We're at a major turning point in content marketing history and you can't afford to not be in on this. With everyone jumping on the content marketing bandwagon, and flooding the web with information, find out how to do it right so that your content stands out and survives Google algorithm updates like Panda and Penguin,

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culture message process
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a publication of
IgniteXDS.com
Content Marketing
SEO in the world of Panda’s Penguin’s
Google’s New Algorithm has made Content Marketing
the lynchpin for any successful online presence
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DefinedDefinedDefinedDefinedDefinedDefinedDefinedDefinedDefined
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1. Tell Your Story
2. Get Found
3. Drive Traffic
4. Nurture Leads
5. Convert
6. Analyze
7. Refine
8. Grow!
Our Process!
Ignite XDS Inbound Marketing
culture message process

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Introduction
Ask Yourself...
Do you plan to create all
the powerful marketing content
that Google now requires?
Matt Cutts, Head of the Webspam Team at Google says:
“While many websites may
practice the best SEO techniques in an
effort to boost their rankings, it is the
websites with great content who will
be coming out on top.”
less than
monthly
33%
monthly
49%
weekly
72%
2-3 times
a week
76%
daily
78%
multiple
times a day
89%
0%
50%
100%
*Source: WebsiteGrader.com
IgniteXDS.com
of companies that created
new content weekly acquire a
new customer as a result.
“We tried to make it so you don’t have to do
SEO,we’ll find the good content”
- Matt Cutts, Head of the Webspam Team at Google
72%

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It’s not a question of
quality -vs- quantity
rather it’s an effective
balance of both!
Google Panda Penguin
have altered the game
You have to ask yourself – Does your dealerships website(s) have powerful,
relevant and remarkable content? Remember, we’re not talking just any kind
of content. Boring content, repetitive content, or content produced by the
OEM for all dealers to share gets you no where! We’re talking great ORIGINAL
content that will drive traffic and increase sales.
Content Marketing has become an integral partner with search engine optimi-
zation (SEO). In many cases it may have even surpassed traditional SEO prac-
tices in its ability to effect search engine rankings, driving relevant traffic and
helping to nurture leads.
The consistent development of remarkable content through new web pages,
blog posts, social media, video and press releases all serve as traffic drivers.
Ignoring these valuable outlets will prove fateful to dealerships as time goes on.
David Sasson, C.O.O. of Content Finder, Outbrain,
was surprised at how much of a bump great content has
been given in the search engines...
“We were surprised to see how big the
increase was.“ Sasson said. “Google changed it’s
algorithm, this change is really benefiting the
sites that produce a lot of original content.”
Quality Quantity
Penguin!Panda!

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Does your website(s)
have Great Content that
will help get it found?
The “NEW” Search Results Model
You’ll Fall Behind Without Fresh Content!
Beware however, while having fresh content is great,
if it’s not relevant, original, problem solving, or enticing
you’re missing the point.
If not you’re missing out on great
opportunities to grow your brand
make more money!
Do you know what keywords will work
best for your store?
How do you support these keywords
with your content?
Content
Marketing
Content
Marketing
Social
Media
Social
Media
Techinical
SEO
Techinical
SEO
Inbound
Marketing

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Google Caffeine, Panda Penguin
Hate Your Website!
Content MarketingContent Marketing
Social MediaSocial Media
SEOSEO
the NEW
SEOSEO
Content
Marketing
Social
Media
the OLD
SEO
With all the changes Google has made in the
last few years; consistent, compelling content in
various forms will be rewarded in search engines,
despite technical SEO techniques.
That’s Right!
Google now values Quality content
over traditional SEO tactics!
Authoritative Blogging
Face it, your customers have questions...and when they
do, they search for the answers. By faithfully maintaining
an authoritative Blog, you will get to provide the
answers, and Rock Search in the process!
Fresh Website Content
The days of set it and forget it have long past. Google
demands that you pay attention to your website(s), or
pay the price in the rankings. We’re talking new, fresh
content every week (more than just inventory). Remem-
ber shoppers spend over 11 hours online before they
buy. Does your content satisfy that need?
Social Media
Engaging posts...sure. Attracting Likes and Followers...of
course. But Social Media plays a far greater role in your
marketing strategy than that. Its effect on Search, Traffic
and your customer’s willingness to buy from YOU are its
true worth.
Traditional SEO Tactics
While the effect of Traditional SEO has been lessoned,
they can in no way be ignored. Site architecture, page
titles, links and keyword sensitive content still greatly
effect search and traffic. Any true Content Marketing
program would NEVER overlook this valuable asset.

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Increase SEO Value
Each blog post is rich with keywords relating to the topic and your dealership. Not
only will this draw in a wider audience and increase your dealership’s visibility in on-
line searches, it also provides a great way for us to lead the reader back to your main
website.
Become A Frequent Resource
Your dealership’s blog won’t only be filled with content revolving specifically
around your dealership. We’ll make it a place for anyone to come and get automotive-
themed information, including things like“5 tips for new drivers”to“Why the right car
seat could save a life.” This will keep people coming back even after they’ve made a
purchase.
Authoritative Blogging
Creating a blog for your dealership will increase SEO value and enhance dealership appeal by reaching out to a broader audience with dealership
updates, general automotive tips and automotive news. We use Google’s Blogger platform under the assumption that Google will put their own
platform above others.
88%
B2C companies that Blog
get 88% more leads per mo.
than those that don’t!
What We Offer
Coverage of Brand Related News Updates
Increased SEO Value
Vehicle Reviews Strategies
Coverage of Community News Events
Service Tips Tricks

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One is NEVER Enough!
Is your dealership solely dependent on a single website? Studies have shown that
to truly effect your market you should actively maintain 50 or more web properties.
Daily fresh content is mandated by Google, but keyword rich content, and lead driv-
ing landing pages will dramatically effect leads and SALES!
Fresh Content, Rich with Call-To-Action (CTA)
New Sales, Used Sales and Fixed-Ops all provide great opportunities for generating
content. Never overlook or pass up the chance to let a customer raise his or her hand.
If your marketing team has identified a weakness in sales or traffic, take a second,
role-play as a customer and give them a reason to submit a lead. Always develop CTA
with a consumer’s‘what’s-in-it-for-me’mind set.
Fresh Website Content
Due to the exponential growth in websites and online content, Google in 2010, launched Google Caffeine in order to reward websites and blogs with
fresh and sought after content. Google spiders constantly crawl the internet, 24 hours a day, in search of fresh, relevant content that readers find engag-
ing. As a dealership and a marketer, you have to frequently publish new, and original content to stay on top.
72%
of companies that created
new content weekly acquire a
new customer as a result.
What We Offer
Editorial Calendar Development
Content Creation and Publishing
Strategic Keyword Assessment Implementation
Industry Research and Buzz Tracking
Single-Source Content Marketing/
Web Presence Management

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Everyone is Using Social Media, Inclusing Your Competition!
63% of dealerships using social media say it has increased marketing effectivness. Are
your competitors already part of this percentage? If so, they may have already started
drawing these users into their brand. Fortunately, social media provides an endless
amount of ways to capture and connect with your audience and hopefully win back
any customers who may have strayed.
Social Media as a Means of Driving Traffic and Leads
Facebook, Twitter, Google+, Pinterest and You Tube provide excellent opportunities
to share and expose your rich content developed for your website(s), landing pages
and blogs to a larger audience that might otherwise have missed it. Sharing and link-
ing your choice content along with platform specific content will not only enhance
your brand, but also create a traffic flow to your CTA loaded web properties.
Social Media
Google and other search engines have made information gathering so easy that consumers find it easier to shop at home than to come into the
dealership. Social media outlets like Facebook, Pinterest and Twitter have created a means to share, consult and gather the opinions of others. Your
social media strategy needs to extend beyond just Likes and Followers, into engagement and as a component of your overall SEO strategy.
89%
of consumers have
at least one
social networking account
What We Offer
Facebook, Twitter, Google+, Pinterest and You Tube
Content Development and Management
Editorial Calendar Development and Implementation
Regular Communication with Dealership Personnel
Weekly Reporting and Updates
Weekly Reporting and Updates

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Local vs. Conventional Search
Conventional SEO puts a high premium on having the proper keywords in place,
strict structured rules, and a disciplined link strategy...and for good reason. The com-
petition in the Conventional Search arena is tough and competitive. But think about
it, do your customers really want to research a dealership across the country? No.
Make sure your website(s) are tuned for your local audience. Score big at home and
you’ll see the results in increase sales and leads.
Involve your SEO Strategy in Your Process
Real success from your SEO efforts are best achieved when they are incorporated
into your overall marketing process. Setting goals, measuring results, and optimizing
content, based around a solid plan, will return the desired result. Is your SEO part of
the plan? Do you have an SEO plan? Is it tailored around your sales goals?
Traditional SEO Tactics
Think about your dealership website(s). What are your trying to accomplish with them? Are you seeing the desired amount of traffic? Are you
leveraging every possible means to reach the car-buying audience in your market? As you might imagine, there are millions of websites on the world
wide web, yours is comparable to a needle in a haystack. If you’re effectively creating remarkable content, employing traditional SEO practices will
reward all your efforts with positive impressive results.
70%
of the links Search
Users click on are
ORGANIC!
What We Offer
Keyword Discovery and Analysis
Analyze the Local Marketplace and Your Competition
Content Review with Suggested Modifications
Analysis/Implementation of Meta Data and Content
Review and Improvements to Site Architecture
Monitor Google Analytics Other Tools
to Gauge Performance

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Inbound Marketing
A comprehensive guide that will take
you through the philosophy, the tools
the process. All in one easy to under-
stand book!
Social Media
Learn how to create, market manage
a successful Social Media presence
and how we can help you do it for less
time and less money!
Working With Us
Like we say -‘Have Questions? We’ve
Got Answers!’Get all the answer with
this guide to all things Ignite XDS!
Web Marketing
Everything you want to know about
our web services including, Traditional
Websites, Portal Sites, Micro Sites
Landing Pages.
Autodrive Apps
These online tools will help you cast
a larger net for cultivating more lead
opportunities to keep your customers
engaged coming back for more.
The New Company Culture
The traditional company culture is
changing. It’s less about how much
time you’ve worked, but the quality of
work you produce!
Ignite XDS – Inbound Marketing
The people at Ignite XDS have made their careers studying buying trends and buyers. We know marketing, we’ve pioneered Inbound Marketing, and we have the tools and
infrastructure to get the job done. If you have goals, if you are willing to commit, if you want to get results, contact us today to begin the conversation. We promise, you’ll be
glad you did.
Check out our other eBooks at IgniteXDS.com!