Content Marketing 101 Meetup

For SEO and Google Updates
By Miguel Salcido
Twitter.com/miguelsalcido
http://www.organicSEOconsultant.com

@MiguelSalcido

Was anyone here
impacted by the
Google Panda and/
or Penguin
Update?

OrganicSEOconsultant.com - @MiguelSalcido

Panda and Penguin Updates

Remember
These Guys?

Content marketing is THE best
way to overcome both the Panda
and Penguin updates



The Google Panda
updates are all about
CONTENT!

• You need unique content
• You need quality content
• More content + Less ads



The Google Penguin
update is mostly about
linking and anchor text!

• You cannot use all exact match
anchor texts
• You need links from quality sites
• Trust rank = Author Rank?


Consistent content
marketing helps to
produce more quality
unique content.
Content marketing
lends itself to more
natural linking
patterns.

So NOW you wanna
learn about content
marketing?


What is “Content Marketing?”
"Traditional marketing talks at people. Content Marketing
talks with them. - Doug Kessler

Content marketing is an umbrella term encompassing all
marketing formats that involve the creation and sharing of
content in order to attract, acquire and engage clearly
defined and understood current and potential consumer
bases with the objective of driving profitable customer
action.
Content marketing subscribes to the notion that delivering
high-quality, relevant and valuable information to
prospects and customers drives profitable consumer
action. Content marketing has benefits in terms of
retaining reader attention and improving brand loyalty.
Via Wikipedia


Forms of Typical Content Marketing
Benefits
Infographics • Can gain lots of social media
shares

• Can gain lots of links

• Can control your anchor text

Drawbacks
• Expensive to do “right”

• Becoming overused and
spammed

• Google could devalue
infographics links in the future

Videos
Benefits

• Can gain lots of social media shares


• Very engaging if done right

Drawbacks

• Expensive to produce

• Tough to be interesting

• Need some SEO savvy to optimize

• No anchor text control (could be a
benefit)

Benefits
Articles
• Can gain lots of social media
shares



• More content = more traffic

Drawbacks

• Need creativity

• Need an audience and social
media following

• May not always work


Guest Blogging
Benefits

• Google compliant & RELEVANT link
building

• Can reach a new audience


• Improves your brand

Drawbacks

• Time intensive

• Difficult to scale


Why “Content Marketing?”

MORE content = MORE traffic
• More pages = More keywords and listings in Google!

• It is effective!

• It is future proof!

• Google recommends it and rewards for it!

• Can establish yourself as an “authority” within your niche!


Great, where do I signup?
Off-Site Content + On-Site Content
Dedicate Resources
• Staff/writers
• Set a budget

Measure
• Determine what you will consider success
• Give it ample time

Schedule
• Create a consistent schedule


On-Site Content
Create GREAT Content! (duh)
• Keyword Research
Use tools like http://ubersuggest.org/ that mine Google Suggest and
other similar services to mine the keyword data that search engines
have already gathered for you. This will give you terms that qualified
searchers are using to find sites in your niche. Tailor and develop your
content to capture these searchers.

BONUS TIP:
https://seogadget.co.uk/content-strategy-generator-tool-v2-update/
This tool is a Google Doc spreadsheet that pulls in current content ideas
and stories from many great sources such as Google News, Digg, Reddit,
Google Insights and more.

This tool is SUPER handy in helping to inspire ideas for articles to write.


On-Site Content
Create GREAT Content!
• Fill a Need
Develop guides, tools, reviews, or anything that your
audience would find useful.

BONUS TIP:
Find a tool that a competitor or other site has developed and
look for ways to improve upon it. Then recreate a new and
improved version of the tool

Then look into the sites that already link to the competitor’s
tool (use SEOmoz Open Site Explorer Tool), then reach out to
these sites and introduce your new and improved version of
the tool and suggest that they link to your tool. This can work
with Guides and other forms of content as well.

On-Site Content
Create GREAT Content!
• Find good writers
Test out different contract writers until you find a good
one. Then bump their pay a bit and give them more work.
You will go through a few people most likely before you
find a good one.

BONUS TIP:
I’m almost hesitant to give this away but a place that I have
had great success in finding good writers at is
http://www.bloggingpro.com/jobs/.


Off-Site Content
Get Your Name Out There & Build Links!
• Guest blogging!
Do research to find sites in your niche, or closely related to
your niche, that may be accepting guest posts. Then
contact them and “pitch” them an article idea.

Be sure to introduce yourself, compliment them on their
site, and provide links to content you have written either
on your site or on another site.

BONUS TIP:
Register for services like BloggerLinkup.com and
MyBlogGuest.com. These services can help you to connect
with sites looking for guest authors

Off-Site Content
MORE GUEST BLOGGING BONUS TIPS:

Try using these Google search queries to isolate sites in your
niche that could be open to a guest post.

Keyword + intitle:“write for us”
Keyword + intitle:“contribute to”
Keyword + intitle:“submit” + inurl:blog
inpostauthor:guest + keyword
inpostauthor:”guest blog” + keyword
inpostauthor:”guest post” + keyword
inurl:guest-post + keyword


Off-Site Content
• Mainstream Media Mentions
You can do things to catch the attention of local or
national media. Like offering a unique pricing structure
not typical in your niche. Or having large events, donating
to charity, hosting a blood drive, etc. You can put out press
releases too.

BONUS TIP:
Register for services like HARO, helpareporter.com. You will
get daily emails with lists of media folks looking for input on
stories they are writing. Go through this daily and look for
opportunities related to what you do and become an instance
expert.

Off-Site Content
• Produce an infographic
The typical cost for this is around $1000-$2000 and I
suggest working with an outside agency to help develop
the concepts, do the data research, create the graphic,
and help promote the infographic once launched.

BONUS TIP:
Look at who mentioned or linked to other people’s
infographics that are in or related to your niche and build a list
of these people’s emails so that you can do outreach to them
once your infographic goes live.


BONUS TIP: Authorship Markup

Want and Enhanced Profile
Like This in Google Results?

Add a link to your Google+ profile
with ?rel=author at the end of the
URL
THEN
Link to the site you wrote for from
your Google+ Profile >> About
section under “Contributor To”


Great Wordpress Plugins
• Google Authorship Widget
http://wordpress.org/extend/plugins/google-authorship-widget/
•Scrolling Social Sharebar
http://wordpress.org/extend/plugins/scrolling-social-sharebar/
• Google XML Sitemaps
http://wordpress.org/extend/plugins/google-sitemap-generator/
• Subscribe / Connect / Follow
http://wordpress.org/extend/plugins/subscribe-connect-follow-w
• Social Author Bios
http://wordpress.org/extend/plugins/social-autho-bio/


Thank You!

• Twitter - @miguelsalcido
• Email: Miguel@organicSEOconsultant.com


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