While smart content creation is fundamental to marketing, the rise of digital has introduced unprecedented technical and analytical challenges. The modern marketer must please both humans and search engines with one killer content strategy to deliver a full sales pipeline. Flip through "The Science of Content Marketing" to get started.

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We drive revenue.
Not just clicks and traffic.
SEM SEO Attribution Display Video
Content
Creation
ROI
Tracking
Social Website
Design
Conversion
Optimization
/ About Webmarketing123

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1. How can I ask questions?
2. Can I have a copy of the slides?
Tweet @webmarketing123, tag your tweets
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FAQs

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1 Build a Brand with Quality Content
If You Build It, Leads Will Come.
2 Put Your Content on the Map
Deploy a Smart Blend of Inbound & Outbound.
3 Live Q&A
Have Questions? Ask Away!
On the Agenda

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Forget about B2B vs. B2C.
/ Build a Brand with Quality Content
We’re all just marketers marketing to humans.

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Establish brand voice and tone.
Crafting a brand voice is no small feat.
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Know your company’s character.
Be honest and direct.
Write for online readers.
Connect with your audience in meaningful ways.
Check your “casual meter”.
Find out if your content resonates.
/ Build a Brand with Quality Content

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Define your target audience.
Adapt content to readers via buyer personas.
/ Build a Brand with Quality Content
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Job title
Industry
Skill level
Company

8. #123webinar
1 Build a Brand with Quality Content
If You Build It, Leads Will Come.
2 Put Your Content on the Map
Deploy a Smart Blend of Inbound & Outbound.
3 Live Q&A
Have Questions? Ask Away!
On the Agenda

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First, let the best leads find you.
SEO leads cost 61% less and close 2X faster than other channels.
/ Put Your Content on the Map
Inbound
Source: Hubspot, “Inbound Leads Cost 61% Less Than Outbound Leads”
Source: eConsultancy, “The Inbound Marketing Explosion: Infographic”

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Choose your keywords carefully1
Use Google tools to measure demand
and competition.
/ Put Your Content on the Map

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Choose your keywords carefully1
Consider what prospects will search at each stage of the funnel.
/ Put Your Content on the Map

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Map keywords to relevant content.2
Stay organized with a keyword mapping and content calendar.
/ Put Your Content on the Map

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Optimize site structure for indexing.3
Mobile
Enterprise
SMB
Other Relevant Internal Pages
MobileSMB Enterprise
Thematically group pages.
Create quality content
within each keyword
theme.
Link pages within
keyword groups.
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/ Put Your Content on the Map

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Get site performance up to speed.4
Cross-device fluency is more important than ever.
/ Put Your Content on the Map

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Get site performance up to speed.4
Source: SmashingMagazine, “SEO for Responsive Websites”
Check mobile
load time with
Google’s
PageSpeed
Insights.
/ Put Your Content on the Map

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Get site performance up to speed.4
Make sure those CTAs don’t get lost!
Source: Market8, “A Guide to B2B Responsive Web Design”
/ Put Your Content on the Map

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Master the science of being found.
/ Put Your Content on the Map
Inbound
Source: Brafton, “Search Marketing Alert: 71% of Business Purchase Decisions Start with Search”
71%
of business
purchases start with
a search engine.
(Brafton)
57%
of B2B marketers
say SEO has the
biggest impact on
lead gen.
(Mindjumpers)
15%
lead-to-close
rate for
SEO driven
Leads.
(eConsultancy)

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Second, amplify with outbound.
Multiply content ROI with link building and automated nurture programs.
/ Put Your Content on the Map
Inbound
Email
Social
SEO
SEM
Awareness
Evaluation
Purchase

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Embrace link building.1
Be wary of the Penguin, but
don’t shy away from outreach!
/ Put Your Content on the Map

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Embrace link building.1
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Get a list of your inbound links from Google Webmaster Tools.
Ask the link source to remove the link.
Use the Google disavow tool on all bad links.
Conduct a link profile audit to identify bad links.
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Resubmit your site for Google reconsideration.5
/ Put Your Content on the Map

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Invest in an automated nurture program.2
Companies that excel at lead
nurturing generate 50%
more sales-ready leads
at 33% lower cost.
Companies that automate lead
management see 10% or
greater increase in
revenue within 6-9 months.
Source: Forrester Research; 2013
Source: Focus Research; 2013
Nurtured leads add
to the bottom line.
/ Put Your Content on the Map

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Invest in an automated nurture program.2
Facilitate speedy sales follow up with automation software.
Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013
Companies that respond to leads within an hour after receiving a
query are 7x as likely to qualify the lead.
Deliver a steady stream of relevant content designed to push
leads through the funnel.
Identify what lead actions should trigger a sales call or email.
/ Put Your Content on the Map

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Invest in an automated nurture program.2
Remarket to prospects that have already visited your site
with paid social and search advertising.
/ Put Your Content on the Map

24. #123webinar
1 Build a Brand with Quality Content
If You Build It, Leads Will Come.
2 Put Your Content on the Map
Deploy a Smart Blend of Inbound & Outbound.
3 Live Q&A
Have Questions? Ask Away!
On the Agenda

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e: results@webmarketing123.com t: 800. 619. 1570
Let’s
Talk!
Get a 2nd opinion on your content strategy.
In a 30 minute consultation, learn:
ü Where you rank in relation to competitors
ü Measure revenue opportunity from Search & Content
ü What you can do to accelerate results now
Mike Turner, Webmarketing123
Director of Business Development
Thanks!