how to supercharge your business with content marketing

48
HOW TO SUPERCHARGE YOUR BUSINESS WITH CONTENT MARKETING Deb Briggs [email protected] @debbriggs517 Kathy Gray kathy@polepositionmarket ing.com @kagray @PolePositionMk

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Learn tips and techniques to expertly combine good content, well-designed SEO and smart social media efforts to create a web marketing plan that will increase leads and sales for your business!

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Page 1: How to Supercharge Your Business with Content Marketing

HOW TO SUPERCHARGE YOUR BUSINESS WITH CONTENT MARKETING

Deb [email protected] @debbriggs517

Kathy [email protected]

@kagray

@PolePositionMkg

Page 2: How to Supercharge Your Business with Content Marketing

@kagray@debbriggs517

@PolePositionMkg

WEB MARKETING HAS THE EDGE

Page 3: How to Supercharge Your Business with Content Marketing

Marketing is shifting from outbound to inbound W

EB MARKETIN

G’S ED

GE

* Get Content. Get Customers. Joe Pulizzi, et al.

Technology is cheapInbound leads cost 62% less than outbound leads**

Selling to customers is more challenging (informed)

Change in buyer attitudes

Traditional media losing

reach

High quality content from

businesses

Shrinking media budgets reduce quality

**http://blog.hubspot.com/blog/tabid/6307/bid/10172/Inbound-Leads-Cost-62-Less-than-Outbound-New-Data.aspxMarch 2011

Page 4: How to Supercharge Your Business with Content Marketing

@kagray@debbriggs517

@PolePositionMkg

THE CHALLENGES OF WEB MARKETING

Page 5: How to Supercharge Your Business with Content Marketing

THE CH

ALLENG

ES OF W

EB MARKETIN

G

Infographic by Shanghai Web Designers: http://www.go-gulf.com/blog/60-seconds

The web is a busy place

Page 6: How to Supercharge Your Business with Content Marketing

THE CH

ALLENG

ES OF W

EB MARKETIN

GEvery two days, we create as much information as we did since the dawn of time to 2003.Eric Schmidt, TechCrunch, Aug. 2010

Page 7: How to Supercharge Your Business with Content Marketing

THE CH

ALLENG

ES OF W

EB MARKETIN

G

Google sites = 88 billion search per month

50-200 versions of Google’s core algorithm in the wild

70% of brands’ social content does not rank top 20 for brand names

Sources: comScore, Google Inside Search, BrightEdge SMO Study, 4/11

Number of searches is growing exponentially

Page 8: How to Supercharge Your Business with Content Marketing

THE CH

ALLENG

ES OF W

EB MARKETIN

GInternet readers are highly distractible

Page 9: How to Supercharge Your Business with Content Marketing

Internet readers are usually multi-tasking

THE CH

ALLENG

ES OF W

EB MARKETIN

G

Page 10: How to Supercharge Your Business with Content Marketing

@kagray@debbriggs517

@PolePositionMkg

WHY YOU NEED CONTENT, SEARCH & SOCIAL

Page 11: How to Supercharge Your Business with Content Marketing

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIALYour web marketing PB&J

Content

Search

Social

Page 12: How to Supercharge Your Business with Content Marketing

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIAL

51%48%

1%

Search & Social Conversions

SearchSearch + SocialSocial Alone

Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf

Social can’t go it alone

Page 13: How to Supercharge Your Business with Content Marketing

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIAL

Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf

64%

Consumer Connections via Social Media AFTER Purchase

Likely to FollowUnlikelyUnsure

Social media is closely tied to branding and customer loyalty

Page 14: How to Supercharge Your Business with Content Marketing

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIAL

Internet Search

Blogs

User-generated

Message boards

Social networks

Magazines

TV

Newspapers

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%92%

53%

46%

34%

26%

20%

Info for Purchasing Decisions

Media Used Frequently* by US Internet Users** to Find Information to Help with Purchase Decisions, March 2010

eMarketer.com

92%

Purchasing decisions

Page 15: How to Supercharge Your Business with Content Marketing

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIAL

“A shape appears to be forming in the brand opportunity to connect with consumers. Consumers want accurate, timely information and they will alternate between two channels; one they feel is ubiquitous and a part of their everyday life (search), and one that [has the ability to] not only introduce brand purchase decisions, but alter their intentions and confirm their final purchase decision (social media).”

Content

Search

Social

Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf

“The Virtuous Circle”

Page 16: How to Supercharge Your Business with Content Marketing

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIAL

Search Engines Social Media Content

Conversions

Three major considerations for online marketing

Page 17: How to Supercharge Your Business with Content Marketing

@kagray@debbriggs517

@PolePositionMkg

COMPONENTS OF A COMPLETE WEB MARKETING PLAN

Page 18: How to Supercharge Your Business with Content Marketing

Org Goals

Customer Needs

Action Desired

Content, Search &

Social Mix

Analysis

COM

PLETE WEB M

ARKETING

PLANWeb marketing cycle

Page 19: How to Supercharge Your Business with Content Marketing

COM

PLETE WEB M

ARKETING

PLAN

Specific

Customer focused

Meas

urable

Setting web marketing goals

Page 20: How to Supercharge Your Business with Content Marketing

COM

PLETE WEB M

ARKETING

PLANWho are you trying to

reach?Build personas

Priorities Expectations

Obstacles

Decision Process

Benchmarks

Page 21: How to Supercharge Your Business with Content Marketing

COM

PLETE WEB M

ARKETING

PLANHow do you find out what your personas

want?Listen!

Interviews Conferences Reviews Social Media

Page 22: How to Supercharge Your Business with Content Marketing

COM

PLETE WEB M

ARKETING

PLAN

What are their goals and aspirations?

What are their problems?

What media do they rely on for their answers to problems?

What style of content would appeal to them?

What sorts of images and multimedia appeal to each?

What words and phrases do these buyers use?

How can we reach them?

*New Rules of Marketing and PR David Meerman Scott

How to develop personas

Page 23: How to Supercharge Your Business with Content Marketing

COM

PLETE WEB M

ARKETING

PLAN

Set a meeti

ng

Call for

more info

Read contentSign up for emailsDownload content

Make a purchase

What do you want the customer to do?

Page 24: How to Supercharge Your Business with Content Marketing

COM

PLETE WEB M

ARKETING

PLAN

Website

BlogNews

Podcasts

Video

PhotosArticles

White Papers

E-books

Case Studies

E-mail

Match persona to quality content

Page 25: How to Supercharge Your Business with Content Marketing

COM

PLETE WEB M

ARKETING

PLAN

Keywords and Long-tail Phrases

Metadata

Headline Useful Content

Call to Action

Make quality content findable

Page 26: How to Supercharge Your Business with Content Marketing

Invest in Chosen

Channels

Share Your Content

Share Others’ Content

Engage with Customers in Two-way

Conversation

COM

PLETE WEB M

ARKETING

PLANShare content. Engage with readers

Page 27: How to Supercharge Your Business with Content Marketing

@kagray@debbriggs517

@PolePositionMkg

THREE PHASES OF THE BUYING CYCLE

Page 28: How to Supercharge Your Business with Content Marketing

THREE PH

ASES OF TH

E BUYIN

G CYCLE

Researchers Shoppers Buyers

Researchers

Purpose:Deciding on

Needs

Shoppers

Purpose: Comparing

Aspects

Buyers

Purpose: Looking at Specifics

Pass visitors through each of the stages

Understanding the buying cycle

Page 29: How to Supercharge Your Business with Content Marketing

THREE PH

ASES OF TH

E BUYIN

G CYCLE

General information searches

Don’t know what they want

Need category level pages

Understanding researchers

Page 30: How to Supercharge Your Business with Content Marketing

THREE PH

ASES OF TH

E BUYIN

G CYCLE

Goal Move them to the next phase

Deciding on Needs

• Use laymen’s terms• Avoid industry jargon• Explain value of what

you offer

Appealing to researchers

Page 31: How to Supercharge Your Business with Content Marketing

THREE PH

ASES OF TH

E BUYIN

G CYCLE

Product info searches

Comparing features

Need sub-category and comparison pages

Understanding shoppers

Page 32: How to Supercharge Your Business with Content Marketing

THREE PH

ASES OF TH

E BUYIN

G CYCLE

Goal Move them to the next phase

Comparing Aspects

• More industry specific terms

• Highlight your skills and experience

• Provide side by side comparisons

Appealing to shoppers

Page 33: How to Supercharge Your Business with Content Marketing

THREE PH

ASES OF TH

E BUYIN

G CYCLE

Product specific searches

Looking for trust

Need product pages

Understanding buyers

Page 34: How to Supercharge Your Business with Content Marketing

THREE PH

ASES OF TH

E BUYIN

G CYCLE

Goal Become a customer

Looking at Specifics

• Specific terminology and facts

• Easy to understand info

• Links to customer service and promises

Appealing to buyers

Page 35: How to Supercharge Your Business with Content Marketing

@kagray@debbriggs517

@PolePositionMkg

SETTING SOCIAL MEDIA GOALS AND METRICS

Page 36: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

The obligatory, overwhelming social

media network slide.

Page 37: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

Traffic Links

Credibility Conversions

Benefits of social media

Page 38: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

Time commitment

Number of sites

Reasons for participating

Understanding channel audiences

Engagement

Challenges of social media

Page 39: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

Presence

Brand

Conversions

Set your goals

Page 40: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICSWhere is your audience?

Social giants

Industry-specific sites

Local sites

Page 41: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

• Introduction (awareness, drive traffic to site)• Expansion into new market• Conversation (word of mouth) and connections• Reviews

Presence

• Sentiment• Mentions/reviews• EvangelismBrand• Leads• Subscriptions• Social shares and comments• Targeted site traffic• Sales

Conversions

Set your microgoals

Page 42: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

Goals

Resources

Customers

Social media channel selection

Page 43: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICSChoose your sites

Page 44: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICSBe great with the channels you choose

Page 45: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

Fans

Mentions

Interactions

Discount codes & campaigns

Referral site ranking

@ links to page

Demographics

Facebook

Followers

Favorites

Listings

RTs, @replies

Referral site ranking

Discount codes & campaigns

Links from profile

Brand mentions

Twitter

What metrics can you track?

Page 46: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

Views

Embeds

Social shares

“Link-thrus”

SERP real estate

YouTube

Links

Visitors

Length of stay

Downloads

Subscriptions

Comments

Social shares

Content

What metrics can you track?

Page 47: How to Supercharge Your Business with Content Marketing

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

SpreadsheetGoogle Alerts

HootSuiteGoogle Analytics

Bit.lyTweetDeck

TopsyTwitter Search

+ More!

Sprout SocialSocialReport

TrackurWildfire

ViralHeatLithium

Spredfast

Radian6BrandsEyeUberVue

BrandwatchArgyle

AwarenessBuddy Media

Methods of monitoring and tracking

Page 48: How to Supercharge Your Business with Content Marketing

Thank You!Next

Workshop

October 1, 2013

How to Write Amazing Content Search Engines Love & People Want to ShareRegister today at ppmkg.eventbrite.com