Marketing During A Crisis: How to Be the Best Answer with SEO · B2B Content, SEO & Influencer...

Marketing During A Crisis:How to Be the Best Answer with SEO

@LeeOdden CEO, TopRank Marketing

@leeodden #RaganGoogle

Lee Odden – CEO, Marketer, Author, Ex-Beardie

@leeoddenmarketingblog.comBegan SEO 1998Blogging since 2003


B2B Content, SEO & Influencer Marketing Pros


When There’s A Crisis, What Should Marketers Do?

Keep doing what we’re

doing

Cut Marketing Budgets

Evaluate, pivot& optimize


Pandemic Era Marketing: Good, Bad & Ugly

Not So Finger Licking Good Tone Deaf Travel Humor + Utility = Winning


The New Normal


SEO: Now More Than Ever


SEO Rise in B2B Tech

200% - 600%


SEO helps customers pull themselves to brands on

their terms, instead of being alienated by

tone-deaf marketing.



More Businesses Are Optimizing


But Where is the Trust?

Data Source: CSO Insights via MarketingCharts


Trust in Marketing is a Top Challenge

65% Don’t trust adsHubSpot Trust Survey

50% Believe SERPsForbes / Yext



What Good is Being Found in Search if Customers Don’t Trust What they Find?


High Ranking + Low Credibility = Poor Experience


SEO: You Are What You E.A.T.

Google Quality Rater Guidelines


Customers Need to Find Answers they Can Trust

95%B2B Buyers Prefer Influencer ContentDGR Content Preferences Study

70%B2C Customers Trust Influencers Over FriendsSideqik Report: The 21st Century Social Ci rcle


Best Answer Sweet Spot: Findable + Credible Content

Findable CredibleBest

Answer

SEO

INFLUENCE


Influencers: Credible Content Creation & Promotion


B2B: SEO Data Driven Content & Influencers

Keywords DroveContent Topics:

AI FinanceAI Job SecurityData Driven AIAI AdoptionBenefits of AIAI SolutionsROI of AIInvestment in AI

AND InfluencerSelection:

Jack McCulloughBen MurrayJames MyersDavid TalbyJohn CotlhartDaniel NewmanOliver ChristieChristopher Penn

https://www.prophix.com/artificial-intelligence-in-finance/ai-finance.html


SEO Topic Influencers Attract & Engage Buyers

642%More engagement

86New Keyword

Rankings


5 Steps Towards Optimized Best Answer Content


1. Create an Ideal Customer Buyer Profile

INFLUENCER ROLES

• SVP of Innovation• Technology Manager• Technology Experts• Director Software Engineering

• Charles Arthur, The Guardian• Sara Chipps, Jewlbots• Emily Change, Bloomberg

EXAMPLE INFLUENCERS

TOPICS/KEYWORDS

• Marketing Intelligence• Artificial Intelligence• Web Applications

CONTENT TYPES

• Blog Articles• Podcasts• eBooks

• Twitter• LinkedIn• Blog• Facebook• Instagram

SOCIAL PLATFORMS

MEDIA

• McKinsey• Company Website• IBM


Ideal Customer Topics

What topics are important to your target customers?

Tool: SEMRush Keyword Magic Tool: Brandwatch / BuzzSumo


2. Identify Influencers for SEO Topics

Who is influential about topics that matter to your targeted accounts?

financialreportingsoftware

bestcustomizingcompliance

Tool: Traackr

+


Align Search Keywords & Influencers by Stage

Keywords & Content Influencers


3. Content Co-Creation & Activation

CONTENT TYPES

• Blog Articles• Podcasts• eBooks

• LinkedIn• Blogs• Twitter• Facebook

SOCIAL PLATFORMS

MEDIA

• CIO.com• Gartner• Accounting Today

Tool: SparkToro

How can we best engage influencers to collaborate and co-create content?


Topic Clusters for Best Answer Experiences

Best Answer Topic

Supporting topic

Related topic

Related topic

Related topic

Related

topic

Related topic

Related topic

Related topic

Related topic

Related topic

Related

topic

Supporting topic

Supporting topic

Supporting topic

Supporting topic

Supporting topic

Related topic


Optimize Content in the Formats Customers Want

Do I need accounting software for my small business?

Blog Post

Blog PosteBook

Infographic

Guest PostOnline Quiz

Guest PostInfluencerRoundup


Influencers Help Answer Optimized Questions

When should asmall businessesInvest in accounting software?

When SMBs shouldInvest in accountingsoftware

Real Estate Broker’sGuide to AccountingSoftware

Accounting SoftwareDo’s and Don’t’s forSmall Businesses

How AccountingSoftware Helps Grow SMBConstruction Companies

Are You Ready forAccounting Software?Take the Quiz

Retail Business Owner’s Guideto Financial Software

10 SMB FinanceExperts on AccountingSoftware

Do I need accounting software for my small business?


Power Page: Optimized for Findability & Trust

Topic Specific

Deep

Answer Buyer Questions

Influencer Quotes

Related Topics

Optimize for Search & People

Engaging: Video, Images, Audio

CTAs Throughout


4. Content Promotion

How can we best engage influencers to promote optimized content?

Collaborate ona podcast

Partner on a webinar Cross post on influencer’s blog

Pull quotes forArticles, NewsletterBlog posts, socialshares

Share insights fora brand industryreport.

Social shares


Influencer Content: Pre & Post Promotion Timeline

Pre Launch Launch Post Launch Long Term

Influencer outreach:✓ Pre-written social

shares✓ Content previews✓ Mini-infographic on

blog

Publish & Promote:✓ Announcement blog

posts✓ Social promotions ✓ Influencer blog posts✓ Influencer social ✓ Paid social promotion✓ Brand social shares✓ Email blast

Repurpose: ✓ Image tile quotes

shared on social networks

✓ Feature interviews✓ Article excerpts on

LinkedIn Forum✓ Recombined

influencer content on brand blog

Repurpose influencer content: ✓ Blog posts✓ Social shares✓ Image assets✓ Motion graphic✓ Infographic

Search Engine Optimization


5. Ongoing Influencer Engagement

Keep the love (and influence) alive and on tap for advocacy and future engagements.

• Monitor group for brand & keyword mentions – engage

• Provide topic clusters to guide social shares• Repurpose quotes in ongoing SEO content• Connect influencers with each other via

content co-creation


Takeaways: How Influencers Boost Best Answer Content

✓ Identify influencers creating on-topic content with great search visibility

✓Seek influencers with Knowledge Panels in Google

✓Evaluate influencer’s link attraction rate when they publish or contribute content

✓Provide influencers with SEO audits of their blogs so they can improve their search visibility


Thank You!

Lee Odden, TopRank Marketing [email protected]

TopRankMarketing.comMarketingBlog.comContent, SEO & Influence Top 10 SEO Trends During Pandemic

https://tprk.us/seo2020i

Marketing During A Crisis: How to Be the Best Answer with SEO · B2B Content, SEO & Influencer...

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