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Content Creation For SEO In A Boring Industry (accounting)

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Content Marketing is all the rage, but how can you do it in a boring industry. We took accounting as an example on how you can create valuable, interesting content and stand out of the crowd and the sea of garbage content produced just for the sake of producing content

Published in: Marketing

Content Creation For SEO In A Boring Industry (accounting)

  1. 1. By Frederic Chanut - Managing Director at In Marketing We Trust
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  7. 7. 8 1 CONTENT FOR RELEVANCE (PROVIDE AND ANSWER QUERIES) 2 CONTENT FOR REACH (MAXIMISE BRAND RECOGNITION AND ENGAGEMENT)
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  10. 10. 11 • What they search Keyword research • What they care about Content research • What Google digs On-site optimisation
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  13. 13. 14 ● ● ● ● Accounting firm New business advice • Min. documents • Templates International expansion • Export grant • International accounting standards • Transfer pricing Accounting system review • Automate your accounting Startup accounting • R&D advantages • Cashflow for SaaS type business • Investor ready financials Tax legislation • Shares • Cliff & cofounders • Cofounder salaries
  14. 14. ACME Pty Ltd Clients/ consumers Distributor s/ Resellers Suppliers Employee s / Job seekers Journalists / Media Gov. / Regulators Advocacy groups Investors / Financiers Industry peers Don’t limit yourself to your customers, other stakeholders can actually have a greater voice on the web
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  16. 16. 17 Filter out brand Get data Pick a large Timeframe Spot content opportunities
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  18. 18. 19 Filter out Brand Enter direct competitor domain Export the list
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  20. 20. 21 http://bit.ly/content-generator
  21. 21. 22 Not relevant Simple articles are Getting shares Is it good and if they Got links. Maybe a v2 Can leverage buzz in US?
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  25. 25. 26 HERO Content for recommendation - campaign led larger scale content that get press coverage and social shares. Examples and components to follow. HUB Content for relevance - search driven content to provide a great user experience and to house useful information for press and the public. HYGIENE Content for relevance - search driven content that sits within hub to populate this area. This can be ongoing BAU that sits outside of campaign activity
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  27. 27. ▹ ▹ ▹ Strong engagement Link magnet
  28. 28. 29 Kwd Research Creation Publishing Promotion Outdated
  29. 29. 30 Objectives Research Author Data Analysis Seeding Content creation Publishing Promoting Updating
  30. 30. 31 Objectives •Target page •Enough Data •SEO vs. PR vs Links Research •Kwd Volume & difficulty •Existing content •Link value of old piece •Social signals Author •Authority on topic •Contributor to target site •G+ authorship Data Analysis •Internal/external •Trusted/Insight •Display Seeding •Target sites •Influencers •Existing connections Content creation •Crowdsourcing? •Format •Distribution Publishing •Time relevance •Social Media •Marketing calendar Promotion •Seed list •Paid distribution •LB Outreach •Link reclaiming Updating •Upgrade •Scheduled update •Translation •New format
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