CONTENT MARKETING & SEARCH What is Content Marketing? Generation and targeted distribution of unique content that is relevant and valuable to your audience By leveraging social media, marketers can distribute this content where they know their customers spend time online, driving results for SEO, brand awareness, and the bottom line BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

CONTENT MARKETING & SEARCH Why You Can’t Afford to Ignore It SEO Benefits of “Linkbait” content – users link to it! More traffic More authority with search engines = higher rankings Social Media Benefits People Share Compelling Content & Great Stories “Marketers Need to Think Like Publishers” Joe Pulizzi, Founder of Junta42 BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

CONTENT MARKETING BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

CONTENT MARKETING PROCESS How Do You Start? Define Your Goals Define Audience & Informational Needs Blogs, Videos, Photos, Presentations, eBooks, News Releases, Microsites, Podcasts, Fan Pages, Q&A Where is My Audience? Where is the Content? Where do your customers spend time online? What blogs do they read? What Social Media sites are they using? Do they use LinkedIn or Facebook or Google Groups or Twitter, etc.? BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

CONTENT MARKETING PROCESS What is Your “Talent Spot?” Ask Yourself: “What Do I Need to be an Expert in to Drive My Business Goals? How Does this Align with Customer Needs? What Content will You Create to Address Their Pain Points? Choose Tactics & Create Editorial Calendar What sites will we distribute our content to? What tactics will we employ? E-newsletters, blogs, video series, contests, etc? Whom within my organization will be responsible for creating content, and when? Consistency is paramount Execute & Measure What channels are driving the most conversions? What data can you gather with web analytics? BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

CONTENT MARKETING CASE STUDIES What Companies are Doing this Well? Atkins Nutritionals – B2C Fenner Precision Engineering – B2B Whole Foods – B2C BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

CONTENT MARKETING CASE STUDIES Atkins Nutritionals Community: • 1.2 million registered members since launch • 12,000 Facebook Likes • Atkins Community Offers Users Support: • Nutritionist’s Blog • Recipes • Product Reviews • Interactive Weight Management Tools • User Forums • Expert Q&A • Success Stories • E-Newsletters BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

CONTENT MARKETING CASE STUDIES Fenner Precision: • Fenner Precision is a B2B Engineering firm • This series of 11 videos focused on expertise/capabilities for core products like industrial belts • Total video views increased 2,465% with custom YouTube channel and SEO • Top Rankings for keywords • Linkbait content BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

CONTENT MARKETING CASE STUDIES Whole Foods – “The Whole Story” • 1.8 million Twitter Followers • 20 + employees are contributing bloggers • 12,000 + links • Whole Story Offers: • Recipes • Product Reviews • Local Store Updates • Ideas for Pet Owners BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

LONG-TAIL KEYWORDS What are “long-tail” keywords? Search queries with three or more words More specific and focused than general searches Used by potential customers who are farther along in the research and/or buying cycle

LONG-TAIL KEYWORDS Long-tail keywords present greater “keyword ownership” opportunities to marketers First Page Rankings are critical to attaining traffic Very few users visit the second page anymore

LONG-TAIL KEYWORDS 70% of searches today are now classified as “long-tail” BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

LONG-TAIL KEYWORDS Google stated that 20% of search queries are strings their system has never handled before http://googleblog.blogspot.com/2009/12/this-week-in-search-121809.html 20% of searches are also related to location This indicates a growing sophistication among searchers Marketers can leverage this to drive high-quality traffic that CONVERTS BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

LONG-TAIL KEYWORDS Long-tail keywords offer much higher conversion rates than their core keyword counterparts (and less competition) BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

LONG-TAIL KEYWORDS Four-Word Phrases show the greatest conversion rate (40%) BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

LONG-TAIL KEYWORDS In conclusion, long-tail keywords present several key advantages to marketers: Ownable keyword opportunities for top rankings Less Digital Competition & Fewer Barriers to Entry Higher Conversion Rates BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259

QUESTIONS? Seriously… please ask me a question or introduce yourself! Thank you for your time and attention Nick Yorchak can be reached at: BIG FOOTPRINT DIGITAL :: 303-549-6259 www.linkedin.com/in/nickyorchak BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence :: 303-549-6259