inbound marketing: misunderstandings, facts adn strategy

Gianluca Fiorelli - @gfiorelli1

ASSOCIATE

Inbound Marketing

Gianluca Fiorelli - @gfiorelli1

Misunderstandings, facts & strategy

Gianluca Fiorelli - @gfiorelli1 This talk

could be

very fast

Gianluca Fiorelli - @gfiorelli1

Is Inbound

Marketing

the New

SEO?

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1Coffee

Break

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Misunderstanding

Gianluca Fiorelli - @gfiorelli1

SEO is not

at the centerof the

Internet

Marketing

universe

Gianluca Fiorelli - @gfiorelli1

As Internet

Marketing is

not at the

center of the

MarketingUniverse

Gianluca Fiorelli - @gfiorelli1

Universe is this big

And SEO is just a point

Gianluca Fiorelli - @gfiorelli1

And it is

influenced

by all the

others

“points”

Gianluca Fiorelli - @gfiorelli1

Semantics

SEOcial

Tech

SEO

News

Local

Search

WPO

Video

SEO

International

SEO

ASO

Link

Building

Gianluca Fiorelli - @gfiorelli1If SEO is all these

things?

Gianluca Fiorelli - @gfiorelli1

How can it be so

arrogant and saying it

governes also Content,

Social…?

Gianluca Fiorelli - @gfiorelli1

TL;DR

SEO is not Inbound

Marketing but an

essential part of it

Gianluca Fiorelli - @gfiorelli1

Let’s start seeing our role in the

proper perspective

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1And this is when

Inbound Marketing

enters on stage

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

http://moz.com/academy/what-is-inbound

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Strategy

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Individuate what audience is

following your competitors and you

Facts

Gianluca Fiorelli - @gfiorelli1

Discover insights about your

audience on Twitter

Facts

Gianluca Fiorelli - @gfiorelli1

Discover the composition of

your audience on Facebook

Facts

Gianluca Fiorelli - @gfiorelli1

Discover the composition of

your audience on Facebook

Facts

Gianluca Fiorelli - @gfiorelli1

Literally see your audience

You can use the

Graph API for

retrieving data:

http://itseo.org/FBA

PIGraph

Facts

Gianluca Fiorelli - @gfiorelli1

And where it livesFacts

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Facts There is you audience. There is

the language. There are the words

they use (Eugene Schwartz)

NOW! Turn your mind into a Mental Magnet.From 4 pack a day to ZERO, in 4 hoursAnd he hasn’t touched a cigarette in 6 years!

Feels 20 years younger, live 20 years longer.

Gianluca Fiorelli - @gfiorelli1

Facts You can use these tools…

Or these less common tools…Facts

I suggest these too seldomly

considered sources…

Data from real

conversations

Facts

Facts I suggest these too seldomly

considered sources…

Facts I suggest these too seldomly

considered sources…

Facts I suggest these too seldomly

considered sources…

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Analyst

Facts

Gianluca Fiorelli - @gfiorelli1

Analyst

Facts

Gianluca Fiorelli - @gfiorelli1

Analyst

Facts

Gianluca Fiorelli - @gfiorelli1

Strategy

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Brand Assessment

Content Inventory

Content Audit

Editorial Content

Templates

Standards

Content Management

ContentFacts

Content

Facts

Content

Email

Blog

Charts & Data

Visualization

Widgets

Research & White

Papers

Video

Q&A

Images & Photos

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Helps in Competitive

Content Analysis

Facts

Gianluca Fiorelli - @gfiorelli1

Helps in Competitive

Content Analysis

Facts

Gianluca Fiorelli - @gfiorelli1

Helps monitorizing trendsFacts

Wait, WHAT?!?Newsjacking

Gianluca Fiorelli - @gfiorelli1

Tests & Optimizes social

conversations

Facts

Gianluca Fiorelli - @gfiorelli1

Adapts the Tone of Voice to

the Social Networks usedFacts

Gianluca Fiorelli - @gfiorelli1

Helps analyzing how our audience

reacts & engage to our content

Facts

Gianluca Fiorelli - @gfiorelli1

Helps SEO in discovering Influencers

and Influencers’ influencers

Facts

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Facts Helps in Competitive

Content Analysis

Gianluca Fiorelli - @gfiorelli1

Facts Helps in Competitive

Content Analysis

Gianluca Fiorelli - @gfiorelli1

Facts Helps in Discovering

Content Ideas

Gianluca Fiorelli - @gfiorelli1

Facts Cooperates with Content in

defining

Gianluca Fiorelli - @gfiorelli1

Facts Cooperates with Content in

defining

Rediscover this

deck by Abby

Covert

http://itseo.org/ontol

ogynerd

Gianluca Fiorelli - @gfiorelli1

Facts Cooperates with Content in

structuring

Rediscover this

post by Aaron

Bradley

http://itseo.org/SEO

Skeptic

Gianluca Fiorelli - @gfiorelli1

Facts Cooperates with Content in

organizing

Creating Content

Hubs

http://itseo.org/pizz

atale

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Facts Cooperates with Content in

understanding

Scraping

Forums/Q&A sites

for

discovering content

ideas

Gianluca Fiorelli - @gfiorelli1

Facts Cooperates with Social Media

being more effective

This is SEOcial

http://itseo.org/smtagging

Gianluca Fiorelli - @gfiorelli1

Facts Optimizes for taking advantages

Schema.org and

Vertical Searches

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Facts Optimizes for taking advantages

Authorship (and

Authorrank)

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Facts Optimizes for taking advantages

Knowledge

Graph

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Facts Optimizes for taking advantages

Private Search

(and Google+)

http://itseo.org/gmyan

swer

Gianluca Fiorelli - @gfiorelli1

Facts Optimizes for taking advantages

Pagespeed

http://itseo.org/porten

tspeed

Gianluca Fiorelli - @gfiorelli1

Facts Promotes and places content

Relationship

Marketing &

Outreach

Gianluca Fiorelli - @gfiorelli1

Facts Promotes and places content

Relationship

Marketing &

Outreach.

Discovering

influencers and

influencers’

influencers

Gianluca Fiorelli - @gfiorelli1

Facts ProTip: not competitors’ brands

following you or competitors, are

potential outreach

Gianluca Fiorelli - @gfiorelli1

Facts Creates, Promotes and places

content

Really

Targeted

Outreachhttp://itseo.org/rba

xter

Who are you

targeting?

Identify

influencer

intersect

What Are those

people sharing?

Be there

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Facts Few things we should know

Bootstrap > http://itseo.org/bootstrapjs

Google Web Fonts > http://itseo.org/gwebfnt

D3.js > http://d3js.org/

Polymaps > http://polymaps.org/

Craftmap > http://itseo.org/crftmpjs

Scrollorama > http://itseo.org/scrollorm

http://www.slideshare.net/justinrbriggs/technical-hacks-for-content-marketing

+Datavisualization.ch > http://selection.datavisualization.ch/

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

Gianluca Fiorelli - @gfiorelli1

And SEO is an amazing element of it

Gianluca Fiorelli - @gfiorelli1

Coffee

Break

Gianluca Fiorelli - @gfiorelli1

ASSOCIATE

Inbound Marketing

Gianluca Fiorelli - @gfiorelli1

Misunderstandings, facts & strategy

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