introduction to search engine optimization (seo) social media and content marketing
DESCRIPTION
The purpose of content marketing is to attract and retain customers by consistently creating relevant and valuable content with the intention of enhancing the consumer’s behavior. Content marketing is an ongoing process that needs to be integrated into a company’s overall marketing strategy. When communicating with your customers and prospects you want to deliver information that helps the reader solve an issue or learn more about your company, products or services in a non-salesy way. If you are able to provide valuable content to your target audience, they will ultimately consider your business when it’s time to make the purchase. So where does search engine optimization (SEO) and social media marketing fit into all SEO, Social Media and Content Marketing Trainingof this? Creating high quality content for your website is only part of the game, but getting your potential customers to find and read your content is ultimately what you’re trying to achieve. Your content needs to be optimized so that Google and other search engines will list it in their search results. The higher you rank in organic searches, the more traffic you’ll get to your website. And by incorporating social media marketing into your online marketing mix, you’ll increase your chances of getting your content found by a multitude. In this interactive online session, Laura and Chris will discuss the principles and many best practices of content marketing; they’ll share proven and tested search engine optimization and social media marketing tactics and strategies, and you’ll also learn how to develop and execute an online marketing strategy and how to measure the results of your online marketing efforts. The webinar targets business owners, marketing professionals, online marketing professionals, SEO consultants and anyone interested in learning more about content marketing, SEO and social media marketing. Presenters ------------ Laura Lear, Vice President of Marketing at Medical Group Management Association (MGMA) and Chris Raulf, online marketing expert and founder of Boulder SEO MarketingTRANSCRIPT
[Webinar] An Introduction to Content Marketing, SEO and Social Media Marketing
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
February 27, 2014 Laura Lear Vice President of Marketing Medical Group Management Association Chris Raulf Online Marketing Expert & Founder Boulder SEO Marketing
Agenda
• Introduc*on to Content Marke*ng • Campaign Based Content Marke*ng
– Crea*ng search engine op*mized content around an online event
• Search Engine Op*miza*on • Social Media Marke*ng • Track and Measure Results • Bonus SEO Tip • Ques*ons and Answers
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
About Us Laura Lear Vice President of Marketing Medical Group Management Association • LinkedIn: hDp://www.linkedin.com/in/lauralear • TwiDer: hDps://twiDer.com/lauralear Chris Raulf Online Marketing Expert & Founder Boulder SEO Marketing • LinkedIn: hDp://www.linkedin.com/in/chrisraulf • TwiDer: hDps://twiDer.com/swisschris • Google+: hDps://plus.google.com/+ChrisRaulf
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
If you do …, then this could happen:
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Buzzword “Content Marke.ng” • Nothing new
• We all do it
• We all can do it beDer
• Get the most out of content marke*ng: Campaign based, Search Engine Op*miza*on & Social Media Marke*ng
• Content Makes Marke*ng by Laura Lear: hDp://goo.gl/Wb4pY
• The Advanced Content Marke*ng Guide: hDp://www.quicksprout.com/the-‐advanced-‐guide-‐to-‐content-‐marke*ng/
Quick Poll
Content Marke*ng is being done systema*cally at my company!
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
content marke*ng intro
• Laura Lear
• VP of Marke*ng -‐ MGMA
• TwiDer: @lauralear • Email: [email protected]
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
what is content marke*ng?
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0 10 20 30 40 50 60 70 80 90 100
Social Media (excluding blogs) 79%
Article Posting 78% In-Person Events
62% eNewsletters 61%
Case Studies 55%
Blogs 51%
White Papers 43%
Webinars / Webcasts 42%
Print Magazines 42%
Videos 41%
Using Traditional Media 31%
Microsites 30%
Print Newsletters 25%
Podcasts 16%
Research Reports 23%
Data-Driven Content Marketing 21%
Digital Magazines 15%
Mobile 11% Virtual Conferences 11%
eBooks 9%
content marketing usage [ ]
by tactic
Source: B2B Content Marketing: Joe Pulizzi, American Business Media, BMA, CMI, MarketingProfs, & Junta42
it starts with a story
what is what is what is
what could be
what could be
what could be
story structure 2.0
new bliss (new norm)
Source: Nancy Duarte, Duarte Design
what is
create compelling content
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figure out your audience
hi. well hello!
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take inventory
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build a roadmap
Source: TechTarget2009 Media Consumption Report
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Source:Eloqua & Jess3
plan obsolescence [ ]
for
Source:Eloqua & Jess3
Junta42’s 3 & 3 method
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challenges
1. Producing engaging content 2. Producing enough content 3. Having sufficient budget to create content
top 3
Source: MarketingProfs & Junta42
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
your story is at the starting line . . .
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Campaign Based Content Marke.ng, Search Engine Op.miza.on and Social Media
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Webinar Planning Phase
Webinar schedule: – 4 – 12 months plan – How ocen: 1 per month, every other month, 1 per quarter?
– Commitment – Resources – Goals – Etc.
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Webinar Planning Phase
Guest-‐Speakers are lead magnets Customers -‐ Success stories, best prac*ces, etc. Industry experts -‐ Unbiased -‐ Credibility Partners -‐ Tab into their network = More leads
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Webinar Planning Phase: Checklist
– Webinar topic – Target date/*me – Proposed Webinar *tle – Dura*on / Agenda – Hos*ng: GoToWebinar, WebEx, etc. – Presenter(s) – Guest-‐presenter(s) – Presenter(s) bios
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Have a Plan… and Share it with the Team
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Webinar Planning Phase: Checklist
– Target aDendees • Exis*ng / New Customers • Target *tles • Specific geographic target regions
– Goals / Ac*on Items: • Define primary and secondary goal of hos*ng the webinar
• What are the 3-‐5 key “take-‐aways” we’d like our audience to walk away with
• What ac*ons do we want our audience to take acer the webinar
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Keyword Research for SEO
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Webinar Planning Phase: Start to Integrate Search Engine Op.miza.on
– Know your target keywords
– Then… start to drac op*mized content: • Webinar descrip*on • Blog post(s) • Social media messages • Press release • Content for doc sharing sites such as SlideShare, DocStoc, etc.
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
On-‐Page SEO Tips
– +/-‐ 500 words – Include a link to another related page on your site – If possible, add an image and include an alt tag with a target keyword – Place keyword(s) in applicable H1, H2 & H3 heading – Try to include an important target keyword in the first paragraph as well as the last
– Op*mized meta tags: • Title • Descrip*on • Keywords
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Off-‐Page SEO Tips
– LinkedIn, Facebook, etc. company pages – SliderShare, DocStoc, etc. – Directories – Press releases (PRWeb, PRLog, etc.) – Guest blog post – Etc.
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Op.mized Press Releases: PRWeb
About Me: LinkedIn: hDp://www.linkedin.com/in/chrisraulf
Twi[er: hDps://twiDer.com/swisschris
Facebook: hDps://www.facebook.com/chris.raulf
Source: www.socialmediaexaminer.com/social-‐media-‐marke*ngindustry-‐report-‐2012/
Source: www.socialmediaexaminer.com/social-‐media-‐marke*ngindustry-‐report-‐2012/
Integra.ng Social Media
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Social Media Marke.ng Works
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Use Google Docs to Manage your Social Media Messages
Keyword Rank Tracking
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Keyword Rank Tracking Tools
• Swiss Made Marke*ng: hDp://swissmademarke*ng.com/ranktracker/
• Moz Rank Tracker: hDp://moz.com/tools/rank-‐tracker
• SEO Book: hDp://tools.seobook.com/rank-‐checkers/
• SEO Centro: hDp://www.seocentro.com/tools/search-‐engines/keyword-‐posi*on.html
• Plugins, etc.
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Keep Track of Your Rankings
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
…and Measure the Results
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Bonus SEO Tip
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Get your new web pages indexed and searchable on Google in no *me:
April 8 & 29 in Boulder and Denver
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Register by Thursday, March 6, 2014 and get $100 off the registra*on fee with code Feb27. Learn more at: www.boulderseomarke*ng.com/training
Intro to Content Marketing, SEO & Social Media Marketing
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Questions? Connect with Laura: LinkedIn: hDp://www.linkedin.com/in/lauralear Twi[er: hDps://twiDer.com/lauralear Connect with Chris: LinkedIn: hDp://www.linkedin.com/in/chrisraulf Twi[er: hDps://twiDer.com/swisschris Google+: hDps://plus.google.com/+ChrisRaulf
Connect with Boulder SEO Marketing: LinkedIn: hDp://www.linkedin.com/company/boulder-‐seo-‐marke*ng Twi[er: hDps://twiDer.com/Marke*ngSEOWiz Facebook: hDps://www.facebook.com/BoulderSEOMarke*ng Google+: hDps://plus.google.com/+Boulderseomarke*ng
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Thank You and See You Next Time J