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#SEJThinkTank: Content Marketing Excellence in 2016 w/ Adlift

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Prashant Puri, CEO & Co-Founder of AdLift Inc gives an in-depth webinar about how to master profitable content marketing. These slides from his SEJ ThinkTank webinar cover effective strategies and key metrics that make for a successful content marketing campaign. With updates to the SEO algorithm, the location, activity, quality, and context of content is more important now than ever before.

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#SEJThinkTank: Content Marketing Excellence in 2016 w/ Adlift

  1. 1. @puriprashant | @adlift |#SEJThinkTank AdLift – Delivering Search ROI Content Marketing Excellence in 2016 – Driving Profitable Content Marketing Techniques 1
  2. 2. @puriprashant | @adlift |#SEJThinkTank Prashant Puri – CEO, AdLift Inc. SEO since 2005 ! @puriprashant | in/prashantpuri | prashant@adlift.com Quick Intro 2
  3. 3. @puriprashant | @adlift |#SEJThinkTank 250+ Clients in 5 Years 3
  4. 4. @puriprashant | @adlift |#SEJThinkTank Poll Question 1 4 Do you currently have a documented content marketing strategy in place? • Yes • No • No, but we are planning to
  5. 5. @puriprashant | @adlift |#SEJThinkTank Why Content Marketing Is So Important? Does your organization use content marketing ? 76%SAY YES 75%use SEO as a metric to measure effectiveness 5 Source: Content Marketing Institute
  6. 6. @puriprashant | @adlift |#SEJThinkTank 56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge 6 Source: Content Marketing Institute
  7. 7. @puriprashant | @adlift |#SEJThinkTank Content Marketing – Key Elements to Profitable Content Creating Share Worthy Content Identify Link Worthy Sites Mitigating Risk ROI 7
  8. 8. @puriprashant | @adlift |#SEJThinkTank A Study by Moz & BuzzSumo Creating Share Worthy Content The majority of posts receive few shares and even fewer links. In a randomly selected sample of 100,000 posts over 50% had 2 or less Facebook interactions (shares, likes or comments) and over 75% had zero external links. This suggests there is a lot of very poor content out there and also that people are very poor at amplifying their content. Source: Moz & BuzzSumo Study: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1- million-articles 8
  9. 9. @puriprashant | @adlift |#SEJThinkTank Links & Shares Creating Share Worthy Content Content is either shared or linked – If you want to hit the sweet spot, create deep research or opinion forming content. Source: Moz & BuzzSumo Study: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1- million-articles 9
  10. 10. @puriprashant | @adlift |#SEJThinkTank Long form content recieves more shares & links Creating Share Worthy Content 85% of the content had less than 1,000 words Length (words) No in sample Percent Total Shares Average Referring Domain Links Average <1,000 418,167 85.5 2,823 3.47 1-2,000 58,642 12 3,456 6.92 2-3,000 8,172 1.7 4,254 8.81 3,000-10,000 3,909 0.8 5,883 11.07 Source: Moz & BuzzSumo Study: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1- million-articles 10
  11. 11. @puriprashant | @adlift |#SEJThinkTank Content Marketing – Key Elements to Profitable Content Creating Share Worthy Content Identify Link Worthy Sites Mitigating Risk ROI 11
  12. 12. @puriprashant | @adlift |#SEJThinkTank Google Keyword Planner Keyword Targeting: What are MY Customers Looking For & How Do I Begin ? Identify Link Worthy Sites 12 Source: Screenshot by presenter 11/15
  13. 13. @puriprashant | @adlift |#SEJThinkTank UberSuggest – Google Suggest in One Place Keyword Targeting: UberSuggest Identify Link Worthy Sites 13 Source: Screenshot by presenter 11/15
  14. 14. @puriprashant | @adlift |#SEJThinkTank Keyword Targeting: GrepWords Identify Link Worthy Sites 14 Source: Screenshot by presenter 11/15
  15. 15. @puriprashant | @adlift |#SEJThinkTank Drill down and Analyze sites with high Social Engagement Discovering Sites that are Topically Relevant or Cover Target Keywords: aHrefs Identify Link Worthy Sites 15 Source: Screenshot by presenter 11/15
  16. 16. @puriprashant | @adlift |#SEJThinkTank Creates Search Queries + Pings Twitter for Relevant Conversations: Content Runner Identify Link Worthy Sites 16 Source: Screenshot by presenter 11/15
  17. 17. @puriprashant | @adlift |#SEJThinkTank Keyword Targeted Content: Google Alert Identify Link Worthy Sites 17 Source: Screenshot by presenter 11/15
  18. 18. @puriprashant | @adlift |#SEJThinkTank Topically Relevant sites Influencer Outreach – Leveraging Social Media: Topsy } Identify Link Worthy Sites 18 Source: Screenshot by presenter 11/15
  19. 19. @puriprashant | @adlift |#SEJThinkTank Deciding with Data Identify Link Worthy Sites 19 Source: Screenshot by presenter 11/15
  20. 20. @puriprashant | @adlift |#SEJThinkTank Content Marketing – Key Elements to Profitable Content Creating Share Worthy Content Identify Link Worthy Sites Mitigating Risk ROI 20
  21. 21. @puriprashant | @adlift |#SEJThinkTank Mitigating Risk 21
  22. 22. @puriprashant | @adlift |#SEJThinkTank The Panda & Penguin We Once Knew… Mitigating Risk 22 Source: Shutterstock
  23. 23. @puriprashant | @adlift |#SEJThinkTank …Have Evolved Mitigating Risk 23 Source: Shutterstock
  24. 24. @puriprashant | @adlift |#SEJThinkTank 4% 27% 18% 13% 8% 6% 4% 15% 2% 3% 0% 5% 10% 15% 20% 25% 30% 1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 Domain Authority vs Links Sample Size: 0-10k URLs 50% of Links From DA < 30 = Analyze Competitors Understanding Your Current Link Distribution: Moz Mitigating Risk 24 Image created by AdLift
  25. 25. @puriprashant | @adlift |#SEJThinkTank 1% 1% 1% 2% 30% 60% 2% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 Ahrefs Domain Rank vs Links Sample Size: 0-1M+ URLs Note: Sample size of aHref is much larger hence graphs look different Understanding Your Current Link Distribution Across a Broader Set: aHrefs Mitigating Risk 25 Image created by AdLift
  26. 26. @puriprashant | @adlift |#SEJThinkTank 1% 1% 2% 12% 38% 29% 12% 3% 1% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 Ahrefs Domain Rank vs Unique Linking Domains Sample Size: 0-1M URLs Its Important to Analyze Unique Linking Domains Mitigating Risk 26 Image created by AdLift
  27. 27. @puriprashant | @adlift |#SEJThinkTank Poor Link Distribution Attributed to Low Quality Link Acquisition Mitigating Risk 27 Source: Screenshot by presenter 11/15
  28. 28. @puriprashant | @adlift |#SEJThinkTank 70% Drop in SEO visibility Result: Annihilation of SEO Traffic Mitigating Risk 28 Source: Screenshot by presenter 11/15
  29. 29. @puriprashant | @adlift |#SEJThinkTank KWs “ceiling fans” & “pendant lights” drive more links than longer tail anchor text “ceiling fans” “Longer tail” “pendant lights” Understanding Your Current Anchor Text Distribution: aHrefs Mitigating Risk 29 Image created by AdLift
  30. 30. @puriprashant | @adlift |#SEJThinkTank Out of ~150k pages – top 7 pages drive 51% of the links Understanding Your Current Landing Page Distribution: aHrefs Mitigating Risk 30 Image created by AdLift
  31. 31. @puriprashant | @adlift |#SEJThinkTank Ideal Landing Page and Anchor Text Segmentation Mitigating Risk 31 Image created by AdLift
  32. 32. @puriprashant | @adlift |#SEJThinkTank Good ! Not So Much ! Watch out for Penalized Sites: SEMRush Mitigating Risk 32 Source: Screenshot by presenter 11/15
  33. 33. @puriprashant | @adlift |#SEJThinkTank None of the keywords rank in the top 10 Declining SEO Visibility Watch out for Penalized Sites: SearchMetrics Mitigating Risk 33 Source: Screenshot by presenter 11/15
  34. 34. @puriprashant | @adlift |#SEJThinkTank Sort by Trust Flow How Do You Avoid Getting Hit By Negative SEO ? Majestic SEO – New Links Report Mitigating Risk 34 Source: Screenshot by presenter 11/15
  35. 35. @puriprashant | @adlift |#SEJThinkTank How Do You Avoid Getting Hit By Negative SEO ? Google Webmaster Mitigating Risk 35 Source: Screenshot by presenter 11/15
  36. 36. @puriprashant | @adlift |#SEJThinkTank How Do You Avoid Getting Hit By Negative SEO ? Moz Mitigating Risk 36 Source: Screenshot by presenter 11/15
  37. 37. @puriprashant | @adlift |#SEJThinkTank Poll Question 2 37 Are you going to spend more or spends remain the same for content marketing in 2016 ? • Will spend more in 2016 • Spends will remain the same in 2016
  38. 38. @puriprashant | @adlift |#SEJThinkTank 56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge 38
  39. 39. @puriprashant | @adlift |#SEJThinkTank 10,000+ Publishers 4,500+ Authors Index Authorship Social Visibility Real - Time Indexing INTRODUCING CONTENT LIFT TM 39
  40. 40. @puriprashant | @adlift |#SEJThinkTank Links containing target keywords are amongst the leading factors behind keyword rankings By distributing relevant, audience-centric content to external web properties, Dream On Me can build additional relationships, amplify their reach, generate click through from these external sites, and most importantly earn links from these high-value/high- authority websites How Does Content Marketing Work at AdLift 40 Image created by AdLift
  41. 41. @puriprashant | @adlift |#SEJThinkTank Keyword Research Content Analysis & Segmentation Ideas Conceptualization Content Schedule Creation Identifying Authors Plan Development Domain ExpertsQuality ParametersIdentifying AuthorsContent Generation Thematic Outreach Publisher Outreach Content Implementation Content Promotion Measurement Amplification Brand MentionsSocial ShareOrganic VisibilityUser Engagement Content Publishing Process 41
  42. 42. @puriprashant | @adlift |#SEJThinkTank Content Marketing – Key Elements to Profitable Content Creating Share Worthy Content Identify Link Worthy Sites Mitigating Risk ROI 42
  43. 43. @puriprashant | @adlift |#SEJThinkTank Calculating ROI: Landing Page Traffic Identify when content marketing starts ROI 43 Source: Screenshot by presenter 11/15
  44. 44. @puriprashant | @adlift |#SEJThinkTank Calculating ROI: Landing Page Traffic Benchmark current goal completions ROI 44 Source: Screenshot by presenter 11/15
  45. 45. @puriprashant | @adlift |#SEJThinkTank Calculate Your Costs to Create Content • Agency Cost • Freelance Cost • Creative Cost • In-house Cost ROI 45
  46. 46. @puriprashant | @adlift |#SEJThinkTank Calcualte Revenue Generated 1. Direct revenue generated ROI 46 Source: Screenshot by presenter 11/15
  47. 47. @puriprashant | @adlift |#SEJThinkTank Calcualte Revenue Generated (Cont..) 2. Revenue generated when a goal is completed – Goal Value • Calculate the value of a Goal = Total revenue generated / # of Goals ROI 47 Source: Screenshot by presenter 11/15
  48. 48. @puriprashant | @adlift |#SEJThinkTank Calculate Revenue Generated (Cont..) Revenue generated = Incremental Goals Completed X Goal Value (597-324) X $1,000 = $273,000 ROI 48 Source: Screenshot by presenter 11/15
  49. 49. @puriprashant | @adlift |#SEJThinkTank Now… we know our ROI ! Revenue generated = Incremental Goals Completed X Goal Value (597-324) X $1,000 = $273,000 • Agency Cost • Freelance Cost • Creative Cost • In-house Cost • Agency Cost • Freelance Cost • Creative Cost • In-house Cost ROI 49
  50. 50. @puriprashant | @adlift |#SEJThinkTank Network Avg. CPC Value of Content (Incremental 100K Visits via SEO) Toboola $0.56 $56,000.00 Out Brain $0.57 $57,000.00 Nrelate $0.80 $80,000.00 Calculating the Value of SEO Driven Content ROI 50
  51. 51. @puriprashant | @adlift |#SEJThinkTank • Understand your keyword segment & audience 1. Google Keyword Planner 2. Grepwords 3. UberSuggest • Identify topically relevant, keyword targeted sites 4. aHrefs 5. Topsy 6. Content Runner • Create an exhaustive list segmented by category & keywords • Mitigate risk by further analyzing SEO visibility for these sites 7. SEMRush 8. SearchMetrics • Understand your anchor text and page linking metrics 9. Moz • Avoid being hit by negative SEO by 10. Constantly monitoring your incoming links: MagesticSEO To Sum it Up ! 51
  52. 52. @puriprashant | @adlift |#SEJThinkTank 52
  • GiselaRusso1

    Dec. 18, 2015
  • Cemoulto

    Dec. 8, 2015

Prashant Puri, CEO & Co-Founder of AdLift Inc gives an in-depth webinar about how to master profitable content marketing. These slides from his SEJ ThinkTank webinar cover effective strategies and key metrics that make for a successful content marketing campaign. With updates to the SEO algorithm, the location, activity, quality, and context of content is more important now than ever before.

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