Originally presented to the Austin Online Marketing Club on November 27, 2012, this presentation reviews a larger framework for how to approach overall content marketing in an integrated fashion. For more content from Tommy Landry and Return On Now, refer to the blog at http://ReturnOnNow.com/blog/

1. Web Presence vs. Website
Are You Reaching Customers Everywhere
You Can?
Tommy P. Landry, Return On Now

2. My Background
• 22 Years Marketing
– 17 online, 13 SEO, 8 SEM
– Started Out Marketing / Managing Bands
– IT Marketing:
AMD, SolarWinds, Pervasive, Winternals, A
nue Systems
– Other: SensorTran, Guiltless Gourmet
– Co-Founder: Tsuna, RotoExperts, TFS
• MBA, Information Management &
Marketing
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3. What I’m Doing Now
• Now: President, Return On Now
– Increase Web Visibility and Lead Flow
• Search Engine Optimization
• Search Engine Marketing / Pay Per Click
• Social Media
• Content Marketing & Messaging
• Online Reputation Management
• Training and Coaching
– Virtual Team for Execution
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4. This Stuff Works
• June – November 2012
• Results
– Alexa Score from 2.2M to 435K
– Tripled Traffic
– SEO step up every ~60 days
• Both Traffic and Ranks
• Authorship Acceptance
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5. Key to Success?
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6. Case Study
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7. Case Study: Growing Startup
• Employees
– 40 in December 2008
– >200 in April 2012
• Focus on VERY Niche Audiences
– IT Test Labs and Network Engineers
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8. Case Study: Growing Startup
• December 2008
– Old School Push Marketing
• Static Brochureware Website
• No Blog, Contributed Articles, or Content Placement
• No Inbound Marketing or SEO
– Minimal Budget
– Search Traffic
• Mostly PPC: 2,868
• Struggled in Organic: 869
• No Social Media Traffic
• Email Marketing?
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9. Case Study: Growing Startup
• January 2010
– Social and Content Marketing Program
• Launched a blog and social networking campaign
• Aggressive pursuit of content opportunities
– Change in Traffic
• Less Focus on PPC: 2,357
• Better in Organic: 1,636
• Social Gains Traction: 221
• Increase in Backlink Pace
– Still Minimal Budget
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10. Case Study: Growing Startup
• April 2012
– Consistent Execution Over Time
• Focus on Consistent, SEO’d Content and Social
• Website Overhaul March, 2011 (SEO, Social, UX)
• Relaunch and Repackaging of the Blog
– GREAT Traffic Mix
• Minimized PPC: 1,229
• Rocking in Organic: 4,323
• Social Grows: 474
• Expanding Inventory of Links
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11. Buyer’s Journey: Old Linear Model
SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html
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12. Buyer’s Journey: No Longer Linear
SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
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13. Pillars of Web Presence
User
Branding SEO Relationships
Experience
FOUNDATION: Content
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14. Web Presence Done RIGHT
• Right Content and Format
• Right Place and Time
• Right Prospect
• Right CTA
• Right Follow Up
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15. Rapid Content Expansion
Secret Sauce:
Meta Content
“Content about Content”
Repackaged Content
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16. How Meta Content Works
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17. Web Presence: Lead Gen
Decision Points
1. What We Do
2. Who Buys It
3. Where We Can Find Them
4. What Grabs Their Interest
5. How To Get Them To Our Website
6. How To Opt Them In
7. How To Encourage Them To Buy
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18. Website Presence: Content
Marketing
3. Promotion & 4. Content
Online Visibility About Content
2. Buyer
5. Core Content
Personas
1. Product or
6. Conversion
Service
7.
Purchase!
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19. Content Marketing Matrix
Buyer's
Product Persona Topic CTA Conversion NEXT STEPS
Journey Stage
Discovery Newsletter Opt In Add to long-term list
Bob Watkins, CxO Consideration White Paper Download Add to Drip Marketing
Decision Custom Quote Tool Direct Sales Contact
Discovery Newsletter Opt In Add to long-term list
Sally Salesperson,
Widget #1 Consideration White Paper Download Add to Drip Marketing
User
Decision Custom Quote Tool Direct Sales Contact
Discovery Newsletter Opt In Add to long-term list
Joe Dev,
Consideration White Paper Download Add to Drip Marketing
Implementer
Decision Custom Quote Tool Direct Sales Contact
Discovery Newsletter Opt In Add to long-term list
Bridget Smith,
Consideration White Paper Download Add to Drip Marketing
Soccer Mom
Decision Custom Quote Tool Direct Sales Contact
Discovery Newsletter Opt In Add to long-term list
Mark Wallace,
Widget #2 Consideration White Paper Download Add to Drip Marketing
Dedicated Dad
Decision Custom Quote Tool Direct Sales Contact
Discovery Newsletter Opt In Add to long-term list
Ed & Sylvia Platt,
Consideration White Paper Download Add to Drip Marketing
Grandparents
Decision Custom Quote Tool Direct Sales Contact
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20. Where THEY Can Find US!
Multimedia Social
Sites Links from Networks Location-
Other Sites Based
Services
Online
Reviews Online PR Online
Advertising Daily Deals
Services
Search
Engines
Social
Bookmarks
Local
Directories
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21. Looking Forward: Author
Authority
SOURCE: SEOmoz Blog
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22. A Whole New Variable for SEO
Ranking
SOURCE: SEOmoz Blog
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23. Author Authority
The Key to Social SEO
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24. Thank you!
Questions?
Connect with me:
Tommy P. Landry, President
Return On Now
http://ReturnOnNow.com
tommy@returnonnow.com
Twitter: @tommy_landry
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