Why do you need Content Marketing if you already have an SEO strategy? Because 1 is good but 2 is better. Liz tells you how to make your content and SEO work together for maximum ROI.

1. Why do I need Content
Marketing if I have an SEO
strategy?
By: Liz Farquhar

2. A B
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“Best Lawyers in Atlanta” – Which page do you want to read?

3. Introduction
What is SEO Content?
SEO: “The practice
of improving and promoting a web site
in order to increase the number of visitors
the site receives from search engines.”
- Moz
Content Optimization: Content created to
support businesses’ marketing objectives
and drive more qualified leads.
When it comes down to it, content marketing
and SEO strategies include the same goals,
just with slightly different execution.
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4. Content Creation
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5. “Content ties
everything in the
digital marketing
realm together –
that’s why it is king.”
- Moz
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6. On-site Content
1. New Client Research
a) On-site content audit (including blog content when applicable)
b) Kick-off meeting to understand client’s/brand’s personality and story for tone/voice in content
2. Choose pages to optimize
3. Key phrase strategy for PR/Blog Info Sheet
4. Competitive analysis
a) Content strategy, audience engagement, design, etc.
5. In-depth industry research
a) Terms to know
b) Local industry trends when applicable (ex: Florida plumbers handle hard water problems while Atlanta
plumbers don’t have to really worry about that)
6. Write/edit/optimize content for chosen pages
7. Send for Approval
a. 95% of clients approve immediately with only minor edits
b. 5% of clients require further discussion/re-writes, which go back and forth until content is approved
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7. Why Content Creation Matters
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8. So, What is Content Marketing?
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9. Content Marketing is…
The creation and distribution of relevant
and valuable content meant to attract,
acquire and engage a clearly defined
and understood target audience – with
the objective of driving profitable
customer action.
- Content Marketing Institute
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10. What is Involved in Content Marketing?
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11. Why Businesses Need to Invest in Content Marketing
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12. The Value of Content for Businesses
“A solid content marketing strategy aims to
build your exposure for many long-tail
keywords while also building brand
awareness, authority, credibility, social
media awareness and conversion rates. It’s
a ‘cast the net’ approach rather than a
‘throw the spear’ approach.”
- Forbes
Courtesy of: Google Insights
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13. The Value of Quality Content for Businesses
Does Not Depreciate Over Time:
Certain types of content retain their
value long after the publish date.
(Evergreen content, features,
whitepapers, videos, etc.)
Appeals to Consumers & Search Engines:
When done properly, content marketing has
the ability to reach target demographics in a
meaningful way and appeal to search engines.
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14. The Value of Content for Businesses
Decrease
Length of Sales
Cycle:
Data shows that
B2B customers do
not contact a
sales rep until 70%
of their decision
has already been
made through
much of their own
research.
Builds Credibility at Lower Cost than
Traditional Marketing Methods:
By improving audiences’ understanding
of who your business is and the products
or services you provide, you gain their
trust and their business.
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15. What’s in it for My Business?
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16. What’s in it for My Business?
“We suggested a 4% conversion
rate for
paid search – double that of
content marketing –and looked at
performance over the same period
of time. We found that the cost-per-lead
of content marketing was
lower by 31% and 41%,
respectively.” – Oracle*
*Much love to SEM. No PPCs were
discriminated against in the making of this
presentation. 16

17. 17
What’s in it for My Business?
A 2014 study performed by
Nielsen and InPowered Media
Group found that while user
reviews and branded content
impacted purchase decision,
expert content consistently
influenced consumers in all three
stages of the purchase process. In
fact, “the higher the price point,
the more efficient expert content
was at…driving final purchase
decision.”

18. Content Marketing in Action
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19. Magnolia’s $87 Million Idea
Background:
In 1954 Magnolia opened as a family owned
photography store. The company started selling
electronics, but didn’t have the budget to advertise.
“Buyer’s Guide Place:”
A young chap by the name
of Roger Parker came along
and had an idea. “Why not
launch a mini-magazine to
educate shoppers on buying
electronics, we can call it
the ‘Buyer’s Guide Place!”*
The 8-page tabloid was
cheap and simple – nothing
more than a newsprint insert
– but the content was
uniquely valuable for the
consumer. With this guide,
Magnolia was also
incorporated the brand’s
story, and the philosophy
behind the business. This
allowed shoppers to
connect to the brand and
built brand affinity.
Did it Work?
First of all, of course it worked –
content marketing has always
been too legit to quit. Duh.
After being in business for 4
decades, the Buyer’s Guide
Place quickly changed the
game for Magnolia.
In just 18 months the company
expanded from one small store
front in Seattle throughout
Washington, Oregon and
California.
In 2000, the father and son who
owned Magnolia sold to Best
Buy for $87 Million.
Now there are 350 Magnolia
Home Theater locations in Best
Buys throughout the country.
*I wasn’t there, but I’m 99.9% positive that that’s exactly how the
conversation went down.
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20. The Lego Movie
Brand Storytelling Gold
Warner Bros. and Lego placed a product at the heart of a compelling
story, essentially creating a masterful 90 minute commercial for a toy. The
filmmakers even spent time with brand designers in Denmark working on a
way to “translate the principles of the brand into a story.”
Well, the movie was a big hit, raking in an estimated $70 million over
opening weekend and topping the charts for home video sales its first
week out.
Lego sales have increased since the movie was released and now the
brand is getting ready to unveil The Lego Fusion. With this new toy, kids will
build Lego structures and then, using a smartphone or tablet, import the
physical creation into a free downloadable game. This game builds a
digital world around the creations, giving them life.
There’s More: Legoland in California is also going to unveil a new movie
experience. And Lego has also rolled out a new brand story with its Dark
Knight Tumblr for Comic-Con.
#Winning #AmIRight?AmIRight?
#ShesTheManReferenceNoOneWillUnderstand
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21. Background:
In 1895, John Deere created The Furrow, which was a magazine that
educated farmers on how to improve their business, new technology and
more.
The company hoped the publication would become a valuable resource
for their customers.
John Deere
Results:
The Furrow has reached legendary
status as the “agrarian version of
Rolling Stone.”
“I’ve never worked for a brand
magazine like this that people
loved so much…Telling stories
that folks enjoy reading – and
that they can use in their own
operations – has been the
recipe since the beginning.”
- David Jones, current publications
manager for The Furrow
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22. Cardinal Public Service Announcement
Blogging is not a burden, it’s an opportunity to claim some industry fame for
yourself and Cardinal*
*Fame results may vary. Side effects may include viral content, increased followers on social
media and influencer status. Standard terms and conditions apply, see content department or
Jeezy for more information. Or you can actually read the style guide/blogging guidelines. 222

23. Guide for the freshest blogging
Step 1: Choose a general topic/theme that interests you. Ex: If you are obsessed with “The Big Lebowski” then offer
“10 Digital Marketing Lessons from The Dude”
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24. Guide for the freshest blogging
Step 2: Research trending topics that can be newsjacked (small businesses, social media, digital marketing,
movies, music, etc. This can also be the first step if you can’t think of a general topic theme first)
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25. Guide for the freshest blogging
Step 3: If a trending topic seems bland, spice it up/tie it back to something evergreen, relevant and interesting.
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26. Guide for the freshest blogging
Step 4: Share, Share, Share, Share, Share, Share….Did I mention share?
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27. Content Marketing or Clever Advertising?
Content Marketing
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28. Additional Content Marketing Resources
http://www.marketo.com/infographics/content-marketing-vs-traditional-advertising/
http://www.getspokal.com/top-11-most-powerful-content-marketing-examples-by-small-businesses/
http://www.skyword.com/contentstandard/featured-editorials/how-to-make-a-call-to-action-
more-effective-at-driving-results/
http://www.forbes.com/sites/danielnewman/2014/04/10/the-role-of-influence-in-the-new-buyers-
journey/
http://www.convinceandconvert.com/category/content-marketing/
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29. Questions about SEO or Content Marketing?
Visit us at
www.cardinalwebsolutions.com
We can help by auditing your current
strategy and identifying actionable
items to help drive results.
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