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How to be the best answer, wherever customers are looking. Presentation on integrated digital marketing and PR by Lee Odden at the Copyblogger Authority Intensive conference in Denver, 2014.
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How to Be
the Best AnswerWherever Customers Are Looking
@LeeOdden
TopRankMarketing.com
@leeodden#authority2014
About Lee Odden
TopRankMarketing.comMarketingBlog.com
Integrated Marketingfor B2B & B2C Brands
Lee Odden, CEO
OptimizeBook.com
@leeodden#authority2014
10 Billion2014
50 Billion2020
Source: ABI Research
Source: Ericsson
Internet Connected Devices
Photos: Shutterstock
@leeodden#authority2014
of the world’s datahas been created in the past 2 years
Photos: Shutterstock
Source: IBM
@leeodden#authority2014
Getting information off the Internet is like getting a drink
from a fire hydrant.- Mitchell Kapor
Photo: Shutterstock
@leeodden#authority2014
1.3
Billion
1
Billion/MO
883
Million
70
Million
300
Million
500
Million
200
Million
179
Million
#1 Activity in U.S.
Social NetworkingImage: Shutterstock
@leeodden#authority2014
Search Has Been An Effective Channel
It’s still VERY Important
But Things Have Changed
@leeodden#authority2014
Quality Over Quantity
Customer Centric & Accessible
@leeodden#authority2014
Content & Social Rush
Brands Publishing
34% F500Source: UMass Dartmouth
Consumers Publishing
254 Million BlogsSource: Tumblr / WordPress
Content
Marketing
Budgets
Social Media
Budgets
58%
Source: CMI / MarketingProfs Source: Advertising Age
58%
@LeeOdden Image: Shutterstock #authority2014
@leeodden#authority2014
Content Shock!Image: Shutterstock
Graph: Mark Schaefer
@leeodden#authority2014#authority2014 @leeodden
Source: Qmee, myclever agency
Social Media Shock!
@leeodden#authority2014
Hey Facebook & Twitter, any suggestions for kid-friendly things to do in New York?
Bronx ZooFAO SchwartzMetropolitan Museum of ArtYankees GameSubwayHelicopter over Manhattan
@leeodden#authority2014
It Worked!Experience Achieved
And Shared
@leeodden#authority2014
Customers Are Empowered
Image: Shutterstock
@leeodden#authority2014
Customer Information Journey
Photos: Shutterstock
Discover
Consume $$$
Act
@leeodden#authority2014
Who’s Hungry?
@leeodden#authority2014
Discover
@leeodden#authority2014
Validate & Consume
@leeodden#authority2014
Take Action
@leeodden#authority2014
Create Signals of Credibility
Your Brand= XYZ
XYZ
XYZ
XYZ XYZ
XYZ
XYZ
Search
Social Networks
Content Marketing Industry Media & News
Referrals/WOM
Advertising
XYZLocal
@leeodden#authority2014
PR Radio
TVPrint
Word of Mouth
Ecommerce
StoreFAQ
Knowledge BasePromotions
Newsletter
Social Networks
BlogWebsite
CommunityForum
Online Ads
PPC
Social Ads
Blog
Reviews
Media
awareness consideration purchase retention advocacyinterest
Create Top of Mind
Recognition
Engagement with the
Brand
Inclusion in more
prospect dialogues
Increase in inquiries /
sales meetings
Be the Best Answer for Buyers
@leeodden#authority2014
Measure & Refine
Promotion
Social Networking
Content Optimization
Creation & Curation
Content Plan
Keyword & Topic Research
Audience & Personas
Optimized & Socialized Content
Marketing
Photo: Shutterstock
@leeodden#authority2014
Marketing Strategy
PR Strategy
Service Strategy
Optimized Marketing In Action
Business Goals
Customer Insights
Tactical MixImplementation
Key Performance Indicators
Business Outcomes
Jane
I like to save time, great service. I use FB and Twitter. I blog too.
Sell more premium widgets. Connect with higher end cust.
Poll C.S. reps for common questions. Get PR to place stories about premium widgets: save time, great service. Blog posts, comments, Tweets, video.
Media placements, blogger outreach, Tweets, video, images, product photo contest
Exposure, media hits, blogger placements, social shares, network growth, visits, sign-ups
Sales of premium widgets, shorter sales cycle, order volume
I love my new shiny widget. I’d be happy to endorse!
@leeodden#authority2014
How Do You Want to Be Known?
Photo: Shutterstock
What Do You Stand For?
@leeodden#authority2014
What Questions Do
Your Customers
Need Answered In
Order to Buy?
awareness interest consideration purchase advocacy
Photo: Shutterstock
@leeodden#authority2014
Expertise(Topic - Keyword)
Blog Posts
Industry Media Coverage
Press Releases
Contributed Articles
Guest Posts
Topical Survey“2014 Topic XYZ
Survey”
Tips & Examples
eBook
Guide to B2B
Social
Co-Created Visual eBook
w/ Conferences
TopicalResource
Lists
Off Site Commenting
Speaking at Conferences
Prospect Brand
Networking
Social NetworkingCommunity
SEO
WebsiteCategory
Email Newsletters
@leeodden#authority2014
BrandUSP
Topic B Topic C
Topic DTopic A
Topic E
Develop An Ecosystem of Authority
@leeodden#authority2014
@leeodden#authority2014
Conference eBook - #CMWorld
Objectives:• Promote the Event• Promote Speakers• Create a Resource for
all Marketers• Create Relationships
@leeodden#authority2014
Where Does This Fit For SEO?
Content Marketing Rocks
Content Marketing eBook
Content Marketing Tips
Content Marketing World
Content Marketing Experts
Content Marketing Influencers
Content Marketing Conference
Content Marketers
Content Marketing Influencers
“Content Marketing”
@leeodden#authority2014
Where Does This Fit For Social?
Content Marketing Rocks
Content Marketing eBook
Content Marketing Tips
Content Marketing World
Content MarketingExperts
Content Marketing Influencers
Content Marketing Conference
Content Marketers
Content Marketing Influencers
“Content Marketing”
@leeodden#authority2014
Conference eBook - #SMMW14
Objectives: • Create event awareness• Add value for speakers• Attract registrations• Highlight brands• Create relationships
@leeodden#authority2014
@leeodden#authority2014
Content Marketing Maturity Model
StasisFocus: status quoStaticFew resourcesInitial experimentsBrand centric
ProductionFocus: quantityStrategyProcessCreation“More is Better”SEO centric
UtilityFocus: qualityFunctional, usefulCustomer focusedRefined processSocial centric
StorytellingFocus: experienceSeek to dominate USPBrand leadershipOptimized buy cycleIntegrationMulti & Omni Channel
MonetizationFocus: ecosystem Marketing ROIContent Publishing ROISyndication ROIServices ROIScale
SEO Focused Social Networks & Influencers
@leeodden#authority2014
Takeaways
1. Decide what it is that you stand for and how you want to be known. Make a plan to dominate that thing
2. Understand who your major customer segments are and how they buy – optimize for discovery, consumption, action
3. Find out the questions customers have during the buying cycle and use them to inspire your content plan
4. Be the best answer – wherever your customers are looking, be present, be useful and “info-taining”
@leeodden#authority2014
Lee Oddenlee@toprankmarketing.com1-877-872-6628
TopRankMarketing.com
MarketingBlog.com
OptimizeBook.com
Thank You!
Optimize Your Digital Marketing
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