Campaign-Based Content Marketing, SEO and Social Media Marketing

transcript

[A Powerful Combination] Campaign-Based Content Marketing, Search Engine Optimization and Social Media Marketing

January 7, 2016

Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing Collin Sutz National Sales Manager SocialSEO

www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com

Agenda

•  Campaign-basedContentMarke3ng,SEOandSocialMedia

•  Inboundvs.OutboundMarke3ng•  ContentMarke3ng•  SearchEngineOp3miza3on•  SocialMediaMarke3ng•  BringingEverythingTogether•  CaseStudies•  Ques3ons&Answers

www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

AboutthePresentersChris•  BornandraisedinSwitzerland•  Twoamazingkids;lovesoccer,mountainbiking,hiking,

yoga,rockclimbing...andcraHyColoradobeer•  20+yearsindigitalmarke3ngCollin•  BorninNewYork;movedtoColorado1986•  Familyman,ski,hike,travel,collectbarleywine•  Startedbusinesscareerin1999OurServices•  OrganicSearchEngineOp3miza3on•  Pay-Per-Click•  SocialMediaMarke3ng•  ContentMarke3ng•  SEOSiteAudits•  Consul3ngandTraining•  LinkedInTraining&More

It’sNotRocketScience…ButItWorks:

WhatisCampaign-BasedContentMarke.ng,SEOandSocialMediaMarke.ng?

Campaign-BasedInboundMarke.ngWorksBest!

InboundMarke3ng

ContentMarke3ng

SocialMedia

Marke3ng

SearchEngine

Op3miza3on

Campaigns

InboundVs.OutboundMarke.ng

Source:hTps://en.wikipedia.org/wiki/Inbound_marke.ng

•  Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers.

•  Outbound marketing: In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered "outbound marketing".

•  Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.

InboundVs.OutboundMarke.ng

ImageSource:hTps://www.inboundmarke.ng.com.au/inbound-vs-outbound-marke.ng/

TheCaseforInboundMarke.ng

Source:hTps://jumplead.com/blog/2013/11/why-inbound-marke.ng-sta.s.cs-on-inbound-vs-outbound-marke.ng

•  32% of brands are decreasing spending on outbound marketing to spend more on content marketing

But why?

•  200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list.

•  Inbound marketing costs 62% less per lead than traditional outbound marketing.

•  54% more leads are generated by inbound than by outbound.

•  Per dollar, content marketing produces 3 times more leads.

•  For mid-sized businesses, content marketing costs 31% less than paid search.

•  Nothingnew;wealldoitonadailybasis

•  ContentMakesMarke3ngbyLauraLear:hVp://goo.gl/Wb4pY

•  Webinar:AnIntroduc3ontoContentMarke3ng,SEOandSocialMediaMarke3ng:www.boulderseomarke3ng.com/webinar-introduc3on-to-content-marke3ng-seo-and-social-media-marke3ng

[ContentMarke.ng]JustaBuzzword?

“Athoughtleadercanrefertoanindividualorfirmthatisrecognizedasanauthorityinaspecializedfieldandwhoseexper3seissoughtandoHenrewarded.”

Source:hVps://en.wikipedia.org/wiki/Thought_leader

[ThoughtLeadership]AnotherBuzzword?

•  Contentmarke.ngisanymarke3ngformatthatinvolvesthe

crea.onandsharingofmediaandpublishingcontentinordertoacquirecustomers.Thisinforma3oncanbepresentedinavarietyofformats,includingnews,video,whitepapers,e-books,infographics,casestudies,how-toguides,ques.onandanswerar.cles,photos,etc.

•  Contentmarke.ngisfocusednotonselling,butonsimplycommunica.ngwithcustomersandprospects.Theideaistoinspirebusinessandloyaltyfrombuyersbydelivering"consistent,ongoingvaluableinforma3on.“Source:hVp://en.wikipedia.org/wiki/Content_marke3ng

SoWhatExactlyisContentMarke.ng?

SearchEngineOp.miza.on

Where’sTheBestPlaceToHideADeadBody?

SupplyDatabase(akasearchengines)

Demand

3-5 6-8

The5PillarsofSEO

1.  TechnicalHealthofWebsite2.  WebsiteFunc3onality3.  On-PageSearchEngine

Op3miza3on4.  Off-PageSearchEngine

Op3miza3on5.  SocialMediaMarke3ng

ContentMarke.ng

SEORequiresaStrongTeamResources:•  SEOManager

–  Developstrategy–  Manageteamanddriveprocess–  Analyzedate

•  ContentCreator– Webcontent,blogposts,in-depthar3cles,whitepapers,casestudies,etc.

•  SocialMediaExpert–  DraHandpublishsocialmediamessages–  Communitymanagement,etc.

•  Webmasterwww.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

The5PillarsofSearchEngineOp.miza.on

1.  TechnicalHealthofWebsite2.  WebsiteFunc3onality3.  On-PageSearchEngineOp3miza3on

–  Iden3fyyourtargetSEOkeywords–  Findyour“Lowhangingfruit”keywords

4.  Off-PageSearchEngineOp3miza3on5.  SocialMediaMarke3ng

[QuickPoll]HaveYouDoneKeywordResearch?

Ini.alKeywordResearch

hVps://adwords.google.com/ko/KeywordPlanner/Home

DoYouKnowYour“LowHangingFruit”Keywords?

hVp://www.boulderseomarke3ng.com/webinar-seo-keyword-research-find-keywords-that-will-improve-search-traffic-to-your-website/

GoogleSearchConsole

ContentCrea.onü  CreateaContentDevelopmentPlanßSadly,alotofcompaniesdon’tdoit!

ContentCrea.on

ContentContentdevelopmentchallenges:•  Highqualitycontent/resources•  Enoughcontent/3me•  CostTips:•  Repurposeexis3ngcontent(contentinventory

spreadsheet)•  Findotherin-housecontentdevelopmentresources•  Outsourcecontentdevelopment

ContentCrea.on

ContentCrea.on:Outsourcing

Phase1:Ini.alOn-BoardingandProjectSetup

Ini.alInterviewandResearch–Theywanttolearnaboutyou,yourtargetmarketandwhatyouwanttoaccomplishwithyourcontentTheWriterAudi.onProcess–Basedonyourspecificindustryandneeds,theyusetheircrowd-sourcingtoolstosearchthousandsofwriterstoiden3fyahandfulofmatchingwritersBuildingaTrusted,ReliableWri.ngTeam–Youarepresentedwithacustom-wriVensamplefromeachmatchingwritersoyoucanchoosewhichwritersyou’dliketoaddtoyourteam

Phase2:On-GoingProjectManagement

Keyword/TopicResearch–Comeupwithatargetlistofkeywordsandtopicstowriteabout.UsingKeywordResearchToolandotherresources.TitleDevelopment–Everymonthorquarter,developalistofinteres3ng,compellingpage3tlesEditorialCalendarPlanning–Assigntargetpublishdatesforeach3tlesoyoucanviewadetailedpublishingscheduleAssignment,Produc.on,Edi.ng,andPublishing–Managetheen3reproduc3onandeditorialprocess.Deliverorpublishfinishedcontenttoyoursite.

Benefits:ImmediateaccesstoSEOandresearchtools–withoutthelearningcurve.

•  IntegratedKeywordResearchTool:Theywillfindthebestkeywordsandtopicstohelpyouaccomplishyourgoals

•  TitleResearchandDevelopmentTool:TheyanalyzetrendingdatatodeterminethehoVest3tlesinyoursegment

•  EditorialCalendar:Theywillplanoutyourcontentforyou–monthsinadvance

What’sthecatch?

ContentCrea.onandOp.miza.onü  Op3mizedmetatags:

•  Title[50-60characters]•  Descrip3on[150-160characters]•  Keywords[2-3targetSEOkeywords]•  Alt/Images

ü  Blogposts:400-600wordsü  In-depthar3cles:1k+wordsü  PR:400wordsü  Includelinkstootherrelatedpagesonyoursiteandotherhighqualitywebsitesü  Ifpossible,addanimageandincludeanalttagwithatargetkeywordü  Placekeyword(s)inapplicableH1,H2&H3headingü  Trytoincludeanimportanttargetkeywordinthefirstparagraphaswellasthe

lastandhyperlinkittoanapplicablepageü  Don’tforgettoincludeacalltoac3on!

•  Shareonsocialmedia•  Click/calltorequestaquote•  Downloadawhitepaper/viewwebinar,etc.

ü  SetupGoaltrackinginGoogleAnaly3cs

SocialMediaMarke.ng

[BringingEverythingTogether]CampaignBasedContentMarke.ng,SEOandSocialMedia

[CaseStudies]ProofIsInThePudding

•  Bi-monthlyonlineevent•  Weeklyblogpost•  2personalLinkedInstatusupdatesperday•  1LinkedIncompanypagestatusupdateperday•  2LinkedIngrouppos3ngsperday•  1FB/G+postperday•  2Tweetsperday

CustomerCaseStudy

•  150%increaseinorganicsearchtrafficfromGoogle•  ~15-20%organicgrowthrateofsocialmediafollowersper

month•  150-250webinarregistrants•  ~35-40%newleadsperevent(LinkedInleadgencampaign)•  4-5newandop3mizedpiecesofcontentforwebsiteperevent•  Pressreleasestrategy•  Increasedbrandrecogni3on;industrythoughtleader•  Recordingofonlineeventrepurposedason-demandcontenton

thewebsite;‘recordingrequest’pagesgenerate60-80newrequestspermonth

CustomerCaseStudy

UpcomingIn-PersonTrainings

hVp://www.boulderseomarke3ng.com/seo-and-social-media-classes/upcoming-events/

Thank You!

Questions?

January 7, 2016

Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing Collin Sutz National Sales Manager SocialSEO

www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com