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Content is Marketing
So…
Market Your ContentSonny Cohen
Director of Internet Marketing Strategy
CONTENT ASSETS
Websites
– Content repository & conversion mechanism
Search Engine Marketing
– Using content to attract traffic
Email Marketing
– Aiming content messengers at targets
Blogs
– Exhibiting domain expertise and authority with content
RSS (Really Simple Syndication)
– Engaging loyalty and sustaining top-of-mind
CUSTOMER RELATIONSHIP LIFECYCLECUSTOMER RELATIONSHIP LIFECYCLE
Search Marketing
Blogs
Email Marketing Blogs RSS
STRATEGIC OBJECTIVES
MEASURE
Web Analytics
– Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding andoptimizing Web usage. (From Web Analytics Association)
Key Performance Indicator
– a metric that an organization measures to help determine its progress towards a goal;
– a reflection of the tactical performance of an organization;
– used to substantiate an organization’s objectives.
MEASURE
Analyze
Improve
Collect
Strategize
Agonize
MEASURE
Traffic
Goal Behavior
Reputation
MEASURE
Traffic
– Inbound links
– Search referrals
– Email Newsletter
– RSS
– Direct Access
Goal Behavior
Reputation
MEASURE
Search Engine Data Information Sources
– Pages indexed
– Link sources
SEARCH ENGINE MARKETING
“Organic” Search Engine Marketing
– Search Engine Optimization or SEO
– Search Engine Page Position is based on a “relevance algorithm”
Paid Search aka Pay-Per-Click aka PPC
– Search Engine Page Position is based on paid placement
– Live & continuous 24-hour position auction
SEARCH ENGINE MARKETING
62% click on a search result on the first results page
90% click on a result on one of the first three pages(default is 10 results/page)
SEARCH ENGINE MARKETING
Source: comScore Media Metrix & searchenginewatch.com July 2006
SEARCH ENGINE MARKETING
Decoding Pay Per Click
SEARCH ENGINE MARKETING
SEARCH ENGINE MARKETING
SEARCH ENGINE MARKETING
We want our website to be found on search engines
SEARCH ENGINE MARKETING
We want:
– Important content pages
– Product pages
– Program pages
– Industries served
– Biographies of key personnel
– To be prominent on search engines
SEARCH ENGINE MARKETING
Source: www.searchenginewatch.com
©2005 Google - Searching 8,168,684,336 web pages
SEARCH ENGINE MARKETING
We Want:
– Important website pages (content pages)
– To be prominent on search engines (SERPS)
– And for prospective visitors to click through to these importantpages (search engine referral = SUCCESS METRIC)
– And for their site visit to achieve some kind of specific and meaningful objective (business case)
SEARCH ENGINE MARKETING
Keywords = Words & Phrases• 2 -3 words are commonly searched
Relevant to your organization
Actually Searched
Not Competitive
SEARCH ENGINE MARKETING
Research whether people actually search for your keywords
Results pages from www.wordtracker.com
SEARCH ENGINE MARKETING
Keyword Competition
SEARCH ENGINE MARKETING
MEASURE
MEASURE
SEARCH ENGINE MARKETING
MEASURE
Traffic
Goal Behavior
– Arrivals
– Departures
– Tourist Hot Spots
– Pick Ups
– Leave Behinds
Reputation
MEASURE
Your contact list – “subscribers”
– Opt in
– Segmented
– Always be collecting email addresses
What you send
– Targeted to your interest groups
– Content Matters
Measurable Closed Loop Marketing
EMAILEMAIL
Opt - In
Segmented
EMAILEMAIL
Refer subscribers to your website
Measure Performance
BLOG
Blog on website
Blog in email
Search prominent blog
BLOGS
Search Friendly
Note: Blog post is 11/10/06 This slide was created 11/13/06. Search engines LIKE fresh content!
MEASURE
Traffic
Goal Behavior
Reputation
– Hoovers
– Wikipedia
– Blogs
– Negative words
RSS
RSS
RSS
Content is Marketing
So…
Market Your ContentSonny Cohen
Director of Internet Marketing Strategy