Creating Digital Content Alloys: The Formula for Online Success
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This document discusses creating digital content across multiple channels. It begins by outlining the key elements of content and various digital channels. It emphasizes using paid, owned, and earned media, with search engines as an important owned channel. The document provides tips for search engine optimization and paid search advertising. It stresses aligning keywords, ads, and landing pages. Finally, it discusses measuring the effectiveness of content distribution and iterating based on results.
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Creating Digital Content Alloys: The Formula for Online Success
- 1. Creating Digital Content Alloys LINDA NAWROCKI – DIGITAL INSIGHT LABS
- 2. What’s In The Formula for Today? Elements of Content Digital Content Channels to Mine The Content Crucible Casting a Digital Plan
- 4. Most People Think of Content as
- 6. What is My Content Trying to Do?
- 7. Where Can I Use this Content? What is the format I need to use for this channel? What is the right time to share the message?
- 8. In What Ways Do People Interact with Your Company?
- 11. YourWebsite.com
- 14. Social Networks
- 16. Search Engines
- 17. Let’s Focus on Online Content
- 18. Digital Content Channels to Mine PAID, OWNED AND EARNED MEDIA
- 20. Paid – Earned – Owned Channels Paid Media can create awareness to a large audience Earned Media drives users through specific channels Owned media can create conversion and boost ongoing engagement
- 21. Paid Media
- 22. Earned Media
- 23. Owned Media
- 24. How People Find You Content Online?
- 26. Why Focus on Search Engines?
- 27. How Many Monthly Searches? 19.3 Billion
- 28. Who Owns the Search Market? Google +67%
- 29. What is Search Engine Marketing? SEM is the promoting a websites through increased visibility in search engine results pages (SERPs) Two Methods: Organic Search Paid Search
- 30. The image to the left is a Search Engine Results page or SERP. This page has several components. In green are the Organic Search results. These are pages that Google has determined match the user’s query. In pink are the Paid Search results. These are listing companies pay to have shown. These ads are set up to match selected Keywords. Search Engine Results Page Paid Results Organic Results
- 31. Organic Search (SEO) v. Paid Search (PPC) 90% of Clicks 10% of Clicks More than 50% of search queries have no ads at all
- 32. SEO + Paid Search Impact
- 36. Search Engine Spiders Crawl through your website content and rank you on quality and connections
- 37. Search Engine Indexing What We See What The Spider Sees
- 38. Key Search Engine Elements Title Tag: is the title of the web page shown for the results. This information is stored in the web code in <title> tags. Page URL: is exact URL for the page – generally matches structure in CMS. Meta Description: is the phrase or words that describe the page. This information is stored in the web code in <meta description> tags. Title Tag Page URL Meta Description
- 39. CMS Fields for SEO Title Tag Meta Description URL Hierarchy
- 40. Why Work Hard For Good Results? Organic Search
- 41. 88% of People only click on Page 1 results Page 1 Results
- 42. PAID SEARCH
- 43. What Happened to My Keywords? Organic Search
- 44. (Not Provided) Keyword Pages Google masks keywords from Google Secure Search as (not provided) in Google Analytics. This has been happening for a few years, but more aggressively over the past months.
- 45. Inbound Web Metrics –(Not Provided) Keyword Pages Looking at performance and pages will give indicators of ‘keyword intent’ and also the type of content that is performing well from search engines.
- 48. Paid Clicks Graphic from WordStream
- 50. Adwords Setup Ad Title 25 Characters Ad Text 35 Character/Line Display URL 35 Characters
- 51. Matching Types Broad – similar phrases and variations Phrase – contains all the words of in query Exact –only when search query matches ‘exactly” Negative - Ensures your ad is not shown for any search term that includes that term
- 53. Keywords, Ads and Landing Pages Need To Synchronize Paid Search
- 56. The Content Crucible RETHINKING THE CUSTOMER PROCESS
- 62. Seeding the Channels Define a critical group of buyers Determine what information prospects really need and how they want to receive it Deliver that information to the channels they commonly use Measure and recalibrate
- 63. Casting a Digital Plan HOW ARE YOU GOING TO USE CONTENT AND WHAT IS THE EXPECTATION?
- 64. Don’t Squeeze It In!
- 66. One Message, Multiple Elements Subject Content Web, Social, PR Email Event Chart / Graphic Video / Tool
- 67. Use Terrain to Your Advantage
- 68. Where Can I Use this Content? What is the format I need to use for this channel? What is the right time to share the message?
- 70. GOAL SETTING
- 71. Result This is the result we got
- 73. DID IT WORK?
- 74. Result Not Great if You Result is Below Projection Great if You Result is Below Projection
- 75. FAIL FAST & FIX IT
- 76. SHOULD I TRY IT AGAIN?
- 77. Reasons to Retry a Channel New innovation in product line Long time without market exposure Audience changes – for you or channel Better understanding of channel Improvements to the technology channel
- 78. Test and Measure the Change
- 79. Don’t Forget
- 80. It’s Not the Technology
- 81. It’s Not the Technology
Notas del editor
- (SEO, PPC, Email, SM, Link Building)
- For most of use, when we think about content, it is more about writing down words that go in a brochure, or catalog or webpage
- However, content takes on many different formats including images, videos, audio and of course, the written word. What we are going to talk about today is how to take the ‘idea’ of content and use it in many different formats.
- If you have the vast array of content channels moving at one time, how do people find information about you online?
- Eloqua / JESS
- If you have the vast array of content channels moving at one time, how do people find information about you online?
- For Materion, interaction in placed like SLideShare, LinkedIn and Twitter are more likely than Facebook or Google+, but don’t forget that the term ‘social network’ is an expansive idea
- For Materion, interaction in placed like SLideShare, LinkedIn and Twitter are more likely than Facebook or Google+, but don’t forget that the term ‘social network’ is an expansive idea
- If you have the vast array of content channels moving at one time, how do people find information about you online?
- Throughout the online world, there are different channels you can use to disseminate marketing. All of this can be branded content, however, the level of control over publication and management of the message varies depending on the source. For example, a brand owned channel – Materion.com – is 100% under control of the brand. For the Paid Influencers – such as Paid Search, Display Advertising – are strongly controlled by Materion – but ultimately, the rules of engagement for these medium are managed by the external providers such as Google and other Ad Networks. When It comes to mobile advertising, there is also an additional layer of management by the phone providers.For the directly influenced channels, efforts such as Public Relations or Earning/Financial reporting would be a consideration. You have some measure of influence of messages and interaction with development sources. However, the end product is controlled by the content source – ie News Media, Author, BloggerFor the Earned Media stream, this channel is generally considered to be a “social networking” channel. These are conversations generated by the audience – positive or negative messages. Being a participant in this media stream is important in order to manage the conversation, but also to know when an opportunity to exists to leverage an existing conversation or positively steer additional attention to Materion when the time comes.
- If you have the vast array of content channels moving at one time, how do people find information about you online?
- If you have the vast array of content channels moving at one time, how do people find information about you online?
- As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.
- As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.
- As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.
- As we have said many times, your business MUST be seen in the top 5 results in Google, Yahoo and Bing. People very rarely look beyond these results or click to ancillary pages of search results. Pay Per Click Marketing is the fastest way to get an advertisement for your business to show in the top 5 results (in the sponsored advertisements) on Google, Yahoo and Bing.
- As we have said many times, your business MUST be seen in the top 5 results in Google, Yahoo and Bing. People very rarely look beyond these results or click to ancillary pages of search results. Pay Per Click Marketing is the fastest way to get an advertisement for your business to show in the top 5 results (in the sponsored advertisements) on Google, Yahoo and Bing.
- As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.
- As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.
- Notice how advertiser I can pay less for a higher position due to high quality score