This document provides a summary of a content marketing pitch for improving Moz's keyword difficulty tool. It suggests adding a batch keyword difficulty feature to the Mozbar so that users can check the difficulty of multiple keywords at once from Google searches, addressing the needs of procrastinating inbound marketers. Measurement metrics proposed include reducing user churn, increasing account upgrades, more Mozboard downloads, and gains in links and social shares. The pitch argues this would allow Moz to continue leading competitors by better serving its audience and meeting users' expectations with new funding.
16. CONTENT MARKETING PROCESS
@ipullrank This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
17. OPPORTUNITY DISCOVERY
LAND OF OPPORTUNITY
Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy
directly to what they need to accomplish.
@ipullrank
18. BUSINESS GOALS ARE PARAMOUNT
Understanding and integration of the business
objectives throughout the entire process is incredibly
important to obtaining buy-in and measuring success.
If you’re not speaking in terms of conversion, you will
not be speaking much longer.
@ipullrank
19. MARKET RESEARCH
Every content creator and SEO should have at least a working knowledge of the space, the company and the audience. At iAcquire
we’ve invested heavily in the market research capability and we create client one sheets and influencer reports with objectives, personas,
customer insights, market insights, hot topics, key influencers and resources
@ipullrank
20. PERSONAS
PERSONA A PERSONA B PERSONA C PERSONA D
DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS
LIFESTYLES LIFESTYLES LIFESTYLES LIFESTYLES
USER STORY USER STORY USER STORY USER STORY
USER NEEDS USER NEEDS USER NEEDS USER NEEDS
Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them
stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating
as possible
@ipullrank
21. QUASI-AD HOC PERSONAS
I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social
Media and Discussion Search to develop ad hoc personas. http://www.seomoz.org/webinars/understanding-your-audience-using-social-
media
@ipullrank
22. THE PROBLEM WITH AD HOC PERSONAS
While this approach can be very effective
stakeholders may potentially challenge it because
it’s not empirical. However neither is the old
method of handing out post-its to stakeholders
@ipullrank
23. “A major virtue of personas is the
establishment of empathy and
BUT ALWAYS
understanding the individual who uses
the product” BE READY TO
-Donald A. Norman, Nielsen Norman Group
DO THIS …
24. iACQUIRE’S DATA DRIVEN PERSONAS
At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally
using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas.
@ipullrank
25. INTRODUCING NIELSEN PRIZM
Nielsen’s PRIZM
segments all of the
US into 66
predetermined
types or “codes”
Download this PDF: http://ocair.org/files/KnowledgeBase/HowTo/PRIZM_Code.pdf
@ipullrank
26. INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM
Understand Your Local Audience Now: http://www.claritas.com/MyBestSegments/Default.jsp?ID=20
@ipullrank
27. EXPERIAN SIMMONS
AIO CLUSTERS
MOSAIC TYPE MOSAIC TYPE BY
BY URL ONLINE
ACTIVITY
Simmons Mosaic Types: http://www.tetrad.com/pub/documents/agsmosaiclist.pdf
@ipullrank
28. GOOGLE CONSUMER SURVEYS
Get very targeted Consumer Data: http://www.google.com/insights/consumersurveys/home
@ipullrank
29. GOOGLE CONSUMER SURVEYS STEP BY STEP
DEFINE THE SPECIFY
SURVEY TYPE AUDIENCE
WRITE
QUESTIONS
GET DATA
Example from Matt Cutts: https://plus.google.com/109412257237874861202/posts/WDzRVDqbevn
@ipullrank
30. COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES
DO YOUR
PERSONAS ALIGN
WITH DATA IN
YAHOO CLUES?
Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com
@ipullrank
31. HERE’S A PERSONA WORKSHEET
Download the Persona Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Persona-Worksheet.xlsx
@ipullrank
32. CONSUMER DECISION JOURNEY
When planning out a content marketing campaign use the consumer decision journey to determine what need state your
content will specifically speak to.
@ipullrank
33. MAPPING KEYWORD RESEARCH
[flowers]
[when do roses bloom]
[what flowers for a first date]
[buying chrysanthemums]
[flower a month club]
As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving
the success of a campaign
@ipullrank
34. TYING CONTENT MARKETING TO THE FUNNEL
Map the content type directly to the customer decision journey to determine where in the funnel that this content
will reach the user
@ipullrank
35. MEASUREMENT PLANNING
You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting
that speaks to directly to that value.
@ipullrank
37. FACEBOOK RECOMMENDATIONS PLUGIN DEMO
EXTEND THE BOX
TO 1000 PIXELS TO
VIEW 20 PIECES
OF POPULAR
CONTENT
Get a snapshot of a site’s popular content:
@ipullrank
http://developers.facebook.com/docs/reference/plugins/recommendations/
38. SOCIAL CRAWLYTICS
SOCIAL
CRAWLYTICS
GIVES AWESOME
GRAPHS OF
SHARES BY
NETWORK
Use Social Crawlytics to find out what the best performing content for competitors
@ipullrank
http://www.socialcrawlytics.com
42. WHAT’S THE BIG IDEA?
The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an
initiative that fits into the overarching marketing mix and gives creative life
@ipullrank
43. THE 7 STORY ARCHETYPES
Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align them with the
business to build an effective story. More on story archetypes: http://socialmediatoday.com/tommyismyname/383348/7-
story-archetypes-and-how-they-can-dramatically-improve-your-marketing
@ipullrank
44. THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP
Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take
your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in.
@ipullrank
45. CALL YOUR SHOT
Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content
will appeal to the brand’s audience and drive KPIs
@ipullrank
46. INTRODUCING AUTHORA
Find authors and their content by topic and social metrics: http://www.authora.org
@ipullrank
48. GROUPHIGH IS A SIMILAR PRODUCT
GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com
@ipullrank
49. USE TOPSY TO FIND INTERESTED PARTIES
Use Topsy to find people who shared competitor content: http://www.topsy.com
@ipullrank
50. FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS
Use the features of your personas (instead of just target keywords) to find people using:
@ipullrank
http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com
51. SHARE RATE & SCRAPE RATE
Determine how far your content will go for a given author by computing the scrape rate and share rate. http://ipullrank.com/scrape-rate-
and-shareability-rate/ (original Scrape Rate concept by @pointblankseo)
@ipullrank
52. HERE’S AN AUDIENCE WORKSHEET
JUST A LITTLE
SOMETHING TO
HELP YOU KEEP
TRACK OF ALL OF
THOSE PEOPLE
Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx @ipullrank
53. INTRODUCING THE BROKEN LINK INDEX
Find missing resources by keyword with many links and create better versions: @ipullrank
http://www.brokenlinkindex.com
54. USING THE BROKEN LINK INDEX
Use the Broken Link Index to prove that content you are looking to create has a built-in audience that @ipullrank
will allow you to hit your inbound link KPI.
55. CONTENT AS A MAXIMUM VIABLE PRODUCT
Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps @ipullrank
the barrier to entry high for the competitors.
64. WTF IS SHARE OF VOICE?
Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains
to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs.
@ipullrank
65. KEYWORD-LEVEL DEMOGRAPHICS
To date this is the most powerful thing I’ve contributed to the SEO community. Use it!
http://www.seomoz.org/blog/keyword-level-demographics
@ipullrank
66. KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES
Incentivize the Opt-In Just track the persona
(Communities or Coupons)
Use the appID Cross Property Cookie and Remarket
I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know.
@ipullrank
67. MAP SITE PROFILES TO CONVERSIONS
Does your site require some sort of profile? Tie the fields of that profile to measurement.
@ipullrank
68. USERREPORT.COM
Survey your users for free and get their demographic data into GA: http://www.userreports.com
@ipullrank
69. CHANGING KEYWORD DEMOGRAPHICS AS A KPI
The goal of your campaign can be to change the type of people searching for a given keyword @ipullrank
71. FAIL #1: WEAK PRESENTATION
A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as
“complicated” or “expensive” measures.
@ipullrank
72. RESOLUTION #1: PRESENT A DECK IN-PERSON
Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.
@ipullrank
73. FAIL #2: LEAVING OUT KEY STAKEHOLDERS
A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders
review it.
@ipullrank
74. RESOLUTION #2: INVITE THEM ALL
Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe
you’re good to go.
@ipullrank
75. FAIL #3: NOT SHOWING THE VALUE
A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as
beneficial as “bombarding people with 100k email communications.”
@ipullrank
76. RESOLUTION #3: BETTER MEASUREMENT PLANNING
Build your measurement around the business objectives and things that actually show the positive affects of revenue.
@ipullrank
77. FAIL #4: RELYING ON TOO MUCH DATA
A marketer relies heavily on data to make her case and lambasts the regarded accomplishments
of the key stakeholders.
@ipullrank
78. RESOLUTION #4: LET THE STORY DO THE WORK
Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive
the points of ineffectiveness.
@ipullrank
80. THE USER’S DILEMMA
There is an underserved user out there – the procrastinator. Some key moz’s solutions expect that users have
the time to plan ahead, but inbound marketers need data now!
@ipullrank
81. THE PROCRASTINATOR’S RESOLUTION
In the absence of certain real-time solutions from Moz the procrastinator turn to other sources.
@ipullrank
84. MOZ’S PROBLEM
MozScape API Open Apps
Domain Authority Trust Flow
Page Authority Citation Flow
Keyword Difficulty Search Flow
Majestic is rapidly chipping away at Moz’s advantages and solving the procrastinator’s dilemma. Their new
Search Flow tool allows users to see a keyword difficulty score for 150 keywords at once.
@ipullrank
85. MOZ’S KEYWORD DIFFICULTY
Moz has the opportunity to continue to lead the pack by improving the keyword difficulty tool.
@ipullrank
86. THE PEOPLE WANT A KEYWORD DIFFICULTY API
The people have wanted a keyword difficulty API for years, but I understand that scraping Google on-demand at
that scale is completely unreasonable.
@ipullrank
87. YOU GUYS KNOW IT’S AWESOME
The secret is that it’s underrated because you can only do 5 keywords at a time!
@ipullrank
88. USERS EXPECT MORE OF MOZ NOW
With the new funding, users expect Moz to be able to work magic.
@ipullrank
89. ADD KEYWORD DIFFICULTY TO THE MOZBAR
Add batch keyword difficulty to the Mozbar so that any Google scraping is done on the client side.
@ipullrank
90. MEASUREMENT PLAN
ACCOUNT
USER CHURN UPGRADES
MOZBOARD
DOWNLOADS
LINKS SOCIAL SHARES
Make it PRO only feature and measure the effect it has on user churn, account upgrades, mozbar @ipullrank
downloads and links and social shares of the Mozbar download page in context of the user profile
91. RECAP
APPEALED TO
TOLD A STORY
COMPETITIVE
SPIRIT
IDENTIFIED TIED TO
THE NEED REVENUE
You see what I did there? @ipullrank
93. THANK YOU
Direct Contributors People Who Helped Me Get Here
Brittan Bright SEOmoz
Kyle Bastian Rand Fishkin
Distilled
Robb Dorr Tom Critchlow
Josh Giardino John Doherty
Jeff Nappi SEER Interactive
iAcquire Wil Reynolds
Chris Le
Rhea Drysdale
Outspoken Media
SMX
THE MOZ COMMUNITY
@ipullrank
94. ACT
Michael King
Director of Inbound Marketing
iAcquire
www.iacquire.com
@ipullrank
Editor's Notes
Next part we go into this: http://www.youtube.com/watch?v=5y4b-DEkIps&feature=player_detailpage#t=41s
Next part we go into this: http://www.youtube.com/watch?v=5y4b-DEkIps&feature=player_detailpage#t=41s