Google has wrecked havoc on many marketers. Howevery understanding your marketing goals and how Google supports them is the goal. We talk SEO, We talk Socials role, and the importance of fresh content on your website.

2. Are the Google changes stressing
you out?!

3. Before we get too stressed out...
Sometimes the best answer to what the
future holds is to look at the past……
Or Star Trek.
And to keep it simple!

4. What we can learn from my Grandfather
It is about being found… It’s about
having the answers, it’s about
knowing the customers, it’s about
connecting

5. What was unique about Steve Jobs
He understood human behavior

6. It is about finding ways to connect
“From the beginning, Starbucks set out to be a different kind of
company. One that not only celebrated coffee and the rich tradition,
but that also brought a feeling of connection.”- Starbucks
Customers appreciate the effort to get a name right.
@kate_coley: The woman working at Starbucks was getting my
name and actually asked if it is Cate or Kate. I love you,
Starbucks lady. You make an effort.
@TerrysTwoCents – I absolutely LOVE it. My local Starbucks
doesn’t do it anymore because they have a printer. I miss it.
@BaronSquirrel – As a partner, it helps me connect. It’s more
personal than just calling ut the drink name. Also gets right
drink to right person.

7. Have you ever spoken in key words?
Next time you are in a store try
talking only with keywords, and see
if you get your questions answered
“Hole and Wall and Repair?”
So why should talking to a computer
be any different?
Star Trek again predicts the future.

8. “Google’s mission is to organize the world’s information and make it
universally accessible and useful.”
We see Google mission as, helping its customers locate and connect with the services and
information they require in order to answer their question or solve their need.
"Even if you do brain-dead stupid things
and shoot yourself in the foot, but have
good content, we still want to return it,"
says Matt Cutts. In fact, Cutts says that
Google tries to make it so that sites "don't
have to do SEO."
First and foremost is content, and
there's no bonus for having good SEO.
So what is Google really looking to do?

9. Building a relationship

10. So how do we initiate a connection
with Google?
The Online Jungle: What’s the Future for Organic Search Rankings? By Jayson Demers
A great article helps to define the signals that Google is using and will be using to rank a
site and it’s content. (Not in any particular order)
● Relevance of content does it answer the question
● Engagement around the content (Are people clicking and responding)
● Referrals - Are people referring to the content and the Brand
● Authorship - Are people engaged with the Author
● Influencers - Are influencers referencing your content
● Loyalty - Do people return to your brand

11. How social applies to SEO

12. Evolution? Or Amplification of normal
behavior?

13. Where does email fit?
1. Email is read over mobile devices
2. Email is still the number one
medium for creating conversions
3. Social content, like video's have the
highest click rates
4. Earned media, case studies and
whitepapers have the highest share
rate
If we put it together we get......

14. Is your content responsive?
“ Provide value to your audience by
helping them sort through the clutter and
delivering best-of-breed content they will
find useful” -
Content Marketing Institute
“More people use a mobile
phone than a toothbrush”
- Social Media Today

15. Great idea - How do I execute that?

16. At the center of all this is
The hub for managing all of your content marketing
needs. We curate, create, and distribute content to
increase sales.

17. Three pillars of content -
Create content
Discover great content
Publish to all mediums

18. The application
1. The dashboard - easy development &
distribution of content
2. Order original content ready for posting
from one of our 6000 writers
3. Post content to the Website, blogs,
social sites, and email newsletter
4. Ability to produce a mobile friendly
email newsletter at the touch of a button
5. Use our new simple mobile app to keep
content fresh

19. Use mobile app to contribute
content easily
Now you can easily add fresh content to your
websites, email newsletters and all your social
sites with one simple app - Publisher Mobile App
● Free app in iTunes store
● Easy to use
● Same login information from online
account
● Multiple users
● Post immediately or hold for review
● All photos stored in dashboard for easy
access for use on blog and in newsletters
● Take new photos or use existing photos
from library

20. Plus recommended content

21. Build a mobile responsive newsletters
“ Provide value to your audience by
helping them sort through the clutter and
delivering best-of-breed content they will
find useful” -
Content Marketing Institute

22. Using a Facebook
conversation in an
email creates more
engagement!
Incorporate social conversations

23. Does it work?
Marketer: Marcia Doron
Actions: Daily content
Original and Curated Content from MS
Results: Doubled Traffic
Sales: 40% of the new clients in 2012
attributed to content marketing
Microsoft received: Over 1 million new
impressions on content each month

24. Takeaways
“More people use a mobile
phone than a toothbrush”
- Social Media Today
● Google is starting to respond to context cues vs programing
language
● Google is a content delivery system, and we need to work
with their system much like a PR agency works with
publishers
● We need to focus on the roles social play to help us initiate,
engage, and create loyal followers
● Create a content Audit, and work to integrate your content
efforts
● eMail is a huge cornerstone to your content marketing
● New marketing technology is about new ways to provide
content, so be ready

25. Questions?
Some of the best and brightest
companies, and people live and work right
here in Newton and Needham, get to
know them, you never know.
Thank you!!

26. Humanized Marketing !?
I love that this is a new term!
This is about engaging with customers

27. Even my Grandfather had Humanized
Marketing

28. Building a Content Strategy
Question: What is the strategy for your content marketing program?
Hint: It is not to become a thought leader!
(That is an outcome)

29. How to Start your Content Strategy
Answer the Questions
What are the 10 questions
people will ask before they
purchase?

30. The Pillars to Content Marketing
Create great content -
Crowdsource content
Leverage your sales team
Discover great content Curate
User generated content - (It is at your fingertips)
B2C - Look at Facebook and Twitter, RSS Feeds, Google
Blog/Video Searches
B2B - Look at LinkedIn Groups, RSS Feeds, Google Blog/Video
Searches
Distribute
Create one integrated publishing initiative
Cross reference and leverage content from all platforms

31. Do you know where your content is?
Too often large organizations do not know where all their content is. Or they are not leveraging
their content across multiple business units and groups.
How many Facebook Pages do you have?
How many email newsletters do you have?
How many landing pages do you have?
How many twitter accounts do you have?

32. Are you maximizing/optimizing your
efforts?
When content is published in different silos the
work is inefficient and costly.

33. Try to develop one integrated effort

34. Creating a symbiotic relationship
Yet, Leverage Affiliates Reach and
Content
Partners and Affiliates
Develop a centralized content process
Corporate Sites

35. Integrated content efforts
sales
person
with
mobile
device
personal
social sites
personal
social sites
fresh content
fresh content
fresh content
fresh content
sales
person
with
mobile
device
your social
sites
your
corporate
or local
website
your email
newsletters
fresh contentfresh content
Leverage your sales
team to create
original content for
your website, email
newsletters and
social sites
Inspire your team to share the
content on their own personal social sites
A bank can inspire
their employees to take
photos of community
projects the bank
shares.
The bank can leverage
those photos to help
keep their content
fresh and to engage
with their local
customers.
A marketing or
sales person can
take photos
at events
Each photo will act
as strong content
piece for the
company and the
consultant.

36. new meetings
3rd party
references -
individuals,
publications
SEO
email
newsletters
phone calls
social
conversations
2. Traffic
3. Sales
your website
1. Content:

38. What does the future hold?
What does Floyd the
Barber have to do
with iBeacon?

39. Jeffrey Mesnik
President
Jeff@contentmx.com
781.444.7000

40. Keep it Simple
Organize marketing efforts
under one premise:
CONTENT.
Why content?
Content is the starting point of
all areas of marketing since it
can define everything from
loyalty to lead generation.
STEP ONE - Google doesn’t want you to have an SEO strategy - "Google
wants content that is relevant”

41. 1. Email is still the number one
medium for creating conversions
2. Email is read over mobile devices
3. Social content, like video's have
the highest click rates
4. Earned media, case studies and
whitepapers have the highest
share rate
If we put it together we get......
Don’t Forget Email