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Integration of Search & Social in 2013

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Kevin Gibbons
Kevin Gibbons

The document discusses strategies for maximizing success from content marketing campaigns in 2013. It recommends focusing first on developing a solid cross-channel strategy that identifies target audiences, publications, and internal processes. It also stresses integrating teams, leveraging existing relationships and channels, and measuring results to prove business value and scale up effective activities. The goal is to generate new customers and maintain current customers through great, synergistic content that sends strong signals to search engines and social platforms.

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Integrating Search & Social in 2013
2012 was the year of the penguin
Everyone knows there’s huge benefits in combining search & social http://www.seomoz.org/blog/inbound-marketing-is-taking-off
But in 2013 you need to look beyond search into integrated digital marketing
Marketing is simply taking a budget & spending where it works best!
What are your digital marketing goals?
Hint – it’s not this…
How do you measure success? How do you measure success? • Revenue • Profit • Volume of Sales • Volume of Leads • Market Share • Online Visitors • Search Rankings • etc…
Ultimately it’s about 2 things: 1) Generating new customers 2) Maintaining relationships with current customers
Integration of Search & Social in 2013
Integration of Search & Social in 2013
What does the perfect digital marketing campaign look like?
It’s different every time – it needs to match your specific goals
You need to be agile & admit you might not get it right first time http://searchenginewatch.com/article/2232618/Is-Agile-Marketing-the-Future-of-Search-in-2013
How can you maximise success from your content campaigns?
Focus on strategy, not tactics
Start with a solid strategy from all angles
What audience & demographics do you want to reach?
Which target publications do you want to be featured on?
20000 40000 60000 80000 100000 120000 140000 0 /2011/01/28/text-messaging-… /2013/02/20/wearing-google-… /2010/12/14/new-facebook-… /2011/09/14/htc-sensation-xe/ /2013/02/11/grammy-gifs-… /2013/02/11/helicopter-crash-… /sgs/ /2013/02/11/taylor-swift-gets-… /2011/09/30/facebook-too-… /2013/02/04/unicorn-… /2011/09/22/facebook-f8-live-… /2011/05/29/foursquare-… /2011/05/20/social-media-… /2011/02/22/facebook-scam-… /2012/10/03/kitchen-aid-… /2011/09/29/hipmunk-… /2011/12/01/electronics-… /2012/07/06/internet-human-… /2013/01/21/rumor-apple-to-… /2011/05/26/google-mobile-… /2010/10/06/new-twitter-… /2011/06/22/klout-gate/ /2011/03/04/qr-codes-… /2010/09/13/future-social-… /2010/07/28/social-media-… /2012/06/05/the-internet-… /2013/01/05/hashtag-word-of-… /2011/04/21/facebook-like-… /2013/01/28/google-… /2011/01/05/homeless-man-… /2011/09/05/groupon-tuition-… /2011/06/03/mi6-hacks-al-… Top Content on Mashable.com /2009/10/27/social-media-roi/ /2011/07/02/myspace-tom-… /2011/02/04/design-facebook-… /2012/02/28/ipad-3-event/ /2011/11/06/justin-bieber-… /2011/01/10/facebook-places-… /2011/01/31/google-twitter-… /2011/01/17/banksy-identity-… /2012/04/13/netflix-unlimited-… /2011/07/05/ipad-web-traffic/ /2013/02/16/working-from-… /2012/10/29/google-crisis-… /2010/12/24/more-new-… /2011/04/01/youtube-… /2013/01/26/instagram-… /2013/02/18/19-clicks-internet/ /2012/06/05/facebook-… /2011/09/20/facebook-news-… What type of content do they publish?
Who do you know who can help you get there?
Don’t just jump into content brainstorming
Figure out internal processes early to identify potential challenges & road blocks
Maximise synergies between channels
Integrate your brand team to ensure all content reinforces key messaging
Find out what relationships & contacts your PR team has to boost outreach
Leverage your social media channels
Ensure your SEO team is getting full organic benefit from your activity
Use paid media to re-market to existing customers/visitors/fans
Identify the gaps in your team or strategy & consider investing in writers/influencers
Once you’ve done this – you’ve cleared the path to focus on great content!
By promoting content to targeted audiences – you’re also sending Google strong link/social signals they can’t ignore
Benchmark & measure everything to prove your case & scale up activity
In Summary
1) Focus on strategy, not tactics
2) Ditch the silos & get everyone involved
3) Prove business value & opportunity cost of inaction
Integration of Search & Social in 2013

More Related Content

Integration of Search & Social in 2013

  • 1. Integrating Search & Social in 2013
  • 2. 2012 was the year of the penguin
  • 3. Everyone knows there’s huge benefits in combining search & social http://www.seomoz.org/blog/inbound-marketing-is-taking-off
  • 4. But in 2013 you need to look beyond search into integrated digital marketing
  • 5. Marketing is simply taking a budget & spending where it works best!
  • 6. What are your digital marketing goals?
  • 7. Hint – it’s not this…
  • 8. How do you measure success? How do you measure success? • Revenue • Profit • Volume of Sales • Volume of Leads • Market Share • Online Visitors • Search Rankings • etc…
  • 9. Ultimately it’s about 2 things: 1) Generating new customers 2) Maintaining relationships with current customers
  • 12. What does the perfect digital marketing campaign look like?
  • 13. It’s different every time – it needs to match your specific goals
  • 14. You need to be agile & admit you might not get it right first time http://searchenginewatch.com/article/2232618/Is-Agile-Marketing-the-Future-of-Search-in-2013
  • 15. How can you maximise success from your content campaigns?
  • 16. Focus on strategy, not tactics
  • 17. Start with a solid strategy from all angles
  • 18. What audience & demographics do you want to reach?
  • 19. Which target publications do you want to be featured on?
  • 20. 20000 40000 60000 80000 100000 120000 140000 0 /2011/01/28/text-messaging-… /2013/02/20/wearing-google-… /2010/12/14/new-facebook-… /2011/09/14/htc-sensation-xe/ /2013/02/11/grammy-gifs-… /2013/02/11/helicopter-crash-… /sgs/ /2013/02/11/taylor-swift-gets-… /2011/09/30/facebook-too-… /2013/02/04/unicorn-… /2011/09/22/facebook-f8-live-… /2011/05/29/foursquare-… /2011/05/20/social-media-… /2011/02/22/facebook-scam-… /2012/10/03/kitchen-aid-… /2011/09/29/hipmunk-… /2011/12/01/electronics-… /2012/07/06/internet-human-… /2013/01/21/rumor-apple-to-… /2011/05/26/google-mobile-… /2010/10/06/new-twitter-… /2011/06/22/klout-gate/ /2011/03/04/qr-codes-… /2010/09/13/future-social-… /2010/07/28/social-media-… /2012/06/05/the-internet-… /2013/01/05/hashtag-word-of-… /2011/04/21/facebook-like-… /2013/01/28/google-… /2011/01/05/homeless-man-… /2011/09/05/groupon-tuition-… /2011/06/03/mi6-hacks-al-… Top Content on Mashable.com /2009/10/27/social-media-roi/ /2011/07/02/myspace-tom-… /2011/02/04/design-facebook-… /2012/02/28/ipad-3-event/ /2011/11/06/justin-bieber-… /2011/01/10/facebook-places-… /2011/01/31/google-twitter-… /2011/01/17/banksy-identity-… /2012/04/13/netflix-unlimited-… /2011/07/05/ipad-web-traffic/ /2013/02/16/working-from-… /2012/10/29/google-crisis-… /2010/12/24/more-new-… /2011/04/01/youtube-… /2013/01/26/instagram-… /2013/02/18/19-clicks-internet/ /2012/06/05/facebook-… /2011/09/20/facebook-news-… What type of content do they publish?
  • 21. Who do you know who can help you get there?
  • 22. Don’t just jump into content brainstorming
  • 23. Figure out internal processes early to identify potential challenges & road blocks
  • 25. Integrate your brand team to ensure all content reinforces key messaging
  • 26. Find out what relationships & contacts your PR team has to boost outreach
  • 27. Leverage your social media channels
  • 28. Ensure your SEO team is getting full organic benefit from your activity
  • 29. Use paid media to re-market to existing customers/visitors/fans
  • 30. Identify the gaps in your team or strategy & consider investing in writers/influencers
  • 31. Once you’ve done this – you’ve cleared the path to focus on great content!
  • 32. By promoting content to targeted audiences – you’re also sending Google strong link/social signals they can’t ignore
  • 33. Benchmark & measure everything to prove your case & scale up activity
  • 35. 1) Focus on strategy, not tactics
  • 36. 2) Ditch the silos & get everyone involved
  • 37. 3) Prove business value & opportunity cost of inaction

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