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ANDRE ALPAR
Performics
Search and content marketing: The switch from push to pull in communication
European OPI Forum
Berlin – June 15th, 2017
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 3
Agenda
4OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar
• Self introduction
• Motivation
• SEO - first wave of pull
• Content Marketing – second wave of pull
Performics employs 250 people in Germany – international team doing performance, content and search marketing
5OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar
Andre Alpar• First online business in 1998• Serial entrepreneur (casual games,
marketplace, audio book publisher, agency …)
• 40+ business angel investments• 3+ years leading role at Rocket Internet• Conference host, podcaster, book author …
Performics Berlin• Founded AKM3 late 2009• Berlin office: 170 ppl - Native speakers of 15
languages• Part of Publicis since late 2014• PerformicsAKM3 since Sept. 2015• Performics since July 2016
We are not “only” an online marketing agency but also a leading online shop for cigars
6OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar
• Strategic approach for product choice
• Own financing – focus on return
• Two brands: Noblego and Cigarmaxx
• Complementary online magazine: zigarren.org
Agenda
7OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar
• Self introduction
• Motivation
• SEO - first wave of pull
• Content Marketing – second wave of pull
WTF is GAFA?! How are they disrupting everything? And why should I bother if I am in search or content marketing?
8OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar
Attention Interest Desire ActionBuying process
Create demand
Fulfill demandObjective
Understand and appreciate the role of each online marketing channel and wherestrength is within the sales funnel – then use accordingly and watch the ROI!
9OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar
Agenda
10OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar
• Self introduction
• Motivation
• SEO - first wave of pull
• Content Marketing – second wave of pull
Classic Brand Communication vs. Search Communication: Two Different Worlds Collide!Marketing in Search Engines: The Power of “Pull”!
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 11
1. Brand startsCommunication
2. Success: Customers respond
2. Success: Brands respond
1. Customer‘s search
Classic Brand Communication
Communication via Search Channel
(Pull Channel)
Common “Misconceptions”:
• Brand is not present everywhere
• Brand induces expensive search, but can’t be found
• Present, but with poor ranking
• Present, but unlikely to get clicks because of bad titles & descriptions
• Present, but with the wrong landing page
Search Marketing
• Unique chance to communicate with few divergence losses
• Rules of communication are laid down by users and search engines, not by the brand
• Budgeting in brand communication: top-down and campaign-based search: bottom-up and demand-oriented
Agenda
12OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar
• Self introduction
• Motivation
• SEO - first wave of pull
• Content Marketing – second wave of pull
The growing popularity of content marketing shows a paradigm shift from push to pull advertising – search people know “pull” well - they have never done anything else!
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 13
Content CommerceAd space
Classic advertising
Content Commerce
Content Marketing
Push
Pull
Ad money
Branding Content
• Aka. Informational content
• Great landing pages for SEO / SEA / SMA due to lower competition
Invest in high quality content – understand different content types and the role they can play in your digital marketing orchestra
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 14
Transactional Content
Social Content
Content Types
Content for SEO
Content for Content Marketing
Examples for different content types – Each type of content has to have their own KPI sets in order to be evaluated in a corresponding banner
15OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar
Don‘t use the same KPIs!!!
Example for good content marketing campaign by Bayer
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 16
Product page Microsite
http://www.aspirin.de/http://www.erkaeltung-online.de/
Keyword Suchvolumen Rankinghalsschmerzen 33100 11
symptome 27100 95
erkältung 22200 8
aspirin complex 22200 49
nasennebenhöhlenentzündung 22200 53
kopfschmerzen 22200 55
husten 12100 96
schnupfen 9900 23
grippe symptome 9900 85
gliederschmerzen 8100 2
erhöhte temperatur 6600 5
schmerzen in den beinen 4400 20
druck im kopf 3600 20
hausmittel gegen kopfschmerzen 3600 45
hausmittel gegen erkältung 3600 77
kopfgrippe 3600 84
erkältung hausmittel 2900 19
symptome grippe 2900 37
kopfschmerzen stirn 2900 44
nasennebenhöhlenentzündung symptome
2900 47
nasennebenhöhlenentzündung hausmittel
2900 75
kratzen im hals 2900 92
starke kopfschmerzen 2400 16
halsschmerzen schluckbeschwerden 2400 84
erkältung symptome 1900 10
Summarizing: invest evenly and in a meaningful relation between content production and marketing for that content
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 17
„Marketable“ Content
(Dedicated) Marketing of the Contents
Attention Interest Desire ActionBuying process
Create demand
Fulfill demandObjective
Channels
Search Engine Advertising
Search Engine Optimization
Content Marketing
Understand and appreciate the role of search and content marketing and wherestrength is within the sales funnel – then use accordingly and what the ROI!
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 18
Pull and push marketing combined are more powerful than one of the strategy and tool sets alone
19OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar
performics.de /
performics.com
Paul-Lincke-Ufer 39/40
10999 Berlin
Germany
Follow us on
• Google+
Thank you very much for your attention!Let‘s keep in touch!
20OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar
Backup
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 21
Do you want more?
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 22
• Twitter:
@andrealpar and
@performics_de
• Podcast www.omreport.com / www.omreport.de
• Annual "AdWords conference" PPC Masters in Berlin in February
• Annual Content Marketing Conference in Berlin
• OMCap: Annual online marketing conference in Berlin in October
• My books are available in German
The seeding is vital for the success of a content marketing campaign – It is the number one failing factor of unsuccessful content marketing efforts
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 23
Paid
Social Media Advertising,
e.g. Facebook-Ads, Linked
In Ads
Advertorials, e.g. Native Ads portals with a lot of
reach
“Free”
Communities: e.g. open
internet forums, Social
Networks
Corporate Comm.: e.g. Newsletter,
Social Media, Blog, PR
Outreach, e.g. with SEO
or Social Media focus
Search Engine
Advertising e.g Google Adwords
Seeding
Outreach to seed content marketing efforts
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 24
• One local newspaper gets content that completely localizes the topic on their regional readership, see http://oldenburger-onlinezeitung.de/panorama/oldenburg-sicher-vor-autodiebstahl-48432
• One blog gives tips on how to prepare for a safe camping vacation, see http://www.rund-um-den-biggesee.de/2014/07/25/diebe-haben-niemals-frei/
Original article: Top 10 most stolen cars via a car tire shophttp://www.tirendo.de/blog/top-10-die-meistgeklauten-autos/
Content marketing is able to deliver on marketing as well as sales targets if planned and executed well and therefor needs to be fueled from both budgets
OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 25
Traffic type
Content marketing
effect
Branding Direct Type-in
Links Refferal
Social Signals Social
Rankings SEO
• More traffic
• More revenue
Company targets
Disclaimer: my style of slides is special, thoughtful and individual and if you don‘t think it‘s funny you are just not getting it!
26OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar