Content Marketing Optimization - TopRank Marketing
Post on 21-Oct-2014
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Content Marketing & Optimization@leeodden – marketingblog.com
TopRankMarketing.com
Consulting Speaking Media
About TopRankMarketing.com
@toprank
How does content marketing amplify Social & SEO
results?
Let’s find out…
@toprank
Content Marketing: Simplified
“Aligning customer & brand objectives through online content.”
@toprank
Content Connects
SERP:5 Light Bulbs That Save You $
I need light bulbs.Search Google:
Company XYZConsumer
Good to know. Are your light bulbs really that good? Read our
Customer ReviewsI’ll take six
Twitter: I just bought lifetime light bulbs from XYZ
@toprank
Content is the Seed of Search
Content is an Outcome of Social
@toprank
Touchpoints in Buying Cycle
@toprank
Customers Expect More
• Check availability• Purchase
• Search Engine for facts• Read reviews• Ask friends on social sites• Purchase• Share on social sites
@toprank
TopRank Content Marketing
• Website• Blog• News blog• Articles, guest posts off-site• Client newsletter• Online Marketing Newsletter• Webinars• Press Releases• Live speaking events• TopRank Guides (Reports)• Social content: video, images• Social participation: Facebook, Twitter, Delicious, LinkedIn
“Walk the talk” social media, SEO & content marketing
The Result? • 25,000+ keywords send traffic monthly• 600k+ sites link to our blog• Attracts $5-8k/mo media coverage• Attracts talent, speaking gigs, partners• Contributes to more new business than we could take on
@toprank
Changing Nature of Search
Optimization Best Practices follows the SERPs:• Search Engine Optimization• Digital Asset Optimization• Social Media Optimization
If content can be searched, it can be optimized.
@toprank
Social Media Content
SEO & Social Media
Twitter SocNetVideoBlog News
Search Engine Optimization
@toprank
Content Marketing Checklist
Goals Buyer Personas Keywords Content & Assets Editorial Plan Operationalize SEO Develop Off-Site Content Socialize Promote Measure & Refine
@toprank
Audience Profiles
What are your customers content preferences?How do they discover? Consume? Share? What are they searching for? Discussing?
GoogleFacebookLinkedInWrites a BlogShares photosWrites reviews
GoogleLinkedInReads blogsWrites reviews
BingFacebookWrites a BlogShares PhotosShares Video
@toprank
Data for Personas
• Survey customers• Web analytics & conversion data• Social media listening tools• Demographic info from Quantcast, Compete• Keyword info SEMRush, Google• Engagement info from PostRank• Social network info from Flowtown, Rapleaf
@toprank
Editorial Calendar
@toprank
Hub & Spoke Publishing
Site
Blogs
IndustryPublications
@toprank
Cycleof Social
& SEO
Create & promote optimized content.
Traffic & community help research, develop & further grow soc networks for content & SEO.
Content is noticed, shared & voted on. Grows visibility.
Exposure attracts more subscribers, fans, friends, followers & links.
Increased links & social exposure grow search & referral traffic.
@toprank
Content Plan
Keywords
YouTube
StumbleUpon
Digg
Blog Post
Media
RSSNicheBlog
NewsBlog
NicheBlog
CuratorScraper
NicheBlog
Links& Traffic
Tie Social Media Efforts Together
@toprank
Repurposing Content
This is a blog post with a video embedded inside of it.
There is also text below the video with show notes of key moments.
This is a PowerPointShowing images and a video embedded inside of it.
Upload videoto YouTube
Embed in a blog post withshow notes.
Post screen shots from video to Flickr.
Upload imagesand text as a story in a PowerPoint.
@toprank
Repurposing Content
Upload videoto YouTube
Transcribe videoto text as guest blogpost using imagesfrom Flickr.
This is a blog post with a video embedded inside of it.
There is also text below the video with show notes of key moments.
News Release
This is a press release with a video and images embedded inside of it.
Adding media to press releases extends their distribution and impressions/views.
Embed video andimages with a relevantpress release.
@toprank
Social Content & SEO #WinSmall B2B SaaS Company Usurps Large Competitors being Social
@toprank
300+ top 10’s on Google
Thousands of unique phrases send organic traffic monthly
Business Success: Marketo• 600+ customers – 3 years• 2nd fastest growing SaaS company ever• Best source of converting leads: Content, Blog & SEO
Social Content & SEO #Win
@toprank
How Did They Do That?
Marketo Blogs
Corp Site
ResourceCenter
ReportsPress
Webinars
Content & SEO Social & SEO
Interactive
Customer – centric keywords & content for SEO & Social
Editorial Engage
@toprank
Takeaways• Develop & Optimize Content with Personas in
Mind• Create an Editorial Plan. Think like a Publisher• Develop Channels of Distribution & Social Links• Leverage Both Web & Social Media Analytics
@toprank
lee@toprankmarketing.com 1-877-872-6628TopRankMarketing.com
Content Marketing Newsletter: tprk.us/omnews
Thank You
Photo Credit: WanderingtheWorld (www.LostManProject.com)
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