Enriching the content (infographics, photos, recipes, blog articles, emails, video, podcasts and more) on your website, in social media, and elsewhere to grow interaction and site traffic.

1. The Science
of Content
Marketing
Sylvie Dale
Advance Digital

2. About Sylvie
I manage SEO, content, and social
service offerings and customer
satisfaction
 Advance Search & Social Group leads
strategy and guides our newsrooms in
maximizing their search and social
presence
 Background: editor and content
manager in newspapers, magazines and
websites for 20 years
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3. SEO is really now CMO
 Search Engine Optimization (SEO) is no
longer enough – think Content Marketing
Optimization (CMO).
 Content Marketing Optimization means
more and richer information that readers
enjoy and search engines can crawl.
 Blog articles, email, photos, videos, audio,
infographics, and social media updates.
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4. SEO is really now CMO
 Content marketing is increasingly mobile:
Nielsen reported use of the mobile Web
has increased 82% from July 2011 to July
2012 – even more growth was seen in the
use of mobile apps, including Facebook.
 17% of all adult cell owners use their
phone for most of their online browsing,
but 77% of them complain of slowness.
 Mobile users spend 30% of their browsing
time on social media networks.
Sources: Nielsen’s State of the Media: Social Media Report 2012, Pew Internet: Mobile
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5. Choosing the right mix
Photos?
Blog? Social?
Email?
Image credit: Horia Varlan
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6. Use the scientific method:
Keep track of your data
 identifya problem
 research the problem
 create a hypothesis
 run an experiment
 analyze your data
 draw a conclusion
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7. Define your purpose
Content marketing mission statement:
 The core audience target: Who are you
reaching out to?
 What will be delivered to the audience:
What do you know that would be
valuable to your audience?
 The outcome for the audience: What are
you hoping will be the result?
Source: Joe Pulizzi, founder of the Content Marketing Institute
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8. Content marketing benefits
 getting positive reviews
 growing social interaction
 sending traffic to your site
 building engagement on your website
 measuring results of your efforts
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9. Getting positive reviews
Build up the content in your listings:
 claim and correct your listings
 write fantastic business descriptions
 add photos
 include a menu
 list specials
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10. Promoting your listings
 Help customers find your best listings by
linking from:
 Facebook
 your website
 email newsletters
 printed handouts
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11. Growing social interaction
 videos
 Facebook polls
 infographics
 recipe contests
 location-sensitive offers
 Facebook or Twitter coupon codes
 event invites
 email newsletters
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12. Sending traffic to your site
Kick it up a notch with lots of content types:
 blog articles  maps
 recipes  audio (podcasts)
 video  how-to guides
 PDF  text with
 images personality
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13. Building engagement
Make your content sizzle
 social sharing buttons that your customers
would want to use
 microformats – labels to help Google find
your address and other important info
 alt text: labeling images and videos to be
more visible in search
 write with personality!
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14. Integration:
Tying it all together
 Blog + email + Facebook
 Twitter + check-in + thank you
 Blog + YouTube
 Location sensing + mobile offers
 Facebook + YouTube + infographic
 Business listing + reviews + reservation app
 Facebook + event invites
 New photo on site + Pinterest
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15. Measuring the results
 E-mail: forwards, clicks
 Facebook: likes, shares
 Twitter: follows, favorites, retweets
 Google+: +1, add to circles, shares
 YouTube: subscribes, shares
 Pinterest: follows, re-pins
 Website: organic search visits, referral
visits, time spent on site, bounce rate
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16. Inspiration: Waffle Shop
 Sadly,this Pittsburgh restaurant is now
closed, but they attracted so much
attention by putting their visitors “on TV”
that Yelpers commented on it in reviews
which no doubt drew more visitors.
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17. Inspiration: Conflict Kitchen
 Pittsburgh-based
takeout restaurant
that changes every
4 months to match
countries with which
the U.S. is in conflict,
such as Afghanistan
and Venezuela.
 Food wrappers (and the blog) are designed to
educate customers about the conflicts.
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18. Inspiration: Nightmares
Fear Factory
 Niagara Falls tourist
attraction takes
pictures of its
customers in full
fright.
 Leveraging Flickr
and Pinterest to
spread the hilarity.
 Also using Facebook, Twitter, YouTube and
Instagram.
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19. Inspiration: Renaissance
Hotels
 RNavigator and Rlife
LIVE content help
guests discover the
local city outside
their hotel and
discover music, arts,
food and drinks
nearby.
 Facebookpage promotes this content and
now has more than 332,000 likes.
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20. Inspiration: Whole
Foods
National health food grocer
has Pinterest boards with
following of more than 70,000.
Also using Facebook, Twitter,
YouTube, and email.
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21. Inspiration: Wild
Cow restaurant
Nashville vegetarian restaurant
has more than 6,500 fans.
Posts photos of specials to
Facebook right at mealtimes.
Also on Instagram, YouTube
and Twitter.
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22. Connect with Sylvie Connect with the
Twitter: @sylectra Search & Social Group
Our blog:
AdvanceSSG.com
Google+: Facebook:
http://tinyurl.com/bj8xzg3 https://www.facebook.com/AdvanceSe
LinkedIn: arch
Google+:
http://www.linkedin.com/in/sylviedale
http://tinyurl.com/b79jqu5
Knowledge Stream
email newsletter
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