Transcript
Page 1: Authority Intensive Lee Odden - Be the Best Answer

How to Be

the Best AnswerWherever Customers Are Looking

@LeeOdden

TopRankMarketing.com

Page 2: Authority Intensive Lee Odden - Be the Best Answer

@leeodden#authority2014

About Lee Odden

TopRankMarketing.comMarketingBlog.com

Integrated Marketingfor B2B & B2C Brands

Lee Odden, CEO

OptimizeBook.com

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@leeodden#authority2014

10 Billion2014

50 Billion2020

Source: ABI Research

Source: Ericsson

Internet Connected Devices

Photos: Shutterstock

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of the world’s datahas been created in the past 2 years

Photos: Shutterstock

Source: IBM

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Getting information off the Internet is like getting a drink

from a fire hydrant.- Mitchell Kapor

Photo: Shutterstock

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1.3

Billion

1

Billion/MO

883

Million

70

Million

300

Million

500

Million

200

Million

179

Million

#1 Activity in U.S.

Social NetworkingImage: Shutterstock

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Search Has Been An Effective Channel

It’s still VERY Important

But Things Have Changed

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Quality Over Quantity

Customer Centric & Accessible

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Content & Social Rush

Brands Publishing

34% F500Source: UMass Dartmouth

Consumers Publishing

254 Million BlogsSource: Tumblr / WordPress

Content

Marketing

Budgets

Social Media

Budgets

58%

Source: CMI / MarketingProfs Source: Advertising Age

58%

@LeeOdden Image: Shutterstock #authority2014

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Content Shock!Image: Shutterstock

Graph: Mark Schaefer

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@leeodden#authority2014#authority2014 @leeodden

Source: Qmee, myclever agency

Social Media Shock!

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Hey Facebook & Twitter, any suggestions for kid-friendly things to do in New York?

Bronx ZooFAO SchwartzMetropolitan Museum of ArtYankees GameSubwayHelicopter over Manhattan

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It Worked!Experience Achieved

And Shared

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Customers Are Empowered

Image: Shutterstock

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Customer Information Journey

Photos: Shutterstock

Discover

Consume $$$

Act

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Who’s Hungry?

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Discover

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Validate & Consume

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Take Action

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Create Signals of Credibility

Your Brand= XYZ

XYZ

XYZ

XYZ XYZ

XYZ

XYZ

Search

Social Networks

Content Marketing Industry Media & News

Referrals/WOM

Advertising

XYZLocal

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PR Radio

TVPrint

Word of Mouth

Email

Ecommerce

StoreFAQ

Knowledge BasePromotions

Newsletter

Social Networks

BlogWebsite

CommunityForum

Online Ads

Email

PPC

Social Ads

Blog

Reviews

Media

awareness consideration purchase retention advocacyinterest

Create Top of Mind

Recognition

Engagement with the

Brand

Inclusion in more

prospect dialogues

Increase in inquiries /

sales meetings

Be the Best Answer for Buyers

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Measure & Refine

Promotion

Social Networking

Content Optimization

Creation & Curation

Content Plan

Keyword & Topic Research

Audience & Personas

Optimized & Socialized Content

Marketing

Photo: Shutterstock

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Marketing Strategy

PR Strategy

Service Strategy

Optimized Marketing In Action

Business Goals

Customer Insights

Tactical MixImplementation

Key Performance Indicators

Business Outcomes

Jane

I like to save time, great service. I use FB and Twitter. I blog too.

Sell more premium widgets. Connect with higher end cust.

Poll C.S. reps for common questions. Get PR to place stories about premium widgets: save time, great service. Blog posts, comments, Tweets, video.

Media placements, blogger outreach, Tweets, video, images, product photo contest

Exposure, media hits, blogger placements, social shares, network growth, visits, sign-ups

Sales of premium widgets, shorter sales cycle, order volume

I love my new shiny widget. I’d be happy to endorse!

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How Do You Want to Be Known?

Photo: Shutterstock

What Do You Stand For?

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What Questions Do

Your Customers

Need Answered In

Order to Buy?

awareness interest consideration purchase advocacy

Photo: Shutterstock

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Expertise(Topic - Keyword)

Blog Posts

Industry Media Coverage

Press Releases

Contributed Articles

Guest Posts

Topical Survey“2014 Topic XYZ

Survey”

Tips & Examples

eBook

Guide to B2B

Social

Co-Created Visual eBook

w/ Conferences

TopicalResource

Lists

Off Site Commenting

Speaking at Conferences

Prospect Brand

Networking

Social NetworkingCommunity

SEO

WebsiteCategory

Email Newsletters

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BrandUSP

Topic B Topic C

Topic DTopic A

Topic E

Develop An Ecosystem of Authority

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Conference eBook - #CMWorld

Objectives:• Promote the Event• Promote Speakers• Create a Resource for

all Marketers• Create Relationships

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Where Does This Fit For SEO?

Content Marketing Rocks

Content Marketing eBook

Content Marketing Tips

Content Marketing World

Content Marketing Experts

Content Marketing Influencers

Content Marketing Conference

Content Marketers

Content Marketing Influencers

“Content Marketing”

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Where Does This Fit For Social?

Content Marketing Rocks

Content Marketing eBook

Content Marketing Tips

Content Marketing World

Content MarketingExperts

Content Marketing Influencers

Content Marketing Conference

Content Marketers

Content Marketing Influencers

“Content Marketing”

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Conference eBook - #SMMW14

Objectives: • Create event awareness• Add value for speakers• Attract registrations• Highlight brands• Create relationships

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Content Marketing Maturity Model

StasisFocus: status quoStaticFew resourcesInitial experimentsBrand centric

ProductionFocus: quantityStrategyProcessCreation“More is Better”SEO centric

UtilityFocus: qualityFunctional, usefulCustomer focusedRefined processSocial centric

StorytellingFocus: experienceSeek to dominate USPBrand leadershipOptimized buy cycleIntegrationMulti & Omni Channel

MonetizationFocus: ecosystem Marketing ROIContent Publishing ROISyndication ROIServices ROIScale

SEO Focused Social Networks & Influencers

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Takeaways

1. Decide what it is that you stand for and how you want to be known. Make a plan to dominate that thing

2. Understand who your major customer segments are and how they buy – optimize for discovery, consumption, action

3. Find out the questions customers have during the buying cycle and use them to inspire your content plan

4. Be the best answer – wherever your customers are looking, be present, be useful and “info-taining”

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Lee [email protected]

TopRankMarketing.com

MarketingBlog.com

OptimizeBook.com

Thank You!

Optimize Your Digital Marketing


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