As a marketer for your organization, you’re called upon to handle the creation and promotion of content on your site, explore the various channels (social media, search, blogs, communities, etc.) for distribution, and then run analytics, reporting and optimization over your efforts.
This work can seem daunting.
In this talk, Rand will cover how to connect all of these in a way that builds more value than the sum of each part. The channels to pursue, the metrics to track, the optimization techniques — all will be explored with colorful examples and a repeatable process.
Babel Compiler - Transforming JavaScript for All Browsers.pptx
Connecting Inbound Marketing for Exceptional Return, with Rand Fishkin
1. Connecting Inbound Marketing for
Exceptional Returns
How to leverage opportunities for content, blogs, search
and social to work together in your marketing practice
Rand Fishkin | CEO
http://bit.ly/mozedsocialmedia
4. Content Builds Brands
If this is the future, I better build
a memorable brand that has
positive signals of every kind.
Google’s bias to brands means marketers must invest in their own branding, and
content is, by far, the most cost-effective way to do that.
5. Content Earns Links & Traffic While You Sleep
Virtually every link here
is editorially-given
because of content
we’ve produced
https://www.google.com/search?q=seomoz+-site:seomoz.org&tbs=qdr:h (qdr:h at the end
of the query narrows to results from just 1hr)
6. Content is the Most Rewarding Work in Marketing
Great content makes the Internet a better place, and gives marketers pride in their work.
7. Content Simultaneously Helps Every Channel
More Long
Higher More Brand
Tail SEO
Conversion Rate Visibility
Higher Organic CONTENT! Stronger Social
Search Rankings Following
More Direct & Bigger Fanbase & More Referring
Bookmarking Traffic Community Links
When you invest in content, you build efficiencies and synergies in SEO, referring
links, community, social media, traffic, conversion and even branding.
11. Google+ Suggested Users
The “people and pages” results appear to come from participation on G+, high circle counts,
consistent contributions and brand signals
12. Google+ in Logged-Out Results
Both “people and pages” and +1 counts show for logged-out users.
14. Tweeted URLs Earn Direct Links
Google says they don’t directly count tweets in rankings, but a popular tweet containing a link
earns a lot of re-publishing across the web Google does crawl, index and count.
15. Facebook Shares in Bing, Too
Through Bing’s partnership/integration with Facebook, results are massively personalized for any
logged-in Facebook user (all 900 million of them)
16. Google’s DEEP Social Network
Whoa. Google really does
know everything about you
(and your friends).
http://www.google.com/s2/u/0/search/social - the hardest-to-find page in Google
18. Social Drives Awareness & Branding
Keith Urban’s tweet informed 200 million people prior to President Obama’s speech:
http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
19. Social Drives Queries
Just after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
21. Social Yields Press
via http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-for-
journalism/what-facebook-and-twitter-mean-for-news/?src=prc-section
27. Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & Value
28. Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Earn More Social Visibility & Value
Followers
29. Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Amplify Network
Reach Get Natural Links
from Content’s
Earn More Social Visibility & Value
Followers
30. Create Share-
Worthy Content
More Searchers Share Socially
Biased to Seeing
Your Stuff
Earn the Social
Rankings Boost
Amplify Network
Reach Get Natural Links
from Content’s
Earn More Social Visibility & Value
Followers
31. Create Share-
Worthy Content
More Searchers Share Socially
Biased to Seeing
Your Stuff
Win the Earn the Social
Internet Rankings Boost
Amplify Network
Reach Get Natural Links
from Content’s
Earn More Social Visibility & Value
Followers
39. Earn Links Like Crazy
The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from
high authority domains in just a few days.
40. Win the Internet
Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
41. A Great Case Study for SEO
If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned
rankings across search terms that would continue to send them traffic long after the launch.
51. Requesting Feedback/Shares by Name
Because a +Name becomes a notification, using them signals G+ users and often results in a follow
52. Study Ripples to Target Viral Users
I shared this; it got lots
of re-shares
By viewing ripples like this one, you can see which influencers resulted in large amounts of shares.
Hot on G+ is a great way to study this: https://plus.google.com/u/1/hot
53. G+ Also Uses Gmail… Email = Network
Anyone with a Gmail account is automatically included in personalized sharing
55. Best Way to Grow Your Network: Share Links
http://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html
56. Drive More Social Activity w/ Proper Timing
Via http://www.tweriod.com (I know, terrible name, but cool service)
57. Don’t Be Shy; Ask for Social Shares
The Science of Retweets (http://danzarrella.com/science-of-retweets.pdf) shows that asking for an
RT does indeed earn them. Sites like http://www.bigdoor.com/features/social-media-integration/
and http://www.paywithatweet.com/ let you gamify the social sharing process.
58. Be Smart with Social Sharing Buttons
http://wordpress.org/extend/plugins/active-share-by-orangesoda/screenshots/
67. News/Media/PR
SEO Email
Blogs + Blogging Research/White Papers
Infographics
Comment Marketing
Social Networks
Online Video
COMBINE TO WIN Local Portals
(focus on just one, and you miss out)
Forums
Webinars
Social Bookmarking Word of Mouth
Direct/Referring Links Podcasting
Type-In Traffic Q+A Sites
68. Rand Fishkin | CEO
@randfish
www.seomoz.org/blog
rand@seomoz.org
http://bit.ly/mozedsocialmedia