Webinar

Getting Your Content Found Online

Reed OverfeltCEO

Skip BesthoffCEO

Of B-to-B buyers first use search engines to look for

services and products

92%

Top 3

That means you need to be here…

…and here

…and here

…and here

…and don’t forget here

…or end up here!

? ??

?

Creating exceptional and

unique content is the key to getting found online!

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Problem: Most Content Performs Poorly …

Typical Case: 20% of the

content drives 80%+ of

organic traffic

Content / Traffic Performance (6/12 – 5/13)

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… And People Don’t Know Why

BRANDED KEYWORDS

DUPLICATE CONTENT

QUERY INTENT

COMPETITIONEXACT DOMAIN MATCH

U.S. VS GLOBAL

PAGE RANK

TOPICAL RELEVANCYBLACK MAGIC

ABBREVIATIONS

SHELF LIFE

SOCIAL SIGNALSSEASONAL TRENDS

SYNDICATED CONTENT

IMAGE TAGGING

URL STRUCTURE

NEWS WORTHYNESSPAGINATION

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Result: Driving Without Headlights

• Issues:

• Investments in content rarely pay off

• Critical factors are not known and hard to improve

• Status quo: write, publish … and hope for the best

• Next generation: leverage predictive analytics to drive performance before you put pen to paper

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InboundWriter: Predictive Analytics Software

• Topic Research: Accurately assesses traffic potential or a topic / piece of content

• Content Optimization: coaches writers to improve content

• Measurement: objective analytics, directly links content quality to traffic

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The Winning Formula

High Popularity Topics Ability to Compete

Well-Written Content

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Specific Analytic Factors

Search Popularity: Aggregate search query volume• “Triangulates” multiple data

sources to get accurate data• Proprietary filtering /

processing• Statistically-validated

Competition Strength: Probability target domain will be on page 1• Determines where your site sits

in the ‘pecking order’• Leverages term and domain-

related analytics in real-time• Statistically-validated

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The ‘Secret Sauce’

Competitive Content Site / Term Analytics

• Semantically processes 100s / 1,000s of competitive content on similar topics

• Leverages analytics based on your domain, page and target terms

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Comparison To Status Quo

InboundWriter Keyword Research

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Simple Metrics: Green Is Good

• Green = high quality content

• Written about a popular topic, i.e. with a large audience

• Can compete well, thus capturing a large portion of the audience

• Written well, both for human and machine audiences

• The more green content – the more organic traffic

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Where The Rubber Hits The Road

Un-optimized content (16 articles – control group)

InboundWriter optimized content (16 articles)

Pageview Performance Comparison (Actual Data)

350% improvement in 4 months

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Typical “Red” (Quantity) Traffic Profile

• Initial traffic spike (in this case driven by email campaign)

• Low organic / residual traffic

• 4k visits initially; 6k overall visits

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Typical “Green” (Quality) Traffic Profile

• Same initial spike (in this case no campaigns)

• 80%+ organic traffic

• 4k visits initially; 1k / wk thereafter; 29k overall (5x the Red)

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Using InboundWriter: 360o Process

Site Content Audit

Topic Research and Selection

Content Creation / Improvement

Measurement and Results

Discussion?

FREESITE CONTENT AUDIT

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