Content Marketing presentation by Lee Odden of TopRank Online Marketing at Content Marketing World 2012.
Optimization is more than SEO and an "optimize and socialize" approach to content marketing improves awareness, engagement, community, leads and sales.
Insights from our Change Agents on how an Enterprise Social Network can deliver clear business benefits, while introducing a new way of working for the 21st Century. Case studies that delivered measurable business value for a variety of enterprises. Hear the insights of our Change Agents as they discuss how an Enterprise Social Network can deliver clear business benefits, while introducing a new way of working for the 21st Century. You'll hear about case studies that delivered measurable business value for a variety of enterprises.
The document summarizes a discussion between Larry Weber from Digital Influence Group and Racepoint Group and Alex Mouldovan from Crowd Factory about measuring social media return on investment. They discuss how companies can use social media to generate word of mouth, acquire and engage customers, track influencers and campaign performance, and measure tangible business results from their social marketing efforts. The discussion is followed by questions from the audience.
NewsGator Collective 2013 - Keynote Daniel KraftDaniel Kraft
Opening Keynote at the NewsGator Collective, the annual user conference.
We Make Social Real.
With more than 200 Customers and Partners the Collective 2013 has been a great highlight of a record year of the NewsGator team.
The Role of the Social Employee - IBM & Digital Influence Group FutureM Prese...Racepoint Global
The document discusses IBM's initiative to train and enable employees to engage effectively on social media in a way that is aligned with IBM's business goals and brand. It outlines how IBM identifies subject matter experts among employees, provides tailored training based on their strengths and interests, and integrates them into marketing programs by amplifying their digital expertise. The goal is to leverage employees' online influence to help differentiate IBM as a leader in social business while reinforcing the company's values of being social, smart, and secure. Metrics show experts' digital engagement results in higher reach, conversion rates, and leads compared to traditional marketing tactics.
Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.
Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers:
1 - Build a rich brand experience for target audiences
2 - Develop a fluid model for content distribution and sharing
3 - Create new opportunities for engagement through partnerships
4 - Sustain and enhance engagement over time
The (Im)possible Role of the Social Media ManagerCarrie Kerpen
Your social media team is falling short -- and it's not their fault. It's time to reevaluate your business objectives and SPARK across departments. Learn how to create a Social Media Forum that staffs for success.
Insights from our Change Agents on how an Enterprise Social Network can deliver clear business benefits, while introducing a new way of working for the 21st Century. Case studies that delivered measurable business value for a variety of enterprises. Hear the insights of our Change Agents as they discuss how an Enterprise Social Network can deliver clear business benefits, while introducing a new way of working for the 21st Century. You'll hear about case studies that delivered measurable business value for a variety of enterprises.
The document summarizes a discussion between Larry Weber from Digital Influence Group and Racepoint Group and Alex Mouldovan from Crowd Factory about measuring social media return on investment. They discuss how companies can use social media to generate word of mouth, acquire and engage customers, track influencers and campaign performance, and measure tangible business results from their social marketing efforts. The discussion is followed by questions from the audience.
NewsGator Collective 2013 - Keynote Daniel KraftDaniel Kraft
Opening Keynote at the NewsGator Collective, the annual user conference.
We Make Social Real.
With more than 200 Customers and Partners the Collective 2013 has been a great highlight of a record year of the NewsGator team.
The Role of the Social Employee - IBM & Digital Influence Group FutureM Prese...Racepoint Global
The document discusses IBM's initiative to train and enable employees to engage effectively on social media in a way that is aligned with IBM's business goals and brand. It outlines how IBM identifies subject matter experts among employees, provides tailored training based on their strengths and interests, and integrates them into marketing programs by amplifying their digital expertise. The goal is to leverage employees' online influence to help differentiate IBM as a leader in social business while reinforcing the company's values of being social, smart, and secure. Metrics show experts' digital engagement results in higher reach, conversion rates, and leads compared to traditional marketing tactics.
Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.
Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers:
1 - Build a rich brand experience for target audiences
2 - Develop a fluid model for content distribution and sharing
3 - Create new opportunities for engagement through partnerships
4 - Sustain and enhance engagement over time
The (Im)possible Role of the Social Media ManagerCarrie Kerpen
Your social media team is falling short -- and it's not their fault. It's time to reevaluate your business objectives and SPARK across departments. Learn how to create a Social Media Forum that staffs for success.
Online communities have taken hold among businesses, to connect employees, customers and partners. However, community management as a profession is largely misunderstood and inadequately resourced. We created this book to raise the literacy level among businesses on what community managers actually do, and for community managers to have a trusted guide in their daily jobs. This guide addresses at a high level the strategy, design and everyday execution of a successful and healthy community.
Authors: Maria Ogneva, Matt Jensen, Molly Bugler
An intro guide_-_how_to_use_twitter_for_businessJacques Bouchard
This document provides an introductory guide on how to use Twitter for business. It begins with an overview of Twitter and common Twitter terminology. It then outlines 6 steps to setting up and optimizing a Twitter profile for business purposes, including signing up for an account, personalizing your company profile, starting to tweet, finding people to follow, getting people to follow you back, and engaging with your network on Twitter. The document then discusses how to use Twitter for various business objectives like developing your brand, interacting with customers, and more.
Navigating Regulatory Issues of Social Media in HealthcareRacepoint Global
Larry Weber of W2 Group, Marc Reisler and Michael Manthei of Holland & Knight and Joe Shields of Pfizer discuss the ways marketers in the health care industry can successfully navigate regulatory issues and maximize their online presence.
This webinar discussed topics that are top-of-mind for health care marketers, such as:
1 - What is the FDA's position on using social media to market FDA-regulated products?
2 - What privacy issues should marketers be aware of when using social media?
3 - Who has liability for social media content?
4 - Should pharmaceutical and medical device companies have a social networking policy?
IT decision makers are flocking to social networks to learn and validate information about their B2B purchases. And it's changing the game for marketers. New research from Forrester, Research Now, and LinkedIn reveals what you need to know to reach this influential audience in today's social landscape.
The document discusses the need for brands to adopt a content-as-a-service (CaaS) model to address challenges in reaching audiences online. It proposes a CaaS approach with four work streams: 1) developing social narratives grounded in analytics, 2) crafting social channel strategies, 3) analyzing content performance, and 4) facilitating participatory storytelling. The model is supported by an operational framework to integrate content across different touchpoints. Adopting this strategic and analytical approach can help brands better understand their audiences and create engaging content.
Digital Engagement: 5 Steps to Build, Analyze & Measure Your Digital Engageme...SnapApp
In today’s digital world, customers and fans demand engagement across channels; but most companies still struggle with a comprehensive strategy that combines the content, involvement & acquisition tactics required to do so. See examples that any business can use to build a strategy that fuels growth.
eMarketer Webinar: How & Why B2B Marketers Are Turning to Social MediaeMarketer
B2B marketers are increasingly turning to social media for marketing purposes. The webinar discussed how B2B marketers are using sites like LinkedIn, Facebook, Twitter, blogs and forums to build their brands, generate leads, and establish themselves as thought leaders. While social media is still developing for B2B companies, case studies on companies like Intel, Cisco, AT&T and Constant Contact provided examples of effective social media strategies for generating engagement, demonstrating products, and increasing sales. The webinar concluded by noting that B2B social media is still in its early stages and will continue evolving as more marketers integrate it into their overall marketing strategies.
In his new book, Steven advises companies to become conversation companies. A conversation company is a very consumer oriented company, relying on the power of people and using social media as a perfect partner. The Conversation Company invests in 4 C's to optimize its conversation potential: customer experience, conversation management, content, collaboration. This report gives an update to which extent companies are investing in these 4 dimensions.
Just the Facts: From Social to Funnel: Connecting Social Buyers to the Custom...Dell Social Media
George Sadler, Director, Social Media Insights at Dell discusses how effectively listening to customer conversations leads to valuable and actionable information that enables businesses to achieve success in today's "social" era.
2012 B2B social media summit - Building brand ambassadors from withinTrish Nettleship
Trish Nettleship discusses how to build brand ambassadors within an organization. She recommends identifying objectives tied to business goals, finding an executive champion, building a focused program with growth in mind, understanding community management, and tracking metrics to demonstrate progress towards objectives. The case study provides examples of how AT&T developed a networking leaders academy to enable expertise sharing leading to informed purchasing.
The Public Leader’s Dilemma - How to Become a Social OrganizationOgilvy Consulting
The document discusses the challenges public leaders face in managing social impact and transformation. It outlines key steps leaders must take, including expanding stakeholder engagement to build trust, strengthen operations through agile non-profits and startups, drive advocacy through listening and understanding needs, deepen engagement, and transform people through training, collaboration, and new routines. The leader's role is to help people transform by building belief in shared values and the potential for social tools to improve collaboration and create value.
While interns can help with social media engagement due to lack of resources and manpower, they have high turnover rates since commitments are only one semester. This can lead to gaps in engagement and the loss of relationships built within communities. Instead, companies should own customer relationships and use interns to assist, not control, social media presences to maintain consistency and build trust over time.
Helen Casey presented on social media and its relevance for property professionals. She discussed examples of popular social media platforms, how social media can be used as both a marketing and business tool, and the importance of developing a social media strategy aligned with business objectives. Casey also provided case studies of how social media has helped companies expand their networks and find new clients. She emphasized that face-to-face relationships remain important and social media is best used to enhance relationships. Casey concluded by offering tips for achieving social media success, including focusing on one platform and sharing useful content.
Kelli Carlson-Jagersma of Wells Fargo presented on using internal social media for collaboration. Wells Fargo has over 50 business lines operating in 33 countries. Carlson-Jagersma outlined Wells Fargo's journey with social media tools since 2004, starting with blogs and wikis and now piloting Jive and Chatter. She described three approaches to internal collaboration: testing and learning new tools, consulting and educating employees, and preparing for new ways of working. Case studies showed driving engagement across teams, collaborating around sales opportunities, and enhancing community support programs using social, mobile and local technologies. Carlson-Jagersma concluded that change takes time, education is key, and social collaboration is driven more
The document discusses best practices for driving adoption of enterprise social software. It recommends establishing ROI and momentum by demonstrating how social software can accelerate key processes like idea generation and learning. It also suggests overcoming objections by emphasizing benefits like increased productivity, decision making speed, and engagement. The document provides guidance on launching a social environment, including starting small, appointing a community manager, and tying launches to real-world events. It stresses sustaining adoption through community governance, advanced analytics for measuring success, and promoting top contributors.
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
In its third annual report The Community Roundtable examines the continued evolution of the social business industry and analyzes best practices and lessons learned from industry leaders and practitioners. Based on insights gleaned from over 100 roundtable calls with members of TheCR Network, a membership-based peer network of community professionals, the 60+ page comprehensive report highlights artifacts, patterns and initiatives likely to occur as organizations evolve and mature their social business competency.
The document discusses enterprise customer experience and the importance of listening to customers, engaging with them across physical and digital worlds, and providing experiences that reflect your company's culture. It emphasizes that customer experience results from how customers perceive their interactions with a company, not just what a company designs. Creating a positive customer experience requires coordination across departments along with social media initiatives, digital communication programs, and social CRM that leads to insights about customers.
1) Traditionally, business aimed to efficiently organize work through specializing labor, but the interactive web has allowed markets to better self-organize faster than companies through networked conversations.
2) If markets are conversations, then the interactive web has enabled new forms of social organization and knowledge exchange through networked conversations, making markets smarter and better informed.
3) Embracing social media allows companies to influence customers through these conversations rather than solely exerting control, and those that do so most effectively will be most successful.
3 Cs of Innovation 2.0 - Crowdsourcing, Competition, CollaborationHutch Carpenter
A look at three dynamics that determine the course and value of innovation efforts via communities. Describes areas including cognitive diversity, game mechanics and new bases for collaboration. Presented at the E2.0 Forum in Milan, Italy on 10 June 2010.
Today's digital marketplace has been marked by a dramatic increase in the use of technology for conversations, content and commerce. Content is the reason search engines exist and content is what people share on the social web. Google alone handles over 12 billion searches every month and companies are scrambling to keep up with their search, social media and content marketing. According to the Content Marketing Institute, 9 out of 10 companies currently use content marketing tactics and 60% plan on increasing their investments in web content over the next 12 months.
The opportunity to serve the insatiable need for new digital content is tremendous. Companies and the individuals capable of developing and scaling digital content will earn a substantial competitive advantage.
Key Takeaways:
1. Overall trends in content for digital marketing
2. Emerging consumer driven models for content marketing
3. How successful companies are growing with web content
4. Roles for a successful content marketing "A-Team”
5. Future growth opportunities with digital content
Online communities have taken hold among businesses, to connect employees, customers and partners. However, community management as a profession is largely misunderstood and inadequately resourced. We created this book to raise the literacy level among businesses on what community managers actually do, and for community managers to have a trusted guide in their daily jobs. This guide addresses at a high level the strategy, design and everyday execution of a successful and healthy community.
Authors: Maria Ogneva, Matt Jensen, Molly Bugler
An intro guide_-_how_to_use_twitter_for_businessJacques Bouchard
This document provides an introductory guide on how to use Twitter for business. It begins with an overview of Twitter and common Twitter terminology. It then outlines 6 steps to setting up and optimizing a Twitter profile for business purposes, including signing up for an account, personalizing your company profile, starting to tweet, finding people to follow, getting people to follow you back, and engaging with your network on Twitter. The document then discusses how to use Twitter for various business objectives like developing your brand, interacting with customers, and more.
Navigating Regulatory Issues of Social Media in HealthcareRacepoint Global
Larry Weber of W2 Group, Marc Reisler and Michael Manthei of Holland & Knight and Joe Shields of Pfizer discuss the ways marketers in the health care industry can successfully navigate regulatory issues and maximize their online presence.
This webinar discussed topics that are top-of-mind for health care marketers, such as:
1 - What is the FDA's position on using social media to market FDA-regulated products?
2 - What privacy issues should marketers be aware of when using social media?
3 - Who has liability for social media content?
4 - Should pharmaceutical and medical device companies have a social networking policy?
IT decision makers are flocking to social networks to learn and validate information about their B2B purchases. And it's changing the game for marketers. New research from Forrester, Research Now, and LinkedIn reveals what you need to know to reach this influential audience in today's social landscape.
The document discusses the need for brands to adopt a content-as-a-service (CaaS) model to address challenges in reaching audiences online. It proposes a CaaS approach with four work streams: 1) developing social narratives grounded in analytics, 2) crafting social channel strategies, 3) analyzing content performance, and 4) facilitating participatory storytelling. The model is supported by an operational framework to integrate content across different touchpoints. Adopting this strategic and analytical approach can help brands better understand their audiences and create engaging content.
Digital Engagement: 5 Steps to Build, Analyze & Measure Your Digital Engageme...SnapApp
In today’s digital world, customers and fans demand engagement across channels; but most companies still struggle with a comprehensive strategy that combines the content, involvement & acquisition tactics required to do so. See examples that any business can use to build a strategy that fuels growth.
eMarketer Webinar: How & Why B2B Marketers Are Turning to Social MediaeMarketer
B2B marketers are increasingly turning to social media for marketing purposes. The webinar discussed how B2B marketers are using sites like LinkedIn, Facebook, Twitter, blogs and forums to build their brands, generate leads, and establish themselves as thought leaders. While social media is still developing for B2B companies, case studies on companies like Intel, Cisco, AT&T and Constant Contact provided examples of effective social media strategies for generating engagement, demonstrating products, and increasing sales. The webinar concluded by noting that B2B social media is still in its early stages and will continue evolving as more marketers integrate it into their overall marketing strategies.
In his new book, Steven advises companies to become conversation companies. A conversation company is a very consumer oriented company, relying on the power of people and using social media as a perfect partner. The Conversation Company invests in 4 C's to optimize its conversation potential: customer experience, conversation management, content, collaboration. This report gives an update to which extent companies are investing in these 4 dimensions.
Just the Facts: From Social to Funnel: Connecting Social Buyers to the Custom...Dell Social Media
George Sadler, Director, Social Media Insights at Dell discusses how effectively listening to customer conversations leads to valuable and actionable information that enables businesses to achieve success in today's "social" era.
2012 B2B social media summit - Building brand ambassadors from withinTrish Nettleship
Trish Nettleship discusses how to build brand ambassadors within an organization. She recommends identifying objectives tied to business goals, finding an executive champion, building a focused program with growth in mind, understanding community management, and tracking metrics to demonstrate progress towards objectives. The case study provides examples of how AT&T developed a networking leaders academy to enable expertise sharing leading to informed purchasing.
The Public Leader’s Dilemma - How to Become a Social OrganizationOgilvy Consulting
The document discusses the challenges public leaders face in managing social impact and transformation. It outlines key steps leaders must take, including expanding stakeholder engagement to build trust, strengthen operations through agile non-profits and startups, drive advocacy through listening and understanding needs, deepen engagement, and transform people through training, collaboration, and new routines. The leader's role is to help people transform by building belief in shared values and the potential for social tools to improve collaboration and create value.
While interns can help with social media engagement due to lack of resources and manpower, they have high turnover rates since commitments are only one semester. This can lead to gaps in engagement and the loss of relationships built within communities. Instead, companies should own customer relationships and use interns to assist, not control, social media presences to maintain consistency and build trust over time.
Helen Casey presented on social media and its relevance for property professionals. She discussed examples of popular social media platforms, how social media can be used as both a marketing and business tool, and the importance of developing a social media strategy aligned with business objectives. Casey also provided case studies of how social media has helped companies expand their networks and find new clients. She emphasized that face-to-face relationships remain important and social media is best used to enhance relationships. Casey concluded by offering tips for achieving social media success, including focusing on one platform and sharing useful content.
Kelli Carlson-Jagersma of Wells Fargo presented on using internal social media for collaboration. Wells Fargo has over 50 business lines operating in 33 countries. Carlson-Jagersma outlined Wells Fargo's journey with social media tools since 2004, starting with blogs and wikis and now piloting Jive and Chatter. She described three approaches to internal collaboration: testing and learning new tools, consulting and educating employees, and preparing for new ways of working. Case studies showed driving engagement across teams, collaborating around sales opportunities, and enhancing community support programs using social, mobile and local technologies. Carlson-Jagersma concluded that change takes time, education is key, and social collaboration is driven more
The document discusses best practices for driving adoption of enterprise social software. It recommends establishing ROI and momentum by demonstrating how social software can accelerate key processes like idea generation and learning. It also suggests overcoming objections by emphasizing benefits like increased productivity, decision making speed, and engagement. The document provides guidance on launching a social environment, including starting small, appointing a community manager, and tying launches to real-world events. It stresses sustaining adoption through community governance, advanced analytics for measuring success, and promoting top contributors.
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
In its third annual report The Community Roundtable examines the continued evolution of the social business industry and analyzes best practices and lessons learned from industry leaders and practitioners. Based on insights gleaned from over 100 roundtable calls with members of TheCR Network, a membership-based peer network of community professionals, the 60+ page comprehensive report highlights artifacts, patterns and initiatives likely to occur as organizations evolve and mature their social business competency.
The document discusses enterprise customer experience and the importance of listening to customers, engaging with them across physical and digital worlds, and providing experiences that reflect your company's culture. It emphasizes that customer experience results from how customers perceive their interactions with a company, not just what a company designs. Creating a positive customer experience requires coordination across departments along with social media initiatives, digital communication programs, and social CRM that leads to insights about customers.
1) Traditionally, business aimed to efficiently organize work through specializing labor, but the interactive web has allowed markets to better self-organize faster than companies through networked conversations.
2) If markets are conversations, then the interactive web has enabled new forms of social organization and knowledge exchange through networked conversations, making markets smarter and better informed.
3) Embracing social media allows companies to influence customers through these conversations rather than solely exerting control, and those that do so most effectively will be most successful.
3 Cs of Innovation 2.0 - Crowdsourcing, Competition, CollaborationHutch Carpenter
A look at three dynamics that determine the course and value of innovation efforts via communities. Describes areas including cognitive diversity, game mechanics and new bases for collaboration. Presented at the E2.0 Forum in Milan, Italy on 10 June 2010.
Today's digital marketplace has been marked by a dramatic increase in the use of technology for conversations, content and commerce. Content is the reason search engines exist and content is what people share on the social web. Google alone handles over 12 billion searches every month and companies are scrambling to keep up with their search, social media and content marketing. According to the Content Marketing Institute, 9 out of 10 companies currently use content marketing tactics and 60% plan on increasing their investments in web content over the next 12 months.
The opportunity to serve the insatiable need for new digital content is tremendous. Companies and the individuals capable of developing and scaling digital content will earn a substantial competitive advantage.
Key Takeaways:
1. Overall trends in content for digital marketing
2. Emerging consumer driven models for content marketing
3. How successful companies are growing with web content
4. Roles for a successful content marketing "A-Team”
5. Future growth opportunities with digital content
Web-Scale Discovery: Post ImplementationRachel Vacek
Discovery services provide users a single
search box to access a library’s entire prei-ndexed collection. Representatives from
two academic libraries serving different
user populations will discuss marketing,
instructing users, evaluating the product,
and maintaining the resource after a
discovery service is implemented
This document summarizes several Amazon Web Services including Amazon EC2, S3, Xen, and Hadoop. It provides details on EC2 instance types and pricing, how S3 can be used for simple and unlimited storage, and other services like CloudFront for content delivery and SimpleDB for database services. The document aims to introduce these Amazon cloud computing services and how they can be utilized.
Learn the basics of this open source content management system and how you can create a robust website quickly and full of tools that will engage your users. This presentation will also focus on configuration, popular modules for libraries, and tips for best practice and ongoing maintenance.
How can Content Marketing amplify reach, engagement and results by integrating Social Media SEO? This presentation from Lee Odden of TopRank Online Marketing lays out how online marketers can implement a process for incorporating the finer points of search engine optimization, content and social networking.
This document appears to be a list of 22 classical music pieces or artworks. It includes titles like "Salzburg Symphony", "Morning Bouquet", "The Welcome Visitor", and various other pieces that seem to be describing pastoral scenes, activities, and events from the 17th-18th centuries. The list includes various composers and artists like Mozart, Delort, Dupre, Munier, and others from that time period. It ends with the note "Classics Mozart - Salzburg Symphony" and "FIN Adaptare – Ninu C. 2007", suggesting it is a catalog or compilation of classical works from that era.
Blogs are one of the most trusted forms of content for recommendations on the web and brands can improve reach and engagement by optimizing and socializing for customers.
This presentation outlines key strategies and tactics for companies to incorporate social media optimization and SEO to create more customer centric content that readers are inspired to share and link to.
Presentation by Lee Odden, CEO of TopRank Online Marketing.
The document discusses using Erlang ports to interface with Perl scripts for handling Unicode strings and regular expressions. It provides code for an Erlang module that starts a Perl port and allows sending strings to be printed. The Perl script uses Erlang ports to receive the strings, check them, and print them to standard error. This allows Erlang to leverage Perl for Unicode support and regular expressions on strings containing Unicode characters.
Evolution of Public Relations Through Content Marketing - Congreso PRORP TopRank Marketing Agency
LA EVOLUCIÓN DEL PR A TRAVÉS DEL MARKETING DE CONTENIDOS
Presentation by Lee Odden of TopRank Marketing on the Evolution of Public Relations Through Content Marketing - Congreso Internacional De Relaciones Publicas, Mexico City, June 8, 2015.
Amazon EC2 provides an infrastructure service that allows users to run virtual compute environments called instances. The document discusses various Amazon Web Services including EC2, S3, SimpleDB, CloudFront, SQS, and Mechanical Turk. It also covers the different types of EC2 instances available, how to access and use the services, and tools for managing instances.
Lee Odden of TopRank Marketing & Author of Optimize, presentation on SEO is Marketing: Content & Customer Optimization from Search Congress in Barcelona 2012.
Amplify your online marketing reach & effectiveness with integrated Social Media, SEO & Content Marketing. Presentation by Lee Odden of TopRank Online Marketing at SES Chicago in 2011.
The document discusses optimizing business blogging to inspire action. It recommends understanding your audience, creating a content calendar to organize topics according to customer needs and search keywords, and growing social networks to promote content. Blogs should focus on solving customer problems at each stage of the buying cycle with content types like case studies, how-to guides and videos. Key steps are picking goals, learning reader questions, planning inspiring stories, monitoring progress and optimizing performance. The overall goal is creating stories that attract, engage and convert customers through passion and understanding their needs.
The document discusses using Erlang ports to interface with Perl scripts for handling Unicode strings and regular expressions. It provides code for an Erlang module that starts a Perl port and allows sending strings to be printed. The Perl script uses Erlang ports to receive the strings, check them, and print them to standard error. This allows Erlang to leverage Perl for Unicode support and regular expressions on strings containing Unicode characters.
Presentation on optimizing social media and content marketing for better performance across the customer lifecycle. By Lee Odden, CEO of TopRank Online Marketing at SMBMSP (social media breakfast Minneapolis, St. Paul MN).
Content Marketing track keynote presentation at BlogWorld & New Media Expo New York 2012 by Lee Odden of TopRank Online Marketing.
Optimize and Socialize for Better Content Marketing Results.
Content is the currency for building social relationships that can boost earned media. If you want to ensure your brand gets in the media, then become the media. Presentation from PRSA International Conference on evolving digital PR through content marketing by Lee Odden, CEO of TopRank Online Marketing.
Future of content marketing e briks infotechebriksinfotech
The document discusses trends in web content and content marketing. It notes that content consumption on the web is rising, with 51% of time spent consuming content. It also notes that 99% of marketers use some form of content marketing. The document discusses emerging models of content marketing that focus on different customer touchpoints. It outlines the key roles in a content marketing "A-Team" and gives examples of how companies can repurpose content across different channels. The document concludes that content will continue powering the web and businesses should make a commitment to developing strong web content strategies.
Future of content marketing e briks infotechebriksinfotech
The document discusses trends in web content and content marketing. It notes that content consumption on the web is rising, with 51% of time spent consuming content. It also notes that 99% of marketers use some form of content marketing. The document discusses emerging models of content marketing that focus on different customer journeys. It outlines the key roles in a content marketing "A-Team" and provides examples of content marketing tactics. It emphasizes that successful companies are increasingly investing in dedicated in-house content marketing resources and integrating different media types.
Content Optimization: How To Integrate Search, Social And Inbound To Drive De...G3 Communications
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.
IBM Spotlight Session: Social Selling as a B2B Prospecting ToolVivastream
The document summarizes IBM's use of social selling as a B2B prospecting tool. It discusses how social networks have changed how clients buy and how IBM has transformed its inside sales model to engage clients through social media. It outlines IBM's social selling strategy, which includes social listening, participating in conversations, identifying influencers, and focusing on high-value content. The results shown include over 900 sellers in 170 countries using social effectively to build awareness, extend reach, and drive leads.
IBM Spotlight Session: Social Selling as a B2B Prospecting ToolVivastream
The document discusses IBM's use of social selling as a B2B prospecting tool. It outlines how social networks have changed B2B buying behavior, with clients now discovering information online. It also summarizes IBM's research finding that over a third of clients have used social media to engage with IT vendors. The document then provides an overview of IBM's inside sales organization and digital contact tools. It describes IBM's strategy to transform inside seller skills to match the new social selling model of building relationships through digital and social capabilities.
This document summarizes a presentation by Ardath Albee on demand generation strategies. Albee is a marketing strategist and author who believes buyer personas are key to content strategies. The presentation discusses how attention has evolved from cursory to intentional, and how content should match what buyers want, including content structured by business role. It also emphasizes the importance of consistency across channels to help prospects connect information. Engagement data can inform program design, and consistency involves pre-event, event, and post-event activities around triggers for education, expertise and evidence.
March 2013 at social selling in a buyer empowered worldHuthwaite Inc
The document discusses the changing buyer behavior and implications for sales and marketing in today's buyer-empowered world. It notes that buyers now do more of their own research before engaging with vendors, and use social media and networks as part of their buying process. This represents a shift in power to buyers. The document advocates for social selling as an approach for sellers to adapt to this new environment. However, it notes many organizations still face challenges in implementing successful social selling strategies. The key implications discussed are that sales, marketing, and companies as a whole need to take more targeted, insights-based approaches that are helpful to buyers throughout the purchase process.
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
How to Use Search and Social Networks for Lead GenerationPaul Gillin
Qualified lead generation, which is the holy grail of B2B marketing, is being reinvented by online tools. Traditional outbound marketing relied upon scatter-shot techniques like advertising, direct mail, and events to attract prospects. Today, search engines and social networks have evolved this process into a much more targeted and conversation-focused approach.
Today's new breed of effective lead generation combines keyword optimization and link-building strategies (inbound marketing) with strategic participation in social networks (outbound marketing). Result: social media and search engines can deliver qualified leads at a dramatically lower cost than traditional means.
These new approaches to lead generation require more active participation by marketing organizations than in the past, but the payoff is in higher quality leads, faster closing times, and less waste.
This presentation covers:
*The power of long tail search optimization
*How to identify prospects who are seeking your products and services through public social networks
*How analytics and social CRM can dramatically improve lead quality
*How to target messages to reach prospects at the optimal point in the sales cycle
This document summarizes a presentation about marketing and social media interventions for early childhood programs. It discusses how marketing has shifted from promotion to engagement through interactive communication. Social media is an important part of marketing strategies now as it allows two-way conversations. The presentation provides an overview of major social media platforms like Facebook, Twitter, and LinkedIn and how each can be used for early childhood audiences. It emphasizes that social media requires planning, policies, training and ongoing effort to be effective.
Keeping Your Stories Straight: Aligning Social Media and Conent Marketing Str...Act-On Software
The webinar discussed aligning social media and content marketing strategies. It covered creating a consistent story across channels, measuring success, and examples to get started. Two speakers presented on nurturing programs with "natural nurturing" rather than just email, and the importance of consistency across channels to connect with prospects. The webinar concluded with a question and answer session.
Presentation on the Strategic Role of Content, Social & SEO in Integrated Marketing hosted by Crescendo Content Marketing Software and delivered by Lee Odden, CEO of TopRank Marketing.
How to Use the Power of Inbound Marketing to Generate Leads OnlineHubSpot
Inbound marketing uses content and online engagement to attract potential customers and generate leads. It focuses on search engine optimization, blogging, social media, email marketing and analytics to drive organic traffic. Inbound favors quality content over paid ads, building trust and thought leadership. Key tactics include publishing helpful content, optimizing websites and landing pages for search, engaging on social media and sending targeted, valuable emails. The goal is to attract and nurture leads through each stage of the buyer's journey until they become customers in a cost-effective manner.
This document provides a summary of a Business Marketing Association (BMA) Chicago event on November 18, 2009. The event featured presentations on evolving digital marketing tactics including search, social media, mobile marketing and their integration. Key points discussed included the growing importance of social media and its influence on search rankings, the need for consistent messaging across touchpoints, and tips for marketers such as developing mobile-optimized websites and understanding interdependencies between tactics. Presenters were from marketing firms Symmetri, Vivid Ascent, Ruder Finn and Interactive Mediums.
Attracting quality traffic - Dave Chaffey Smart Insights 2011Dave Chaffey
The document discusses strategies for digital marketing and customer acquisition in 2012. It poses 8 questions to review one's strategy: 1) Does your brand have a clear personality and online value proposition? 2) Is your mix of paid, owned and earned media investments balanced and effective? 3) Is your publishing process optimized for digital channels? 4) How can you make online campaigns more engaging? 5) Is your business designed for social media? 6) Are you implementing deep SEO practices? 7) Are your channels integrated or siloed? 8) Are you using analytics to optimize performance? The document provides tips and examples for developing strategies in areas like content, social media, email marketing and search engine optimization to attract customers online.
This document provides an overview of social media marketing best practices for small businesses and nonprofits. It discusses defining social media marketing, the benefits of social media marketing, and best practices around connections, engaging content, and conversations. Specifically, it recommends businesses build connections by being present on platforms customers use, discover preferred channels, and kickstart growth using email lists. It also provides tips for creating engaging content that inspires sharing and strategies for monitoring social media and turning negative comments into positive customer experiences. The document aims to demonstrate how small businesses can successfully utilize social media marketing with limited time and resources.
Similaire à Content Marketing - How to Optimize & Socialize for Better Performance (20)
How to create more credible and engaging content for B2B audiences featuring top interactive content formats, influencer engagement best practices and case studies from TopRank Marketing. Presentation given at B2BMX 2019 by Lee Odden.
Webinar on how B2B marketers can drive better content marketing performance with a "Best Answer" content marketing strategy. Includes examples, case studies and practical tips. Presentation by Lee Odden, CEO at TopRank Marketing in partnership with BuzzSumo.
Formulas for success with B2B influencer marketing featuring industry statistics, models and insights from interviews with senior marketing executives at SAP Ariba (Amisha Gandhi), Konstanze Alex (Dell) and Luciana Moran (Dun & Bradstreet). Ebook developed by TopRank Marketing.
In Ashley Zeckman's presentation from the 2017 Social Brand Forum, you'll find 5 key content ideas to help you overcome some of today's biggest marketing hurdles.
The document discusses trends and best practices in influencer marketing for big brands. It provides case studies of influencer marketing campaigns by MGM Resorts, Dell Technologies, and SAP. The key lessons from the campaigns are that creating FOMO through live influencer content can be powerful for MGM Resorts, co-creating content allows for mutual value between influencers and Dell Technologies, and interactive influencer content that creates experiences inspires action for SAP. The document also analyzes tools for influencer marketing including BuzzSumo, Izea, Linqia, Traackr, and Onalytica.
Influencer Marketing is a hot topic but for B2B marketers, is it mighty hype or great hope for B2B companies?
Lee Odden of TopRank Marketing is the recognized authority on B2B influencer and content marketing. In this presentation, he outlines top influencer marketing trends, research and 3 examples of how major B2B brands like Dell, Oracle and SAP are raising the bar on content marketing by working with influencers.
The document discusses best practices for B2B influencer marketing. It provides information on identifying influencers using tools like BuzzSumo, recruiting them to create co-branded content, and amplifying the content through influencer social media networks. A successful influencer marketing program involves ongoing measurement of engagement and optimization of the influencer relationships.
Winfluencer Marketing - How B2B companies are winning hearts and minds with influencer content. Presentation at UFX2016 Toronto, by Lee Odden of TopRank Marketing.
Modern civilization was built on the backs of great cities. Likewise, great businesses are now being built on the backs of B2B marketing. Cities like Rome, Athens, Hong Kong, and New York have been our models of culture and progress. And from the outside, these cities appear to function effortlessly. The truth is quite the opposite.
In order to build a successful B2B marketing empire, you must have a solid foundation in place. This eBook will cover the foundational elements of how to build your:
- B2B Marketing Strategy
- Marketing Career
- Marketing Squad
Gain insights and advice from top B2B marketers like Ann Handley, Michael Brenner, Chris Moody, Scott Monty, Lee Odden, Jason Miller and more!
Content Marketing Ideas! How to Find the Best Stories to Tell Your CustomersTopRank Marketing Agency
The document discusses content marketing strategies and frameworks. It emphasizes the importance of customer empathy and using customer insights to inform content creation. Specifically, it recommends mapping content topics to customer buying cycles and personas, focusing content on answering common customer questions. It also provides tips for generating content ideas from customer journeys, topic clusters targeting specific stages of the buying cycle, and leveraging different data sources. The overall message is that content should be highly relevant to customers by understanding their goals, pain points and situations.
Keynote presentation by Lee Odden: Participation Marketing: The New World of Content Co-Creation, Influencers & Integration for Public Relations. PRSA Strategic Collaboration Conference, Chicago 2016.
In the Easy-as-Pie Guide to Content Planning, we offer simple tips and recipes that will improve your content planning and effectiveness. These recipes include:
Recipe #1 – Easy-as-Pie Content Planning
Recipe #2 – Easy-as-Pie People Planning
Recipe #3 – Easy-as-Pie Wins & Losses
Along with these recipes, you’ll find insights from the most brilliant content marketing chefs on the planet.
The power of integrating B2B influencer marketing with content marketing, a presentation given by Lee Odden of TopRank Marketing at the Oracle Modern Marketing Experience MME16 conference 2016.
Many marketers are banging their heads against the wall
wondering why influencers won’t return their emails or
promote their programs. The reason? Small mistakes can often have a big impact.
To help make your influencer marketing a winner, we have tapped 15 top marketing influencers for reasons they've not responded to a request and included 25 ways to help you win.
#MNBlogCon - The Marketer Abides: 5 Lessons in Creative Content Marketing Fro...TopRank Marketing Agency
Have you been writing blog content targeted at The Dude when your real customer is Mr. Lebowski? Great content starts with understanding your audience, their pain points and finding a way to connect with them on another level. A successful approach to creative content starts with nailing your strategy and carries through to execution and even promotion. It’s time to recognize that a scattergun approach won’t help you grow subscribers, engage your readers and create loyal customers.
In this presentation you’ll learn ways to:
1 – Properly identify your target blog audience
2 – Help your readers solve a problem
3 – Incorporate storytelling into your content strategy
4 – Mesmerize your audience with visual blog content
5 – Amplify your message properly with social promotion
This is not ‘Nam. This is blogging. There are rules.
This eBook is the final of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on the importance of content marketing measurement, and what you should be measuring now.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
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Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
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Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
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Top mailing list providers in the USA.pptxJeremyPeirce1
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Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
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2. About Lee & TopRank Marketing
Attract – Engage – Convert
@leeodden #cmworld
3. Enough About Me, What About You?
Audience Poll:
What Are Your Content
Marketing Objectives?
1. Awareness
2. Engagement
3. Direct Sales
4. Something Else?
@leeodden #cmworld
5. 51% of all time on the web
is content consumption.
(AOL/Nielsen 2011)
9 out of 10 B2B
Marketers use content
marketing tactics.
(Content Marketing Institute/MarketingProfs 2012)
@leeodden #cmworld
6. 69% 47%
SEO Email
76% 35%
88%
Syndication
Display
78% 12%
Paid Search Content Shares
of brand & agency marketers are
using social media for content
distribution.
@leeodden #cmworld
Source: State of Content Marketing, Outbrain 2012
7. Social Moves Content
70% Increased presence
across platforms
Increased frequency
59% content publishing
50% More robust
social marketing mgt
More robust
45% social monitoring
More social
Source: eMarketer / Awareness Inc. 2012
33% presence
@leeodden #cmworld
8. Search is Undervalued, Yet
Critical to Brand Campaigns eMarketer 8/12
81%
Perceptions
Are Influenced
Weber Shandwick 2012
89%
Use Search for
Purchase
Fleishman-Hillard 2012
@leeodden #cmworld
11. Are they Optimized?
Contributed
Articles
Live Events ?
Case Studies
Facebook Twitter
Infographic
Blogs Videos
@leeodden #cmworld
12. Optimized & Integrated Is Powerful
Customer Goals + Business Value Meet Customer Needs
= Content Marketing Strategy = Achieve Business Outcomes
Blogs
Live Events
Contributed Articles
Twitter
Facebook
Videos
Infographic
@leeodden #cmworld
13. Persona
“Jane Exec” Simple
Influences CEO
Goals: Fast,
Save $, Service
Content Alignment
awareness interest consideration purchase retention advocacy
Blog Facebook Email Offer Tips Articles Blog
Fast
Byline PPC Locator Newsletter Soc Net
Ads Blog PPC Loyalty VIP
Save $
Press Reviews Discount Community Referral
Ads Blog PPC Loyalty VIP
Service
Press Reviews Discount Community Referral
@leeodden #cmworld
17. To Optimize Is Continuous
Hypothesis
Plan
Implement
Measure
Refine
Repeat
@leeodden #cmworld
18. It’s Time to Re-Think “Optimization”
Today’s digital world is complex,
diverse, and changing fast.
To “Optimize” is to know customers,
technology and continuously adapt to
reach business goals.
Consumers are empowered by
technology, expect more: user
experience, speed, service.
@leeodden #cmworld
19. To Optimize is Relevant to All
Corporate Content
and Objectives
Public Human Customer
Marketing
Relations Resources Service
@leeodden #cmworld
23. Social Media & Content Lifecycle
Newsletter
Social Ads
PPC Reviews Community
Forum Social Networks
Email Blog
Website Blog
Online Ads Media
consideratio
awareness purchase retention advocacy
n
Direct Mail
Email Store FAQ
Word of Mouth Promotions
Knowledge Base
P
Ecommerce
R Radio
TV
Print
@leeodden #cmworld
24. Operationalize Optimization
awareness interest consideration purchase retention advocacy
What stories Make it
Goals,
Audiences will connect easy to find
Topics
you? & share
Preferences Search & Editorial Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose PR, Linking
@leeodden #cmworld
25. Optimize Customer Segments
awareness interest consideration purchase retention advocacy
Align Topical Needs With Content
Buying
Keywords Social Topics Content Type
Cycle
Awareness broad general issues blog, byline, social
Stan
Interest category investigative video, social
feature comparison,
Consideration comparison demos
reviews
Customer Segment Pain Purchase transactional referrals exclusive
Points & Goals
Retention tips connect with other users be a resource
• Save time
• Save money Advocacy supporting participation deliver as promised!
• Dissatisfaction
• Status
@leeodden #cmworld
26. Optimized Content Matrix
awareness interest consideration purchase retention advocacy
Topical Blog Post Infographic Video Facebook Post
Theme
Blog Post Infographic Video Facebook Post
Blog Post Infographic Video Facebook Post
Blog Post Infographic Video Facebook Post
Blog Post Infographic Video Facebook Post
Weave Themes Into Stories
@leeodden #cmworld
27. Social Topic Matrix
Keyword 1 Keyword 2 Keyword 3 Keyword 4
Keyword A Blog Post Infographic Video News Release
Keyword B Blog Post Infographic Video News Release
Keyword C Blog Post Infographic Video News Release
Keyword D Blog Post Infographic Video News Release
Keyword E Blog Post Infographic Video News Release
Create a Topic Matrix
@leeodden #cmworld
28. Measuring Business Value
Social Content KPI’s Business Outcomes
• Fans • Share of Voice
• Friends • Improve Service
• Followers • Shorter Sales
• Comments Cycles
• Likes • Increased Order
• Google Plusses Quantity, Frequency
• Links • More Referrals
• SERPs • Lower Marketing
• Search Traffic Costs
• Grow Revenue
• Improve Profits
@leeodden #cmworld
29. Let Me Tell You A Secret
http://tprk.us/cmsecrets
@leeodden #cmworld
34. We need to rethink this.
We need to optimize
our approach.
@leeodden #cmworld
35. Solution? Simplify: One Question
You're a secret agent on a mission and you're having a
rendezvous with your agency contact after pulling a
dangerous undercover operation. You now have a coveted
secret. A content marketing secret. What secret for
achieving success with content marketing will you share?
The content marketing world depends on it!
@leeodden #cmworld
42. Initial Results (6 Days)
43,000+ views on Slideshare
1,000+ PDF downloads
5000+ visits of full interviews
3,300+ Retweets
200+ Facebook “likes”
130 G+
100+ inbound links
@leeodden #cmworld
43. 1 Content & Media Discovery
Audience?
Goals?
Search?
Social?
Prospect Journalist Customer Influences?
“Real influence isn’t huge fan & follower counts,
it’s niche communities that take action”
@leeodden #cmworld
44. 2 Content & Media Consumption
What’s the narrative?
How will your content
persuade?
• Formats, Devices
• Social topics, keywords
• Editorial calendar
“To stand out, your content should stand
for something: unique & specific.”
@leeodden #cmworld
45. 3 Content & Media Engagement
What kind of engagement
do your customers expect?
What topics will inspire
action along the customer
lifecycle? Prospect Customer
“Your community will be as interested in
your content as the interest you show in
the community.”
@leeodden #cmworld
46. Optimization is an Approach
Set Goals
Repeat Make a Plan
ABO
Refine Implement
Monitor &
Measure
@leeodden #cmworld
50. Optimized Planning: WHAT & WHY
1. View of Search, Social &
Content from 360 Degrees
2. Optimize Everywhere:
Marketing & PR, B2B or B2C, SME or LE.
3. Research, Audit & Listen
4. Set Goals, Create a Roadmap
@leeodden #cmworld
51. Optimized Implementation: HOW
Audience & Personas
Keyword & Topic Research
Content Plan
Creation & Curation
Content Optimization
Social Networking
Promotion
Measure & Refine
OptimizeBook.com
@leeodden #cmworld
52. Optimized to Scale: WHO
Assess your organization’s
“optimization readiness” &
identify training opportunities.
Make integrated search,
social & content marketing
part of your processes.
OptimizeBook.com
@leeodden #cmworld
Content MarketingSearch, social media and content marketing are converging, and consumers are using numerous ways to discover, consume and act on content. In this session, you’ll learn how to use content marketing best practices to design information that inspires audiences to share, buy and recommend your brand.Key Points:Learn the framework for an optimize and socialize approach to content marketingUnderstand the framework for optimizing across the customer lifecycleKnow the difference between KPIs and business outcomes for web and social measurementConnect with Lee:http://twitter.com/leeoddenhttp://www.toprankmarketing.comhttp://www.toprankblog.comhttp://optimizebook.com
Long time content marketing expert Lee Odden is the CEO of TopRank Online Marketing, editor at TopRankBlog.comand Author of the new book, Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing published by Wiley. He's been cited in the New York Times, Forbes, The Economist and The Wall Street Journal for his content marketing and PR expertise and writes a Social Media Marketing column for ClickZ. Lee has worked with hundreds of companies developing strategic search, social and content marketing programs and speaks internationally on the convergence of internet marketing, PR and new media.
http://fleishmanhillard.com/2012/01/31/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/http://www.emarketer.com/Article.aspx?R=1009241search results influence consumers’ perceptions about a company, according to 81% of the respondents worldwide in a November 2011 study from PR agency Weber Shandwick.