The Content Brand Pyramid #SEJSummit

1. #SEJSummit #Searchmetrics

2. Free 30-Day Trial Instant data. Tweak strategies. Benchmark competitors. “We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.” Sebastian Wenzel, Webanalyticsbook Use with m ultiple team s

3. #SEJSummit #Searchmetrics • 9.5 years at eBay • 2.5 years at Airbnb

4. #SEJSummit #Searchmetrics 3TAKEAWAYS LUMPS for SEO Content-Brand Pyramid for Brand-SEO Paid Media Amplification for Ultimate Results

6. Links URL Meta Tags Page Content Sitemaps Based on what Google says is right for your website • Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link. • Offer a site map to your users with links that point to the important parts of your site. If the site map has an extremely large number of links, you may want to break the site map into multiple pages. • Keep the links on a given page to a reasonable number. • Create a useful, information-rich site, and write pages that clearly and accurately describe your content. • Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. #SEJSummit #Searchmetrics

7. Links URL Meta Tags Page Content & Elements Sitemaps Sitespeed • Internal links • External Links • Subdomain vs directory • Short vs long • Parameter handling • Page title • Meta description • FB OG tags • Canonical tag • Rel-Alt tag • Content – Brand Pyramid • HTML sitemap • XML sitemap • GZip • CSS Sprites • Etc… Discovery Relevancy Authority #SEJSummit #Searchmetrics

8. Links URL Meta Tags Page Content Sitemaps Based on what Google says is right for your website • Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link. • Offer a site map to your users with links that point to the important parts of your site. If the site map has an extremely large number of links, you may want to break the site map into multiple pages. • Keep the links on a given page to a reasonable number. • Create a useful, information-rich site, and write pages that clearly and accurately describe your content. • Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. #SEJSummit #Searchmetrics

10. Content - Brand Pyramid Thought Leadership Content Presence Content Evangelism Conte nt Evangelism • Community tells the brand story, on- & offline __________________________ Though Leadership • Airbnb curated high quality content building thought leadership and authority ____________________________ Presence • Creating content to build a presence in the market • Addressing audience need for information • Building an audience • Getting found • Get traffic #SEJSummit #Searchmetrics

12. Presence Content Berlin City Pages Evangelism • Community tells the brand story, on- & offline ____________________________ Though Leadership • Airbnb curated high quality content building thought leadership and authority ____________________________ Presence • Creating content to build a presence in the market • Addressing audience need for information • Building an audience • Getting found • Get traffic Content - Brand Pyramid #SEJSummit #Searchmetrics

13. Berlin City Pages What it is: Long form articles on key landmarks in Berlin, written by local experts, published on the Neighborhoods platform Why it works: Neighborhood pages rank well, only for their Neighborhood name. Adding long form quality content increases the chance these pages rank for long tail of keywords Why it's magical: Cross linking articles with Neighborhood pages & P2’s in Berlin work well for SEO #SEJSummit #Searchmetrics

14. Thought Leadership Content Presence Content Berlin Economic Impact Infographic Berlin City Pages Evangelism • Community tells the brand story, on- & offline ____________________________ Though Leadership • Airbnb curated high quality content building thought leadership and authority ____________________________ Presence • Creating content to build a presence in the market • Addressing audience need for information • Building an audience • Getting found • Get traffic Content - Brand Pyramid #SEJSummit #Searchmetrics

15. Berlin Economic Impact Infographic ____________________________ What it is: Repurpose of existing economic impact study as online content Why it works: Data inspired story, displayed in a beautiful long scroll page attracts links for SEO purposes Why it's magical: This integrated campaign puts Airbnb at the heart of a significant cultural event. What's the legacy: Purposeful brand awareness, site traffic, and promotion of Neighborhoods in Berlin. #SEJSummit #Searchmetrics

16. Thought Leadership Content Presence Content Berlin Economic Impact Infographic Berlin City Pages Evangelism Conte nt Wall & Chain Evangelism • Community tells the brand story, on- & offline ____________________________ Thought Leadership • Airbnb curated high quality content building thought leadership and authority ____________________________ Presence • Creating content to build a presence in the market • Addressing audience need for information • Building an audience • Getting found • Get traffic Content - Brand Pyramid #SEJSummit #Searchmetrics

18. Wall & Chain ____________________________ What it is: Integrated campaign that celebrates the 25th anniversary of the fall of the Berlin Wall. Why it works: Truthful moment that happened within the Airbnb community. Why it's magical: This integrated campaign puts Airbnb at the heart of a significant cultural event. What's the legacy: Purposeful brand awareness, site traffic, and promotion of Neighborhoods in Berlin. #SEJSummit #Searchmetrics

19. Core Elements of Wall & Chain Campaign Wall & Chain Animation Film BelongAnywhere.com Landing Site Targeted audiences Online Media Guest & Hosts Launch Event Wall & CHAIN #SEJSummit #Searchmetrics

21. Objective: Increase awareness for Wall and Chain video and align with relevant Berlin Wall content on US broadcast and cable networks US TV ACTIVITY #SEJSummit #Searchmetrics

22. HuffingtonPost.co.uk #SEJSummit #Searchmetrics

23. SOCIAL MEDIA CONTENT AMPLIFICATION #SEJSummit #Searchmetrics

25. YouTube Facebook BelongAnywhere.c om Twitter 5.8M 41.5K 2.5K 300K WALL & CHAIN RESULTS #SEJSummit #Searchmetrics

26. "Airbnb was able to turn history into a heartwarming animated short.” Time “What Airbnb Can Teach You About Content Strategy” Inc.com “The Best Brand Ideas of the Week - Airbnb Reunites Two Long Lost Friends” Ad Age “Airbnb-Boom is good for your neighborhood” Berliner Zeitung “This story is so special and the film is so emotional - we had to show you this story!” HypesRus "Airbnb makes great use of that personal aspect which really distinguishes them!” Reclameblog "Beyond this beautiful reconciliation story, the site constitutes a goldmine of information for travelers who are seeking to (re)discover Berlin” Stratégies "A moving realisation that perfectly contextualises Airbnb's mission: "belong anywhere". This way of travelling by being the guests of strangers, breaks the walls between cultures to make yesterday's enemies the friends of today.” La Réclame “Airbnb Uses True Story to Illustrate the Power of its Brand” creativity-online “Airbnb marks 25th anniversary of the fall of the Berlin Wall with beautiful short film.” creativeboom “Airbnb launched an innovative content-led marketing campaign, leveraging Airbnb’s greatest asset: its community.” Ads of the World “Airbnb Breaks Down Walls while Opening Up Doors.” Branding Magazine “Airbnb masterfully tapped into the emotional side of their German customers and provided them with a relatable, timely and culturally- significant experience that makes the brand even more relevant. Brandstories #SEJSummit #Searchmetrics

27. 3.4% 3.2% 3.0% 18.8K 15.6K 14.2K Germans in Germany Marketeers in EU Mass content consumers People like competitors People like competitors Non-Germans in Berlin TopAdsinCTRTopAdsinClicks #SEJSummit #Searchmetrics

28. • Source: Google Analytics Social Shares ____________________________ Facebook Likes: 11,249 (vs 1,516) Shares: 921 (vs 496) Comments: 493 (vs 220) Twitter Tweets: 235 (vs 1,043) LinkedIn Shares: 675 (vs 992) Cumulative visits Berlin vs End of Year BERLIN ECONOMIC IMPACT INFOGRAPHIC #SEJSummit #Searchmetrics

30. #SEJSummit #Searchmetrics 3TAKEAWAYS LUMPS for SEO Content-Brand Pyramid for Brand-SEO Paid Media Amplification for Ultimate Results

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32. SLIDE TITLE #SEJSummit #Searchmetrics • Bullet • Bullet • Bullet

The Content Brand Pyramid #SEJSummit

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The Content Brand Pyramid #SEJSummit