Content & SEO: Lessons on Increasing Your Brand's Visibility Online

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  1. 1. @accelerationpar @InfluenceandCo @accelerationpar @InfluenceandCo SARAH JOHNSON Vice President, Client Services CONTENT & SEO: LESSONS ON INCREASING YOUR BRANDS VISIBILITY ONLINE MATT KAMP Director, Strategic Partnerships
  2. 2. @accelerationpar @InfluenceandCo Connecting with future prospects. The Importance of Being Found
  3. 3. @accelerationpar @InfluenceandCo SEO = High Quality Content
  4. 4. @accelerationpar @InfluenceandCo When Prospects Would Find You Online: Old vs. New >
  5. 5. @accelerationpar @InfluenceandCo Top of the Funnel Awareness Content Marketing Funnel Content here should largely be educational and help the individuals connect the dots from the problem to how they may be able to solve it. Example: An educational e-book explaining more about your industry. Middle of the Funnel Consideration Our goal is to present them with the solution and show them the complexities and expertise involved in doing it well, which will overwhelm them and convince them that they want help implementing the solution. Example: Guides, and best practices Content focused on truly identifying your company as the best solution is ideal here. Example: Case studies, comparison documents, and trial offers focused on why your company is an ideal solution to the problem Bottom of the Funnel Decision WARM, QUALIFIED RELATIONSHIPS ENGAGED COMMUNITY CALL TO ACTION DISTRIBUTION
  6. 6. @accelerationpar @InfluenceandCo Why Content? Buyers want to feel connected to a brand before and beyond purchase.
  7. 7. @accelerationpar @InfluenceandCo THE CHALLENGE 61% of consumers say that custom content makes them more likely to make a purchase.
  8. 8. CHALLENGE FOR MARKETERS #1CREATING ENGAGING CONTENT
  9. 9. @accelerationpar @InfluenceandCo Top 3 challenges we see1. Creating engaging content 2. Finding time to consistently publish content 3. Publishing content on influential sites
  10. 10. @accelerationpar @InfluenceandCo CHALLENGE #1 HOW TO CREATE ENGAGING CONTENT
  11. 11. @accelerationpar @InfluenceandCo How to Build Relationships Through Content
  12. 12. @accelerationpar @InfluenceandCo What Makes Exceptional Content? Create content your audience is looking for Take the conversation to the next level Tailor content to the buyers journey
  13. 13. @accelerationpar @InfluenceandCo CHALLENGE #2 FINDING TIME TO CONSISTENTLY PUBLISH CONTENT
  14. 14. @accelerationpar @InfluenceandCo Process, Process, Process Documented content strategy Knowledge bank Break it down > blank screen
  15. 15. @accelerationpar @InfluenceandCo WHAT YOUR CONTENT STRATEGY NEEDS ESTABLISHED GOALS A TARGET AUDIENCE KEY METRICS TO MEASURE
  16. 16. @accelerationpar @InfluenceandCo Organize Your Companys Knowledge
  17. 17. @accelerationpar @InfluenceandCo 5 Ways to Get the Most Out of Your Knowledge Bank 1. Update it regularly. 2. Keep your audience in mind. 3. Crowdsource the knowledge. 4. Organize your info by category & keywords. 5. Make it accessible.
  18. 18. @accelerationpar @InfluenceandCo Knowledge Management Template influenceandco.com/resource-library
  19. 19. @accelerationpar @InfluenceandCo A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS EDITOR DISTRIBUTION SPECIALIST
  20. 20. @accelerationpar @InfluenceandCo CHALLENGE #3 PUBLISHING CONTENT ON INFLUENTIAL SITES
  21. 21. @accelerationpar @InfluenceandCo What Editors Of The Top Online Publications Had to Say Section Four
  22. 22. @accelerationpar @InfluenceandCo How Brands Can Get Published 1. Document your content strategy. 2. Research the publications audience. 3. Share your expertise & get personal. 4. Back it up with data. 5. Perfect your piece before submission.
  23. 23. @accelerationpar @InfluenceandCo
  24. 24. @accelerationpar @InfluenceandCo Quote from Our Editor Survey Its imperative to get direct content and insights from key players in the industry, whether they are peers of our readers or general colleagues. Editor surveyed in the State of Contributed Content Report
  25. 25. @accelerationpar @InfluenceandCo
  26. 26. @accelerationpar @InfluenceandCo Content Marketing Goals Inspire and educate his ideal client: early tech adopters and smart phone users that are frustrated with their typing experience. Speak to industry executives at smart phone companies to showcase the product and eventually take the conversation offline. Along with guest contributed thought leadership content, develop blog posts that are longer in nature to post on their blog directly. Use the articles to update their investors. Work with their marketing director to help them apply for awards.
  27. 27. @accelerationpar @InfluenceandCo
  28. 28. @accelerationpar @InfluenceandCo
  29. 29. @accelerationpar @InfluenceandCo IM HERE TO HELP To download the resources I mentioned, visit www.influenceandco.com/resource-library. Tweet your questions to me: @theMattKamp Connect with me on LinkedIn. Email me at matt@InfluenceandCo.com
  30. 30. @accelerationpar @InfluenceandCo WHAT GOOGLE LOVES (THE SHORT LIST) Fresh, quality content User engagement Natural links Keywords URLs @accelerationpar@accelerationpar @InfluenceandCo
  31. 31. @accelerationpar @InfluenceandCo ALGORITHM UPDATE GAME CHANGERS: PANDA & PENGUIN @accelerationpar@accelerationpar @InfluenceandCo
  32. 32. @accelerationpar @InfluenceandCo ALGORITHM UPDATE GAME CHANGERS: MOBILEGEDDON @accelerationpar@accelerationpar @InfluenceandCo
  33. 33. @accelerationpar @InfluenceandCo ALGORITHM UPDATE: QUALITY/PHANTOM UPDATE @accelerationpar@accelerationpar @InfluenceandCo
  34. 34. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: KEYWORD RESEARCH @accelerationpar@accelerationpar @InfluenceandCo KEYWORD RESEARCH CRITICAL KEYWORD LIST
  35. 35. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: TOPIC SELECTION @accelerationpar@accelerationpar @InfluenceandCo STATIC PAGES BLOG POSTS
  36. 36. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: OPTIMIZATION @accelerationpar@accelerationpar @InfluenceandCo
  37. 37. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: USER EXPERIENCE @accelerationpar@accelerationpar @InfluenceandCo
  38. 38. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: DISTRIBUTION @accelerationpar Social media E-mail PR Content syndication Lead nurturing Remarketing Social media advertising Blogger outreach Customer service @accelerationpar @InfluenceandCo
  39. 39. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: TECHNICAL SEO @accelerationpar Site structure XML sitemap Robots.txt Duplicate content Server errors Site speed URL structures Internal and external backlinks
  40. 40. @accelerationpar @InfluenceandCo METRICS FOR SUCCESS @accelerationpar Traffic Conversions Revenue User engagement Social shares @accelerationpar @InfluenceandCo
  41. 41. @accelerationpar @InfluenceandCo INTERNAL CHALLENGES @accelerationpar Blogs often separate from rest of site Branding vs. performance marketing Cooperation of social media and branding teams @accelerationpar @InfluenceandCo
  42. 42. @accelerationpar @InfluenceandCo @accelerationpar @InfluenceandCo THANK YOU & QUESTIONS SARAH JOHNSON VICE PRESIDENT, CLIENT SERVICES sarah@accelerationpartners.com MATT KAMP DIRECTOR, STRATEGIC PARTNERSHIPS matt@influenceandco.com acc.partners/APSEOEbook Influenceandco.com/resource- center