http://www.jonrognerud.com - learn about paid, owned, earned media and the essential keys to both short term and long term business growth. From a presentation at the SocialMediaRockstarsEvent.com

1. Paid, Owned, Earned Media and
How To Win Friends (Business)
@jonrognerud
www.chaosmap.com
contact@jonrognerud.com
Sept 14, 2016

2. After leaving
Overture/Yahoo….

3. SEO / Social Audits, PPC,
Content & Outreach
(2006)
Website Development &
APIs, and Landing Pages
(WordPress)
Lead Generation & Sales
Growth Hacking
(A/B, Analytics, Automation)
< THE TIMELINE />

4.  What is POEM?
 Ramping Up
 The Framework for Growth
What You’ll Learn
+ Awesome Bonus

5. TODAY: Let’s Knock It Out Of The Park!

6. WARNING!
(…before you start anything…)

7. How Do I Get
(Consistent) Results?

8. Content Relevancy.

9. Know who your customer is!
“What does he or she really want?”

10. (…Translates Into…):

11. Personalization!
Think about “Bob” and/or “Jane” first.

12. Heard this one before…?

13. “Content…
Create quality, not quantity”
(i.e. longer posts, useful content, unique content, 10x content)

14. What is Quality Content?

15. High Quality Content Is:
o Expertise, Authority and Trustworthiness
(EAT)
o Solve user’s needs first – make it useful
o All content developed around “intent”!

16. What is “POEM”?

17. PAID, OWNED, EARNED
MEDIA

18. Paid Media (General Consumers)
• Trad. Advertising
• Print, TV, Radio
• Display Ads
• Direct Mail
• Paid Search (Adwords, Facebook, LinkedIn)
• Retargeting
• Retail/channel

19. Paid Media (Examples)

20. Owned Media (Customers)
• Your Website, Blog
• Mobile site
• Email lists
• Your Content ‘Socialized’
• Social channels
Channels that are under your control:

21. Owned Media (Examples)

22. Earned Media (Fans)
(Your Reputation…!)
• Word of Mouth
• Facebook comments, shares
• Twitter mentions, replies
• Blogs
• Forums
• Review sites

23. Earned Media (Examples)

24. NET Result?
Long term
business growth!

25. QUESTION:
What To Focus On?

26. IMPLEMENT CAMPAIGNS FOR ALL:

27. HOW TO GET STARTED

28. Your Company Website

29. IMPORTANT!
Panda and/or Penguin Filters?

30. How To Get Started – STEP 1
Baseline: Where do you stand today?
• Research
• Keywords, Topics, Relevancy and Audience
• The “Top 10“:
• Find the top 10 questions most asked to determine initial
content strategy
• Consider surveying your list / customers
• TIP: ask what phrases they might use to find you!

31. How To Get Started – STEP 1
• New and old content should be considered
• Meta tags in pages (Title, Description, Hx, ALT Attributes, etc.)
• Expand body copy to meet your findings and demand
• Create content plans and effort for these “stages”:
1. Awareness (construction stage)
2. Interest (early stage)
3. Consideration (middle stage)
4. Purchase decision (late stage)
@michaelbonfils
Customer Journey
Allocation of
Tactic / Budget:

32. How To Get Started – STEP 2
Build out: Leverage & expand existing content
• Review GA, GSC & any internal assets
• Look into paid campaigns and their conversions
• Purge (noindex or redirect, be careful) and Merge (consolidate)
• What’s not available now, but should be?
• Examples: webinars/transcribed, whitepapers, ‘how-to’
guides, a micro-site with training materials and videos)

33. How To Get Started – STEP 2
• Focus on “Intent” and “Behavior” as you think about the
Informational, Transactional, Navigational framework
• Share content via “Title-switching” and content experimenting on
Social Channels
• For example, post on blog, then change title and image and post on LinkedIn
with a link back to the original source on your site.
Zansmedia.com

34. How To Get Started – STEP 3
• Longer Term Planning
• Scheduling & Frequency
• Keep your Content Calendar updated
• Repeat steps 1 – 2 – 3
• Ongoing review of your your incoming analytics data
Future: Perpetual, ‘evergreen’ traffic

35. TOOLS AND CHECKLISTS

36. Checklist & Tools – 1 of 2
TO DO TOOL WHAT
 Find (hidden) content opportunities Screaming Frog Spider your domain (GA & GSC connect)
 Check page count consistency Site: command Google Google vs. Spider results vs. GSC
 Get site metrics, social and traffic to pages URL Profiler Review yours and Competitors – find “gaps”
 Discover (long tail) keywords and groupings SEMrush.com &
KeywordStudio.com
Compile lists and assign to pages
 New content ideas and topic compare BuzzSumo, SimilarWeb Compile list of ideas and find ‘sharers’
(influencers)
 Drive additional ‘lost’ traffic Google/FB retargeting, GTM Assign custom landing pages for repeat
business

37. Checklist & Tools – 2 of 2
TO DO TOOL WHAT
 Find “best” time of day social
push metrics
Co-Schedule and/or Buffer App Push to social, track with UTM
 Google Analytics Review Google GA Gallery Search for “content analysis” and install
 Headline testing and idea
generators
Hubspot and Coschedule Test different headlines and use in TITLE, similar
match in either H1 or H2
 Track social data movement http://socialcrawlytics.com Track and monitor external referrers
 Web Analytics Google, Clicky Weekly SEO / Content effectiveness reports
 Website Speed GTMetrix, Google Pagespeed Monthly and after deployments

38. EXAMPLES

39. SCREAMING FROG EXAMPLE

40. URL PROFILER EXAMPLE

41. Tracking Results

42. REMINDER FOR “CONVERSIONS”:
Run Your Business By The Numbers (KPI’s)
• Cost Per Lead?
• Cost Per Sale?
• Cost Per Click?
• Cost Per Registrant (Webinar)?
• Average Order Value (AOV)?
• Conversion Rate (action events & calls)?
• Lifetime Customer Value ?
• Retention vs. Attrition?

43. Traffic & Engagement Metrics
•What pages are improving? (Google Analytics)
•What keywords are improving (Traffic & rankings - GA & GSC)
•Bounce rate, time on site, pages per visit
•Mobile / Smartphones
• AMP considerations

44. Tracking Results
• Conversion metrics
• What goals have you established and are improving? (Google Analytics)
• Call tracking metrics
• GA Events/Goals, Callrail or Twilio
• Social metrics
• Socialcrawlytics, Simplymeasured

45. For Executives & Strategists In The Room:
Do this next week:
1. Determine the most key “stage” to focus on (audience/competitive
research)
2. Reach out to those who can help you (and/or outsource)
3. Begin to plan out “most needed” content and begin headline / synopsis
drafts

46. For Webmasters and Geeks In The Room:
Work with the executive team (find a sponsor in the organization)
Produce results from the checklist as proof points and ideas
Show data from the existing website
Do this next week:

47.  TEXT “Socialmedia” to 38470
You’ll receive: (First 15 During Conference)
FREE GIFTS: REPORTS & RESOURCES
1. One (1) Social Media Audit + Our SEO Audit Report Card
2. One (1) Copy Of “The Ultimate Guide To Optimizing Websites” (S&H only)
3. The Updated Essential Social Media Tools List
Valued at
$697.00

48. @jonrognerud
contact@jonrognerud.com
www.chaosmap.comAgency
Personal www.jonrognerud.com
Paid, Owned, Earned Media and
How To Win Friends (Business)