Sonny Cohen, Content is Marketing. So...Market Your Content

Content is Marketing

So…

Market Your ContentSonny Cohen

Director of Internet Marketing Strategy

CONTENT ASSETS

Websites

– Content repository & conversion mechanism

Search Engine Marketing

– Using content to attract traffic

Email Marketing

– Aiming content messengers at targets

Blogs

– Exhibiting domain expertise and authority with content

RSS (Really Simple Syndication)

– Engaging loyalty and sustaining top-of-mind

CUSTOMER RELATIONSHIP LIFECYCLECUSTOMER RELATIONSHIP LIFECYCLE

Search Marketing

Blogs

Email Marketing Blogs RSS

STRATEGIC OBJECTIVES

MEASURE

Web Analytics

– Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding andoptimizing Web usage. (From Web Analytics Association)

Key Performance Indicator

– a metric that an organization measures to help determine its progress towards a goal;

– a reflection of the tactical performance of an organization;

– used to substantiate an organization’s objectives.

MEASURE

Analyze

Improve

Collect

Strategize

Agonize

MEASURE

Traffic

Goal Behavior

Reputation

MEASURE

Traffic

– Inbound links

– Search referrals

– Email Newsletter

– RSS

– Direct Access

Goal Behavior

Reputation

MEASURE

Search Engine Data Information Sources

– Pages indexed

– Link sources

SEARCH ENGINE MARKETING

“Organic” Search Engine Marketing

– Search Engine Optimization or SEO

– Search Engine Page Position is based on a “relevance algorithm”

Paid Search aka Pay-Per-Click aka PPC

– Search Engine Page Position is based on paid placement

– Live & continuous 24-hour position auction


62% click on a search result on the first results page

90% click on a result on one of the first three pages(default is 10 results/page)


Source: comScore Media Metrix & searchenginewatch.com July 2006


Decoding Pay Per Click




We want our website to be found on search engines


We want:

– Important content pages

– Product pages

– Program pages

– Industries served

– Biographies of key personnel

– To be prominent on search engines


Source: www.searchenginewatch.com

©2005 Google - Searching 8,168,684,336 web pages


We Want:

– Important website pages (content pages)

– To be prominent on search engines (SERPS)

– And for prospective visitors to click through to these importantpages (search engine referral = SUCCESS METRIC)

– And for their site visit to achieve some kind of specific and meaningful objective (business case)


Keywords = Words & Phrases• 2 -3 words are commonly searched

Relevant to your organization

Actually Searched

Not Competitive


Research whether people actually search for your keywords

Results pages from www.wordtracker.com


Keyword Competition


MEASURE

MEASURE


MEASURE

Traffic

Goal Behavior

– Arrivals

– Departures

– Tourist Hot Spots

– Pick Ups

– Leave Behinds

Reputation

MEASURE

EMAIL

Your contact list – “subscribers”

– Opt in

– Segmented

– Always be collecting email addresses

What you send

– Targeted to your interest groups

– Content Matters

Measurable Closed Loop Marketing

EMAILEMAIL

Opt - In

Segmented

EMAILEMAIL

Refer subscribers to your website

EMAIL

Measure Performance

BLOG

Blog on website

Blog in email

Search prominent blog

BLOGS

Search Friendly

Note: Blog post is 11/10/06 This slide was created 11/13/06. Search engines LIKE fresh content!

MEASURE

Traffic

Goal Behavior

Reputation

– Hoovers

– Wikipedia

– Blogs

– Negative words

RSS

RSS

RSS

Content is Marketing

So…

Market Your ContentSonny Cohen

Director of Internet Marketing Strategy

Business

Sonny Cohen, Content is Marketing. So...Market Your Content