Search, Social, & Content Work Together at SES Chicago 2011
Wednesday morning’s panel discussion on search, social, and content was flush with information that was simple to digest and provided helpful tips for implementation. The session was moderated by Anne Kennedy from the SES Advisory board and featured speakers:
• Aaron Kahlow, Chairman & Founder, Online Marketing Peak & SES Advisory Board (@omconnect)
• Arnie Kuenn, President, Vertical Measures (@arniek)
• Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing & SES Advisory Board (@leeodden)
Kahlow Presents the What, Why, How, and Who of Search, Social, and Content
Aaron Kahlow focused on some very vital but essential areas that all marketers should focus on when making a campaign either online or offline. In regards to search, social, and content he had this to share:
What is Convergence?
According to Kahlow what convergence really means is that it’ is vital to know how these disciplines work together and how they impact each other.
Why is it Vital?
If marketers are able to figure out how to leverage search, social, and content efforts the return on investment can be so much greater.
How Does Convergence Make A Difference?
By incorporating search, social, and content in multiple locations you are able to set next steps for prospects. An example would be chief users to a landing page that also allows them to like your Facebook page, follow you on twitter, get a link to a free white paper or fulfillment piece.
Who Should Be Participating?
Each and every one of us as marketers has an opportunity to participate and should take the next steps necessary to get involved.
Research & Thought Generation for Content with Arnie Kuen
One of the largest stumbling blocks for clients is trying to come up with thoughts for content that will engage customers. If a prospect is searching online one of two things will happen. They will find you, or they will find your competitors.
Why Should You Focus On Content?
A study conducted by GroupM Search found the following:
- 93% of all buyers online or in stores use search prior to making a buy
- 86% of searchers conduct non-branded queries.
- 94% of buyers click on organic links versus 6% on paid links for branded queries.
What is the Path to Success?
Kuen provided a run of steps that will not only build foundational success but allow for killer implementation. Included were:
- Start with keyword research
- Do online research
- Determine types of content to make
- List the possibilities
- Place together a calendar
If Peanut Butter & Jelly Could Talk with Lee Odden
Marketers often get in the habit of optimizing strictly for keywords. What marketers should focus on is optimizing for customers and optimizing for outcomes. Odden went on to compare search, social, and content to a PB&J sandwich. It simply wouldn’t be the same without all of the ingredients. According to Odden Peanut Butter is the SEO, Jelly is the social media, and Bread is the content.
Optimized State of Mind
The evolution of SEO will continue to keep marketers on their toes. It is vital that marketers know that whatever business that can be showed in search results can be optimized. By making sure that your content is optimized for keywords related to the consultation you are trying to reach will place you on the path towards success.
Optimize For Consumer Behavior & Engagement
Knowing what it is that influences your customers is key in seminal an content marketing strategy. Some examples of optimizing for consumer consumption would include seminal the following:
- What devices do your consumers use?
- What format of information do they prefer?
- What uncommon types of media can be used?
- What types of information would be useful?
- What time of day and frequency would they prefer?
- What topics and keywords are vital to them?
Search, Social, and Content Takeaways
• Always know what, why, how, and who of making a search, social, and content strategy.
• Research is essential in making an educated marketing plot.
• Build the foundation for success.
• Take a customer centric approach
• Practice proactive optimization
Trying to find the forest through the trees can verify very hard as it relates to marketing search, social, and content plotting. But, what we learned from the speakers today was that doing your homework and building your plot the right way can produce enormous return on investment. I’m curious to know what process you as marketers have found facility for making an integrated online marketing strategy?
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