60 Day Assessment_White Label

1digital.relevance.com
1 Virginia Avenue, Suite 500, Indianapolis, IN 46204
888.603.7337 toll-free 317.575.8852 local 317.575.8904 fax
60-DAY
ASSESSMENT
REVIEW
DECEMBER 2014

TABLE OF CONTENTS
ͫͫ Executive Summary
ͫͫ Audience Segments
Chief Information Officer
Chief Technology Officer
Information Technology Manager
ͫͫ Competitive Analysis
Keyword Gap Analysis
Competitive Content Analysis
ͫͫ Recommendations
On-Page Recommendations
Thought Leadership Opportunities
ͫͫ Scope & Timeline
3
5
7
8
9
10
12
14
16
18
24
34

EXECUTIVE SUMMARY
[Company] has tasked DigitalRelevance with developing a content strategy
designed to drive leads through organic and referral traffic. This strategy takes
into consideration on-page SEO best practices, content creation and promotional
opportunities. DigitalRelevance has developed actionable content recommendations
coinciding with [Company] buyer’s journey. The findings and recommendations are
tied to specific audience segment pain points, key insights from the competitive
analysis and research from audience and content assessments.
These recommendations are based on our research of the client’s brand and target
audiences, the media outlets and influencers the audience is following and the
content that performs best and addresses audience pain points. Recommendations
are split into major categories: On-Page Opportunities and Thought Leadership
Opportunities.
Goal
The goal of the 60-Day Assessment Review is for DigitalRelevance to recommend a content-centric course of
action that will drive leads through improved organic and referral traffic. These recommendations will drive
the upcoming 10-month engagement between DigitalRelevance and [Company].
Methodology
DigitalRelevance performed several research tasks to inform our recommendations. Detailed reports are
provided in separate documents.
ͫͫ Keyword Research: We identified the top keywords in the industry space, including search volumes and
rankings (for [Company] and its competitors).
ͫͫ Audience & Brand Immersion: Our team gained an understanding of [Company]’s industry, products,
website and target audience. The audience immersion included an examination of survey data received
from internal [Company] team members and interviews with [Company] customers.
ͫͫ Architecture Audit: We analyzed [Company]’s site architecture for SEO optimization, including site
structure and navigation.
ͫͫ Content Gap & Competitive Analysis: This task helped us discover and understand [Company]
opportunities through keyword identification as well as content and competitive gap analyses.

ͫͫ Media Analysis: This process identified and analyzed top relevant industry publications and influencers
to study industry trends and identify common pain points and earned media opportunities.
ͫͫ Onsite Content Assessment: We identified and analyzed current onsite assets, including resources,
multimedia, case studies, infographics and blog posts. We also made recommendations for promotable
content and examined the current [Company] media coverage along with primary and secondary media
outlets.
Key Insights
DigitalRelevance has identified opportunities for [Company] to improve site-wide user experience, convey
brand recognition on and off [Company Website] and illustrate the overall [Company] experience. The
following are our key insights, which will be further fleshed out in the “On-Page Recommendations & Thought
Leadership Opportunities” section.
1. Leverage existing content through paid media, paid search tactics and social media presence:
Currently, [Company] has 41 resources, which contribute to the industry; however, they aren’t as
accessible as they could be. The existing content can be amplified within the industry through onsite
and offsite optimization by utilizing both paid media and search platforms for native advertising,
sponsored social media updates and content discovery.
2. Develop engaging content: Among the most relevant media articles, 65% discussed topics related
to disaster recovery and 45% addressed cloud infrastructure and cloud data. By utilizing [Company]’s
biggest value props – local data centers, disaster recovery for business continuity, cloud infrastructure
and personalized support – we can illustrate to customers the advantages of working with [Company].
3. Improve site architecture for onsite optimization: The current title tags, meta descriptions and H1
stats are very inconsistent and often missing from key pages. Through preliminary architecture audits,
DigitalRelevance has diagnosed several opportunities to improve overall site health and, therefore,
leverage SEO opportunities.

AUDIENCE
SEGMENTS

OVERVIEW
The purpose of audience segmentation is to identify the motivations and digital
habits of [Company]’s target audience. The following personas will help inform
[Company]’s messaging and digital content strategy in order to most effectively
reach key audience members.
DigitalRelevance examined survey data, conducted an audience interview, performed
keyword research and reviewed published studies, social media, industry forums and
publications to determine the pain points, questions and purchase considerations for
the following primary target user personas: CIO, CTO and IT Manager.
Resources
“How to Hire a CTO” http://www.inc.com/guides/2010/04/hiring-chief-technology-officer-cto.html
“Today’s CIO Infographic” http://www.idgenterprise.com/report/todays-cio-infographic
“What are the Different IT Manager Responsibilities” http://www.wisegeek.com/what-are-the-different-it-
manager-responsibilities.htm

CHIEF INFORMATION OFFICER
The CIO plays a cross-functional role between business leadership and IT leadership.
CIOs are expected to deliver a dependable IT infrastructure , provide constant
connectivity and meet the growing demand for business intelligence, all while
keeping costs under control. CIOs are focused primarily on three strategic activities:
ͫͫ Analyzing company needs for new upgrades to software and hardware
ͫͫ Making decisions on how to maintain a secure, dependable and efficient system
ͫͫ Communicate with company leaders on IT performance, needs and future concerns
CIO’s Buyer’s Journey
CIOs are the decision makers in the business: 78% of CIOs determine what a business needs and 71% of
CIOs lead the approval stage.
On average, CIOs download EIGHT INFORMATIONAL ASSETS during the purchase process.
FOUR OF THOSE assets are produced by the vendor they ultimately select.
78%of CIOs determine business needs

CHIEF TECHNOLOGY OFFICER
The CTO aligns technology-related decisions with business goals. The main
responsibilities of the CTO include:
ͫͫ Identifying opportunities and risks for the business
ͫͫ Managing research and development
ͫͫ Maintaining current information about technology standards and compliance regulations
CTO’s Buyer Journey
Although a CTO and CIO have similar business goals in mind, a CTO may approach a purchasing decision much
differently than the CIO. While the CIO considers the operational side of a buying decision, the CTO considers
the following factors in a purchase decision:
ͫͫ The relationship with potential vendors and how their solutions enhance the company’s product
ͫͫ Aligning the company’s architecture and infrastructure with business priorities
ͫͫ How technology enhances the company’s product offerings

INFORMATION TECHNOLOGY MANAGER
An IT manager’s roles can include both operational responsibilities as well as
business planning. Ultimately, IT managers harness their skillset to identify and
implement new technologies to enhance the long-term operational and strategic
goals of the company.
IT Manager Buyer’s Journey
IT managers are crucial to business continuity and success, yet their role is significantly different than the
CIO or CTO. The IT department consults with executive-level officers to decide upon a company’s IT policy
and standards. The IT manager is often first touch for outside tech suppliers and third-party vendors when it
comes to the following issues:
ͫͫ Software
ͫͫ Quality of network performance and company assets
ͫͫ Security
ͫͫ Training of IT staff or outside departments

COMPETITIVE
ANALYSIS

OVERVIEW
Competitive analysis determines any content gaps and opportunities for keyword
optimization and on-page content through a quantitative and qualitative analysis of
[Company] and its competitor domains.
Goal
DigitalRelevance analyzed [Company], [Competitor], [Competitor], [Competitor], [Competitor], [Competitor],
[Competitor] and [Competitor] to determine where competitors were performing well and what content gaps
[Company] needs to fill to adequately answer user questions and speak to audience pain points.
35%of keywords fall into ‘cloud computing’
Key Findings
Through research composed during the competitive analysis, DigitalRelevance uncovered the following
findings:
ͫͫ Of [Company]’s 1,500 organic search terms, 27% are location-based queries such as “data center
Baltimore.”
ͫͫ [Company] can better optimize for search queries related to “cloud computing” – 35% of [Company]’s
organic keywords fall into the “cloud computing” category.
ͫͫ [Company]’s “managed data center” product page ranks [number] in in Search Engine Results Pages
(SERPs) for FOUR iterations of “managed data center services.”
ͫͫ Of the 320 keywords examined and their respective ranking URLs for [Company] and competitors,
[Company] has ZERO RESOURCE PAGES RANKING, whereas [Competitor] has 19 PAGES
RANKING that live in their Knowledge Center.
[Company] has zero resource pages ranking whereas [Competitor]
has 19 pages ranking that live in their Knowledge Center

KEYWORD GAP ANALYSIS
DigitalRelevance compiled extensive keyword research, focusing on [Company]’s local data centers and
services and products.
Competitive Analysis Charts
The competitive analysis charts below depict the organic keywords within each category ranking between
5 and 30 in order to illustrate striking distance opportunity. The charts show how [Company] stacks up in
comparison to its keywords in the following groups:
ͫͫ Disaster Recovery
ͫͫ Data Centers
ͫͫ Cloud Computing
Disaster Recovery Services
[Company]’s “Disaster Recovery” page is not within close striking distance for keywords around disaster
recovery planning and services. DigitalRelevance has identified key reasons why this gap exists:
ͫͫ Product and services pages are opportunities to answer common user questions and utilize related
search terms. [Company]’s competitors have both more resource content and context around their
products and services. For instance, [Company]’s “Disaster Recovery” page only contains [number]
words, whereas [Competitor]’s “Disaster Recovery” services pages have [number] words.
ͫͫ The “[Company Resource]” is a downloadable PDF that cannot be scraped by search engines. While it
provides useful information to the end user, its PDF format makes it unreadable to search engines, thus
lessening its ability to reach the end user.
[Competitor] (34)
[Company] (17)
[Competitor] (71)
[Competitor] (94)
“Disaster
Recovery”

Data Centers
[Company]’s biggest search opportunity revolves around “data center”-related search queries. The “Data
Center” ([Company Website]/[Name-of-Page]) product page receives the majority of the traffic for these
keywords with multiple data center keywords ranking first in the SERPs.
Co-location is a valuable way to connect with customers; however, we have found that including co-location
services along with other managed hosting services proves to be a more beneficial way to offer solutions to
customer pain points.
None of [Company]’s ranking pages related to data centers are resource pages (case studies, articles, etc.).
DigitalRelevance has identified two major keyword optimization opportunities:
ͫͫ Location-based data center searches
ͫͫ Bottom-of-funnel resource content and educational material to inform consumers
Cloud Computing
Cloud computing is a very competitive space. Vendors such as [Competitor] and [Competitor] heavily
dominate this area because they have hundreds of product and service pages devoted to their types of cloud,
cloud services and cloud computing; however, there is an opportunity to create advanced content around
cloud computing to drive long-tail traffic. This type of content establishes thought leadership within the space,
optimizes for specific keywords and allows customers to see the [Company] site as a source of educational and
resource material.
[Company] (121)
[Competitor] (31)
[Competitor] (47)
[Competitor] (144)
“Data
Center”
[Company] (178)
[Competitor] (623)
[Competitor] (44)
[Competitor] (1,166)
“Cloud
Computing”

COMPETITIVE CONTENT ANALYSIS
The competitive content analysis revealed a large gap in terms of advanced content and educational
resources. Materials such as case studies, blogs and whitepapers can be used to push customers through the
sales funnel and to attract new leads. Additionally, this type of content can also address key topics and answer
long-tail queries that have strong organic search benefits. Here’s a snapshot of how [Company] stacks up
against [Competitor], [Competitor], [Competitor] and [Competitor].
Case Studies
[Company] features only two case studies, whereas [Competitor], [Competitor] and [Competitor] feature 472,
332 and 11 respectively.
Whitepapers
[Company] features only one whitepaper. [Competitor] and [Competitor] currently host 55 and 78
whitepapers on their sites, respectively.
0

100

200

300

400

500

Expedient
AWS
Rackspace
Bluelock

0

20

40

60

80

100

Expedient
AWS
Rackspace

[Competitor] [Competitor] [Competitor][Company]
[Competitor] [Competitor][Company]

Blog
[Company]’s News & Articles section lacks robust and relevant content. For instance, [Company] articles have
an average word count of 215, whereas the average [Competitor] article’s word count is 475. Blog articles are
the perfect opportunity to address long-tail queries that may not deserve an entire product or service page,
but do cover common customer questions and concerns.
Blog topic ideation takes into account not only keyword opportunities, but also the competitive analysis and it
keeps a constant finger on the pulse of customer queries.

RECOMMENDATIONS

OVERVIEW
Based on the keyword research, competitive analysis and audience and media
assessments, DigitalRelevance recommends implementing a series of changes
to the [Company] website, current content and promotion opportunities. These
observations, opportunities and next steps will be actionable during the 10-month
engagement between DigitalRelevance and [Company]. The two sections are
broken up into two categories: On-Page Recommendations and Thought Leadership
Opportunities.
The recommendations include an observation gleaned from our research phase
on an opportunity unique to [Company Website], detailed recommendations to
implement the opportunity and, lastly, proposed action items to be completely in the
upcoming 10-month engagement between DigitalRelevance and [Company].

ON-PAGE RECOMMENDATIONS
The following on-page recommendations tackle site-wide user experience, SEO
optimization opportunities and overall site health. Each recommendation includes
observations gleaned from our research, an [Company]-specific opportunity,
further information explaining the recommendation and, lastly, the next steps to be
completed.

ARCHITECTURE AUDIT
Observation
Title tags, meta descriptions and H1 stats are very inconsistent and often missing from key pages.
Opportunity
Standardize onsite technical SEO, based on opportunities identified via the site audit.
Detailed Recommendations
TITLE TAGS
Title tags have two main purposes and both align with the purposes of a website: They improve the
user’s experience and your website’s visibility on SERPs. When utilized correctly, title tags can attract
users to your site even if you haven’t yet achieved the top position. Title tags also tell users and search
engines clearly and concisely, “this is what my page is about.”
Apart from the site’s content, title tags are the second most important on-page SEO element. The more
relevant they are to a user’s search, the more likely [Company] is to receive a boost in position (i.e.
potential for more leads). Additionally, title tags play a large role in attracting clicks in the SERPs.
META DESCRIPTIONS
The meta description of a page goes hand-in-hand with the title tag. It’s an opportunity to provide more
information to the visitor and the search engine.
When prospects conduct a search, they can learn what the page is about just by looking at the title. A
brief scan of the description helps most visitors decide if this is actually the page they are looking for.
H1
While not a major ranking factor, the significance of the H1 is that it is often the first page element a
user sees upon landing on a page. Therefore, it is imperative that this headline assures the user she
is in the right place and has found what she is looking for. If a user is confident that she has found her
answer, she will likely spend some time on the page, resulting in the “long click” and over a period of
time, this will lower a site’s bounce rate, which is a significant factor in terms of relevance. The H1 is
not only a direct ranking factor (considering keyword usage), but also an indirect ranking factor via user
experience.
Next Steps
ͫͫ An architecture audit outlining technical SEO violations and instructions for correcting each violation
through optimization best practices.

CONTENT VISIBILITY
Observation
Many of the smaller resources and info sheets on [Company Website] are downloadable PDFs. Offering
content through PDFs leads to a number of drawbacks when it comes to navigation, including a lack of control
regarding document length, page content, document organization, code editing, structured markup and
tracking.
Opportunity
To realize the greatest benefits from SEO, where applicable, we recommend reformatting the info sheets from
PDFs to HTML site pages. This will provide greater control, flexibility and the best opportunity at SEO visibility
and tracking advantages.
Detailed Recommendation
EARNS MORE VIEWS AND POTENTIALLY MORE LEADS
Since there aren’t any barriers to obtaining your content, more prospects will be willing to view it,
which can help facilitate the buying process. For example, local data center pages lack resource content,
and info sheets live under resources where they have to be downloaded as PDFs. Most people are more
comfortable with HTML and experience less freezing and slow loading with HTML versus PDF. It’s also
easier to incorporate interactivity and social functionality into HTML pages. People also link to HTML
pages and share them more frequently than PDFs. That being said, having both HTML and PDF versions
of the same content can sometimes be a wise choice, but only if you take measures to prevent the
duplicate content issue.
Next Steps
ͫͫ Strategically remove barriers to content and implement conversion tracking goals on said content.
DigitalRelevance will provide implementation steps on which pages to create and how to best adhere to
SEO best practices.

FEATURES & BENEFITS
Observation
[Company] lays out all the features of the data centers, but doesn’t explicitly state the benefits.
Opportunity
Emphasize [Company]’s point of difference and why your solution is better than the competition in some
notable way. Redundancy, transparency and personalized support are key differentiators for [Company], so
talk about it in clear terms and explicitly state [Company]’s value props.
VALUE PROPOSITIONS
A client call with [Client Name] showed that clients were pleased with the relationship with [Company],
but this didn’t come until a face-to-face conversation. [Company]’s strongest value propositions come
once a potential customer has visited the physical data center and gained a better understanding of the
wide range of managed data services available.
Catchy, yet intangible buzzwords don’t make decisions easier for customers when they are making
“apples to apples” comparisons between services. In other words, telling your customers “we’re the
best” doesn’t make choosing a service provider any easier, especially for a midsize company.
Give your offering relevancy to potential customers by explicitly stating what problem it solves or how it
will improve their current situation. If you can, quantify the value for your customers by listing specific
benefits.
Next Steps
ͫͫ Add information regarding the one-on-one support clients receive from local support in data centers
and mention co-location offerings on product/services pages. Speak to their [Company Branded Term]
and their customer transparency.
ͫͫ Add key messaging recommendations on products and services pages to link to case studies.

PAID SEARCH & MEDIA CAMPAIGNS
Observation
[Company] has many keywords within striking distance that revolve around location and geographical
targeting.
Opportunity
Utilize paid content distribution to amplify the impact of all recommended blog posts and advanced content.
Focus PPC campaigns and onsite optimization around location.
LOCATION, LOCATION, LOCATION
With so many companies in this space, getting noticed is paramount. Thankfully, local SEO allows search
engines to provide the most pertinent information and results to users, based on geographic location.
This can be tremendously helpful, as appearing in relevant searches means you can quickly build a
location-specific customer base. Based on our discussion with [Client Name] and [Company], location
is a key factor in the decision-making process, so it only makes sense to try to appeal to potential
prospects near your data centers.
REDUCED COMPETITION AT A LOCAL LEVEL
There are hundreds, if not thousands, of service providers out there, but not all are convenient or
relevant to potential clients. When looking for services that need close inspection, such as a data
center, [Company]’s target customers value having something nearby. By optimizing local to appear in
relevant listings, we are able to target those customers that may be in search of your services within
a geographic radius. For companies such as [Company], this means the competition for finding clients
is significantly reduced, as targeting a niche local market will always prove more effective than a
scattergun approach.
PAID CONTENT DISTRIBUTION
Analysis of competitors’ content marketing efforts revealed that they often do not utilize paid media
to directly reach their target audiences after publishing content resources. Topically relevant content
resources published by competitors like [Competitor] and [Competitor] often underperformed on social
media, due to a lack of promotion.
Paid content distribution engages new readers by amplifying your content and it drives traffic by being
recommended from other articles on top publisher sites. This increased exposure will assist in building
a community of readers for [Company] content that supports recurring site traffic. We recommend
that [Company] focus a paid budget on content distribution platforms such as StumbleUpon, Zemanta,
Taboola, Outbrain, etc.

The benefits of using a paid content distribution tool include:
ͫͫ Improved SEO through increased traffic volume and increased social sharing.
ͫͫ Expanded content reach to highly defined target audiences with a defined interest in the content topic.
ͫͫ Improved brand positioning by pairing your content with that of major publishers and industry thought
leaders.
Most content distribution networks utilize a cost per click (CPC) pricing model that, when optimized and
managed effectively, can reach a highly defined audience actively seeking new content in under $0.25
CPC.
SPONSORED ARTICLES
Sponsored articles provide brands with a guarantee to reach many members of a target audience
at a trusted media outlet where they regularly consume content. By reaching a critical mass of the
target audience when they are seeking new information and solutions, sponsored articles will provide
increased audience exposure, targeted referral traffic and more qualified leads.
Next Steps
ͫͫ Begin localized PPC campaigns and a greater presence on Google My Business.
ͫͫ Utilize paid content distribution as a tactic for each suggested Integrated Promotion Strategy.
ͫͫ Utilize small monthly paid content distribution campaigns to promote the strategic blog articles.
ͫͫ Consider sponsored articles as a tactic for each suggested Integrated Promotion Strategy.
ͫͫ Prepare a target list of potential media outlets for sponsorship, and collaborate with advertising account
executives to evaluate each opportunity based on rates, schedules and content frequency.
ͫͫ Partner with the media outlets and [Company] to guide the creation of any content necessary for the
partnership.

THOUGHT LEADERSHIP OPPORTUNITIES
The following thought leadership opportunities address specific content marketing
prospects, content promotion strategies and industry-specific tactics to boost
organic and referral traffic and establish lead-generation opportunities.

CONTENT MARKETING & PROMOTION
Observation
Studies and influencers deliver the largest content promotion results.
Opportunity
Create and promote two new advanced content pieces that align with the existing audience and media
interests.
STUDIES & SURVEYS
During the media analysis, 75% of the most relevant media articles cited studies and surveys.
Additionally, 70% of the media articles cited or included influencer insights. Media contacts are eager to
share content that focuses on new industry insights from studies and influencers.
DISASTER RECOVERY
The most prevalent data center topics covered by the media focus on disaster recovery and cloud
infrastructure. Among the most relevant media articles, 65% discussed topics related to disaster
recovery and security. [Company] has a significant opportunity to capitalize on the audience’s and
media’s interest in survey results and disaster recovery topics. An infographic can provide the media
with a fresh way to share survey insights with their readers. This data visualization should focus on
compelling insights from already-existing industry studies related to disaster recovery.
70%
of the media articles
cited or included
influencer insights
75%
of the most relevant
media articles cited
studies and surveys

CLOUD INFRASTRUCTURE
Among the most relevant media articles, 45% addressed cloud infrastructure and cloud data topics.
[Company] has an opportunity to capitalize on the audience and media interest in influencer insights
and cloud infrastructure. An advanced content resource may take the form of an ebook, a “how-
to” guide or another advanced content format. This advanced content piece would focus on the
most relevant cloud infrastructure topics and also showcase expertise from third-party data center
influencers. Partnering with influencers who are respected contributors in the cloud infrastructure
industry provides the content with unbiased credibility and increased potential reach to the target
audience.
INTEGRATED PROMOTION STRATEGY
Competitive analysis of advanced content, including ebooks, whitepapers and infographics, revealed
that [Company]’s content competitors do not utilize any strategic integrated promotion after publishing
content resources. Our analysis revealed that topically relevant content resources from competitors like
[Competitor] and [Competitor] often earned zero backlinks from the media and underperformed on
social media, due to a lack of promotion.
Content resources from competitors like [Competitor] and [Competitor] often earned
zero backlinks and underperformed on social media due to a lack of promotion.
Next Steps
ͫͫ Conduct targeted research to pinpoint precise disaster recovery topics, studies and data points to be
included in the infographic.
ͫͫ Conduct targeted research to further narrow the cloud infrastructure topic. Pinpoint the most pertinent
details to include and also the best format for the content: ebook, blog post series, white paper,
infographic, etc.
ͫͫ Identify non-client experts, including CIOs, CTOs, IT managers and systems administrators, to provide
influencer insights within the content piece.
ͫͫ With [Company], create two advanced content pieces and any additional resources needed to support
the content on [Company Website] related to disaster recovery and cloud infrastructure.
ͫͫ Develop an Integrated Promotion Strategy for each advanced content piece to maximize impact.

[COMPANY]’S EXISTING CONTENT
Observation
Existing [Company] content is underutilized by media outlets.
Opportunity
Optimize and promote existing [Company] resources to increase the content’s impact.
2014 [REPORT]
The landing page for the 2013 [Report] received nearly no coverage on trusted, third-party media sites.
Also, the [Report] landing page was only shared on Twitter four times.
[Company] has the opportunity to capitalize on the audience’s and media’s interest in industry studies
by promoting the results of the official 2014 [Report]. The study provides the kind of credible, third-
party endorsed insights that media contacts desire to share, and an Integrated Promotion Strategy will
drive quality backlinks, referral traffic and search authority from media outlets, social media channels
and paid media.
[COMPANY] [RESOURCES]
[Company]’s [Resources] are valuable resources for IT professionals, and they have not yet been fully
utilized to drive brand awareness, referral traffic and leads. Eight different [Resources] are available
through [Resource Website] and [Company Website]. Currently, they have been shared on social
media 169 times, with many of the [Resources] never having received a single social share. Analysis
also revealed that the [Resources] have only received three total backlinks from media sites and blogs.
The [Proprietary Resource] and [Proprietary Resource] received two backlinks and the [Proprietary
Resource] received one backlink. The other six [Resources] have earned zero backlinks from media
outlets.

With the [Resources], [Company] has the opportunity to directly engage the target audience while they
are progressing through the marketing funnel and actively gathering information to make business
decisions. An Integrated Promotion Strategy will consider which specific [Resources] have the most
potential to earn media coverage and ways to build more search authority through social media
channels, media outlets and paid media.
Next Steps
ͫͫ Provide landing page recommendations to [Company] to optimize the content for promotion.
ͫͫ Guide development of any additional charts or visuals needed to support the promotion of the study to
the media.
ͫͫ Review all existing [Resources] and select the most relevant [Resources] for media promotion.
ͫͫ Guide development of any additional charts or visuals needed to support the promotion.
ͫͫ Determine which domain to promote, [Company Website] or [Resource Website].
ͫͫ Develop an Integrated Promotion Strategy for each content piece to maximize impact.

BLOG STRATEGY
Observation
More than 85% of all media articles discussed the modern data center and strategies for managing a data
center of the future.
Opportunity
Create and share blog content that enables [Company] to become a data center thought leader.
BLOG CONTENT
During analysis, more than 85% of the media articles discussed future-focused concepts related to data
centers. Trends for data centers of the future were an underlying theme through nearly all of the most
relevant media articles. The most prevalent modern data center topics included cloud infrastructure,
colocation, security, virtualization and disaster recovery.
There is a significant opportunity for [Company] to regularly publish blog content that positions the
brand as a thought leader in the data center industry. By writing about topics like cloud infrastructure,
colocation, security, virtualization and disaster recovery, [Company] can capitalize on the audience and
media interest in those topics to build a loyal readership and also drive overall site authority.
Next Steps
ͫͫ Develop a comprehensive blog strategy including architecture, navigation and category
recommendations.
ͫͫ Deliver monthly strategic blog topic outlines based on competitive intelligence, keyword research and
media analysis.
85%
More than 85% of
all media articles
discussed the data
center of the future

INTEGRATED PROMOTION STRATEGY
[Company] can maximize the reach of each content marketing initiative by implementing an Integrated
Promotion Strategy after publishing each new content resource. Effective content promotion can yield
impressive campaign results, including increased target audience awareness, referral traffic, social
engagement and off-page SEO signals.
Each Integrated Promotion Strategy is unique to that particular piece of content, and every strategy will
consider the specific audiences, media contacts, influencers, social media and paid channels that are the best
mix for each advanced content initiative. Two vital aspects of an Integrated Promotion Strategy are editorial
outreach and social influencer outreach.
EDITORIAL OUTREACH ENCOURAGES NICHE JOURNALISTS TO SHARE CONTENT AS A RESOURCE
IN ARTICLES
Editorial outreach for content differs slightly from traditional media relations. Rather than sharing news
about a company or their products, we pitch the helpful content to the media because it is a valuable
resource to their existing stories and their readers. Media outlets can provide a trusted and credible
third-party endorsement of your content and brand.
SOCIAL OUTREACH PROGRAMS ENCOURAGE SOCIAL INFLUENCERS TO SHARE CONTENT WITH
THEIR FOLLOWERS
In addition to working with influencers and experts in the development of advanced content, we also
recommend partnering with influencers to promote each advanced content marketing initiative through
social media. Social outreach serves the overall campaign goals in several ways. Social signals have both
a direct and indirect impact on organic search rankings. Additionally, influencers are a trusted, third-
party resource for highly engaged members of the target audience and can assist in delivering qualified
referral traffic.
Next Steps
ͫͫ Research and plan a comprehensive Integrated Promotion Strategy for each content promotion
initiative.
ͫͫ Ensure that each Integrated Promotion Strategy considers the specific audiences, media contacts,
influencers, social networks and paid channels that are the best mix for each piece of content.
EFFECTIVE
CONTENT
PROMOTION
AUDIENCE
AWARENESS
REFERRAL
TRAFFIC
SOCIAL
ENGAGEMENT
OFF-PAGE
SEO SIGNALS
INCREASED

BYLINED ARTICLES
Observation
95% of the most relevant media articles wrote about data centers from an advanced or intermediate point of
view.
Opportunity
Contribute bylined articles from [Company] experts to hyper-targeted niche media outlets.

BYLINED ARTICLES
During the media analysis, 95% of the most relevant media articles were written from an advanced
or intermediate level of technical difficulty. With only 5% of the media articles discussing data center
topics with a beginner level of technical difficulty, it is apparent that media outlets are seeking
contributors and experts with significant industry expertise. Additionally, 70% of the media articles cited
or included influencer insights.
NICHE MEDIA OUTLETS
Many mainstream and niche media outlets accept and publish articles from writers not on their
editorial staff to add perspective and expert insights to their publications. A bylined article is an
effective way to establish credibility with a target audience, showcase [Company] as a thought leader
and differentiate the company from its competitors. Bylined articles in hyper-targeted niche media
outlets can drive referral traffic, expand overall brand authority and ultimately increase search visibility.
They also enable a brand to focus on issues and topics important to the company and its potential
customers.
Next Steps
ͫͫ Consider bylined articles as a tactic for each suggested Integrated Promotion Strategy.
ͫͫ Identify the most qualified and reputable [Company] experts to author bylined articles.
ͫͫ Work with [Company] experts to ghostwrite or co-write articles that address customer pain points and
share [Company] content resources.
95%
of the most relevant media
articles were written from
an advanced or intermediate
level of technical difficulty

SOCIAL MEDIA
Observation
79% of the time, the most commonly shared social network for the articles was LinkedIn.
Opportunity
Build social audience and share relevant content with followers and influencers.
LINKEDIN & TWITTER
Media and influencer analysis revealed two overriding social networks for the target audience —
LinkedIn and Twitter. For 79% of the media articles analyzed, LinkedIn was the most common social
network the articles were shared on. This revealed that the target audience is most reliant on LinkedIn
as a social channel to share content that bolsters their own professional credibility.
SPONSORED SOCIAL MEDIA UPDATES
Advertising options on social media networks like LinkedIn and Twitter allow you to target the right
people so your ads appear in front of those most likely to respond to them. Promoted content is labeled
“promoted” or “sponsored” so users can easily distinguish between ads and organic content.
Audience-targeting features through LinkedIn and Twitter allow you to reach people based on interests,
employers, job titles and geographic location. By targeting narrowly defined target audiences with
sponsored posts, you can promote content directly to the intended audience. Increasing social following
and engagement increases content visibility and brand authority — ultimately leading to increases in
domain authority, rankings and traffic.
UTILIZING INFLUENCERS & BUILDING SOCIAL MEDIA PRESENCE
Additionally, 70% of the media articles cited or included influencer insights. Industry influencers often
have a strong presence on Twitter and regularly engage with their followers to discuss hot topics in the
industry. Through the suggested content promotion efforts, [Company] has the opportunity to build
a larger following on social media by sharing helpful content more regularly and engaging with the
community.
Social signals provide both a direct and
indirect impact on organic search rankings.

An improved social presence serves the overall campaign through social signals that provide both a
direct and indirect impact on organic search rankings. Additionally, influencers are a trusted, third-party
resource for the target audience and can assist in delivering qualified referral traffic.
Next Steps
ͫͫ Consider social media channels for each suggested Integrated Promotion Strategy.
ͫͫ Provide ongoing social strategy consultation and social content recommendations.

SCOPE
AND TIMELINE

1/15 2/15 3/15 4/15 5/15 6/15 7/15 8/15 9/15
Blog Strategy
Blog Ideation
Consulting - Convert PDFs
to Webpages
Conversion Tracking
for PDF to Webpages
Disaster Recovery Thought Leadership
Cloud Benchmark Report Promotion
Cloud Calculators Promotion
Bylined Articles
Architecture Audit
and Recommendations
Messaging Content Strategy
Local PPC Plan
Implement PPC Plan*
Project Management and Reporting
SCOPE & TIMELINE
*actionable from [Company]’s side

©2013 DigitalRelevance™. All rights reserved.
v.1, December 2014
1 Virginia Ave, Suite 500
Indianapolis, IN 46204
888.603.7337 toll-free
317.575.8852 local
317.575.8904 fax
info@relevance.com
digital.relevance.com

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