Writing the Right Content at #SMS2016

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How to identify content opportunities that connect with your audience? In these slides Aleyda shares the steps, questions and tools to detect them.

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Writing the Right Content at #SMS2016

  1. 1. #contentconnect at #SMS2016 by @aleyda from @orainti “WRITING THE RIGHT CONTENT” Identifying Highly Searchable Content Opportunities that Connect with your Audience
  2. 2. #contentconnect at #SMS2016 by @aleyda from @orainti Hello Sydney!
  3. 3. #contentconnect at #SMS2016 by @aleyda from @orainti I speak ORAINTI.COM I write I’m Aleyda Solis @ALEYDA FB.COM/ALEYDASEOTIPS/ #contentconnect at #SMS2016 by @aleyda from @orainti I do SEO I shareI tweet
  4. 4. #contentconnect at #SMS2016 by @aleyda from @orainti SEO & Content? #contentconnect at #SMS2016 by @aleyda from @orainti
  5. 5. #contentconnect at #SMS2016 by @aleyda from @orainti COPYWRITER Don’t tell me how to write my content… #contentconnect at #SMS2016 by @aleyda from @orainti
  6. 6. #contentconnect at #SMS2016 by @aleyda from @orainti SEO I only wanted you to use some keywords! #contentconnect at #SMS2016 by @aleyda from @orainti
  7. 7. #contentconnect at #SMS2016 by @aleyda from @orainti Content Design SEO These situations between SEOs & any other areas are caused when you think that it works like this #contentconnect at #SMS2016 by @aleyda from @orainti Product Branding Development Usability
  8. 8. #contentconnect at #SMS2016 by @aleyda from @orainti It’s not about doing any action for SEO though… but doing SEO to grow any action & presence #contentconnect at #SMS2016 by @aleyda from @orainti
  9. 9. #contentconnect at #SMS2016 by @aleyda from @orainti SEO works when it’s used as a cross-functional growth driver that optimizes your multichannel actions & presence #contentconnect at #SMS2016 by @aleyda from @orainti
  10. 10. #contentconnect at #SMS2016 by @aleyda from @orainti … including your content, and not only to make it easily findable by search bots #contentconnect at #SMS2016 by @aleyda from @orainti
  11. 11. #contentconnect at #SMS2016 by @aleyda from @orainti Or to protect it against potentially dangerous Google mascots #contentconnect at #SMS2016 by @aleyda from @orainti
  12. 12. #contentconnect at #SMS2016 by @aleyda from @orainti But by helping your content to accurately answer your customers queries across their journey, supporting it to achieve its goals #contentconnect at #SMS2016 by @aleyda from @orainti
  13. 13. #contentconnect at #SMS2016 by @aleyda from @orainti To communicate your news #contentconnect at #SMS2016 by @aleyda from @orainti
  14. 14. #contentconnect at #SMS2016 by @aleyda from @orainti To sell your products or services #contentconnect at #SMS2016 by @aleyda from @orainti
  15. 15. #contentconnect at #SMS2016 by @aleyda from @orainti Provide relevant support #contentconnect at #SMS2016 by @aleyda from @orainti
  16. 16. #contentconnect at #SMS2016 by @aleyda from @orainti Establish your brand as an authority #contentconnect at #SMS2016 by @aleyda from @orainti
  17. 17. #contentconnect at #SMS2016 by @aleyda from @orainti Grow your community #contentconnect at #SMS2016 by @aleyda from @orainti
  18. 18. #contentconnect at #SMS2016 by @aleyda from @orainti It’s time to go fishing for those content opportunities #contentconnect at #SMS2016 by @aleyda from @orainti
  19. 19. #contentconnect at #SMS2016 by @aleyda from @orainti Start by identifying the current successful content among your audience #contentconnect at #SMS2016 by @aleyda from @orainti Your own content Your competition Your industry Other Countries Similar Industries
  20. 20. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti What’s your most visited & best converting content per device & channel? Google Analytics
  21. 21. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Your top pages with the highest search visibility per device? Google Search Console
  22. 22. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Your highest linked pages and most shared ones in social platforms? cognitiveseo.com buzzsumo.com
  23. 23. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Identify which terms they are ranking with by using URLProfier Google Search Console Integration urlprofiler.com
  24. 24. #contentconnect at #SMS2016 by @aleyda from @orainti Now you have the topics towards which your best performing & most popular content is focused on #contentconnect at #SMS2016 by @aleyda from @orainti
  25. 25. #contentconnect at #SMS2016 by @aleyda from @orainti Now you have the topics towards which your best performing & most popular content is focused on #contentconnect at #SMS2016 by @aleyda from @orainti For which terms does your content have a high CTR? For which terms is your content ranking higher? For which terms does your content have a low CTR? For which terms is your content ranking lower?
  26. 26. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Expand this list by identifying the highest traffic pages & categories from your competitors… semrush.com sistrix.com
  27. 27. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti and the terms driving the visibility towards them
  28. 28. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Identify which are those queries that your competitors are already leveraging that you’re still not targeting
  29. 29. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti And those for which they are ranking and obtaining more visibility than you already
  30. 30. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Download and segment these terms with the ones you already had from your own site
  31. 31. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti If you still don't have much you can follow the same process with your industries top sites, related industries or same industry in other countries similarweb.com
  32. 32. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti It’s time to filter & choose the relevant terms that you have gathered and organize them based on their search intent & type + informational review tips guide news transactional buy reserve purchase register or products brands products or or
  33. 33. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Mapping them to your different personas & scenarios Background Characteristics Activities & Motivations Context Scenarios
  34. 34. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti … and if you still don’t have them, this is the time to develop them! http://moz.com/blog/personas-understanding-the-person-behind-the-visit http://www.creativity101.com/creating-a-persona-why-and-how/
  35. 35. #contentconnect at #SMS2016 by @aleyda from @orainti You can now take the previous relevant segmented queries as an input to identify your new potential content topics #contentconnect at #SMS2016 by @aleyda from @orainti Your own content Your competition Your industry Other Countries Similar Industries New relevant topics
  36. 36. #contentconnect at #SMS2016 by @aleyda from @orainti Start by expanding each of these queries to answer the most common user questions across the customer journey: From transactional about products #contentconnect at #SMS2016 by @aleyda from @orainti Moz.com ranktank.com
  37. 37. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti To cross-platform & multi-device offers keywordtool.io
  38. 38. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti to questions about your business & even industry as a whole
  39. 39. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti or about your brand, when researching previous the conversion, comparing it with your competitors…
  40. 40. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Or when looking for support about your products or services after buying
  41. 41. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti … Not only in Google, but in any other searchable platforms where you can also build presence and create multi-format content for
  42. 42. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Prioritize those queries that are relevant & popular, but also from which you can get more visibility through SERP features & lower difficulty semrush.com moz.com
  43. 43. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Capitalizing on your business & website characteristics that you can use to improve your content visibility with search features AMP in News Carrousel App Indexing G Maps Results
  44. 44. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Or that are specifically popular for your business in mobile search Google Keyword Finder
  45. 45. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti It’s also key to verify the format & platforms that your audience better engage with, to prioritize them when creating & promoting your content buzzsumo
  46. 46. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Researching for more granular recurrent & hot topics directly in those top communities that are specifically relevant or highly popular reddit pinterest
  47. 47. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti With all of this you can build a prioritized list of potential content topics using the previous criteria into consideration BEHAVIOR relevance volume seasonality intent BUSINESS availability profitability STATUS content existence content format rankings traffic conversion rate SEARCH RESULTS competition features
  48. 48. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Use it to create a content matrix that fits with your business & Web content goals & resources www.distilled.net/blog/the-content-matrix/
  49. 49. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti This will give you input to create a diverse range of effective & useful content, like product comparison pages to help your users decide
  50. 50. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Cross-platforms landing pages that drive visibility and conversions towards your app YES NO
  51. 51. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Support pages that your audience actually search for, that solve their issues while increasing engagement & loyalty YES
  52. 52. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti Even leveraging search features to increase visibility for related queries or using highly authoritative platforms to rank for highly competitive terms Snapchat should have produced this content! Opportunity alert to create an infographic about how to use Snapchat
  53. 53. #contentconnect at #SMS2016 by @aleyda from @orainti But what if it’s a really competitive industry and all topics are already targeted with amazing content? #contentconnect at #SMS2016 by @aleyda from @orainti
  54. 54. #contentconnect at #SMS2016 by @aleyda from @orainti Then, you can reuse them! #contentconnect at #SMS2016 by @aleyda from @orainti Your own content Your competition Your industry Other Countries Similar Industries New relevant topics Same Topics Reformat Update Expand Curate Refocus
  55. 55. #contentconnect at #SMS2016 by @aleyda from @orainti Follow the content reusage workflow to identify opportunities #contentconnect at #SMS2016 by @aleyda from @orainti
  56. 56. #contentconnect at #SMS2016 by @aleyda from @orainti I do it with my own content: Update existing content that is outdated and not that useful anymore #contentconnect at #SMS2016 by @aleyda from @orainti
  57. 57. #contentconnect at #SMS2016 by @aleyda from @orainti Expand content that is not complete and can be more useful if more information is added #contentconnect at #SMS2016 by @aleyda from @orainti
  58. 58. #contentconnect at #SMS2016 by @aleyda from @orainti Reformat existing content that would be easier to understand and use if it’s created in another format #contentconnect at #SMS2016 by @aleyda from @orainti
  59. 59. #contentconnect at #SMS2016 by @aleyda from @orainti Curate content that has many independent and non-organized sources or is complex to give a unified, easier understanding #contentconnect at #SMS2016 by @aleyda from @orainti
  60. 60. #contentconnect at #SMS2016 by @aleyda from @orainti Refocus content that can be targeted from another standpoint or useful perspective for your audience #contentconnect at #SMS2016 by @aleyda from @orainti
  61. 61. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti There’s no excuse! There are always opportunities to create or reuse content to effectively connect with your audience
  62. 62. #contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti That will increase not only your search visibility, but your engagement, traffic, conversions, links & mentions… like this! seomonitor.com
  63. 63. #contentconnect at #SMS2016 by @aleyda from @orainti Now is your time to create it! Questions? #contentconnect at #SMS2016 by @aleyda from @orainti

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