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Purna Virji
@purnavirji
March 4th, 2015
CONTENT
MARKETING TO
DRIVE HIGH-
QUALITY LINKS
searchmarketingexpo.com #SMX #23a @purnavirji
Hello!
I’m Purna.
Industry Blogger & Columnist
Speaker at SMX, eTail,
State of Search
searchmarketingexpo.com #SMX #23a @purnavirji
How to Give Your
SEO Campaign
searchmarketingexpo.com #SMX #23a @purnavirji
• Content Marketing.
• Video Strategy.
• Social Campaigns.
• Email Blasts.
• PR Pitches.
• Biz Dev.
searchmarketingexpo.com #SMX #23a @purnavirji
Image credit: http://stuffpoint.com/
searchmarketingexpo.com #SMX #23a @purnavirji
Good news, it’s easier
than you think.
searchmarketingexpo.com #SMX #23a @purnavirji
Let me show you…
• Reach millions of people
• Earn dozens of high-quality links
• Enjoy national PR coverage
• Over 100x normal social sharing
searchmarketingexpo.com #SMX #23a @purnavirji
Image credit: yumamom.com
searchmarketingexpo.com #SMX #23a @purnavirji
searchmarketingexpo.com #SMX #23a @purnavirji
Something had to be done.
searchmarketingexpo.com #SMX #23a @purnavirji
Two Goals:
Humanitarian + Business
searchmarketingexpo.com #SMX #23a @purnavirji
SEO + Social could help…
And in turn be helped.
searchmarketingexpo.com #SMX #23a @purnavirji
Think Big
• Petition the Gov’t
• How to best reach all
audiences?
searchmarketingexpo.com #SMX #23a @purnavirji
Content Consumption:
searchmarketingexpo.com #SMX #23a @purnavirji
Need
to be
everywhere.
searchmarketingexpo.com #SMX #23a @purnavirji
And think:
What other goals could be achieved?
searchmarketingexpo.com #SMX #23a @purnavirji
Create a Super Campaign
Combining:
• SEO
• Video
• Social
• PR
• Email
• Influencers
Image credit: reddit.com
searchmarketingexpo.com #SMX #23a @purnavirji
searchmarketingexpo.com #SMX #23a @purnavirji
searchmarketingexpo.com #SMX #23a @purnavirji
searchmarketingexpo.com #SMX #23a @purnavirji
searchmarketingexpo.com #SMX #23a @purnavirji
Replicable Model
searchmarketingexpo.com #SMX #23a @purnavirji
Replicable Model
searchmarketingexpo.com #SMX #23a @purnavirji
Replicable Model
searchmarketingexpo.com #SMX #23a @purnavirji
Here’s How You Can Do
It
searchmarketingexpo.com #SMX #23a @purnavirji
1. Start with a channel-
agnostic concept.
searchmarketingexpo.com #SMX #23a @purnavirji
2. Understand the
audience and
amplifiers.
searchmarketingexpo.com #SMX #23a @purnavirji
3. Identify the overall
goals and KPIs.
searchmarketingexpo.com #SMX #23a @purnavirji
4. Tailor the concept to
fit different media.
searchmarketingexpo.com #SMX #23a @purnavirji
5. Map out the project
plan and distribution
schedule to ensure
cross-channel
synergies.
searchmarketingexpo.com #SMX #23a @purnavirji
The Ingredients
Image credit: www.listal.com
searchmarketingexpo.com #SMX #23a @purnavirji
Landing Page
• Share relevant info
• Be “meaty”
• Earn links
Image credit: www.foodsubs.com
searchmarketingexpo.com #SMX #23a @purnavirji
Video
• Emotional connection
• Easily explain concept
• Great for YouTube &
Facebook
Image credit: sevenwondersoftheweek.com
searchmarketingexpo.com #SMX #23a @purnavirji
Pin-able Content
• Enhance page design
• Stats make a compelling
case
• Reach new audiences on
Pinterest.
Image credit: www.vapetech.com.au
searchmarketingexpo.com #SMX #23a @purnavirji
Social Media Assets
• Large audience
• Huge driver of shares
• Build following and
interactions.
Image credit: www.enigmavapours.com
searchmarketingexpo.com #SMX #23a @purnavirji
E-Blasts
• Drives action
• Easily forward-able
• Improves engagement
metrics
Image credit: www.drinkupny.com
searchmarketingexpo.com #SMX #23a @purnavirji
Downloadable PDFs
• Feels valuable
• Encourages interaction
• Tangible takeaway
Image credit: baby-recipes.com
searchmarketingexpo.com #SMX #23a @purnavirji
Press Pitches
• Enhanced by video,
stats & other assets
• Increases legitimacy
• Earn awareness and
links
Image credit: www.bestherbalhealth.com
searchmarketingexpo.com #SMX #23a @purnavirji
List of Influencers
• Involve online
influencers with ego-
strokes
• Reach their audiences
when they share
Image credit: www.telegraph.co.uk
searchmarketingexpo.com #SMX #23a @purnavirji
Seed Budget
• Target relevant
audiences on social
media
• Drive qualified traffic at
very low cost
Image credit: simmerandboil.cookinglight.com
searchmarketingexpo.com #SMX #23a @purnavirji
Checklist
 Landing Page
 Video
 Press pitches
 Pin-able Content
 Social media assets
 E-blasts
 Influencer list
 Downloadable PDF
 Promo budget
Image credit: www.listal.com
searchmarketingexpo.com #SMX #23a @purnavirji
Timing Matters:
Image credit: grist.org
• Graphics + Video – 3 Weeks Before Launch
• Media Outreach – 2 Weeks Before Launch
• Blogger Outreach- 1 Week Before Launch
• Day of: Get internal employees to share
searchmarketingexpo.com #SMX #23a @purnavirji
In Summary:
Image credit: www.health.com
• Take a core idea
• Look at how the audience will find it
• Adapt idea into many ways
• Get different teams involved
• Seed it everywhere that applies
• Leverage influencers to amplify shares
searchmarketingexpo.com #SMX #23a @purnavirji
Helpful Tools
• Social Media:
Trackur or NUVI
• Press Mentions:
Google Alerts, Cision or BurrellesLuce
• Influencer research:
Klout or FollowerWonk
Image credit: www.houzz.com
searchmarketingexpo.com #SMX #23a @purnavirji
Questions?
@purnavirji
http://linkedin.com/in/purnavirji
http://www.slideshare.net/purnavirji
Image credit: succeedpt.com
searchmarketingexpo.com #SMX #23a @purnavirji

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Content Marketing to Drive High Quality Links - SMX West 2015 - SEO Track

Editor's Notes

  1. Sub-Goals Awareness- product and brand Partnership opportunities Increased social media presence Increased PR coverage
  2. rollingpetvet.com