Connecting the dots <

Social. Search. Content.

Tami Cannizzaro, VP of Marketing, IBM

@TamiCannwww.digitalageofmarketing.com

Social is the authentic face of a Brand.

It turns out the bag of marbles has roughly 300% more surface area.

Voices #IBM

04/10/23

8

250+ IBM most senior experts in Select program

5,000+ IBM experts in Forward Thinker program

430,000+ IBMers trained on social media

61,000,000+ IBMer social media connections

Social Advocacy gives your organization authentic reach

Social

If Social is discovery.

Search is validation

Social Signals Are Driving SEO

Backlinks

Useablility Stats

Keywords

Age of Domain

Social Signals

Social Search #New York

04/10/23

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Content Marketing is the engine that drives search rank and brand engagement

Building a Content Factory

Create relevant, findable,

shareable content experiences

Relevance Matters

Target your customer

Build a conversation

Low Engagement / Quick Hit

Intermediate / Building Engagement

High Engagement

• Social Posts• Content snippets –

quotes, statistics• Photos

• Content previews• Free chapter

promotions• Short videos

• Social discussions• Fan-gating• Interviews with

content author

Content “Snacks” Long-Form & Social Conversation

Low Engagement / Quick Hit

Intermediate / Building Engagement

High Engagement

Types of Content

Videos WebCasts Decks Audio PodcastsWhitepapers, Case StudiesSolution Overviews

Rank in Vertical Search

Engines

2

Posting to MultipleContent Sharing

SitesAccording to

Format

1

Web-Casts

Web-Casts

Video

YouTube

Audio

PodNova

Rank in Universal

Search Engines

Max

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xpo

sure

to

Co

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nt

Max

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sure

to

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YahooVideo

YahooVideoYouTubeYouTube Bing

Video

BingVideo

GoogleVideo

GoogleVideo

GoogleGoogle YahooYahoo BingBing

TwitterTwitter FacebookFacebook LinkedInLinkedIn

Achieve GoalsAchieve Goals

Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautifulComprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful

“Paid” Media Distribution & Activation = Spray fuel on the fire“Paid” Media Distribution & Activation = Spray fuel on the fire

Rudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fireRudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fire

More Aggressive Influencer Outreach Program = Gas on the fireMore Aggressive Influencer Outreach Program = Gas on the fire

Decks

SlideShare

.PDF/Text

Scribd

Content Audit Drive Engagement

Paid, Earned, Owned, Shared

Build Relevant, Persistent Content

With relevant, timely content

Content Marketing builds brand equity & drives engagement

Content

Search, Social & Content are the fuel of your marketing engine.

Thank you

Tami Cannizzaro, IBM@TamiCann