Content Marketing: The New SEO

1. GUESS WHAT? YOU’RE DOING IT WRONG!

2.  The emphasis before was
about what was on the page
not who wrote it. Tactics like
keyword stuffing, invisible
text, and more were used.
 The problems came when
low quality sites made a
living on gaming the system.
This is how we ended up
with 800 news publications
writing high quality stories
such as “What time does the
Superbowl start?“

3.  The change is very simple —
Google wants to prioritize
content created by verified
writers with authority in
certain topics in its results.
 Credibility is what makes
Google’s search results as
efficient and useful as they
are. Filtering out the spam
was the goal of
PageRank, and SEO
spammer and linking
schemes still found ways
around that.

4.  Google is now
verifying
individual
writers through
its social
network, Googl
e+ with
something
called Author
Rank.

5.  Google doesn’t own social
networking, but it does own search
and email (and surprise! new Gmail
signups automatically get Google+
accounts). With Author Rank, it’s
outsmarting SEO spammers while
forcing content producers to use
Google+. They may not like it, but
the alternative — risk losing
influence, isn’t much better.

6.  Now, if a website Most importantly, they return clickthrough
rates that are 40 percent greater than normal.
has connected its
writer accounts with
their Google+
accounts, search
results show a
writer’s headshot
and byline next to
the result for their
article. Bylined
stories rank
higher, and they get
more real estate.

7. Whether you believe it is
good or bad, this change
has ramifications for
content creators. Brands
know they must create
content, not just to stay
fresh and relevant in
organic search results, but
to engage their customers
and act as thought
leaders in their industries.

8.  Most companies don’t hire
big name journalists for their
content marketing –aside
from the obvious ethical
issues, they can’t afford
them. It’s much easier to hire
an anonymous consultant or
copywriter to churn out
content sans byline. No one
cares who those writers are
as long as the content they
produce is viewed as legit to
the almighty Google.
 Until now, that is, when
Google wants those writers
to have identities.

9.  In an environment with
zero publishing
constraints—where it
doesn’t cost anything to
publish and there is infinite
editorial space—most
modern media outlets
have adopted the simple
but self-defeating strategy
of publishing everything
they possibly can.
 Translation: throwing a
bunch of pasta at the wall
and hoping something
sticks. Well, most doesn’t.

10.  Unsurprisingly, readers
have an awkward
relationship with this kind
of content. Mostly, they
don’t value or trust it much.
So nobody—or basically
nobody—reads Business
Insider every morning.
They read articlesfrom
Business Insider (or Politico
or Buzzfeed or Huffington
Post or Bleacher Report), in
a one-off capacity. Most
readers have probably never
even seen the home pages
of these sites.

11. Did you know 70% of
business decision makers
say branded content helps
them make better
purchase decisions?
If you are a B2C company;
80% percent of consumers
are more likely to buy from
companies that offer
content about their
products.
You want to make your
clients feel GOOD. They
trust experts.

12. The emergence and growth of social media applications that focus entirely on photographs has required
companies to take a closer look at the way images reflect their brand. The way in which Instagram and
Pinterest and Google take the persuasive power of pictures to a new level, creating engagement
between consumers and brands based entirely on visual cues, demands that the imagery put forth on
behalf of your brand is coherent. Think, tag, tag tag.
In other words: PHOTOS & VIDEO ARE VERY IMPORTANT!!!
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13.  Many bloggers
and publishers
today are seeing
traffic from social
exceed that from
search engines;
social sites like
Pinterest, for
example, are now
top traffic
sources for some
retailers.

14. 1. We create content that people will have
an incentive to share and… not just blogs
or articles, but
photos, videos, eblasts, you name it.
2. We do keyword research to see what
topics are popular and interesting, so we
don’t waste effort writing about things
people don’t care about, we find the spin-
off.
3. We lead this content to the same
domain/subdomain. (your website!)
4. We show that you stand for
something, and write about that. People
don't buy what you do, they buy why you
do it. You are an expert, but why are you
passionate about it? Why should anyone
care?
5. We don't separate your brand from your
content. For instance,Barbie sites that
make fascinating infographics about
men’s rights aren't going to last long.
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15.  Successful content
marketing relies
heavily on social
traffic for timely
impressions.
 They build search
rank for their
archives almost as
a byproduct of
good social
content.

16. You are on your way to becoming a • Shoot videos, write
keyword-driven, search-aware digital interesting blogs, and publish
content powerhouse when you: content that is
optimized, keyword-
focused, and well-linked.
• Your Facebook page links
directly to keyword-rich URLs
with great anchor text.
• Your content is easily
sharable to the usual
properties and your press
releases and guest posts link
back to relevant deep content
It’s a lot of work. It costs money and time. our your primary digital
presence.

17. We make sure your Good SEO is baked into
content engages your
audience.
good content.
Good content is shared
on Social Media.
Good content ranks high
if created by a credible
source… if it has
authority rank.
Good content comes
from New Dawn Media.