Embed Size (px)
DESCRIPTION
This session will explore the tangible benefits of content marketing to include SEO, lead generation, social media, and affiliate marketing. It will answer, what, why, and how to deploy a campaign. Experience level: Intermediate Target audience: Affiliates/Publishers Niche/vertical: SEO Chad H. Pollitt, Director of Social Media and Search Marketing, Kuno Creative (Twitter @CPollittIU)
Citation preview
Content MarketingThe Inbound Recipe for Success
Twitter: #ASE11_CM
Introduction
@CPollittIU - #ASE11_CM
Chad H. PollittDirector of Social Media &
Search MarketingKuno Creative
@CPollittIULinkedIn.com/in/seofortwayne
Chad H. Pollitt
– Certified HubSpot Partner– Internet Marketing Masters
Certification, University of San Francisco– Former Marketing Manager for
Facebook TabSite– Over $10 Million in tracked ROI for SEO
Agenda
• What• Why
– Empirical Data– SEO– Social Media
• How• Recap• Q & A
@CPollittIU - #ASE11_CM
Content Marketing
Content MarketingWhat is it?
@CPollittIU - #ASE11_CM
Content MarketingWhat is it?
@CPollittIU - #ASE11_CM
Content MarketingWhat is it?
@CPollittIU - #ASE11_CM
Content MarketingWhat is it?
@CPollittIU - #ASE11_CM
Content MarketingWhat is it?
@CPollittIU - #ASE11_CM
Content MarketingWhat is it?
Content Marketing is the creation and sharing of content for the purpose of promoting a product, service or cause. Though the focus of this content may not specifically be about your organization or its offerings, often assets created for the purpose of content marketing include a mix of problem-specific information and thought leadership.
@CPollittIU - #ASE11_CM
@CPollittIU - #ASE11_CM
Content MarketingCreation and Sharing of Content
Types of Content
1. Advanced Content2. Blog Content/Website Content3. Videos/Webinars4. Podcasts/Audio5. Images/Infographics6. Widgets, Plugins, Apps7. Slide Presentations8. Press Releases
People only go to the Internet for TWO reasons
1. To Solve a Problem2. To be Entertained
@CPollittIU - #ASE11_CM
Content MarketingCreation and Sharing of Content
@CPollittIU - #ASE11_CM
Content MarketingAssets Created for Content Marketing
• Problem Specific Information• Entertaining• Thought Leadership
@CPollittIU - #ASE11_CM
Content Marketing – Why should I care?Filling the top of the funnel
Content Marketing 2-3 blogs/month
@CPollittIU - #ASE11_CM
Content Marketing12 blogs/month
@CPollittIU - #ASE11_CM
Content Marketing12 blogs/month
@CPollittIU - #ASE11_CM
Content Marketing21 blogs/month
@CPollittIU - #ASE11_CM
Content Marketing28 blogs/month
@CPollittIU - #ASE11_CM
Content MarketingWhat happens when you stop?
@CPollittIU - #ASE11_CM
Search Engine Optimization (SEO)
@CPollittIU - #ASE11_CM
Google’s Webmaster Guidelines recommends:
“If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”
In other words, publish unique problem solving content.
Search Engine Optimization (SEO)
@CPollittIU - #ASE11_CM
Google Panda/Farmer – Google’s recent algorithm update was designed specifically to reward those webmasters which follow their value-added content recommendations.
Search Engine Optimization (SEO)2011 Search Engine Ranking Factors Report
@CPollittIU - #ASE11_CM
• Inbound Links 42% SERP Impact• Keyword Usage (URL/On-page) 26% SERP Impact• Social Media 7% SERP Impact• Brand Popularity 7% SERP Impact
Content Marketing has an 82% SERP Impact
Search Engine Optimization (SEO)
@CPollittIU - #ASE11_CM
A.B.O.Always Be Optimizing
Social Media
• Content Distribution Channel• Allows for Content to be Easily
Shared and Discussed• Build a Community• Become a “Thought Leader”
@CPollittIU - #ASE11_CM
Social Media
@CPollittIU - #ASE11_CM
Social Media Infrastructure
Multiple Social Media platforms chosen to engage social media users and how those platforms are connected to one another pushing and pulling content.
@CPollittIU - #ASE11_CM
Social Media Infrastructure
@CPollittIU - #ASE11_CM
How to build
Blogging is the Push-Foundation of the Infrastructure
Social Media Infrastructure
@CPollittIU - #ASE11_CM
How to build
Blogging is the Push-Foundation of the Infrastructure
Infrastructure configurations are almost limitless
Social Media Infrastructure
@CPollittIU - #ASE11_CM
How to build
Push Content onto Popular Social Media Platforms
Social Media Infrastructure
@CPollittIU - #ASE11_CM
How to build
Pull Content into your Infrastructure
Social Media Infrastructure
@CPollittIU - #ASE11_CM
How to build
Pull Conversion Platforms into your Infrastructure
Social Media
Create a “Keyword Neighborhood”
@CPollittIU - #ASE11_CM
Social Media Infrastructure
@CPollittIU - #ASE11_CM
How to build – Things to consider
No Follow Links
FOLLOW
Social Media Infrastructure
@CPollittIU - #ASE11_CM
How to build – Things to consider
Duplicate Content Comments from Google• Duplicate content on a site is not grounds for
action on that site unless it appears that the intent of the duplicate content is to be deceptive and manipulate search engine results.
• Google’s Matt Cutts – “. . . finds that honest webmasters worry about dupe content when they don’t need to.”
How Much Content?
@CPollittIU - #ASE11_CM
Ben
efits
Content Produced
21/week
@CPollittIU - #ASE11_CM
• Repurpose • Invite Guest Bloggers• Hire Freelance Writers• User Generated Content• Bring in an Agency
How Much Content?
Social Media – SpamSocial Media Content Distribution Formula
@CPollittIU - #ASE11_CM
1/3rd Your Content1/3rd Other’s Content
1/3rd Conversation
What to do Next?1. Commit to Content for 6 – 12 months2. Identify Content Authors3. Create a Publishing Schedule4. A.B.O. – Always Be Optimizing5. Create a Social Media Infrastructure6. Distribute Content7. Engage8. Share Your Expertise – Help People9. Monitor Analytics10. Have FUN!!!
@CPollittIU - #ASE11_CM
Recap
@CPollittIU - #ASE11_CM
• What• Why
– Empirical Data– SEO– Social Media
• How
Content Marketing
Social Media & SEO Cheat Sheets
Download at: facebook.com/kunocreative@CPollittIU - #ASE11_CM
Questions & Answers
Slides Posted at: KunoCreative.com/blog
@CPollittIU - #ASE11_CM
