content marketing success by design
TRANSCRIPT
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Content Marketing: Success By Design
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WhoAmI?
Columnist&Contributor
Sr DirectorofMarketing
60+personDigitalMarketingandSEOagency
@marktraphagen
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@marktraphagen
TheBigProblem:
Howdowedocontentmarketingthatproduces
businessresults?
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@marktraphagen
PartOne
ContentThatDrivesSEO
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Source:http://moz.com/search-ranking-factors
LinksAreStillaBigFactorinRanking
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ButTodayIt’sanEcosystem
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StepOne
PickYourTargets
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UseSearchConsole
What’sDeliveringTrafficAlready?
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CurrentRankingData
WhatTermsareClosetoMoney?
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StepTwo
Whatwillittaketomoveup?
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“If you don’t define a quantitative way for content
marketing to drive your goals, you are wasting your money.”
@marktraphagen
SuccessByDesign
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#7
#6
#5
#8
WhoisAheadofYouintheSERPS?
YourSite
@marktraphagen
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PullBasicDataonCompetition
WasRankinginthe#7Slot
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PullBasicDataonCompetition
WasRankinginthe#6Slot
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WasRankinginthe#5Slot
PullBasicDataonCompetition
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UseMoreThanOneTool
WeUse:• OpenSite
Explorer• MajesticSEO• ahrefs
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Study:stonet.co/backlinktoolstest
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MajesticSEO
OpenSiteExplorer
ahrefs
WebmasterTools
BackLinkProfiler
• BuildsMasterListOfLinks• Dedupes theList• Prioritizes Targets
• Run onYourSite• Run onCompetitors• Results InformCampaigns
BackLink Profiler isaProprietarySTCTool
@marktraphagen
BackLink ProfilerTool
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TabulateDatatoGettheBasicStory
Them
You
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BetterStill:• DoThisforall
thePagesintheTop10
• RepeatforManyKeywords
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PulltheDetailedLinkDatafortheRankingPageforEachCompetitor
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FigureOutWhichLinksareDrivingTheirRankingsforEachPage
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TabulateThistoGettheOverallPicture
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WhatWouldExplainThisResultBeingHere?
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1.SuperiorContent
2.QueryDeservesDiversity
3.UndetectedSpammy LinkBuilding
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WhatElseDrivesRankings?
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On-PageSEO• Adjuston-pagetotuneuserexperience
SupportingContent•Integrateintouserinterfacetoenhancepagevalue
Links• Add20Links:DA90+- 3DA80+- 4DA70+- 7
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SampleRecipeforTop5Results
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SuccessByDesignMakesYourPlanQuantitative&Clear
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TrackRankings&TrafficOverTime
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CaseStudy
HowweavertedaChristmasdisaster
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November15th:CompetitorLeapFrogsOverOurClientFrom#3to#2SlotinRankings
Competitor
Client
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WeDidaDetailedAnalysis:
ItCameDowntoOneKillerNewLinkinaNewsStory
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Hey,CanYouAddOurLinkToYourStory?
So,thePath
BecameClear!
@marktraphagen
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JusticePrevailed!
(OurClientMovedBacktothe#2Slot)
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PartTwo:There’s noplacelikehome
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HomeOwnership:YourBestInvestment
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CaptureLeads/Customers
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Expertise/Authority/Trust
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@marktraphagen
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Exposure&Shares
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Exposure&Shares
124,000PageViews
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TheSadReality
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@marktraphagen
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@marktraphagen
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Source:Moz andBuzzSumo
@marktraphagen
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Source:Moz andBuzzSumo
UhOh!
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NoCorrelationBetweenShares&Links
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Source:Moz andBuzzSumo
@marktraphagen
SitesThatDOHaveStrongCorrelation
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OpinionFormingJournalism
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Source:Moz andBuzzSumo
@marktraphagen
MoreSiteswithStrongCorrelation
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Data-DrivenResearchStudies
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LongerFormContent
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https://www.stonetemple.com/all-our-social-media-seo-studies/
Thispostgotgoodsocialshares
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Andgotlinks!
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Exposure(Shares)
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10XContent(RandFishkin)
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10XContent(RandFishkin)
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As Seth Godin Would Say: “Be
Remarkable”
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UserExperienceasrankingfactor
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10XContent– WhatChanged?
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Earninglinksovertooklinkbuilding
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10XContent– WhatChanged?
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Contentmarketingcompetition
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10XContent– WhatChanged?
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Risingaudienceexpectations
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10XContent– WhatChanged?
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RiseAbove!
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ContentMarketingSuccessByDesign
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ContentMarketingSuccessByDesign
Defined Marketing Goals
SEO Research & Strategies
Anchor/10X Content On & Off Site
Distribution Strategy
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KeepinTouch
Sr DirectorofMarketing
60+personDigitalMarketingandSEOagency
@marktraphagen
ThankYou!
• @marktraphagen• www.stonetemple.com• [email protected]