11 Core Elements Of A Successful Digital and Content Marketing Campaign. RODA marketing is a full service digital marketing and consulting agency.

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1 11 Core Elements Of A Successful Digital and Content Marketing Campaign Effective digital and content marketing optimizes a brand s web presence for organic Search Engines (Google, Yahoo, Bing), social media channels (Facebook, Twitter, etc.), blogs, articles, press releases, infographics, videos and more. As you know, digital and content marketing is here to stay. Finding a great company that achieves results is like hiring a trusted electrician, plumber or auto mechanic - find the right one and you have found an invaluable asset that will serve you well for many years. RODA marketing is a full service digital marketing and consulting agency. What makes us different? We build brands with big results that scale because we build brands with proven Return on Investment (ROI) and relationship principles. Looking for a new company for your Digital and Content Marketing needs? Make sure any relationship you enter is based on Return on Investment (ROI), mutually agreed-upon goals and a measureable plan guided by Key Performance Indicators (KPI s).

2 Why? Because that s how we help our clients succeed and you deserve the same for your business. To build successful brands, we utilize: Strategic vision Keyword discovery and insights Search Engine Optimization (SEO) Search Engine Marketing (SEM) and Paid Campaigns Responsive website designs and development Landing pages Content marketing Blogging Social Media Marketing (Facebook, Twitter, LinkedIn, YouTube, Google+) Social promotions marketing Web analytics, KPI s and ROI reporting Disclaimer: Even if you decide to hire a different company, be sure they understand the 11 core elements of a successful Internet Marketing campaign (listed below). With or without us, we want to see you succeed.

3 THE 11 CORE ELEMENTS STRATEGY: Digital and Content Marketing is a business building activity. So, a strategy that spells out how YOUR business can be improved should be spelled out. The overall strategy needs to be results-oriented and measurable. Here are the key strategy ingredients: 1. DESIRED RESULTS: An increase in search rank as measured on Search Engine Rank Page (SERP) is usually the #1 result most people expect. But an increase in rank doesn t necessarily translate to an increase in business unless specific increases in web traffic and conversions occur. A good Digital and Content Marketing program should take into account how this is going to occur. 2. SITE AUDIT/USABILITY STUDY: To understand how to drive extra business, the way people use your site needs to be examined. In a results-oriented Digital and Content Marketing proposal, a Site Audit/Usability Study needs to be included to evaluate: 1) Top Keywords 2) Number of Inbound Links 3) Unique Visitors 4) Bounce Rate 4) Traffic Sources (including percent of Visits from Organic Search) 5) Key Pages 6) Conversion Activities A Site Audit also specifies any errors or pages not found as well as if a site map is available. A Site Audit sets up activities that need to occur and benchmarks what is realistic to expect and when. 3. KEYWORD RESEARCH: Search Engines look for a relevant match to the keywords that a consumer writes in a search query. Focused words and content are the most important ingredients in effective Digital and Content Marketing.

4 Keyword Research is the foundation to any Digital and Content Marketing proposal. Search volumes, keyword search trends and competitiveness are all key factors in the keyword research phase. 4. COMPETITIVE ANALYSIS: Chances are your business is not the only one competing for the same customer. So, an analysis of your competitor s keywords, web traffic and links should be present. A Competitive Analysis leads to keyword decisions and desired results. It s also a valuable source for ideas. 5. INBOUND LINK ASSESSMENT: Search Engines look for other websites that mention your website for a consumer s keyword query. This occurs from Inbound Links from other websites that reference your website. This has a high value to the Search Engines because it signals your business is an authority on those keywords. A Link Assessment specifies the number of links you currently have and should spell out the plan for securing more. Inbound Links are a timely topic. If done in a disreputable way, your site can get discredited. Authentic or White Hat ways are important to understand. EXECUTION: With an informed and focused strategy for building business in hand, here is what needs to be included in the execution of a successful Digital and Content Marketing campaign. 1. SITE ARCHITECTURE: To take advantage of priority keywords, every page should represent one, plus variations of that keyword. When Search Engines crawl your site, Site Architecture ensures a comprehensive overview of what your site is about. Search Engines and visitors understand better if you focus on one keyword per page rather than put them all together, which can be considered keyword stuffing. 2. OPTIMIZATION STRATEGY: There are a number of places Search Engines go to understand the objective and purpose for a website. They are: 1) URL 2) Page Title

5 3) H1 and H2 Tags 4) Body Copy 5) Meta Description 6) Links The proposal should specify that this work is going to be performed on every important page of your site. 3. ON-PAGE IMPLEMENTATION: The Digital and Content Marketing company should perform these services, however, at some organizations there is a company Webmaster or IT department that implements website development. 4. CONTENT MARKETING PROGRAM: Reputation matters in real world business and in Digital and Content Marketing. In the latter, a good reputation occurs if a website continually puts out good content, which reinforces the keywords and provides links to other websites. This occurs through blogs, newsletters, press releases and social media sharing. It should be specified how this occurs, how often and who does it. 5. MEASUREMENT AND REPORTING: Monthly reporting against the desired results should be a part of the program. The initial impact of Digital and Content Marketing generally occurs in the range of 6 to 12 months. Once desired results are achieved, new results are determined and clients generally stay with the content marketing program. The rewards of a great Digital and Content Marketing program are substantial. 6. PRICING: Pricing for Digital and Content Marketing occurs on a: 1) Retained monthly amount 2) Project 3) Hourly basis If a retainer is used, the initial months are usually higher as there is strategy and research work involved.

6 According to MOZ in a survey of 600 agencies, project pricing was the most commonly used and ranged from $1,000 to $7,500 per month. Hourly costs, which are the common denominator for all types, ranged from $75 per hour to $250 hour.

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