1. 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 ::

2. 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 ::

3. CONTENT MARKETING
BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence ::

4. 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 ::

5. 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 ::

6. 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 ::

7. 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 ::

8. 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 ::

9. 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 ::

10. 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

11. 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

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

13. LONG-TAIL KEYWORDS
Google stated that 20% of search queries are strings their system has never handled before
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 ::

14. 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 ::

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

16. 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 ::

17. QUESTIONS? Seriously… please ask me a question or introduce yourself!
Thank you for your time and attention
Nick Yorchak can be reached at:
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BIG FOOTPRINT DIGITAL :: Strategy for the Evolution of Search & Online Presence ::