creating digital content alloys
DESCRIPTION
An overview of the channels people use to find you and ideas about using search engine marketing (SEO, PPC) to fill those channelsTRANSCRIPT
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?
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
