How does Online Content Marketing and Knowledge Graph SEO intersect in today's marketing mix.

1. Online Content
Marketing
&
Knowledge
Graph SEO

2. Content Strategy
Content strategy “the practice of planning for content
vs.
creation, delivery, and governance” and “a repeatable
Content Marketing
system that defines the entire editorial content
development process for a website development
What is it?
project.” And also “achieving business goals by
maximizing the impact of content.”
“Content marketing is an umbrella term encompassing
all marketing formats that involve the creation or
sharing of content for the purpose of engaging current
and potential consumer bases.”
Content strategy is what makes
content marketing effective

3. MarketingSherpa

4. The Steps to Content
Strategy and Ecosystem
Development Step 1: Understand and Develop the
Overall Goals and Objectives
Step 2: Who are you Marketing to?
Step 3: Audit/Develop the Content
Ecosystem and Focal Points
Step 4: Channel and Framework
Mapping and Development
Step 5: Content Development and
Deployment Plan

5. The Steps to Content
Step 1: Understand and Develop the
Strategy and Ecosystem Overall Goals and Objectives
Development
Continuously create and deliver consumable
content that will “funnel” members and non-
members to the locations and destinations on the
Company A properties that will ultimately drive
customer engagement and new revenue.
Develop a repeatable ecosystemthat enhances
the value that clients and non-clients receive and
drive to empower non-clients via relationship
development through targeted content to
become Company A clients. Maintain a
connection with clients and non-clients that can
allow continuous engagement through the
content, if they desire.
Key Deliverable: Provide pathways to the content
that is targeted to the users and allows them to
get deeper material more quickly without
distractions or content overload

6. The Steps to Content
Strategy and Ecosystem
Development
Step 2: Who are you Marketing to?
You need to figure that out.
Persona Mapping & Development etc.
Use Google – its gonna be big…..

7. The Steps to Content
Strategy and Ecosystem
Development
Step 3: Content Ecosystem and Focal
Points
Full ecosystem audit of assets and content to
understand the logical pathways through the
content value chain
Identify the Center of the Ecosystem (Blendtec)
Identify and Develop the CTA’s on the Conversion
pages and TEST

8. An Ecosystem

9. The Steps to Content
Strategy and Ecosystem
Development
Step 4: Channel Framework and
Mapping Development
Amplification Channels, Ad Channels, Earned
Media Channels, Syndication Channels
Pathway Mapping for Content Curriculum
Value-Based Automated Nurture Campaigns -
http://officeautopilot.com/
Each Successive touch point should lead to
deeper engagement and relationship
development

10. The Steps to Content
Strategy and Ecosystem
Development
Advisein Solutions:
Blog Video Kindle

11. The Steps to Content
Strategy and Ecosystem
Development
Step 5: Content Development and
Deployment Plan
Develop an editorial calendar 6 months out
Feed your channels and amplify
Let the system work as designed and
TEST, TEST, TEST
Gartner Group, by 2017, within Fortune 500 companies, marketing will
have a bigger IT budget than IT.
Specialized content can be created disseminated
based on industry events (twitter streams &
event targeted blogs) or promotions (social
discovery)

12. The Steps to Content
Strategy and Ecosystem
Development
Content developed to influence
Search, Social, Email, Blog, Website, e
tc. is designed to give information
and develop a relationship until
customers are ready to take action.
Allow customers to “Discover” you
via social, earned media and
syndication (coming up).

13. The Old Days
About 6 - 8 Months ago

14. Content Marketing &
Knowledge Graph SEO
What Does it all Mean?

15. Content Marketing
&Knowledge Graph SEO
What Does it look like?

16. Content
Marketing&Knowledge
Graph SEO
Its About Authorship
• G+
•Facebook
•Linkedin
•Gravatar
92% of content picked
up in the knowledge
graph have a Google +
Profile.

17. Content
Marketing&Knowledge
Graph SEO
Authority Positioning
An Article (Outsource it – Zerys or Mediapiston or odesk):
Subject Matter - What Are Others Talking About?
1. The Named Entities – People, brands or organizations
related to this keyword.
2. Various keywords they are using (in the top 10 results).
1. An event that’s happening.
2. The sentiment or direction of the content.

18. Social Media Today
Content
Marketing&Knowledge Examiner
Graph SEO CNNireport
ZDNet
Bizsugar
-------------------------------
Syndication Blogengage
Bloginteract
Alltop
Networked Blogs
Scribnia

19. Content
Marketing&Knowledge
Graph SEO
Results
Hundreds of Shares & First 20 results for the search