Content marketing is a marketing technique of creation and distribution of relevant and valuable content pieces to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
2. What is Content Marketing?
Content marketing is a marketing technique of creation and distribution of
relevant and valuable content pieces to attract, acquire, and engage a clearly
defined and understood target audience – with the objective of driving
profitable customer action.
It refers to almost all online marketing activities centered around creating and
sharing content to engage consumers.
Information related to any brand can be presented in a variety of media like
articles, blogs, videos, images, infographics, white papers, e-books, case studies
etc.
3. How is it a SUPERHERO?
With the change in trends of link building, many of the previously effective
activities are now obsolete and are no longer considered best SEO practice.
As top search engines like Google give clear preference
to quality content, companies and clients are now
seeking for long term content marketing strategies to
save their respective online campaign.
Content Marketing is the future of
online marketing and it’s HERE TO STAY!
4. Statistics
86% of B2C (business to
consumer) companies
are planning to keep or
increase their current
content marketing
spending this year
Courtesy: http://contentmarketinginstitute.com/2012/11/2013-b2c-
consumer-content-marketing/
5. Statistics
54% of B2B (business to
business) companies are
planning to increase
their content marketing
spending in 2013
Courtesy: http://contentmarketinginstitute.com/2013/04/enterprise-
2013-content-marketing-research/
7. Infographics
One of the latest methods of content marketing – Infographics are essentially
images which summarize a concept or statistics into a detailed and visually
appealing graphic. Just textual content is at times disengaging and boring to go
through. But if supported by a creative Infographic which gives all the information at
one glance, it is bound to go viral.
Infographics can be optimized for search engines just like images. The infographic
URL, title, and alt tag should be matched to the infographic and page theme. The
viral nature of Infographics make them an excellent tool for gaining inbound links
too.
There are various websites like infogr.am, piktochart.com and visual.ly etc. which
can be used for creation of Infographics. Click here to get a list of infographic
syndication websites.
8. Case Study – Mint.com
Mint.com was the first company to create infographics to attract customers on
a mass scale – that resulted in 2 million customers within 3 years.
By focusing on blog posts, slideshows, videos and infographics, Mint.com grew
to 100,000 accounts in 2007, 600,000 in 2008 and almost 2 million in 2009,
becoming the largest player in the personal financial aggregation market.
Courtesy: http://www.getspokal.com/top-11-most-powerful-content-marketing-examples-by-small-businesses/
9. Infographic Optimization
The very first step as always is selection of the most relevant keywords associated with
the infographic. Here are a few other important pointers –
• Title Tag of the webpage must contain the title of your infographic
• Page Meta Description should be keyword rich as well as compelling for the users
• Heading should be well written from both user as well as search engine’s
perspective
10. Infographic Optimization
• Search engine friendly content along with the infographic should be present. This
can be a detailed blog related to the information given by the infograhic or a short
description of the content piece
• Allow users to embed your infographic on their websites as it helps in generating
backlinks
• Image file name and alt tag should be optimized
11. Blogs
Informative and Engaging
Blogs are loved by both Readers and
Search Engines!
A blog is a great way for brands to solve the pain points of their customers.
As far as SEO is concerned, blogs are excellent means of adding fresh
content to any website. Be it a personal experience or sharing an expert
opinion on a topic, blogging is the trend of the day.
As long as your blog is unique, informative and most importantly engaging,
it can be the best way of content marketing.
It is highly recommended for any kind of website to have a dedicated blog
section and update it on a regular basis.
12. Research
Technorati’s 2013 Digital
Influence Report shows
that consumers are turning
to blogs when looking to
make a purchase.
The report found that blogs are
now the third most influential
digital resource (31%) when
making overall purchases, behind
retail sites (56%) and brand sites
(34%).
Courtesy: http://technoratimedia.com/wp-content/uploads/2013/02/tm2013DIR.pdf
13. Case Study – Nerd Fitness
Courtesy: http://www.nerdfitness.com/blog/)
Nerd Fitness is a superb example of an extremely creative and niche blog
website. This blog was started about 5 years ago to accommodate “desk
jockeys, nerds, and average Joes that needed to level up their lives.” The blog
has become very successful and has over 58,000subscribers thus far.
14. SEO Tips on Blogs
• Optimize the URL, Title, Metas and Headers of the blog page according to
the keywords you wish to target. Synonyms, long term variations of
keywords should be used in the blog posts. However make sure that the
content is not keyword stuffed
• More Content and Less ads - Need not worry about the length of your
post as long as its interesting and offers fair amount of relevant
information. A relatively long yet engaging blog is bound to have repeated
visitors
• Navigation to the right pages of your website using appropriate anchor
text. If you have a main blog page that lists all your previous blogs, a link
to it at the end is recommended
15. SEO Tips on Blogs
• Images, Infographics and Videos can add great value to blogs. For
instance, a blog quoting statistical data can be paired up with an
awesome Infographic so that the reader gets a brief about the blog at
one glance
• Authorship Markup should be used. Click here to know more
• Offer Social Media, RSS & Feed Subscription Buttons
16. Presentations
Microsoft estimates that over 30 million PowerPoint presentations are
given daily around the globe. Modern day presentations are far more visual and
provide quality information in the best way possible. Syndication websites like
Issuu, Calameo, Scribd and Slideshare are extensively used.
Slideshare is the most popular social website which allows presentation
syndication. Its growth can be clearly seen in its Alexa stats –
(Courtesy: http://blog.kissmetrics.com/future-of-content-marketing/)
17. Case Study – HubSpot
HubSpot has published 478 presentations and has 8,885 followers on SlideShare.
This clearly indicates that people today do find presentations as an appropriate
medium to gain more knowledge about their concerned brand.
18. Presentation Tips
• First and foremost, the title slide of your presentation should grab the
eyeballs of the viewer and develop enough interest in his mind to go through
the slides
• Presentation Title, Description, Tags must contain the keywords you wish to
target
• It is recommended that you embed the Slideshare presentation on your
website with a supporting post. The post may be a brief about the
presentation or a detailed explanation with instances of keywords in either cases
• Bit.ly can be used to customize the URL of your Slideshare. The URL should be
short and precise so that the viewer can easily identify the topic of your
presentation
19. Images
Eye catching images
leave a lasting impression
on the consumer’s mind!
Images and photographs adversely affect the decision making process of any and
every consumer. From a business as big as real estate to a small website selling
baby toys, image syndication can play a major role in brand building and online
visibility.
Image sharing on websites like Flickr, 500px, Tumblr, Photobucket etc. is one of
the most widely used medium of content marketing.
20. Image Optimization
• Image File name should describe the image in plain simple English rather than
a good for nothing name like Image1.jpg or DSC001.jpg
• Alt tags also add SEO value to an image. Adding keywords in the alt tags
(without spamming ofcourse) help in achieving better rankings
• Google uses page load time as a factor in their ranking algorithm and large size
images result in increased loading time. Image size should be reduced as much
as possible without ruining its quality
• Make sure that decorative images like a background image of your page,
borders, buttons etc. that are used only to enhance the aesthetic appeal are
compressed to reduce page loading time. If possible use CSS instead
21. Image Optimization
• Image Sitemaps can help Google discover images.
Click here to know more
• Image Syndication on Social Media platforms and
various other free and paid websites
• Image Markup should be used to increase visibility
of images. Click Here to know more
22. Videos
Videos undoubtedly have the potential to boost a brand’s overall marketing campaign.
Video marketing can quite easily establish brand identity and create brand awareness
for any business, be it small or big. It is imperative that the video content is relevant to
the business and does not contradict the brand’s positioning.
With free video sharing websites like Vimeo, Dailymotion, Veoh and the king of all –
Youtube, more and more businesses are now concentrating on generating engaging
videos.
23. Dollar Shave Club spent $4,500 on a video that got them 10,214,692
views, 25,000+ followers on Twitter, 84,784 Facebook fans and 12,000
new customers in 2 days. They went on to raise $10.8 million in financing.
Case Study – Dollar Shave Club
Courtesy: http://www.getspokal.com/top-11-most-powerful-content-marketing-examples-by-small-businesses/
24. Video Optimization
• Videos should be informative, engaging but at the same time not too long
• Title of the video should be catchy and must ideally include the important
keywords which are most searched
• Tags must be decided based on an extensive keyword research
• Descriptions are read by people before viewing the video. They must
essentially give a brief about the video with instances of appropriate
keywords
• Optimization of Transcripts can help your video to rank well on search engines
25. Video Optimization
• Video Sitemaps is another way for search engines
to find your video content. Click here to know more
• Video Microdata can increase the visibility of a
video on the SERP. Click Here to know how
• Embedding Options - Allow others to embed your
video on their blog or website
26. Combining traditional SEO practices with a deadly
content marketing strategy is the best thing to do in
2013. Social media platforms also play a huge role in
content syndication.
In order to withstand the rising competition in the
online market, brands have realized the need of
content marketing which is evident from the amount
they are planning to spend in the coming months.
2013 is the year of
CONTENT MARKETING
Conclusion
29. Thanks for going through the presentation. Hope it helps you!
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Notas del editor
<a href="http://www.convonix.com/blog/content-marketing/" title="Read Up Content Marketing Posts on the Convonix Blog">Content Marketing</a>is a marketing technique of creation and distribution of relevant and valuable content pieces to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
As far as <a href="http://www.convonix.com/search-engine-optimization/" title="Read To Know More about SEO">SEO</a> is concerned, blogs are excellent means of adding fresh content to any website.
<a href="http://www.convonix.com/video-seo/" title="Read To Know More about Video SEO">Video optimization</a> can quite easily establish brand identity and create brand awareness for any business, be it small or big.