Content Marketing Strategies for 2015 If I Build It, Who Will Come? Slides from SEMrush webinar with Page One Power. Why do so many content marketing campaigns fail? What separates the successful content strategies from the ones that go nowhere? Discover how you can supercharge your marketing efforts by employing a purpose-driven strategy designed to meet multiple objectives!

1. If I Build It, Who Will Come?
Creating Content With Purpose in 2015
#contentMarketing

2. POLL

3. Joe Nick Cody

4. • How content marketing and link building are different -- yet
highly complimentary marketing tactics.
• How to create content specifically designed to attract links and
boost organic search traffic
• How link building is a crucial element of any content
distribution plan

5. • 61% of nonprofit
marketers use content
marketing
• 35% say their
organizations are
effective at content
marketing
• 33% have a documented
content marketing
strategy
http://contentmarketinginstitute.com/2014/11/nonprofit-2015-content-marketing-
research/

6. • 15% of non profit
marketers say they are
successful at tracking ROI
• 69% are creating more
content than they did
one year ago
http://contentmarketinginstitute.com/2014/11/nonprofit-2015-content-marketing-
research/

7. • Not always.
• Everyone is investing in
content, but most
businesses aren’t
profiting from it.
• Content needs
purpose.

8. • Nobody sees it.

9. • More important and
harder than content
creation
• You must have a plan.
Most don’t.

10. • You cannot distribute
content if you do not
know who will want it
• Successful content
marketing looks like this:

11. • 73% do not have a documented strategy.

12. • A good strategy will be designed to meet multiple
objectives.

13. • : http://moz.com/blog/building-your-marketing-funnel-with-google-analytics

14. • Top of the funnel content
• Entertaining or educational content designed for
specific purposes:
• Attract new prospects
• Build positive brand awareness

15. • Long Tail keyword targeting
• Identify general and broad questions your target
demographic are asking
• Social shares (once you establish a following)
• Link Building

16. “(content marketing is)
probably going to help with
links. Links will lead to
rankings. Rankings will lead
to being higher up in search
engines.”
-- Rand Fishkin, WBF,
1/23/2015

17. • Different than other types of content
• Evergreen vs Time-Sensitive
• Blog posts vs long form content
• Design Matters. A lot

18. The value of the links
you get will generally
be equivalent to the
value of the content
to the target audience

19. • Audience Research
• What does your audience value?
• Use SEMRush for Content Ideation
• http://www.semrush.com/blog/12285/
“Content Ideation for Creating Linkable Assets” -
Andrew Dennis

20. • Comprehensive curated content
• “Ultimate guide” formats
• Interviews and other ego-bait
• Better do your research first!
• Genuinely useful information for free
• Identify potential “content gaps”
• Problems without published solutions

21. • Expert round-up
• Targeted outreach
• Before
• During
• After
• Always

22. • Content gap
• How did we know?
• Audience research

23. • Evergreen resource
• Curated content
• Can continually
promote. Don’t publish
and forget it!

24. • Timely “newsjacking”
• The benefit of Buffer
• Sometimes, good
things happen; and
you don’t know why.
• Persistence leads to
serendipitous success.

25. • Re-promote old content
• Evergreen content is
powerful.
• Shared our “best content
of the year” on an
Inbound discussion, re-
bolstering social shares
and traffic to the page.

27. POLL

28. If I Build It, Who Will Come?
Creating Content With Purpose in 2015
QUESTIONS?

29. If I Build It, Who Will Come?
Creating Content With Purpose in 2015
Michael.Stricker@SEMrush.com

30. If I Build It, Who Will Come?
Creating Content With Purpose in 2015
Thank You!