creating digital content alloys

Creating Digital Content AlloysLINDA NAWROCKI – DIGITAL INSIGHT LABS

What’s In The Formula for Today?

Elements of Content  Digital Content Channels to Mine The Content Crucible  Casting a Digital Plan 

Elements of Content

Most People Think of Content as

What is My Content Trying to Do?

Where Can I Use this Content?

What is the format I need to use for this channel?

What is the right time to share the message?

In What Ways Do People Interact with

Your Company?

Conferences & Events

Sales & Customer Support

YourWebsite.com

Trade Magazinesand Journals

Online Professional Forums

Social Networks

Co-Workers andSuppliers

Search Engines

Let’s Focus on Online Content

Digital Content Channels to MinePAID, OWNED AND EARNED MEDIA

Channels for OnlineContent

Paid – Earned – Owned Channels

Paid Media can create awareness to a large audience

Earned Media drives users through specific channels

Owned media can create conversion and boost ongoing engagement

Paid Media

Earned Media

Owned Media

How People Find You Content Online?

IndustryTradeshow

Market Blogger

LinkedIn User Group

You

Topic Website

Email Newsletter

Why Focus on Search Engines?

How Many Monthly Searches?

19.3 Billion

Who Owns the Search Market?

Google+67%

What is Search Engine Marketing?

SEM is the promoting a websites through increased visibility in search engine results pages (SERPs)

Two Methods: Organic Search

Paid Search

The image to the left is a Search Engine Results page or SERP. This page has several components.

In green are the Organic Search results. These are pages that Google has determined match the user’s query.

In pink are the Paid Search results. These are listing companies pay to have shown. These ads are set up to match selected Keywords.

Search Engine Results PagePaid

Results

Organic Results

Organic Search (SEO) v. Paid Search (PPC)

90% of Clicks

10% of Clicks

More than 50% of search queries have no ads at all

SEO + Paid Search Impact

SEARCH ENGINE OPTIMIZATION

Trusted Source

Organic Search

Long-Term Traffic

Organic Search

Search Engine Spiders

Crawl through your website content and rank you on quality and connections

Search Engine Indexing

What We See What The Spider Sees

Key Search Engine Elements

Title Tag: is the title of the web page shown for the results. This information is stored in the web code in <title> tags.

Page URL: is exact URL for the page – generally matches structure in CMS.

Meta Description: is the phrase or words that describe the page. This information is stored in the web code in <meta description> tags.

Title Tag

Page URL

Meta Description

CMS Fields for SEO

Title Tag MetaDescription

URL Hierarchy

Why Work Hard ForGood Results?

Organic Search

88% of People only click on Page 1 results

Page 1Results

PAID SEARCH

What Happened toMy Keywords?

Organic Search

(Not Provided) Keyword Pages

Google masks keywords from Google Secure Search as (not provided) in Google Analytics.

This has been happening for a few years, but more aggressively over the past months.

Inbound Web Metrics –(Not Provided) Keyword Pages

Looking at performance and pages will give

indicators of ‘keyword intent’ and also the

type of content that is performing well from

search engines.

Supplement SEOResults

Paid Search

Consistent Traffic

Paid Search

Paid Clicks

Graphic from WordStream

Graphic from WordStream

Adwords Setup

Ad Title25 Characters

Ad Text35

Character/Line

Display URL35 Characters

Matching Types

Broad – similar phrases and variations

Phrase – contains all the words of in query

Exact –only when search query matches ‘exactly”

Negative - Ensures your ad is not shown for any search term that includes that term

Keywords, Ads andLanding Pages Need

To Synchronize

Paid Search

Graphic from WordStream

Graphic from WordStream

The Content Crucible RETHINKING THE CUSTOMER PROCESS

Seeding the Channels

Define a critical group of buyers Determine what information prospects really

need and how they want to receive it Deliver that information to the channels they

commonly use Measure and recalibrate

Casting a Digital PlanHOW ARE YOU GOING TO USE CONTENT AND WHAT IS THE EXPECTATION?

Don’t Squeeze It In!

CONTENT FIRST

CONTENT ALWAYS

One Message, Multiple Elements

Subject

ContentWeb, Social, PR

Email Event

Chart / Graphic

Video / Tool

Use Terrain to Your Advantage

Where Can I Use this Content?

What is the format I need to use for this channel?

What is the right time to share the message?

GOAL SETTING

Result

This is the result we got

Measure Analytics Goals

DID IT WORK?

Result

Not Great if You Result is Below Projection

Great if You Result is Below Projection

FAIL FAST& FIX IT

SHOULD I TRY IT AGAIN?

Reasons to Retry a Channel

New innovation in product line Long time without market exposure Audience changes – for you or channel Better understanding of channel Improvements to the technology channel

Test and Measure the Change

Don’t Forget

It’s Not the Technology

It’s Not the Technology

THANK YOU

Linda Nawrocki

linda@digitalinsightlabs.com