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

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Discover how to create an omni-channel content marketing campaign for SEO success.

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

  1. 1. Purna Virji @purnavirji March 4th, 2015 CONTENT MARKETING TO DRIVE HIGH- QUALITY LINKS
  2. 2. searchmarketingexpo.com #SMX #23a @purnavirji Hello! I’m Purna. Industry Blogger & Columnist Speaker at SMX, eTail, State of Search
  3. 3. searchmarketingexpo.com #SMX #23a @purnavirji How to Give Your SEO Campaign
  4. 4. searchmarketingexpo.com #SMX #23a @purnavirji • Content Marketing. • Video Strategy. • Social Campaigns. • Email Blasts. • PR Pitches. • Biz Dev.
  5. 5. searchmarketingexpo.com #SMX #23a @purnavirji Image credit: http://stuffpoint.com/
  6. 6. searchmarketingexpo.com #SMX #23a @purnavirji Good news, it’s easier than you think.
  7. 7. 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
  8. 8. searchmarketingexpo.com #SMX #23a @purnavirji Image credit: yumamom.com
  9. 9. searchmarketingexpo.com #SMX #23a @purnavirji
  10. 10. searchmarketingexpo.com #SMX #23a @purnavirji Something had to be done.
  11. 11. searchmarketingexpo.com #SMX #23a @purnavirji Two Goals: Humanitarian + Business
  12. 12. searchmarketingexpo.com #SMX #23a @purnavirji SEO + Social could help… And in turn be helped.
  13. 13. searchmarketingexpo.com #SMX #23a @purnavirji Think Big • Petition the Gov’t • How to best reach all audiences?
  14. 14. searchmarketingexpo.com #SMX #23a @purnavirji Content Consumption:
  15. 15. searchmarketingexpo.com #SMX #23a @purnavirji Need to be everywhere.
  16. 16. searchmarketingexpo.com #SMX #23a @purnavirji And think: What other goals could be achieved?
  17. 17. searchmarketingexpo.com #SMX #23a @purnavirji Create a Super Campaign Combining: • SEO • Video • Social • PR • Email • Influencers Image credit: reddit.com
  18. 18. searchmarketingexpo.com #SMX #23a @purnavirji
  19. 19. searchmarketingexpo.com #SMX #23a @purnavirji
  20. 20. searchmarketingexpo.com #SMX #23a @purnavirji
  21. 21. searchmarketingexpo.com #SMX #23a @purnavirji
  22. 22. searchmarketingexpo.com #SMX #23a @purnavirji Replicable Model
  23. 23. searchmarketingexpo.com #SMX #23a @purnavirji Replicable Model
  24. 24. searchmarketingexpo.com #SMX #23a @purnavirji Replicable Model
  25. 25. searchmarketingexpo.com #SMX #23a @purnavirji Here’s How You Can Do It
  26. 26. searchmarketingexpo.com #SMX #23a @purnavirji 1. Start with a channel- agnostic concept.
  27. 27. searchmarketingexpo.com #SMX #23a @purnavirji 2. Understand the audience and amplifiers.
  28. 28. searchmarketingexpo.com #SMX #23a @purnavirji 3. Identify the overall goals and KPIs.
  29. 29. searchmarketingexpo.com #SMX #23a @purnavirji 4. Tailor the concept to fit different media.
  30. 30. searchmarketingexpo.com #SMX #23a @purnavirji 5. Map out the project plan and distribution schedule to ensure cross-channel synergies.
  31. 31. searchmarketingexpo.com #SMX #23a @purnavirji The Ingredients Image credit: www.listal.com
  32. 32. searchmarketingexpo.com #SMX #23a @purnavirji Landing Page • Share relevant info • Be “meaty” • Earn links Image credit: www.foodsubs.com
  33. 33. searchmarketingexpo.com #SMX #23a @purnavirji Video • Emotional connection • Easily explain concept • Great for YouTube & Facebook Image credit: sevenwondersoftheweek.com
  34. 34. 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
  35. 35. searchmarketingexpo.com #SMX #23a @purnavirji Social Media Assets • Large audience • Huge driver of shares • Build following and interactions. Image credit: www.enigmavapours.com
  36. 36. searchmarketingexpo.com #SMX #23a @purnavirji E-Blasts • Drives action • Easily forward-able • Improves engagement metrics Image credit: www.drinkupny.com
  37. 37. searchmarketingexpo.com #SMX #23a @purnavirji Downloadable PDFs • Feels valuable • Encourages interaction • Tangible takeaway Image credit: baby-recipes.com
  38. 38. searchmarketingexpo.com #SMX #23a @purnavirji Press Pitches • Enhanced by video, stats & other assets • Increases legitimacy • Earn awareness and links Image credit: www.bestherbalhealth.com
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. searchmarketingexpo.com #SMX #23a @purnavirji Questions? @purnavirji http://linkedin.com/in/purnavirji http://www.slideshare.net/purnavirji Image credit: succeedpt.com
  46. 46. searchmarketingexpo.com #SMX #23a @purnavirji

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