0
SEO INBOUND STYLE:
Seeding Content for Link Building.
Maik Metzen
Managing Partner,
AKM3
@maikmetzen
Rebecca Churt
Marketing Manager,
HubSpot
@rchurt
WHAT IS INBOUND
STYLE?
WHAT IS INBOUND
STYLE ?
MARKETING
Old marketing is
86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never opene...
The way we live has changed.
The consumer
is in control.
65% of European consumers
do research online before
purchasing.
Source: Consumer Barometer
To attract THOSE people, marketers
have to provide them with something
they will love.
Customer Focused
Personalized Content
SEO
Social
etc.
TRADITIONALINBOUND
vs.
Marketer Focused
Cold Calling
Cold Emails (SP...
Content is
the hook.
WHAT IS CONTENT
MARKETING?
CONTENT ASSETS
Blogs Interactive
Tools
Photos &
“Link Bait”
Videos &
Podcasts
Presentations
& eBooks
Content
is king
BUT …
content can’t be everything.
Customer Focused
Personalized Content
SEO
Social
etc.
TRADITIONALINBOUND
Marketer Focused
Cold Calling
Cold Emails (SPAM)
...
BUT …
THE AVERAGE WEBSITE
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Conten...
This is a content
(and consumer) fail.
Content
needs to be
unique.
Content
needs to be
for you.
Content
needs to be
the consumer.
VS.
WELCOME REBECCA!
Finish your trial >
or talk to a specialist now.
Leads who are nurtured
with targeted content yield
20% increase in sales.
SEO Simplified
SEO
On-page
Off-page
Content
Links
SEO Inbound Style
SEO
On-page
Off-page
Content
Links
SEO
On-page
Off-page
Strategic
Content
Links
Social Signals
SEO Simplified
SEO
On-page
Off-page
Strategic
Content
Links
Social Signals
SEO Inbound Style
WHAT ABOUT LINK
BUILDING?
Why
is that?
WELCOME TO
THE GOOGLE ZOO
Knowledge
Graph
Links
Content
Panda
Update
Penguin
Update
Penguin
Update 2.0
LINK BUILDING vs.
CONTENT MARKETING
Short-term link building involves
getting links, but not always the
acquisition of customers.
Link Building 1.0
Keywords
Keyword
Targets
Find link
opportunities
Get Links
Link Building 2.0
Keywords
Keyword
Targets
Find link
opportunities
Get Links &
Customers
Grow organic traffic through
content that speaks to the
consumer.
Link Building Content Marketing
Keyword Type Transactional Informational
Keyword Focus Short-term Long-term
Channel Single...
GOOD STRATEGY …
Idea Generation Production Seeding Reporting
• Seeding
relevant
communities
• Seeding
relevant blogs
• Not all
approached
take the “bait”
• Targeting very
attracted
cu...
WHAT ABOUT
PERSONAS?
Social Network
Activity
Content
Creation
PERSONAS
Community
Activity
Content
Marketing &
Link Building
#FTW
THANK YOU!
@rchurt & @maikmetzen
Q & A
OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
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.

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

    1. 1. SEO INBOUND STYLE: Seeding Content for Link Building.
    2. 2. Maik Metzen Managing Partner, AKM3 @maikmetzen
    3. 3. Rebecca Churt Marketing Manager, HubSpot @rchurt
    4. 4. WHAT IS INBOUND STYLE?
    5. 5. WHAT IS INBOUND STYLE ? MARKETING
    6. 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. 7. The way we live has changed.
    8. 8. The consumer is in control.
    9. 9. 65% of European consumers do research online before purchasing. Source: Consumer Barometer
    10. 10. To attract THOSE people, marketers have to provide them with something they will love.
    11. 11. Customer Focused Personalized Content SEO Social etc. TRADITIONALINBOUND vs. Marketer Focused Cold Calling Cold Emails (SPAM) Interruptive Ads etc.
    12. 12. Content is the hook.
    13. 13. WHAT IS CONTENT MARKETING?
    14. 14. CONTENT ASSETS Blogs Interactive Tools Photos & “Link Bait” Videos & Podcasts Presentations & eBooks
    15. 15. Content is king
    16. 16. BUT …
    17. 17. content can’t be everything.
    18. 18. Customer Focused Personalized Content SEO Social etc. TRADITIONALINBOUND Marketer Focused Cold Calling Cold Emails (SPAM) Interruptive Ads etc. vs.
    19. 19. BUT …
    20. 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. 21. This is a content (and consumer) fail.
    22. 22. Content needs to be unique.
    23. 23. Content needs to be for you.
    24. 24. Content needs to be the consumer.
    25. 25. VS.
    26. 26. WELCOME REBECCA! Finish your trial > or talk to a specialist now.
    27. 27. Leads who are nurtured with targeted content yield 20% increase in sales.
    28. 28. SEO Simplified SEO On-page Off-page Content Links
    29. 29. SEO Inbound Style SEO On-page Off-page Content Links
    30. 30. SEO On-page Off-page Strategic Content Links Social Signals SEO Simplified
    31. 31. SEO On-page Off-page Strategic Content Links Social Signals SEO Inbound Style
    32. 32. WHAT ABOUT LINK BUILDING?
    33. 33. Why is that?
    34. 34. WELCOME TO THE GOOGLE ZOO Knowledge Graph Links Content
    35. 35. Panda Update
    36. 36. Penguin Update Penguin Update 2.0
    37. 37. LINK BUILDING vs. CONTENT MARKETING
    38. 38. Short-term link building involves getting links, but not always the acquisition of customers.
    39. 39. Link Building 1.0 Keywords Keyword Targets Find link opportunities Get Links
    40. 40. Link Building 2.0 Keywords Keyword Targets Find link opportunities Get Links & Customers
    41. 41. Grow organic traffic through content that speaks to the consumer.
    42. 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. 43. GOOD STRATEGY … Idea Generation Production Seeding Reporting
    44. 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. 45. WHAT ABOUT PERSONAS?
    46. 46. Social Network Activity Content Creation PERSONAS Community Activity
    47. 47. Content Marketing & Link Building #FTW
    48. 48. THANK YOU! @rchurt & @maikmetzen
    49. 49. Q & A
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