Content marketing is a given for most organizations, but it's often skewed by obsolete assumptions about search and user behavior and rarely aligned with sales and revenue goals.

1. STRAIGHT ANSWERS, YOUR PRIORITIES
FAS delivers the full range of consulting solutions for corporate clients.
FreeAgentSource.com
ALIGNING CONTENT
With Search and Sales Activity

2. CURRENT REALITIES
Search Strategy Needs To Reflect

3. Keyword Topics Drove Content (usually your list of services).
KEYWORD LIST RELATED TOPICAL CONTENT
RANK FOR TERMS
(searchers distrust most URLs)
THE OLD WAY
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4. Content is driven by problems your audience is trying to solve (not keywords).
ENGAGING CONTENT
WHOLE SITE RANKS HIGHLY
(semantic position climbs)
MORE CLICKTHROUGH
(to main website pages)
THE NEW WAY
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5. Your navigation methods and CTAs direct visitors to more information.
MAIN PAGES
SEARCH VISITORS FOLLOW 2 PATHS
Make It Easy For Them To Get To Your Main Pages
POSTS / ARTICLES
About
OTHER MAIN PAGES
(About, Services, Etc)
SEARCH
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6. SEE THE “SPOTLIGHT EFFECT”...
REMEMBER: YOU HAVE SITE VISITORS, NOT “BLOG READERS”
Unless you’re Huffington Post or Gawker
NO ONE IS HANGING OUT ON YOUR BLOG
VERY FEW ARE ACTIVELY CHECKING IT
BLOG PAGE ITSELF GENERATES LOW CONVERSION
REALITY IN MOST CASES:
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7. Can Skew Your Choice of Topics
“We should go for a well-rounded blog for our
readership—ensure a balance of topics.”
THE SPOTLIGHT EFFECT
Assuming more eyes on you than there really are.
Can Create a Marketing Silo
“We should act like journalists, and ensure our content
never mentions our company or asks for the sale.
Can Shift Your Focus to Timing
“What’s the optimal day to post this piece?”
“Day before Mother’s Day?”

8. SALES GOALS
Content Must Be Aligned With

9. Most content creation is NOT aligned with sales activity.
THE SILO WAY
“PURE” CONTENT CREATION“DIRTY” SALES EFFORTS
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10. Content aligned with sales campaigns fits multiple distribution channels.
SALES-MARKETING ALIGNMENT
SALES
CAMPAIGN
EMAIL
WEBSITE
SOCIAL
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11. No silos means getting the whole team going the same direction.
“Remember, this quarter,
we’re going after regional
businesses struggling with
scalability that have annual
revenue of less than…”
GETTING ALIGNED
❏ SALES OBJECTIVE
❏ TARGET DEMOGRAPHIC
❏ AUDIENCE PROBLEM
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12. “When all channels are putting out content that solves
the same problems, taking their cues from how deals are
getting closed right now, you have achieved alignment.”
- Daniel DiGriz, MADPIPE
DEFINING SUCCESS

13. BRING YOUR PRIORITIES
TO THE TOP FREE AGENT SOURCE
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14. Our Practice Areas
Cloud
Migration
Database /
Data Mining
Project
Management
HRIS, Time
and Payroll
App
Integration
Mobile / Web
App Dev
Org
Development
Marketing &
Sales
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