Authority Intensive Lee Odden - Be the Best Answer

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How to be the best answer, wherever customers are looking. Presentation on integrated digital marketing and PR by Lee Odden at the Copyblogger Authority Intensive conference in Denver, 2014.

Transcript of Authority Intensive Lee Odden - Be the Best Answer

  • How to Be

    the Best AnswerWherever Customers Are Looking

    @LeeOdden

    TopRankMarketing.com

  • @leeodden#authority2014

    About Lee Odden

    TopRankMarketing.comMarketingBlog.com

    Integrated Marketingfor B2B & B2C Brands

    Lee Odden, CEO

    OptimizeBook.com

    http://www.toprankmarketing.comhttp://www.toprankmarketing.com
  • @leeodden#authority2014

    10 Billion2014

    50 Billion2020

    Source: ABI Research

    Source: Ericsson

    Internet Connected Devices

    Photos: Shutterstock

  • @leeodden#authority2014

    of the worlds datahas been created in the past 2 years

    Photos: Shutterstock

    Source: IBM

  • @leeodden#authority2014

    Getting information off the Internet is like getting a drink

    from a fire hydrant.- Mitchell Kapor

    Photo: Shutterstock

  • @leeodden#authority2014

    1.3

    Billion

    1

    Billion/MO

    883

    Million

    70

    Million

    300

    Million

    500

    Million

    200

    Million

    179

    Million

    #1 Activity in U.S.

    Social NetworkingImage: Shutterstock

  • @leeodden#authority2014

    Search Has Been An Effective Channel

    Its still VERY Important

    But Things Have Changed

  • @leeodden#authority2014

    Quality Over Quantity

    Customer Centric & Accessible

  • @leeodden#authority2014

    Content & Social Rush

    Brands Publishing

    34% F500Source: UMass Dartmouth

    Consumers Publishing

    254 Million BlogsSource: Tumblr / WordPress

    Content

    Marketing

    Budgets

    Social Media

    Budgets

    58%

    Source: CMI / MarketingProfs Source: Advertising Age

    58%

    @LeeOdden Image: Shutterstock #authority2014

  • @leeodden#authority2014

    Content Shock!Image: Shutterstock

    Graph: Mark Schaefer

  • @leeodden#authority2014#authority2014 @leeodden

    Source: Qmee, myclever agency

    Social Media Shock!

  • @leeodden#authority2014

    Hey Facebook & Twitter, any suggestions for kid-friendly things to do in New York?

    Bronx ZooFAO SchwartzMetropolitan Museum of ArtYankees GameSubwayHelicopter over Manhattan

  • @leeodden#authority2014

    It Worked!Experience Achieved

    And Shared

  • @leeodden#authority2014

    Customers Are Empowered

    Image: Shutterstock

  • @leeodden#authority2014

    Customer Information Journey

    Photos: Shutterstock

    Discover

    Consume $$$

    Act

  • @leeodden#authority2014

    Whos Hungry?

  • @leeodden#authority2014

    Discover

  • @leeodden#authority2014

    Validate & Consume

  • @leeodden#authority2014

    Take Action

  • @leeodden#authority2014

    Create Signals of Credibility

    Your Brand= XYZ

    XYZ

    XYZ

    XYZ XYZ

    XYZ

    XYZ

    Search

    Social Networks

    Content Marketing Industry Media & News

    Referrals/WOM

    Advertising

    XYZLocal

  • @leeodden#authority2014

    PR Radio

    TVPrint

    Word of Mouth

    Email

    Ecommerce

    StoreFAQ

    Knowledge BasePromotions

    Newsletter

    Social Networks

    BlogWebsite

    CommunityForum

    Online Ads

    Email

    PPC

    Social Ads

    Blog

    Reviews

    Media

    awareness consideration purchase retention advocacyinterest

    Create Top of Mind

    Recognition

    Engagement with the

    Brand

    Inclusion in more

    prospect dialogues

    Increase in inquiries /

    sales meetings

    Be the Best Answer for Buyers

  • @leeodden#authority2014

    Measure & Refine

    Promotion

    Social Networking

    Content Optimization

    Creation & Curation

    Content Plan

    Keyword & Topic Research

    Audience & Personas

    Optimized & Socialized Content

    Marketing

    Photo: Shutterstock

  • @leeodden#authority2014

    Marketing Strategy

    PR Strategy

    Service Strategy

    Optimized Marketing In Action

    Business Goals

    Customer Insights

    Tactical MixImplementation

    Key Performance Indicators

    Business Outcomes

    Jane

    I like to save time, great service. I use FB and Twitter. I blog too.

    Sell more premium widgets. Connect with higher end cust.

    Poll C.S. reps for common questions. Get PR to place stories about premium widgets: save time, great service. Blog posts, comments, Tweets, video.

    Media placements, blogger outreach, Tweets, video, images, product photo contest

    Exposure, media hits, blogger placements, social shares, network growth, visits, sign-ups

    Sales of premium widgets, shorter sales cycle, order volume

    I love my new shiny widget. Id be happy to endorse!

  • @leeodden#authority2014

    How Do You Want to Be Known?

    Photo: Shutterstock

    What Do You Stand For?

  • @leeodden#authority2014

    What Questions Do

    Your Customers

    Need Answered In

    Order to Buy?

    awareness interest consideration purchase advocacy

    Photo: Shutterstock

  • @leeodden#authority2014

    Expertise(Topic - Keyword)

    Blog Posts

    Industry Media Coverage

    Press Releases

    Contributed Articles

    Guest Posts

    Topical Survey2014 Topic XYZ

    Survey

    Tips & Examples

    eBook

    Guide to B2B

    Social

    Co-Created Visual eBook

    w/ Conferences

    TopicalResource

    Lists

    Off Site Commenting

    Speaking at Conferences

    Prospect Brand

    Networking

    Social NetworkingCommunity

    SEO

    WebsiteCategory

    Email Newsletters

  • @leeodden#authority2014

    BrandUSP

    Topic B Topic C

    Topic DTopic A

    Topic E

    Develop An Ecosystem of Authority

  • @leeodden#authority2014

  • @leeodden#authority2014

    Conference eBook - #CMWorld

    Objectives: Promote the Event Promote Speakers Create a Resource for

    all Marketers Create Relationships

  • @leeodden#authority2014

    Where Does This Fit For SEO?

    Content Marketing Rocks

    Content Marketing eBook

    Content Marketing Tips

    Content Marketing World

    Content Marketing Experts

    Content Marketing Influencers

    Content Marketing Conference

    Content Marketers

    Content Marketing Influencers

    Content Marketing

  • @leeodden#authority2014

    Where Does This Fit For Social?

    Content Marketing Rocks

    Content Marketing eBook

    Content Marketing Tips

    Content Marketing World

    Content MarketingExperts

    Content Marketing Influencers

    Content Marketing Conference

    Content Marketers

    Content Marketing Influencers

    Content Marketing

  • @leeodden#authority2014

    Conference eBook - #SMMW14

    Objectives: Create event awareness Add value for speakers Attract registrations Highlight brands Create relationships

  • @leeodden#authority2014

  • @leeodden#authority2014

    Content Marketing Maturity Model

    StasisFocus: status quoStaticFew resourcesInitial experimentsBrand centric

    ProductionFocus: quantityStrategyProcessCreationMore is BetterSEO centric

    UtilityFocus: qualityFunctional, usefulCustomer focusedRefined processSocial centric

    StorytellingFocus: experienceSeek to dominate USPBrand leadershipOptimized buy cycleIntegrationMulti & Omni Channel

    MonetizationFocus: ecosystem Marketing ROIContent Publishing ROISyndication ROIServices ROIScale

    SEO Focused Social Networks & Influencers

  • @leeodden#authority2014

    Takeaways

    1. Decide what it is that you stand for and how you want to be known. Make a plan to dominate that thing

    2. Understand who your major customer segments are and how they buy optimize for discovery, consumption, action

    3. Find out the questions customers have during the buying cycle and use them to inspire your content plan

    4. Be the best answer wherever your customers are looking, be present, be useful and info-taining

  • @leeodden#authority2014

    Lee Oddenlee@toprankmarketing.com1-877-872-6628

    TopRankMarketing.com

    MarketingBlog.com

    OptimizeBook.com

    Thank You!

    Optimize Your Digital Marketing

    http://www.toprankmarketing.comhttp://www.toprankmarketing.comhttp://optimizebook.comhttp://optimizebook.com