create, organize, market, measure content - newport interactive marketers 2013
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Boost Your SEO
September 24th Newport Interactive Marketers
@dan_shure #NIMRI
How To Create, Organize, Market & Measure Content
I’m Dan.
Owner / Consultant – Evolving SEO – www.evolvingseo.com
@dan_shure #NIMRI
I’m Dan.
Moz Associate
@dan_shure #NIMRI
7 Content Challenges
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1. I Don’t Know What To Talk About
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2. I Keep Talking About The Same Thing
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3. I Don’t Have Time/Resources
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4. Overly SEO’d
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5. Doesn’t Connect With People
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6. No Obvious Purpose Or Goals
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7. Using Wrong Metrics Of “Success”
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Sales Funnel “Long Funnel” Approach
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“Long Funnel” Approach (aka “Inbound”)
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h1p://moz.com/blog/inbound-‐marke@ng-‐is-‐taking-‐off
WHAT TO CREATE CONTENT ABOUT
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Define Your Audience
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Define Your Audience
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Be able to complete this sentence
People who are most like to buy my [product/service]….
…are also interested in___________________.
Define Your Audience
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Find an audience with ubersuggest
Define Your Audience
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Find an audience with ubersuggest
Define Your Audience
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Find an audience with ubersuggest
Define Your Audience
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Define Your Audience
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A List Apart – Determining User Needs h1p://alistapart.com/ar@cle/audiences-‐outcomes-‐and-‐determining-‐user-‐needs
Mike King – Personas In Search h1p://www.slideshare.net/ipullrank h1p://moz.com/blog/the-‐new-‐seo-‐process-‐quit-‐being-‐kanye
Expand Repertoire Of Content Types
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Expand Repertoire Of Content Types
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Teach & Share – Watch The Classic Video By Jason Fried hMp://youtu.be/Ks2saa38Id4
Expand Repertoire Of Content Types
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Tell A Story hMp://www.smartpassiveincome.com/about/
Expand Repertoire Of Content Types
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Tell A Story hMp://www.evolvingseo.com/2013/05/19/moving-‐to-‐worcester-‐ma/
Expand Repertoire Of Content Types
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Use Internal Data / Be Transparent hMp://moz.com/blog/mozs-‐18-‐million-‐venture-‐financing-‐our-‐story-‐metrics-‐and-‐future
Expand Repertoire Of Content Types
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Curate – Gather all links and resources from an event, share with aMendees and your network.
Expand Repertoire Of Content Types
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Curate – Internet Marke^ng Conference List hMp://keyphraseology.com/internet-‐marke^ng-‐seo-‐conferences/
Expand Repertoire Of Content Types
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Start An Industry Study Or Report – Cost of SEO hMp://moz.com/blog/seo-‐pricing-‐costs-‐of-‐services
Expand Repertoire Of Content Types
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Start An Industry Study Or Report – Email Stats hMp://mailchimp.com/resources/research/email-‐marke^ng-‐benchmarks/
Expand Repertoire Of Content Types
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There’s Opportunity In Sta^c “Boring” Pages Upworthy’s Privacy Policy Infographic -‐ hMp://www.upworthy.com/privacy
Keyword Research
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Keyword Research For Topic Ideas
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This Tip Will Make You $1 MILLION DOLLARS
Keyword Research For Topic Ideas
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This Tip Will Make You $1 MILLION DOLLARS
SORRY, (NOT PROVIDED)!
-GOOGLE!
Keyword Research
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Use Internal Search Data
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Use Internal Search Data – Find internal search words users are exi^ng from and create that content.
Keyword Research For Topic Ideas
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Use Webmaster Tools Query Data – Connect To Analy^cs
Keyword Research For Topic Ideas
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Use Webmaster Tools Query Data – Connect To Analy^cs
Keyword Research For Topic Ideas
Where To Get Topic Inspiration
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Where To Get Topic Inspiration
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Use HARO For Links
Where To Get Topic Inspiration
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Use HARO For Links TOPIC IDEAS
Where To Get Topic Inspiration
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Vet An Idea On Social
Where To Get Topic Inspiration
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Turn Blog Comment Into A Post
Where To Get Topic Inspiration
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Use Quora / Listen
Where To Get Topic Inspiration
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Answer In Quora Or Your Own Site
IMPROVING THE CREATION PROCESS
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Plan And Organize
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Plan And Organize
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Structure your blog – no Frankensites
Plan And Organize
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Use A Content Calendar – WordPress -‐ hMp://wordpress.org/plugins/editorial-‐calendar/
Google Docs Template -‐ hMp://unbounce.com/content-‐marke^ng/how-‐to-‐create-‐a-‐successful-‐editorial-‐
calendar/
Use Tools To Improve Efficiency
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Use Tools To Improve Efficiency
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Speechpad
Use Tools To Improve Efficiency
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Zemanta Plugin
A Blog Is About Conversation
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A Blog Is About Conversation
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Not Everyone Is Seth Godin
A Blog Is About Conversation
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Make it your goal to start a conversa^on.
MARKETING YOUR CONTENT
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Get In Front Of New Audiences
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Get In Front Of New Audiences
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Art Of Blog Commen^ng
h1p://www.seomoz.org/blog/comment-‐marke@ng-‐as-‐an-‐inbound-‐tac@c-‐whiteboard-‐friday
h1p://www.quicksprout.com/2012/02/21/an-‐advanced-‐guide-‐to-‐an-‐effec@ve-‐seo-‐commen@ng-‐strategy/
Get In Front Of New Audiences
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Guest Post For Links Traffic & A New Audience
h1p://[email protected]/blog/seo/a-‐guest-‐pos@ng-‐process/
h1p://www.seomoz.org/blog/how-‐to-‐evaluate-‐guest-‐post-‐opportuni@es
h1p://www.seomoz.org/blog/guest-‐blogging-‐strategies-‐whiteboard-‐friday
Get In Front Of New Audiences
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Get Interviewed – site:youtube.com [keyword] interview
Get In Front Of New Audiences
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Get Interviewed – inurl:podcast [keyword] interview
Get In Front Of New Audiences
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Cita^on Labs – Link Prospector
Get In Front Of New Audiences
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Speak -‐ meetup.com
Make Content Easy To Share
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Make Content Easy To Share
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Use Short URLs
h1p://pointblankseo.com/link-‐building-‐strategies
• Short • Easy to say • Easy to remember
Make Content Easy To Share
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Use Short URLs
Or Use A URL Shortener
Bitly Goo.gl Ow.ly
Make Content Easy To Share
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Be Memorable
Make Content Easy To Share
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Use Social BuMons Wisely – Low Numbers Are Not Always Good
Make Content Easy To Share
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Use Social BuMons Wisely – Too Many Share BuMons Note Always Good
Optimize Your Content’s Appearance Across The Web
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Optimize Your Content’s Appearance Across The Web
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Use Schema, Rich Snippets, Authorship & Publisher
WHAT TO MEASURE & HOW
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Important Metrics In 2013 / 2014
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Important Metrics In 2013 / 2014
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Repeat Traffic -‐ Analy^cs
Important Metrics In 2013 / 2014
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Branded Search Volume – (Don’t forget to Compare Against Compe^tors)
Important Metrics In 2013 / 2014
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“Propwords” – Proprietary Keywords -‐ hMp://www.evolvingseo.com/2013/06/10/propwords/
Important Metrics In 2013 / 2014
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Brand Men^ons – Fresh Web Explorer hMp://freshwebexplorer.seomoz.org/
The End
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Q&A !!