Advanced Content Marketing & SEO: How to Publish More and Rank Higher
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Transcript of Advanced Content Marketing & SEO: How to Publish More and Rank Higher
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Publish More & Rank Higher(Delegate, Collaborate, Repurpose)
Andy CrestodinaStrategic Director | @crestodina
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@crestodina
...you’ve published a lot, some of it ranks
...you get a lot of questions from clients/friends
...you contribute to round ups and do interviews
...you have people you can delegate to
...you have a budget for delegation
...you want to help others be more productive!
This presentation is awesome! Especially if...
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@crestodina@crestodina
Blogging frequency is down...
Publishing frequency,2014-2016
source: Blogger Survey, Orbit Media
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@crestodina@crestodina
...but bloggers who publish more get better results
Percent of bloggers who report “strong results” by frequency
source: Blogger Survey, Orbit Media
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How can I publish more without...
a. Reducing quality?b. Hiring a team of writers?c. Losing my mind?
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The Art of Delegation
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@crestodina
Things you should stop doing immediately• Social promotion/scheduling• Research• Roundups• Editing• Presentation formatting• Content curation
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@crestodina
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@crestodina
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@crestodina
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@crestodina
Places you can find help• Task Rabbit• onlinejobs.ph• Upwork• Don’t Panic Management
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Delegate Scheduling
...meet Amy, my $40/mo robot assistant
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@crestodina
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@crestodina
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@crestodina
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@crestodina
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@crestodina
Saves ~2 hours per week
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@crestodina@crestodina
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Delegate Research
...gathering data is important, but tedious
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@crestodina
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@crestodina
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@crestodina@crestodina
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@crestodina
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@crestodina@crestodina
Research Complete!
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Delegate Writing
...use a “ghost drafter”
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@crestodina
The Solo Blogger
title, openingoutline
first draft editing, imagesfinal polish
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@crestodina
The Writer, Editor Combo
title, openingoutline
first draft editing, imagesfinal polish
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@crestodina
The Ghost Writer
title, openingoutline
first draft editing, imagesfinal polish
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@crestodina
The “Ghost Drafter”
title, openingoutline
first draft editing, imagesfinal polish
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@crestodina
Share your editorial guidelines first!• Length• Tone• Formatting• Images• Quotes• Statistics and Research
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Extreme Delegation
...formats that don’t need a writer
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@crestodina
Interview Podcasts1. Outreach and scheduling2. Guest management3. Audio editing4. Transcription5. Posting6. Sharing
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@crestodina
source: Don’t Panic Management
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@crestodina
Roundup Posts1. List Building2. Outreach3. Curation4. Posting5. Notify and Share
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@crestodina
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@crestodina@crestodina
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@crestodina
Do some analysis!Add some value!
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@crestodina
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Building a team is the nucleus for every piece of success
Chris DuckerVirtual CEO, Author
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Turn Your Sent Email into High Ranking Content
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Rank
Authority Relevance
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Rank
Links Keywords
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Rank
Offsite On-Page
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@crestodina
How email turns into articles
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@crestodina
Sent mail = great marketing content• Roundup contributions• HARO responses• Email interviews• Answers to questions from clients and colleagues
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@crestodina
Invitation to contribute to a roundup
@crestodina
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@crestodina
Invitation to write a guest post
@crestodina
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@crestodina
Email asking a question
@crestodina
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@crestodina
Great (repurposable) email answers include...• In-depth, detailed information• Bullet, numbered lists• Images• Links
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@crestodina@crestodina
Super detailed answers
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@crestodina
...get great responses!
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Fast forward three years...
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@crestodina
After three years of emailing detailed answers...
68 questions answered from round ups76 questions answered from email interviews27 questions answered from clients and friends
171 total questions and answers
+
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@crestodina
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@crestodina
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@crestodina@crestodina
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@crestodina@crestodina
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@crestodina@crestodina
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@crestodina
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@crestodina@crestodina
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@crestodina@crestodina
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Which articles need a link the most?
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@crestodina
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@crestodina
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@crestodina@crestodina
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@crestodina@crestodina
The “Focus” List (pages and phrases that need support)
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@crestodina@crestodina
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@crestodina
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@crestodina
Source: Ahrefs
Referring domains with partial/exact match of anchor text and keyphrase
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How to win links with “exact match anchor text”
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@crestodina
How to win a keyword-focused link
1. Add images to your articles2. Use those images in your contributions3. Use the title of the article (which includesthe phrase) in the image source link!
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@crestodina
Opportunities to mention (and link to) your content• Guest blog posts• Email interviews• Roundup contributions• HARO responses• Podcast interviews• Webinars (show notes)
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@crestodina
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@crestodina
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Put some answers on Quora
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@crestodina
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@crestodina
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@crestodina
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@crestodina
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@crestodina
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@crestodina
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@crestodina
...now I rank for “digital marketing basics”
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Delegate Content Promotion
...document, then hand it off
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@crestodina
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@crestodina
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Update Old Content
...repurposing for higher rankings and more traffic
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@crestodina
Why Update Your Content?• Faster to create• Higher quality• You know who to share it with• Higher rankings
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Declining Traffic
...the rank is slipping!
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@crestodina
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@crestodina
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@crestodina
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@crestodina
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@crestodina
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Let’s say I’m looking at publishing a post in May. If all of my content is up-to-date and ranking where I think it should be, I’ll write something new.
If not, I’ll update and relaunch an old post.
Brian DeanBacklinko
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@crestodina
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@crestodina
What was changed?Original (published 8/2013)• 1,225 words• 6 images
Update (published 4/2016)• 2,584 words• 14 images• 2 Quotes
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@crestodina
Included the “semantically linked” phrasesinternal Linksinternal linking SEOinternal linking strategySEO internal linkshyperlinkslink juiceexternal linksanchor textInternal linking SEO best practicesInternal links vs external linksWordpress, drupal
structureanalysisinternal linking exampleinternal linking structure for SEOin htmlbenefits ofimportance ofexamples ofrecommendationstipsvalue
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@crestodina
Included the “semantically linked” phrasesinternal Linksinternal linking SEOinternal linking strategySEO internal linkshyperlinkslink juiceexternal linksanchor textInternal linking SEO best practicesInternal links vs external linksWordpress, drupal
structureanalysisinternal linking exampleinternal linking structure for SEOin htmlbenefits ofimportance ofexamples ofrecommendationstipsvalue
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@crestodina
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@crestodina
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@crestodina
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@crestodina
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@crestodina
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URL Recycling
...that page has authority, but no relevance
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@crestodina
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@crestodina
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@crestodina
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@crestodina
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@crestodina
Content Updating Tips• DO NOT CHANGE THE URL• Add value
–Length–Media (images, video)–Quality (details, examples, answers)
• Put it back in social rotation• Mention it again in new content
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@crestodina
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@crestodina
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@crestodina
Andy CrestodinaStrategic Director | @crestodina
THANK YOU!