Content Marketing in SEO

Content Marketing in SEO - Nicolai Kuban - linkbird.com

Content Marketing in SEO

Agenda - „what we will achieve today“

Goal: Understand the need for SEO content marketing & implement it in your company

Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com

Content Marketing in SEO - „definition“

CONTENT MARKETING Content Marketing describes the creation and distribution / marketing of high quality content with the aim to reach a defined audience, to interact with it, to position oneself as an expert within this target group, in order to generate sustainable and long-term valuable customer contacts and sales.


CONTENT MARKETING Content Marketing describes the creation and distribution / marketing of high quality content with the aim to reach a defined audience, to interact with it, to position oneself as an expert within this target group, in order to generate sustainable and long-term valuable customer contacts and sales.

CONTENT MARKETING IN SEO Content Marketing in SEO describes the creation of high quality content on the basis of demand and their marketing with the goal of achieving a very high number of quality backlinks and thus good positions for relevant keywords in the search engines.



CONTENT MARKETING IN SEO

Create high quality & in-demand content

Market the content

Generate links

Improve rankings

Increase traffic

Boost sales



Content Marketing Facts

CONTENT MARKETING “Marketers, on average, spend over a quarter of their marketing budget on content marketing.” (B2B Marketing Insider)” “Because 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company.” (Custom Content Council) “B2B marketers cite lack of time (69%), producing enough content (55%) and producing the kind of content that

engages (47%) as their top three content marketing challenges.” (Content Marketing Institute)

CONTENT MARKETING IN SEO “Blogs give websites 434% more indexed pages and 97% more indexed links.” (Content+) “Blog posts incorporating video attract 3 times as many inbound links as blog posts without video” (moz)


Do you already have a Content Marketing strategy?

are not

sure

27%

41%

already use Content

Marketing



Content Marketing Benefits - „huge“

CONTENT MARKETING IS LIKE BUILDING A HOUSE INSTEAD OF RENTING AN APARTMENT

Push Marketing (PPC, Display, Paid Media)

Pull Marketing / Inbound Marketing

Short-term Performance Campaigns

Long-term Online Marketing Successes

inbound marketing-dominated organizations experience a 61% lower cost per lead

January 2012 of 972 marketing professionals – survey of Hubspot inc.


CONTENT IS THE CENTER OF EVERY INBOUND MARKETING STRATEGY

Influence on relevant Online Marketing KPIs

Brand Awareness / Brand Searches Social Signals Links Rankings (Short & Long Tail) Traffic Conversion Rates Conversions (Leads & Sales)

Content

Trust & Reputation

Social Media

SEO Online PR /

PR

E-mail Marketing



CONTENT MARKETING AS SEO STRATEGY

“old-school” SEO: Creating “content” for specific keywords Enforcing backlinks ? Better rankings The old methods of “off-page optimization” are loosing efficiency



CONTENT MARKETING AS SEO STRATEGY

SEO and Content Marketing: Creating topic landscapes of value

ensures a high coverage of relevant keywords ensures a high number of indexed pages with relevant content

Enables organic & high quality link building Achieves long term rankings on your sites as well as on third party sites



Wow, Content Marketing is an easy SEO cure-all?

Cure-all? – Maybe.


Easy? – No!

Content Marketing Challenges

14%

29%

38%

Consider content research/creation to be the biggest challenge

Seeding the

content

Evaluation of Content Marketing Successes

Scaling


Example for a SEO Content Marketing Campaign (B2B)


linkbird Content Marketing Campaign


Campaign costs:

Surplus value from the campaign:

- Graphics and Tools: 1.694€ - Opportunity costs (10 man hours in-house) ca. 2.000€ - Total cost = ca. 3.694€

priceless branding on home pages and newsletters from Internet World, t3n, deutsche-startups, onlinemarketing.de, etailment etc. generating further reputation in relevant SEO blogs massive social media buzz (on the whole, the campaign saw 1.600+ social signals) more than 700 leads (free trials, webinar, PDF download)

high quality backlinks and top rankings



Content Marketing is exciting – not only for SEO!



Launching a SEO Content Marketing Campaign


Building a SEO CM Campaign

PLANNING RESEARCH

PRODUCTION SEEDING / MARKETING

ANALYSIS / EVALUATION

5 PILLARS OF CONTENT MARKETING


PLANNING



Planning

Step 1: What is the campaign goal?

Generating high quality back links and good rankings for your pet topics! - Which keywords do I want to rank with? - Which websites do I want to generate back links from? - What is the content meant to achieve short term and in the long run?

Defining possible KPIs: - Number of backlinks - Cost per backlink - Number of achieved “Top 10 Rankings” / “Top 3 Rankings” / “#1 Rankings” - Traffic and conversions because of the content - Social signals? New Facebook fans? etc.


Step 2: Who is the target audience for the campaign?

Persons / websites willing to link to the content and spread it!

Reader Multipliers & Influencers

Magazines,

forums, blogs etc.

Interacting with and sharing the content

For seeding the content

Seeding & linking to the content


Planning

Step 3: Which type of content should you use for the campaign?

Product

Reader Media

There is genuine demand Interesting / problem-solving / educational Geared towards relevant keywords Evergreen Highest quality

…otherwise it will be difficult

Content


Planning

Step 4: Which content types should you use?

Different types for different goals / steps in the campaign

Content teaser / Trigger = Content

Content for seeding = Marketing

Content for Call2Action / Lead generation = Conversion

Blog posts / Landing page Newsletters Whitepapers

Infographics Tweets / Facebook posts Webinars

Slideshares Guest articles Check lists

Videos Press release Software downloads

… … …

gets links & visibility markets the content uses the traffic


Planning

Practical insights from the linkbird campaign:

Planning the content marketing campaign “Content Marketing in SEO”

Goal(s) Target audience Topic / Keywords

Trigger Seeding Call2Action

Backlinks Rankings Reputation

Industry Blogs Online Marketing Magazines


Infographic (+ article)

Facebook page Twitter Newsletter Guest posts Blogpost CRM

Download PDF Report / Study Take part in the webinar


Planning

Tips on implementing structures and processes in planning

Defining the main goals (KPIs) of content marketing Creating a simple content marketing calendar Creating a pool of ideas Establishing content guidelines

AND THE STONE STARTS ROLLING (SLOWLY)!


Planning


RESEARCH


Research

Topic

Keywords

Seeding & Link sources


Research

Step 1: Researching topics

Interesting? Problem-solving? Enlightening and explanatory? FEEDBACK FROM TARGET AUDIENCE TOOLS / TO DOs - Customer support - Meetings / conversations / events - Sales - Google Analytics / etracker etc. - Industry forums / blogs / print / events - Surveymonkey - FAQ Statistics - Customer surveys


Research

Interesting? Problem-solving? Enlightening and explanatory? COMPETITION / RELATED WEBSITES TOOLS / TO DOs - Which content works? SEO evaluation tools

- Links, Social signals, rankings, activity? Analyze 5 competitors



Research



Research

Interesting? Problem-solving? Enlightening and explanatory? INSIGHTS - what sort of interesting data does the company have? - where is existing know how?



Research

Which keywords to choose for the topic?

Keyword Ideas Keyword Traffic Keyword Rankings

Google Keyword Planner Google Keyword Planner SERP Analysis

Google AdWords Account Google AdWords Account

Google Suggest

SEO Tools

Idea Potential Opportunity


Step 2: Researching keywords

Research

Step 3: Research (superficial) for Seeding and link building potential

Can I generate relevant links with this content?

Forums? Blogs? Online magazines? Facebook, XING, Google+ groups? Multipliers?


Research


Research for content marketing campaign “Content Marketing in SEO”

Topic Keywords Assessment Content Seeding sources



survey evaluation of the survey

relevant SEO blogs and magazines

previous success in the US

similar infographics

Multipliers (Twitter accounts etc.)

pre-existing buzz studies, data Newsletters

Listen to the target audience

Positioning Test demand Build know how Check potential


Research

Tips for implementing structures and processes

Inspiration

Pooling ideas

Assessment

GO?

Google Alerts Newsletter Face to face

Topic Keywords Content Type

Traffic potential Link potential Ranking potential


PRODUCTION



Production

Step 1: Implementing a production plan & ensuring quality (or a simple To-Do-list)

Coordination and sequencing of content publications & seeding process solid feedback loops and quality control for the content


Step 2: Which content types should we produce?

Story / Thema

Blog posts

White papers

Infographics

Videos

Slideshares

Webinars

Presentations

Check lists

Interviews

Guest posts

How To

CONTENT RECYCLING

???


Production

The following content types are suitable for SEO / Link building

Examples for link magnets Ask yourself while creating the content: “Who could link to the content from where?”

Type Why?

Interviews … bring the multipliers right along

How Tos / Tutorials … are perfect to generate backlinks within discussions

Infographics … can be implemented in other sites (with backlink)

Guest articles … already contain the link


Production

- countless links / backlinks from Important industry magazines

- over 8.000 visitors in the first two days

- High visibility in social networks … and in addition to that - mentions in newsletters and more. - generated more multipliers - Reached top positions on keywords in Google


Production

Step 3: Who can produce the content?

In-house or Outsourcing?

Task Service provider

Idea Creative agency or PR agency

Texts textbroker, content.de etc.

Graphics 99designs.com


Production


Production for content marketing campaign “Content Marketing in SEO”


Production


Production


SEEDING / MARKETING


Seeding / Marketing

Defining the Seeding Channels

1. Owned Channels Traffic for content 2. Earned Channels Marketing the content 3. Paid Channels Engagement with the content


Step 1: Implementing & using your own seeding channels

- Initial seeding of the content - Sustainable / long term marketing of the content

- Expanding the reach - Visibility beyond your own website

- More indexing and rankings in Google



Seeding / Marketing

Step 2: Research of potential seeding and link sources

Google Parameter


Seeding / Marketing

Google Parameter

Content Parameter example

Infographic Online Marketing „intitle:infographic“

Tutorials Tire change „inurl:forum“

Top List Diet „intitle:top list“


Seeding / Marketing



Seeding / Marketing


Step 3: Qualification of potential link and seeding sources

SEO metrics Reach

Prioritizing potential link and seeding sources A-sources B-sources C-sources

Step 4: Placing the content

Which websites & multipliers should you consider?

How should I contact these sources, how should I place the content?


Seeding / Marketing

Step 5: Creating a CRM full of multipliers & bloggers / journalists / websites

Contact data Websites / social media accounts Tags / topics Communication history Successes


Seeding / Marketing

Step 5: Use of paid media

- Google AdWords - Facebook Ads - Advertorials - Newsletter - Banner etc.


Seeding / Marketing


Seeding for content marketing campaign “Content Marketing in SEO” 1. Publishing the Content 2. Use of company channels (social, newsletter etc.) 3. PR co-operations / exclusivity via Internet World Business 4. Outreach via Phone 5. E-Mails to relevant blogs (research und CRM) 6. Release of short teasers in XING groups, on Facebook, Goolge+ etc. 7. Guest posts


Seeding / Marketing


Seeding / Marketing


ANALYSIS / EVALUATION


Analysis / Evaluation

Metric Details Tool(s)

Backlinks Number and quality SEO tool (e.g. linkbird)

Traffic direct, referral and organic Analytics tool (e.g. GA)

Rankings Planned / reached rankings SEO tool (e.g. linkbird)

Conversions e.g. leads or direct sales Analytics tool (e.g. GA)

Mentions e.g. Google Alerts

Social Signals Direct and indirect ones Social plugins + tool (e.g. linkbird)

ROI Refinancing the campaign and CPX

Excel blueprint


Metric Tool January February

Blog traffic Google Analytics 838 3226

Organic traffic Google Analytics 1546 1689

Entire traffic Google Analytics 5799 6600

New articles in the blog Wordpress 0 2

Blog comments in the linkbird blog Wordpress 0 14

Blog comments on external blogs linkbird 0 0

External guest posts / Interviews linkbird 1 1

Facebook fans Facebook 804 804

Twitter followers Twitter 112 112

Newsletters sent linkbird Admin 0 5

Webinars held

Content Expenses Businessplan 1,00 € 250,00 €

Results

Inbound Leads INT Salesforce 110 269

Inbound Free Trials INT Salesforce 82 93

CPT Inbound 0,01 € 2,69 €

Sales from Inbound Marketing Salesforce 10 17




KEY TAKEAWAYS


DEVELOP YOUR UNIQUE CONTENT MARKETING STORY




INSPIRE A FLOW OF IDEAS



CONSTRUCT YOUR OWN SEEDING CHANNELS & SEEDING CRM



START YOUR CAMPAIGN



GENERATES HIGH QUALITY LINKS & LONG TERM RANKINGS & SUSTAINABLE TRAFFIC


BUILD YOUR OWN HOUSE, STOP RENTING NOW!

THANK YOU!

Let‘s stay in touch!

Nicolai Kuban Co-Founder & CEO linkbird GmbH Schloßstraße 95 D-12163 Berlin E-mail: [email protected] Phone: +49 30 814 587 980 Web: www.linkbird.com


mailto:[email protected]

http://www.linkbird.com/

Content Marketing in SEO

Marketing

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