content marketing strategy - the future is bright for web content

The Future is Bright with Web Content

@LeeOdden – TopRankMarketing.com

About Lee & TopRank Marketing

Attract – Engage – Convert

Overall trends in contentEmerging consumer driven model Web content success storiesContent marketing "A-Team”Future growth opportunities

Image Source: Shutterstock

Ubiquitous Connectivity

Create

Consume

Publish

Interact

Transact

Source: Ericcson, 2011

2020

51% of all time on the web is content consumption.

(AOL/Nielsen 2011)

99% of Marketers have used at least one content

marketing tactic. (Content Marketing Institute/Brandpoint 2012)

60% will increase spend on content marketing.

(CMI: B2B Content Marketing Benchmarks, Budgets & Trends 2012)

Content Distribution Channels

Source: Outbrain – State of Content Marketing 2012

96% Social Media

Paid Search

76% Display Ads

69% SEO

33% Email

78%

63% of US Internet users use search engines daily

eMarketer Aug 2012

81%Perceptions

Are InfluencedWeber Shandwick 2012 89%

Use Search for Purchase

Fleishman-Hillard 2012

CPG Company:96 search phrases.

Most are brand terms.

Fabric Retailer:4,419 phrases.Broad category & brand terms.

Content

SocialSEO

Traditional ApproachRed

Widget

Features & Benefits

Advertising Direct MailPR Email White Paper

Persona“Jane Exec”

Influences CEOGoals: Fast,

Save $, Service

Fast

Save $

Service

Blog

awareness consideration purchase retention advocacyinterest

Facebook

Byline PPC

Email Offer

Locator

Tips Articles

Newsletter

Blog

Soc Net

Ads

Press

Blog

Reviews

PPC

Discount

Loyalty

Community

VIP

Referral

Article

Media

Reviews

Blog

Display

Offers

Network

Thank You

Referral

Rewards

Modern Model forContent Marketing

Fast

Source: First 10 / Smart Insights

30 Content Marketing Tactics Article Marketing Advertorial Blogging Case Studies Crowdsource Curate Digital Newsletters eBooks Email Interactive Games Images & Infographics Interactive Tools Microsites Mobile Applications Mobile Content

News Release Online Magazines & Apps Podcasts Print Magazines Print Newsletters Real-World Events Research & Surveys Social Content Teleclass & Telecasts Traditional Media Videos Virtual Conferences Webinars Wikis White Papers

Blog Post: tprk.us/30cmtactics

PreferencesPain PointsBehaviors

Search &Social Data Sources

EditorialCalendar, Repurpose

Social & SEONetworking, PR, Linking

AudienceSegments

Needs & Goals = Topics

What stories will connect you?

Make it easy to find & share

awareness consideration purchase retention advocacyinterest

Content Marketing Process

Successful Companies

Source: Content Marketing Institute

Let Me Tell You A Secret

http://tprk.us/cmsecrets

Cool! We’ll

interview CMW

speakers

And make an e-book

for attendees.

10 Long Form Interviews

Topical Matrix:B2BEnterpriseSMBToolsWin budgetDefinition

Planned Repurposing

EnterpriseSMBToolsB2BWin budget

B2BEnterpriseSMBToolsWin budget

EnterpriseSMBB2BToolsWin budget

EnterpriseSMBToolsWin budgetB2B

Top 10 B2BTactics

B2BEnterpriseSMBToolsWin budget

ToolsB2BEnterpriseSMBWin budget

B2BEnterpriseSMBWin budgetTools

B2BToolsEnterpriseSMBWin budget

Top 10 Content Marketing Tools

Individual Thought Leader Interviews Articles

Promotions:SlideshareEmbedded in Blog PostEmail broadcastTwitterFacebookFlickrPinterestLinkedIn updateLinkedIn InmailsCustomized emails to participantsPre-written tweets

Initial Results (6 Days)

43,000+ views on Slideshare1,000+ PDF downloads

5000+ visits of full interviews3,300+ Retweets200+ Facebook “likes”130 G+100+ inbound links

Content Marketing A-TeamContent Marketing “A-Team”

Image Source: Shutterstock

Dream Team• Chief Content Officer• Managing Editor• Writers, Sources• Content Design• SEO• Social Marketer• Online PR• Social Listening/Analytics

Source: Managing Content Marketing (Pulizzi, Rose)

But We Don’t Have Budget For That!

1. Editor/Writer2. Designer3. Social SEO

Growth Areas in Web & Content Marketing: Integration: Owned, Earned, Paid &

Shared Media Dedicated in-house content marketing

resources Web + smartphones & tablets Boom in visual content & media Big data, social data, automation, tools,

real time data, did I mention data?

Content Marketing Maturity

Source - Content: The New Marketing Equation. Why Organizations Must Rebalance! February 16, 2012. Altimeter Group

Make a commitment. And grow.

Takeaways

• Content powers the web & the web powers your business. Are you powering content?

• If your content is poor, then so will you.• Start learning modern models of web content

marketing. Now.• Stand, Stretch and Walk.• Get help if you need it.

lee@toprankmarketing.com

TopRankMarketing.comTopRankBlog.com

Thank You!

OptimizeBook.com

Consulting – Speaking – Partnerships 1-877-872-6628