Content Marketing & Knowledge Graph SEO


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Content marketing and knowledge graph SEO presentation at the WIMPcamp event.

Definitions – The below definitions are from the Altimeter Group blog post -

Content strategy
• Content strategy has been described as “the practice of planning for content creation, delivery, and governance” and “a repeatable system that defines the entire editorial content development process for a website development project.” And also “achieving business goals by maximizing the impact of content.” (Wikipedia)
• “Using ‘words and data to create unambiguous content that supports meaningful, interactive experiences.’” (Rachel Lovinger, “Content Strategy: The Philosophy of Data”)
• “Content strategy plans for the creation, publication, and governance of useful, usable content… The content strategist must work to define not only which content will be published, but why we’re publishing it in the first place. Otherwise, content strategy isn’t strategy at all: it’s just a glorified production line for content nobody really needs or wants. Content strategy is also — surprise — a key deliverable for which the content strategist is responsible. Its development is necessarily preceded by a detailed audit and analysis of existing content.” — Kristina Halvorson

Content marketing
• “Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high quality, relevant, and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.” (Wikipedia)
• “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.” — Joe Pulizzi

Content strategy is what makes content marketing effective. I like Ahava Leibtag’s take on the issue. She says content strategies are about repeatable frameworks, and content marketing is about building relationships. Marketers, she says, don’t necessarily create content strategies, but rather implement them.

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Content Marketing & Knowledge Graph SEO

  1. 1. We are WIMPS!
  2. 2. The Old DaysAbout 6 Months ago
  3. 3. Content MarketingKnowledge Graph SEOWhat Does it all Mean?
  4. 4. Content MarketingKnowledge Graph SEOWhat Does it look like?
  5. 5. Content MarketingKnowledge Graph SEOAuthorship• G+•Facebook•Linkedin•Gravatar 92% of content picked up in the knowledge graph have a Google + Profile.
  6. 6. Content MarketingKnowledge Graph SEOAuthority Positioning An Article (Outsource it – Zerys or Mediapiston on odesk): Subject Matter - What Are Others Talking About? 1. The Named Entities – People, brands or organizations related to this keyword. 2. Various keywords they are using (in the top 10 results). 3. The Verbs attached to the keyword. 4. The event that’s happening. 5. The sentiment or direction of the content.
  7. 7. Social media todayContent Marketing ExaminerKnowledge Graph SEO CNNireport ZDNet Bizsugar -------------------------------Syndication Blogengage Bloginteract Alltop Networked Blogs Scribnia
  8. 8. Content MarketingKnowledge Graph SEOResults First 20 results for the search
  9. 9. Content MarketingKnowledge Graph SEOYour Own Ecosystem
  10. 10. Content MarketingKnowledge Graph SEOYour Own Ecosystem