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http://stukent.com/seo-social-media-content-marketing-for-profit - Learn how SEO (search engine optimization), social media, and content marketing can help you INCREASE profit within your business. This slide deck was presented by Scott Cowley during a live Stukent Expert Session.
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Scott Cowley•Digital marketing researcher•Former head of SEO at ZAGG•Consultant for dozens of companies•Marketing strategy PhD student & instructor
scottcowley.comtwitter @scottcowley
Agenda•Overview of the digital landscape•SEO•Social Media•Content Marketing• How it works (Theory)• Tactics
WEBSITE
EARNED MEDIA
Organic Search
Direct Traffic
Social NetworksWord-of-mouth Q&A Websites Referral Traffic Social Bookmarking
Forums
Local & National News
PAID MEDIA
Paid Search
Display Advertising
Banner & Native Advertising
Press Release Distribution
Social Media Advertising
Affiliate MarketingSponsorships & Partnerships
OWNED MEDIA
E-mail MarketingOnline VideoInfographics
Blogging & Guest Blogging
White Papers
Webinars & Podcasts
Presentation Websites
Social Media Profiles
eCommerce Subscription
Advertising
Lead Generation
SEOSearch Engine Optimization
Source
InformationalNavigationalTransactional
Example:”ipad accessories”
27,000 Monthly Searches
20% Click-through
1% Conversion Rate
$40 Profit Per Sale
$2,160 Profit Generated
On-Page SEO(Relevancy)
Off-Page SEO(Popularity)
SEO = Two Parts
URL
H1 Tag
Body Content
Page Title
Meta Description*
On-Page SEO
Adwords Keyword Planner
https://adwords.google.com/ko/KeywordPlanner
Website
Off-Page SEO
OpenSiteExplorer.org
WEBSITE
EARNED MEDIA
Organic Search
Direct Traffic
Social NetworksWord-of-mouth Q&A Websites Referral Traffic Social Bookmarking
Forums
Local & National News
PAID MEDIA
Paid Search
Display Advertising
Banner & Native Advertising
Press Release Distribution
Social Media Advertising
Affiliate MarketingSponsorships & Partnerships
OWNED MEDIA
E-mail MarketingOnline VideoInfographics
Blogging & Guest Blogging
White Papers
Webinars & Podcasts
Presentation Websites
Social Media Profiles
eCommerce Subscription
Advertising
Lead Generation
Mistake Solution
Duplicate content (titles, text, etc.) All content should be unique and optimized
Not enough content Use at least 100 words per page to rank
Poor keyword usage Naturally use page-specific keywords and synonyms (location-specific if necessary)
Perfect optimization; no site authority Acquire links from well-established sites via a mixture of good content resources and deliberate outreach
Lack of “legitimate business” signals Incorporate a fresh content source, social profiles, privacy policy, etc.
Frequent SEO Mistakes
SOCIAL MEDIA
Online Communities
Source
Loyalty & Retention Advocacy & Word-of-Mouth Speed to Adoption Customer Satisfaction Spending Per Transaction
Community Engagement
Community Growth
Traffic Growth
Revenue Growth
Content Development
Information & Conversion
Cross-Platform IntegrationMeasurement & Investment
Refinement & Consistency
Google+
Content
YouTube
Resources > Content > Channels
Text Video Images
People/Expertise
Products/Services
Location
Organizational
Other Resources
Integrated & IncentivizedSocial Media Marketing Campaigns
CONTENTMARKETING
What Makes B2C Content Marketing Work?
Content Exposure Content Liking Brand Liking Brand
Consideration Purchase
Subscription
ZAGG Blog Visits & Direct Revenue
Source
What About B2B Content Marketing?
Content Exposure Content Trust Brand Trust Brand
Consideration Purchase
Subscription
Authority Established
The IBM Content Funnel
Source
Peripheral Routes to Revenue
Content strategy comes down to one word:
ADVANTAGE
“Quality Content is the Cost of Discovery”
Source
THANK YOU!scottcowley.com @scottcowley
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