Post on 03-Jun-2020
Marketing During A Crisis:How to Be the Best Answer with SEO
@LeeOdden CEO, TopRank Marketing
@leeodden #RaganGoogle
Lee Odden – CEO, Marketer, Author, Ex-Beardie
@leeoddenmarketingblog.comBegan SEO 1998Blogging since 2003
@leeodden #RaganGoogle
B2B Content, SEO & Influencer Marketing Pros
@leeodden #RaganGoogle
When There’s A Crisis, What Should Marketers Do?
Keep doing what we’re
doing
Cut Marketing Budgets
Evaluate, pivot& optimize
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Pandemic Era Marketing: Good, Bad & Ugly
Not So Finger Licking Good Tone Deaf Travel Humor + Utility = Winning
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The New Normal
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SEO: Now More Than Ever
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SEO Rise in B2B Tech
200% - 600%
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SEO helps customers pull themselves to brands on
their terms, instead of being alienated by
tone-deaf marketing.
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More Businesses Are Optimizing
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But Where is the Trust?
Data Source: CSO Insights via MarketingCharts
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Trust in Marketing is a Top Challenge
65% Don’t trust adsHubSpot Trust Survey
50% Believe SERPsForbes / Yext
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What Good is Being Found in Search if Customers Don’t Trust What they Find?
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High Ranking + Low Credibility = Poor Experience
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SEO: You Are What You E.A.T.
Google Quality Rater Guidelines
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Customers Need to Find Answers they Can Trust
95%B2B Buyers Prefer Influencer ContentDGR Content Preferences Study
70%B2C Customers Trust Influencers Over FriendsSideqik Report: The 21st Century Social Ci rcle
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Best Answer Sweet Spot: Findable + Credible Content
Findable CredibleBest
Answer
SEO
INFLUENCE
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Influencers: Credible Content Creation & Promotion
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B2B: SEO Data Driven Content & Influencers
Keywords DroveContent Topics:
AI FinanceAI Job SecurityData Driven AIAI AdoptionBenefits of AIAI SolutionsROI of AIInvestment in AI
AND InfluencerSelection:
Jack McCulloughBen MurrayJames MyersDavid TalbyJohn CotlhartDaniel NewmanOliver ChristieChristopher Penn
https://www.prophix.com/artificial-intelligence-in-finance/ai-finance.html
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SEO Topic Influencers Attract & Engage Buyers
642%More engagement
86New Keyword
Rankings
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5 Steps Towards Optimized Best Answer Content
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1. Create an Ideal Customer Buyer Profile
INFLUENCER ROLES
• SVP of Innovation• Technology Manager• Technology Experts• Director Software Engineering
• Charles Arthur, The Guardian• Sara Chipps, Jewlbots• Emily Change, Bloomberg
EXAMPLE INFLUENCERS
TOPICS/KEYWORDS
• Marketing Intelligence• Artificial Intelligence• Web Applications
CONTENT TYPES
• Blog Articles• Podcasts• eBooks
• Twitter• LinkedIn• Blog• Facebook• Instagram
SOCIAL PLATFORMS
MEDIA
• McKinsey• Company Website• IBM
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Ideal Customer Topics
What topics are important to your target customers?
Tool: SEMRush Keyword Magic Tool: Brandwatch / BuzzSumo
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2. Identify Influencers for SEO Topics
Who is influential about topics that matter to your targeted accounts?
financialreportingsoftware
bestcustomizingcompliance
Tool: Traackr
+
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Align Search Keywords & Influencers by Stage
Keywords & Content Influencers
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3. Content Co-Creation & Activation
CONTENT TYPES
• Blog Articles• Podcasts• eBooks
• LinkedIn• Blogs• Twitter• Facebook
SOCIAL PLATFORMS
MEDIA
• CIO.com• Gartner• Accounting Today
Tool: SparkToro
How can we best engage influencers to collaborate and co-create content?
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Topic Clusters for Best Answer Experiences
Best Answer Topic
Supporting topic
Related topic
Related topic
Related topic
Related
topic
Related topic
Related topic
Related topic
Related topic
Related topic
Related
topic
Supporting topic
Supporting topic
Supporting topic
Supporting topic
Supporting topic
Related topic
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Optimize Content in the Formats Customers Want
Do I need accounting software for my small business?
Blog Post
Blog PosteBook
Infographic
Guest PostOnline Quiz
Guest PostInfluencerRoundup
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Influencers Help Answer Optimized Questions
When should asmall businessesInvest in accounting software?
When SMBs shouldInvest in accountingsoftware
Real Estate Broker’sGuide to AccountingSoftware
Accounting SoftwareDo’s and Don’t’s forSmall Businesses
How AccountingSoftware Helps Grow SMBConstruction Companies
Are You Ready forAccounting Software?Take the Quiz
Retail Business Owner’s Guideto Financial Software
10 SMB FinanceExperts on AccountingSoftware
Do I need accounting software for my small business?
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Power Page: Optimized for Findability & Trust
Topic Specific
Deep
Answer Buyer Questions
Influencer Quotes
Related Topics
Optimize for Search & People
Engaging: Video, Images, Audio
CTAs Throughout
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4. Content Promotion
How can we best engage influencers to promote optimized content?
Collaborate ona podcast
Partner on a webinar Cross post on influencer’s blog
Pull quotes forArticles, NewsletterBlog posts, socialshares
Share insights fora brand industryreport.
Social shares
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Influencer Content: Pre & Post Promotion Timeline
Pre Launch Launch Post Launch Long Term
Influencer outreach:✓ Pre-written social
shares✓ Content previews✓ Mini-infographic on
blog
Publish & Promote:✓ Announcement blog
posts✓ Social promotions ✓ Influencer blog posts✓ Influencer social ✓ Paid social promotion✓ Brand social shares✓ Email blast
Repurpose: ✓ Image tile quotes
shared on social networks
✓ Feature interviews✓ Article excerpts on
LinkedIn Forum✓ Recombined
influencer content on brand blog
Repurpose influencer content: ✓ Blog posts✓ Social shares✓ Image assets✓ Motion graphic✓ Infographic
Search Engine Optimization
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5. Ongoing Influencer Engagement
Keep the love (and influence) alive and on tap for advocacy and future engagements.
• Monitor group for brand & keyword mentions – engage
• Provide topic clusters to guide social shares• Repurpose quotes in ongoing SEO content• Connect influencers with each other via
content co-creation
@leeodden #RaganGoogle
Takeaways: How Influencers Boost Best Answer Content
✓ Identify influencers creating on-topic content with great search visibility
✓Seek influencers with Knowledge Panels in Google
✓Evaluate influencer’s link attraction rate when they publish or contribute content
✓Provide influencers with SEO audits of their blogs so they can improve their search visibility
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Thank You!
Lee Odden, TopRank Marketing lee@toprankmarketing.com
TopRankMarketing.comMarketingBlog.comContent, SEO & Influence Top 10 SEO Trends During Pandemic
https://tprk.us/seo2020i