Campaign-Based Content Marketing, SEO and Social Media Marketing

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  • [A Powerful Combination] Campaign-Based Content Marketing, Search Engine Optimization and Social Media Marketing

    January 7, 2016

    Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing Collin Sutz National Sales Manager SocialSEO

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com

  • Agenda

    Campaign-basedContentMarke3ng,SEOandSocialMedia

    Inboundvs.OutboundMarke3ng ContentMarke3ng SearchEngineOp3miza3on SocialMediaMarke3ng BringingEverythingTogether CaseStudies Ques3ons&Answers

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • AboutthePresentersChris BornandraisedinSwitzerland Twoamazingkids;lovesoccer,mountainbiking,hiking,

    yoga,rockclimbing...andcraHyColoradobeer 20+yearsindigitalmarke3ngCollin BorninNewYork;movedtoColorado1986 Familyman,ski,hike,travel,collectbarleywine Startedbusinesscareerin1999OurServices OrganicSearchEngineOp3miza3on Pay-Per-Click SocialMediaMarke3ng ContentMarke3ng SEOSiteAudits Consul3ngandTraining LinkedInTraining&More

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • ItsNotRocketScienceButItWorks:

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • WhatisCampaign-BasedContentMarke.ng,SEOandSocialMediaMarke.ng?

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • Campaign-BasedInboundMarke.ngWorksBest!

    InboundMarke3ng

    ContentMarke3ng

    SocialMedia

    Marke3ng

    SearchEngine

    Op3miza3on

    Campaigns

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • InboundVs.OutboundMarke.ng

    Source:hTps://en.wikipedia.org/wiki/Inbound_marke.ng

    Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers.

    Outbound marketing: In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered "outbound marketing".

    Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • InboundVs.OutboundMarke.ng

    ImageSource:hTps://www.inboundmarke.ng.com.au/inbound-vs-outbound-marke.ng/

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • TheCaseforInboundMarke.ng

    Source:hTps://jumplead.com/blog/2013/11/why-inbound-marke.ng-sta.s.cs-on-inbound-vs-outbound-marke.ng

    32% of brands are decreasing spending on outbound marketing to spend more on content marketing

    But why?

    200 million Americans have registered their phone numbers on the FTCs Do Not Call list.

    Inbound marketing costs 62% less per lead than traditional outbound marketing.

    54% more leads are generated by inbound than by outbound.

    Per dollar, content marketing produces 3 times more leads.

    For mid-sized businesses, content marketing costs 31% less than paid search.

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • Nothingnew;wealldoitonadailybasis

    ContentMakesMarke3ngbyLauraLear:hVp://goo.gl/Wb4pY

    Webinar:AnIntroduc3ontoContentMarke3ng,SEOandSocialMediaMarke3ng:www.boulderseomarke3ng.com/webinar-introduc3on-to-content-marke3ng-seo-and-social-media-marke3ng

    [ContentMarke.ng]JustaBuzzword?

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • Athoughtleadercanrefertoanindividualorfirmthatisrecognizedasanauthorityinaspecializedfieldandwhoseexper3seissoughtandoHenrewarded.

    Source:hVps://en.wikipedia.org/wiki/Thought_leader

    [ThoughtLeadership]AnotherBuzzword?

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • Contentmarke.ngisanymarke3ngformatthatinvolvesthe

    crea.onandsharingofmediaandpublishingcontentinordertoacquirecustomers.Thisinforma3oncanbepresentedinavarietyofformats,includingnews,video,whitepapers,e-books,infographics,casestudies,how-toguides,ques.onandanswerar.cles,photos,etc.

    Contentmarke.ngisfocusednotonselling,butonsimplycommunica.ngwithcustomersandprospects.Theideaistoinspirebusinessandloyaltyfrombuyersbydelivering"consistent,ongoingvaluableinforma3on.Source:hVp://en.wikipedia.org/wiki/Content_marke3ng

    SoWhatExactlyisContentMarke.ng?

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • SearchEngineOp.miza.on

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • WheresTheBestPlaceToHideADeadBody?

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • SupplyDatabase(akasearchengines)

    Demand

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • ~250

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

    ~3

    3-5 6-8

  • The5PillarsofSEO

    1. TechnicalHealthofWebsite2. WebsiteFunc3onality3. On-PageSearchEngine

    Op3miza3on4. Off-PageSearchEngine

    Op3miza3on5. SocialMediaMarke3ng

    ContentMarke.ng

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • SEORequiresaStrongTeamResources: SEOManager

    Developstrategy Manageteamanddriveprocess Analyzedate

    ContentCreator Webcontent,blogposts,in-depthar3cles,whitepapers,casestudies,etc.

    SocialMediaExpert DraHandpublishsocialmediamessages Communitymanagement,etc.

    Webmasterwww.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • The5PillarsofSearchEngineOp.miza.on

    1. TechnicalHealthofWebsite2. WebsiteFunc3onality3. On-PageSearchEngineOp3miza3on

    Iden3fyyourtargetSEOkeywords FindyourLowhangingfruitkeywords

    4. Off-PageSearchEngineOp3miza3on5. SocialMediaMarke3ng

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • [QuickPoll]HaveYouDoneKeywordResearch?

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • Ini.alKeywordResearch

    hVps://adwords.google.com/ko/KeywordPlanner/Home

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • DoYouKnowYourLowHangingFruitKeywords?

    hVp://www.boulderseomarke3ng.com/webinar-seo-keyword-research-find-keywords-that-will-improve-search-traffic-to-your-website/

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • GoogleSearchConsole

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • GoogleSearchConsole

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • GoogleSearchConsole

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • GoogleSearchConsole

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • ContentCrea.on CreateaContentDevelopmentPlanSadly,alotofcompaniesdontdoit!

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • ContentCrea.on

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • ContentContentdevelopmentchallenges: Highqualitycontent/resources Enoughcontent/3me CostTips: Repurposeexis3ngcontent(contentinventory

    spreadsheet) Findotherin-housecontentdevelopmentresources Outsourcecontentdevelopment

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • ContentCrea.on

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • ContentCrea.on:Outsourcing

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • ContentCrea.on:Outsourcing

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

    Phase1:Ini.alOn-BoardingandProjectSetup

    Ini.alInterviewandResearchTheywanttolearnaboutyou,yourtargetmarketandwhatyouwanttoaccomplishwithyourcontentTheWriterAudi.onProcessBasedonyourspecificindustryandneeds,theyusetheircrowd-sourcingtoolstosearchthousandsofwriterstoiden3fyahandfulofmatchingwritersBuildingaTrusted,ReliableWri.ngTeamYouarepresentedwithacustom-wriVensamplefromeachmatchingwritersoyoucanchoosewhichwritersyoudliketoaddtoyourteam

    Phase2:On-GoingProjectManagement

    Keyword/TopicResearchComeupwithatargetlistofkeywordsandtopicstowriteabout.UsingKeywordResearchToolandotherresources.TitleDevelopmentEverymonthorquarter,developalistofinteres3ng,compellingpage3tlesEditorialCalendarPlanningAssigntargetpublishdatesforeach3tlesoyoucanviewadetailedpublishingscheduleAssignment,Produc.on,Edi.ng,andPublishingManagetheen3reproduc3onandeditorialprocess.Deliverorpublishfinishedcontenttoyoursite.

  • ContentCrea.on:Outsourcing

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

    Benefits:ImmediateaccesstoSEOandresearchtoolswithoutthelearningcurve.

    IntegratedKeywordResearchTool:Theywillfindthebestkeywordsandtopicstohelpyouaccomplishyourgoals

    TitleResearchandDevelopmentTool:TheyanalyzetrendingdatatodeterminethehoVest3tlesinyoursegment

    EditorialCalendar:Theywillplanoutyourcontentforyoumonthsinadvance

  • ContentCrea.on:Outsourcing

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

    Whatsthecatch?

  • ContentCrea.onandOp.miza.on Op3mizedmetatags:

    Title[50-60characters] Descrip3on[150-160characters] Keywords[2-3targetSEOkeywords] Alt/Images

    Blogposts:400-600words In-depthar3cles:1k+words PR:400words Includelinkstootherrelatedpagesonyoursiteandotherhighqualitywebsites Ifpossible,addanimageandincludeanalttagwithatargetkeyword Placekeyword(s)inapplicableH1,H2&H3heading Trytoincludeanimportanttargetkeywordinthefirstparagraphaswellasthe

    lastandhyperlinkittoanapplicablepage Dontforgettoincludeacalltoac3on!

    Shareonsocialmedia Click/calltorequestaquote Downloadawhitepaper/viewwebinar,etc.

    SetupGoaltrackinginGoogleAnaly3cs

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • SocialMediaMarke.ng

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • [BringingEverythingTogether]CampaignBasedContentMarke.ng,SEOandSocialMedia

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • [CaseStudies]ProofIsInThePudding

  • Bi-monthlyonlineevent Weeklyblogpost 2personalLinkedInstatusupdatesperday 1LinkedIncompanypagestatusupdateperday 2LinkedIngrouppos3ngsperday 1FB/G+postperday 2Tweetsperday

    CustomerCaseStudy

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

  • 150%increaseinorganicsearchtrafficfromGoogle ~15-20%organicgrowthrateofsocialmediafollowersper

    month 150-250webinarregistrants ~35-40%newleadsperevent(LinkedInleadgencampaign) 4-5newandop3mizedpiecesofcontentforwebsiteperevent Pressreleasestrategy Increasedbrandrecogni3on;industrythoughtleader Recordingofonlineeventrepurposedason-demandcontenton

    thewebsite;recordingrequestpagesgenerate60-80newrequestspermonth

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com|@swisschris

    CustomerCaseStudy

  • UpcomingIn-PersonTrainings

    hVp://www.boulderseomarke3ng.com/seo-and-social-media-classes/upcoming-events/

  • Thank You!

    Questions?

    January 7, 2016

    Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing Collin Sutz National Sales Manager SocialSEO

    www.boulderseomarke.ng.com|720.263.1736|chris@boulderseomarke.ng.com