How to Excel at Content Marketing By Eric Enge

#SMX #32a @stonetemple

Or … How Can I Get Me Some!

How to Excel at Content Marketing


Who Am I?

Columnist & Contributor

CEO & Founder

50+ person Digital Marke3ng and SEO agency

Lead Co-‐Author


Little Known Fact I had Brain Surgery in 2003


Nope – Didn’t Get a USB Slot Installed


How Content Marketing Drives

SEO


Myths

Links Are No Longer Important

Primary Focus Should Be Links

Social Links Drive SEO

All My Links Need to Go To Money Pages

All I Need to Do is Publish Great Content

Content Marketing is Too Crowded


Build Your Reputation

Grow Visibility

Oh Yes, Let’s Get Some Links Too

1

2

4

Grow Your Audience 3

Content Marketing Goals


Google Risk Reduction

It’s About the Ecosystem

The Ecosystem is About Relationships

Focusing on Links Strains Relationships

Get the Best Links Anyway

Why Links Are Secondary


Today’s Environment is an Ecosystem


The Basic Mechanics


Site Reputation

Build Audience

Direct Links to Site

This Got a Link From the Wall Street Journal

1. Publish Great Content On Your Site


Links Pass Value Via a “Bank Shot”


Great Content on Site Can Enable Off Site Opportunities


Hubspot Guest Post Including a

Link to Stone Temple Site

2. Publish Great Content On 3rd Party Sites


3rd Party Sites Expose You to Other People’s Audiences

1

2

3


Links to Your Guest Post Make the Links Back to Your Site More Valuable

Guest Post 2

Guest Post 1


563 Social Shares Over

40,000 Views

Example B2B IT Services Client


Got Some Links Too


Working the Ecosystem


Social Platform Links are NoFollow


Source: Chartbeat


Social Media Sharing Can Drive Links


Social Media Sharing Can Build Your Audience

1 2

34


Larger Audiences Increase Visibility


Influencers Have Large Audiences


Influencer

Influencers Are an Accelerant


Building Relationships With Influencers

Read Everything They Write

Follow Them on Social Media

Start Interacting

Don’t Pitch Them, Be Patient

Wait to They Start to Notice You

Then, Suggest Ways to Collaborate


How to Create Content That Drives

Links


How Do You Create Content That Stands Out?


1. 10x10 Partnere

d with Intel

1. Leverage a Megabrand


Reasons Why Larger Brands Will Partner

You are Faster Moving

They Don’t Have the Budget

They Don’t Have the Focus

Harder for Them to Make the Business Case

They Don’t Have the Subject Matter Experts


The Benefits to 10 x 10

Great Media Coverage

Spike in Visibility


2. Invest More

Best Made Invested More in

Instagram


Doesn’t Mean Spend Millions of Dollars

You Can Focus On One Vertical

You Can Focus On One Brand Theme

Then Invest More in That Area

They Don’t Have the Subject Matter Experts

What Do We Mean By Invest More


The Benefits to BestMade


3. Be Unique

Seventh Generation Pushes an

Eco-Friendly Theme


Find a Vertical Concept That You Can Lead

Focus Your Content On That Concept

Develop the Subject Matter Expertise

Engage and Build Followings

Establish a Leadership Role

Steps to Being Unique


The Benefits to Seventh Generation

Large, Engaged

Social Followings


4. Get the Early Mover Advantage

3.5 Million Followers on Vine


Steps to Getting the Early Mover Advantage

Recognize New Channels

Test the Waters for the Potential

Dump it, if It’s Not Working

Engage and Build Followings

Establish Leadership in That Channel


The Benefits to Zach King

Netted a Sweet Deal

with HP


5. Promote Better


Promote Better Best Practices

Attention Grabbing Title

Compelling Images

Tune the Content to Each Channel

Push Through Social Media

Leverage Influencers

Follow-On Content and Multiple Pushes


6. Work Harder

Study of the Singers

With Greatest

Vocal Range


What Do I Mean by Work Harder

Again, Focus is Key

Do Something that Others Won’t

Go Deep Into Manual Research

Leverage Data That Others Haven’t

Put the Hours In Where Others Won’t


Benefits to Concert Hotels

Shares

Links


Eric Enge [email protected]

@stonetemple +Eric Enge

(508) 879-0950 www.stonetemple.com

Thank You!


THANK YOU!

Join us @SMX West San Jose

Mar 3rd – 5th, 2016

How to Excel at Content Marketing By Eric Enge

Marketing

Transcript of How to Excel at Content Marketing By Eric Enge