The Science of Content Marketing

Sylvie DaleAdvance Digital

About Sylvie I manage SEO, content, and social

service offerings and customer satisfaction

Advance Search & Social Group leads strategy and guides our newsrooms in maximizing their search and social presence

Background: editor and content manager in newspapers, magazines and websites for 20 years

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SEO is really now CMO Search Engine Optimization (SEO) is no

longer enough – think Content Marketing Optimization (CMO).

Content Marketing Optimization means more and richer information that readers enjoy and search engines can crawl.

Blog articles, email, photos, videos, audio, infographics, and social media updates.

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SEO is really now CMO Content marketing is increasingly

mobile: Nielsen reported use of the mobile Web has increased 82% from July 2011 to July 2012 – even more growth was seen in the use of mobile apps, including Facebook.

17% of all adult cell owners use their phone for most of their online browsing, but 77% of them complain of slowness.

Mobile users spend 30% of their browsing time on social media networks.

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Sources: Nielsen’s State of the Media: Social Media Report 2012, Pew Internet: Mobile

Choosing the right mix

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Blog?

Photos?

Email?

Social?

Image credit: Horia Varlan

Use the scientific method: Keep track of your data identify a problem research the problem create a hypothesis run an experiment analyze your data draw a conclusion

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Define your purpose

The core audience target: Who are you reaching out to?

What will be delivered to the audience: What do you know that would be valuable to your audience?

The outcome for the audience: What are you hoping will be the result?

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Content marketing mission statement:

Source: Joe Pulizzi, founder of the Content Marketing Institute

Content marketing benefits getting positive reviews growing social interaction sending traffic to your site building engagement on your website measuring results of your efforts

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Getting positive reviews

claim and correct your listings write fantastic business descriptions add photos include a menu list specials

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Build up the content in your listings:

Promoting your listings Help customers find your best listings by

linking from: Facebook your website email newsletters printed handouts

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Growing social interaction videos Facebook polls infographics recipe contests location-sensitive offers Facebook or Twitter coupon codes event invites email newsletters

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Sending traffic to your siteKick it up a notch with lots of content types: blog articles recipes video PDF images

maps audio (podcasts) how-to guides text with

personality

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social sharing buttons that your customers would want to use

microformats – labels to help Google find your address and other important info

alt text: labeling images and videos to be more visible in search

write with personality!

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Make your content sizzle

Building engagement

Integration: Tying it all together Blog + email + Facebook Twitter + check-in + thank you Blog + YouTube Location sensing + mobile offers Facebook + YouTube + infographic Business listing + reviews + reservation

app Facebook + event invites New photo on site + Pinterest

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Measuring the results E-mail: forwards, clicks Facebook: likes, shares Twitter: follows, favorites, retweets Google+: +1, add to circles, shares YouTube: subscribes, shares Pinterest: follows, re-pins Website: organic search visits, referral

visits, time spent on site, bounce rate

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Inspiration: Waffle Shop Sadly, this Pittsburgh restaurant is now

closed, but they attracted so much attention by putting their visitors “on TV” that Yelpers commented on it in reviews which no doubt drew more visitors.

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Inspiration: Conflict Kitchen Pittsburgh-based

takeout restaurant that changes every 4 months to match countries with which the U.S. is in conflict, such as Afghanistan and Venezuela.

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Food wrappers (and the blog) are designed to educate customers about the conflicts.

Inspiration: Nightmares Fear Factory Niagara Falls tourist

attraction takes pictures of its customers in full fright.

Leveraging Flickr and Pinterest to spread the hilarity.

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Also using Facebook, Twitter, YouTube and Instagram.

Inspiration: Renaissance Hotels RNavigator and

Rlife LIVE content help guests discover the local city outside their hotel and discover music, arts, food and drinks nearby.

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Facebook page promotes this content and now has more than 332,000 likes.

Inspiration: Whole FoodsNational health food grocer has Pinterest boards with following of more than 70,000. Also using Facebook, Twitter, YouTube, and email.

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Inspiration: Wild Cow restaurantNashville vegetarian restaurant has more than 6,500 fans. Posts photos of specials to Facebook right at mealtimes. Also on Instagram, YouTube and Twitter.

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Connect with SylvieTwitter: @sylectra

Google+:

http://tinyurl.com/bj8xzg3

LinkedIn:

http://www.linkedin.com/in/sylviedale

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Connect with the Search & Social GroupOur blog: AdvanceSSG.comFacebook:

https://www.facebook.com/AdvanceSearch

Google+:

http://tinyurl.com/b79jqu5

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