SlideShare a Scribd company logo
HOW TO NEVER LOSE AT
CONTENT STRATEGY#searchlove
or
HOW TO NEVER GO VIRAL
YET ALWAYS WIN
Usually I speak on big, fun visual content
and I am worried that it
misdirected some of you
it was never my intentions
I warned about it in 2011
http://www.slideshare.net/97thfloor/how-not-to-fail-at-link-bait-chris-bennett-97th-floor-seopro-boston
but still,
when “Cool Content” is your KPI
you are trying to make this
with this
when it really takes this
and your judged
VS
when it should be
actually
I don’t care about content types
I care about results
and they agree with me
Wil has been telling you this for years
http://www.slideshare.net/wilreynolds/do-real-company-stuff-mozcon-2012-version
So today I want to focus on results
because that mindset transformed
we stopped selling individual ingredients
#Results
this trickled to how we do our contracts
#Results
it changed how we managed the client
#Results
it completely changed our culture
it completely changed our culture
https://www.97thfloor.com/blog/were-going-rowe/
Needless to say we think it is a big deal
Let’s go through some case studies
bake promo into your content
http://www.slideshare.net/97thfloor/how-to-win-fans-and-influence-users-searchlove-london-2013
first talked about this in 2013
but I want to revisit
because it has been so FREAKING successful
like this successful
#client4life
why?
promo is baked in
it isn’t just a list of O.C.Tanners prospects
we partnered with
http://reviews.greatplacetowork.com
who ensures the companies listed are legit
they also gives us additional real estate
and feeds Fortune
it is based on sound research
http://appreciate.octanner.com/coolest-companies-nomination
it’s now got a nomination form
it’s got a physical award
because this ONE campaign satisfies every KPI
especially this one
#client4life
I have been struggling with this next section
because this ONE strategy, that can guarantee success
You learned it on Day 1
Did he say keyword research?The 90’s called
and they want their Keyword Research back
1999 Called and they
want their Keyword
Research back.
Did he say keyword research?
First add 3 hours to the 5 mins you allocated to keyword research
Start with whatever tool you like
https://serps.com/tools/keywords
http://seo.demos.monkeylearn.com/
http://ubersuggest.org/
Please don’t just type in a phrase in
Adwords Planner and call it a day
Get the biggest freaking list possible
We grabbed 4,333 around Smoothies/Recipes
Make one tab, sorted by KOB
our KOB formula
Searches x Bid = Benefit
x =
our KOB formula
=
Benefit ÷ Difficulty = KOB
÷
lastly add human intervention to weigh Domain Authority
right now some of you are thinking
#tangent
and we have clients that say
“We already did keyword research.
Now go make me something pretty!”
#tangent
“We already did keyword research, here is the list. Now go make
me something pretty.”
#tangent
but we get into the weeds
#tangent
and BAM! - by prioritizing KOB
#tangent
Make tabs of Subgroups for each theme
and sort by KOB
Your research will dictate your ideas
Somebody make some cookies
case study - Kale
it wasn’t viral
that’s the point
22k Searches
a mo
- 302 Different Keywords
bringing traffic
- 75 Keywords in the top 10
- 1,300 visits a day
#client4life
case study - Peanut Butter Smoothies
again, not viral
- 1,300 Different Keywords
bringing traffic
- 100 Keywords in the top 10
- 1,100 visits a day
#client4life
Total Rankings - June - 3,728 July - 3,975
All other recipes
+
Total ranking positions, July/August
#client4life
but Chris, recipes are easy
Just slap “Paleo” on it and it will work
Just post a Gluten-Free, Nut Free,
Dairy Free, Egg Free,Vegan Ice Cream
Sundae and you’ll get love.
so lets talk B2B
create blog posts inspired by KW research
add images to enhance article
grab those keywords
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https://www.salesforce.com/blog/2014/02/how-to-make-good-sales-pitch.html
- Almost 2 yrs old
- 94 keywords inTop 10
- 219 unique keywords
bringing traffic
- Still growing, July had 25
- more keywords ranking
compared to June
- 797 LinkedIn Shares
Keyword planning brings more social too
Increased
Engagem
ent
Top
Converting
in
history
2 mos
Increased
Engagem
ent
Top
Converting
in
history
Rank
organically
4 mos
You know what the client brings up on
every call?
https://www.salesforce.com/blog/2014/02/how-to-make-good-sales-pitch.html
How many of
these can you
produce?
#client4life
#client4life
http://www.glasses.com/what-is-coachella
http://www.glasses.com/what-is-coachella
not “viral”
http://www.glasses.com/what-is-coachella
A graphic with a purpose
http://www.glasses.com/what-is-coachella
lastly
learn from my mistakes
https://www.defensivedriving.com/road-trip-planner/
this thing Front Paged Reddit!
https://www.defensivedriving.com/road-trip-planner/
it got picked up
it got picked up
it had social promo baked in
https://www.defensivedriving.com/road-trip-planner/
it was useful
https://www.defensivedriving.com/road-trip-planner/
altruistic
https://www.defensivedriving.com/road-trip-planner/
it had all the ingredients
https://www.defensivedriving.com/road-trip-planner/
or did it?
https://www.defensivedriving.com/road-trip-planner/
you tell me?
#NOTclient4life
What was it missing?
https://www.defensivedriving.com/road-trip-planner/
SEO 101
SEO 101
SEO 101
SEO 101
SEO 101
SEO 101
Did he say keyword research?
It is not optimized for Keywords
Remember?
Did he say keyword research?The Good news is, it can be fixed
So there you have it
those tactics were not Mind Blowing
but Results are!
And I am hoping that if you take away one thing
it is to take a little more time
actually, a lot more TIME
to ensure you get this
#client4life
and not this
#NOTclient4life
#client4life
most importantly, this.
Chris Bennett - CEO
chris@97thfloor.com
@chrisbennett

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Never Lose at Content Strategy - SearchLove SD 2015

  • 1. HOW TO NEVER LOSE AT CONTENT STRATEGY#searchlove
  • 2. or
  • 3. HOW TO NEVER GO VIRAL YET ALWAYS WIN
  • 4. Usually I speak on big, fun visual content
  • 5. and I am worried that it misdirected some of you
  • 6. it was never my intentions
  • 7. I warned about it in 2011 http://www.slideshare.net/97thfloor/how-not-to-fail-at-link-bait-chris-bennett-97th-floor-seopro-boston
  • 10. you are trying to make this
  • 12. when it really takes this
  • 16. I don’t care about content types
  • 17. I care about results
  • 18. and they agree with me
  • 19. Wil has been telling you this for years http://www.slideshare.net/wilreynolds/do-real-company-stuff-mozcon-2012-version
  • 20. So today I want to focus on results
  • 21. because that mindset transformed
  • 22. we stopped selling individual ingredients
  • 24. this trickled to how we do our contracts
  • 26. it changed how we managed the client
  • 28. it completely changed our culture
  • 29. it completely changed our culture https://www.97thfloor.com/blog/were-going-rowe/
  • 30. Needless to say we think it is a big deal
  • 31. Let’s go through some case studies
  • 32. bake promo into your content
  • 33.
  • 35. but I want to revisit
  • 36. because it has been so FREAKING successful
  • 38. why?
  • 40. it isn’t just a list of O.C.Tanners prospects
  • 42. who ensures the companies listed are legit
  • 43. they also gives us additional real estate
  • 45. it is based on sound research
  • 47. it’s got a physical award
  • 48. because this ONE campaign satisfies every KPI
  • 50. I have been struggling with this next section
  • 51. because this ONE strategy, that can guarantee success
  • 52. You learned it on Day 1
  • 53. Did he say keyword research?The 90’s called and they want their Keyword Research back
  • 54. 1999 Called and they want their Keyword Research back. Did he say keyword research?
  • 55. First add 3 hours to the 5 mins you allocated to keyword research
  • 56. Start with whatever tool you like https://serps.com/tools/keywords http://seo.demos.monkeylearn.com/ http://ubersuggest.org/
  • 57. Please don’t just type in a phrase in Adwords Planner and call it a day
  • 58. Get the biggest freaking list possible
  • 59. We grabbed 4,333 around Smoothies/Recipes
  • 60. Make one tab, sorted by KOB
  • 61. our KOB formula Searches x Bid = Benefit x =
  • 62. our KOB formula = Benefit ÷ Difficulty = KOB ÷
  • 63. lastly add human intervention to weigh Domain Authority
  • 64. right now some of you are thinking #tangent
  • 65. and we have clients that say “We already did keyword research. Now go make me something pretty!” #tangent
  • 66. “We already did keyword research, here is the list. Now go make me something pretty.” #tangent
  • 67. but we get into the weeds #tangent
  • 68. and BAM! - by prioritizing KOB #tangent
  • 69. Make tabs of Subgroups for each theme
  • 70. and sort by KOB
  • 71. Your research will dictate your ideas
  • 73. case study - Kale
  • 77. - 302 Different Keywords bringing traffic - 75 Keywords in the top 10 - 1,300 visits a day #client4life
  • 78. case study - Peanut Butter Smoothies
  • 80. - 1,300 Different Keywords bringing traffic - 100 Keywords in the top 10 - 1,100 visits a day #client4life
  • 81. Total Rankings - June - 3,728 July - 3,975 All other recipes + Total ranking positions, July/August #client4life
  • 82. but Chris, recipes are easy
  • 83. Just slap “Paleo” on it and it will work
  • 84. Just post a Gluten-Free, Nut Free, Dairy Free, Egg Free,Vegan Ice Cream Sundae and you’ll get love.
  • 86. create blog posts inspired by KW research add images to enhance article
  • 87. grab those keywords good sales pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales 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a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips good sales pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips
  • 88. https://www.salesforce.com/blog/2014/02/how-to-make-good-sales-pitch.html - Almost 2 yrs old - 94 keywords inTop 10 - 219 unique keywords bringing traffic - Still growing, July had 25 - more keywords ranking compared to June - 797 LinkedIn Shares
  • 89.
  • 90. Keyword planning brings more social too
  • 91.
  • 94. You know what the client brings up on every call?
  • 97.
  • 102. lastly
  • 103. learn from my mistakes https://www.defensivedriving.com/road-trip-planner/
  • 104. this thing Front Paged Reddit! https://www.defensivedriving.com/road-trip-planner/
  • 107. it had social promo baked in https://www.defensivedriving.com/road-trip-planner/
  • 110. it had all the ingredients https://www.defensivedriving.com/road-trip-planner/
  • 113. What was it missing?
  • 115. Did he say keyword research? It is not optimized for Keywords Remember?
  • 116. Did he say keyword research?The Good news is, it can be fixed
  • 117. So there you have it
  • 118. those tactics were not Mind Blowing
  • 120. And I am hoping that if you take away one thing
  • 121. it is to take a little more time
  • 122. actually, a lot more TIME
  • 123. to ensure you get this #client4life
  • 126. Chris Bennett - CEO chris@97thfloor.com @chrisbennett