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Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning

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Forecasting and Foreshadowing Content Needs is a look at content ideation and research through keyword and competitor analysis. This approach can be used for crafting content strategies for SEO, PPC, Social, Video and other purposes. It was originally presented at a joint partnership search marketing workshop for MnSearch and MWMC.

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Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning

  1. 1. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation FORECASTING and FORESHADOWING CONTENT NEEDS through Research, Analysis and Planning Presented by: James Svoboda @realicity Download: www.webranking.com/presentation
  2. 2. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation MnSearch + MWMC Workshop download: www.webranking.com/presentation James Svoboda CEO WebRanking, Co-Founder MnSearch t: @realicity e: james.s@webranking.com b: www.webranking.com/blog February 2016
  3. 3. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation Why is content important for SEO/digital marketing success?
  4. 4. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation TOO MANY CONVERSATIONS ABOUT CONTENT Credit: clickcited.com
  5. 5. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation 100+ YEARS TO BELIEVE IN THE POWER OF CONTENT
  6. 6. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation Homepage vs “Supporting” Blog vs “Foundation”
  7. 7. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation FOUNDATIONAL CONTENT (products & services)
  8. 8. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation SUPPORTING CONTENT (informational based)
  9. 9. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation OWNED/ORIGINAL/BRANDED CONTENT Common Owned Content Types • Your Website, Articles & Blog Posts • Surveys and Data Studies • Videos & Podcasts (hosting implications) • Tools & Software Is it…? • Original Source • Duplicate Content? • Hard to Duplicate?
  10. 10. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation SHARABLE CONTENT Common Sharable Content Types • Photos • Infographics • Cinemagraphs and Animated GIFs • Videos & Podcasts Is it…? • Pin/Like/Tweet-able • Printable • Email-able
  11. 11. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation PORTABLE CONTENT Common Portable Content Types (typically 1 file) • Photos • Infographics • PDFs • Word Docs • Excel Docs • Zipped Files (GitHub) • Podcasts *Often Embeddable and with Creative Commons/Usage Rights considerations.
  12. 12. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation CONTENT SHOULD: REACH & INFLUENCE AN AUDIENCE WHEREVER THEY ARE
  13. 13. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation DEVICE & PLATFORM AGNOSTIC Credit: onlinemarketing.de Cross-Channel Opportunities • Search • Image Search • Video Search • Social • Social Ads • Guest Posting & Syndication • Email • Remarketing • Display Ads • Video Ads
  14. 14. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation CROSS-CHANNEL: OWNED+SHARABLE+PORTABLE
  15. 15. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation EXAMPLE – OWNED, SHARED & PORTABLE
  16. 16. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation ALMOST 6 YEARS LATER
  17. 17. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation CONTENT TOPICAL RESEARCH
  18. 18. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation HOW CONTENT OFTEN STARTS
  19. 19. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation WITHOUT PROCESS / DATA / GUIDE Credit: patheos.com
  20. 20. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation START with LISTS. DETAILED LISTS. Credit: toyreviewdaily.com
  21. 21. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation TYPES of SITES (esp. competitors)
  22. 22. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation RELATED SEARCHES = TOPICS & THEMES
  23. 23. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation SEARCH SUGGEST & “SECOND” SEARCH
  24. 24. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation WIKIPEDIA VARIETIES, TYPES & LISTS = TOPICS
  25. 25. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation TOPICS & SUBCATEGORIES
  26. 26. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation WHAT ARE YOUR TOPIC THEMES?
  27. 27. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation Buzzsumo = RECENT TRENDING CONTENT
  28. 28. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation COMPETITOR ANALYSIS (opportunities?)
  29. 29. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation KEYWORD RESEARCH
  30. 30. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation KEYWORD RESEARCH AD GROUP
  31. 31. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation +KEYWORDS Button = TARGETED LIST(s)
  32. 32. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation AdWords Keyword Planner
  33. 33. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation KeywordTool.io & UberSuggest.org
  34. 34. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation KeywordTool.io QUESTIONS FTW!
  35. 35. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation Google Analytics Organic Search
  36. 36. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation Google Analytics Site Search
  37. 37. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation Google Search Console & Bing Webmaster Tools
  38. 38. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation Google AdWords & Bing Ads – Search Terms
  39. 39. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation FORECASTING & ASSESSING OPPORTUNITIES
  40. 40. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation Keyword Planner: Get Volume Data & Trends
  41. 41. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation MONTHLY DATA for ALL KEYWORDS
  42. 42. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation KEYWORD VOLUME – AVG & MONTHLY
  43. 43. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation ANALYZE by WORD STEM
  44. 44. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation ANALYZE & FORECAST IMPACT by WORD STEM
  45. 45. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation CONVERSION IMPACT by WORD STEM?
  46. 46. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation CREATE SEGMENTS & GROUPS Segment Uses • Content Audits • Plan Categories & Content Sections • Foundation • Supporting • Send to Copywriter • Meta Data • Link Building • Competitor Research • Social Initiatives • AdWords Keywords • Google Shopping Optimization
  47. 47. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation FORESHADOWING CONTENT (planning for discovery of content needs)
  48. 48. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation MAINTAIN AdWords RESEARCH Ad Group(s)
  49. 49. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation GOOGLE SEARCH CONSOLE & BING WEBMASTER TOOLS
  50. 50. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation FAQ&A CONTENT (5 questions)
  51. 51. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation PERSONA & DEMOGRAPHIC CONTENT
  52. 52. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation AdWords DSA Campaigns
  53. 53. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation AdWords Search with BMM +Keywords
  54. 54. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation Keep Feeding Google Keyword Themed Content
  55. 55. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation THANK YOU!
  56. 56. Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation MnSearch + MWMC download: www.webranking.com/presentation James Svoboda CEO WebRanking, Co-Founder MnSearch t: @realicity e: james.s@webranking.com b: www.webranking.com/blog February 2016

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