Driving Traffic
with
Content Marketing
Dan Sturdivant - Creative Support
Driving Traffic
with
Content Marketing
Driving Traffic
with
Content Marketing

• Google: content marketing expert
• Twitter: dansturdivant (follow me!)
• Creative Support: www.creative-support.com
• Email: dan.sturdivant@creative-support.com
• DFW SEM Board Member
• Join Us November 17 for the State of Search
Richardson Renaissance Hotel 6:30
About Dan Sturdivant

• Your customers are already on the web searching for answers.
• They don’t want a billboard.
• They don’t want a brochure.
• That’s just noise.
• Clients want content.
• They want answers.
• If you cannot provide that, you don’t exist.
Why Content Marketing?

• Content marketing is a marketing technique that employs
the creation and distribution of relevant and valuable
content in order to attract, acquire, and engage a clearly
defined and understood target audience - with the
objective of driving a profitable customer action.
The Content Marketing Institute
What is Content Marketing?

• Build a list of potential customers
• Enhance your brand
• Position yourself as a thought leader
• Improve search engine results
Content Marketing Payoffs

• Content Strategy
• Purpose, Process, Payoff
• Content Audit
• Content Competition Gap
• Content Syndication
• Content Brief
• Placement
• Titles (and title tags)
• Keyword Research
• Call to action
Content Marketing Overview

• Primary Site
• Secondary sites (blogs, microsites, LeadMaverick)
• Social Media (Twitter, Facebook, LinkedIn, Posterous, etc)
• Presentation Media (YouTube, Slideshare, Scribd)
• Professional Media (traditional channels)
Content Marketing Channels

• Long Form - White Paper
• Short Form- Article, Blog Post, Guest Blogging
• Micro Form-Twitter, Facebook post, other social media
• Presentation Form-YouTube, Slideshare, Scribd
Content Types

Sales Continuum

Sales Continuum

Helping Psychology
Purpose-
Create a resource for persons looking to return to college in
order to obtain a post-graduate degree in Psychology, and to
consider Argosy University as the provider for that education.
Process-
Create 30 articles each month, focused on adults returning to
school. When appropriate convert articles into other forms of
content for distribution into other content channels. Use
secondary sites for additional exposure.
Payoff-

Helping Psychology

Helping Psychology

Helping Psychology

Helping Psychology

Helping Psychology

Helping Psychology

Helping Psychology Results
Purpose-
Create a resource for persons looking to return to college in
order to obtain a post-graduate degree in Psychology, and to
consider Argosy University as the provider for that education.
Process-
Create 30 articles each month, focused on adults returning to
school. When appropriate convert articles into other forms of
content for distribution into other content channels. Use
secondary sites for additional exposure.
Payoff-
Raise brand awareness for Argosy University’s Psychology
programs, increase search engine traffic andViewbook
downloads

• Free Resources
• CMS: Wordpress, Joomla, Drupal
• Research: Google Alerts
• Social Media: HootSuite
• Paid Resources
• Content Optimization: Scribe SEO
• Content Distribution: LeadMaverick
• Blogs & Books
• Content Marketing institute
• Copyblogger
• Content Strategy for the Web by Kristina Halvorson
Tools & Resources

• Twitter: dansturdivant (follow me!)
• Creative Support: www.creative-support.com
• Email: dan.sturdivant@creative-support.com
• Link to this presentation:
creative-support.com/dfwsemmeetup
Thanks, Questions?