Have you ever wondered how great marketers consistently get more views, higher engagement and more sales? It's not magic. No, it's a time tested marketing framework that applies to commercials, videos, web pages, images and every other form of content online. This framework is a general 5-step plans that includes: - Planning - Development - Optimization - Syndication - Measurement Explore how these 5 steps can help improve your organic rankings, help your video go viral, or skyrocket your conversion rate.

3. TOP RANKING FACTORS 2013

4. TOP RANKING FACTORS 2013
“Pages from brands often lack perfect page
optimization, but on average they have a lot of
very good links and in most cases strong social
signals, and rank in top positions.”

8. how do we turn our clients from!
THIS

9. into!
THIS

10. easy
steps5
in just

12. Planning!
Measurement!
Distribution
Optimization!
1
2
3
4
5
Development!
5 Point Content Marketing Framework

14. Paid Keyword Data Creates Story Ideas

15. Social Data Creates Story Ideas

16. Content Calendars Organize Ideas

17. the content?
create
Who is going to

18. ways to get content created
3there are

19. 1. Brand Generated Content

20. 2. User Generated Content

21. 3. Curated Content

22. optimize

23. Optimize for Reach

24. Optimize for Engagement
@Nasa uses influencers to
create high engagement
!
“We try to engage influencers. We
tweeted a happy birthday to Star
Trek’s Leonard Nimoy, engaged with
Tom Hanks reliving the making of the
film Apollo 13 and were also engaged
and got retweeted by Justin Bieber
(who has over 36 million followers).”
!
- John Yembrick
Social Media Manager at NASA

25. Optimize for Topics NOT Keywords
ThisUSEDtowork!

26. Google Knows what THINGS are now

27. Google Knows what THINGS are now

28. Google Knows what THINGS are now

29. Google Knows what THINGS are now
Google cares less about the words
on the page, and cares more about
how closely related the concept of
the page is to a query

30. Google Knows what THINGS are now
To rank well for, [Apple Nutrition] I
don’t optimize for the keyphase
[Apple Nutrition] but rather for the
nutritional attributes of an apple
Calories is a nutritional
attribute of an apple

31. Google Knows what THINGS are now
To rank well for, [luxury cars] I write about attributes of car
closely related to luxury
Jay Leno is a well known
collector of luxury cars. I should
write content about Jay Leno.

33. distribute

34. Doesn’t matter if you say you’re an!
EXPERT
What matter is what !
OTHERSsay

35. expertlook like online?
What does an

36. I have a question

38. voted
liked
EXPERT ANSWERS GET
shared
linked to
stumbled
commented
+1’ed
pinned reblogged
tweeted
retweeted
embedded
viewed
downloadedread
recommended
tagged
digged
favorite

39. Find out what questions are people asking?
3
2
1
Get brand to answer questions
Get answers in front of people

40. vote
like
SO THEY CAN
shared
linked to
stumble
comment
+1’ed
pin reblog
tweet
retweet
embed
view
download
read
recommend
tag
digg
favorite

41. SEARCH SOCIAL
PR
INFLUENCER
MARKETING
Distribute
content to
followers
Feature content
to new users
Create buzz in
the media
paid and organic paid and organic
paid and organic

42. measure

43. We Know What Signals Search Engines Measure

44. We Can Anticipate Future Signals

45. Organic Search Rankings

46. Social Platform Analytics

47. Traffic and Conversions - Webmaster Tools + Analytics

48. Links Analysis - Moz

49. Links Analysis - Moz

50. Case Study

52. Create
Chipotle partnered with
Moonbot Studios to create a
short, Pixlar-like film.

53. Optimize
The popularity of the video
resulting in rankings for
competitive, non-branded
keywords.

54. Distribute
Hundreds of popular blogs
covered the advertisement as
if it was breaking news.

55. Distribute
Social media enthusiasts curated
content from these sites to share
on their networks.
Chris Brogan is one of the most influential
social media users in the world

56. Measure
12M views, 60k likes, 30k shares,
14k comments, 5k subscribers
and climbing

57. THANK YOU