57
Driving More
Revenue Through
Content Marketing &
SEO
Ronald DodCMO & Cofounder at Visiture
- eCommerce Marketing agency with
60+ People
- Spanx, Just For Men, NCR,
BarkBox, Title Nine, Red Dress
- We Build Magento Sites and Bring
Customers to them
- I focus on the Content & SEO side
What is Content Marketing?
● Using content to market your Magento storefront.
● Builds the brand, consumer connection, and drives repeat
purchases.
● Different types of content from video, blog, resources,
Infographics, studies, etc…
● Two general categories: on-site & off-site content.
On-Site
Content
Off-Site Content
Differences
On-Site Content:
• Content lives on your
website.
• You have more control.
• Much easier lead into a
purchase.
• Helps rank for keyword
phrases.
Off-Site Content:
• You have no control.
• It provides external SEO
factors (backlinks, usability,
etc…).
• It aligns their brand with
yours.
• Referral traffic from
backlinks.
• Less “bias” with content.
How Content Marketing &
SEO Drives Revenue
How CM & SEO Drive Revenue
Drive traffic from content to
purchase through:– Discount codes
– Offers
– Product mentions
– Affiliate
– Remarketing
How CM & SEO Drive Revenue
Drive revenue with repeat
customers:
1) 5x cost to acquire new
customers.
2) Existing customers
spend 67% more.
3) Social media,
newsletter, and
retargeting ads are
great for this.
How CM & SEO Drive Revenue
• 81% of consumers research online before they buy (Retail
Today Study).
• Content can rank for research query intent keyword phrases
such as:– What is the difference between Cat5 and Cat6?
– What are Compression Shorts?
– Plate Heat Exchangers versus Thermal Heat Exchangers
– Popular Dresses for Winter
– Difference between Pumps and Women’s Heels
• Using keyword research you can find these queries.
How CM & SEO Drive Revenue
Content marketing helps SEO.
• Category & product page
rankings are critical for driving
revenue.
• Product & category pages do
not drive high quality backlinks.
• Backlinks are #1-2 most
important ranking factor.
• Content marketing drives high
quality backlinks to category &
product pages.
How CM & SEO Drive Revenue
Content marketing helps SEO.
• Usability signals are important
for SEO.
• Positive usability signals: low
bounce rate, increased time on
page, more pages per session,
etc…
• Increase organic quality score
(from Moz).
How CM & SEO Drive Revenue
Content marketing helps SEO.
How CM & SEO Drive Revenue
Content marketing helps SEO.
How CM & SEO Drive Revenue
Content marketing helps SEO.
How CM & SEO Drive Revenue
Content marketing helps SEO.
How CM & SEO Drive Revenue
Content marketing helps SEO.
How CM & SEO Drive Revenue
Content marketing helps SEO.
How to Build a Content
Marketing System
Content Marketing Team DNA
PM + Strategy + Writing + Promotion = Content Marketing
Three types of roles fill these needs:
1. Content Strategist
2. Content Writer
3. Content Promoter
Building the Content Marketing Team
Content Strategist
• Responsible for
the Projects
• Responsible for
Strategy
• Recruits and
Manages Writers
and Promoters
Content Writer
• Writes the Content
• Wide Variety of
Skills
Content Promoter
• Promotes Content
(Social, Newsletter,
Backlinks, etc..)
• Content Published
on External Sites
• Builds Backlinks
• Builds
Relationships with
Publications
Two Phases of Content
Marketing:
1) Content Development
2) Content Promotion
On-Site Content Development: Overview
On-Site Content Development:
Content Guidelines
On-Site Content Development:
Content Calendar
Develop a Content
Calendar
Tools:
• Coschedule
• Smartsheet
• Contently
• Asana
• Basecamp
• Excel (free)
On-Site Content Development:
Content Research
On-Site Content Development:
Content Research
Types of Content Research
• Using Past Data for Future Ideas
• Using Frequently Asked Questions (FAQs)
• Using Competitors for Research
Content Development: Content Research
On-Site Content Development: Video Content
On-Site Content Development: Video Content
On-Site Content Development: Video Content
On-Site Content Development: Video Content
On-Site Content Development: Blog Content
Myths of Blog Content:
1. Google likes “fresh content”
2. Short blogs are better
3. Long blogs are better
4. Blogging doesn’t work
On-Site Content Development: Blog Content
On-Site Content Development: Blog Content
On-Site Content Development:
Resource Content
1. Use a “resource center”.
2. Get creative with it.
3. Utilize keyword research or FAQs to center
resources around.
On-Site Content Development:
Resource Content
On-Site Content Development:
Resource Content
On-Site Content Development: Studies/Data
On-Site Content Promotion
Key Benefits of Promoting Content:
1. Content doesn’t exist until promoted.
2. Increase effectiveness of content.
3. Gain high quality backlinks.
4. Gain high quality social media shares.
5. Build your brand.
On-Site Content Promotion
Key Promotional
Strategies:
1. Email Marketing
2. Social Media
Marketing (Paid and
Organic)
3. Search Engines
4. Display
Advertisement
Off-Site Content Development
Key Benefits of Off-Site Content:
1. High Quality Inbound Backlinks
2. Thought Leadership Credibility
3. Click Throughs on Backlinks
4. Increased Brand Awareness
5. Increase Brand Searches
6. “Piggyback” off their Authority
Off-Site Content Development
Off-Site Content Development
Off-Site Content Development
Off-Site Content Development
Off-Site Content Development
Off-Site Content Development
Off-Site Content Development
Off-Site Content Development & PromotionHow to Gain Off-Site Placements:
1. Identify the Key Websites (Prospect)
2. Make Contact with Key Decision Makers
3. Build the Relationship & Pitch Ideas (Give Value)
4. Project Manage & Develop Content (Collaboration or Solo)
5. Think about Utilizing Tools to Help
6. Measure
a. Referral traffic
b. Domain authority
c. Social Shares
d. Coverage Views
e. Backlinks?
7. Promote the content on your channels (social, email, etc...)
Keys to Success:
Content Marketing
Keys to Success: Overview
Maximize your Content Marketing Effectiveness:
1. Work as a team
2. Create Easy to Understand Goals and Key Performance
Indicators (KPIs)
3. Keep Goals Sustainable & Attainable
4. Prepare for the Long Haul
Key Performance Indicators
1. Revenue from Organic Search Engine Traffic
2. Traffic from Organic Search Engines
3. High Quality Backlinks (URL 30+ Score on Ahrefs)
4. Social Media Shares from Off Site Content Published
5. Referral Traffic from Backlinks
6. Changes to Usability Metrics (Bounce Rate, Time on Page,
etc…)
7. Branded Search Volume
8. Keyword Rankings from a Tracker
9. SEMRush Keyword Rankings (Tracks Total Keyword
Rankings)
10.Goals dependent on case by case situation.
Questions?
Visit Visiture.com/Imagine2018
view this presentation guide
(5,587 words total)!
Connect with me:
843-225-7000
@Visiture_Search
