sonny cohen, content is marketing. so...market your content
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Content is Marketing
So…
Market Your ContentSonny Cohen
Director of Internet Marketing Strategy
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CONTENT ASSETS
Websites
– Content repository & conversion mechanism
Search Engine Marketing
– Using content to attract traffic
Email Marketing
– Aiming content messengers at targets
Blogs
– Exhibiting domain expertise and authority with content
RSS (Really Simple Syndication)
– Engaging loyalty and sustaining top-of-mind
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CUSTOMER RELATIONSHIP LIFECYCLECUSTOMER RELATIONSHIP LIFECYCLE
Search Marketing
Blogs
Email Marketing Blogs RSS
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STRATEGIC OBJECTIVES
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MEASURE
Web Analytics
– Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding andoptimizing Web usage. (From Web Analytics Association)
Key Performance Indicator
– a metric that an organization measures to help determine its progress towards a goal;
– a reflection of the tactical performance of an organization;
– used to substantiate an organization’s objectives.
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MEASURE
Analyze
Improve
Collect
Strategize
Agonize
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MEASURE
Traffic
Goal Behavior
Reputation
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MEASURE
Traffic
– Inbound links
– Search referrals
– Email Newsletter
– RSS
– Direct Access
Goal Behavior
Reputation
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MEASURE
Search Engine Data Information Sources
– Pages indexed
– Link sources
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SEARCH ENGINE MARKETING
“Organic” Search Engine Marketing
– Search Engine Optimization or SEO
– Search Engine Page Position is based on a “relevance algorithm”
Paid Search aka Pay-Per-Click aka PPC
– Search Engine Page Position is based on paid placement
– Live & continuous 24-hour position auction
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SEARCH ENGINE MARKETING
62% click on a search result on the first results page
90% click on a result on one of the first three pages(default is 10 results/page)
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SEARCH ENGINE MARKETING
Source: comScore Media Metrix & searchenginewatch.com July 2006
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SEARCH ENGINE MARKETING
Decoding Pay Per Click
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SEARCH ENGINE MARKETING
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SEARCH ENGINE MARKETING
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SEARCH ENGINE MARKETING
We want our website to be found on search engines
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SEARCH ENGINE MARKETING
We want:
– Important content pages
– Product pages
– Program pages
– Industries served
– Biographies of key personnel
– To be prominent on search engines
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SEARCH ENGINE MARKETING
Source: www.searchenginewatch.com
©2005 Google - Searching 8,168,684,336 web pages
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SEARCH ENGINE MARKETING
We Want:
– Important website pages (content pages)
– To be prominent on search engines (SERPS)
– And for prospective visitors to click through to these importantpages (search engine referral = SUCCESS METRIC)
– And for their site visit to achieve some kind of specific and meaningful objective (business case)
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SEARCH ENGINE MARKETING
Keywords = Words & Phrases• 2 -3 words are commonly searched
Relevant to your organization
Actually Searched
Not Competitive
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SEARCH ENGINE MARKETING
Research whether people actually search for your keywords
Results pages from www.wordtracker.com
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SEARCH ENGINE MARKETING
Keyword Competition
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SEARCH ENGINE MARKETING
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MEASURE
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MEASURE
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SEARCH ENGINE MARKETING
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MEASURE
Traffic
Goal Behavior
– Arrivals
– Departures
– Tourist Hot Spots
– Pick Ups
– Leave Behinds
Reputation
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MEASURE
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Your contact list – “subscribers”
– Opt in
– Segmented
– Always be collecting email addresses
What you send
– Targeted to your interest groups
– Content Matters
Measurable Closed Loop Marketing
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EMAILEMAIL
Opt - In
Segmented
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EMAILEMAIL
Refer subscribers to your website
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Measure Performance
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BLOG
Blog on website
Blog in email
Search prominent blog
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BLOGS
Search Friendly
Note: Blog post is 11/10/06 This slide was created 11/13/06. Search engines LIKE fresh content!
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MEASURE
Traffic
Goal Behavior
Reputation
– Hoovers
– Wikipedia
– Blogs
– Negative words
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RSS
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RSS
RSS
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Content is Marketing
So…
Market Your ContentSonny Cohen
Director of Internet Marketing Strategy