This presentation I did at Pubcon 2015 reviews the data, goals, ideas and marketing utilized to plan an SEO and social media driven content marketing campaign which was a success for all parties involved.
What is Google Search Console and What is it provide?
How to Plan an Integrated Content Marketing Campaign
1. How To Plan an Integrated
Content Marketing Campaign
Loren Baker, Foundation Digital & SEJ
2.
3. @lorenbaker
• Content Marketing for Links, Branding,
Engagement & Beyond
• Using Tools, Data to Build Ideation and
Business Cases
• Finding Outreach Targets
• Quality over Quantity
What I’m Going to Talk About
4. @lorenbaker
Content Serves Many Masters
Based on Goals, determine themes that support the goals.
• SEO Targets
• Outreach Targets
• Social Sharing
• Social Influencers
• Ad Enhancement
• Content Lifespan
17. @lorenbaker
Now we know
• The kind of content Google is serving
• The sites Google is serving
• The relevant topic matter people are searching for
• How Google is classifying that topic matter
• Data however, does not tell a story.
20. @lorenbaker
People Process Info in Different Ways
• eBooks - Full of Digestible Nuggets that can be lost
• Blog Posts - Great for Breaking Down Chapters and Thoughts
• Infographics - Still a lot of Love
• Infograms - Not everyone has time to scroll.
• Video - People learn from movies. MicroVideo (Instagram,
Vine)
21. Relevant Integrated Content
• In depth blog post on distressing denim [much more in depth
than competition]
• Infographic visualizing How To’s and DIY Tips [subtle product
placement]
• Infograms for social distribution on client social channels [and
3rd party]
• Material for client customer email list [post sale informational
tips]
30. @lorenbaker
Data Pulling Recap
1. Google – See what people are searching for
2. SEMRush – Quantifiable & exportable data on search trends, search
volume and sites ranking for those terms (terms can be run in
BuzzSumo to find influencers)
3. Majestic – Run Bulk Links on pages ranking for terms that you found in
SEMRush. Run more backlinks on pages linking to those pages.
4. SharedCount – Export all from Majestic above to gather social sharing
numbers.
32. @lorenbaker
Result of the Campaign
• 10,000+ Facebook Likes
• 450+ Facebook Shares
• 2,500+ Other Signals from Social Sites
• 25+ Unique Links [High Trust Flow]
• 500+ Co Citation Links
• 25,000+ Referrals per month from Organic
Search