Using Content at the Top of the Funnel     Rob Ousbey      www.distilled.net       @RobOusbey
Why an SEO CompanyEmbraces Content Marketing
SomeBrand.com                               The business technology experts.                                 Cloud        ...
SomeBrand.com                              The business technology experts.                                Cloud          ...
-- mens razorContent marketing has also been a successful extension of SEO, when we’ve maxed out on searchers for thehead ...
-- mens razor                                                                         -- dollar shave clubDollarShaveClub ...
Simply Businesshttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/http://www.simplybusiness.co.uk/m...
Simply Business                          Guide to Social Media Success                                          The Produc...
36,000 FB likes 325 linking domains                         47,500 FB likes      1,000 FB likes                       43 l...
Outreach  The hustle that turns great content                into famous content
Priorities for Outreach  Build relationships    Get Coverage    Acquire Links
Identifying Targets
Using Google                                           Cloud Computing Blogs                                              ...
AlltopEG: cloud-computing.alltop.com
Competitor Analysis                                                           •    Find relevant content                  ...
Link Research: Open Site Explorer
Link Research: ahrefs.com
Individual Research: FollowerWonk
Individual Research: FindPeopleOnPlus
Making Contact
Hi Dave,I work for FishingNet, we’re a fun young company that runs www.Fishing.net, a placefor people to find and review g...
Dear Blogger:                                Love, WebsiteA single step approach to outreach leads to getting what you wan...
Dear Blogger:  Dear Blogger:                                 Dear Website:                                               D...
Hi John,I’m Sam from LearnFrench.com. We’re running acompetition for bloggers to win an iPad and a‘Learn French’ gift box....
First Contact Strategies
First Contact Strategies       For example:  Follow them on Twitter  Comment on their blogRetweet something of theirs     ...
First Contact Strategies                   Follow   Blog Comment   Retweet @ mention EmailJonathan Smith      ✓           ...
Pre-Outreach as aContent Marketing Tactic
Process (Take 1)Research ContentCreateContent                 Push on social networksPublishContent         Promote to app...
Process (Take 2)Research                     Talk to relevant sites & individuals Content       Publish                   ...
Process (Take 2) Talk to relevant sites & individuals          Ask these people to: give their feedback on content / draft...
Biggest Takeaways
Succesful content will    appeal to the samepeople who are interestedin your product / services
Content can be targetedat people who didn’t knowthey were looking for your    product / services
Promote your content to  people who can give it    visibility, but makerelationship building with    them your priority
Use those ‘gatekeepers’as sounding boards in thecontent-generation phase
Using Content at the       Top of the Funnel                   Rob Ousbey                    distilled.net                ...
Using Content at the Top of the Funnel
Using Content at the Top of the Funnel
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Using Content at the Top of the Funnel

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Using Content at the Top of the Funnel

  1. 1. Using Content at the Top of the Funnel Rob Ousbey www.distilled.net @RobOusbey
  2. 2. Why an SEO CompanyEmbraces Content Marketing
  3. 3. SomeBrand.com The business technology experts. Cloud Computing Your Guide Mobile to Surviving Workforce a Zombie CRM Apocalypse SoftwareSEOs used to create off-topic content to attract links, thus increasing Domain Authority and helping commercialcontent to rank. It generally worked reasonably well.
  4. 4. SomeBrand.com The business technology experts. Cloud Computing 10 Ways to Speed Up Mobile your Office Workforce Internet CRM Connection SoftwareWe’ve skewed toward creating non-commercial content that will appeal to the same people that are interestedin our products & services. This content can be discovered through links & shares, but will also rank forrelevant terms – attracting customers who are much higher up in the sales funnel.
  5. 5. -- mens razorContent marketing has also been a successful extension of SEO, when we’ve maxed out on searchers for thehead terms, or when there’s very little search volume to begin with.,
  6. 6. -- mens razor -- dollar shave clubDollarShaveClub created a market for their product and for themselves.
  7. 7. Simply Businesshttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/http://www.simplybusiness.co.uk/microsites/productivity/workload-guide/http://www.simplybusiness.co.uk/microsites/hiring-your-first-employee/
  8. 8. Simply Business Guide to Social Media Success The Productivity Series Google AdWords for Small BusinessesData via: http://www.alexa.com
  9. 9. 36,000 FB likes 325 linking domains 47,500 FB likes 1,000 FB likes 43 linking domains 145 linking domainshttp://dis.tl/sb5ki4http://dis.tl/Y5d32vhttp://dis.tl/zgp5vG
  10. 10. Outreach The hustle that turns great content into famous content
  11. 11. Priorities for Outreach Build relationships Get Coverage Acquire Links
  12. 12. Identifying Targets
  13. 13. Using Google Cloud Computing Blogs best cloud computing blogs Men’s Fashion Blogs allintitle:list fashion men Rock Climbing Blogs allintitle:"list of" climbing blogs Yoga Blogs “list of” intitle:blogs intitle:yogaVia GroupHigh: http://dis.tl/qeJlSi
  14. 14. AlltopEG: cloud-computing.alltop.com
  15. 15. Competitor Analysis • Find relevant content • See who embedded / linked to it • See who linked to those embedsVia @GeoffKenyon at Distilled: http://dis.tl/outreach-targets
  16. 16. Link Research: Open Site Explorer
  17. 17. Link Research: ahrefs.com
  18. 18. Individual Research: FollowerWonk
  19. 19. Individual Research: FindPeopleOnPlus
  20. 20. Making Contact
  21. 21. Hi Dave,I work for FishingNet, we’re a fun young company that runs www.Fishing.net, a placefor people to find and review great fishing spots. I found your blog and I can see thatyou’re a fishing lover through and through!We recently partnered with the Good Pub Guide, so that you can now find pubs nearto your favorite lakes and streams! Great, but why do you care? Well, to celebrate thispartnership we have some copies of the Good Pub Guide to give away and wonderedif you wanted one?There’s absolutely zero obligation and no strings attached – we’d love it if you wereable to post something on your site about how awesome Fishing.net is in return, but ifyou don’t want to that’s totally fine. Either way, we’re offering you a free book :-)If you’re interested then please let me know your address so we can get the book outto you. If you’re not interested, my sincere apologies for bothering you by email. Letme know how I can make it up to you?Thanks, Sam
  22. 22. Dear Blogger: Love, WebsiteA single step approach to outreach leads to getting what you want, or not. Usually, no one ends up happy here.
  23. 23. Dear Blogger: Dear Blogger: Dear Website: Dear Website: Love, Website Love, Website Love, Blogger Love, BloggerA longer conversation – a ‘multi-step’ approach – likely brings better results. If there’s only one change youmake to your outreach efforts, do this. It forces you to build relationships.
  24. 24. Hi John,I’m Sam from LearnFrench.com. We’re running acompetition for bloggers to win an iPad and a‘Learn French’ gift box.Let me know if you’re interested in entering yourblog, and I’ll send you all the details.Best wishes,SamanthaA shorter introductory email means you can contact more people, and with a lower barrier to response theyusually have higher engagement / response rates.
  25. 25. First Contact Strategies
  26. 26. First Contact Strategies For example: Follow them on Twitter Comment on their blogRetweet something of theirs Tweet at themComment again on their blog Email them
  27. 27. First Contact Strategies Follow Blog Comment Retweet @ mention EmailJonathan Smith ✓ ✓ ✓ ✓Joseph Bloggs ✓ ✓Annabelle Other ✓Stanley Burrell ✓ ✓
  28. 28. Pre-Outreach as aContent Marketing Tactic
  29. 29. Process (Take 1)Research ContentCreateContent Push on social networksPublishContent Promote to appropriate sites
  30. 30. Process (Take 2)Research Talk to relevant sites & individuals Content Publish Create Content ContentTalk to those sites again Promote on social
  31. 31. Process (Take 2) Talk to relevant sites & individuals Ask these people to: give their feedback on content / draft “what do you think of this?”give their feedback on the idea / concept “would you be interested in this?” suggest resources or data “what should we include?”
  32. 32. Biggest Takeaways
  33. 33. Succesful content will appeal to the samepeople who are interestedin your product / services
  34. 34. Content can be targetedat people who didn’t knowthey were looking for your product / services
  35. 35. Promote your content to people who can give it visibility, but makerelationship building with them your priority
  36. 36. Use those ‘gatekeepers’as sounding boards in thecontent-generation phase
  37. 37. Using Content at the Top of the Funnel Rob Ousbey distilled.net @RobOusbeyPhotos were CC licensed by:http://www.flickr.com/photos/jetow/http://www.flickr.com/photos/11384441@N06/4129779298/
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