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CONTENT MARKETING & SEARCH

CONTENT MARKETING & SEARCH. What is Content Marketing? Generation and targeted distribution of unique content that is relevant and valuable to your audience

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CONTENT MARKETING & SEARCH

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  1. CONTENT MARKETING & SEARCH • What is Content Marketing? • Generation and targeted distribution of unique content that is relevant and valuable to your audience • By leveraging social media, marketers can distribute this content where they know their customers spend time online, driving results for SEO, brand awareness, and the bottom line BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  2. CONTENT MARKETING & SEARCH • Why You Can’t Afford to Ignore It • SEO Benefits of “Linkbait” content – users link to it! • More traffic • More authority with search engines = higher rankings • Social Media Benefits • People Share Compelling Content & Great Stories • “Marketers Need to Think Like Publishers” • Joe Pulizzi, Founder of Junta42 BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  3. CONTENT MARKETING BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  4. CONTENT MARKETING PROCESS • How Do You Start? • Define Your Goals • Define Audience & Informational Needs • Blogs, Videos, Photos, Presentations, eBooks, News Releases, Microsites, Podcasts, Fan Pages, Q&A • Where is My Audience? Where is the Content? • Where do your customers spend time online? What blogs do they read? What Social Media sites are they using? Do they use LinkedIn or Facebook or Google Groups or Twitter, etc.? BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  5. CONTENT MARKETING PROCESS • What is Your “Talent Spot?” • Ask Yourself: “What Do I Need to be an Expert in to Drive My Business Goals? • How Does this Align with Customer Needs? • What Content will You Create to Address Their Pain Points? • Choose Tactics & Create Editorial Calendar • What sites will we distribute our content to? What tactics will we employ? E-newsletters, blogs, video series, contests, etc? • Whom within my organization will be responsible for creating content, and when? Consistency is paramount • Execute & Measure • What channels are driving the most conversions? What data can you gather with web analytics? BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  6. CONTENT MARKETING CASE STUDIES • Case Studies: • What Companies are Doing this Well? • Atkins Nutritionals – B2C • Fenner Precision Engineering – B2B • Whole Foods – B2C BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  7. CONTENT MARKETING CASE STUDIES Atkins Nutritionals Community: BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  8. CONTENT MARKETING CASE STUDIES Fenner Precision: BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  9. CONTENT MARKETING CASE STUDIES Whole Foods – “The Whole Story” BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  10. LONG-TAIL KEYWORDS • What are “long-tail” keywords? • Search queries with three or more words • More specific and focused than general searches • Used by potential customers who are farther along in the research and/or buying cycle

  11. LONG-TAIL KEYWORDS • Long-tail keywords present greater “keyword ownership” opportunities to marketers • First Page Rankings are critical to attaining traffic • Very few users visit the second page anymore

  12. LONG-TAIL KEYWORDS • 70% of searches today are now classified as “long-tail” BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  13. LONG-TAIL KEYWORDS • Google stated that 20% of search queries are strings their system has never handled before • http://googleblog.blogspot.com/2009/12/this-week-in-search-121809.html • 20% of searches are also related to location • This indicates a growing sophistication among searchers • Marketers can leverage this to drive high-quality traffic that CONVERTS BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  14. LONG-TAIL KEYWORDS • Long-tail keywords offer much higher conversion rates than their core keyword counterparts (and less competition) BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  15. LONG-TAIL KEYWORDS • Four-Word Phrases show the greatest conversion rate (40%) BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  16. LONG-TAIL KEYWORDS • In conclusion, long-tail keywords present several key advantages to marketers: • Ownable keyword opportunities for top rankings • Less Digital Competition & Fewer Barriers to Entry • Higher Conversion Rates BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

  17. QUESTIONS? • Seriously… please ask me a question or introduce yourself! • Thank you for your time and attention • Nick Yorchak can be reached at: • BIG FOOTPRINT DIGITAL :: 303-549-6259 • www.linkedin.com/in/nickyorchak BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

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