www.contentmarketingblueprint.com

CMB Office Hours

“4 elements of a modern day keyword analysis”

Every Tuesday & Thursday @3pm Easternwww.contentmarketingblueprint.com

www.contentmarketingblueprint.com

What is the CMB Community?

A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint.

Join the Conversation@CMBlueprint

or +ContentMarketersBlueprint

www.contentmarketingblueprint.com

Today’s Schedule15 minutes: Slide Presentation

45 minutes: CMB Partner Open Q&A

www.contentmarketingblueprint.com

After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article

www.contentmarketingblueprint.com

Today’s QuestionWhat does a modern day keyword strategy look like?

www.contentmarketingblueprint.com

The situation:You just finished presenting a complete

inbound marketing plan to you prospect, but then they ask:

“Where is the keyword research?”

www.contentmarketingblueprint.com

Google has changed – The simple version

Keywords Long tail keywords

Semantic Search

& Personalized

search results

Google can analyze more data. They can provide better search results by understanding “why” people are searching for things.

www.contentmarketingblueprint.com

Google has changed – More technical

Google uses affinity. More affinity = better accuracy in search results.

Looking to the Future with Affinity Segments-Google+ Your Business on Youtube

www.contentmarketingblueprint.com

Google has changed – More technical

Looking to the Future with Affinity Segments-Google+ Your Business on Youtube

This is only the beginning.

www.contentmarketingblueprint.com

Rand Fishkin – Former CEO of Moz

“Serve topics & people rather than keywords & rankings”

-Rand’s whiteboard Friday Dec 20th 2013

www.contentmarketingblueprint.com

Semantic Search Experiment

Semantic search changing everything

Search is conversational – Think talking into cell phones!

Google understands context – The same word may mean different things.

Google understands intent – “Why” a user is searching.

www.contentmarketingblueprint.com

Modern Day Keyword Exercise

We will need to understand how to get found by the right people at the right

time… this has not changed.

www.contentmarketingblueprint.com

#1 Persona – The “who”

“Who are they?”

What role do they play in the buyer’s journey?

B2B: what is their role in the company/ what is the company vertical?

B2C: What actions do they take related to your product or service? Understanding the person behind

the visit.-IPullRank | iAcquire

www.contentmarketingblueprint.com

#2 Triggers – The “why”

“Why do they need information?” – This is the “context”.

An event

A problem

Seasonality

Shift in market

www.contentmarketingblueprint.com

#3 Questions – The “what”

“What information do they need?”

Think in terms of conversational questions, not keywords.

Gather questions like you would gather keywords.

www.contentmarketingblueprint.com

#4 Answers – Give them what they want.

“The most helpful information possible”

1. Helpful & non-selfish-Blogs, webinars, whitepapers

2. About your product, service and company -Brochures, sell sheets, advertisements, case studies.

3. Sales content is for personas that want to buy-Consultation, assessment, recommendations, free trial/sample.

Persona

“Help me!”

“How an your product/service help me?”

“How can you help me make a decision?”

www.contentmarketingblueprint.com

Organization

Google recognizes content when it is most helpful to the user.

Organize your information into topics, or “categories” so users can find more content related to their question.

www.contentmarketingblueprint.com

Next Session: Thursday February 6th @3pm

“Using social for content strategy and execution”Special Guest: Peter Odryna | SEO at Social Ears

+Blueprint 5.5 release!Signup at: www.contentmarketingblueprint.com/webinars