How to Craft Killer Content Strategy to Earn Links and Visibility : SES Chicago 2013
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How to Craft Killer Content Strategy to Earn Links and Visibility : SES Chicago 2013

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How to Craft Killer Content Strategy to Earn Links and Visibility ...

How to Craft Killer Content Strategy to Earn Links and Visibility
Stop building links and start earning them by creating and curating content that is worthy of being shared. A successful content strategy is the fulcrum of your business. To succeed, your content plan must be diverse and creative, providing solutions and including hot topics that resonate with your target audience. But how do you start creating and curating the type of content readers and publishers can't stay away from?

In this session, you will learn:
* How to craft a content strategy that completely supports SEO, PR, social, and partnering strategies.
* What it takes to curate fresh, useful content that will be consumed, shared, and linked to.

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How to Craft Killer Content Strategy to Earn Links and Visibility : SES Chicago 2013 Presentation Transcript

  • 1. How to Craft Killer Content Strategy to Earn Links and Visibility Alok Jain eZdia Inc Co-CEO & CMO Chicago • November 4–7, 2013 • #SESCHI @SESConf
  • 2. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Why Are We All Talking About It Now? “Content Marketing” is the new “Link Building” Link building Backlinks Content Marketing Content Strategy eZdia quality content @ scale © 2013 eZdia.com - All Rights Reserved. @alokkjain 2
  • 3. Chicago | November 4–7, 2013 | #SESCHI | @SESConf It’s Mind Boggling! $118.4 Billion will be spent on content marketing, video marketing, and social media in 2013 (eMarketer). 90% of consumers find custom content useful (TMG Custom). Companies with less than 10 employees allocate 42% of marketing budget to content (CMI). Content Channels Companies with active blogs Receives 97% more leads (Content+). 78% of CMOs think custom content is the future of marketing (HW Media). eZdia quality content @ scale © 2013 eZdia.com - All Rights Reserved. @alokkjain 3
  • 4. Chicago | November 4–7, 2013 | #SESCHI | @SESConf It’s Indeed Mind Boggling! “This blog post has been commented on 12 times, tweeted 22 times, and actually read 3 times! Image credit: http://www.andertoons.com/cartoon-blog/2011/01/cartoons-for-content-marketing.html eZdia quality content @ scale @alokkjain
  • 5. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Do the Current Initiatives Add Up? Content strategies exist for some B2C & B2B marketers 91% of B2B and 86% of B2C marketers use content marketing (content marketing institute) But NOT as many think they're all that successful in executing the plan. According to CMI’s latest report on benchmarks, budgets and trends eZdia quality content @ scale © 2013 eZdia.com - All Rights Reserved. @alokkjain 5
  • 6. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Biggest Hurdle of a Content Strategy? goals -Budget -ROI how? -Resources -Scale -Internal vs. External what & when -Objective -Audience -Type -Marketing channel eZdia quality content @ scale © 2013 eZdia.com - All Rights Reserved. @alokkjain 6
  • 7. Chicago | November 4–7, 2013 | #SESCHI | @SESConf What to create: Understand objective, audience, type of content & marketing channel When Objective, audience Daily, short form Content types, marketing channel Blogs, ad banners, social media posts, infographics, short how-to’s Weekly, long form Buyer’s guides, gift guides, white paper, forums On customer interaction Top 10/best of editorial lists, product reviews, finders On purchase and just after Product use guides, product reviews, free trials, testimonials Customer type/purchased items Product/accessories updates, how-to’s, blogs, community forums eZdia quality content @ scale © 2013 eZdia.com - All Rights Reserved. @alokkjain 7
  • 8. Chicago | November 4–7, 2013 | #SESCHI | @SESConf What to Create: An example of eCommerce via search channel Search Query Customer Stage “gifts”, “gift ideas” Awareness “gifts for girls” Research “gift ideas for girls” Content types Compare Decide “gift ideas for tween girls” “fashion sketch portfolio book” Action eZdia quality content @ scale © 2013 eZdia.com - All Rights Reserved. @alokkjain 8
  • 9. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Collect Data start by identifying keywords/topics/themes to create content around Start with a group of keywords 1. from your inbound search terms 2. borrowed from your competitor 3. keywords in your taxonomy 4. social trends 5. events & holidays 6. customer questions/reviews 7. contests/innovations 8. get creative! (Black Friday in July) plug these terms into Google Adwords keyword planner to get keyword ideas eZdia quality content @ scale © 2013 eZdia.com - All Rights Reserved. @alokkjain 9
  • 10. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Take Inventory of Keywords/Topics 1. Eliminate any keywords that don’t fit brand voice or campaign goals 2. Group keywords in specific buckets and collect respective search engine rankings & monthly search volume. 3. Apply Organic CTR to keyword position & monthly search volume and identify traffic. eZdia quality content @ scale © 2013 eZdia.com - All Rights Reserved. @alokkjain 10
  • 11. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Identify Content Gaps & Share of Voice (SOV) Chart your SOV by keyword group Define Groups 3 key categories & 5 tier I events for Q4 Find SERP Apply Organic CTR keyword group: tween girl gifts vs SOV keyword group: gifts for kids 12% 30% eZdia quality content @ scale @alokkjain
  • 12. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Create Content Plan Editorial calendar depends on keyword/topic, content types, share of voice, etc.. Focus 3 key categories & 5 tier I events for Q4 Channel & ROI Type of content Onsite & offsite, infrastructure/resourc es readiness Plan Outreach Re-purpose content for channels Keep it Fresh Content curation/ refreshment plan eZdia quality content @ scale @alokkjain
  • 13. Chicago | November 4–7, 2013 | #SESCHI | @SESConf How to create : Content creation is challenging! 62% of companies outsource their content marketing. (Mashable) Content creators: •Your content team •Your marketing/product team •User (& curation) •Vendors eZdia quality content @ scale © 2013 eZdia.com - All Rights Reserved. @alokkjain
  • 14. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Content Marketing/SEO Forecasting, Investment & ROI Scenarios eZdia quality content @ scale @alokkjain
  • 15. Chicago | November 4–7, 2013 | #SESCHI | @SESConf When you look good, NO need to be desperate for link LOVE! Before we continue, please like us on Facebook! Image credits: http://blog.tailwindapp.com/importance-of-social-media-differences/ eZdia quality content @ scale @alokkjain
  • 16. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Links & Promotion Internal & External link strategy Internal links External links 34MM+ likes 400K+ CPM based Links (Zemanta) eZdia quality content @ scale @alokkjain
  • 17. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Case Studies Walmart: Black Friday •2011 : was not ranking even for “walmart black Friday” on Google •2013 : #5 for “black Friday” Walmart: Get on the Shelf •“American Idol” for Products •Over 5000 entries in 2012 •1MM+ votes •Huge PR! eZdia quality content @ scale © 2013 eZdia.com - All Rights Reserved. @alokkjain 17
  • 18. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Thank You ! Alok Jain Co-CEO & CMO eZdia Inc Alok.j@ezdia.com www.eZdia.com @alokkjain, @ezdia eZdia quality content @ scale Image credits: http://www.blastam.com/blog/index.php/2010/11/online-holidaymarketing-tips/ @alokkjain