the convergence imperative - skyword and jason falls
DESCRIPTION
What’s the key to influencing buying decisions? Good Public Relations? Great SEO? Better Social Media Marketing? The answer is all of the above. Online marketing has become less about gaming the system and harvesting links, and more about engaging your audience through powerful storytelling. Are you equipped with the skills necessary to create breakthrough content? Jason Falls, founder of Social Media Explorer, and Patricia Travaline, vp of marketing at Skyword, will discuss the Convergence Imperative: How success today requires marketers to develop sustainable content creation strategies that include PR, SEO, and social media marketing best practices.TRANSCRIPT
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Tricia Travaline | @skyword | #ContentConvergence
The ConvergenceImperative
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Tricia Travaline | @skyword | #ContentConvergence
Today’s Presenters
Jason Falls@jasonfallsAuthor, Speaker, FounderSocial Media ExplorerTricia Travaline@travwinVP, Marketing, Skyword
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Tricia Travaline | @skyword | #ContentConvergence
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Tricia Travaline | @skyword | #ContentConvergence
86% OF PEOPLE
WHO SKIP TV ADS% DECLINE IN
TECH TRADESHOW SPENDING
% OF DIRECT MAIL NEVER OPENED
SOURCES: THE GUARDIAN,. TSEA.ORG,, & EPA.GO,
46 44
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Tricia Travaline | @skyword | #ContentConvergence
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Tricia Travaline | @skyword | #ContentConvergence
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Tricia Travaline | @skyword | #ContentConvergence
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Tricia Travaline | @skyword | #ContentConvergence
stop interrupting what people love, and become what people love...
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Tricia Travaline | @skyword | #ContentConvergence
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Tricia Travaline | @skyword | #ContentConvergence
Who is Skyword?
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IABC OMAHA OCT 17, 2013
CONVERGENCE
Success
(on and offline)
Public Relations
Content
Marketing Social
Media
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
SEO HAS EVOLVED.
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
GOOGLE: NO LONGER FOOLED
> In 2011, Google launched major updates designed to stop spammers – specifically unearned links
> As more updates rolled out, tactics that had been effective became a liability
> As a result, SEO has become an earned media approach
Jason Falls | @jasonfalls | #ContentConvergence
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ENTER PR + SOCIALJason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
HOW GOOGLE WORKS
Ranking in 2014
IABC OMAHA OCT 17, 2013
Become a thought leader12 Create great, unique
content that your audience will care about
4 Do the basic technical stuff right
3 Market your content to promote it with your audience. Share it in social media
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
LET’S DISTILL THAT: WHAT DOES IT TAKE?
1. Creative content
2. A great user experience
3. Relationships + Storytelling
4. A dash of technical geekery
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
WE’RE ALL IN THE CONTENT BUSINESS
Public RelationsMessaging
Press ReleasesPitches
Blog PostsWhite Papers
Social ContentEvents
Digital Marketing
Blog postsSocial media
Ad CopyWebsite copy
Email marketingVideo
White papers
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
“Content is the currency for building social relationships that boost earned media.”
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
SO, WHAT MAKES CONTENT “GREAT”
Original SimpleValuable & Useful
Entertains
Emotional
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
ABOVE ALL, CONTENT MUST BE
RELEVANT TO YOUR TARGET AUDIENCE
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
KEY CONSIDERATIONS
Who is the audience that you need to reach?
Why will they care about you?
What are you doing to earn their interest?
What incentive do they have to share?
Finding Topics
> Ask your sales team
> Map the buying cycle
> Q/A Sites – Quora, Yahoo! Answers, etc.
> Mine social media> Follow industry,
peers
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013 Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013 Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013 Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
TELLING YOUR STORY Leveraging PR> PR should be involved
from outset> Ensure content
aligned with audience> Build and nurture
relationships> Custom pitches> Utilize social media
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
TWEET THIS:
YES, SOCIAL MEDIA DIRECTLY IMPACTS HOW SITES RANK.(ACCORDING TO GOOGLE)
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
CONCEPTTHE ZERO MOMENT OF TRUTH
“Shoppers make up their minds about a product in three to seven seconds.
This time lapse is called the “First Moment of Truth,” and is considered the most important marketing opportunity for a brand.
- Wall Street Journal
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
WINNING THE MOMENT OF TRUTH
Find your moments of truth
1
2 Get your message out to the right to the right people at the right time
LocalPaid
Organic Paid
[Brand] Reviews!www.brand.comReal reviews from real users.Get the facts first.
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PUTTING IT ALL TOGETHERJason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
CONVERGENCE
SEO &
Public Relations
Content
Marketing Social
Media
WOM
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
TWEET THIS:
SEARCH CANNOT EXIST IN A VACUUM.
PR, SEARCH & SOCIAL MUST BE INTEGRATED TO SUCCEED
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
SIX TAKEAWAYS
> If you want earned media, become the media.
> Create a content strategy, not just a blog. Get creative.
> Be willing to fail repeatedly before you find what works.
> Build (and nurture) relationships before you need them.
> Use Google Authorship.
> Research and manage your ZMOT.
123456
Jason Falls | @jasonfalls | #ContentConvergence
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IABC OMAHA OCT 17, 2013
TWEET THIS:
The only way to truly win search is to ultimately deserve it. Be awesome and do things that make people want to talk about you.
Jason Falls | @jasonfalls | #ContentConvergence
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Follow @Skyword on Twitter to learn more about the latest in content marketing
Access our resource center for additional presentations and materials www.skyword.com/resources
Or contact us directly:[email protected]
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THANK YOU!