Content Marketing World Lunch & Learn (Andy and Tori)

Beyond the Content Platform

Andy Crestodina@crestodina

Tori Tasch@FLIRTcomm

#CMWorld

“If you have more MONEY than brains, you should focus on outbound marketing.

If you have more BRAINS than money, you should focus on inbound marketing.”

- Guy Kawasaki

Where there’s traffic, there’s hope...

Traffic: Social, Email, Search

Source: Website Traffic Sources

Your website is the mousetrap,

Your content is the cheese…

Choosing Keywords

Keyphrases: 3 Criteria

Keywords and Trends

Resource: Google Keyword Tool, Google Trends

Google Keyword Tool Google Trends

Suggests phrases Up to 100 10

Search volume displayed as

Specific numbers Relative Trending

Geography US (local), world (global)

countries, states, metro

Search Volume

Resource: Google Keyword Tool

Search Trending

Resource: Google Trends

Shortcut!

If your Domain Authority is…

Target keyphrases with monthly searches of…

less than 30 fewer than 100less than 50 fewer than 1000less than 70 fewer than 3000

• Local (change tactics/choose another phrase)

• Videos (opportunity?)

• Images

• Products

• News

Check for Universal Search Results

Using Keywords

On-Page SEO: 4 Parts

1. <title> Once at the beginning of the title

2. <h1> Once in the first header

3. Four to six times in the body of the page

4. In links to the page from other pages

What’s a <title> tag?

…and it’s the link in Google search results!

It appears above the address bar in your browser…

<title>Home</title>

Internal LinkingOpportunities!

EXAMPLESRank is relevance!

The Spike and the Long Tail

Initial spike from email marketing and social promotion(one week)

20 to 40 visits per dayfrom organic search(months or years)

Social PromotionTargeted sharing…

Targeted Sharing

Schedule, Automate

Ask Your Analytics

Which blog posts convert visitors into subscribers?

Subscribers per Blog Post

Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/

Interesting!

Page views per Blog Post

Why do I need this??

Subscribers per Page View per Blog Post

#winning

Also known as …conversion rate!

1. View: Conversions > Goals > Reverse Goal Path

2. Set Advanced Filter: “Goal Previous Step 1” contains /blog/

3. Sort by “Goal Completions”

4. Export to Excel

5. View: Content > Site Content > All Pages

6. Set Filter: show only /blog/

7. Combine within the spreadsheet to calculate Conversion Rate

Let’s watch that in slo-mo…

Event Apps

FLIRT’s CMW app case study

AwarenessAccess

Incentives

Audience Focus

On-Site Support

Event Integration

Proof from 2012

The charging station: modern watering hole

FYI @FLIRTcomm - I didn't even break open the printed conference guide today. I didn't need to. Everything I need was nicely accessible through the app. THAT's a killer conference app!

I'm only one session in and agonizing about which track to attend. I'm counting on all you

other people to update me on the best bits from the others!

So glad I got to connect with swing dancers, yogis, and other great and creative people!

FLIRT App Team, I love the awesome features in the app. This will be great for networking at CMWorld.

Wow! Just found out that the #cmworld app not only rocks the iPhone...it's sweeeeet on the iPad too!

Is it possible I'm more excited for day two of #CMWorld than I was for day two? Why,

yes it is. Looking forward to another day of sessions.

Tearful conclusion. Totally worth the price of admission. Thanks Marcus for hitting it home.

Love the attention to detail and orange-ness put together by team cmi. from the food, to the signs, to the conference content. super!

Guess who just won an Amazon gift card courtesy of #CMW? This gal!

Template &Tools

Thank you!

Andy Crestodina@crestodina

Tori Tasch@FLIRTcomm

#CMWorld