PJ Howland's keyword research workshop at 97th Floor's 2019 Mastermind event.

1. Plan B Is For
Suckers
A step by step guide for
guaranteed content success

2. This will be a workshop.
Meaning, we’ll be setting
this up together.

3. This will be a workshop.
Meaning, we’ll be setting
this up together.
We’ll spend 20-30
minutes on theory first.

4. rely on content marketing whether
they like it or not.
Mature businesses

5. An effective content marketing strategy
will accomplish two things:

6. An effective content marketing strategy
will accomplish two things:
1 Earn
compounding
traffic

7. An effective content marketing strategy
will accomplish two things:
1 Earn
compounding
traffic
2 Cultivate an
audience to
action

8. So who is doing
a good job?

12. What do they have in common
Publishing
Faithfully
publishing multiple
pieces a week
Focus
Dedicated focus
to article-style
content
Understanding
Profound
understanding of
the audience

13. What do they have in common
Publishing
Faithfully
publishing multiple
pieces a week
Focus
Dedicated focus
to article-style
content
Understanding
Profound
understanding of
the audience
Oh and their articles rank...

17. The secret to
compounding
success...
Regularly creating new content
that ranks for keywords your
audience cares about.

18. But I thought SEO
was risky.

19. But I thought SEO
was risky.
How can I guarantee success?

20. Create a content marketing
system that guarantees success.

21. The
solution...
Create a system that increases
the rate of success for each piece
of content you create.

22. The process
Competitors Keywords Content

23. Competitors
As a search marketer, you’ll need to carefully
determine who your competitors are. Many times
they are not the same businesses you are always
plotting against in your leadership meetings.

24. A good starting
group is 3-4
competitors.
Competitors
As a search marketer, you’ll need to carefully
determine who your competitors are. Many times
they are not the same businesses you are always
plotting against in your leadership meetings.

25. Identifying competitors
Think about where your audience is hanging out online, and
where they are reading complementary content to your own.

26. For example If I were tasked with putting together a content
marketing strategy for a wealth management
group I may chose the following for my
competitors.
https://www.nerdwallet.com/blog/category/investing/
https://thereformedbroker.com/
https://www.fidelity.com/wealth-management/
https://www.daveramsey.com/

27. For example If I were tasked with putting together a content
marketing strategy for a wealth management
group I may chose the following for my
competitors.
https://www.nerdwallet.com/blog/category/investing/
https://thereformedbroker.com/
https://www.fidelity.com/wealth-management/
https://www.daveramsey.com/
473 keywords
21,571 keywords
2,655 keywords
548,008 keywords

29. What’s in
a keyword
anyway
Volume
Difficulty
Cost per click

30. Let’s get busy

31. https://goo.gl/8LVNAM