These slides were presented at the SEMrush webinar "5 Hours of Content Marketing | Creating Multipurpose Content That Wins". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-content-marketing-or-creating-multipurpose-content-that-wins/

2. About Me
● Global SEO Strategist at IBM
● Served as a judge at the US Search
Awards since 2018
● Listed as one of the top 140 SEOs to
follow by Search Engine Journal
● Contributor to Search Engine Journal,
SEMrush blog, Search Talk Live podcast
● Conference speaker
● Dad to the sweetest little girl in the world!
@jesseseogeek

3. Before we move forward
!!!DISCLAIMER!!!
The thoughts and opinions I share in
this presentation are my own and do
not reflect those of IBM.
@jesseseogeek

5. Content for SEO
@jesseseogeek
Why is exactly is good
content so important
to the success of a
site?

6. Content for SEO
@jesseseogeek
Well crafted content
drives traffic
through rankings,
external links, and
social media.

7. Content for SEO
@jesseseogeek
Fluffy content is
inefficient for both
users and search
engines which leads
to poor rankings.

8. Content for SEO
@jesseseogeek
Research your
relevant
competitors to
see what their
well performing
content looks like

10. User Intent
@jesseseogeek
It is important to
understand user
intent when creating
content

11. User Intent
@jesseseogeek

12. User Intent
@jesseseogeek
Research SERPs
for your target
keywords to
determine the
intent of the query

13. User Intent
@jesseseogeek
Does the search query
show more intent
around answering a
question?

14. User Intent - Informative Queries
@jesseseogeek
Common Properties
● Knowledge panel to the
right about the specific
query
● Wikipedia article towards
the top of results
● “How to” articles related to
the query
● Less likely to show places
to purchase

15. User Intent
@jesseseogeek
Or does the search
query show more
solution/purchase
intent?

16. User Intent - Purchase Queries
@jesseseogeek
Common Properties
● Knowledge panel to the
right about the specific
query
● Most results should lead to
the ability to purchase the
product
● Possibility of news related
to the product if it is newer
● No Wikipedia article result
● No “how to” articles related
to the query

17. User Intent
@jesseseogeek
Matching intent based on
search results will point
you in the right direction
for higher rankings

19. Answering Questions
@jesseseogeek
Once you understand the
intent for your target
queries you can research
semantically relevant
questions.

20. Answering Questions
@jesseseogeek
Content should
include as much
relevant information
to properly answer
user questions

21. Answering Questions
@jesseseogeek
If you were looking into
the history of Super
Mario it makes sense
for the content to also
cover its creator,
Shigeru Miyamoto

22. SEMrush Topic Research Tool
@jesseseogeek

24. Earning Links
@jesseseogeek
Quality links help build
authority to content to
improve rankings but
also drive users from
third party sites.

25. Earning Links
@jesseseogeek

26. Earning Links
@jesseseogeek
Well written, informative
content should
naturally earn links
from relevant sites.

27. Earning Links
@jesseseogeek

28. Earning Links
@jesseseogeek
Look at your competitor’s
backlink profiles to get a
better understanding of
what made the content
link-worthy

29. Earning Links
@jesseseogeek
Remember, spammy
links aren’t worth it!
Keep them natural
and earned.

30. Earning Links
@jesseseogeek
You might see
quick results but
they won’t last
long and could
potentially hurt
your more in the
long run.

31. Earning Links
@jesseseogeek
Look at a site’s organic trends over an
extended period of time to determine if it is
worth reaching out to and hasn’t had a
penalty/devaluation.

32. Earning Links
@jesseseogeek
When performing
outreach make sure
to personalize your
messages for a
greater success rate.

34. Social Shares and Conversations
@jesseseogeek
Make sure your content
gives users the ability to
share to social media
easily

35. Social Shares and Conversations
@jesseseogeek

36. Social Shares and Conversations
@jesseseogeek
Set the sharing
options to
scroll with the
user as they
read

37. Social Shares and Conversations
@jesseseogeek
Some plugins even allow you
to make certain sections of
text sharable. Keep that in
mind as you write and
publish your content

38. Social Shares and Conversations
@jesseseogeek
Using an active social
profile, find relevant
groups that will allow
you to share your
content in natural
conversations.

39. Social Shares and Conversations
@jesseseogeek
Do not spam this
tactic! If you do
you will find yourself
blocked from a lot
of these groups in
the future.

40. Level Up With the Rest of the Webinar
@jesseseogeek
Now that you know
what you need to do
the following
presenters will show
you how to level up
your content!

41. Follow Me On Social
@jesseseogeek
Have questions?
Hit me up on any social media platforms. My
handle on all platforms is @jesseseogeek. I’d
be more than happy to continue the
conversation.
Photo by Mat Siltala