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Learn content marketing strategy and conducting keyword research for content marketing ideas. This presentation was part of Instant E-Training Content Marketing Intensive 2013 Certification Program presented at SEMPO Chicago event at Techweek Chicago 2013.
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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
@IETraining
The following presentation as part of
Instant E-Training’s Content Marketing
Intensive
@IETraining
Building Your Content
Marketing Strategy
Heidi Cohen
Riverside Marketing Strategies
@IETraining
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
@IETraining
Content growth is exponential!
@IETraining
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/
@IETraining
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?
@IETraining
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.
@IETraining
@IETraining
WHAT ARE WE SEARCHING FOR?
@IETraining
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
@IETraining
@IETraining
More than 410
questions about
“visit the grand
canyon” (exact
match).
@IETraining
Long tail searches
are the key to
success!
@IETraining
LIST ALL CONTENT IDEAS IN A
SPREADSHEET
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PUT TOGETHER AN EDITORIAL
CALENDAR
@IETraining
http://www.instantetraining.com/online-marketing-
workshop/content-marketing-training
Register this week and save an extra 20% - Use Coupon
Code – CMSEMPO13