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Content Marketing:Beyond “Liking” and
Tweeting
Ruben Quinones,
Director of New Media
Content Marketing:Beyond “Liking” and
Tweeting
Ruben Quinones,
Director of New Media
Who We Are•Strategic Online Marketing Approach
•SEO, Social Media , Pay-Per-Click, Display Ad management
•Industry leading technology for managing, optimizing & tracking searchbased campaigns
•Strategic Online Marketing Approach
•SEO, Social Media , Pay-Per-Click, Display Ad management
•Industry leading technology for managing, optimizing & tracking searchbased campaigns
Some Brands We Have Worked With
Content ….. What it’s not
Purchase
What it is …….
It Also …..
Boosts Your Interior Pages for SEO
Google & Facebook – Critical for Content on the Web
Indexes contenton the web,
content is not onGoogle, its found
by Google
Has content in itsproperty, and the web
has elements offacebook in it
Intent to Purchase
Social Metrics Increasing in Search Algorithm
Social metrics increased 2% from last biannual report,and is expected to continue to increase.
Characteristics of Web Content Topics• What’s New?
• Commentary
• What’s going to happen…..what to watch out for
• How to – process oriented
• Tools and resources that would be of value to your readers
• Answering a Question
• Common Mistakes to look out for
• What’s New?
• Commentary
• What’s going to happen…..what to watch out for
• How to – process oriented
• Tools and resources that would be of value to your readers
• Answering a Question
• Common Mistakes to look out for
Purpose of Content
Acquisition Based Vs. Nurture BasedAcquisition Based Vs. Nurture Based
• Who are our audiences?
• What are the touch points / challenges ofour customers/alliances?
• What are they asking?
Identify Key Terms for YourCustomer Segments
• Who are our audiences?
• What are the touch points / challenges ofour customers/alliances?
• What are they asking?
Discovering Content TopicsAudiences for Content
• CustomerSegmentation
• Alliances• Alliances
Identifying Key Terms for YourCustomer Segments
will lead to ….
• Topical ideas for future content marketed to thosesegments
• Uncovering other blogs, forums, influencers, andsocial sites that are responding to these key terms
• Embedding these key phrases will give us abetter opportunity to be found via search resultsand social conversations
will lead to ….
• Topical ideas for future content marketed to thosesegments
• Uncovering other blogs, forums, influencers, andsocial sites that are responding to these key terms
• Embedding these key phrases will give us abetter opportunity to be found via search resultsand social conversations
Identify Key Terms for YourCustomer Segments
Touch points – key terms that are widely used byyour audience. Ex. (cashflow, tax shelter,appreciation are terms that accountants would usein their daily workflow)
Context – key terms that attach a type of relevance,for ex. New York, venue, etc.
Audience – Segmented customer or alliance.
Touch points – key terms that are widely used byyour audience. Ex. (cashflow, tax shelter,appreciation are terms that accountants would usein their daily workflow)
Context – key terms that attach a type of relevance,for ex. New York, venue, etc.
Audience – Segmented customer or alliance.
Discovering Content Topics/Conversations
Employ boolean searches – ex.
If a well known brand, use“Brand name” “context”, “Brand name” “Touch point”
“Audience” “Context”, “Audience” “Touch point”“Competitor” “context”, “Competitor” “Touch point
“touch point” “context”“touch point” “touch point”
Employ boolean searches – ex.
If a well known brand, use“Brand name” “context”, “Brand name” “Touch point”
“Audience” “Context”, “Audience” “Touch point”“Competitor” “context”, “Competitor” “Touch point
“touch point” “context”“touch point” “touch point”
Boolean search for brandname and a touch point.
ex.“new york”, “customer
service”
Can be multiple variations ofpreviously mentioned
boolean searches
Discovering ContentTopics/Conversations
Boolean search for brandname and a touch point.
ex.“new york”, “customer
service”
Can be multiple variations ofpreviously mentioned
boolean searches
Filter by News & Blogs
Discovering ContentTopics/Conversations
Boolean searches on YouTube
Discovering ContentTopics/Conversations
Boolean searches on Twitter
Discovering ContentTopics/Conversations
Boolean searches on Twitter
Sourcing Your Next Topic
Discovering Content TopicsIdentifying Key Terms for Audiences
Identify TouchPoints
Identify anyContextIdentify anyContext
Map back toAudiences(segmented)
Incorporate intoContent calendar(onsite and Social)
Onsite Strategic Considerations
Does ContentSpeak to Your
Onsite Audience
Is it optimizedfor Google?Easily Shareable
for Social?
Is it credible?Relevant to mybrand/services?
Easily Shareablefor Social?
On Site Social Integration with your Content
Can I communicate with your brand?
On Site Social Integration with your Content
Can I share it?
On Site Social Integration with your Content
Take advantage of Google’sAuthorship Markup to show
authors picture next to searchresults for their content.
Increases CTR for your link.
For a step by step on how to implement, go tohttp://www.pathinteractive.com/blog/2012/09/a-step-by-step-guide-to-google-authorship-markup/
Awareness
Favorability
Content Marketing Off Site
Consideration
Purchase
Social Based Content
Repurposed and Dedicated Content forthe Social Web
• Do you have pdf’s presentations?
• Do you have highly visual images?
• Can you convert your written content into a visual info graphic?Powerpoint?
• Include hashtags in your title for twitter campaigns
#
• Do you have pdf’s presentations?
• Do you have highly visual images?
• Can you convert your written content into a visual info graphic?Powerpoint?
• Include hashtags in your title for twitter campaigns
#
Submit Your Content to Other Sites thatCater to your Audiences
• Article Sites that have heavy traffic
• Guest Blogging on industry sites thatshow a level of engagement
• Guest blogging on alliance sites thatshow a level of engagement
• Article Sites that have heavy traffic
• Guest Blogging on industry sites thatshow a level of engagement
• Guest blogging on alliance sites thatshow a level of engagement
Content Marketing off Site - Facebook
Homepage News Feed
Content Marketing off Site - Facebook
Which Means to Stand Out…….
Must increaseengagement
Build Affinity
EstablishFrequency
Must increaseengagement
Build Affinity
EstablishFrequency
The Secret to Marketing on Facebook
Don’t Market!
Ingredients for Engaging Content
• Educational
• Entertaining
• Exclusive
• Educational
• Entertaining
• Exclusive
Targeting Your Content
Target by gender, relationshipstatus, educational status, age,
location and language
Segment Your Content
Promotional
Testimonial
Engagement Questions
Clicks Average
0 5 10 15 20 25 30 35 40
Bible Verse
Blog Post
Engagement/Entertaiment
Utilizing “Facebook Insights”, youcan gauge which theme is
performing the best.
Run Social Ads to Deliver content to YourAudiences
Ads targeted by keyword intent, titles,and interests
Pay for your content to reach your audience
This content piece was targeted toFacebook users who had an expressed
interest in the show.
Pay for your content to reach your audience
This content piece about theconference is being advertised by
keyword intent
Process for New Content DiscoveryKeep Focus
1. What type of post am I writing?
2. Who is my specific audience for this post?
3. What are one or two critical points I can answer for them?
4. What are the two keywords that describe the critical points?
5. Do a boolean search to see what might spark some ideas
6. Can I stretch these out into a series?
7. Next content post, repeat.
1. What type of post am I writing?
2. Who is my specific audience for this post?
3. What are one or two critical points I can answer for them?
4. What are the two keywords that describe the critical points?
5. Do a boolean search to see what might spark some ideas
6. Can I stretch these out into a series?
7. Next content post, repeat.
Metrics to Look at (non sexy brands)
MetricsContent will mostly be measured by passive metrics
• On site Metrics
Passive & Hard
• Social Metrics
Passive & Hard
Content will mostly be measured by passive metrics
• On site Metrics
Passive & Hard
• Social Metrics
Passive & Hard
Passive Metric – New Visitors
Are new visitors coming in as are resultof your content?
Passive Metric – Referring traffic
Is your content creating new visitors toyour site?
Sort by referringReferring sites will give a clues to your
audience
Passive Metric – Deeper Navigation
How deep did they navigate beyondyour page?
Passive Metric
Your “visit duration” should improve, anindication that your content is being
consumed
Hard Metric - Goals
Sort by the content section ofyour site, and analyze “Goal
Rate”
Social Metrics – Passive
• Impressions
• Views
• Clicks
• Consumption
• Reach
• Impressions
• Views
• Clicks
• Consumption
• Reach
Social Metrics – HardFactored into Engagement Rate
• Likes
• Follows or Connections
• Shares/Retweets
• Comments
• Likes
• Follows or Connections
• Shares/Retweets
• Comments
Social Metrics – Some Deeper Metrics
• Brand mentions
• Share of voice (by platform, overall, etc.)
• Influencer penetration rate
• Brand association with targeted keywords
• Brand vs competitive with targeted key terms
• Brand mentions
• Share of voice (by platform, overall, etc.)
• Influencer penetration rate
• Brand association with targeted keywords
• Brand vs competitive with targeted key terms
Some Facebook Metrics
Unique viewers ofyour individual
posts
Uniques WhoHave Clicked into
Your Post
Uniques WhoTook AnAction
“Talking AboutThis” Divided by“Engaged Users”
Uniques WhoHave Clicked into
Your Post
Uniques WhoTook AnAction
“Talking AboutThis” Divided by“Engaged Users”
Tools to use
External tool - https://adwords.google.com/o/Targeting/Explorer?
Thank You!
www.linkedin.com/in/rubenquinoneswww.linkedin.com/in/rubenquinones