content marketing for the seo professional
DESCRIPTION
Presentation by Dianna Huff for SEMNE, September 15, 2010TRANSCRIPT
Content Marketing for
SEO Professionals
September 15, 2010
What You’ll Learn
How to add value to client / team rela7onships by:
• Answering site visitors’ unspoken ques7ons through content • Developing original content • Recommending content that drives conversions
© DH Communica7ons, Inc. September 2010
We are All Now Publishers
• DIY PR (PR Web) • DIY content crea7on (WordPress)
• Instant communica7on with network / friends (social media, SMS)
• Our vote counts (Yelp, user reviews, FB)
© DH Communica7ons, Inc. November 2009
What’s Driving Content
• Social media • Network / friends “recommenda7ons”
• Breakdown of tradi7onal media / mass media adver7sing
• Universal search • People looking for products / services
© DH Communica7ons, Inc. November 2009
Site Visitors Have Ques7ons
Ques7ons for a Wedding Recep7on Caterer:
• Can they handle a sit-‐down meal for 200?
• Can they do outdoors? • What other weddings have they done?
© DH Communica7ons, Inc. September 2010
Di]o for B2B
• “Does this company offer what I’m looking for?”
• “Can they solve my problem?”
• “Who else have they done business with?”
• “Do they have something I can download to show my boss?”
• “What’s the next step?”
© DH Communica7ons, Inc. September 2010
Content Answers These Ques7ons!
• Tes7monials • Client list • Case studies • Reports, guides, white papers, checklists • Video, podcasts, Webinars
• Blogs, forums
• Social media integra7on
© DH Communica7ons, Inc. September 2010
Tes7monials
© DH Communica7ons, Inc. September 2010
Client Lists
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Blogs
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Guides, Reports, E-‐Books
© DH Communica7ons, Inc. September 2010
Your Value Add
Help business owners / marketers
come up with content ideas.
© DH Communica7ons, Inc. September 2010
1. Think Like a Reporter
Develop a “beat” that includes your
customers’ industries.
Example: Walt Mossberg covers “Personal Technology”
© DH Communica7ons, Inc. September 2010
Read, Watch, Observe
• Read: Newspapers, magazines, books • Watch: TV, spor7ng events, movies
• Observe: People at the market, at the gym
• Listen: To what people talk about
© DH Communica7ons, Inc. September 2010
Example: New Rise Investments
© DH Communica7ons, Inc. November 2009
What I’m Doing – Sniffing out Stories
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• Reading WSJ
• Following some blogs
• No7cing trends / events
• Analyzing Web analy7cs
• Asking client ques7ons
2. Go for a Walkabout
“But first they headed to Wolfsburg to
roam the 270 acres of VW factory and meet employees.”
* Is the Bug Dead? The Great Beetle Ad Campaign
© DH Communica7ons, Inc. September 2010
“That’s how many 7mes we inspect a Volkswagen.”
© DH Communica7ons, Inc. September 2010
Will It Blend?
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Show People in the Building
“You don’t take
buildings out to lunch. You take people out to lunch.
Show the people inside a building.” – Dianna Huff
© DH Communica7ons, Inc. September 2010
3. Analyze Your Inquires
Have a search box on your site?
• What are people searching for?
• What types of ques7ons do you get via email?
• Develop content based on these queries.
© DH Communica7ons, Inc. September 2010
What Types of Content?
• FAQs • Reports and How-‐to guides • Checklists or Product comparisons
• Blog posts / newsle]er ar7cles
© DH Communica7ons, Inc. September 2010
Example: High Rankings Forum
© DH Communica7ons, Inc. November 2009
How This Worked For Me
• Client ques7on: “How do I get more people to my blog?”
• Wrote an e-‐newsle]er on the topic: “7 Tips for Gekng People to Your Blog” – Tips came from stuff I’ve read, my own prac7ces, and other experts
– Can send link to prospects who inquire about blog consul7ng
© DH Communica7ons, Inc. September 2010
4. Analyze Your Web Analy7cs
Combina7ons of keywords around a similar topic
• i.e. “Green Marke7ng” for a print broker
© DH Communica7ons, Inc. September 2010
Result: Green Marke7ng 101 Report
Helps marketers/print buyers make decisions
• Soy vs. tradi7onal ink? • Recycled vs. cer7fied paper?
• Varnish vs. non-‐varnish?
© DH Communica7ons, Inc. September 2010
Example: New Rise Investments
• How to add income to apartment buildings
• How to invest in an apartment building
• When inves7ng in apartment buildings, what does ROI mean?
© DH Communica7ons, Inc. November 2009
5. Analyze Current Projects
• What kinds of projects is your company working on?
• What has changed in the last 3 – 5 years?
• What are you seeing that’s new / different?
© DH Communica7ons, Inc. September 2010
Types of Content
• Newsle]er ar7cles • Applica7on notes • Case studies • Added bonus: pitch idea to online industry publica7on (inbound link)
© DH Communica7ons, Inc. September 2010
Example: AchieveGlobal
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Case Study Magazine Ar7cle
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6. Survey People
Use free survey tools (i.e. Survey Monkey) to ask your newsle]er readership or clients
what informa7on they want. Turn it into
content. – Blog posts / newsle]er topics – E-‐books / Reports – Web content
© DH Communica7ons, Inc. September 2010
Top B2B Marke7ng Mistakes
© DH Communica7ons, Inc. November 2009
7. Try Something New
HubSpot TV – Started off using Flip camera and conference room
– Lots of snafus – Now company films the show every Friday with in-‐studio audience!
– www.hubspot.tv
© DH Communica7ons, Inc. September 2010
8. Monitor Social Media / Alerts
© DH Communica7ons, Inc. November 2009
Content that Drives Conversions:
Stuff that helps people make a buying decision. • White Papers / Reports
• How-‐to Guides – print and video • Comparison charts
• Ar7cles (shows your exper7se) • Case studies
© DH Communica7ons, Inc. September 2010
Mar7n Marie]a Comparison Chart
© DH Communica7ons, Inc. September 2010
Helaine Smith, DMD “Before/Aqer”
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Inca Gold: Ar7cle White Paper
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Edward C. David, CPA
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Webinars
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“Takeaway” Report
© DH Communica7ons, Inc. November 2009
Free Stuff from Dianna Huff
Free Report: 41 Ways to Grow Your E-‐Newsle]er Subscriber List
Subscribe to: MarCom Strategist Newsle]er
www.dhcommunica7ons.com/tools/newsle]er/
© DH Communica7ons, Inc. September 2010
Thank you!
Dianna Huff
DH Communica7ons, Inc. 603-‐382-‐8093
E-‐mail: [email protected] Web: www.dhcommunica7ons.com Blog: www.dhcommunica7ons.com/blog
Twi]er: @diannahuff
© DH Communica7ons, Inc. September 2010