Campaign-Based Content Marketing, SEO and Social Media Marketing

[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

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

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

It’s Not Rocket Science… But It Works:

What is Campaign-Based Content Marke.ng, SEO
and Social Media Marke.ng?

Campaign-Based Inbound Marke.ng Works Best!
Inbound
Marke3ng
Content
Marke3ng
Social
Media
Marke3ng
Search
Engine
Op3miza3on
Campaigns

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.

Inbound Vs. Outbound Marke.ng
Image Source: hTps://www.inboundmarke.ng.com.au/inbound-vs-outbound-marke.ng/

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.

•  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?

“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?

•  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?

Search Engine Op.miza.on

Where’s The Best Place To Hide A Dead Body?

Supply Database (aka
search engines)
Demand

~ 250
~ 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.  Oﬀ-Page Search Engine
Op3miza3on
5.  Social Media Marke3ng

Content Marke.ng

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


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


[Quick Poll] Have You Done Keyword Research?

Ini.al Keyword Research
hVps://adwords.google.com/ko/KeywordPlanner/Home

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/

Google Search Console

Content Crea.on
ü  Create a Content Development Plan ß Sadly, a lot of companies don’t do it!

Content Crea.on

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

Content Crea.on: Outsourcing

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.

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

What’s the catch?

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

Social Media Marke.ng

[Bringing Everything Together] Campaign Based
Content Marke.ng, SEO and Social Media

[Case Studies] Proof Is In
The Pudding

•  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

•  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
Customer Case Study

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
Collin Sutz
National Sales Manager
SocialSEO
www.boulderseomarke.ng.com | 720.263.1736 | chris@boulderseomarke.ng.com

Campaign-Based Content Marketing, SEO and Social Media Marketing

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