1. Content Marketing Summit
SOUTHEAST 2013
SPONSORED BY
Welcome
Tricia Travaline
@travwin
Skyword
May 7, 2013
#contentatlanta

2. Meet The Speakers
2
AJ Punjabi
@ajp725
Digital Manager, Sales, Cox Media Group
Atlanta
Tom Gerace
@tomgerace
Founder and CEO of Skyword, Inc.
Scott Markle
@smarkle
Sr. Manager, Content Strategy, AutoTrader
#contentatlanta

3. Meet The Speakers
3
Your Moderator
Tricia Travaline
@travwin
Marketing Vice President, Skyword Inc.
Travis Wright
@teedubya
Strategic Social Media
Awesomizer, Norton by Symantec
#contentatlanta

4. 4
Tom Gerace
CEO and Founder
The Content Marketing
Revolution
@tomgerace

5. 5© 2012 Skyword Inc, Confidential. All rights reserved.
@tomgerace

6. 6© 2012 Skyword Inc, Confidential. All rights reserved.
@tomgerace

7. 7© 2012 Skyword Inc, Confidential. All rights reserved.
@tomgerace

8. 8© 2012 Skyword Inc, Confidential. All rights reserved.
@tomgerace

9. 9© 2012 Skyword Inc, Confidential. All rights reserved.
@tomgerace

10. 10© 2012 Skyword Inc, Confidential. All rights reserved.
@tomgerace

11. Average attention span of an adult online?
8 seconds

12. 12© 2012 Skyword Inc, Confidential. All rights reserved.
Average Attention Span of a
Goldfish?
9 seconds
@tomgerace

13. Search and Social: Gateways to
Consumers
@tomgerace

14. 14© 2013 Skyword Inc, Confidential. All rights reserved.
Quality Content is the Cost of Discovery
Search Lift Social Lift Brand Lift
Backlinks
Higher Rankings
Long-tail Relevance
Engagement
Content Discovery
Reach and Amplification
Loyalty
Preference
Trust
@tomgerace

15. Content Fuels All Marketing
@tomgerace
© 2013 Skyword Inc, Confidential. All rights reserved.

16. Writer’s Payments
Financial Management
Search Optimization
Brand Alignment Review
Project Management
Legal Department
Writer Management
Copy Editing CompanyWriter’s Content
CMS
Master Spreadsheet
CMS
But the Process is Difficult & Inconsistent
@tomgerace
© 2013 Skyword Inc, Confidential. All rights reserved.

17. Four Pillars of Quality Content
17
@tomgerace
© 2013 Skyword Inc, Confidential. All rights reserved.

18. Content Marketing Engine
18
@tomgerace
© 2013 Skyword Inc, Confidential. All rights reserved.

19. 19
AJ Punjabi
Digital Sales Manager
@ajp725
Strengthen Your Brand And
ROI Using An Integrated
Marketing Strategy

20. Who Is CMG?
@ajp725
© 2013 Skyword Inc, Confidential. All rights reserved.

21. Integrated Marketing
LEADS
Relational Transactional
CMG
WEBSITES &
NEWSLETTERS
DIGITAL
LISTENING
GDN & CDS
GEO-BASED
MOBILE ADS
GOOGLE
ADWORDS
DEMO/GEO TARGETINGDIGITAL BRAND BUILDING
COMPANY
WEBSITE
REDESIGN
SKYWORD
TWITTER
MENTIONS &
FACEBOOK
ADS
REMARKETING
Radio
Commercials
Personality
Endorsements
RADIO BRAND BUILDING
Consumer
Valued
Vignettes
Sponsorships
Products Won’t Make You Succeed..
it’s the Strategy that Counts!
Products Range From Relational To Transactional
@ajp725
© 2013 Skyword Inc, Confidential. All rights reserved.

22. The Marketing Funnel
© 2013 Skyword Inc, Confidential. All rights reserved.

23. So Why Does a Company like CMG
Find it so Important to Provide its
Clients with
Content Marketing Opportunities?
@ajp725
© 2013 Skyword Inc, Confidential. All rights reserved.

24. People Have Changed The Way They Shop

25. People Have Changed The Way They Shop
@ajp725

26. The Stimulus We Create Leads
Consumers To Search Engines
@ajp725
© 2013 Skyword Inc, Confidential. All rights reserved.
Broadcast Is A Search Multiplier

27. For Example
Consumer Sees an Ad
For a Compact Car

28. ZMOT Key phrases
Instead of Searching for a “Chevy Malibu”
a Consumer may Search for:

29. Other Searches That May Come
• [Your Brand]
• [Your Brand] Review
• Best [Your Category]
• [Your Brand] Coupons or Discount Code
• [Your Brand] Scam
• Best Rated [Your Category] @ajp725
© 2013 Skyword Inc, Confidential. All rights reserved.

30. Why Is Content So Important For SEO

31. Why Content Is Important To SEO
© 2013 Skyword Inc, Confidential. All rights reserved.

32. Challenges With Content Marketing
Thursday, May 09, 2013 Content Marketing Summit Midwest 2013 32

33. Create An Editorial Calendar
Thursday, May 09, 2013 Content Marketing Summit Midwest 2013 33

34. Content For SEO
Content is a fundamental part of SEO!
but to succeed you need to think a bit
outside the box!
@ajp725
© 2013 Skyword Inc, Confidential. All rights reserved.

35. 7 Content Amplifiers
• 1. Answer a question
• 2. Relieve a doubt
• 3. Confirm a suspicion
• 4. Simplify complexity
• 5. Provide a path (to a result they want)
• 6. Correct a misconception
• 7. Mitigate a risk
Thursday, May 09, 2013 Content Marketing Summit Midwest 2013 35

36. HelpMeAdvertiseAtlanta.com
Good content has the potential to position your
company as a subject matter expert and
this can build trust with your audience!

37. Create Opportunities For Sharing
© 2013 Skyword Inc, Confidential. All rights reserved.

38. Content For SEO
REMEMBER:
Your Customers Won’t
Share Your Content if
Everything Comes Off
as a Sales Pitch.
@ajp725
© 2013 Skyword Inc, Confidential. All rights reserved.

39. Content For SEO
Remember Content Marketing Is About
Producing Great Content, Not Vast
Amounts Of Poor Or Average Quality
Content.
@ajp725
© 2013 Skyword Inc, Confidential. All rights reserved.

40. Content Marketing Is a Marathon, Not a Race
• Be patient.
• Deliver quality and consistency.
• Your efforts will pay off (eventually).

41. 41
Scott Markle
Sr. Manager, Content Strategy
@smarkle
An Inside View of How
AutoTrader Scales
Content to Engage
Audiences

42. Who is Scott Markle?
• Child of programmer &
children’s author
• Web developer since 1996
• Helped launch ATC in 1998
• Sr. Manager, Content
Strategy
@smarkle
42

43. What is AutoTrader?
43
• Top automotive
classifieds site
• Division of Cox
• Acquired KBB in 2010
• 3,500 employees
• 3.5mm new & used
cars for sale
• More than $1B in
annual revenue

44. Content at ATC Was Orphaned…
44
• Last resource left in 2009
• Only syndicated content
• Research traffic down 50%
• Asked for chance to show
what content can do
• Chose content strategy as
competitive advantage

45. Why Content Strategy?
45
• Had small budget & not
much else
• Needed to be creative
• Focus on strategy;
creation is secondary
• Had to deliver right
content at right time

46. Content Strategy in Action at ATC
46
• Just 3 dedicated resources
• Experienced freelancers
• Invest in content not
overhead
• Content is our product
• Content for shoppers, not
enthusiasts
• Connect content to
relevant classifieds

47. Is It Working?
47
• 2009: 54 articles; +233% activity
• 1,714 articles & 199 videos in
2012; 8/day
• Impressions up 281% in 3 years;
audience up tenfold
• Facebook audience up 108%;
YouTube 231%
• Content-centric iPad app
• Contributed $10mm in revenue

48. What About the Audience?
48
• Most engaged ATC users
• Twice as likely to come
from SEO
• 37% more likely to return
• 2 minutes longer on site
• View 5X Research pages
• Comparable KPIs and
conversions

49. Challenges: Resource Management
49
• Clear strategy & guidelines
are critical
• Enforce best practices
• Push content entry onto
freelancers
• Access to additional
resources when needed
• Manage & pay freelancers
• Skyword calendar is killer!

50. Challenges: Metrics
50
• Can’t have too much data
• Need macro & micro details
• Need to understand
downstream impacts
• Effective content strategy
requires constant evolution
• Publicize success internally