MOISES.CIELAK.NET 14/03/15 @mcielak 1 Dr. Moisés Nathán Cielak [email protected]@mcielak [email protected]#redesmoi Academic background ITESM, CCM MBA in Marke?ng 1981 Master of Economics 1986 Tecnológico de Monterrey B. Sc. in Computer Science 1977 Miami Dade College Diploma in Social Media Marke?ng UsDP Grad St. Univ. Wisconsin Madison PhD. ABD. Hawaii Andragogy University 2017 Headlines Congressman ProRP y PRSA Researcher for the AssociaHon for Internet MarkeHng y de la U.S. Social Media MarkeHng Academy Director Florida Campaign for Mr. Barack Obama for Presidency in 20072008 Enterprise Backgrounder Head coach for Companies P&G, Cemex, FedEx Nestlé, Arcelor Mi^al, DHL Miami, Master Research, Tecnotoon.com Marke?ng Manager for HewleS Packard Latam .Editor in Chief for Editorial Televisa, Writer and columnist for Pulso PYME, CNNExpansión, Interna?onal Trade, WSJ, Obras, Turnberry Interna?onal Real Estate Mag. Lecturer at Univ. Ibero, Westhill College, Univ. Anáhuac, Andina, Petromo^, Chilean Council March 2015 moises.cielak.net moises.cielak.ne t Content Marketing ! ! ! Qué es Marketing de Contenidos Creación Publicación Divulgación
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MOISES.CIELAK.NET 14/03/15
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Dr. Moisés Nathán Cielak [email protected] @mcielak [email protected] #redesmoi Socio Director: ACADI RENATA P.R. FOR THE AMERICAS, ONG DEDICADA A LAS PYMES
Academic background
ITESM, CCM MBA in Marke?ng 1981
Master of Economics 1986
Tecnológico de Monterrey B. Sc. in Computer Science
1977
Miami Dade College Diploma in Social Media
Marke?ng UsDP Grad St. Univ. Wisconsin-‐
Madison PhD. ABD. Hawaii Andragogy
University 2017
Headlines Congressman ProRP y PRSA
Researcher for the AssociaHon for Internet
MarkeHng y de la U.S. Social Media MarkeHng Academy
Director Florida Campaign for Mr. Barack Obama for Presidency in 2007-‐2008
Enterprise Backgrounder
Head coach for Companies P&G, Cemex, FedEx Nestlé, Arcelor Mi^al, DHL Miami,
Master Research, Tecnotoon.com Marke?ng Manager for HewleS
Packard Latam .Editor in Chief for Editorial
Televisa,
Writer and columnist for Pulso PYME, CNNExpansión,
Interna?onal Trade, WSJ, Obras, Turnberry Interna?onal Real
Estate Mag. Lecturer at Univ. Ibero, Westhill College, Univ. Anáhuac, Andina, Petromo^, Chilean Council
March 2015
moises.cielak.net
moises.cielak.net
Content Marketing ! ! !
Qué es Marketing de Contenidos
Creación
Publicación
Divulgación
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! ! ! !
Contenido de valor
Contenido útil
Contenido interesante
Contenido funcional
Contenido accesible
@mcielak #redesmoi
! !
Datos
El 90% de las estrategias de marketing se basan en contenidos
el 60% de los marketers ya están pensando en hacer más contenidos y de mayor calidad
! !
Las inversiones en contenido...
El 26% del presupeusto total, los negocios pequeños invierten ma´s que los grandes
El 62% de las empresas comparten sus contenidos de forma gratuita
@Mcielak #redesmoi
Ciclo de compra...
@Mcielak #redesmoi
Hubspot
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!
Qué compartir
Noticias
! ! ! ! ! !
Tips, consejos
Videos
Infografías
Multimedia
Presentaciones
Estudios
@Mcielak #redesmoi
! ! ! !
Informes
Reviews
Herramientas
Contenido “curado”
@Mcielak #redesmoi
!
¿Mejores resultados? Artículos 79%
! ! ! ! ! ! !
Social Media 74% Blogs 65% Case Studies 58% Eventos 56% Videos 52% White papers 51% Webinars 46%
! ! ! ! !
Ebooks 16% Podcasts 16% Blogs 65% Case Studies 58% Contenidos para Móvil 15%
! ! ! ! ! ! !
7 pasos Definir objetivos Diseñar la estrategia de contenidos Definir la tecnología, herramientas y canales que necesitamos Definir roles: creadores, redactores, editores, etc. Preparar el sitio para compartir: promocionar, viralizar Monitorizar y analizar Optimizar @Mcielak #redesmoi
Objetivos más comunes ! ! ! ! ! !
Branding
Engagement
Reconocimiento
Tráfico y visibilidad
Conversiones
SEO y posicionamiento
@Mcielak #redesmoi
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Estrategia de contenido ! Checklist
! ! ! ! ! !
conocer y definir la audiencia
determinar el tipo de contenidos
definir términos y palabras clave
definir el tono y estilo
calendario editorial: google calendar
defirnir recursos @Mcielak #redesmoi
News vs. evergreen
@Mcielak #redesmoi
Optimizar el sitio web
! ! ! !
Usabilidad
SEO (SEOquake)
Sitemaps
Google Webmasters tools @Mcielak #redesmoi
! ! !
Medir y analizar KPIs Herramientas Métricas:
! ! ! !
páginas vistas, visitantes únicos, tiempo en la página, rebote número de veces que se ha compartido, número de tweets, RTs, pins, etc. resultados orgánicos en búsquedas leads, ventas, etc @Mcielak #redesmoi
En una orilla de un río hay 6 personas 3 caníbales y 3 misioneros, todos debe cruzar a la otra orilla 1. Los misioneros todos saben remar 2. Los caníbales, solo UNO sabe remar y los demás no pueden aprender 3. Solo caben HASTA dos personas en la lancha 4. No puede haber mayoría nunca de caníbales o se termina el ejercicio 5. Las personas se cuentan al llegar la lancha a la orilla 6. y NO SE VALE INTERCAMBIO DE PERSONAS SIN CONTAR ANTES.
¿EN CUANTOS INTENTOS LO RESOLVERIAS?
Organic vs. Paid Search
90% of Clicks
10% of Clicks
VerHcal Search Local Results
Probably doesn’t get traffic like most “#1” results
Completely different ranking algorithm than standard
search results
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Image Results Video Results
News & Blog Results Shopping Results
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Instant Answers Instant Answers
Instant Answers
News Results
Real Time Results
Local Results
Image Results
This PresentaHon Focuses on:
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How Search Engines Work
Crawling & Indexing
Without links, the engines might never
find this page
CalculaHng Query-‐Independent Metrics
Via www.opensiteexplorer.org
Many Domains vs. One Domain
VS.
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Domain Authority PageRank
The Flow of PageRank PageRank is Split Evenly Between the Links on a Page
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PageRank is an IteraHve Algorithm Technically, Every External Link “Leaks” PageRank
Nofollowing or Removing Links Can Alter the Flow of PageRank
• # of Linking Root Domains to URL • # of Linking Root Domains to Domain • Homepage PageRank vs. Domain mozRank • URL PageRank vs. URL mozRank • # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape) • Twi^er men?ons (Backtweets.com)
Numeric Metrics (Backtweets)
Results count (in a weird loca?on)
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SubjecHve Metrics for Link ValuaHon • Brand name reach/recogni?on • Quality of other links on page/site (Bing -‐ Linkfromdomain) • A^ainability and Effort
Jumping through Hoops (via WKA on Flickr)
Scalable Link AcquisiHon Processes
• Wri^en Process + Checklist • Tools + Metrics for Quick Analysis • Training & Incen?ng Link Builders • Building & Refining a Link Acquisi?on Funnel
WriSen Process/Checklist
Checklist (via adesigna on Flickr)
• Run through the link building process yourself • Document every step thoroughly • Pass it on to others (w/ some training ?me)
Tools for Quick Analysis
Get usable metrics quickly as you surf
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Tools for Quick Analysis
HORA DE REGRESAR POR FAVOR Training & IncenHng Link Builders
Training Camp (via Gil Searcy on Flickr)
• Do link building together • Create consistent metrics • Reward like a sales team • Record reasons why links didn’t happen (like objec?ons to sales) and work on these (things like design quality, affilia?ons, language, etc. will come up)
Building a Link AcquisiHon Funnel
Visit Link-‐Targeted Content
Grab Link Code
Link to the Site
Social Media & the Web’s Influencers
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Influencers on the Web The Power of the “LinkeraH”
Content that Appeals to Influencers Making Content Easy to Share
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Making Content Easy to Share IncenHng/Rewarding Link Behaviors
CannibalizaHon of the Link Graph
MMM… LINK GRAPHS ARE DELICIOUS!
The Rise of the Social Graph
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Algorithmic Ranking Factors You have to do these
right, before you can do these right
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Sí comparo precios en Internet y/o ?endas �sicas
Sí comparo precios en dis?ntas ?endas �sicas solamente
No comparo precios
Asociación Mexicana de Internet (AMIPCI). Presentado por VISA
Asociación Mexicana de Internet (AMIPCI). Presentado por VISA
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h^p://www.paypal.es/es
Sencillez Seguridad
Rapidez Global
h^p://www.paypal.es/es
Opciones de pago
Seguridad
Fácil de añadir
Bases de datos
h^p://www.paypal.es/es
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Introducción al SEO Introducción al SEO Moises .Cielak.Net
El posicionamiento en buscadores u Optimización de motores de búsqueda es el proceso de mejorar la visibilidad de un sitio web en los resultados orgánicos de los diferentes buscadores (Google, Bing, Yahoo, Yandex, Baidu, Duck duck Go)
SEO = Search Engine Optimization
SEO = OPTIMIZAR, OPTIMIZAR y OPTIMIZAR
Introducción al SEO
SEO vs SEM
Moises .Cielak.Net Introducción al SEO
Google Bot
Moises .Cielak.Net
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Introducción al SEO
Algortimo
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Resultados de Búsqueda
Moises .Cielak.Net
Introducción al SEO
Conceptos básicos
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura
Moises .Cielak.Net
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Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura Contenido
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura Contenido
Popularidad
Moises .Cielak.Net
Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura Contenido
Popularidad
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Estructura
Moises .Cielak.Net
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Introducción al SEO Carles Duarte - @cduarte23
Estructura
Estructura de Urls Estructura de código HTML
robots.txt sitemap.xml
Enlaces internos Tiempo de carga
Dominio Servidor web
HTML5 Metadatos
URL indexadas
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Contenidos
Moises .Cielak.Net
Introducción al SEO Carles Duarte - @cduarte23
Contenidos
Número de palabras Autor del contenido
Uso de cabeceras <h1>, <h2>, <h3> Imágenes dentro del contenido
Vídeo dentro del contenido Añadir tweets, slideshares y otros.
Comentarios Uso de negritas y cursivas
Faltas de ortografía Densidad de la palabra clave
Semántica Palabras clave al inicio Titulos y descripciones
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Link building
Moises .Cielak.Net
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Introducción al SEO Carles Duarte - @cduarte23
Link building
Número de enlaces Calidad de los enlaces
Anchor text Distribuición de anchor
Tendencia de creación de enlaces Enlaces salientes
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Herramientas SEO Moises .Cielak.Net
Introducción al SEO Carles Duarte - @cduarte23
Herramientas SEO Webmaster Tools Google Analytics
Screaming Frog, Xenu Majestic SEO, Ahrefs, OSE
SEMRush BrowSEO
Keyword Planner, UbberSuggest Google Trends
Rank traker, Advance Web Ranking GtMetrix, Pingdom tools
Excel SEOQuacke
Lynx Chrome Extensions
Panguin Tools
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
“Mejoras” del algoritmo
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Introducción al SEO Carles Duarte - @cduarte23
Extensiones de Chrome Check my links
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Extensiones de Chrome Check my links
PageRank Status SEO Quacke
MozBar
Redirect Patch
Wappalyzer
Moises .Cielak.Net
ADWORDS Ventajas de PPC
• Empezar con poco presupuesto • Foco en mercados muy específicos • Alto ROI • Medir e incrementar de forma con?nua la diferenciación y segmentación, obtenemos mejor posicionamiento
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Keywords, copy, página de aterrizaje, alta concordancia.
Incrementaría el Quality Score Es decir alta relevancia entre todo esto
muchas campañas y grupos de publicidad entre mejor entrelazados mejor
3 elementos
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Google ?ene una herramienta propia para op?mizar KW´s
1. Compe?dores 2. geotarge?ng
3. orientación a problemas
Tipos de matches Cada AD se diseña para las KW Alta relevancia para la busqueda Relevancia que invite a dar click
Muy específica sobre un call to ac?on
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Quality Score: el secreto del posicionamiento
Quality Score ¿Tienes buena memoria? Entonces grábate esto….!!!
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Adwords es…. Errores en SEO
Recordemos siempre que…
Cost Per Acquisition (CPA) vs. Customer Lifetime Value (CLTV)
Para que sea sostenible, la ecuación tiene que lucir más bien así…..
CPA < CLTV Depende de estrategias muy puntuales, tales como el Pedido Promedio * Average Order Value (AOV) y sus márgenes
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SEARCH ENGINE MARKETING (SEM)
What is it?
– Google Adwords – Display Advertising – Video/Youtube Ads
What you need to measure – CPCs, CTRs, Impressions, CPLs
Pros
– It’s immediate! – Fastest way to scale – Very measureable
Cons – Dependency on Google – Can become very expensive – Large budgets required
Who does it work for – Businesses who sell brand name or
commoditised products – Businesses with high AOVs and margins
Mistakes we made: – Burned through lots of budget before realizing it
wasn’t for us – Too much Adwords optimization, not enough
onsite
TEST BUDGET: > 10,000 Per Month
256
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PAID CHANNELS: AFFILIATE MARKETING
What is it?
– Performance-based marketing that rewards partner sites (affiliates) for referring traffic and customers
What you need to measure – CPCs, CTRs, Impressions, CPLs
Pros
– CPA-effective – Very measureable
Cons – Affiliate recruitment time/resource
intensive – Takes a while to scale – Limits to how much it can be scaled – Technical integration
Who does it work for – Businesses who can offer some margin
to partners
Mistakes we made: – Underestimated how time consuming this
channel can be – Didn’t put enough budget aside to book and
schedule tenancies to push top affiliates
TEST BUDGET: > 3,000 Per Month
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PAID CHANNELS: LEAD & EMAIL MARKETING
What is it?
– Acquisition of leads (subscribers/emails) and activation via regular email marketing
What you need to measure – CPLs, Activation Rates
Pros
– Ability to segment and send personalized messages directly
– Ability to retain customers – Ability to A/B test
Cons – Results are not immediate – Deliverability and renderability are key to
success
Who does it work for – Most online businesses that offer
constantly new products or services (not so effective with content-led businesses)
Mistakes we made: – Drew conclusions from database sizes that
were too small (less than 50,000) – Got some emails from competitions (lower
quality)
TEST BUDGET: > 5,000 Per Month (1-3 per email)
#Boticca 258
PAID CHANNELS: RETARGETING
What is it?
– Targeting users off-site when prior visits didn’t result in a conversion to bring them back on-site
What you need to measure – CPCs, CTRs
Pros – When optimised, is usually quite a
CPA-effective channel – Can be personalised (should be)
Cons – Need traffic volume – Technical integration – When done poorly, it can look like
stalking
Who does it work for – Most online businesses that where the
ultimate call to action is a sale or conversion
Mistake we made: – Used bigger retargeting specialists
like Criteo who offer no customization of banners (looked ugly)
TEST BUDGET: > £2,000 Per Month
#Boticca 259
PAID CHANNELS: SOCIAL (FOR START-UPS, IT’S NOT
FREE)
What is it?
– Advertising and performance-based marketing on social media platforms such as Facebook, Twitter etc.
What you need to measure – Member base and referral traffic – CPLs, CTRs
Pros – Deep segmentation capabilities – Direct engagement with your users – SEO benefits as social signals are
factored into Google’s algorithms Cons
– Generally an expensive and low conversion channel with poor ROI channel
Who does it work for – Content-heavy websites – Nobody in ecommerce for driving sales on
a CPA-basis (as far as I know!)
Mistakes we made: – Thought we could use social media to drive
sales! – Spent time on networks which were popular
but didn’t have our customer demographics
TEST BUDGET: > £1,000 Per Month
#Boticca 260
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“FREE” CHANNELS: SEO & CONTENT MARKETING
What is it?
– Raising the visibility of your website to appear in natural search rankings of Google… I mean, search engines
What you need to measure – Natural search traffic and conversion – Individual keyword rankings – Site performance/speed – Domain authority and backlinks quality
Pros – Quality, targeted traffic – Content marketing can also help PR/
branding Cons
– To be done well, requires technical resource
– Time-consuming – Good content marketing campaigns are hit
or miss – At the mercy of Google and their
constantly changing algorithms
Who does it work for – Pretty much everybody
Mistakes we made: – Didn’t think it would take that long to scale – Didn’t put enough tech resource behind it – Releasing too many SEO-focused tech
changes at a time
#Boticca 261
“FREE” CHANNELS: PR & BLOGGERS
What is it?
– Spreading the word about your business via articles in the press (online/print) and via bloggers
What you need to measure – Publications and bloggers that work/don’t
work – Time/effort vs. returns
Pros – Elevates brand and trust which in turn has
a positive effect on the conversion rate of other channels
– High ROI Cons
– Not easily replicable (PR) – Hard to measure ROI (PR)
Who does it work for – Pretty much everybody but you constantly
need to have a story/hook with new information (with press)
Mistakes we made: – Focused too much on business press as
opposed to consumer press early on – Overestimated how much you can scale
blogger marketing
TEST BUDGET: >£1,000 (for bloggers)
#Boticca 262
OTHER THINGS TO CONSIDER & SOME MORE
TIPS
Don’t be afraid to test several channels and figure out what works for you Don’t rely on one channel: have a mix Data, data, data: Let the numbers be your guide Depending on the channel mix, a good monthly test budget would be > £15,000-£20,000 Don’t forget to focus on the other fundamentals such as a strong, well-defined brand and a flawless customer experience