Learn tips and techniques to expertly combine good content, well-designed SEO and smart social media efforts to create a web marketing plan that will increase leads and sales for your business!
How to Supercharge Your Business with Content Marketing
1. HOW TO SUPERCHARGE
YOUR BUSINESS WITH
CONTENT MARKETING
Deb Briggs
deb@polepositionmarketing.com
@debbriggs517
Kathy Gray
kathy@polepositionmarketing.com
@kagray
@PolePositionMkg
3. Marketing is shifting from outbound
to inbound
WEBMARKETING’SEDGE
* Get Content. Get Customers.
Joe Pulizzi, et al.
Technology is cheap
Inbound leads cost 62% less than outbound leads**
Selling to customers is more
challenging (informed)
Change in
buyer attitudes
Traditional
media losing
reach
High quality
content from
businesses
Shrinking
media budgets
reduce quality
**http://blog.hubspot.com/blog/tabid/6307/bid/10172/Inbound-
Leads-Cost-62-Less-than-Outbound-New-Data.aspx
March 2011
7. THECHALLENGESOFWEBMARKETING
Google sites = 88
billion search per
month
50-200 versions of
Google’s core
algorithm in the
wild
70% of brands’
social content does
not rank top 20 for
brand names
Sources: comScore, Google Inside Search, BrightEdge
SMO Study, 4/11
Number of searches is growing
exponentially
12. WHYYOUNEEDCONTENT,SEARCH&SOCIAL
51%
48%
1%
Search & Social Conversions
Search
Search + Social
Social Alone
Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011
http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
Social can’t go it alone
13. WHYYOUNEEDCONTENT,SEARCH&SOCIAL
Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011
http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
64%
Consumer Connections via Social Media
AFTER Purchase
Likely to Follow
Unlikely
Unsure
Social media is closely tied to branding
and customer loyalty
14. WHYYOUNEEDCONTENT,SEARCH&SOCIAL
0% 20% 40% 60% 80% 100%
Internet Search
Blogs
User-generated
Message boards
Social networks
Magazines
TV
Newspapers
92%
53%
46%
34%
26%
20%
Info for Purchasing Decisions
Media Used Frequently* by US Internet Users** to Find Information
to Help with Purchase Decisions, March 2010
eMarketer.com
92%
Purchasing decisions
15. WHYYOUNEEDCONTENT,SEARCH&SOCIAL
“A shape appears to be forming in the
brand opportunity to connect with
consumers. Consumers want
accurate, timely information and they
will alternate between two channels; one
they feel is ubiquitous and a part of their
everyday life (search), and one that [has
the ability to] not only introduce brand
purchase decisions, but alter their
intentions and confirm their final
purchase decision (social media).”
Content
Search
Social
Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011
http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
“The Virtuous Circle”
22. COMPLETEWEBMARKETINGPLAN
What are their goals and
aspirations?
What are their problems?
What media do they rely on for
their answers to problems?
What style of content would appeal
to them?
What sorts of images and
multimedia appeal to each?
What words and phrases do these
buyers use?
How can we reach them?
*New Rules of Marketing and PR David Meerman Scott
How to develop personas
30. THREEPHASESOFTHEBUYINGCYCLE
Goal Move them to
the next phase
Deciding on
Needs
• Use laymen’s terms
• Avoid industry jargon
• Explain value of what you
offer
Appealing to researchers
32. THREEPHASESOFTHEBUYINGCYCLE
Goal Move them to
the next phase
Comparing Aspects
• More industry specific
terms
• Highlight your skills and
experience
• Provide side by side
comparisons
Appealing to shoppers
41. SOCIALMEDIAGOALSANDMETRICS
• Introduction (awareness, drive traffic to site)
• Expansion into new market
• Conversation (word of mouth) and connections
• Reviews
Presence
• Sentiment
• Mentions/reviews
• Evangelism
Brand
• Leads
• Subscriptions
• Social shares and comments
• Targeted site traffic
• Sales
Conversions
Set your microgoals
48. Thank You!
Next
Workshop
October 1, 2013
How to Write Amazing Content
Search Engines Love & People
Want to Share
Register today at ppmkg.eventbrite.com