My Journey to SES NY
TopRankBlog.com
About Lee: Proud Dad
CEO, ConsultantSpeaker, BloggerTraveler, Foodie
@leeodden
New York| 25–28 March 2013 | #SESNY@LeeOdden
Content Marketing #1ContentMarketing
#1
Image: Shutterstock
New York| 25–28 March 2013 | #SESNY@LeeOdden
Keep or Increase B2C Content
Image: Shutterstock
86%
B2B Marketers Increase Content
Marketing Spending
54%
Source: CMI 2012
New York| 25–28 March 2013 | #SESNY@LeeOdden
SEO Has Changed. Forever.
New York| 25–28 March 2013 | #SESNY@LeeOdden
Image: Shutterstock
Mass Rush to Content Marketing
New York| 25–28 March 2013 | #SESNY@LeeOdden
What is the Result?
Girl Image: Shutterstock Velocity Partners
New York| 25–28 March 2013 | #SESNY@LeeOdden
2012 Google Insights
2012 Technorati
2012 Custom Content Council
2012 HubSpoit Graphic by 97th Floor for TopRank
New York| 25–28 March 2013 | #SESNY@LeeOdden
Failure to Plan is a Plan to Fail
What if we run out of things to say?
Where will we find
people to create all this
content?
Image credit: Shutterstock
There are only so many things we can
write about “widgets”.
We don’t have the staff to write
articles every day.
New York| 25–28 March 2013 | #SESNY@LeeOdden
Content Marketing Maturity Model
1. Stand:CuriosityNo Resources
2. Stretch:ExperimentEvaluate
3. Walk:StrategyProcessesResources in/out
4. Jog:Culture ofContent“Publisher”
5. Run:MonetizableContentIntegration
KEEPCALM
AND GET
CREATIVE
New York| 25–28 March 2013 | #SESNY@LeeOdden
http://www.hostway.com/resources/infographics-videos/stalking-dead.html
Infographic Novel
New York| 25–28 March 2013 | #SESNY@LeeOdden
What’s Missing?How will it be promoted?Can you really count on“Going Viral”?
Creative Needs Promotion: Publicized on blogs & mediaOptimized for social, searchMake it relevant & top of SERPs: “the stalking dead” “infographic novel”
Great content isn’t really great
until it gets found,consumed, &
shared.
“What are some examples of winningcreative content that are optimized and socialized?”
New York| 25–28 March 2013 | #SESNY@LeeOdden
Winning Content
tomfishburne.com
New York| 25–28 March 2013 | #SESNY@LeeOdden
Winning Content
tablespoon.com
New York| 25–28 March 2013 | #SESNY@LeeOdden
New York| 25–28 March 2013 | #SESNY@LeeOdden
New York| 25–28 March 2013 | #SESNY@LeeOdden
What’s the Payoff?
Sustainable, Quality ContentMeans A Different
Perspective
New York| 25–28 March 2013 | #SESNY@LeeOdden
Consumer Focus
DiscoverConsume
Act
New York| 25–28 March 2013 | #SESNY@LeeOdden
Optimized Content Creative
Attract
Engage
Optimize 360 Model
Convert
New York| 25–28 March 2013 | #SESNY@LeeOdden
Persona:“Admin Jane”Influences CEO
Values:= Fast= Save $= Service
Fast
Save $
Service
Blog
awareness consideration purchase retention advocacyinterest
Byline PPC
Email Offer
Locator
Tips Articles
Newsletter
Blog
Soc Net
Ads
Press
Blog
Reviews
PPC
Discount
Loyalty
Community
VIP
Referral
Article
Media
Reviews
Blog
Display
Offers
Network
Thank You
Referral
Rewards
Content:= Topics= Keywords= Media & Channel
Optimize Across the Lifecycle
Content Sourcing Ideas
5
New York| 25–28 March 2013 | #SESNY@LeeOdden
Visualize Trends1• semrush.com• Google Keywords• Majestic SEO Anchor Text• socialmention.com• ubersuggest.com
Export CSV
wordle.net
tweet-cloud.com
New York| 25–28 March 2013 | #SESNY@LeeOdden
Your Site
• Onsite search (logged queries GA)
• Form textarea analysis• ? Queries in analytics• Google Webmaster Tools
2
New York| 25–28 March 2013 | #SESNY@LeeOdden
Frontline Staff
Sales
Customer Service
BCC FAQs to the content team
3
Image: Shutterstock
New York| 25–28 March 2013 | #SESNY@LeeOdden
Become a Publisher
Ed Cals & Media Kits: Review planned stories
Magazines: Recurring Features, Themes, Short Form, Long Form
Newspapers: Timely, Objective, Sensational
Television: Storytelling, Recaps, Previews
4
New York| 25–28 March 2013 | #SESNY@LeeOdden
Customer Journey5Buying Cycle Keywords Social Topics Content Type
Awareness housekeeping tips
Time Saving Housekeeping, Naptime Cleaning
Blog post, articles in relevant magazines
Interestrobot cleaners, automatic cleaning
What types of automated cleaners are there? Demonstration video
Consideration robot cleaner reviews
What are the best robot cleaners?
Product feature/benefit list. Comparison to competitors
Purchaserobot , Zrobot how to buy, Zrobot prices
Where can I buy a Zrobot? Store locator, geo-specific store pages, FB fan pages
Retention Zrobot cleaning tips
How to get more uses from your Zrobot
Blog posts, guest posts, video
AdvocacyZrobot fans, Zrobot accessories
Zrobot mom user group Q and A, tips
Facebook Fan page, Forum, Zrobot Newsletter
Customer Pain Points
• No time to clean• 5 small children who spill and
make messes • Light colored carpet• Cannot afford a weekly maid
Maria: Tech Savvy Mom
MariaMom
Facts Tell Stories Sell
New York| 25–28 March 2013 | #SESNY@LeeOdden
4 Content Types For Brand Storytelling
BrandStories
Repurposed
Curated
Amplification
Social
Syndication
Off Site Posts
Optimized
Evergreen
Co-Created
New York| 25–28 March 2013 | #SESNY@LeeOdden
Evergreen Content
• Original, unique to publisher• Timeless, always relevant
New York| 25–28 March 2013 | #SESNY@LeeOdden
Repurposed Content
This is a blog post with a video embedded inside of it.
There is also text below the video with show notes of key moments.
This is a PowerPointShowing images and a video embedded inside of it.
Upload videoto YouTube
Embed in a blog post withshow notes.
Post screen shots from video to Flickr.
Upload imagesand text as a story in a PowerPoint.
New York| 25–28 March 2013 | #SESNY@LeeOdden
Curated Content• Aggregate resources• Curate internal content• Curate industry news
New York| 25–28 March 2013 | #SESNY@LeeOdden
Curated Content
New York| 25–28 March 2013 | #SESNY@LeeOdden
Co-Created Content on GDocs
New York| 25–28 March 2013 | #SESNY@LeeOdden
Co-Created eBook
119,000 ViewsSlideshare
Next Most Pop:6,473 Views
New York| 25–28 March 2013 | #SESNY@LeeOdden
Practice Area(Topic -
Keyword)
Blog Posts
Industry Media Coverage
Press Releases
Contributed Articles
Guest Posts
Topical Survey“2013 Topic XYZ
Survey”
Tips & Examples
eBook
Guide to B2B
Social
Co-Created Visual eBook
with Conference
TopicalResource
Lists
Off Site Commenting
Speaking at Conferences
Prospect Brand
Networking
Social NetworkingCommunity
SEO
WebsiteCategory
Email Newsletters
New York| 25–28 March 2013 | #SESNY@LeeOdden
Content Plan Template
http://tprk.us/keyedcal
New York| 25–28 March 2013 | #SESNY@LeeOdden
Content Marketing Secret
Let Me Tell You A Secrethttp://tprk.us/cmsecrets
Image Source: Shutterstock
New York| 25–28 March 2013 | #SESNY@LeeOdden
New York| 25–28 March 2013 | #SESNY@LeeOdden
Attract
Social NetworksDirect social messagesEmail BlogSearch
PDFSlideshareLong form interviewsSingle images
Engage
ContributeDownloadSubscribeShareAttend Conference
Convert
Discover – Consume - Act
New York| 25–28 March 2013 | #SESNY@LeeOdden
You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation.
You now have a coveted secret. A content marketing secret.
What secret for achieving success with content marketing will you share? The content marketing world depends on it!
One Clever Question
New York| 25–28 March 2013 | #SESNY@LeeOdden
Content Marketing Thought Leaders
Shared Their“Secrets”
New York| 25–28 March 2013 | #SESNY@LeeOdden
10 Long Form Interviews
New York| 25–28 March 2013 | #SESNY@LeeOdden
B2BEnterpriseSMBToolsWin budget
EnterpriseSMBB2BToolsWin budget
EnterpriseSMBToolsWin budgetB2B
EnterpriseB2BSMBToolsWin budget
Top 10 B2B MarketingTactics
B2BEnterpriseSMBToolsWin budget
ToolsB2BEnterpriseSMBWin budget
B2BEnterpriseSMBWin budgetTools
B2BEnterpriseToolsSMBWin budget
Top 20 Content Marketing Tools
Planned Repurposing
New York| 25–28 March 2013 | #SESNY@LeeOdden
New York| 25–28 March 2013 | #SESNY@LeeOdden
All Content & Promotions Consider: “Findability” “Engagement” “Shareability”
What Happened?
1. Created Demand2. Dominated Search Results3. Event Awareness4. Registrations, Sessions
New York| 25–28 March 2013 | #SESNY@LeeOdden
Outcomes in 6 Days43,000+ views on Slideshare1,000+ PDF downloads
5000+ visits of interviews3,300+ Retweets200 “likes”130 G+100+ inbound links
New York| 25–28 March 2013 | #SESNY@LeeOdden
It’s Not Just About Customers
Attributed to Henry Ford:"If I listened to my customers, we'd still be riding horses”
To stand out to customers and above the competition, brands must take a
leadership position with their content marketing.
New York| 25–28 March 2013 | #SESNY@LeeOdden
Or Just Being More Creative
The Winning Formula:• Brand leadership• Customer empathy• Storytelling & creativity= Results!
New York| 25–28 March 2013 | #SESNY@LeeOdden
It All Sounds Good, But…Can I Really Do This?
Yes You Can
You Can Do Anything
Takeaways
Great content isn’t great until it’s discovered, consumed and shared.
Facts tell, stories sell.
Winning creative is about results, not awards.
Brand leadership + customer empathy & creativity = content marketing results.
New York| 25–28 March 2013 | #SESNY@LeeOdden
Thank You!@[email protected]
TopRankMarketing.comTopRankBlog.comOptimizeBook.com
Free Download:http://tprk.us/cmsmarts13