In the second installment of this series, DigitalSherpa Content Marketing Director Chris Vaughn digs deeper in to contrasting content marketing versus SEM and traditional advertising strategies, and explains how content marketing will help you get found on the Web. See Part 1 here: http://www.youtube.com/watch?v=OIzocGBwZ4E

1. Taking Your Content
to the Next Level
How a well-planned and designed content
marketing program will change your business
Chris Vaughn
Content Marketing Director

2. What We’ve Learned
1. What ‘Web Discovery’ Means to Your
Business
2. Optimizing Visitor Paths
3. How Search Engines Reward Great
Content and Websites
4. How To Think About Conversion Rates
and Web Analytics

3. SMB Internet Marketing
Priorities & Challenges
• Web Discovery
1. Proprietary Traffic
Predictable
2. Social Media Discovery
• Traffic Management
1. Visitor Conversion
2. Analysis & Optimization
Convertible
• Barriers Traffic
1. Time
2. Expertise
3. Budget
Optimization

4. What’s Next?
1. What Marketing Path For Business?
• What Is SEM (Search Engine Marketing)?
• Does buying traffic make sense for small businesses?
2. Defining Search Engine Optimization (SEO)
• (What is SEO?)
• On The Page SEO vs. Off the Page SEO
3. Building A Content Marketing Program
• Sending Visitors Down The Conversion Funnel
4. Content Marketing Tips
• (How Can I Be Efficient?)

5. Marketing Decisions
What Path Is For You?

6. Search Engine Marketing (SEM)
• Search Engine Marketing is the process
of increasing web visibility through the use
of ad-buying campaigns, contextual
advertising, and other forms of paid
placement and inclusion.
• Google Adwords is an example of a
product that lets individuals or businesses
utilize SEM

7. Companies bid for advertising space by
selecting keywords and an amount they are
prepared to pay if someone clicks their
advertisement. The company assigns a budget
and that budget is met once a certain amount of
clicks is achieved based on the price of a click.
The amount per click is decided by Google
based on the popularity of the search term and
the competition on the bidding.

8. What About Buying Traffic?
Paid
Search
Inclusion

9. Big Business Spends Big on SEM

10. They Are Competing For 20% of
the Search Marketplace

12. Popular Queries: Filled With Paid Links, Expensive Ad Campaigns

13. A more defined search
delivers a Page 1 result
on Google, right up with
Amazon.com’s own
content

15. What is SEO?
• Search Engine Optimization is the
process of improving a web page’s
visibility to search engines by method of
creating unique and valuable content
• Content Marketers consider how search
engines work, how people search online,
and how to create content that fills those
funnels

16. What Is SEO?
http://searchengineland.com/introducing-the-periodic-table-of-seo-ranking-factors-77181

17. On The Page SEO:
Content
• Content Quality
– Is your content well written? Is it unique to your website? Is it
duplicated anywhere else?
• Content Consistency
– Are you frequently publishing new content or updating existing
web pages with unique content?
• Content Keywords
– Are you researching the keywords that you want to be found on
and using them appropriately with your content?
• Content Engagement
– Are you creating content that is keeping visitors on the page for
a reasonable amount of time?

18. Title with keywords
Great Pictures
Connect and Share On Social

19. On The Page SEO:
Building Factors
• HTML Tags
– Are you using the right title tags with the correct keywords? Do
your META tags describe your content?
• Headers and Subheads
– Do Headers and Subheads use keywords and “talk” to search
engines?
• Page Load & Clarity
– Does your page load easily? Is the content easy to scan and
view?
• URL
– Do you have a descriptive URL that explains the content and
contains meaningful keywords?

21. On The Page SEO:
Avoiding Violations (Don’t become SPAM!)
• Duplicate Content
– Do not use content from another business or webpage word for
word. Search engines omit websites who duplicate content.
• Paid Links
– Avoid buying links to get more traffic.
• Keyword Stuffing
– Are you overusing the keywords and phrases you want in hopes
search engines pay more attention to you? Search engines have
an algorithm that will block pages with too many keywords.
• Spamming
– Has your website or page created links for it in ireelevant or
inappropriate places to create more traffic? (Think of those
‘Facebook spam posts’

22. Business Owners/Executives Care
About Two Things:

23. 1. Money

24. 2. Results

25. Why SEO-Driven Content Has
Become Standard For Businesses
• Through the correct research and application
of SEO, NOT SEM, companies can compete in
a larger chunk of the search marketplace and
appear on more search results pages
(INCREASE RESULTS)
• Proper Content Marketing costs a fraction of
what is spent on large ad-buying campaigns
(SAVE MONEY)
• Because being found online has never been
more important

26. recap and Look ahead
We’ve Covered: Coming up:
• Consumer online activity • Remaining today:
• Content & prospect – Content Marketing -
traffic Putting It Together
• Defining conversion – Content Marketing
• Visitor Paths Optimizing Tips
Content To Them – To do checklist
• Search Engine • Next week:
Optimization (SEO) – Using Social Media
• Long-Tail Search Marketing
• SEO Vs. Searh Engine – Putting It All
Marketing (SEM) Together In To Your
Sales Funnel

27. So, What Comes Next?

28. “Instead of one-way interruption,
Web marketing is about delivering
useful content at just the precise
moment that a buyer needs it.”
- David Meerman Scott
Marketing Strategist

29. What is Content Marketing?
The creation and sharing of content for
the purposes of engaging current, past,
and future client and prospect bases.

30. Why CONTENT?
• Creating and sharing high-quality,
consistent, and relevant content to your
client and prospects improves and drives:
– Consumer Action
– Brand Loyalty
– Fan Retention
– Increased Fan and Client Sharing

31. SMB Internet Marketing
Priorities & Challenges
• Web Discovery
1. Proprietary Traffic
Predictable
2. Social Media Discovery
• Traffic Management
1. Visitor Conversion
2. Analysis & Optimization
Convertible
• Barriers Traffic
1. Time
2. Expertise
3. Budget
Optimization

32. Q. How Do Search Engines Work?
The Internet’s File cabinet
A. Google (and other search engines) search the internet for content
• It organizes the content around keywords
• Places it into it’s big file cabinet so people can find it easily
Content must be fresh, frequent, unique, and unduplicated
•GOAL: To compete on LOTS of the different
search terms your prospects are using
CONTENT
Page 1
Keywords

33. What Type of Content?
???
??? ???
Content
Marketing
??? ???
??? ???

34. Blog

35. Social Networks

36. Webinars

37. White Papers

38. Case Study

39. Testimonials

40. Video

41. And More and More and More…
• eBooks
• Podcasts
• Interviews
• Press releases
• Newsletters
Whatever fits your strategy…

42. All of This Content:
• Creates new landing pages where you
can be found on search engines
• Answers questions and provides supports
for clients
• Creates and retains new visitors and leads
• Establishes authority in your industry
• Drives consumer actions

43. How Does Content Convert Leads?
Use Call to
Actions to
Create Offers

44. Use Forms To Capture Information

45. Call Or E-Mail Your Leads To Offer Free
Consultations and Further Education

46. Tips For Beginning A Successful
Content Marketing Program
How to Develop and Maintain An
Efficient Content Marketing Program
Or: How Do Content Marketers Do It?

47. Search Phrases
• What search terms are consumers using
to find you?
– List and prioritize those keywords
– Build content around those terms to improve
search ranking
• What search terms do you want to be
found on, that you are not currently?
– Research phrases, discover competitiveness
of them and build content strategy around
them

48. Content Calendar
• Plan Your Content Based On:
– What your clients and prospects have enjoyed
reading in the past
– Questions you have been asked about your
business
– What your industry is up to (Emerging trends
and business initiatives)
– What your current clients request

49. SEO-Rich Content
• Is your content filled with keywords and
phrases that you have deemed important
to your content strategy?
– Use headers and tags rich with keywords so
that search engines will rank you higher
– Develop your content around specific topics
partnet with your desired search phrases,
sprinkle the content with the keywords to help
you get found

50. Think Ahead!
• Think of new forms of content that is unique to
your business
– What sort of contests or sweepstakes might your fans
most enjoy?
– Are there certain types of videos or interviews with
accomplished professionals in your industry that your
clients and prospects might enjoy?
– Do most of your clients engage regularly on mobile
devices? What sort of content might optimize your
prospect’s mobile experience?

51. To-Do Tasks and Questions to Answer
• Does a content marketing strategy make more
sense than paid search advertising for your
business?
• What Search Terms Are Visitors Using To Find
You now? What search terms do you want to
be found on?
• What sort of content would best engage
your prospects? What strategy would you
use to nurture your leads?
• Begin to think about paths visitors take on
your website and how to optimize them for the
best conversion opportunities.

52. SOCIAL MEDIA IS AT THE
INTERSECTION OF PAGE RANK,
SEARCH AND REFERRAL TRAFFIC
WEBINAR # 3 IN THIS SERIES WILL
HELP YOU:
1. UNDERSTAND WHY
2. GRASP TOP TACTICS
3. ALLOCATE RESOURCES
4. MEASURE ROI
5. Fill Your Sales Funnel