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Internet Marketing 101It’s all about the content
Lee WeberContent Marketing Director
Ivana JanevskaMarketing Manager
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Who’s speaking today?
We are… Addiction Blog has…
• 0 – 1M monthly in 4 years• 38K unique visitors a day• 1500 articles + images• 60+ contributors
• Writers• Editors• SEO Marketers
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Agenda
Why internet marketing?What is SEO?What is content marketing?A guide to content marketingAction plan
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Why is internet marketing important?
Consumers use the internetCost-effective advertisingAccess to your audience Control your brandingIncrease sales
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Before you convert, you must be seen
SEO = Search Engine OptimizationTop Google rankings that last
Quality contentQuality backlinks Shareability
Long term processCustomers see you as the industry leader
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Why ranking in search matters
#1 position = 50+ %#2 position = 10-15%#3 position = 5-10%#4 position = < 5%All others = < 2%
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How do you get there?
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What is content marketing?
Content marketing is:
“the art of understanding exactly what your prospects and customers need to know. Then delivering that content to them in a relevant and compelling way to grow your business.”
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Content marketing related to SEO
Authority
Backlinks
RankingsTraffic
Conversions
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What is the goal of content marketing?
There are only four basic things a marketer needs from any piece of content:
To be shared To get comments To generate leads To make sales
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Content Diversity
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Guide to Content Marketing
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Types of content
TEXTCommentsArticlesCopywritingBrochuresBooks
PRESENTATIONSIMAGESVIDEOAUDIOWEBINARS
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Important starting points
Can you embrace your niche?Can you position yourself as the expert ?Can you create a value exchange?Can you invest years into the process?
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1. Your website
Content should be:Based on keywordsBe written for humansBe interesting and engagingCreated regularly
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1. Your website
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2. Blog
Topics are KW relatedBacklink to internal pagesIncorporate images and videos2 times per week is great!Promote on social media
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2. Blog
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3. Guest sites
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3. Guest sites
Identify people in your verticalCommit to a seriesBacklink from your AUTHOR BIOBacklinks are now penalized in-text
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4. Commenting
Centralize your comments using DisqusAdd value!3-1-1- ruleBacklink when it makes senseSet up a calendar for regular comments
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4. Commenting
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5. Presentations
Use existing knowledgeTarget principle sitesSet yourself up as an expertShare on multiple networks
LinkedInSlide ShareOther PPT share networks
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6. Infographics
Topics are news orientedCampaigns generate:
BacklinksTrafficLoyaltyBrand awarenessPartnerships
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7. Videos
Extension of website topicsGenerates backlinksAdds weight to industry authority
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8. E-Books
Use text you haveLink bait!Set yourself up as an expertNeeds marketing
EmailSocial Media
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9. Audio
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10. Webinars
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Looking Ahead
Stick with what you know!Build authority and backlinks Keep generating offsite content in a variety of ways and on a variety of top ranking websites
TextImagesAudioVideo
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Conclusion
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Your Action Plan
Audit your current marketing strategyIdentify the holes in your online strategyIdentify main goals and measuresWhat are your keywords?Where can you build authority?Where can you generate backlinks?How can you build your brand?
Contact me [email protected]
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Thank You