Lots of marketers blog. But only a tiny percentage of bloggers created hubs of interrelated content. But it’s exactly that kind of structure and persistence that separates the good from the great. In this session, you’ll learn how to create and promote B2B lead generating content. We’re talking about niche content that combines the following: Related Topics Relevant Keywords Multiple collaborators Across multiple formats On various sites and platforms Winning the content game means going beyond the competition. But it’s not about more content; it’s about more connected content. Any other approach is just throwing spaghetti at the wall.

1. Wine & Web #44
Andy Crestodina
@crestodina #wineweb
Content Hubs

3. source: XKCD
Want
deeper
visits?

4. More social
relevance?

5. And higher
rankings?

6. Bloggers
v.
Great
Bloggers

7. TOPICS AND STRUCTURE

8. CENTRAL HUB
Main topic, business category
RELATED SUB-TOPICS
Answers to the main questions,
“how to” articles
SUPPORTIVE BASE
Broad range of helpful, related
topics
Topics and Structure

9. “Why do dogs…”

10. source: keywordtool.io

11. Topics and Focal Distance

12. Why do Dogs
Bark at Night?
Hotels and
Dogs: A Canine
Guest Guide to
Staying
10 Travel Tips
for Dogs
Topics and Focal Distance

14. Puppy Training: 5
Best Practices for
a Good Boy!
5 Dog Training
Mistakes That Will
Get You Bit

15. RELATED KEYPHRASES

16. PRIMARY KEYPHRASE
Home page targets the most
competitive phrase
SECONDARY KEYPHRASES
product categories, services pages
TERTIARY KEYPHRASES
Phrases related to the problem,
not the solution
Keyphrases

17. Keyphrases
PRIMARY KEYPHRASE
Home page targets the most
competitive phrase
SECONDARY KEYPHRASES
product categories, services pages
TERTIARY KEYPHRASES
Phrases related to the problem,
not the solution
$
$
?

21. Link Popularity / Domain Authority

22. Internal
Linking

24. Some pages
are more
credible than
others…

25. #winning

26. MULTIPLE FORMATS

27. TEXT
Search-friendly pages, long-form
posts, articles
VISUAL CONTENT
Text plus Infographics, Slideshare,
diagrams and memes
MOTION & AUDIO
Text plus video and podcasts
Formats

29. Source: Periodic Table of Content

30. VARIOUS CREATORS

31. Creators
CREATED BY YOU
CO-CREATED WITH
INFLUENCERS

32. Source: FollowerWonk.com

33.  Subscribed to blog by feed / email
 Follow blogger on Twitter
 Mentioned blogger in a tweet
 Favorited a tweet
 Retweeted Blogger
 Followed on Quora
Hi there! (part 1)

34. Hi there! (part 2)
 Commented on their blog
 Friended on Facebook
 Liked bloggers content on Facebook
 Added Blogger to G+ Circle
 +1’d bloggers content on G+
 Liked bloggers comment via G+

35. Hi there! (part 3)
 Invited to connect on LinkedIn
 Mentioned / Linked to blogger from your
blog/website
 Emailed Blogger
 Phone call / Skype / Hangout with Blogger
 Met blogger in person
 COLLABORATE!

36. Hi there! (extra credit)
 Amazon review for authors
 iTunes review for podcasters

37. source: Lee Odden

38. source: Lee Odden

39. LOTS OF LOCATIONS

40. YOUR SITE
OTHER SITES
Locations

41. The Joys of Guest Blogging
aka “bylined articles”

42. GUEST POSTS
MY BLOG
←
←
→

43. Blogging vs. Guest Blogging
Content = 2
Links = 0
Friends = 0
Content = 3
Links = 1
Friends = 2

44. Round Two…
(better links + real connections)
Content = 4
Links = 0
Friends = 0
Content = 6
Links = 2
Friends = 4

45. Round Four…
Nice blog, but… This is what great
content marketing looks like.

47. If you’re not making friends,
you’re doing it wrong.

48. EXAMPLE:
Lead Generation Hub

57. 500 Pageviews/month
$45 per Pageview
$22,500 / month in free traffic
Add it up!

58. Great marketers publish…
1.Related Topics
2.Variety of Keyphrases
3.Many Formats
4.With Relevant Collaborators
5.Lots of Locations

60. Wine & Web
Andy Crestodina
@orbiteers #wineweb
Thank you!