Create, Organize, Market, Measure Content - Newport Interactive Marketers 2013

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Create, Organize, Market, Measure Content - Newport Interactive Marketers 2013

  1. 1. Boost Your SEO September 24th Newport Interactive Marketers @dan_shure  #NIMRI   How  To  Create,  Organize,  Market  &  Measure  Content  
  2. 2. I’m Dan. Owner / Consultant – Evolving SEO – www.evolvingseo.com @dan_shure  #NIMRI  
  3. 3. I’m Dan. Moz Associate @dan_shure  #NIMRI  
  4. 4. 7 Content Challenges @dan_shure  #NIMRI  
  5. 5. 1. I Don’t Know What To Talk About @dan_shure  #NIMRI  
  6. 6. 2. I Keep Talking About The Same Thing @dan_shure  #NIMRI  
  7. 7. 3. I Don’t Have Time/Resources @dan_shure  #NIMRI  
  8. 8. 4. Overly SEO’d @dan_shure  #NIMRI  
  9. 9. 5. Doesn’t Connect With People @dan_shure  #NIMRI  
  10. 10. 6. No Obvious Purpose Or Goals @dan_shure  #NIMRI  
  11. 11. 7. Using Wrong Metrics Of “Success” @dan_shure  #NIMRI  
  12. 12. Sales Funnel “Long Funnel” Approach @dan_shure  #NIMRI  
  13. 13. “Long Funnel” Approach (aka “Inbound”) @dan_shure  #NIMRI   h1p://moz.com/blog/inbound-­‐marke@ng-­‐is-­‐taking-­‐off    
  14. 14. WHAT TO CREATE CONTENT ABOUT @dan_shure  #NIMRI  
  15. 15. Define Your Audience @dan_shure  #NIMRI  
  16. 16. Define Your Audience @dan_shure  #NIMRI   Be  able  to  complete  this  sentence   People who are most like to buy my [product/service]…. …are also interested in___________________.
  17. 17. Define Your Audience @dan_shure  #NIMRI   Find  an  audience  with  ubersuggest  
  18. 18. Define Your Audience @dan_shure  #NIMRI   Find  an  audience  with  ubersuggest  
  19. 19. Define Your Audience @dan_shure  #NIMRI   Find  an  audience  with  ubersuggest  
  20. 20. Define Your Audience @dan_shure  #NIMRI  
  21. 21. Define Your Audience @dan_shure  #NIMRI   A  List  Apart  –  Determining  User  Needs   h1p://alistapart.com/ar@cle/audiences-­‐outcomes-­‐and-­‐determining-­‐user-­‐needs   Mike  King  –  Personas  In  Search   h1p://www.slideshare.net/ipullrank     h1p://moz.com/blog/the-­‐new-­‐seo-­‐process-­‐quit-­‐being-­‐kanye      
  22. 22. Expand Repertoire Of Content Types @dan_shure  #NIMRI  
  23. 23. Expand Repertoire Of Content Types @dan_shure  #NIMRI   Teach  &  Share  –  Watch  The  Classic  Video  By  Jason  Fried   hMp://youtu.be/Ks2saa38Id4    
  24. 24. Expand Repertoire Of Content Types @dan_shure  #NIMRI   Tell  A  Story   hMp://www.smartpassiveincome.com/about/    
  25. 25. Expand Repertoire Of Content Types @dan_shure  #NIMRI   Tell  A  Story   hMp://www.evolvingseo.com/2013/05/19/moving-­‐to-­‐worcester-­‐ma/    
  26. 26. Expand Repertoire Of Content Types @dan_shure  #NIMRI   Use  Internal  Data  /  Be  Transparent   hMp://moz.com/blog/mozs-­‐18-­‐million-­‐venture-­‐financing-­‐our-­‐story-­‐metrics-­‐and-­‐future    
  27. 27. Expand Repertoire Of Content Types @dan_shure  #NIMRI   Curate  –  Gather  all  links  and  resources  from  an  event,  share  with   aMendees  and  your  network.  
  28. 28. Expand Repertoire Of Content Types @dan_shure  #NIMRI   Curate  –  Internet  Marke^ng  Conference  List   hMp://keyphraseology.com/internet-­‐marke^ng-­‐seo-­‐conferences/    
  29. 29. Expand Repertoire Of Content Types @dan_shure  #NIMRI   Start  An  Industry  Study  Or  Report  –  Cost  of  SEO   hMp://moz.com/blog/seo-­‐pricing-­‐costs-­‐of-­‐services    
  30. 30. Expand Repertoire Of Content Types @dan_shure  #NIMRI   Start  An  Industry  Study  Or  Report  –  Email  Stats   hMp://mailchimp.com/resources/research/email-­‐marke^ng-­‐benchmarks/    
  31. 31. Expand Repertoire Of Content Types @dan_shure  #NIMRI   There’s  Opportunity  In  Sta^c  “Boring”  Pages   Upworthy’s  Privacy  Policy  Infographic  -­‐  hMp://www.upworthy.com/privacy    
  32. 32. Keyword Research @dan_shure  #NIMRI  
  33. 33. Keyword Research For Topic Ideas @dan_shure  #NIMRI   This  Tip  Will  Make  You  $1  MILLION  DOLLARS  
  34. 34. Keyword Research For Topic Ideas @dan_shure  #NIMRI   This  Tip  Will  Make  You  $1  MILLION  DOLLARS   SORRY, (NOT PROVIDED)! -GOOGLE!
  35. 35. Keyword Research @dan_shure  #NIMRI   Use  Internal  Search  Data  
  36. 36. @dan_shure  #NIMRI   Use  Internal  Search  Data  –  Find  internal  search  words  users  are  exi^ng   from  and  create  that  content.   Keyword Research For Topic Ideas
  37. 37. @dan_shure  #NIMRI   Use  Webmaster  Tools  Query  Data  –  Connect  To  Analy^cs   Keyword Research For Topic Ideas
  38. 38. @dan_shure  #NIMRI   Use  Webmaster  Tools  Query  Data  –  Connect  To  Analy^cs   Keyword Research For Topic Ideas
  39. 39. Where To Get Topic Inspiration @dan_shure  #NIMRI  
  40. 40. Where To Get Topic Inspiration @dan_shure  #NIMRI   Use  HARO  For  Links    
  41. 41. Where To Get Topic Inspiration @dan_shure  #NIMRI   Use  HARO  For  Links  TOPIC  IDEAS  
  42. 42. Where To Get Topic Inspiration @dan_shure  #NIMRI   Vet  An  Idea  On  Social  
  43. 43. Where To Get Topic Inspiration @dan_shure  #NIMRI   Turn  Blog  Comment  Into  A  Post  
  44. 44. Where To Get Topic Inspiration @dan_shure  #NIMRI   Use  Quora  /  Listen  
  45. 45. Where To Get Topic Inspiration @dan_shure  #NIMRI   Answer  In  Quora  Or  Your  Own  Site  
  46. 46. IMPROVING THE CREATION PROCESS @dan_shure  #NIMRI  
  47. 47. Plan And Organize @dan_shure  #NIMRI  
  48. 48. Plan And Organize @dan_shure  #NIMRI   Structure  your  blog  –  no  Frankensites  
  49. 49. Plan And Organize @dan_shure  #NIMRI   Use  A  Content  Calendar  –     WordPress  -­‐  hMp://wordpress.org/plugins/editorial-­‐calendar/   Google  Docs  Template  -­‐   hMp://unbounce.com/content-­‐marke^ng/how-­‐to-­‐create-­‐a-­‐successful-­‐editorial-­‐ calendar/      
  50. 50. Use Tools To Improve Efficiency @dan_shure  #NIMRI  
  51. 51. Use Tools To Improve Efficiency @dan_shure  #NIMRI   Speechpad  
  52. 52. Use Tools To Improve Efficiency @dan_shure  #NIMRI   Zemanta  Plugin  
  53. 53. A Blog Is About Conversation @dan_shure  #NIMRI  
  54. 54. A Blog Is About Conversation @dan_shure  #NIMRI   Not  Everyone  Is  Seth  Godin  
  55. 55. A Blog Is About Conversation @dan_shure  #NIMRI   Make  it  your  goal  to  start  a  conversa^on.    
  56. 56. MARKETING YOUR CONTENT @dan_shure  #NIMRI  
  57. 57. Get In Front Of New Audiences @dan_shure  #NIMRI  
  58. 58. Get In Front Of New Audiences @dan_shure  #NIMRI   Art  Of  Blog  Commen^ng   h1p://www.seomoz.org/blog/comment-­‐marke@ng-­‐as-­‐an-­‐inbound-­‐ tac@c-­‐whiteboard-­‐friday   h1p://www.quicksprout.com/2012/02/21/an-­‐advanced-­‐guide-­‐to-­‐an-­‐ effec@ve-­‐seo-­‐commen@ng-­‐strategy/    
  59. 59. Get In Front Of New Audiences @dan_shure  #NIMRI   Guest  Post  For  Links  Traffic  &  A  New  Audience   h1p://www.dis@lled.net/blog/seo/a-­‐guest-­‐pos@ng-­‐process/     h1p://www.seomoz.org/blog/how-­‐to-­‐evaluate-­‐guest-­‐post-­‐opportuni@es   h1p://www.seomoz.org/blog/guest-­‐blogging-­‐strategies-­‐whiteboard-­‐friday  
  60. 60. Get In Front Of New Audiences @dan_shure  #NIMRI   Get  Interviewed  –  site:youtube.com  [keyword]  interview  
  61. 61. Get In Front Of New Audiences @dan_shure  #NIMRI   Get  Interviewed  –  inurl:podcast  [keyword]  interview  
  62. 62. Get In Front Of New Audiences @dan_shure  #NIMRI   Cita^on  Labs  –  Link  Prospector  
  63. 63. Get In Front Of New Audiences @dan_shure  #NIMRI   Speak    -­‐  meetup.com  
  64. 64. Make Content Easy To Share @dan_shure  #NIMRI  
  65. 65. Make Content Easy To Share @dan_shure  #NIMRI   Use  Short  URLs   h1p://pointblankseo.com/link-­‐building-­‐strategies   • Short   • Easy  to  say   • Easy  to  remember  
  66. 66. Make Content Easy To Share @dan_shure  #NIMRI   Use  Short  URLs   Or  Use  A  URL  Shortener   Bitly   Goo.gl   Ow.ly  
  67. 67. Make Content Easy To Share @dan_shure  #NIMRI   Be  Memorable  
  68. 68. Make Content Easy To Share @dan_shure  #NIMRI   Use  Social  BuMons  Wisely  –  Low  Numbers  Are  Not  Always  Good  
  69. 69. Make Content Easy To Share @dan_shure  #NIMRI   Use  Social  BuMons  Wisely  –  Too  Many  Share  BuMons  Note  Always  Good  
  70. 70. Optimize Your Content’s Appearance Across The Web @dan_shure  #NIMRI  
  71. 71. Optimize Your Content’s Appearance Across The Web @dan_shure  #NIMRI   Use  Schema,  Rich  Snippets,  Authorship  &  Publisher  
  72. 72. WHAT TO MEASURE & HOW @dan_shure  #NIMRI  
  73. 73. Important Metrics In 2013 / 2014 @dan_shure  #NIMRI  
  74. 74. Important Metrics In 2013 / 2014 @dan_shure  #NIMRI   Repeat  Traffic  -­‐  Analy^cs  
  75. 75. Important Metrics In 2013 / 2014 @dan_shure  #NIMRI   Branded  Search  Volume  –  (Don’t  forget  to  Compare  Against  Compe^tors)  
  76. 76. Important Metrics In 2013 / 2014 @dan_shure  #NIMRI   “Propwords”  –  Proprietary  Keywords  -­‐   hMp://www.evolvingseo.com/2013/06/10/propwords/    
  77. 77. Important Metrics In 2013 / 2014 @dan_shure  #NIMRI   Brand  Men^ons  –  Fresh  Web  Explorer   hMp://freshwebexplorer.seomoz.org/    
  78. 78. The End @dan_shure  #NIMRI   Q&A  !!  

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