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#SEJThinkTank
@AdLift
Content Marketing: A 360° Approach
Arron Goodin, AdLift Inc.
#SEJThinkTank
@AdLift
Arron Goodin
Managing Director,
AdLift Inc.
8+ Years of Digital & Online Marketing Experience
Prior ...
#SEJThinkTank
@AdLift
04
03
02
01
Which best
describes your
SEO and/or
content
marketing
program?
Yeah, I got nothing
We a...
#SEJThinkTank
@AdLift
56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge
#SEJThinkTank
@AdLift
01
02
03
Create Share
Worthy Content
Analyze
Content
Effectiveness
Amplify Content
(Social, Content
...
#SEJThinkTank
@AdLift
Researching gaps in
information to
deliver unique content
Targeting the
Audience
Researching the
top...
#SEJThinkTank
@AdLift
Three Part Research Process
#SEJThinkTank
@AdLift
Researching Gaps in Information to Find Content Opportunities
Inventory
pages on
your site
Map as
ma...
#SEJThinkTank
@AdLift
Targeting the Audience: Top of the Funnel Approach
AWARENESS
INTEREST
DESIRE
ACTION
People have ques...
#SEJThinkTank
@AdLift
Researching the topic for Maximum Value
Photo credit: Przemyslaw
Zytnicki
Photo credit: Fanginhoon
H...
#SEJThinkTank
@AdLift
Understanding Content Impact
#SEJThinkTank
@AdLift
Analyzing Content Effectiveness: Analytics
1. Organic Visits
2. Pages / Session
3. Avg. Session Dura...
#SEJThinkTank
@AdLift
Analyzing Content Effectiveness: Social Metrics
Depending on how big
your follower base is:
0.1% to ...
#SEJThinkTank
@AdLift
Analyzing Content Effectiveness: Rankings
Track keyword
rankings, weekly
or monthly for
your targete...
#SEJThinkTank
@AdLift
Leveraging Your New Content
#SEJThinkTank
@AdLift
Why use Taboola?
Taboola recommends editorial
and sponsored content across
many of the world’s most ...
#SEJThinkTank
@AdLift
Why use Outbrain?
Your content can be featured on
World’s top media sites.
You can promote articles,...
#SEJThinkTank
@AdLift
Key Elements in Tracking Outbrain/Taboola Effectiveness
 Set Google Analytics campaign UTM
using Go...
#SEJThinkTank
@AdLift
Case Study – Content Marketing Takes Time But Results in Higher ROI
Began content marketing leveragi...
#SEJThinkTank
@AdLift
Poll 2
Yes
Do you have a
content strategy
currently?
(with personas and everything!)
#SEJThinkTank
@AdLift
Accelerated Mobile Pages
#SEJThinkTank
@AdLift
AMP HTML – HTML but with AMP properties in the form of required
markup.
AMP JavaScript – Specific JS...
#SEJThinkTank
@AdLift
Why AMP?
Photo credit: SOASTA
Source: SEO Powersuite
#SEJThinkTank
@AdLift
Where to start?
AMP Homepage – https://www.ampproject.org
Google AMP Announcement –
https://googlebl...
#SEJThinkTank
@AdLift
To sum it all up!
I’m Arron
Goodin of
AdLift and
I’m
Awesome
Content
Marketing
is
Powerful
and
Usefu...
#SEJThinkTank
@YourTwitterHandle
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Content Marketing: A 360 Degree Approach

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Content marketing is a staple in the digital marketing landscape. In fact, in our recent SEJ Annual Report, 66% of respondents said content marketing is the most effective aspect of digital marketing.

Is your content marketing strategy giving you the results you want? There may be strategies you are overlooking. Learn from AdLift's Managing Director, Arron Goodin in this sponsored SEJ ThinkTank webinar.

Published in: Marketing

Content Marketing: A 360 Degree Approach

  1. 1. #SEJThinkTank @AdLift Content Marketing: A 360° Approach Arron Goodin, AdLift Inc.
  2. 2. #SEJThinkTank @AdLift Arron Goodin Managing Director, AdLift Inc. 8+ Years of Digital & Online Marketing Experience Prior roles at Adobe, AKQA & IAC Worked closely with brands such as Audi, Santander Consumer, AirBNB, Discover @AdLift https://www.linkedin.com/in/arrongoodin Arron.goodin@adlift.com Who is Arron? @ Amatuer golfer, marketing jargon assassin, $1 oyster expert
  3. 3. #SEJThinkTank @AdLift 04 03 02 01 Which best describes your SEO and/or content marketing program? Yeah, I got nothing We are killing it!!! Off and running but could use help Fledgling Poll 1
  4. 4. #SEJThinkTank @AdLift 56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge
  5. 5. #SEJThinkTank @AdLift 01 02 03 Create Share Worthy Content Analyze Content Effectiveness Amplify Content (Social, Content Platforms) The Content Marketing Interplay
  6. 6. #SEJThinkTank @AdLift Researching gaps in information to deliver unique content Targeting the Audience Researching the topic to provide maximum value Content Plan How to know what content to produce?
  7. 7. #SEJThinkTank @AdLift Three Part Research Process
  8. 8. #SEJThinkTank @AdLift Researching Gaps in Information to Find Content Opportunities Inventory pages on your site Map as many keywords individually to each page The leftover keywords are your content opportunity Photo credit: Justin Tromeur
  9. 9. #SEJThinkTank @AdLift Targeting the Audience: Top of the Funnel Approach AWARENESS INTEREST DESIRE ACTION People have questions about everything and they come to search engines to seek answers. Understanding the intent behind those queries helps us to know what kind of content should be created for which queries. Sometimes folks just need answers. Brand awareness happens when we present a piece of content as an answer to a user’s specific query. You’ve provided value at the top of the funnel!
  10. 10. #SEJThinkTank @AdLift Researching the topic for Maximum Value Photo credit: Przemyslaw Zytnicki Photo credit: Fanginhoon Having a checklist of what to cover (avoids over research!) Finding credible sources and demonstrating your own expertise or knowledge
  11. 11. #SEJThinkTank @AdLift Understanding Content Impact
  12. 12. #SEJThinkTank @AdLift Analyzing Content Effectiveness: Analytics 1. Organic Visits 2. Pages / Session 3. Avg. Session Duration 4. Bounce Rate 5. New Users Great KPIs are:
  13. 13. #SEJThinkTank @AdLift Analyzing Content Effectiveness: Social Metrics Depending on how big your follower base is: 0.1% to 1% interactions of total follower base is Good.
  14. 14. #SEJThinkTank @AdLift Analyzing Content Effectiveness: Rankings Track keyword rankings, weekly or monthly for your targeted keywords. Also make sure the new page is the ranking URL
  15. 15. #SEJThinkTank @AdLift Leveraging Your New Content
  16. 16. #SEJThinkTank @AdLift Why use Taboola? Taboola recommends editorial and sponsored content across many of the world’s most highly- trafficked sites. Content creates strong emotional connections with consumers and lowers customer acquisition costs. Taboola's content discovery platform gets you the right audience optimized for your goals. 01 02 031. Visitor clicks your link recommended on a publisher site. 2. Content is viewed on your site, a third- party site, YouTube, or a social media site. Taboola is the world's leading content discovery platform, serving 300B recommendations to over 550M unique visitors each month on the web's most innovative publisher sites.
  17. 17. #SEJThinkTank @AdLift Why use Outbrain? Your content can be featured on World’s top media sites. You can promote articles, videos, slideshows, infographics, or even earned media that offers informational value to the audience. You can select which Geographies you would like to target. 01 02 03 The web's largest content publishers. The more interesting your content and the more traffic you drive, the more it will be recommended around the web.
  18. 18. #SEJThinkTank @AdLift Key Elements in Tracking Outbrain/Taboola Effectiveness  Set Google Analytics campaign UTM using Google’s Tool URL Builder  Suggested Tagging UTM_Medium = Discovery UTM_Source = Outbrain UTM_Campaign = Campaign Name  Set Bids, GEO Targeting
  19. 19. #SEJThinkTank @AdLift Case Study – Content Marketing Takes Time But Results in Higher ROI Began content marketing leveraging Social and Content Platforms
  20. 20. #SEJThinkTank @AdLift Poll 2 Yes Do you have a content strategy currently? (with personas and everything!)
  21. 21. #SEJThinkTank @AdLift Accelerated Mobile Pages
  22. 22. #SEJThinkTank @AdLift AMP HTML – HTML but with AMP properties in the form of required markup. AMP JavaScript – Specific JS designed to be faster. AMP Cache – A content delivery network of AMP documents (Pages) published to the web which means…if your pages are built properly google will globally cached cache your pages and serve them up faster than if they would your own site. What is AMP?
  23. 23. #SEJThinkTank @AdLift Why AMP? Photo credit: SOASTA Source: SEO Powersuite
  24. 24. #SEJThinkTank @AdLift Where to start? AMP Homepage – https://www.ampproject.org Google AMP Announcement – https://googleblog.blogspot.com/2015/10/introducing-accelerated-mobile- pages.html
  25. 25. #SEJThinkTank @AdLift To sum it all up! I’m Arron Goodin of AdLift and I’m Awesome Content Marketing is Powerful and Useful Research to Create Share Worthy Content Analyze and Learn from your Data Set-up Taboola and Outbrain Campaign for Amplified Reach Leverage Amp to Stay Ahead 060504030201 07 Increased Visibility and Brand Awareness
  26. 26. #SEJThinkTank @YourTwitterHandle

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