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Presenters
@BecauseSEO@DTCchicago
Kyle Olson
@TheElliottBrown@Visually
Elliott Brown
#RemarkableContent
#RemarkableContent
(We’ll take questions at the end)
Do any of you use the internet and think “this place
needs more content”?
What about“better content”?
A 2016 Resolution
#RemarkableContent
Let’s move from a quantity,
to a quality-driven content marketing
strategy
The Problem
#RemarkableContent
SEO, Content & PR Now Align
#RemarkableContent
What’s This Look Like?
#RemarkableContent
Let’s say you have $50,000 in content marketing
budget for 2016
A “Quantity” Approach
#RemarkableContent
Item Quantity Cost
Blog posts 100 $200
Infographics 4 $5,000
Whitepapers 2 $5,000
TOTAL $50,000
A “Quality” Approach
#RemarkableContent
Item Quantity Cost
Amazing Interactive 2 $25,000
TOTAL $50,000
How We Feeling?
#RemarkableContent
No sweat!!!
#RemarkableContent
Here’s what we’ll cover today:
1. Developing a smart concept2. Planning3. Briefing4. Hedging your bets5. Increasing the impact
Developing your concept
When Does Content Click?
#RemarkableContent
When It’s Precious Valuable!
#RemarkableContent
So, Think About Your Audience
#RemarkableContent
What Will Make Them Happy?
#RemarkableContent
1. Entertain
2. Solve a Problem
3. Engage
Planning:• Topic• Positionin
g• Channel
• Marketers with a documented content strategy are 60% more likely to be successful
-- CMI/Marketing Profs, 2016 B2B Benchmarks
• Marketers with documented customer personas are twice as likely to exceed their goals
-- Cintell, Understanding B2B Buyers
But First!!
#RemarkableContent
Identify Your Audience’s Needs
#RemarkableContent
Tool upGoogle KW PlannerBuzzSumoScribbleLiveEtc.
ListenTalk to customersSurvey themSocial listening
Make new friends:SalesCustomer supportProduct
Look at Competitors& Influencers
Choose a Topic
#RemarkableContent
Your Product
The customerneed
A GOOD TOPIC!
A Bad Topic (For Visually)
#RemarkableContent
Testing your concept
The Secret to IDing Your Topic
#RemarkableContent
Find what’s missing
Step #1: Feed The Trolls
#RemarkableContent
“Did you guys know this?”
Step #2: Find Influencers
#RemarkableContent
Step #3: Pitch Your Concept
#RemarkableContent
Have a clear ask when you do outreach:
• “Do you think there’s anything else to cover in this story?”
• “Do you think this would resonate?” • “WHY/WHY NOT?”
Example of Helpful Feedback
#RemarkableContent
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“What’s your source?”
Boom!
#RemarkableContent
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Positioning
The Right Positioning
#RemarkableContent
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EVia BuzzSumo virality study
The Right Channel
#RemarkableContent
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Q: Where will your remarkable content go?
• Your blog?• Someone else’s blog?• Syndication?• Social media – which social channels)?• PR• Mobile/desktop
A: Wherever the right audience is (or where it helps you build authority)
The Brief
But Wait!!
#RemarkableContent
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And!!
#RemarkableContent
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From a study by Visually
So, You’ve Got This Plan
#RemarkableContent
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1. A big piece of visual or interactive content2. In the right channel3. That fills a customer need4. And gets an emotional response5. But ties to your business objectives6. And is positioned to entertain, solve problem, or engage
But Your Plan’s No Good Alone
#RemarkableContent
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E• Vet it• Present it at kickoff• It’s your map to the creative process
The (Brief) Brief Checklist
#RemarkableContent
Your project’s objectives Your core message and
3-5 proof points or benefits
The primary call-to-action or takeaway message.
Themes or ideas you want the creative to embrace.
Info on your audience and how the content serves a need
Success metrics Examples of creative you
like Brand, copy, and style
guidelines The specifications for the
final product The full list of assets you
need. Timelines &
responsibilities
Hedging Your
Big Bet
THE RE-USE RUSE
#RemarkableContent
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ECreate derivative content to: • Reach new channels • Get more bang for the buck• Create more chances it will
catch on
AN EXAMPLE
#RemarkableContent
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Increase the impact
Pick One
#RemarkableContent
RELEVANCE AUTHORITY
SEO: Marginally improves most rankings.PR: Drives more traffic, less qualified.Content: Socially shareable by an earned audience.
SEO: Improves targeted rankings.PR: Drives interested/relevant referral traffic.Content: Socially shareable by your owned audience.
Authority
#RemarkableContent
Related to ‘Domain Authority’.Think highly shareable, viral content.
Authority Example
#RemarkableContent
Authority Benefits – Placed On:
#RemarkableContent
• SEO: Organic up ~20% YoY in following quarter.
• PR: ~6,000 referral visits.
SEO, Content & PR Now Align
#RemarkableContent
SEO: Improves targeted rankings.PR: Drives interested/relevant referral traffic.Content: Socially shareable by your owned audience.
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Relevance
#RemarkableContent
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Google is focusing on semantics and context. It is getting much better at understanding semantic meaning…Google knows it’s very likely that the word “car” is relevant in an article in which the word “bumper“ occurs, while this is not true for the term “refrigerator.” This is called Co-Occurrence analysis.
- Steve Rayson @ BuzzSumo
““
Relevance Example
#RemarkableContent
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Relevance Benefits – Placed On:
#RemarkableContent
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E• SEO: “ESL” keywords up from p. 10 + to
p. 1• PR: Average CPC for “ESL” KWs: $30-40
And as a Bonus
#RemarkableContent
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Optimization
Let’s Talk SEO For a Minute
#RemarkableContent
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Keyword Research
#RemarkableContent
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Generates long-term traffic
Keyword Research
#RemarkableContent
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Be Intentional About Titles
#RemarkableContent
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They often direct post titles, copy and anchor text
“ESL” keywords up from p. 10 + to p. 1
On-Page Optimization
#RemarkableContent
• Care about your page copy• Add internal links (if they
fit)
Questions?#RemarkableContent