Rob Bertholf's Content Strategy Expertise

@Rob Bertholf
Content Strategy __
@Rob on...

@Rob Bertholf
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@Rob Bertholf
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HELLOmy name is

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Systems &
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@Rob Bertholf
Search Engine Optimization Expert
Google Search Engine Optimization Expert
@Rob Bertholf | Search Engine Optimization Expert
rob.bertholf.com
Hi, I’m @Rob on Twitter. California guy living in
Honolulu, Hawaii the last 10 years. I teach at
University of Hawaii’s PNM program and I am
passionate about Development, Social Marketing
Strategy, Web Analytics & Conversion optimization.
Search engine optimization - Wikipedia
en.wikipedia.org/wiki/Search_engine_optimization
About 22,500,000 Results

@Rob Bertholf
Get Social! #DIYDIFM
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@diydifm
Follow @DIYDIFM
Excited to speak at #Clarity15
on #SEO #KPI’s & Reporting!
Rob Bertholf
@Rob
Follow @Rob
Excited to speak on #SEO &
#ContentMarketing!

@Rob Bertholf
Introductions
:)
HELLOyour name is
1) Name
2) Industry
3) Takeaway

@Rob Bertholf
Content Strategy __

@Rob Bertholf
● Re-Focus
○ Your Brand
○ Your Customer
○ Your Goals
● Content Marketing Strategy
●
Desired Takeaways

@Rob Bertholf
Clear Positioning
ObjectivesIdentity

@Rob Bertholf
Renewed Focus
ContentCustomers

@Rob Bertholf
Content should align
with the Customer
journey acting as a
bridge to Conversion

@Rob Bertholf
by providing value through
Content
Better Serve our
Customers
to increase
Conversion

Cusomer
Customers
Content
Conversion
Brand Identity

Strategic Frameworks __
1. Brand
2. Customer
3. Content

@Rob Bertholf
Mission Goals Identity Voice
Brand
Strategy

@Rob Bertholf
Mission Statement
{ Brand }
helps { Target Commonality }
get { Cure Pain & Feed Aspirations }
through { USP }
featuring { Key Features }
Connector Words
Mission = Vision (your calling or purpose) + main business tactics
Sign up at BizGym.com
for interactive brand tool!
Credit Steve Sue

@Rob Bertholf
Terms
● A goal is a broad primary outcome.
● A strategy is the approach you take to achieve a goal.
● An objective is a measurable step you take to achieve
a strategy.
● A tactic is a tool you use in pursuing an objective
associated with a strategy.

@Rob Bertholf
Goal
● achieved by { Tactics }
● measured by { KPI }
● assigned to { POC }
● completed by { Date }
Is it S.M.A.R.T.?
● Specific
● Measurable
● Achievable
● Realistic
● Timely
$

@Rob Bertholf
Our
Passion
Customer
Solution
Our
Differentiation
Find Our Greatness
● Our Passion
● Our Differentiation
● Our Solution
Credit: Jim Collins, Good to Great

@Rob Bertholf
Establish Our Voice
● Character
● Tone
● Language
● Purpose

@Rob Bertholf
Establish Our Voice: Character
Who does our brand sound like?
...

@Rob Bertholf
Establish Our Voice: Tone
What is the general vibe of our brand?
...

@Rob Bertholf
Establish Our Voice: Language
What kind of words do we use?
...

@Rob Bertholf
Establish Our Voice: Purpose
What is our organizational objective?
...

@Rob Bertholf
Takeaway
Develop a Brand Wiki

@Rob Bertholf
Shopper Types Personas Consumption Influencers
Customer
Insight

@Rob Bertholf
Shopper Types
There are 5 main types of ecommerce shoppers. Knowing the
different motivations and habits people have when they come to a site
helps designers make decisions that improve overall site usability
while supporting different users’ needs.
● Product focused
● Browsers
● Researchers
● Bargain hunters
● One-time shoppers
Ref: http://www.nngroup.com/articles/ecommerce-shoppers/
Shopper Types Personas Consumption Influencers Intent Mapping

@Rob Bertholf
Shopper Types Personas
Persona Name
First Last
Title
Age:
Location:
About:
What are the persona’s relevant
characteristics & behaviours?
For instance, demographics
such as age, gender, occupation
and income; psychographics
including lifestyle, social class
and personality.
Behavioral Considerations:
List attributes like usage
patterns, attitudes and brand
loyalty.
Frustrations:
Which problem does the
persona want to solve?
Goals:
Goals and concerns when they
perform relevant tasks: speed,
accuracy, thoroughness, or any
other needs that may factor into
their usage
Tasks:
http://www.nngroup.com/articles/persona/
Consumption Influencers Intent Mapping

@Rob Bertholf
Where does the persona consume information?
Another vital factor that will help form your acquisition strategy is
knowing exactly where your target market and more specifically
personas hang out. What social networks, blogs, newspapers,
magazines, events, apps, shops, tv channels do they use/go to.
Where do they go outside of work? Where do they like to go for
lunch?

@Rob Bertholf
Which device is used to consume information?
Better understand what the buyflow patterns look like. When do they
gather information? During work hours or at home?
Discovery Research Purchase

@Rob Bertholf
Influencers
Which individuals can influence your target market's behaviour? Who
do they look to for advice or follow? Who are their mentors?
Leverage:
● Buzzsumo
● Klout

@Rob Bertholf
Shopper Types Personas
Persona Name
First Last
Title
Age:
Location:
Consumption Influencers Intent Mapping
Has Need Consideration Decision

@Rob Bertholf
Persona “X”
Content Purpose Establish Authority Support & ServeMarket & Sell
No Need Has Need Consider Decision Usage
Brand Relationship Repeat ActionSingle ActionAwareNothing

@Rob Bertholf
Nothing Consider
Repeat
Actions
Aware Advocacy
Single
Action
Brand Relationship
What is the relationship with the persona to our brand?

@Rob Bertholf
Brand Relationship Objective
Determine the objective for buyer persona stages
Create
Awareness
Build Interest Drive Action Provide Value
Maintain Top of
Mind
Leverage
Endorsement
Nothing Consider
Repeat
Actions
Aware Advocacy
Single
Action

@Rob Bertholf
Content Types & Tactics by Stage
Identify content types to aid in the moving customers to the next stage
in the journey (*FIRST DRAFT)
Online Research
(SEO/PPC)
Display Ads
Referrals/Social
Press/Media
Sponsorships
Nothing Consider
Repeat
Actions
Aware Advocacy
Single
Action
Remarketing
Social
Reviews
Email (Product)
Blog
Comparisons
Product Pages
Social Ads
Email (Authority)
Blog
Direct Mail
Press/Media
Community
Forum
How-To/FAQ
Email (Promo)
Promotions
Blog
Social Media
Newsletter
Referral Tools
Customer
Programs

Nothing Consider
Repeat
Actions
Aware Advocacy
Single
Action
Market & Sell Support & Serve

Content __
1. Strategy
2. Infrastructure
3. Architecture
4. Production
5. Marketing
6. Validation
7. Analysis

@Rob Bertholf
Reference
● Content Primer
● SEO Primer

@Rob Bertholf
Content
Strategy
Strategy Infrastructure Architecture MarketingProduction Validation Analysis

Develop content stations for
a systematic “assembly line”
approach to effective
content workflow.

@Rob Bertholf
Strategy
The goal is to develop comprehensive and highly
actionable content strategies to increase organic
search revenue.

@Rob Bertholf
Search Queries
● Refine/expand our target keywords
● Focus on shareability in addition to search volume
● Adapt to natural language search queries
● Adapt to personalized search providing enhanced context for
exposure to implicit queries
● Adapt to intent revision with compound searches
Content Mapping
● Align content to customer intent & intended action
● Track content performance by URL, type & cohort

@Rob Bertholf
Content Channels
● Prioritize content channels by target audience & objective
● Determine frequency by customer persona, effort & return
Media Types
● Determine appropriate media types based on target channels
● Diversify media types to increase exposure/shareability
● Repurpose content to cost effectively scale media types

@Rob Bertholf
Diversify User Touchpoints
● Maintain emphasis on Organic search while increasing efforts in
additional channels (namely social)
● Increase exposure via Google Cards. Apply to Google News.
● Find ways to leverage modern platforms as well as consider a
Mobile App to deliver content & push notifications
Grow Contact List
● Heavy focus on collecting & categorizing email addresses of
customers, enthusiasts, journalists, bloggers, etc.

@Rob Bertholf
Infrastructure
The plan is to monitor and support optimization
of content delivery to increase the visitor
experience.

@Rob Bertholf
User Agent Control
● Monitor log files to prevent crawl fatigue
● Determine User Agent access
Crawl Management
● Monitor site uptime & site speed
● Monitor client & server errors
● Monitor XML index & individual sitemaps
● Implement (or request) fixes to eliminate errors

@Rob Bertholf
Architecture
We will continue to support the optimization of
content consumption to increase the visitor
experience.

@Rob Bertholf
Machine Readability
● Integrate schema markup to provide machine readable context
● Embrace schema markup standards
● Output an endpoint with pure JSON-LD formatted content
Web Accessibility
● Advocate for Web Accessibility Initiative (WAI) compliance
● Provide recommendations to improve the visitor experience
through with web design & eCommerce best practices

@Rob Bertholf
Internal Linking
● Maintain HTML sitemaps to flow page authority and provide clear
content hierarchy
● Manage page level meta robots nofollow & noindex rules
● Modernize dynamic link module rules
Redirects
● Manage 301 & 302 redirects

@Rob Bertholf
ProductionStrategy Infrastructure Architecture Marketing Validation Analysis
Production
Our aim is to be strategic with content ideation, more
efficient with content creation & deployment to increase
organic search traffic while decreasing production costs.

@Rob Bertholf
ProductionStrategy Infrastructure Architecture Marketing Validation Analysis
Content Calendar
● Prioritize content opportunities
● Log key dates, events & seasonality
● Diversify content by channel, type, topic & intent
Progressive Content
● Determine escalation of content creation based on business
value, search demand, likeliness of shareability & competitive
opportunity
ProductPage
SMM/SYMM
CMS/LandingPage
ThematicPages
OffsiteContent
Planning Ideation Conceptualization DeploymentCreation

@Rob Bertholf
Brand
“Nike”
Authority LifestyleProduct

@Rob Bertholf
Brand
“Nike”
Product
“Running Shoe”
Authority Lifestyle

@Rob Bertholf
Brand
“Nike”
Product
“Running Shoe”
Authority
“Running”
Lifestyle

@Rob Bertholf
Brand
“Nike”
Product
“Running Shoe”
Authority
“Running”
Lifestyle
“Health”

@Rob Bertholf
Content Inventory
● Leverage existing content including corporate communication,
community involvement, customer assistance & communication
and product knowledge
Content Opportunities
● Create & curate content with known high engagement such as
life hacks, pop culture, parody, commentary, newsjacking, etc.

@Rob Bertholf
Choose Content Template
● N/A
○ Product
○ SMM
○ Thematic
● CMS
○ Article (“vs.”, “best”, “top 10”, “how to”)
○ Buying Guide
○ Landing Page
● Infographic

@Rob Bertholf
Content Creation
● Text
● Image
● Video
● Audio
● Live

@Rob Bertholf
Repurpose Content
● Text = Podcast
● Text = Slide Deck
● Audio + Slide Deck = Video
● Text Excerpt = Tweet
● Text Excerpt + Image = Instagram
● Video Excerpt = Vine / Instagram

@Rob Bertholf
Deployment
● Develop protocols for optimized deployment
● Develop QA checklist & automated testing tools
○ Validation
○ Cross-Browser Testing
○ Mobile Testing
○ Web Accessibility Testing

@Rob Bertholf
Marketing
We will be more aggressive in increasing the visibility of
our content which will increase brand exposure and
further increase organic search & referral traffic.

@Rob Bertholf
Brand
Shared publicly - 5 hours ago #Hashtag
Lorem ipsum dolor sit amet, consectetur
adipiscing ut orci ut massa volutpat mattis nec:
http://domain.com/article #hashtag
Website is the hub of marketing efforts
Website
www.domain.com
Brand Article Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque
ut orci ut massa volutpat mattis nec dapibus diam. Proin posuere
euismod orci quis laoreet. Sed tempus ipsum semper ex
interdum, quis hendrerit sem euismod. Aenean ultricies, ex
gravida venenatis viverra, sapien neque laoreet turpis, et pulvinar
Brand Article Title
submitted 5 hours ago
http://domain.com/article
16 tag tag tag
Brand
@BrandName
Following
Lorem ipsum dolor sit amet, consect volutpat
mattis sat ne http://domain.com/article #hashtag

@Rob Bertholf
Content Flightpath (Overview)
Web
Copy
Social
Media
Asset
Network
+ Forum
Outreach
+ Paid Search
+ Paid Social
$
$
$
EmailOrganic Search Social Media Paid

@Rob Bertholf
SERP Optimization
● Optimize Page Title & Meta Description with engaging
copy & benefit statements or calls to action to improve
Click Through Rates (CTR)
Context Optimization
● Ensure target keywords in Heading tags
● Ensure target keywords in alternate text attribute on image tag
● Ensure target keywords in title attribute on anchor tag

@Rob Bertholf
Listening
● Identify trends and topical opportunities for content ideation
*Does not include tactics outside of the scope of content marketing
Listening Content Sharing Engagement Outreach Advocacy

@Rob Bertholf
Social Sharing
● Share content to social media networks & managed assets
● Share repurposed content to social networks

@Rob Bertholf
Daily Tactical “Theme”
● Authority Building Monday
● Audience Building Tuesday
● Outreach Wednesday
● Action (Promotional) Thursday
● Advocacy Friday

@Rob Bertholf
Outreach
● Identify Social Influencers
● Target Influencers with content ideas

@Rob Bertholf
Advocate Assignments
● Provide customers with portal to socially validate and
share our most recent content
● Email advocates a {duration} content recap with sharing features
Insourced Social
● Encourage coworkers to share posts on social media networks
● Highlight company culture while supporting employee
engagement

@Rob Bertholf
Display Ads
● Run display ads on Facebook and Google Display Network
(YouTube, Gmail, Blogger) to target people who are likely to align
with our product offering.
● Target visitors who have not been to our website who may not be
in the market but express interest in related sites; send to our
authority and lifestyle content with opt-in/lead gen
● Target in-market visitors who show interest in category specific
content to brand content, authority and comparison guides
Display Search Video Remarketing Social Syndication

@Rob Bertholf
Search Ads
● Promote product pages & strategically important content through
Google & Bing ads

@Rob Bertholf
Online Video Ads
● Use AdWords to display compelling video ads on YouTube to
increase brand awareness & send traffic to comparisons,
shopping guides, how-to and other related content

@Rob Bertholf
Remarketing
● Target visitors who have shown interest in a particular product
with ads back to the product to purchase

@Rob Bertholf
Paid Social
● Utilize promoted posts on Facebook/Instagram, LinkedIn,
Pinterest, Twitter and other relevant social networks to promote a
post linking to key content to drive traffic from social
● Utilize Twitter to test content approach, graduate top performing
content to Facebook, LinkedIn, etc; Further graduate content with
best engagement as Paid Search ads
$
$

@Rob Bertholf
Syndication
● Utilize content syndication services such as Outbrain or Taboola
to gain additional visibility for our content through “recommended
content” at the bottom of articles, sponsored content displayed in
various placements on a site, or internal links to the content
within an article

@Rob Bertholf
Validation
We will gain backlinks through direct and indirect methods
increasing our domain authority and content visibility thus
increasing organic search traffic.

@Rob Bertholf
Asset Buildout
● Completing user/brand profiles on Web 2.0 properties is an easy
way to get an inbound link from a new domain. And best of all,
there are hundreds of opportunities for this.
● After established create posts linking back to our content
Guest Blog Posting
● Identify opportunities through network & keyword “guest post by”
● Make introduction with blogger
● Pitch post concept

@Rob Bertholf
Link Requests
● Ask to be included on Resource or Link pages. Find
opportunities using inurl:resources {related query}
Blogger Outreach
● Blogger outreach is similar to content marketing, but it leverages
the personas and authority created by our content marketing
efforts to reach new audiences through partnerships with
vendors, bloggers and public figures. The goal is to contribute
quality content to other online entities, which can then promote
the content to their audience.

@Rob Bertholf
Domain Reanimation
● This can be a quick way to build links using domains purchased
at auction or expired domains. This tactic leverages the domain
authority built by previous webmasters, which can then be
funneled into other web properties.
Link Intersect
● Identifying backlink opportunities which are common to
competitors. With a successful link placement on these sites we
nullify our competitors advantage.

@Rob Bertholf
Link Reclamation
● Link Reclamation is a pro-active link building technique focusing
on finding broken links and requesting the webmaster fix it with
your URL
Unlinked Mentions
● This process identifies brand mentions that do not include a link
and requesting that the webmaster add our URL

@Rob Bertholf
Sponsorships
● Sponsorships are a quick and relatively easy way to expand a
website's link graph. This approach typically takes yearly
contributions to maintain the relationship status, so it is not a
scalable or sustainable solution. However, it is a quick way to get
links in the short-term.

@Rob Bertholf
Analysis
We will expertly track, analyze and action on all traffic
factors which directly or indirectly affect revenue.

@Rob Bertholf
Infrastructure KPIs
● Site Uptime
● Response Code %’s
● Time to First Byte (TTFB)
● Time to Interact (TTI)
● Crawl Rate
Platform Channel Content Conversion

@Rob Bertholf
Architecture KPIs
● % of Broken Links
● # Missing Files/Images
● % with Title & Meta Description
● % Internally Linked Pages
ConversionPlatform Channel Content

@Rob Bertholf
Opportunity KPIs
● Non-Branded Potential Traffic = (Target Queries - Long Term
Targets) * Search Volume * Avg CTR
● Branded Potential Traffic = Branded Organic Search Traffic /
Branded Search Volume (Branded Terms * Search Volume)

@Rob Bertholf
SERP (Visibility) KPIs
● # Indexed URLs
● Ranking URLs (Mobile & Desktop)
○ # of URLs ranking ≤ 10
○ # of URLs ranking ≤ 3
○ # of URLs ranking = 1
● Avg. Unique Ranking Keywords per URL
● Ranking Trend (By Page Type)
○ Desktop Rankings by Position Group
○ Mobile Rankings by Position Group
● Rank Performance = Unique Keyword Count / Organic Search
Sessions

@Rob Bertholf
SERP (Performance) KPIs
● CTR by Page Type
● % Rewritten Titles
● Rich Snippet Competition = % Queries we have Rich Snippets /
% Queries with Rich Snippets

@Rob Bertholf
Organic Search Traffic KPIs
● Organic Search Contribution = New Organic Search Sessions /
Total New Sessions
● Branded Queries = Branded Organic Search Sessions / Total
Organic Search Sessions

@Rob Bertholf
Referring Sources KPIs
● Bounce Rate
● Avg. Session
● Avg. Page/Session
● Shares & Links Per 1k Visits *
○ Unique Visits / (Shares + Links)
● Return Visitor Ratio Over Time *
○ Total Visitor Sessions / # Returning Visitors

@Rob Bertholf
Conversion
● Event Triggers
● Goal Conversion Rate
○ Requests
○ Newsletter Signup
○ Contact Submissions
● eCommerce
○ Add to Cart Rate
○ Cart/Checkout Abandonment Rate
○ Conversion Rate
○ AOV
$

Additional Frameworks __
1. + eCommerce Factors
2. Community Strategy
3. Acquisition Strategy
4. Retention Strategy

@Rob Bertholf
Thank you!
@rob
rob@bertholf.com

@Rob Bertholf
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Rob Bertholf's Content Strategy Expertise

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