@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
@lorenbaker
Content Serves Many MastersBased on Goals, determine themes that support the goals.
• SEO Targets• Outreach Targets • Social Sharing • Social Influencers • Ad Enhancement • Content Lifespan
@lorenbaker
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.
@lorenbaker
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]
@lorenbaker
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.
@lorenbaker
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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