Content Marketing Success by Design
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Content Marketing: Success By Design
Transcript of Content Marketing Success by Design
Content Marketing: Success By Design
Who Am I?
Columnist & Contributor
CEO & Founder
40+ person Digital Marketing and SEO firm
Who Am I?
1984 World Champion –Goalie War
Content Marketing: Basic Concepts
Source: http://moz.com/search-ranking-factors
Links Are Still aBig Factor in Ranking
Uh Oh!
What Can I do?
Give ThemSomething to Link to and Share (On Your Site)
Free Images
Attribution
Create Great Content: Leverage Natural Assets
Content Marketing Agenda
Drive Links to Your Site
Grow Your Audience
2900+ Social Shares
High Quality Bylined Articles on High Quality Sites Can Drive Big Results
Hubspot Guest Post Including a
Link to Stone Temple Site
Guest Posts Can Expose You to Other People’s Audiences
1
2
3
Before Requesting Guest Post
Opportunity, Do Your Research
First
Social Media Sharing Can Drive Links
Social Media Sharing Can Build Your Audience
1 2
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Influencer
Influencers Are an Accelerant
4500+ Social Shares
Great Posts Draw Large Amounts of Shares
Lots of Links Too
563 SocialShares
Over 40,000Views
Example B2B IT Services Client
Got Some Links Too
Step 1: Pick the Right Pages to Target
SEO Analysis Drives Campaign Structure and Execution
SEOKeyword Research
Competitive Analysis
SEO Authority Analysis
Co-Citation Analysis
Monitoring/Tracking
Use Analytics
What’s Delivering Traffic Already?
Current Ranking Data
What Terms are Close to Money?
Social Sharing Intelligence
What Terms get Shared More in Social Media?
Step 2: Figure Out What it Will Take to
Move Up!
#7
#6
#5
#8
Who is Ahead of You in the SERPS?
Your Site
Pull Basic Data on Competition
Was Ranking in the #7 Slot
Pull Basic Data on Competition
Was Ranking in the #6 Slot
Was Ranking in the #5 Slot
Pull Basic Data on Competition
Use More Than One Tools
We Use:• Open Site Explorer• Majestic SEO• ahrefs
Tabulate This to Get the Basic Story
Them
You
Better Still:• Do This for all
the Pages in the Top 10
• Repeat for Many Keywords
Pull the Detailed Link Data for Each Competitor
Figure Out WhichLinks are DrivingTheir Rankings
BackLink Profiler Tool
Majestic SEO
Open Site Explorer
ahrefs
Webmaster Tools
BackLinkProfiler
• Builds Master List Of Links• Dedupes the List• Prioritizes Targets
• Run on Your Site• Run on Competitors• Results Inform Campaigns
BackLink Profiler is a Proprietary STC Tool
Case Study: How We Averted a Christmas
Disaster
November 15th:Competitor Leap Frogs Over Our Client From #3 to #2 Slot in Rankings
Competitor
Client
We Did a Detailed Analysis:
It Came Down to One Killer New Link in a News Story
Hey, Can YouAdd Our LinkTo Your Story?
So, We Got to Work!
Justice Prevailed!
(Our Client Moved Back to the #2 Slot)
Monitor Ranking and
Organic Search Traffic to Target
Pages Over Time
Thank You!
Eric Enge
Twitter: @stonetemple
Google Plus: +Eric Enge
(508) 879-0950
http://www.stonetemple.com
Competitive Link
Research
ComplexSearch Query
Research
