How Content Marketing Drives Search and ROI Success

@marketingmojo | #mojowebinar | marketing-mojo.com
HOW CONTENT
MARKETING DRIVES
SEARCH
AND ROI SUCCESS
Janet Driscoll Miller
President and CEO
Kari Rippetoe
Content marketing Manager

ABOUT MARKETING MOJO
• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)
› Pay-per-click advertising management (PPC)
› Social media advertising
› Online reputation management
› Content marketing creation
• Headquartered in Charlottesville, Va
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at Marketo User Summit, SMX, MarketingProfs, PubCon and more
• Work with multiple marketing automation tools, including Marketo, Eloqua,
Silverpop and Hubspot

OUR CLIENTS

AGENDA
• What is content marketing?
• Content marketing and search
• How to get started
• Measuring success

WHAT IS
CONTENT
MARKETING?

WHAT IS CONTENT MARKETING?
“Content marketing is a marketing technique
of creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience - with the objective of
driving profitable customer action.”
Source: Content Marketing Institute

WHAT CONTENT MARKETING ISN’T

WHY IS CONTENT MARKETING
IMPORTANT?
• 61% of consumers feel better about and
are more likely to buy from a company that
delivers custom content1
• 9 out of 10 B2B purchase decisions
begin with exposure to content marketing2
• 57% of marketers have acquired new
customers via their blogs3
1 Source: Roper Public Affairs & Communications 2 Source: DemandGen 3 Source: Hubspot

WHAT ARE THE BENEFITS OF CONTENT
MARKETING?
• Thought-leadership
• Branding and awareness
• Social sharing and community-building
• Driving site traffic
› Through search and other media
• Lead generation

CONTENT AND THE BUYING CYCLE
Search marketing
Press Releases
Social Media
Social Media
Search marketing
Webinars & Videos
Blogs
Video
Search marketing
Video
Social Media

CONTENT
MARKETING FOR
ORGANIC SEARCH

YOUR CUSTOMERS ARE USING
SEARCH ENGINES
• 89% of consumers use search for
purchases1
• 81% of consumers’ perceptions are
influenced by search2
1 Source: Fleishman-Hillard 2 Source: Weber Shandwick

WHY IS CONTENT IMPORTANT FOR SEO?
• Content is what search
engines index
• Google and Bing rank
many types of content
• Greater opportunities to
rank more information

WHAT FORMATS OF CONTENT
CAN BE INDEXED/RANKED?
• HTML-based pages
• PDF files
• Video
• Images
• http://support.google.com/webmasters/bin/
answer.py?hl=en&answer=35287

WHAT TYPES OF CONTENT SHOULD
YOU CONSIDER FOR SEARCH?
• Video
• Infographics
• Photos
• Recipes
• Blog posts
• Whitepapers
• Ebooks
• Press releases
• Mobile apps
• Many more!!

PREPPING CONTENT FOR SEO
• Rich snippets
› Schema.org
• XML Sitemaps

WHY USE RICH SNIPPETS?
From our experiments, it seemed that giving the user a
better idea of what to expect on the page increases the
click-through rate on the search results. So if the
webmasters do this, it’s really good for them. They get
more traffic. It’s good for users because they have a better
idea of what to expect on the page. And, overall, it’s good
for the web.
- RV Guha, Rich Snippets Engineer at Google

TYPES OF RICH SNIPPETS
• Reviews*
• People*
• Products
• Businesses
& Organizations
• Recipes*
• Events
• Music
*supported by both Google and Bing

WHAT CONTENT NEEDS A
SITEMAP?
• Textual content
› Uses a standard XML Sitemap
• Video content
› Uses a video XML Sitemap
• Image content
› Uses an image XML Sitemap
• News content
› Uses a news XML Sitemap
• Once Sitemaps are created, register them
› www.google.com/webmasters/tools
› www.bing.com/webmaster/toolbox

CASE STUDY: PETROCHEM
Timefram
e
Organi
c
Search
Traffic
Pages
Ranked
in Top 10
30 days 335% 5/10
80 days 889% 9/10
For keywords for which Google offers video results, any given video in
the index stands about a 50 times better chance of appearing on the
first page of results than any given text page in the index.
- Forrester

WHAT ABOUT
USER-GENERATED CONTENT?
• Content that is created by the public (i.e.
your “users” or customers)
› Examples: reviews, videos, forums, Q&A sites
• Shifts the burden of content creation away
from the business
• Can help create lots of content quickly
• Can backfire if not monitored closely or
executed properly

THE GOOD, THE BAD & THE UGLY
GOOD
• Litter Robot Customer Video
BAD
• Lady Bic Reviews on Amazon
UGLY
• Shell Caption Contest

THINGS TO WATCH OUT FOR!
• Write for customers, not a
search
engine specifically
• Know who your customers are
and what type of content is
most appropriate
• Content should ultimately turn
into sales

CONTENT
MARKETING FOR
PAID SEARCH

WHY CONTENT FOR PAID SEARCH?
• You need an offer to entice signups

WHICH CONTENT WORKS BEST?
Video Conversions
White Paper Conversions
NumberofConversions
Video Landing Page Test - Conversions

WHICH CONTENT WORKS BEST?

HOW DO I GET STARTED?
1. Define your goals
2. What type of content makes sense?
3. What keywords align with your goals?
4. What opportunities are out there that
aren’t being addressed?
5. Take an inventory of existing content
6. Create a plan

ALIGNING KEYWORDS WITH CONTENT
Goal Keyword Types Example Content Types
Awareness
broader industry and product-based
keywords, competitor keywords, local
searches press releases, videos, infographics
Thought-Leadership how-to keywords, questions
videos, white papers, e-books, blog posts,
infographics
Web Traffic high-volume keywords, trend keywords
news articles, blog posts, videos, e-books,
infographics
Lead Generation & Sales
niche keywords, long-tail keywords, how-
to keywords, questions, local searches,
transactional keywords, brand searches
white papers, reviews, videos, photos, e-
books, product pages

REPURPOSE CONTENT
• People digest content and messages in
multiple ways/formats
• Saves on resources/development time
• Helps get more types of content ranked in
search engines

EXAMPLE OF CONTENT REPURPOSING

MEASURING SUCCESS
• Measure content marketing against goals
• Select the right metrics based on what is viable
• Map metrics to buying cycle

METRICS & TOOLS: SEO
Buying Cycle Metrics Tools
Awareness
Page views, document views, video views,
social shares, downloads, inbound links,
organic traffic, rankings
Google Analytics, Events (GA), YouTube,
Hootsuite, Trackur, Sprout Social, Majestic
SEO
Consideration
Registrations, downloads, subscriptions,
contact form submissions
Google Analytics (Goals, Events,
Experiments)
Purchase Direct sales, downloads, registrations
Google Analytics Goals, CRM software
(Marketo, Salesforce, Hubspot)

METRICS & TOOLS: PPC
Buying Cycle Metrics Tools
Awareness
Page views, document views, video views,
downloads, paid traffic
Adwords, Google Analytics, Events (GA),
YouTube
Consideration
Registrations, downloads, subscriptions,
contact form submissions Google Analytics Goals, Events
Purchase Direct sales, downloads, registrations
Google Analytics (Goals, Events,
Experiments), CRM software (Marketo,
Salesforce, Hubspot)

KEY TAKEAWAYS
• Write content for the customer
• Content drives search, which drives leads
• Not all content is created equal
• Set up content properly for search
• Make a plan to get started
• Remember to repurpose
• Measure your results, test and adjust

WHAT’S NEXT?
• Interested in hearing
more about Marketing
Mojo’s services?
• Reach out to Janet &
start a conversation!
jmiller@marketing-mojo.com
800-939-5938 x101

CONTACT
Janet Driscoll Miller
jmiller@marketing-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
Twitter: @janetdmiller

How Content Marketing Drives Search and ROI Success

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