Keywords are no longer the starting point for a successful content marketing strategy. Inbound marketing agencies need to be able to address the changes from keyword driven search, to persona driven search.

1. CMB Office Hours
“4 elements of a modern day
keyword analysis”
Every Tuesday & Thursday @3pm Eastern
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2. What is the CMB
Community?
A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s
Blueprint.
Join the Conversation
@CMBlueprint
or
+ContentMarketersBlueprint
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3. Today’s Schedule
15 minutes: Slide Presentation
45 minutes: CMB Partner Open Q&A
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4. www.contentmarketingblueprint.com/blog
After the
Webinar
•
Webinar recording
•
Slides
•
Blog article
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5. Today’s Question
What does a modern day keyword strategy look like?
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6. The situation:
You just finished presenting a complete inbound
marketing plan to you prospect, but then they
ask:
“Where is the keyword research?”
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7. Google has changed – The
simple version
Keywords
Long tail
keywords
Semantic
Search
&
Personalized
search
results
Google can analyze more data. They can provide better
search results by understanding “why” people are
searching for things.
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8. Google has changed – More
technical
Google uses affinity. More affinity = better accuracy in search results.
Looking to the Future with Affinity Segments
-Google+ Your Business on Youtube
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9. Google has changed – More technical
This is only the
beginning.
Looking to the Future with Affinity Segments
-Google+ Your Business on Youtube
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10. Rand Fishkin – Former CEO of
Moz
“Serve topics &
people rather than
keywords &
rankings”
-Rand’s
whiteboard Friday
Dec 20th 2013
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11. Semantic Search Experiment
Search is conversational – Think talking into cell phones!
Google understands context – The same word may
mean different things.
Google understands intent – “Why” a user is searching.
Semantic search changing everything
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12. Modern Day Keyword
Exercise
We will need to understand how to get found by
the right people at the right time… this has not
changed.
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13. #1 Persona – The “who”
“Who are they?”
What role do they play in the
buyer’s journey?
B2B: what is their role in the
company/ what is the company
vertical?
B2C: What actions do they take
related to your product or
service?
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Understanding the person behind the
visit.
-IPullRank | iAcquire

14. #2 Triggers – The “why”
“Why do they need information?” – This is the
“context”.
An event
A problem
Seasonality
Shift in market
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15. #3 Questions – The “what”
“What information do they need?”
Think in terms of conversational questions, not
keywords.
Gather questions like you would gather
keywords.
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16. #4 Answers – Give them what
they want.
“The most helpful information possible”
1. Helpful & non-selfish
-Blogs, webinars, whitepapers
Persona
“Help me!”
2. About your product, service and company
-Brochures, sell sheets, advertisements, case
studies.
“How an your product/service
help me?”
3. Sales content is for personas that want to
buy
Consultation, assessment, recommendations, fr
ee trial/sample.
“How can you help me make a
decision?”
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17. Organization
Google recognizes content when it is most
helpful to the user.
Organize your information into topics, or
“categories” so users can find more content
related to their question.
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18. Next Session:
th
Thursday February 6
@3pm
“Using social for content strategy and execution”
Special Guest: Peter Odryna | SEO at Social Ears
+Blueprint 5.5 release!
Signup at: www.contentmarketingblueprint.com/webinars
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