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Presentation by Lee Odden of TopRank Online Marketing on the integration of social media, SEO and content marketing at NMX 2013. "There is no ROI in Social Media" and many other proclamations are made in industry press and on blogs just about every week. And yet investment in social, search and content are all on the rise. Why the disconnect? From pageview journalism to egomaniacal SEO superstar wannabe's, sweeping generalizations and out of context observations have created a number of myths about these highly effective online marketing channels. This presentation identifies and busts the most common myths about SEO, Social Media and Content Marketing plus provides insight into how an integrated approach will win the battle and the war for more customers, better engagement and online marketing success.
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@leeodden #NMX
War of Words
Myth-Busting Social,
SEO & Content Marketing
@LeeOdden
TopRankMarketing.com
@leeodden #NMX
1.2 Million WordsTopRankBlog.com
ContentSearchSocial
PROptimizeBook.com
@leeodden #NMX
@leeodden #NMXGraphic by 97th Floor
@leeodden #NMX
Myth: Social Will Replace Search
"Social is on the verge of solving
all search problems"
@leeodden #NMX
The Horror…
I have to rely solely on my social network friends to
find products?
AHHHH!!!
KEEPCALM
AND
OPTIMIZE
@leeodden #NMX
The Truth: Social & Search
Scales Image via Shutterstock
92%
Online adults use search engines to find information
on the WebPew Research 2012
Path to Purchase:
51%
Search
48%
Search + Social Media
1%
Social GroupM 2011
41%
Of traffic driven to content sites is search
11%
Is from social media.Outbrain 2011
@leeodden #NMX
The Truth: Social & Search
Discover
Consume
What are the best steakhouses in Las Vegas?
I just had the best (or worst) steak in Las Vegas!
I’m at Bellagio PRIME Restaurant(Las Vegas, NV) 4sq.com/HDf89
Engage
@leeodden #NMX2012 CEO, Social Media & Leadership Survey - BRANDfog
2012 Mashable, Wayfair
Marketing Land, 2012 State Of Digital Marketing
2012 Demand Gen Report B2B Buyer Survey
SiriusDecisions 2012 #sdwebcastGraphic by 97th Floor
@leeodden #NMX
Myth: Social Has No ROI
@leeodden #NMXImage Source: Shutterstock
“We started a blog and a Twitter account. It’s been 6 months and we haven’t made one sale.”
“I know what you mean. We bought 10,000 Facebook fans and… nothing.”
@leeodden #NMX
KEEPCALM
AND
SOCIALIZE
@leeodden #NMX
Scales Image via Shutterstock
The Truth: Social ROI
33% of
Millennial consumers are more likely to buy a
brand if it has a Facebook page
Luxury Daily – Boston Consulting Group 2012
30% lift in
consumer purchase intent & brand
recommendation from social campaigns
eMarketer, BzzAgent
50% of Twitter
followers are more likely to purchase from brands
they follow eMarketer, Constant Contact/CMB study
@leeodden #NMX
2012 Google Insights
2012 Technorati
2012 Custom Content Council
2012 HubSpoit Graphic by 97th Floor
@leeodden #NMX
Myth: Quality Content is Not Sustainable
What if we run out of things to say?
Where will we find people to create all this
content?
Image credit: Shutterstock
There are only so many things we can write
about “widgets”.
We don’t have the staff to write articles
every day.
KEEPCALM
AND
EMPATHIZE
@leeodden #NMX
The solution to a never ending stream of high quality, relevant content that gets results over a
long period of time is:
The Truth: Content-tinuity
To know the Customer Journey
@leeodden #NMX
awareness consideration purchase retention advocacy
PR Radio
TVPrint
Word of Mouth
Ecommerce
StoreFAQ
Knowledge Base Promotions
Newsletter
Social Networks
BlogWebsite
CommunityForum
Online Ads
PPCSocial Ads
Blog
Reviews
Media
What is Your Customer’s Journey?
@leeodden #NMX
Attract
Engage
Convert
@leeodden #NMX
Optimize 360 Model
@leeodden #NMX
Persona:“Admin Jane”Influences CEO
Values:= Fast= Save $= Service
Fast
Save $
Service
Blog
awareness consideration purchase retention advocacyinterest
Byline PPC
Email Offer
Locator
Tips Articles
Newsletter
Blog
Soc Net
Ads
Press
Blog
Reviews
PPC
Discount
Loyalty
Community
VIP
Referral
Article
Media
Reviews
Blog
Display
Offers
Network
Thank You
Referral
Rewards
Content:= Topics= Keywords= Media & Channel
Optimize Across the Lifecycle
@leeodden #NMX
Download XLS at: optimizebook.com
Search Keywords & Social Topics
@leeodden #NMX
Download XLS at: http://tprk.us/keyedcal
Editorial Plan: Optimized and Socialized
@leeodden #NMX
BrandRepurposed
Curated
Amplification
Social
Syndication
Off Site Posts
Optimized
Content Amplification
Evergreen
Co-Created
@leeodden #NMXhttp://www.hostway.com/resources/infographics-videos/stalking-dead.html
Infographic Novel
@leeodden #NMX
BUT…How do you get traffic to this?Ads, WOM, Pitching, “Go Viral”Can you count on that?How much does it cost?What if they: Optimized for social sharing?Optimized for search?Made it relevant & top of SERPs: “the stalking dead” “infographic novel”
Awesome Right?
@leeodden #NMX
Let Me Tell You A Secrethttp://tprk.us/cmsecrets
Image Source: Shutterstock
@leeodden #NMX
@leeodden #NMX
Discover
Social NetworksDirect social messagesEmail BlogSearch
PDFSlideshareLong form interviewsSingle images
Consume
ContributeDownloadSubscribeShareAttend Conference
Engage
Discover – Consume - Engage
@leeodden #NMX
You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation.
You now have a coveted secret. A content marketing secret.
What secret for achieving success with content marketing will you share? The content marketing world depends on it!
One Clever Question
@leeodden #NMX
Content Marketing Thought Leaders
Shared Their“Secrets”
@leeodden #NMX
@leeodden #NMX
10 Long Form Interviews
@leeodden #NMX
B2BEnterpriseSMBToolsWin budget
EnterpriseSMBB2BToolsWin budget
EnterpriseSMBToolsWin budgetB2B
EnterpriseB2BSMBToolsWin budget
Top 10 B2B MarketingTactics
B2BEnterpriseSMBToolsWin budget
ToolsB2BEnterpriseSMBWin budget
B2BEnterpriseSMBWin budgetTools
B2BEnterpriseToolsSMBWin budget
Top 20 Content Marketing Tools
Planned Repurposing
@leeodden #NMX
@leeodden #NMX
All Content & Promotions Consider: “Findability” “Engagement” “Shareability”
@leeodden #NMX
What Happened?
1. Created Demand2. Dominated Search Results3. Event Awareness4. Registrations, Sessions
@leeodden #NMX
Outcomes in 6 Days
43,000+ views on Slideshare1,000+ PDF downloads
5000+ visits of interviews3,300+ Retweets200 “likes”130 G+100+ inbound links
@leeodden #NMX
@leeodden #NMX
It’s a Matter of Perspective
@leeodden #NMX
Hypothesis Plan Implement Measure Refine Repeat
To Optimize Is Continuous
Mutually Beneficial Goals for Brand & Customers
@leeodden #NMX
Optimized Planning: WHAT & WHY
1. View Search, Social & Content from 360 Degrees -- Holistically
2. Optimize Everywhere: Marketing & PR, B2B or B2C, SME or LE
3. Research, Audit & Listen
4. Set Goals, Create a Roadmap
@leeodden #NMX
Optimized Implementation: HOW
@leeodden #NMX
Practice Area(Topic - Keyword)
Blog Posts
Industry Media Coverage
Press Releases
Contributed Articles
Guest Posts
Topical Survey“2013 Topic XYZ Survey”
Tips & Examples
eBook
Guide to B2B Social
Co-Created Visual eBook
with Conference
TopicalResource Lists
Off Site Commenting
Speaking at Conferences
Prospect Brand Networking Social
NetworkingCommunity
SEO
WebsiteCategory
Email Newsletters
@leeodden #NMX
SocialHub
Topic B Topic C
Topic DTopic A
Topic E
Content Constellation
@leeodden #NMX
• Visits• Views/Impressions• Fans• Friends• Followers• Comments• Likes• Google Plusses• Links• SERPs• Search Traffic
• Shorter Sales Cycles
• Increased Order Quantity, Frequency
• More Referrals• Share of Voice• Improve Service• Lower Marketing
Costs• Grow Revenue• Improve Profits
Social Content KPI’s Business Outcomes
Measuring Business Value
@leeodden #NMX
Make integrated search, social & content marketing part of your processes.
Assess your organization’s “optimization readiness” & identify training opportunities.
Optimize to Scale: Who
@leeodden #NMX
Optimize Is A State of Mind
@leeodden #NMX
1. Discovery, consumption & engagement, not “search vs. social”
2. Measure social with the right yardstick – assist vs. direct
3. Integrate content planning with optimization & social promotion, measure & refine
Takeaways
@leeodden #NMX
Visual eBook Co-Created by 52 NMX SpeakersUngated Download:tprk.us/newmediaratpack
Freebies!
This Preso: Myth-Busting Social, SEO & Content tprk.us/bustamythppt
@leeodden #NMX
“Optimize is the playbook you’ll need to run an effective program.”Scott Monty, Ford
“Optimize shows you how to put content, search & social to work for your business.”Ann Handley, MarketingProfs
“Optimize shows you how to put content, search & social to work for your business.”Joe Pulizzi, Content Marketing Institute
“If I were lazy, I could cheat and use Lee Odden’s book as my road map for this coming year’s business.”Chris Brogan, Human Business Works
Deep Dive: OptimizeBook.com
@leeodden #NMX
TopRankMarketing.comTopRankBlog.com
We’re Hiring!@TopRank
Thank You!
