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Advanced Content Marketing Strategies to Drive More Traffic

These are the slides from the content marketing workshop Rebekah and I (Ahrefs) conducted for TiECon 2019 in Chandigarh, India.

The objective of the workshop was to give attendees an action plan on how to drive more organic traffic to their site, even if they were not familiar with search engine optimization (SEO).

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Advanced Content Marketing Strategies to Drive More Traffic

  1. 1. Advanced Content Marketing MasterClass Ong Si Quan | Rebekah Bek @siquanong @itsrbek
  2. 2. @siquanong Ong Si Quan (SQ) Customer Success & Marketing Manager at ahrefs.com
  3. 3. @itsrbek Rebekah Bek Marketing Manager at ahrefs.com
  4. 4. #TiEConChd | @ahrefs Ahrefs’ Blog Traffic Growth
  5. 5. TODAY’S OBJECTIVE #TiEConChd | @ahrefs
  6. 6. Give you an action plan on how to drive more traffic to your site… even if you’re not an SEO! #TiEConChd | @ahrefs
  7. 7. Before that.... #TiEConChd | @ahrefs
  8. 8. Three people will win a FREE one-year subscription to an “Advanced” Ahrefs account (valued at $3,990/year) Simply tweet your takeaways during this talk mentioning #TiEConChd & @ahrefs #TiEConChd | @ahrefs
  9. 9. #TiEConChd | @ahrefs Imagine this:
  10. 10. To promote the article, you: ● Sent that new article to your email list #TiEConChd | @ahrefs
  11. 11. To promote the article, you: ● Sent that new article to your email list ● Shared it on your social media (Facebook, Twitter, etc.) #TiEConChd | @ahrefs
  12. 12. To promote the article, you: ● Sent that new article to your email list ● Shared it on your social media (Facebook, Twitter, etc.) ● Shared it onto some communities (Reddit, FB Groups, etc.) #TiEConChd | @ahrefs
  13. 13. #TiEConChd | @ahrefs
  14. 14. There is a better way #TiEConChd | @ahrefs
  15. 15. It’s called SEO. #TiEConChd | @ahrefs
  16. 16. #TiEConChd | @ahrefs
  17. 17. So, what is SEO? #TiEConChd | @ahrefs
  18. 18. #TiEConChd | @ahrefs Last year, we asked 40+ experts to tell us: What is SEO?
  19. 19. #TiEConChd | @ahrefs
  20. 20. 1. Figure out what your ideal readers are interested in (and searching for in Google) #TiEConChd | @ahrefs
  21. 21. 1. Figure out what your ideal readers are interested in (and searching for in Google) 2. Write an article on that topic and make sure it’s better than what’s already out there #TiEConChd | @ahrefs
  22. 22. 1. Figure out what your ideal readers are interested in (and searching for in Google) 2. Write an article on that topic and make sure it’s better than what’s already out there 3. Promote your article and build links #TiEConChd | @ahrefs
  23. 23. Today, you’ll learn how. #TiEConChd | @ahrefs
  24. 24. We begin with: KEYWORD RESEARCH #TiEConChd | @ahrefs
  25. 25. Find out what your ideal readers are searching for in Google. #TiEConChd | @ahrefs
  26. 26. Find out what your ideal readers are searching for in Google. #TiEConChd | @ahrefs
  27. 27. You need to know who your ideal readers are. #TiEConChd | @ahrefs
  28. 28. Ideally... #TiEConChd | @ahrefs
  29. 29. You are your own ideal reader. #TiEConChd | @ahrefs
  30. 30. 10 years experience #TiEConChd | @ahrefs We are lucky to be our own ideal reader 8 years experience 10 years experience But this is by design.
  31. 31. You Customer #TiEConChd | @ahrefs Get inside their heads!
  32. 32. #TiEConChd | @ahrefs ● What are their demographics? ● What are their backgrounds? ● What roles do they perform in life? ● What are their goals? ● What challenges do they face? ● What pain points do they have? ● What objections do they have?
  33. 33. Where do you get this information? #TiEConChd | @ahrefs
  34. 34. 1. Talk to them face-to-face #TiEConChd | @ahrefs
  35. 35. 1. Talk to them face-to-face 2. Use live chat #TiEConChd | @ahrefs
  36. 36. 1. Talk to them face-to-face 2. Use live chat 3. Build a community #TiEConChd | @ahrefs
  37. 37. 1. Talk to them face-to-face 2. Use live chat 3. Build a community 4. Join their communities #TiEConChd | @ahrefs
  38. 38. You should now have a list of cool topic ideas you can target #TiEConChd | @ahrefs
  39. 39. Do these topics have search potential? (i.e are people searching for this?) #TiEConChd | @ahrefs
  40. 40. Keywords Everywhere #TiEConChd | @ahrefs
  41. 41. Ahrefs > Keywords Explorer #TiEConChd | @ahrefs
  42. 42. Ahrefs > Keywords Explorer #TiEConChd | @ahrefs 👍
  43. 43. Expand your list of keyword ideas #TiEConChd | @ahrefs
  44. 44. Google Keyword Planner #TiEConChd | @ahrefs
  45. 45. Answer The Public #TiEConChd | @ahrefs https://ahrefs.com/blog/free-keyword-research-tools/
  46. 46. #TiEConChd | @ahrefs Ahrefs > Keywords Explorer
  47. 47. Don’t forget: your competitors have done the hard work for you too. #TiEConChd | @ahrefs
  48. 48. #TiEConChd | @ahrefs Check their popular blog posts https://www.beardbrand.com/blogs/urbanbeardsman/ hair-product-guide
  49. 49. https://ahrefs.com/site-explorer Ahrefs > Site Explorer
  50. 50. https://ahrefs.com/site-explorer Quick recap So far, you’ve learnt: ● Why optimizing for SEO is important; ● How to identify and learn more about your ideal reader; ● How to figure out search potential; ● How to expand your keyword list; ● How to “steal” keyword ideas from your competitors.
  51. 51. Ok, we have an awesome list of keywords. Now what? #TiEConChd | @ahrefs
  52. 52. But first...prioritize. Let’s look at a CASE STUDY. #TiEConChd | @ahrefs
  53. 53. #TiEConChd | @ahrefs Our contender:
  54. 54. #TiEConChd | @ahrefs Ahrefs > Site Explorer
  55. 55. #TiEConChd | @ahrefs Let’s explore: this blog post wasn’t created randomly.
  56. 56. #TiEConChd | @ahrefs 1. Start by asking: what type of content will actually bring business?
  57. 57. #TiEConChd | @ahrefs Quick sidetrack. Ever heard of this brand?
  58. 58. #TiEConChd | @ahrefs Ahrefs > Site Explorer > Top Pages
  59. 59. #TiEConChd | @ahrefs Would this make you interested in HubSpot? ¯_(ツ)_/¯
  60. 60. #TiEConChd | @ahrefs Don’t waste your time and resources creating content that doesn’t convert.
  61. 61. #TiEConChd | @ahrefs Ahrefs’ guidelines on gauging business potential
  62. 62. #TiEConChd | @ahrefs For this case study:
  63. 63. #TiEConChd | @ahrefs 2. Do your research: do you stand a chance of ranking?
  64. 64. #TiEConChd | @ahrefs An article from wix.com was the #1 search result before we wrote the post.
  65. 65. #TiEConChd | @ahrefs Here’s our actual email exchange about that.
  66. 66. #TiEConChd | @ahrefs And look at us now!
  67. 67. #TiEConChd | @ahrefs 3. Figure out search intent: which is a fancy way of saying, what do searchers want?
  68. 68. #TiEConChd | @ahrefs Google’s already done all the hard work for us. We just need to look at what’s already ranking.
  69. 69. #TiEConChd | @ahrefs
  70. 70. #TiEConChd | @ahrefs To recap: what to do after keyword research? 1. Filter topics based on business potential 2. Filter again based on ranking potential 3. Figure out search intent 4. Create content that’s better than what’s out there
  71. 71. CONTENT CREATION PROTIP #TiEConChd | @ahrefs
  72. 72. #TiEConChd | @ahrefs The Art of the Roundup Post
  73. 73. #TiEConChd | @ahrefs
  74. 74. #TiEConChd | @ahrefs Why roundup?: 1. They create the content for you 2. They naturally give you backlinks and help you promote the content 3. Gain access to their audience
  75. 75. #TiEConChd | @ahrefs Add your own insights to the roundup. Don’t info-dump.
  76. 76. CONTENT PROMOTION #TiEConChd | @ahrefs
  77. 77. #TiEConChd | @ahrefs 1. Repurpose existing content: leverage what you already have
  78. 78. #TiEConChd | @ahrefs I’m particularly fond of Twitter
  79. 79. #TiEConChd | @ahrefs Publish the same content for a different medium
  80. 80. #TiEConChd | @ahrefs ...Or just republish on a different platform.
  81. 81. #TiEConChd | @ahrefs 2. Work with other brands to leverage their audience
  82. 82. #TiEConChd | @ahrefs How to Build Your Website Traffic with Evergreen Content and Social Media
  83. 83. #TiEConChd | @ahrefs The partnership: Webinar: both Social media promotion: both Follow-up blog post: Buffer Webinar recording on YouTube: Ahrefs Slideshare: Ahrefs
  84. 84. #TiEConChd | @ahrefs 3. Monitor online buzz: promote yourself and tackle criticism
  85. 85. #TiEConChd | @ahrefs Imagine knowing each time someone talks about your brand.
  86. 86. #TiEConChd | @ahrefs Try: Google Alerts
  87. 87. #TiEConChd | @ahrefs Or Ahrefs Alerts.
  88. 88. #TiEConChd | @ahrefs 4. Work with influencers: let’s talk a little about podcast advertising
  89. 89. #TiEConChd | @ahrefs Some statistics: 1. Over 44% of the US population has listened to a podcast 2. Podcasts are extremely targeted 3. Their audiences are incredibly engaged
  90. 90. #TiEConChd | @ahrefs
  91. 91. #TiEConChd | @ahrefs
  92. 92. #TiEConChd | @ahrefs Sponsoring a podcast 101: 1. Find a suitable podcast.
  93. 93. #TiEConChd | @ahrefs Sponsoring a podcast 101: 1. Find a suitable podcast. 2. Secure availability.
  94. 94. #TiEConChd | @ahrefs Sponsoring a podcast 101: 1. Find a suitable podcast. 2. Secure availability. 3. Settle on your “package”.
  95. 95. #TiEConChd | @ahrefs Sponsoring a podcast 101: 1. Find a suitable podcast. 2. Secure availability. 3. Settle on your “package”. 4. Iron out the ad itself + other deliverables.
  96. 96. #TiEConChd | @ahrefs Sponsoring a podcast 101: 1. Find a suitable podcast. 2. Secure availability. 3. Settle on your “package”. 4. Iron out the ad itself + other deliverables. https://ahrefs.com/blog/podcast-advertising/
  97. 97. Three people will win a FREE one-year subscription to an “Advanced” Ahrefs account (valued at $3,990/year) Simply tweet your takeaways during this talk mentioning #TiEConChd & @ahrefs #TiEConChd | @ahrefs
  98. 98. 👋 👋 👋 Ask us anything! @siquanong | @itsrbek Follow us for slides! #TiEConChd | @ahrefs

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These are the slides from the content marketing workshop Rebekah and I (Ahrefs) conducted for TiECon 2019 in Chandigarh, India. The objective of the workshop was to give attendees an action plan on how to drive more organic traffic to their site, even if they were not familiar with search engine optimization (SEO).

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