This document provides an introduction to campaign based content marketing and search engine optimization tactics. It discusses developing a content marketing schedule through webinars, including planning phases, guest speakers, and checklists. It also covers on-page SEO optimization tips like keyword research, descriptions, headings and meta tags. Measuring results and moving rankings are addressed through tracking tools. The overall goal is to integrate SEO, social media and content marketing for lead generation.

1. Introduction to Campaign Based
Content Marketing and SEO
Online Lead Generation Best Practices
Chris Raulf
Internet Marketing Expert & Owner
Boulder SEO Marketing

2. Today You Will Learn
• Introduction to Campaign Based Content Marketing
• Search Engine Optimization Based Content
Marketing Tactics and Strategies
• How to Integrate Social Media, SEO and Content
Marketing
• How to Develop and Execute an Online Marketing
Schedule
• Ways to Measure the Results of Your Online
Marketing Efforts

3. About Me
- Born and raised in Switzerland
- Travelled the world extensively
before settling in Boulder, CO
- Two amazing kids
- Love soccer, mountain biking,
hiking, yoga, rock climbing... beer 
- 15+ years in online marketing, SEO, SEM & lead gen
- Learn more and connect with me on LinkedIn
www.linkedin.com/in/chrisraulf and Twitter @swisschris
- Learn more about Boulder SEO Marketing at:
www.boulderseomarketing.com

4. Agenda
• Introduction to Content Marketing
• Campaign Based Content Marketing
– Creating optimized content around an online event
•
•
•
•
Search Engine Optimization
Social Media Marketing
Move the Needle
Measure Results

5. Content Marketing is the New Buzzword these
Days….
• Nothing new
• We all do it
• We all can do it better
• Get the most out of content marketing: Campaign based, Search
Engine Optimization & Social Media Marketing
• Content Makes Marketing by Laura Lear: http://goo.gl/Wb4pY
• The Advanced Content Marketing Guide:
http://www.quicksprout.com/the-advanced-guide-to-contentmarketing/

6. What Exactly is Content Marketing?
• Content marketing (also known as "content
recommendation") is any marketing format that involves the
creation and sharing of media and publishing content in order
to acquire customers. This information can be presented in a
variety of formats, including news, video, white papers, ebooks, infographics, case studies, how-to guides, question
and answer articles, photos, etc.
• Content marketing is focused not on selling, but on simply
communicating with customers and prospects. The idea is to
inspire business and loyalty from buyers by delivering
"consistent, ongoing valuable information.“
Source: http://en.wikipedia.org/wiki/Content_marketing

7. Campaign Based Content Marketing with Webinars

8. Webinar Planning Phase
– Webinar schedule
• 4 – 12 months plan
• How often: 1 per month, every other month, 1 per
quarter?
–
–
–
–
Commitment
Resources
Goals
Etc.

9. Webinar Planning Phase
– Guest-Speakers are lead magnets
• Customers
– Success stories, best
practices, etc.
• Industry experts
– Unbiased
– Credibility
• Partners
– Tab into their network = More
leads

10. Webinar Planning Phase: Checklist
–
–
–
–
–
Webinar topic
Target date/time
Proposed Webinar title
Duration / Agenda
Hosting: GoToWebinar, Lighthouse
Conferencing, WebEx, etc.
– Presenter(s)
– Guest-presenter(s)
– Presenter(s) bios

11. Webinar Planning Phase
– Create a webinar plan / timeline

12. Chris’ Secret Tips

13. Webinar Planning Phase: Checklist
– Target attendees
• Existing / New Customers
• Target titles
• Specific geographic target regions
– Goals / Action Items:
• Define primary and secondary goal of hosting the
webinar
• What are the 3-5 key take-aways we’d like our
audience to walk away with
• What actions do we want our audience to take after
the webinar

15. Start with Keyword Research

16. Webinar Planning Phase: Start to Integrate
Search Engine Optimization
– Know your target keywords
– Then… start to draft optimized content:
•
•
•
•
•
Webinar description
Blog post(s)
Social media messages
Press release
Content for doc sharing sites such as SlideShare, DocStoc, etc.

18. On-Page SEO Tips
– +/- 500 characters
– Include a link to another related page on your site
– If possible, add an image and include an alt tag with a target
keyword
– Place keyword(s) in applicable H1, H2 & H3 heading
– Try to include an important target keyword in the first
paragraph as well as the last
– Optimized meta tags:
• Title
• Description
• Keywords

19. On-Page SEO Tips

25. Move The Needle

26. Move the Needle
1. Keyword research: https://adwords.google.com/o/KeywordTool
1.
Build a list of your target keywords
2. Find out how you rank
1.
2.
3.
Manually (clear browser history)
http://swissmademarketing.com/ranktracker/
http://tools.seobook.com/firefox/rank-checker/
3. Optimize existing content (on-page)
4. Develop new content with your target SEO keywords in mind
5. Once a month: Start to measure and report your progress

27. #1 Organic
Ranking

28. Measure Results

29. Measure Results

30. Measure Results

31. Measure Results

32. Key Takeaways
1. The basics of content marketing
2. Search engine optimization tactics and
strategies
3. SEO keyword research
4. On-Page optimization
5. Social media marketing planning and
scheduling
6. Measure the results of your online marketing
efforts

33. Thank You!
Learn more at
www.onlinemarketinginstitute.org