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SES New York kicked off with an excellent keynote presentation by David Meerman Scott (interview) followed by a panel on Digital Asset Optimization including Mark Knowles, Chris Boggs and myself. Most companies are not wired to create the variety of content that can achieve top visibility on search engines. In the DAO session at SES New York I presented a historical perspective on digital asset optimization based on when TopRank A started writing about it in 2007.
Anticipating demand via search is traditionally handled by keyword research tools such Google’s tools, Bing or services like Wordtracker and Keyword Discovery.
Find out what key language and key topics are being discussed on the social web and you’ll have invaluable insight into content ideas that can provide value for both social media marketing and search engine optimization.
If news and real-time results are most common, it may make more sense to focus on content promotion there versus images or video. Knowing what kind of content and what type of digital asset your customers will best respond to can improve effectivness at driving traffic from the search visibility you’ve achieved through SEO.
With a more holistic SEO effort, especially one that will incorporate digital assets, it’s important to have a baseline understanding of what you have to work with. Having an understanding of current content and digital assets can also uncover content that is ripe for re-purposing.
Understanding your search and social media keywords, buyer personas and the assets you have to work with will help identify what new content you’ll need to create. Mapping keywords to the editorial plan is also a useful guide for the future creation and optimization of content.
That might be updating the corporate styleguide with SEO and keyword usage rules or it might mean making programming changes to the web site’s content management system to prompt content creators with keyword cues when adding text or other media. How will anyone know you have excellent content and digital assets if you don’t promote?
Developing distribution channels for content will significantly improve reach and the likelihood of your content being passed on, shared and made socially popular. Search marketing professionals are well aware of the value from web and search analytics that measure search visibility performance as well as web site interactions and conversions.
On the front end, social media monitoring tools can help you identify conversations and influentials that are meaningful to the topics and customers your marketing efforts are trying to reach.
A simple cycle would be one where you’ve identified new keyword topics beginning to buzz on the social web and taking that cue to create content. The good news is that by following these 10 steps, a significant impact can be achieved in overall authority for the topics and keyword concepts focused on as well as the ability to attract new business, media coverage and employees.
However, those companies that make the effort to really understand and implement these fundamental concepts are making an investment with a payoff that is very long term and with momentum, very signifcant. Guerrilla marketing is an advertisement strategy concept designed for small businesses to promote their products or services in an unconventional way with little budget to spend. Did you know the majority of consumers – as high as 85 percent – will search for information about a product or service before they make a purchase? Though it may seem like the best way to do that is through traditional marketing methods – sales brochures, for instance – studies consistently show that the advantage is moving towards the companies that not only have great content on their own websites, but can provide quality information in a variety of ways. If you don’t have quality content that can help you do all of that and more, there’s no better time than now to get started.

Blogs can benefit any website but don’t worry if you can’t do all the writing yourself … you can hire a ghost blogger for that! Some queries trigger search results that go beyond web pages, MS Office docs and PDF files to include sources such as images, blog posts, news, video thumbnails, books and shopping. In most cases, search engine optimization efforts are focused on content and digital assets that are currently in place. I also talked about the changed search landscape that now includes personal, real-time, social and mobile search. Social media monitoring tools can help marketers conduct social keyword research as a compliment to search engine based keyword research. For example, a search for a particular phrase one day might yield news and image results and on another day display only web pages. Understanding the mix of data sources besides the main search engine index can help with the allocation of optimization resources.
Search marketers are becoming more sophisticated in their understanding of customer profiles and developing personas to represent who you’re trying to attract via search is an important step in a content strategy.
Broad concepts usually represent early stages of research versus more specific phrases which often indicate a buyer is closer to purchase. A common example is video that can be deconstructed into multiple, short form videos, single images, transcribed into text or splitting the audio off into a podcast. It also offers multiple, potential entry points into the resource page via search, since the optimized digital assets can rank in search results on their own and link to the destination content on the corporate web site. Not only are web pages, images, video and other assets optimized for search, but optimized for customers. Dedicate a fixed and persistent effort to developing social networks where your customers and influentials spend their time on the social web. Email newsletters, RSS, Ping.fm and TwitterFeed services are good examples of content distribution services that help promote content efficiently. The importance of social media monitoring and analytics is also essential for a DAO Content strategy.
Social keyword research can in part, be accomplished by some social media monitoring tools. Promote that content through your social networks and use social media monitoring to track the effects of your content contributions to the larger conversation on the topic. We respect your privacy.PhoneThis field is for validation purposes and should be left unchanged.
Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing.
This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level. If you are new here, you might want to subscribe to the RSS feed for updates on this topic. This means they read articles, look at reviews, and search to improve their knowledge base before making a decision on where to spend their hard-earned cash. Because people want to believe they are making the right purchase from the right company at the right time.

Not all consumers like their information in the same way – its up to you to be where they want you to be. Parallel importation: exporting product to market that’s already got the product but not through the manufacturer2.
A Being able to get more marketing impact out of existing content is as much a driver of digital asset optimization as it is aA part of a holistic strategy that matches up with the opportunities presented by an ever changing search results page.
To ensure keyword optimization of new content, it’s important to incorporate SEO with established content creation and promotion processes.
Hosting some digital assets on social media sharing sites such as those mentioned above (Flickr, YouTube, Slideshare, DocStoc) can introduce your optimized content to new audiences and attract both traffic and links. Do the same with social media sharing web sites so that when you post a new video on YouTube for example, your network there can be notified.
Those same tools are essential for measuring the social impact of your digital asset and social media optimization efforts.
Use web analytics to measure any increase in search based traffic based on the growing popularity and awareness of the topic based in part, on your contributions and social interactions.
When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing. For example, a customer may see a post on Facebook that leads them back to a blog post on your site.
Cosmo magazine keeps feature stories same then changes other content for local angle (modesty language and values). Whether they use your services or not, they think about you and will refer you as the go-to business in your niche.
From there they click on an infographic you have on Pinterest, which leads them to a review on Yelp. Your content gives them the message they need to think about you whenever your product or service is mentioned.
Use it again in a variety of ways: put your posts into a newsletter, or share them on Facebook. They sign up for your newsletter and after several weeks, click back to your page to fill out a form to connect with you in person.
Social Media MentionInfluencers are becoming super savvy with their social media platforms, and only mention brands, products and venues they genuinely love, or that they have a working relationship with.To be featured on an influencers social media platforms, it is best if you personally engage them first (via email is best) to introduce your brand and talk about how a collaboration might look. If you’re not sure where to start, follow the template below and customise the fields in red. Banner AdsWeb consumers are becoming more savvy, so blatant advertising and banner ads are losing their appeal among digital influencers, and particularly bloggers.However, for both influencers and brands alike, banner ads are an important revenue channel which cannot be ignored.

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