Join author and consultant Lee Odden as he explains how to optimize inbound marketing campaign investments for better performance. Through an Attract, Engage, and Convert framework Lee will share case studies that illustrate how leading marketers are reaping rewards from integrating content marketing, social media and SEO.
5. 100 BILLIONGoogle
Search
Queries
Per
Month
Source:
Search
Engine
Land
16%Of
daily
queries
on
Google
have
never
been
seen
before
Source:
Google
Internal
Data,
2011
81%Of
B2B
buyers
start
with
search
engines
Source:
DemandGen
Report
May
2012
6. Source:
MarkeDngProfs
Content
MarkeDng
InsDtute
87%
B2B Marketers Use Social Media Tactics
Marketers
have
adopted
inbound
60%
HubSpot
2013
State
of
Inbound
MarkeDng
Report
7. Brand
USP
(Topic
-‐
Keyword)
Blog
Posts
Industry
Media
Coverage
Press
Releases
Contributed
ArDcles
Guest
Posts
Topical
Survey
“2013
Topic
XYZ
Survey”
Tips
&
Examples
eBook
Guide
to
B2B
Social
Co-‐Created
Visual
eBook
with
Conference
Topical
Resource
Lists
Off
Site
CommenDng
Speaking
at
Conferences
Prospect
Brand
Networking
Social
Networking
Community
SEO
Website
Category
Email
Newslecers
9. #B2BContentEvent
-‐
@LeeOdden
Persona:
“Admin
Jane”
Influences
CEO
Values:
=
Fast
=
Save
$
=
Service
Fast
Save
$
Service
Blog
awareness consideration purchase retention advocacyinterest
Facebook
Byline
PPC
Email
Offer
Locator
Tips
ArDcles
Newslecer
Blog
Soc
Net
Ads
Press
Blog
Reviews
PPC
Discount
Loyalty
Community
VIP
Referral
ArDcle
Media
Reviews
Blog
Display
Offers
Network
Thank
You
Referral
Rewards
Content:
=
Topics
=
Keywords
=
Media
&
Channel
OpDmize
Across
the
Lifecycle
11. #B2BContentEvent
-‐
@LeeOdden
BUT…
Are
They
Integrated?
Image
Source:
Shucerstock
12. #B2BContentEvent
-‐
@LeeOdden
Are
They
OpDmized?
Image
Source:
Shucerstock
13. Customer
Goals
+
Business
Value
=
Content
Marke.ng
Strategy
Meet
Customer
Needs
=
Achieve
Business
Outcomes
Alignment
=
Powerful
Image
Source:
Shucerstock
14. Stalking
Dead
Infographic
Novel
hcp://www.hostway.com/resources/infographics-‐videos/stalking-‐dead.html
15. #B2BContentEvent
-‐
@LeeOdden
What’s
Missing?
How
will
it
be
promoted?
Can
you
really
count
on
“Going
Viral”?
Repurpose?
Reimagine?
Crea.ve
Needs
Promo.on:
Publicized
on
blogs
&
media
OpDmized
for
social,
search
“stalking
dead”
“infographic
novel”
Hub
&
Spoke
20. #B2BContentEvent
-‐
@LeeOdden
OperaDonalize
OpDmizaDon
Preferences
Pain Points
Behaviors
Search &
Social Data
Sources
Editorial
Calendar,
Repurpose
Social & SEO
Networking,
PR, Linking
Who
are
you
wriDng
for?
What
do
they
care
about?
What
stories
will
connect
you?
Make
it
easy
to
find
&
share
awareness consideration purchase retention advocacy
21. Content
Plan
&
Keyword
Glossary
Download
Template:
hcp://tprk.us/keyedcal
24. #B2BContentEvent
-‐
@LeeOdden
²
Audience?
²
Goals?
²
Search?
²
Social?
²
Influences?
Customer
Prospect
Journalist
“Real
influence
isn’t
huge
fan
&
follower
counts,
it’s
niche
communiDes
that
take
acDon”
1 Content
&
Media
Discovery
25. #B2BContentEvent
-‐
@LeeOdden
Engagement:
F100
Technology
SMB
Community
• Target audience seeks a “safe”
environment to be educated on
technology topics
• Content Strategy aligns customer
tech needs with editorial plan
• Audit 100’s of existing content &
media assets for repurposing
• Develop new content, co-create
content with partners
• Content attracts & engages –
gives more data for future content
27. #B2BContentEvent
-‐
@LeeOdden
What’s
the
narraDve?
How
will
your
content
persuade?
• Formats,
Devices
• Search
keywords,
social
topics
• Editorial
calendar
Content
&
Media
Consump.on
2
“To
stand
out,
your
content
should
stand
for
something:
unique
&
specific.”
28. Content
Types
For
Brand
Storytelling
Brand
Stories
Repurposed
Curated
Amplification
Social
Syndication
Off Site Posts
Optimized
Evergreen
Co-Created
29. #B2BContentEvent
-‐
@LeeOdden
ConsumpDon:
F50
B2B
Re-‐Purosed
Video
Content
• Target audience engaged by video
web analytics, social shares,
competitor analysis
• No new budget to create video
• 100’s of offline videos
• Audit offline videos into themes
that align with editorial plan
• Apply SEO & Social best practices
• Create channels by segment
• Schedule uploads & shares
• Drives awareness, engagement,
education
30. #B2BContentEvent
-‐
@LeeOdden
What
kind
of
engagement
do
your
customers
expect?
What
topics
will
inspire
acDon
along
the
customer
lifecycle?
Prospect
Customer
“Your
community
will
be
as
interested
in
your
content
as
the
interest
you
show
in
the
community.”
3 Content
&
Media
Ac.on
32. #B2BContentEvent
-‐
@LeeOdden
Measuring
Business
Value
• 25k+ Blog
Subscribers
• 62k Facebook
Fans
• 56k Twitter Follows
• 5,000+ LinkedIn
Group Members
• 100’s top 10
Google positions
• 2,000+ customers, 4+
years
• 700% revenue growth in
2 years*
• Fastest growing SaaS
after salesforce.com
(Jon Miller, VP Marketing)
• SEO & Blogs most
effective lead gen source
(Jon Miller, VP Marketing)
Social SEO KPI’s Business Outcomes
*MarkeDngSherpa
Case
Study
2011
38. #B2BContentEvent
-‐
@LeeOdden
OpDmized
Planning:
WHAT
&
WHY
1.
View
Search,
Social
&
Content
from
360
Degrees
-‐-‐
HolisDcally
2.
OpDmize
Everywhere:
MarkeDng
&
PR,
B2B
or
B2C,
SME
or
LE
3.
Research,
Audit
&
Listen
4.
Set
Goals,
Create
a
Roadmap
39. #B2BContentEvent
-‐
@LeeOdden
Measure
&
Refine
Promo.on
Social
Networking
Content
Op.miza.on
Crea.on
&
Cura.on
Content
Plan
Keyword
&
Topic
Research
Audience
&
Personas
OpDmized
ImplementaDon:
HOW