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Content Marketing & SEO2013  Cape Breton Online Marketing Conference

Thursday, 7 March, 13

D.C.C.M.Content Marketing & SEO

2013  Cape Breton Online Marketing Conference

Thursday, 7 March, 13

OVERVIEW๏Introduction

๏Content Marketing

๏What it is and what it can do for you๏Why Content Marketing works๏Content Marketing effects on SEO๏The Content Plan - 7 Basic Starting Steps

๏Closing

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D.C.C.M.Dan Coffin Content Marketing

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Dan & D.C.C.M.๏Returned to Cape Breton in 2005๏Worked in management of:

๏Craft Producer ๏Accommodations๏Major Music & Culture Festival ๏Destination Marketing Organization (DMO)

๏Identified Opportunities to assist tourism Industry๏Assisting with knowledge and resources

๏Utilizing online tools to market more effectively๏Providing guidance with set up and analysis

๏Started DCCM in May 2012Thursday, 7 March, 13

D.C.C.M. SERVICES๏Content Marketing

๏Content Marketing Plan๏Content Creation & Curating Programs๏Basics Training on Content Channels

๏Website Analysis๏Initial Review and Report๏New Website Project Consultation๏Website Monthly Analytics Reporting

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D.C.C.M. CLIENTS๏Destination Cape Breton Association

๏Race the Cape 2013

๏

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What is Content Marketing?

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What exactly is Content Marketing?

“Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.”

- Joe Pulizzi, Content Marketing Institute

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What exactly is Content Marketing?

Storytelling...

using relevant & engaging content distributed where your ideal customer is searching!

What’s your Story?Thursday, 7 March, 13

Why Content Marketing Works?It focuses more on the stuff people want instead

of what a company wants to sell!

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Why Consumers Follow Brands

Source: Technorati Media - 2013 digital media

influence report

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Good Content = Giving them what they want

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MARKETING PROFESSIONALS USING CONTENT MARKETING

Source: 2013 B2C Content Marketing Benchmarks, Budgets and Trends from the Content Marketing Institute andMarketingProfs

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WHAT CHANNELS ARE USED?

๏90% Facebook

๏69% Twitter

๏65% Youtube

๏51% LinkedIn

๏41% Google +

๏35% Pinterest

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PROFILE OF A BEST IN CLASSCONTENT MARKETER

The most effective Business to Consumer Content Marketers:

๏Spend a higher % of their marketing budget on content

๏Use more tactics and distribute content on more channels

๏Tailor content to specific profiles / personas more frequently

๏Are less challenged in terms of producing engaging content

๏Are less challenged with getting buy in from higher ups

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Effects on your Search Engine OptimizationHow can content marketing organizations remain search-friendly

while adhering to best practices in social media?

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THE NEW RULES OF SEO FOR CONTENT MARKETING

5 best practices for content marketers hoping to maximize SEO value:

๏ Create content that people will have an incentive to share.๏ Do keyword research,

don’t waste effort writing about things people don’t care about.๏ Put all your content on the same domain/subdomain.

(e.g. don't use blog.mysite.com, use mysite.com/blog)๏ Stand for something, and write about it.

People don't buy what you do, they buy why you do it.๏ Don't separate your brand from your content.

Tourism sites that make fascinating videos about celestial planets are not very relevant and is not going to last long.

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MACHIAVELLIAN SEO DOESN’T WORK ANYMORE

๏Never seek to betray or deceive readers

๏Search engine algorithms constantly improve to defeat what amounts to cheating

๏SEO today is holistic

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SYNDICATION AND INFLUENCER CONTENT WORKS

๏Build honest links to a site, indicating to Google that brands with authority trust a site’s content

๏Inviting influential writers and publishers to guest post on your site

๏At the end of the day, good SEO is baked into good content.

“Delivering an exceptional experience and building a true web brand are now essential to long-term SEO success.”

-Rand Fishkin, CEO of SEOmoz

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The Content Plan - 7 Starting Steps

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Situational AnalysisIn preparing the situation analysis, three questions are reviewed:

๏What do we already have that helps us tell the story?

๏What must change in order for us to better tell this story?

๏What must stop (if anything) for us to tell this story?

From these questions, an overview is prepared and this overview will been used to map out prioritization of channels and key messages.

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Channel Objectives

๏Outline each online marketing channel

๏Facebook, Twitter, Youtube, Website, Blog. etc

๏Channel Specific objectives and parameters

๏Time and effort spent in each channel is focused on working towards a final goal

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Content & Conversation Plan

๏ Outline of the how, when, and where the story will be told

๏Focused on engaging the targeted audience

๏Helps ensure consistency in voice of the brand across all channels

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Content Calendar๏Coordinate with relevant events and milestones๏Manage creation and curation resources๏Improve brainstorming, research and optimization๏Build on and cross-promote existing or future content๏Identify important metrics and track your content’s results

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Analysis & Measurement

๏Understand the consumer insight that can be derived from online marketing

๏Regularly reviewing engagement, demographics and path to goal (purchase)

๏Tweaking what is not working; Doing more of what is

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On Line Personality ๏Velocity:

How often will content posts or updates be made

๏Tone:Type of personality attribute(s) to use in the postings

๏Desired action:The desired result from posting content or updates

๏Structure: What form the post / update should take

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Content Management Process

๏Method and process (e.g., people and tools) to manage the content and conversation

๏Factor in human and time resources and availability

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Thank You! from the DCCM Content Team

Dan CoffinDCCM

(902)577-8877dan@dancoffin.ca

facebook.com/dan.coffintwitter.com/DCoffin7

Thursday, 7 March, 13