{"id":28100,"date":"2013-10-01T09:14:42","date_gmt":"2013-10-01T16:14:42","guid":{"rendered":"http:\/\/www.bruceclay.com\/blog\/?p=28100"},"modified":"2014-09-15T15:26:43","modified_gmt":"2014-09-15T22:26:43","slug":"diversify-marketing-to-increase-organic-traffic","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/diversify-marketing-to-increase-organic-traffic\/","title":{"rendered":"Life Beyond Google: Diversifying Your Digital Marketing to Increase Organic Traffic (#smx #12B)"},"content":{"rendered":"

I\u2019ve got my cookie and it\u2019s go-time for session two in the SMX East 2013 SEO Track. Search Engine Land and Marketing Land Editor In Chief Matt McGee<\/a>\u00a0(@mattmcgee<\/a>)\u00a0is our moderator.\u00a0This session is all about Life Beyond Google! How to make connections, drive traffic, and make the big bucks all while taking our heads just an inch or so out of the keester of Google for a minute.<\/p>\n

\"SMX<\/a>Ted Ives, Principal, Coconut Headphones (@tedives<\/a>)\u00a0is up first.<\/p>\n

How are we thinking about getting traffic? What does it mean to try to get traffic and how do we go about it? He\u2019s bringing us some foundational ideas, and will mostly be discussing the value of using White Papers for B2B.<\/p>\n

Ted says its not really enabling to think \u201chow am I going to get traffic by thinking about channels.\u201d<\/p>\n

We need to think about the whole system: What are we going to communicate, who are we going to communicate to, and how are we going to communicate it?<\/p>\n

It\u2019s all about Marketing content –> marketing channels –> marketing audience.<\/b> You need to worry about all three. Not just one or two of them.<\/p>\n

\"DIVERSIFY<\/a><\/p>\n

Start by designing and documenting a marketing content<\/b> process. (He emphasizes marketing content and the power of process)<\/p>\n