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Page 1: Creating A Content Strategy That Search Engines Love (and that you do too)
Page 2: Creating A Content Strategy That Search Engines Love (and that you do too)
Page 3: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

Page 4: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

Page 5: Creating A Content Strategy That Search Engines Love (and that you do too)
Page 6: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

Page 7: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 8: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

Page 9: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 10: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

Page 11: Creating A Content Strategy That Search Engines Love (and that you do too)
Page 12: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Mobile

Panda

Rankbrain

Penguin

Hummingbird

Page 13: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 14: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

Page 15: Creating A Content Strategy That Search Engines Love (and that you do too)
Page 16: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

2015, Content Marketing Institute

@HubSpot | @DylSell

Page 17: Creating A Content Strategy That Search Engines Love (and that you do too)
Page 18: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

A spontaneous idea equals a blog post

Page 19: Creating A Content Strategy That Search Engines Love (and that you do too)

Roadblocks with this “Strategy”

@HubSpot | @DylSell@HubSpot | @DylSell

The “See What Sticks” Strategy

Page 20: Creating A Content Strategy That Search Engines Love (and that you do too)

Roadblocks with this “Strategy”

@HubSpot | @DylSell@HubSpot | @DylSell

The “Keyword Research” Strategy

Page 21: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

Page 22: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

2015, Content Marketing Institute

@HubSpot | @DylSell

Page 23: Creating A Content Strategy That Search Engines Love (and that you do too)
Page 24: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 25: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 26: Creating A Content Strategy That Search Engines Love (and that you do too)
Page 27: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 28: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 29: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 30: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 31: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 32: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 33: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 34: Creating A Content Strategy That Search Engines Love (and that you do too)
Page 35: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 36: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 37: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 38: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 39: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 40: Creating A Content Strategy That Search Engines Love (and that you do too)

Key

Sub Topic

Core Topic

Hyperlink

@HubSpot | @DylSell@HubSpot | @DylSell

Page 41: Creating A Content Strategy That Search Engines Love (and that you do too)

● Links off to sub-topic / cluster content and resources

● This is the anchor of topical content on your site

● Typically a web page on your main site

Pillar Content | (10x Content)

@HubSpot | @DylSell@HubSpot | @DylSell

Page 42: Creating A Content Strategy That Search Engines Love (and that you do too)

● Holistic view of where you stand on a given topic

● Will increase authority on topic to return results no matter the search

● Google takes care of parsing a search query and returning your result

● This can be a blog page, checklist, case study

Topic Content

@HubSpot | @DylSell@HubSpot | @DylSell

Page 43: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

Scandinavian Design

@HubSpot | @DylSell

Minimalism at work

Emerging Scandinavian Design Companies

Functionalism at workin office spaces

Which Nordic country produces the best products

Is Scandinavian Design played out?

Page 44: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell@HubSpot | @DylSell

Map out 5-10 of the core problems that your

buyer has

Build out each of the core topic with subtopics using

keyword research

Map out content ideas that align with each core topic with corresponding

subtopics

Validate each idea with industry and competitive

research.

Create, measure, and refine

Group each of the problems into broad

topic areas

Page 45: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

Page 46: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

Page 47: Creating A Content Strategy That Search Engines Love (and that you do too)
Page 48: Creating A Content Strategy That Search Engines Love (and that you do too)

@HubSpot | @DylSell

https://www.matthewbarby.com/blog/
https://moz.com/blog/how-to-create-10x-content-whiteboard-friday
https://moz.com/blog/how-to-create-10x-content-whiteboard-friday
http://www.anumhussain.com/presentations/topics-over-keywords
http://www.anumhussain.com/presentations/topics-over-keywords
http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
https://twitter.com/Angie9012

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