DOWNLOAD
this presentation
bit.ly/EarningTheLove

4	
  KEY	
  STEPS	
  

TO	
  CREATING	
  A	
  CONTENT	
  STRATEGY	
  
WO...
First	
  Off	
  –	
  	
  Who	
  am	
  I?	
  	
  
Monique Pouget
Director of Content Strategy

@moniquethegeek
linkd.in/mpou...
www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
But	
  Ma>	
  Cu>s	
  Is	
  Like…	
  

www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
So	
  You’re	
  Like…	
  

www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
KNOW	
  
YOUR	
  
AUDIENCE	
  
www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
What’s	
  GeVng	
  Shared?	
  
Content	
  Types	
  
•  ArIcles	
  /	
  blog	
  posts	
  /	
  lists	
  
•  Videos	
  and	
 ...
www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
Who	
  Are	
  You	
  Chasing
	
  
Bots	
  or	
  Humans?
	
  

www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
2

GAME	
  
PLAN	
  
www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
CONTENT	
  
STRATEGY	
  
“Plans for the creation, publication, and
governance of useful, usable content.”
- KRISTINA HALVO...
Start	
  here	
  
ANALYZE	
  &	
  
OBSERVE	
  
BUILD	
  ONLINE	
  
COMMUNITY	
  

MEASURE	
  

MONITOR	
  &	
  
ENGAGE	
  ...
3

WORKFLOW	
  
www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
BRAINSTORM	
  
www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
Topic

Writer

Audience

Due Dates

UTMs

SCHEDULE	
  
www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
www.ThunderSEO.com

SPELL	
  IT	
  OUT	
  

@MoniqueTheGeek | #SMX #22A
COLLABORATE	
  
www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
4

HEAVYWEIGHTS	
  
www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
Tell	
  Your	
  Brand’s	
  Story	
  

50,000 Links
1,050 FB Shares & Likes
772 Tweets
7 Google +1s

www.ThunderSEO.com

@M...
Inform	
  and	
  Delight	
  

45,000 FB Shares & Likes
9,600 Links
6,000 Tweets
464 Google +1s

www.ThunderSEO.com

@Moniq...
Inform	
  and	
  Delight	
  

8.2 Million YT Views
10,000 FB Shares & Likes
130 Links*
308 Tweets

www.ThunderSEO.com

12 ...
Visualize	
  Data	
  

1,831 FB Shares & Likes
2,000 Tweets
1,050 Links

www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
Visualize	
  Data	
  

292 FB Shares & Likes
410 Tweets
220 Links
85 Google +1s

www.ThunderSEO.com

@MoniqueTheGeek | #SM...
Visualize	
  Data	
  
6,500 FB Shares & Likes
533 Tweets
48 Links
22 Google +1s

43 FB Shares & Likes
24 Tweets
9 Links

w...
Answer	
  FAQs	
  

13,700 FB Shares & Likes
10,000 Tweets
2,400 Links
2,200 Google +1s
www.ThunderSEO.com

2,700 FB Share...
Give	
  Away	
  Free	
  Stuff	
  

2,300 FB Shares & Likes
6,900 Links
1,500 Google +1s
974 Tweets
www.ThunderSEO.com

1,49...
REPEAT	
  
AFTER	
  	
  
ME	
  
www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
AcIon	
  Items	
  
•  Know	
  your	
  audience.	
  What	
  will	
  they	
  
devour?	
  
•  IdenIfy	
  a	
  plan	
  of	
  a...
IF	
  ALL	
  ELSE	
  FAILS…
	
  

Try	
  One	
  of	
  These	
  Methods
	
  

www.ThunderSEO.com

@MoniqueTheGeek | #SMX #2...
OR…
	
  

www.ThunderSEO.com

@MoniqueTheGeek | #SMX #22A
DOWNLOAD

Q	
  &	
  A
	
  

this presentation
bit.ly/EarningTheLove

monique@thunderseo.com
@moniquethegeek
linkd.in/mpoug...
Image	
  Credits	
  
Slide	
  3:	
  hLp://www.retronaut.com/2012/10/we-­‐want-­‐beer-­‐parade/	
  	
  
Slide	
  5:	
  hLp:...
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4 Key Steps to Creating a Content Strategy Worthy of Earning Links | SMX West 2014 Recap

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As part of the "Earning Links, Not Building Links" panel at SMX West 2014, Monique Pouget shared 4 steps for creating a content strategy worthy of links. From audience research and establishing a game plan, to an efficient workflow and compelling content examples, here's everything you need to know!

Learn more on the Thunder Blog! http://bit.ly/earningthelove

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4 Key Steps to Creating a Content Strategy Worthy of Earning Links | SMX West 2014 Recap

  1. 1. DOWNLOAD this presentation bit.ly/EarningTheLove 4  KEY  STEPS   TO  CREATING  A  CONTENT  STRATEGY   WORTHY  OF  EARNING  LINKS Presented by Monique Pouget | March 12, 2014 www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  2. 2. First  Off  –    Who  am  I?     Monique Pouget Director of Content Strategy @moniquethegeek linkd.in/mpouget gplus.to/moniquepouget thunderseo.com/blog www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  3. 3. www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  4. 4. But  Ma>  Cu>s  Is  Like…   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  5. 5. So  You’re  Like…   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  6. 6. KNOW   YOUR   AUDIENCE   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  7. 7. www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  8. 8. What’s  GeVng  Shared?   Content  Types   •  ArIcles  /  blog  posts  /  lists   •  Videos  and  images   •  Virtual  worlds   Content  Topics   •  Industry  trends?   •  Current  events?   Devices   •  Mobile  or  desktop?   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  9. 9. www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  10. 10. Who  Are  You  Chasing   Bots  or  Humans?   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  11. 11. 2 GAME   PLAN   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  12. 12. CONTENT   STRATEGY   “Plans for the creation, publication, and governance of useful, usable content.” - KRISTINA HALVORSON, CONTENTSTRATEGY.COM www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  13. 13. Start  here   ANALYZE  &   OBSERVE   BUILD  ONLINE   COMMUNITY   MEASURE   MONITOR  &   ENGAGE   Content  Strategy     Framework   SPREAD  THE   WORD   ESTABLISH   GOALS   DEVELOP   STRATEGY   AKA  Content   MarkeCng   CREATE   VALUE   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  14. 14. 3 WORKFLOW   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  15. 15. BRAINSTORM   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  16. 16. Topic Writer Audience Due Dates UTMs SCHEDULE   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  17. 17. www.ThunderSEO.com SPELL  IT  OUT   @MoniqueTheGeek | #SMX #22A
  18. 18. COLLABORATE   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  19. 19. 4 HEAVYWEIGHTS   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  20. 20. Tell  Your  Brand’s  Story   50,000 Links 1,050 FB Shares & Likes 772 Tweets 7 Google +1s www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  21. 21. Inform  and  Delight   45,000 FB Shares & Likes 9,600 Links 6,000 Tweets 464 Google +1s www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  22. 22. Inform  and  Delight   8.2 Million YT Views 10,000 FB Shares & Likes 130 Links* 308 Tweets www.ThunderSEO.com 12 Million YT Views 3,000 FB Shares & Likes 2,600 Links 695 Tweets @MoniqueTheGeek | #SMX #22A
  23. 23. Visualize  Data   1,831 FB Shares & Likes 2,000 Tweets 1,050 Links www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  24. 24. Visualize  Data   292 FB Shares & Likes 410 Tweets 220 Links 85 Google +1s www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  25. 25. Visualize  Data   6,500 FB Shares & Likes 533 Tweets 48 Links 22 Google +1s 43 FB Shares & Likes 24 Tweets 9 Links www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  26. 26. Answer  FAQs   13,700 FB Shares & Likes 10,000 Tweets 2,400 Links 2,200 Google +1s www.ThunderSEO.com 2,700 FB Shares & Likes 859 Tweets 771 Links 350 Google +1s @MoniqueTheGeek | #SMX #22A
  27. 27. Give  Away  Free  Stuff   2,300 FB Shares & Likes 6,900 Links 1,500 Google +1s 974 Tweets www.ThunderSEO.com 1,490 FB Shares & Likes 1,700 Links 1,700 Tweets 1,300 Google +1s @MoniqueTheGeek | #SMX #22A
  28. 28. REPEAT   AFTER     ME   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  29. 29. AcIon  Items   •  Know  your  audience.  What  will  they   devour?   •  IdenIfy  a  plan  of  a>ack  –  AKA  Content   Strategy   •  Manage  the  content  creaIon  process   efficiently   •  Create  content  that  naturally  a>racts  links   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  30. 30. IF  ALL  ELSE  FAILS…   Try  One  of  These  Methods   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  31. 31. OR…   www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  32. 32. DOWNLOAD Q  &  A   this presentation bit.ly/EarningTheLove monique@thunderseo.com @moniquethegeek linkd.in/mpouget thunderseo.com/blog MONIQUE POUGET Director of Content Strategy www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
  33. 33. Image  Credits   Slide  3:  hLp://www.retronaut.com/2012/10/we-­‐want-­‐beer-­‐parade/     Slide  5:  hLp://contenCni.com/content-­‐strategy-­‐and-­‐ux-­‐weekly-­‐news-­‐roundup-­‐13-­‐mar-­‐2011/     Slide  7:  hLp://www.flickr.com/photos/arCseverywhere/3918396258/   Slide  10:  hLp://www.flickr.com/photos/pasukaru76/4672433373/sizes/l/  //  hLp://www.flickr.com/photos/kaptainkobold/5181464194/   Slide  20:  hLp://livingochewall.vans.com/   Slide  21:  hLp://dumbwaystodie.com/     Slide  22:  hLp://chipotle.com/en-­‐US/fwi/videos/videos.aspx?v=1  //  hLp://www.scarecrowgame.com/     Slide  23:  hLps://www.airbnb.com/annual/     Slide  24:  hLp://www.warbyparker.com/annual-­‐report-­‐2013/     Slide  25:  hLp://www.globalequality.org/component/content/arCcle/166    //   hLp://www.washingtonpost.com/blogs/worldviews/wp/2013/12/11/a-­‐map-­‐of-­‐the-­‐countries-­‐where-­‐homosexuality-­‐is-­‐criminalized/     Slide  26:  hLp://rcs.seerinteracCve.com/money/  //  hLp://www.swissotel.com/promo/eCqueLe-­‐map/   Slide  27:  hLp://moz.com/beginners-­‐guide-­‐to-­‐seo  //  hLp://moz.com/beginners-­‐guide-­‐to-­‐social-­‐media     Slide  28:  hLp://www.flickr.com/photos/kalexanderson/6354182139/  //  hLp://www.flickr.com/photos/13496783@N06/6504045927/  //   hLp://www.flickr.com/photos/jovian_dreams/4903678659/     Slide  29:  hLp://www.soundboardt.com     www.ThunderSEO.com @MoniqueTheGeek | #SMX #22A
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