Published on September 26, 2012
The Future is Bright with Web Content @LeeOdden – TopRankMarketing.com
About Lee & TopRank MarketingAttract – Engage – Convert
Overall trends in content Emerging consumer driven model Web content success stories Content marketing "A-Team” Future growth opportunities Image Source: Shutterstock
Ubiquitous Connectivity 2020 Create Consume Publish Interact TransactSource: Ericcson, 2011
51% of all time on the web is content consumption. (AOL/Nielsen 2011) 99% of Marketers have used at least one content marketing tactic. (Content Marketing Institute/Brandpoint 2012)60% will increase spend on content marketing. (CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)
Content Distribution Channels 96% Social Media 78% Paid Search 76% Display Ads 69% SEOSource: Outbrain – State of Content Marketing 2012 33% Email
63% of US Internet users use search engines daily eMarketer Aug 2012 81% PerceptionsAre Influenced Weber Shandwick 2012 89% Use Search for Purchase Fleishman-Hillard 2012
CPG Company:96 search phrases. Most are brand terms.
Fabric Retailer:4,419 phrases.Broad category& brand terms.
SEO Social Content
Traditional Approach Red Widget Features & BenefitsAdvertising PR Email White Paper Direct Mail
Persona “Jane Exec” Modern Model for Influences CEO Goals: Fast, Save $, Service Content Marketingawareness interest consideration purchase retention advocacy Blog Facebook Email Offer Tips Articles Blog Fast Byline PPC Locator Newsletter Soc Net Ads Blog PPC Loyalty VIP Save $ Press Reviews Discount Community Referral Article Reviews Display Network Referral Service Media Blog Offers Thank You Rewards
Source: First 10 / Smart Insights
30 Content Marketing Tactics Article Marketing News Release Advertorial Online Magazines & Apps Blogging Podcasts Case Studies Print Magazines Print Newsletters Crowdsource Real-World Events Curate Research & Surveys Digital Newsletters Social Content eBooks Teleclass & Telecasts Email Traditional Media Interactive Games Videos Images & Infographics Virtual Conferences Interactive Tools Webinars Microsites Wikis Mobile Applications White Papers Mobile Content Blog Post: tprk.us/30cmtactics
Content Marketing Processawareness interest consideration purchase retention advocacy Needs & What stories Make it Audience Goals = will connect easy to find Segments Topics you? & share Preferences Search & Editorial Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose PR, Linking
Source: Content Marketing InstituteSuccessful Companies
Let Me Tell You A Secret http://tprk.us/cmsecrets
Cool! We’ll interview CMW speakersAnd make an e-book for attendees.
10 Long Form InterviewsTopical Matrix:B2BEnterpriseSMBToolsWin budgetDefinition
Planned Repurposing Individual Thought Leader Interviews ArticlesEnterprise B2B Enterprise Enterprise Top 10 B2BSMB Enterprise SMB SMB TacticsTools SMB B2B ToolsB2B Tools Tools Win budgetWin budget Win budget Win budget B2BB2B Tools B2B B2B Top 10Enterprise B2B Enterprise Tools ContentSMB Enterprise SMB Enterprise MarketingTools SMB Win budget SMB ToolsWin budget Win budget Tools Win budget
Promotions:SlideshareEmbedded in Blog PostEmail broadcastTwitterFacebookFlickrPinterestLinkedIn updateLinkedIn InmailsCustomized emailsto participantsPre-written tweets
Initial Results (6 Days)43,000+ views on Slideshare1,000+ PDF downloads5000+ visits of full interviews3,300+ Retweets200+ Facebook “likes”130 G+100+ inbound links
Content Marketing “A-Team”Content Marketing A-Team Image Source: Shutterstock
• Chief Content Officer• Managing Editor• Writers, Sources• Content Design• SEO• Social Marketer• Online PR Source: Managing Content Marketing (Pulizzi, Rose)• Social Listening/Analytics
But We Don’t Have Budget For That! 1. Editor/Writer 2. Designer 3. Social SEO
Growth Areas in Web &Content Marketing: Integration: Owned, Earned, Paid & Shared Media Dedicated in-house content marketing resources Web + smartphones & tablets Boom in visual content & media Big data, social data, automation, tools, real time data, did I mention data?
Content Marketing MaturitySource - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter GroupMake a commitment. And grow.
Takeaways• Content powers the web & the web powers your business. Are you powering content?• If your content is poor, then so will you.• Start learning modern models of web content marketing. Now.• Stand, Stretch and Walk.• Get help if you need it.
Thank You! firstname.lastname@example.org OptimizeBook.com TopRankMarketing.com TopRankBlog.comConsulting – Speaking – Partnerships 1-877-872-6628
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