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.

1. The
Strategic
Role
of
Content,
Social
&
SEO
in
Integrated
Marke:ng
Image:
Shu>erstock
Be the Best Answer
@LeeOdden
TopRank
Marke0ng

2. #ContentAnswer
@leeodden
Customers
Can
Find
Informa:on
Anywhere
Image:
Shu>erstock
50 BILLION
2020
Internet
Connected
Devices
Source:
Ericsson

3. #ContentAnswer
@leeodden
Content:
The
More
the
Be>er!
Image:
Shu>erstock

4. #ContentAnswer
@leeodden
Maybe
Not:
Can
You
Say
“Overload”?
Image:
Shu>erstock
GIGABYTES
24K
Data
Uploaded
Every
Second
Source:
Internet
in
Real
Time

5. #ContentAnswer
@leeodden
“Content Marketing is the
planning, creation, promotion
and measurement of content
for a specific audience to
influence a business outcome.”
Content
Marke:ng
Defined:
@leeodden
Image:
Shu>erstock

6. #ContentAnswer
@leeodden
Content
Marke:ng
Maturity
Stasis
Focus:
status
quo
Sta:c
Few
resources
Ini:al
experiments
Brand
centric
Production
Focus:
quan:ty
Strategy
Process
Crea:on
“More
is
Be>er”
SEO
centric
Utility
Focus:
quality
Func:onal,
useful
Customer
focused
Refined
process
Social
centric
Storytelling
Focus:
experience
Seek
to
dominate
USP
Brand
leadership
Op:mized
buy
cycle
Integra:on
Mul:
&
Omni
Channel
Monetization
Focus:
ecosystem
Marke:ng
ROI
Content
Publishing
ROI
Syndica:on
ROI
Services
ROI
Scale
Source:
TopRank
Online
Marke:ng

7. #ContentAnswer
@leeodden
Content
Marke:ng
Tac:cs
• Ar0cle
Marke0ng
• Advertorial
• Blogging
• Case
Studies
• Crowdsource
• Curate
• Digital
Newsle@ers
• eBooks
• Email
• Interac0ve
Games
• Images
&
Infographics
• Interac0ve
Tools
• Microsites
• Mobile
Applica0ons
• Mobile
Content
• News
Release
• Online
Magazines
&
Apps
• Podcasts
• Print
Magazines
• Print
Newsle@ers
• Real-­‐World
Events
• Research
&
Surveys
• Social
Content
• Teleclass
&
Telecasts
• Tradi0onal
Media
• Videos
• Virtual
Conferences
• Webinars
• Wikis
• White
Papers
Image
Source:
Shu>erstock
h@p://tprk.us/30cmtac0cs

8. #ContentAnswer
@leeodden
BUT…
Are
They
Integrated?
Image
Source:
Shu>erstock

9. #ContentAnswer
@leeodden
Are
They
Op:mized?
Image
Source:
Shu>erstock

10. #ContentAnswer
@leeodden
Customer
Goals
+
Business
Value
=
Content
Marke0ng
Strategy
Meet
Customer
Needs
=
Achieve
Business
Outcomes
Image
Source:
Shu>erstock
Alignment
is
Powerful

11. #ContentAnswer
@leeodden
CMOs
predict
that
digital
will
account
for
more
than
75%
of
their
marke:ng
budget
over
the
next
five
years.
Source:
Accenture
Interac:ve
–
CMO’s
Time
for
Digital
Transforma:on
79%
do
not
believe
their
company
will
be
ready.
Image:
Shu>erstock

12. #ContentAnswer
@leeodden
Digital
Marke:ng
Tac:cs
Overload
Image:
SP
Ecommerce

13. #ContentAnswer
@leeodden
Chasing
Tac:cs
Is
Not
A
Strategy

14. #ContentAnswer
@leeodden
Do
We
Need
to
Op:mize
for
This?
Photo
source:
glass-­‐apps.org

15. #ContentAnswer
@leeodden
Feeling
Lucky?
Photo
source:
recode.net

16. #ContentAnswer
@leeodden
Definitely
Don’t
Op:mize
Like
This
Sources:
blog.sucuri.net,
shallowsky.com

17. #ContentAnswer
@leeodden
There
Must
Be
A
Be>er
Way
Image:
Shu>erstock

18. #ContentAnswer
@leeodden
Customer
&
Data
Centric
FTW!
Image:
Shu>erstock
Companies
using
mul:-­‐
channel
customer
insights
average
increase
in
cross-­‐sell
and
upsell
revenue
YoY
and
more
referral
revenue.
228%
430%
Source:
Aberdeen
CMOEssen:als

19. #ContentAnswer
@leeodden
A
mul:channel
customer
is
worth
2X
as
much
as
a
customer
that
shops
in
one
channel.
Econsultancy
Digital
Transforma:on
Roundtable
5/2014
Image:
Shu>erstock

20. @leeodden
#ContentAnswer
Self-­‐Directed
Customers
Seek
Answers
Image:
think
with
Google

21. #ContentAnswer
@leeodden
Modern
Customer
Journey
PR
Radio
TV
Print
Word of Mouth
Email
Ecommerce
Store
FAQ
Knowledge Base Promotions
Newsletter
Social Networks
BlogWebsite
Community
Forum
Online Ads
Email
PPC
Social Ads
Blog
Reviews
Media
awareness consideration purchase retention advocacyinterest
Create
Top
of
Mind
Recogni:on
Engagement
with
the
Brand
Inclusion
in
more
prospect
dialogues
Increase
in
inquiries
/
sales
mee:ngs

22. #ContentAnswer
@leeodden
Understand:
How
Buyers
Discover,
Consume
and
Act
on
Informa:on
Image:
Shu>erstock

23. #ContentAnswer
@leeodden
Think:
What
Ques:ons
Do
Your
Customers
Need
Answered
In
What
Channels
In
Order
to
Buy?
awareness interest consideration purchase advocacy
Image:
Shu>erstock

24. #ContentAnswer
@leeodden
Op:mize
for
Customer
Experience
Photos:
Shu>erstock
Discover
Consume $$$
Act

25. #ContentAnswer
@leeodden
Become
“The
Best
Answer”
in
Every
Channel
Your
Customers
Are
Present
Image:
Shu>erstock

26. #ContentAnswer
@leeodden
Content
Marke:ng
Delivers
Answers
Case
Studies:
C2C
B2B
Killer
Content
Awards
via
toprankblog.com
Optum
–
Integrated
program
of
advertorials,
display
ads,
email,
direct
mail
and
a
campaign
website.
Results:
• 23.5%
lead
to
conversion
rate
• 475%
increase
in
website
traffic
• 2,500+
resource
downloads
• $52
million
in
contract
value
of
new
business
Xerox
partnered,
with
Forbes
to
create
a
digital
magazine
offering
business
:ps.
Results:
70%
of
target
companies
interacted
Added
20,000
new
contacts
1,000+
scheduled
appointments
$1.3
Billion
in
pipeline
revenue

27. #ContentAnswer
@leeodden
@TopRank
Digital
Marke0ng
Poll

28. #ContentAnswer
@leeodden
Data
Informed
Storytelling
“Crea:ng
an
integrated
customer
experience
where
we
leverage
data
and
metrics
to
inform
compelling
storytelling
that
resonates
with
the
individual.”
Michelle
Killebrew
@shellkillebrew
Program
Director,
Digital
Marke:ng
Transforma:on
IBM
Poll
conducted
by
Lee
Odden

29. #ContentAnswer
@leeodden
Integrated
Digital
Experience
Poll
conducted
by
Lee
Odden
“Our
top
digital
marke:ng
priority
is
to
create
a
unified,
integrated
digital
experience
across
all
facets
of
EMC.com
including
a
fric:onless
digital
commerce
experience
that
is
highly
personalized.”
Todd
Forsythe
@toddforsythe
SVP,
Brand
&
Experience
Marke:ng
EMC

30. #ContentAnswer
@leeodden
Useful,
Agile
Content
“Create
and
enhance
personalized
experience
and
relevance
for
customers.
Make
cross-­‐pladorm
content
that
is
useful,
sustainable,
and
agile
across
mul:ple
devices
and
tools.”
Leslie
Poston
@leslie
Social
Media
Editor
McKinsey
&
Company
Poll
conducted
by
Lee
Odden

31. #ContentAnswer
@leeodden
Data
+
Storytelling
Integrated/
Experiences
Useful
&
Agile
Image:
Shu>erstock

32. #ContentAnswer
@leeodden
Image:
Shu>erstock
If
you
want
your
digital
marke:ng
to
be
great,
op:mize,
socialize
and
integrate!
@leeodden

33. #ContentAnswer
@leeodden
What
is
Your
Story?
Your
USP?
Your Brand
Story / USP
USP
USP
USP USP
USP
USP
SEO/SEM
Social Networks
Content Marketing Industry Media
& News
AdvertisingCreate Signals of Credibility
Wherever Your Customers Are
Influencers
Image:
Shu>erstock

34. #ContentAnswer
@leeodden
h>p://tprk.us/cmw14ebooks
Content
Marke:ng
Case
Study

35. #ContentAnswer
@leeodden
Approach
Blog
Social
Networks
Direct
social
messages
Email
Search
PDF
eBooks
Slideshare
Infographics
Long
form
interviews
Microcontent
Share,
Like
Download
–
Contact
info
CMWorld
Info
&
Register
Curata
Fulfillment
TopRank
Info
A@ract
Engage
Convert

36. #ContentAnswer
@leeodden
Brand
Influencer
Involvement

37. @leeodden
#ContentAnswer
Integrated
Content
Assets
TopRank Online Marketing

38. @leeodden
#ContentAnswer
Interview
Blog
Posts
&
Social
Graphics
TopRank Online Marketing

39. #ContentAnswer
@leeodden
Tap
Into
Social
Media
Demand
Content
Marke:ng
Rocks
Content
Marke:ng
eBook
Content
Marke:ng
Tips
Content
Marke:ng
World
Content
Marke:ng
Experts
Content
Marke:ng
Influencers
Content
Marke:ng
Conference
Content
Marketers
Content
Marke:ng
Influencers
“Content
Marke0ng”

40. #ContentAnswer
@leeodden
SEO
Benefits
Content
Marke:ng
Rocks
Content
Marke:ng
eBook
Content
Marke:ng
Tips
Content
Marke:ng
World
Content
Marke:ng
Experts
Content
Marke:ng
Influencers
Content
Marke:ng
Conference
Content
Marketers
Content
Marke:ng
Influencers
“Content
Marke0ng”

41. #ContentAnswer
@leeodden
KPIs
and
Outcomes
200,000+
Views
eBooks
4,000+
Downloads
eBooks
15,000+
Social
Shares
1,000+
Leads
”More
Info”

42. #ContentAnswer
@leeodden
Integrated
Digital
Marke:ng
Content
Social
Networks
SEO
PPC
&
Social
Ads
Email
Influencer
Marke:ng
Online
PR
Analy:cs
CRO
Strategy
Implementa0on
Performance
Op0miza0on
Program
Management
Integrated
@TopRank

43. #ContentAnswer
@leeodden
Content Plan Audits
Content & SEO
Implementation
Social Media Performance
Customer Segments /
Personas
Map Topics &
Keywords to Buy Cycle
Influencer Research &
Mapping
Optimized Content
Plan (New): Site, Blog,
Social Profiles &
Networks
Off Site Content: Guest
Blog Posts, Byline
Articles, Content
Objects (eBooks,
Infographics, Video,
Reports, Guides)
Content Amplification
Social Profile
Alignment: Messaging,
Keywords
Influencer
Engagement
Optimize Social
Connections: Google
+, Authorship, Twitter,
Facebook, LinkedIn,
YouTube, Flickr
Blog Optimization:
Search, Social Shares
Social Network
Engagement
Social Amplification
SEO KPI
Measurement:
Ranking, Referred
Organic Traffic
Keywords, Links,
Share of Search
Results
Social KPI
Measurement: Brand
+ Keyword Mentions,
Social Referred Traffic,
Engagement, Social
Citations, Sentiment,
Share of Conversation
Content KPI
Measurement: Page
Views of Target
Content, Actions from
Target Content,
Shares, Engagement,
Links
Keyword Audit,
Difficulty &
Glossary
Content & Digital
Assets Audit
Tech SEO Audit
External Link Audit
Social Media Audit
Competitive Audit
Internal/External
Influencer Advocates
Keyword Mapping to
Content
Content Creation, Co-
Creation, Curation,
Repurposing
Content Optimization
WMT Crawl, Page Speed,
Structured Data, HTML/
Code, URLs, Internal
Links
External Link building:
Acquisition, Reclamation,
Disavowal
Digital Asset Optimization:
Image, Video, Audio, MS
Office Docs, PDFs
@TopRank Online Marketing
Optimized, Socialized Content Workflow

44. @leeodden
#ContentAnswer
Measure
&
Op0mize
Inbound
/
Outbound
Social
Networking
Content
Op0miza0on
Crea0on
&
Cura0on
Content
Plan
Keyword
&
Topic
Research
Audience
&
Personas
Integrated
Marke:ng
Framework
Op:mized
&
Integrated
Approach

45. #ContentAnswer
@leeodden
Content
Social
SEO

46. #ContentAnswer
@leeodden
Topical
Focus
Author
Rel
Keywords
Social
Topics
Customer
Needs
Brand
Solu:ons
Targeted
Topics
Category
Keywords
Keywords
Keywords
Category
Keywords
Keywords
Keywords
Keywords
Blogs
Tech
SEO
Audit
Analy:cs
Monitoring
Conversions
Integrate:
Content,
SEO
&
Social

47. #ContentAnswer
@leeodden
Download
XLS
at:
op:mizebook.com
Search
Keywords
–
Social
Topics
Download
XLS
at:
h>p://tprk.us/keyedcal

48. #ContentAnswer
@leeodden
Download
XLS
at:
h>p://tprk.us/keyedcal
Editorial
Plan:
Op:mized

49. #ContentAnswer
@leeodden
Digital
Marke:ng
Accountability
Attract Engage
$$$
Convert
Reach
Search
Visibility
Social
Network
Visibility
Views
&
Impressions
Traffic
by
Source
Traffic
by
Segment
Content
Distribu:on
Media
&
Blog
Placements
Brand
+
Affinity
Brand
Sen:ment
Content
Consump0on
Page
Views
Click
Through
Rate
Social
Network
Size
Social
Interac:ons
Content
Interac:ons
Comments,
Shares
Time
on
Site,
Content
Paths
Through
Site
Form
Data
Captured
Newsle>er
Subscrip:ons
Demo
&
Trial
Requests
Contact
Us
Orders
-­‐ Order
Volume
-­‐ Order
Frequency
-­‐ Length
of
Sales
Cycle
-­‐ Revenue
Per
Order
awareness consideration purchase retention advocacy

50. #ContentAnswer
@leeodden
Feed
Me
Image
source:
countercurrentnews.com

51. #ContentAnswer
@leeodden

52. @leeodden
#ContentAnswer
Your
Digital
Marke:ng
Challenge
1. People:
Customer
Insights
Internal
Capabili:es
Outside
Resources
2. Process:
Supports
Integra:on,
Collabora:on,
Measurement
3. Technology:
MarTech
that
Scales
and
Integrates
Channels/Tac:cs

53. #ContentAnswer
@leeodden
We
Can
Do
This!
Image:
knowyourmeme.com

54. #ContentAnswer
@leeodden
Takeaways
Customer
Centric:
From
customer
journey
to
op:mizing
for
experiences,
customers
FTW.
1
2
3
Integrate
&
Op0mize:
Be
the
best
answer
across
channels,
devices
and
media.
A@ract
Engage
Convert:
Keep
mul:-­‐
channel
marke:ng
content
accountable
at
all
stages.

55. #ContentAnswer
@leeodden
Thank
You!
Lee
Odden
CEO,
TopRank
Marke:ng
lee@toprankmarke:ng.com
toprankmarke:ng.com
toprankblog.com
Check
Out
the
All
New
Content
Marke+ng
Horror
Stories!
h@p://tprk.us/cmhorror