Advanced Content Marketing & SEO: How to Publish More and Rank Higher

Publish More & Rank Higher
(Delegate, Collaborate, Repurpose)
Andy Crestodina
Strategic Director | @crestodina

@crestodina
...you’ve published a lot, some of it ranks
...you get a lot of questions from clients/friends
...you contribute to round ups and do interviews
...you have people you can delegate to
...you have a budget for delegation
...you want to help others be more productive!
This presentation is awesome! Especially if...

@crestodina@crestodina
Blogging frequency is down...
Publishing frequency,
2014-2016
source: Blogger Survey, Orbit Media

...but bloggers who publish more get better results
Percent of bloggers
who report “strong
results” by frequency
source: Blogger Survey, Orbit Media

How can I publish more without...
a. Reducing quality?
b. Hiring a team of writers?
c. Losing my mind?

@crestodina
Things you should stop doing immediately
• Social promotion/scheduling
• Research
• Roundups
• Editing
• Presentation formatting
• Content curation

@crestodina
Places you can find help
• Task Rabbit
• onlinejobs.ph
• Upwork
• Don’t Panic Management

Delegate Scheduling
...meet Amy, my $40/mo robot assistant

@crestodina
Saves ~2 hours per week

Delegate Research
...gathering data is important, but
tedious

Research Complete!

Delegate Writing
...use a “ghost drafter”

@crestodina
The Solo Blogger
title, opening
outline
first draft editing, images
final polish

@crestodina
The Writer, Editor Combo
title, opening
outline
final polish

@crestodina
The Ghost Writer
title, opening
outline
final polish

@crestodina
The “Ghost Drafter”
title, opening
outline
final polish

@crestodina
Share your editorial guidelines first!
• Length
• Tone
• Formatting
• Images
• Quotes
• Statistics and Research

Extreme Delegation
...formats that don’t need a writer

@crestodina
Interview Podcasts
1. Outreach and scheduling
2. Guest management
3. Audio editing
4. Transcription
5. Posting
6. Sharing

@crestodina
source: Don’t Panic Management

@crestodina
Roundup Posts
1. List Building
2. Outreach
3. Curation
4. Posting
5. Notify and Share

@crestodina
Do some analysis!
Add some value!

Building a team is the nucleus
for every piece of success
Chris Ducker
Virtual CEO, Author

Turn Your Sent Email into
High Ranking Content

@crestodina
How email turns into articles

@crestodina
Sent mail = great marketing content
• Roundup contributions
• HARO responses
• Email interviews
• Answers to questions from clients and colleagues

@crestodina
Invitation to contribute to a roundup
@crestodina

@crestodina
Invitation to write a guest post
@crestodina

@crestodina
Email asking a question
@crestodina

@crestodina
Great (repurposable) email answers include...
• In-depth, detailed information
• Bullet, numbered lists
• Images
• Links

Super detailed answers

@crestodina
...get great responses!

@crestodina
After three years of emailing detailed answers...
68 questions answered from round ups
76 questions answered from email interviews
27 questions answered from clients and friends
171 total questions and answers
+

Which articles need a link the most?

The “Focus” List (pages and phrases that need support)

@crestodina
Source: Ahrefs
Referring domains with partial/exact match of anchor
text and keyphrase

How to win links with “exact match anchor text”

@crestodina
How to win a keyword-focused link
1. Add images to your articles
2. Use those images in your contributions
3. Use the title of the article (which includes
the phrase) in the image source link!

@crestodina
Opportunities to mention (and link to) your content
• Guest blog posts
• Email interviews
• Roundup contributions
• HARO responses
• Podcast interviews
• Webinars (show notes)

@crestodina
...now I rank for “digital marketing basics”

Delegate Content Promotion
...document, then hand it off

Update Old Content
...repurposing for higher rankings and more traffic

@crestodina
Why Update Your Content?
• Faster to create
• Higher quality
• You know who to share it with
• Higher rankings

Declining Traffic
...the rank is slipping!

Let’s say I’m looking at publishing a post in May. If all of my content is up-
to-date and ranking where I think it should be, I’ll write something new.
If not, I’ll update and relaunch an old post.
Brian Dean
Backlinko

@crestodina
What was changed?
Original (published 8/2013)
• 1,225 words
• 6 images
Update (published 4/2016)
• 2,584 words
• 14 images
• 2 Quotes

@crestodina
Included the “semantically linked” phrases
internal Links
internal linking SEO
internal linking strategy
SEO internal links
hyperlinks
link juice
external links
anchor text
Internal linking SEO best practices
Internal links vs external links
Wordpress, drupal
structure
analysis
internal linking example
internal linking structure for SEO
in html
benefits of
importance of
examples of
recommendations
tips
value

URL Recycling
...that page has authority, but no relevance

@crestodina
Content Updating Tips
• DO NOT CHANGE THE URL
• Add value
–Length
–Media (images, video)
–Quality (details, examples, answers)
• Put it back in social rotation
• Mention it again in new content

@crestodina
Andy Crestodina
Strategic Director | @crestodina
THANK YOU!

Advanced Content Marketing & SEO: How to Publish More and Rank Higher

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