The document discusses effective content marketing strategies led by Arron Goodin of Adlift, emphasizing the importance of creating engaging content and leveraging analytics for improved outcomes. Key elements include researching content gaps, targeting audience intent, and utilizing platforms like Taboola and Outbrain for broad distribution. It also highlights the use of Accelerated Mobile Pages (AMP) to enhance content delivery and improve user experience.

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@AdLift
Content Marketing: A 360° Approach
Arron Goodin, AdLift Inc.

2. #SEJThinkTank
@AdLift
Arron Goodin
Managing Director,
AdLift Inc.
8+ Years of Digital & Online Marketing Experience
Prior roles at Adobe, AKQA & IAC
Worked closely with brands such as Audi, Santander
Consumer, AirBNB, Discover
@AdLift
https://www.linkedin.com/in/arrongoodin
Arron.goodin@adlift.com
Who is Arron?
@
Amatuer golfer, marketing jargon assassin, $1 oyster expert

3. #SEJThinkTank
@AdLift
04
03
02
01
Which best
describes your
SEO and/or
content
marketing
program?
Yeah, I got nothing
We are killing it!!!
Off and running
but could use
help
Fledgling
Poll 1

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@AdLift
56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge

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@AdLift
01
02
03
Create Share
Worthy Content
Analyze
Content
Effectiveness
Amplify Content
(Social, Content
Platforms)
The Content Marketing Interplay

6. #SEJThinkTank
@AdLift
Researching gaps in
information to
deliver unique content
Targeting the
Audience
Researching the
topic to provide
maximum value
Content
Plan
How to know what content to produce?

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@AdLift
Three Part Research Process

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@AdLift
Researching Gaps in Information to Find Content Opportunities
Inventory
pages on
your site
Map as
many
keywords
individually
to each
page
The
leftover
keywords
are your
content
opportunity
Photo credit: Justin Tromeur

9. #SEJThinkTank
@AdLift
Targeting the Audience: Top of the Funnel Approach
AWARENESS
INTEREST
DESIRE
ACTION
People have questions about everything
and they come to search engines to seek
answers.
Understanding the intent behind those
queries helps us to know what kind of
content should be created for which
queries.
Sometimes folks just need answers.
Brand awareness happens when we present a piece of
content as an answer to a user’s specific query. You’ve
provided value at the top of the funnel!

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@AdLift
Researching the topic for Maximum Value
Photo credit: Przemyslaw
Zytnicki
Photo credit: Fanginhoon
Having a checklist of what to
cover (avoids over research!)
Finding credible sources
and demonstrating your own
expertise or knowledge

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@AdLift
Understanding Content Impact

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@AdLift
Analyzing Content Effectiveness: Analytics
1. Organic Visits
2. Pages / Session
3. Avg. Session Duration
4. Bounce Rate
5. New Users
Great KPIs are:

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@AdLift
Analyzing Content Effectiveness: Social Metrics
Depending on how big
your follower base is:
0.1% to 1% interactions
of total follower base is
Good.

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@AdLift
Analyzing Content Effectiveness: Rankings
Track keyword
rankings, weekly
or monthly for
your targeted
keywords.
Also make sure
the new page is
the ranking URL

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@AdLift
Leveraging Your New Content

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@AdLift
Why use Taboola?
Taboola recommends editorial
and sponsored content across
many of the world’s most highly-
trafficked sites.
Content creates strong emotional
connections with consumers and
lowers customer acquisition costs.
Taboola's content discovery
platform gets you the right
audience optimized for your
goals.
01
02
031. Visitor clicks
your link
recommended on
a publisher site.
2. Content is viewed
on your site, a third-
party site, YouTube,
or a social media
site.
Taboola is the world's leading content discovery platform, serving 300B recommendations
to over 550M unique visitors each month on the web's most innovative publisher sites.

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@AdLift
Why use Outbrain?
Your content can be featured on
World’s top media sites.
You can promote articles, videos,
slideshows, infographics, or even earned
media that offers informational value to
the audience.
You can select which Geographies
you would like to target.
01
02
03
The web's largest content publishers. The more interesting your content and the more traffic you
drive, the more it will be recommended around the web.

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@AdLift
Key Elements in Tracking Outbrain/Taboola Effectiveness
 Set Google Analytics campaign UTM
using Google’s Tool URL Builder
 Suggested Tagging
UTM_Medium = Discovery
UTM_Source = Outbrain
UTM_Campaign = Campaign Name
 Set Bids, GEO Targeting

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@AdLift
Case Study – Content Marketing Takes Time But Results in Higher ROI
Began content marketing leveraging
Social and Content Platforms

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@AdLift
Poll 2
Yes
Do you have a
content strategy
currently?
(with personas and everything!)

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@AdLift
Accelerated Mobile Pages

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@AdLift
AMP HTML – HTML but with AMP properties in the form of required
markup.
AMP JavaScript – Specific JS designed to be faster.
AMP Cache – A content delivery network of AMP documents (Pages)
published to the web which means…if your pages are built properly
google will globally cached cache your pages and serve them up faster
than if they would your own site.
What is AMP?

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@AdLift
Why AMP?
Photo credit: SOASTA
Source: SEO Powersuite

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@AdLift
Where to start?
AMP Homepage – https://www.ampproject.org
Google AMP Announcement –
https://googleblog.blogspot.com/2015/10/introducing-accelerated-mobile-
pages.html

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@AdLift
To sum it all up!
I’m Arron
Goodin of
AdLift and
I’m
Awesome
Content
Marketing
is
Powerful
and
Useful
Research
to Create
Share
Worthy
Content
Analyze
and
Learn
from your
Data
Set-up
Taboola
and
Outbrain
Campaign
for
Amplified
Reach
Leverage
Amp to
Stay
Ahead
060504030201 07
Increased
Visibility
and Brand
Awareness

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