How to Craft Killer Content Strategy to Earn Links and Visibility : SES Chicago 2013

Chicago • November 4–7, 2013 • #SESCHI @SESConf

How to Craft Killer Content Strategy to Earn Links and Visibility

Alok JaineZdia IncCo-CEO & CMO

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@alokkjaineZdia quality content @ scale

2© 2013 eZdia.com - All Rights Reserved.

Link buildingBacklinks Content MarketingContent Strategy

Why Are We All Talking About It Now?“Content Marketing” is the new “Link Building”




$118.4 Billion will be spent on content marketing, video marketing, and social media in 2013 (eMarketer).

Content Channels

78% of CMOs think custom content is the future of marketing (HW Media).

Companies with less than 10 employees allocate 42% of marketing budget to content (CMI).

90% of consumers find custom content useful (TMG Custom).

It’s Mind Boggling!

Companies with active blogs Receives 97% more leads (Content+).



Image credit: http://www.andertoons.com/cartoon-blog/2011/01/cartoons-for-content-marketing.html

It’s Indeed Mind Boggling!

“This blog post has been commented on 12 times, tweeted 22 times, and actually read 3 times!




Do the Current Initiatives Add Up?Content strategies exist for some B2C & B2B marketers

According to CMI’s latest report on benchmarks, budgets and trends

91% of B2B and 86% of B2C marketers use content marketing(content marketing institute)

But NOT as many think they're all that successful in executing the plan.




-Budget-ROI -Resources

-Scale-Internal vs. External

-Objective-Audience-Type-Marketing channel

Biggest Hurdle of a Content Strategy?

goals

what & when

how?




What to create: Understand objective, audience, type of content & marketing channel

Objective, audience Content types, marketing channel

Blogs, ad banners, social media posts, infographics,

short how-to’s

Buyer’s guides, gift guides, white paper,

forums

Top 10/best of editorial lists, product reviews,

finders

Product use guides, product reviews, free

trials, testimonials

Product/accessories updates, how-to’s, blogs,

community forums

When

Daily, short form

Weekly, long form

On customer interaction

On purchase and just after

Customer type/purchased items




What to Create: An example of eCommerce via search channel

Search Query Content types

“gifts”, “gift ideas”

“gifts for girls”

“gift ideas for girls”

“gift ideas for tween girls”

“fashion sketch portfolio book”

Customer Stage

Awareness

Research

Compare

Decide

Action




Collect Data start by identifying keywords/topics/themes to create content around

Start with a group of keywords

plug these terms into Google Adwords keyword planner to get keyword ideas

1. from your inbound search terms2. borrowed from your competitor3. keywords in your taxonomy4. social trends5. events & holidays6. customer questions/reviews7. contests/innovations 8. get creative! (Black Friday in July)




1. Eliminate any keywords that don’t fit brand voice or campaign goals

2. Group keywords in specific buckets and collect respective search engine rankings & monthly search volume.

3. Apply Organic CTR to keyword position & monthly search volume and identify traffic.

Take Inventory of Keywords/Topics



vs

Chart your SOV by keyword group

keyword group: tween girl gifts keyword group: gifts for kids

Define Groups3 key categories & 5 tier I events for Q4

Find SERPApply Organic CTR

SOV

Identify Content Gaps & Share of Voice (SOV)

12% 30

%



Focus3 key categories & 5 tier I events for

Q4

Type of content

Onsite & offsite, infrastructure/reso

urces readiness

Plan OutreachRe-purpose content for channels

Keep it FreshContent curation/ refreshment plan

Create Content PlanEditorial calendar depends on keyword/topic, content types, share of voice, etc..

Channel & ROIChannel & ROI


@alokkjaineZdia quality content @ scale © 2013 eZdia.com - All Rights Reserved.

How to create : Content creation is challenging!

Content creators: •Your content team•Your marketing/product team•User (& curation)•Vendors

62% of companies outsource their content marketing. (Mashable)



Content Marketing/SEO Forecasting, Investment & ROI Scenarios



Image credits: http://blog.tailwindapp.com/importance-of-social-media-differences/

When you look good, NO need to be desperate for link LOVE!

Before we continue,

please like us on Facebook!



Internal & External link strategyLinks & Promotion

Internal links External links

34MM+ likes

400K+

CPM based Links

(Zemanta)


@alokkjaineZdia quality content @ scale 17© 2013 eZdia.com - All Rights Reserved.

Case Studies

Walmart: Black Friday•2011 : was not ranking even for “walmart black Friday” on Google•2013 : #5 for “black Friday”

Walmart: Get on the Shelf•“American Idol” for Products•Over 5000 entries in 2012•1MM+ votes•Huge PR!



Image credits: http://www.blastam.com/blog/index.php/2010/11/online-

holiday-marketing-tips/

Thank You !Alok JainCo-CEO & CMOeZdia [email protected]@alokkjain, @ezdia

mailto:[email protected]

http://www.eZdia.com/

