The Symbiosis of SEO, Content Marketing and Online PR Put into Practice

THE SYMBIOSIS OF SEO, CONTENT MARKETING AND

ONLINE PR PUT INTO PRACTICE

Dr. Asokan Nirmalarajah – linkbird.com

Why Content Marketing?

Why Content Marketing? To drive growth!

Why Content Marketing? To drive growth!

more organic leads*

3X

(*Demand Metric (2013), Search Engine Journal)

Why Content Marketing? To drive growth!

more organic leads*

higher conversion rates than outbound leads*

3X 8X

(*Demand Metric (2013), Search Engine Journal)

Why Content Marketing? To drive growth!

more organic leads*

higher conversion rates than outbound leads*

less costs than traditional marketing*

3X 8X 62%

(*Demand Metric (2013), Search Engine Journal)

Common content marketing challenges

Produce enough high quality content

Excel table chaos in workflow & teamwork

Boost amount of leads and decrease costs per lead

Increase success of content seeding activities

Measure content performance (visitors, social reach, leads, search rankings and €-ROI)

What’s the best content marketing workflow?

Greatest Challenge

What’s the best content marketing workflow?

Greatest Challenge

Defining Content

Marketing Workflows

What’s the best content marketing workflow?

Greatest Challenge Solution: 5-Step-Program

Defining Content

Marketing Workflows

1. Research [Trends | Demand | Keywords]

What’s the best content marketing workflow?

Greatest Challenge Solution: 5-Step-Program

Defining Content

Marketing Workflows

1. Research [Trends | Demand | Keywords]

2. Planning [Audience | Content Types | KPIs]

What’s the best content marketing workflow?

Greatest Challenge Solution: 5-Step-Program

Defining Content

Marketing Workflows

1. Research [Trends | Demand | Keywords]

2. Planning [Audience | Content Types | KPIs]

3. Creation [Ideas | Quality Management | Purposing]

What’s the best content marketing workflow?

Greatest Challenge Solution: 5-Step-Program

Defining Content

Marketing Workflows

1. Research [Trends | Demand | Keywords]

2. Planning [Audience | Content Types | KPIs]

3. Creation [Ideas | Quality Management | Purposing]

4. Distribution [Influencer Marketing | PR Work | CRM]

What’s the best content marketing workflow?

Greatest Challenge Solution: 5-Step-Program

Defining Content

Marketing Workflows

1. Research [Trends | Demand | Keywords]

2. Planning [Audience | Content Types | KPIs]

3. Creation [Ideas | Quality Management | Purposing]

4. Distribution [Influencer Marketing | PR Work | CRM]

5. Analysis [Link evaluation| Controlling | Learnings]

What’s the best content marketing workflow?

Greatest Challenge Solution: 5-Step-Program

1. Research [Trends | Demand | Keywords]

2. Planning [Audience | Content Types | KPIs]

3. Creation [Ideas | Quality Management | Purposing]

4. Distribution [Influencer Marketing | PR Work | CRM]

5. Analysis [Link evaluation| Controlling | Learnings]

What’s the best content marketing workflow?

Case Study: Infographic Campaign

01. Research

Buzz Topic in Target Audience: Content Marketing

What is your core audience talking about right now? Have a look at Google Trends to evaluate search behavior!

02. Planning

Popular Content Teaser in Target Audience: Infographics

What content attracts the most attention in your core audience? Identify an interesting, fresh approach to your topic!

03. Creation

Collect Interesting Data – Example: Survey

What information is valuable to your core audience? One way is to ask your audience through a survey!

03. Creation

Incentivize Participation – Example: Email Offers

What offer will get a reaction from your core audience? One way is to offer your audience content freebies!

03. Creation

Draw Attention with Content Teaser – Example: Infographic

What visual content will draw interest from your core audience? One way is to entice with a beautifully designed infographic!

04. Distribution

Create an attractive landing page

What subscribe-only content will convert your core audience? Offer exclusive information and solutions to customer problems!

04. Distribution

Create an attractive landing page – with enticing Call-to-Actions!

What subscribe-only content will convert your core audience? Offer exclusive information and solutions to customer problems!

04. Distribution

Use all your available channels to spread your message!

Who are the influencers / blogs / magazines your core audience listens to? Reach out to your marketing contacts to spread the message!

04. Distribution

Use all your available channels to spread your message!

Who are the influencers / blogs / magazines your core audience listens to? Reach out to your marketing contacts to spread the message!

05. Analysis

How on-target is your content for your core audience?

Where is your content ranking for your most relevant keywords? Keep an eye on your rankings and keep your content updated!

05. Analysis

Content generates visitors, leads and sales over a long period of time. You own your content.

Sustainability

Every following content campaign will help to lower overall costs per visitor, lead and sale.

Efficiency

Content Marketing ROI can increase continuously over time and outperforms PPC.

Profitability

Pay-Per-Click / Ads etc

Inbound Marketing (SEO, Content & Online PR)

VS

Document everything in order to restart successful campaigns!

Key Takeaways

Listen to the demand of your core audience! 01

Identify the best-performing content & learn from it! 02

Create engaging, informative content! 03

Ask friends to spread your message on all channels! 04

Document your rankings, traffic and content leads! 05

Key Takeaways

Let’s stay in touch!

E-Mail: asokan@linkbird.com Twitter: @anirmalarajah