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Sept 18, 2013

Sept 18, 2013. hashtag : # csae. Julie King. Biz-Zone Internet Group Inc . w elcome to the. CONTENT. paradigm. Statistics. Top content marketing tactics. B2B. B2C. Social Media 84% Articles 84% eNewsletters 78% Videos 70 % Blogs 69% In-person events 63%

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Sept 18, 2013

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  1. Sept 18, 2013 hashtag:#csae Julie King Biz-Zone Internet Group Inc.

  2. welcome to the CONTENT paradigm

  3. Statistics Top content marketing tactics B2B B2C Social Media 84% Articles 84% eNewsletters 78% Videos 70% Blogs 69% In-person events 63% Articles(on other sites) 61% Social Media 87% Articles 83% eNewsletters 78% Blogs 71% Case studies 70% Videos 70% Articles(on other sites) 70%

  4. Statistics Search marketing goals #1: Traffic (79%) #2: Lead generation (76%) #3: Branding (76%) #4: Sales revenue (57%) #5: Competitiveintel (38%)

  5. Statistics Top content marketing tactics B2B: what tactics works best online? Case studies (67%) Webinars / webcasts (61%) Blogs (59%) Videos (58%) Newsletters (58%) B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/

  6. Statistics content marketing Content marketers target the domain of associations: Thought Leadership Infographic from Content +

  7. The Impact? Associations risk losing their position and authority to aggressive content marketers if they do not adopt intentional content marketing plans.

  8. ? HOW did we get here?

  9. Tim Berners-Lee builds the first hypertext (http://) website 1991 1994 Alta Vista & Yahoo! Launch, help people search the web Google search engine launches, uses different method to rank sites 1998 Early 2000s Search Engine Optimization (seo) becoming a critical part of online marketing 2006- 2010 Website SEO shifts towards tactical content marketing

  10. We perceive • logos • photos • menus • titles • dates • logins • buttons

  11. Search engines parse content as keywords

  12. Do it! What do you think your assn’s keywords are?

  13. SEO 101 A shifting, risky environment Associations benefited from natural in-bound links, which gave them high PageRanks. In the past, Google primarily cared about keywords, incoming links & PageRank

  14. SEO 101 A shifting, risky environment So Google changed the rules. But too many marketers were successful in “gaming”the system.

  15. SEO 101 A shifting, risky environment As a result, over the past 18 months we have seen significant changes to what mattersif you want to be found online.

  16. SEO Before

  17. SEO Today keywords recency social

  18. Search ONLINE CONTENT Keywords Social 08

  19. SEO Today What matters is not just what you do right… but also ensuring you avoid things that will get you penalized.

  20. SEO Today • Common mistakes: • Duplicate content • Not correctly grouping all domains (.org, .ca, server) to act as one site to Google • Site developer name on the footer of every page of the ass’n website (penalty) • Failure to have 301 redirects in place before you launch a new website.

  21. Do it! Assess your Association: Do staff regularly check & report on Analytics? Does someone monitor Google Webmaster Tools (GWT) for errors? Does someone you monitor and fix “hidden” errors at the code level of your web templates? Is your site mobile-compatible? Do staff understand the SEO implications of the online work they do? Have you done an SEO audit? Yes/No Yes/No Yes/No Yes/No Yes/No Yes/No

  22. SEO: The Bottom Line You need to be RESPONSIVE to the way Google wants you to design your website and monitor/fix errors.

  23. SEO: The Bottom Line To be found, stay relevant and maintain authority, associations need to adjust to the new Content Paradigm.

  24. Keywords Reign The new reality of online discovery A reality where content, search rankingsand social media are intertwined, and where keywords are the DNA or glue that bind everything together.

  25. What is a keyword?

  26. Useful words • Descriptive words • Trigger words • Dates • Phone numbers • Zip / postal codes • Symbols ($) Keytext is a more accurate description than keyword

  27. Sometimes keywords lead to the story.

  28. At other times, the story becomes the keywords.

  29. At other times, the story becomes the keywords.

  30. Search query words(simple view) Attention triggers (complex view: triggers can be directed to the search engine [algorithmic] or the individual [personal / emotional]) Keywords

  31. The search terms we use and the search results we click. The social media posts we notice & pay attention to. Keyword priming affects:

  32. John Willard Jennifer Lee Kate Middleton Thomas Black Susan Smythe Keyword priming is not limited to search terms, but also to specific people.

  33. Content marketer Content marketer Your Association Content marketer Content marketer This is a significant opportunity for individuals and organizations with a strong brand.

  34. Do it! What are the best keywords to help you reach existing & potential members? brainstorm

  35. Effective content uses the words, imagery & authorship to capture the interest of an audience, so that they pay attention.

  36. ? HOW do we do that?

  37. … with strategy, ROI calculations or business case analysis. NOT

  38. We need to escape left-brain thinking and start by understanding the real, living human being we hope to engage

  39. Like in this viral hit did… http://www.youtube.com/watch?v=IJNR2EpS0jw

  40. How? Use a 5 Step Process 1) identify Who you need to reach & who is reaching those people now 2) humanize Go beyond numbers, use customer personas 3) map Your engagement cycle to understand opportunities to reach people 4) hack Into the reality of people you hope to reach 5) engage Create, connect and crowdsource your way to success

  41. Customer Personas What search terms does someone use at specific moments (or events) in their life? Pink Dryer Lint blog keywords I Love You (despite the snot) Feb 4, 2011

  42. Customer Personas What is driving that person to look for something online? Pink Dryer Lint blog keywords I Love You (despite the snot) Feb 4, 2011

  43. Customer Personas And where are possible connections to the engagement cycle for your association?

  44. Do it! Visual, musical & games are a great way to stimulate rights-brain thinking. Try it!

  45. Once we see the big picture, we can get tactical and engage strategy & processes.

  46. Keyword Research Brainstorm Google autocomplete Google’s Keyword Planner Google Analytics Use other keyword research programs like Market Samurai Collate results Keyword research 101

  47. Crowdsourcing To gain a better understanding ASK! The ability to ask members gives associations a unique advantage Keyword research 101

  48. Crowdsourcing To gain a better understanding • When they join, ask them why • Find ways to turn members into content creators • Ask for in-bound links ASK!

  49. Prioritize Content It’s time for a cultural shift Approach each major activity in your association as a content / keyword opportunity Modern “PR” has less emphasis on the press and more on the public, as they discover information in real-time, on terms that matter to them.

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