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Secrets to Brilliant Content Marketing

Mike Turner Director of Business Development  

Weekly Webinar Series  


Who We Are /  

providing:

ü  Search Engine Optimization ü  Paid Search Advertising ü  Display Advertising ü  Social Media ü  Website Design ü  Content Creation ü  Custom Measurement and Attribution


Agenda 1  

State of Content Marketing! !

2  

Content’s influence on the buyer’s journey" "

3    

Search engine optimized content lifts rankings and revenue! !

4  

Content goes nowhere without a creation and syndication plan! "

5  

Optimize for revenue, make more of it!


Agenda 1  

State of Content Marketing! !

2  

Content’s influence on the buyer’s journey" "

3    

Search engine optimized content lifts rankings and revenue! !

4  

Content goes nowhere without a creation and syndication plan! "

5  

Optimize for revenue, make more of it!


92%  of  marketers  have  or  are  planning  a   content  strategy.      

eMarketer  study,  2012  


Agenda 1  

State of Content Marketing! !

2  

Content’s influence on the buyer’s journey" "

3    

Search engine optimized content lifts rankings and revenue! !

4  

Content goes nowhere without a creation and syndication plan! "

5  

Optimize for revenue, make more of it!


Content is everywhere‌


Content empowers customers to make purchase decisions independently B2B Buyers are moving 57-70% of the way through their purchase decision before they reach out to sales reps (Google, CEB)

On average, B2B decision maker will wait two weeks after their initial visit before converting (Google, Compete B2B Customer Study)

So  many   resources…  


You need content for all buyer stages

Awareness  

Considera*on  

Purchase  

David  Skok,  h:p://www.forentrepreneurs.com/buying-­‐cycle-­‐and-­‐triggers/  


Is your content advancing the buyer’s journey?

Awareness   •  •  •  • 

 

Blog posts Social posts Videos Infographics

Purchase  

Considera*on   •  •  •  • 

eBooks Reports Webinars How-toGuides

•  •  •  • 

White papers Case studies Demo videos Product comparisons


Agenda 1  

State of Content Marketing! !

2  

Content’s influence on the buyer’s journey" "

3    

Search engine optimized content lifts rankings and revenue! !

4  

Content goes nowhere without a creation and syndication plan! "

5  

Optimize for revenue, make more of it!


Customers use search to find content 4 Billion Searches on Google Every Day *SEOmoz  

~90% of Clicks* Happen on the 1st Page of Search Results *Brandsofttech, Cornell  

60% of Clicks are on Top 3 Results *Cornell  


Customers use search to find content


Google algorithm updates make content increasingly important Panda Refresh #24 - 1/22  

…reduces rankings for low quality sites—sites which are lowvalue add for users, copy content from other websites or sites that are just not very useful. …better rankings for high quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on."


Top factors influenced by Panda:

ü  Quality Content - originality, length, authority, quality and relevance ü  Site Metrics - user experience, time on site, bounce rate, load time, etc ü  Authority & Verification - establishes and protects authorship


Panda cares about the user experience. So should you. Panda factors in variables such as: •  High bounce rate on page or site •  Low visit time spent on page or site •  Low % of users returning to a site

Optimize for users too!  


Don’t let Panda intimidate you.


Brands that learn how to evolve their approach to SEO and content to fit this new world will emerge on top.


Agenda 1  

State of Content Marketing! !

2  

Content’s influence on the buyer’s journey" "

3    

Search engine optimized content lifts rankings and revenue! !

4  

Content goes nowhere without a creation and syndication plan! "

5  

Optimize for revenue, make more of it!


Prioritize your content creation.

First, conduct keyword research and mapping • 

Have you written enough useful content utilizing the keywords mapped to that page?

• 

Make a content plan that ensures that your pages have sufficient, high quality content and keyword relevancy - Build a long-term quality SEO strategy that will protect you from future updates.


How to make a Panda-Protected Content Plan Keyword Selection

Keyword Mapping


How to make a Panda-Protected Content Plan Content Guidelines


Content Mapping Document


Content Silos

Consider your site’s thematic structure

• 

Thematically group pages around keywords

Mobile SMB

• 

Quality content within the pages of the section that relate to larger keyword themes

• 

Link pages within the same groups to further strengthen theme of website

• 

Having a strong theme utilizing quality content across your site will keep you safe from future Panda refreshes

Enterprise

SMB

Enterprise

Mobile

Other Relevant Internal Pages


Syndicate diversified content to garner inbound links and add to overall SEO value Video  

Relevant  Industry   Directories  

Guest  Blog  Posts   Press  Releases  &   Media  Coverage  

Online  Forums  (Quora,  etc.)  

Social  Media  Profiles  

Content     SyndicaTon   (whitepapers,   infographics)  


Agenda 1  

State of Content Marketing! !

2  

Content’s influence on the buyer’s journey" "

3    

Search engine optimized content lifts rankings and revenue! !

4  

Content is nothing without a creation and syndication plan! "

5  

Optimize for revenue, make more of it!


Step 5:

Refine your focus on what’s driving revenue. Start refining marketing program allocation based on which content topics generate revenue instead of just leads or conversions.

Campaign  

Revenue   Opportunity  

AllocaDon  

Content  topic  A  

$85,000  

$ $

Content  topic  B  

$60,000  

$

Content  topic  C  

$275,000  

$ $ $ $


TIP:  

Repurpose content that performs!


Key Takeaways   ü  In a new era of empowered customers, it is critical to create high quality content that is relevant and provides value. ü  Create “disruptive” content to stand out from the crowd and frame the market in your favor ü  For improved search rankings, focus on long-term content marketing strategies rather than easy link building and content generation tactics. ü  Close the loop on measurement and get the most out of your marketing investments



Secrets to Brilliant Content Marketing