Content Marketing in SEO

Content Marketing in SEO - Nicolai Kuban - linkbird.com
Content Marketing
in SEO

Agenda - „what we will achieve today“
Goal: Understand the need for SEO content
marketing & implement it in your company
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com

Content Marketing in SEO - „definition“
CONTENT MARKETING
Content Marketing describes the creation and distribution / marketing of high quality
content with the aim to reach a defined audience, to interact with it, to position oneself as
an expert within this target group, in order to generate sustainable and long-term valuable
customer contacts and sales.

CONTENT MARKETING
Content Marketing describes the creation and distribution / marketing of high quality
content with the aim to reach a defined audience, to interact with it, to position oneself as
an expert within this target group, in order to generate sustainable and long-term valuable
customer contacts and sales.
CONTENT MARKETING IN SEO
Content Marketing in SEO describes the creation of high quality content on the basis of
demand and their marketing with the goal of achieving a very high number of quality
backlinks and thus good positions for relevant keywords in the search engines.

Create high quality &
in-demand content
Market the content
Generate links
Improve rankings
Increase traffic
Boost sales

Content Marketing Facts
CONTENT MARKETING
“Marketers, on average, spend over a quarter of their marketing budget on content marketing.” (B2B Marketing
Insider)”
“Because 61% of consumers say they feel better about a company that delivers custom content, they are also more
likely to buy from that company.” (Custom Content Council)
“B2B marketers cite lack of time (69%), producing enough content (55%) and producing the kind of content that
engages (47%) as their top three content marketing challenges.” (Content Marketing Institute)
“Blogs give websites 434% more indexed pages and 97% more indexed links.” (Content+)
“Blog posts incorporating video attract 3 times as many inbound links as blog posts without video” (moz)

Do you already have a Content Marketing strategy?
are not
sure
27%
41%
already use Content
Marketing

Content Marketing Benefits - „huge“
CONTENT MARKETING IS LIKE BUILDING A HOUSE INSTEAD OF RENTING AN APARTMENT
Push Marketing (PPC, Display, Paid Media)
Pull Marketing / Inbound Marketing
Short-term Performance Campaigns
Long-term Online Marketing Successes
inbound marketing-dominated organizations experience a 61% lower cost per lead
January 2012 of 972 marketing professionals – survey of Hubspot inc.

CONTENT IS THE CENTER OF EVERY INBOUND MARKETING STRATEGY
 Influence on relevant Online Marketing KPIs
 Brand Awareness / Brand Searches
 Social Signals
 Links
 Rankings (Short & Long Tail)
 Traffic
 Conversion Rates
 Conversions (Leads & Sales)
Content
Trust &
Reputation
Social
Media
SEO
Online PR /
PR
E-mail
Marketing

CONTENT MARKETING AS SEO STRATEGY
“old-school” SEO:
 Creating “content” for specific keywords
 Enforcing backlinks
? Better rankings
The old methods of “off-page optimization” are loosing efficiency

CONTENT MARKETING AS SEO STRATEGY
SEO and Content Marketing:
 Creating topic landscapes of value
 ensures a high coverage of relevant keywords
 ensures a high number of indexed pages with relevant content
 Enables organic & high quality link building
 Achieves long term rankings on your sites as well as on third party sites

Wow, Content Marketing is an easy SEO cure-all?

Cure-all? – Maybe.
Easy? – No!

Content Marketing Challenges
14%
29%
38%
Consider content
research/creation to be
the biggest challenge
Seeding
the
content
Evaluation of Content Marketing Successes
Scaling

Example for a SEO
Content Marketing
Campaign (B2B)

linkbird Content Marketing Campaign

Campaign costs:
Surplus value from the campaign:
- Graphics and Tools: 1.694€
- Opportunity costs (10 man hours in-house) ca. 2.000€
- Total cost = ca. 3.694€
 priceless branding on home pages and newsletters from Internet World, t3n, deutsche-
startups, onlinemarketing.de, etailment etc.
 generating further reputation in relevant SEO blogs
 massive social media buzz (on the whole, the campaign saw 1.600+ social signals)
 more than 700 leads (free trials, webinar, PDF download)
 high quality backlinks and top rankings

Content Marketing is exciting
– not only for SEO!

Launching a
SEO Content
Marketing Campaign

Building a SEO CM Campaign
PLANNING
RESEARCH
PRODUCTION
SEEDING / MARKETING
ANALYSIS / EVALUATION
5 PILLARS OF CONTENT MARKETING

PLANNING

Planning
Step 1: What is the campaign goal?
Generating high quality back links and good rankings for your pet topics!
- Which keywords do I want to rank with?
- Which websites do I want to generate back links from?
- What is the content meant to achieve short term and in the long run?
Defining possible KPIs:
- Number of backlinks
- Cost per backlink
- Number of achieved “Top 10 Rankings” / “Top 3 Rankings” / “#1 Rankings”
- Traffic and conversions because of the content
- Social signals? New Facebook fans? etc.

Step 2: Who is the target audience for the campaign?
Persons / websites willing to link to the content and spread it!
Reader
Multipliers &
Influencers
Magazines,
forums,
blogs etc.
 Interacting with and
sharing the content
 For seeding the content
 Seeding & linking
to the content
Planning

Step 3: Which type of content should you use for the campaign?
Product
Reader Media
 There is genuine demand
 Interesting / problem-solving / educational
 Geared towards relevant keywords
 Evergreen
 Highest quality
…otherwise it will be difficult
Content
Planning

Step 4: Which content types should you use?
Different types for different goals / steps in the campaign
Content teaser / Trigger
= Content
Content for seeding
= Marketing
Content for Call2Action / Lead
generation = Conversion
Blog posts / Landing page Newsletters Whitepapers
Infographics Tweets / Facebook posts Webinars
Slideshares Guest articles Check lists
Videos Press release Software downloads
… … …
gets links & visibility markets the content uses the traffic
Planning

Practical insights from the linkbird campaign:
Planning the content marketing campaign “Content Marketing in SEO”
Goal(s) Target audience Topic /
Keywords
Trigger Seeding Call2Action
Backlinks
Rankings
Reputation
Industry Blogs
Online
Marketing
Magazines
Content
Marketing in SEO
Infographic
(+ article)
Facebook page
Twitter
Newsletter
Guest posts
Blogpost
CRM
Download PDF
Report / Study
Take part in the
webinar
Planning

Tips on implementing structures and processes in planning
 Defining the main goals (KPIs) of content marketing
 Creating a simple content marketing calendar
 Creating a pool of ideas
 Establishing content guidelines
AND THE STONE STARTS ROLLING (SLOWLY)!
Planning

RESEARCH

Research
Topic
Keywords
Seeding & Link sources

Research
Step 1: Researching topics
Interesting? Problem-solving? Enlightening and explanatory?
FEEDBACK FROM TARGET AUDIENCE TOOLS / TO DOs
- Customer support - Meetings / conversations / events
- Sales - Google Analytics / etracker etc.
- Industry forums / blogs / print / events - Surveymonkey
- FAQ Statistics
- Customer surveys

Research
COMPETITION / RELATED WEBSITES TOOLS / TO DOs
- Which content works? SEO evaluation tools
- Links, Social signals, rankings, activity? Analyze 5 competitors

Research

Research
INSIGHTS
- what sort of interesting data does the company have?
- where is existing know how?

Research
Which keywords to choose for the topic?
Keyword Ideas Keyword Traffic Keyword Rankings
Google Keyword Planner Google Keyword Planner SERP Analysis
Google AdWords Account Google AdWords Account
Google Suggest
SEO Tools
Idea Potential Opportunity
Step 2: Researching keywords

Research
Step 3: Research (superficial) for Seeding and link building potential
Can I generate relevant links with this content?
 Forums?
 Blogs?
 Online magazines?
 Facebook, XING, Google+ groups?
 Multipliers?

Research
Research for content marketing campaign “Content Marketing in SEO”
Topic Keywords Assessment Content Seeding sources
Content
Marketing in SEO
Content
Marketing in SEO
survey evaluation of the
survey
relevant SEO blogs
and magazines
previous success
in the US
similar
infographics
Multipliers
(Twitter accounts
etc.)
pre-existing buzz studies, data Newsletters
Listen to the
target audience
Positioning Test demand Build know how Check potential

Research
Tips for implementing structures and processes
Inspiration
Pooling ideas
Assessment
GO?
Google Alerts
Newsletter
Face to face
Topic
Keywords
Content Type
Traffic potential
Link potential
Ranking potential

PRODUCTION

Production
Step 1: Implementing a production plan & ensuring quality (or a simple To-Do-list)
 Coordination and sequencing of content publications & seeding process
 solid feedback loops and quality control for the content

Step 2: Which content types should we produce?
Story /
Thema
Blog posts
White papers
Infographics
Videos
Slideshares
Webinars
Presentations
Check lists
Interviews
Guest posts
How To
CONTENT RECYCLING
???
Production

The following content types are suitable for SEO / Link building
Examples for link magnets
Ask yourself while creating the content:
“Who could link to the content from where?”
Type Why?
Interviews … bring the multipliers right along
How Tos / Tutorials … are perfect to generate backlinks within discussions
Infographics … can be implemented in other sites (with backlink)
Guest articles … already contain the link
Production

- countless links / backlinks
from Important industry magazines
- over 8.000 visitors in the first two days
- High visibility in social networks
… and in addition to that
- mentions in newsletters and more.
- generated more multipliers
- Reached top positions on keywords in Google
Production

Step 3: Who can produce the content?
In-house or Outsourcing?
Task Service provider
Idea Creative agency or PR agency
Texts textbroker, content.de etc.
Graphics 99designs.com
Production

Production for content marketing campaign “Content Marketing in SEO”
Production

Production

SEEDING / MARKETING

Seeding / Marketing
Defining the Seeding Channels
1. Owned Channels Traffic for content
2. Earned Channels Marketing the content
3. Paid Channels Engagement with the content

Step 1: Implementing & using your own seeding channels
- Initial seeding of the content
- Sustainable / long term marketing of the content
- Expanding the reach
- Visibility beyond your own website
- More indexing and rankings in Google
Cure-all? – Maybe.
Seeding / Marketing

Step 2: Research of potential seeding and link sources
Google Parameter
Seeding / Marketing

Google Parameter
Content Parameter example
Infographic Online Marketing
„intitle:infographic“
Tutorials Tire change „inurl:forum“
Top List Diet „intitle:top list“
Seeding / Marketing

Seeding / Marketing

Step 3: Qualification of potential link and seeding sources
 SEO metrics
 Reach
Prioritizing potential link and seeding sources
 A-sources
 B-sources
 C-sources
Step 4: Placing the content
Which websites & multipliers
should you consider?
How should I contact these
sources, how should I place
the content?
Seeding / Marketing

Step 5: Creating a CRM full of multipliers & bloggers / journalists / websites
 Contact data
 Websites / social media accounts
 Tags / topics
 Communication history
 Successes
Seeding / Marketing

Step 5: Use of paid media
- Google AdWords
- Facebook Ads
- Advertorials
- Newsletter
- Banner etc.
Seeding / Marketing

Seeding for content marketing campaign “Content Marketing in SEO”
1. Publishing the Content
2. Use of company channels (social, newsletter etc.)
3. PR co-operations / exclusivity via Internet World Business
4. Outreach via Phone
5. E-Mails to relevant blogs (research und CRM)
6. Release of short teasers in XING groups, on Facebook, Goolge+ etc.
7. Guest posts
Seeding / Marketing

Seeding / Marketing

ANALYSIS / EVALUATION

Analysis / Evaluation
Metric Details Tool(s)
Backlinks Number and quality SEO tool (e.g. linkbird)
Traffic direct, referral and organic Analytics tool (e.g. GA)
Rankings Planned / reached rankings SEO tool (e.g. linkbird)
Conversions e.g. leads or direct sales Analytics tool (e.g. GA)
Mentions e.g. Google Alerts
Social Signals Direct and indirect ones Social plugins + tool (e.g.
linkbird)
ROI Refinancing the campaign and
CPX
Excel blueprint

Metric Tool January February
Blog traffic Google Analytics 838 3226
Organic traffic Google Analytics 1546 1689
Entire traffic Google Analytics 5799 6600
New articles in the blog Wordpress 0 2
Blog comments in the linkbird blog Wordpress 0 14
Blog comments on external blogs linkbird 0 0
External guest posts / Interviews linkbird 1 1
Facebook fans Facebook 804 804
Twitter followers Twitter 112 112
Newsletters sent linkbird Admin 0 5
Webinars held
Content Expenses Businessplan 1,00 € 250,00 €
Results
Inbound Leads INT Salesforce 110 269
Inbound Free Trials INT Salesforce 82 93
CPT Inbound 0,01 € 2,69 €
Sales from Inbound Marketing Salesforce 10 17

Content Marketing in SEO
KEY TAKEAWAYS

DEVELOP YOUR UNIQUE
CONTENT MARKETING STORY

INSPIRE A FLOW OF IDEAS

CONSTRUCT YOUR OWN SEEDING
CHANNELS & SEEDING CRM

START YOUR CAMPAIGN

GENERATES HIGH QUALITY LINKS
& LONG TERM RANKINGS
& SUSTAINABLE TRAFFIC

BUILD YOUR OWN HOUSE,
STOP RENTING NOW!

THANK YOU!
Let‘s stay in touch!
Nicolai Kuban
Co-Founder & CEO
linkbird GmbH
Schloßstraße 95
D-12163 Berlin
E-mail: kuban@linkbird.com
Phone: +49 30 814 587 980
Web: www.linkbird.com

Content Marketing in SEO

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