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Content as a Marketing Asset

Conference presentation from the Texas Association of Graduate Admissions Professionals (TxGAP) 2012 Professional Development Conference.

Author:
Mark Barrera & Dan Sturdivant
Marketing Consultant
Barrera Search Marketing

Description:
Using content (articles, infographics, video, and other content types) as a way to generate good placement in search engine results is a good practice. But how do you use content to provide a long lasting effect? Mark Barrera and Dan Sturdivant will discuss various ways to use content as an asset whose value out lives that of other marketing tactics.

For more information, visit www.txgap.com.

Conference presentation from the Texas Association of Graduate Admissions Professionals (TxGAP) 2012 Professional Development Conference.

Author:
Mark Barrera & Dan Sturdivant
Marketing Consultant
Barrera Search Marketing

Description:
Using content (articles, infographics, video, and other content types) as a way to generate good placement in search engine results is a good practice. But how do you use content to provide a long lasting effect? Mark Barrera and Dan Sturdivant will discuss various ways to use content as an asset whose value out lives that of other marketing tactics.

For more information, visit www.txgap.com.

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Content as a Marketing Asset

  1. 1. Content Marketing in Higher Education Mark Barrera
  2. 2. Content Marketing • Content marketing is the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action.
  3. 3. Content Marketing • Audience Segmentation • Content Types • Editorial Calendar • Distribution • Measure Success
  4. 4. • Audience Segmentation • Location • Life Situation • Academic Standing • What are They Looking For –Pain Points
  5. 5. Content Types –Images •Campus Activity •Humor
  6. 6. Rich Media Events •Pre •During •Follow-up
  7. 7. Rich Media
  8. 8. Infographics
  9. 9. Content Types –Evergreen •Research •Guides •How Tos
  10. 10. Editorial Calendars
  11. 11. Distribution • Social Media • Share via Email • Partnerships • Press / Media • Allow Content to be Shared Easily
  12. 12. Automation • Preschedule • Blog Posts • Press Releases • Social Media
  13. 13. Measure
  14. 14. Contact Me This Presentation Can be Downloaded at http://www.slideshare.net/markbarrera • Mark Barrera – 214-908-0954 – BarreraSearchMarketing.com – DFWSEM.org – November 14th – State of Search Conference • http://www.stateofsearch.org
  15. 15. Success With Content Marketing Dan Sturdivant @dansturdivant
  16. 16. Success With Content Marketing Dan Sturdivant DFW Search Engine Marketing Association Manage a $4.5mm CPC Budget @dansturdivant
  17. 17. CPC Advertising v Content Marketing @dansturdivant
  18. 18. Definitions • CPC- Cost Per Click • Content Marketing- A marketing technique that creates relevant and valuable content in order to attract a target audience - with the goal to promote a customer action. • CPA- Cost Per Action
  19. 19. The * Numbers CPC Advertising • Action: $100/Thing • Budget: $500/month • Landing page converts at12% • Cost Per Click: $5.00 • CPC Management @dansturdivant
  20. 20. The * Numbers Content Marketing • Action: $100/Thing • Budget: $500/month • Landing page converts at12% • Content Costs (per article): $40.00 – Copywriting $25.00 – Editing $5.00 – Optimizing (Scribe) $5.00 – Distribution $5.00 @dansturdivant
  21. 21. $100 Sale $5 CPC
  22. 22. Search Engine Results Content Page Landing Page @dansturdivant
  23. 23. Search Engine Results 42 Page Views/Year 12% (5 Sales) @dansturdivant
  24. 24. 8 6 4 2 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
  25. 25. $20,000 $15,000 $10,000 $500 Monthly Marketing Budget 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
  26. 26. $20,000 $20,000 $15,000 $10,000 $500 Monthly Marketing Budget $90 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
  27. 27. $20,000 $20,000 $15,000 $10,000 $500 Monthly Marketing Budget $90 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
  28. 28. PAYOFFS • Revenue Positive: 6 weeks • Beats CPC:12 weeks • Cost: $500/month
  29. 29. PAYOFFS • Revenue Positive: 6 weeks • Beats CPC:12 weeks • Cost: $500/month • Asset: Priceless
  30. 30. @dansturdivant
  31. 31. Resources • Copyblogger • Flipboard • Content Marketing on AllTop.com • Brian Solis (briansolis.com) • Content Marketing Institute @dansturdivant
  32. 32. Upcoming Opportunities • June 30: WP Meetup: Meet the Developers • July 10: Content Strategy: Kristina Halvorsen • July 18: DFW SEM: Tools & Site Clinics @dansturdivant
  33. 33. Questions? Contact Me... Digital Direct Response Creative Search Engine Marketing Content Marketing @dansturdivant dan.sturdivant@gmail.com DFW Search Engine Marketing Association DFWSEM.org

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