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Amplify your online marketing reach & effectiveness with integrated Social Media, SEO & Content Marketing. Presentation by Lee Odden of TopRank Online Marketing at SES Chicago in 2011.
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Convergence
Search, Social & Content Marketing
Lee Odden @TopRank
TopRankBlog.comTopRankMarketing.com
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About @TopRank
Clients Speaking MediaContent Marketing Strategy, Creation & Optimization
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We Are Content MarketersWebsite
YouTube
Flickr
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White Papers
Google+
Guides
Book
Webinars
Articles
Blog
Press Releases
Guest PostsEvents
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Content
SocialSEO
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Some Say SEO is Dead….
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And That Social is the Sexy One
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Interactive:$76.6 Billion by
2016
43% is Search Marketing
Social Rising, Search Dominates
6% is Social Media
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SEO Has Evolved
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Optimization Is a State of MindWebsite
YouTube
Flickr
Slideshare
White Papers
Google+
Guides
Book
Webinars
Articles
Blog
Press Releases
Guest PostsEvents
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The Question Is…
What Are You Optimizing for?
Flickr Photo credit: angrypandaband
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Cares About Content
PandaSource: Search Engine Land 3/11
Google’s POV on Quality Content: http://goo.gl/huekf
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So Do Customers
53%Of time on the internet is content consumption.AOL Nielsen 5/11
U.S.: 27 million shared per day
AOL Nielsen 5/11
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Intersection of Social & Search
Any suggestions for social media marketing software?
THX, we picked XYZ Social
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Optimize for Consumer Behavior
Discovery
Consumption
Engagement
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Optimize for Discovery
1% Social Alone51% Search Alone48% Search & Social
SearchSocialEmailNewslettersIndustry Media
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Optimize for Consumption
Devices: Mobile, Computer, TabletFormats: Long, Short, Lists, Deep Dive, VisualMedia: Audio, Video, Images, InteractiveTypes: Articles, Reports, News, How To, ReviewTime of Day/Week & FrequencyTopics & Keywords
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Optimize for Engagement
What content will inspire readers to:
• Comment• Rate, Review• Share• Join• Link• Download• Buy
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CMO & SMO Framework
PreferencesPain PointsBehaviors
Search &Social Data Sources
Topics, SEOCalendar, Repurpose
Social & SEONetworking,Link Building
ResearchCustomer Segments
KeywordsTopicsMessage
Content &PromotionPlan
OptimizeSocialize &Promote
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Intersection: SEO, Social Content
Blogs Keyword Focus
Search Words
Social Topics
Social Topics
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Customer Keywords & Topics
Company XYZ“widget”
Round WidgetsEco-FriendlyValue Priced
How to save money on widgets?
Do widgets impact the environment?
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Competitors CategoriesKeywords Popularity
Keyword Glossary
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Editorial Guide for Web & Social
Content Plan
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Social SEO Content
Company XYZ“widget”
Blog Hub Video Tips Sharing Widgets Widget Photos Flickr Facebook Page for Green
Widget Tips Widget Tips Email Newsletter Widget Deals Twitter Account Guest Blog Posts Using Widget
Keywords Contributed Articles to
Consumer & Environmental Pubs on Cost Saving Tips and Being “Green”
Content PlanKeywordsTopics
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Keyword Topics• Keyword 1• Keyword 2• Keyword 3
Web Page
PPT
Blog Posts
Images
Videos
Web Page
Web Page
Guest Blog Posts
Press Release
Infographics
ContributedArticlesIndustryMedia
Topic-Driven Content, Social, SEO
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Ubiquity + Relevance = Win!Article on a digital camera. Previews of digital cameras that show how good tthey are.
Article on a digital camera. Previews of digital cameras that show how good tthey are.
Article on a digital camera. Previews of digital cameras that show how good tthey are.
Article on a digital camera. Previews of digital cameras that show how good tthey are.
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Takeaways
Take a Customer Centric Approach: Segment, Profiles, Search &
Social Keywords, Content, Social Networking.1
2Incorporate SEO, SMO in Processes: Optimize and socialize all content production & integrate analytics.
3Practice Proactive OptimizationTrain staff on SEO, develop standards and leverage SEO & Social monitoring tools to reveal trends & track performance.
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Thank You
Lee Odden [email protected] TopRankMarketing.com TopRankBlog.com
OptimizeBook.comWiley - 2012
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More Tweetable Tips! @toprankBONUS! 6 Content Tips:
1. Engage with your community and ideas will come out of that dialog
2. Ask for topics!3. Look at popular questions on Quroa, Yahoo Answers
and LinkedIn Q/A4. Mine web analytics data: referring search keywords,
questions that drive traffic5. Look at your internal search engine: logged queries. 6. Find out what front line staff (sales, customer service)
are being asked most often.
