How Content marketing is evolving from search and social media. Dated February 2013. Social media offers a huge array of opportunities. The blurring line between social media, search and its offspring Content Marketing.

1. Social Media – The Opportunities

2. Agenda
Introduction
What Social Media isn’t
What Social Media is
The Blurring of Social & Search Marketing
7 Steps to Content Marketing
Conclusions

3. Hello, This is Me
Paul Tansey – Intergage
Web Marketing Nerd with the
Big Chin
I will never know everything
Slides available later!

4. My Company
Web design Online & offline PR
Content management Video and multimedia
Online advertising Training and seminars
Social media Our aim
Search engine optimisation

5. What Social Media Isn’t

6. What Social Media Isn’t
Optional
A replacement for offline networking
A replacement for salesmanship
Easy
Cheap
An opportunity to shout sales messages
A place to talk endlessly about you
A replacement for a Website
Without challenges

7. Biggest Social Media Challenges
Finding the time
Creating original content
Deciding what to say
Measuring ROI
Engaging with customers

8. Pre-Requisites To Social Media
Success
Be good at what you do
Know what success looks like
Have your brand guidelines agreed - including keywords
Know your perfect customer
Get to know them better!
Join up systems and automate to save time

9. What Social Media Is
A tool for keeping your ear to the ground
A way to have conversations
A way to get discovered
A team game
Something that needs rules
Something that needs a plan / tactics
A way to waste a lot of time / money
A component of your marketing strategy

10. What Social Media Is
A way to drive traffic to your website
A great way to stay in touch
A great source of advertising opportunities
A great source of referrals
The best way to use testimonials and recommendations
A highly efficient way to communicate
Something you should do yourself
A way to publish and promote content

11. Pre Internet Marketing
Our changed world
Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans

12. Where Social & Search Impact
Social Media Search Engines Social Media
Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans

13. The Power of Word of Mouth
14% of people trust Ads
70%+ of people trust recommendations from strangers
90% of people trust peer recommendations

14. Good Word of Mouth

15. Detractors – The Problem

16. The Changing Face of Search
Google hasn’t changed it’s goals
The importance of keywords
The importance of links
The new link landscape

17. Search
First We Discovered Keywords

18. Then Google & PageRank

19. Anchor text links
All links that drive relevant traffic are good
All links are not equal however
Cheese
More information
Smells like cheese
Click
Here Site A Site B
Cheese
More
Information Cheese
Read
more Interesting
Cheese Click cheese
here facts

20. On-page Vs Off-Page

21. More Complex Relationships

22. The Evolution Of Search
Engines
Recommendations
Realtime Social influences
Personalisation
Localisation

23. Search Results now More
Diverse
No longer just “blue links to Web pages”
 PDFs
 Images
 Blogs
 Video results
 Google Graph results
 Google+ Shares and Google+ Linked Blog articles
 Slideshare presentations
 News articles and press releases

24. Google’s Panda Update
Panda born February 2011
Mission = Kill low quality sites / Reward High Quality
Sites
An algorithm built to mimic what humans really like and
trust
A unique Machine Learning process
Over 500 updates in 2011 alone
Affected 12-13% of all US/ English websites

25. Google’s Panda Update
Panda loves:
Expert and enthusiast content
Fast loading
Social shares
Sites you love and spend time on
Interlinked content on pages
Dynamic links

26. Google’s Panda Update
Panda hates
High bounce rates
Lots of Ads (especially above the fold)
Lots of static links
Broken links
Pages that look like article marketing sites

27. Google’s Penguin Update
Penguin born April 2012
Mission = Kill WebSPAM – Over optimised sites
Affected 3.1% of Websites
A filter to remove junk out of SERPS

28. Google’s Penguin Update
Penguin hates:
Keyword stuffing in content
Scraped / duplicate content
Sites that rank high and engage low
Suspiciously exact inbound keyword links
A lack of link diversity

29. Search post Panda & Penguin
Content still has to be labelled clearly (meta data etc.)
Domain names still matter (although we are told not as
much)
Links important but inbound link profiles need to appear
natural not manufactured
New emphasis on user experience and navigation
Design for users not search engines – create “Wow!” content
How users engage BY KEYWORD
Social shares the biggest predictor of success – make
sure your content can be easily shared

30. Is SEO Dead?
Some people have said “Search Engine Optimisation
(SEO) is dead”

31. Search Results now More
Authentic
“Within search results,
information tied to verified online
profiles will be ranked higher
than content without such
verification, which will result in
most users naturally clicking on
the top (verified) results. The true
cost of remaining anonymous,
then, might be irrelevance”
Eric Schmidt, CEO,
Google, February 2013

32. Google+ Authorship

33. Quick Re-Cap
Social and Search are not enemies, they are partners
Search engines LOVE likes, shares, comments and
recommendations
All kinds of stuff shows up in search if it “Liked, Shared etc.)
If SEO means manipulating search results through old school
link creation, then it is dying…
Authorship is absolutely the way forward
Search results can be dominated by successful social media
profiles
Can I show you something cool…

34. My Linkedin Profile is
Found as No1 result on Google search for
 UK Web marketing speaker
 Web marketing expert Bournemouth
 Bournemouth Web marketing expert
 Bournemouth internet marketing expert

35. My Linkedin Profile is
Found on Page 1 on Google search for
 uk web marketing expert
 uk linkedin expert
 uk linkedin expert speaker
 internet marketing speaker dorset

36. So What Big Head?
How did this happen?

37. The 3 C’s of Social Media
Creation TheCurationof Content
3 C’s Consumption

38. Content Consumption
“Though the consumption of traditional
media hasn't declined significantly among
the executive audience, various social
and digital media have been added to the
mix for work-related purposes:
76% watch online video.
71% view webcasts.
65% use professional networking sites
such as LinkedIn
63% read blogs.”

39. 7 Steps to Content Marketing

42. Optimise this content
using SEO tactics
Ensure sharing is
easy

46. Summary
Profile your customer in
detail. Understand where they
hang out online and how they
search to solve their problems
and achieve their goals.
Create and promote optimised
Assess, measure, refine and
content you think they will
repeat
LOVE
Content is Liked, shared,
Your follower network grows
commented on and
as content is shared
conversations start
You attract more traffic to
It becomes more visible in
your site through search and
search as this happens
referral

47. Key Conclusions
Social media isn’t a strategy – it’s a collection of tools and tactics
You need a Marketing strategy that encompasses social media
Likes (shares, comments recommendations etc.) are the new links
Social profiles can outrank websites
Authenticity and expertise are key
Focus on a customer and the how they make a decision
Create content these people will LOVE
Distribute this intelligently
Engage in conversation
Build relationships
Measure, adjust and repeat

48. Thank You
+Intergage
@PaulTansey
blog.intergage.co.uk
www.intergage.co.uk