How to be the best answer, wherever customers are looking. Presentation on integrated digital marketing and PR by Lee Odden at the Copyblogger Authority Intensive conference in Denver, 2014.

1. How to Be
the Best Answer
Wherever Customers Are Looking
@LeeOdden
TopRankMarketing.com

2. @leeodden
#authority2014
About Lee Odden
TopRankMarke9ng.com
Marke9ngBlog.com
Integrated
Marke,ng
for
B2B
&
B2C
Brands
Lee
Odden,
CEO
Op9mizeBook.com

3. @leeodden
#authority2014
10 Billion
2014
50 Billion
2020
Source:
ABI
Research
Source:
Ericsson
Internet
Connected
Devices
Photos:
ShuKerstock

4. @leeodden
#authority2014
of
the
world’s
data
has
been
created
in
the
past
2
years
Photos:
ShuKerstock
Source:
IBM

5. @leeodden
#authority2014
Ge=ng
informa,on
off
the
Internet
is
like
ge=ng
a
drink
from
a
fire
hydrant.
-­‐
Mitchell
Kapor
Photo:
ShuKerstock

6. @leeodden
#authority2014
1.3 Billion
1 Billion/MO
883 Million
70 Million
300 Million
500 Million
200 Million
179 Million
#1 Activity in U.S.
Social Networking
Image:
ShuKerstock

7. @leeodden
#authority2014
Search Has Been An Effective Channel
It’s
s,ll
VERY
Important
But
Things
Have
Changed

8. @leeodden
#authority2014
Quality Over Quantity
Customer Centric & Accessible

9. @leeodden
#authority2014
Content & Social Rush
Brands
Publishing
34% F500
Source:
UMass
Dartmouth
Consumers
Publishing
254 Million Blogs
Source:
Tumblr
/
WordPress
Content
Marketing
Budgets
Social Media
Budgets
58%
Source:
CMI
/
Marke9ngProfs
Source:
Adver9sing
Age
58%
@LeeOdden Image:
ShuKerstock
#authority2014

10. @leeodden
#authority2014
Content
Shock!
Image:
ShuKerstock
Graph:
Mark
Schaefer

11. @leeodden
#authority2014
#authority2014
@leeodden
Source:
Qmee,
myclever
agency
Social
Media
Shock!

12. @leeodden
#authority2014
Hey
Facebook
&
TwiKer,
any
sugges9ons
for
kid-­‐friendly
things
to
do
in
New
York?
Bronx
Zoo
FAO
Schwartz
Metropolitan
Museum
of
Art
Yankees
Game
Subway
Helicopter
over
ManhaKan

13. @leeodden
#authority2014
It
Worked!
Experience
Achieved
And
Shared

14. @leeodden
#authority2014
Customers Are Empowered
Image:
ShuKerstock

15. @leeodden
#authority2014
Customer Information Journey
Photos:
ShuKerstock
Discover
Consume $$$
Act

16. @leeodden
#authority2014
Who’s Hungry?

17. @leeodden
#authority2014
Discover

18. @leeodden
#authority2014
Validate & Consume

19. @leeodden
#authority2014
Take Action

20. @leeodden
#authority2014
Create Signals of Credibility
Your
Brand
=
XYZ
XYZ
XYZ
XYZ
XYZ
XYZ
XYZ
Search
Social
Networks
Content
Marke9ng
Industry
Media
&
News
Referrals/WOM
Adver9sing
XYZ
Local

21. @leeodden
#authority2014
PR
Radio
TV
Print
Word of Mouth
Email
Ecommerce
Store
FAQ
Knowledge Base Promotions
Newsletter
Social Networks
BlogWebsite
Community
Forum
Online Ads
Email
PPC
Social Ads
Blog
Reviews
Media
awareness consideration purchase retention advocacyinterest
Create
Top
of
Mind
Recogni9on
Engagement
with
the
Brand
Inclusion
in
more
prospect
dialogues
Increase
in
inquiries
/
sales
mee9ngs
Be the Best Answer for Buyers

22. @leeodden
#authority2014
Measure
&
Refine
Promo,on
Social
Networking
Content
Op,miza,on
Crea,on
&
Cura,on
Content
Plan
Keyword
&
Topic
Research
Audience
&
Personas
Optimized & Socialized Content
Marketing
Photo:
ShuKerstock

23. @leeodden
#authority2014
Marke9ng
Strategy
PR
Strategy
Service
Strategy
Optimized Marketing In Action
Business
Goals
Customer
Insights
Tac9cal
Mix
Implementa9on
Key
Performance
Indicators
Business
Outcomes
Jane
I
like
to
save
9me,
great
service.
I
use
FB
and
TwiKer.
I
blog
too.
Sell
more
premium
widgets.
Connect
with
higher
end
cust.
Poll
C.S.
reps
for
common
ques9ons.
Get
PR
to
place
stories
about
premium
widgets:
save
9me,
great
service.
Blog
posts,
comments,
Tweets,
video.
Media
placements,
blogger
outreach,
Tweets,
video,
images,
product
photo
contest
Exposure,
media
hits,
blogger
placements,
social
shares,
network
growth,
visits,
sign-­‐ups
Sales
of
premium
widgets,
shorter
sales
cycle,
order
volume
I
love
my
new
shiny
widget.
I’d
be
happy
to
endorse!

24. @leeodden
#authority2014
How Do You Want to Be Known?
Photo:
ShuKerstock
What Do You Stand For?

25. @leeodden
#authority2014
What Questions Do
Your Customers
Need Answered In
Order to Buy?
awareness interest consideration purchase advocacy
Photo:
ShuKerstock

26. @leeodden
#authority2014
Exper9se
(Topic
-­‐
Keyword)
Blog
Posts
Industry
Media
Coverage
Press
Releases
Contributed
Ar9cles
Guest
Posts
Topical
Survey
“2014
Topic
XYZ
Survey”
Tips
&
Examples
eBook
Guide
to
B2B
Social
Co-­‐Created
Visual
eBook
w/
Conferences
Topical
Resource
Lists
Off
Site
Commen9ng
Speaking
at
Conferences
Prospect
Brand
Networking
Social
Networking
Community
SEO
Website
Category
Email
NewsleKers

27. @leeodden
#authority2014
Brand
USP
Topic
B
Topic
C
Topic
D
Topic
A
Topic
E
Develop An Ecosystem of Authority

28. @leeodden
#authority2014

29. @leeodden
#authority2014
Conference eBook - #CMWorld
Objec,ves:
• Promote
the
Event
• Promote
Speakers
• Create
a
Resource
for
all
Marketers
• Create
Rela9onships

30. @leeodden
#authority2014
Where Does This Fit For SEO?
Content
Marke9ng
Rocks
Content
Marke9ng
eBook
Content
Marke9ng
Tips
Content
Marke9ng
World
Content
Marke9ng
Experts
Content
Marke9ng
Influencers
Content
Marke9ng
Conference
Content
Marketers
Content
Marke9ng
Influencers
“Content
Marke,ng”

31. @leeodden
#authority2014
Where Does This Fit For Social?
Content
Marke9ng
Rocks
Content
Marke9ng
eBook
Content
Marke9ng
Tips
Content
Marke9ng
World
Content
Marke9ng
Experts
Content
Marke9ng
Influencers
Content
Marke9ng
Conference
Content
Marketers
Content
Marke9ng
Influencers
“Content
Marke,ng”

32. @leeodden
#authority2014
Conference eBook - #SMMW14
Objec,ves:
• Create
event
awareness
• Add
value
for
speakers
• AKract
registra9ons
• Highlight
brands
• Create
rela9onships

33. @leeodden
#authority2014

34. @leeodden
#authority2014
Content Marketing Maturity Model
Stasis
Focus:
status
quo
Sta9c
Few
resources
Ini9al
experiments
Brand
centric
Production
Focus:
quan9ty
Strategy
Process
Crea9on
“More
is
BeKer”
SEO
centric
Utility
Focus:
quality
Func9onal,
useful
Customer
focused
Refined
process
Social
centric
Storytelling
Focus:
experience
Seek
to
dominate
USP
Brand
leadership
Op9mized
buy
cycle
Integra9on
Mul9
&
Omni
Channel
Monetization
Focus:
ecosystem
Marke9ng
ROI
Content
Publishing
ROI
Syndica9on
ROI
Services
ROI
Scale
SEO
Focused
Social
Networks
&
Influencers

35. @leeodden
#authority2014
Takeaways
1.
Decide
what
it
is
that
you
stand
for
and
how
you
want
to
be
known.
Make
a
plan
to
dominate
that
thing
2.
Understand
who
your
major
customer
segments
are
and
how
they
buy
–
op9mize
for
discovery,
consump9on,
ac9on
3.
Find
out
the
ques9ons
customers
have
during
the
buying
cycle
and
use
them
to
inspire
your
content
plan
4.
Be
the
best
answer
–
wherever
your
customers
are
looking,
be
present,
be
useful
and
“info-­‐taining”

36. @leeodden
#authority2014
Lee
Odden
lee@toprankmarke9ng.com
1-­‐877-­‐872-­‐6628
TopRankMarke,ng.com
Marke9ngBlog.com
Op9mizeBook.com
Thank
You!
Op,mize
Your
Digital
Marke,ng