11. @leeodden#contentseo
Chasing Content “Best Practices”
We need one new,
original blog post
every day.
Can you get on that?
Can you create 2 new
ebooks, 12 social messages
each and an infographic?
By tomorrow?
We need a new content
plan with personas for 6
customer segments each
broken out by a 4 state
buying cycle.
Oh, and could you
do that for each
region: EMEA, NA
and APAC?And optimize each page
for ALL our keywords!
21. @leeodden#contentseo
5 Content Marketing Trends 2017
1. Start a content movement
2. Goodbye Old School SEO
3. Data informed experiences
4. Cognitive & AI
5. Participation Marketing
24. @leeodden#contentseo
Deluxe: Small Business Revolution
Deluxe – 100 years old
Repositioned as SMB & Digital
2015: 100 small businesses videos
+ documentary, blog posts, social,
& earned media
2016: 8 episode TV show (Hulu),
blog posts, social, earned media
2017: Finalists featured in video &
TV show in production, blog posts,
social, earned media.smallbusinessrevolution.org
25. @leeodden#contentseo
#SmallBusinessRevolution Results
Peformance data: Fast Horse
• 2 billion earned media impressions
• More than 370 million social media impressions
• More than 1 million video views
• More than 1 million visitors to SmallBusinessRevolution.org
• Small Business Revolution – Main Street featured among Inc.’s
“Top TV Shows Entrepreneurs Should Watch”
27. @leeodden#contentseo
Movement Lessons for Content Marketers
1. Think about inspirational stories to be told
with VIDEO where your customers are.
2. What are some ways to include prospects in
RECURRING content for the greater good?
3. Partner with major influencer(s) that share
your cause to CO-CREATE content & PR.
30. @leeodden#contentseo
From Queries to Questions
33 Million Voice First
Devices End of 2017
(VoiceLabs)
71% of 18-29 Use
Mobile Assistants
(Thrive Analytics)
50% of Search:
Voice, by 2020
(The Drum)
What about
me???
32. @leeodden#contentseo
SEO is Optimizing for Answers
When customers ask questions,
your job as a marketer is to
make sure brand content is the
“Best Answer”.
33. @leeodden#contentseo
Voice SEO Lesson For Content Marketers
1. Optimize local listings so you can be
found on “near me” questions.
2. Provide long tail answers by finding
out what questions buyers ask.
3. Optimze for mobile experiences –
content topics & types, speed, etc
35. @leeodden#contentseo
86%
influences purchases.
Source: Infosys
Content Personalization Imperative
5-8X
ROI on marketing spend.
Source: McKinsey
“Personalization is a
powerful customer
experience and
conversion
optimization tool.”
Josh Mueller, SVP Global
Marketing, Dun & Bradstreet
36. @leeodden#contentseo
Optimized CX with Data & Tech: DnB
DnB – 175 years old
New Site Optimizes Dynamically
12 versions of home page: each
personalized to a persona
Dynamically optimize CX using
deterministic and behavioral data
ABM visitors are served custom,
modular content and vanity URLs
that pass data on for engagement
via marketing automation.
dnb.com
39. @leeodden#contentseo
Buying State Questions = Goldmine of Topics
Buyer Insights > Keyword & Topic Research > Content Creation & Optimization
What is it?
How does it work?
Awareness
Interest
760,500 “what is”
200,000 “how to”
How does it compare?
Consideration
140,000 “compare or
compared”
How do I start?
Action
38,000 “how to start”
42. @leeodden#contentseo
Data Informed Experiences Lessons
1. Define the content experience customers
want: discovery, consumption, engagement.
2. Map the journey and align with your
content and multi-channel marketing plan.
3. Create specs for the tech and data needed
to support a great content experience.
49. @leeodden#contentseo
Cognitive Lessons for Content Marketers
1. Identify processes and repetitive tasks
that require data and decisions.
2. Evaluate a specialty tool or platform to
test and develop a case.
3. Do not think this is automatic, humans
are still needed! Most of them anyway.
54. @leeodden#contentseo
Participation Lessons for Content Marketers
1. Create a collaboration framework for topics,
content types and purpose.
2. Find & engage internal & external contributors,
then inspire them to participate.
3. Make it easy for people to contribute and share.
56. @leeodden#contentseo
Start Your Own Content Marketing Revolution
1
2
3
4
5
Start a movement with video to inspire content & customers.
Get smart on voice & question-focused SEO.
Leverage data & technology to optimize customer experience.
Test report creation with a NLG platform, learn about cognitive.
Democratize content creation with internal / external
collaboration – especially IGC (influencer generated content).
Lee Odden, TopRank Marketing
Content Marketing (R)evolution
5 major trends that can make or break content marketing success in 2017 and beyond
Information overload, ad blocking, changing Google algorithms, disappearing organic social reach and pressures to create more content with less are all pressures felt by content marketers. Add to that the array of content technology solutions including the role of machine learning and artificial intelligence and it spells both challenge and opportunity. In this presentation from Lee Odden, you'll learn 5 of the most important trends in content marketing and what you can do to embrace and dominate them for a more successful marketing year.
Deloitte’s 2016 Millennial Survey
87 percent) believe that the success of a business should be measured in terms of more than just its financial performance
Seventy-three percent said that business must have a positive social impact on society.
http://www.adweek.com/digital/how-to-use-social-media-activism-to-build-your-brand/
Deloitte’s 2016 Millennial Survey
87 percent) believe that the success of a business should be measured in terms of more than just its financial performance
Seventy-three percent said that business must have a positive social impact on society.
http://www.adweek.com/digital/how-to-use-social-media-activism-to-build-your-brand/
http://www.fasthorseinc.com/work/deluxe/
2015: 100 videos featuring small businesses + documentary
$25k given to winning SMB
2016: 10k small town nominations, 186k votes + 8 episode TV show
Gave $500k to winning town
2017: 14,000 nominations – featured finalists. TV show in production. $500k to winner
http://www.fasthorseinc.com/work/deluxe/
2015: 100 videos featuring small businesses + documentary
$25k given to winning SMB
2016: 10k small town nominations, 186k votes + 8 episode TV show
Gave $500k to winning town
2017: 14,000 nominations – featured finalists. TV show in production. $500k to winner
With voice assistants, it may be all talk, but it ain’t all search
With voice assistants, it may be all talk, but it ain’t all searchGoogle Home
Echo
Echo Home
86% of consumers say personalization plays a role in their purchasing decisions
http://www.datamentors.com/blog/are-you-getting-personal-data-driven-personalization-delivers-5-8-times-roi-marketing-spend
https://www.emarketer.com/Article/Why-Personalization-Key-Content-Marketing/1014261