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LocalVox
Leveraging Content Marketing to Increase Your Online Footprint
Jaime Romero VP of Marketing @ LocalVox
LocalVox
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.
- Content Marketing Institute
What is Content Marketing?!
Content marketing is the ONLY marketing left.” - Seth Godin
• Consumers’ buying habits have changed. • According to the Roper Public Affairs,
– 80% of business decision makers prefer to get company information in a series of articles versus an advertisement.
– 70% say content marketing makes them feel closer to the sponsoring company.
– 60% say that company content helps them make better product decisions.
Why Content Marketing?!
• Spend less money advertising. • Build your brand through thought
leadership. • Grow your online footprint in search and
social media.
Build assets that grow in value over time.
Less Advertising, More Marketing!
• What is your goal? • Who do you want to reach? • Define your content map? • What type of content will you create? • How will you create content? • How will you distribute content?
Getting started on strategy!
Content map!
Awareness ‘Product’ Ready to Move -‐ Best real estate agents in NY
-‐ When is a good 3me to switch schools?
-‐ Finding no-‐fee apartments in NY
-‐ How to run a tag sale in NY
-‐ 5 things to consider when hiring a mover
-‐ 3 Elements to look out for on a moving contract
-‐ The ul6mate Pre-‐move checklist
Just Moved (Loyalty)
-‐ 7 ways to get seFled in faster -‐ Best Schools in Chelsea
-‐ You have 100 boxes and no kids. Now what?
-‐ The ul6mate Post-‐move checklist
Moving Company
• Stories • Articles • Case studies • Interviews • Images
• Infographics • Video • Newsletters • White papers • eBooks
Content is broader than you think!
• Quality • Social media
presence • Search optimized • Sharable • Call to action
…and a goal!
Elements of great content marketing!
Goooooooooooooalllllls!!!!!!!!
Where does content fit in?!
Email Campaigns Social Media Engagement
Success Stories
Landing Page Optimization Email Campaigns Sales Collateral Success Stories
Paid Advertising Social Media Reach and Klout Keyword Optimization PR
Your Content Lo
yalty
Content Marketing will NOT • Convert customers instantly
• Make you findable instantly
Expectations!
Driving Traffic Using Content
Periodic Table of SEO Ranking!
• Keywords: – In the Page Title – Meta Description – Meta Keywords – URL – Freshness – Appears 2-3 times in the article – Appears as the anchor text in both internal
links and external links
SEO Checklist!
Google!Sign-up for an AdWords account…even if you don’t advertise…yet.
• Use google tools to optimize content for keywords
• Take 2-3 related keywords and assign them to each article
• Balance competition and search volume
Keywords!
• Use Google’s Autocomplete for more keyword ideas
Tip…!
• Link building a critical component of search engine optimization.
• Link building is a byproduct of great content.
Link Building!
• Traffic – per article and aggregate • Links – How many links do you have? • Shares – Are people Tweeting/Sharing? • Engagement – Comments • Conversions – Do you have a blog
subscribe or request for quote web form?
What do you measure?!
• Invest in the long term (ie, not 6 months) • Plan ahead of time • Make it easy to share • Involve Influencers (interviews) • Content isn’t just an articles.
– Images. – Videos. – Reviews.
Tips!
Content marketing is a Marathon, not a sprint.
High quality content has to fundamentally change the customer’s purchase intent.
Quality vs Quantity?!
Examples
New York Burger Co.!
Search Rankings!
Krav Maga!
Search Rankings!
JUST DO IT.
Questions?
