1 Build your foundations on keyword research. 2 Implement the angel oak content strategy. 3 Leverage inexpensive content sources. AGENDA MY STORY Day 1: Today: Journey: x = Handful of Leads1 x = Lots and lots of leads550 Build your foundations on keyword research DON’T TRUST YOUR GUT STEP 1: FIGURE OUT WHAT TO WRITE ABOUT Search Social Sales Work Load High High High Persuasion Medium Low High Lead Flow (Short-term) Low High Low Lead Flow (Long-term) High Low Low Pro Tip: Search + Social = Best Content Unicorn STEP 1: FIGURE OUT WHAT TO WRITE ABOUT Search Social Sales Work Load High High High Persuasion Medium Low High Lead Flow (Short-term) Low High Low Lead Flow (Long-term) High Low Low Google Related Searches HOW TO FIND THE BEST CANDIDATES? HOW TO FIND THE BEST CANDIDATES? Google Suggested Queries Google AdWords Keyword Planner HOW TO FIND THE BEST CANDIDATES? I’m not saying: Produce poorly written, boring content. BUT, I’M CREATIVE AND DON’T LIKE SPREADSHEETS I’m not saying: Produce poorly written, boring content. I am saying: Planning and writing are different beasts, treat them as such. BUT, I’M CREATIVE AND DON’T LIKE SPREADSHEETS I’m not saying: Produce poorly written, boring content. I am saying: Planning and writing are different beasts, treat them as such. BUT, I’M CREATIVE AND DON’T LIKE SPREADSHEETS Planning Writing Implement the angel oak content strategy STRUCTURE IS CRITICAL External link wheels = VERY bad INTERNAL LINK WHEELS Internal link wheels = VERY good STEP 2: STRUCTURE YOUR CONTENT INTERNAL LINK WHEELS Leverage inexpensive content sources SAVE YOUR SANITY WITH VARIETY STEP 3: WORK YOUR PLAN. Principle: Have someone else write drafts for you. Then, edit them. STEP 3: WORK YOUR PLAN. Interns are great! So is WriterAccess Pro Tip: Use WriterAccess love list functionality. BUT, NO ONE KNOWS MY BUSINESS LIKE ME Long-term sanity is worth short-term anxiety and patience. BUT, NO ONE KNOWS MY BUSINESS LIKE ME

1. 0 to 60 SEO for Small Business
[Spoiler: Data is Your Friend]
MITCH CAUSEY, LESSON.LY

2. @Kissmetrics
#KissWebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and
Marketing Ops Manager. Before joining forces with
Kissmetrics, he was a Lyft driver in SF, which is also
how he became a Kissmetrics marketer. Whenever
Thue is not trying to automate everything around him,
you can find him climbing and hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Mitch has led organic lead generation in both B2B &
B2C markets for customers of all shapes and sizes,
including multiple Fortune 100 companies. He is
currently the Director of Marketing at Lesson.ly and
Founder of CornerstoneInteractive.com.
MITCH CAUSEY
Director of Marketing, Lesson.ly
@MitchellCausey

4. @lessonlyapp
#KissWebinar
@MitchellCausey

5. 1 Build your foundations on keyword research.
2 Implement the angel oak content strategy.
3 Leverage inexpensive content sources.
AGENDA

6. MY STORY
Day 1:
x = Handful of Leads1

7. MY STORY
Day 1:
Today:
x = Handful of Leads1
x = Lots and lots of leads550

8. MY STORY
Day 1:
Today:
Journey:
x = Handful of Leads1
x = Lots and lots of leads550

9. Build your foundations on
keyword research
DON’T TRUST YOUR GUT

10. STEP 1: FIGURE OUT WHAT TO WRITE ABOUT

11. STEP 1: FIGURE OUT WHAT TO WRITE ABOUT

12. Pro Tip: Search + Social = Best Content Unicorn
STEP 1: FIGURE OUT WHAT TO WRITE ABOUT
Search Social Sales
Work Load High High High
Persuasion Medium Low High
Lead Flow
(Short-term)
Low High Low
Lead Flow
(Long-term)
High Low Low

13. Pro Tip: Search + Social = Best Content Unicorn
STEP 1: FIGURE OUT WHAT TO WRITE ABOUT
Search Social Sales
Work Load High High High
Persuasion Medium Low High
Lead Flow
(Short-term)
Low High Low
Lead Flow
(Long-term)
High Low Low

14. Pro Tip: Search + Social = Best Content Unicorn
STEP 1: FIGURE OUT WHAT TO WRITE ABOUT
Search Social Sales
Work Load High High High
Persuasion Medium Low High
Lead Flow
(Short-term)
Low High Low
Lead Flow
(Long-term)
High Low Low

15. Pro Tip: Search + Social = Best Content Unicorn
STEP 1: FIGURE OUT WHAT TO WRITE ABOUT
Search Social Sales
Work Load High High High
Persuasion Medium Low High
Lead Flow
(Short-term)
Low High Low
Lead Flow
(Long-term)
High Low Low

16. Pro Tip: Search + Social = Best Content Unicorn
STEP 1: FIGURE OUT WHAT TO WRITE ABOUT
Search Social Sales
Work Load High High High
Persuasion Medium Low High
Lead Flow
(Short-term)
Low High Low
Lead Flow
(Long-term)
High Low Low

17. STEP 1: FIGURE OUT WHAT TO WRITE ABOUT
Search Social Sales
Work Load High High High
Persuasion Medium Low High
Lead Flow
(Short-term)
Low High Low
Lead Flow
(Long-term)
High Low Low

18. Pro Tip: Search + Social = Best Content Unicorn
STEP 1: FIGURE OUT WHAT TO WRITE ABOUT
Search Social Sales
Work Load High High High
Persuasion Medium Low High
Lead Flow
(Short-term)
Low High Low
Lead Flow
(Long-term)
High Low Low

19. Google Related Searches
HOW TO FIND THE BEST CANDIDATES?

20. HOW TO FIND THE BEST CANDIDATES?
Google Suggested Queries

21. Google AdWords Keyword Planner
HOW TO FIND THE BEST CANDIDATES?

22. I’m not saying: Produce poorly written, boring content.
BUT, I’M CREATIVE AND DON’T LIKE SPREADSHEETS

23. I’m not saying: Produce poorly written, boring content.
I am saying: Planning and writing are different beasts, treat them as such.
BUT, I’M CREATIVE AND DON’T LIKE SPREADSHEETS

24. I’m not saying: Produce poorly written, boring content.
I am saying: Planning and writing are different beasts, treat them as such.
BUT, I’M CREATIVE AND DON’T LIKE SPREADSHEETS
Planning

25. I’m not saying: Produce poorly written, boring content.
I am saying: Planning and writing are different beasts, treat them as such.
BUT, I’M CREATIVE AND DON’T LIKE SPREADSHEETS
Planning Writing

26. Implement the angel oak
content strategy
STRUCTURE IS CRITICAL

27. STEP 2: STRUCTURE YOUR CONTENT

28. STEP 2: STRUCTURE YOUR CONTENT

29. STEP 2: STRUCTURE YOUR CONTENT

30. External link wheels = VERY bad
INTERNAL LINK WHEELS
Internal link wheels = VERY good

31. STEP 2: STRUCTURE YOUR CONTENT

32. STEP 2: STRUCTURE YOUR CONTENT

33. STEP 2: STRUCTURE YOUR CONTENT

34. STEP 2: STRUCTURE YOUR CONTENT

35. INTERNAL LINK WHEELS

36. INTERNAL LINK WHEELS

37. INTERNAL LINK WHEELS

38. Leverage inexpensive
content sources
SAVE YOUR SANITY WITH VARIETY

39. STEP 3: WORK YOUR PLAN.

40. Principle: Have someone else write drafts for you. Then, edit them.
STEP 3: WORK YOUR PLAN.

41. Principle: Have someone else write drafts for you. Then, edit them.
STEP 3: WORK YOUR PLAN.
Interns are great!

42. Principle: Have someone else write drafts for you. Then, edit them.
STEP 3: WORK YOUR PLAN.
Interns are great! So is WriterAccess

43. Pro Tip: Use WriterAccess love list functionality.
BUT, NO ONE KNOWS MY BUSINESS LIKE ME

44. Long-term sanity is worth short-term anxiety and patience.
BUT, NO ONE KNOWS MY BUSINESS LIKE ME

45. 1 Build your foundations on keyword research.
2 Implement the angel oak content strategy.
3 Leverage inexpensive content sources.
RECAP

46. Learning Automation
Free Trial
Learn SEO
in 12 Weeks
CornerstoneInteractive.comLesson.ly/Signup

47. MITCH CAUSEY
Director of Marketing, Lesson.ly
@MitchellCausey
mitch@lesson.ly
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?