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How to Excel at Content Marketing By Eric Enge


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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Link Auditing & Best Practices For Acquiring Authoritative Links. PRESENTATION: How to Excel at Content Marketing - Given by Eric Enge, @stonetemple, CEO - Stone Temple Consulting. #SMX #32A

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How to Excel at Content Marketing By Eric Enge

  1. 1. #SMX #32a @stonetemple Or … How Can I Get Me Some! How to Excel at Content Marketing
  2. 2. #SMX #32a @stonetemple Who Am I? Columnist  &  Contributor CEO  &  Founder 50+  person  Digital  Marke3ng  and  SEO   agency   Lead  Co-­‐Author
  3. 3. #SMX #32a @stonetemple Little Known Fact I had Brain Surgery in 2003
  4. 4. #SMX #32a @stonetemple Nope – Didn’t Get a USB Slot Installed
  5. 5. #SMX #32a @stonetemple How Content Marketing Drives SEO
  6. 6. #SMX #32a @stonetemple Myths Links Are No Longer Important Primary Focus Should Be Links Social Links Drive SEO All My Links Need to Go To Money Pages All I Need to Do is Publish Great Content Content Marketing is Too Crowded
  7. 7. #SMX #32a @stonetemple Build Your Reputation Grow Visibility Oh Yes, Let’s Get Some Links Too 1 2 4 Grow Your Audience3 Content Marketing Goals
  8. 8. #SMX #32a @stonetemple Google Risk Reduction It’s About the Ecosystem The Ecosystem is About Relationships Focusing on Links Strains Relationships Get the Best Links Anyway Why Links Are Secondary
  9. 9. #SMX #32a @stonetemple Today’s Environment is an Ecosystem
  10. 10. #SMX #32a @stonetemple The Basic Mechanics
  11. 11. #SMX #32a @stonetemple Site Reputation Build Audience Direct Links to Site This Got a Link From the Wall Street Journal 1. Publish Great Content On Your Site
  12. 12. #SMX #32a @stonetemple Links Pass Value Via a “Bank Shot”
  13. 13. #SMX #32a @stonetemple Great Content on Site Can Enable Off Site Opportunities
  14. 14. #SMX #32a @stonetemple Hubspot Guest Post Including a Link to Stone Temple Site 2. Publish Great Content On 3rd Party Sites
  15. 15. #SMX #32a @stonetemple 3rd Party Sites Expose You to Other People’s Audiences 1 2 3
  16. 16. #SMX #32a @stonetemple Links to Your Guest Post Make the Links Back to Your Site More Valuable Guest Post 2 Guest Post 1
  17. 17. #SMX #32a @stonetemple 563 Social Shares Over 40,000 Views Example B2B IT Services Client
  18. 18. #SMX #32a @stonetemple Got Some Links Too
  19. 19. #SMX #32a @stonetemple Working the Ecosystem
  20. 20. #SMX #32a @stonetemple Social Platform Links are NoFollow
  21. 21. #SMX #32a @stonetemple Source: Chartbeat
  22. 22. #SMX #32a @stonetemple Social Media Sharing Can Drive Links
  23. 23. #SMX #32a @stonetemple Social Media Sharing Can Build Your Audience 1 2 34
  24. 24. #SMX #32a @stonetemple Larger Audiences Increase Visibility
  25. 25. #SMX #32a @stonetemple Influencers Have Large Audiences
  26. 26. #SMX #32a @stonetemple Influencer Influencers Are an Accelerant
  27. 27. #SMX #32a @stonetemple Building Relationships With Influencers Read Everything They Write Follow Them on Social Media Start Interacting Don’t Pitch Them, Be Patient Wait to They Start to Notice You Then, Suggest Ways to Collaborate
  28. 28. #SMX #32a @stonetemple How to Create Content That Drives Links
  29. 29. #SMX #32a @stonetemple How Do You Create Content That Stands Out?
  30. 30. #SMX #32a @stonetemple 1. 10x10 Partnere d with Intel 1. Leverage a Megabrand
  31. 31. #SMX #32a @stonetemple Reasons Why Larger Brands Will Partner You are Faster Moving They Don’t Have the Budget They Don’t Have the Focus Harder for Them to Make the Business Case They Don’t Have the Subject Matter Experts
  32. 32. #SMX #32a @stonetemple The Benefits to 10 x 10 Great Media Coverage Spike in Visibility
  33. 33. #SMX #32a @stonetemple 2. Invest More Best Made Invested More in Instagram
  34. 34. #SMX #32a @stonetemple Doesn’t Mean Spend Millions of Dollars You Can Focus On One Vertical You Can Focus On One Brand Theme Then Invest More in That Area They Don’t Have the Subject Matter Experts What Do We Mean By Invest More
  35. 35. #SMX #32a @stonetemple The Benefits to BestMade
  36. 36. #SMX #32a @stonetemple 3. Be Unique Seventh Generation Pushes an Eco- Friendly Theme
  37. 37. #SMX #32a @stonetemple Find a Vertical Concept That You Can Lead Focus Your Content On That Concept Develop the Subject Matter Expertise Engage and Build Followings Establish a Leadership Role Steps to Being Unique
  38. 38. #SMX #32a @stonetemple The Benefits to Seventh Generation Large, Engaged Social Followings
  39. 39. #SMX #32a @stonetemple 4. Get the Early Mover Advantage 3.5 Million Followers on Vine
  40. 40. #SMX #32a @stonetemple Steps to Getting the Early Mover Advantage Recognize New Channels Test the Waters for the Potential Dump it, if It’s Not Working Engage and Build Followings Establish Leadership in That Channel
  41. 41. #SMX #32a @stonetemple The Benefits to Zach King Netted a Sweet Deal with HP
  42. 42. #SMX #32a @stonetemple 5. Promote Better
  43. 43. #SMX #32a @stonetemple Promote Better Best Practices Attention Grabbing Title Compelling Images Tune the Content to Each Channel Push Through Social Media Leverage Influencers Follow-On Content and Multiple Pushes
  44. 44. #SMX #32a @stonetemple 6. Work Harder Study of the Singers With Greatest Vocal Range
  45. 45. #SMX #32a @stonetemple What Do I Mean by Work Harder Again, Focus is Key Do Something that Others Won’t Go Deep Into Manual Research Leverage Data That Others Haven’t Put the Hours In Where Others Won’t
  46. 46. #SMX #32a @stonetemple Benefits to Concert Hotels Shares Links
  47. 47. #SMX #32a @stonetemple Eric Enge @stonetemple +Eric Enge (508) 879-0950 Thank You!
  48. 48. #SMX #32a @stonetemple THANK YOU! Join us @SMX West San Jose Mar 3rd – 5th, 2016