Delivered to eTail Europe 2014: Historically, as marketers, content has been our responsibility. But today, everyone seems to have a role in content development and management. While it can be one of our most powerful tools, if you don’t learn how to properly develop and distribute content, you’re spinning your wheels. Matthew Ridout explains how to best lay out your roadmap to maximize the value of your content development.
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
Focusing on your Content Marketing Strategy to Increase Organic Rankings (SEO)
1. June 2014 – eTail Europe
Focusing on your Content
Marketing Strategy to Increase
Natural Rankings
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Who am I?
Head of SEO at Farfetch
Founded in 2008
London based e-commerce company
Enables independent designer boutiques to trade on a global platform
Matthew Ridout
@mridout196
Head of SEO
www.farfetch.com
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Why is content marketing so important?
“So we've played around with the idea of turning off backlink relevance
and at least for now backlink relevance still really helps in terms of making
sure that we return the best, most relevant, most topical search results”
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The link building landscape has changed
2014201320122005
Scalable methods of building links for brands
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The link building landscape has changed
2014201320122005
Scalable methods of building links for brands
No longer an option for a sustainable strategy
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Why content marketing so important
Use tools like Majestic SEO or Search Metrics to show new/lost links
Editorial, promotional, news, product or creative – recurring for most brands
Content
Content
Content
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What are the goals?
Identify content that already exists within the business that can be leveraged for
organic search
Increase the reach of all marketing content to people who are more likely to share
what’s been created and link back
Align SEO content ideas with other departments for a seamless brand experience
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Who’s owns marketing content?
Traditionally..
Online
SEO
Social
Media
EditorialProduct
Email
Offline
Direct
PR
Editorial
Marketing
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Who’s owns marketing content?
More cohesive organisation of departments
Marketing
SEO
Social
Media
Editorial
ProductEmail
PR
Direct
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Bridging department content plans
Content calendars exist all through businesses..
Marketing
Calendar
Press
Calendar
Sales
Promotion
Dates
Digital
Marketing
Calendar
Social
Activity
Roadmap
Resourcing
HR
Calendar
CEOs
Outlook
Calendar
Technical
Release
Schedule
Will require face to face
meetings
Use a champion to lead project
Centralise online using G-Docs
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Bridging department content plans
Start by mapping out the key activity throughout the year, from all business areas
Site Redesign
New
Homepage
Mobile App
Launch
New Brand
Release
Sale
Blogger Event
Social
Competition
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Building a content calendar for SEO
July w/c June 2 w/c June 9 w/c June 16 w/c June 23
Editorial
PR
Email
Social
Technical
Marketing
Shoots
VM
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Building a content calendar for SEO
July w/c June 2 w/c June 9 w/c June 16 w/c June 23
Editorial
1. Holiday Special
2. Boutique Choice
3. Swimwear Special
1. London Style Icon
2. Boutique Choice
3. Playlist Special
1. Dresses GIF Set
2. Boutique Choice
3. Reasons to Wear
1. Holiday Special
2. Boutique Choice
3. Italian Designers
PR
1. Summer Announcement 1. PR Event London 1. Sale Promo 1. Product Focus
Email 1. US Sale
2. Holiday Shop
1. Concept Shop Women
2. Brand Focus Men
1. Festival Dressing
2. Brand Focus Women
1. Trends Round-up
2. Men’s Shirts
Social
1. Summer Competition
1. Blogger Event Photos
2. Pinterest Competition
Technical
1. New CMS Features Launch 1. Mobile App Landing Page
Marketing
1. Fashion Bloggers Event 1. Mobile App launch
Shoots
1. Men’s Summer Style
1. Brazil Men’s
2. Shoes Special 1. Women’s Prints 1. New York Special
VM
1. Concept Shop - Sport Luxe
1. Colour Codes
2. Vintage
1. Transition Pieces
2. Leather Accessories 1. Sandal Edit
High – Link Opportunity, Relationship Building,
brand visibility, visits and sales
Mid-Level – Brand Visibility, Relationship
building, visits
Lower – Brand Visibility, visits
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Keyword targeting based on content
Create an SEO checklist for
each department
Sensor check that any content is
going to benefit natural search
Will help increase the return from
all areas of the business
From regular editorial content to
larger campaigns
ACTION
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Creating content within Content
What types of content asset formats work best for
SEO?
Videos
Widgets
Interactive Infographics
Competitions
Animated GIFS
Hangouts
All these formats give people a reason to link to your
website/content
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Creating content within Content
What types of content in content works best for SEO?
Standard Website
Content
Standard Website
Content
Standard Website
Content
Standard Website
Content
Standard Website
Content
Blog
Link
Blog
Link
Blog
Link
News Site
Pickup
Good return?
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Creating content within Content
What types of content in content works best for SEO?
Standard Website
Content
Standard Website
Content
Standard Website
Content
Standard Website
Content
Standard Website
Content
Creative
SEO Asset
Creative
SEO Asset
Creative
SEO Asset
Creative
SEO Asset
Creative
SEO Asset
Blog
Link
Blog
Link
News Site
Pickup
News Site
Pickup
Blog
Link
News Site
Pickup
Blog
Link
News Site
Pickup
Blog
Link
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Distribution plan – Categorize your content
Important considerations:
Combine all the departmental content into priorities – which is likely to return the most for SEO?
Outreach the highest value content to your strongest influencers
Consider exclusives – secondary pickup will happen naturally
July w/c June 2 w/c June 9 w/c June 16 w/c June 23
High
1. Summer Competition (Social)
1. Fashion bloggers event
(Marketing) 1. Dresses GIF Set (Editorial)
1. Mobile App Launch
(Technical)
Medium
1. Summer Announcement (PR)
1. London Style Icon
(Editorial)
2. PR Event London (PR)
3. Brazil Men’s (Shoots)
Low
1. Swimwear Special (Editorial)
1. Product Focus (PR)
2. New York Special (Shoots)
3. Sandal Edit (VM)
HIGH SEO VALUE
MID-LEVEL SEO VALUE
LOWER SEO VALUE
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Distribution Plan – Extend the reach
Reach only as good as the influencers you find
It can take months, if not years to build a complex relationship network
Outreach to influencers Reach Pickup Success?
Content
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Distribution Plan – Extend the reach
Reality is that it will take time to build a reach that gets you high levels of exposure
The more exposure, the more likely of pickup (as long as the content is good)
Outreach to influencers
Opportunity More likely pickup success
Actual Reach
Content
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Distribution Plan – How to extend the reach?
Use tools to promote your content
Increase the chances of a new influencer discovering content
Promotes content to very specific
demographics
Targeted based on interests, location,
device, age, gender
Set daily budgets and cost per stumble
Can see who engages with content –
use in the future manually
$80 Free!
www.stumbleupon.com/pd
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Distribution Plan – Target Content
Content
PR
Contacts
Social
Media
Email
Campaign
Journalists
SEO Influencers Extended
Reach
New Influencers
Normal Business
Distribution
SEO Targeted
Distribution
Good Pickup
Very Good Pickup
Excellent Pickup
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Remember the 3 Goals
Identify content that already exists within the business that can be leveraged for
organic search
Increase the reach of all marketing content to people who are more likely to share
what’s been created and link back
Align SEO content ideas with other departments for a seamless brand experience
24. June 2014 – eTail Europe
Questions?
Matthew Ridout
@mridout196
Head of SEO
www.farfetch.com
Notas do Editor
Set the scene
Before I talk about content marketing we need to understand why links are still a valid method of improving organic search
Quote by Matt Cutts
Illustrates that certainly for the short – medium term links are still going to be essential
Explain some of the history about how google has gradually closed the door on scalable link building methods in a bid to reduce manipulation
Still leave people with uncertainty about how to build links naturally
Google is trying to reduce the way its search results are manipulated
Old link building methods do not work any more
Good quality links still improve organic results
So many people are confused about how they can generate links to their websites
So how do we build natural links?
Starting point is always analysis of key competitors in your vertical – use tools like Moz, Search Metrics or Majestic SEO
For those in more mature stages of SEO campaigns you can monitor new links – will notice that most, certainly those from the most valuable authority places link to content
Typically editorial stories, promotions/giveaways, news or SEO content
What you’ll see is that the only tool that you have left is content
When starting to define your strategy its good to keep these three goals in mind
Use these
Typically offline and online departments all create content which are siloed occasionally at times in the year some of these will overlap
Having a centralised combined force will allow for much better quality content to be released
All channel considerations will be taken into account
Content calendars usually exist all around businesses – depending on the size it could even be just one guys weekly work calendar
The plans exist – these should be reviewed and combined to form a holistic marketing content calendar
It will take time to understand what plans exist within a business
You WILL need to arrange meetings to discuss what’s up-coming
Utilise tools like Google Drive and drop box to share documents
Identify the “larger” business milestones and use that as a starting point
Secondly add the biggest milestones for each
Assign SEO value to each milestone (scale)
Prioritise with distribution, biggest returns
SEO Values based on goals – which is likely to be shared, get links, start discussions
A good start is to map out where you key activity and strategies take place throughout the year
These are usually a great starting place for building content to amplify current plans
Once you have the bigger campaigns and strategies in place it’s time to map out departmental plans on a weekly level
Once everyone has entered their content plans in the calendar then it’s time to QA against SEO value
Looks for well timed seasonal pieces, creative angles, formats of content you know will work well
The idea is to build content assets to support whatever is planned to get a better organic/link return
If there are few or no opportunities then use your creative team/agency to come up with them – suggest them to the team and enter them in
Besides content campaigns where you create assets normal marketing content should always be QA’d for SEO
Train someone in the department on the basics
Create a checklist for the wider team to use – make it part of the process
Creative assets provide more reasons to link back
Copy the asset with a link embed
Copy asset and link to source
First one we had done of this nature
Involved the bloggers
Did not ask them to write up, left it up to them