Search Rockstar Conference March 2, 2012 Rebecca Lieb Digital Advertising & Media Analyst Cracking the Code: SEO and Content Marketing @lieblink
[Content marketing] is a pull strategy—it’s the marketing of attraction. It’s being there when consumers need you, and seek you out with relevant, educational, helpful, compelling, engaging and sometimes entertaining information.
Three Types of Content Marketing Entertains Informs and Educates Provides Utility
Content marketing reinforces a brand by strengthening consumer engagement, awareness, brand power, purchase intent, sales and customer retention.
“I’m focusing on bringing a real listening discipline to Nestlé. Getting that right will lead us to the right kind of content marketing. Search is the first proxy to whether you’re doing this right.” Pete Blackshaw, Nestlé, in an interview with Rebecca Lieb, Altimeter Group, 2011
Shifting from Outbound to Inbound Marketing Company culture Resources and staffing Budgets Service provider relationships Training Tools vs. strategy Advertising integration
Image by icebirdyused with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850 Rebalance With Content © 2012 Altimeter Group
Where is Content Confidence Held? Base: 56 marketers; Size of bubbles above reflect marketers' intention to increase/decrease use of that content type over the foreseeable future. * Based on question: What are the most effective types of content you’ve used to promote your brand? ** Based on question: Which type(s) of content do you plan to phase out, use less of, or have found ineffective?; Source: Altimeter Group
Mobile: GE Transformers iPad App Proves Useful to Its Engineer Community
Video: Salesforce Leverages Video to Share Product Demos, Webinars, Events & More Salesforce’s 2,600 YouTube videos receive upward of 11K views per day. The company has valued its product demo views (av. 2 minutes per view) as equal to customers receiving service from 66 hyper-efficient sales representatives.
Creating the Right Content Mix Conduct a content audit Perform keyword and social graph research. Create a keyword-focused editorial calendar. Connect content to KPIs. Focus on the long-tail. Get the right technology in place.
Image by lwrused with Attribution as directed by Creative Commons http://www.flickr.com/photos/lwr/839359065 Content Marketing & SEO Maturity © 2012 Altimeter Group
Indium Corp Creates Engaging Blog Content Based on Targeted Keyword Phrases Indium’s 73 blogs and 17 contributors are fueled by keyword research, with the goal of turning content into contacts into cash. Rick Short, director of marketing communications, leads the hyper-targeted blogging strategy – one that increased customer contacts by 600% within a single quarter.
EloquaConcentrates on Specific Content Keywords to Draw In VP Executives Joe Chernov launched Eloqua’s corporate blog and later used it to promote the company’s other free content—made trackable by requiring users to provide contact information. This data enabled Chernov to measure content effectiveness, directly attributing $2.5M in revenue to four free guides in 2010.
Nestlé Builds Content Foundation with SEO, Takes Leadership on Silicon Valley Field Trip
Coca-Cola Looks to Earned Media for SEO, Not Just Paid and Owned Media As of 2010, 80% of Coca-Cola’s YouTube stories were user-generated content or adapted from original content. Coca-Cola has identified user-gen content as more efficient and less costly than other forms of owned content.
Advertising Integration © 2012 Altimeter Group
Honda Purchases Unlikely Keywords in SEM Campaign to Drive Traffic to Game Site
Education and Training © 2012 Altimeter Group
Education and Training is Part of the Process SEO staff can’t be there every step of the way, so they should have an “open door policy.” Training the marketing department and others is necessary to link SEO and content. All content generated should be SEO-friendly. People need to feel integral to SEO and content efforts, not brought in after the fact.
Use Editorial Calendars to Plan and Track Keyword Usage Between Departments Image source: http://www.findandconvert.com/wp-content/uploads/2011/11/editorial-calendar-sample.png The editorial calendar should address the questions: how much content, how often, and specifically when it will publish. It includes content requirements, keywords used, and responsibilities.
Image by zetsonused with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875 SEO Evolution © 2012 Altimeter Group
Content Evolution Continues to Affect SEO Social media and the social graph Mobile User-generated Other types of earned media
How Will You Rebalance? © 2012 Altimeter Group
THANK YOU Rebecca Lieb email@example.com rebeccalieb.com/blog Twitter: lieblink Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.