2011 December

Content marketing success through search and social optimization

After hours of painstaking work, you have produced award-winning content for your website. So you place it on your website and BAM! instant success and visibility on the World Wide Web

Congratulations, your company is a success….

Think again.

There is more to leveraging your business than immaculate content creation. A content marketing strategy must be implemented to optimize success in search engine and social media platforms, for this, you will need to get help from professionals like the ones found at Boston SEO.

The practice of content marketing campaign management is growing: 26% of marketing budgets are allocated to content marketing; this spending is expected to increase

Maria Pergolino, senior director of marketing at Marketo, advised how to take amazing content and leverage it on social media and search engine platforms.

What is content?

Videos
Courses
Articles
E-mails

Content consumption

Different types
- Search engines
- Podcasts
- Case studies
- eBooks
- Trial software

6 rules of content marketing

Good content is not enough

Promotion! Promotion! Promotion!
E-mail/lead nurturing
Ghostwriting
Press
SEM
Website
Sponsorship
Events

Content mapping

Map existing content
Determine where you want to go with your content
Short is good
Test it!

Social sharing

Customization
Measure results

Repurpose content: Use different platforms

Website
Podcasts
Blogs
YouTube
Using different platforms with drive traffic and boost popularity

3 R’s to content optimization

Reorganize
Rewrite
Retire

Measure success

Lead-generation tracking
Study individual consumer behavior & use it to form future campaigns
Track social media channels using sources like Radian 6, Google Alerts

A strong content marketing strategy is key in any campaign. But, it should not be created just to generate leads. It’s importance lies in its ability to nurture relationships with consumers and to best promote your company.
Listen to the webcast sponsored by Search Marketing Now. Check out more of Maria’s expertise on Twitter.

Google+ Twitter Q & A at Newport Interactive Marketers

Newport Interactive Marketers shared best practices and techniques to using Google+ and Twitter as effective social media platforms.

Michelle Quillin, social media maven of New England Multimedia and Matt Medeiros of Slocum Design, shared their experience and expertise with the #NIM group.

What did the #NIM audience take away from this Newport Interactive Marketers session?

Google+ offers

Targeted messaging
Social circles and hangouts
Makes online life more “real” via sharing abilities

Tips for Google+

Categorize your circles
Use Google+ circles to target specific people and avoid over-posting
Follow back every follower and then reassign to relevant circles
Google hangouts a great connect face-to-face
Look for people who are following thought-leaders

Google+ takeaways

For now, it’s best for marketers
Will not kill off Facebook
Will Google+ outrank other social mentions in search engine results?

Google says no, NIM attendees say yes

Interact on Google+ and Twitter

Tune your voice to fit various social media platforms
Matt’s take on finding your social media voice

The NIM group had varied opinions on the relevance of both of these platforms for their individual campaigns. Try them out and see what works the best with your audiences. Then cater your voice to effectively reach out to your intended audiences.

Thanks to @PRNick, @wordtracker, @kristinzhivago, @rrenfreehawes, @ChristiesNWPT, @HeatherCinOC, and @NewprtBridgeRun for contributing to the dialogue.

Looking forward to more #NIM conversations!

Archives for December 2011

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