Amplify your online marketing reach & effectiveness with integrated Social Media, SEO & Content Marketing. Presentation by Lee Odden of TopRank Online Marketing at SES Chicago in 2011.
9. Optimization Is a State of Mind
Website Blog
Book Google+
White Papers Twitter
Articles Facebook
Guides YouTube
Webinars Flickr
Guest Posts LinkedIn
Events Slideshare
Press Releases
@leeodden - #seschi
10. The Question Is…
What Are You Optimizing for?
Flickr Photo credit: angrypandaband
@leeodden - #seschi
11. Cares About Content
Source: Search Engine Land 3/11
Google’s POV on
Quality Content:
http://goo.gl/huekf
@leeodden - #seschi
12. So Do Customers
53%
Of time on the
internet is content
consumption.
AOL Nielsen 5/11
U.S.: 27 million shared per day
AOL Nielsen 5/11
@leeodden - #seschi
13. Intersection of Social & Search
Any suggestions for
social media
marketing software?
THX, we picked
XYZ Social
@leeodden - #seschi
15. Optimize for Discovery
1% Social Alone
51% Search Alone
48% Search & Social
Search
Social
Email
Newsletters
Industry Media
@leeodden - #seschi
16. Optimize for Consumption
Devices: Mobile, Computer, Tablet
Formats: Long, Short, Lists, Deep Dive, Visual
Media: Audio, Video, Images, Interactive
Types: Articles, Reports, News, How To, Review
Time of Day/Week & Frequency
Topics & Keywords
@leeodden - #seschi
17. Optimize for Engagement
What content will inspire readers to:
• Comment
• Rate, Review
• Share
• Join
• Link
• Download
• Buy
@leeodden - #seschi
18. CMO & SMO Framework
Research Keywords Content & Optimize
Customer Topics Promotion Socialize &
Segments Message Plan Promote
Preferences Search & Topics, SEO Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose Link Building
@leeodden - #seschi
19. Intersection: SEO, Social Content
Blogs Keyword Focus
Search Words
Social Topics
Social Topics
@leeodden - #seschi
20. Customer Keywords & Topics
Do widgets
impact the
environment?
Company XYZ How to save
Round Widgets money on
“widget”
Eco-Friendly widgets?
Value Priced
@leeodden - #seschi
23. Social SEO Content
Blog Hub
Video Tips
Sharing Widgets
Widget Photos Flickr
Facebook Page for Green
Widget Tips
Widget Tips Email Newsletter
Content Plan Widget Deals Twitter Account
Keywords
Topics
Guest Blog Posts Using Widget
Company XYZ Keywords
“widget” Contributed Articles to
Consumer & Environmental
Pubs on Cost Saving Tips and
Being “Green”
@leeodden - #seschi
24. Topic-Driven Content, Social, SEO
Web Page
Web Page
Keyword Topics Web Page
• Keyword 1
• Keyword 2 Blog Posts
• Keyword 3
Infographics
Images
Press Release
Videos
Contributed
Articles Guest Blog Posts PPT
Industry
Media PDF
@leeodden - #seschi
25. Ubiquity + Relevance = Win!
Article on a digital
camera. Previews
of digital cameras
that show how
good tthey are.
Article on a digital
camera. Previews
of digital cameras
that show how
good tthey are.
Article on a digital
camera. Previews
of digital cameras
that show how
good tthey are.
Article on a digital
camera. Previews
of digital cameras
that show how
good tthey are.
@leeodden - #seschi
26. Takeaways
1
Take a Customer Centric
Approach: Segment, Profiles, Search &
Social Keywords, Content, Social Networking.
2
Incorporate SEO, SMO in
Processes: Optimize and socialize all
content production & integrate analytics.
3
Practice Proactive Optimization
Train staff on SEO, develop standards and
leverage SEO & Social monitoring tools to
reveal trends & track performance.
@leeodden - #seschi
27. Thank You
Lee Odden
lee@toprank.org
TopRankMarketing.com
TopRankBlog.com
OptimizeBook.com
Wiley - 2012
@leeodden - #seschi
28. More Tweetable
BONUS! 6 Content Tips: Tips! @toprank
1. Engage with your community and ideas will come out
of that dialog
2. Ask for topics!
3. Look at popular questions on Quroa, Yahoo Answers
and LinkedIn Q/A
4. Mine web analytics data: referring search
keywords, questions that drive traffic
5. Look at your internal search engine: logged queries.
6. Find out what front line staff (sales, customer service)
are being asked most often.
@leeodden - #seschi
Notas del editor
The Convergence of Search, Social, and Content MarketingThe Google Panda update just made great content critical. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? How will you consistently create content your audience will enjoy? Join this panel as they provide case studies and walk you through a step-by-step approach that any organization can follow to grow their business online.
Social media has been capturing the lion’s share of media attention in the internet marketing world and it’s often warranted. Social networks have facilitated major changes from revolutionizing online gaming to revolutions in countries. According to Forrester’s most recent Interactive Marketing Forecasts (2011 – 2016) for the U.S., interactive spend is to reach $76.6 billion by 2016. While social media spending will increase in that time, 43% of the overall interactive forecast by 2016 will be search marketing. Only 6% or so will be social media. That said, the combination of social and search may be even more powerful and as marketers realize the benefit of integration, many will see significant returns.
In an interview with Wired Magazine, Udi Manber, Google’s head of search, said that Google will make as many as 550 changes to its search algorithm this year
Customers do53% of time spent on the Internet is directly attributable to content consumption. AOL Nielsen May 2011
In response to the massive competition for online attention and changes in consumer behaviors and expectations, I believe there are 3 areas marketers can optimize for a more strategic and holistic approach to successful internet marketing:Optimize for Discovery – How does your target audience prefer to find information? Search, Social, Email, Advertising, Word of MouthOptimize for Consumption – What content formats and media types does your community prefer?Optimize for Engagement – What messages, topics and contexts motivate your community to interact, share and convert?
In response to the massive competition for online attention and changes in consumer behaviors and expectations, I believe there are 3 areas marketers can optimize for a more strategic and holistic approach to successful internet marketing:Optimize for Discovery – How does your target audience prefer to find information? Search, Social, Email, Advertising, Word of MouthOptimize for Consumption – What content formats and media types does your community prefer?Optimize for Engagement – What messages, topics and contexts motivate your community to interact, share and convert?
In response to the massive competition for online attention and changes in consumer behaviors and expectations, I believe there are 3 areas marketers can optimize for a more strategic and holistic approach to successful internet marketing:Optimize for Discovery – How does your target audience prefer to find information? Search, Social, Email, Advertising, Word of MouthOptimize for Consumption – What content formats and media types does your community prefer?Optimize for Engagement – What messages, topics and contexts motivate your community to interact, share and convert?
framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.