In this session Andy moves beyond the basics and amp up your results with advanced content marketing. This session covers search engine optimization for experienced bloggers, including the specific tactics for keyword research on-page SEO and email list growth. This session is the proverbial knowledge bomb of practical content marketing advice. Key Takeaways for Participants ** Finding Topics that will connect in search and social ** Advanced keyword research ** Competitive Analysis ** Blog optimization for both traffic and conversions ** Conversion optimization for email list growth

1. Content Marketing 201
Search Optimization &
Advanced Analytics
Andy Crestodina
@crestodina

2. If you have more MONEY than brains, you
should focus on outbound marketing.
If you have more BRAINS than money,
you should focus on inbound marketing.
- Guy Kawasaki

3. Advertising Content Marketing
Interrupt, Distract Attract
Outbound Inbound
Paid (Budget) Owned, Earned (Brains)
Hype Help

4. 4
The Funnel

5. How
content
works…

6. Traffic X Conversion Rate = Success

7. %
of buying decisions are made
before contacting a sales rep
source: Corporate Executive Board, Marketing Leadership Council survey of 1900 B2B customers

8. Search + Social + Email = Content Marketing

9. Traffic: Social, Email, Search

11. What topics do
they want?
It’s all about empathy…

12. Help your audience
make a buying decision.

13. Your website is the mousetrap,
Your content is the cheese…
- Barry Feldman

14. Sources of Topics
1. Keywords
2. Q&A Sites
3. Listening

15. Finding Topics: Google Suggest

16. Finding Topics: Ubersuggest
Source: Ubersuggest.org

17. Finding Topics: Soovle
Source: Soovle.com

18. Google
Keyword
Planner

19. #convcon @crestodina

20. Finding Topics: Analytics Queries

21. Finding Topics: Yahoo! Answers
Source: Yahoo! Answers

22. Finding Topics: Quora.com
Source: Quora.com

23. Finding Topics: Listening
1. Sales Team
2. Customer Service Team
3. Client Stories

24. source: Deana Goldasich

25. Source: Periodic Table of Content

28. So let’s start
with search…
But how does Google work?

29. links are credibility

30. more links = more credibility

31. links from credible sites =
much more credibility

32. many outgoing links =
less credibility per link

33. Link Popularity and Domain Authority
Resource: Open Site Explorer

34. Link Popularity / Domain Authority
20 40 60 80
Domain Authority
Competitiveness
#unfair

37. Which posts have
ranking potential?
Low hanging fruit is delicious!

38. Top content…

39. Find your traffic champions

40. The Spike and the Long Tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)

41. Posts that rank high on page two…
Queries Report with Advanced Filter for “Average Position” set to Greater than 10

42. Posts that rank high on page
two!
Queries Report with Advanced Filter for “Average Position” set to Greater than 10

43. Finding posts with ranking potential
1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position”
greater than 10
3. Sort by “Average Position”
4. Confirm the rank and the post by searching
for the phrase

44. Now for a little
on-page SEO…
Let’s indicate the relevance.

45. Use the phrase in 4 places
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Within the links to the page from other
pages on your site.

46. 1. Title: Once in the beginning
It appears above the address bar in your browser…
…and it’s the link in Google search results!

47. <<ttiittllee>>HHoomme<e/<ti/ttleit>le>

48. 2. Header: once, anywhere

49. 3. Body: 4 - 6 Times

50. Don’t be too
aggressive!

51. This stuff works…

52. Internal Linking
Opportunities!

53. The Report of
Broken Dreams
How it your website unsatisfying?

59. Optimize for
subscribers…

60. Before…
After…

61. 1900% increase. Not bad!

62. Why it works
1.Prominence
2.Promise
3.Proof

63. Call to Action Conform
#convcon @crestodina

64. GOOD

65. BAD

66. Find Your
Conversion
Champions
Which are your most compelling posts?

67. Subscribers per blog post…
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/

68. Pageviews per blog post…

69. Subscribers per page view per blog post
…well hello, champions!

70. Let’s watch that in slo-mo…

71. Now put on your traffic driving gloves…
• Put it into heavy rotation on the social streams
• Add it to your home page slideshow
• Link to it from your email signature
• Run an ad using PPC, Facebook, etc.
• Write a guest post. Link back to the page
• Include it in a roundup of your best posts
• Link to it from other high traffic pages

72. BOTTOM OF
THE FUNNEL

73. Testimonials = supportive evidence

74. Never make a testimonials page

75. When you say it, it’s marketing…
When they say it, it’s social proof.

76. Text…
Regardless of your age, if you’re searching for the answer to
the question, “what do you want to be when you grow up?”
you are not alone.
Survey after survey shows that the majority of working adults
wish they could start over in a different career. They also wish
they had more information and better information in making
that decision and I couldn’t agree more.
Choosing the right career is one of the most important
decisions that you’ll make in your lifetime.

77. …versus video

78. SUBSEQUENT
CONVERSIONS

79. But wait! There’s more…

80. Subsequent Conversions…

81. Where there’s traffic, there’s hope...

82. Social Exits
Do you really want them
to click that?!

93. START HERE

94. source: Joe Pulizzi

95. source: Joe Pulizzi

96. source: Joe Pulizzi

97. source: Joe Pulizzi

99. “Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.”

100. “Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.”

101. “Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.”

102. “Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.”

103. “Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration
for running and growing their
businesses.”

104. [our company] is where
[our audience] gets
[what information] that offers
[what benefit]

107. Your Pages.
Your Funnel.
Let’s break it down.

113. source: Lead Generation Best Practices

114. Bottom Line.

115. Thank you!
Andy Crestodina
@crestodina
orbitmedia.com

116. These might help…