how to run successful seo campaigns on a small budget? by pete campbell | semdays 2015
TRANSCRIPT
KAIZEN
PETE CAMPBELL / KAIZEN • Founder / Managing Director
• Kaizen is a team Content Marketing & Technical SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Ran several high-traffic video gaming sites
• Proud owner of a Game Boy Colour
KAIZEN
Today’s Slides!!!Get in Touch:@petecampbell"[email protected]"http://www.kaizensearch.co.uk/
PRESENTATION LINK:!KAIZENSEARCH.CO.UK/SEMDAYSWORKSHOP
KAIZEN
THE CONTENT MARKETING DREAM Audience & Competitor Analysis
Content Calendar
Pitch Cat-Themed Infographic
Production
Signoff
The ‘BIG’ Launch
Blogger & Journalist Outreach
?????
Earns 1 Million Links
KAIZEN
WHAT REALLY HAPPENS Audience & Competitor Analysis
Content Framework / Calendar
Pitch Cat-Themed Infographic
Production
Signoff
The ‘BIG’ Launch
Blogger & Journalist Outreach
?????
Earns 1 Million Links
“Why do we need creative content?”
“How is this relevant to us?”
“How will cat pictures help rankings?”
“Make the logo pop more, needs branding”
“Sandra in accounts wants the text bigger”
“How many links will this get us?”
“That’s the PR agency’s job. No Thanks”
“Can you make it go viral. K thx bye”
“Awesome! Let’s try a Zombie Infographic”
KAIZEN
MAIN COMPETITOR
CLIENT
http://www.semrush.com/ - Organic Competitor Report
CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR
IS KICKING YOUR ASS WITH IT”
KAIZEN
CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR
IS KICKING YOUR ASS WITH IT”
KAIZEN http://www.semrush.com/ - Domain vs Domain Report
CLIENT
CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR
IS KICKING YOUR ASS WITH IT”
KAIZEN
4 CURATED CONTENT FORMATS
Listicles AKA “Buzzfeed” Mindmaps Flowcharts DIY Infographics
http://ww.piktochart.com
1. Curate the most relevant information about a topic into one single location.
2. Add your own unique spin e.g. design, opinion, interactivity 3. Do it right and you’ll end up creating something of real
added value
YOUR SOLUTION – CONTENT CURATION
KAIZEN
https://www.twolittlefleas.co.uk/amazing-marriage-proposals/
15 Referring Domains
LISTICLES (OR VIDEO PLAYLISTS)
KAIZEN
OUR CONTENT MARKETING PROCESS
Audience & Competitor
Analysis Content
Framework Idea
Generation Production Outreach
INPUTS !
Objectives, Loves & Hates
Target Sites & Opportunities
3-6-5 Brainwriting & Idea Filtering
Static / Interactive Content
Journalist Pitches
OUTPUTS !
KAIZEN
YOUR CONTENT FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015) • Brit Awards • Pancake Day • Valentines Day • Barbie Doll Day • Chips Day
TARGET PUBLICATIONS (TIER 1) • Daily Star • The Express • Digital Spy • Gawker • Sky • Mashable • OK! / Hello
TARGET CUSTOMER
• Aged 25-45 • 80% Female • They also play the lottery, buy scratch cards and enter
social competitions. • Employed (low end wages), unemployed or stay at home
parents • Likely to have children
VALUES & EMOTIONS
• Aspirational • Big dreamers • Fun & laughter • Excitement & pure bliss • Friendship & family
• TOWIE• Cereal Day• Britain’s Got Talent• Easter
KAIZEN
1. Who is a typical customer? (LOL HAI, A/S/L?)
2. What do they love / hate about your product?
3. What stops them from buying your product?
4. What emotions do they associate with your product?
5. What magazines & websites do they read?
6. What else are they interested in?
ASK YOUR CLIENT THESE 6 QUESTIONS
KAIZEN
3) TRY WORD ASSOCATION FOR TOPICS & THEMES
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic”
KAIZEN
5) MAKE A LIST OF YOUR KEY PUBLICATIONS
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic”
• Have they linked to your competitors? site:dailymail.co.uk intitle:"Infographic” + "Insurance"
• Search your topics
• Make a list of relevant Journalist names
KAIZEN
YOUR CONTENT FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015) • Brit Awards • Pancake Day • Valentines Day • Barbie Doll Day • Chips Day
TARGET PUBLICATIONS (TIER 1) • Daily Star • The Express • Digital Spy • Gawker • Sky • Mashable • OK! / Hello
TARGET CUSTOMER
• Aged 25-45 • 80% Female • They also play the lottery, buy scratch cards and enter
social competitions. • Employed (low end wages), unemployed or stay at home
parents • Likely to have children
VALUES & EMOTIONS
• Aspirational • Big dreamers • Fun & laughter • Excitement & pure bliss • Friendship & family
• TOWIE• Cereal Day• Britain’s Got Talent• Easter
KAIZEN
CLIENT “HOW IS THIS CONTENT RELEVANT?” YOUR ANSWER: “BECAUSE WE’RE TALKING ABOUT RELATED TOPICS THAT YOUR CUSTOMERS LOVE”
KAIZEN
CLIENT “HOW IS THIS CONTENT RELEVANT?” YOUR ANSWER: “…AND WE’RE MUCH MORE
LIKELY TO EARN BIG LINKS THIS WAY” Credit Cards Technology “25 Reasons The Apple Watch Will Suck”
KAIZEN
HOW WILL THIS HELP OUR RANKINGS? YOUR ANSWER: “BIG LINKS = DOMAIN AUTHORITY &
COMBINED WITH AWESOME ON-PAGE/TECH SEO, WE WIN”
KAIZEN
TONS OF NON-KEYWORD RICH ANCHOR TEXT
HOW WILL THIS HELP OUR RANKINGS? YOUR ANSWER: “BIG LINKS = DOMAIN AUTHORITY &
COMBINED WITH AWESOME ON-PAGE/TECH SEO, WE WIN”
KAIZEN
1. Who is a typical customer? (LOL HAI, A/S/L?)
2. What do they love / hate about your product?
3. What stops them from buying your product?
4. What emotions do they associate with your product?
5. What magazines & websites do they read?
6. What else are they interested in?
TELL US ABOUT THEM
KAIZEN
SUPER BRAINWRITING
• You write 3 ideas down each, in 5 minutes as in a team of 6.
• No talking allowed, you then pass the parcel and iterate.
• We’ll stop after 3 rounds as we don’t have all day
KAIZEN
http://www.coolblades.co.uk/hub/face-shape/
44 Referring Domains • Social Currency • Public • Practical
KAIZEN
LET’S VOTE ON OUR IDEAS
• Pass the paper one more time
• Now, circle 1 the idea that has the most STEPPS
• In turn, now read your out chosen idea
• As a group, vote on your favorite out of the 6
KAIZEN
USERS DON’T READ CONTENT (THEY SCAN IT)
“We found 79 percent of our test users always scanned any new page they came across; only 16 percent
read word-by-word.” - JAKOB NIELSEN
KAIZEN
SET YOUR RULES OF ENGAGEMENT
1. HTML5, Responsive Design or Go Home 2. Put the Content on a Seperate Micro-Site 3. Unique Look & Feel, No Corporate Brand
Colours/Typography 4. Below The Fold Client Logo 5. Break Content into Digestible Chunks – Lists,
Sub-Headings, Paragraph Breaks 6. Visualise Every Detail (GIFs, Photos, Data Viz)
KAIZEN
USE OPEN GRAPH TAGS TO INCREASE CTR • Open Graph Tags let you pre-populate text &
rich media on Facebook, Twitter & LinkedIn – OG:Type – OG:Locale – OG:Title – OG:Publisher – OG:Description – OG:Image (1200px by 630px ideal for Facebook)
• Twitter Card Tags – Twitter:card (summary_large_image) – Twitter:site – Twitter:domain – Twitter:creator – Twitter:title – Validator: https://dev.twitter.com/docs/cards/validation/validator/
http://ogp.me/
KAIZEN
ALWAYS HAVE AN EMBED CODE EVEN IF IT’S JUST AN IFRAME OR EMBEDDABLE THUMBNAIL
http://builtvisible.com/embed-code-generator/
KAIZEN
CLIENT: HOLD RIGHT THERE!
• This needs to have our top & bottom navigation
• Our logo needs to be added top-left • Needs our brand colors • Our customers don’t use capital letters – get rid
KAIZEN
YOUR ANSWERS:
1. Bloggers & Journalists don’t link to Advertising for free (unless it’s truly amazing e.g. John Lewis Xmas ads)
2. We’ll earn more coverage this way, and still make more people love your brand
3. If it’s about your product & services, we’ll house it in the main site
KAIZEN
3) PITCH THE JOURNALIST WITH THIS TEMPLATE SUBJECT: Soap Awards Story? Hey Caroline, Just wanted to run a idea by you, We’ve just launched a brilliant list of British Soap Stars When They Were Young featuring all the classics like Peggy Mitchell and new favorites like Rosie Webster Link: http://www.twolittlefleas.co.uk/soap-stars/ I think this would go down a storm on The Metro if you’d like to share it in some form, especially as it’s the ITV Soap Awards this Sunday. It’s had over 300 social media mentions to date! Two Little Fleas is an online bingo community with a passion for creating cute and quirky apps, lists and tools. Our stuff has been recently featured in the Radio Times, HuffPost Comedy & Lifehacker. Thanks Caroline let me know what you think, Pete
CASUAL OPEN
THE SELL
THE HOOK
CREDIBILITY
KAIZEN
WHAT’S THE HOOK?
1. Seasonal Event or Occasion 2. New Trend 3. Statistics 4. It’s Bigger & Better
KAIZEN
INCREASE YOUR CHANCES
1. Offer as an Exclusive 2. Create a Supporting ‘Media Alert’
3. At Least 3 x Follow Ups
KAIZEN
OUR CONTENT MARKETING PROCESS
Audience & Competitor
Analysis Content
Framework Idea
Generation Production Outreach
INPUTS !
Objectives, Loves & Hates
Target Sites & Opportunities
3-6-5 Brainwriting & Idea Filtering
Static / Interactive Content
Journalist Pitches
OUTPUTS !
KAIZEN
Thank You!!!!Get in Touch:@petecampbell"[email protected]"http://www.kaizensearch.co.uk/
PRESENTATION LINK:!KAIZENSEARCH.CO.UK/SEMDAYSWORKSHOP