This document discusses content marketing strategies and tactics. It emphasizes creating great content to drive links and grow audiences. Case studies show how in-depth SEO analysis of competitors' backlinks can help a company improve search rankings. Social media sharing and guest posts are also presented as ways to build links and exposure.

1. Content Marketing: Success By Design

2. Who Am I?
Columnist & Contributor
CEO & Founder
40+ person Digital Marketing and SEO firm

3. Who Am I?
1984 World
Champion –
Goalie War

4. Content Marketing:
Basic Concepts

5. Source: http://moz.com/search-ranking-factors
Links Are Still a
Big Factor in
Ranking

6. Uh Oh!
What Can I do?

7. Give Them
Something to
Link to and
Share (On Your
Site)

8. Free Images
Attribution
Create Great Content: Leverage
Natural Assets

9. Content Marketing Agenda
Drive Links to Your Site
Grow Your Audience

10. 2900+ Social Shares
High Quality
Bylined Articles
on High Quality
Sites Can Drive
Big Results

11. Hubspot Guest
Post Including a
Link to Stone
Temple Site

12. Guest Posts Can
Expose You to
Other People’s
Audiences
1
2
3

13. Before Requesting
Guest Post
Opportunity, Do
Your Research
First

14. Social Media Sharing Can Drive Links

15. Social Media Sharing Can Build Your Audience
1 2
34

16. Influencer
Influencers Are
an Accelerant

17. 4500+ Social Shares
Great Posts
Draw Large
Amounts of
Shares
Lots of Links
Too

18. 563 Social
Shares
Over 40,000
Views
Example B2B IT
Services Client

19. Got Some Links
Too

20. Step 1: Pick the Right
Pages to Target

21. SEO Analysis Drives Campaign Structure
and Execution
SEO
Keyword Research
Competitive Analysis
SEO Authority Analysis
Co-Citation Analysis
Monitoring/Tracking

22. Use Analytics
What’s
Delivering
Traffic Already?

23. Current Ranking
Data
What Terms are
Close to
Money?

24. Social Sharing
Intelligence
What Terms get
Shared More in
Social Media?

25. Step 2: Figure Out
What it Will Take to
Move Up!

26. #7
#6
#5
#8
Who is Ahead
of You in the
SERPS?
Your Site

27. Pull Basic Data
on Competition
Was Ranking in
the #7 Slot

28. Pull Basic Data
on Competition
Was Ranking in
the #6 Slot

29. Was Ranking in
the #5 Slot
Pull Basic Data
on Competition

30. Use More Than One
Tools
We Use:
• Open Site Explorer
• Majestic SEO
• ahrefs

31. Tabulate This to
Get the Basic
Story
Them
You

32. Better Still:
• Do This for all
the Pages in the
Top 10
• Repeat for
Many Keywords

33. Pull the Detailed Link
Data for Each
Competitor

34. Figure Out Which
Links are Driving
Their Rankings

35. BackLink Profiler Tool
Majestic SEO
Open Site
Explorer
ahrefs
Webmaster
Tools
BackLink
Profiler
• Builds Master List Of Links
• Dedupes the List
• Prioritizes Targets
• Run on Your Site
• Run on Competitors
• Results Inform Campaigns
BackLink Profiler is a Proprietary STC Tool

36. Case Study: How We
Averted a Christmas
Disaster

37. November 15th:
Competitor
Leap Frogs Over
Our Client From
#3 to #2 Slot in
Rankings
Competitor
Client

38. We Did a
Detailed
Analysis:
It Came Down
to One Killer
New Link in a
News Story

39. Hey, Can You
Add Our Link
To Your Story?
So, We Got
to Work!

40. Justice
Prevailed!
(Our Client
Moved Back to
the #2 Slot)

41. Monitor
Ranking and
Organic Search
Traffic to Target
Pages Over
Time

42. Thank You!
Eric Enge
eenge@stonetemple.com
Twitter: @stonetemple
Google Plus: +Eric Enge
(508) 879-0950
http://www.stonetemple.com

43. Competitive
Link
Research

44. Complex
Search Query
Research