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Content Marketing in SEO - Nicolai Kuban - linkbird.com
Content Marketing
in SEO
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
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
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“
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“
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
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
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing Facts
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
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“
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“
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“
Wow, Content Marketing is an easy SEO cure-all?
Cure-all? – Maybe.
Cure-all? – Maybe.
Easy? – No!
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
Example for a SEO
Content Marketing
Campaign (B2B)
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
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
Content Marketing is exciting
– not only for SEO!
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
linkbird Content Marketing Campaign
Launching a
SEO Content
Marketing Campaign
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
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
PLANNING
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Building a SEO CM Campaign
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
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
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
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
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
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
Building a SEO CM Campaign
RESEARCH
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Research
Topic
Keywords
Seeding & Link sources
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
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
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
Research
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Step 1: Researching topics
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
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
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
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
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
PRODUCTION
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Building a SEO CM Campaign
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
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
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
- 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
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
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
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
Production
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Production
Building a SEO CM Campaign
SEEDING / MARKETING
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
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
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
Step 2: Research of potential seeding and link sources
Google Parameter
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
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
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
Step 2: Research of potential seeding and link sources
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
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
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
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
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Seeding / Marketing
Building a SEO CM Campaign
ANALYSIS / EVALUATION
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
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
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
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Analysis / Evaluation
Content Marketing in SEO
KEY TAKEAWAYS
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
DEVELOP YOUR UNIQUE
CONTENT MARKETING STORY
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing in SEO
Content Marketing in SEO
INSPIRE A FLOW OF IDEAS
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing in SEO
CONSTRUCT YOUR OWN SEEDING
CHANNELS & SEEDING CRM
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing in SEO
START YOUR CAMPAIGN
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
Content Marketing in SEO
GENERATES HIGH QUALITY LINKS
& LONG TERM RANKINGS
& SUSTAINABLE TRAFFIC
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
BUILD YOUR OWN HOUSE,
STOP RENTING NOW!
THANK YOU!
Let‘s stay in touch!
Nicolai Kuban
Co-Founder & CEO
linkbird GmbH
Schloßstraße 95
D-12163 Berlin
E-mail: kuban@linkbird.com
Phone: +49 30 814 587 980
Web: www.linkbird.com
Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com

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Content Marketing Campaign Guide for SEO Success

  • 1. Content Marketing in SEO - Nicolai Kuban - linkbird.com Content Marketing in SEO
  • 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“
  • 13. Wow, Content Marketing is an easy SEO cure-all?
  • 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
  • 28. Launching a SEO Content Marketing Campaign Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
  • 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
  • 30. PLANNING Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com Building a SEO CM Campaign
  • 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
  • 38. Research Topic Keywords Seeding & Link sources 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
  • 41. Research 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
  • 47. PRODUCTION Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com Building a SEO CM Campaign
  • 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
  • 54. Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com Production
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  • 60. Production Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com
  • 61. 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
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  • 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
  • 87. BUILD YOUR OWN HOUSE, STOP RENTING NOW!
  • 88. THANK YOU! Let‘s stay in touch! Nicolai Kuban Co-Founder & CEO linkbird GmbH Schloßstraße 95 D-12163 Berlin E-mail: kuban@linkbird.com Phone: +49 30 814 587 980 Web: www.linkbird.com Content Marketing in SEO - 26.11.2013 - Nicolai Kuban - linkbird.com