How Social Content Marketing Can Help Drive Traffic and Conversions

Social Content Marketing

Using
the
Internet
to
help
prospects
ﬁnd
us
and

convert
more
visitors
into
paying
customers

Tuesday, May 17, 2011

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Scott Cone
scone@freemanleonard.com
281-360-6811
www.scottcone.com
Twitter: @Scone
25+ years Advertising & Marketing
Media & Agency
B2B & B2C


BRAND

ADS
&
PR

MEDIA
CONTENT


BRAND

ADS
&
PR

MEDIA
CONTENT

CONTENT


BRAND

ADS
&
PR

MEDIA
CONTENT

INTERRUPTION

CONTENT


88%

Percentage of buyers that conduct online
research before buying a product or service
Source: Pew Research, 9/29/10


66%

Percentage of media inﬂuencing purchase
decisions that comes from consumer-generated
sources.
Source: McKinsey “Consumer Journey” Report 2009


Social Technographics

Forrester 2010 Social Technographics Profile


BRAND

CONTENT
CONNECTIONS
COMMUNITY


BRAND

CONVERSATION
CONTENT
CONNECTIONS
COMMUNITY


This isn’t really about Social Media.


Social Media is DANGEROUS

Two Fatal Mistakes
1. Use new social channels with old “push” advertising
approaches
2. Establishing a presence then failing to participate

Marketing Needs to Adapt
Outbound Marketing Inbound Marketing
• Inside Sales • SEO
• Telemarketing • Pay per click
• Traditional advertising • Blogging / Blogosphere
• Seminars • Social Media / Buzz
• Print Advertising • Targeted Landing Pages
• Direct mail/email • Marketing Analytics


Today, the goal of marketing is to “GET FOUND” by customers when they
are looking, not “GET IN THEIR FACE” when they’re NOT.


Content Creates Links!

Trafﬁc Leads Conversion


Content B2B Marketers Use


Major Content Distribution Channels
% of B2B Marketer Using the Channel


Percentage of Marketing Budget
devoted to content marketing
(by number of employees)

05/16/11


Content Marketing Spend in $’s
(by size of company)

05/16/11


listen
create
share
engage

Where Are You?


Q’s
• What
roles
is
digital/social
media/content
markeOng
currently
playing
in
your
markeOng

mix?
– Leading
man?
– Best
supporOng
actor?
– Extra?
– What’s
digital/social
media/content
markeOng?
Hint:
The
role
it
plays
is
somewhat
related
to
the
budget
it
receives
• Are
you
in
the
beginning,
middle
or
ﬁnal
stages
of
determining
your
markeOng
and
digital

markeOng
strategy
for
the
next
12
months?
• Do
you
have
a
corporate
social
media
policy
in
place?
• How
are
you
currently
engaged
in
acOve
listening?
• How
are
you
engaging
with
potenOal
customers
across
your
enOre
digital
presence?
• What
is
your
web
site
plaYorm
(i.e.
what
soware
was
it
built
in
and
how
is
it
hosted)?
• Are
you
using
Google
AnalyOcs
or
some
other
analyOc
tool
to
track
your
web
site

performance?
• Have
you
done
an
inventory
of
your
keywords
and
keyword-‐based
content?


Components
of
EffecOve
Web
Presence
Content
SyndicaOon
&
Social
Engagement
SyndicaOng
content
to
social
sites
and
other
web

presence
is
having
an
increasingly
important
role
in

increasing
links
and
search
rankings.

Links
are
essenOal
to
SEO
Site
usability
seeks
to

success
and
a
highly
valued
opOmize
a
user’s
holisOc

factor
in
search
engine
experience
on
site.
Usability

rankings.
When
a
site’s
tesOng
can
opOmize
a

content,
structure
and
person’s
journey
through

design
are
in
peak
the
site.
Proper
design

condiOon,
the
number
and
eliminates
barriers
to

quality
of
inbound
links
conversion
and
conflicOng

grows
and
efforts
can
be
calls
to
acOon,
offering

devoted
to
social
visitors
a
preferred
user

community
engagement.
experience.

Behind
the
scenes,
on-‐page
Keywords
and
site
content

elements,
site
architecture
developed
around
keyword

and
server
performance
insights
communicate
to

must
be
opOmized
for
both
visitors
and
search

search
engine
consideraOon.
engines
what
your
site
is

•Meta
data
indicates
page
about,
the
relevance
to

subject their
need
for
informaOon

•Siloed
site
structure
creates
and
the
value
you
offer.

theme-‐aligned
content
Both
high-‐volume
and
long-‐
secOons
of
the
site.
tail
keywords
related
to

•.htaccess
and
robot.txt
files
Web
AnalyOcs
is
the
backdrop
for
all
internet
markeOng
efforts.
your
experOse
and

help
spiders
to
crawl
and
Site
data
tracks
visitor
interacOon
and
engagement.
ImplemenOng
products/services
benefits

index
pages analyOcs
from
the
start
of
a
project
provides
a
baseline
from
should
be
used
to
develop

which
to
measure
the
effect
of
SEO
efforts.
engaging
and
helpful

content


Areas
of
EvaluaOon
 Web
site
analyOc
package  Proper
site
construcOon
 Traffic
by
touch
point  Architecture
siloed/keyword

 Visitor
to
lead
conversion structured
landing
pages
 Lead
to
customer
conversion  Server
performance
 Design
and
usability
 External
monitoring
dashboard  On-‐page
elements
 SEO-‐friendly
CMS  Link
building
strategy
 Keyword
analysis:
 Paid
search
strategy
 Process
for
ongoing
assessment
and
 External
web
presence/social

implementaOon
of
keywords
that
strategy
drive
traffic,
leads
and
conversion  Workflow
for
conversaOon

 High
volume
+
long-‐tail engagement
and
customer

 Your
company
&
products/services,
service
response

compeOtors,
industry
 CRM/Lead
management
and

 Content
strategy: nurturing
system
 Keyword
insight-‐driven
development

 Persona
development
 Workflow
and
process
for
ongoing

creaOon
 On
site
and
off-‐site
syndicaOon

AddiOonal
Areas
of
EvaluaOon
• People
• Processes
• Tools/Technology


Set Up a Monitoring System

FireFox NetNewsWire FeedDemon
Mac Windows


Take Inventory
How Do You Stack Up Against the Competition?
in:

Search

Social Blogs


Keyword Research and Analysis
• Our best prospects are looking for us.
• They’re not ﬁnding us when they search.
Search
Term Monthly
SC
on
p
1 La
Crema
on
FC
on
p1? SM
p1?
US
p1
Searches

wine
pairings 40,000+ No No No No

wine
gis 8,100 No No No No

wine
club 8,100 No No No No

wine
club
of
the
1,900 No No No No
month
gis
for
wine
lovers 1,300 No No No No

*Source:
Google
Organic
Search
2/9/11

Sonoma-Cutrer in Social Media

• 108 questions on “wine clubs” and 12 • 2,870 videos tagged with “wine pairings” in
containing “wine pairings” on LinkedIn Answers. YouTube search results. None of first page organic
None on first page results from any profiled results from any profiled companies.
companies.
– YouTube is the #2 search engine on the internet with
– LinkedIn gets 1.5 millions visitors/month, the 106 million unique visitors in the month of September
average user is 39 and makes $139K/year, over
500,000 C-level members • 35 meet ups tagged with “wine” in Houston search
results. None sponsored by profiled companies.
• Five status updates and six check ins containing
Sonoma-Cutrer on Facebook. Many status – Meet up allows 7 million members to connect online
updates containing “wine pairings” and “wine and find real world events around shared interests.
club” in last several days. None from any profiled
• Hundreds of tweets with links containing “wine
companies.
pairings” on Twitter. None from any company.
– Facebook has 500 million users
– Twitter is a microblogging service used to broadcast
140-character messages to followers. There are 175
million users, with 500,000 added each day.

05/16/11


Sonoma-Cuter Blogosphere Results

• 59 Blogs about and 13 blog posts containing “wine club” listed in a Technorati search.
None from proﬁled companies.
– Technorati (a blog search engine) gets 4.5 million visitors per month and there are
an estimated 150 million blogs worldwide. WordPress, a leading blogging/content
management software, adds 10.5 million new user-generated pages every month
• 1,050,000 blog posts containing “wine” in Google Blog search. None from proﬁled
companies.
Blogging is a huge source of internet content. Consider just WordPress, one of the more
popular blogging and content management platforms (software and related-tools
ecosystems). Popular with both business and consumer bloggers for its easy of use and
search-friendliness, it is responsible for 10% of all the web sites in the world, generating
23 billion page views among 30 million publishers as of the end of 2010.

Sources:

TechnoraA
Search
2/10/11
05/16/11
Google
Blog
Search
2/10/11

Inbound Marketing Grade
• We’re a bit behind.
• Good news: We can improve and WIN!

Metric SC La
Crema FC SM

Website
Grade
74 84 71 96
Alexa
Traﬃc
Rank
(lower
3,546,154 1,560,044 2,067,616 1,187,653
is
bener)
Google
Page
Rank
(SEO:
5 4 5 n/a
1-‐10,
higher
is
bener)

Links
(more
is
bener) 268 314 540 n/a

Source:
www.WebsiteGrader.com
05/16/11 hnp://www.websitegrader.com/wsgid/432155/default.aspx


Where
Do
You
Want
to
Be?

B

A


The Only 3 Marketing Objectives That Matter

• Create proﬁtable
growth

• Reduce expenses

• Increase customer
satisfaction


Content Marketing Success Criteria


Success
Beacons
Sample Digital Marketing Conversion Performance Plan

05/16/11


Where Do We Go From Here?


Social Content Marketing Process
Social
Media

Policy

Discover Develop Deploy

Research Strategy OpMmize

Analysis Concepts Syndicate

Insights Plan Monitor


Content Syndication Hub
Online

Your Site

Offline

75% of content distributed away from home site


Mocial
is
Here
to
Stay


Social is the New Search


Community is the New Campaign


Video is the New Collateral


Location is the New Promotion


Games are the New Entertainment


http://mashable.com/
http://www.hubspot.com/marketing-resources/

http://www.socialmediaexaminer.com/ http://adage.com/power150/index


Key Takeaways
• Keep
being
a
student • Establish
your
social
presence

then
feed
your
content
from

• Be
realisOc
about
the
Ome
your
hub.
commitment
and
degree
of

experOse
required.

• Be
consistent
in
your
look
and

messaging
across
your
enOre

• Use
customer/consumer
digital
presence.
behavior
(search
&
social

keywords)
to
develop
• Create
value
on
an
ongoing

insights
and
create
content. basis.

• Use
a
SEO-‐friendly
CMS
• Regularly
evaluate
what’s

plaYorm
to
build
your
site/ performing.
Feed
what’s

content
hub
or
anach
one
growing,
prune
back
what’s

to
your
exisOng
site. now.


How Social Content Marketing Can Help Drive Traffic and Conversions

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