Paid, Owned & Earned tactics you may not have thought of yet for hitting your audience and customer goals by David Malmborg at September 18, 2013 SLCSEM.org event.

1. SEO1 SEO2 and SEO3
Achieving your SEO Goals@DavidMalmborg

2. @DavidMalmborg
▸ 1 year at Applebees
▸ 3 years at CompUSA
▸ 1 year at Riser Media
▸ 4 years at SEO.com
▸ 1 year at Fusion-io
▸ 71 people endorse
me on Linked In for
the skill “SEO”
…BOOM!

4. Fusion-io Delivers the World's Data Faster
▸ Headquarters in SLC
▸ NYSE – FIO
▸ ~950 Employees
▸ $432.4M in FY13
▸ Apple and Facebook
are our largest
customers
▸ We sell through HP,
Dell, IBM, Cisco,
SuperMicro, etc.

5. Steve Wozniak – Chief Scientist

6. What Does SEO Mean?

7. SEO1
Search Engine Optimization

8. Optimize your Site
 On page
 Uniquely Valuable
 Keyword Targeted
 Sharable
 Structured
 On Site
 Crawlability
 Navigation and Content Flow
http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

9. SEO1 Goals
▸ Make Time
▸ Review and Revise your strategy

10. SEO2
Site Engagement Optimization

11. Are you comfortable having all your links be
rel=“nofollow”?

12. 7 Reasons to Remove "Link Building" from Our
Vocabulary
1. Link building isn't a process or goal
2. Google wants to kill "link building" as a process
3. Modern Google is not a link-counting machine
4. Qualifying "good links" doesn't stick
5. Link obsession can hurt relationships
6. Focusing on links leads to missed opportunities
7. Marketers should differentiate their services from
spammers
By Carson Ward - http://moz.com/blog/7-reasons-to-remove-link-building-from-vocabulary

13. True Press Relations
Contributed Article/Guest
Blog Posts
• The audience is the true
gauge of a good
placement, not the link
opportunity.
• Pay for placement
Maximize your internal
network to write, share,
and engage.
SEO2 is Relationships with Site Owners

15. Buzzstream
▸ Accepting Multiple Contributions
• Monthly
• Quarterly
• Open
• No
▸ Self Submitting options
▸ Social/Forum Sites
▸ Optimizing Outreach
▸ Paid Relationships

16. SEO3
Social Engagement Optimization

17. Owned, Earned and Paid Promotion
http://marketingland.com/your-necessary-three-
pronged-approach-to-content-promotion-55504 Image courtesy of Jordan Kasteler’s Blog

18. Owned, Earned and Paid Promotion
Email

19. “Content marketing should be about taking
people down the conversion path. From a
business point of view, anything else really is a
waste of time.” –Dan Bischoff
http://www.contenthook.com/orvis-case-study/

20. Create
Great
Content
The Content Wheel
Brand
Introduction
Conversion
Email
Social
Site Distribution
Advocacy
Following

21. The Fusion-io Online Market

22. The Fusion-io Online Market
• Fusion Social Media

23. The Fusion-io Online Market
• Fusion Social Media
• Fusion-io Email DB

24. The Fusion-io Online Market
• Fusion Social Media
• Fusion-io Email DB
• Employee’s Social
Circles

25. The Fusion-io Online Market
• Fusion Social Media
• Fusion-io Email DB
• Employee’s Social
Circles
• Guest Blog Post

26. The Fusion-io Online Market
• Fusion Social Media
• Fusion-io Email DB
• Employee’s Social
Circles
• Guest Blog Post
• Paid Social Media

27. The Fusion-io Online Market
• Fusion Social Media
• Fusion-io Email DB
• Employee’s Social
Circles
• Guest Blog Post
• Paid Social Media
• Paid Blog
Contributions

28. The Fusion-io Online Market
• Fusion Social Media
• Fusion-io Email DB
• Employee’s Social
Circles
• Guest Blog Post
• Paid Social Media
• Paid Blog
Contributions
• Email List Rentals

29. Two Goals

30. 1) Grow our “Owned” Reach

31. 2) Fill in the Gaps from
Search Engine Results

32. Bringing it all together

34. Each Lead Has an Activity Line
▸ Find the activity patterns in your converted leads
▸ Find a way to increase the frequency of that pattern

35. Thank You
fus ionio.c om | SAME PLAN ET. D IFFER EN T W OR LD .