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[A Powerful Combination] Campaign-Based
Content Marketing, Search Engine Optimization
and Social Media Marketing
January 7...
Agenda	
•  Campaign-based	Content	Marke3ng,	SEO	and	
Social	Media	
•  Inbound		vs.	Outbound	Marke3ng	
•  Content	Marke3ng	...
About	the	Presenters	
Chris	
•  Born	and	raised	in	Switzerland	
•  Two	amazing	kids;	love	soccer,	mountain	biking,	hiking,...
It’s	Not	Rocket	Science…	But	It	Works:	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swiss...
What	is	Campaign-Based	Content	Marke.ng,	SEO	
and	Social	Media	Marke.ng?	
www.boulderseomarke.ng.com		|	720.263.1736	|	chr...
Campaign-Based	Inbound	Marke.ng	Works	Best!	
Inbound	
Marke3ng	
Content	
Marke3ng	
Social	
Media	
Marke3ng	
Search	
Engine...
Inbound	Vs.	Outbound	Marke.ng	
Source:	hTps://en.wikipedia.org/wiki/Inbound_marke.ng							
•  Inbound marketing is promot...
Inbound	Vs.	Outbound	Marke.ng	
Image	Source:	hTps://www.inboundmarke.ng.com.au/inbound-vs-outbound-marke.ng/		
www.boulder...
The	Case	for	Inbound	Marke.ng	
Source:	hTps://jumplead.com/blog/2013/11/why-inbound-marke.ng-sta.s.cs-on-inbound-vs-outbou...
•  Nothing	new;	we	all	do	it	on	a	daily	basis	
•  Content	Makes	Marke3ng	by	Laura	Lear:	hVp://goo.gl/Wb4pY	
•  Webinar:	An...
“A	thought	leader	can	refer	to	an	individual	or	firm	that	is	recognized	
as	an	authority	in	a	specialized	field	and	whose	ex...
•  Content	marke.ng	is	any	marke3ng	format	that	involves	the	
crea.on	and	sharing	of	media	and	publishing	content	in	order...
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
Search	Engine	Op.miza.on	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
Where’s	The	Best	Place	To	Hide	A	Dead	Body?	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@...
Supply	Database	(aka	
search	engines)	
Demand	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|...
~	250	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris		
~	3	
3-5	 6-8
The	5	Pillars	of	SEO	
1.  Technical	Health	of	Website	
2.  Website	Func3onality	
3.  On-Page	Search	Engine	
Op3miza3on	
4....
SEO	Requires	a	Strong	Team	
Resources:		
•  SEO	Manager	
–  Develop	strategy	
–  Manage	team	and	drive	process	
–  Analyze...
The	5	Pillars	of	Search	Engine	Op.miza.on	
1.  Technical	Health	of	Website	
2.  Website	Func3onality	
3.  On-Page	Search	E...
[Quick	Poll]	Have	You	Done	Keyword	Research?	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	...
Ini.al	Keyword	Research		
hVps://adwords.google.com/ko/KeywordPlanner/Home		
www.boulderseomarke.ng.com		|	720.263.1736	|	...
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
Do	You	Know	Your	“Low	Hanging	Fruit”	Keywords?	
hVp://www.boulderseomarke3ng.com/webinar-seo-keyword-research-find-keywords...
Google	Search	Console	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
Google	Search	Console	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
Google	Search	Console	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
Google	Search	Console	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
Content	Crea.on	
ü  Create	a	Content	Development	Plan	ß	Sadly,	a	lot	of	companies	don’t	do	it!	
www.boulderseomarke.ng.com...
Content	Crea.on	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
Content	
Content	development	challenges:	
•  High	quality	content	/	resources	
•  Enough	content	/	3me	
•  Cost	
	
Tips:	
...
Content	Crea.on	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
Content	Crea.on:	Outsourcing	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
Content	Crea.on:	Outsourcing	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris		
Ph...
Content	Crea.on:	Outsourcing	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris		
Be...
Content	Crea.on:	Outsourcing	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris		
Wh...
Content	Crea.on	and	Op.miza.on	
ü  Op3mized	meta	tags:	
•  Title	[50	-	60	characters]	
•  Descrip3on	[150	-	160	characters...
Social	Media	Marke.ng	
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
www.boulderseomarke.ng.com		|	720.263.1736	|	chris@boulderseomarke.ng.com	|	@swisschris
[Bringing	Everything	Together]	Campaign	Based	
Content	Marke.ng,	SEO	and	Social	Media	
www.boulderseomarke.ng.com		|	720.2...
[Case	Studies]	Proof	Is	In	
The	Pudding
•  Bi-monthly	online	event	
•  Weekly	blog	post	
•  2	personal	LinkedIn	status	updates	per	day		
•  1	LinkedIn	company	pag...
•  150%	increase	in	organic	search	traffic	from	Google	
•  ~15-20%	organic	growth	rate	of	social	media	followers	per	
month	...
Upcoming	In-Person	Trainings	
hVp://www.boulderseomarke3ng.com/seo-and-social-media-classes/upcoming-events/
Thank You!
Questions?
January 7, 2016
Chris Raulf
Digital Marketing Expert
Founder & President
Boulder SEO Marketing
Colli...
Campaign-Based Content Marketing, SEO and Social Media Marketing
Campaign-Based Content Marketing, SEO and Social Media Marketing
Campaign-Based Content Marketing, SEO and Social Media Marketing
Campaign-Based Content Marketing, SEO and Social Media Marketing
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Campaign-Based Content Marketing, SEO and Social Media Marketing

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The recording of webinar "Campaign-Based Content Marketing, SEO and Social Media Marketing" is available at: https://youtu.be/8Y1VLlKr0Ys

Content marketing is essential to attract new customers and to keep existing customers informed about your business. By systematically creating and promoting buyer-person targeted content, companies of any size can elevate their brand, boost organic search traffic to their website and generate more leads online at the same time.

In today’s hyper competitive business environment, content marketing simply needs to be an integral part of any company’s overall marketing strategy. Yet, few companies actually get it right or even worse, they don’t have a content marketing strategy in place.

So where does search engine optimization (SEO) and social media marketing fit into all of this? Creating high quality content for your website and other web entities is only the start, but getting your content to rank on page number one on Google is what ultimately will increase sales.

In this interactive session, Chris Raulf, founder and president of Boulder SEO Marketing, and Collin Sutz of SocialSEO, present the principles of campaign-based content marketing and why search engine optimization and social media marketing are a crucial part of getting your content in front of the right audience.

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Campaign-Based Content Marketing, SEO and Social Media Marketing

  1. 1. [A Powerful Combination] Campaign-Based Content Marketing, Search Engine Optimization and Social Media Marketing January 7, 2016 Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing Collin Sutz National Sales Manager SocialSEO www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com
  2. 2. Agenda •  Campaign-based Content Marke3ng, SEO and Social Media •  Inbound vs. Outbound Marke3ng •  Content Marke3ng •  Search Engine Op3miza3on •  Social Media Marke3ng •  Bringing Everything Together •  Case Studies •  Ques3ons & Answers www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  3. 3. About the Presenters Chris •  Born and raised in Switzerland •  Two amazing kids; love soccer, mountain biking, hiking, yoga, rock climbing... and craHy Colorado beer •  20+ years in digital marke3ng Collin •  Born in New York; moved to Colorado 1986 •  Family man, ski, hike, travel, collect barley wine •  Started business career in 1999 Our Services •  Organic Search Engine Op3miza3on •  Pay-Per-Click •  Social Media Marke3ng •  Content Marke3ng •  SEO Site Audits •  Consul3ng and Training •  LinkedIn Training & More www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  4. 4. It’s Not Rocket Science… But It Works: www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  5. 5. What is Campaign-Based Content Marke.ng, SEO and Social Media Marke.ng? www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  6. 6. Campaign-Based Inbound Marke.ng Works Best! Inbound Marke3ng Content Marke3ng Social Media Marke3ng Search Engine Op3miza3on Campaigns www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  7. 7. Inbound Vs. Outbound Marke.ng Source: hTps://en.wikipedia.org/wiki/Inbound_marke.ng •  Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers. •  Outbound marketing: In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered "outbound marketing". •  Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  8. 8. Inbound Vs. Outbound Marke.ng Image Source: hTps://www.inboundmarke.ng.com.au/inbound-vs-outbound-marke.ng/ www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  9. 9. The Case for Inbound Marke.ng Source: hTps://jumplead.com/blog/2013/11/why-inbound-marke.ng-sta.s.cs-on-inbound-vs-outbound-marke.ng •  32% of brands are decreasing spending on outbound marketing to spend more on content marketing But why? •  200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list. •  Inbound marketing costs 62% less per lead than traditional outbound marketing. •  54% more leads are generated by inbound than by outbound. •  Per dollar, content marketing produces 3 times more leads. •  For mid-sized businesses, content marketing costs 31% less than paid search. www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  10. 10. •  Nothing new; we all do it on a daily basis •  Content Makes Marke3ng by Laura Lear: hVp://goo.gl/Wb4pY •  Webinar: An Introduc3on to Content Marke3ng, SEO and Social Media Marke3ng: www.boulderseomarke3ng.com/webinar-introduc3on-to-content-marke3ng-seo- and-social-media-marke3ng [Content Marke.ng] Just a Buzzword? www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  11. 11. “A thought leader can refer to an individual or firm that is recognized as an authority in a specialized field and whose exper3se is sought and oHen rewarded.” Source: hVps://en.wikipedia.org/wiki/Thought_leader [Thought Leadership] Another Buzzword? www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  12. 12. •  Content marke.ng is any marke3ng format that involves the crea.on and sharing of media and publishing content in order to acquire customers. This informa3on can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, ques.on and answer ar.cles, photos, etc. •  Content marke.ng is focused not on selling, but on simply communica.ng with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable informa3on.“ Source: hVp://en.wikipedia.org/wiki/Content_marke3ng So What Exactly is Content Marke.ng? www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  13. 13. www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  14. 14. www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  15. 15. Search Engine Op.miza.on www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  16. 16. Where’s The Best Place To Hide A Dead Body? www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  17. 17. Supply Database (aka search engines) Demand www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  18. 18. ~ 250 www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris ~ 3 3-5 6-8
  19. 19. The 5 Pillars of SEO 1.  Technical Health of Website 2.  Website Func3onality 3.  On-Page Search Engine Op3miza3on 4.  Off-Page Search Engine Op3miza3on 5.  Social Media Marke3ng Content Marke.ng www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  20. 20. SEO Requires a Strong Team Resources: •  SEO Manager –  Develop strategy –  Manage team and drive process –  Analyze date •  Content Creator –  Web content, blog posts, in-depth ar3cles, white papers, case studies, etc. •  Social Media Expert –  DraH and publish social media messages –  Community management, etc. •  Webmaster www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  21. 21. The 5 Pillars of Search Engine Op.miza.on 1.  Technical Health of Website 2.  Website Func3onality 3.  On-Page Search Engine Op3miza3on –  Iden3fy your target SEO keywords –  Find your “Low hanging fruit” keywords 4.  Off-Page Search Engine Op3miza3on 5.  Social Media Marke3ng www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  22. 22. [Quick Poll] Have You Done Keyword Research? www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  23. 23. Ini.al Keyword Research hVps://adwords.google.com/ko/KeywordPlanner/Home www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  24. 24. www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  25. 25. www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  26. 26. Do You Know Your “Low Hanging Fruit” Keywords? hVp://www.boulderseomarke3ng.com/webinar-seo-keyword-research-find-keywords-that-will-improve-search-traffic-to-your-website/ www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  27. 27. Google Search Console www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  28. 28. Google Search Console www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  29. 29. Google Search Console www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  30. 30. Google Search Console www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  31. 31. Content Crea.on ü  Create a Content Development Plan ß Sadly, a lot of companies don’t do it! www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  32. 32. Content Crea.on www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  33. 33. Content Content development challenges: •  High quality content / resources •  Enough content / 3me •  Cost Tips: •  Repurpose exis3ng content (content inventory spreadsheet) •  Find other in-house content development resources •  Outsource content development www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  34. 34. Content Crea.on www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  35. 35. Content Crea.on: Outsourcing www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  36. 36. Content Crea.on: Outsourcing www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris Phase 1: Ini.al On-Boarding and Project Setup Ini.al Interview and Research – They want to learn about you, your target market and what you want to accomplish with your content The Writer Audi.on Process – Based on your specific industry and needs, they use their crowd- sourcing tools to search thousands of writers to iden3fy a handful of matching writers Building a Trusted, Reliable Wri.ng Team – You are presented with a custom-wriVen sample from each matching writer so you can choose which writers you’d like to add to your team Phase 2: On-Going Project Management Keyword/Topic Research – Come up with a target list of keywords and topics to write about. Using Keyword Research Tool and other resources. Title Development – Every month or quarter, develop a list of interes3ng, compelling page 3tles Editorial Calendar Planning – Assign target publish dates for each 3tle so you can view a detailed publishing schedule Assignment, Produc.on, Edi.ng, and Publishing – Manage the en3re produc3on and editorial process. Deliver or publish finished content to your site.
  37. 37. Content Crea.on: Outsourcing www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris Benefits: Immediate access to SEO and research tools – without the learning curve. •  Integrated Keyword Research Tool: They will find the best keywords and topics to help you accomplish your goals •  Title Research and Development Tool: They analyze trending data to determine the hoVest 3tles in your segment •  Editorial Calendar: They will plan out your content for you – months in advance
  38. 38. Content Crea.on: Outsourcing www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris What’s the catch?
  39. 39. Content Crea.on and Op.miza.on ü  Op3mized meta tags: •  Title [50 - 60 characters] •  Descrip3on [150 - 160 characters] •  Keywords [2-3 target SEO keywords] •  Alt / Images ü  Blog posts: 400-600 words ü  In-depth ar3cles: 1k+ words ü  PR: 400 words ü  Include links to other related pages on your site and other high quality websites ü  If possible, add an image and include an alt tag with a target keyword ü  Place keyword(s) in applicable H1, H2 & H3 heading ü  Try to include an important target keyword in the first paragraph as well as the last and hyperlink it to an applicable page ü  Don’t forget to include a call to ac3on! •  Share on social media •  Click / call to request a quote •  Download a white paper / view webinar, etc. ü  Set up Goal tracking in Google Analy3cs www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  40. 40. Social Media Marke.ng www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  41. 41. www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  42. 42. [Bringing Everything Together] Campaign Based Content Marke.ng, SEO and Social Media www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  43. 43. [Case Studies] Proof Is In The Pudding
  44. 44. •  Bi-monthly online event •  Weekly blog post •  2 personal LinkedIn status updates per day •  1 LinkedIn company page status update per day •  2 LinkedIn group pos3ngs per day •  1 FB / G+ post per day •  2 Tweets per day Customer Case Study www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris
  45. 45. •  150% increase in organic search traffic from Google •  ~15-20% organic growth rate of social media followers per month •  150-250 webinar registrants •  ~ 35-40% new leads per event (LinkedIn lead gen campaign) •  4-5 new and op3mized pieces of content for website per event •  Press release strategy •  Increased brand recogni3on; industry thought leader •  Recording of online event repurposed as on-demand content on the website; ‘recording request’ pages generate 60-80 new requests per month www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com | @swisschris Customer Case Study
  46. 46. Upcoming In-Person Trainings hVp://www.boulderseomarke3ng.com/seo-and-social-media-classes/upcoming-events/
  47. 47. Thank You! Questions? January 7, 2016 Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing Collin Sutz National Sales Manager SocialSEO www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com

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