1.
Content Marketing 201
Search Optimization &
Advanced Analytics
Andy Crestodina
@crestodina

2.
If you have more MONEY than brains, you
should focus on outbound marketing.
If you have more BRAINS than money,
you should focus on inbound marketing.
- Guy Kawasaki

3.
Advertising Content Marketing
Interrupt, Distract Attract
Outbound Inbound
Paid (Budget) Owned, Earned (Brains)
Hype Help

4.
4
The Funnel

5.
How
content
works…

6.
Traffic X Conversion Rate = Success

7.
%
of buying decisions are made
before contacting a sales rep
source: Corporate Executive Board, Marketing Leadership Council survey of 1900 B2B customers

8.
Search + Social + Email = Content Marketing

9.
Traffic: Social, Email, Search

10.
What topics do
they want?
It’s all about empathy…

11.
Help your audience
make a buying decision.

12.
Your website is the mousetrap,
Your content is the cheese…
- Barry Feldman

13.
Sources of Topics
1. Keywords
2. Q&A Sites
3. Listening

14.
Finding Topics: Google Suggest

15.
Finding Topics: Ubersuggest
Source: Ubersuggest.org

16.
Finding Topics: Soovle
Source: Soovle.com

17.
Google
Keyword
Planner

18.
#convcon @crestodina

19.
Finding Topics: Analytics Queries

20.
Finding Topics: Yahoo! Answers
Source: Yahoo! Answers

21.
Finding Topics: Quora.com
Source: Quora.com

22.
Finding Topics: Listening
1. Sales Team
2. Customer Service Team
3. Client Stories

23.
source: Deana Goldasich

24.
Source: Periodic Table of Content

25.
So let’s start
with search…
But how does Google work?

26.
links are credibility

27.
more links = more credibility

28.
links from credible sites =
much more credibility

29.
many outgoing links =
less credibility per link

30.
Link Popularity and Domain Authority
Resource: Open Site Explorer

31.
Link Popularity / Domain Authority
20 40 60 80
Domain Authority
Competitiveness
#unfair

32.
Which posts have
ranking potential?
Low hanging fruit is delicious!

33.
Top content…

34.
Find your traffic champions

35.
The Spike and the Long Tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)

36.
Posts that rank high on page two…
Queries Report with Advanced Filter for “Average Position” set to Greater than 10

37.
Posts that rank high on page
two!
Queries Report with Advanced Filter for “Average Position” set to Greater than 10

38.
Finding posts with ranking potential
1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position”
greater than 10
3. Sort by “Average Position”
4. Confirm the rank and the post by searching
for the phrase

39.
Now for a little
on-page SEO…
Let’s indicate the relevance.

40.
Use the phrase in 4 places
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Within the links to the page from other
pages on your site.

41.
1. Title: Once in the beginning
It appears above the address bar in your browser…
…and it’s the link in Google search results!

42.
<<ttiittllee>>HHoomme<e/<ti/ttleit>le>

43.
2. Header: once, anywhere

44.
3. Body: 4 - 6 Times

45.
Don’t be too
aggressive!

46.
This stuff works…

47.
Internal Linking
Opportunities!

48.
The Report of
Broken Dreams
How it your website unsatisfying?

49.
Optimize for
subscribers…

50.
Before…
After…

51.
1900% increase. Not bad!

52.
Why it works
1.Prominence
2.Promise
3.Proof

53.
Call to Action Conform
#convcon @crestodina

54.
GOOD

55.
BAD

56.
Find Your
Conversion
Champions
Which are your most compelling posts?

57.
Subscribers per blog post…
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/

58.
Pageviews per blog post…

59.
Subscribers per page view per blog post
…well hello, champions!

60.
Let’s watch that in slo-mo…

61.
Now put on your traffic driving gloves…
• Put it into heavy rotation on the social streams
• Add it to your home page slideshow
• Link to it from your email signature
• Run an ad using PPC, Facebook, etc.
• Write a guest post. Link back to the page
• Include it in a roundup of your best posts
• Link to it from other high traffic pages

62.
BOTTOM OF
THE FUNNEL

63.
Testimonials = supportive evidence

64.
Never make a testimonials page

65.
When you say it, it’s marketing…
When they say it, it’s social proof.

66.
Text…
Regardless of your age, if you’re searching for the answer to
the question, “what do you want to be when you grow up?”
you are not alone.
Survey after survey shows that the majority of working adults
wish they could start over in a different career. They also wish
they had more information and better information in making
that decision and I couldn’t agree more.
Choosing the right career is one of the most important
decisions that you’ll make in your lifetime.

67.
…versus video

68.
SUBSEQUENT
CONVERSIONS

69.
But wait! There’s more…

70.
Subsequent Conversions…

71.
Where there’s traffic, there’s hope...

72.
Social Exits
Do you really want them
to click that?!

73.
START HERE

74.
source: Joe Pulizzi

75.
source: Joe Pulizzi

76.
source: Joe Pulizzi

77.
source: Joe Pulizzi

78.
“Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.”

79.
“Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.”

80.
“Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.”

81.
“Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.”

82.
“Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.”

83.
[our company] is where
[our audience] gets
[what information] that offers
[what benefit]

84.
Your Pages.
Your Funnel.
Let’s break it down.

85.
source: Lead Generation Best Practices

86.
Bottom Line.

87.
Thank you!
Andy Crestodina
@crestodina
orbitmedia.com

88.
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