Internet Marketing 101It’s all about the content

Lee WeberContent Marketing Director

Ivana JanevskaMarketing Manager

Who’s speaking today?

We are… Addiction Blog has…

• 0 – 1M monthly in 4 years• 38K unique visitors a day• 1500 articles + images• 60+ contributors

• Writers• Editors• SEO Marketers

Agenda

Why internet marketing?What is SEO?What is content marketing?A guide to content marketingAction plan

Why is internet marketing important?

Consumers use the internetCost-effective advertisingAccess to your audience Control your brandingIncrease sales

Before you convert, you must be seen

SEO = Search Engine OptimizationTop Google rankings that last

Quality contentQuality backlinks Shareability

Long term processCustomers see you as the industry leader

Why ranking in search matters

#1 position = 50+ %#2 position = 10-15%#3 position = 5-10%#4 position = < 5%All others = < 2%

How do you get there?

What is content marketing?

Content marketing is:

“the art of understanding exactly what your prospects and customers need to know. Then delivering that content to them in a relevant and compelling way to grow your business.”

Content marketing related to SEO

Authority

Backlinks

RankingsTraffic

Conversions

What is the goal of content marketing?

There are only four basic things a marketer needs from any piece of content:

To be shared To get comments To generate leads To make sales

Content Diversity

Guide to Content Marketing

Types of content

TEXTCommentsArticlesCopywritingBrochuresBooks

PRESENTATIONSIMAGESVIDEOAUDIOWEBINARS

Important starting points

Can you embrace your niche?Can you position yourself as the expert ?Can you create a value exchange?Can you invest years into the process?

1. Your website

Content should be:Based on keywordsBe written for humansBe interesting and engagingCreated regularly

1. Your website

2. Blog

Topics are KW relatedBacklink to internal pagesIncorporate images and videos2 times per week is great!Promote on social media

2. Blog

3. Guest sites

3. Guest sites

Identify people in your verticalCommit to a seriesBacklink from your AUTHOR BIOBacklinks are now penalized in-text

4. Commenting

Centralize your comments using DisqusAdd value!3-1-1- ruleBacklink when it makes senseSet up a calendar for regular comments

4. Commenting

5. Presentations

Use existing knowledgeTarget principle sitesSet yourself up as an expertShare on multiple networks

LinkedInSlide ShareOther PPT share networks

6. Infographics

Topics are news orientedCampaigns generate:

BacklinksTrafficLoyaltyBrand awarenessPartnerships

7. Videos

Extension of website topicsGenerates backlinksAdds weight to industry authority

8. E-Books

Use text you haveLink bait!Set yourself up as an expertNeeds marketing

EmailSocial Media

9. Audio

10. Webinars

Looking Ahead

Stick with what you know!Build authority and backlinks Keep generating offsite content in a variety of ways and on a variety of top ranking websites

TextImagesAudioVideo

Conclusion

Your Action Plan

Audit your current marketing strategyIdentify the holes in your online strategyIdentify main goals and measuresWhat are your keywords?Where can you build authority?Where can you generate backlinks?How can you build your brand?

Contact me todaylee@addictionblog.org

Thank You