Optimize Content for Search & Audience #CMWorld

#CMWorld
SEARCH & SOCIAL
TWITTER CHAT
Featuring TopRank Marketing’s Lee Odden @LeeOdden
and Content Marketing Institute’s Joe Pulizzi @JoePulizzi
#CMWorld • contentmarketingworld.com

Search & Social #CMWorld • Twitter Chat
Q1: Let’s get started! In the
ever-changing world of search,
what are basics content marketers
should keep in mind? #CMWorld

@cmicontent Content should have a purpose, a target audience an
a measurable objective. #CMWorld
MCC @MelClarkMkt
@CMIContent A1 Content should be share-able, easily digestible, readily discovered
(search) and relevant. #cmworld
Neil Horowitz @njh287
A1 People search like they ask questions. Make sure you create meaningful content
around important questions. #cmworld
Angela Dunn @blogbrevity
A1. Figure out what words / phrases buyers use - instead of focusing on
product terms #cmworld
Ardath Albee @ardath421

Q2: How does #contentmarketing
create synergy between search
and social? #CMWorld

A2 Search and social are both distribution channels. In ur content calendar, ensure
the two are aligned (keywords, hashtags, etc.) #CMWorld
Stephanie Walton @StephLynette
A2: Search, Social, Lead Gen - it all starts with a defined content strategy today.
Most marketers skip this stage ;) #cmworld
Joe Pulizzi @JoePulizzi
I actually think other way around - social is little without content. Without content,
social is just chatter. You can quote me. #cmworld
Susyn Elise Duris @SusynEliseDuris
A2: Social is jelly, SEO is peanut butter, & content marketing is the bread that holds
it all together :) http://t.co/NN669hChzT #CMWorld
Lee Odden @leeodden

Q3: How do you balance #SEO
keywords (search) & keywords
consumers use (social)? #CMWorld

A3: Search phrases express specific intent to find. Social topics expect interaction
or reaction #CMWorld
Lee Odden @leeodden
A3 We know social affects search rank. Question is whether to target high-volume
searches or influential socialites/sharers. #cmworld
#cmworld A3- Search terms are aimed at solving a time sensitive problem. Social
terms are for engagement and entertainment
Ebyline @Ebyline
#cmworld Social has to be cultivated constantly. Content can be optimized for
search one time. You can’t only do social w/ ur blog content.
Stephanie Walton @StephLynette

Q4: What tools should content
marketers use when it comes
to #SEO? #CMWorld

A4: Outside of Google’s keyword tool, SEMrush is a great tool.
#cmworld
A4: Keyword research tools: Google Keyword Planner, Wordstream, Wordtracker,
Keyword Discovery #CMWorld
Lee Odden @leeodden
@consected I am loving SEOMOZ’s newest suite of tools, Moz Analytics!! #cmworld
#SEO #ContentMarketing
sarah ware @WareSarah
A4: Buzzstream, Outbrain, Buffer, Feedly, Linkdex, Visual.ly, Followerwonk, HARO,
FindPeopleonPlus, AuthorCrawler, G+ Ripples #CMWorld
Kevin Gibbons @kevgibbo

Q5: Is there one kind of content – video,
text, images, mobile – that is prime
for search? What’s the hot trend?
#CMWorld

A5: Create the content mix most meaningful for your customers, then optimize for
findability #CMWorld
Lee Odden @leeodden
A5: People underestimate the power of optimizing images/videos. Big opportunity.
#cmworld
A5: Key: Tagging and adding relevant copy so important for video and infographics.
Help Google discover your content. #cmworld
A5 whenever possible, include transcripts for video or audio, and always alt tag those
images #cmworld
Erika @SFerika

Q6: What process does your organization
use to optimize its content? #CMWorld

A6: Every keyword phrase should have a target page/post. It’s important not to
compete with yourself. #cmworld
A6: That’s the question everyone wants to know :) Our optimization process is
outlined in detail within http://t.co/8945Crp0Lo #CMWorld
Lee Odden @leeodden
@CMIContent A6: Proactively. Use keyword tools to learn what your audience is
searching for, and develop content around those areas #CMWorld
Brendan Cournoyer @brencournoyer
A6/7 An undervalued exercise is coming up w/content categories – create the
buckets around which all content will flow/be relevant. #cmworld

Q7: How do you change your search
strategy based on how Google
changes its algorithm? #CMWorld

A7: If you focus on epic content that your customers/prospects share, to heck with
Google’s algorithm. Great stories win! #cmworld
@CMIContent A7: You generally shouldn’t have to if your strategy’s based around
providing valuable content #CMWorld
Kristen Hicks @atxcopywriter
A7: Closely monitoring & optimizing the performance of content in search = a
competitive advantage. Don’t ASSume :) #cmworld
Lee Odden @leeodden
#cmworld SEO people get antsy every time Google updates, but the good methods will
always have a place in marketing
Ebyline @Ebyline

Q8: Do you optimize every blog post
for search? What parts of your blog
post do you optimize? #CMWorld

@cmicontent A8: We factor in search in every blog post, but not to the detriment of
quality. #CMWorld
MCC @MelClarkMkt
A8: We optimize every post for search, but we don’t let rankings cloud our
execution. Add value to the web, not take from it #CMWorld
Brafton @Brafton
A8: Optimize headlines for reader clicks. If a keyword naturally fits headline, good
indication post is on topic for your brand #cmworld
Katherine Griwert @kgriwert
A8: Regarding an optimized content plan, here’s a handy template: http://t.co/
D9pgJEAYuO (free, ungated) #cmworld
Lee Odden @leeodden

Q9: Do you optimize your content for
both your audience and search?
Which is more important? #CMWorld

A9: Content easily found but confusing is of no value. Neither is excellent content
no one can find. #cmworld
Lee Odden @leeodden
A9: Meaningful content for customers that is also optimized for discovery - search
or social is the WIN :) #cmworld
Lee Odden @leeodden
@CMIContent Audience. If the reader doesn’t care, you’ve accomplished nothing
(and won’t get anywhere in search besides) #CMWorld
Kristen Hicks @atxcopywriter
A9: content that’s found is meaningless if just keyword stuffing. Be creative &
provide value to the consumer #CMWorld
Phil Ayres @consected

Q10: Last question: What do you
think is the future of SEO/search?
Will it become more or less important?
#CMWorld

A10: As long as content can be found through the act of searching, there will be an
opportunity for optimization. #CMWorld
Lee Odden @leeodden
A10: Prediction alert: SEO and Social roles start reporting into Content role in
enterprises. This is happening now. #cmworld
@CMIContent A10 I think/hope more real-time search. I use Google’s time tools a
lot. Search for real-time social content, too! #cmworld
#content #marketing will be driver that will ultimately be the brand builder, nurturer,
extender and everything will fall under it. #cmworld
Susyn Elise Duris @SusynEliseDuris

Want to learn more?
Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at
Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key
content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits.
Simply follow #cmworld on twitter to join the conversation.
• July 2: Content Strategy with Michael Brenner @brennermichael (Click here for the full transcript)
• July 9: Search and Social with Lee Odden @leeodden
• July 16: Financial Content Marketing with Mitch Joel @mitchjoel
• July 23: Social Media Marketing with Joe Chernov @jchernov
• July 30: B2B Content Marketing with Ardath Albee @ardath421
• August 6: Small Business Content Marketing with Brian Clark @copyblogger
• August 13: Multi-Channel Marketing with Andrew Davis @tpldrew
• August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava
To read the full transcript of this chat, visit http://bit.ly/CMWchat_Odden

Optimize Content for Search & Audience #CMWorld

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Optimize Content for Search & Audience #CMWorld