In this slide, you will learn Marketing strategy that we use to help our clients do content marketing that produces remarkable results. Mark will walk you through a holistic approach incorporating SEO, Social, and PR to bring the RIGHT prospects to content that nurtures leads and steers them through the conversion funnel. This deck is also presented at Zenith Conference by Mark together with Lea Scudamore of Aimclear.

1. Content Marketing:
Success By Design

2. Who Am I?
Columnist & Contributor
Sr Director of Marketing
60+ person Digital
Marketing and SEO agency
@marktraphagen

3. @marktraphagen
The Big Problem:
How do we do
content marketing
that produces
business results?

4. @marktraphagen
Part One
Content That Drives
SEO

5. Source: http://moz.com/search-ranking-factors
Links Are Still a
Big Factor in
Ranking
@marktraphagen

6. @marktraphagen
But Today It’s an Ecosystem

7. @marktraphagen
Step One
Pick Your Targets

8. Use Search
Console
What’s
Delivering
Traffic Already?
@marktraphagen

9. Current
Ranking Data
What Terms are
Close to
Money?
@marktraphagen

10. @marktraphagen
Step Two
What will it take to
move up?

11. “If you don’t define a
quantitative way for content
marketing to drive your goals,
you are wasting your money.”
@marktraphagen
Success By Design

12. #7
#6
#5
#8
Who is Ahead
of You in the
SERPS?
Your Site
@marktraphagen

13. Pull Basic Data
on Competition
Was Ranking in
the #7 Slot
@marktraphagen

14. Pull Basic Data
on Competition
Was Ranking in
the #6 Slot
@marktraphagen

15. Was Ranking in
the #5 Slot
Pull Basic Data
on Competition
@marktraphagen

16. Use More Than One
Tool
We Use:
• Open Site
Explorer
• Majestic SEO
• ahrefs
@marktraphagen
Study: stonet.co/backlinktoolstest

17. Majestic SEO
Open Site
Explorer
ahrefs
Webmaster
Tools
BackLink
Profiler
• Builds Master List Of Links
• Dedupes the List
• Prioritizes Targets
• Run on Your Site
• Run on Competitors
• Results Inform Campaigns
BackLink Profiler is a Proprietary STC Tool
@marktraphagen
BackLink Profiler Tool

18. Tabulate Data
to Get the Basic
Story
Them
You
@marktraphagen

19. Better Still:
• Do This for all
the Pages in the
Top 10
• Repeat for
Many Keywords
@marktraphagen

20. Pull the Detailed Link Data
for the Ranking Page for
Each Competitor
@marktraphagen

21. Figure Out Which
Links are Driving
Their Rankings for
Each Page
@marktraphagen

22. Tabulate This to
Get the Overall
Picture
@marktraphagen

23. What Would
Explain This Result
Being Here?
@marktraphagen

24. 1. Superior Content
2. Query Deserves Diversity
3. Undetected Spammy Link Building
@marktraphagen
What Else Drives Rankings?

25. On-Page SEO
• Adjust on-page
to tune user
experience
Supporting
Content
•Integrate into user
interface to enhance
page value
Links
• Add 20 Links:
DA 90+ - 3
DA 80+ - 4
DA 70+ - 7
@marktraphagen
Sample Recipe for Top 5 Results

26. @marktraphagen
Success By Design Makes Your
Plan Quantitative & Clear

27. @marktraphagen
Track Rankings & Traffic Over Time

28. @marktraphagen
Case Study
How we averted a
Christmas disaster

29. November 15th:
Competitor
Leap Frogs
Over Our Client
From #3 to #2
Slot in
Rankings
Competitor
Client
@marktraphagen

30. We Did a
Detailed
Analysis:
It Came Down
to One Killer
New Link in a
News Story
@marktraphagen

31. Hey, Can You
Add Our Link
To Your Story?
So, the
Path
Became
Clear!
@marktraphagen

32. Justice
Prevailed!
(Our Client
Moved Back
to the #2 Slot)
@marktraphagen

33. Part Two:There’sno place like home
@marktraphagen

34. @marktraphagen
Home Ownership: Your Best Investment

35. @marktraphagen
Capture Leads/Customers

36. @marktraphagen
Expertise/Authority/Trust

37. @marktraphagen

38. @marktraphagen
Exposure & Shares

39. @marktraphagen
Exposure & Shares
124,000 Page Views

40. @marktraphagen
The Sad Reality

41. @marktraphagen

42. @marktraphagen

43. Source: Moz and BuzzSumo
@marktraphagen

44. Source: Moz and BuzzSumo
Uh Oh!
@marktraphagen
No Correlation Between Shares & Links

45. Source: Moz and BuzzSumo
@marktraphagen
Sites That DO Have Strong Correlation

46. @marktraphagen
Opinion Forming Journalism

47. Source: Moz and BuzzSumo
@marktraphagen
More Sites with Strong Correlation

48. @marktraphagen
Data-Driven Research Studies

49. @marktraphagen
Longer Form Content

50. https://www.stonetemple.com/all-our-social-media-seo-studies/
This post got
good social
shares
@marktraphagen

51. @marktraphagen
And got links!

52. Exposure (Shares)
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53. @marktraphagen
10X Content (Rand Fishkin)

54. 10X Content (Rand Fishkin)
@marktraphagen

55. As Seth Godin
Would Say: “Be
Remarkable”
@marktraphagen

56. User Experience
as ranking factor
@marktraphagen
10X Content – What Changed?

57. Earning links
overtook
link building
@marktraphagen
10X Content – What Changed?

58. Content marketing
competition
@marktraphagen
10X Content – What Changed?

59. Rising audience
expectations
@marktraphagen
10X Content – What Changed?

60. Rise Above!

61. Content Marketing Success By Design

62. Content Marketing Success By Design
Defined Marketing Goals
SEO Research & Strategies
Anchor/10X Content On & Off Site
Distribution Strategy

63. Keep in Touch
Sr Director of Marketing
60+ person Digital
Marketing and SEO agency
@marktraphagen
Thank You!
• @marktraphagen
• www.stonetemple.com
• mtraphagen@stonetemple.com