Content Marketing to Drive High Quality Links - SMX West 2015 - SEO Track

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Purna Virji

Discover how to create an omni-channel content marketing campaign for SEO success.

Marketing

searchmarketingexpo.com #SMX #23a @purnavirji
How to Give Your
SEO Campaign

searchmarketingexpo.com #SMX #23a @purnavirji
• Content Marketing.
• Video Strategy.
• Social Campaigns.
• Email Blasts.
• PR Pitches.
• Biz Dev.

searchmarketingexpo.com #SMX #23a @purnavirji
Image credit: http://stuffpoint.com/

searchmarketingexpo.com #SMX #23a @purnavirji
Good news, it’s easier
than you think.

searchmarketingexpo.com #SMX #23a @purnavirji
Let me show you…
• Reach millions of people
• Earn dozens of high-quality links
• Enjoy national PR coverage
• Over 100x normal social sharing

searchmarketingexpo.com #SMX #23a @purnavirji
Image credit: yumamom.com

searchmarketingexpo.com #SMX #23a @purnavirji

searchmarketingexpo.com #SMX #23a @purnavirji
Something had to be done.

searchmarketingexpo.com #SMX #23a @purnavirji
Two Goals:
Humanitarian + Business

searchmarketingexpo.com #SMX #23a @purnavirji
SEO + Social could help…
And in turn be helped.

searchmarketingexpo.com #SMX #23a @purnavirji
Think Big
• Petition the Gov’t
• How to best reach all
audiences?

searchmarketingexpo.com #SMX #23a @purnavirji
Content Consumption:

searchmarketingexpo.com #SMX #23a @purnavirji
Need
to be
everywhere.

searchmarketingexpo.com #SMX #23a @purnavirji
And think:
What other goals could be achieved?

searchmarketingexpo.com #SMX #23a @purnavirji
Create a Super Campaign
Combining:
• SEO
• Video
• Social
• PR
• Email
• Influencers
Image credit: reddit.com

searchmarketingexpo.com #SMX #23a @purnavirji
Replicable Model

searchmarketingexpo.com #SMX #23a @purnavirji
Here’s How You Can Do
It

searchmarketingexpo.com #SMX #23a @purnavirji
1. Start with a channel-
agnostic concept.

searchmarketingexpo.com #SMX #23a @purnavirji
2. Understand the
audience and
amplifiers.

searchmarketingexpo.com #SMX #23a @purnavirji
3. Identify the overall
goals and KPIs.

searchmarketingexpo.com #SMX #23a @purnavirji
4. Tailor the concept to
fit different media.

searchmarketingexpo.com #SMX #23a @purnavirji
5. Map out the project
plan and distribution
schedule to ensure
cross-channel
synergies.

searchmarketingexpo.com #SMX #23a @purnavirji
The Ingredients
Image credit: www.listal.com

searchmarketingexpo.com #SMX #23a @purnavirji
Landing Page
• Share relevant info
• Be “meaty”
• Earn links
Image credit: www.foodsubs.com

searchmarketingexpo.com #SMX #23a @purnavirji
Video
• Emotional connection
• Easily explain concept
• Great for YouTube &
Facebook
Image credit: sevenwondersoftheweek.com

searchmarketingexpo.com #SMX #23a @purnavirji
Pin-able Content
• Enhance page design
• Stats make a compelling
case
• Reach new audiences on
Pinterest.
Image credit: www.vapetech.com.au

searchmarketingexpo.com #SMX #23a @purnavirji
Social Media Assets
• Large audience
• Huge driver of shares
• Build following and
interactions.
Image credit: www.enigmavapours.com

searchmarketingexpo.com #SMX #23a @purnavirji
E-Blasts
• Drives action
• Easily forward-able
• Improves engagement
metrics
Image credit: www.drinkupny.com

searchmarketingexpo.com #SMX #23a @purnavirji
Downloadable PDFs
• Feels valuable
• Encourages interaction
• Tangible takeaway
Image credit: baby-recipes.com

searchmarketingexpo.com #SMX #23a @purnavirji
Press Pitches
• Enhanced by video,
stats & other assets
• Increases legitimacy
• Earn awareness and
links
Image credit: www.bestherbalhealth.com

searchmarketingexpo.com #SMX #23a @purnavirji
List of Influencers
• Involve online
influencers with ego-
strokes
• Reach their audiences
when they share
Image credit: www.telegraph.co.uk

searchmarketingexpo.com #SMX #23a @purnavirji
Seed Budget
• Target relevant
audiences on social
media
• Drive qualified traffic at
very low cost
Image credit: simmerandboil.cookinglight.com

searchmarketingexpo.com #SMX #23a @purnavirji
Checklist
 Landing Page
 Video
 Press pitches
 Pin-able Content
 Social media assets
 E-blasts
 Influencer list
 Downloadable PDF
 Promo budget
Image credit: www.listal.com

searchmarketingexpo.com #SMX #23a @purnavirji
Timing Matters:
Image credit: grist.org
• Graphics + Video – 3 Weeks Before Launch
• Media Outreach – 2 Weeks Before Launch
• Blogger Outreach- 1 Week Before Launch
• Day of: Get internal employees to share

searchmarketingexpo.com #SMX #23a @purnavirji
In Summary:
Image credit: www.health.com
• Take a core idea
• Look at how the audience will find it
• Adapt idea into many ways
• Get different teams involved
• Seed it everywhere that applies
• Leverage influencers to amplify shares

searchmarketingexpo.com #SMX #23a @purnavirji
Helpful Tools
• Social Media:
Trackur or NUVI
• Press Mentions:
Google Alerts, Cision or BurrellesLuce
• Influencer research:
Klout or FollowerWonk
Image credit: www.houzz.com

searchmarketingexpo.com #SMX #23a @purnavirji
Questions?
@purnavirji
http://linkedin.com/in/purnavirji
http://www.slideshare.net/purnavirji
Image credit: succeedpt.com

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Content Marketing to Drive High Quality Links - SMX West 2015 - SEO Track

1. Purna Virji @purnavirji March 4th, 2015 CONTENT MARKETING TO DRIVE HIGH- QUALITY LINKS

2. searchmarketingexpo.com #SMX #23a @purnavirji Hello! I’m Purna. Industry Blogger & Columnist Speaker at SMX, eTail, State of Search

3. searchmarketingexpo.com #SMX #23a @purnavirji How to Give Your SEO Campaign

4. searchmarketingexpo.com #SMX #23a @purnavirji • Content Marketing. • Video Strategy. • Social Campaigns. • Email Blasts. • PR Pitches. • Biz Dev.

5. searchmarketingexpo.com #SMX #23a @purnavirji Image credit: http://stuffpoint.com/

6. searchmarketingexpo.com #SMX #23a @purnavirji Good news, it’s easier than you think.

7. searchmarketingexpo.com #SMX #23a @purnavirji Let me show you… • Reach millions of people • Earn dozens of high-quality links • Enjoy national PR coverage • Over 100x normal social sharing

8. searchmarketingexpo.com #SMX #23a @purnavirji Image credit: yumamom.com

9. searchmarketingexpo.com #SMX #23a @purnavirji

10. searchmarketingexpo.com #SMX #23a @purnavirji Something had to be done.

11. searchmarketingexpo.com #SMX #23a @purnavirji Two Goals: Humanitarian + Business

12. searchmarketingexpo.com #SMX #23a @purnavirji SEO + Social could help… And in turn be helped.

13. searchmarketingexpo.com #SMX #23a @purnavirji Think Big • Petition the Gov’t • How to best reach all audiences?

14. searchmarketingexpo.com #SMX #23a @purnavirji Content Consumption:

15. searchmarketingexpo.com #SMX #23a @purnavirji Need to be everywhere.

16. searchmarketingexpo.com #SMX #23a @purnavirji And think: What other goals could be achieved?

17. searchmarketingexpo.com #SMX #23a @purnavirji Create a Super Campaign Combining: • SEO • Video • Social • PR • Email • Influencers Image credit: reddit.com

18. searchmarketingexpo.com #SMX #23a @purnavirji

19. searchmarketingexpo.com #SMX #23a @purnavirji

20. searchmarketingexpo.com #SMX #23a @purnavirji

21. searchmarketingexpo.com #SMX #23a @purnavirji

22. searchmarketingexpo.com #SMX #23a @purnavirji Replicable Model

23. searchmarketingexpo.com #SMX #23a @purnavirji Replicable Model

24. searchmarketingexpo.com #SMX #23a @purnavirji Replicable Model

25. searchmarketingexpo.com #SMX #23a @purnavirji Here’s How You Can Do It

26. searchmarketingexpo.com #SMX #23a @purnavirji 1. Start with a channel- agnostic concept.

27. searchmarketingexpo.com #SMX #23a @purnavirji 2. Understand the audience and amplifiers.

28. searchmarketingexpo.com #SMX #23a @purnavirji 3. Identify the overall goals and KPIs.

29. searchmarketingexpo.com #SMX #23a @purnavirji 4. Tailor the concept to fit different media.

30. searchmarketingexpo.com #SMX #23a @purnavirji 5. Map out the project plan and distribution schedule to ensure cross-channel synergies.

31. searchmarketingexpo.com #SMX #23a @purnavirji The Ingredients Image credit: www.listal.com

32. searchmarketingexpo.com #SMX #23a @purnavirji Landing Page • Share relevant info • Be “meaty” • Earn links Image credit: www.foodsubs.com

33. searchmarketingexpo.com #SMX #23a @purnavirji Video • Emotional connection • Easily explain concept • Great for YouTube & Facebook Image credit: sevenwondersoftheweek.com

34. searchmarketingexpo.com #SMX #23a @purnavirji Pin-able Content • Enhance page design • Stats make a compelling case • Reach new audiences on Pinterest. Image credit: www.vapetech.com.au

35. searchmarketingexpo.com #SMX #23a @purnavirji Social Media Assets • Large audience • Huge driver of shares • Build following and interactions. Image credit: www.enigmavapours.com

36. searchmarketingexpo.com #SMX #23a @purnavirji E-Blasts • Drives action • Easily forward-able • Improves engagement metrics Image credit: www.drinkupny.com

37. searchmarketingexpo.com #SMX #23a @purnavirji Downloadable PDFs • Feels valuable • Encourages interaction • Tangible takeaway Image credit: baby-recipes.com

38. searchmarketingexpo.com #SMX #23a @purnavirji Press Pitches • Enhanced by video, stats & other assets • Increases legitimacy • Earn awareness and links Image credit: www.bestherbalhealth.com

39. searchmarketingexpo.com #SMX #23a @purnavirji List of Influencers • Involve online influencers with ego- strokes • Reach their audiences when they share Image credit: www.telegraph.co.uk

40. searchmarketingexpo.com #SMX #23a @purnavirji Seed Budget • Target relevant audiences on social media • Drive qualified traffic at very low cost Image credit: simmerandboil.cookinglight.com

41. searchmarketingexpo.com #SMX #23a @purnavirji Checklist  Landing Page  Video  Press pitches  Pin-able Content  Social media assets  E-blasts  Influencer list  Downloadable PDF  Promo budget Image credit: www.listal.com

42. searchmarketingexpo.com #SMX #23a @purnavirji Timing Matters: Image credit: grist.org • Graphics + Video – 3 Weeks Before Launch • Media Outreach – 2 Weeks Before Launch • Blogger Outreach- 1 Week Before Launch • Day of: Get internal employees to share

43. searchmarketingexpo.com #SMX #23a @purnavirji In Summary: Image credit: www.health.com • Take a core idea • Look at how the audience will find it • Adapt idea into many ways • Get different teams involved • Seed it everywhere that applies • Leverage influencers to amplify shares

44. searchmarketingexpo.com #SMX #23a @purnavirji Helpful Tools • Social Media: Trackur or NUVI • Press Mentions: Google Alerts, Cision or BurrellesLuce • Influencer research: Klout or FollowerWonk Image credit: www.houzz.com

45. searchmarketingexpo.com #SMX #23a @purnavirji Questions? @purnavirji http://linkedin.com/in/purnavirji http://www.slideshare.net/purnavirji Image credit: succeedpt.com

46. searchmarketingexpo.com #SMX #23a @purnavirji

Hinweis der Redaktion

Sub-Goals Awareness- product and brand Partnership opportunities Increased social media presence Increased PR coverage
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Content Marketing to Drive High Quality Links - SMX West 2015 - SEO Track

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