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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
