1. The New Era of Search:
Content Marketing,
CRM and Closed-Loop Reporting

2. They say SEO is dead.
eMarketing Association 2014
@erinever

3. eMarketing Association 2014
@erinever
via fanpop.com/

4. eMarketing Association 2014
@erinever
via @schachin http://sewat.ch/RDeqlS

5. eMarketing Association 2014
@erinever
Keyword stuffing

6. eMarketing Association 2014
@erinever
Keyword density
Via http://line25.com/articles/5-seo-tactics-that-make-you-look-like-a-douche

7. eMarketing Association 2014
@erinever
via http://hyperboleandahalf.blogspot.com/

8. “Links aren’t for driving traffic.”
eMarketing Association 2014
@erinever
via http://www.gsinc.co.uk/seo-food.html

9. eMarketing Association 2014
@erinever
Anchor text
via http://moz.com

10. eMarketing Association 2014
@erinever
Sidebar, footer, home page, sitewide?

11. eMarketing Association 2014
@erinever
This is just hurting my head.

12. Paid Links
eMarketing Association 2014
@erinever

13. eMarketing Association 2014
@erinever
Seriously!?

14. Editorial links pass more value.
eMarketing Association 2014
@erinever

15. Enter the wave of crappy content
eMarketing Association 2014
@erinever

16. eMarketing Association 2014
@erinever
And then we beat that to death, too.

17. To old times, my friend.
eMarketing Association 2014
@erinever
Via http://www.imdb.com/

18. eMarketing Association 2014
@erinever
SEO can’t die.

19. eMarketing Association 2014
@erinever
As long as people use
search engines, SEO is
alive and well.

20. eMarketing Association 2014
@erinever
Via Pew Internet Study

21. So, what do we know?
eMarketing Association 2014
@erinever

22. This is New SEO
eMarketing Association 2014
@erinever
Via http://www.girardbrewer.com/wp-content/uploads/2013/05/new-coke-logo.jpg

23. eMarketing Association 2014
@erinever
Content Marketing
Via http://www.valuablecontent.co.uk/

24. eMarketing Association 2014
@erinever
We know content is king.
Via http://www.hbo.com/

25. eMarketing Association 2014
@erinever
“King Content” with no strategy
Via http://www.hbo.com/

26. eMarketing Association 2014
@erinever
Buyer Personas

27. eMarketing Association 2014
@erinever
Buyer buys

28. eMarketing Association 2014
@erinever
User uses

29. eMarketing Association 2014
@erinever
Interviews
Via http://www.cbs.com/

30. eMarketing Association 2014
@erinever
What do you ask them?
When did you know you needed this product?
Where and how did you shop?
What was your timeline?
What things were you looking for in this product?
What were the most important attributes?
How did you decide to buy?
What did you do after buying?

31. eMarketing Association 2014
@erinever
Pay attention to the words they use

32. eMarketing Association 2014
@erinever
Buyer Journey
Awareness
Consideration
Decision
“I have a problem.”
“What’s out there to
fix this problem?”
“I’m going to fix this
problem.”

33. eMarketing Association 2014
@erinever
Got it. So, what about the content?

34. eMarketing Association 2014
@erinever
You don’t have to create a lot of content.
Via http://www.nexus-wallpaper.com/

35. eMarketing Association 2014
@erinever
“Content is still king, but it doesn’t mean it has to
be king of just one thing.” - @latrointhemist

36. eMarketing Association 2014
@erinever
Your content’s life shouldn’t end at a blog post

37. eMarketing Association 2014
@erinever
Break it down to bite-sized pieces
Via http://www.chefchristopherscatering.com/

38. eMarketing Association 2014
@erinever
Expand it out into a whitepaper or ebook

39. eMarketing Association 2014
@erinever
Turn it into a webinar
Via http://bellavita.tv/

40. eMarketing Association 2014
@erinever
Promote your content, not your service
Via http://www.travisberry.com/

41. Closed-Loop
Reporting
with your
CRM
eMarketing Association 2014
@erinever

42. “Half the money
I spend on
advertising is
wasted; the
trouble is I don’t
know which
half.”
- John Wanamaker
eMarketing Association 2014
@erinever

43. Remember ranking reports?
Via http://vysibility.com/
eMarketing Association 2014
@erinever

44. And when traffic was our best metric?
eMarketing Association 2014
@erinever

45. Weak.
eMarketing Association 2014
@erinever
Via http://spongebob.nick.com/

46. These people are window shoppers.
eMarketing Association 2014
@erinever
Via http://www.rentcafe.com/

47. eMarketing Association 2014
@erinever
Clients aren’t going to take that anymore.

48. Anyone can drive traffic. It takes a real
marketer to drive conversions.
eMarketing Association 2014
@erinever

49. eMarketing Association 2014
@erinever
Google Analytics Assisted Conversions helps

50. eMarketing Association 2014
@erinever
First, you have to track everything.
utm_source=Twitter&utm_medium
=social&utm_campaign=socialflow
utm_source=google&utm_medium
=cpc&utm_term=digital%20market
ing&utm_content=Digital%20Mark
eting%20Agency&utm_campaign=
Marketing%20PPC

51. eMarketing Association 2014
@erinever
Real data comes from marketing automation

52. eMarketing Association 2014
@erinever
Capture their name when they fill out a form

53. eMarketing Association 2014
@erinever
If a contact form is your only way to capture an email
address, you’re drying up your lead funnel.

54. eMarketing Association 2014
@erinever
The beauty is in the details.

55. eMarketing Association 2014
@erinever
Sync with your CRM to track entire lifecycle
Via http://www.pardot.com

56. OK this is a lot to do.
eMarketing Association 2014
@erinever
Via http://www.cbs.com/

57. Start with you.
eMarketing Association 2014
@erinever

58. http://352.fm/em14-audit-guide
eMarketing Association 2014
@erinever

59. Thank You!
eMarketing Association 2014
@erinever