Download pdf - Art of Marketing (American Marketing Association) 2016

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A D D S P E A K E R L O G O I N V I E W S L I D E M A S T E R

Nick Slettengren

How to Write Content Google Cares About and Ranks

Case & Point – All Traffic

Power Digital’s traffic across all channels since taking on a serious blogging / content initiative in January 2016. We have seen a 87.5% gain in traffic to our website

3,042 Visitors

5,664 Visitors

Case & Point – Organic Traffic

Power Digital’s traffic across the organic channel since taking on a serious blogging / content initiative in January 2016. We have seen a 51.3% gain in organic traffic to our website

1,300 Visitors

1,967 Visitors



Where to Begin With Content

Getting Started with Content

Defining a target audience may be easier than you think…

…here I’m using Google predictive search to define the audience for me

If I Write This Content, Will People Share and Link to It?

Enter Buzzsumo…

Pro Tip: Social

If you really want to WIN you need to outperform.

Start building your list of people to share with!

I’ll say it 2x: If you really want to WIN you need to outperform.

Analyze competitor link profiles & make a list of link opportunities

Pro Tip: Links

Can you even rank for this topic?

A quick competitive analysis is never a bad idea to see if you can rank page 1 on Google.*According to Google, >5% of any search query will go to page 2.

*Moz: Keyword Difficulty Tool

Does the topic pass muster?Check List



Identifying Sub-Topics That Support Your Main Topic



Building The Framework

1. Spend Time on a headline using a hook.

*Hint Extremely Clear & Extremely EASY to read.

BrianDean

2. Introduction

3. Layout topics in inverted pyramid style using sub headings *Most important to least important

Important Stuff

less important

4. Balance between text and non-text*Breaking up the formatting keeps things interesting and engaging

5. Identify resources on related topics to link out to before you even start writing*Linking to other articles on your blog, industry leaders, and studies will make your writing credible to your audience and the search engine



Actually Writing the Article

Writing the Article

• Write with “skimmers” in mind

• Break text up into easy digestible pieces >5 a paragraph when possible

• As you write ask yourself:

• Is your post clear for the typical reader?

• Are you addressing all competing articles’ weaknesses?

• Has your article gone above and beyond elaborating on the topic at hand?

• Don’t be over stated “wordy”

• Cut out FLUFF• The Hemingway App will help!

• Grammar is important• Have someone edit and/or use

grammarly



Results: When It All Comes Together

Results:Digital Marketing for Dummies

The Numbers: Digital Marketing for Dummies

• 671 Sessions• 71.4% Percentage of New Users• 479 New Users

@nick_bjorn