create, organize, market, measure content - newport interactive marketers 2013

Boost Your SEO

September 24th Newport Interactive Marketers

@dan_shure #NIMRI

How To Create, Organize, Market & Measure Content

I’m Dan.

Owner / Consultant – Evolving SEO – www.evolvingseo.com

@dan_shure #NIMRI

I’m Dan.

Moz Associate

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7 Content Challenges

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1. I Don’t Know What To Talk About

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2. I Keep Talking About The Same Thing

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3. I Don’t Have Time/Resources

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4. Overly SEO’d

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5. Doesn’t Connect With People

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6. No Obvious Purpose Or Goals

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7. Using Wrong Metrics Of “Success”

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Sales Funnel “Long Funnel” Approach

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“Long Funnel” Approach (aka “Inbound”)

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h1p://moz.com/blog/inbound-‐marke@ng-‐is-‐taking-‐off

WHAT TO CREATE CONTENT ABOUT

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Define Your Audience

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Be able to complete this sentence

People who are most like to buy my [product/service]….

…are also interested in___________________.


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Find an audience with ubersuggest


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A List Apart – Determining User Needs h1p://alistapart.com/ar@cle/audiences-‐outcomes-‐and-‐determining-‐user-‐needs

Mike King – Personas In Search h1p://www.slideshare.net/ipullrank h1p://moz.com/blog/the-‐new-‐seo-‐process-‐quit-‐being-‐kanye

Expand Repertoire Of Content Types

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Teach & Share – Watch The Classic Video By Jason Fried hMp://youtu.be/Ks2saa38Id4


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Tell A Story hMp://www.smartpassiveincome.com/about/


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Tell A Story hMp://www.evolvingseo.com/2013/05/19/moving-‐to-‐worcester-‐ma/


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Use Internal Data / Be Transparent hMp://moz.com/blog/mozs-‐18-‐million-‐venture-‐financing-‐our-‐story-‐metrics-‐and-‐future


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Curate – Gather all links and resources from an event, share with aMendees and your network.


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Curate – Internet Marke^ng Conference List hMp://keyphraseology.com/internet-‐marke^ng-‐seo-‐conferences/


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Start An Industry Study Or Report – Cost of SEO hMp://moz.com/blog/seo-‐pricing-‐costs-‐of-‐services


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Start An Industry Study Or Report – Email Stats hMp://mailchimp.com/resources/research/email-‐marke^ng-‐benchmarks/


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There’s Opportunity In Sta^c “Boring” Pages Upworthy’s Privacy Policy Infographic -‐ hMp://www.upworthy.com/privacy

Keyword Research

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Keyword Research For Topic Ideas

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This Tip Will Make You $1 MILLION DOLLARS


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This Tip Will Make You $1 MILLION DOLLARS

SORRY, (NOT PROVIDED)!

-GOOGLE!

Keyword Research

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Use Internal Search Data

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Use Internal Search Data – Find internal search words users are exi^ng from and create that content.


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Use Webmaster Tools Query Data – Connect To Analy^cs


Where To Get Topic Inspiration

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Use HARO For Links


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Use HARO For Links TOPIC IDEAS


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Vet An Idea On Social


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Turn Blog Comment Into A Post


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Use Quora / Listen


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Answer In Quora Or Your Own Site

IMPROVING THE CREATION PROCESS

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Plan And Organize

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Plan And Organize

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Structure your blog – no Frankensites

Plan And Organize

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Use A Content Calendar – WordPress -‐ hMp://wordpress.org/plugins/editorial-‐calendar/

Google Docs Template -‐ hMp://unbounce.com/content-‐marke^ng/how-‐to-‐create-‐a-‐successful-‐editorial-‐

calendar/

Use Tools To Improve Efficiency

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Speechpad


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Zemanta Plugin

A Blog Is About Conversation

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Not Everyone Is Seth Godin


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Make it your goal to start a conversa^on.

MARKETING YOUR CONTENT

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Get In Front Of New Audiences

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Art Of Blog Commen^ng

h1p://www.seomoz.org/blog/comment-‐marke@ng-‐as-‐an-‐inbound-‐tac@c-‐whiteboard-‐friday

h1p://www.quicksprout.com/2012/02/21/an-‐advanced-‐guide-‐to-‐an-‐effec@ve-‐seo-‐commen@ng-‐strategy/


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Guest Post For Links Traffic & A New Audience

h1p://[email protected]/blog/seo/a-‐guest-‐pos@ng-‐process/

h1p://www.seomoz.org/blog/how-‐to-‐evaluate-‐guest-‐post-‐opportuni@es

h1p://www.seomoz.org/blog/guest-‐blogging-‐strategies-‐whiteboard-‐friday


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Get Interviewed – site:youtube.com [keyword] interview


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Get Interviewed – inurl:podcast [keyword] interview


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Cita^on Labs – Link Prospector


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Speak -‐ meetup.com

Make Content Easy To Share

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Use Short URLs

h1p://pointblankseo.com/link-‐building-‐strategies

• Short • Easy to say • Easy to remember


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Use Short URLs

Or Use A URL Shortener

Bitly Goo.gl Ow.ly


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Be Memorable


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Use Social BuMons Wisely – Low Numbers Are Not Always Good


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Use Social BuMons Wisely – Too Many Share BuMons Note Always Good

Optimize Your Content’s Appearance Across The Web

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Optimize Your Content’s Appearance Across The Web

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Use Schema, Rich Snippets, Authorship & Publisher

WHAT TO MEASURE & HOW

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Important Metrics In 2013 / 2014

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Repeat Traffic -‐ Analy^cs


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Branded Search Volume – (Don’t forget to Compare Against Compe^tors)


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“Propwords” – Proprietary Keywords -‐ hMp://www.evolvingseo.com/2013/06/10/propwords/


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Brand Men^ons – Fresh Web Explorer hMp://freshwebexplorer.seomoz.org/

The End

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Q&A !!

create, organize, market, measure content - newport interactive marketers 2013

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