2. Who We Are
•Strategic Online Marketing Approach
•SEO, Social Media , Pay-Per-Click, Display Ad management
•Industry leading technology for managing, optimizing & tracking search
based campaigns
Some Brands We Have Worked With
6. Google & Facebook – Critical for Content on the Web
Indexes content Has content in its
on the web, property, and the web
content is not on has elements of
Google, its found facebook in it
by Google
Intent to Purchase
7. Social Metrics Increasing in Search Algorithm
Social metrics increased 2% from last biannual report,
and is expected to continue to increase.
8. Characteristics of Web Content Topics
• What’s New?
• Commentary
• What’s going to happen…..what to watch out for
• How to – process oriented
• Tools and resources that would be of value to your readers
• Answering a Question
• Common Mistakes to look out for
10. Identify Key Terms for Your
Customer Segments
• Who are our audiences?
• What are the touch points / challenges of
our customers/alliances?
• What are they asking?
12. Identifying Key Terms for Your
Customer Segments
will lead to ….
• Topical ideas for future content marketed to those
segments
• Uncovering other blogs, forums, influencers, and
social sites that are responding to these key terms
• Embedding these key phrases will give us a
better opportunity to be found via search results
and social conversations
13. Identify Key Terms for Your
Customer Segments
Touch points – key terms that are widely used by
your audience. Ex. (cashflow, tax shelter,
appreciation are terms that accountants would use
in their daily workflow)
Context – key terms that attach a type of relevance,
for ex. New York, venue, etc.
Audience – Segmented customer or alliance.
14. Discovering Content Topics/Conversations
Employ boolean searches – ex.
If a well known brand, use
“Brand name” “context”, “Brand name” “Touch point”
“Audience” “Context”, “Audience” “Touch point”
“Competitor” “context”, “Competitor” “Touch point
“touch point” “context”
“touch point” “touch point”
15. Discovering Content
Topics/Conversations
Boolean search for brand
name and a touch point.
ex.
“new york”, “customer
service”
Can be multiple variations of
previously mentioned
boolean searches
Filter by News & Blogs
20. Discovering Content Topics
Identifying Key Terms for Audiences
Identify Touch
Points
Identify any
Context
Map back to
Audiences
(segmented)
Incorporate into
Content calendar
(onsite and Social)
21. Onsite Strategic Considerations
Does Content
Speak to Your
Onsite Audience
Is it optimized
Easily Shareable for Google?
for Social?
Relevant to my Is it credible?
brand/services?
22. On Site Social Integration with your Content
Can I communicate with your brand?
23. On Site Social Integration with your Content
Can I share it?
24. On Site Social Integration with your Content
Take advantage of Google’s
Authorship Markup to show
authors picture next to search
results for their content.
Increases CTR for your link.
For a step by step on how to implement, go to
http://www.pathinteractive.com/blog/2012/09/a-step-by-step-guide-to-google-authorship-markup/
27. Repurposed and Dedicated Content for
the Social Web
• Do you have pdf’s presentations?
• Do you have highly visual images?
• Can you convert your written content into a visual info graphic?
Powerpoint?
• Include hashtags in your title for twitter campaigns
#
28. Submit Your Content to Other Sites that
Cater to your Audiences
• Article Sites that have heavy traffic
• Guest Blogging on industry sites that
show a level of engagement
• Guest blogging on alliance sites that
show a level of engagement
34. Targeting Your Content
Target by gender, relationship
status, educational status, age,
location and language
35. Segment Your Content
Clicks Average
Engagement Questions
Testimonial
Promotional
Engagement/Entertaiment
Blog Post
Bible Verse
0 5 10 15 20 25 30 35 Utilizing “Facebook Insights”, you
40
can gauge which theme is
performing the best.
36. Run Social Ads to Deliver content to Your
Audiences
Ads targeted by keyword intent, titles,
and interests
37. Pay for your content to reach your audience
This content piece was targeted to
Facebook users who had an expressed
interest in the show.
38. Pay for your content to reach your audience
This content piece about the
conference is being advertised by
keyword intent
39. Process for New Content Discovery
Keep Focus
1. What type of post am I writing?
2. Who is my specific audience for this post?
3. What are one or two critical points I can answer for them?
4. What are the two keywords that describe the critical points?
5. Do a boolean search to see what might spark some ideas
6. Can I stretch these out into a series?
7. Next content post, repeat.
41. Metrics
Content will mostly be measured by passive metrics
• On site Metrics
Passive & Hard
• Social Metrics
Passive & Hard
42. Passive Metric – New Visitors
Are new visitors coming in as are result
of your content?
43. Passive Metric – Referring traffic
Is your content creating new visitors to
your site?
Sort by referring
Referring sites will give a clues to your
audience
44. Passive Metric – Deeper Navigation
How deep did they navigate beyond
your page?
48. Social Metrics – Hard
Factored into Engagement Rate
• Likes
• Follows or Connections
• Shares/Retweets
• Comments
49. Social Metrics – Some Deeper Metrics
• Brand mentions
• Share of voice (by platform, overall, etc.)
• Influencer penetration rate
• Brand association with targeted keywords
• Brand vs competitive with targeted key terms
50. Some Facebook Metrics
Unique viewers of
your individual
posts
“Talking About
Uniques Who This” Divided by
Uniques Who
Have Clicked into “Engaged Users”
Took An
Your Post
Action
