HOW TO NEVER LOSE AT
CONTENT STRATEGY#searchlove

or

HOW TO NEVER GO VIRAL
YET ALWAYS WIN

Usually I speak on big,
fun visual content

and I am worried that
it misdirected some of you

it was never my intentions

I warned about it in
2011 http://www.slideshare.net/97thfloor/how-not-to-fail-at-link-bait-chris-bennett-97th-floor-seopro-boston

but still,

when “Cool Content” is your
KPI

you are trying to make
this

with this

when it really takes this

and your judged
VS

when it should be

actually

I don’t care about content
types

I care about results

and they agree with me

Wil has been telling you
this for years http://www.slideshare.net/wilreynolds/do-real-company-stuff-mozcon-2012-version

So today I want to
focus on results

because that mindset transformed

we stopped selling individual ingredients

#Results

this trickled to how we
do our contracts

#Results

it changed how we managed
the client

#Results

it completely changed our culture

it completely changed our culture
https://www.97thfloor.com/blog/were-going-rowe/

Needless to say we think
it is a big deal

Let’s go through some case
studies

bake promo into your content

http://www.slideshare.net/97thfloor/how-to-win-fans-and-influence-users-searchlove-london-2013 first talked about this
in 2013

but I want to revisit

because it has been so
FREAKING successful

like this successful
#client4life

why?

promo is baked in

it isn’t just a list
of O.C.Tanners prospects

we partnered with
http://reviews.greatplacetowork.com

who ensures the companies listed
are legit

they also gives us additional
real estate

and feeds Fortune

it is based on sound
research

http://appreciate.octanner.com/coolest-companies-nomination it’s now got a
nomination form

it’s got a physical award

because this ONE campaign satisfies
every KPI

especially this one
#client4life

I have been struggling with
this next section

because this ONE strategy, that
can guarantee success

You learned it on Day
1

Did he say keyword research?The
90’s called and they want their Keyword Research back

1999 Called and they want
their Keyword Research back. Did he say keyword research?

First add 3 hours to
the 5 mins you allocated to keyword research

Start with whatever tool you
like https://serps.com/tools/keywords http://seo.demos.monkeylearn.com/ http://ubersuggest.org/

Please don’t just type in
a phrase in Adwords Planner and call it a day

Get the biggest freaking list
possible

We grabbed 4,333 around Smoothies/Recipes

Make one tab, sorted by
KOB

our KOB formula Searches x
Bid = Benefit x =

our KOB formula = Benefit
÷ Difficulty = KOB ÷

lastly add human intervention to
weigh Domain Authority

right now some of you
are thinking #tangent

and we have clients that
say “We already did keyword research. Now go make me something pretty!” #tangent

“We already did keyword research,
here is the list. Now go make me something pretty.” #tangent

but we get into the
weeds #tangent

and BAM! - by prioritizing
KOB #tangent

Make tabs of Subgroups for
each theme

and sort by KOB

Your research will dictate your
ideas

Somebody make some cookies

case study - Kale

it wasn’t viral

that’s the point

22k Searches
a mo

- 302 Different Keywords bringing
traffic - 75 Keywords in the top 10 - 1,300 visits a day #client4life

case study - Peanut Butter
Smoothies

again, not viral

- 1,300 Different Keywords bringing
traffic - 100 Keywords in the top 10 - 1,100 visits a day #client4life

Total Rankings - June -
3,728 July - 3,975 All other recipes + Total ranking positions, July/August #client4life

but Chris, recipes are easy

Just slap “Paleo” on it
and it will work

Just post a Gluten-Free, Nut
Free, Dairy Free, Egg Free,Vegan Ice Cream Sundae and you’ll get love.

so lets talk B2B

create blog posts inspired by
KW research add images to enhance article

grab those keywords good sales
pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips good sales pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips good sales pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips good sales pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips good sales pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips

https://www.salesforce.com/blog/2014/02/how-to-make-good-sales-pitch.html - Almost 2 yrs
old - 94 keywords inTop 10 - 219 unique keywords bringing traffic - Still growing, July had 25 - more keywords ranking compared to June - 797 LinkedIn Shares

Keyword planning brings more social
too

Increased Engagem ent Top Converting
in history 2 mos

Increased Engagem ent Top Converting
in history Rank organically 4 mos

You know what the client
brings up on every call?

https://www.salesforce.com/blog/2014/02/how-to-make-good-sales-pitch.html How many of these
can you produce? #client4life

#client4life

http://www.glasses.com/what-is-coachella

http://www.glasses.com/what-is-coachella
not “viral”

http://www.glasses.com/what-is-coachella A graphic with a
purpose

http://www.glasses.com/what-is-coachella

lastly

learn from my mistakes
https://www.defensivedriving.com/road-trip-planner/

this thing Front Paged Reddit!
https://www.defensivedriving.com/road-trip-planner/

it got picked up

it got picked up

it had social promo baked
in https://www.defensivedriving.com/road-trip-planner/

it was useful
https://www.defensivedriving.com/road-trip-planner/

altruistic
https://www.defensivedriving.com/road-trip-planner/

it had all the ingredients
https://www.defensivedriving.com/road-trip-planner/

or did it?
https://www.defensivedriving.com/road-trip-planner/

you tell me?
#NOTclient4life

What was it missing?

https://www.defensivedriving.com/road-trip-planner/ SEO 101 SEO 101
SEO 101 SEO 101 SEO 101 SEO 101

Did he say keyword research?
It is not optimized for Keywords Remember?

Did he say keyword research?The
Good news is, it can be fixed

So there you have it

those tactics were not Mind
Blowing

but Results are!

And I am hoping that
if you take away one thing

it is to take a
little more time

actually, a lot more TIME

to ensure you get this
#client4life

and not this
#NOTclient4life

#client4life
most importantly, this.

Chris Bennett - CEO chris@97thfloor.com
@chrisbennett