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Content Marketing: SEO, Social Media, Email Marketing (Tech week 2012)


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Presentation given at TechWeek Chicago 2012, by Andy Crestodina of Orbit Media. This was a modified version of another Content Marketing presentation and covers the basics of SEO, social media and email marketing. It begins with website ROI and ends with the Google Author Rank patent.

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Content Marketing: SEO, Social Media, Email Marketing (Tech week 2012)

  1. 1. Andy Crestodina @crestodina #techweekchi Content Marketing Social, SEO & Email
  2. 2. Website ROI (SR) CTR = V V x CR = L (L x CL)(P – Dc) = $ L = leads P = price CL = closing rate Dc = delivery costs $ = profit! S = search volume R = rank CTR = click through V = visits CR = conversion
  3. 3. Website ROI made simple… Traffic x Conversions = $
  4. 4. Content Marketing Activities
  5. 5. Traffic Profile: Social, Email, Search
  6. 6. Choose your channel My site or yours?
  7. 7. ☐ Web Page ☐ Blog Post ☐ Blog Post & Newsletter ☐ Guest Blog Post ☐ Newsletter ☐ Blog Post & Guest Blog Post Pick one…
  8. 8. Keyphrase research The foundation of search
  9. 9. Keyphrase Research
  10. 10. Newsletter Timing When to send?
  11. 11. Source: Hubspot, Science of Email Marketing
  12. 12. Source: Hubspot, Science of Email Marketing
  13. 13. Source: Hubspot, Science of Email Marketing
  14. 14. Source: Hubspot, Science of Email Marketing A/B Testing. Of course!
  15. 15. Sign Up Form Prominence, Promise, Privacy, Proof Source:
  16. 16. Sign Up Form Before… After…
  17. 17. Sign Up Form Before and After…
  18. 18. How Search Engines Work Keywords, Links and Content
  19. 19. Source: SEOmoz, 2011 Search Engine Ranking Factors How Search Engines Work
  20. 20. Source: SEOmoz, 2011 Search Engine Ranking Factors How Search Engines Work
  21. 21. Click Distribution
  22. 22. The Virtues of Guest Blogging Search + Social
  23. 23. Blogging vs. Guest Blogging Blogging Content = 2 Links = 0 Friends = 0 Guest Blogging Content = 3 Links = 1 Friends = 2
  24. 24. Blogging vs. Guest Blogging Round Two… content better links + diverse content + real connections Blogging Guest Blogging Strategy
  25. 25. Blogging vs. Guest Blogging Round Four… Nice blog, but… This is what great web marketing looks like. Blogging Guest Blogging Strategy
  26. 26. Social Promotion Sharing is caring
  27. 27. Targeted Sharing
  28. 28. Mentions Hashtags Quotes
  29. 29. Social media for networking… guest blogging for SEO Putting it all together
  30. 30. 1. Social media outreach (twitter) 2. Networking with journalists and host blogs 3. Guest blogging opportunity 4. High quality link 5. Improved domain authority 6. Higher rank, more traffic from search engines Social Activity  Search Engine Rankings
  31. 31. The Future of Search & Social …and how to future-proof your marketing
  32. 32. The identity of individual [authors] responsible for content can be used to influence search ratings. Assuming that a given [author] has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that [author] will be promoted relative to unsigned content or content from less reputable [authors] in search results. Source: Google’s Author Rank Patent
  33. 33. A good product can only be built where we understand who’s who and who is related to whom. Relationships are also important alongside content. To build a good product, we have to do all types of processing. But fundamentally, it’s not just about content. It’s about identity, relationships and content. - Amit Singhal The future of search is social
  34. 34. Andy Crestodina @orbiteers #techweekchi Thanks, TechWeek!