Thinking Outside of the Text Box: 6 Ways To Increase the Life of Your Content By Kelsey Jones #SEJSummit

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Event: SEJ Summit London Hosted by Searchmetrics Beyond the Publish button: Kelsey demonstrates techniques to wring the most value out of your best content by re-purposing and leveraging multiple channels and media.

Marketing

Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.

#SEJSummit
#Searchmetrics
• 7 years of marketing and PR experience
• 11 years of journalism and editing experience
• Responsible for SEJ’s entire content strategy to
drive traffic & increase community engagement
@wonderwall7

#SEJSummit
#Searchmetrics
What Happens
to “Dead”
Content?
@wonderwall7

#SEJSummit
#Searchmetrics @wonderwall7
Why You
Should Think
Outside The
Text Box

#SEJSummit
#Searchmetrics
Social Media Images
• 87% of the most shared
content posts on Facebook
are images*
• Key Takeaways
• Statistics
• Quotes from cited experts
or post author
@wonderwall7

#SEJSummit
#Searchmetrics
SlideShare <-> Written Content
• SlideShare has 159 million
monthly pageviews
• Dilute Your Content: Summaries
of main points
URL to white paper in
description
@wonderwall7

#SEJSummit
#Searchmetrics
Repurposing The Same Content
SurveyMonkey uses their own product, the survey platform, to create & upload
presentations, PDFs, and infographics
@wonderwall7

#SEJSummit
#Searchmetrics
Audio Transcription
• Mixing learning mediums
up can increase attention
span, according to NPR*
• Transcribe your content for
more accessibility
• Also consider transcribing
video interviews and
podcasts to text
@wonderwall7
*http://goo.gl/OBbuCe

#SEJSummit
#Searchmetrics
Podcasts, aka
On-Demand Audio
• We are the “Netflix generation”
• Podcasts make up almost 26% of ALL
AUDIO listened to on audio devices (car,
phone, etc.)
@wonderwall7

#SEJSummit
#Searchmetrics
Podcasts
• Invite experts on your podcast to add insight to blog topics
• Recap white papers, studies, blog posts, etc.
@wonderwall7

#SEJSummit
#Searchmetrics
Over 78% of all U.S. internet
users watch video. That’s
almost 196 million viewers.
*Source: http://www.statista.com/topics/1137/online-video/
@wonderwall7

#SEJSummit
#Searchmetrics
VIDEO
Publish FROM Video
• Interviews that are turned into
blog posts
• On-Demand Audio Versions
• Gifs of interesting insight
• Breaking Industry News
NewEggTV has almost 398,000 subscribers and different
bloggers as hosts
@wonderwall7

#SEJSummit
#Searchmetrics
VIDEO
Walmart has almost 68,000
YouTube Subscribers
Publish TO Video
• Discussions of long-
form posts
• Explaining key topics
• Turn long-form into a
presentation
@wonderwall7

#SEJSummit
#Searchmetrics @wonderwall7
Content syndication can bring up
to 180% more email subscribers,
as well as increased traffic and
social media engagement.
http://searchenginewatch.com/sew/how-to/2345534/should-you-syndicate-your-blog-to-get-more-traffic-leads

#SEJSummit
#Searchmetrics @wonderwall7
CONTENT SYNDICATION
Take your content and
repurpose on a bigger
platform, like Tumblr
and partner sites, with
proper redirects in
place

#SEJSummit
#Searchmetrics @wonderwall7
Let’s Use a Real Example: Nike
Social media images and
SlideShare with running
tips

#SEJSummit
#Searchmetrics @wonderwall7
Let’s Use a Real Example: Nike
• Do audio and video interviews
with the runners
• Give exclusive video content to
bloggers for them to republish

#SEJSummit
#Searchmetrics @wonderwall7
Think Outside The Text Box:
3 Takeaways
1. Convert written content into different formats (or vice versa)
to extend the life of your content
2. Publishing in different formats can increase user attention
span and interest
3. Consider on-demand audio and partnering with other
publishers to make your content go further

#SEJSummit
#Searchmetrics @wonderwall7
@wonderwall7
Linkedin/in/kelseychildress
+KelseyJones

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From Google’s Search Generative Experience (SGE) to ranking factor changes and other impactful events, the world of SEO has seen plenty of change in 2023. With all of these changes, you need to stay ahead to keep your website performing at a high level next year. Check this out and explore the major algorithm updates, shifts in what are (and aren’t) ranking factors, and other impactful SEO events from 2023. We'll also reveal our top predictions for the key SEO trends, challenges, and opportunities coming in 2024. You’ll learn: - The most important SEO updates from 2023, and what they mean for the future of SEO. - How to prepare and protect your rankings and SEO strategy to align with new search engine updates like SGE. - Actionable predictions for featured snippets, voice search, and more in the coming year. In this info-packed webinar hosted by Pat Reinhart, Conductor’s leading SEO expert, we’ll explore how you can align your 2024 strategy based on the most significant SEO trends, updates, and challenges from 2023. Register and learn the keys to staying ahead of the curve in 2024.

2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024

Search Engine Journal

In the face of growing challenges with customer acquisition, it’s important to know where to focus your ad spend. Do you know how to optimize for lower customer acquisition costs and pipeline growth that keeps your sales team busy and your CFO happy? Watch and learn a unique methodology for growth that has driven massive revenue at a lower cost for hundreds of SaaS brands. We’ll dive into case studies backed by real data from over $150 million in SaaS ad spend per year. You’ll learn: - Why leveraging first-party data rather than third-party data is key for success. - Ways to compare channel level performance using the Customer Lifetime Value to Customer Acquisition Cost (LTV:CAC) formula. - Strategies for growing pipeline revenue that identify and emotionally connect with your exact persona at your ideal account. With Garrett Mehrguth, co-founder and Chief Executive Officer of Directive, we’ll explore how to use financial modeling using LTV:CAC formulas across your channels for better budget allocation that your CFO will love. Register and get expert tips and proven strategies for hitting your growth goals next year.

SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend

Search Engine Journal

With constantly evolving search algorithms and user behaviors, fluctuating search rankings are a common occurrence in the world of SEO. But what happens when they suddenly drop? Do you know what steps to take to restore your rankings? Watch this for a practical guide to diagnosing and recovering lost Google rankings. You’ll learn how to navigate this common challenge, along with the best ways to assess the impact of the drop on affected pages. We’ll also show you the ways to identify if rankings have truly dropped or if it’s just an analytics issue. You’ll takeaway: - The proper steps to take to evaluate the impact of changing Google rankings. - How to protect your website and stay ahead of sudden ranking drops. - How to identify the cause of lowered rankings. With Ryan Maloney, SEO Success Manager at Conductor, we’ll explore how to take proactive steps to protect your rankings following the latest Google algorithm updates, so you can mitigate drops in the future. Register now and learn to protect and rescue your rankings from sudden drops.

Emergency SEO: How To Recover When SERP Rankings Suddenly Drop

Search Engine Journal

Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings. Want to learn how you can mitigate privacy risks and boost ROI through data standards? Watch and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns. In this webinar, you will: - Gain a better understanding of how your marketing data management compares to enterprise advertisers. - Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs. - Walk away with tactics and best practices that you can use to improve your marketing data now. Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards. Register and learn the key ways to level up your data strategy to pinpoint campaign success.

2023 Survey Review: State Of Marketing Data Standards In The AI Era

Search Engine Journal

Looking to create golden sales opportunities, efficiently and easily? The key might lie within phone calls. CallRail has analyzed more than 100 million phone calls and surface consumer communication trends, and they’re ready to share their findings with you. Learn how these proprietary insights can help small-to-medium businesses and agency marketers develop high-converting marketing and sales strategies. You’ll learn: - How to use your conversations to unlock a goldmine of untapped insights. - How you can use AI to mine gold from conversations. - Ways that AI-mined gold from calls can transform your business. With Jason Tatum, CallRail’s VP of Product, we will also cover the past and future state of phone calls, and how you can use AI to gain valuable insights that will transform your business. Humans don’t have the capacity to analyze hundreds of calls, transcripts, or marketing data, but with CallRail's AI-powered technology you can. Register now and find out how to use this technology to develop data-driven marketing strategies that deliver.

100M Phone Call Insights: Your Key To Data-Driven Marketing Strategies

Search Engine Journal

As the world of search prepares for an AI-driven transformation, content strategies are transforming too, and many professionals are wondering how to adjust to the radical shift. The answer may be simple: it’s time to stop creating content in silos. We will unravel the differences between topic clusters and pillar pages, and how to structure them, giving you a clear roadmap for boosting your website's visibility and ranking on search engine results pages (SERPs). You’ll learn: - What topic clusters and pillar pages are and how they work/how to structure them. - The SEO benefits of pillar pages and topic clusters. - How to identify and map topic cluster opportunities based on audience intent and monthly search volume. Watch SEO experts and Conductor’s Customer Success Managers, Alex Carchietta and Zack Kadish, to learn how effective pillar pages and clustered content improve site structure, internal linking, and on-page SEO. We’ll also show you actionable tips for optimizing your internal linking and future-proofing your content’s performance. Learn how to work with (not against) your content's natural intersections for better SEO and UX.

How To Boost 2024 SEO Performance With Pillar Pages & Topic Clusters

Search Engine Journal

The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

Trends In Paid Search: Navigating The Digital Landscape In 2024

Search Engine Journal

With so many elements going into constructing a successful website, it’s crucial to know what to look for when evaluating what users want. So what’s the best way to test your website’s effectiveness? We were wondering something similar, so we conducted a little experiment of our own. We’ll show you the step-by-step process for conducting experiments on your website, so you can get the important data you need to keep your website strong. You’ll learn: - The best time to run an experiment to get the most informative data. - What to do when you don't see the results you expect, and how to avoid other factors influencing your results. - How we run our experiments, and what we plan to do with the results. Watch our very own Angie Nikoleychuk, Content Marketing Manager, and learn the key factors to focus on when running website experiments, so your users stay happy and engaged. You’ll also learn the results of our own case study, where we examined ad performance and user happiness on our website.

How to Perform Website Experiments [+ SEJ Experiment Walk-Through & Results]

Search Engine Journal

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