Content Marketing:Beyond “Liking” and

Tweeting

Ruben Quinones,

Director of New Media

Content Marketing:Beyond “Liking” and

Tweeting

Ruben Quinones,

Director of New Media

Who We Are•Strategic Online Marketing Approach

•SEO, Social Media , Pay-Per-Click, Display Ad management

•Industry leading technology for managing, optimizing & tracking searchbased campaigns

•Strategic Online Marketing Approach

•SEO, Social Media , Pay-Per-Click, Display Ad management

•Industry leading technology for managing, optimizing & tracking searchbased campaigns

Some Brands We Have Worked With

Content ….. What it’s not

Purchase

What it is …….

It Also …..

Boosts Your Interior Pages for SEO

Google & Facebook – Critical for Content on the Web

Indexes contenton the web,

content is not onGoogle, its found

by Google

Has content in itsproperty, and the web

has elements offacebook in it

Intent to Purchase

Social Metrics Increasing in Search Algorithm

Social metrics increased 2% from last biannual report,and is expected to continue to increase.

Characteristics of Web Content Topics• What’s New?

• Commentary

• What’s going to happen…..what to watch out for

• How to – process oriented

• Tools and resources that would be of value to your readers

• Answering a Question

• Common Mistakes to look out for

• What’s New?

• Commentary

• What’s going to happen…..what to watch out for

• How to – process oriented

• Tools and resources that would be of value to your readers

• Answering a Question

• Common Mistakes to look out for

Purpose of Content

Acquisition Based Vs. Nurture BasedAcquisition Based Vs. Nurture Based

• Who are our audiences?

• What are the touch points / challenges ofour customers/alliances?

• What are they asking?

Identify Key Terms for YourCustomer Segments

• Who are our audiences?

• What are the touch points / challenges ofour customers/alliances?

• What are they asking?

Discovering Content TopicsAudiences for Content

• CustomerSegmentation

• Alliances• Alliances

Identifying Key Terms for YourCustomer Segments

will lead to ….

• Topical ideas for future content marketed to thosesegments

• Uncovering other blogs, forums, influencers, andsocial sites that are responding to these key terms

• Embedding these key phrases will give us abetter opportunity to be found via search resultsand social conversations

will lead to ….

• Topical ideas for future content marketed to thosesegments

• Uncovering other blogs, forums, influencers, andsocial sites that are responding to these key terms

• Embedding these key phrases will give us abetter opportunity to be found via search resultsand social conversations

Identify Key Terms for YourCustomer Segments

Touch points – key terms that are widely used byyour audience. Ex. (cashflow, tax shelter,appreciation are terms that accountants would usein their daily workflow)

Context – key terms that attach a type of relevance,for ex. New York, venue, etc.

Audience – Segmented customer or alliance.

Touch points – key terms that are widely used byyour audience. Ex. (cashflow, tax shelter,appreciation are terms that accountants would usein their daily workflow)

Context – key terms that attach a type of relevance,for ex. New York, venue, etc.

Audience – Segmented customer or alliance.

Discovering Content Topics/Conversations

Employ boolean searches – ex.

If a well known brand, use“Brand name” “context”, “Brand name” “Touch point”

“Audience” “Context”, “Audience” “Touch point”“Competitor” “context”, “Competitor” “Touch point

“touch point” “context”“touch point” “touch point”

Employ boolean searches – ex.

If a well known brand, use“Brand name” “context”, “Brand name” “Touch point”

“Audience” “Context”, “Audience” “Touch point”“Competitor” “context”, “Competitor” “Touch point

“touch point” “context”“touch point” “touch point”

Boolean search for brandname and a touch point.

ex.“new york”, “customer

service”

Can be multiple variations ofpreviously mentioned

boolean searches

Discovering ContentTopics/Conversations

Boolean search for brandname and a touch point.

ex.“new york”, “customer

service”

Can be multiple variations ofpreviously mentioned

boolean searches

Filter by News & Blogs

Discovering ContentTopics/Conversations

Boolean searches on YouTube

Discovering ContentTopics/Conversations

Boolean searches on Twitter

Discovering ContentTopics/Conversations

Boolean searches on Twitter

Sourcing Your Next Topic

Discovering Content TopicsIdentifying Key Terms for Audiences

Identify TouchPoints

Identify anyContextIdentify anyContext

Map back toAudiences(segmented)

Incorporate intoContent calendar(onsite and Social)

Onsite Strategic Considerations

Does ContentSpeak to Your

Onsite Audience

Is it optimizedfor Google?Easily Shareable

for Social?

Is it credible?Relevant to mybrand/services?

Easily Shareablefor Social?

On Site Social Integration with your Content

Can I communicate with your brand?

On Site Social Integration with your Content

Can I share it?

On Site Social Integration with your Content

Take advantage of Google’sAuthorship Markup to show

authors picture next to searchresults for their content.

Increases CTR for your link.

For a step by step on how to implement, go tohttp://www.pathinteractive.com/blog/2012/09/a-step-by-step-guide-to-google-authorship-markup/

Awareness

Favorability

Content Marketing Off Site

Consideration

Purchase

Social Based Content

Repurposed and Dedicated Content forthe Social Web

• Do you have pdf’s presentations?

• Do you have highly visual images?

• Can you convert your written content into a visual info graphic?Powerpoint?

• Include hashtags in your title for twitter campaigns

#

• Do you have pdf’s presentations?

• Do you have highly visual images?

• Can you convert your written content into a visual info graphic?Powerpoint?

• Include hashtags in your title for twitter campaigns

#

Submit Your Content to Other Sites thatCater to your Audiences

• Article Sites that have heavy traffic

• Guest Blogging on industry sites thatshow a level of engagement

• Guest blogging on alliance sites thatshow a level of engagement

• Article Sites that have heavy traffic

• Guest Blogging on industry sites thatshow a level of engagement

• Guest blogging on alliance sites thatshow a level of engagement

Content Marketing off Site - Facebook

Homepage News Feed

Content Marketing off Site - Facebook

Which Means to Stand Out…….

Must increaseengagement

Build Affinity

EstablishFrequency

Must increaseengagement

Build Affinity

EstablishFrequency

The Secret to Marketing on Facebook

Don’t Market!

Ingredients for Engaging Content

• Educational

• Entertaining

• Exclusive

• Educational

• Entertaining

• Exclusive

Targeting Your Content

Target by gender, relationshipstatus, educational status, age,

location and language

Segment Your Content

Promotional

Testimonial

Engagement Questions

Clicks Average

0 5 10 15 20 25 30 35 40

Bible Verse

Blog Post

Engagement/Entertaiment

Utilizing “Facebook Insights”, youcan gauge which theme is

performing the best.

Run Social Ads to Deliver content to YourAudiences

Ads targeted by keyword intent, titles,and interests

Pay for your content to reach your audience

This content piece was targeted toFacebook users who had an expressed

interest in the show.

Pay for your content to reach your audience

This content piece about theconference is being advertised by

keyword intent

Process for New Content DiscoveryKeep Focus

1. What type of post am I writing?

2. Who is my specific audience for this post?

3. What are one or two critical points I can answer for them?

4. What are the two keywords that describe the critical points?

5. Do a boolean search to see what might spark some ideas

6. Can I stretch these out into a series?

7. Next content post, repeat.

1. What type of post am I writing?

2. Who is my specific audience for this post?

3. What are one or two critical points I can answer for them?

4. What are the two keywords that describe the critical points?

5. Do a boolean search to see what might spark some ideas

6. Can I stretch these out into a series?

7. Next content post, repeat.

Metrics to Look at (non sexy brands)

MetricsContent will mostly be measured by passive metrics

• On site Metrics

Passive & Hard

• Social Metrics

Passive & Hard

Content will mostly be measured by passive metrics

• On site Metrics

Passive & Hard

• Social Metrics

Passive & Hard

Passive Metric – New Visitors

Are new visitors coming in as are resultof your content?

Passive Metric – Referring traffic

Is your content creating new visitors toyour site?

Sort by referringReferring sites will give a clues to your

audience

Passive Metric – Deeper Navigation

How deep did they navigate beyondyour page?

Passive Metric

Your “visit duration” should improve, anindication that your content is being

consumed

Hard Metric - Goals

Sort by the content section ofyour site, and analyze “Goal

Rate”

Social Metrics – Passive

• Impressions

• Views

• Clicks

• Consumption

• Reach

• Impressions

• Views

• Clicks

• Consumption

• Reach

Social Metrics – HardFactored into Engagement Rate

• Likes

• Follows or Connections

• Shares/Retweets

• Comments

• Likes

• Follows or Connections

• Shares/Retweets

• Comments

Social Metrics – Some Deeper Metrics

• Brand mentions

• Share of voice (by platform, overall, etc.)

• Influencer penetration rate

• Brand association with targeted keywords

• Brand vs competitive with targeted key terms

• Brand mentions

• Share of voice (by platform, overall, etc.)

• Influencer penetration rate

• Brand association with targeted keywords

• Brand vs competitive with targeted key terms

Some Facebook Metrics

Unique viewers ofyour individual

posts

Uniques WhoHave Clicked into

Your Post

Uniques WhoTook AnAction

“Talking AboutThis” Divided by“Engaged Users”

Uniques WhoHave Clicked into

Your Post

Uniques WhoTook AnAction

“Talking AboutThis” Divided by“Engaged Users”

Tools to use

External tool - https://adwords.google.com/o/Targeting/Explorer?

Thank You!

www.linkedin.com/in/rubenquinoneswww.linkedin.com/in/rubenquinones