Content Marketing in SEO describes the creation of high quality content on the basis of demand and their marketing with the goal of achieving a very high number of quality backlinks and thus good positions for relevant keywords in the search engines.
2. Agenda - „what we will achieve today“
Goal: Understand the need for SEO content
marketing & implement it in your company
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
3. Content Marketing in SEO - „definition“
CONTENT MARKETING
Content Marketing describes the creation and distribution / marketing of high quality
content with the aim to reach a defined audience, to interact with it, to position oneself as
an expert within this target group, in order to generate sustainable and long-term valuable
customer contacts and sales.
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
4. CONTENT MARKETING
Content Marketing describes the creation and distribution / marketing of high quality
content with the aim to reach a defined audience, to interact with it, to position oneself as
an expert within this target group, in order to generate sustainable and long-term valuable
customer contacts and sales.
CONTENT MARKETING IN SEO
Content Marketing in SEO describes the creation of high quality content on the basis of
demand and their marketing with the goal of achieving a very high number of quality
backlinks and thus good positions for relevant keywords in the search engines.
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing in SEO - „definition“
5. CONTENT MARKETING IN SEO
Create high quality &
in-demand content
Market the content
Generate links
Improve rankings
Increase traffic
Boost sales
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing in SEO - „definition“
6. Content Marketing Facts
CONTENT MARKETING
“Marketers, on average, spend over a quarter of their marketing budget on content marketing.” (B2B Marketing
Insider)”
“Because 61% of consumers say they feel better about a company that delivers custom content, they are also more
likely to buy from that company.” (Custom Content Council)
“B2B marketers cite lack of time (69%), producing enough content (55%) and producing the kind of content that
engages (47%) as their top three content marketing challenges.” (Content Marketing Institute)
CONTENT MARKETING IN SEO
“Blogs give websites 434% more indexed pages and 97% more indexed links.” (Content+)
“Blog posts incorporating video attract 3 times as many inbound links as blog posts without video” (moz)
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
7. Do you already have a Content Marketing strategy?
are not
sure
27%
41%
already use Content
Marketing
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing Facts
8. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing Facts
9. Content Marketing Benefits - „huge“
CONTENT MARKETING IS LIKE BUILDING A HOUSE INSTEAD OF RENTING AN APARTMENT
Push Marketing (PPC, Display, Paid Media)
Pull Marketing / Inbound Marketing
Short-term Performance Campaigns
Long-term Online Marketing Successes
inbound marketing-dominated organizations experience a 61% lower cost per lead
January 2012 of 972 marketing professionals – survey of Hubspot inc.
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
10. CONTENT IS THE CENTER OF EVERY INBOUND MARKETING STRATEGY
Influence on relevant Online Marketing KPIs
Brand Awareness / Brand Searches
Social Signals
Links
Rankings (Short & Long Tail)
Traffic
Conversion Rates
Conversions (Leads & Sales)
Content
Trust &
Reputation
Social
Media
SEO
Online PR /
PR
E-mail
Marketing
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing Benefits - „huge“
11. CONTENT MARKETING AS SEO STRATEGY
“old-school” SEO:
Creating “content” for specific keywords
Enforcing backlinks
? Better rankings
The old methods of “off-page optimization” are loosing efficiency
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing Benefits - „huge“
12. CONTENT MARKETING AS SEO STRATEGY
SEO and Content Marketing:
Creating topic landscapes of value
ensures a high coverage of relevant keywords
ensures a high number of indexed pages with relevant content
Enables organic & high quality link building
Achieves long term rankings on your sites as well as on third party sites
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing Benefits - „huge“
16. Content Marketing Challenges
14%
29%
38%
Consider content
research/creation to be
the biggest challenge
Seeding
the
content
Evaluation of Content Marketing Successes
Scaling
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
17. Example for a SEO
Content Marketing
Campaign (B2B)
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
18. linkbird Content Marketing Campaign
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
19. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
20. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
21. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
22. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
23. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
24. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
25. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
26. Campaign costs:
Surplus value from the campaign:
- Graphics and Tools: 1.694€
- Opportunity costs (10 man hours in-house) ca. 2.000€
- Total cost = ca. 3.694€
priceless branding on home pages and newsletters from Internet World, t3n, deutsche-
startups, onlinemarketing.de, etailment etc.
generating further reputation in relevant SEO blogs
massive social media buzz (on the whole, the campaign saw 1.600+ social signals)
more than 700 leads (free trials, webinar, PDF download)
high quality backlinks and top rankings
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
27. Content Marketing is exciting
– not only for SEO!
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
29. Building a SEO CM Campaign
PLANNING
RESEARCH
PRODUCTION
SEEDING / MARKETING
ANALYSIS / EVALUATION
5 PILLARS OF CONTENT MARKETING
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
31. Planning
Step 1: What is the campaign goal?
Generating high quality back links and good rankings for your pet topics!
- Which keywords do I want to rank with?
- Which websites do I want to generate back links from?
- What is the content meant to achieve short term and in the long run?
Defining possible KPIs:
- Number of backlinks
- Cost per backlink
- Number of achieved “Top 10 Rankings” / “Top 3 Rankings” / “#1 Rankings”
- Traffic and conversions because of the content
- Social signals? New Facebook fans? etc.
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
32. Step 2: Who is the target audience for the campaign?
Persons / websites willing to link to the content and spread it!
Reader
Multipliers &
Influencers
Magazines,
forums,
blogs etc.
Interacting with and
sharing the content
For seeding the content
Seeding & linking
to the content
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Planning
33. Step 3: Which type of content should you use for the campaign?
Product
Reader Media
There is genuine demand
Interesting / problem-solving / educational
Geared towards relevant keywords
Evergreen
Highest quality
…otherwise it will be difficult
Content
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Planning
34. Step 4: Which content types should you use?
Different types for different goals / steps in the campaign
Content teaser / Trigger
= Content
Content for seeding
= Marketing
Content for Call2Action / Lead
generation = Conversion
Blog posts / Landing page Newsletters Whitepapers
Infographics Tweets / Facebook posts Webinars
Slideshares Guest articles Check lists
Videos Press release Software downloads
… … …
gets links & visibility markets the content uses the traffic
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Planning
35. Practical insights from the linkbird campaign:
Planning the content marketing campaign “Content Marketing in SEO”
Goal(s) Target audience Topic /
Keywords
Trigger Seeding Call2Action
Backlinks
Rankings
Reputation
Industry Blogs
Online
Marketing
Magazines
Content
Marketing in SEO
Infographic
(+ article)
Facebook page
Twitter
Newsletter
Guest posts
Blogpost
CRM
Download PDF
Report / Study
Take part in the
webinar
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Planning
36. Tips on implementing structures and processes in planning
Defining the main goals (KPIs) of content marketing
Creating a simple content marketing calendar
Creating a pool of ideas
Establishing content guidelines
AND THE STONE STARTS ROLLING (SLOWLY)!
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Planning
37. Building a SEO CM Campaign
RESEARCH
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
39. Research
Step 1: Researching topics
Interesting? Problem-solving? Enlightening and explanatory?
FEEDBACK FROM TARGET AUDIENCE TOOLS / TO DOs
- Customer support - Meetings / conversations / events
- Sales - Google Analytics / etracker etc.
- Industry forums / blogs / print / events - Surveymonkey
- FAQ Statistics
- Customer surveys
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
40. Research
Interesting? Problem-solving? Enlightening and explanatory?
COMPETITION / RELATED WEBSITES TOOLS / TO DOs
- Which content works? SEO evaluation tools
- Links, Social signals, rankings, activity? Analyze 5 competitors
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Step 1: Researching topics
42. Research
Interesting? Problem-solving? Enlightening and explanatory?
INSIGHTS
- what sort of interesting data does the company have?
- where is existing know how?
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Step 1: Researching topics
43. Research
Which keywords to choose for the topic?
Keyword Ideas Keyword Traffic Keyword Rankings
Google Keyword Planner Google Keyword Planner SERP Analysis
Google AdWords Account Google AdWords Account
Google Suggest
SEO Tools
Idea Potential Opportunity
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Step 2: Researching keywords
44. Research
Step 3: Research (superficial) for Seeding and link building potential
Can I generate relevant links with this content?
Forums?
Blogs?
Online magazines?
Facebook, XING, Google+ groups?
Multipliers?
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
45. Research
Practical insights from the linkbird campaign:
Research for content marketing campaign “Content Marketing in SEO”
Topic Keywords Assessment Content Seeding sources
Content
Marketing in SEO
Content
Marketing in SEO
survey evaluation of the
survey
relevant SEO blogs
and magazines
previous success
in the US
similar
infographics
Multipliers
(Twitter accounts
etc.)
pre-existing buzz studies, data Newsletters
Listen to the
target audience
Positioning Test demand Build know how Check potential
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
46. Research
Tips for implementing structures and processes
Inspiration
Pooling ideas
Assessment
GO?
Google Alerts
Newsletter
Face to face
Topic
Keywords
Content Type
Traffic potential
Link potential
Ranking potential
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
48. Production
Step 1: Implementing a production plan & ensuring quality (or a simple To-Do-list)
Coordination and sequencing of content publications & seeding process
solid feedback loops and quality control for the content
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
49. Step 2: Which content types should we produce?
Story /
Thema
Blog posts
White papers
Infographics
Videos
Slideshares
Webinars
Presentations
Check lists
Interviews
Guest posts
How To
CONTENT RECYCLING
???
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
50. The following content types are suitable for SEO / Link building
Examples for link magnets
Ask yourself while creating the content:
“Who could link to the content from where?”
Type Why?
Interviews … bring the multipliers right along
How Tos / Tutorials … are perfect to generate backlinks within discussions
Infographics … can be implemented in other sites (with backlink)
Guest articles … already contain the link
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
51. - countless links / backlinks
from Important industry magazines
- over 8.000 visitors in the first two days
- High visibility in social networks
… and in addition to that
- mentions in newsletters and more.
- generated more multipliers
- Reached top positions on keywords in Google
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
52. Step 3: Who can produce the content?
In-house or Outsourcing?
Task Service provider
Idea Creative agency or PR agency
Texts textbroker, content.de etc.
Graphics 99designs.com
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
53. Practical insights from the linkbird campaign:
Production for content marketing campaign “Content Marketing in SEO”
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
62. Building a SEO CM Campaign
SEEDING / MARKETING
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
63. Seeding / Marketing
Defining the Seeding Channels
1. Owned Channels Traffic for content
2. Earned Channels Marketing the content
3. Paid Channels Engagement with the content
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
64. Step 1: Implementing & using your own seeding channels
- Initial seeding of the content
- Sustainable / long term marketing of the content
- Expanding the reach
- Visibility beyond your own website
- More indexing and rankings in Google
Cure-all? – Maybe.
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
65. Step 2: Research of potential seeding and link sources
Google Parameter
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
66. Google Parameter
Content Parameter example
Infographic Online Marketing
„intitle:infographic“
Tutorials Tire change „inurl:forum“
Top List Diet „intitle:top list“
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
Step 2: Research of potential seeding and link sources
67. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
Step 2: Research of potential seeding and link sources
68. Step 3: Qualification of potential link and seeding sources
SEO metrics
Reach
Prioritizing potential link and seeding sources
A-sources
B-sources
C-sources
Step 4: Placing the content
Which websites & multipliers
should you consider?
How should I contact these
sources, how should I place
the content?
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
69. Step 5: Creating a CRM full of multipliers & bloggers / journalists / websites
Contact data
Websites / social media accounts
Tags / topics
Communication history
Successes
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
70. Step 5: Use of paid media
- Google AdWords
- Facebook Ads
- Advertorials
- Newsletter
- Banner etc.
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
71. Practical insights from the linkbird campaign:
Seeding for content marketing campaign “Content Marketing in SEO”
1. Publishing the Content
2. Use of company channels (social, newsletter etc.)
3. PR co-operations / exclusivity via Internet World Business
4. Outreach via Phone
5. E-Mails to relevant blogs (research und CRM)
6. Release of short teasers in XING groups, on Facebook, Goolge+ etc.
7. Guest posts
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
72. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
73. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
74. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
75. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
76. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
77. Building a SEO CM Campaign
ANALYSIS / EVALUATION
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
78. Analysis / Evaluation
Metric Details Tool(s)
Backlinks Number and quality SEO tool (e.g. linkbird)
Traffic direct, referral and organic Analytics tool (e.g. GA)
Rankings Planned / reached rankings SEO tool (e.g. linkbird)
Conversions e.g. leads or direct sales Analytics tool (e.g. GA)
Mentions e.g. Google Alerts
Social Signals Direct and indirect ones Social plugins + tool (e.g.
linkbird)
ROI Refinancing the campaign and
CPX
Excel blueprint
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
79. Metric Tool January February
Blog traffic Google Analytics 838 3226
Organic traffic Google Analytics 1546 1689
Entire traffic Google Analytics 5799 6600
New articles in the blog Wordpress 0 2
Blog comments in the linkbird blog Wordpress 0 14
Blog comments on external blogs linkbird 0 0
External guest posts / Interviews linkbird 1 1
Facebook fans Facebook 804 804
Twitter followers Twitter 112 112
Newsletters sent linkbird Admin 0 5
Webinars held
Content Expenses Businessplan 1,00 € 250,00 €
Results
Inbound Leads INT Salesforce 110 269
Inbound Free Trials INT Salesforce 82 93
CPT Inbound 0,01 € 2,69 €
Sales from Inbound Marketing Salesforce 10 17
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Analysis / Evaluation
80. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Analysis / Evaluation
81. Content Marketing in SEO
KEY TAKEAWAYS
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
82. DEVELOP YOUR UNIQUE
CONTENT MARKETING STORY
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing in SEO
83. Content Marketing in SEO
INSPIRE A FLOW OF IDEAS
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
84. Content Marketing in SEO
CONSTRUCT YOUR OWN SEEDING
CHANNELS & SEEDING CRM
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
85. Content Marketing in SEO
START YOUR CAMPAIGN
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
86. Content Marketing in SEO
GENERATES HIGH QUALITY LINKS
& LONG TERM RANKINGS
& SUSTAINABLE TRAFFIC
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com