#SEJThinkTank: Content Marketing Excellence in 2016 w/ Adlift

@puriprashant | @adlift |#SEJThinkTank
AdLift – Delivering Search ROI
Content Marketing Excellence in 2016 – Driving
Profitable Content Marketing Techniques
1

Prashant Puri – CEO, AdLift Inc.
SEO since 2005 !
@puriprashant | in/prashantpuri | prashant@adlift.com
Quick Intro
2

250+ Clients in 5 Years
3

Poll Question 1
4
Do you currently have a documented content marketing strategy
in place?
• Yes
• No
• No, but we are planning to

Why Content Marketing Is So Important?
Does your organization
use content marketing ?
76%SAY YES
75%use SEO as a
metric to measure
effectiveness
5
Source: Content Marketing Institute

56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge
6
Source: Content Marketing Institute

Content Marketing – Key Elements to Profitable Content
Creating Share
Worthy Content
Identify Link Worthy
Sites
Mitigating Risk ROI
7

A Study by Moz & BuzzSumo Creating Share
Worthy Content
The majority of posts receive few shares and even fewer links. In a
randomly selected sample of 100,000 posts over 50% had 2 or less Facebook
interactions (shares, likes or comments) and over 75% had zero external links. This
suggests there is a lot of very poor content out there and also that people
are very poor at amplifying their content.
Source: Moz & BuzzSumo Study: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-
million-articles
8

Links & Shares Creating Share
Worthy Content
Content is either shared or linked – If you want to hit the sweet spot,
create deep research or opinion forming content.
million-articles
9

Long form content recieves more shares & links Creating Share
Worthy Content
85% of the content had less than 1,000 words
Length (words) No in sample Percent
Total Shares
Average
Referring
Domain Links
Average
<1,000 418,167 85.5 2,823 3.47
1-2,000 58,642 12 3,456 6.92
2-3,000 8,172 1.7 4,254 8.81
3,000-10,000 3,909 0.8 5,883 11.07
million-articles
10

Creating Share
Worthy Content
Sites
Mitigating Risk ROI
11

Google Keyword Planner
Keyword Targeting: What are MY Customers Looking For & How Do I Begin ? Identify Link
Worthy Sites
12
Source: Screenshot by presenter 11/15

UberSuggest – Google Suggest in One Place
Keyword Targeting: UberSuggest Identify Link
Worthy Sites
13

Keyword Targeting: GrepWords Identify Link
Worthy Sites
14

Drill down and Analyze sites with
high Social Engagement
Discovering Sites that are Topically Relevant or Cover Target Keywords: aHrefs Identify Link
Worthy Sites
15

Creates Search Queries + Pings Twitter for Relevant Conversations: Content Runner Identify Link
Worthy Sites
16

Keyword Targeted Content: Google Alert Identify Link
Worthy Sites
17

Topically Relevant
sites
Influencer Outreach – Leveraging Social Media: Topsy
}
Identify Link
Worthy Sites
18

Deciding with Data Identify Link
Worthy Sites
19

Creating Share
Worthy Content
Sites
Mitigating Risk ROI
20

Mitigating Risk
21

The Panda & Penguin We Once Knew… Mitigating Risk
22
Source: Shutterstock

…Have Evolved Mitigating Risk
23
Source: Shutterstock

4%
27%
18%
13%
8%
6%
4%
15%
2%
3%
0% 5% 10% 15% 20% 25% 30%
1-10
11-20
21-30
31-40
41-50
51-60
61-70
71-80
81-90
91-100
Domain Authority vs Links
Sample Size: 0-10k URLs
50% of Links From DA < 30
= Analyze Competitors
Understanding Your Current Link Distribution: Moz Mitigating Risk
24
Image created by AdLift

1%
1%
1%
2%
30%
60%
2%
1%
1%
1%
0% 10% 20% 30% 40% 50% 60% 70%
0-10
11-20
21-30
31-40
41-50
51-60
61-70
71-80
81-90
91-100
Ahrefs Domain Rank vs Links
Sample Size: 0-1M+ URLs
Note:
Sample size of aHref is
much larger hence graphs
look different
Understanding Your Current Link Distribution Across a Broader Set: aHrefs Mitigating Risk
25

1%
1%
2%
12%
38%
29%
12%
3%
1%
1%
0% 5% 10% 15% 20% 25% 30% 35% 40%
0-10
11-20
21-30
31-40
41-50
51-60
61-70
71-80
81-90
91-100
Ahrefs Domain Rank vs Unique Linking Domains
Sample Size: 0-1M URLs
Its Important to Analyze Unique Linking Domains Mitigating Risk
26

Poor Link Distribution Attributed to Low Quality Link Acquisition Mitigating Risk
27

70% Drop in SEO visibility
Result: Annihilation of SEO Traffic Mitigating Risk
28

KWs “ceiling fans” & “pendant lights” drive
more links than longer tail anchor text
“ceiling fans”
“Longer tail”
“pendant lights”
Understanding Your Current Anchor Text Distribution: aHrefs Mitigating Risk
29

Out of ~150k pages – top 7 pages drive
51% of the links
Understanding Your Current Landing Page Distribution: aHrefs Mitigating Risk
30

Ideal Landing Page and Anchor Text Segmentation Mitigating Risk
31

Good !
Not So Much !
Watch out for Penalized Sites: SEMRush Mitigating Risk
32

None of the
keywords rank in the
top 10
Declining SEO
Visibility
Watch out for Penalized Sites: SearchMetrics Mitigating Risk
33

Sort by Trust Flow
How Do You Avoid Getting Hit By Negative SEO ? Majestic SEO – New Links Report Mitigating Risk
34

How Do You Avoid Getting Hit By Negative SEO ? Google Webmaster Mitigating Risk
35

How Do You Avoid Getting Hit By Negative SEO ? Moz Mitigating Risk
36

Poll Question 2
37
Are you going to spend more or spends remain the same for
content marketing in 2016 ?
• Will spend more in 2016
• Spends will remain the same in 2016

56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge
38

10,000+ Publishers
4,500+ Authors
Index Authorship
Social Visibility
Real - Time Indexing
INTRODUCING CONTENT LIFT
TM
39

Links containing target keywords are
amongst the leading factors behind
keyword rankings
By distributing relevant, audience-centric
content to external web properties,
Dream On Me can build additional
relationships, amplify their reach,
generate click through from these
external sites, and most importantly earn
links from these high-value/high-
authority websites
How Does Content Marketing Work at AdLift
40

Keyword
Research
Content Analysis &
Segmentation
Ideas
Conceptualization
Content Schedule
Creation
Identifying Authors
Plan
Development
Domain ExpertsQuality ParametersIdentifying AuthorsContent
Generation
Thematic Outreach
Publisher Outreach
Content Implementation
Content Promotion
Measurement
Amplification
Brand MentionsSocial ShareOrganic VisibilityUser Engagement
Content Publishing Process
41

Creating Share
Worthy Content
Sites
Mitigating Risk ROI
42

Calculating ROI: Landing Page Traffic
Identify when content
marketing starts
ROI
43

Calculating ROI: Landing Page Traffic
Benchmark current goal
completions
ROI
44

Calculate Your Costs to Create Content
• Agency Cost
• Freelance Cost
• Creative Cost
• In-house Cost
ROI
45

Calcualte Revenue Generated
1. Direct revenue generated
ROI
46

Calcualte Revenue Generated (Cont..)
2. Revenue generated when a goal is completed – Goal Value
• Calculate the value of a Goal = Total revenue generated / # of Goals
ROI
47

Calculate Revenue Generated (Cont..)
Revenue generated =
Incremental Goals
Completed X Goal Value
(597-324) X $1,000 =
$273,000
ROI
48

Now… we know our ROI !
Revenue generated =
Incremental Goals
Completed X Goal Value
(597-324) X $1,000 =
$273,000
• Agency Cost
• Freelance Cost
• Creative Cost
• In-house Cost
• Agency Cost
• Freelance Cost
• Creative Cost
• In-house Cost
ROI
49

Network Avg. CPC
Value of Content (Incremental 100K
Visits via SEO)
Toboola $0.56 $56,000.00
Out Brain $0.57 $57,000.00
Nrelate $0.80 $80,000.00
Calculating the Value of SEO Driven Content ROI
50

• Understand your keyword segment & audience
1. Google Keyword Planner
2. Grepwords
3. UberSuggest
• Identify topically relevant, keyword targeted sites
4. aHrefs
5. Topsy
6. Content Runner
• Create an exhaustive list segmented by category & keywords
• Mitigate risk by further analyzing SEO visibility for these sites
7. SEMRush
8. SearchMetrics
• Understand your anchor text and page linking metrics
9. Moz
• Avoid being hit by negative SEO by
10. Constantly monitoring your incoming links: MagesticSEO
To Sum it Up !
51

@puriprashant | @adlift |#SEJThinkTank 52

#SEJThinkTank: Content Marketing Excellence in 2016 w/ Adlift

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