Discover how to create an omni-channel content marketing campaign for SEO success.

1. Purna Virji
@purnavirji
March 4th, 2015
CONTENT
MARKETING TO
DRIVE HIGH-
QUALITY LINKS

2. searchmarketingexpo.com #SMX #23a @purnavirji
Hello!
I’m Purna.
Industry Blogger & Columnist
Speaker at SMX, eTail,
State of Search

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How to Give Your
SEO Campaign

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• Content Marketing.
• Video Strategy.
• Social Campaigns.
• Email Blasts.
• PR Pitches.
• Biz Dev.

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Image credit: http://stuffpoint.com/

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Good news, it’s easier
than you think.

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Let me show you…
• Reach millions of people
• Earn dozens of high-quality links
• Enjoy national PR coverage
• Over 100x normal social sharing

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Image credit: yumamom.com

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Something had to be done.

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Two Goals:
Humanitarian + Business

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SEO + Social could help…
And in turn be helped.

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Think Big
• Petition the Gov’t
• How to best reach all
audiences?

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Content Consumption:

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Need
to be
everywhere.

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And think:
What other goals could be achieved?

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Create a Super Campaign
Combining:
• SEO
• Video
• Social
• PR
• Email
• Influencers
Image credit: reddit.com

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Replicable Model

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Replicable Model

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Replicable Model

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Here’s How You Can Do
It

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1. Start with a channel-
agnostic concept.

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2. Understand the
audience and
amplifiers.

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3. Identify the overall
goals and KPIs.

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4. Tailor the concept to
fit different media.

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5. Map out the project
plan and distribution
schedule to ensure
cross-channel
synergies.

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The Ingredients
Image credit: www.listal.com

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Landing Page
• Share relevant info
• Be “meaty”
• Earn links
Image credit: www.foodsubs.com

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Video
• Emotional connection
• Easily explain concept
• Great for YouTube &
Facebook
Image credit: sevenwondersoftheweek.com

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Pin-able Content
• Enhance page design
• Stats make a compelling
case
• Reach new audiences on
Pinterest.
Image credit: www.vapetech.com.au

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Social Media Assets
• Large audience
• Huge driver of shares
• Build following and
interactions.
Image credit: www.enigmavapours.com

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E-Blasts
• Drives action
• Easily forward-able
• Improves engagement
metrics
Image credit: www.drinkupny.com

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Downloadable PDFs
• Feels valuable
• Encourages interaction
• Tangible takeaway
Image credit: baby-recipes.com

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Press Pitches
• Enhanced by video,
stats & other assets
• Increases legitimacy
• Earn awareness and
links
Image credit: www.bestherbalhealth.com

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List of Influencers
• Involve online
influencers with ego-
strokes
• Reach their audiences
when they share
Image credit: www.telegraph.co.uk

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Seed Budget
• Target relevant
audiences on social
media
• Drive qualified traffic at
very low cost
Image credit: simmerandboil.cookinglight.com

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Checklist
 Landing Page
 Video
 Press pitches
 Pin-able Content
 Social media assets
 E-blasts
 Influencer list
 Downloadable PDF
 Promo budget
Image credit: www.listal.com

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Timing Matters:
Image credit: grist.org
• Graphics + Video – 3 Weeks Before Launch
• Media Outreach – 2 Weeks Before Launch
• Blogger Outreach- 1 Week Before Launch
• Day of: Get internal employees to share

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In Summary:
Image credit: www.health.com
• Take a core idea
• Look at how the audience will find it
• Adapt idea into many ways
• Get different teams involved
• Seed it everywhere that applies
• Leverage influencers to amplify shares

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Helpful Tools
• Social Media:
Trackur or NUVI
• Press Mentions:
Google Alerts, Cision or BurrellesLuce
• Influencer research:
Klout or FollowerWonk
Image credit: www.houzz.com

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Questions?
@purnavirji
http://linkedin.com/in/purnavirji
http://www.slideshare.net/purnavirji
Image credit: succeedpt.com

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