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

Publish More & Rank Higher(Delegate, Collaborate, Repurpose)

Andy CrestodinaStrategic 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

https://www.orbitmedia.com/blog/blogger-trends/


...but bloggers who publish more get better results

Percent of bloggers who report “strong results” by frequency

source: Blogger Survey, Orbit Media

https://www.orbitmedia.com/blog/blogger-trends/

How can I publish more without...

a. Reducing quality?b. Hiring a team of writers?c. Losing my mind?

The Art of Delegation

@crestodina

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

@crestodina

@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

@crestodina

Saves ~2 hours per week

Delegate Research

...gathering data is important, but tedious

@crestodina


Research Complete!

Delegate Writing

...use a “ghost drafter”

@crestodina

The Solo Blogger

title, openingoutline

first draft editing, imagesfinal polish

@crestodina

The Writer, Editor Combo



@crestodina

The Ghost Writer



@crestodina

The “Ghost Drafter”



@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 Podcasts1. Outreach and scheduling2. Guest management3. Audio editing4. Transcription5. Posting6. Sharing

@crestodina

source: Don’t Panic Management

@crestodina

Roundup Posts1. List Building2. Outreach3. Curation4. Posting5. Notify and Share

@crestodina

@crestodina

Do some analysis!Add some value!

@crestodina

Building a team is the nucleus for every piece of success

Chris DuckerVirtual CEO, Author

Turn Your Sent Email into High Ranking Content

Rank

Authority Relevance

Rank

Links Keywords

Rank

Offsite On-Page

@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!

Fast forward three years...

@crestodina

After three years of emailing detailed answers...

68 questions answered from round ups76 questions answered from email interviews27 questions answered from clients and friends

171 total questions and answers

+

@crestodina

Which articles need a link the most?

@crestodina


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

@crestodina

@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 articles2. Use those images in your contributions3. Use the title of the article (which includesthe 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

Put some answers on Quora

@crestodina

@crestodina

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

Delegate Content Promotion

...document, then hand it off

@crestodina

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!

@crestodina

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 DeanBacklinko

@crestodina

@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” phrasesinternal Linksinternal linking SEOinternal linking strategySEO internal linkshyperlinkslink juiceexternal linksanchor textInternal linking SEO best practicesInternal links vs external linksWordpress, drupal

structureanalysisinternal linking exampleinternal linking structure for SEOin htmlbenefits ofimportance ofexamples ofrecommendationstipsvalue

@crestodina

URL Recycling

...that page has authority, but no relevance

@crestodina

@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

@crestodina

Andy CrestodinaStrategic Director | @crestodina

THANK YOU!

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

Marketing

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