Content Optimization: How To Integrate Search, Social And Inbound To Drive Demand
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The document discusses strategies for integrating search, social media, and inbound marketing to enhance demand generation for B2B businesses. It highlights the importance of aligning content marketing with customer needs and business outcomes, utilizing various content types and optimizing reach through SEO and social channels. Key insights include the growing reliance on search engines by B2B buyers and the necessity of effective promotion and repurposing of content to engage audiences throughout the buyer's journey.
Content Optimization: How To Integrate Search, Social And Inbound To Drive Demand
- 1. PRESENTED BY #B2BContentEvent Content Op.miza.on: How To Integrate Search, Social And Inbound To Drive Demand @LeeOdden -‐ CEO, TopRankMarkeDng.com
- 3. #B2BContentEvent -‐ @LeeOdden TopRankBlog.com About Lee: CEO, Consultant Speaker, Blogger Traveler, Foodie @LeeOdden Content -‐ Social -‐ SEO
- 4. B2B Marketers Increase Content MarkeDng Spending 54% Source: CMI 2012 Content Marketing #1
- 5. 100 BILLIONGoogle Search Queries Per Month Source: Search Engine Land 16%Of daily queries on Google have never been seen before Source: Google Internal Data, 2011 81%Of B2B buyers start with search engines Source: DemandGen Report May 2012
- 6. Source: MarkeDngProfs Content MarkeDng InsDtute 87% B2B Marketers Use Social Media Tactics Marketers have adopted inbound 60% HubSpot 2013 State of Inbound MarkeDng Report
- 7. Brand USP (Topic -‐ Keyword) Blog Posts Industry Media Coverage Press Releases Contributed ArDcles Guest Posts Topical Survey “2013 Topic XYZ Survey” Tips & Examples eBook Guide to B2B Social Co-‐Created Visual eBook with Conference Topical Resource Lists Off Site CommenDng Speaking at Conferences Prospect Brand Networking Social Networking Community SEO Website Category Email Newslecers
- 8. Optimized marketing means your brand is the best answer when & where buyers need it.
- 9. #B2BContentEvent -‐ @LeeOdden Persona: “Admin Jane” Influences CEO Values: = Fast = Save $ = Service Fast Save $ Service Blog awareness consideration purchase retention advocacyinterest Facebook Byline PPC Email Offer Locator Tips ArDcles Newslecer Blog Soc Net Ads Press Blog Reviews PPC Discount Loyalty Community VIP Referral ArDcle Media Reviews Blog Display Offers Network Thank You Referral Rewards Content: = Topics = Keywords = Media & Channel OpDmize Across the Lifecycle
- 10. #B2BContentEvent -‐ @LeeOdden Content MarkeDng TacDcs • Ar.cle Marke.ng • Advertorial • Blogging • Case Studies • Crowdsource • Curate • Digital NewsleJers • eBooks • Email • Interac.ve Games • Images & Infographics • Interac.ve Tools • Microsites • Mobile Applica.ons • Mobile Content • News Release • Online Magazines & Apps • Podcasts • Print Magazines • Print NewsleJers • Real-‐World Events • Research & Surveys • Social Content • Teleclass & Telecasts • Tradi.onal Media • Videos • Virtual Conferences • Webinars • Wikis • White Papers
- 11. #B2BContentEvent -‐ @LeeOdden BUT… Are They Integrated? Image Source: Shucerstock
- 12. #B2BContentEvent -‐ @LeeOdden Are They OpDmized? Image Source: Shucerstock
- 13. Customer Goals + Business Value = Content Marke.ng Strategy Meet Customer Needs = Achieve Business Outcomes Alignment = Powerful Image Source: Shucerstock
- 14. Stalking Dead Infographic Novel hcp://www.hostway.com/resources/infographics-‐videos/stalking-‐dead.html
- 15. #B2BContentEvent -‐ @LeeOdden What’s Missing? How will it be promoted? Can you really count on “Going Viral”? Repurpose? Reimagine? Crea.ve Needs Promo.on: Publicized on blogs & media OpDmized for social, search “stalking dead” “infographic novel” Hub & Spoke
- 16. Great content isn’t really great until it gets found, consumed, & shared.
- 17. “What’s a good framework for content marke.ng that’s op.mized and socialized?”
- 18. #B2BContentEvent -‐ @LeeOdden Discover Consume Act Buyer InformaDon Preferences Search Keywords Social Topics AdverDsing PublicaDons Events Word of Mouth Text, Images, Audio, Video Mobile, Tablet, Computer Formal, Funny, Long, Short Social Share Engage (comment) Subscriber Register Inquire Buy
- 19. OpDmized Content CreaDve AJract Engage Op.mize 360 Convert
- 20. #B2BContentEvent -‐ @LeeOdden OperaDonalize OpDmizaDon Preferences Pain Points Behaviors Search & Social Data Sources Editorial Calendar, Repurpose Social & SEO Networking, PR, Linking Who are you wriDng for? What do they care about? What stories will connect you? Make it easy to find & share awareness consideration purchase retention advocacy
- 21. Content Plan & Keyword Glossary Download Template: hcp://tprk.us/keyedcal
- 22. #B2BContentEvent -‐ @LeeOdden Master SEO Basics Topical Focus Author Rel Keywords Social Topics Brand Customer Keyword Glossary Category Keywords Keywords Keywords Category Keywords Keywords Keywords Keywords Blogs Tech SEO Audit AnalyDcs Monitoring Conversions
- 23. #B2BContentEvent -‐ @LeeOdden Hub & Spoke PromoDon, Networking
- 24. #B2BContentEvent -‐ @LeeOdden ² Audience? ² Goals? ² Search? ² Social? ² Influences? Customer Prospect Journalist “Real influence isn’t huge fan & follower counts, it’s niche communiDes that take acDon” 1 Content & Media Discovery
- 25. #B2BContentEvent -‐ @LeeOdden Engagement: F100 Technology SMB Community • Target audience seeks a “safe” environment to be educated on technology topics • Content Strategy aligns customer tech needs with editorial plan • Audit 100’s of existing content & media assets for repurposing • Develop new content, co-create content with partners • Content attracts & engages – gives more data for future content
- 26. Co-‐Created eBook 119,000 Views Slideshare Next Most Pop: 6,473 Views
- 27. #B2BContentEvent -‐ @LeeOdden What’s the narraDve? How will your content persuade? • Formats, Devices • Search keywords, social topics • Editorial calendar Content & Media Consump.on 2 “To stand out, your content should stand for something: unique & specific.”
- 28. Content Types For Brand Storytelling Brand Stories Repurposed Curated Amplification Social Syndication Off Site Posts Optimized Evergreen Co-Created
- 29. #B2BContentEvent -‐ @LeeOdden ConsumpDon: F50 B2B Re-‐Purosed Video Content • Target audience engaged by video web analytics, social shares, competitor analysis • No new budget to create video • 100’s of offline videos • Audit offline videos into themes that align with editorial plan • Apply SEO & Social best practices • Create channels by segment • Schedule uploads & shares • Drives awareness, engagement, education
- 30. #B2BContentEvent -‐ @LeeOdden What kind of engagement do your customers expect? What topics will inspire acDon along the customer lifecycle? Prospect Customer “Your community will be as interested in your content as the interest you show in the community.” 3 Content & Media Ac.on
- 31. #B2BContentEvent -‐ @LeeOdden
- 32. #B2BContentEvent -‐ @LeeOdden Measuring Business Value • 25k+ Blog Subscribers • 62k Facebook Fans • 56k Twitter Follows • 5,000+ LinkedIn Group Members • 100’s top 10 Google positions • 2,000+ customers, 4+ years • 700% revenue growth in 2 years* • Fastest growing SaaS after salesforce.com (Jon Miller, VP Marketing) • SEO & Blogs most effective lead gen source (Jon Miller, VP Marketing) Social SEO KPI’s Business Outcomes *MarkeDngSherpa Case Study 2011
- 33. #B2BContentEvent -‐ @LeeOdden • Fans • Friends • Followers • Comments • Likes • Google Plusses • Links • SERPs • Search Traffic Search & Social KPIs
- 34. #B2BContentEvent -‐ @LeeOdden Business Outcomes • Shorter Sales Cycles • Increased Order QuanDty • More Referrals • Lower MarkeDng Costs • Grow Revenue • Improve Profits • RetenDon • Share of Voice • Improve Service
- 35. It All Sounds Good, But… Can I Really Do This?
- 36. Yes You Can You Can Do Anything
- 37. With the Right Plan OpDmizeBook.com
- 38. #B2BContentEvent -‐ @LeeOdden OpDmized Planning: WHAT & WHY 1. View Search, Social & Content from 360 Degrees -‐-‐ HolisDcally 2. OpDmize Everywhere: MarkeDng & PR, B2B or B2C, SME or LE 3. Research, Audit & Listen 4. Set Goals, Create a Roadmap
- 39. #B2BContentEvent -‐ @LeeOdden Measure & Refine Promo.on Social Networking Content Op.miza.on Crea.on & Cura.on Content Plan Keyword & Topic Research Audience & Personas OpDmized ImplementaDon: HOW
- 40. Thank You! @LeeOdden lee@toprankmarkeDng.com TopRankMarkeDng.com TopRankBlog.com OpDmizeBook.com Download: hcp://tprk.us/cmsmarts13