life beyond google: diversifying your digital marketing

#smx #23A @tedives

Life Beyond Google: Diversifying Your Digital Marketing

Ted IvesSMX West

Session Hashtag: #smx #23ASpring ‘14

#smx #23A @tedives

Agenda

• How Online Marketers Tend to Think About Marketing

• Why This Paradigm Isn’t Enough

• A Better Model for Thinking About Marketing

• Designing and Documenting a Marketing Content Process

• A Model B-to-B Content Creation Process That Leverages– Repurposing

– Appeal to Ego

– Transcription

• Other Tactics Worth Considering

#smx #23A @tedives

Impressions

Online

Search

Organic Search

Traditional Results

Universal Results

LocalResults

Paid Search

Traditional PPC

E-Commerce PPC

Non-Search

Email Marketing

Content Syndication

Social Media

Display Advertising

Offline

How Online Marketers Tend to Think about Marketing

#smx #23A @tedives

…Yes, They Also Think About Retargeting…

Impressions

Online

Search

Organic Search

LocalResults

TraditionalResults

Universal Results

Paid Search

Traditional PPC

E-Commerce PPC

Non-Search

Email Marketing

Content Syndication

Social Media

Display Advertising

Offline

#smx #23A @tedives

…Why This Paradigm Isn’t Enough.

• This diagram is the wrong way of thinking about your marketing; it’s oriented only around how you spend your budget. It’s oriented around your company and the marketing department, not around the customer.

• This leads to stovepipe thinking focused on channels - “how” focused:Let’s expand into Video MarketingLet’s focus on Twitter

• However, the customer doesn’t care about your budget – and is going to interact through most, if not every, of these channels.

• You need to think about the whole, system, i.e.

What are we going to communicate to who, and how?

#smx #23A @tedives

CHANNEL

Diagram source:Claude Shannon,“A Mathematical Theory of Communication”,Bell System Technical Journal, Oct. 1948 http://bit.ly/R1lRL

http://bit.ly/R1lRL

#smx #23A @tedives

CHANNEL

MARKETING CHANNELS

PAID SEARCH

ORGANIC TRAFFIC

DISPLAY ADVERTISING

SOCIAL MEDIA

OUTDOOR ADVERTISING

EMAIL MARKETING

MARKETING CONTENT

WEB PAGES

WHITE PAPERS

PODCASTS

VIDEOS

PRESENTATIONS

BLOG POSTS

ADVERTISEMENTS

MARKETING AUDIENCE

PREVIOUS CUSTOMERS

CART ABANDONERS

READERS

FOLLOWERS

VISITORS

INTERESTS

DEMOGRAPHICS

Diagram source:Claude Shannon,“A Mathematical Theory of Communication”,Bell System Technical Journal, Oct. 1948 http://bit.ly/R1lRL

http://bit.ly/R1lRL

#smx #23A @tedives

Start by Designing & Documentinga Marketing Content Process

• Decide on what documents/media you will create, and how.

• Wire the output through all your social channels.

• Make this function routinely, almost on automatic.

• B-to-BFocus on White Papers, Presentations, Podcasts, Testimonials

• B-to-CFocus on Surveys, Promotions, Contests, Coupons, Testimonials

#smx #23A @tedives

Considerations While You’re Designing Your Process

• Expanding to different channels, traffic sources, and content types may require organizational changes.

– You may want to hire an email marketer…several interns to write content…and so on.

– In many cases however, you’ll have to beg/borrow/steal/cajole resources.

– As a result, it’s critical to squeeze every bit of value possible out of every piece of content.

• Your Company’s “Thought Leaders” will make or break your content.Seek them out and cultivate them!

• Thought leaders are difficult to harness – do so using:

– Repurposing

– Appeal to ego

– Transcription

“You fight with the army you have, not the army you wish you have.”

– Don Rumsfeld.

#smx #23A @tedives

White Paper:6-8 Pages, 3 Tables, 2 Diagrams

Presentation

Speech at a Trade Show

Webinar

Transcribed Speech

Transcribed Webinar

Blog Posting 1

Blog Posting 2

Blog Posting 3

Blog Posting 4

Blog Posting 5

BLOG

Paid Search Call-to-Action

Email Newsletter

Weekly Industry Roundup

RegularPodcast

TranscribedPodcast

Announcement Press Release

Interviews

Articles byThought leaders

The three keys:• Repurposing• Appeal to Ego• Transcription

#smx #23A @tedives


Presentation


Webinar

Blog Posting 1

Blog Posting 2

Blog Posting 3

Blog Posting 4

Blog Posting 5

BLOG


Email Newsletter


RegularPodcast

TranscribedPodcast

Look at all the other channels that are involved!

Also – sales can use the WP & Preso as collateral,

Upcoming Webinars are a great excuse to pingprospects.


Interviews


Transcribed Speech

Transcribed Webinar

#smx #23A @tedives


Presentation


Webinar

Blog Posting 1

Blog Posting 2

Blog Posting 3

Blog Posting 4

Blog Posting 5

BLOG

Paid SearchCall-to-Action

Email Newsletter


RegularPodcast

TranscribedPodcast


Interviews


= Activities an internor a junior marketercan handle.

Transcribed Speech

Transcribed Webinar

#smx #23A @tedives


Presentation


Webinar

Blog Posting 1

Blog Posting 2

Blog Posting 3

Blog Posting 4

Blog Posting 5

BLOG


Email Newsletter


RegularPodcast

TranscribedPodcast


Interviews


Transcribed Speech

Transcribed Webinar

= Social Updates

#smx #23A @tedives

Other Tactics Worth Considering

• If you produce at least one piece a day: syndicate content.– Syndication is just guest blogging writ large.

• Look up every keyword you had a conversion on in the last 12 months in Paid Search – make a 2 minute video on it.– Interview an internal expert about the topic and make it a Q&A format.

– Simple to produce many of these in one sitting. Bring extra shirts!

• If you have not tested Paid Search – do so yesterday!

• If you’re not doing email marketing – consider immediately!

• Invest in one or more additional websites– Thought lead in a specific content area that resonates with your clientele

#smx #23A @tedives

In Summary:

• Leverage:– Repurposing

– Appeal to Ego

– Transcription

• Think:– Content

– Channels

– Audience

http://bit.ly/19632UESource:

http://bit.ly/19632UE