Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

[Webinar] An Introduction to Content
Marketing, SEO and Social Media Marketing
February 27, 2014

Laura Lear
Vice President of Marketing
Medical Group Management Association

Chris Raulf
Online Marketing Expert & Founder
Boulder SEO Marketing

www.boulderseomarke.ng.com

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720.263.1736
|
chris@boulderseomarke.ng.com

Agenda

•  Introduc*on
to
Content
Marke*ng

•  Campaign
Based
Content
Marke*ng

–  Crea*ng
search
engine
op*mized
content
around

an
online
event

• 
• 
• 
• 
• 

Search
Engine
Op*miza*on

Social
Media
Marke*ng

Track
and
Measure
Results

Bonus
SEO
Tip

Ques*ons
and
Answers


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720.263.1736
|
info@boulderseomarke.ng.com

About
Us

Laura Lear
Vice President of Marketing
Medical Group Management Association
•  LinkedIn:
hDp://www.linkedin.com/in/lauralear

•  TwiDer:
hDps://twiDer.com/lauralear
Chris Raulf
Online Marketing Expert & Founder
Boulder SEO Marketing
•  LinkedIn:
hDp://www.linkedin.com/in/chrisraulf

•  TwiDer:
hDps://twiDer.com/swisschris

•  Google+:
hDps://plus.google.com/+ChrisRaulf


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720.263.1736
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If
you
do
…,
then
this
could
happen:


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720.263.1736
|

Buzzword
“Content
Marke.ng”

•  Nothing
new

•  We
all
do
it

•  We
all
can
do
it
beDer

•  Get
the
most
out
of
content
marke*ng:
Campaign
based,
Search

Engine
Op*miza*on
&
Social
Media
Marke*ng

•  Content
Makes
Marke*ng
by
Laura
Lear:
hDp://goo.gl/Wb4pY

•  The
Advanced
Content
Marke*ng
Guide:

hDp://www.quicksprout.com/the-‐advanced-‐guide-‐to-‐content-‐
marke*ng/


|
720.263.1736
|

Quick
Poll

Content
Marke*ng
is
being

done
systema*cally
at
my

company!


|
720.263.1736
|

content
marke*ng
intro

•  Laura
Lear

•  VP
of
Marke*ng
-‐
MGMA

• 
• 

TwiDer:

@lauralear

Email:

llear@mgma.org


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720.263.1736
|

what
is
content
marke*ng?


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720.263.1736
|

content marketing usage
[

by tactic

]

Social Media (excluding blogs) 79%
Article Posting 78%
In-Person Events
62%
eNewsletters 61%
Case Studies 55%
Blogs 51%
White Papers 43%
Webinars / Webcasts 42%
Print Magazines 42%
Videos 41%
Using Traditional Media 31%
Microsites 30%
Print Newsletters 25%
Research Reports
23%
Data-Driven Content Marketing
21%
Podcasts 16%
Digital Magazines 15%
Mobile 11%
Virtual Conferences 11%
eBooks 9%

0

10

20

30

40

50

60

70

80

90 100

Source: B2B Content Marketing: Joe Pulizzi, American
Business Media, BMA, CMI, MarketingProfs, & Junta42

it
starts

with a story

story
structure
2.0

what
could be

what is

what
could be

what is

new bliss

what
could be

what is

(new norm)

what is

Source: Nancy Duarte, Duarte Design

create
compelling
content


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720.263.1736
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ﬁgure
out

your audience

hi.

well hello!


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720.263.1736
|

take
inventory


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720.263.1736
|

build
a
roadmap

Source: TechTarget2009 Media Consumption Report


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720.263.1736
|

]

for

[

plan

obsolescence

Source:Eloqua & Jess3

Junta42’s

3
&
3
method


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720.263.1736
|

top

3

challenges

1. Producing
engaging
content

2. Producing
enough
content

3. Having
suﬃcient
budget
to
create

content

Source: MarketingProfs & Junta42


|
720.263.1736
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your
story
is
at

the starting line . . .

Campaign
Based
Content
Marke.ng,
Search

Engine
Op.miza.on
and
Social
Media


|
720.263.1736
|

Webinar
Planning
Phase

Webinar
schedule:

– 4
–
12
months
plan

– How
ocen:
1
per
month,
every
other
month,

1
per
quarter?

– Commitment

– Resources

– Goals

– Etc.


|
720.263.1736
|

Webinar
Planning
Phase

Guest-‐Speakers
are
lead
magnets

Customers

-‐
Success
stories,
best
prac*ces,
etc.

Industry
experts

-‐
Unbiased

-‐
Credibility

Partners

-‐
Tab
into
their
network
=
More
leads


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720.263.1736
|

Webinar
Planning
Phase:
Checklist

– Webinar
topic

– Target
date/*me

– Proposed
Webinar
*tle

– Dura*on
/
Agenda

– Hos*ng:
GoToWebinar,
WebEx,
etc.

– Presenter(s)

– Guest-‐presenter(s)

– Presenter(s)
bios


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720.263.1736
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Have
a
Plan…
and
Share
it
with
the
Team


|
720.263.1736
|

Webinar
Planning
Phase:
Checklist

–  Target
aDendees

•  Exis*ng
/
New
Customers

•  Target
*tles

•  Speciﬁc
geographic
target
regions

–  Goals
/
Ac*on
Items:

•  Deﬁne
primary
and
secondary
goal
of
hos*ng
the

webinar

•  What
are
the
3-‐5
key
“take-‐aways”
we’d
like
our

audience
to
walk
away
with

•  What
ac*ons
do
we
want
our
audience
to
take

acer
the
webinar


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720.263.1736
|


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720.263.1736
|

Keyword
Research
for
SEO


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720.263.1736
|

Webinar
Planning
Phase:
Start
to
Integrate

Search
Engine
Op.miza.on

– Know
your
target
keywords

– Then…
start
to
drac
op*mized
content:

•  Webinar
descrip*on

•  Blog
post(s)

•  Social
media
messages

•  Press
release

•  Content
for
doc
sharing
sites
such
as

SlideShare,
DocStoc,
etc.


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720.263.1736
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On-‐Page
SEO
Tips

+/-‐
500
words

Include
a
link
to
another
related
page
on
your
site

If
possible,
add
an
image
and
include
an
alt
tag
with
a
target
keyword

Place
keyword(s)
in
applicable
H1,
H2
&
H3
heading

Try
to
include
an
important
target
keyword
in
the
ﬁrst
paragraph
as

well
as
the
last

–  Op*mized
meta
tags:

– 
– 
– 
– 
– 

•  Title

•  Descrip*on

•  Keywords


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720.263.1736
|

Oﬀ-‐Page
SEO
Tips

– LinkedIn,
Facebook,
etc.
company
pages

– SliderShare,
DocStoc,
etc.

– Directories

– Press
releases
(PRWeb,
PRLog,
etc.)

– Guest
blog
post

– Etc.


|
720.263.1736
|

Op.mized
Press
Releases:
PRWeb


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720.263.1736
|

About
Me:

LinkedIn:

Twi[er:

Facebook:
hDps://www.facebook.com/chris.raulf

Source:
www.socialmediaexaminer.com/social-‐media-‐marke*ngindustry-‐report-‐2012/

Integra.ng
Social
Media

Social
Media
Marke.ng
Works


|
720.263.1736
|

Use
Google
Docs
to
Manage
your
Social
Media
Messages


|
720.263.1736
|

Keyword
Rank
Tracking


|
720.263.1736
|

Keyword
Rank
Tracking
Tools

•  Swiss
Made
Marke*ng:

hDp://swissmademarke*ng.com/ranktracker/

•  Moz
Rank
Tracker:

hDp://moz.com/tools/rank-‐tracker

•  SEO
Book:
hDp://tools.seobook.com/rank-‐checkers/

•  SEO
Centro:

hDp://www.seocentro.com/tools/search-‐engines/keyword-‐
posi*on.html

•  Plugins,
etc.


|
720.263.1736
|

Keep
Track
of
Your
Rankings


|
720.263.1736
|

…and
Measure
the
Results


|
720.263.1736
|

Bonus
SEO
Tip

Get
your
new
web
pages
indexed
and
searchable
on
Google
in
no
*me:


|
720.263.1736
|

April
8
&
29
in
Boulder
and
Denver

Register
by
Thursday,
March
6,
2014
and
get
$100
oﬀ
the
registra*on
fee

with
code
Feb27.
Learn
more
at:
www.boulderseomarke*ng.com/training


|
720.263.1736
|

Intro to Content Marketing, SEO & Social Media Marketing

Questions?
Connect with Laura:
LinkedIn:
hDp://www.linkedin.com/in/lauralear

Twi[er:
hDps://twiDer.com/lauralear

Connect with Chris:
LinkedIn:

Twi[er:

Google+:
hDps://plus.google.com/+ChrisRaulf

Connect with Boulder SEO Marketing:
LinkedIn:
hDp://www.linkedin.com/company/boulder-‐seo-‐marke*ng

Twi[er:
hDps://twiDer.com/Marke*ngSEOWiz

Facebook:
hDps://www.facebook.com/BoulderSEOMarke*ng

Google+:
hDps://plus.google.com/+Boulderseomarke*ng


|
720.263.1736
|
chris@boulderseomarke.ng.com

Thank You and See
You Next Time J


|
720.263.1736
|

Introduction to Search Engine Optimization (SEO) Social Media and Content Marketing

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