Summary of Content Marketing with Lee Odden on #seochat

Guest: Lee Odden – CEO of TopRank Online Marketing, an industry leading digital marketing agency toprankmarketing.com. TopRank focuses on helping Fortune 1000 companies improve customer relationships, grow new business and brand visibility online. @leeodden also writes about Social Media SEO & Content Marketing on TopRank’s Online Marketing Blog TopRankBlog.com. @leeodden has been cited by numerous publications such as The Economist, US News and DM News and leading industry books. He’s been a speaker at conferences and training workshops in New York, London, Hong Kong, Sydney, San Francisco and many others. @leeodden serves on the board of advisors for Search Engine Strategies and is a past advisor to the DMA and MIMA.

What are the most effective forms of content marketing?

The answer to “best content marketing” isn’t a silver bullet. However, it does involve personas, storytelling & great content. It’s content designed to meet customer needs. For developing that kind of content, personas are essential like keywords are for SEO.

Best content marketing has a purpose in mind, an outcome or objective according to customer preferences. It might be text or video or interactive or audio or print or more likely a combination according to buying cycle.

Are there types of content marketing should be avoided?
Automated. Doing the shotgun is a waste. Syndicating everything everywhere is good to avoid. Content needs to be personal, not generic. Consider audience. No heavy graphics & video for visually-impaired.

Resources

After blogging, what’s the next best way to establish yourself as a thought leader in your industry?

  • As the name “thought leader” implies, being able to communicate original ideas and take a position on important topics.
  • “Act the part”: This isn’t my thing, but I’ve seen many people act is if they were in a thought leader position from day on. Their confidence spread & people accepted them according the that behavior. Fortunately & unfortunately, perception is reality.
  • Birds of a feather, flock together”: Being on lists along with established thought leaders influences perception you belong. Also media coverage from relevant industry publications and mentions by other influentials.
  • Study, learn from the experts, test, fight to have your ideas and thoughts seen. Use your skills to market yourself, prove.
  • Don’t regurgitate content. Provide unique spin & perspective if writing about hot trends.
  • Networking is key. Ex: getting kudos from a keynote speaker in front of a room with a few thousand people is priceless cred.
  • If people link to you and tell their friends about your website, then you know you’re an established leader.
  • Very few thought leaders can disappear for a long time and maintain their leader position. Seth Godin and Tim Ferris are 2 of the few that can do the disappearing trick and still be considered thought leaders.
  • People seek out Thought Leaders. You can’t brand yourself as one. Another dead give away – Thought Leaders rarely scream.

But the thing about thought leaders, is that many are broke! It doesn’t matter if you can’t monetize. Revenue solves a lot of problems. In the right hands, enables great things. It can be a cart before the horse thing, $ and notoriety, but in the end – you have to deliver.

Consistency is key. A strong brand is a promise kept. A good brand name doesn’t need to ask for links, it earns them. Brand awareness can’t be the only way you get links, otherwise you only rank for your brand name.

The key is to drive traffic with quality content – and SEO will follow. Without quality, your audience won’t come back and link. Clients need to do their research because without quality content, you’ll never have good SEO.

How has content marketing changed in the last few years? How do you think it’ll change in the next two?

Content marketing is and spamming have become synonmyous…but still room for thoughtful discourse. There will be a bigger need to prove you know your stuff. This need grows stronger each year and every industry. Content marketing as a way to reach customers, especially in long sales cycles of the B2B space has been around quite a while.

Print newsletters, magazines and even TV and radio have been used as content marketing by brands for years. P&G pioneered the soap opera. General Mills owns radio stations. Amex owns multiple print magazines.

@juntajoe popularized the idea of “content marketing” a few years ago with his book, “Get Customers Get Content”. @juntajoe is the epitome of a thought leader when it comes to Content Marketing – CMI, Magazine, Conference, Websites, Org…

Another fantastic content marketing book is “Content Rules” by @marketingprofs & @cc_chapman. Check the http://contentmarketinginstitute.com site for great CM resources. Of course http://toprankblog.com is pretty good too.

As for content marketing future: 51% of B2B marketers plan to spend more money on content marketing in 2011. Content needs to be more than keyword-stuffing & focus on customer engagement – people over search engines. Vistors come before the rankings. If I can’t please my customers, then why aim for rankings?

Content Marketing as a practice has been adopted by many digital marketers and it’s the glue of both SEO and Social Media. Add content in a strategic, orderly fashion segmented by levels of relevance.

In terms of how content marketing will change: more companies will adopt a position of “brand as publisher”. You earn links with great content but to win you have to push and pull. Companies will increasingly incorporate content publishing within their marketing mix. The push & pull is the ying & yang of getting the word out. Without you still can’t earn a link. Good content can get you links, but MARKETING good content will get you more links and additional exposure. Build customer centric & optimized content. Promote via distribution channels & mine real-time for opportunity. Its not all about unique content. There is something to be said for unique presentation of same old content.

There will be far more content than anyone will every be able to consume in a 100 lifetimes. Over-saturation is inevitable. “Oversaturation” requires your content must stand out from the crowd, make it past the overload filters.

Prediction: the experts will differentiate themselves by getting the content in front of the right audience. Content curation will increase in importance since a lot of companies won’t be able to afford to produce content.

Prediction: being creative beyond reason will be necessary.

Since not all ‘content’ is text, what are the best ways to market content across multiple channels?

A content marketing strategy that leverages a mix of distribution channels is how to extend reach. But the mix has to be relevant to the audiences as well as the influencers that will propagate.

Here’s a specific presentation on that: 10 Steps to Better Content Marketing & SEO

Have you seen this Hub and Spoke Model?

Determine best mix of types of content according to personas, objectives, your resources, analytics (search & social) repeat.

Things I need to know: My market,competition, the best prospects for conversion.

Content Marketing & SEO are about a lot more than driving top of the funnel. Need CRO.

A talented SEO copywriter can research and produce a 600 word article in a few hours. Add pitching, 1 more hour.

How do you keep your content from being ruined by SEO, but still be effective for SEO?

Great content and SEO is art and science – something we aspire to @TopRank. It takes real talent to create keyword inspired content that resonates with specific customer needs and interests. Write to human beings but try & fit modifier words in from focused keyword list. Also, u can also add 5-10 tags.

Determine what the goal of your content is; if it is ranking & conversion you write carefully and optimize well.

Optimizing existing content just isn’t in the same league as being able to develop content + keywords. Great optimized content is customer centric, not just search engine centric.
Subject matter experts can be found on sites like Profnet and other media relations/public relations software svcs.

A must visit resource: http://www.seocopywriting.com online course for copywriting & SEO from @heatherlloyd.

http://t.co/6Fjn8Ww

Content Marketing with Lee Odden on #seochat

On Thursday, January 13, 2011 Search Marketing Weekly will be hosting an #seochat on Twitter. Lee Odden (@leeodden) will be our guest answering questions about Content Marketing.

Details:

Starts at 7:00 pm Mountain Time
About 1 hour long
Use hashtag #seochat
Host: Dan Patterson

Transcript

Questions Answered:

  1. What are the most effective forms of content marketing?
  2. After blogging, what’s the next best way to establish yourself as a thought leader in your industry?
  3. How has content marketing changed in the last few years? How do you think it’ll change in the next two?
  4. What are the best ways to market content across multiple channels?
  5. How do you keep your content from being ruined by SEO, but still be effective for SEO?

About Lee Odden

Lee Odden is CEO of TopRank Online Marketing, an industry leading digital marketing agency focused on helping Fortune 1000 companies improve customer relationships, grow new business and brand visibility online.  He also writes about Social Media SEO & Content Marketing on TopRank’s Online Marketing Blog, rated one of the top marketing blogs on the internet by Advertising Age.

Odden has been cited by numerous publications such as The Economist, U.S. News and DM News and leading industry books including: Search Engine Marketing Inc., Marketing in the Age of Google and Content Rules. He’s been a speaker at digital marketing industry conferences and training workshops in New York, London, Hong Kong, Sydney, San Francisco and many others. Odden serves on the board of advisors for Search Engine Strategies and is a past advisor to the DMA and MIMA.

  • nude black mature women movies
  • barnyard pussy porn
  • anal gape gallery
  • nude blonde pussy
  • mature amatures xxx free videos
  • free mature voyuer vids
  • nikki nova pussy spread
  • jasmine prettylilpanties pussy
  • free videos women fuck
  • brital pussy ponding
  • amateur movies be
  • black woman mature forum
  • pics of teens naked
  • young girls teen sex
  • musle girls anal strapon
  • erotic fairy picture
  • free tight pussy tube
  • girl and her video
  • teen orgasm squirting tube
  • nude girl anal massage video
  • old girls black cock
  • free amateur fucking video
  • shayla gillian hardcore xxx
  • teen girl sleep over foot
  • white girls love blackguys
  • hot naked girls fucking girls
  • naked creampie young teens
  • squirting orgasm movie gallerys
  • daytona winghouse bikini party
  • john wayne japan movie
  • Vince kiss my ass club
  • free boobs and pussy movies
  • seymore butts young buns
  • deep lesbian ass to mouth
  • wife wellbutrin sex
  • beauty teens photos
  • beautiful gals fuck videos
  • moms training teens suck
  • teen sex in film
  • chocolate pink pussy
  • disneys resses sex porn xxx
  • sweet young sexy
  • blonde hair black bush
  • little girls posing movie
  • complytly naked naked girls up close
  • anal fuck video spank
  • free tv and movies mature audiences
  • teen girls dancing banned video
  • worldly wife pics
  • Wet indian pussies
  • keira knightley naked pics
  • lesbian plump girls
  • little tits little pussy sex porn
  • Realistic vagina sex toys
  • muslim sex pictures
  • video nasty pussy
  • Young lesbain sex
  • asian girls nz
  • creams sex orgasm
  • tight young jean ass
  • free sex video cilps
  • young african girls fuck
  • black girl jelsoft enterprises ltd
  • mpeg fuck video
  • pics of meagan goods butt
  • model rough sex video
  • pussy fucking cuties
  • german pussy on slutload
  • wife fucked hard galleries
  • Petite white ass
  • Wet sex scenes
  • girls night out poker party
  • wife breeding black free pics
  • black japanese crystal glasses
  • teen library sex movie
  • Micky james nude pics
  • sexy chubby girl dancing
  • peachy formz young teen naked
  • my friends best girlfriend naked
  • free tacle sex video
  • tube girl mastubating to porn
  • erotic sex tales
  • wife pussy squirting
  • homade blowjob movies
  • Young model nude
  • young black teen sex movies
  • date young girls
  • free black hairypussy pic
  • tit nailing free porn videos
  • video hamster porn
  • housewife softcore pics
  • garter belt and a shaved pussy
  • world wives sluts mature
  • x amateur salope video
  • Sex couples movies
  • fat bblack porn
  • barefoot teen girls stories
  • porn xxx arab
  • chicago admiral theatre girls pics
  • plumber free thumb porn gallery
  • tiny teen morgan message fuck
  • Hot teens get fucked
  • black taboo sex scenes
  • real homemade amateur sex
  • blonde baby sitter sexpots
  • porn young girls
  • pussy pacifier funny
  • naked princess peach pics
  • filipina amateurs horny amateur girls
  • young teen shower spyt
  • Naked german teens
  • free asian street meat movies
  • brothers wife fucking video
  • erotic self pics
  • Porn round ass
  • movies for hot shemale fuck lesbian
  • xxx porn dvd downloads
  • love making couples pictures
  • Nude in public photos
  • sex stories about tits
  • vanessa hudgens boobs xxx
  • videos of girls makingout
  • sex japan free tit
  • free amateur hardcore videos
  • mexican babes blowjob pics
  • teen pink xxx
  • live amateur homemade videos
  • young teens showing tits
  • video naked calisthenics
  • young couples erotic
  • asian puberty videos
  • videos of girls changing their tampon
  • family guy naked pictures
  • how to eat pussy movies
  • pic vids hardcore
  • blonde sex lingerie
  • Eva green oral sex
  • rachel rae naked pics
  • sex friends wife
  • free amateur thumbnail pics
  • redhead girls free video
  • petite young puss
  • erotic story jogging girlfriend
  • teen xxx free
  • two men one woman video sex
  • asian massages her dick futanaria
  • free sex posted video sites
  • lesbian kisses ass
  • Naked blonde gallery
  • father teaches daughter about interracial sex
  • two dicks up the ass
  • nude sex group
  • amateur nude pics pattie
  • big tits compilation movies
  • young little mexican girls nude pics
  • free mature anal thumb archive
  • teenagers fuck on web cam
  • pictures of girls wearing windpants
  • chicken closeup pictures
  • Tits flashing video
  • xxx black medoly bliss oral sex
  • free ebony lesbian preview
  • young pussy nublie teen
  • wife owned by black man
  • xxx petite teen age
  • dicks on boobs
  • sexy ebony strip video
  • voyeur pussy fucking
  • free hardcore petite anal tubes
  • wife wants black cock for present
  • girl sex drawings
  • worldsex amateur videos
  • free picture tits
  • posted home sex pictures
  • free wife gang bang videos movies
  • young babe video streaming
  • blonde girl masturbating video
  • lady gaga showing off pussy
  • japanese phrases what the fuck
  • totally free hardcore granny porn
  • young girl naked fucked video slut
  • lesbian footsie babes
  • dallas stripper sex party
  • wife first time swinging party
  • pakistan hardcore sex
  • alternative girlfriend blowjob
  • streaming pics ebony
  • free sex lisbion movies
  • anal black on white
  • pussy toys squirt
  • hairy korean pussy
  • sexy and erotic mens lingerie
  • japanese big tits free uncensored
  • hottest hardcore sex pics
  • amandas boobs pics
  • bitch wife cheats with hung cock
  • Sexy girl naked photo
  • nice amature shaved pussy
  • free mature wet pussy thumbs
  • hot nude girls videos erotic sex
  • free lesbian porn tubesites
  • Freeteen groupsex hardcore
  • hot friend sex video
  • free amateur solo for boyfreind videos
  • free fat blonde pics
  • ass pics gallery
  • hot chicks sexy nude girls
  • movies of teen for orgasm
  • jock movie teen
  • wife girlfriend threesome
  • young orgasm video
  • xxx dressup sexy and fuck
  • Perfect sex video
  • free sexy desktop girl
  • other words for anal sex
  • nude shaved beach girls
  • forced sex video dvd
  • video sex amateur sex
  • raped little girls pics
  • asian thia young teen escorts
  • stolen voyager sex videos
  • wife orgy party
  • sexy erotic spanking pictures
  • first time anal hardcore
  • womens petite eyeglasses
  • topless swim suit movies
  • thai xxx fuck movies
  • brawlhall sex party
  • pussy pics from north georgia
  • skinny bitches ass galleries
  • shemale on shemale daily video
  • womans stretch tunic dress petite xl
  • fat mature lesbian galleries
  • lesbian horny orgasm
  • Hot mallu aunty nude
  • sexy psychobilly girls
  • non nude pics of teen girls
  • Young beautiful tits
  • free movies massive silicone tits
  • boob tube teen babes
  • Lesbian pic gallery
  • mature preggo anal
  • Mouth cum shots
  • sex japanes teen incoming
  • bang bros white girls sex
  • lebanon anal teen
  • xxx black mlf
  • daily upload free video amateur
  • xxx suck young boys
  • pregant slut young wives stories
  • king disliked black panther party ideas
  • anal compilation videos
  • redhead teen anal
  • unique sexy ebony girl
  • truth or dare fuck party
  • men caressing womens breasts videos
  • sex stories slut wife cuckold
  • sexy woman fucks young boy
  • milie cyrus naked pics
  • super hot black girls
  • Beutifull sexy girls
  • home star runner teen girl squad
  • Tight girls ass
  • girl with big boobs bra
  • black lesbian sex personals
  • busty video busty fuck free
  • blowjob video hot deepthroat
  • lesbians breasts licking
  • naked teen anime girls viedeos
  • video style project porn sex
  • free sexy egypt hardcore
  • youngest teenz perfect ass
  • older couples fucking young girls
  • swinger wife movie
  • free erotic ghost porn
  • teen lesbian girl blowjob two videos
  • vanessa lane oral sex with herself
  • sex fuck hardcore
  • free nude amature teen ass pics
  • free mexican mature sex videos
  • black pussy facials
  • Bbw sex movi
  • this girl can party tshirt
  • Nice ass show
  • huge ass xvideos
  • artistically trimmed pussy hair
  • sexy teenagers anal
  • College sexy teen
  • teen panty asian
  • lesbians oral anal
  • Black ass in skirt
  • Hot lesbians french kiss
  • girl sock fetish xxx
  • teen babysitter fuck slutload
  • big tits and black dicks
  • Nude teen model video
  • Naked pussy gallery
  • our fuck pics
  • hien shy wife video
  • hot young blonde pussy in chicago
  • youngs black girls videos
  • long femdom porn vids
  • Sex india girl
  • good licken pussy
  • Teacher sex fuck
  • snoop g porn pics
  • nasty naked porn
  • youge girl fuck tubes
  • raunchy mature video tube
  • free ultimate asian xxx videos
  • amateur girls party dare
  • Xxx big tits at work
  • free lesbian sex with big boobs
  • couple amateur photo video
  • teen girls cumming
  • relax wife pictures
  • african black nude models girls
  • Lesbians licking their boobs
  • spunk black shemale
  • sexy news babes pictures
  • amateur milf videos plus
  • girl nonude young
  • tiny teen takes dick
  • Hot teen workout
  • Fresh teens galleries
  • lesbains eating pussy videos
  • paris hilton sex tape full video
  • shemale dany pics
  • Hot pussy young
  • pictures of couples weings
  • susana spears softcore lesbian scene
  • Cum on boots video
  • womens romantic eroticism couples gallery
  • Hot nudes videos
  • Picture sex movies
  • lesbian sex posision
  • porn hairy pussy trailer
  • fat naked mexicans porn
  • xxx classic porn tube
  • mature black women tits
  • Indian sex girls photo
  • slumber party teen porn
  • naughty young tiny hardcore
  • amateur hardcore sex tubes
  • petite vall e
  • girls sex video
  • very young tinny pussy
  • giant butt plug video
  • my wife masturbating video
  • young girls hien sex
  • youtub free babysitter porn movies
  • horny str teenagers fuck
  • lesbians kissing threesome
  • Teens having sex for the first time
  • very young vigin pussy
  • asian breast sex
  • free sex movies of iranian girls
  • girls one guy hardcore
  • girl bounces boobs at car show
  • moms boob flashing videos
  • high girl fuck
  • hot black chick cap fuck
  • homemade threesome pics
  • vintage home video of wife creampie
  • eating her pussy under desk
  • teeny teen vids
  • girls getting nipples sucked pictures
  • hardcore shemale sex gallery
  • vacume pussy pumped pics
  • free threesome bondage porn
  • free pussy eating porn videos
  • sexy guy teens
  • petite zia star
  • hardcore women menstruating pornography
  • how to sell amateur porn
  • sexsy girl pictures
  • girl cries first time fuck
  • asian laday porn free video
  • Hot girl wearing thong
  • black beauty on black dick
  • brunette beauty pics
  • free teen hardcore gallerys
  • shaved black nudes
  • lauren phoenix grabbing ass video
  • strap on chicks videos
  • wet pussy vegina
  • vince vaughn movies couples
  • blonde star video
  • Emmanuelle sex movies
  • Lesbian teens gallery
  • rican gallery free teen
  • Hot love girls
  • sex party college free
  • shelbyville women showing thier pussy
  • my hot girl pics
  • digital bikini pictures
  • petite teen redheads
  • girl teens in bras
  • Naked couple having sex
  • girl next door naked by pool