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The key to ranking, traffic and leads

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How to use social media and collaborative content to drive ROI.

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The key to ranking, traffic and leads

  1. 1. @crestodina Andy Crestodina Strategic Director | @crestodina The Key to Ranking, Traffic and Leads How to Use Social Media and Collaborative Content To Drive ROI #ContentROI
  2. 2. @crestodina
  3. 3. @crestodina
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  5. 5. @crestodina Action $$$
  6. 6. @crestodina Action Leads
  7. 7. @crestodina
  8. 8. @crestodina TopicsTopics
  9. 9. @crestodina Amazing Contributor Weak Contributor Perceived Content Performance
  10. 10. @crestodina source: Moz, BuzzSumo
  11. 11. @crestodina Most content gets no links and few shares source: Moz, BuzzSumo
  12. 12. ...if you want to create content that achieves a high level of both shares and links then you should concentrate on opinion forming, authoritative content... or well researched and evidenced content.
  13. 13. ...if you want to create content that achieves a high level of both shares and links then you should concentrate on strong opinions original research
  14. 14. The Power of Research
  15. 15. @crestodina
  16. 16. @crestodina
  17. 17. @crestodina 4,066 websites link to CMI’s research
  18. 18. @crestodina Three ways to produce research 1.  Observation: Pick a data set. Gather data.
  19. 19. @crestodina Three ways to produce research 1.  Observa*on: Pick a data set. Gather data. 2.  Aggrega*on: Combine data from exisAng sources
  20. 20. @crestodina Three ways to produce research 1.  Observa*on: Pick a data set. Gather data. 2.  Aggrega*on: Combine data from exisAng sources 3.  Survey: Mass outreach and analysis
  21. 21. @crestodina observation
  22. 22. @crestodina
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  24. 24. @crestodina
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  28. 28. @crestodina aggregation
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  31. 31. @crestodina
  32. 32. @crestodina survey
  33. 33. @crestodina
  34. 34. @crestodina The typical blog post takes 2.5 hours to write source: 2015 Blogger Survey, Orbit Media
  35. 35. @crestodina
  36. 36. @crestodina Sneak preview of the new research!
  37. 37. @crestodina “What do people in our industry often say but rarely support?”
  38. 38. @crestodina Find the missing stat
  39. 39. @crestodina Don’t take shortcuts; they take too long. Sonia Simone CCO, Copyblogger Media
  40. 40. @crestodina The Power of Strong Opinion
  41. 41. @crestodina
  42. 42. @crestodina The power of strong opinion
  43. 43. @crestodina The power of strong opinion
  44. 44. @crestodina The power of strong opinion
  45. 45. @crestodina The power of strong opinion
  46. 46. @crestodina
  47. 47. @crestodina
  48. 48. @crestodina
  49. 49. @crestodina
  50. 50. @crestodina
  51. 51. @crestodina
  52. 52. @crestodina The power of strong opinion
  53. 53. @crestodina What do you believe that most people would disagree with?
  54. 54. @crestodina What do you believe will happen in the future that most people think is unlikely?
  55. 55. @crestodina What questions are people in your industry afraid to answer?
  56. 56. @crestodina Focus on power topics 1.  Do original research Publish a staAsAc that no one else has published 2.  Take a stand Publish your strongest opinions
  57. 57. Relationships
  58. 58. @crestodina There are two kinds of people on the internet Creators Contributors and “lurkers”
  59. 59. @crestodina Who makes content? •  Journalists •  Authors •  Podcasters •  Academic Researchers •  Event Producers •  Bloggers and Blog Editors
  60. 60. @crestodina Your blog is your best networking tool
  61. 61. @crestodina 3 Ways to Collaborate 1.  Ask for a contributor quote 2.  Include them in an expert roundup 3.  Deep dive interview source: Online Networking Guide, Orbit Media
  62. 62. @crestodina
  63. 63. @crestodina
  64. 64. @crestodina
  65. 65. @crestodina
  66. 66. @crestodina
  67. 67. @crestodina An ally in creation is an ally in promotion
  68. 68. @crestodina Start a mastermind group 1.  Monthly one-hour call, Skype or Hangout 2.  Bring a guest each month 3.  Miss it twice and you’re kicked out!
  69. 69. @crestodina Content marketing mastermind agenda 1.  What are you doing that we can promote?
  70. 70. @crestodina Content marketing mastermind agenda 1.  What are you doing that we can promote? 2.  What are you wriAng that we can collaborate on?
  71. 71. @crestodina Content marketing mastermind agenda 1.  What are you doing that we can promote? 2.  What are you wriAng that we can collaborate on? 3.  What are you doing to be more producAve?
  72. 72. @crestodina 1.  What are you doing that we can promote? 2.  What are you wriAng that we can collaborate on? 3.  What are you doing to be more producAve? 4.  Do I know anyone that you want to meet? Content marketing mastermind agenda
  73. 73. @crestodina
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  75. 75. @crestodina
  76. 76. @crestodina You get what you give.
  77. 77. @crestodina It’s called ego bait
  78. 78. @crestodina
  79. 79. @crestodina Share and mention
  80. 80. @crestodina
  81. 81. @crestodina How many people are waiting for your article to go live? Make sure it’s not zero.
  82. 82. @crestodina Content should be designed to attract visitors
  83. 83. @crestodina Optimized for search...
  84. 84. @crestodina Optimized for social...
  85. 85. @crestodina Collaborate with others 1.  AcAvely network with content creators 2.  Include them in your content
  86. 86. @crestodina If you’re not making friends, you’re doing it wrong
  87. 87. @crestodina
  88. 88. @crestodina Link
  89. 89. @crestodina Authority
  90. 90. @crestodina
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  103. 103. @crestodina
  104. 104. @crestodina Understand authority and competition 1.  Know your Domain Authority 2.  Target phrases only if your authority is in the same range as the other high ranking pages
  105. 105. @crestodina Relevance
  106. 106. @crestodina Indicate the relevance 1.  <*tle> Use the phrase once in the Atle tag 2.  <h1> Use the phrase once in the header 3.  Body text Use the phrase 2-4 Ames for each 500 words
  107. 107. @crestodina We’ve been working on an intelligent model... that understands real-world entities and their relationships to one another: things, not strings. Amit Singhal Google
  108. 108. @crestodina Target the topic, not just the keyphrase.
  109. 109. @crestodina
  110. 110. @crestodina
  111. 111. @crestodina
  112. 112. @crestodina
  113. 113. @crestodina Semantically linked to “footer design” website copyright copyright text website footer examples header and footer website footer definiAon at the boom of the page designing a website footer fat footer guidelines standards best pracAces usability content ideas inspiraAon links SEO sitemap social media navigaAon purpose of responsive template
  114. 114. @crestodina Semantically linked to “footer design” website copyright copyright text website footer examples header and footer website footer definiAon at the boom of the page designing a website footer fat footer guidelines standards best pracAces usability content ideas inspiraAon links SEO sitemap social media navigaAon purpose of responsive template
  115. 115. @crestodina
  116. 116. @crestodina The Results? Let’s take a look...
  117. 117. @crestodina
  118. 118. @crestodina
  119. 119. @crestodina Rankings climb for “website footer design”
  120. 120. @crestodina And finally, the traffic
  121. 121. @crestodina What did the Keyword Planner say?
  122. 122. @crestodina ...and the links
  123. 123. @crestodina Adapt to semantic search 1.  Find the words and phrases that are semanAcally connected to your target phrase 2.  Use those phrases within your content
  124. 124. @crestodina Make the best page on the internet for your topic.
  125. 125. @crestodina Be the best answer. Lee Odden CEO, TopRank Marketing
  126. 126. @crestodina Rank
  127. 127. @crestodina Types of online searches Informational Transactional Navigational source: “Determining the informaAonal, navigaAonal and transacAonal intent of Web queries” Bernard Jansen, et al
  128. 128. @crestodina Types of online searches ? $ brand source: “Determining the informaAonal, navigaAonal and transacAonal intent of Web queries” Bernard Jansen, et al
  129. 129. Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.
  130. 130. Traffic
  131. 131. Conversion Rate
  132. 132. @crestodina Your website is the mousetrap. Your content is the cheese. Barry Feldman Feldman Creative
  133. 133. @crestodina
  134. 134. @crestodina They ask. You answer. Marcus Sheridan The Sales Lion
  135. 135. @crestodina Answer top questions 20x longer +30% conversion rate
  136. 136. @crestodina A great sales page emulates a sales conversation.
  137. 137. @crestodina
  138. 138. @crestodina
  139. 139. @crestodina Optimize for the conversions 1.  Answer top quesAons. 2.  Support every markeAng claim with evidence.
  140. 140. @crestodina Hello, lead!
  141. 141. @crestodina Let’s review.
  142. 142. @crestodina Create high quality, original content...
  143. 143. @crestodina in collaboration with relevant influencers...
  144. 144. @crestodina that organically attracts enough links and authority...
  145. 145. @crestodina hat our search optimized product and service pages...
  146. 146. @crestodina rank for the transactional phrases...
  147. 147. @crestodina attracting targeted visitors...
  148. 148. @crestodina to our informative, trustworthy websites...
  149. 149. @crestodina so we get new leads everyday.
  150. 150. @crestodina Create high-quality original content in collaboration with relevant influencers that organically attracts enough links and authority that our search optimized product and service pages rank for the transactional phrases attracting targeted visitors to our informative, trustworthy websites so we get new leads everyday.
  151. 151. @crestodina Leads ...everyday!
  152. 152. @crestodina Relationships Topics Authority Rank Traffic Leads Relevance Conversion
  153. 153. @crestodina Research Outreach Social Media Writing Analytics CRO Sales SEO
  154. 154. @crestodina Research Outreach SEO Analytics Sales Social Media Writing CRO
  155. 155. @crestodina Creative Friendly Creative Analytical Friendly Analytical Friendly Creative
  156. 156. @crestodina Great marketers are creative, analytical and friendly.
  157. 157. @crestodina
  158. 158. @crestodina
  159. 159. @crestodina Andy Crestodina Strategic Director | @crestodina THANK YOU!

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