Tag Archives: people

TopRank Online Marketing CEO Lee Odden gave a solo presentation at Search Engine Strategies 2010 on content marketing optimization.  Following is a summary of Lee’s comprehensive presentation including 10 essential steps for your organization to achieve success. The core of any search or social media marketing program focuses on content.  But what exactly is content marketing?  It’s creating and distributing relevant content to attract, acquire and engage customers which you know detailed information about. It’s different than search – where you’re seeking in-demand phrases and creating content.  In content marketing, which grew out of the B2B marketing space, you’re developing personas.  In addition to this you should activate the intersection of search and content marketing. Customers are expecting more.  It’s not enough anymore just to publish features/benefits and expect someone to buy something.  First they search, then they ask their friends, then they purchase.  Sales cycles are getting longer and consumers are getting smarter. Content is why search exists – to organize the world’s information.  Content is also an outcome of social interactions.  And, search engines are indexing much of that social content. Content is essential for social SEO and sits at the intersection of search and social.  What many traditional marketers are doing to leverage content and give customers what they want is delivering content in many avenues (press releases, blogs, videos, Ebooks, webinars, etc.).  What if you leveraged search in tandem with these items to expand their reach. To do this, let’s consider what has changed recently in the world of search. SEO’s effectiveness has not changed, it still equals increased conversions.  SEO is in fact the most effective online marketing tactic as ranked in a recent TopRank poll on digital marketing tactics .