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Publish More & Rank Higher
(Delegate, Collaborate, Repurpose)
Andy Crestodina
Strategic Director | @crestodina
@crestodina
...you’ve published a lot, some of it ranks
...you get a lot of questions from clients/friends
...you contribu...
@crestodina@crestodina
Blogging frequency is down...
Publishing frequency,
2014-2016
source: Blogger Survey, Orbit Media
@crestodina@crestodina
...but bloggers who publish more get better results
Percent of bloggers
who report “strong
results”...
How can I publish more without...
a. Reducing quality?
b. Hiring a team of writers?
c. Losing my mind?
The Art of Delegation
@crestodina
Things you should stop doing immediately
• Social promotion/scheduling
• Research
• Roundups
• Editing
• Prese...
@crestodina
@crestodina
@crestodina
@crestodina
Places you can find help
• Task Rabbit
• onlinejobs.ph
• Upwork
• Don’t Panic Management
Delegate Scheduling
...meet Amy, my $40/mo robot assistant
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
Saves ~2 hours per week
@crestodina@crestodina
Delegate Research
...gathering data is important, but
tedious
@crestodina
@crestodina
@crestodina@crestodina
@crestodina
@crestodina@crestodina
Research Complete!
Delegate Writing
...use a “ghost drafter”
@crestodina
The Solo Blogger
title, opening
outline
first draft editing, images
final polish
@crestodina
The Writer, Editor Combo
title, opening
outline
first draft editing, images
final polish
@crestodina
The Ghost Writer
title, opening
outline
first draft editing, images
final polish
@crestodina
The “Ghost Drafter”
title, opening
outline
first draft editing, images
final polish
@crestodina
Share your editorial guidelines first!
• Length
• Tone
• Formatting
• Images
• Quotes
• Statistics and Research
Extreme Delegation
...formats that don’t need a writer
@crestodina
Interview Podcasts
1. Outreach and scheduling
2. Guest management
3. Audio editing
4. Transcription
5. Posting...
@crestodina
source: Don’t Panic Management
@crestodina
Roundup Posts
1. List Building
2. Outreach
3. Curation
4. Posting
5. Notify and Share
@crestodina
@crestodina@crestodina
@crestodina
Do some analysis!
Add some value!
@crestodina
Building a team is the nucleus
for every piece of success
Chris Ducker
Virtual CEO, Author
Turn Your Sent Email into
High Ranking Content
Rank
Authority Relevance
Rank
Links Keywords
Rank
Offsite On-Page
@crestodina
How email turns into articles
@crestodina
Sent mail = great marketing content
• Roundup contributions
• HARO responses
• Email interviews
• Answers to q...
@crestodina
Invitation to contribute to a roundup
@crestodina
@crestodina
Invitation to write a guest post
@crestodina
@crestodina
Email asking a question
@crestodina
@crestodina
Great (repurposable) email answers include...
• In-depth, detailed information
• Bullet, numbered lists
• Imag...
@crestodina@crestodina
Super detailed answers
@crestodina
...get great responses!
Fast forward three years...
@crestodina
After three years of emailing detailed answers...
68 questions answered from round ups
76 questions answered f...
@crestodina
@crestodina
@crestodina@crestodina
@crestodina@crestodina
@crestodina@crestodina
@crestodina
@crestodina@crestodina
@crestodina@crestodina
Which articles need a link the most?
@crestodina
@crestodina
@crestodina@crestodina
@crestodina@crestodina
The “Focus” List (pages and phrases that need support)
@crestodina@crestodina
@crestodina
@crestodina
Source: Ahrefs
Referring domains with partial/exact match of anchor
text and keyphrase
How to win links with “exact match anchor text”
@crestodina
How to win a keyword-focused link
1. Add images to your articles
2. Use those images in your contributions
3. ...
@crestodina
Opportunities to mention (and link to) your content
• Guest blog posts
• Email interviews
• Roundup contributi...
@crestodina
@crestodina
Put some answers on Quora
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
...now I rank for “digital marketing basics”
Delegate Content Promotion
...document, then hand it off
@crestodina
@crestodina
Update Old Content
...repurposing for higher rankings and more traffic
@crestodina
Why Update Your Content?
• Faster to create
• Higher quality
• You know who to share it with
• Higher rankings
Declining Traffic
...the rank is slipping!
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
Let’s say I’m looking at publishing a post in May. If all of my content is up-
to-date and ranking where I think it should...
@crestodina
@crestodina
What was changed?
Original (published 8/2013)
• 1,225 words
• 6 images
Update (published 4/2016)
• 2,584 words...
@crestodina
Included the “semantically linked” phrases
internal Links
internal linking SEO
internal linking strategy
SEO i...
@crestodina
Included the “semantically linked” phrases
internal Links
internal linking SEO
internal linking strategy
SEO i...
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
URL Recycling
...that page has authority, but no relevance
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
Content Updating Tips
• DO NOT CHANGE THE URL
• Add value
–Length
–Media (images, video)
–Quality (details, ex...
@crestodina
@crestodina
@crestodina
Andy Crestodina
Strategic Director | @crestodina
THANK YOU!
Advanced Content Marketing & SEO: How to Publish More and Rank Higher
Advanced Content Marketing & SEO: How to Publish More and Rank Higher
Advanced Content Marketing & SEO: How to Publish More and Rank Higher
Advanced Content Marketing & SEO: How to Publish More and Rank Higher
Advanced Content Marketing & SEO: How to Publish More and Rank Higher
Advanced Content Marketing & SEO: How to Publish More and Rank Higher
Advanced Content Marketing & SEO: How to Publish More and Rank Higher
Advanced Content Marketing & SEO: How to Publish More and Rank Higher
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Advanced Content Marketing & SEO: How to Publish More and Rank Higher

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The art of delegation, collaboration and repurposing. These are advanced content marketing tactics for search engine optimization (SEO) for people who want to publish more content and rank higher in search. Learn how to...
• Turn your sent mail into high ranking articles
• Delegate repeatable tasks to virtual assistants
• Update older content for higher rankings and more traffic
• Support the URLs that need it most with targeted links in roundup contributions

Recommended for bloggers and marketers with 5+ years of experience, or anyone who wants to level up their content marketing and SEO skills.

Published in: Marketing
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Advanced Content Marketing & SEO: How to Publish More and Rank Higher

  1. 1. Publish More & Rank Higher (Delegate, Collaborate, Repurpose) Andy Crestodina Strategic Director | @crestodina
  2. 2. @crestodina ...you’ve published a lot, some of it ranks ...you get a lot of questions from clients/friends ...you contribute to round ups and do interviews ...you have people you can delegate to ...you have a budget for delegation ...you want to help others be more productive! This presentation is awesome! Especially if...
  3. 3. @crestodina@crestodina Blogging frequency is down... Publishing frequency, 2014-2016 source: Blogger Survey, Orbit Media
  4. 4. @crestodina@crestodina ...but bloggers who publish more get better results Percent of bloggers who report “strong results” by frequency source: Blogger Survey, Orbit Media
  5. 5. How can I publish more without... a. Reducing quality? b. Hiring a team of writers? c. Losing my mind?
  6. 6. The Art of Delegation
  7. 7. @crestodina Things you should stop doing immediately • Social promotion/scheduling • Research • Roundups • Editing • Presentation formatting • Content curation
  8. 8. @crestodina
  9. 9. @crestodina
  10. 10. @crestodina
  11. 11. @crestodina Places you can find help • Task Rabbit • onlinejobs.ph • Upwork • Don’t Panic Management
  12. 12. Delegate Scheduling ...meet Amy, my $40/mo robot assistant
  13. 13. @crestodina
  14. 14. @crestodina
  15. 15. @crestodina
  16. 16. @crestodina
  17. 17. @crestodina Saves ~2 hours per week
  18. 18. @crestodina@crestodina
  19. 19. Delegate Research ...gathering data is important, but tedious
  20. 20. @crestodina
  21. 21. @crestodina
  22. 22. @crestodina@crestodina
  23. 23. @crestodina
  24. 24. @crestodina@crestodina Research Complete!
  25. 25. Delegate Writing ...use a “ghost drafter”
  26. 26. @crestodina The Solo Blogger title, opening outline first draft editing, images final polish
  27. 27. @crestodina The Writer, Editor Combo title, opening outline first draft editing, images final polish
  28. 28. @crestodina The Ghost Writer title, opening outline first draft editing, images final polish
  29. 29. @crestodina The “Ghost Drafter” title, opening outline first draft editing, images final polish
  30. 30. @crestodina Share your editorial guidelines first! • Length • Tone • Formatting • Images • Quotes • Statistics and Research
  31. 31. Extreme Delegation ...formats that don’t need a writer
  32. 32. @crestodina Interview Podcasts 1. Outreach and scheduling 2. Guest management 3. Audio editing 4. Transcription 5. Posting 6. Sharing
  33. 33. @crestodina source: Don’t Panic Management
  34. 34. @crestodina Roundup Posts 1. List Building 2. Outreach 3. Curation 4. Posting 5. Notify and Share
  35. 35. @crestodina
  36. 36. @crestodina@crestodina
  37. 37. @crestodina Do some analysis! Add some value!
  38. 38. @crestodina
  39. 39. Building a team is the nucleus for every piece of success Chris Ducker Virtual CEO, Author
  40. 40. Turn Your Sent Email into High Ranking Content
  41. 41. Rank Authority Relevance
  42. 42. Rank Links Keywords
  43. 43. Rank Offsite On-Page
  44. 44. @crestodina How email turns into articles
  45. 45. @crestodina Sent mail = great marketing content • Roundup contributions • HARO responses • Email interviews • Answers to questions from clients and colleagues
  46. 46. @crestodina Invitation to contribute to a roundup @crestodina
  47. 47. @crestodina Invitation to write a guest post @crestodina
  48. 48. @crestodina Email asking a question @crestodina
  49. 49. @crestodina Great (repurposable) email answers include... • In-depth, detailed information • Bullet, numbered lists • Images • Links
  50. 50. @crestodina@crestodina Super detailed answers
  51. 51. @crestodina ...get great responses!
  52. 52. Fast forward three years...
  53. 53. @crestodina After three years of emailing detailed answers... 68 questions answered from round ups 76 questions answered from email interviews 27 questions answered from clients and friends 171 total questions and answers +
  54. 54. @crestodina
  55. 55. @crestodina
  56. 56. @crestodina@crestodina
  57. 57. @crestodina@crestodina
  58. 58. @crestodina@crestodina
  59. 59. @crestodina
  60. 60. @crestodina@crestodina
  61. 61. @crestodina@crestodina
  62. 62. Which articles need a link the most?
  63. 63. @crestodina
  64. 64. @crestodina
  65. 65. @crestodina@crestodina
  66. 66. @crestodina@crestodina The “Focus” List (pages and phrases that need support)
  67. 67. @crestodina@crestodina
  68. 68. @crestodina
  69. 69. @crestodina Source: Ahrefs Referring domains with partial/exact match of anchor text and keyphrase
  70. 70. How to win links with “exact match anchor text”
  71. 71. @crestodina How to win a keyword-focused link 1. Add images to your articles 2. Use those images in your contributions 3. Use the title of the article (which includes the phrase) in the image source link!
  72. 72. @crestodina Opportunities to mention (and link to) your content • Guest blog posts • Email interviews • Roundup contributions • HARO responses • Podcast interviews • Webinars (show notes)
  73. 73. @crestodina
  74. 74. @crestodina
  75. 75. Put some answers on Quora
  76. 76. @crestodina
  77. 77. @crestodina
  78. 78. @crestodina
  79. 79. @crestodina
  80. 80. @crestodina
  81. 81. @crestodina
  82. 82. @crestodina ...now I rank for “digital marketing basics”
  83. 83. Delegate Content Promotion ...document, then hand it off
  84. 84. @crestodina
  85. 85. @crestodina
  86. 86. Update Old Content ...repurposing for higher rankings and more traffic
  87. 87. @crestodina Why Update Your Content? • Faster to create • Higher quality • You know who to share it with • Higher rankings
  88. 88. Declining Traffic ...the rank is slipping!
  89. 89. @crestodina
  90. 90. @crestodina
  91. 91. @crestodina
  92. 92. @crestodina
  93. 93. @crestodina
  94. 94. Let’s say I’m looking at publishing a post in May. If all of my content is up- to-date and ranking where I think it should be, I’ll write something new. If not, I’ll update and relaunch an old post. Brian Dean Backlinko
  95. 95. @crestodina
  96. 96. @crestodina What was changed? Original (published 8/2013) • 1,225 words • 6 images Update (published 4/2016) • 2,584 words • 14 images • 2 Quotes
  97. 97. @crestodina Included the “semantically linked” phrases internal Links internal linking SEO internal linking strategy SEO internal links hyperlinks link juice external links anchor text Internal linking SEO best practices Internal links vs external links Wordpress, drupal structure analysis internal linking example internal linking structure for SEO in html benefits of importance of examples of recommendations tips value
  98. 98. @crestodina Included the “semantically linked” phrases internal Links internal linking SEO internal linking strategy SEO internal links hyperlinks link juice external links anchor text Internal linking SEO best practices Internal links vs external links Wordpress, drupal structure analysis internal linking example internal linking structure for SEO in html benefits of importance of examples of recommendations tips value
  99. 99. @crestodina
  100. 100. @crestodina
  101. 101. @crestodina
  102. 102. @crestodina
  103. 103. @crestodina
  104. 104. URL Recycling ...that page has authority, but no relevance
  105. 105. @crestodina
  106. 106. @crestodina
  107. 107. @crestodina
  108. 108. @crestodina
  109. 109. @crestodina Content Updating Tips • DO NOT CHANGE THE URL • Add value –Length –Media (images, video) –Quality (details, examples, answers) • Put it back in social rotation • Mention it again in new content
  110. 110. @crestodina
  111. 111. @crestodina
  112. 112. @crestodina Andy Crestodina Strategic Director | @crestodina THANK YOU!

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