content & seo: lessons on increasing your brand's visibility online

@accelerationpar @InfluenceandCo@accelerationpar @InfluenceandCo

SARAH JOHNSONVice President, Client Services

CONTENT & SEO:LESSONS ON INCREASING YOUR BRAND’S VISIBILITY ONLINE

MATT KAMPDirector, Strategic Partnerships

@accelerationpar @InfluenceandCo

Connecting with future prospects.

The Importance of Being Found


SEO = High Quality Content


When Prospects Would Find You Online: Old vs. New

<< Old

New >>


Top of the FunnelAwareness

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 FunnelConsideration

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 FunnelDecision

WARM, QUALIFIED RELATIONSHIPS

ENGAGED COMMUNITY

CALL TO ACTION

DISTRIBUTION


Why Content?

Buyers want to feel connected to a brand before and beyond purchase.


THE CHALLENGE

61%of consumers say that custom content makes them more likely to make a purchase.

CHALLENGE FOR MARKETERS#1

“CREATING ENGAGING CONTENT”


Top 3 challenges we see…

1. Creating engaging content

2. Finding time to consistently publish content

3. Publishing content on influential sites


CHALLENGE #1

HOW TO CREATE ENGAGING CONTENT


How to Build Relationships Through Content


What Makes Exceptional Content?

• Create content your audience is looking for

• Take the conversation to the next level

• Tailor content to the buyer’s journey


CHALLENGE #2

FINDING TIME TO CONSISTENTLY PUBLISH CONTENT


Process, Process, Process

• Documented content strategy

• Knowledge bank

• Break it down > blank screen


WHAT YOUR CONTENT STRATEGY NEEDS

ESTABLISHED GOALS

A TARGET AUDIENCE

KEY METRICS TO MEASURE


Organize Your Company’s Knowledge


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.


Knowledge Management Template

influenceandco.com/resource-library


A WELL-ROUNDED CONTENT TEAM

CONTENT STRATEGIST

SUBJECT MATTER EXPERTS

EDITOR DISTRIBUTION SPECIALIST


CHALLENGE #3

PUBLISHING CONTENT ON INFLUENTIAL SITES


What Editors Of The Top Online Publications Had to Say

Section Four


How Brands Can Get Published

1. Document your content strategy.

2. Research the publication’s audience.

3. Share your expertise & get personal.

4. Back it up with data.

5. Perfect your piece before submission.


Quote from Our Editor Survey

“It’s 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


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.


I’M 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 [email protected]

mailto:[email protected]?subject=


WHAT GOOGLE LOVES (THE SHORT LIST)

• Fresh, quality content

• User engagement

• Natural links• Keywords• URLs

@accelerationpar@accelerationpar @InfluenceandCo


ALGORITHM UPDATE GAME CHANGERS: PANDA & PENGUIN



ALGORITHM UPDATE GAME CHANGERS: MOBILEGEDDON



ALGORITHM UPDATE: QUALITY/PHANTOM UPDATE



CONTENT SEO BEST PRACTICES: KEYWORD RESEARCH


KEYWORD RESEARCH CRITICAL KEYWORD LIST


CONTENT SEO BEST PRACTICES: TOPIC SELECTION


STATIC PAGES BLOG POSTS


CONTENT SEO BEST PRACTICES: OPTIMIZATION



CONTENT SEO BEST PRACTICES: USER EXPERIENCE



CONTENT SEO BEST PRACTICES: DISTRIBUTION

@accelerationpar

• Social media • E-mail • PR• Content syndication• Lead nurturing• Remarketing • Social media

advertising• Blogger outreach• Customer service



CONTENT SEO BEST PRACTICES: TECHNICAL SEO

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• Site structure• XML sitemap• Robots.txt• Duplicate content• Server errors• Site speed• URL structures• Internal and external

backlinks


METRICS FOR SUCCESS

@accelerationpar

• Traffic• Conversions• Revenue• User engagement• Social shares



INTERNAL CHALLENGES

@accelerationpar

• Blogs often separate from rest of site

• Branding vs. performance marketing

• Cooperation of social media and branding teams


@accelerationpar @InfluenceandCo@accelerationpar @InfluenceandCo

THANK YOU & QUESTIONS

SARAH JOHNSON VICE PRESIDENT, CLIENT [email protected]

MATT KAMPDIRECTOR, STRATEGIC [email protected]

acc.partners/APSEOEbook Influenceandco.com/resource-center

content & seo: lessons on increasing your brand's visibility online

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engaging content

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