Content as a Marketing Asset
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Conference presentation from the Texas Association of Graduate Admissions Professionals (TxGAP) 2012 Professional Development Conference. Author: Mark Barrera & Dan Sturdivant Marketing Consultant Barrera Search Marketing Description: Using content (articles, infographics, video, and other content types) as a way to generate good placement in search engine results is a good practice. But how do you use content to provide a long lasting effect? Mark Barrera and Dan Sturdivant will discuss various ways to use content as an asset whose value out lives that of other marketing tactics. For more information, visit www.txgap.com.
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Content as a Marketing Asset
- 1. Content Marketing in Higher Education Mark Barrera
- 2. Content Marketing • Content marketing is the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action.
- 3. Content Marketing • Audience Segmentation • Content Types • Editorial Calendar • Distribution • Measure Success
- 4. • Audience Segmentation • Location • Life Situation • Academic Standing • What are They Looking For –Pain Points
- 5. Content Types –Images •Campus Activity •Humor
- 6. Rich Media Events •Pre •During •Follow-up
- 7. Rich Media
- 8. Infographics
- 9. Content Types –Evergreen •Research •Guides •How Tos
- 11. Distribution • Social Media • Share via Email • Partnerships • Press / Media • Allow Content to be Shared Easily
- 12. Automation • Preschedule • Blog Posts • Press Releases • Social Media
- 13. Measure
- 15. Contact Me This Presentation Can be Downloaded at http://www.slideshare.net/markbarrera • Mark Barrera – 214-908-0954 – BarreraSearchMarketing.com – DFWSEM.org – November 14th – State of Search Conference • http://www.stateofsearch.org
- 16. Success With Content Marketing Dan Sturdivant @dansturdivant
- 17. Success With Content Marketing Dan Sturdivant DFW Search Engine Marketing Association Manage a $4.5mm CPC Budget @dansturdivant
- 18. CPC Advertising v Content Marketing @dansturdivant
- 19. Definitions • CPC- Cost Per Click • Content Marketing- A marketing technique that creates relevant and valuable content in order to attract a target audience - with the goal to promote a customer action. • CPA- Cost Per Action
- 20. The * Numbers CPC Advertising • Action: $100/Thing • Budget: $500/month • Landing page converts at12% • Cost Per Click: $5.00 • CPC Management @dansturdivant
- 21. The * Numbers Content Marketing • Action: $100/Thing • Budget: $500/month • Landing page converts at12% • Content Costs (per article): $40.00 – Copywriting $25.00 – Editing $5.00 – Optimizing (Scribe) $5.00 – Distribution $5.00 @dansturdivant
- 24. $100 Sale $5 CPC
- 25. Search Engine Results Content Page Landing Page @dansturdivant
- 26. Search Engine Results 42 Page Views/Year 12% (5 Sales) @dansturdivant
- 27. 8 6 4 2 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
- 28. $20,000 $15,000 $10,000 $500 Monthly Marketing Budget 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
- 29. $20,000 $20,000 $15,000 $10,000 $500 Monthly Marketing Budget $90 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
- 30. $20,000 $20,000 $15,000 $10,000 $500 Monthly Marketing Budget $90 2 Month 4 Months 6 Months 8 Months 10 Months 12 Months @dansturdivant
- 31. PAYOFFS • Revenue Positive: 6 weeks • Beats CPC:12 weeks • Cost: $500/month
- 32. PAYOFFS • Revenue Positive: 6 weeks • Beats CPC:12 weeks • Cost: $500/month • Asset: Priceless
- 34. @dansturdivant
- 35. Resources • Copyblogger • Flipboard • Content Marketing on AllTop.com • Brian Solis (briansolis.com) • Content Marketing Institute @dansturdivant
- 36. Upcoming Opportunities • June 30: WP Meetup: Meet the Developers • July 10: Content Strategy: Kristina Halvorsen • July 18: DFW SEM: Tools & Site Clinics @dansturdivant
- 37. Questions? Contact Me... Digital Direct Response Creative Search Engine Marketing Content Marketing @dansturdivant dan.sturdivant@gmail.com DFW Search Engine Marketing Association DFWSEM.org
Notes de l'éditeur
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