Content Marketing Optimization Session with Lee Odden – PubCon 2010

If content can be searched, it can be optimized.

What are your customers’ content preferences? How do they discover? Consume? Share? Create a profile of your audience(s).

Use tools to create personas of data

• Demographic info from Quantcast, Compete
• Keyword info from SEMRush, Google
• Engagement info from PostRank
• Social network info from Flowtown, Rapleaf

Create an editorial spreadsheet to plan all content that includes:

• Topic
• Keywords
• Media Type
• Places Repost/Repurpose Content (Newsletter, Slideshare)
• Places to Promote (Facebook, Twitter, etc)

The SEO Content Cycle

1. Create & promote optimized content
2. Content is noticed, shared, & visibility grows
3. Exposure attracts more subscribers, fans, friends, links
4. Increase links and exposure grows search & referral traffic
5. Traffic & community provides data that you can research, develop to further grow social networks for content & SEO

Repurposing Content Example

1. Upload video to YouTube
2. Embed in a blog post with show notes
3. Post screen shots from video to Flickr
4. Upload images and text as a story in a PowerPoint or PDF, upload to .docstoc, Scribd, etc.

Takeaways

• Develop & optimize content with customers personas in mind
• Think like a publisher and create an editorial plan
• Develop channels of distribution & social links
• Leverage both web & social media analytics