Content Marketing for SEO and Brand awareness

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Content marketing for SEO and brand awareness

Anna Korolekh, Marketing Manager at Promodo SemCamp 2013

What is it about?

Why has content marketing become suddenly so popular?

Content marketing and content writing: what’s the difference?

3 essential steps to launch content marketing campaign

7 basic content types

3 content marketing commandments

What has worked well in our case?

Some ideas from big brands

What is the reason behind such sharp interest increase ?

Panda, Penguin and other animals…

EzineArticles.comHubPages.comMahalo.comExaminer.com

2011: 9 updates of Panda algorithm

2012: 14 updates of Panda algorithm 3 updates of Penguin algorithmDMCA EMD

Why not content writing? What’s the difference?

3 most important steps:

setting goals

defining target audience

selecting channels that influence the target audience

trafficconversionssalesbrand awarenessbuilding up the reputation of an expert

housewivesmiddle-level managers entrepreneursprogrammersteenagers and studentsetc., the more categories, the better

http://www.webmonkey.com/http://www.infoq.com/http://techcrunch.com/http://gizmodo.com/http://arstechnica.com/http://stackoverflow.com/http://www.reddit.com/http://mashable.com/

7 basic content types:

Articles from experts, advice, guides, tips;

Articles-reviews;

Case studies and success stories;

Articles-conflicts;

Regular posts bringing up the most important events in your niche;

Interviews with experts;

+ additional value to your content

Video, infographics, audio podcast, checklist, presentation, downloadable guide, e-book, etc.

Where to submit the content?

Go back to the list of influencers of your target audience Carefully study guest post requirements

Don’t forget to boast about our best previous publications

Offer several posts to choose from

Wait patiently

Real life examples: what has worked in our case?

+ 1 221 links

~ $500

Infographics/ guest posts

Where to submit infographics?

1 http://www.reddit.com/r/Infographics/

2 http://visual.ly

3 http://www.coolinfographics.com

4 http://www.visualizing.org

5 http://www.infographicsarchive.com/

6 http://datavis.tumblr.com

7 http://datavisualization.ch

8 http://infographics.tumblr.com

9 http://infographicsite.com

10 http://infographr.tumblr.com

11 http://submitinfographics.com

12 http://theinfographics.blogspot.com

Mini online events (webinars)

strengthens the reputation of brand’s expertise

diversifies website content

ideal for B2B websites, outsourcing companies

content, presentation and speaker (speakers)

What do you need to start?.

about a month for promotion and attracting the audience

special software to hold a webinar , for example, Gotomeeting (минимальная подписка $100)(optional) advertisement budget (LinkedIn, Facebook)

Guides, downloadable files

strengthens the reputation of brand’s expertise

marketing and sales leads

content + time for its creation

What do you need to start?.

create a landing page tailored to the content + promotion via PPC

special software to gather the data about users who have downloaded the files(минимальная подписка $100)

What do big guys do?

McDonald’s Canada – Your Questions – Our Food http://yourquestions.mcdonalds.ca/

LEGO Club – http://club.lego.com/en-us/interactive-magazine/

Kraft Foods – http://www.kraftrecipes.com/home.aspx

3 content marketing commandments

don’t expect immediate results; try, test, find out what works the best

think about your target audience first of all: create content which is interesting for your users even if sometimes it isn’t totally relevant to your niche

don’t ask users to buy something at once: do minimum of self-promotion and wait until they get to know you and start to trust

Thank you for your attention!

Anna KorolekhPromodo

a.moseva@promodo.comwww.promodo.com@promodo_enfacebook.com/promodo

Content Marketing for SEO and Brand awareness

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