SEO & Content: How to Build More Than Just Links

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1 like•4,737 views

If you are practicing a short-sighted content marketing campaign and struggling to produce results, perhaps it’s time to take a step back and look at the big picture. Loren Baker, Founder at SEJ and VP of Business Development & Co-founder at Foundation Digital, will let you in on how you can gain maximum SEO value – and more – through content.

Marketing

About Me!
• Founder, Search Engine
Journal
• Digital Marketng since
1998!
• Co-Founder, Foundaton
Digital
• @lorenbaker

What I’m Talking About Today
• The Transiton from SEO Content Marketng to
Digital Content Marketng
• Not Setng Yourself Up to Fail #FailProof
Content
• Reinvestng Link Vendor Eforts into Content
and Inbound Marketng Eforts
• Ways to Squeeze More Value Out of Your
Content Marketng Eforts

Poll 1: What Is Your #1 Success
Metric with Content Marketng?
• Links for SEO
• Social Shares
• Press & Blog Mentons
• Other

Types of Content & Viral
Campaigns
We develop original content for mass & authority
link acquisiton. Ultmately this content helps with
onsite SEO strategy along with assistng mass
linking eforts for a natural linking approach.

Holiday & Seasonal Content
New Content
added each year!

Use Cases for Industry Content
• Use in Sales
Process
• Use in Segmented
Emails per Vertcal
• Outreach to
Industry Specifc
Publicatons
• Social Media
Targetng

Time to Go On a Book Tour!
(Be a Podcast Guest)

Data Driven Content for
Linking & Beyond
We feel that by developing proprietary data
driven content & research, we can go beyond
traditonal linking and empower successful PR
and branding initatves.

Viral Data Benefts & Tips
• Journalists love original data
• Positons your company as
The Source
• Data Scientsts are readily
available
• Have an Expert back you up
• ProTip: Find fans to pick
apart data before publishing

Survey Benefts & Tools
• Positon you as the Source
• Proprietary data
• Perfect for Link
Reclamaton / Link Repo
• Great Intro
• Superb for PR
• Gets Your Audience
Involved

Photos and Tutorials
Illustrated content is great, but
professional photographs and tutorials are
leading to massive growth in 2018 for
some vertcals.

Photos, Videos & Tutorials
• YouTube videos used
for lead nurturing
• Used for lead and
customer educaton
• Clips Used for
Facebook, Instagram
& SNAP
• Integraton in Ad
Campaigns

But What About the SEO?
• 430% increase in
SEO trafc to
blog.
• Increase in Leads
from blog.
• Natural Link
pickup from
beauty sites and
news pubs!

What Does This Mean for 2018?
Revamping campaign to focus on How To’s,
Tutorials and Real Life Situatons … Content is Social
First; Blog Second (but optmized on site for SEO)

Local Guides Ruling Local
Search
Having people create original content
about businesses and locatons in their
environment is leading to .

Local Guides & Lifestyle Content
• Find Local Experts &
Photographers
• Write about things in the area
that only locals would know or
enjoy.
• Menton & review businesses
in the area then perform
outreach to those businesses
for social share or even LINKS!
• Local content on landing pages
which masters SEO & Local
Pack but also helps with
conversions!

Poll 2: Would You Like to Learn
More About How We Can Help
With Your Content Marketng in
2018?
• Yes
• No
• Absolutely, I’m Planning My 2018 Strategy
Now and Need to Talk to Loren!

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2. About Me! • Founder, Search Engine Journal • Digital Marketng since 1998! • Co-Founder, Foundaton Digital • @lorenbaker

3. Foundation Digital Foundaton Digital is an award winning Los Angeles based boutque digital agency that helps companies develop and execute data-driven earned media & marketng strategies designed to increase market share, targeted trafc and overall brand awareness. Core Focus: • SEO • Content Strategy & Link Building • Content Amplifcaton • Blogging & Blog Management • Infuencer Engagement • Social Media Support • WordPress Development

4. Award Winning Content

5. What I’m Talking About Today • The Transiton from SEO Content Marketng to Digital Content Marketng • Not Setng Yourself Up to Fail #FailProof Content • Reinvestng Link Vendor Eforts into Content and Inbound Marketng Eforts • Ways to Squeeze More Value Out of Your Content Marketng Eforts

6. Poll 1: What Is Your #1 Success Metric with Content Marketng? • Links for SEO • Social Shares • Press & Blog Mentons • Other

7. Types of Content & Viral Campaigns We develop original content for mass & authority link acquisiton. Ultmately this content helps with onsite SEO strategy along with assistng mass linking eforts for a natural linking approach.

8. Blog Content Examples

9. Persona Targeted Content Examples

10. Holiday & Seasonal Content New Content added each year!

11. Holiday & Seasonal Content

12. Industry Vertical Content

13. Use Cases for Industry Content • Use in Sales Process • Use in Segmented Emails per Vertcal • Outreach to Industry Specifc Publicatons • Social Media Targetng

14. Don’t Just Stop at Blogging

15. But How Else Can You Use Ebooks?

16. But Does This Work for Clients? Yuup!

17. Time to Go On a Book Tour! (Be a Podcast Guest)

18. Data Driven Content for Linking & Beyond We feel that by developing proprietary data driven content & research, we can go beyond traditonal linking and empower successful PR and branding initatves.

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20. Data, How To’s & Surveys

21. Viral Data Infographic Examples

22. Viral Data Benefts & Tips • Journalists love original data • Positons your company as The Source • Data Scientsts are readily available • Have an Expert back you up • ProTip: Find fans to pick apart data before publishing

23. Viral Data Infographic Examples

24. Survey Benefts & Tools • Positon you as the Source • Proprietary data • Perfect for Link Reclamaton / Link Repo • Great Intro • Superb for PR • Gets Your Audience Involved

25. Data Driven Infographic Examples

26. Photos and Tutorials Illustrated content is great, but professional photographs and tutorials are leading to massive growth in 2018 for some vertcals.

27. How To …..?

28. Photos, Video & Tutorials

29. Photos, Videos & Tutorials • YouTube videos used for lead nurturing • Used for lead and customer educaton • Clips Used for Facebook, Instagram & SNAP • Integraton in Ad Campaigns

30. But What About the SEO? • 430% increase in SEO trafc to blog. • Increase in Leads from blog. • Natural Link pickup from beauty sites and news pubs!

31. What Does This Mean for 2018? Revamping campaign to focus on How To’s, Tutorials and Real Life Situatons … Content is Social First; Blog Second (but optmized on site for SEO)

32. Local Guides Ruling Local Search Having people create original content about businesses and locatons in their environment is leading to .

33. Local Guides & Lifestyle Content • Find Local Experts & Photographers • Write about things in the area that only locals would know or enjoy. • Menton & review businesses in the area then perform outreach to those businesses for social share or even LINKS! • Local content on landing pages which masters SEO & Local Pack but also helps with conversions!

34. Local Guides & Lifestyle Content

35. Local Guides & Lifestyle Content

36. Poll 2: Would You Like to Learn More About How We Can Help With Your Content Marketng in 2018? • Yes • No • Absolutely, I’m Planning My 2018 Strategy Now and Need to Talk to Loren!

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