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Content Marketing and SEO
Chris Bennett
CEO
chris@97thfloor.com
@chrisbennett
From the Ground Up
Chris Bennett - CEO
chris@97thfloor.com
@chrisbennett
Digital Marketing Agency
Utah and California
10yr Anniversary in 201...
Success in Digital is just like investing
It’s about compounding interest not
windfalls.
Stars having to align is not scaleable
It’s about getting in the weeds
the tactics I am going to focus on today
are not mind blowing
but the results are
#results
so lets talk about some ways to ensure success
bake promo into your content
Case Study
it’s based on sound research
Case Study
http://reviews.greatplacetowork.com
we partnered with
http://reviews.greatplacetowork.com
They ensure the companies listed are legit
http://reviews.greatplacetowork.com
They ensure the companies listed are legit
They publish too, giving us more real estate
and they feed Fortune
it has a physical award
this one campaign solves all “real” kpi's
especially this one
but there is ONE aspect I’d like to talk about
that always make sure you are on the right track
KEYWORD RESEARCH
First add 3 hours to the 5 mins you currently
spend on Keyword Research
Please don’t just spend 5 mins on Adwords and call it a day.
When there are so many options
https://serps.com/tools/keywords
http://seo.demos.monkeylearn.com/
http://ubersuggest.org/
...
Start with the biggest list you can get
we grabbed 4,333
for this case study
Make a master tab that is sorted by KOB
Searches x Bid = Benefit
x =
=
Benefit ÷ Difficulty = KOB
÷
More Detailed KOB info from @Cam_Johnson95, http://www.slideshare.net/CameronJohnson8/camer...
when you get into the weeds
BAM! - Prioritizing KOB
make tabs of subgroups
sort that by KOB
and clients will tell us to skip Keyword ResearchYour research will write your content for you
someone make me some cookies
Case Study
It wasn’t viral
that’s the point
22k searches a mo
that’s the point
- 302 Different Keywords bringing
traffic
- 75 Keywords in the top 10
- 1,300 visits a day
again not viral
that’s the point
- 1,300 Different Keywords bringing
traffic
- 100 Keywords in the top 10
- 1,100 visits a day
but Chris, recipes are easy
just slap the world “Paleo” on it and it will work
that’s the point
Just post a Gluten-Free, Nut Free,
Dairy Free, Egg Free, Vegan Ice
Cream Sundae and you’ll get love.
so lets talk B2B
create blog posts inspired by KW research
add images to enhance article
case study
how to make a sales pitch
great sales pitches
how to make a good sales pitch
effective sales pitch
effective sales present...
that’s the point
- Almost 2 yrs old
- 94 keywords in Top 10
- 219 unique keywords bringing
traffic
- Still growing, July ha...
case study
when you get in the weeds
the conversation shifts
from, “WE NEED IDEAS!”
to “How many more of these can we do?”
#results
Chris Bennett - CEO
chris@97thfloor.com
@chrisbennett
DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor
DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor
DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor
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DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 1 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 2 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 3 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 4 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 5 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 6 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 7 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 8 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 9 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 10 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 11 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 12 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 13 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 14 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 15 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 16 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 17 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 18 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 19 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 20 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 21 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 22 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 23 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 24 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 25 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 26 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 27 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 28 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 29 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 30 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 31 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 32 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 33 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 34 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 35 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 36 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 37 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 38 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 39 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 40 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 41 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 42 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 43 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 44 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 45 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 46 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 47 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 48 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 49 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 50 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 51 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 52 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 53 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 54 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 55 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 56 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 57 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 58 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 59 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 60 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 61 DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor Slide 62
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How to build content that will get you results and grow your business. Chris Bennett dives into the hours of research that 97th Floor does in order to ensure their clients content succeeds. #df15

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DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor

  1. 1. Content Marketing and SEO Chris Bennett CEO chris@97thfloor.com @chrisbennett From the Ground Up
  2. 2. Chris Bennett - CEO chris@97thfloor.com @chrisbennett Digital Marketing Agency Utah and California 10yr Anniversary in 2015 Certified ROWE Company
  3. 3. Success in Digital is just like investing
  4. 4. It’s about compounding interest not windfalls.
  5. 5. Stars having to align is not scaleable
  6. 6. It’s about getting in the weeds
  7. 7. the tactics I am going to focus on today are not mind blowing
  8. 8. but the results are
  9. 9. #results
  10. 10. so lets talk about some ways to ensure success
  11. 11. bake promo into your content
  12. 12. Case Study
  13. 13. it’s based on sound research
  14. 14. Case Study
  15. 15. http://reviews.greatplacetowork.com we partnered with
  16. 16. http://reviews.greatplacetowork.com They ensure the companies listed are legit
  17. 17. http://reviews.greatplacetowork.com They ensure the companies listed are legit They publish too, giving us more real estate
  18. 18. and they feed Fortune
  19. 19. it has a physical award
  20. 20. this one campaign solves all “real” kpi's
  21. 21. especially this one
  22. 22. but there is ONE aspect I’d like to talk about
  23. 23. that always make sure you are on the right track
  24. 24. KEYWORD RESEARCH
  25. 25. First add 3 hours to the 5 mins you currently spend on Keyword Research
  26. 26. Please don’t just spend 5 mins on Adwords and call it a day.
  27. 27. When there are so many options https://serps.com/tools/keywords http://seo.demos.monkeylearn.com/ http://ubersuggest.org/ we like
  28. 28. Start with the biggest list you can get
  29. 29. we grabbed 4,333 for this case study
  30. 30. Make a master tab that is sorted by KOB
  31. 31. Searches x Bid = Benefit x =
  32. 32. = Benefit ÷ Difficulty = KOB ÷ More Detailed KOB info from @Cam_Johnson95, http://www.slideshare.net/CameronJohnson8/cameron-johnson-bolo-slideshare
  33. 33. when you get into the weeds
  34. 34. BAM! - Prioritizing KOB
  35. 35. make tabs of subgroups
  36. 36. sort that by KOB
  37. 37. and clients will tell us to skip Keyword ResearchYour research will write your content for you
  38. 38. someone make me some cookies
  39. 39. Case Study
  40. 40. It wasn’t viral
  41. 41. that’s the point
  42. 42. 22k searches a mo
  43. 43. that’s the point - 302 Different Keywords bringing traffic - 75 Keywords in the top 10 - 1,300 visits a day
  44. 44. again not viral
  45. 45. that’s the point - 1,300 Different Keywords bringing traffic - 100 Keywords in the top 10 - 1,100 visits a day
  46. 46. but Chris, recipes are easy
  47. 47. just slap the world “Paleo” on it and it will work
  48. 48. that’s the point Just post a Gluten-Free, Nut Free, Dairy Free, Egg Free, Vegan Ice Cream Sundae and you’ll get love.
  49. 49. so lets talk B2B
  50. 50. create blog posts inspired by KW research add images to enhance article case study
  51. 51. how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch ow to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation grab those keywords
  52. 52. that’s the point - Almost 2 yrs old - 94 keywords in Top 10 - 219 unique keywords bringing traffic - Still growing, July had 25 - more keywords ranking compared to June - 797 LinkedIn Shares https://www.salesforce.com/blog/2014/02/how-to-make-good-sales-pitch.html
  53. 53. case study
  54. 54. when you get in the weeds
  55. 55. the conversation shifts
  56. 56. from, “WE NEED IDEAS!”
  57. 57. to “How many more of these can we do?”
  58. 58. #results
  59. 59. Chris Bennett - CEO chris@97thfloor.com @chrisbennett
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How to build content that will get you results and grow your business. Chris Bennett dives into the hours of research that 97th Floor does in order to ensure their clients content succeeds. #df15

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