Presented by Heather Lutze, Marketing Speaker Findability.com 888-588-9326 This webinar will cover: • How to create compelling content plan and roadmap for 2013 that connects you with your desired target market including a 30 day Content Plan every month, working with Compliance and finding your business voice on Social Media. • Good keyword research – How to connect with how people think so you can socially engage. • Create a detailed social media plan, with specific goals, tracking, and content for Facebook, Twitter and LinkedIn. • FREE Downloadable Content & Productivity Tools Step –by-Step Guide to keep the learning going far after the webinar event. This guide will walk you through implementation of the topics covered in the webinar. An in-depth guide to social media productivity tools so you can automate it, and get back to work! Isn’t it time to add these savvy Social Media tips and tricks to your marketing portfolio?

1. 1
CONTENT MARKETING DONE RIGHT!
WEBINAR
Heather Lutze, CEO/Founder, Findability Group
Search Marketing #GetFound
Thursday, July 18, 13

2. 2
Thursday, July 18, 13

3. 2
Thursday, July 18, 13

4. 3
WHAT IS CONTENT MARKETING?
Content Marketing is About Drawing Attention
to The Content On Your Website;
Social Media Marketing Is About Encouraging
Engagement on The Various Social Media
Forums Out There in Cyberspace.
Combined Is a Holistic Strategy.
Thursday, July 18, 13

5. 4
CONTENT AND SOCIAL MEDIA MARKETING
ULTIMATELY WORK TOGETHER TO BUILD
Thursday, July 18, 13

6. 4
CONTENT AND SOCIAL MEDIA MARKETING
ULTIMATELY WORK TOGETHER TO BUILD
Value In Your Company Or Organization
Thursday, July 18, 13

7. 4
CONTENT AND SOCIAL MEDIA MARKETING
ULTIMATELY WORK TOGETHER TO BUILD
Value In Your Company Or Organization
A Personality And Brand That People Know
And Trust
Thursday, July 18, 13

8. 4
CONTENT AND SOCIAL MEDIA MARKETING
ULTIMATELY WORK TOGETHER TO BUILD
Value In Your Company Or Organization
A Personality And Brand That People Know
And Trust
Sustainable Relationships
Thursday, July 18, 13

9. 4
CONTENT AND SOCIAL MEDIA MARKETING
ULTIMATELY WORK TOGETHER TO BUILD
Value In Your Company Or Organization
A Personality And Brand That People Know
And Trust
Sustainable Relationships
A Supportive Online Community
Thursday, July 18, 13

10. 4
CONTENT AND SOCIAL MEDIA MARKETING
ULTIMATELY WORK TOGETHER TO BUILD
Value In Your Company Or Organization
A Personality And Brand That People Know
And Trust
Sustainable Relationships
A Supportive Online Community
Domain Authority And Desired Rankings
Thursday, July 18, 13

11. 5
CONTENT MARKETING & THE SOCIAL PROCESS
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

12. 5
CONTENT MARKETING & THE SOCIAL PROCESS
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Analyze StrategyCommunity Value
BroadcastEngageMeasure
Thursday, July 18, 13

13. 6
1. Analyze & Observe
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

14. 6
1. Analyze & Observe
Analyze Current Efforts
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

15. 6
1. Analyze & Observe
Analyze Current Efforts
Size Up Competition
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

16. 6
1. Analyze & Observe
Analyze Current Efforts
Size Up Competition
Observe Social Climate
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

17. 6
1. Analyze & Observe
Analyze Current Efforts
Size Up Competition
Observe Social Climate
Determine Gaps
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

18. 7
Thursday, July 18, 13

19. 7
Thursday, July 18, 13

20. 7
Do You Know This Company?
Thursday, July 18, 13

21. 7
Do You Know This Company?
Do You Trust Them?
Thursday, July 18, 13

22. 7
Do You Know This Company?
Do You Trust Them?
What’s Their Customer Service Like?
Thursday, July 18, 13

23. 7
Do You Know This Company?
Do You Trust Them?
What’s Their Customer Service Like?
Are Their Services Reliable?
Thursday, July 18, 13

24. 8
2. Build Your Online Community
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

25. 8
2. Build Your Online Community
Analyze Target Audience &
Thought Leaders
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

26. 8
2. Build Your Online Community
Analyze Target Audience &
Thought Leaders
Determine Social Spaces. Where
Is The Activity?
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

27. 8
2. Build Your Online Community
Analyze Target Audience &
Thought Leaders
Determine Social Spaces. Where
Is The Activity?
Follow, Read And Engage On
Appropriate Social Media Outlets
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

28. 9
3. Develop Your Strategy
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

29. 9
3. Develop Your Strategy
Define Goals & Action Items
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

30. 9
3. Develop Your Strategy
Define Goals & Action Items
Select Appropriate Social Media Outlets
For Target And Strategy Improvement
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

31. 9
3. Develop Your Strategy
Define Goals & Action Items
Select Appropriate Social Media Outlets
For Target And Strategy Improvement
Create & Align Calendar With All Efforts
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

32. 9
3. Develop Your Strategy
Define Goals & Action Items
Select Appropriate Social Media Outlets
For Target And Strategy Improvement
Create & Align Calendar With All Efforts
Determine Tools & Method of
Measurement
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

33. 10
4. Create The Value
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Blog Videos Photos Info-
Graphics
Thursday, July 18, 13

34. 11
5. Get The Word Out
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

35. 11
5. Get The Word Out
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
wflixg
Thursday, July 18, 13

36. 12
6. Monitor & Engage
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

37. 12
6. Monitor & Engage
Monitor Online Community
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

38. 12
6. Monitor & Engage
Monitor Online Community
Join Discussions
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

39. 12
6. Monitor & Engage
Monitor Online Community
Join Discussions
Respond & Engage
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

40. 13
7. Measure & Analyze
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

41. 13
7. Measure & Analyze
Review Metrics
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

42. 13
7. Measure & Analyze
Review Metrics
Analyze Data
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

43. 13
7. Measure & Analyze
Review Metrics
Analyze Data
Make Improvements
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13

44. 14
What Is Author Rank?
Thursday, July 18, 13

45. Google Is Seeking to Identify Who Has
Credibility On The Web
14
What Is Author Rank?
Thursday, July 18, 13

46. 15
What Kind of Author Are You?
Thursday, July 18, 13

47. 15
What Kind of Author Are You?
Author of Web Site Is No Longer Enough...
You Must be a Social Author.
Thursday, July 18, 13

48. 16
TURN YOURSELF INTO AN AUTHOR
THAT GOOGLE RECOGNIZES BY:
Thursday, July 18, 13

49. 16
TURN YOURSELF INTO AN AUTHOR
THAT GOOGLE RECOGNIZES BY:
Using Your Name in By Lines
Thursday, July 18, 13

50. 16
TURN YOURSELF INTO AN AUTHOR
THAT GOOGLE RECOGNIZES BY:
Using Your Name in By Lines
Creating Keyword Rich Social Content
Thursday, July 18, 13

51. 16
TURN YOURSELF INTO AN AUTHOR
THAT GOOGLE RECOGNIZES BY:
Using Your Name in By Lines
Creating Keyword Rich Social Content
Writing Content Specific to Audiences
Thursday, July 18, 13

52. 16
TURN YOURSELF INTO AN AUTHOR
THAT GOOGLE RECOGNIZES BY:
Using Your Name in By Lines
Creating Keyword Rich Social Content
Writing Content Specific to Audiences
Blogging
Thursday, July 18, 13

53. 17
Creating A Content Plan That Get’s
Results for Social Media
Thursday, July 18, 13

54. 18
YOUR CONTENT ROADMAP
Thursday, July 18, 13

55. 19
SCHEDULE A MEETING
Thursday, July 18, 13

56. 19
SCHEDULE A MEETING
Define Your Objectives
Thursday, July 18, 13

57. 19
SCHEDULE A MEETING
Define Your Objectives
Branding
Thursday, July 18, 13

58. 19
SCHEDULE A MEETING
Define Your Objectives
Branding
Reputation Management
Thursday, July 18, 13

59. 19
SCHEDULE A MEETING
Define Your Objectives
Branding
Reputation Management
Thought Leaders
Thursday, July 18, 13

60. 19
SCHEDULE A MEETING
Define Your Objectives
Branding
Reputation Management
Thought Leaders
Build Customer Relationships/Retention
Thursday, July 18, 13

61. 20
THE STARTUP COMMITTEE
Thursday, July 18, 13

62. 20
THE STARTUP COMMITTEE
Small Group of In-House Social
Media Advocates
Thursday, July 18, 13

63. 21
PICK YOUR APPROPRIATE SOCIAL SITES
Thursday, July 18, 13

64. Become Findable Under
the Right Keywords
Thursday, July 18, 13

65. 23
FINDABILITY BUYING CYCLE
Thursday, July 18, 13

66. 23
FINDABILITY BUYING CYCLE
INFORMATIONInvestments
Thursday, July 18, 13

67. 23
FINDABILITY BUYING CYCLE
SHOPPING
INFORMATION
Investment Advisor
Investments
Thursday, July 18, 13

68. 23
FINDABILITY BUYING CYCLE
SHOPPING
INFORMATION
PURCHASINGInvestment Advisor Estate Planning
Investment Advisor
Investments
Thursday, July 18, 13

69. 23
FINDABILITY BUYING CYCLE
SHOPPING
INFORMATION
PURCHASINGInvestment Advisor Estate Planning
Investment Advisor
Investments
Thursday, July 18, 13

70. Source: Hubspot 2012
SEARCH DEMAND
Thursday, July 18, 13

71. Informational Keywords
Thursday, July 18, 13

72. Informational Keywords
Thursday, July 18, 13

73. Informational Keywords
“Retirement”
Thursday, July 18, 13

74. Informational Keywords
“Retirement”
“Wealth”
Thursday, July 18, 13

75. Informational Keywords
“Retirement”
“Wealth”
“Investments”
Thursday, July 18, 13

76. Shopping Keywords
Thursday, July 18, 13

77. Shopping Keywords
Thursday, July 18, 13

78. Shopping Keywords
“Retirement Planning”
Thursday, July 18, 13

79. Shopping Keywords
“Retirement Planning”
“Wealth Management”
Thursday, July 18, 13

80. Shopping Keywords
“Retirement Planning”
“Wealth Management”
“Investment Advisor”
Thursday, July 18, 13

81. Purchashing Keywords
Thursday, July 18, 13

82. Purchashing Keywords
Thursday, July 18, 13

83. “Retirement Planning Help”
Purchashing Keywords
Thursday, July 18, 13

84. “Retirement Planning Help”
“Wealth Management Services”
Purchashing Keywords
Thursday, July 18, 13

85. “Retirement Planning Help”
“Wealth Management Services”
“Investment Advisor in Denver”
Purchashing Keywords
Thursday, July 18, 13

86. FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

87. 29
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

88. 29
FIND YOUR BEST KEYWORDS
1. Invite Key Members
Thursday, July 18, 13

89. 29
FIND YOUR BEST KEYWORDS
1. Invite Key Members
2. Schedule 30 min - 1 hour
Thursday, July 18, 13

90. 29
FIND YOUR BEST KEYWORDS
1. Invite Key Members
2. Schedule 30 min - 1 hour
3. Find Comfortable Work Space
Thursday, July 18, 13

91. 29
FIND YOUR BEST KEYWORDS
1. Invite Key Members
2. Schedule 30 min - 1 hour
3. Find Comfortable Work Space
4. Ground Rules: Anything Goes
& No Titles Allowed
Thursday, July 18, 13

92. 29
FIND YOUR BEST KEYWORDS
1. Invite Key Members
2. Schedule 30 min - 1 hour
3. Find Comfortable Work Space
4. Ground Rules: Anything Goes
& No Titles Allowed
5. Keep an Open Mind
Thursday, July 18, 13

93. 30
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

94. 30
6. Start Session: “How Would You Search
For Our Services on the Web?”
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

95. 30
6. Start Session: “How Would You Search
For Our Services on the Web?”
• Pain Questions
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

96. 30
6. Start Session: “How Would You Search
For Our Services on the Web?”
• Pain Questions
• Pain Factors
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

97. 30
6. Start Session: “How Would You Search
For Our Services on the Web?”
• Pain Questions
• Pain Factors
• Common Terms
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

98. 30
6. Start Session: “How Would You Search
For Our Services on the Web?”
• Pain Questions
• Pain Factors
• Common Terms
• Ways You Do Not Want to be Found
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

99. 31
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

100. 31
7. Who Answers the Phone?
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

101. 31
7. Who Answers the Phone?
8. Sticky Note Every Single Idea
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

102. 31
7. Who Answers the Phone?
8. Sticky Note Every Single Idea
• Group Them By Type
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

103. 31
7. Who Answers the Phone?
8. Sticky Note Every Single Idea
• Group Them By Type
• Focus on Shopping & Purchasing
Keywords
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13

104. Findability Formula Research Tools
Thursday, July 18, 13

105. Findability Formula Research Tools
AdWords Keyword Tool
Wordle.net
Thursday, July 18, 13

106. YOUR SEARCHERS MINDSET
Thursday, July 18, 13

107. Search on Google.com
Keyword Tool
YOUR SEARCHERS MINDSET
Thursday, July 18, 13

108. Search on Google.com
Keyword Tool
YOUR SEARCHERS MINDSET
https://adwords.google.com/select/
KeywordToolExternal
Thursday, July 18, 13

109. Thursday, July 18, 13

110. Keyword Tool
Thursday, July 18, 13

111. Keyword Tool
Thursday, July 18, 13

112. Thursday, July 18, 13

113. Thursday, July 18, 13

114. Thursday, July 18, 13

115. Thursday, July 18, 13

116. Thursday, July 18, 13

117. Thursday, July 18, 13

118. Thursday, July 18, 13

119. CONTENT OPTIMIZATION
WORDLE.NET
Thursday, July 18, 13

120. Thursday, July 18, 13

121. Become a CLO
“Chief Listening Officer”
Listen as Hard as You Create
Thursday, July 18, 13

122. Become a CLO
“Chief Listening Officer”
Listen as Hard as You Create
Thursday, July 18, 13

123. Become a CLO
“Chief Listening Officer”
Listen as Hard as You Create
Google Alerts
Thursday, July 18, 13

124. Become a CLO
“Chief Listening Officer”
Listen as Hard as You Create
Google Alerts
TweetBeep
Thursday, July 18, 13

125. Become a CLO
“Chief Listening Officer”
Listen as Hard as You Create
Google Alerts
TweetBeep
HootSuite and TweetDeck
Thursday, July 18, 13

126. Become a CLO
“Chief Listening Officer”
Listen as Hard as You Create
Google Alerts
TweetBeep
HootSuite and TweetDeck
Social Mention
Thursday, July 18, 13

127. Become a CLO
“Chief Listening Officer”
Listen as Hard as You Create
Google Alerts
TweetBeep
HootSuite and TweetDeck
Social Mention
Brand Monitor
Thursday, July 18, 13

128. HootSuite
Revolutionizing Social Communication
Vicky Truong
Social Media Coach
Vicky.truong@hootsuite.com
@hootvicky
Thursday, July 18, 13

129. Hoo’s HootSuite?
• Born in 2008 from a need at a
Marketing Agency
• Free until late 2010 then Freemium
• Currently have 5+ million users
• Most used by agencies
• Used by 79 of the Fortune 100
Thursday, July 18, 13

130. The world’s top brands use
Thursday, July 18, 13

131. Integrated with Top Social Networks
Thursday, July 18, 13

132. HootSuite App Directory
HootSuite SDK
Adding a new social network,
integrating a content curation
or discovery tool, or pulling in
data visualization and
additional analytics tools into
HootSuite is all possible with
the App Directory SDK.
HootSuite API
The HootSuite Engagement
API opens up HootSuite's core
social network management
and message publishing
functionality for integration into
third party applications.
Thursday, July 18, 13

133. HootSuite Mobile
Mobile applications running on all major mobile
platforms.
Thursday, July 18, 13

134. Pillars of Social Business
Thursday, July 18, 13

135. Resources
• hootsuite.com
• library.hootsuite.com
• blog.hootsuite.com
• @hootsuite
• @hootbusiness
Thursday, July 18, 13

136. E-book/KindleFree Audio Book 5-Minute Findability
Snapshot
Thursday, July 18, 13

137. 49
HEATHER LUTZE
CEO, Speaker, Trainer
Findability Consulting & Speaking
303-909-6710
888-588-9326
www.Findability.com
Heather@Findability.com
Thursday, July 18, 13