SlideShare a Scribd company logo
@crestodina	
	
Andy Crestodina
Strategic Director | @crestodina
The Key to Ranking, Traffic and Leads
How to Use Social Media and
Collaborative Content To Drive ROI
#ContentROI
@crestodina
@crestodina
@crestodina
@crestodina	
	
Action
$$$
@crestodina	
	
Action
Leads
@crestodina
@crestodina	
	
TopicsTopics
@crestodina	
	
Amazing	
Contributor	
Weak	
Contributor	
Perceived Content Performance
@crestodina	
	
source:	Moz,	BuzzSumo
@crestodina	
	
Most content gets
no links and few shares
source:	Moz,	BuzzSumo
...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
opinion forming, authoritative content...
or well researched and evidenced content.
...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
strong opinions
original research
The Power of Research
@crestodina
@crestodina
@crestodina	
	
4,066 websites link to CMI’s research
@crestodina	
	
Three ways to produce research
1.  Observation:	Pick	a	data	set.	Gather	data.
@crestodina	
	
Three ways to produce research
1.  Observa*on:	Pick	a	data	set.	Gather	data.	
	
2.  Aggrega*on:	Combine	data	from	exisAng	sources
@crestodina	
	
Three ways to produce research
1.  Observa*on:	Pick	a	data	set.	Gather	data.	
	
2.  Aggrega*on:	Combine	data	from	exisAng	sources	
	
3.  Survey:	Mass	outreach	and	analysis
@crestodina	
	
observation
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina	
	
aggregation
@crestodina
@crestodina
@crestodina
@crestodina	
	
survey
@crestodina
@crestodina	
	
The typical blog post takes 2.5 hours to write
source:	2015	Blogger	Survey,	Orbit	Media
@crestodina
@crestodina	
	
Sneak preview of the new research!
@crestodina	
	
“What do people in our industry
often say but rarely support?”
@crestodina	
	
Find the missing stat
@crestodina	
	
Don’t take shortcuts;
they take too long.
Sonia Simone
CCO, Copyblogger Media
@crestodina	
	
The Power of Strong Opinion
@crestodina
@crestodina	
	
The power of strong opinion
@crestodina	
	
The power of strong opinion
@crestodina	
	
The power of strong opinion
@crestodina	
	
The power of strong opinion
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina	
	
The power of strong opinion
@crestodina	
	
What do you believe that most people
would disagree with?
@crestodina	
	
What do you believe will happen in the future
that most people think is unlikely?
@crestodina	
	
What questions are people in your industry
afraid to answer?
@crestodina	
	
Focus on power topics
1.  Do	original	research	
Publish	a	staAsAc	that	no	one	else	has	published		
	
2.  Take	a	stand	
Publish	your	strongest	opinions
Relationships
@crestodina	
	
There are two kinds of people on the internet
Creators	
Contributors		
and	“lurkers”
@crestodina	
	
Who makes content?
•  Journalists
•  Authors
•  Podcasters
•  Academic Researchers
•  Event Producers
•  Bloggers and Blog Editors
@crestodina	
	
Your blog is your best networking tool
@crestodina	
	
3 Ways to Collaborate
1.  Ask for a contributor quote
2.  Include them in an expert
roundup
3.  Deep dive interview
source:	Online	Networking	Guide,	Orbit	Media
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina	
	
An ally in creation is an ally in promotion
@crestodina	
	
Start a mastermind group
1.  Monthly	one-hour	call,	Skype	or	Hangout	
2.  Bring	a	guest	each	month	
3.  Miss	it	twice	and	you’re	kicked	out!
@crestodina	
	
Content marketing mastermind agenda
1.  What	are	you	doing	that	we	can	promote?
@crestodina	
	
Content marketing mastermind agenda
1.  What	are	you	doing	that	we	can	promote?	
2.  What	are	you	wriAng	that	we	can	collaborate	on?
@crestodina	
	
Content marketing mastermind agenda
1.  What	are	you	doing	that	we	can	promote?	
2.  What	are	you	wriAng	that	we	can	collaborate	on?	
3.  What	are	you	doing	to	be	more	producAve?
@crestodina	
	
1.  What	are	you	doing	that	we	can	promote?	
2.  What	are	you	wriAng	that	we	can	collaborate	on?	
3.  What	are	you	doing	to	be	more	producAve?	
4.  Do	I	know	anyone	that	you	want	to	meet?	
Content marketing mastermind agenda
@crestodina
@crestodina
@crestodina
@crestodina	
	
You get what you give.
@crestodina	
	
It’s called ego bait
@crestodina
@crestodina	
	
Share and
mention
@crestodina
@crestodina	
	
How many people are waiting
for your article to go live?
Make sure it’s not zero.
@crestodina	
	
Content should be
designed to attract visitors
@crestodina	
	
Optimized for search...
@crestodina	
	
Optimized for social...
@crestodina	
	
Collaborate with others
1.  AcAvely	network	with	content	creators	
	
2.  Include	them	in	your	content
@crestodina	
	
If you’re not making friends,
you’re doing it wrong
@crestodina
@crestodina	
	
Link
@crestodina	
	
Authority
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina	
	
Understand authority and competition
1.  Know	your	Domain	Authority	
	
2.  Target	phrases	only	if	your	authority	is	in	the	
same	range	as	the	other	high	ranking	pages
@crestodina	
	
Relevance
@crestodina	
	
Indicate the relevance
1.  <*tle>	
Use	the	phrase	once	in	the	Atle	tag	
	
2.  <h1>	
Use	the	phrase	once	in	the	header	
	
3.  Body	text	
Use	the	phrase	2-4	Ames	for	each	500	words
@crestodina	
	
We’ve been working on an intelligent model... that understands
real-world entities and their relationships to one another:
things, not strings.
Amit Singhal
Google
@crestodina	
	
Target the topic,
not just the keyphrase.
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina	
	
Semantically linked to “footer design”
website	copyright	
copyright	text	
website	footer	examples	
header	and	footer	
website	footer	definiAon	
at	the	boom	of	the	page	
designing	a	website	footer	
fat	footer	
guidelines	
standards	
best	pracAces	
usability	
content	
ideas		
inspiraAon	
links	SEO	
sitemap	
social	media	
navigaAon	
purpose	of		
responsive	
template
@crestodina	
	
Semantically linked to “footer design”
website	copyright	
copyright	text	
website	footer	examples	
header	and	footer	
website	footer	definiAon	
at	the	boom	of	the	page	
designing	a	website	footer	
fat	footer	
guidelines	
standards	
best	pracAces	
usability	
content	
ideas		
inspiraAon	
links	SEO	
sitemap	
social	media	
navigaAon	
purpose	of		
responsive	
template
@crestodina
@crestodina	
	
The Results?
Let’s take a look...
@crestodina
@crestodina
@crestodina	
	
Rankings climb for “website footer design”
@crestodina	
	
And finally, the traffic
@crestodina	
	
What did the Keyword Planner say?
@crestodina	
	
...and the links
@crestodina	
	
Adapt to semantic search
1.  Find	the	words	and	phrases	that	are	semanAcally	
connected	to	your	target	phrase	
	
2.  Use	those	phrases	within	your	content
@crestodina	
	
Make the best page on the internet for your topic.
@crestodina	
	
Be the best answer.
Lee Odden
CEO, TopRank Marketing
@crestodina	
	
Rank
@crestodina	
	
Types of online searches
Informational
Transactional
Navigational
source:	“Determining	the	informaAonal,	navigaAonal	and	transacAonal	intent	of	Web	queries”	Bernard	Jansen,	et	al
@crestodina	
	
Types of online searches
?
$
brand
source:	“Determining	the	informaAonal,	navigaAonal	and	transacAonal	intent	of	Web	queries”	Bernard	Jansen,	et	al
Two types of visitors.
Two types of phrases.
Two types of pages.
Two types of conversions.
Traffic
Conversion Rate
@crestodina	
	
Your website is the mousetrap.
Your content is the cheese.
Barry Feldman
Feldman Creative
@crestodina
@crestodina	
	
They ask. You answer.
Marcus Sheridan
The Sales Lion
@crestodina	
	
Answer top questions
20x longer
+30% conversion rate
@crestodina	
	
A great sales page
emulates a sales conversation.
@crestodina
@crestodina
@crestodina	
	
Optimize for the conversions
1.  Answer	top	quesAons.		
	
2.  Support	every	markeAng	claim	with	evidence.
@crestodina	
	
Hello, lead!
@crestodina	
	
Let’s review.
@crestodina	
	
Create high quality, original content...
@crestodina	
	
in collaboration with relevant influencers...
@crestodina	
	
that organically attracts enough links and authority...
@crestodina	
	
hat our search optimized product and service pages...
@crestodina	
	
rank for the transactional phrases...
@crestodina	
	
attracting targeted visitors...
@crestodina	
	
to our informative, trustworthy websites...
@crestodina	
	
so we get new leads everyday.
@crestodina	
	
Create high-quality original content in collaboration with
relevant influencers that organically attracts enough links
and authority that our search optimized product and
service pages rank for the transactional phrases attracting
targeted visitors to our informative, trustworthy websites so
we get new leads everyday.
@crestodina	
	
Leads ...everyday!
@crestodina	
	
Relationships
Topics
Authority
Rank
Traffic
Leads
Relevance
Conversion
@crestodina	
	
Research
Outreach
Social Media
Writing
Analytics
CRO
Sales
SEO
@crestodina	
	
Research
Outreach
SEO
Analytics
Sales
Social Media
Writing
CRO
@crestodina	
	
Creative
Friendly
Creative
Analytical
Friendly
Analytical
Friendly
Creative
@crestodina	
	
Great marketers are
creative, analytical and friendly.
@crestodina
@crestodina
@crestodina	
	
Andy Crestodina
Strategic Director | @crestodina
THANK YOU!

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