Advanced Content Marketing Strategies to Drive More Traffic

Advanced Content Marketing
MasterClass
Ong Si Quan | Rebekah Bek
@siquanong
@itsrbek

@siquanong
Ong Si Quan (SQ)
Customer Success &
Marketing Manager
at ahrefs.com

@itsrbek
Rebekah Bek
Marketing Manager
at ahrefs.com

#TiEConChd | @ahrefs
Ahrefs’ Blog Traffic Growth

TODAY’S OBJECTIVE

Give you an action plan on how to drive
more traffic to your site… even if you’re
not an SEO!

Before that....

Three people will win a FREE
one-year subscription to an
“Advanced” Ahrefs account
(valued at $3,990/year)
Simply tweet your takeaways
during this talk mentioning
#TiEConChd & @ahrefs

Imagine
this:

To promote the article, you:
● Sent that new article to your email
list

list
● Shared it on your social media
(Facebook, Twitter, etc.)

list
● Shared it on your social media
(Facebook, Twitter, etc.)
● Shared it onto some communities
(Reddit, FB Groups, etc.)

There is a better way

It’s called SEO.

So, what is SEO?

Last year, we asked 40+
experts to tell us:
What is SEO?

1. Figure out what your ideal
readers are interested in (and
searching for in Google)

2. Write an article on that topic and
make sure it’s better than what’s
already out there

2. Write an article on that topic and
make sure it’s better than what’s
already out there
3. Promote your article and build
links

Today, you’ll learn how.

We begin with:
KEYWORD RESEARCH

Find out what your ideal readers are
searching for in Google.

You need to know who
your ideal readers are.

Ideally...

You are your own ideal reader.

10 years
experience
We are lucky to be our own ideal reader
8 years
experience
10 years
experience
But this is by design.

You
Customer
Get inside
their heads!

● What are their
demographics?
● What are their
backgrounds?
● What roles do they
perform in life?
● What are their
goals?
● What challenges do
they face?
● What pain points do
they have?
● What objections do
they have?

Where do you get this information?

1. Talk to them face-to-face

2. Use live chat

2. Use live chat
3. Build a community

2. Use live chat
3. Build a community
4. Join their communities

You should now have a list of
cool topic ideas you can target

Do these topics have search
potential? (i.e are people
searching for this?)

Keywords Everywhere

Ahrefs > Keywords Explorer

👍

Expand your list of keyword ideas

Google Keyword Planner

Answer The Public
https://ahrefs.com/blog/free-keyword-research-tools/

Don’t forget: your competitors
have done the hard work for
you too.

Check their popular blog posts
https://www.beardbrand.com/blogs/urbanbeardsman/
hair-product-guide

https://ahrefs.com/site-explorer
Ahrefs > Site Explorer

https://ahrefs.com/site-explorer
Quick recap
So far, you’ve learnt:
● Why optimizing for SEO is important;
● How to identify and learn more about your ideal reader;
● How to figure out search potential;
● How to expand your keyword list;
● How to “steal” keyword ideas from your competitors.

Ok, we have an awesome list of
keywords.
Now what?

But first...prioritize.
Let’s look at a CASE STUDY.

Our contender:

Ahrefs > Site Explorer

Let’s explore: this blog post
wasn’t created randomly.

1. Start by asking: what type of
content will actually bring
business?

Quick sidetrack. Ever heard of this brand?

Ahrefs > Site Explorer > Top Pages

Would this make you interested in HubSpot? ¯_(ツ)_/¯

Don’t waste your time and
resources creating content that
doesn’t convert.

Ahrefs’ guidelines on gauging business potential

For this case study:

2. Do your research: do you
stand a chance of ranking?

An article from wix.com was the
#1 search result before we wrote
the post.

Here’s our actual email exchange about that.

And look at us now!

3. Figure out search intent: which
is a fancy way of saying, what do
searchers want?

Google’s already done all the hard
work for us. We just need to look at
what’s already ranking.

To recap: what to do after keyword
research?
1. Filter topics based on business potential
2. Filter again based on ranking potential
3. Figure out search intent
4. Create content that’s better than what’s
out there

CONTENT CREATION
PROTIP

The Art of the Roundup Post

Why roundup?:
1. They create the content for you
2. They naturally give you backlinks and
help you promote the content
3. Gain access to their audience

Add your own insights to the roundup.
Don’t info-dump.

CONTENT
PROMOTION

1. Repurpose existing content:
leverage what you already
have

I’m particularly fond of
Twitter

Publish the same content for a
different medium

...Or just republish on a
different platform.

2. Work with other brands to
leverage their audience

How to Build Your Website Traffic with Evergreen
Content and Social Media

The partnership:
Webinar: both
Social media promotion: both
Follow-up blog post: Buffer
Webinar recording on
YouTube: Ahrefs
Slideshare: Ahrefs

3. Monitor online buzz: promote
yourself and tackle criticism

Imagine knowing each time someone talks about your brand.

Try: Google Alerts

Or Ahrefs Alerts.

4. Work with influencers: let’s talk
a little about podcast advertising

Some statistics:
1. Over 44% of the US population
has listened to a podcast
2. Podcasts are extremely
targeted
3. Their audiences are incredibly
engaged

Sponsoring a podcast 101:
1. Find a suitable podcast.

2. Secure availability.

3. Settle on your “package”.

4. Iron out the ad itself + other deliverables.

4. Iron out the ad itself + other deliverables.
https://ahrefs.com/blog/podcast-advertising/

👋 👋 👋
Ask us anything!
@siquanong | @itsrbek
Follow us for slides!

Advanced Content Marketing Strategies to Drive More Traffic

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