Content Marketing – The Inbound Recipe for Success

Content MarketingThe Inbound Recipe for Success

Twitter: #ASE11_CM

Introduction

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Chad H. PollittDirector of Social Media &

Search MarketingKuno Creative

@CPollittIULinkedIn.com/in/seofortwayne

Chad H. Pollitt

– Certified HubSpot Partner– Internet Marketing Masters

Certification, University of San Francisco– Former Marketing Manager for

Facebook TabSite– Over $10 Million in tracked ROI for SEO

Agenda

• What• Why

– Empirical Data– SEO– Social Media

• How• Recap• Q & A

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Content Marketing

Content MarketingWhat is it?

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Content MarketingWhat is it?

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Content MarketingWhat is it?

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Content MarketingWhat is it?

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Content MarketingWhat is it?

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Content MarketingWhat is it?

Content Marketing is the creation and sharing of content for the purpose of promoting a product, service or cause. Though the focus of this content may not specifically be about your organization or its offerings, often assets created for the purpose of content marketing include a mix of problem-specific information and thought leadership.

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Content MarketingCreation and Sharing of Content

Types of Content

1. Advanced Content2. Blog Content/Website Content3. Videos/Webinars4. Podcasts/Audio5. Images/Infographics6. Widgets, Plugins, Apps7. Slide Presentations8. Press Releases

People only go to the Internet for TWO reasons

1. To Solve a Problem2. To be Entertained

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Content MarketingCreation and Sharing of Content

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Content MarketingAssets Created for Content Marketing

• Problem Specific Information• Entertaining• Thought Leadership

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Content Marketing – Why should I care?Filling the top of the funnel

Content Marketing 2-3 blogs/month

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Content Marketing12 blogs/month

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Content Marketing12 blogs/month

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Content Marketing21 blogs/month

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Content Marketing28 blogs/month

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Content MarketingWhat happens when you stop?

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Search Engine Optimization (SEO)

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Google’s Webmaster Guidelines recommends:

“If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”

In other words, publish unique problem solving content.

Search Engine Optimization (SEO)

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Google Panda/Farmer – Google’s recent algorithm update was designed specifically to reward those webmasters which follow their value-added content recommendations.

Search Engine Optimization (SEO)2011 Search Engine Ranking Factors Report

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• Inbound Links 42% SERP Impact• Keyword Usage (URL/On-page) 26% SERP Impact• Social Media 7% SERP Impact• Brand Popularity 7% SERP Impact

Content Marketing has an 82% SERP Impact

Search Engine Optimization (SEO)

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A.B.O.Always Be Optimizing

Social Media

• Content Distribution Channel• Allows for Content to be Easily

Shared and Discussed• Build a Community• Become a “Thought Leader”

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Social Media

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Social Media Infrastructure

Multiple Social Media platforms chosen to engage social media users and how those platforms are connected to one another pushing and pulling content.

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Social Media Infrastructure

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How to build

Blogging is the Push-Foundation of the Infrastructure

Social Media Infrastructure

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How to build

Blogging is the Push-Foundation of the Infrastructure

Infrastructure configurations are almost limitless

Social Media Infrastructure

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How to build

Push Content onto Popular Social Media Platforms

Social Media Infrastructure

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How to build

Pull Content into your Infrastructure

Social Media Infrastructure

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How to build

Pull Conversion Platforms into your Infrastructure

Social Media

Create a “Keyword Neighborhood”

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Social Media Infrastructure

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How to build – Things to consider

No Follow Links

FOLLOW

Social Media Infrastructure

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How to build – Things to consider

Duplicate Content Comments from Google• Duplicate content on a site is not grounds for

action on that site unless it appears that the intent of the duplicate content is to be deceptive and manipulate search engine results.

• Google’s Matt Cutts – “. . . finds that honest webmasters worry about dupe content when they don’t need to.”

How Much Content?

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Ben

efits

Content Produced

21/week

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• Repurpose • Invite Guest Bloggers• Hire Freelance Writers• User Generated Content• Bring in an Agency

How Much Content?

Social Media – SpamSocial Media Content Distribution Formula

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1/3rd Your Content1/3rd Other’s Content

1/3rd Conversation

What to do Next?1. Commit to Content for 6 – 12 months2. Identify Content Authors3. Create a Publishing Schedule4. A.B.O. – Always Be Optimizing5. Create a Social Media Infrastructure6. Distribute Content7. Engage8. Share Your Expertise – Help People9. Monitor Analytics10. Have FUN!!!

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Recap

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• What• Why

– Empirical Data– SEO– Social Media

• How

Content Marketing

Social Media & SEO Cheat Sheets

Download at: facebook.com/kunocreative@CPollittIU - #ASE11_CM

Questions & Answers

Slides Posted at: KunoCreative.com/blog

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