Content Marketing Strategy & Keyword Research Presentation

Search Engine Marketing Professionals Organization

http://www.sempo.org/public_groups/chicago/

http://www.meetup.com/sempo-chicago

2 www.sempo.org Search Engine Marketing Professional Organization

Agenda

■ About SEMPO

■ How We Are Organized

□ Staff

□ Chairs & Committees

■ Global Activity

■ Research

■ SEMPO Institute

■ How Do I Get Involved?

3 www.sempo.org

About SEMPO

■ Global non-profit with 900+ SEMPO members,

representing thousands in 40+ countries

■ Membership includes traditional agencies, interactive

agencies, in-house marketers, individual search and

technology

■ Produce the industry’s most comprehensive market

research annually, 6 years running

■ We invest in education, research and thought

leadership

■ We are building community locally and globally

Search Engine Marketing Professional Organization

4 www.sempo.org

About SEMPO Chicago

Search Engine Marketing Professional Organization

SEMPO Chicago is a local working group for SEMPO members and other interested search engine marketing professionals in the Chicagoland area.

SEMPO Chicago provides awareness about SEM and other emerging

technologies in the local market.

SEMPO Chicago has members representing agencies, publishers,

free agents, and In-House marketers.

Meetings aim to provide original content, expose new faces, address pressing topics, and celebrate the Chicago search marketing industry.

http://www.sempo.org/public_groups/chicago/

http://www.meetup.com/sempo-chicago

5 www.sempo.org

Local and Global Activity

Search Engine Marketing Professional Organization

Active working group

New working groups for 2009-2010

SEMPO working groups create a needed space for education,

content and networking at the local level

6 www.sempo.org

Global Activity

Search Engine Marketing Professional Organization

Japan

Beijing

Mumbai

European Summit

New York

Prague

Scandinavia

Canada Arizona

New York

7 www.sempo.org

Local Activity

Search Engine Marketing Professional Organization

Local

Events

8 www.sempo.org

How Do I Get Involved?

■ Join! www.sempo.org/Join - $125

□ Circle Members

□ General Members

□ Individual Members

■ Get Active Locally

□ Help us plan future Chicagoland-area events

□ http://www.meetup.com/sempo-chicago

Search Engine Marketing Professional Organization

SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION

www.sempo.org

http://www.meetup.com/sempo-chicago

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The following presentation as part of

Instant E-Training’s Content Marketing

Intensive

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Building Your Content

Marketing Strategy

Heidi Cohen

Riverside Marketing Strategies

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Heidi Cohen President

Riverside Marketing Strategies

• Has integrated, social media & content marketing

experience. Simplifies complex concepts behind today’s

evolving marketing challenges.

• Teaches graduate level marketing at various universities &

develops and delivers corporate training.

• Writes for various publications & clients.

• Blogs at HeidiCohen.com, Top 10 Social Media & Content

Marketing blog.

For more information check: http://HeidiCohen.com

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Content growth is exponential!

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1. Delivers high quality information

2. Is void of promotion

3. Breaks through clutter to attract attention

4. Educates & entertains target audience

5. Positions brand, product, company &/or

spokesperson

6. Engages prospects, customers & public

7. Influences customers & decision makers

What is Content Marketing?

Source: http://heidicohen.com/content-marketing-defined/

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1. Is trusted by customers

2. Supports purchase process

3. Feeds social media

4. Delivers your message multiple times so

customers believe it

5. Is relatively less expensive (though NOT

free!)

Why do you need Content Marketing?

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Establish content marketing goals

Know your target audience

Determine information needs

Select content formats

Tell your story

Brand your content

Create editorial calendar

Optimize content for search

Distribute & promote content

Track content marketing results

Key Take-aways:

Content Marketing Checklist

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ABOUT YOUR PRESENTER… • President of Vertical Measures –

A Search, Social & Content Marketing Agency

• Been an Internet marketer longer than Google

has existed.

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WHAT ARE WE SEARCHING FOR?

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Do you know how many “answers” were provided just yesterday?

Over 4.7 billion!

72% of the time I’m looking for answers & information. Will I find your business?

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Long Tail is the Key!

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START WITH RESEARCH

http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/

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KNOW YOUR KEYWORDS

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More Keyword Research Tools Google Keyword Suggest

Relate Searches

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More Keyword Research Tools

YouTube Related Searches

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More than 410

questions about

“visit the grand

canyon” (exact

match).

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Long tail searches

are the key to

success!

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LIST ALL CONTENT IDEAS IN A

SPREADSHEET

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PUT TOGETHER AN EDITORIAL

CALENDAR

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http://www.instantetraining.com/online-marketing-

workshop/content-marketing-training

Register this week and save an extra 20% - Use Coupon

Code – CMSEMPO13