How To Plan an Integrated Content Marketing Campaign

Loren Baker, Foundation Digital & SEJ

@lorenbaker

• Content Marketing for Links, Branding, Engagement & Beyond

• Using Tools, Data to Build Ideation and Business Cases

• Finding Outreach Targets• Quality over Quantity

What I’m Going to Talk About

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Content Serves Many MastersBased on Goals, determine themes that support the goals.

• SEO Targets• Outreach Targets • Social Sharing • Social Influencers • Ad Enhancement • Content Lifespan

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Get Everyone on the Content Table

Get Everyone To The Content Marketing Table

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Tools I’m Going to Dig Into

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Keyword Research – Google Autocomplete

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But What About The Long Tail?

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What Other Forms of Content?

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SEO & Proof

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Now we know• The kind of content Google is serving

• The sites Google is serving

• The relevant topic matter people are searching for

• How Google is classifying that topic matter

• Data however, does not tell a story.

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Invest In Passionate Writers & Designers

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People Process Info in Different Ways• eBooks - Full of Digestible Nuggets that can

be lost• Blog Posts - Great for Breaking Down

Chapters and Thoughts• Infographics - Still a lot of Love• Infograms - Not everyone has time to scroll.• Video - People learn from movies.

MicroVideo (Instagram, Vine)

Relevant Integrated Content• In depth blog post on distressing denim [much more in depth

than competition]

• Infographic visualizing How To’s and DIY Tips [subtle product placement]

• Infograms for social distribution on client social channels [and 3rd party]

• Material for client customer email list [post sale informational tips]

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Dump Export Into Majestic

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Competitive Intel – Co Citation Links

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Competitive Intel – Social Influence

Using the SharedCount Bulk Upload Feature

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Search Google News for ‘Infographics’

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Data Pulling Recap1. Google – See what people are searching for 2. SEMRush – Quantifiable & exportable data on

search trends, search volume and sites ranking for those terms (terms can be run in BuzzSumo to find influencers)

3. Majestic – Run Bulk Links on pages ranking for terms that you found in SEMRush. Run more backlinks on pages linking to those pages.

4. SharedCount – Export all from Majestic above to gather social sharing numbers.

So, What Were The Results?

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Result of the Campaign• 10,000+ Facebook Likes

• 450+ Facebook Shares

• 2,500+ Other Signals from Social Sites

• 25+ Unique Links [High Trust Flow]

• 500+ Co Citation Links

• 25,000+ Referrals per month from Organic Search

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Ongoing Organic Traffic & Links

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Ranking for Targets

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