OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

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OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

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Presentation at OMCap Germany, October 2013. Topic of Content and Link Marketing.

Presentation at OMCap Germany, October 2013. Topic of Content and Link Marketing.

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  • Introduce yourself to get things started.
  • Introduce yourself to get things started.
  • The shift to customer-driven marketing has already begun its natural extension into the decision making process.  In other words, what rang true for getting found by potential customers (be useful, be findable, reflect the customers needs) is also at the core of getting chosen by customers. The bottom line: People will make decisions how and when they want to. They have the research tools they need. They are accustomed to self-service decisions.  Focus research estimates that today's leads complete two thirds of the research they're going to do on a company before ever talking to a sales person.  To succeed, companies will not only have to attract qualified customers using inbound marketing, they will have to understand each customer's decision making process and adjust their communications to reflect that persons needs and timeline.  Done right, it should achieve personal attention on a scaleable level.
  • How many of you have gone online in the past few days to research something you wanted to buy? 65% of consumers in Europe do research online before purchasing something. The idea of inbound marketing is to market to people where they’re already looking for information. So you want to make it easy for people to find you online, where they’re already looking for you. How can you do this?
  • Add image of heart and magnet
  • Inbound is customer driven
  • This is how you make the catch.
  • To succeed in SEO – to do it inbound style – you must have content
  • When it comes to getting traffic online, content is king. It’s much more important than your website’s design. If you have great content, people will pay attention and learn to trust you. Your content should educate people. Teach them how to do something, or how to solve their problems.
  • Content can’t be an island. Don’t silo content marketing efforts. Needs to go along with other things like SEO, social media, and you need to have offers and make sure your content attracts people and links.
  • It needs to be a mix of efforts … yes
  • We all know content should be unique, or not identical right … but what about presenting the same thing to every user?! I show you the same message,As you, as you etc.
  • Don’t just have pages of pages of pages of content just for content.
  • A modern website knows who are. A modern marketer knows not only what drives traffic and where people come from but can target content to that audience. It’s kind of like netflix or amazon meets a smart CMS.
  • Content is what the search engine crawlers need to associate your page with a set of keywords and/or key phrases. without it, crawlers are left in the dark as to what your page is about. when building your content, it’s important to remember to give the crawlers enough to bite into. A hundred words typically isn’t enough copy for these crawlers to read and understand what the content is about. And this content shouldn’t be stuffed with keywords either, as some search engines (as you’ll learn in later sections) punish websites for keyword stuffing. Instead, you should write about your product or service or idea naturally, and let your keyword variations naturally fall into place. If that doesn’t happen, go back and spring in some variations into the content so that the same message gets across, just optimized!
  • Content is what the search engine crawlers need to associate your page with a set of keywords and/or key phrases. without it, crawlers are left in the dark as to what your page is about. when building your content, it’s important to remember to give the crawlers enough to bite into. A hundred words typically isn’t enough copy for these crawlers to read and understand what the content is about. And this content shouldn’t be stuffed with keywords either, as some search engines (as you’ll learn in later sections) punish websites for keyword stuffing. Instead, you should write about your product or service or idea naturally, and let your keyword variations naturally fall into place. If that doesn’t happen, go back and spring in some variations into the content so that the same message gets across, just optimized!
  • And that is what Maik will now talk more about.
  • Google raises the quality standard. Matt cutts.
  • Speaks to the consumer (which is how we introduced this presentation) and the brand – they are one and the same
  • A good strategy means seeding
  • Content example

Transcript

  • 1. SEO INBOUND STYLE: Seeding Content for Link Building.
  • 2. Maik Metzen Managing Partner, AKM3 @maikmetzen
  • 3. Rebecca Churt Marketing Manager, HubSpot @rchurt
  • 4. WHAT IS INBOUND STYLE?
  • 5. WHAT IS INBOUND STYLE ? MARKETING
  • 6. Old marketing is 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened BROKEN.
  • 7. The way we live has changed.
  • 8. The consumer is in control.
  • 9. 65% of European consumers do research online before purchasing. Source: Consumer Barometer
  • 10. To attract THOSE people, marketers have to provide them with something they will love.
  • 11. Customer Focused Personalized Content SEO Social etc. TRADITIONALINBOUND vs. Marketer Focused Cold Calling Cold Emails (SPAM) Interruptive Ads etc.
  • 12. Content is the hook.
  • 13. WHAT IS CONTENT MARKETING?
  • 14. CONTENT ASSETS Blogs Interactive Tools Photos & “Link Bait” Videos & Podcasts Presentations & eBooks
  • 15. Content is king
  • 16. BUT …
  • 17. content can’t be everything.
  • 18. Customer Focused Personalized Content SEO Social etc. TRADITIONALINBOUND Marketer Focused Cold Calling Cold Emails (SPAM) Interruptive Ads etc. vs.
  • 19. BUT …
  • 20. THE AVERAGE WEBSITE Content Content Content Content Content Content Content Content Content Content Content Content Content Content Just more of the same Content Content Content Content Content Content Content Content Content Content Content Content Content Content Similar Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Some Content
  • 21. This is a content (and consumer) fail.
  • 22. Content needs to be unique.
  • 23. Content needs to be for you.
  • 24. Content needs to be the consumer.
  • 25. VS.
  • 26. WELCOME REBECCA! Finish your trial > or talk to a specialist now.
  • 27. Leads who are nurtured with targeted content yield 20% increase in sales.
  • 28. SEO Simplified SEO On-page Off-page Content Links
  • 29. SEO Inbound Style SEO On-page Off-page Content Links
  • 30. SEO On-page Off-page Strategic Content Links Social Signals SEO Simplified
  • 31. SEO On-page Off-page Strategic Content Links Social Signals SEO Inbound Style
  • 32. WHAT ABOUT LINK BUILDING?
  • 33. Why is that?
  • 34. WELCOME TO THE GOOGLE ZOO Knowledge Graph Links Content
  • 35. Panda Update
  • 36. Penguin Update Penguin Update 2.0
  • 37. LINK BUILDING vs. CONTENT MARKETING
  • 38. Short-term link building involves getting links, but not always the acquisition of customers.
  • 39. Link Building 1.0 Keywords Keyword Targets Find link opportunities Get Links
  • 40. Link Building 2.0 Keywords Keyword Targets Find link opportunities Get Links & Customers
  • 41. Grow organic traffic through content that speaks to the consumer.
  • 42. Link Building Content Marketing Keyword Type Transactional Informational Keyword Focus Short-term Long-term Channel Single Multi-channel Effort Medium High Goals Links Links, Traffic, Engagement, Consumer Acquisition ...
  • 43. GOOD STRATEGY … Idea Generation Production Seeding Reporting
  • 44. • Seeding relevant communities • Seeding relevant blogs • Not all approached take the “bait” • Targeting very attracted customer groups • Generating social signals • Great user metrics • Low competition because informational keywords • Providing master copy • PR, social media, email newsletter to employers, email newsletter to customers Outreach Facebook Ads Google Adwords Corporate Comm. SEEDING 101
  • 45. WHAT ABOUT PERSONAS?
  • 46. Social Network Activity Content Creation PERSONAS Community Activity
  • 47. Content Marketing & Link Building #FTW
  • 48. THANK YOU! @rchurt & @maikmetzen
  • 49. Q & A