Author Rank and Content Marketing: What kind of Professor Are You.. Current or Aging?
-
Upload
findability-speaking-and-consulting -
Category
Business
-
view
157 -
download
0
Transcript of Author Rank and Content Marketing: What kind of Professor Are You.. Current or Aging?
1
CONTENT MARKETING DONE RIGHT!WEBINAR
Heather Lutze, CEO/Founder, Findability Group Search Marketing #GetFound
Thursday, July 18, 13
2
Thursday, July 18, 13
2
Thursday, July 18, 13
3
WHAT IS CONTENT MARKETING?
Content Marketing is About Drawing Attention to The Content On Your Website;
Social Media Marketing Is About Encouraging Engagement on The Various Social Media
Forums Out There in Cyberspace. Combined Is a Holistic Strategy.
Thursday, July 18, 13
4
CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD
Thursday, July 18, 13
4
CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD
Value In Your Company Or Organization
Thursday, July 18, 13
4
CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD
Value In Your Company Or Organization
A Personality And Brand That People Know And Trust
Thursday, July 18, 13
4
CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD
Value In Your Company Or Organization
A Personality And Brand That People Know And Trust
Sustainable Relationships
Thursday, July 18, 13
4
CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD
Value In Your Company Or Organization
A Personality And Brand That People Know And Trust
Sustainable Relationships
A Supportive Online Community
Thursday, July 18, 13
4
CONTENT AND SOCIAL MEDIA MARKETING ULTIMATELY WORK TOGETHER TO BUILD
Value In Your Company Or Organization
A Personality And Brand That People Know And Trust
Sustainable Relationships
A Supportive Online Community
Domain Authority And Desired Rankings
Thursday, July 18, 13
5
CONTENT MARKETING & THE SOCIAL PROCESS
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
5
CONTENT MARKETING & THE SOCIAL PROCESS
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Analyze Strategy Community Value
BroadcastEngageMeasure
Thursday, July 18, 13
6
1. Analyze & Observe
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
6
1. Analyze & Observe
Analyze Current Efforts
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
6
1. Analyze & Observe
Analyze Current Efforts
Size Up Competition
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
6
1. Analyze & Observe
Analyze Current Efforts
Size Up Competition
Observe Social Climate
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
6
1. Analyze & Observe
Analyze Current Efforts
Size Up Competition
Observe Social Climate
Determine Gaps
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
7
Thursday, July 18, 13
7
Thursday, July 18, 13
7
Do You Know This Company?
Thursday, July 18, 13
7
Do You Know This Company? Do You Trust Them?
Thursday, July 18, 13
7
Do You Know This Company? Do You Trust Them?
What’s Their Customer Service Like?
Thursday, July 18, 13
7
Do You Know This Company? Do You Trust Them?
What’s Their Customer Service Like? Are Their Services Reliable?
Thursday, July 18, 13
8
2. Build Your Online Community
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
8
2. Build Your Online Community
Analyze Target Audience & Thought Leaders
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
8
2. Build Your Online Community
Analyze Target Audience & Thought Leaders
Determine Social Spaces. Where Is The Activity?
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
8
2. Build Your Online Community
Analyze Target Audience & Thought Leaders
Determine Social Spaces. Where Is The Activity?
Follow, Read And Engage On Appropriate Social Media Outlets
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
9
3. Develop Your Strategy
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
9
3. Develop Your Strategy
Define Goals & Action Items
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
9
3. Develop Your Strategy
Define Goals & Action Items
Select Appropriate Social Media Outlets For Target And Strategy Improvement
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
9
3. Develop Your Strategy
Define Goals & Action Items
Select Appropriate Social Media Outlets For Target And Strategy Improvement
Create & Align Calendar With All Efforts
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
9
3. Develop Your Strategy
Define Goals & Action Items
Select Appropriate Social Media Outlets For Target And Strategy Improvement
Create & Align Calendar With All Efforts
Determine Tools & Method of Measurement
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
10
4. Create The Value
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Blog Videos Photos Info-Graphics
Thursday, July 18, 13
11
5. Get The Word Out
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
11
5. Get The Word Out
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
wflixg
Thursday, July 18, 13
12
6. Monitor & Engage
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
12
6. Monitor & Engage
Monitor Online Community
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
12
6. Monitor & Engage
Monitor Online Community
Join Discussions
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
12
6. Monitor & Engage
Monitor Online Community
Join Discussions
Respond & Engage
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
13
7. Measure & Analyze
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
13
7. Measure & Analyze
Review Metrics
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
13
7. Measure & Analyze
Review Metrics
Analyze Data
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
13
7. Measure & Analyze
Review Metrics
Analyze Data
Make Improvements
http://www.seomoz.org/blog/define-and-align-a-manageable-content-and-social-media-marketing-process
Thursday, July 18, 13
14
What Is Author Rank?
Thursday, July 18, 13
Google Is Seeking to Identify Who Has Credibility On The Web
14
What Is Author Rank?
Thursday, July 18, 13
15
What Kind of Author Are You?
Thursday, July 18, 13
15
What Kind of Author Are You?
Author of Web Site Is No Longer Enough...You Must be a Social Author.
Thursday, July 18, 13
16
TURN YOURSELF INTO AN AUTHOR THAT GOOGLE RECOGNIZES BY:
Thursday, July 18, 13
16
TURN YOURSELF INTO AN AUTHOR THAT GOOGLE RECOGNIZES BY:
Using Your Name in By Lines
Thursday, July 18, 13
16
TURN YOURSELF INTO AN AUTHOR THAT GOOGLE RECOGNIZES BY:
Using Your Name in By Lines
Creating Keyword Rich Social Content
Thursday, July 18, 13
16
TURN YOURSELF INTO AN AUTHOR THAT GOOGLE RECOGNIZES BY:
Using Your Name in By Lines
Creating Keyword Rich Social Content
Writing Content Specific to Audiences
Thursday, July 18, 13
16
TURN YOURSELF INTO AN AUTHOR THAT GOOGLE RECOGNIZES BY:
Using Your Name in By Lines
Creating Keyword Rich Social Content
Writing Content Specific to Audiences
Blogging
Thursday, July 18, 13
17
Creating A Content Plan That Get’s Results for Social Media
Thursday, July 18, 13
18
YOUR CONTENT ROADMAP
Thursday, July 18, 13
19
SCHEDULE A MEETING
Thursday, July 18, 13
19
SCHEDULE A MEETING
Define Your Objectives
Thursday, July 18, 13
19
SCHEDULE A MEETING
Define Your ObjectivesBranding
Thursday, July 18, 13
19
SCHEDULE A MEETING
Define Your ObjectivesBranding
Reputation Management
Thursday, July 18, 13
19
SCHEDULE A MEETING
Define Your ObjectivesBranding
Reputation Management Thought Leaders
Thursday, July 18, 13
19
SCHEDULE A MEETING
Define Your ObjectivesBranding
Reputation Management Thought Leaders
Build Customer Relationships/Retention
Thursday, July 18, 13
20
THE STARTUP COMMITTEE
Thursday, July 18, 13
20
THE STARTUP COMMITTEE
Small Group of In-House Social Media Advocates
Thursday, July 18, 13
21
PICK YOUR APPROPRIATE SOCIAL SITES
Thursday, July 18, 13
Become Findable Under the Right Keywords
Thursday, July 18, 13
23
FINDABILITY BUYING CYCLE
Thursday, July 18, 13
23
FINDABILITY BUYING CYCLE
INFORMATIONInvestments
Thursday, July 18, 13
23
FINDABILITY BUYING CYCLE
SHOPPING
INFORMATION
Investment Advisor
Investments
Thursday, July 18, 13
23
FINDABILITY BUYING CYCLE
SHOPPING
INFORMATION
PURCHASINGInvestment Advisor Estate Planning
Investment Advisor
Investments
Thursday, July 18, 13
23
FINDABILITY BUYING CYCLE
SHOPPING
INFORMATION
PURCHASINGInvestment Advisor Estate Planning
Investment Advisor
Investments
Thursday, July 18, 13
Source: Hubspot 2012
SEARCH DEMAND
Thursday, July 18, 13
Informational KeywordsThursday, July 18, 13
Informational KeywordsThursday, July 18, 13
Informational Keywords
“Retirement”
Thursday, July 18, 13
Informational Keywords
“Retirement”
“Wealth”
Thursday, July 18, 13
Informational Keywords
“Retirement”
“Wealth”
“Investments”
Thursday, July 18, 13
Shopping Keywords
Thursday, July 18, 13
Shopping Keywords
Thursday, July 18, 13
Shopping Keywords
“Retirement Planning”
Thursday, July 18, 13
Shopping Keywords
“Retirement Planning”
“Wealth Management”
Thursday, July 18, 13
Shopping Keywords
“Retirement Planning”
“Wealth Management”
“Investment Advisor”
Thursday, July 18, 13
Purchashing Keywords
Thursday, July 18, 13
Purchashing Keywords
Thursday, July 18, 13
“Retirement Planning Help”
Purchashing Keywords
Thursday, July 18, 13
“Retirement Planning Help”
“Wealth Management Services”
Purchashing Keywords
Thursday, July 18, 13
“Retirement Planning Help”
“Wealth Management Services”
“Investment Advisor in Denver”
Purchashing Keywords
Thursday, July 18, 13
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
29
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
29
FIND YOUR BEST KEYWORDS
1. Invite Key Members
Thursday, July 18, 13
29
FIND YOUR BEST KEYWORDS
1. Invite Key Members2. Schedule 30 min - 1 hour
Thursday, July 18, 13
29
FIND YOUR BEST KEYWORDS
1. Invite Key Members2. Schedule 30 min - 1 hour3. Find Comfortable Work Space
Thursday, July 18, 13
29
FIND YOUR BEST KEYWORDS
1. Invite Key Members2. Schedule 30 min - 1 hour3. Find Comfortable Work Space 4. Ground Rules: Anything Goes & No Titles Allowed
Thursday, July 18, 13
29
FIND YOUR BEST KEYWORDS
1. Invite Key Members2. Schedule 30 min - 1 hour3. Find Comfortable Work Space 4. Ground Rules: Anything Goes & No Titles Allowed 5. Keep an Open Mind
Thursday, July 18, 13
30
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
30
6. Start Session: “How Would You Search For Our Services on the Web?”
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
30
6. Start Session: “How Would You Search For Our Services on the Web?”
• Pain Questions
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
30
6. Start Session: “How Would You Search For Our Services on the Web?”
• Pain Questions• Pain Factors
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
30
6. Start Session: “How Would You Search For Our Services on the Web?”
• Pain Questions• Pain Factors • Common Terms
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
30
6. Start Session: “How Would You Search For Our Services on the Web?”
• Pain Questions• Pain Factors • Common Terms• Ways You Do Not Want to be Found
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
31
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
31
7. Who Answers the Phone?
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
31
7. Who Answers the Phone? 8. Sticky Note Every Single Idea
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
31
7. Who Answers the Phone? 8. Sticky Note Every Single Idea
• Group Them By Type
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
31
7. Who Answers the Phone? 8. Sticky Note Every Single Idea
• Group Them By Type• Focus on Shopping & Purchasing
Keywords
FIND YOUR BEST KEYWORDS
Thursday, July 18, 13
Findability Formula Research Tools
Thursday, July 18, 13
Findability Formula Research Tools
AdWords Keyword Tool
Wordle.net
Thursday, July 18, 13
YOUR SEARCHERS MINDSET
Thursday, July 18, 13
Search on Google.com Keyword Tool
YOUR SEARCHERS MINDSET
Thursday, July 18, 13
Search on Google.com Keyword Tool
YOUR SEARCHERS MINDSET
https://adwords.google.com/select/KeywordToolExternal
Thursday, July 18, 13
Thursday, July 18, 13
Keyword Tool
Thursday, July 18, 13
Keyword Tool
Thursday, July 18, 13
Thursday, July 18, 13
Thursday, July 18, 13
Thursday, July 18, 13
Thursday, July 18, 13
Thursday, July 18, 13
Thursday, July 18, 13
Thursday, July 18, 13
CONTENT OPTIMIZATIONWORDLE.NET
Thursday, July 18, 13
Thursday, July 18, 13
Become a CLO“Chief Listening Officer”
Listen as Hard as You Create
Thursday, July 18, 13
Become a CLO“Chief Listening Officer”
Listen as Hard as You Create
Thursday, July 18, 13
Become a CLO“Chief Listening Officer”
Listen as Hard as You Create
Google Alerts
Thursday, July 18, 13
Become a CLO“Chief Listening Officer”
Listen as Hard as You Create
Google Alerts TweetBeep
Thursday, July 18, 13
Become a CLO“Chief Listening Officer”
Listen as Hard as You Create
Google Alerts TweetBeep
HootSuite and TweetDeck
Thursday, July 18, 13
Become a CLO“Chief Listening Officer”
Listen as Hard as You Create
Google Alerts TweetBeep
HootSuite and TweetDeck Social Mention
Thursday, July 18, 13
Become a CLO“Chief Listening Officer”
Listen as Hard as You Create
Google Alerts TweetBeep
HootSuite and TweetDeck Social Mention Brand Monitor
Thursday, July 18, 13
HootSuite
Revolutionizing Social Communication
Vicky TruongSocial Media Coach
[email protected]@hootvicky
Thursday, July 18, 13
Hoo’s HootSuite?
• Born in 2008 from a need at a Marketing Agency
• Free until late 2010 then Freemium• Currently have 5+ million users• Most used by agencies• Used by 79 of the Fortune 100
Thursday, July 18, 13
The world’s top brands use
Thursday, July 18, 13
Integrated with Top Social Networks
Thursday, July 18, 13
HootSuite App Directory
HootSuite SDKAdding a new social network, integrating a content curation or discovery tool, or pulling in data visualization and additional analytics tools into HootSuite is all possible with the App Directory SDK.
HootSuite APIThe HootSuite Engagement API opens up HootSuite's core social network management and message publishing functionality for integration into third party applications.
Thursday, July 18, 13
HootSuite MobileMobile applications running on all major mobile
platforms.
Thursday, July 18, 13
Pillars of Social Business
Thursday, July 18, 13
Resources
• hootsuite.com• library.hootsuite.com• blog.hootsuite.com• @hootsuite• @hootbusiness
Thursday, July 18, 13
E-book/KindleFree Audio Book 5-Minute FindabilitySnapshot
Thursday, July 18, 13
49
HEATHER LUTZE CEO, Speaker, Trainer
Findability Consulting & Speaking
303-909-6710
888-588-9326
www.Findability.com
Thursday, July 18, 13