how to give your seo superhero powers by building links with content marketing

searchmarketingexpo.com #SMX #23a @purnavirji

How to Give Your

SEO Campaign


• Content Marketing.

• Video Strategy.

• Social Campaigns.

• Email Blasts.

• PR Pitches.

• Biz Dev.


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Good news, it’s easier

than you think.


Let me show you…

• Reach millions of people

• Earn dozens of high-quality links

• Enjoy national PR coverage

• Over 100x normal social sharing


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Something had to be done.


Two Goals:

Humanitarian + Business


SEO + Social could help…

And in turn be helped.


Think Big

• Petition the Gov’t

• How to best reach all

audiences?


Content Consumption:


Need

to be

everywhere.


And think:

What other goals could be achieved?


Create a Super Campaign

Combining:

• SEO

• Video

• Social

• PR

• Email

• Influencers

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Replicable Model


Here’s How You Can

Do It


1. Start with a

channel-agnostic

concept.


2. Understand the

audience and

amplifiers.


3. Identify the overall

goals and KPIs.


4. Tailor the concept

to fit different

media.


5. Map out the project

plan and distribution

schedule to ensure

cross-channel

synergies.


The Ingredients

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Landing Page

• Share relevant info

• Be “meaty”

• Earn links

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Video

• Emotional connection

• Easily explain concept

• Great for YouTube &

Facebook

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Pin-able Content

• Enhance page design

• Stats make a compelling

case

• Reach new audiences on

Pinterest.

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Social Media Assets

• Large audience

• Huge driver of shares

• Build following and

interactions.

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E-Blasts

• Drives action

• Easily forward-able

• Improves engagement

metrics

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Downloadable PDFs

• Feels valuable

• Encourages interaction

• Tangible takeaway

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Press Pitches

• Enhanced by video,

stats & other assets

• Increases legitimacy

• Earn awareness and

links

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List of Influencers

• Involve online

influencers with ego-

strokes

• Reach their audiences

when they share

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Seed Budget

• Target relevant

audiences on social

media

• Drive qualified traffic

at very low cost

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Checklist Landing Page

Video

Press pitches

Pin-able Content

Social media assets

E-blasts

Influencer list

Downloadable PDF

Promo budget

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Timing Matters:

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• Graphics + Video – 3 Weeks Before

Launch

• Media Outreach – 2 Weeks Before Launch

• Blogger Outreach- 1 Week Before Launch

• Day of: Get internal employees to share


In Summary:

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• Take a core idea

• Look at how the audience will find it

• Adapt idea into many ways

• Get different teams involved

• Seed it everywhere that applies

• Leverage influencers to amplify shares


Helpful Tools

• Social Media:

Trackur or NUVI

• Press Mentions:

Google Alerts, Cision or BurrellesLuce

• Influencer research:

Klout or FollowerWonk

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Questions?

@purnavirji

http://linkedin.com/in/purnavirji

http://www.slideshare.net/purnavirji

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how to give your seo superhero powers by building links with content marketing

Marketing

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engagement metricsimage

purnavirjiseo social

social campaigns

x normal social

pr pitches