Lee Odden of TopRank Online Marketing presents on tactics for integrating SEO, Social Media and Content Marketing at Fusion Marketing Experience in Antwerp Belgium.

1. Customer-Centric
Content Marketing
@LeeOdden
TopRankMarketing.com
@leeodden - #fusionmex

2. Bonjour - Hallo
CEO: TopRankMarketing.com
Author: OptimizeBook.com
Blogger: TopRankBlog.com
Columnist: ClickZ.com
“Aspiring Best Dad in the World”
@leeodden - #fusionmex

3. Goals for this Workshop
• Cover the framework for an optimized and
socialized content marketing strategy
• Learn the value of customer segmentation &
personas
• Develop a content plan across the buying cycle
• Incorporate SEO into content development &
promotions
• Distinguish KPIs from business outcomes
@leeodden - #fusionmex

4. B2B Marketing SaaS
New company
Competitive, 10 year
old industry
Very ambitious goals
Committed to content
Walk, Run, Sprint,
Watch out!
Continuous refinement
@leeodden - #fusionmex

5. B2B Marketing SaaS
Start with questions:
Who is the customer?
What do they care about?
Where do they discover
content?
What formats do they
prefer?
What motivates them to
act?
What stories will we tell to
align brand & customer
goals?
@leeodden - #fusionmex

6. B2B Marketing SaaS
Audience: Sales, Marketing
Execs
Keywords: Broad & Category
Content: Resource Center,
Blogs, Social Content, Media
Optimize: Corp Site, Articles,
Blogs, Digital Assets, Social
Socialize: FB, LinkedIn, G+,
Slideshare, Twitter, YouTube
Integration: Marketing & PR
Measure: Non-Brand Keyword
Traffic, Social KPIs, Leads,
Conversions
@leeodden - #fusionmex

7. Hub and Spoke
@leeodden - #fusionmex

8. Google+ Facebook
Interactive Blogs Slideshare
Twitter LinkedIn
Flickr
@leeodden - #fusionmex

9. B2B Marketing SaaS
Customer segment & product KPIs:
keyword strategy drives content 20k+ Blog
Subscribers
Blogs are at the hub
20k Facebook Fans
Outposts are for:
41k Twitter Follows
• Developing connections
• Engaging prospects, customers, 4,800+ LinkedIn
Group Members
media, candidates
• Publishing optimized content 100’s top 10 Google
positions
• Promoting content “b2b marketing”
@leeodden - #fusionmex

10. B2B Marketing SaaS
Business Outcomes:
•1,800+ customers, 4 years
• 700% revenue growth past 2 years*
• Fastest growing SaaS after salesforce.com
(Jon Miller, VP Marketing)
• SEO & Blogs most effective lead gen source
(Jon Miller, VP Marketing)
@leeodden - #fusionmex

11. How To Optimize & Socialize?
@leeodden - #fusionmex

12. Content Marketing: Simplified
“Aligning customer &
brand objectives through
online content.”
@leeodden - #fusionmex

13. Great Content isn’t “Great”Until
it’s Discovered, Consumed and
Shared!
@leeodden - #fusionmex

14. So, If You Have Great Content…
Set it free!
92%
@leeodden - #fusionmex

15. Web Sites
News Images Video Local Real-Time Blogs
What can be searched,
Can be optimized!
@leeodden - #fusionmex

16. What Kind of Content?
• Products & Services • Media: Video, Audio,
• Corporate Info Images
• Blogs
• News, PR
• Tweets
• Help, FAQ
• Status Updates
• Job Listings • Comments
• Landing Pages • Tags
• Newsletter • MS Office Docs
• Fulfillment • PDF files
@leeodden - #fusionmex

17. Shift
Customer Focused Optimization
Discover Consume Act
Customers
Attract Engage Inspire
Interests Content Buy
Optimize Needs Media Refer
Pain Points Social Social Share
Search Device
Social
@leeodden - #fusionmex

18. Optimized & Socialized Framework
Awareness > Interest > Consideration > Purchase
Research Keywords Content & Optimize
Customer Topics Promotion Socialize
Segments Message Plan Promote
Preferences Search & Topics, SEO Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose Link Building
@leeodden - #fusionmex

19. Let’s Optimize Some Robots
ZRobot – Goals:
• Increase product Automate your cleaning with ZRobot
awareness All New
Get Mean With Your Clean!
• Grow networks ZRobot Dirt Terminator
New series of dirt zapping robot.
• Increase citations Available May 5, 2012:
Small Business
Pre Order
Ninjas Clean
Stressing Out
over Dirt?
in media & social Owners
Save Money
Without being
seen!
Bring in
ZRobot
Go Shopping Scientifically
Special Offers
• Increase sales
Whlle Zrobot Tested
Buy Now
cleans for you On real dirt!
@leeodden - #fusionmex

20. Consumer Personas: Goals
Carrie Stan Maria
Small Biz Owner Single Professional Tech Savvy Mom
Low cost cleaning Easy cleaning Efficient cleaning
Save on office costs New tech/gadgets Save time
@leeodden - #fusionmex

21. Customer & Content Optimization
Maria: Tech Savvy Mom
Buying
Keywords Social Topics Content Type
Cycle
Time Saving Housekeeping, Blog post, articles in
Awareness housekeeping tips
Naptime Cleaning relevant magazines
robot cleaners,
What types of automated
Interest automatic Demonstration video
cleaners are there?
Maria cleaning
Mom
Product feature/benefit
robot cleaner What are the best robot
Consideration list. Comparison to
reviews cleaners?
competitors
Customer Pain Points robot , Zrobot
Store locator, geo-specific
• No time to clean Purchase how to buy, Where can I buy a Zrobot?
store pages, FB fan pages
• 5 small children who spill and make Zrobot prices
messes Zrobot cleaning How to get more uses from Blog posts, guest posts,
Retention
• Light colored carpet tips your Zrobot video
• Cannot afford a weekly maid Zrobot fans,
Zrobot mom user group Q Facebook Fan page,
Advocacy Zrobot
and A, tips Forum, Zrobot Newsletter
accessories
@leeodden - #fusionmex

22. Optimized Editorial Plan
ZRobot Content Calendar
Suzy
Business
Owner
Maria
Mom
• Planned topics • Media
• Dates • Promotion channels
• Titles • Repurpose plans
• Categories • Cross linking
• Keywords
@leeodden - #fusionmex

23. SEO Super Star Says: Incorporating SEO
Optimize for People
First!
& Social Content
• Keywords
• Glossary
• Editorial Plan
• Content Campaign
• On-Page SEO
• Social SEO
• Hub & Spoke
@leeodden - #fusionmex

24. Hub & Spoke Publishing
How to
Auto
Clean
Videos Webinars
Enewsletter
Microblogging
Blog
Industry Pub
Testimonials
Article
Case Study
Buying Guide #fusionmex
@leeodden -

25. Keyword Glossary
Competitors Keywords Popularity Categories
@leeodden - #fusionmex

26. Editorial Plan
@leeodden - #fusionmex

27. Social Object SEO: Process
• Identify Topic/Story
• Research Search & Social Keywords
• Create an Optimized Social Content Campaign
• Provide SEO, SMO Guidelines to Social Teams
• Promote via Social Channels, Build Links
• Monitor Social References, Search Traffic &
KPIs
• Benchmark and Dashboard Reporting
@leeodden - #fusionmex

28. SEO Implementation
Products Tech SEO Audit
Topical Focus
Services
Keyword Glossary
Search Words
Category
Keywords
Keywords Social Topics
Keywords
Category Blogs
Keywords Social Topics
Keywords
Keywords
Keywords
Conversions
@leeodden - #fusionmex

29. Optimize for Awareness
Awareness > Interest > Consideration > Purchase
I need a clean
office but my
budget is small. Blog subheadings are prime for keywords.
Breadcrumbs > Are > Beautiful
All New Robot
Low Cost Clean! Terminator
Watch a Demo
Video
The content of
the blog post appeals to the
Categories:
interests of the consumer Robot Cleaning
Robot using language that is search Cleaning Tips
cleaners? I and social media friendly. Save Time
never thought Save Money
of that. Efficiency Tips
Tags: Keyword, Word, Key
@leeodden - #fusionmex

30. Optimize for Interest
Awareness > Interest > Consideration > Purchase
#Optimize Video Tips:
Demo Videos: • Shoot video with promotion
channels in mind
• Host with YouTube, Vimeo
• Embed video on blog, site
• Optimize with keywords
• Promote video via relevant
social channels
• Give the viewer options:
Share, Refer, More Info,
Purchase
@leeodden - #fusionmex

31. Optimize for Consideration
Awareness > Interest > Consideration > Purchase
Reviews & Product Pages
Have you ever heard of ZRobots or robots for
cleaning offices?
#Optimize Reviews Tips:
Clean Times Mag • Pitch your product for reviews
• Monitor for organic reviews
Robot Invasion!
Top 10 Robot Cleaners for Your Office
• Build links to positive reviews
1. ZRobot • Socially share reviews
Product descriptions are good for keywords.
• Promote reviews from social
2. Roombot
Product descriptions are good for keywords. • Make your own product
3. Officebot comparison page
Product descriptions are good for keywords.
4. Click Clean
Product descriptions are good for keywords.
5. Biz Bot @leeodden - #fusionmex

32. Optimize for Purchase
Awareness > Interest > Consideration > Purchase
Offers, Store Locator
Special Offer!
Store Locator
Optimize for
more specific
topics: Order
• Location Special Offers
Go Shopping Scientifically
• Product
Whlle Zrobot Tested
Buy Now
cleans for you On real dirt!
• Outcomes
@leeodden - #fusionmex

33. What Would Your Hub Look Like?
? ?
?
?
?
?
?
?
?
@leeodden - #fusionmex ?

34. Social KPIs - Business Outcomes
Social SEO KPI’s Business Outcomes
• Fans • Share of Voice
• Friends • Improve Service
• Followers • Shorter Sales Cycles
• Comments • Increased Order
• Likes Quantity, Frequency
• Google Plusses • More Referrals
• Links • Lower Marketing
• SERPs Costs
• Search Traffic • Grow Revenue
• Improve Profits
Tools:
Social Media Monitoring
Web Analytics
Social Media Marketing Management
@leeodden - #fusionmex

35. 3 Takeaways
1
Research Customer Segments: What
do they care about? Translate into topics,
keywords & an editorial plan.
2
Align Brand & Customer Needs:
Develop an approach to story telling with your
content that empathizes with customers.
Monitor, Refine, Repeat
3 Implement ongoing monitoring to for progress
and to identify ongoing optimization
opportunities.
@leeodden - #fusionmex

36. Thank You
Lee Odden
lee@toprank.org
@leeodden
TopRankMarketing.com OptimizeBook.com
TopRankBlog.com Buy the Book – Get Optimized!
Free SEO Audit Guide
when you order.
@leeodden - #fusionmex