View the full recorded webinar at http://bit.ly/YuBI17.
Search has been dramatically changing over the past few months, and content is once again king for enabling search. Brands that develop quality content that educates customers and drives purchase decisions will have the competitive advantage. But it’s important to know that content marketing and search marketing go hand in hand, and the more and varied types of optimized content that brands have, the greater the chance to rank more of it in the organic search results.
Content also drives paid search by providing multiple types of assets to test as offers to improve conversion rates.
But what do you need to know to integrate content marketing into search marketing? What types of content are most important? Janet and Kari will help you find the content marketing path right for your search program.
Falcon's Invoice Discounting: Your Path to Prosperity
How Content Marketing Drives Search and ROI Success
1. @marketingmojo | #mojowebinar | marketing-mojo.com
HOW CONTENT
MARKETING DRIVES
SEARCH
AND ROI SUCCESS
Janet Driscoll Miller
President and CEO
Kari Rippetoe
Content marketing Manager
2. @marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)
› Pay-per-click advertising management (PPC)
› Social media advertising
› Online reputation management
› Content marketing creation
• Headquartered in Charlottesville, Va
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at Marketo User Summit, SMX, MarketingProfs, PubCon and more
• Work with multiple marketing automation tools, including Marketo, Eloqua,
Silverpop and Hubspot
4. @marketingmojo | #mojowebinar | marketing-mojo.com
AGENDA
• What is content marketing?
• Content marketing and search
• How to get started
• Measuring success
6. @marketingmojo | #mojowebinar | marketing-mojo.com
WHAT IS CONTENT MARKETING?
“Content marketing is a marketing technique
of creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience - with the objective of
driving profitable customer action.”
Source: Content Marketing Institute
8. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY IS CONTENT MARKETING
IMPORTANT?
• 61% of consumers feel better about and
are more likely to buy from a company that
delivers custom content1
• 9 out of 10 B2B purchase decisions
begin with exposure to content marketing2
• 57% of marketers have acquired new
customers via their blogs3
1 Source: Roper Public Affairs & Communications 2 Source: DemandGen 3 Source: Hubspot
9. @marketingmojo | #mojowebinar | marketing-mojo.com
WHAT ARE THE BENEFITS OF CONTENT
MARKETING?
• Thought-leadership
• Branding and awareness
• Social sharing and community-building
• Driving site traffic
› Through search and other media
• Lead generation
10. @marketingmojo | #mojowebinar | marketing-mojo.com
CONTENT AND THE BUYING CYCLE
Search marketing
Press Releases
Social Media
Social Media
Search marketing
Webinars & Videos
Blogs
Video
Search marketing
Video
Social Media
12. @marketingmojo | #mojowebinar | marketing-mojo.com
YOUR CUSTOMERS ARE USING
SEARCH ENGINES
• 89% of consumers use search for
purchases1
• 81% of consumers’ perceptions are
influenced by search2
1 Source: Fleishman-Hillard 2 Source: Weber Shandwick
13. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY IS CONTENT IMPORTANT FOR SEO?
• Content is what search
engines index
• Google and Bing rank
many types of content
• Greater opportunities to
rank more information
14. @marketingmojo | #mojowebinar | marketing-mojo.com
WHAT FORMATS OF CONTENT
CAN BE INDEXED/RANKED?
• HTML-based pages
• PDF files
• Video
• Images
• http://support.google.com/webmasters/bin/
answer.py?hl=en&answer=35287
15. @marketingmojo | #mojowebinar | marketing-mojo.com
WHAT TYPES OF CONTENT SHOULD
YOU CONSIDER FOR SEARCH?
• Video
• Infographics
• Photos
• Recipes
• Blog posts
• Whitepapers
• Ebooks
• Press releases
• Mobile apps
• Many more!!
16. @marketingmojo | #mojowebinar | marketing-mojo.com
PREPPING CONTENT FOR SEO
• Rich snippets
› Schema.org
• XML Sitemaps
17. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY USE RICH SNIPPETS?
From our experiments, it seemed that giving the user a
better idea of what to expect on the page increases the
click-through rate on the search results. So if the
webmasters do this, it’s really good for them. They get
more traffic. It’s good for users because they have a better
idea of what to expect on the page. And, overall, it’s good
for the web.
- RV Guha, Rich Snippets Engineer at Google
18. @marketingmojo | #mojowebinar | marketing-mojo.com
TYPES OF RICH SNIPPETS
• Reviews*
• People*
• Products
• Businesses
& Organizations
• Recipes*
• Events
• Music
*supported by both Google and Bing
19. @marketingmojo | #mojowebinar | marketing-mojo.com
TYPES OF RICH SNIPPETS
• Reviews*
• People*
• Products
• Businesses
& Organizations
• Recipes*
• Events
• Music
*supported by both Google and Bing
20. @marketingmojo | #mojowebinar | marketing-mojo.com
TYPES OF RICH SNIPPETS
• Reviews*
• People*
• Products
• Businesses
& Organizations
• Recipes*
• Events
• Music
*supported by both Google and Bing
21. @marketingmojo | #mojowebinar | marketing-mojo.com
TYPES OF RICH SNIPPETS
• Reviews*
• People*
• Products
• Businesses
& Organizations
• Recipes*
• Events
• Music
*supported by both Google and Bing
22. @marketingmojo | #mojowebinar | marketing-mojo.com
TYPES OF RICH SNIPPETS
• Reviews*
• People*
• Products
• Businesses
& Organizations
• Recipes*
• Events
• Music
*supported by both Google and Bing
23. @marketingmojo | #mojowebinar | marketing-mojo.com
TYPES OF RICH SNIPPETS
• Reviews*
• People*
• Products
• Businesses
& Organizations
• Recipes*
• Events
• Music
*supported by both Google and Bing
24. @marketingmojo | #mojowebinar | marketing-mojo.com
WHAT CONTENT NEEDS A
SITEMAP?
• Textual content
› Uses a standard XML Sitemap
• Video content
› Uses a video XML Sitemap
• Image content
› Uses an image XML Sitemap
• News content
› Uses a news XML Sitemap
• Once Sitemaps are created, register them
› www.google.com/webmasters/tools
› www.bing.com/webmaster/toolbox
25. @marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY: PETROCHEM
Timefram
e
Organi
c
Search
Traffic
Pages
Ranked
in Top 10
30 days 335% 5/10
80 days 889% 9/10
For keywords for which Google offers video results, any given video in
the index stands about a 50 times better chance of appearing on the
first page of results than any given text page in the index.
- Forrester
26. @marketingmojo | #mojowebinar | marketing-mojo.com
WHAT ABOUT
USER-GENERATED CONTENT?
• Content that is created by the public (i.e.
your “users” or customers)
› Examples: reviews, videos, forums, Q&A sites
• Shifts the burden of content creation away
from the business
• Can help create lots of content quickly
• Can backfire if not monitored closely or
executed properly
27. @marketingmojo | #mojowebinar | marketing-mojo.com
THE GOOD, THE BAD & THE UGLY
GOOD
• Litter Robot Customer Video
BAD
• Lady Bic Reviews on Amazon
UGLY
• Shell Caption Contest
28. @marketingmojo | #mojowebinar | marketing-mojo.com
THINGS TO WATCH OUT FOR!
• Write for customers, not a
search
engine specifically
• Know who your customers are
and what type of content is
most appropriate
• Content should ultimately turn
into sales
30. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY CONTENT FOR PAID SEARCH?
• You need an offer to entice signups
31. @marketingmojo | #mojowebinar | marketing-mojo.com
WHICH CONTENT WORKS BEST?
Video Conversions
White Paper Conversions
NumberofConversions
Video Landing Page Test - Conversions
33. @marketingmojo | #mojowebinar | marketing-mojo.com
HOW DO I GET STARTED?
1. Define your goals
2. What type of content makes sense?
3. What keywords align with your goals?
4. What opportunities are out there that
aren’t being addressed?
5. Take an inventory of existing content
6. Create a plan
34. @marketingmojo | #mojowebinar | marketing-mojo.com
ALIGNING KEYWORDS WITH CONTENT
Goal Keyword Types Example Content Types
Awareness
broader industry and product-based
keywords, competitor keywords, local
searches press releases, videos, infographics
Thought-Leadership how-to keywords, questions
videos, white papers, e-books, blog posts,
infographics
Web Traffic high-volume keywords, trend keywords
news articles, blog posts, videos, e-books,
infographics
Lead Generation & Sales
niche keywords, long-tail keywords, how-
to keywords, questions, local searches,
transactional keywords, brand searches
white papers, reviews, videos, photos, e-
books, product pages
35. @marketingmojo | #mojowebinar | marketing-mojo.com
REPURPOSE CONTENT
• People digest content and messages in
multiple ways/formats
• Saves on resources/development time
• Helps get more types of content ranked in
search engines
37. @marketingmojo | #mojowebinar | marketing-mojo.com
MEASURING SUCCESS
• Measure content marketing against goals
• Select the right metrics based on what is viable
• Map metrics to buying cycle
38. @marketingmojo | #mojowebinar | marketing-mojo.com
METRICS & TOOLS: SEO
Buying Cycle Metrics Tools
Awareness
Page views, document views, video views,
social shares, downloads, inbound links,
organic traffic, rankings
Google Analytics, Events (GA), YouTube,
Hootsuite, Trackur, Sprout Social, Majestic
SEO
Consideration
Registrations, downloads, subscriptions,
contact form submissions
Google Analytics (Goals, Events,
Experiments)
Purchase Direct sales, downloads, registrations
Google Analytics Goals, CRM software
(Marketo, Salesforce, Hubspot)
39. @marketingmojo | #mojowebinar | marketing-mojo.com
METRICS & TOOLS: PPC
Buying Cycle Metrics Tools
Awareness
Page views, document views, video views,
downloads, paid traffic
Adwords, Google Analytics, Events (GA),
YouTube
Consideration
Registrations, downloads, subscriptions,
contact form submissions Google Analytics Goals, Events
Purchase Direct sales, downloads, registrations
Google Analytics (Goals, Events,
Experiments), CRM software (Marketo,
Salesforce, Hubspot)
40. @marketingmojo | #mojowebinar | marketing-mojo.com
KEY TAKEAWAYS
• Write content for the customer
• Content drives search, which drives leads
• Not all content is created equal
• Set up content properly for search
• Make a plan to get started
• Remember to repurpose
• Measure your results, test and adjust
41. @marketingmojo | #mojowebinar | marketing-mojo.com
WHAT’S NEXT?
• Interested in hearing
more about Marketing
Mojo’s services?
• Reach out to Janet &
start a conversation!
jmiller@marketing-mojo.com
800-939-5938 x101
42. @marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
Janet Driscoll Miller
jmiller@marketing-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
Twitter: @janetdmiller
Notas do Editor
POLL: Who is doing or has done content marketing?
-Yes
-No
-What’s content marketing?
Content marketing isn’t new, and it’s probably something you’re already doing but just don’t know it.
What does that mean?
Read quote.
But here’s what it’s not: selling.
Content marketing is a form of inbound marketing – meaning you’re marketing to your prospects in a way that brings them in to you, rather than you going out to them. It’s communicating with and educating your prospects and customers without directly selling to them.
Keyword there is educating. Content is a major part of the buyer decision to make a purchase
-Content marketing can help you build a thought-leadership position for your company so you’re the go-to industry knowledge resource
-Content marketing can help you build your brand and generate awareness for your company and products
-Interesting content is one of the biggest reasons people follow brands on social media, so if you’re producing content that’s interesting and valuable to your customers and prospects, you can build a community behind your content and your brand
-Content drives traffic to your website via search and other media
-Last but not least, content can generate leads – if you remember from the last slide, 57% of marketers have acquired customers via content on their blogs
But in order to reap the benefits of content marketing, it’s important to deliver the right content at the right time. Map your content strategy to your customer buying cycle and think about what types of content make the most sense for each phase. Here we give some examples of types of content that can be utilized from the top of the sales funnel – awareness – down through the purchase phase. As you can see, content found through search is important at all stages of the funnel. And Janet will now talk about why content is important for search.
Poll: What types of content are you creating today?
Video
Images/infographics
Blog posts
Press releases
Other
Rich snippets get more clicks
Rich snippets get more clicks
Also use regular Sitemaps for your blogs and website. Search Mojo new blog entries are indexed and within Google in less than a minute!
How to encourage it?
Contests, etc.
Monitor it
Litter Robot
http://www.youtube.com/watch?v=V0UkakqW6Vk
Poll: What are your greatest content marketing challenges?
Resources
Buy in from executives
Cost of content development
Define your goals
First and foremost: Know why you’re creating content
Determine which content is right to meet that goal/audience
What type of content makes sense?
1. for your audience and products and brand
What keywords align with your goals?
1. Map keyword types and examples to goals and content types. (Example of mapping table)
What opportunities are out there?
Competitors
Questions from customers or prospect asking?
Take an inventory
What do you have that already fits in your goals?
What’s missing? What do you need to create?
Measure content against goals
Search goals or sales goals
How you measure will vary by what your goals are
What CAN you measure?
Break metrics into 4 buckets: Consumption, Sharing, Lead Generation, Sales
Consumption: page views, document views, video views, downloads (ungated)
Mainly used to measure organic content/SEO
To boost consumption, take your content out from behind marketing walls.
Sharing: Likes, tweets, shares, forwards, inbound links
Used to measure SEO and PPC content
To boost sharing, make sharing easy (easy to use sharing buttons, embedding code)
Lead Generation: registrations to view gated content, email subscriptions (soft)
Used to measure SEO and PPC content
Not all content will produce leads, but can contribute to lead generating behavior.
Sales: online sales, offline sales, customer retention
Used to measure SEO and PPC content
For instance, video:
Google Analytics event tracking
Traffic to that item