A Powerful Combination: Campaign-Based Content Marketing, Search Engine Optimization and Social Media Marketing with Chris Raulf

[A Powerful Combination] Campaign-Based Content Marketing, Search Engine Optimization and Social Media Marketing

October 2, 2015Information Development World 2015San Jose, CA

Chris RaulfDigital Marketing ExpertFounder & PresidentBoulder SEO [email protected]/in/chrisraulf

www.boulderseomarketing.com | 720.263.1736 | [email protected]

https://www.linkedin.com/in/chrisraulf

http://www.boulderseomarketing.com/

mailto:[email protected]

Agenda

• Inbound vs. Outbound Marketing• The Case for Inbound Marketing• Content Marketing• Search Engine Optimization • Social Media Marketing• Bringing Everything Together• Case Studies• Questions & Answers

www.boulderseomarketing.com | 720.263.1736 | [email protected] | @swisschris



About Chris and Boulder SEO MarketingChris• Born and raised in Switzerland• Two amazing kids; love soccer, mountain

biking, hiking, yoga, rock climbing... and crafty Colorado beer

• 20+ years in digital marketing

Boulder SEO Marketing• SEO Training and Consulting• SEO Site Audits• Content Marketing• Social Media Marketing• Online Lead Generation• LinkedIn Training & More




It’s Not Rocket Science… But It Works:




It’s Not Rocket Science… But It Works:




Inbound Vs. Outbound Marketing

Source: https://en.wikipedia.org/wiki/Inbound_marketing

• Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers.

• Outbound marketing: In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered "outbound marketing".

• Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.


https://en.wikipedia.org/wiki/Inbound_marketing

https://en.wikipedia.org/wiki/Inbound_marketing



The Case for Inbound Marketing

Source: https://jumplead.com/blog/2013/11/why-inbound-marketing-statistics-on-inbound-vs-outbound-marketing

• 32% of brands are decreasing spending on outbound marketing to spend more on content marketing

• Per dollar, content marketing produces 3 times more leads.

• For mid-sized businesses, content marketing costs 31% less than paid search.

• Inbound marketing costs 62% less per lead than traditional outbound marketing.

• 200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list.

• 54% more leads are generated by inbound than by outbound.


https://jumplead.com/blog/2013/11/why-inbound-marketing-statistics-on-inbound-vs-outbound-marketing

https://jumplead.com/blog/2013/11/why-inbound-marketing-statistics-on-inbound-vs-outbound-marketing



Campaign-Based Inbound Marketing Works Best

Inbound Marketin

g

Content Marketin

g

Social Media

Marketing

Search Engine

Optimization

Campaigns




Content Marketing




• Nothing new

• We all do it

• We all can do it better

• Get the most out of content marketing: Campaign based, Search Engine Optimization & Social Media Marketing

• Content Makes Marketing by Laura Lear: http://goo.gl/Wb4pY

• Webinar: An Introduction to Content Marketing, SEO and Social Media Marketing: www.boulderseomarketing.com/webinar-introduction-to-content-marketing-seo-and-social-media-marketing

• The Advanced Content Marketing Guide: http://www.quicksprout.com/the-advanced-guide-to-content-marketing/

Content Marketing; Just a Buzzword?


http://goo.gl/Wb4pY

http://goo.gl/Wb4pY

http://goo.gl/Wb4pY

http://www.boulderseomarketing.com/webinar-introduction-to-content-marketing-seo-and-social-media-marketing



http://www.quicksprout.com/the-advanced-guide-to-content-marketing/



• What is content marketing?

• Content marketing (also known as "content recommendation") is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.

• Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information.“

Source: http://en.wikipedia.org/wiki/Content_marketing

So What Exactly is Content Marketing?


http://en.wikipedia.org/wiki/Content_marketing



Search Engine Optimization




Where’s The Best Place To Hide A Dead Body?




SupplyDatabase (aka search engines)

Demand




~ 250


~ 3

3-5 6-8



The 5 Pillars of SEO

1. Technical Health of Website2. Website Functionality3. On-Page Search Engine

Optimization4. Off-Page Search Engine

Optimization5. Social Media Marketing

Content Marketing




SEO Requires a Strong TeamResources: • SEO Manager

– Develop strategy– Manage team and drive process– Analyze date

• Content Creator– Web content, blog posts, in-depth articles, white

papers, case studies, etc.• Social Media Expert

– Draft and publish social media messages – Community management, etc.

• Webmaster




The 5 Pillars of Search Engine Optimization

1. Technical Health of Website2. Website Functionality3. On-Page Search Engine Optimization

– Identify your target SEO keywords– Find your “Low hanging fruit” keywords

4. Off-Page Search Engine Optimization5. Social Media Marketing




Have You Done Keyword Research?




Initial Keyword Research

https://adwords.google.com/ko/KeywordPlanner/Home












Do You Know Your “Low Hanging Fruit” Keywords?

http://www.boulderseomarketing.com/webinar-seo-keyword-research-find-keywords-that-will-improve-search-traffic-to-your-website/






Google Search Console
















Content Creation Create a Content Development Plan Sadly, a lot of companies don’t do it!




Content Creation




Content Creation: Outsourcing






Phase 1: Initial On-Boarding and Project Setup

Initial Interview and Research – They want to learn about you, your target market and what you want to accomplish with your content

The Writer Audition Process – Based on your specific industry and needs, they use their crowd-sourcing tools to search thousands of writers to identify a handful of matching writers

Building a Trusted, Reliable Writing Team – You are presented with a custom-written sample from each matching writer so you can choose which writers you’d like to add to your team

Phase 2: On-Going Project Management

Keyword/Topic Research – Come up with a target list of keywords and topics to write about. Using Keyword Research Tool and other resources.

Title Development – Every month or quarter, develop a list of interesting, compelling page titles

Editorial Calendar Planning – Assign target publish dates for each title so you can view a detailed publishing schedule

Assignment, Production, Editing, and Publishing – Manage the entire production and editorial process. Deliver or publish finished content to your site.





Benefits:

Immediate access to SEO and research tools – without the learning curve.

• Integrated Keyword Research Tool: They will find the best keywords and topics to help you accomplish your goals

• Title Research and Development Tool: They analyze trending data to determine the hottest titles in your segment

• Editorial Calendar: They will plan out your content for you – months in advance





What’s the catch?



Content Creation and Optimization Optimized meta tags:

• Title [50 - 60 characters]• Description [150 - 160 characters]• Keywords [2-3 target SEO keywords]• Alt / Images

Blog posts: 400-600 words In-depth articles: 1k+ words PR: 400 words Include links to other related pages on your site and other high quality websites If possible, add an image and include an alt tag with a target keyword Place keyword(s) in applicable H1, H2 & H3 heading Try to include an important target keyword in the first paragraph as well as the

last and hyperlink it to an applicable page Don’t forget to include a call to action!

• Share on social media• Click / call to request a quote• Download a white paper / view webinar, etc.

Set up Goal tracking in Google Analytics




Social Media Marketing







[Bringing Everything Together] Campaign Based Content Marketing, SEO and Social Media





[Case Studies] Proof Is In The Pudding



• Bi-monthly online event• Weekly blog post• 2 personal LinkedIn status updates per day • 1 LinkedIn company page status update per day • 2 LinkedIn group postings per day• 1 FB / G+ post per day• 2 Tweets per day

Customer Case Study




• 150% increase in organic search traffic from Google• ~15-20% organic growth rate of social media followers per

month• 150-250 webinar registrants• ~ 35-40% new leads per event (LinkedIn lead gen campaign)• 4-5 new and optimized pieces of content for website per event• Press release strategy• Increased brand recognition; industry thought leader• Recording of online event repurposed as on-demand content on

the website; ‘recording request’ pages generate 60-80 new requests per month


Customer Case Study



Thank You!

Questions?October 2, 2015Information Development World 2015San Jose, CA

Chris RaulfDigital Marketing ExpertFounder & PresidentBoulder SEO [email protected]/in/chrisraulf

www.boulderseomarketing.com | 720.263.1736 | [email protected]






Technology

A Powerful Combination: Campaign-Based Content Marketing, Search Engine Optimization and Social Media Marketing with Chris Raulf