ANDRE ALPAR - OPI...Search and content marketing: The switch from push to pull in communication European OPI Forum Berlin –June 15th, 2017 OPI EU Forum 2017 –Andre Alpar –Twitter:

ANDRE ALPAR

Performics

Search and content marketing: The switch from push to pull in communication

European OPI Forum

Berlin – June 15th, 2017

OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar 3

Agenda

4OPI EU Forum 2017 – Andre Alpar – Twitter: @andrealpar

• Self introduction

• Motivation

• SEO - first wave of pull

• Content Marketing – second wave of pull

Performics employs 250 people in Germany – international team doing performance, content and search marketing


Andre Alpar• First online business in 1998• Serial entrepreneur (casual games,

marketplace, audio book publisher, agency …)

• 40+ business angel investments• 3+ years leading role at Rocket Internet• Conference host, podcaster, book author …

Performics Berlin• Founded AKM3 late 2009• Berlin office: 170 ppl - Native speakers of 15

languages• Part of Publicis since late 2014• PerformicsAKM3 since Sept. 2015• Performics since July 2016

We are not “only” an online marketing agency but also a leading online shop for cigars


• Strategic approach for product choice

• Own financing – focus on return

• Two brands: Noblego and Cigarmaxx

• Complementary online magazine: zigarren.org

Agenda



• Motivation



WTF is GAFA?! How are they disrupting everything? And why should I bother if I am in search or content marketing?


Attention Interest Desire ActionBuying process

Create demand

Fulfill demandObjective

Understand and appreciate the role of each online marketing channel and wherestrength is within the sales funnel – then use accordingly and watch the ROI!


Agenda



• Motivation



Classic Brand Communication vs. Search Communication: Two Different Worlds Collide!Marketing in Search Engines: The Power of “Pull”!


1. Brand startsCommunication

2. Success: Customers respond

2. Success: Brands respond

1. Customer‘s search

Classic Brand Communication

Communication via Search Channel

(Pull Channel)

Common “Misconceptions”:

• Brand is not present everywhere

• Brand induces expensive search, but can’t be found

• Present, but with poor ranking

• Present, but unlikely to get clicks because of bad titles & descriptions

• Present, but with the wrong landing page

Search Marketing

• Unique chance to communicate with few divergence losses

• Rules of communication are laid down by users and search engines, not by the brand

• Budgeting in brand communication: top-down and campaign-based search: bottom-up and demand-oriented

Agenda



• Motivation



The growing popularity of content marketing shows a paradigm shift from push to pull advertising – search people know “pull” well - they have never done anything else!


Content CommerceAd space

Classic advertising

Content Commerce

Content Marketing

Push

Pull

Ad money

Branding Content

• Aka. Informational content

• Great landing pages for SEO / SEA / SMA due to lower competition

Invest in high quality content – understand different content types and the role they can play in your digital marketing orchestra


Transactional Content

Social Content

Content Types

Content for SEO

Content for Content Marketing

Examples for different content types – Each type of content has to have their own KPI sets in order to be evaluated in a corresponding banner


Don‘t use the same KPIs!!!

Example for good content marketing campaign by Bayer


Product page Microsite

http://www.aspirin.de/http://www.erkaeltung-online.de/

Keyword Suchvolumen Rankinghalsschmerzen 33100 11

symptome 27100 95

erkältung 22200 8

aspirin complex 22200 49

nasennebenhöhlenentzündung 22200 53

kopfschmerzen 22200 55

husten 12100 96

schnupfen 9900 23

grippe symptome 9900 85

gliederschmerzen 8100 2

erhöhte temperatur 6600 5

schmerzen in den beinen 4400 20

druck im kopf 3600 20

hausmittel gegen kopfschmerzen 3600 45

hausmittel gegen erkältung 3600 77

kopfgrippe 3600 84

erkältung hausmittel 2900 19

symptome grippe 2900 37

kopfschmerzen stirn 2900 44

nasennebenhöhlenentzündung symptome

2900 47

nasennebenhöhlenentzündung hausmittel

2900 75

kratzen im hals 2900 92

starke kopfschmerzen 2400 16

halsschmerzen schluckbeschwerden 2400 84

erkältung symptome 1900 10

Summarizing: invest evenly and in a meaningful relation between content production and marketing for that content


„Marketable“ Content

(Dedicated) Marketing of the Contents

Attention Interest Desire ActionBuying process

Create demand

Fulfill demandObjective

Channels

Search Engine Advertising

Search Engine Optimization

Content Marketing

Understand and appreciate the role of search and content marketing and wherestrength is within the sales funnel – then use accordingly and what the ROI!


Pull and push marketing combined are more powerful than one of the strategy and tool sets alone


performics.de /

performics.com

Paul-Lincke-Ufer 39/40

10999 Berlin

Germany

Follow us on

• Twitter

• Google+

• Facebook

Thank you very much for your attention!Let‘s keep in touch!


Backup


Do you want more?


• Twitter:

@andrealpar and

@performics_de

• Podcast www.omreport.com / www.omreport.de

• Annual "AdWords conference" PPC Masters in Berlin in February

• Annual Content Marketing Conference in Berlin

• OMCap: Annual online marketing conference in Berlin in October

• My books are available in German

http://www.omreport.com/

http://www.omreport.de/

The seeding is vital for the success of a content marketing campaign – It is the number one failing factor of unsuccessful content marketing efforts


Paid

Social Media Advertising,

e.g. Facebook-Ads, Linked

In Ads

Advertorials, e.g. Native Ads portals with a lot of

reach

“Free”

Communities: e.g. open

internet forums, Social

Networks

Corporate Comm.: e.g. Newsletter,

Social Media, Blog, PR

Outreach, e.g. with SEO

or Social Media focus

Search Engine

Advertising e.g Google Adwords

Seeding

Outreach to seed content marketing efforts


• One local newspaper gets content that completely localizes the topic on their regional readership, see http://oldenburger-onlinezeitung.de/panorama/oldenburg-sicher-vor-autodiebstahl-48432

• One blog gives tips on how to prepare for a safe camping vacation, see http://www.rund-um-den-biggesee.de/2014/07/25/diebe-haben-niemals-frei/

Original article: Top 10 most stolen cars via a car tire shophttp://www.tirendo.de/blog/top-10-die-meistgeklauten-autos/

Content marketing is able to deliver on marketing as well as sales targets if planned and executed well and therefor needs to be fueled from both budgets


Traffic type

Content marketing

effect

Branding Direct Type-in

Links Refferal

Social Signals Social

Rankings SEO

• More traffic

• More revenue

Company targets

Disclaimer: my style of slides is special, thoughtful and individual and if you don‘t think it‘s funny you are just not getting it!


Documents

ANDRE ALPAR - OPI...Search and content marketing: The switch from push to pull in communication European OPI Forum Berlin –June 15th, 2017 OPI EU Forum 2017 –Andre Alpar –Twitter: