Lee Odden, CEO TopRank Marketing ContentSEO 2017

Lee Odden, CEO TopRank Marketing
ContentSEO New York

@leeodden#contentseo
About Lee: Recovering SEO
White Hat Matt cheating on his height

I’m a BIG Fan of BuzzSumo & Majestic

Content Marketing Agency
B2B Content
Influence, SEO, PPC, Social, Ads, CRO

Two of My Favorite Things: From BtoB
Bacon, of course

And Beards

Put Them Together And…
OK, Maybe Not

Beef Lasagne from a Toothpaste Brand?

Soda Brand Oblivious to their Audience?

Chasing Content “Best Practices”
We need one new,
original blog post
every day.
Can you get on that?
Can you create 2 new
ebooks, 12 social messages
each and an infographic?
By tomorrow?
We need a new content
plan with personas for 6
customer segments each
broken out by a 4 state
buying cycle.
Oh, and could you
do that for each
region: EMEA, NA
and APAC?And optimize each page
for ALL our keywords!

7 Years of Content Marketing Trending

Content is the Kingdom
Identify Topics
Editorial Calendar
Create Content:
Text, visual, audio
Optimize Content
for Search
Promote with Social
& Influencers
Pay for Traffic: Search,
Social, Syndication
Monitor Web Analytics
Report Performance
Research Customers
& Develop Personas
Predictive Analytics
Dynamic
Personalization
Multi-Channel Integration
Desktop, Mobile, IoT
Cognitive Commerce
Platforms
Sponsored content
& creator/influencers
Retargeting, Programmatic
Optimize: A/B, Multivariate, CRO
AI Assisted
Content Planning

Source: Banksy via reddit / vancouver
Most Content Isn’t Used, Seen or Shared

So What Are Marketers Doing?

Why Should We Care?

Because Our Customers Depend On It

Happy Customers = Happy Company

Content Marketing Needs an Evolution

5 Content Marketing Trends 2017
1. Start a content movement
2. Goodbye Old School SEO
3. Data informed experiences
4. Cognitive & AI
5. Participation Marketing

Trend 1: Start a Content Movement
73%
Social Impact
(Deloitte)
youtube.com/watch?v=arDTGNLhiBo

Deluxe: Small Business Revolution
Deluxe – 100 years old
Repositioned as SMB & Digital
2015: 100 small businesses videos
+ documentary, blog posts, social,
& earned media
2016: 8 episode TV show (Hulu),
blog posts, social, earned media
2017: Finalists featured in video &
TV show in production, blog posts,
social, earned media.smallbusinessrevolution.org

#SmallBusinessRevolution Results
Peformance data: Fast Horse
• 2 billion earned media impressions
• More than 370 million social media impressions
• More than 1 million video views
• More than 1 million visitors to SmallBusinessRevolution.org
• Small Business Revolution – Main Street featured among Inc.’s
“Top TV Shows Entrepreneurs Should Watch”

Movement Lessons for Content Marketers

Movement Lessons for Content Marketers
1. Think about inspirational stories to be told
with VIDEO where your customers are.
2. What are some ways to include prospects in
RECURRING content for the greater good?
3. Partner with major influencer(s) that share
your cause to CO-CREATE content & PR.

If They Care, They’ll Share

Trend 2: Goodbye Old School SEO

From Queries to Questions
33 Million Voice First
Devices End of 2017
(VoiceLabs)
71% of 18-29 Use
Mobile Assistants
(Thrive Analytics)
50% of Search:
Voice, by 2020
(The Drum)
What about
me???

SEO Content Solution to Questions Search

SEO is Optimizing for Answers
When customers ask questions,
your job as a marketer is to
make sure brand content is the
“Best Answer”.

Voice SEO Lesson For Content Marketers
1. Optimize local listings so you can be
found on “near me” questions.
2. Provide long tail answers by finding
out what questions buyers ask.
3. Optimze for mobile experiences –
content topics & types, speed, etc

Trend 3: Data Informed Experiences
(Statista)
Computers
Smart Phones
Cars
IoT
Tablets
Appliances
Wearable Technology
Gaming Consoles
2020
50 Billion

86%
influences purchases.
Source: Infosys
Content Personalization Imperative
5-8X
ROI on marketing spend.
Source: McKinsey
“Personalization is a
powerful customer
experience and
conversion
optimization tool.”
Josh Mueller, SVP Global
Marketing, Dun & Bradstreet

Optimized CX with Data & Tech: DnB
DnB – 175 years old
New Site Optimizes Dynamically
12 versions of home page: each
personalized to a persona
Dynamically optimize CX using
deterministic and behavioral data
ABM visitors are served custom,
modular content and vanity URLs
that pass data on for engagement
via marketing automation.
dnb.com

Customer Insight Data is Essential
Image: Traackr
Customer Journey Mapping Reveals
Content & Personalization Opportunities

To Create Great Experiences Across Devices
Image: Oracle Commerce

Buying State Questions = Goldmine of Topics
Buyer Insights > Keyword & Topic Research > Content Creation & Optimization
What is it?
How does it work?
Awareness
Interest
760,500 “what is”
200,000 “how to”
How does it compare?
Consideration
140,000 “compare or
compared”
How do I start?
Action
38,000 “how to start”

Thank You BuzzSumo!

Content Analytics Platforms
NewsCred
Curata

Data Informed Experiences Lessons
1. Define the content experience customers
want: discovery, consumption, engagement.
2. Map the journey and align with your
content and multi-channel marketing plan.
3. Create specs for the tech and data needed
to support a great content experience.

Trend 4: Cognitive & AI
49.5%
Lift in
Conversion
(Persado)
youtube.com/watch?v=Ig4B5roBgao

AI & Machine Learning is All Around Us

North Face Shopping Assistant
thenorthface.com/xps

By 2018, 20% of all business
content will be authored by
machines.
(Gartner)

Natural Language Generation is Here
Don’t Worry,
Machines
Can’t Write
Creatively. Yet.

Cognitive Lessons for Content Marketers
1. Identify processes and repetitive tasks
that require data and decisions.
2. Evaluate a specialty tool or platform to
test and develop a case.
3. Do not think this is automatic, humans
are still needed! Most of them anyway.

Trend 5: Participation Marketing
UGC + brand
700%
More
engagement
than brand
(Mavrck)

B2C Customer Sourced Content

B2C Customer + Influencer Content
Loss of “brand”
Rebranded: becharming.com
Recreate Demand:
• Content Hub
• Influencer Content
• Contest Content
• Blogging
• Crowdsourcing
After 80% Loss
Up 6% YoY

B2B Employee + Influencer Content
Source: DivvyHQ (client)
75% Created
by Influencers
Beat Lead Gen
Goal by 550%

Participation Lessons for Content Marketers
1. Create a collaboration framework for topics,
content types and purpose.
2. Find & engage internal & external contributors,
then inspire them to participate.
3. Make it easy for people to contribute and share.

If You Want Your Content to Be Great,
Ask Your Community to Participate!

Start Your Own Content Marketing Revolution
1
2
3
4
5
Start a movement with video to inspire content & customers.
Get smart on voice & question-focused SEO.
Leverage data & technology to optimize customer experience.
Test report creation with a NLG platform, learn about cognitive.
Democratize content creation with internal / external
collaboration – especially IGC (influencer generated content).

Thank You!
Lee Odden
lee@toprankmarketing.com
TopRankMarketing.com
TopRankBlog.com
marketerswithbeards.com

Lee Odden, CEO TopRank Marketing ContentSEO 2017

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