#sejthinktank: content marketing excellence in 2016 w/ adlift

@puriprashant | @adlift |#SEJThinkTank

AdLift – Delivering Search ROI

Content Marketing Excellence in 2016 – Driving Profitable Content Marketing Techniques

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Prashant Puri – CEO, AdLift Inc.

SEO since 2005 !

@puriprashant | in/prashantpuri | [email protected]

Quick Intro

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250+ Clients in 5 Years

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Poll Question 1

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Do you currently have a documented content marketing strategy in place?• Yes • No• No, but we are planning to


Why Content Marketing Is So Important?

Does your organization use content marketing ?

76% SAY YES

75% use SEO as a metric to measure

effectiveness

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Source: Content Marketing Institute


56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge

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Source: Content Marketing Institute


Content Marketing – Key Elements to Profitable Content

Creating Share Worthy Content

Identify Link Worthy Sites Mitigating Risk ROI

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A Study by Moz & BuzzSumo Creating Share Worthy Content

The majority of posts receive few shares and even fewer links. In a randomly selected sample of 100,000 posts over 50% had 2 or less Facebook interactions (shares, likes or comments) and over 75% had zero external links. This suggests there is a lot of very poor content out there and also that people

are very poor at amplifying their content.

Source: Moz & BuzzSumo Study: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-articles

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Links & Shares Creating Share Worthy Content

Content is either shared or linked – If you want to hit the sweet spot, create deep research or opinion forming content.


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Long form content recieves more shares & links Creating Share Worthy Content

85% of the content had less than 1,000 words

Length (words) No in sample Percent Total Shares Average

Referring Domain Links

Average

<1,000 418,167 85.5 2,823 3.47

1-2,000 58,642 12 3,456 6.92

2-3,000 8,172 1.7 4,254 8.81

3,000-10,000 3,909 0.8 5,883 11.07


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Google Keyword Planner

Keyword Targeting: What are MY Customers Looking For & How Do I Begin ? Identify Link

Worthy Sites

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Source: Screenshot by presenter 11/15


UberSuggest – Google Suggest in One Place

Keyword Targeting: UberSuggest Identify Link Worthy Sites

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Keyword Targeting: GrepWords Identify Link Worthy Sites

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Drill down and Analyze sites with high Social Engagement

Discovering Sites that are Topically Relevant or Cover Target Keywords: aHrefs Identify Link

Worthy Sites

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Creates Search Queries + Pings Twitter for Relevant Conversations: Content Runner Identify Link

Worthy Sites

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Keyword Targeted Content: Google Alert Identify Link Worthy Sites

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Topically Relevant sites

Influencer Outreach – Leveraging Social Media: Topsy

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Identify Link Worthy Sites

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Deciding with Data Identify Link Worthy Sites

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Mitigating Risk

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The Panda & Penguin We Once Knew… Mitigating Risk

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Source: Shutterstock


…Have Evolved Mitigating Risk

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Source: Shutterstock


Sample Size: 0-10k URLs

50% of Links From DA < 30 = Analyze Competitors

Understanding Your Current Link Distribution: Moz Mitigating Risk

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Image created by AdLift


Sample Size: 0-1M+ URLs

Note: Sample size of aHref is

much larger hence graphs look different

Understanding Your Current Link Distribution Across a Broader Set: aHrefs Mitigating Risk

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Sample Size: 0-1M URLs

Its Important to Analyze Unique Linking Domains Mitigating Risk

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Poor Link Distribution Attributed to Low Quality Link Acquisition Mitigating Risk

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70% Drop in SEO visibility

Result: Annihilation of SEO Traffic Mitigating Risk

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KWs “ceiling fans” & “pendant lights” drive more links than longer tail anchor text

“ceiling fans”

“Longer tail”

“pendant lights”

Understanding Your Current Anchor Text Distribution: aHrefs Mitigating Risk

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Out of ~150k pages – top 7 pages drive 51% of the links

Understanding Your Current Landing Page Distribution: aHrefs Mitigating Risk

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Ideal Landing Page and Anchor Text Segmentation Mitigating Risk

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Good !

Not So Much !

Watch out for Penalized Sites: SEMRush Mitigating Risk

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None of the keywords rank in the

top 10

Declining SEO Visibility

Watch out for Penalized Sites: SearchMetrics Mitigating Risk

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Sort by Trust Flow

How Do You Avoid Getting Hit By Negative SEO ? Majestic SEO – New Links Report Mitigating Risk

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How Do You Avoid Getting Hit By Negative SEO ? Google WebmasterMitigating Risk

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How Do You Avoid Getting Hit By Negative SEO ? Moz Mitigating Risk

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Poll Question 2

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Are you going to spend more or spends remain the same for content marketing in 2016 ?• Will spend more in 2016• Spends will remain the same in 2016


56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge

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10,000+ Publishers

4,500+ Authors

Index Authorship

Social Visibility

Real - Time Indexing

INTRODUCING CONTENT LIFTTM

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Links containing target keywords are amongst the leading factors behind keyword rankings

By distributing relevant, audience-centric content to external web properties, Dream On Me can build additional relationships, amplify their reach, generate click through from these external sites, and most importantly earn links from these high-value/high-authority websites

How Does Content Marketing Work at AdLift

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KeywordResearch

Content Analysis &Segmentation

Ideas Conceptualization

Content Schedule Creation Identifying Authors

Plan

Development Domain ExpertsQuality ParametersIdentifying AuthorsContentGeneration

Thematic Outreach

Publisher Outreach

Content Implementation

Content Promotion

Measurement

Amplification

Brand MentionsSocial ShareOrganic VisibilityUser Engagement

Content Publishing Process

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Calculating ROI: Landing Page Traffic

Identify when content marketing starts

ROI

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Calculating ROI: Landing Page Traffic

Benchmark current goal completions

ROI

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Calculate Your Costs to Create Content

• Agency Cost

• Freelance Cost

• Creative Cost

• In-house Cost

ROI

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Calcualte Revenue Generated

1. Direct revenue generated

ROI

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Calcualte Revenue Generated (Cont..)

2. Revenue generated when a goal is completed – Goal Value• Calculate the value of a Goal = Total revenue generated / # of Goals

ROI

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Calculate Revenue Generated (Cont..)

Revenue generated = Incremental Goals Completed X Goal Value

(597-324) X $1,000 = $273,000

ROI

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Now… we know our ROI !

Revenue generated = Incremental Goals Completed X Goal Value

(597-324) X $1,000 = $273,000

• Agency Cost• Freelance Cost• Creative Cost• In-house Cost

• Agency Cost• Freelance Cost• Creative Cost• In-house Cost

ROI

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Network Avg. CPC Value of Content (Incremental 100K Visits via SEO)

Toboola $0.56 $56,000.00

Out Brain $0.57 $57,000.00

Nrelate $0.80 $80,000.00

Calculating the Value of SEO Driven Content ROI

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• Understand your keyword segment & audience1. Google Keyword Planner2. Grepwords3. UberSuggest

• Identify topically relevant, keyword targeted sites4. aHrefs5. Topsy6. Content Runner

• Create an exhaustive list segmented by category & keywords• Mitigate risk by further analyzing SEO visibility for these sites

7. SEMRush8. SearchMetrics

• Understand your anchor text and page linking metrics9. Moz

• Avoid being hit by negative SEO by10. Constantly monitoring your incoming links: MagesticSEO

To Sum it Up !

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@puriprashant | @adlift |#SEJThinkTank 52