Webinar with Lee Odden Author of Optimize and David Alston of Radian6 on how to optimize your Content Marketing Strategy. Optimize for customers, experiences and outcomes transcends SEO, Social Media and other tactics. This is a strategic approach to building a customer centric content marketing program that leverages both search and social media as discovery and engagement channels.

1. Optimize
& Socialize
Your Content
Marketing Strategy
@LeeOdden
OptimizeBook.com
TopRankMarketing.com
TopRankBlog.com
@leeodden

2. @TopRank = Content Marketers
Website
Book Google+
White Papers Twitter
Articles Facebook
Guides YouTube
Webinars TopRankBlog.com Flickr
Guest Posts LinkedIn
Events Slideshare
Press Releases
@leeodden

3. How many of these
Google services do
you use?
@leeodden

4. What if
disappeared
tomorrow?
@leeodden

5. @leeodden

6. What impact would it
have on your marketing?
On your business?
@leeodden

7. Should Google
Dominate Your
Google+ Marketing?
Dominates
Search
@leeodden

8. Maybe So, But…
Why not focus optimization on:
Customers Experiences Outcomes
Optimizing for consumers, experiences &
outcomes transcends Google, Social or Content.
@leeodden

9. Shift
Know Your Target Audience
Consume
Share
Discover
@leeodden

10. What are they interested in?
Where do they look for it?
How do they prefer to consume
that content?
What formats and media do they
like most?
Why do they share & buy?
@leeodden

11. Shift
Customer Focused Optimization
Audience Discover Consume Share/Act
Optimize Attract Engage Inspire
Interests Content Share
Needs Media Buy
Pain Points Social Refer
Search Device
Social @leeodden

12. Optimized & Socialized Framework
Awareness > Interest > Consideration > Purchase
Research Keywords Content & Optimize
Customer Topics Promotion Socialize
Segments Message Plan Promote
Preferences Search & Topics, SEO Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose Link Building
@leeodden

13. Q&A
@leeodden

14. Shift
Optimizing Robots
ZRobot – Goals:
• Increase product Automate your cleaning with ZRobot
awareness All New
Get Mean With Your Clean!
• Grow networks ZRobot Dirt Terminator
New series of dirt zapping robot.
• Increase citations Available May 5, 2012:
Small Business
Pre Order
Ninjas Clean
Stressing Out
over Dirt?
in media & social Owners
Save Money
Without being
seen!
Bring in
ZRobot
Go Shopping Scientifically
Special Offers
• Increase sales
Whlle Zrobot Tested
Buy Now
cleans for you On real dirt!
@leeodden

15. Shift
Consumer Personas: Goals
Carrie Stan Maria
Small Biz Owner Single Professional Tech Savvy Mom
Low cost cleaning Easy cleaning Efficient cleaning
Save on office costs New tech/gadgets Save time
@leeodden

16. Shift
Customer & Content Optimization
Maria: Tech Savvy Mom
Buying
Keywords Social Topics Content Type
Cycle
Time Saving Housekeeping, Blog post, articles in
Awareness housekeeping tips
Naptime Cleaning relevant magazines
robot cleaners,
What types of automated
Interest automatic Demonstration video
cleaners are there?
Maria cleaning
Mom
Product feature/benefit
robot cleaner What are the best robot
Consideration list. Comparison to
reviews cleaners?
competitors
Customer Pain Points robot , Zrobot
Store locator, geo-specific
• No time to clean Purchase how to buy, Where can I buy a Zrobot?
store pages, FB fan pages
• 5 small children who spill and make Zrobot prices
messes Zrobot cleaning How to get more uses from Blog posts, guest posts,
Retention
• Light colored carpet tips your Zrobot video
• Cannot afford a weekly maid Zrobot fans,
Zrobot mom user group Q Facebook Fan page,
Advocacy Zrobot
and A, tips Forum, Zrobot Newsletter
accessories
@leeodden

17. Shift
Optimized Editorial Plan
ZRobot Content Calendar
Suzy
Business
Owner
Maria
Mom
• Planned topics • Media
• Dates • Promotion channels
• Titles • Repurpose plans
• Categories • Cross linking
• Keywords
@leeodden

18. Hub & Spoke Publishing
How to
Auto
Clean
Videos Webinars
Enewsletter
Microblogging
Blog
Industry Pub
Testimonials
Article
Buying Guide
@leeodden
Case Study

19. Keyword Glossary
Competitors Keywords Popularity Categories
@leeodden

20. Editorial Plan
@leeodden

21. Grow Networks & Participate
Topic B Topic C
Focus
Topic A Topic D
Topic E
@leeodden

22. Just Say No to Silos
To scale, companies need to look beyond social for
marketing, PR & service & look at evolving a social business.
Marketing Marketing
Community
Customers
Customers
Public Relations Public Relations
Sales VS Sales
Customer Service Customer Service
Human Resources Human Resources
@leeodden

23. Q&A
@leeodden

24. Holistic SEO, Social & Content
Blogs Topical Focus
Search Words
Social Topics
Social Topics
@leeodden

25. Optimize for Awareness
Awareness > Interest > Consideration > Purchase
I need a clean
office but my
budget is small. Blog subheadings are prime for keywords.
Breadcrumbs > Are > Beautiful
All New Robot
Low Cost Clean! Terminator
Watch a Demo
Video
The content of
the blog post appeals to the
Categories:
interests of the consumer Robot Cleaning
Robot using language that is search Cleaning Tips
cleaners? I and social media friendly. Save Time
never thought Save Money
of that. Efficiency Tips
Tags: Keyword, Word, Key
@leeodden

26. Optimize for Interest
Awareness > Interest > Consideration > Purchase
#Optimize Video Tips:
Demo Videos: • Shoot video with promotion
channels in mind
• Host with YouTube, Vimeo
• Embed video on blog, site
• Optimize with keywords
• Promote video via relevant
social channels
• Give the viewer options:
Share, Refer, More Info,
Purchase
@leeodden

27. Optimize for Consideration
Awareness > Interest > Consideration > Purchase
Reviews & Product Pages
Have you ever heard of ZRobots or robots for
cleaning offices?
#Optimize Reviews Tips:
Clean Times Mag • Pitch your product for reviews
• Monitor for organic reviews
Robot Invasion!
Top 10 Robot Cleaners for Your Office
• Build links to positive reviews
1. ZRobot • Socially share reviews
Product descriptions are good for keywords.
• Promote reviews from social
2. Roombot
Product descriptions are good for keywords. • Make your own product
3. Officebot comparison page
Product descriptions are good for keywords.
4. Click Clean
Product descriptions are good for keywords.
5. Biz Bot @leeodden

28. Optimize for Purchase
Awareness > Interest > Consideration > Purchase
Offers, Store Locator
Special Offer!
Store Locator
Optimize for more
specific topics:
Order
• Location
• Product Special Offers
Buy Now
Go Shopping
Whlle Zrobot
Scientifically
Tested
• Outcomes cleans for you On real dirt!
@leeodden

29. What Would Your Hub Look Like?
? ?
?
?
?
?
?
?
? @leeodden ?

30. Social KPIs - Business Outcomes
Social SEO KPI’s Business Outcomes
• Fans • Share of Voice
• Friends • Improve Service
• Followers • Shorter Sales Cycles
• Comments • Increased Order
• Likes Quantity, Frequency
• Google Plusses • More Referrals
• Links • Lower Marketing
• SERPs Costs
• Search Traffic • Grow Revenue
• Improve Profits
Tools:
Social Media Monitoring
Web Analytics
Social Media Marketing Management
@leeodden

31. Use, Evaluate Recommend
For Social Best Practices
@leeodden

32. Takeaways
• Identify your content
optimization approach
• Research & develop searcher
personas
• Build out and refine a
keyword glossary
• Leverage persona and
keywords for a content plan
• Determine ratio of content
creation and curation
@leeodden

33. Thank You
Lee Odden
lee@toprank.org
@leeodden
TopRankMarketing.com
TopRankBlog.com
OptimizeBook.com
Buy the Book – Get Optimized!
Wiley - 2012
@leeodden