1. Presented
by
Sponsored
by
Connec&ng
With
More
Leads
via
Inbound
&
Outbound
#ActOnSW

2. Welcome
Webinar
A<endees
Type
ques&on
here

3. Follow
this
webinar
on
Twi<er
#ActOnSW

4. About
Demand
Gen
Report
• Launched
in
2007
to
track
best
prac:ces
in
lead
genera:on
• Newsle?er
has
grown
to
more
than
26,000
readers
• We
also
offer
a
menu
of
research
and
best
prac:ces
reports
• New
audio/video
podcasts
at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

5. Janelle
Johnson
Director,
Demand
Gen
Act-­‐On
SoHware
Panelists
Lee
Odden
CEO
TopRank
Online
Marke&ng
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report

6. Content Optimization:
How To Integrate Search, Social And
Inbound To Drive Demand
@LeeOdden - CEO, TopRankMarketing.com

7. @LeeOdden
TopRankBlog.com
About
Lee:
CEO,
Consultant
Speaker,
Blogger
Traveler,
Foodie
@LeeOdden
Content
-­‐
Social
-­‐
SEO

8. @LeeOdden
B2B
Marketers
Increase
Content
Marke:ng
Spending
54%
Source:
CMI
2012
Content Marketing
#1

9. @LeeOdden
100 BILLIONGoogle
Search
Queries
Per
Month
Source:
Search
Engine
Land
16%Of
daily
queries
on
Google
have
never
been
seen
before
Source:
Google
Internal
Data,
2011
81%Of
B2B
buyers
start
with
search
engines
Source:
DemandGen
Report
May
2012

10. @LeeOdden
Source:
Marke:ngProfs
Content
Marke:ng
Ins:tute
87%
B2B Marketers Use Social Media Tactics
Marketers
have
adopted
inbound
60%
HubSpot
2013
State
of
Inbound
Marke:ng
Report

11. @LeeOdden
Brand
USP
(Topic
-­‐
Keyword)
Blog
Posts
Industry
Media
Coverage
Press
Releases
Contributed
Ar:cles
Guest
Posts
Topical
Survey
“2013
Topic
XYZ
Survey”
Tips
&
Examples
eBook
Guide
to
B2B
Social
Co-­‐Created
Visual
eBook
with
Conference
Topical
Resource
Lists
Off
Site
Commen:ng
Speaking
at
Conferences
Prospect
Brand
Networking
Social
Networking
Community
SEO
Website
Category
Email
Newsle?ers

12. @LeeOdden
Optimized marketing
means your brand is
the best answer
when & where
buyers need it.

13. @LeeOdden
Persona:
“Admin
Jane”
Influences
CEO
Values:
=
Fast
=
Save
$
=
Service
Fast
Save
$
Service
Blog
awareness consideration purchase retention advocacyinterest
Facebook
Byline
PPC
Email
Offer
Locator
Tips
Ar:cles
Newsle?er
Blog
Soc
Net
Ads
Press
Blog
Reviews
PPC
Discount
Loyalty
Community
VIP
Referral
Ar:cle
Media
Reviews
Blog
Display
Offers
Network
Thank
You
Referral
Rewards
Content:
=
Topics
=
Keywords
=
Media
&
Channel
Op:mize
Across
the
Lifecycle

14. @LeeOdden
Content
Marke:ng
Tac:cs
• Ar&cle
Marke&ng
• Advertorial
• Blogging
• Case
Studies
• Crowdsource
• Curate
• Digital
Newsle<ers
• eBooks
• Email
• Interac&ve
Games
• Images
&
Infographics
• Interac&ve
Tools
• Microsites
• Mobile
Applica&ons
• Mobile
Content
• News
Release
• Online
Magazines
&
Apps
• Podcasts
• Print
Magazines
• Print
Newsle<ers
• Real-­‐World
Events
• Research
&
Surveys
• Social
Content
• Teleclass
&
Telecasts
• Tradi&onal
Media
• Videos
• Virtual
Conferences
• Webinars
• Wikis
• White
Papers

15. @LeeOdden
BUT…
Are
They
Integrated?
Image
Source:
Shu?erstock

16. @LeeOdden
Are
They
Op:mized?
Image
Source:
Shu?erstock

17. @LeeOdden
Customer
Goals
+
Business
Value
=
Content
Marke&ng
Strategy
Meet
Customer
Needs
=
Achieve
Business
Outcomes
Alignment
=
Powerful
Image
Source:
Shu?erstock

18. @LeeOdden
Stalking
Dead
Infographic
Novel
h?p://www.hostway.com/resources/infographics-­‐videos/stalking-­‐dead.html

19. @LeeOdden
What’s
Missing?
How
will
it
be
promoted?
Can
you
really
count
on
“Going
Viral”?
Repurpose?
Reimagine?
Crea&ve
Needs
Promo&on:
Publicized
on
blogs
&
media
Op:mized
for
social,
search
“stalking
dead”
“infographic
novel”
Hub
&
Spoke

20. @LeeOdden
Great content
isn’t really great
until it gets found,
consumed, & shared.

21. @LeeOdden
“What’s
a
good
framework
for
content
marke&ng
that’s
op&mized
and
socialized?”

22. @LeeOdden
Discover
Consume
Act
Buyer
Informa:on
Preferences
Search
Keywords
Social
Topics
Adver:sing
Publica:ons
Events
Word
of
Mouth
Text,
Images,
Audio,
Video
Mobile,
Tablet,
Computer
Formal,
Funny,
Long,
Short
Social
Share
Engage
(comment)
Subscriber
Register
Inquire
Buy

23. @LeeOdden
Op:mized
Content
Crea:ve
A<ract
Engage
Op&mize
360
Convert

24. @LeeOdden
Content
Marke:ng
Op:miza:on
Preferences
Pain Points
Behaviors
Search &
Social Data
Sources
Editorial
Calendar,
Repurpose
Social & SEO
Networking,
PR, Linking
Who
are
you
wri:ng
for?
What
do
they
care
about?
What
stories
will
connect
you?
Make
it
easy
to
find
&
share
awareness consideration purchase retention advocacy

25. @LeeOdden
Content
Plan
&
Keyword
Glossary
Download
Template:
h?p://tprk.us/keyedcal

26. @LeeOdden
Master
SEO
Basics
Topical
Focus
Author
Rel
Keywords
Social
Topics
Brand
Customer
Keyword
Glossary
Category
Keywords
Keywords
Keywords
Category
Keywords
Keywords
Keywords
Keywords
Blogs
Tech
SEO
Audit
Analy:cs
Monitoring
Conversions

27. @LeeOdden
Hub
&
Spoke
Promo:on,
Networking

28. @LeeOdden
Engagement:
F100
Technology
SMB
Community
• Target audience seeks a “safe”
environment to be educated on
technology topics
• Content Strategy aligns customer
tech needs with editorial plan
• Audit 100’s of existing content &
media assets for repurposing
• Develop new content, co-create
content with partners
• Content attracts & engages –
gives more data for future content

29. @LeeOdden
Content
Types
For
Brand
Storytelling
Brand
Stories
Repurposed
Curated
Amplification
Social
Syndication
Advertising
SEO
Evergreen
Co-Created

30. @LeeOdden
Co-­‐Created
eBook
119,000
Views
Slideshare
Next
Most
Pop:
6,473
Views

31. @LeeOdden
Consump:on:
F50
B2B
Re-­‐Purosed
Video
Content
• Target audience engaged by video
web analytics, social shares,
competitor analysis
• No new budget to create video
• 100’s of offline videos
• Audit offline videos into themes
that align with editorial plan
• Apply SEO & Social best practices
• Create channels by segment
• Schedule uploads & shares
• Drives awareness, engagement,
education

32. @LeeOdden
• Fans
• Friends
• Followers
• Comments
• Likes
• Google
Plusses
• Links
• SERPs
• Search
Traffic
KPIs
&
Business
Outcomes
• Shorter
Sales
Cycles
• Increased
Order
Quan:ty
• More
Referrals
• Lower
Marke:ng
Costs
• Grow
Revenue
• Improve
Profits
• Reten:on
• Share
of
Voice
• Improve
Service

33. @LeeOdden
Measure
&
Op&mize
Inbound
/
Outbound
Social
Networking
Content
Op&miza&on
Crea&on
&
Cura&on
Content
Plan
Keyword
&
Topic
Research
Audience
&
Personas
Integrated:
Content,
Search,
Social

34. @LeeOdden
Thank
You!
@LeeOdden
lee@toprankmarke:ng.com
TopRankMarke&ng.com
TopRankBlog.com
Op:mizeBook.com
Free
Download:
h?p://tprk.us/cmsmarts13

35. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Integra&ng
Inbound
&
Outbound

36. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Awareness
• Targeted
Audience:
SMB
B2B
companies
• Mul:-­‐faceted
ini:a:ve
• Microsite
• SEO
• Blog
Posts
• Social
Media
• Press
Rela:ons
• Physical
Events
• Outbound
Email
Campaigns
www.act-­‐on.com/drive

37. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Conversion
• Keep
forms
short
and
simple
to
increase
conversion
rates
• Ask
for
addi&onal
data
points
on
subsequent
visits
• Create
more
targeted
programs
as
you
collect
more
data

38. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Whitepaper
Download
Confirma&on
Email
with
link
to
asset
Recorded
webinar
on
similar
topic
eBook
on
similar
topic
Corresponding
Infographic
Nurturing

39. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Example:
Nurture
Campaigns

40. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Qualifying
and
managing
lead
hand-­‐off

41. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Organiza:ons
where
marke&ng
and
sales
are
aligned
were
38%
be<er
at
winning
customers
than
those
that
were
not.*
*
Marke:ngProfs
research

42. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Prospect
Intelligence
&
Insight
Use
every
engagement
opportunity
to
learn
more
Build
a
profile
that
combines
demographic
and
behavior
informa:on
80%
of
the
prospects
deemed
“bad
leads”
by
sales
go
on
to
buy
within
24
months

43. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Lead
Scoring
• Automa:cally
give
points
to
leads
based
on
behaviors
or
profile
a?ributes
• Allows
marke:ng
&
sales
to
sort
and
priori:ze
leads
• Marke:ng
nurtures
leads
with
lower
scores
• Re-­‐establishes
trust

44. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Measuring
&
Op&mizing

45. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Social
Media
Metrics
• Men:ons
/
Connec:ons
• “Likes”
/
Followers
• Clicks
/
Conversions
KEY:
Followers
are
good
but
conver&ng
them
to
leads,
opportuni&es
and
revenue
is
be<er

46. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Program
Benchmarking
Metrics
• What
channels
are
performing
best?
• Page
Views
• Form
comple:on/
abandonment
rates
• Content/asset
downloads
KEY:
Keep
your
benchmarking
metrics
easy,
understandable,
and
insighkul

47. www.act-­‐on.com
|
@ActOnSoftware
|
#ActOnSW
Next
Steps
Need
it
today
Call:
1
(877)
530-­‐1555
Email:
sales@act-­‐on.com
Sign
up
for
a
demo
www.act-­‐on.com

48. Q&A
//
Submit
Your
Ques&ons
Type
ques&on
here

49. Janelle
Johnson
Director,
Demand
Gen
Act-­‐On
SoHware
Q&A
//
Panelists
Lee
Odden
CEO
TopRank
Online
Marke&ng
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report

50. Thank
You
For
A<ending
This
Webinar
You can download this presentation at:
http://dg-r.co/ioleads