secrets to brilliant content marketing-webinar-2-26

Mike Turner Director of Business Development  

Secrets to Brilliant Content Marketing

Weekly Webinar Series  

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

Who We Are /  

State of Content Marketing!!Content’s influence on the buyer’s journey""Search engine optimized content lifts rankings and revenue!!Content goes nowhere without a creation and syndication plan!"Optimize for revenue, make more of it!

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State of Content Marketing!!Content’s influence on the buyer’s journey""Search engine optimized content lifts rankings and revenue!!Content goes nowhere without a creation and syndication plan!"Optimize for revenue, make more of it!

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

eMarketer  study,  2012  

State of Content Marketing!!Content’s influence on the buyer’s journey""Search engine optimized content lifts rankings and revenue!!Content goes nowhere without a creation and syndication plan!"Optimize for revenue, make more of it!

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Content is everywhere…

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

Content empowers customers to make purchase decisions independently

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

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

Considera*on   Purchase  Awareness  

Considera*on   Purchase  

•  Blog posts •  Social posts •  Videos •  Infographics

Awareness  

•  eBooks •  Reports •  Webinars •  How-to-

Guides

•  White papers •  Case studies •  Demo videos •  Product

comparisons

Is your content advancing the buyer’s journey?

State of Content Marketing!!Content’s influence on the buyer’s journey""Search engine optimized content lifts rankings and revenue!!Content goes nowhere without a creation and syndication plan!"Optimize for revenue, make more of it!

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4 Billion Searches on Google Every Day

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

60% of Clicks are on Top 3 Results

*Brandsofttech, Cornell  

*Cornell  

*SEOmoz  

Customers use search to find content

Customers use search to find content

Google algorithm updates make content increasingly important

…reduces rankings for low quality sites—sites which are low-value 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."

Panda Refresh #24 - 1/22  

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

Top factors influenced by Panda:

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.

State of Content Marketing!!Content’s influence on the buyer’s journey""Search engine optimized content lifts rankings and revenue!!Content goes nowhere without a creation and syndication plan!"Optimize for revenue, make more of it!

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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

•  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

Mobile

Enterprise

SMB

Other Relevant Internal Pages

Mobile SMB Enterprise

Syndicate diversified content to garner inbound links and add to overall SEO value Press  Releases  &  

Media  Coverage  

Relevant  Industry  Directories  

Social  Media  Profiles  Online  Forums  (Quora,  etc.)  

Guest  Blog  Posts  

Content    SyndicaTon  (whitepapers,  infographics)  

Video  

State of Content Marketing!!Content’s influence on the buyer’s journey""Search engine optimized content lifts rankings and revenue!!Content is nothing without a creation and syndication plan!"Optimize for revenue, make more of it!

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Start refining marketing program allocation based on which content topics generate revenue instead of just leads or conversions.

$85,000  

$60,000  

$275,000  

$ $

$

$ $ $

Campaign  Revenue  

Opportunity   AllocaDon  

$

Content  topic  A  

Content  topic  B  

Content  topic  C  

Step 5:

Refine your focus on what’s driving revenue.

Repurpose content that performs! TIP:  

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

Key Takeaways