From the B2B Content2Conversion Conference, with: Lauren McNiff, Sr. Marketing Programs Manager, Strategic Accounts, Glassdoor

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Partnering with PR & SEO to
Amplify Your Content
Presented by
Lauren McNiff

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Introduction
Lauren McNiff
Sr. Marketing Manager, Strategic Accounts

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to help people everywhere find
a job and company they loveMission:

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§ Both disciplines are founded
upon storytelling
§ Foundation to influence through
owned and earned media
§ Goal is to reach the right
people with the right message
What Do PR & Content Have in Common?

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Tip #1 – Get on the Same Page

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Tip #2 – Become a Trustworthy Source for Content

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§ 88,409 page views
§ 5,945 SlideShareviews
§ 70% CTR on email
Tip #3 – Pick Controversial Content,
but Not Too Controversial…

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§ #1 eBook downloaded
in 2015 out of 27 eBooks
§ #1 in sales pipeline
§ #1 in closed revenue
Tip #4 – Use Data to Fuel Your Stories

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§ 66% higher click to open rate
than any other event email
§ Trended nationally on Twitter
§ Reached 2.5M Twitter users
§ Received over 6,800 tweets
Tip #5 – Create Content That Can Go Viral

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Recap

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1. Sync frequently
2. Become a trustworthy source for content
3. Pick controversial content, but don’t be too controversial
4. Use data to tell your stories
5. Co-promote across all of your channels and audiences
to increase virality
5 Tips to Partnering with PR

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What Do Content & SEO
Have in Common?

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§ Focused on using
the right keywords
§ If you create the
most links, they will
come
§ Reaching the
right people at the
right time with the
right message

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Tip #6 – Your Keywords Count

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Tip #7 – Create One Unified Content Hub

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Tip #8 – Make Your Content Searchable

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Tip #9 – If You Link It, They Will Come

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Tip #10 – Play Where You Can Win

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Final Recap

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1. Sync frequently
2. Become a trustworthy source for content
3. Pick controversial content, but don’t be too controversial
4. Use data to tell your stories
5. Co-promote across all of your channels and audiences to increase virality
6. Audit all blog content
7. Utilize one hub for content
8. Ungate your SEO winners
9. Build as many links to your site as you can
10. Analyze where you can win
10 Tips to Partnering With PR & SEO

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Success Will Come

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Thank you!

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