Optimize for Customers! Convergence of SEO. Social Media & Content Marketing
•
8 recomendaciones•2,931 vistas
This document discusses how search, social media, and content marketing are converging. It emphasizes optimizing content for consumer behaviors like discovery, consumption and engagement. The framework suggests focusing content on awareness, interest, consideration and purchase stages. Content should be optimized for different devices, formats, media and topics. Keywords and social topics should be researched and mapped out in an editorial guide to inform content creation.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (15)
Similar a Optimize for Customers! Convergence of SEO. Social Media & Content Marketing
Similar a Optimize for Customers! Convergence of SEO. Social Media & Content Marketing (20)
Más de TopRank Marketing Agency
Más de TopRank Marketing Agency (20)
Último
Último (20)
Optimize for Customers! Convergence of SEO. Social Media & Content Marketing
- 1. Convergence: Search, Social & Content Marketing @LeeOdden TopRankMarketing.com TopRankBlog.com @leeodden
- 2. About @TopRank Content Marketing Strategy, Creation & Optimization Clients Speaking Media @leeodden
- 3. We Are Content Marketers Website Book Google+ White Papers Twitter Articles Facebook Guides YouTube Webinars Blog Flickr Guest Posts LinkedIn Events Slideshare Press Releases @leeodden
- 4. Social SEO Secret: @MariSmith @leeodden
- 5. Mari Smith Effect @leeodden
- 6. Mari Smith Effect @leeodden
- 7. The Question Is… What Are You Optimizing for? Flickr Photo credit: angrypandaband @leeodden
- 8. SEO Social Content @leeodden
- 9. @leeodden
- 10. Cares About Content Source: Search Engine Land 3/11 Google’s POV on Quality Content: http://goo.gl/huekf @leeodden
- 11. 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
- 12. Social Rising, Search Dominates Interactive: $76.6 Billion by 2016 43% is Search 6% is Social Marketing Media @leeodden
- 13. Optimization Is a State of Mind Website Blog Book Google+ White Papers Twitter Articles Facebook Guides YouTube Webinars Flickr Guest Posts ABO LinkedIn Events Slideshare Press Releases @leeodden
- 14. Intersection of Social & Search Any suggestions for social media marketing software? THX, we picked XYZ Social @leeodden
- 15. Optimize for Consumer Behavior Discovery Consumption Engagement @leeodden
- 16. Optimize Shift for Customers Audience Discover Consume Share/Act Optimize Attract Engage Inspire Interests Content Share Needs Media Buy Pain Points Social Refer Search Device Social @leeodden
- 17. Framework for Customer Optimization Awareness > Interest > Consideration > Purchase 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
- 18. Shift Optimizing Robots ZRobot – Goals: • Increase product Automate your cleaning with ZRobot awareness All New Get Mean With Your Clean! • Grow networks ZRobot Dirt Terminator New series of dirt zapping robot. • Increase citations Available May 5, 2012: Small Business Pre Order Ninjas Clean Stressing Out over Dirt? in media & social Owners Save Money Without being seen! Bring in ZRobot Go Shopping Scientifically Special Offers • Increase sales Whlle Zrobot Tested Buy Now cleans for you On real dirt! @leeodden
- 19. Consumer Shift Personas: Goals Suzy Stan Martha Small Biz Owner Single Professional Tech Savvy Mom Low cost cleaning Easy cleaning Efficient cleaning Save on office costs New tech/gadgets Save time @leeodden
- 20. Consumers Shift Catalyst Are the Martha Tech Savvy Mom Buying Keywords Social Topics Content Type Cycle Time Saving Housekeeping, Blog post, articles in Awareness housekeeping tips Naptime Cleaning relevant magazines robot cleaners, What types of automated Interest automatic Demonstration video cleaners are there? Martha cleaning Mom Product feature/benefit robot cleaner What are the best robot Consideration list. Comparison to reviews cleaners? competitors Customer Pain Points robot , Zrobot Store locator, geo-specific • No time to clean Purchase how to buy, Where can I buy a Zrobot? store pages, FB fan pages • 5 small children who spill and make Zrobot prices messes Zrobot cleaning How to get more uses from Blog posts, guest posts, Retention • Light colored carpet tips your Zrobot video • Cannot afford a weekly maid Zrobot fans, Zrobot mom user group Q Facebook Fan page, Advocacy Zrobot and A, tips Forum, Zrobot Newsletter accessories @leeodden
- 21. Optimize for Discovery 1% Social Alone 51% Search Alone 48% Search & Social Search Social Email Newsletters Industry Media @leeodden
- 22. 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
- 23. Optimize for Engagement What content will inspire readers to: • Comment • Rate, Review • Share • Join • Link • Download • Buy @leeodden
- 24. Intersection: SEO, Social Content Blogs Keyword Focus Search Words Social Topics Social Topics @leeodden
- 25. Keyword Glossary Competitors Keywords Popularity Categories @leeodden
- 26. Content Plan Editorial Guide for Web & Social @leeodden
- 27. 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
- 28. 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
- 29. Thank You @LeeOdden lee@toprank.org TopRankMarketing.com TopRankBlog.com Pre-Orders get: “SEO Guide for OptimizeBook.com Content Marketers” Wiley - 2012 @leeodden
Notas del editor
- 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
- 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.
- framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
- Show a company website screen shot with details on a marketing "problem". Something simple like increase online sales of their product
- Example: LO approved Concept Date: 12/22/2011Copy Approved By LOGraphic Ready for DesignerGraphic Sent to DesignerFinal Graphic Sent to WileyFeedback:
- 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?
- The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.