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Social Media, Content and theMagic of Marketing

Todd Van HoosearPrinciple, Fresh Ground

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http://www.flickr.com/photos/22711505@N05/5766880112/

If you build it…

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http://www.flickr.com/photos/jewe/2905913332/

Will they come?

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What is Inbound Marketing?“Inbound Marketing” is another term for contentmarketing. It focuses on using multimediacontent to create awareness, drivetraffic and close sales.It works.But…

http://www.flickr.com/photos/jameskm03/5990507429/

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It’s a Search Game

And a social game. The two are blurring and merging.

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Content MarketingIt’s not magic. It doesn’t just work. It requires strategic planning, nimbleness and a healthy dose of culture change.

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Today’s WebinarWe’ll tackle how to win the content marketing game. We’ll focus on the two most critical success factors: search and social.

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By the EndYou’ll have a strategic framework for starting or revising your content marketing, SEO and social media programs, and you’ll understand how they all fit together.

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Your Presenter

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The Old SEO GameTo understand content marketing, we have to start with SEO

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SEO, SEM, PPC and Other TLAs

‣ Search engine marketing (SEM) is a combination of paid search programs (PPC) and “organic” search optimization (SEO)

‣ Paid search models includes:

1. Pay-per-click (PPC)

2. Cost-per-impression (CPI or CPM) (M=1,000)

‣ Organic search (i.e., SEO) focuses on “unpaid” ways to improve search engine results page (SERP) placement

There’s “paid search” (a.k.a. advertising) and “organic search” (a.k.a. SEO)

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Paid Placement

Unpaid (Organic) Placement

One Unpaid Spot “Above the Fold”

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What’s a SERP?

SearchEngineResultsPages

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SEO’s GOAL: Get on the Front Page

(of SERPs)

http://www.flickr.com/photos/globochem/2321238318/

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On-Page vs. Off-Page SEO

‣ On-Page SEO focuses on how you can improve the content, structure and navigability of your own site

‣ Off-Page SEO focuses on, well, pretty much everything else, including

• DNS (Domain name services)

• Social media

• Inbound links

• Press releases

• PPC

Direct Control vs. Indirect Control

http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

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9 Steps to SEO Success

1. Market research

2. Keyword research

3. On-page optimization

4. Site structure

5. Link building

6. Brand building

7. Viral marketing

8. Adjusting

9. Staying up-to-date

http://www.toprankblog.com/2007/01/google-cartoon/

These still work. But now there’s one more element that’s key to SEO success…

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The New SEO GameTo understand how SEO has evolved, we need to understand social media

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Social Media

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Social Media’s Impact on SEO

Before After

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What is Social Media?

‣ Social media is a set of channels, tools and philosophies for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”

‣ Social media is not just a new way to communicate: it’s a new way to do business

‣ Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.

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Four Critical Questions to AskBefore you dive into social marketing or any significant content marketing program

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Question #1

IS THIS TRIP REALLY NECESSARY?

or,

WHY SHOULD I CARE ABOUT SOCIAL MEDIA AT ALL?

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Question #2

http://www.flickr.com/photos/npobre/2601582256/

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Question #3

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Question #4

http://www.flickr.com/photos/chokola/1229450683/

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Good News / Bad News

Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/sterlic/4299633060/

YOU CAN MEASURE EVERYTHING!

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Five Keys to Survival / SuccessKeeping your head above water when evaluating social media tools and content strategy isn’t easy, but these will help…

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Step #1: Define Social Success

1. Overall, and for each campaign, start by defining your conversion indicator

• Traffic?

• Information?

• Sales?

2. What are the leading indicators of progress toward this conversion?

• Maybe # of Twitter followers is one of those, maybe not…

Image lifted shamelessly, then modified, from: http://www.frogloop.com/social-network-calculator

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Step #2: Calculate Risk Tolerance

http://www.flickr.com/photos/jon_a_ross/3392389382/

I’ve seen some great social and content campaigns scuttled before they’ve even launched because of insufficient risk tolerance…

1. To succeed, you need to delegate…

2. To delegate, you need to give up control…

3. To give up control, you need to trust!

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Step #3: Inventory Your Assets

http://www.flickr.com/photos/lazzarello/4602738032/

• Who and what do you have at your disposal currently to help

– Champion the program?

– Create content?

– Engage with your community?

– Measure the effectiveness of your program?

– Escalate and respond to issues and feedback?

• What’s more effective, 10% of 10 people’s time, or 100% of 1 person’s time?

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Step #4: Find Tools & Techniques

• Discovery

• Listening

• Creating, Sharing & Amplifying

• Engagement & Workflow

• Automation*

• Collaborating

• Measuring & Reporting

• Outsourcing*

http://www.flickr.com/photos/jamarr/88716882/

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Step #5: Create a Policy

http://www.flickr.com/photos/axis/1892931/

• Define clear parameters for

– Who your community is

– How you will engage with them (and who will do it)

– How you will not engage with them

– How to delineate official from unofficial communications

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Step #6: Build an Ed Cal

http://www.flickr.com/photos/danmoyle/6601589893/

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Some Content Marketing SecretsHere are some insights from other marketers, along with some tips, tricks and techniques to get the most out of content marketing efforts…

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Top B2B Content Marketing Goals

http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

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Top Content Marketing Platforms, Tactics & Influencers

http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

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http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

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6 Keys to Sharable Content

http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

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(Some) Content (Marketing) Rules

www.contentrulesbook.com

‣ Start with the why

‣ Define success

‣ Speak human (but read tech)

‣ Reimagine (but don’t recycle)

‣ Share, solve, but don’t shill

‣ Listen and learn

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Rand Fishkin’s Content Marketing Manifesto

http://www.slideshare.net/randfish/the-content-marketing-manifesto

I pledge to create something remarkable – something that people will love. Something they will want to share. Something I can be proud of. And if it fails to achieve my marketing goals, I won’t give up. I will try again. My failures will be the practice I need to earn future successes and future customers.

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THANK YOU!Todd Van HoosearPrinciple, Fresh Groundvanhoosear@itsfreshground.com+1-617-326-3211@vanhoosear

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