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Content Marketing:
Success By Design
Who	Am	I?
Columnist	&	Contributor
Sr Director	of	Marketing
60+	person	Digital	
Marketing	and	SEO	agency
@marktraphagen
@marktraphagen
The	Big	Problem:
How	do	we	do	
content	marketing	
that	produces	
business	results?
@marktraphagen
Part	One
Content	That	Drives	
SEO
Source:	http://moz.com/search-ranking-factors
Links	Are	Still	a
Big	Factor	in	
Ranking
@marktraphagen
@marktraphagen
But	Today	It’s	an	Ecosystem
@marktraphagen
Step	One
Pick	Your	Targets
Use	Search	
Console
What’s	
Delivering	
Traffic	Already?
@marktraphagen
Current	
Ranking	Data
What	Terms	are	
Close	to	
Money?
@marktraphagen
@marktraphagen
Step	Two
What	will	it	take	to	
move	up?
“If you don’t define a
quantitative way for content
marketing to drive your goals,
you are wasting your money.”
@marktraph...
#7
#6
#5
#8
Who	is	Ahead	
of	You	in	the	
SERPS?
Your	Site
@marktraphagen
Pull	Basic	Data	
on	Competition
Was	Ranking	in	
the	#7	Slot
@marktraphagen
Pull	Basic	Data	
on	Competition
Was	Ranking	in	
the	#6	Slot
@marktraphagen
Was	Ranking	in	
the	#5	Slot
Pull	Basic	Data	
on	Competition
@marktraphagen
Use	More	Than	One	
Tool
We	Use:
• Open	Site	
Explorer
• Majestic	SEO
• ahrefs
@marktraphagen
Study:	stonet.co/backlinktool...
Majestic	SEO
Open	Site	
Explorer
ahrefs
Webmaster	
Tools
BackLink
Profiler
• Builds	 Master	List	Of	Links
• Dedupes the	Li...
Tabulate	Data	
to	Get	the	Basic	
Story
Them
You
@marktraphagen
Better	Still:
• Do	This	for	all	
the	Pages	in	the	
Top	10
• Repeat	for	
Many	Keywords
@marktraphagen
Pull	the	Detailed	Link	Data	
for	the	Ranking	Page	for	
Each	Competitor
@marktraphagen
Figure	Out	Which
Links	are	Driving
Their	Rankings	for	
Each	Page
@marktraphagen
Tabulate	This	to	
Get	the	Overall	
Picture
@marktraphagen
What	Would	
Explain	This	Result	
Being	Here?
@marktraphagen
1.	Superior	Content
2.	Query	Deserves	Diversity
3.	Undetected	Spammy Link	Building
@marktraphagen
What	Else	Drives	Ranking...
On-Page	SEO
• Adjust	on-page	
to	tune	user	
experience
Supporting	
Content
•Integrate	into	user	
interface	to	enhance	
pag...
@marktraphagen
Success	By	Design	Makes	Your	
Plan	Quantitative	&	Clear
@marktraphagen
Track	Rankings	&	Traffic	Over	Time
@marktraphagen
Case	Study
How	we	averted	a	
Christmas	disaster
November	15th:
Competitor	
Leap	Frogs	
Over	Our	Client	
From	#3	to	#2	
Slot	in	
Rankings
Competitor
Client
@marktraphagen
We	Did	a	
Detailed	
Analysis:
It	Came	Down	
to	One	Killer	
New	Link	in	a	
News	Story
@marktraphagen
Hey,	Can	You
Add	Our	Link
To	Your	Story?
So,	the	
Path	
Became	
Clear!
@marktraphagen
Justice	
Prevailed!
(Our	Client	
Moved	Back	
to	the	#2	Slot)
@marktraphagen
Part	Two:There’sno	place	like	home
@marktraphagen
@marktraphagen
Home	Ownership:	Your	Best	Investment
@marktraphagen
Capture	Leads/Customers
@marktraphagen
Expertise/Authority/Trust
@marktraphagen
@marktraphagen
Exposure	&	Shares
@marktraphagen
Exposure	&	Shares
124,000	Page	Views
@marktraphagen
The	Sad	Reality
@marktraphagen
@marktraphagen
Source:	Moz and	BuzzSumo
@marktraphagen
Source:	Moz and	BuzzSumo
Uh	Oh!
@marktraphagen
No	Correlation	Between	Shares	&	Links
Source:	Moz and	BuzzSumo
@marktraphagen
Sites	That	DO	Have	Strong	Correlation
@marktraphagen
Opinion	Forming	Journalism
Source:	Moz and	BuzzSumo
@marktraphagen
More	Sites	with	Strong	Correlation
@marktraphagen
Data-Driven	Research	Studies
@marktraphagen
Longer	Form	Content
https://www.stonetemple.com/all-our-social-media-seo-studies/
This	post	got	
good	social	
shares
@marktraphagen
@marktraphagen
And	got	links!
Exposure	(Shares)
@marktraphagen
@marktraphagen
10X	Content	(Rand	Fishkin)
10X	Content	(Rand	Fishkin)
@marktraphagen
As Seth Godin
Would Say: “Be
Remarkable”
@marktraphagen
User	Experience
as	ranking	factor
@marktraphagen
10X	Content	– What	Changed?
Earning	links	
overtook	
link	building
@marktraphagen
10X	Content	– What	Changed?
Content	marketing	
competition
@marktraphagen
10X	Content	– What	Changed?
Rising	audience	
expectations
@marktraphagen
10X	Content	– What	Changed?
Rise	Above!
Content	Marketing	Success	By	Design
Content	Marketing	Success	By	Design
Defined Marketing Goals
SEO Research & Strategies
Anchor/10X Content On & Off Site
Dis...
Keep	in	Touch
Sr Director	of	Marketing
60+	person	Digital	
Marketing	and	SEO	agency
@marktraphagen
Thank	You!
• @marktraph...
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Content Marketing Success by Design

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In this slide, you will learn Marketing strategy that we use to help our clients do content marketing that produces remarkable results. Mark will walk you through a holistic approach incorporating SEO, Social, and PR to bring the RIGHT prospects to content that nurtures leads and steers them through the conversion funnel. This deck is also presented at Zenith Conference by Mark together with Lea Scudamore of Aimclear.

Published in: Marketing
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Content Marketing Success by Design

  1. 1. Content Marketing: Success By Design
  2. 2. Who Am I? Columnist & Contributor Sr Director of Marketing 60+ person Digital Marketing and SEO agency @marktraphagen
  3. 3. @marktraphagen The Big Problem: How do we do content marketing that produces business results?
  4. 4. @marktraphagen Part One Content That Drives SEO
  5. 5. Source: http://moz.com/search-ranking-factors Links Are Still a Big Factor in Ranking @marktraphagen
  6. 6. @marktraphagen But Today It’s an Ecosystem
  7. 7. @marktraphagen Step One Pick Your Targets
  8. 8. Use Search Console What’s Delivering Traffic Already? @marktraphagen
  9. 9. Current Ranking Data What Terms are Close to Money? @marktraphagen
  10. 10. @marktraphagen Step Two What will it take to move up?
  11. 11. “If you don’t define a quantitative way for content marketing to drive your goals, you are wasting your money.” @marktraphagen Success By Design
  12. 12. #7 #6 #5 #8 Who is Ahead of You in the SERPS? Your Site @marktraphagen
  13. 13. Pull Basic Data on Competition Was Ranking in the #7 Slot @marktraphagen
  14. 14. Pull Basic Data on Competition Was Ranking in the #6 Slot @marktraphagen
  15. 15. Was Ranking in the #5 Slot Pull Basic Data on Competition @marktraphagen
  16. 16. Use More Than One Tool We Use: • Open Site Explorer • Majestic SEO • ahrefs @marktraphagen Study: stonet.co/backlinktoolstest
  17. 17. Majestic SEO Open Site Explorer ahrefs Webmaster Tools BackLink Profiler • Builds Master List Of Links • Dedupes the List • Prioritizes Targets • Run on Your Site • Run on Competitors • Results Inform Campaigns BackLink Profiler is a Proprietary STC Tool @marktraphagen BackLink Profiler Tool
  18. 18. Tabulate Data to Get the Basic Story Them You @marktraphagen
  19. 19. Better Still: • Do This for all the Pages in the Top 10 • Repeat for Many Keywords @marktraphagen
  20. 20. Pull the Detailed Link Data for the Ranking Page for Each Competitor @marktraphagen
  21. 21. Figure Out Which Links are Driving Their Rankings for Each Page @marktraphagen
  22. 22. Tabulate This to Get the Overall Picture @marktraphagen
  23. 23. What Would Explain This Result Being Here? @marktraphagen
  24. 24. 1. Superior Content 2. Query Deserves Diversity 3. Undetected Spammy Link Building @marktraphagen What Else Drives Rankings?
  25. 25. On-Page SEO • Adjust on-page to tune user experience Supporting Content •Integrate into user interface to enhance page value Links • Add 20 Links: DA 90+ - 3 DA 80+ - 4 DA 70+ - 7 @marktraphagen Sample Recipe for Top 5 Results
  26. 26. @marktraphagen Success By Design Makes Your Plan Quantitative & Clear
  27. 27. @marktraphagen Track Rankings & Traffic Over Time
  28. 28. @marktraphagen Case Study How we averted a Christmas disaster
  29. 29. November 15th: Competitor Leap Frogs Over Our Client From #3 to #2 Slot in Rankings Competitor Client @marktraphagen
  30. 30. We Did a Detailed Analysis: It Came Down to One Killer New Link in a News Story @marktraphagen
  31. 31. Hey, Can You Add Our Link To Your Story? So, the Path Became Clear! @marktraphagen
  32. 32. Justice Prevailed! (Our Client Moved Back to the #2 Slot) @marktraphagen
  33. 33. Part Two:There’sno place like home @marktraphagen
  34. 34. @marktraphagen Home Ownership: Your Best Investment
  35. 35. @marktraphagen Capture Leads/Customers
  36. 36. @marktraphagen Expertise/Authority/Trust
  37. 37. @marktraphagen
  38. 38. @marktraphagen Exposure & Shares
  39. 39. @marktraphagen Exposure & Shares 124,000 Page Views
  40. 40. @marktraphagen The Sad Reality
  41. 41. @marktraphagen
  42. 42. @marktraphagen
  43. 43. Source: Moz and BuzzSumo @marktraphagen
  44. 44. Source: Moz and BuzzSumo Uh Oh! @marktraphagen No Correlation Between Shares & Links
  45. 45. Source: Moz and BuzzSumo @marktraphagen Sites That DO Have Strong Correlation
  46. 46. @marktraphagen Opinion Forming Journalism
  47. 47. Source: Moz and BuzzSumo @marktraphagen More Sites with Strong Correlation
  48. 48. @marktraphagen Data-Driven Research Studies
  49. 49. @marktraphagen Longer Form Content
  50. 50. https://www.stonetemple.com/all-our-social-media-seo-studies/ This post got good social shares @marktraphagen
  51. 51. @marktraphagen And got links!
  52. 52. Exposure (Shares) @marktraphagen
  53. 53. @marktraphagen 10X Content (Rand Fishkin)
  54. 54. 10X Content (Rand Fishkin) @marktraphagen
  55. 55. As Seth Godin Would Say: “Be Remarkable” @marktraphagen
  56. 56. User Experience as ranking factor @marktraphagen 10X Content – What Changed?
  57. 57. Earning links overtook link building @marktraphagen 10X Content – What Changed?
  58. 58. Content marketing competition @marktraphagen 10X Content – What Changed?
  59. 59. Rising audience expectations @marktraphagen 10X Content – What Changed?
  60. 60. Rise Above!
  61. 61. Content Marketing Success By Design
  62. 62. Content Marketing Success By Design Defined Marketing Goals SEO Research & Strategies Anchor/10X Content On & Off Site Distribution Strategy
  63. 63. Keep in Touch Sr Director of Marketing 60+ person Digital Marketing and SEO agency @marktraphagen Thank You! • @marktraphagen • www.stonetemple.com • mtraphagen@stonetemple.com

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