Stand Out with Social, Search, and Content!

Content Marketing is SEO 2012

SEO for Lancaster, PA and beyond.

“To stand out you need to be wherever those customers are looking and that means social, that means search, that means word of mouth.” – Lee Odden, CEO of TopRank Online Marketing

A few weeks ago a tweet by Bob Tripathi, founder of Instant E-Training, alerted me to a fantastic video interview with Lee Odden, CEO of TopRank Online Marketing. When it comes to search, social, and content, Lee Odden is the one of the best so I had to click, watch and listen.  Here are a few of my favorite takeaways from this content marketing strategy gold mine:

1. Create searcher personas
Searcher personas reflect people: They are the many faces of your customers. What are their wants, needs, and consumption habits? What are their typical online behaviors during different phases of the buying cycle? Answer these questions to determine their search behavior. Understand your personas and optimize your content uniquely for them.

2. Create relevancy
Meeting the needs of personas creates relevancy and is the first step in developing relevant content. Relevancy is the connection between what people want and what you want to sell. “Instead of optimizing for keywords ’cause they’re popular, we’re actually optimizing for keywords that we know are a reflection of where that customer is in the buying cycle, ” explains Odden.

3. Listen to customers
There are a variety of social media monitoring and data collection tools that allow you to collect information about your customers. Which social media channels they prefer, their buying habits, as well as common phrases or social keywords they like to use can be discovered with these tools. Another big benefit is this information helps you create socially interesting or relevant content.

4. Distribute and promote
Crappy content with a snappy headline will beat high quality content with a boring title every time. Package your content to purposefully inspire others to share it or link back to it. Distribute it on your platform, to social media and to other online publishing communities. An RSS feed and social sharing tools are must haves (for example Slideshare and Revver).

5. Create an engaging social community
People with common interests like to connect with each other so create a place where they can do this. If your community has the right climate your customers will happily share information and tips about your brand with one other for you. Don’t push your brand at your community; rather, encourage your community to enthusiastically share your brand.

6. Measure your results
Social monitoring AND analytics tell where engagement is happening. This information enables you to intelligently scale any approach up or down as needed. Evaluate both on a regular basis and refine your content marketing campaign as needed.

If this information piques your interest then Odden’s newly released book Optimize is a must have.  “Optimize will provide you with the tools necessary to plan, implement, and scale an integrated content marketing strategy which will boost your relevance and increase your online visibility.”  I ordered mine and can’t wait to read it!

The Creative Marketing Channel specializes in optimized content marketing and distribution. Improve your Google rank, deepen visitor experiences, and increase brand awareness, leads, and conversions when you hire The Creative Marketing Channel to create your company’s content.  Connect with us on YouTubeLinkedinTwitterGoogle+and Facebook. Email us at [email protected].

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About Catherine Lockey

Catherine Lockey @oz2designs | oz 2 designs LLC

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5 Responses to Stand Out with Social, Search, and Content!

  1. Keyuri Joshi April 9, 2012 at 5:08 am #

    I always appreciate the depth with which you understand your customers. From step 5 I felt a strong impact from this sentence:

    “Don’t push your brand at your community; rather, encourage your community to enthusiastically share your brand.”

    I recently came across a woman who is a wonderful Life Coach with a fantastic niche and message. I would have loved to work with her if she wasn’t so darn pushy. All I heard was her brand… not how she could ease someone’s difficulties. These type of individuals won’t be getting the all important word of mouth.

    It really is worth working on our passions and people skills and let them do our talking.

  2. Sherryl Perry April 10, 2012 at 8:00 am #

    Thanks so much for sharing this takeaway with us Catherine. As I was reading this, I found myself nodding my head in agreement. It’s not often when I come upon a post that covers so much in such a short space. (Congratulations on that.) This is a really valuable resource. I’m off to share and I’m going to reserve Odden’s book.

  3. Catarina Alexon April 10, 2012 at 8:54 am #

    Good post Catherine. Agree with Keyuri and Sherryl.

    Do let us know about Odden’s book when you have read it.

  4. Matt Lowe May 19, 2012 at 11:31 am #

    Well said. Although for many small business owners implementation is easier said than done. Good thing you’re available for hire right?

    Thanks,

    -Matt

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