Online Content Marketing - American Markteing Association Phoenix

@AnthonyKirlew
Online Content Marketing
August 8, 2013
Anthony Kirlew

@AnthonyKirlew
Who is Anthony Kirlew?
• Launched first Internet Marketing firm in 1999 (NSI Partners)
• Founder of AKA Internet Marketing – Internet Marketing & Social Media Agency
• Co- Author of Media Magnetism (A Guide to PR Success)
• Featured on Social Media Today, About.com, Mashable, and other notable sites as
an Industry expert.
• That last statement just put some pressure on me to deliver above average content
• I never hold back any “secrets” when I speak 
• Will never win an award for the prettiest PowerPoint, but…
• I never hold back any “secrets” when I speak 
• I am a Drag Racing Fanatic!

@AnthonyKirlew
That’s Me… Who are you?

@AnthonyKirlew
Types of Online Content
• Social Media Content (Profiles, Apps)
• Web Content (Copy, Blogs, White Papers, eBooks)
• Press Content (The Source or The Story)
• Video Content (Teasers, Music, Trainings,
Movies, etc.)
• Audio (Podcasts, Online Radio)
• Images

@AnthonyKirlew
Web Content (Analyzing Web Copy)
• Does your copy get the visitors attention?
• Do you have a compelling offer?
• Do visitors immediately know what you do?
• Does it highlight features & benefits
• Testimonials / Third Party Validation

@AnthonyKirlew
Web Content (Blogging)
• Creates Fresh & Relevant Content
• More is Better (According to Google)
• Leveraging Audiences (Guest Blogging)
• On the Same Domain as Your Website - www.akaim.com/blog
• Attracts Links
• Your Competitors Will Promote YOU!

@AnthonyKirlew
Web Content (Blogging)
• What Makes Great Blog Content?
o Questions & Answers
o How To’s
o Press / Company News
o Promotions & Offers (Sparingly)
o Video blog posts

@AnthonyKirlew
Web Content (Blogging Opportunity)
Source: http://marketingland.com

@AnthonyKirlew
Viral Web Content
What makes good VIRAL content?
• Free eBooks
• White Papers
• Great blog posts (use images)
• Autoresponder Content
What viral looks like in Analytics

@AnthonyKirlew
Responsive Design / Mobile Web
Source: http://cssmatter.com/blog/20-responsive-web-design-examples-for-inspiration/

@AnthonyKirlew
Why Responsive / Mobile Web Design?
Source: http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx

@AnthonyKirlew
Content Marketing via Social Media

@AnthonyKirlew
Social Media Strategy
Developing a Social Media Footprint
o Create compelling (& complete) social media profiles
o Start with who you know (Small Businesses in particular)
o Educate, Empower, & Influence
o It’s not about selling
o Great for branding and building online presence
o Integrate Lead Capture for Optimal Results

@AnthonyKirlew
Social Media Lead Capture Examples

@AnthonyKirlew
Social Media Sites That Matter
o LinkedIn (B2B)
o Twitter (B2B)
o Google+ (B2B / B2C)
o Facebook (B2C)
o Pinterest (Image / Media rich businesses) (B2C)
o YouTube (Video Platform) (B2C)

@AnthonyKirlew
Corporate Social Media Usage
Source: http://marketingland.com

@AnthonyKirlew
Social Media Tactical Strategy
• Images and videos often get shared more
• Sell less, give more
• Never link to dormant social media profiles
• Be relevant (Use an editorial calendar)
• Tell people what you want them to do (Like, Share, etc.)
• “Ask for a date”
• Track everything

@AnthonyKirlew
Social Media Tactical Strategy
• What content to share?
• Tips
• Testimonials
• Events
• Blog Posts
• Ask / Answer questions (Engage your audience)
• Contests

@AnthonyKirlew
LinkedIn Tips
• People Come to LinkedIn to do Business (#1 Professional Social Network)
• Have Relevant and Up to Date Contact Info
• Use the Summary to Sell Your Business and Make an Offer
• Create a Company Page (More online real estate)
• Group Participation is Powerful (Can direct message members)
• Group “Ownership” is Even Better
• Allows You to Build Your Own Community within LinkedIn
• Allows You to Market to a Targeted Group
• Works Great as a Lead Generation Tool

@AnthonyKirlew
LinkedIn Group Marketing Tactics
• Build the membership
• Post content, and post it often
• Send a Weekly email to your group
• Send an autoresponse to members that join.
• Offer them something of value in exchange for their name and email

@AnthonyKirlew
Google Plus
• Confusion in the Camp
• Google Plus Local (Local profile for reviews)
• Google Plus (Personal Profile)
• Google Plus Brand Pages (Akin to Facebook Business Pages)

@AnthonyKirlew
Google Plus
• Claiming Google Authorship
• Links Your Google+ Profile to Your Online Content
• Image based posts get more clicks
• Improves Online Presence

@AnthonyKirlew
Google+ Tactics
Google+ business page Verification – Add your
badge on your website.
Add and verify all
your social media
profiles, websites,
and blogs on your
Google+ profile
page.

@AnthonyKirlew
Google+ Tactics
Google Hangouts vs. Live Hangouts On Air
Hangouts
+
=

@AnthonyKirlew
Twitter Tactics
• The power of Twitter Search
• #hashtags
• Saved searches

@AnthonyKirlew
Facebook Tactics
• Great Opportunity for Consumer Based Businesses
• Focus on Community Building (Not Just Selling)
• Become the Local Go To Source
• Understand the Power of Paid Promotion

@AnthonyKirlew
Facebook Tactics

@AnthonyKirlew
Facebook Tactics – 22 Social (The Power App)
Try out the 22 Social App:
http://www.22s.com/free/20807

@AnthonyKirlew
Content Marketing Through Press & Media Relations

@AnthonyKirlew
Press (PR) Strategies
• Huge missed opportunity
• Who would you rather have tell your story?
• It’s about relationships
• Being a source
• Being a newsmaker
• Have a press calendar / Be prepared

@AnthonyKirlew
• The art of developing and managing the public image of an organization
• Can include:
o Drafting and distributing press releases
o Developing relationships with local and industry media professionals
o Crisis / Reputation Management
• It’s not advertising
• Doesn’t have to be expensive
• Not a one-time event
• Goal is publicity (getting noticed & getting your message out)
What is PR (Public Relations)

@AnthonyKirlew
• Print (Newspapers, Magazines, etc.)
• TV
• Radio
• Online
• Social Media
Typical Channels for Publicity

@AnthonyKirlew
• Wall Street Journal
• MSN
• About.com
• Fox News
• Go Gilbert Magazine
• 202 Magazine
• Arizona Republic
• American Express (Open Forum)
Media Outlets Where My Clients & I Have Had Exposure
• Mashable
• Blog Talk Radio
• Scottsdale Airpark News
• East Valley Tribune
• Business News Daily
• Modesto Bee
• Washington Business Journal
• Phoenix Business Journal

@AnthonyKirlew
Why You Should Consider PR
Who is the best person to tell your story?
HINT: It’s not you 

Editorial Content Ranks #3 in Trust

@AnthonyKirlew
• Third party credibility / validation for your company, product, or service.
• Increases Online Exposure in Search Engines
• Reinforces Your Expertise
• Proactive Brand / Reputation Management
More Reason to Leverage PR

@AnthonyKirlew
STORY: Local Electrical Contractor was hired to update wall sconces at the Biltmore Hotel
in Phoenix and wanted to sell them.
PITCH: My company ran a local PR campaign for them.
RESULT: Received media coverage via Mesa Republic & KTAR
Small Business PR Case Study

@AnthonyKirlew
RESULTS:
• According to client “Phone Rang Off the Hook” for a few weeks after media coverage.
• Client generated roughly $3,000 in sales and service (installation) revenue and generated
additional exposure via web and print.
• Campaign cost = $750.00
• ROI = > 300%
Small Business PR Case Study

@AnthonyKirlew
• Be a News Source (They contact you)
• Be a Newsmaker (You contact them)
2 Strategies for Gaining Publicity

@AnthonyKirlew
• Develop relationships with journalists
o Media Events
o Social Media
o Direct Outreach
• Subscribe to Press Services
o HARO – HelpAReporter.com
o PitchRate.com
Becoming a News Source

@AnthonyKirlew
Social Media Press Opps

@AnthonyKirlew
 A must have for PR & Marketing Professionals
 Media requests delivered via email three times per day
Help a Reporter

@AnthonyKirlew
• How to respond
o Explain why you are the expert
o Provide input for their story
o Always give your cell number as a contact
o Citing prior media mentions can help
o Have an online news room on your website
Becoming a News Source

@AnthonyKirlew
Press Release Pitch Tips
• Personal media contact list
o How do they prefer to connect (Don’t Forget Twitter)
o When to connect
o Getting back in time
o The power of working with interns / freelancers
o Personalize the pitch
o Are they the right reporter?

@AnthonyKirlew
Press Release Distribution
• Online Press Services (I don’t recommend free services)
• Can’t Get Traditional Coverage
• SEO / Link Building (Let’s discuss the controversy)
• Social Media
Source: http://searchengineland.com

@AnthonyKirlew
Responding to Journalists
• Respond ASAP when you are contacted
• Get media coaching (Especially for TV)
• Be cautious of paid offers

@AnthonyKirlew
Additional Press Tips
• Create a Media list
o Target geo and industry
o Use social media to connect
• Editorial Calendars
o Make PR an ongoing part of your marketing campaign
• Understanding Journalists
o They need experts

@AnthonyKirlew
Content Marketing Through Video

@AnthonyKirlew
Why Video Marketing?
YouTube Statistics:
• 800M Unique Users Visit YouTube each month.
• Over 3 Billion Videos are Viewed Daily (How Many are Yours?)
• YouTube Mobile Gets over 400M Views per Day (13% of daily views).
• Owned by Google – Boosts Online Presence

@AnthonyKirlew
Video Content Marketing
• The Video Production Studio You Already Have
• The 5 Minute Video Marketing Solution
• Going Viral on YouTube

@AnthonyKirlew
Tactical Video Marketing Strategies
• Use relevant keywords (and phone number) in titles and descriptions (great local
search ranking results)
• Create helpful “how to” videos
• Use video to reach out to prospects (your competition most likely won’t)
• Screen Capture Tools: Camtasia Studio ($), Screencast-O-Matic (Free)

@AnthonyKirlew
Local / Mobile / Geo Strategies
• Use address and integrated Google map on website
• For smaller brands, use address on all pages.
• Claim local profiles (Google looks for name, address, and phone # “aka NAP”)
• Claim social profiles
• Geotag photos and images (Picassa)
• Use telephone number, city and state in video titles and descriptions

@AnthonyKirlew
Questions / Mastermind

@AnthonyKirlew
Contact Me:
Anthony Kirlew
Tel: 602-903-6223 x700
Email: akirlew@akaim.com
Web: http://www.akaim.com
Facebook: http://www.facebook.com/aka.internet.marketing
LinkedIn: http://www.linkedin.com/in/akirlew
Twitter: @AnthonyKirlew @AKAInternetMktg
Thank you for attending!

Online Content Marketing - American Markteing Association Phoenix

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