys throughout the country.

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The Lego Movie Brand Storytelling GoldWarner Bros. and Lego placed a product at the heart of a compelling story, essentially creating a masterful 90 minute commercial for a toy. The filmmakers even spent time with brand designers in Denmark working on a way to “translate the principles of the brand into a story.”

Well, the movie was a big hit, raking in an estimated $70 million over opening weekend and topping the charts for home video sales its first week out.

Lego sales have increased since the movie was released and now the brand is getting ready to unveil The Lego Fusion. With this new toy, kids will build Lego structures and then, using a smartphone or tablet, import the physical creation into a free downloadable game. This game builds a digital world around the creations, giving them life.

There’s More: Legoland in California is also going to unveil a new movie experience. And Lego has also rolled out a new brand story with its Dark Knight Tumblr for Comic-Con.

#Winning #AmIRight?AmIRight? #ShesTheManReferenceNoOneWillUnderstand

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Background: In 1895, John Deere created The Furrow, which was a magazine that educated farmers on how to improve their business, new technology and more.

The company hoped the publication would become a valuable resource for their customers.

John Deere

Results: The Furrow has reached legendary status as the “agrarian version of Rolling Stone.”

“I’ve never worked for a brand magazine like this that people loved so much…Telling stories that folks enjoy reading – and that they can use in their own operations – has been the recipe since the beginning.”

- David Jones, current publications manager for The Furrow

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Cardinal Public Service Announcement

Blogging is not a burden, it’s an opportunity to claim some industry fame for yourself and Cardinal*

*Fame results may vary. Side effects may include viral content, increased followers on social media and influencer status. Standard terms and conditions apply, see content department or Jeezy for more information. Or you can actually read the style guide/blogging guidelines. 222

Guide for the freshest blogging

Step 1: Choose a general topic/theme that interests you. Ex: If you are obsessed with “The Big Lebowski” then offer “10 Digital Marketing Lessons from The Dude”

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Guide for the freshest bloggingStep 2: Research trending topics that can be newsjacked (small businesses, social media, digital marketing, movies, music, etc. This can also be the first step if you can’t think of a general topic theme first)

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Guide for the freshest bloggingStep 3: If a trending topic seems bland, spice it up/tie it back to something evergreen, relevant and interesting.

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Guide for the freshest bloggingStep 4: Share, Share, Share, Share, Share, Share….Did I mention share?

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Content Marketing or Clever Advertising?

Content Marketing

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Additional Content Marketing Resources

http://www.marketo.com/infographics/content-marketing-vs-traditional-advertising/

http://www.getspokal.com/top-11-most-powerful-content-marketing-examples-by-small-businesses/

http://www.skyword.com/contentstandard/featured-editorials/how-to-make-a-call-to-action-more-effective-at-driving-results/

http://www.forbes.com/sites/danielnewman/2014/04/10/the-role-of-influence-in-the-new-buyers-journey/

http://www.convinceandconvert.com/category/content-marketing/

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Questions about SEO or Content Marketing?

Visit us at www.cardinalwebsolutions.com

We can help by auditing your current strategy and identifying actionable items to help drive

results. 299