High-quality content is an essential part of SEO and, for many, is considered to be one of the most important ranking factors. But to really reap the reward of great content, you’re going to need a plan of action!
A clear content strategy will help you create content which is useful, informative, engaging and relevant to your audience.
From keyword mapping to content repurposing, content pillars and topic clusters, to detailed knowledge hubs and link-worthy campaign content which scores dreamy AF headlines - in this talk I’ll share some top tips I’ve learned from various roles in the industry, on how to create a killer content strategy.
Guest Blogging Strategy That Will Take You Into The Next Level (Plus Other Li...Venchito Tampon
This is my slide deck during the GDI SEO Training Camp. It talks about a simple guest blogging strategy that will walk you through a step by step process (from link prospecting to guest blogging outreach). If you have any questions, you can ask me on twitter @venchito14 or visit my website at www.digitalphilippines.net
How to cultivate a great relationship with your developerBillieHyde
From Brighton SEO 22/07/2021
We look at:
Why developers might dismiss your suggestions
Why your ideas might have been turned down in the past
How to present your suggestions to them
How to integrate social behavioural data into your seo keyword strategy ror...Rory Hope
The talk focuses on how to integrate social behavioural data with keyword data to better understand the audiences at a keyword topic level for enhanced SEO content & digital PR strategies. The talk will explain how to:
– Understand keyword-level search audiences by gathering behavioral insights using social consumer segmentation data from audience intelligence research.
– Develop enhanced keyword-level content strategies and SEO topical modeling that’s been informed by that integration of traditional keyword intelligence and emerging audience intelligence insights.
– Prospect hyper-relevant influencers and link opportunities at scale efficiently per niche audience or search audience within a given keyword segment that’s important to your business.
Working in this industry can feel like a whirlwind at times. Whether you are working through a Google update or struggling to improve revenue regardless of positive rankings, implementing the KonMarie method to your SEO can help you strip back aspects of your strategy that aren't working and find fresh avenues to focus on for even better results.
Sheffield DM Vol#6: User Centric Technical SEO - Edd WilsonGiorgio Cassella
Slides from Edd Wilson, Senior Technical SEO Specialist at Impression, presented at his talk at Sheffield DM Vol#6 on Thursday 21st November 2019, titled "User Centric Technical SEO".
Not getting the results you want from your link building campaigns?
You aren't alone. Most brands struggle to build links – not because of their outreach, but because of their content.
In this sponsored Search Engine Journal webinar and learn how to overcome this issue.
In this presentation, you'll learn how to:
Identify audiences to target for linkable content.
Provide value to those audiences with your content.
Integrate linkable content with your broader SEO/content strategy.
Create different kinds of content for different kinds of link opportunities.
The success of a link building campaign starts before you send your first email pitch – it’s in creating link-worthy content.
Michael Johnson from Page One Power will show you how to create content that will help you earn links from your target sites.
SEO Monitoring - What, Why, and How - DeepCrawl WebinarJohn Doherty
This presentation covers the what, why, and how of monitoring your SEO activities and data to help you make better decisions.
Tools mentioned:
Moz
SEMrush
Ahrefs
Screaming Frog
Deep Crawl
Google Analytics
Google Search Console
Guest Blogging Strategy That Will Take You Into The Next Level (Plus Other Li...Venchito Tampon
This is my slide deck during the GDI SEO Training Camp. It talks about a simple guest blogging strategy that will walk you through a step by step process (from link prospecting to guest blogging outreach). If you have any questions, you can ask me on twitter @venchito14 or visit my website at www.digitalphilippines.net
How to cultivate a great relationship with your developerBillieHyde
From Brighton SEO 22/07/2021
We look at:
Why developers might dismiss your suggestions
Why your ideas might have been turned down in the past
How to present your suggestions to them
How to integrate social behavioural data into your seo keyword strategy ror...Rory Hope
The talk focuses on how to integrate social behavioural data with keyword data to better understand the audiences at a keyword topic level for enhanced SEO content & digital PR strategies. The talk will explain how to:
– Understand keyword-level search audiences by gathering behavioral insights using social consumer segmentation data from audience intelligence research.
– Develop enhanced keyword-level content strategies and SEO topical modeling that’s been informed by that integration of traditional keyword intelligence and emerging audience intelligence insights.
– Prospect hyper-relevant influencers and link opportunities at scale efficiently per niche audience or search audience within a given keyword segment that’s important to your business.
Working in this industry can feel like a whirlwind at times. Whether you are working through a Google update or struggling to improve revenue regardless of positive rankings, implementing the KonMarie method to your SEO can help you strip back aspects of your strategy that aren't working and find fresh avenues to focus on for even better results.
Sheffield DM Vol#6: User Centric Technical SEO - Edd WilsonGiorgio Cassella
Slides from Edd Wilson, Senior Technical SEO Specialist at Impression, presented at his talk at Sheffield DM Vol#6 on Thursday 21st November 2019, titled "User Centric Technical SEO".
Not getting the results you want from your link building campaigns?
You aren't alone. Most brands struggle to build links – not because of their outreach, but because of their content.
In this sponsored Search Engine Journal webinar and learn how to overcome this issue.
In this presentation, you'll learn how to:
Identify audiences to target for linkable content.
Provide value to those audiences with your content.
Integrate linkable content with your broader SEO/content strategy.
Create different kinds of content for different kinds of link opportunities.
The success of a link building campaign starts before you send your first email pitch – it’s in creating link-worthy content.
Michael Johnson from Page One Power will show you how to create content that will help you earn links from your target sites.
SEO Monitoring - What, Why, and How - DeepCrawl WebinarJohn Doherty
This presentation covers the what, why, and how of monitoring your SEO activities and data to help you make better decisions.
Tools mentioned:
Moz
SEMrush
Ahrefs
Screaming Frog
Deep Crawl
Google Analytics
Google Search Console
Digital Marketing Strategies for Freelancers Navneet Kaushal
Learn about the latest digital marketing strategies for freelance web designers, web developers & hosting Resellers to increase their sales in this presentation from Navneet Kaushal, CEO PageTraffic Inc
State of SEO: The Top Opportunities & Risks for the Next 12 MonthsSearch Engine Journal
Where should I be focusing my SEO strategy for the next year?
What emerging factors will help me get ahead of my competition?
What threats could hinder my success?
Knowing the answer to questions like these is the difference between growing your business and going out of business. You need reliable research and data to inform those decisions.
That's why we released our first State of SEO Report - and you can get a front row seat as we break down our industry SWOT analysis based on 2,800+ responses from SEO professionals worldwide.
Watch this special Search Engine Journal webinar to learn how SEO changes over the past year can guide strategy and what opportunities and threats you need to know about. You’ll walk away with ideas on:
Where to focus your efforts right now based on the most successful areas of digital marketing.
How to navigate the two biggest threats to SEO.
Ways to outpace your competitors using successful emerging factors.
Bonus: We’ll take a super quick look at client budgets for all our agencies out there.
Join Shelley Walsh, Special Projects Editor at Search Engine Journal, as she walks you through ways to spot new opportunities, stay ahead of your competition, and grow your business.
Find Profitable Keywords In Less Than 5 Minutes Without Spending AnythingFervil Von Tripoli
Mastering keyword research? Here's a very detailed guide on how to find those profitable keywords and niches with low competition.
Find amazing ways to outwit your competitors and win larger share in organic traffic. :)
More detailed keyword researching techniques at http://bit.ly/1dFkFUz
Tips for big site SEO - Andrew Smith - SearchNorwich 9SearchNorwich
SEO can be a challenge at the best of times but when working on hundreds of large sites with a small team it can become overwhelming.
Find out how to setup your reports right from the beginning to keep it lightweight and consistent. Some interesting tools to tackle SEO challenges and ways of organising your team to stay focused on what matters most.
Developing an editorial mindset in a non-editorial businessSticky Content
They say everyone’s a publisher now, but what does that mean when you’re a b2b marketer with limited resources and no in-house editorial skills? How do you keep on producing marketable content, month in month out? Where do good ideas come from? Here are 5 things that b2b marketers can learn from publishers and editors…
Search Experience Spotlight - How Paychex is Winning at SEOseoClarity
Learn how a Fortune 1000 company wins in their hyper-competitive marketplace with innovative strategies and a Search Experience Optimization alignment.
Through a series of case studies, these industry experts present how Paychex developed a winning SEO content strategy built upon a foundation of cross-functional cooperation.
Here's what you'll get from attending:
- Why SEO has a multiplier effect when properly leveraged across an organization
- How to align Development, Marketing & PR, and the C-Suite in SEO
- How Paychex leveraged its need for relevance to achieve extraordinary results
In this presentation, we review twelve areas of Google Analytics you might not be using. Topics include:
- Filters
- Real-time data
- Goals
- Annotations
- Dimensions
- Events
- Google Tag Manager
- Search Console integration
- Custom dashboards
- Scheduled reports
- Google Data Studio
- Mobile reporting
Learn what each topic is and why you might want to use them.
Mike Wojciechowski — PPC + SEO e-Commerce TipsSemrush
These slides were presented at the SEMrush webinar "SEO&PPC — Yin and Yang #3 (e-Commerce)". Video replay and transcript are available at https://www.semrush.com/webinars/seo-and-ppc-yin-and-yang-3-e-commerce/
How to Repurpose Existing Content to Help With Your Strategy | BrightonSEO Ap...Coral Luck
How to Repurpose Existing Content to Help With Your Strategy | BrightonSEO April 2019 | Coral Luck
Actionable tips on how to you can use existing onsite content such as landing pages and blogs in order to increase traffic and boost rankings. New content is super important for your SEO strategy, but utilising existing content alongside new content creation is a great way to get some quick wins.
Covers:
- Optimising blogs for outreach
- Using Google Analytics & Search Console to optimise landing pages
- Optimising existing blogs for Featured Snippets
- Repurposing blogs for newsletters
How to Effectively Scale and Manage Your Brand’s Link Building ActivityKaizen
From our November webinar with Head of Creative, Sarah Fleming. Sarah’s presentation explored:
- How to run successful link building campaigns in all industries, including finance, insurance, fashion, travel and more
- Building SEO authority and trust across your brand’s target topic entities whilst remaining relevant to the news agenda
- How to measure the effectiveness of your link building activity against key targets and SEO goals
This presentation explains how to create strategies using decisive, action-based and commercially focused language which will get clients as bought into the work we’re going to do as we are.
Improving your rank in search can start with the simple task of asking questions. This presentation explores the process of establishing keyword based personas.
Every year, reports are published stating that Google is shifting more to on-SERP SEO, or publishing content for searchers right on the search engine results page (SERP).
In this session, Diane Kulseth from Siteimprove will help you focus on three core tenets of your SEO strategy to fight against any drops in traffic coming from SEO, such as:
Keyword intent, what it is and why it matters
Looking to the SERPs for content direction
Strengthening your content with structured data markup and other technical optimizations
This intermediate-level session will provide a high-level SEO overview for marketers new to SEO and help attendees walk away with clear takeaways for their organization to reinforce their efforts for the future.
How to Create Hero Content Campaigns That Drive Long Term Search Visibility a...Boom Online Marketing
Jess Peace, Content Team Lead at NeoMam Studios takes us on a journey on how to get content that gets links for years to come. Basically, how to do digital PR real good.
Sheffield DM #9: Have your cake and eat it: How to write content for SEO & PR...Giorgio Cassella
Slides from Jess Peace, Content Strategist at Rise at Seven, presented at her talk at Sheffield DM Vol#9 on Thursday 14th May 2020, titled "Have your cake and eat it: How to write content for SEO & PR".
Digital Marketing Strategies for Freelancers Navneet Kaushal
Learn about the latest digital marketing strategies for freelance web designers, web developers & hosting Resellers to increase their sales in this presentation from Navneet Kaushal, CEO PageTraffic Inc
State of SEO: The Top Opportunities & Risks for the Next 12 MonthsSearch Engine Journal
Where should I be focusing my SEO strategy for the next year?
What emerging factors will help me get ahead of my competition?
What threats could hinder my success?
Knowing the answer to questions like these is the difference between growing your business and going out of business. You need reliable research and data to inform those decisions.
That's why we released our first State of SEO Report - and you can get a front row seat as we break down our industry SWOT analysis based on 2,800+ responses from SEO professionals worldwide.
Watch this special Search Engine Journal webinar to learn how SEO changes over the past year can guide strategy and what opportunities and threats you need to know about. You’ll walk away with ideas on:
Where to focus your efforts right now based on the most successful areas of digital marketing.
How to navigate the two biggest threats to SEO.
Ways to outpace your competitors using successful emerging factors.
Bonus: We’ll take a super quick look at client budgets for all our agencies out there.
Join Shelley Walsh, Special Projects Editor at Search Engine Journal, as she walks you through ways to spot new opportunities, stay ahead of your competition, and grow your business.
Find Profitable Keywords In Less Than 5 Minutes Without Spending AnythingFervil Von Tripoli
Mastering keyword research? Here's a very detailed guide on how to find those profitable keywords and niches with low competition.
Find amazing ways to outwit your competitors and win larger share in organic traffic. :)
More detailed keyword researching techniques at http://bit.ly/1dFkFUz
Tips for big site SEO - Andrew Smith - SearchNorwich 9SearchNorwich
SEO can be a challenge at the best of times but when working on hundreds of large sites with a small team it can become overwhelming.
Find out how to setup your reports right from the beginning to keep it lightweight and consistent. Some interesting tools to tackle SEO challenges and ways of organising your team to stay focused on what matters most.
Developing an editorial mindset in a non-editorial businessSticky Content
They say everyone’s a publisher now, but what does that mean when you’re a b2b marketer with limited resources and no in-house editorial skills? How do you keep on producing marketable content, month in month out? Where do good ideas come from? Here are 5 things that b2b marketers can learn from publishers and editors…
Search Experience Spotlight - How Paychex is Winning at SEOseoClarity
Learn how a Fortune 1000 company wins in their hyper-competitive marketplace with innovative strategies and a Search Experience Optimization alignment.
Through a series of case studies, these industry experts present how Paychex developed a winning SEO content strategy built upon a foundation of cross-functional cooperation.
Here's what you'll get from attending:
- Why SEO has a multiplier effect when properly leveraged across an organization
- How to align Development, Marketing & PR, and the C-Suite in SEO
- How Paychex leveraged its need for relevance to achieve extraordinary results
In this presentation, we review twelve areas of Google Analytics you might not be using. Topics include:
- Filters
- Real-time data
- Goals
- Annotations
- Dimensions
- Events
- Google Tag Manager
- Search Console integration
- Custom dashboards
- Scheduled reports
- Google Data Studio
- Mobile reporting
Learn what each topic is and why you might want to use them.
Mike Wojciechowski — PPC + SEO e-Commerce TipsSemrush
These slides were presented at the SEMrush webinar "SEO&PPC — Yin and Yang #3 (e-Commerce)". Video replay and transcript are available at https://www.semrush.com/webinars/seo-and-ppc-yin-and-yang-3-e-commerce/
How to Repurpose Existing Content to Help With Your Strategy | BrightonSEO Ap...Coral Luck
How to Repurpose Existing Content to Help With Your Strategy | BrightonSEO April 2019 | Coral Luck
Actionable tips on how to you can use existing onsite content such as landing pages and blogs in order to increase traffic and boost rankings. New content is super important for your SEO strategy, but utilising existing content alongside new content creation is a great way to get some quick wins.
Covers:
- Optimising blogs for outreach
- Using Google Analytics & Search Console to optimise landing pages
- Optimising existing blogs for Featured Snippets
- Repurposing blogs for newsletters
How to Effectively Scale and Manage Your Brand’s Link Building ActivityKaizen
From our November webinar with Head of Creative, Sarah Fleming. Sarah’s presentation explored:
- How to run successful link building campaigns in all industries, including finance, insurance, fashion, travel and more
- Building SEO authority and trust across your brand’s target topic entities whilst remaining relevant to the news agenda
- How to measure the effectiveness of your link building activity against key targets and SEO goals
This presentation explains how to create strategies using decisive, action-based and commercially focused language which will get clients as bought into the work we’re going to do as we are.
Improving your rank in search can start with the simple task of asking questions. This presentation explores the process of establishing keyword based personas.
Every year, reports are published stating that Google is shifting more to on-SERP SEO, or publishing content for searchers right on the search engine results page (SERP).
In this session, Diane Kulseth from Siteimprove will help you focus on three core tenets of your SEO strategy to fight against any drops in traffic coming from SEO, such as:
Keyword intent, what it is and why it matters
Looking to the SERPs for content direction
Strengthening your content with structured data markup and other technical optimizations
This intermediate-level session will provide a high-level SEO overview for marketers new to SEO and help attendees walk away with clear takeaways for their organization to reinforce their efforts for the future.
How to Create Hero Content Campaigns That Drive Long Term Search Visibility a...Boom Online Marketing
Jess Peace, Content Team Lead at NeoMam Studios takes us on a journey on how to get content that gets links for years to come. Basically, how to do digital PR real good.
Sheffield DM #9: Have your cake and eat it: How to write content for SEO & PR...Giorgio Cassella
Slides from Jess Peace, Content Strategist at Rise at Seven, presented at her talk at Sheffield DM Vol#9 on Thursday 14th May 2020, titled "Have your cake and eat it: How to write content for SEO & PR".
How to Recharge Your Inbound Marketing Content Strategy for 2017JaxzenMarketing
Improve and refine your inbound marketing content strategy in 2017. Parker from Jaxzen Marketing Strategies shares some key best practices to help you reach your marketing goals this year and how to use HubSpot to help make that happen. In the presentation, you will learn how to: create useful content, help your audience find you, set targets that help your marketing and sales teams reach their goals, and measure the success of your marketing efforts.
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
Stephanie Söhnchen [ShareNOW], Give Them What They're Asking For: Using Data ...Khoros
74 percent of online consumers get frustrated when content is not personalised to their interests. With the data available, brands should deliver the experiences their audiences ask for across channels. Join this session to learn how you can unlock key insights to drive lasting customer loyalty.
Where to start when building a content strategyRichard Willner
Where to start when building a content strategy - and why it is so important to your business' success online. Discover the different outputs for content and how it can be used across your digital marketing efforts.
Towards A Content Strategy That Sells Persuasion Labsjoanna_wiebe
Content is king... but content strategies tend to do a little work - and stop just before they get to the good stuff: increasing conversion. This PPT asks us to move to the next level in content strategy - a level that solves for shareholders.
Content for everyone! Content everywhere! Hold up: Is your content out of control? Come learn how to rein in the marketing madness, refocus your strategy, and pull your team back from the brink of burnout.
- Take a close look at the complex realities of content
- Get your arms around your current content ecosystem
- Assess your content principles and priorities
- Learn how to create a smart(er) go-forward content marketing plan
- Get tips on how to shift company content culture from "more" to "meaningful"
Do you want to drive more traffic to your website? Do you find it hard or time consuming to create content for your website and are looking for some help building your own blog or resource page?
I will walk you through the steps to create a simple and valuable content plan to attract website visitors. I have helped businesses to build their online presence through websites, SEO and digital marketing campaigns to improve their website conversions and customer retention.
Here is what you are going to learn during the session:
How to find out what your customers are searching for
How to know which types of content you should be creating for your audience and build a plan to keep you on track
How to maximise the reach of your content to drive the most traffic possible to your website
How to overcome a lack of inspiration and create valuable content throughout the year
20 questions to ask before launching a content strategy King Content
Beginning a content marketing journey can be overwhelming – there’s so much to think about and so many questions that need answering. We all know the importance of having a content strategy before we get started, but what does that really mean?
If you can confidently answer each of the questions in this week’s SlideShare, you’ll be well on your way to having it all figured out.
Sales and Marketing Executive's Workshop: Content Marketing for SalesJacquie Chakirelis
Jacquie Chakirelis and Amy Neumann from Advance Digital/Northeast Ohio Media Group offer advice and tips for sales organizations on implementing content marketing strategies to increase sales and develop better relationships with customers.
Content marketing refers to the process of creating, distributing, sharing, and publishing content through various platforms such as social media, blogs, websites, podcasts, apps, news releases, printed media, and others. The goal is to reach out to your target audience and promote the brand, sales, engagement, and loyalty.
Pragmatic content strategy approach by EVG. Step by Step content strategy questioning process that can help any business to start taking control and advantage of its existing content assets, build on processes to support its commercial and customer support objective!
Similar to How to devise a content strategy post content audit - BrightonSEO Jul 2021 (20)
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
13. You wouldn’t start making technical changes on
a website with no idea of what already works,
what needs fixing, what the aim is or
who/what it will impact
@PEACEYYY
14. So don’t just create content for the sake of it. In
my opinion, no content is better than bad
content...
@PEACEYYY
15.
16. ✨ How to develop a content strategy ✨
@PEACEYYY
17. Whether you are developing a completely new
strategy, or refreshing your current one, here’s
how to get started...
@PEACEYYY
21. What is your aim for developing a content
strategy?
@PEACEYYY
22. This could look like one or more
of the following...
@PEACEYYY
23. “I want to increase brand awareness…”
“I want to increase leads and conversions…”
“I want to earn high-quality backlinks...”
“I want to improve rankings…”
“I want to close the gap on competitors…”
24. There is no one size fits all approach to
content marketing. Your business goals
should highlight areas of focus, which will
help to set priorities for your content strategy
@PEACEYYY
26. Before you can define what you’re going to
create, you need to know who you are
creating it for
@PEACEYYY
27. By knowing who your target audience are,
you can produce more relevant and
valuable content for them, improving the
chance of increased engagement
and conversions
@PEACEYYY
32. What does your business offer and what
problems do you solve for a consumer?
@PEACEYYY
33. If someone is interested in your business, what
else are they likely to care about?
@PEACEYYY
34. How does this audience consume
information?
@PEACEYYY
35. Does your target audience spend time on
social media, like Reddit or Instagram?
@PEACEYYY
36. Are they likely to listen to a podcast or
subscribe to a newsletter?
@PEACEYYY
37. When do they turn to Google for information,
and what do they search for?
@PEACEYYY
38. TOOL: AnswerThePublic is a free search
listening tool which cranks out every useful
phrase and question people are asking
around a certain keyword
@PEACEYYY
39. TLDR: AnswerThePublic is a GOLDMINE of
consumer insight you can use to create fresh,
ultra-useful content
@PEACEYYY
42. One of the key pieces of information which will
inform your content strategy, is the
performance of your current content
@PEACEYYY
43. Whichever tools or methods you use for this,
the auditing stage provides valuable insight
into how your content performs and is
consumed by visitors to your site
@PEACEYYY
44. My favourite tools for auditing content are
Ahrefs, Content King, Google Analytics,
HotJar and common sense...
@PEACEYYY
45. One of my favourite techniques during auditing,
is what I call the Snog, Marry, Avoid
Technique
@PEACEYYY
46. This technique literally combs through your
existing pages and content, and highlights
examples of what to do/not to do
@PEACEYYY
47. Let’s say you’ve exported a list of all blog pages
using Google Analytics. In a dream world, we’d
be looking for pages or blogs which drive lots
of traffic, have a super low bounce rate, a
decent time on page etc...
@PEACEYYY
48. TIP: In Sheets, use conditional formatting on
the data as a traffic light system for content
performance
@PEACEYYY
49. Highlight examples which are the greenest
(highest) in terms of traffic and time on
page, and the reddest (lowest) in terms of
bounce rate/exit rate etc.
@PEACEYYY
50. The Snog, Marry, Avoid technique uses these
metrics to identify content which...
@PEACEYYY
52. Works really well and is a prime example of
the kind of content you should be creating
(marry)...
@PEACEYYY
53. Doesn’t really hold any benefit, drives no
traffic, has low engagement and is outdated etc
(avoid)...
@PEACEYYY
54. By identifying types of content which do/don’t
work well, you can use this information to
strengthen your content strategy AND to
repurpose old content
@PEACEYYY
56. In addition to your audit findings, ALL OF
THESE THINGS will help to inform...
@PEACEYYY
57. Which pages need some TLC - Your findings
may show that you need to optimise core
pages/product pages before creating “nice to
have” content
@PEACEYYY
58. Which types of content to create - audio,
images, video, long-form blog posts, influencer
or celebrity endorsements etc...
@PEACEYYY
59. Which topics to address and build content
around - this will help establish core content
pillars and topic clusters
@PEACEYYY
60. Which stage of the sales funnel the intended
audience is in (awareness, consideration,
conversion stage)
@PEACEYYY
61. And the delivery channels which make
sense for your content strategy (SEO, PR,
social media, paid search, email, forums, etc…)
@PEACEYYY
63. After five years working in content marketing
and specialising in strategy and production, the
most common questions I get asked by clients
and marketers are around...
@PEACEYYY
64. The creation of content hubs,
and content for link-building/Digital PR
@PEACEYYY
66. A content hub is an area of a website which
houses content, containing various types and
formats, focusing on particular topics which
are intrinsically relevant to the site’s target
audience
@PEACEYYY
67. They can help to drive traffic, increase
rankings, increase leads and conversions,
strengthen your internal linking strategy etc.
@PEACEYYY
68. To create a content hub, you’re going to need to
first establish your core content pillars...
@PEACEYYY
69. A content pillar is a substantive and informative
section of content covering a specific topic or
theme
@PEACEYYY
70. By focusing your attention on creating content
pillars, you demonstrate expertise within
certain areas by building up a wealth of
content around certain subjects
@PEACEYYY
71.
72. Then, linking into the pillar content will be a
range of content which covers individual, more
specific subtopics, otherwise known as
cluster content
@PEACEYYY
73. Each piece of cluster content should provide
more detail on a specific topic/answer a
query/focus on a longer-tail keyword which
relates to the main pillar in some way
@PEACEYYY
75. This can work wonders for establishing
authority, improving your rankings and
increasing your chances of owning keywords
at a category level
@PEACEYYY
76. I like to work with clients to create an editorial
content calendar mapping out content for 3-6
months at a time
@PEACEYYY
77. This will include potential guide topics and a
brief description, the content pillar it feeds
into, the stage of the funnel it will appeal to,
and any target keywords
@PEACEYYY
78. TIP: Look for ways to repurpose content to
really make it go further (blog posts, podcast
scripts, case studies, videos, gifs, sound bites,
infographics etc.)
@PEACEYYY
80. Digital PR involves creating content which has a
unique hook, and outreaching to journalists,
publications and influencers in order to get
coverage and build links on relevant
websites
@PEACEYYY
81. It is the creation and sharing of online
content which is intended to raise brand
awareness and stimulate interest in
businesses brands products or services
@PEACEYYY
82. Digital PR helps raise brand awareness and
the link-building aspect of it is an important part
of SEO, helping search engines discover
new web pages and determine how well a
page should rank in the SERPs
@PEACEYYY
86. Does it offer something new or add value to
an existing conversation or topic?
@PEACEYYY
87. Have you used creative assets to support the
content?
@PEACEYYY
88. Can a journalist or website cover this piece
without linking back to you?
@PEACEYYY
89. Is the piece timely? Is it relevant? Is this the
best time to run the campaign?
@PEACEYYY
90. Who will cover the story? Is it tailored to a
specific audience?
@PEACEYYY
91. REMEMBER the real metric you need to
consider when creating any piece of content is
whether it useful, informative, engaging and
relevant to your audience
@PEACEYYY
92. TIP: Type your keyword into Buzzsumo and
see which types of articles have the most
shares and engagement
@PEACEYYY
93. TIP: Monitor search trends! Google Trends
is a free data exploration tool which allows us to
see what people are interested in and are
searching for, in real-time
@PEACEYYY
95. TIP: Consume content. Blogs, podcasts,
newsletters, campaigns, artwork, video,
TikToks, OOH, Reddit, follow inspiring
people on social media etc.
@PEACEYYY
96. In such a competitive and, at times,
saturated field, how do you create
campaigns which stand out in order to
get those 🔗🔗🔗 ?
@PEACEYYY
97. At NeoMam, our mission is to produce hero
content campaigns which people will share
for months and years to come...
@PEACEYYY
98.
99. We avoid the “campaign sausage
machine” and go for ideas we genuinely
think are cool, that we want to create, and
that we’re confident will get links...
@PEACEYYY
100. “We want every piece of content we launch
to be educational, entertaining, awe-
inspiring or informative.”
- Gisele Navarro, CEO @ NeoMam
@PEACEYYY
101. The idea here comes right back to user
intent. Is the campaign relevant? Is it
interesting?
@PEACEYYY
102. How do you create campaigns for clients
who aren’t that sexy? Inject their brand into
something fun...
@PEACEYYY
106. Set goals (but be willing to update them)
Know your audience
Produce quality content with them in mind
Repurpose great content
Get creative with content ideas
Give people a reason to link
REMEMBER if you genuinely believe in your
content, so will your audience!