State of Internet Marketing - Session 2

Content + Social Media = A Good Search Marketing Plan

Internet Marketing is Permission Marketing

• Understand the Value of Content

• Encourage your input & questions

• Take one thing that you can apply to your company

• Walk away with knowledge about how content, social media and search engine marketing plan together.

For the full presentation and handouts go to:www.SmallBusinessMiracles.com/WBC

Why Content?

Content is the force multiplier when it comes to marketing.

Content Creates Impact

Content impacts:• Social media marketing• Search engine marketing• Public relations

Content and Social Media

Content impacts social media. It fuels social media efforts.

Without content social media is like having a car with no gas – it’s just all show, with no go.

Content and Search Marketing

Content wows your search engine marketing efforts.

Search engine rankings involve having high quality content and publishing often.

Content and Public Relations

Content drives public relations.

Your ability to create fresh content around the needs of prospects and customers has become MORE valuable than a product or service announcement.

We Use Content in…

• Newsletters• Websites• Sales Letters• Thank You Letters

Now We Must Also Create Content for…

• Blogs• Facebook• Twitter• Google+• YouTube

Value of Content

Good Content Produces Traffic

Forms of Content

Content is Graphics

Forms of Content

Content is Blog Posts.

Forms of Content

Content is Long-Form Articles

Forms of Content

Content Can Be Resources and Tools

Forms of Content

Content Can Be Audio and Video

Search Benefit of Content

All forms of content have the ability to bring in traffic from consumers searching.

Social Benefit of Content

All forms of content have the ability to bring social media traffic.

Social Benefit of Content

Content can go viral on social media networks by getting shared and linked-to all over the web.

What Do I Write About?

The biggest dilemma business owners face is what to write on.

Content Idea Generators

Idea Generators #1

Image Search – Search images for inspiration and ideas.

Idea Generator #2

News – Turn news stories into ideas.

Idea Generator #3

Google Alerts – Filter the news by related keywords in your industry and have them delivered via email.

http://www.google.com/alerts

Idea Generator #4

Google Search – Use Google, type in different phrases and pay attention to the suggested searches.

Idea Generator #5

Q & A Forum – A great source of content ideas can come form Q&A forums like LinkedIn Groups/Answers and Quora.

http://www.quora.comhttp://www.linkedin.com

Now You Have Ideas….

It’s time to create a content strategy.

Content is the keystone to inbound marketing, create a process that is scalable and can be repeated.

Where Do You Start?

Create a content strategy plan that you can scale and repeat.

Phase 1 – Think Ahead - Get Organized

The Where When and How Often!

• Where do you need content? List every area that you must supply content to. (Newsletter, Website, Blog, Facebook, Twitter, etc)

• Which Channels? (Social Media, Print, Video, Web)

• How often do you need to post content in these channels?

Create a Content Calendar

• How Often Will You Draft Content – Daily, Weekly, Monthly?

• Organize your calendar by:– Channel (Web / Mobile / Email / Print / Television)– Audience– Program– Format (Text / Video / Photos / Presentations)

Phase 2 – Squash Writers Block and Generate Ideas Easily

• Brainstorm

• Mind Mapping

• Tickler / Pending File

• Stories

• Old Archives - Content recycling rule - for every piece of content you recycle you must create two new pieces, don't cheat yourself.

• Web and Email Analytics - This data will show you what people looking.

Phase 3 – Use Social Media to Drive Content

How does social media fit into the content mix? Social media is the marriage of content and conversation.

Social media conversations can be made into content by:

– Highlighting trending topics– Publishing Q & As– Summarize Debates

Use social media to drive content for you by using it to:

– Asking questions– Soliciting feedback from your followers– Refining your content ideas based on comments that you receive.

Consistency is Key! Create a Manageable Strategy

Putting It All Together

Content / Search / Social Success Formula

• Keep a clear and workable plan, collect ideas and data, write your content or get others to help.

• Implement and allow content to serve as a force multiplier for you in social media, search marketing and public relations.

• Start with a goal of at least one new piece of content per week.

Time for Questions

Laura Lake816.842.0100llake@smallbusinessmiracles.com

Please call or email with questions.

For the full presentation and handouts go to:www.SmallBusinessMiracles.com/WBC