Content marketing

Social Content Marketing

Using the Internet to help prospects find us and convert more visitors into paying customers

Tuesday, May 17, 2011

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Scott [email protected]

281-360-6811www.scottcone.com

Twitter: @Scone

25+ years Advertising & MarketingMedia & Agency

B2B & B2C


http://www.scottcone.com




BRAND

ADS & PR

MEDIA CONTENT


BRAND

ADS & PR

MEDIA CONTENT


BRAND

ADS & PR

MEDIA CONTENT

CONTENT


BRAND

ADS & PR

MEDIA CONTENT

CONTENT

INTERRUPTION


Percentage of buyers that conduct online research before buying a product or service

88%

Source: Pew Research, 9/29/10


Percentage of media influencing purchase decisions that comes from consumer-generated

sources.

66%

Source: McKinsey “Consumer Journey” Report 2009


Social Technographics

Forrester 2010 Social Technographics Profile


BRAND

CONTENTCONNECTIONSCOMMUNITY


BRAND

CONTENTCONNECTIONSCOMMUNITY

CONVERSATION


This isn’t really about Social Media.


Social Media is DANGEROUS

Two Fatal Mistakes

1. Use new social channels with old “push” advertising approaches

2. Establishing a presence then failing to participate




Marketing Needs to Adapt

Outbound Marketing• Inside Sales• Telemarketing• Traditional advertising• Seminars• Print Advertising• Direct mail/email

Inbound Marketing• SEO• Pay per click• Blogging / Blogosphere• Social Media / Buzz• Targeted Landing Pages• Marketing Analytics


Today, the goal of marketing is to “GET FOUND” by customers when they are looking, not “GET IN THEIR FACE” when they’re NOT.


Traffic Leads Conversion

Content Creates Links!


Content B2B Marketers Use


Major Content Distribution Channels

% of B2B Marketer Using the Channel


05/16/11

Percentage of Marketing Budgetdevoted to content marketing

(by number of employees)


05/16/11

Content Marketing Spend in $’s(by size of company)


listen

engage

share

create


Where Are You?


Q’s• What roles is digital/social media/content markeOng currently playing in your markeOng

mix?– Leading man?

– Best supporOng actor?

– Extra?

– What’s digital/social media/content markeOng?

Hint: The role it plays is somewhat related to the budget it receives

• Are you in the beginning, middle or final stages of determining your markeOng and digital markeOng strategy for the next 12 months?

• Do you have a corporate social media policy in place?

• How are you currently engaged in acOve listening?

• How are you engaging with potenOal customers across your enOre digital presence?

• What is your web site plaYorm (i.e. what so\ware was it built in and how is it hosted)?

• Are you using Google AnalyOcs or some other analyOc tool to track your web site performance?

• Have you done an inventory of your keywords and keyword-‐based content?


Components of EffecOve Web PresenceContent SyndicaOon & Social Engagement

SyndicaOng content to social sites and other web presence is having an increasingly important role in increasing links and search rankings.

Links are essenOal to SEO success and a highly valued factor in search engine rankings. When a site’s content, structure and design are in peak condiOon, the number and quality of inbound links grows and efforts can be devoted to social community engagement.

Behind the scenes, on-‐page elements, site architecture and server performance must be opOmized for search engine consideraOon. •Meta data indicates page subject•Siloed site structure creates theme-‐aligned content secOons of the site. •.htaccess and robot.txt files help spiders to crawl and index pages

Web AnalyOcs is the backdrop for all internet markeOng efforts. Site data tracks visitor interacOon and engagement. ImplemenOng analyOcs from the start of a project provides a baseline from which to measure the effect of SEO efforts.

Site usability seeks to opOmize a user’s holisOc experience on site. Usability tesOng can opOmize a person’s journey through the site. Proper design eliminates barriers to conversion and conflicOng calls to acOon, offering visitors a preferred user experience.

Keywords and site content developed around keyword insights communicate to both visitors and search engines what your site is about, the relevance to their need for informaOon and the value you offer. Both high-‐volume and long-‐tail keywords related to your experOse and products/services benefits should be used to develop engaging and helpful content


Areas of EvaluaOon Web site analyOc package

Traffic by touch point Visitor to lead conversion Lead to customer conversion

External monitoring dashboard SEO-‐friendly CMS Keyword analysis:

Process for ongoing assessment and implementaOon of keywords that drive traffic, leads and conversion

High volume + long-‐tail Your company & products/services,

compeOtors, industry

Content strategy: Keyword insight-‐driven development Persona development Workflow and process for ongoing

creaOon On site and off-‐site syndicaOon

Proper site construcOon Architecture siloed/keyword

structured landing pages Server performance Design and usability On-‐page elements

Link building strategy Paid search strategy External web presence/social

strategy Workflow for conversaOon

engagement and customer service response

CRM/Lead management and nurturing system


AddiOonal Areas of EvaluaOon

• People• Processes• Tools/Technology


FireFox NetNewsWireMac

FeedDemonWindows

Set Up a Monitoring System


Take InventoryHow Do You Stack Up Against the Competition?

in:

Search

Social Blogs


• Our best prospects are looking for us.

• They’re not finding us when they search.

Search Term Monthly US

Searches

SC on p 1 La Crema on p1

FC on p1? SM p1?

wine pairings 40,000+ No No No No

wine gi\s 8,100 No No No No

wine club 8,100 No No No No

wine club of the month

1,900 No No No No

gi\s for wine lovers 1,300 No No No No

*Source: Google Organic Search 2/9/11

Keyword Research and Analysis


Sonoma-Cutrer in Social Media

• 108 questions on “wine clubs” and 12 containing “wine pairings” on LinkedIn Answers. None on first page results from any profiled companies.

– LinkedIn gets 1.5 millions visitors/month, the average user is 39 and makes $139K/year, over 500,000 C-level members

• Five status updates and six check ins containing Sonoma-Cutrer on Facebook. Many status updates containing “wine pairings” and “wine club” in last several days. None from any profiled companies.

– Facebook has 500 million users

• 2,870 videos tagged with “wine pairings” in YouTube search results. None of first page organic results from any profiled companies.

– YouTube is the #2 search engine on the internet with 106 million unique visitors in the month of September

• 35 meet ups tagged with “wine” in Houston search results. None sponsored by profiled companies.

– Meet up allows 7 million members to connect online and find real world events around shared interests.

• Hundreds of tweets with links containing “wine pairings” on Twitter. None from any company.

– Twitter is a microblogging service used to broadcast 140-character messages to followers. There are 175 million users, with 500,000 added each day.

05/16/11


Sonoma-Cuter Blogosphere Results

• 59 Blogs about and 13 blog posts containing “wine club” listed in a Technorati search. None from profiled companies.

– Technorati (a blog search engine) gets 4.5 million visitors per month and there are an estimated 150 million blogs worldwide. WordPress, a leading blogging/content management software, adds 10.5 million new user-generated pages every month

• 1,050,000 blog posts containing “wine” in Google Blog search. None from profiled companies.

Blogging is a huge source of internet content. Consider just WordPress, one of the more popular blogging and content management platforms (software and related-tools ecosystems). Popular with both business and consumer bloggers for its easy of use and search-friendliness, it is responsible for 10% of all the web sites in the world, generating 23 billion page views among 30 million publishers as of the end of 2010.

Sources: TechnoraA Search 2/10/11 Google Blog Search 2/10/1105/16/11


Inbound Marketing Grade• We’re a bit behind.

• Good news: We can improve and WIN!

Metric SC La Crema FC SM

Website Grade 74 84 71 96

Alexa Traffic Rank (lower is bener)

3,546,154 1,560,044 2,067,616 1,187,653

Google Page Rank (SEO: 1-‐10, higher is bener)

5 4 5 n/a

Links (more is bener) 268 314 540 n/a

Source: www.WebsiteGrader.comhnp://www.websitegrader.com/wsgid/432155/default.aspx05/16/11


http://www.websitegrader.com/

http://www.websitegrader.com/

http://www.websitegrader.com/wsgid/432155/default.aspx

http://www.websitegrader.com/wsgid/432155/default.aspx

Where Do You Want to Be?

A

B


The Only 3 Marketing Objectives That Matter

• Create profitable growth

• Reduce expenses

• Increase customer satisfaction


Content Marketing Success Criteria


Success Beacons

05/16/11

Sample Digital Marketing Conversion Performance Plan


Where Do We Go From Here?


Discover

Social Media Policy

Develop Deploy

Research

Analysis

Insights

Strategy

Concepts

Plan

OpMmize

Syndicate

Monitor

Social Content Marketing Process


Content Syndication Hub

Offline

Online

Your Site

75% of content distributed away from home site


B



Mocial is Here to Stay


Social is the New Search




Community is the New Campaign



Video is the New Collateral



Location is the New Promotion





Games are the New Entertainment



http://www.hubspot.com/marketing-resources/http://mashable.com/

http://www.socialmediaexaminer.com/ http://adage.com/power150/index


http://www.hubspot.com/marketing-resources/

http://www.hubspot.com/marketing-resources/

http://mashable.com

http://mashable.com

http://www.socialmediaexaminer.com

http://www.socialmediaexaminer.com

http://adage.com/power150/index

http://adage.com/power150/index

Key Takeaways• Keep being a student

• Be realisOc about the Ome commitment and degree of experOse required.

• Use customer/consumer behavior (search & social keywords) to develop insights and create content.

• Use a SEO-‐friendly CMS plaYorm to build your site/content hub or anach one to your exisOng site.

• Establish your social presence then feed your content from your hub.

• Be consistent in your look and messaging across your enOre digital presence.

• Create value on an ongoing basis.

• Regularly evaluate what’s performing. Feed what’s growing, prune back what’s now.


Documents

Content marketing