Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

The Science of Content Marketing

5 445 vues

Publié le

While smart content creation is fundamental to marketing, the rise of digital has introduced unprecedented technical and analytical challenges. The modern marketer must please both humans and search engines with one killer content strategy to deliver a full sales pipeline.

Flip through "The Science of Content Marketing" to get started.

Publié dans : Marketing

The Science of Content Marketing

  1. #123webinar
  2. #123webinar We drive revenue.
 Not just clicks and traffic. SEM SEO Attribution Display Video Content Creation ROI Tracking Social Website Design Conversion Optimization / About Webmarketing123
  3. #123webinar 1. How can I ask questions? 2. Can I have a copy of the slides? Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box. Yes! We’ll email you a copy after the presentation. FAQs
  4. #123webinar 1 Build a Brand with Quality Content If You Build It, Leads Will Come. 2 Put Your Content on the Map Deploy a Smart Blend of Inbound & Outbound. 3 Live Q&A Have Questions? Ask Away! On the Agenda
  5. #123webinar Forget about B2B vs. B2C. / Build a Brand with Quality Content We’re all just marketers marketing to humans.
  6. #123webinar Establish brand voice and tone. Crafting a brand voice is no small feat. 1 2 3 4 5 6 Know your company’s character. Be honest and direct. Write for online readers. Connect with your audience in meaningful ways. Check your “casual meter”. Find out if your content resonates. / Build a Brand with Quality Content
  7. #123webinar Define your target audience. Adapt content to readers via buyer personas. / Build a Brand with Quality Content 1 2 3 4 Job title Industry Skill level Company
  8. #123webinar 1 Build a Brand with Quality Content If You Build It, Leads Will Come. 2 Put Your Content on the Map Deploy a Smart Blend of Inbound & Outbound. 3 Live Q&A Have Questions? Ask Away! On the Agenda
  9. #123webinar First, let the best leads find you. SEO leads cost 61% less and close 2X faster than other channels. / Put Your Content on the Map Inbound Source: Hubspot, “Inbound Leads Cost 61% Less Than Outbound Leads” Source: eConsultancy, “The Inbound Marketing Explosion: Infographic”
  10. #123webinar Choose your keywords carefully1 Use Google tools to measure demand and competition. / Put Your Content on the Map
  11. #123webinar Choose your keywords carefully1 Consider what prospects will search at each stage of the funnel. / Put Your Content on the Map
  12. #123webinar Map keywords to relevant content.2 Stay organized with a keyword mapping and content calendar. / Put Your Content on the Map
  13. #123webinar Optimize site structure for indexing.3 Mobile Enterprise SMB Other Relevant Internal Pages MobileSMB Enterprise Thematically group pages. Create quality content within each keyword theme. Link pages within keyword groups. 1 2 3 / Put Your Content on the Map
  14. #123webinar Get site performance up to speed.4 Cross-device fluency is more important than ever. / Put Your Content on the Map
  15. #123webinar Get site performance up to speed.4 Source: SmashingMagazine, “SEO for Responsive Websites” Check mobile load time with Google’s PageSpeed Insights. / Put Your Content on the Map
  16. #123webinar Get site performance up to speed.4 Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design” / Put Your Content on the Map
  17. #123webinar Master the science of being found. / Put Your Content on the Map Inbound Source: Brafton, “Search Marketing Alert: 71% of Business Purchase Decisions Start with Search” 71% of business purchases start with a search engine. (Brafton) 57% of B2B marketers say SEO has the biggest impact on lead gen. (Mindjumpers) 15% lead-to-close rate for SEO driven Leads. (eConsultancy)
  18. #123webinar Second, amplify with outbound. Multiply content ROI with link building and automated nurture programs. / Put Your Content on the Map Inbound Email Social SEO SEM Awareness Evaluation Purchase
  19. #123webinar Embrace link building.1 Be wary of the Penguin, but don’t shy away from outreach! / Put Your Content on the Map
  20. #123webinar Embrace link building.1 2 3 Get a list of your inbound links from Google Webmaster Tools. Ask the link source to remove the link. Use the Google disavow tool on all bad links. Conduct a link profile audit to identify bad links. 1 4 Resubmit your site for Google reconsideration.5 / Put Your Content on the Map
  21. #123webinar Invest in an automated nurture program.2 Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. Companies that automate lead management see 10% or greater increase in revenue within 6-9 months. Source: Forrester Research; 2013 Source: Focus Research; 2013 Nurtured leads add to the bottom line. / Put Your Content on the Map
  22. #123webinar Invest in an automated nurture program.2 Facilitate speedy sales follow up with automation software. Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013 Companies that respond to leads within an hour after receiving a query are 7x as likely to qualify the lead. Deliver a steady stream of relevant content designed to push leads through the funnel. Identify what lead actions should trigger a sales call or email. / Put Your Content on the Map
  23. #123webinar Invest in an automated nurture program.2 Remarket to prospects that have already visited your site with paid social and search advertising. / Put Your Content on the Map
  24. #123webinar 1 Build a Brand with Quality Content If You Build It, Leads Will Come. 2 Put Your Content on the Map Deploy a Smart Blend of Inbound & Outbound. 3 Live Q&A Have Questions? Ask Away! On the Agenda
  25. #123webinar e: results@webmarketing123.com t: 800. 619. 1570 Let’s Talk! Get a 2nd opinion on your content strategy. In a 30 minute consultation, learn: ü  Where you rank in relation to competitors ü  Measure revenue opportunity from Search & Content ü  What you can do to accelerate results now Mike Turner, Webmarketing123 Director of Business Development Thanks!

×