Date post: | 14-Jan-2017 |
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Marketing |
Upload: | laura-crimmons |
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@lauracrimmons #LearnInbound
Selling yourself short: The value you’re not reporting on from your Digital PR &
Content MarketingLaura Crimmons @lauracrimmons
#LearnInbound
@lauracrimmons #LearnInbound
D I S C L A I M E R :
A lot of what I do is working on strategies to acquire links for
clients, but…
@lauracrimmons #LearnInbound
C L I E N T :
“And how many links will we get from that?”
@lauracrimmons #LearnInbound
C L I E N T :
“So what does the cost per link work out as then?”
@lauracrimmons #LearnInbound
C L I E N T :
“Can we make sure all links are above DA 40?”
@lauracrimmons #LearnInbound
Got me like…
@lauracrimmons #LearnInbound
Why shouldn’t we just focus on links?
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Reason #1Google’s trying not to
rely on links
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
Reason #2Link metrics are bullshit
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
Reason #3Chasing 00s of links is
unnecessary
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Disavowed over half of link profile
Built 20 *good* links
@lauracrimmons #LearnInbound
Digital PR & Content
MarketingLinks
@lauracrimmons #LearnInbound
Digital PR & Content Marketing =
@lauracrimmons #LearnInbound
So what should we focus on,
and where’s the value?
@lauracrimmons #LearnInbound
Citations and brand awareness
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@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
Satisfies Google’s Search Quality Raters now
Should directly impact rankings in the future
@lauracrimmons #LearnInbound
How can we measure brand awareness?
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How can we measure ‘good reputation’?
@lauracrimmons #LearnInbound
SERP real estate
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Our campaign
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Appear for long-tail keywords
Steal space from competitors
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How do we measure it?
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Positions 0 & 4
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Write content for questions people are asking
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Remarketing campaign traffic
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@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
Conversions / Sales
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
@lauracrimmons #LearnInbound
Once a year purchase
@lauracrimmons #LearnInbound
The value from content comes 6 months down the
line…
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Traffic is good…
@lauracrimmons #LearnInbound
Making direct returns is better…
@lauracrimmons #LearnInbound
But content is about the assisted conversions…
£25k
£190k
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
MONTHLY ASSISTED AND DIRECT REVENUE FROM CONTENT
@lauracrimmons #LearnInbound
So what’s the value?1. Improved brand awareness
2. Increased brand affinity/loyalty
3. Valuable citations
4. Demonstration of E.A.T
5. Featured snippets/ extra SERP real estate
6. Traffic ripe for remarketing
7. Direct and assisted conversions – remember the time lag