Be the Best Answer - Crescendo Webinar by Lee Odden

The Strategic Role of Content, Social & SEO in Integrated Marke:ng

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Be the Best Answer

@LeeOdden TopRank Marke0ng

http://www.crescendocontent.com/

https://twitter.com/leeodden

http://www.toprankmarketing.com

#ContentAnswer @leeodden

Customers Can Find Informa:on Anywhere

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50 BILLION 2020 Internet Connected Devices

Source: Ericsson


Content: The More the Be>er!

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Maybe Not: Can You Say “Overload”?

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GIGABYTES 24K

Data Uploaded Every Second Source: Internet in Real Time


“Content Marketing is the planning, creation, promotion and measurement of content for a specific audience to influence a business outcome.”

Content Marke:ng Defined:

@leeodden

Image: Shu>erstock


Content Marke:ng Maturity

Stasis Focus: status quo Sta:c Few resources Ini:al experiments Brand centric

Production Focus: quan:ty Strategy Process Crea:on “More is Be>er” SEO centric

Utility Focus: quality Func:onal, useful Customer focused Refined process Social centric

Storytelling Focus: experience Seek to dominate USP Brand leadership Op:mized buy cycle Integra:on Mul: & Omni Channel

Monetization Focus: ecosystem Marke:ng ROI Content Publishing ROI Syndica:on ROI Services ROI Scale

Source: TopRank Online Marke:ng


Content Marke:ng Tac:cs •  Ar0cle Marke0ng •  Advertorial •  Blogging •  Case Studies •  Crowdsource •  Curate •  Digital Newsle@ers •  eBooks •  Email •  Interac0ve Games •  Images & Infographics •  Interac0ve Tools •  Microsites •  Mobile Applica0ons •  Mobile Content

•  News Release •  Online Magazines & Apps •  Podcasts •  Print Magazines •  Print Newsle@ers •  Real-‐World Events •  Research & Surveys •  Social Content •  Teleclass & Telecasts •  Tradi0onal Media •  Videos •  Virtual Conferences •  Webinars •  Wikis •  White Papers

Image Source: Shu>erstock

h@p://tprk.us/30cmtac0cs


BUT… Are They Integrated?



Are They Op:mized?



Customer Goals + Business Value = Content Marke0ng Strategy

Meet Customer Needs = Achieve Business Outcomes


Alignment is Powerful


CMOs predict that digital will account for

more than 75% of their marke:ng budget over the next five years.

Image: Shu>erstock

Source: Accenture Interac:ve – CMO’s Time for Digital Transforma:on

79% do not believe their company will be ready. Image: Shu>erstock


Digital Marke:ng Tac:cs Overload

Image: SP Ecommerce


Chasing Tac:cs Is Not A Strategy


Do We Need to Op:mize for This?

Photo source: glass-‐apps.org


Feeling Lucky?

Photo source: recode.net


Definitely Don’t Op:mize Like This

Sources: blog.sucuri.net, shallowsky.com


There Must Be A Be>er Way

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Customer & Data Centric FTW!

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Companies using mul:-‐channel customer insights average increase in cross-‐sell and upsell revenue YoY and more referral revenue.

228%

430% Source: Aberdeen CMOEssen:als


A mul:channel customer is worth 2X as much as a customer that shops

in one channel. Econsultancy Digital Transforma:on Roundtable 5/2014

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@leeodden #ContentAnswer

Self-‐Directed Customers Seek

Answers

Image: think with Google


Modern Customer Journey

PR Radio TV Print

Word of Mouth

Email

Ecommerce

Store FAQ

Knowledge Base Promotions

Newsletter

Social Networks

Blog Website

Community Forum

Online Ads

Email

PPC Social Ads

Blog

Reviews

Media

awareness consideration purchase retention advocacy interest

Create Top of Mind

Recogni:on

Engagement with the Brand

Inclusion in more

prospect dialogues

Increase in inquiries /

sales mee:ngs


Understand: How Buyers Discover, Consume and Act on Informa:on

Image: Shu>erstock


Think: What Ques:ons Do Your Customers Need Answered In

What Channels In Order to Buy?

awareness interest consideration purchase advocacy

Image: Shu>erstock


Op:mize for Customer Experience

Photos: Shu>erstock

Discover

Consume $$$

Act


Become “The Best Answer” in Every Channel Your Customers Are Present

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Content Marke:ng Delivers Answers

Case Studies: C2C B2B Killer Content Awards via toprankblog.com

Optum – Integrated program of advertorials, display ads, email, direct mail and a campaign website.

Results: •  23.5% lead to conversion rate •  475% increase in website traffic •  2,500+ resource downloads •  $52 million in contract value of new business

Xerox partnered, with Forbes to create a digital magazine offering business :ps. Results: 70% of target companies interacted Added 20,000 new contacts 1,000+ scheduled appointments $1.3 Billion in pipeline revenue


@TopRank Digital Marke0ng Poll


Data Informed Storytelling

“Crea:ng an integrated customer experience where we leverage data and metrics to inform compelling storytelling that resonates with the individual.”

Michelle Killebrew @shellkillebrew Program Director, Digital Marke:ng Transforma:on IBM

Poll conducted by Lee Odden


Integrated Digital Experience


“Our top digital marke:ng

priority is to create a unified, integrated digital experience across all facets of EMC.com including a fric:onless digital commerce experience that is highly personalized.”

Todd Forsythe @toddforsythe SVP, Brand & Experience Marke:ng EMC


Useful, Agile Content

“Create and enhance personalized experience and relevance for customers.

Make cross-‐pladorm content that is useful, sustainable, and agile across mul:ple devices and tools.”

Leslie Poston @leslie Social Media Editor McKinsey & Company



Data + Storytelling Integrated/ Experiences Useful & Agile

Image: Shu>erstock


Image: Shu>erstock

If you want your digital marke:ng to be great, op:mize, socialize and

integrate! @leeodden


What is Your Story? Your USP?

Your Brand Story / USP

USP

USP

USP USP

USP

USP SEO/SEM

Social Networks

Content Marketing Industry Media & News

Advertising Create Signals of Credibility Wherever Your Customers Are

Influencers

Image: Shu>erstock


h>p://tprk.us/cmw14ebooks

Content Marke:ng Case Study


Approach

Blog Social Networks Direct social messages Email Search

PDF eBooks Slideshare Infographics Long form interviews Microcontent

Share, Like Download – Contact info CMWorld Info & Register Curata Fulfillment TopRank Info

A@ract Engage Convert


Brand Influencer Involvement


Integrated Content Assets

TopRank Online Marketing


Interview Blog Posts & Social Graphics

TopRank Online Marketing


Tap Into Social Media Demand

Content Marke:ng Rocks

Content Marke:ng eBook

Content Marke:ng Tips

Content Marke:ng World

Content Marke:ng Experts

Content Marke:ng Influencers

Content Marke:ng Conference

Content Marketers


“Content Marke0ng”


SEO Benefits

Content Marke:ng Rocks

Content Marke:ng eBook

Content Marke:ng Tips

Content Marke:ng World

Content Marke:ng Experts


Content Marke:ng Conference

Content Marketers


“Content Marke0ng”


KPIs and Outcomes 200,000+ Views eBooks

4,000+ Downloads eBooks

15,000+ Social Shares

1,000+ Leads ”More Info”


Integrated Digital Marke:ng

Content Social Networks

SEO PPC & Social Ads

Email Influencer Marke:ng

Online PR Analy:cs CRO

Strategy

Implementa0on Performance Op0miza0on

Program Management

Integrated @TopRank


Content Plan Audits Content & SEO Implementation Social Media Performance

Customer Segments / Personas

Map Topics & Keywords to Buy Cycle

Influencer Research & Mapping

Optimized Content Plan (New): Site, Blog, Social Profiles & Networks

Off Site Content: Guest Blog Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides)

Content Amplification

Social Profile Alignment: Messaging, Keywords

Influencer Engagement

Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr

Blog Optimization: Search, Social Shares

Social Network Engagement

Social Amplification

SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results

Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation

Content KPI Measurement: Page Views of Target Content, Actions from Target Content, Shares, Engagement, Links

Keyword Audit, Difficulty & Glossary

Content & Digital Assets Audit

Tech SEO Audit

External Link Audit

Social Media Audit

Competitive Audit

Internal/External Influencer Advocates

Keyword Mapping to Content

Content Creation, Co-Creation, Curation, Repurposing

Content Optimization

WMT Crawl, Page Speed, Structured Data, HTML/Code, URLs, Internal Links

External Link building: Acquisition, Reclamation, Disavowal

Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs

@TopRank Online Marketing

Optimized, Socialized Content Workflow


Measure & Op0mize

Inbound / Outbound

Social Networking

Content Op0miza0on

Crea0on & Cura0on

Content Plan

Keyword & Topic Research

Audience & Personas

Integrated Marke:ng Framework Op:mized & Integrated Approach

http://www.amazon.com/gp/product/1118167775


Content

Social SEO


Topical Focus

Author Rel

Keywords

Social Topics

Customer Needs Brand

Solu:ons

Targeted Topics Category

Keywords Keywords Keywords

Category Keywords Keywords Keywords Keywords

Blogs

Tech SEO Audit

Analy:cs Monitoring Conversions

Integrate: Content, SEO & Social


Download XLS at: op:mizebook.com

Search Keywords – Social Topics

Download XLS at: h>p://tprk.us/keyedcal


Download XLS at: h>p://tprk.us/keyedcal

Editorial Plan: Op:mized


Digital Marke:ng Accountability

Attract Engage

$$$

Convert Reach Search Visibility Social Network Visibility Views & Impressions Traffic by Source Traffic by Segment Content Distribu:on Media & Blog Placements Brand + Affinity Brand Sen:ment

Content Consump0on Page Views Click Through Rate Social Network Size Social Interac:ons Content Interac:ons Comments, Shares Time on Site, Content Paths Through Site

Form Data Captured Newsle>er Subscrip:ons Demo & Trial Requests Contact Us Orders -‐  Order Volume -‐  Order Frequency -‐  Length of Sales Cycle -‐  Revenue Per Order

awareness consideration purchase retention advocacy


Feed Me

Image source: countercurrentnews.com



Your Digital Marke:ng Challenge

1.  People: Customer Insights Internal Capabili:es Outside Resources

2.  Process: Supports Integra:on, Collabora:on, Measurement

3.  Technology: MarTech that Scales and Integrates Channels/Tac:cs


We Can Do This!

Image: knowyourmeme.com


Takeaways

Customer Centric: From customer journey to op:mizing for experiences, customers FTW.

1

2

3

Integrate & Op0mize: Be the best answer across channels, devices and media.

A@ract Engage Convert: Keep mul:-‐channel marke:ng content accountable at all stages.


Thank You! Lee Odden CEO, TopRank Marke:ng lee@toprankmarke:ng.com toprankmarke:ng.com toprankblog.com Check Out the All New

Content Marke+ng Horror Stories! h@p://tprk.us/cmhorror

http://tprk.us/cmhorror

http://www.toprankmarketing.com

http://www.toprankblog.com