Joomla Chicago Users Group Meeting discussion. More content is added to the web than you could read in your lifetime. So each article, blog post and email must stand out or get lost in the flood of information. This means writing with search engines, social media and email marketing in mind. Learn about the process of creating content that connects through search, social and email.

1. Traffic Driving Content Strategy:
SEO and Personalization
Presented by
Avery Cohen
Joomla Chicago
June 10, 2014

2. Your Objectives
for the Day?
• Ideas for killer
campaigns
• See how leaders
measure campaign
results…
• and what they do
with the metrics
• Find ways to inspire
stakeholders and
teams to new
heights
2Copyright ©2014 Metrist Partners

3. The Currency of
Great Campaigns
Trust & Relevance
Steadfast to your
brand promise
Connected with
your customers
Extending across
multiple media
Copyright ©2014 Metrist Partners

4. COMMANDMENT #1 - YOU SHALL BE EXCELLENT TO ONE ANOTHER
and…
COMMANDMENT #5 - YOU SHALL NOT MAKE CRITICAL COMMENTS ON OTHER
WOMEN’S BODIES.
http://www.buzzfeed.com/alyssajayne/how-not-to-use-social-media-101-pgg2
Black Milk
shows what
happens when
you violate your
brand promise.
4

5. Google’s Brand Promise
Social Media Summit Chicago
Enhance
shareholder
wealth!
Tell me what you
want and I will give
you the best, most
relevant content in
the world, instantly
and for free.
Copyright ©2014 Metrist Partners 5

6. • Keyword Stuffing
• Hidden Text
• Spider-Only Text
• Spun Content
• Link Farms
• Link Exchanges and
Networks
• Social Media Spam
• Article Sites
SEO = Gaming the System?
Copyright ©2014 Metrist Partners 6

7. SEO does not work in a silo, and it is not a commodity.
Come out of your silo!
Integrate SEO into your campaign content plan.
7Copyright ©2014 Metrist Partners

8. The Best Content:
Trust Signals
• Authority: High quality
links to your content
• Influence: Social
media signals --
influencers linking
• Authenticity: Keyword
phrases on the page
and throughout the
website
8Copyright ©2014 Metrist Partners

9. Putting Search into
Your Content Plan
Example:
Banixx.com
Persona profiles
include
equestrians, dog
owners, cat
owners, other
pets.
Veterinarians are
also a target,
requiring more
technical content.
9Copyright ©2014 Metrist Partners

10. SEO: Metrics
You Can Use
Landing pages
Referred visits
Search visits
Search position reports
Branded /
non-branded
Visit outcomes
Including social media
follows and email opt-ins
10Copyright ©2014 Metrist Partners

11. The Role of Email in
Great Campaigns
• Reaches your most
engaged, loyal
audience &
influencers
• Rewards them with
value-added calls to
action
• Can be personalized
to match their profile
or individual needs
and interests
11Copyright ©2014 Metrist Partners

12. The Role of Email
in SEO
• Gets people talking
about you
• Provides feedback
on relevance of
topics
• Can be used to test
interest in specific
wording
12Copyright ©2014 Metrist Partners

13. Personalization
All bulk email systems
are expanding their
capabilities
Email converging with
CRM
Requires
development of
persona-driven
content
13Copyright ©2014 Metrist Partners

14. Create Content to
Match the Customer Journey
Source: Marketo 14

15. Personalization
15Copyright ©2014 Metrist Partners

16. Email Metrics You
Can Use
Verify personalization
effectiveness:
• Open rate
• Click-through rate
• Visit outcomes
– Requires tagging
16Copyright ©2014 Metrist Partners

17. Your Content Plan
Themes & topics
Persona profiles
Stories & sharing
Metrics & goals
17Copyright ©2014 Metrist Partners

18. Thank You!
20 N. Wacker Dr.
12th Floor
Chicago, Illinois 60601
312.772.5945
Avery Cohen
avery@metrist.com
@averycohen
http://www.metristpartners.com
Photo credits:
• https://www.flickr.com/photos/21560098@N06/9653422798
• https://www.flickr.com/photos/shardayyy/5823056978
• https://www.flickr.com/photos/pagedooley/3302681196
• http://www.buzzfeed.com/alyssajayne/how-not-to-use-social-
media-101-pgg2
• http://commons.wikimedia.org/wiki/Category:The_Cheat_with_the_
Ace_of_Clubs_%28Kimbell_Art_Museum%29
• https://www.flickr.com/photos/poul_werner/8714272860
• http://www.banixx.com
• https://www.flickr.com/photos/dinnerseries/9919941506
• https://www.flickr.com/photos/galibertolivier/5399912671
• http://marketo.com
• http://vousvitamin.com
• https://www.flickr.com/photos/domarcher/7427876314
Copyright ©2014 Metrist Partners