Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Getting Your Content Found

710 views

Published on

Learn from content marketing experts Reed Overfelt, CEO of FullQuota and Skip Besthoff, CEO of Inbound Writer as they share the secrets to getting found online through great content.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Getting Your Content Found

  1. 1. Webinar Getting Your Content Found Online
  2. 2. Of B-to-B buyers first use search engines to look for services and products 92%
  3. 3. Top 3 That means you need to be here…
  4. 4. …and here
  5. 5. …and here
  6. 6. …and here
  7. 7. …and don‟t forget here
  8. 8. …or end up here!
  9. 9. Creating exceptional and unique content is the key to getting found online!
  10. 10. 12 Problem: Most Content Performs Poorly … Typical Case: 20% of the content drives 80%+ of organic traffic Content / Traffic Performance (6/12 – 5/13)
  11. 11. 13 … And People Don‟t Know Why
  12. 12. 14 Result: Driving Without Headlights • Issues: • Investments in content rarely pay off • Critical factors are not known and hard to improve • Status quo: write, publish … and hope for the best • Next generation: leverage predictive analytics to drive performance before you put pen to paper
  13. 13. 15 InboundWriter: Predictive Analytics Software • Topic Research: Accurately assesses traffic potential or a topic / piece of content • Content Optimization: coaches writers to improve content • Measurement: objective analytics, directly links content quality to traffic
  14. 14. 16 The Winning Formula High Popularity Topics Ability to Compete Well-Written Content
  15. 15. 17 Specific Analytic Factors Search Popularity: Aggregate search query volume • “Triangulates” multiple data sources to get accurate data • Proprietary filtering / processing • Statistically-validated Competition Strength: Probability target domain will be on page 1 • Determines where your site sits in the „pecking order‟ • Leverages term and domain-related analytics in real-time • Statistically-validated
  16. 16. 18 The „Secret Sauce‟ Competitive Content Site / Term Analytics • Semantically processes 100s / 1,000s of competitive content on similar topics • Leverages analytics based on your domain, page and target terms
  17. 17. 19 Comparison To Status Quo InboundWriter Keyword Research
  18. 18. 20 Simple Metrics: Green Is Good • Green = high quality content • Written about a popular topic, i.e. with a large audience • Can compete well, thus capturing a large portion of the audience • Written well, both for human and machine audiences • The more green content – the more organic traffic
  19. 19. 21 Where The Rubber Hits The Road Un-optimized content (16 articles – control group) InboundWriter optimized content (16 articles) Pageview Performance Comparison (Actual Data) 350% improvement in 4 months
  20. 20. 22 Typical “Red” (Quantity) Traffic Profile • Initial traffic spike (in this case driven by email campaign) • Low organic / residual traffic • 4k visits initially; 6k overall visits
  21. 21. 23 Typical “Green” (Quality) Traffic Profile • Same initial spike (in this case no campaigns) • 80%+ organic traffic • 4k visits initially; 1k / wk thereafter; 29k overall (5x the Red)
  22. 22. 24 Using InboundWriter: 360o Process Site Content Audit Topic Research and Selection Content Creation / Improvement Measurement and Results
  23. 23. Discussion
  24. 24. FREESITE CONTENT AUDIT GET EXCLUSIVE OFFER NOW Tweet Attendees Only EXCLUSIVE
  25. 25. .com ARE YOU READY TO YOUR MARKETING? TRANSFORM CONTACT US TODAY AT

×