Content Marketing for the SEO Professional

Content Marketing for

SEO Professionals

September 15, 2010

What You’ll Learn

How to add value to client / team rela7onships by:

• Answering site visitors’ unspoken ques7ons through content • Developing original content • Recommending content that drives conversions

© DH Communica7ons, Inc. September 2010

We are All Now Publishers

•  DIY PR (PR Web) •  DIY content crea7on (WordPress)

•  Instant communica7on with network / friends (social media, SMS)

•  Our vote counts (Yelp, user reviews, FB)

© DH Communica7ons, Inc. November 2009

What’s Driving Content

•  Social media •  Network / friends “recommenda7ons”

•  Breakdown of tradi7onal media / mass media adver7sing

•  Universal search •  People looking for products / services


Site Visitors Have Ques7ons

Ques7ons for a Wedding Recep7on Caterer:

•  Can they handle a sit-‐down meal for 200?

•  Can they do outdoors? •  What other weddings have they done?


Di]o for B2B

•  “Does this company offer what I’m looking for?”

•  “Can they solve my problem?”

•  “Who else have they done business with?”

•  “Do they have something I can download to show my boss?”

•  “What’s the next step?”


Content Answers These Ques7ons!

•  Tes7monials •  Client list •  Case studies •  Reports, guides, white papers, checklists •  Video, podcasts, Webinars

•  Blogs, forums

•  Social media integra7on


Tes7monials


Client Lists


Blogs


Guides, Reports, E-‐Books


Your Value Add

Help business owners / marketers

come up with content ideas.


1. Think Like a Reporter

Develop a “beat” that includes your

customers’ industries.

Example: Walt Mossberg covers “Personal Technology”


Read, Watch, Observe

•  Read: Newspapers, magazines, books •  Watch: TV, spor7ng events, movies

•  Observe: People at the market, at the gym

•  Listen: To what people talk about


Example: New Rise Investments


What I’m Doing – Sniffing out Stories


• Reading WSJ

• Following some blogs

• No7cing trends / events

• Analyzing Web analy7cs

• Asking client ques7ons

2. Go for a Walkabout

“But first they headed to Wolfsburg to

roam the 270 acres of VW factory and meet employees.”

* Is the Bug Dead? The Great Beetle Ad Campaign


“That’s how many 7mes we inspect a Volkswagen.”


Will It Blend?


Show People in the Building

“You don’t take

buildings out to lunch. You take people out to lunch.

Show the people inside a building.” – Dianna Huff


3. Analyze Your Inquires

Have a search box on your site?

•  What are people searching for?

•  What types of ques7ons do you get via email?

•  Develop content based on these queries.


What Types of Content?

•  FAQs •  Reports and How-‐to guides •  Checklists or Product comparisons

•  Blog posts / newsle]er ar7cles


Example: High Rankings Forum


How This Worked For Me

•  Client ques7on: “How do I get more people to my blog?”

•  Wrote an e-‐newsle]er on the topic: “7 Tips for Gekng People to Your Blog” – Tips came from stuff I’ve read, my own prac7ces, and other experts

– Can send link to prospects who inquire about blog consul7ng


4. Analyze Your Web Analy7cs

Combina7ons of keywords around a similar topic

•  i.e. “Green Marke7ng” for a print broker


Result: Green Marke7ng 101 Report

Helps marketers/print buyers make decisions

•  Soy vs. tradi7onal ink? •  Recycled vs. cer7fied paper?

•  Varnish vs. non-‐varnish?


Example: New Rise Investments

•  How to add income to apartment buildings

•  How to invest in an apartment building

•  When inves7ng in apartment buildings, what does ROI mean?


5. Analyze Current Projects

•  What kinds of projects is your company working on?

•  What has changed in the last 3 – 5 years?

•  What are you seeing that’s new / different?


Types of Content

•  Newsle]er ar7cles •  Applica7on notes •  Case studies •  Added bonus: pitch idea to online industry publica7on (inbound link)


Example: AchieveGlobal


Case Study Magazine Ar7cle


6. Survey People

Use free survey tools (i.e. Survey Monkey) to ask your newsle]er readership or clients

what informa7on they want. Turn it into

content. – Blog posts / newsle]er topics – E-‐books / Reports – Web content


Top B2B Marke7ng Mistakes


7. Try Something New

HubSpot TV – Started off using Flip camera and conference room

– Lots of snafus – Now company films the show every Friday with in-‐studio audience!

– www.hubspot.tv


8. Monitor Social Media / Alerts


Content that Drives Conversions:

Stuff that helps people make a buying decision. •  White Papers / Reports

•  How-‐to Guides – print and video •  Comparison charts

•  Ar7cles (shows your exper7se) •  Case studies


Mar7n Marie]a Comparison Chart


Helaine Smith, DMD “Before/Aqer”


Inca Gold: Ar7cle White Paper


Edward C. David, CPA


Webinars


“Takeaway” Report


Free Stuff from Dianna Huff

Free Report: 41 Ways to Grow Your E-‐Newsle]er Subscriber List

Subscribe to: MarCom Strategist Newsle]er

www.dhcommunica7ons.com/tools/newsle]er/


Thank you!

Dianna Huff

DH Communica7ons, Inc. 603-‐382-‐8093

E-‐mail: [email protected] Web: www.dhcommunica7ons.com Blog: www.dhcommunica7ons.com/blog

Twi]er: @diannahuff


Content Marketing for the SEO Professional

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