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Ashley Zeckman

Search, Social, & Content Work Together at SES Chicago 2011

By Ashley Zeckman     Content Marketing, Online Marketing, Search Engine Strategies, Search Marketing, SEO, Social Media

Wednesday morning’s panel discussion on search, social, and content was flush with information that was easy 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 Summit & 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 basic but essential areas that all marketers should focus on when creating 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 important to understand how these disciplines work together and how they impact each other.

Why is it Important?
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 leading 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 & Idea Generation for Content with Arnie Kuen

One of the biggest stumbling blocks for clients is trying to come up with ideas 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 purchase
  • 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 series 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 create
  • List the possibilities
  • Put 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 important that marketers understand that anything that can be displayed in search results can be optimized. By making sure that your content is optimized for keywords related to the audience you are trying to reach will put you on the path towards success.

Optimize For Consumer Behavior & Engagement
Knowing what it is that influences your customers is key in determining an content marketing strategy. Some examples of optimizing for consumer consumption would include determining the following:

  • What devices do your consumers use?
  • What format of information do they prefer?
  • What different 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 important to them?

Search, Social, and Content Takeaways

• Always know what, why, how, and who of creating a search, social, and content strategy.
• Research is essential in creating an educated marketing plan.
• Build the foundation for success.
• Take a customer centric approach
• Practice proactive optimization

Trying to find the forest through the trees can prove very difficult as it relates to marketing search, social, and content planning. However, what we learned from the speakers today was that doing your homework and building your plan the right way can produce enormous return on investment. I’m curious to know what process you as marketers have found works for creating an integrated online marketing strategy?


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