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Presentation at OMCap Germany, October 2013. Topic of Content and Link Marketing.
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SEO INBOUND STYLE: Seeding Content for Link Building.
Maik MetzenManaging Partner, AKM3@maikmetzen
Rebecca ChurtMarketing Manager, HubSpot@rchurt
WHAT IS INBOUNDSTYLE?
WHAT IS INBOUNDSTYLE ?
MARKETING
Old marketing is
86% skip TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
BROKEN.
The way we live has changed.
The consumer is in control.
65% of European consumers do research online before purchasing.
Source: Consumer Barometer
To attract THOSE people, marketers have to provide them with something they will love.
Customer FocusedPersonalized ContentSEOSocialetc.
TRADITIONALINBOUND
vs.Marketer Focused
Cold Calling Cold Emails (SPAM)
Interruptive Adsetc.
Content is the hook.
WHAT IS CONTENTMARKETING?
CONTENT ASSETS
Blogs Interactive
Tools
Photos &“Link Bait”
Videos &Podcasts
Presentations& eBooks
Content is king
BUT …
content can’t be everything.
Customer FocusedPersonalized ContentSEOSocialetc.
TRADITIONALINBOUND
Marketer FocusedCold Calling
Cold Emails (SPAM)Interruptive Ads
etc.
vs.
BUT …
THE AVERAGE WEBSITE
ContentContent
ContentContent
ContentContent
ContentContent
ContentContent
ContentContent
ContentContentJust more
of the same
ContentContent
ContentContent
ContentContent
ContentContent
ContentContent
ContentContent
ContentContentSimilarContent
ContentContent
ContentContent
ContentContent
ContentContent
ContentContent
ContentContent
ContentContent
SomeContent
This is a content (and consumer) fail.
Content needs to be unique.
Content needs to be for you.
Content needs to be the consumer.
VS.
WELCOME REBECCA!
Finish your trial >
or talk to a specialist now.
Leads who are nurtured with targeted content yield 20% increase in sales.
SEO Simplified
SEO
On-page
Off-page
Content
Links
SEO Inbound Style
SEO
On-page
Off-page
Content
Links
Personalized &Dynamic
SEO
On-page
Off-page
Strategic
Content
Links
Social Signals
SEO Simplified
SEO
On-page
Off-page
Strategic
Content
Links
Social Signals
SEO Inbound Style
For Search & Consumers
WHAT ABOUT LINK BUILDING?
Why is that?
WELCOME TO THE GOOGLE ZOO
Knowledge Graph
Links
Content
Panda Update
Penguin Update
Penguin Update 2.0
LINK BUILDING vs. CONTENT MARKETING
Short-term link building involves getting links, but not always the acquisition of customers.
Link Building 1.0
Keywords KeywordTargets
Find link opportunities Get Links
Link Building 2.0
Keywords KeywordTargets
Find link opportunities
Get Links & Customers
Grow organic traffic through content that speaks to the consumer.
Link Building Content Marketing
Keyword Type Transactional Informational
Keyword Focus
Short-term Long-term
Channel Single Multi-channel
Effort Medium High
Goals Links Links, Traffic, Engagement, Consumer Acquisition ...
NO
MORE
GOOD STRATEGY …
Idea Generation Production Seeding Reporting
• Seeding relevant communities
• Seeding relevant blogs
• Not all approached take the “bait”
• Targeting very attracted customer groups
• Generating social signals
• Great user metrics
• Low competition because informational keywords
• Providing master copy
• PR, social media, email newsletter to employers, email newsletter to customers
Outreach Facebook AdsGoogle
AdwordsCorporate
Comm.
SEEDING 101
WHAT ABOUTPERSONAS?
Social Network Activity
Content Creation
PERSONAS
Community Activity
Content Marketing & Link Building #FTW
THANK YOU!
@rchurt & @maikmetzen
Q & A
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