Getting Your Content Found
description
Transcript of Getting Your Content Found
Webinar
Getting Your Content Found Online
Reed OverfeltCEO
Skip BesthoffCEO
Of B-to-B buyers first use search engines to look for
services and products
92%
Top 3
That means you need to be here…
…and here
…and here
…and here
…and don’t forget here
…or end up here!
? ??
?
Creating exceptional and
unique content is the key to getting found online!
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Problem: Most Content Performs Poorly …
Typical Case: 20% of the
content drives 80%+ of
organic traffic
Content / Traffic Performance (6/12 – 5/13)
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… And People Don’t Know Why
BRANDED KEYWORDS
DUPLICATE CONTENT
QUERY INTENT
COMPETITIONEXACT DOMAIN MATCH
U.S. VS GLOBAL
PAGE RANK
TOPICAL RELEVANCYBLACK MAGIC
ABBREVIATIONS
SHELF LIFE
SOCIAL SIGNALSSEASONAL TRENDS
SYNDICATED CONTENT
IMAGE TAGGING
URL STRUCTURE
NEWS WORTHYNESSPAGINATION
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Result: Driving Without Headlights
• Issues:
• Investments in content rarely pay off
• Critical factors are not known and hard to improve
• Status quo: write, publish … and hope for the best
• Next generation: leverage predictive analytics to drive performance before you put pen to paper
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InboundWriter: Predictive Analytics Software
• Topic Research: Accurately assesses traffic potential or a topic / piece of content
• Content Optimization: coaches writers to improve content
• Measurement: objective analytics, directly links content quality to traffic
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The Winning Formula
High Popularity Topics Ability to Compete
Well-Written Content
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Specific Analytic Factors
Search Popularity: Aggregate search query volume• “Triangulates” multiple data
sources to get accurate data• Proprietary filtering /
processing• Statistically-validated
Competition Strength: Probability target domain will be on page 1• Determines where your site sits
in the ‘pecking order’• Leverages term and domain-
related analytics in real-time• Statistically-validated
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The ‘Secret Sauce’
Competitive Content Site / Term Analytics
• Semantically processes 100s / 1,000s of competitive content on similar topics
• Leverages analytics based on your domain, page and target terms
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Comparison To Status Quo
InboundWriter Keyword Research
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Simple Metrics: Green Is Good
• Green = high quality content
• Written about a popular topic, i.e. with a large audience
• Can compete well, thus capturing a large portion of the audience
• Written well, both for human and machine audiences
• The more green content – the more organic traffic
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Where The Rubber Hits The Road
Un-optimized content (16 articles – control group)
InboundWriter optimized content (16 articles)
Pageview Performance Comparison (Actual Data)
350% improvement in 4 months
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Typical “Red” (Quantity) Traffic Profile
• Initial traffic spike (in this case driven by email campaign)
• Low organic / residual traffic
• 4k visits initially; 6k overall visits
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Typical “Green” (Quality) Traffic Profile
• Same initial spike (in this case no campaigns)
• 80%+ organic traffic
• 4k visits initially; 1k / wk thereafter; 29k overall (5x the Red)
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Using InboundWriter: 360o Process
Site Content Audit
Topic Research and Selection
Content Creation / Improvement
Measurement and Results
Discussion?
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