Post on 12-Jan-2016
transcript
Strategize Your Content for Maximum SEO and Social ROI
Agenda• Some Background on SEO• How Online Marketers Tend to Think About Marketing• Why This Paradigm Isn’t Enough• A Better Model for Thinking About Marketing• Designing and Documenting a Marketing Content Process• A Model B-to-B Content Creation Process That Leverages
– Repurposing– Appeal to Ego– Transcription
• A Model B-to-C Content Creation Process• Other Tactics Worth Considering
Challenges Business Face with SEO
• It’s easy to cause yourself problems with the wrong kinds of Link-Building
• It can be difficult to align Content Creation with User Demands
• SEO takes varying timeframes; architectural changes can take effect on the order of a few weeks, but content and link-building may not see for 3-5 months or even 3-5 quarters!
• Very difficult to keep up to date with SEO best practices, particularly with Google creating new algorithmic penalties (Penguin, Panda, and so on).
• “Local” search (“pizza warwick”) is different from general search (“squeaky floor”)
How does Google’s Organic Ranking Algorithm Work?• Google discloses they use more than 200 variables in their various ranking algorithms.• However, a study made by some academics in 2011 of Google Search results identified the
following weightings for important factors. The weightings they came up with are an oversimplification, but instructive; negative weights indicate ranking factors that can hurt you.
• In short: You need content + PageRank (external links) pointing at that content.• The more of both the better!
http://www.coconutheadphones.com/googles-secret-ranking-algorithm-exposed/
SEO: Linking…How Many Links Do You Need?• Answer: That depends on an individual pages’ competition for a keyword.• Each PageRank level takes 5x as much effort to reach. See article link below.
http://searchengineland.com/what-is-a-link-worth-part-1-valuing-pagerank-34526
So, you can think of SEO as…
Architecture+
Content+
Linking
Linking – Methods of Outreach Compared
Approaches I use vary but tend towards the Green and Blue sectionsNote: this table was updated 09/20/15; it’s taken from an original article which is now out of date, but which may still be useful in understanding it:
http://www.coconutheadphones.com/linking-strategies-the-complete-guide/
Impressions
Online
Search
Organic Search
Traditional Results
Universal Results
LocalResults
Paid Search
Traditional PPC
E-Commerce PPC
Non-Search
Email Marketing
Content Syndication
Social Media
Display Advertising
Offline
How Online Marketers Tend to Think about Marketing
…Yes, They Also Think About Retargeting…Impressions
Online
Search
Organic Search
LocalResults
TraditionalResults
Universal Results
Paid Search
Traditional PPC
E-Commerce PPC
Non-Search
Email Marketing
Content Syndication
Social Media
Display Advertising
Offline
…Why This Paradigm Isn’t Enough.
• This diagram is the wrong way of thinking about your marketing; it’s oriented only around how you spend your budget. It’s oriented around your company and the marketing department, not around the customer.
• This leads to stovepipe thinking focused on channels - “how” focused:Let’s expand into Video MarketingLet’s focus on Twitter
• However, the customer doesn’t care about your budget – and is going to interact through most, if not every, of these channels.
• You need to think about the whole, system, i.e.
What are we going to communicate to who, and how?
CHANNEL
Diagram source:Claude Shannon,“A Mathematical Theory of Communication”,Bell System Technical Journal, Oct. 1948
http://bit.ly/R1lRL
MARKETING CHANNELS
PAID SEARCHORGANIC TRAFFIC
DISPLAY ADVERTISINGSOCIAL MEDIA
OUTDOOR ADVERTISINGEMAIL MARKETING
MARKETING CONTENT
WEB PAGESWHITE PAPERS
PODCASTSVIDEOS
PRESENTATIONSBLOG POSTS
ADVERTISEMENTS
MARKETING AUDIENCE
PREVIOUS CUSTOMERSCART ABANDONERS
READERSFOLLOWERS
VISITORSINTERESTS
DEMOGRAPHICS
Diagram source:Claude Shannon,“A Mathematical Theory of Communication”,Bell System Technical Journal, Oct. 1948http://bit.ly/R1lRL
CHANNEL
MARKETING CONTENT
WEB PAGESWHITE PAPERS
PODCASTSVIDEOS
PRESENTATIONSBLOG POSTS
ADVERTISEMENTS
MARKETING CHANNELS
PAID SEARCHORGANIC TRAFFIC
DISPLAY ADVERTISINGSOCIAL MEDIA
OUTDOOR ADVERTISINGEMAIL MARKETING
MARKETING AUDIENCE
PREVIOUS CUSTOMERSCART ABANDONERS
READERSFOLLOWERS
VISITORSINTERESTS
DEMOGRAPHICS
Diagram source:Claude Shannon,“A Mathematical Theory of Communication”,Bell System Technical Journal, Oct. 1948http://bit.ly/R1lRL
CHANNEL
Start by Designing & Documentinga Marketing Content Process
• Decide on what documents/media you will create, and how.• Wire the output through all your social channels.• Make this function routinely, almost on automatic.
• B-to-BFocus on White Papers, Presentations, Podcasts, Testimonials
• B-to-CFocus on Surveys, Promotions, Contests, Coupons, Testimonials
Considerations While You’re Designing Your Process
• Expanding to different channels, traffic sources, and content types may require organizational changes.– You may want to hire an email marketer…several interns to write content…and so on. – In many cases however, you’ll have to beg/borrow/steal/cajole resources.– As a result, it’s critical to squeeze every bit of value possible out of every piece of content.
• Your Company’s “Thought Leaders” will make or break your content.Seek them out and cultivate them!
• Thought leaders are difficult to harness – do so using:– Repurposing – Appeal to ego– Transcription
“You fight with the army you have, not the army you wish you have.”– Don Rumsfeld.
White Paper:6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a Trade Show Webinar
Transcribed Speech
Transcribed Webinar
Blog Posting 1
Blog Posting 2
Blog Posting 3
Blog Posting 4
Blog Posting 5
BLOG
Paid Search Call-to-Action
Email Newsletter
Weekly Industry Roundup
RegularPodcast
TranscribedPodcast
Announcement Press Release
Interviews
Articles byThought leaders
The three keys:• Repurposing• Appeal to Ego• Transcription
White Paper:6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a Trade Show Webinar
Blog Posting 1
Blog Posting 2
Blog Posting 3
Blog Posting 4
Blog Posting 5
BLOG
Paid Search Call-to-Action
Email Newsletter
Weekly Industry Roundup
RegularPodcast
TranscribedPodcast
Look at all the other channels that are involved!
Also – sales can use the WP & Preso as collateral,
Upcoming Webinars are a great excuse to pingprospects.
Announcement Press Release
Interviews
Articles byThought leaders
Transcribed Speech
Transcribed Webinar
White Paper:6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a Trade Show Webinar
Blog Posting 1
Blog Posting 2
Blog Posting 3
Blog Posting 4
Blog Posting 5
BLOG
Paid SearchCall-to-Action
Email Newsletter
Weekly Industry Roundup
RegularPodcast
TranscribedPodcast
Announcement Press Release
Interviews
Articles byThought leaders
= Activities an intern or a junior marketer can handle.
Transcribed Speech
Transcribed Webinar
White Paper:6-8 Pages, 3 Tables, 2 Diagrams
Presentation
Speech at a Trade Show Webinar
Blog Posting 1
Blog Posting 2
Blog Posting 3
Blog Posting 4
Blog Posting 5
BLOG
Paid Search Call-to-Action
Email Newsletter
Weekly Industry Roundup
RegularPodcast
TranscribedPodcast
Announcement Press Release
Interviews
Articles byThought leaders
Transcribed Speech
Transcribed Webinar
= Social Updates
Project Video
Exquisite HD Photos from
Video
Post on Facebook
Social Contest:
Guess Which Project We
did *not* doShare with Owner
BLOG
Use Photos inDisplay Advertising
Email Newsletter
Detailed Case Study
on Website
For aB-to-CHomeContracting Business:
Post on Instagram,
Flickr, Pinterest
Solicit G+ or Yelp Review
from Owner
Photo Gallery on Website
Other Tactics Worth Considering• If you produce at least one piece a day: syndicate content.
– Syndication is just guest blogging writ large.
• Look up every keyword you had a conversion on in the last 12 months in Paid Search – make a 2 minute video on it.– Interview an internal expert about the topic and make it a Q&A format. – Simple to produce many of these in one sitting. Bring extra shirts!
• If you have not tested Paid Search – do so yesterday!• If you’re not doing email marketing – consider immediately!• Invest in one or more additional websites
– Thought lead in a specific content area that resonates with your clientele
In Summary:
• Leverage:– Repurposing– Appeal to Ego– Transcription
• Think:– Content– Channels– Audience
http://bit.ly/19632UESource: