By Avelyn Austin
Nov 16, 2011
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Welcome to Day 2 of live coverage of #seschi 2011! My second session of the day discussed the Convergence of Search, Social, and Content Marketing. The session consists of 3 high profile panelists and the biggest audience I’ve seen yet at the show! This should be GREAT!
Find out what the experts: Aaron Kahlow, Arnie Kuenn, and Lee Odden, had to say about this topic.
To kick things off is Aaron Kahlow, Chairman & Founder of Online Marketing Summit, discussed the session foundation, What is convergence? Kahlow explains how convergence is bringing all 3 marketing functions together and how understanding how all three of these marketing function effect each other and how marketers can converge these functions to increase the return on investment, both in time and money.
Next up is Arnie Kuenn (@ArnieK), President of Vertical Measures, to discuss the importance of content marketing efforts and how to begin.
Why Focus on Content?
86% of searchers conduct non-branded queries.
Where Do You Start?
Determine Types of Content to Create:
Successful Results from Content Integration:
You get found! Even as a small business competing with big brands.
Last but certainly not least is Lee Odden (@TopRank), SES Advisory Board & CEO of TopRank Online Marketing, to discuss the real convergence of search, social, and content marketing.
Odden begins with an analogy of the convergence of all 3 marketing function. Of course, he uses a food analogy right before lunch. Odden says that the convergence of Search, Social, and Content is like a PB&J. The peanut butter is the SEO, the jelly is the social, and the bread is the content that holds it all together.
Optimize for Consumer Behavior:
CMO and SMO Framework
Odden tells the audience to bring the ability to interact onto the website by adding blogs, social sharing buttons (with that you need social profiles) and through the attained interaction Google will rank you better and thus bring in new customers and even more potential interaction.
The key is to plan in advance, create a calendar and have a strategy. Don’t just through out content!