inbound marketing: misunderstandings, facts adn strategy

Gianluca Fiorelli - @gfiorelli1

ASSOCIATE

Inbound Marketing


Misunderstandings, facts & strategy

Gianluca Fiorelli - @gfiorelli1 This talk

could be

very fast


Is Inbound

Marketing

the New

SEO?

Gianluca Fiorelli - @gfiorelli1Coffee

Break


Misunderstanding


SEO is not

at the centerof the

Internet

Marketing

universe


As Internet

Marketing is

not at the

center of the

MarketingUniverse


Universe is this big

And SEO is just a point


And it is

influenced

by all the

others

“points”


Semantics

SEOcial

Tech

SEO

News

Local

Search

WPO

Video

SEO

International

SEO

ASO

Link

Building

Gianluca Fiorelli - @gfiorelli1If SEO is all these

things?


How can it be so

arrogant and saying it

governes also Content,

Social…?


TL;DR

SEO is not Inbound

Marketing but an

essential part of it


Let’s start seeing our role in the

proper perspective

Gianluca Fiorelli - @gfiorelli1And this is when

Inbound Marketing

enters on stage


http://moz.com/academy/what-is-inbound

http://moz.com/academy/what-is-inbound


Strategy


Individuate what audience is

following your competitors and you

Facts


Discover insights about your

audience on Twitter

Facts


Discover the composition of

your audience on Facebook

Facts


Literally see your audience

You can use the

Graph API for

retrieving data:

http://itseo.org/FBA

PIGraph

Facts

http://itseo.org/FBAPIGraph


And where it livesFacts


Facts There is you audience. There is

the language. There are the words

they use (Eugene Schwartz)

NOW! Turn your mind into a Mental Magnet.From 4 pack a day to ZERO, in 4 hoursAnd he hasn’t touched a cigarette in 6 years!

Feels 20 years younger, live 20 years longer.


Facts You can use these tools…

Or these less common tools…Facts

I suggest these too seldomly

considered sources…

Data from real

conversations

Facts

Facts I suggest these too seldomly

considered sources…


Analyst

Facts


Strategy


http://www.slideshare.com/jcolman/why-contentsucks

Brand Assessment

Content Inventory

Content Audit

Editorial Content

Templates

Standards

Content Management

ContentFacts

Content

Facts

Content

Email

Blog

Charts & Data

Visualization

Widgets

Research & White

Papers

Video

Q&A

Images & Photos


Helps in Competitive

Content Analysis

Facts


Helps monitorizing trendsFacts

Wait, WHAT?!?Newsjacking


Tests & Optimizes social

conversations

Facts


Adapts the Tone of Voice to

the Social Networks usedFacts


Helps analyzing how our audience

reacts & engage to our content

Facts


Helps SEO in discovering Influencers

and Influencers’ influencers

Facts


Facts Helps in Competitive

Content Analysis


Facts Helps in Discovering

Content Ideas


Facts Cooperates with Content in

defining



defining

Rediscover this

deck by Abby

Covert

http://itseo.org/ontol

ogynerd

http://itseo.org/ontologynerd



structuring

Rediscover this

post by Aaron

Bradley

http://itseo.org/SEO

Skeptic

http://itseo.org/SEOSkeptic



organizing

Creating Content

Hubs

http://itseo.org/pizz

atale

http://itseo.org/pizzatale



understanding

Scraping

Forums/Q&A sites

for

discovering content

ideas


Facts Cooperates with Social Media

being more effective

This is SEOcial

http://itseo.org/smtagging

http://itseo.org/smtagging


Facts Optimizes for taking advantages

Schema.org and

Vertical Searches



Authorship (and

Authorrank)



Knowledge

Graph



Private Search

(and Google+)

http://itseo.org/gmyan

swer

http://itseo.org/gmyanswer



Pagespeed

http://itseo.org/porten

tspeed

http://itseo.org/portentspeed


Facts Promotes and places content

Relationship

Marketing &

Outreach


Facts Promotes and places content

Relationship

Marketing &

Outreach.

Discovering

influencers and

influencers’

influencers


Facts ProTip: not competitors’ brands

following you or competitors, are

potential outreach


Facts Creates, Promotes and places

content

Really

Targeted

Outreachhttp://itseo.org/rba

xter

Who are you

targeting?

Identify

influencer

intersect

What Are those

people sharing?

Be there

http://itseo.org/rbaxter


Facts Few things we should know

Bootstrap > http://itseo.org/bootstrapjs

Google Web Fonts > http://itseo.org/gwebfnt

D3.js > http://d3js.org/

Polymaps > http://polymaps.org/

Craftmap > http://itseo.org/crftmpjs

Scrollorama > http://itseo.org/scrollorm

http://www.slideshare.net/justinrbriggs/technical-hacks-for-content-marketing

+Datavisualization.ch > http://selection.datavisualization.ch/

http://itseo.org/bootstrapjs

http://itseo.org/gwebfnt

http://d3js.org/

http://polymaps.org/

http://itseo.org/crftmpjs

http://itseo.org/scrollorm

http://www.slideshare.net/justinrbriggs/technical-hacks-for-content-marketing

http://selection.datavisualization.ch/


And SEO is an amazing element of it


Coffee

Break


ASSOCIATE

Inbound Marketing


Misunderstandings, facts & strategy

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