Link Building, Content Marketing and Content Strategy: What's Right for your Business SEMpdx #SearchFest

LINK BUILDING, CONTENT MARKETING, & CONTENT STRATEGY:WHAT’S RIGHT FOR YOUR BUSINESS?John-Henry ScherckContent Marketing Manager, SEOgadget

JOHN-HENRY SCHERCKCONTENT MARKETING

MANAGERSEOgadget US@JHTScherck

“CONTENT” IS THE BUZZWORD DU JOUR.https://imgflip.com/i/7383e

CONTENT ≠ RANK

GREAT CONTENT =

TRACTION

TRACTION = PRESS MENTIONS

PRESS MENTIONS ≈

LINKS

LINKS ≈ RANK

CONTENT ≈ RANK?

NO

IF ALL YOU WANT IS A RANKING,

YOU MAY NOT NEED CONTENT

CONTENT IS AN ONGOING INVESTMENThttp://www.flickr.com/photos/101332430@N03/9677860781/sizes/l/

BUT NO ONE’S QUITE SURE HOW TO DO IThttp://www.flickr.com/photos/amagill/4223790595/sizes/l/

OR WHAT IT’S SUPPOSED TO ACCOMPLISHhttp://www.msnbc.com/sites/msnbc/files/2013/05/mission_accomplished.jpg

SOME SEE IT AS A FADhttp://www.flickr.com/photos/amagill/4223790595/sizes/l/

SOME THINK IT DOESN’T WORKhttp://www.flickr.com/photos/chantelbeam/6677866231/sizes/l/

SOME PEOPLE THINK IT’S A SCAMhttp://www.flickr.com/photos/smemon/11175722003/

AND IT HAS EVERYONE PRAYING TO THE CONTENT GODS

http://www.flickr.com/photos/mulmatsherm/2221223106/sizes/l/

CONTENT ISN’T A REPLACEMENT FOR LINK BUILDINGhttp://www.flickr.com/photos/nerdcoregirl/3880368644/sizes/l/

A PSA FOR SEOS: CONTENT IS MORE THAN LINKShttp://www.flickr.com/photos/nerdcoregirl/3880368644/sizes/l/

CONTENT CAN GET YOU INTO A USERS CONSIDERATION SET

Image courtesy of Wharton and Coursera

CONTENT BUILDS AND SUPPORTS YOUR RELATIONSHIP

WITH YOUR CUSTOMERS, PRE-SALES AND POST-SALES.Image courtesy of Wharton and Coursera

IT CAN CHANGE PERCEPTIONS OF PRODUCT VALUE


IT ALLOWS YOU TO SEGMENT YOUR AUDIENCEImage courtesy of Wharton and Coursera

CREATE CONTENT FOR YOUR TARGET SEGMENT,

NOT JUST THE “INFLUENCERS” WHO WILL GIVE IT “BUZZ”


CONTENT CAN DEFINE A BUSINESShttp://ken_ashford.typepad.com/photos/uncategorized/2007/10/24/geicocavemen.jpg

IT CAN REACH NEW AUDIENCEShttp://www.swissotel.com/promo/etiquette-map/

CONTENT ENABLES LINK BUILDING AT SCALEhttps://www.majesticseo.com/reports/compare-domain-backlink-history?IndexDataSource=F&d0=http%3A%2F%2Fwww.swissotel.com%2Fpromo%2Fetiquette-map%2F&d1=&d2=&d3=&d4=&type=1&ctype=1

IT WOULD BE OVER 7K A MONTH OR $84,000 A YEAR

IF WE WERE TO PURCHASE THE LINKS WE EARNED WITH THIS INTERACTIVE

(NOT PROVIDED)

IF YOUR GOAL IS TO RANK, DO YOU REALLY NEED TO INVEST IN

CONTENT?http://www.flickr.com/photos/mikecogh/8035396680/sizes/l/

IT DEPENDS ON:

COMPETITVENESS SIZE OF SITE

TARGET AUDIENCEBUDGET/

BANDWIDTH

CONTENT *CAN* SCALE LINK BUILDING FOR THE ENTERPRISE

http://www.flickr.com/photos/scott-s_photos/12712226645/sizes/l/

BUT IT’S TIME CONSUMING, DIFFICULT AND EXPENSIVE

http://www.flickr.com/photos/9731367@N02/6988181354/

DO YOU REALLY JUST WANT LINKS? AND DON’T

HAVE THE RESOURCES TO MANAGE A “COMMUNITY”http://www.flickr.com/photos/inorman/7935265342/sizes/l/

IF YOU ARE A LOCAL BUSINESS DOING “CONTENT,”

COULD YOU BE BRINGING A GUN TO A KNIFE FIGHT?

THE TRUTH IS, CONTENT IS EXPENSIVE.IT ONLY MAKES SENSE FOR CERTAIN BUSINESSES

http://www.flickr.com/photos/wiertz/8545796000/sizes/l/

3 STORIES ABOUT 3 PEOPLE


LOCAL LARRY• OWNS A SMALL, LOCAL

PLUMBING SERVICE IN PRINCETON, NJ, USA

• WANTS TO RANK FOR:• “PLUMBER PRINCETON NJ”• HOMEPAGE + 5 SERVICE

PAGES• WEBSITE HAS LESS THAN 20

PAGES TOTAL

• SEO KNOWLEDGE: CONCEPTUAL

• TARGET MARKET SEGMENT: NEW HOMEOWNERS IN A 25 MILE RADIUS.

• MARKETING BUDGET: $2.8K A MONTH FOR OUTSOURCED SUPPORT

http://www.flickr.com/photos/red11group/4869956979/sizes/o/

“I’M LOOKING FOR A FEW NEW CUSTOMERS EVERY MONTH”

MID-SIZE MAYA

• RUNS MARKETING FOR AN ASSOCIATION OF HORMONE THERAPY DOCTORS

• WANTS TO RANK FOR HEAD TERMS + 50 LOCAL MARKETS

• SEO KNOWLEDGE: INTERMEDIATE

• BIZ HAS A HEALTHY (BUT SILO’D) MARKETING MIX

• DOES NOT HAVE BUDGET FOR ONGOING CONTENT STRATEGY

• MARKET SEGMENT: PRIMARILY FEMALES OVER THE AGE OF 45

• SEO/CONTENT BUDGET: 10K A MONTH FOR TOOLS AND AGENCY SUPPORT

http://www.flickr.com/photos/emdot/1919485/sizes/m/

“GETTING TO PAGE 1 FOR ‘BIOIDENTICAL HORMONE THERAPY’ WILL BRING IN AN EXTRA 18K A MONTH”

VC VERONICA• IN CHARGE OF SEO AT VC

BACKED / APP FOCUSED STARTUP

• WANTS TO RANK FOR: GEO-MODIFER + “HOTEL”

• WEBSITE HAS 1MM+ LANDING PAGES

• TECHNICAL KNOWLEDGE: ADVANCED

• LINK BUILDING EXPERIENCE: NONE

• MARKET SEGMENT: TRENDSETTERS AND EARLY ADOPTERS IN OR VISITING THE US

• BUDGET: 25K A MONTH FOR TOOLS AND AGENCY SUPPORT

http://www.flickr.com/photos/tian2992/6287459009/sizes/z/

“WE NEED TO RANK IN EVERY MAJOR MARKET AND HAVE CONTENT TO BRING USERS THROUGH THE FUNNEL AT EVERY STAGE OF THE PURCHASE JOURNEY”

ALL 3 BUSINESSES ARE UNIQUEhttp://www.flickr.com/photos/amagill/4223790595/sizes/l/

THEY HAVE DIFFERENT GOALS AND KPIS

THEY NEED TO TAKE DIFFERENT PATHS TO ACHIEVE THEIR GOALS http://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

CONTENT MARKETING DOESN’T MAKE SENSE FOR ALL OF THEMhttp://www.flickr.com/photos/joo0ey/4681713950/sizes/l/

WHY SHOULD A EXTERMIANTOR IN JERSEY MAKE CONTENT FOR THE WHOLE COUNTRY?

http://www.flickr.com/photos/rjshade/4802142764/sizes/l/

WHAT’S THE RIGHT MOVE FOR LOCAL LARRY?http://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

SOME SEOS THINK TRADITIONAL LINK BUILDING IS SKETCHY

http://www.flickr.com/photos/shingst/4759579496/sizes/l/

TRADITIONALLY, LINK BUILDERS ARE MORONShttp://www.flickr.com/photos/shingst/4759579496/sizes/l/

TACTICAL LINK BUILDING CAN BE BOTH SAFE AND EFFECTIVE

DON’T JUST TAKE MY WORD FOR IT,HERE’S WHAT JON COOPER HAD TO SAY:

“If you want to get shit done, rank & make more money from search - get tactical & actively acquire links.

The ‘build it & they will come’ mentality only works for a tiny minority, and usually only after a large, content-hungry audience is built."

@pointblankseo

http://bit.ly/pblinklist

LINK BUILDING FOR A SMALL LOCAL BUSINESS:

TACTICSLOCAL RESOURCE PAGES

LINK LISTSNICHE DIRECTORIESCOMMUITY PAGES

MAKE A LOCAL GUIDESUPPORT A NON-PROFIT

VENDORS AND PARTNERSLOCAL CONTESTS

LOCAL .EDU DISCOUNTSJOB POSTINGS

Kaila Strong@cliquekaila

http://bit.ly/GOODTACTICS

Kane Jamison@KaneJamison

http://bit.ly/EVENTSEO

THIS WILL GET LARRY RANKING, AND IF THAT’S ALL LARRY

WANTS, IF THAT’S ALL LARRY CAN

HANDLE

THERE’S NOTHING WRONG WITH THAThttp://www.flickr.com/photos/notionscapital/6676587003/sizes/o/

WHEN YOU MOVE BEYOND SMALL LOCAL BUSINESSESS, YOU NEED CONTENT TO

RANK:

THE BARRIER TO ENTRY IS JUST TOO HIGH

THIS DILEMMA IS THE SINGLE BIGGEST REASON WHY THERE IS SO MUCH

http://www.velocitypartners.co.uk/

FOR CONTENT TO BE MARKETABLE, IT HAS TO BE BOLDhttp://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

IT HAS TO STAND OUThttp://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

IT NEEDS TO BE DIFFERENT THAN ANYTHING ELSE OUT THEREhttp://www.flickr.com/photos/gregthemayor/1953075945/sizes/l/

NOW IT’S TIME TO DECIDE ON THE RIGHT CONTENT PATH

CONTENT MARKETING

VS.CONTENT STRATEGYhttp://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

FOR THE PURPOSES OF THIS TALK

CONTENT MARKETING = ONE OFF AND SPORADIC FORM OF MARKETING THAT PRIMARILY FUNCTIONS TO ATTRACT NEW AUDIENCES AND BUILD LINKS FOR A MINIMAL UPFRONT INVESTMENT.

CONTENT STRATEGY = AN ONGOING AND PLANNED COMMITMENT TO REGULARLY PUBLISH MATERIAL THAT ENGAGES YOUR TARGET MARKET, MOVING THEM THROUGH THE FUNNEL WHILE INSTILLING BRAND LOYALTY.

http://www.flickr.com/photos/16462767@N00/2928720236/sizes/l/

WHAT SHOULD MAYA DO?

• CURRENTLY RELIES ON TRADITIONAL LINK BUILDING

• WANTS A CONTENT STRATEGY, SHE “GETS” THE VALUE OF CONTENT

• DOESN’T HAVE THE BUDGET TO HIRE CONTENT CREATORS

• WANTS TO USE CONTENT MARKETING TO GROW REV

• PLANS TO TRANSITION INTO CONTENT STRATEGY WHEN BUDGET EXISTS

WHAT SHOULD VERONICA DO?

• MANUAL LINK BUILDING WILL NEVER BE EFFECTIVE• WORKING FOR A BRAND WITH GREAT MARKETING

+ A STORY• ALREADY HAS A LARGE BUILT IN USER BASE• MARKETING DEPT LAUNCHES MICROSITES FOR

NEW CONTENT• HAS A LARGE BUDGET – AND HAS THE ABILITY TO

GET MORE• MUST COMMIT TO CONTENT IS SHE EVER WANTS

TO RANK

CONTENT STRATEGY WOULD BE GREAT FOR BOTH SITES

BUT IT’S ONLY REALISTIC FOR VERONICA IN THE SHORT TERM

http://blog.braintraffic.com/wp-content/uploads/2011/03/content-strategy-diagram.png

MAYA NEEDS CONTENT MARKETING

IT’S THE PRAGMATIC APPROACH TO GROWING HER COMPANY

http://blog.braintraffic.com/wp-content/uploads/2011/03/content-strategy-diagram.png

CONTENT MARKETING CAN BE A NIGHTMAREhttp://www.flickr.com/photos/16462767@N00/2928720236/sizes/l/

WITHOUT CLEAR COMMUNICATION, GOOD DESIGNERS, PROJECT MANAGEMENT SKILLS AND

DEVELOPMENT KNOWLEDGE

YOUR CONTENT MARKETING CAN BECOME CONTENT CRAP

http://www.flickr.com/photos/editor/456743121/sizes/l/

BECAUSE LINKS ARE A COMMODITY AT THIS POINT,CONTENT CAN EASILY BECOME A COMMODITY TOO

http://www.flickr.com/photos/paszczak000/9689440088/sizes/l/

WHICH CAUSES THINGS LIKE THIS TO GET CREATEDhttp://andersonplumbingheatingandair.com/wp-content/uploads/2013/07/San-Diego-Plumbing-Water-Saver-Infographic.jpg

THIS

MUST

STOP

NOW

EFFECTIVE CONTENT MARKETING

IS LIKE A GREAT PR STUNT

IT GETS PEOPLE TALKING ABOUT YOU AND EARNS

MEDIA MENTIONS

IT DESERVES ATTENTIONhttp://cdn2-b.examiner.com/sites/default/files/styles/image_content_width/hash/c1/ed/c1ed50e5d1c2d7f0a6239783b278b5d1.jpg?itok=xlVTzSl2

MOST SEOS SHOULD NOT BE IN

CHARGE OF CREATING CONTENT

http://www.flickr.com/photos/archeon/146402618/sizes/l/

WE’RE RESPONSIBLE FOR THE

WORST CONTENT OF ALL TIME

http://www.visagescreenprint.com/apparel/wholesale-bulk-zip-up-hoodies

WE NEED TO RECOGNIZE WHEN OUR CONTENT IS

BADhttp://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

…ON THAT NOTE,

LET’S LOOK AT SOME

INFOGRAPHICShttp://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

http://knives.cooking.com/guide/kitchen-knives/#.UwkvCPldWAg

BLADEHQ.COM

http://www.millyskitchenstore.co.uk/knowyourknives

sblattindesign.wordpress.com

THE WINNER IS CLEAR

CONTENT MARKETING

COMES DOWN TO AUDIENCEhttp://bit.ly/TARGETED

IF YOU KNOW YOUR AUDIENCE

YOU KNOW WHAT THEY WILL RESPOND TO

http://www.flickr.com/photos/loop_oh/5293597191/sizes/l/

GO AHEAD AND BE TACTICAL

HOW TACTICAL IS UP TO YOU

.com/coupons/wedding#vig.royalwe

dding.com/coupons/wedding

BUT FOR VC VERONICA

TACTICAL CONTENT MARKETING ISN’T ENOUGH

http://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

IF SHE WANTS TO RANK

VERONICA NEEDS A CONTENT STRATEGY


OBLIGATORY CLOWN

WARNINGhttp://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

AT FIRST, CONTENT STRATEGY IS F*CKING TERRIFYINGhttp://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

SUBSTANCE, STRUCTURE, WORKFLOW, GOVERNANCE…

IT’S A LOT TO MANAGEhttp://www.flickr.com/photos/nomadic_lass/6832118879/sizes/l/

BUT SEOS STILL SEE CONTENT STRATEGY AS A WAY TO GET LINKS

http://www.flickr.com/photos/suckamc/1023179600/sizes/l/

GOOD CONTENT STRATEGY IS SO DAMN EXPENSIVE IT BETTER BE BUILDING SOMETHING OTHER THAN

LINKS….

IT SHOULD BE GENERATING REVENUEhttp://www.allgraphics123.com/graphics/rain/rain12.gif

CONTENT STRATEGY SOLVES BUSINESS PROBLEMS

…while building linkshttp://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

MAYBE YOUR PRODUCT ISN’T SOMETHING PEOPLE LIKE, BUT NEED


PEOPLE HATE PAYDAY LOANS


PEOPLE ALSO NEED PAYDAY LOANS


CONTENT CAN CHANGE BRAND

AND INDUSTRY PERCEPTIONS:

LendUp

https://www.lendup.com/




USER: AN OPPORTUNITY TO BUILD CREDIT?THAT’S A LONG TERM PERSONAL GOAL! DO GO ON!


CLEARLY DEFINED USP


THEY GAMIFIED THE ENTIRE CUSTOMER REPAYMENT PROCESS


LIFESTYLE CONTENT TO HELP THE USER GET BACK ON THEIR FEET

http://www.checkintocash.com

IF YOU’VE WORKED IN PDL, YOU ALREADY KNOW LendUp

IS THE BEST SITE TO EVER COME OUT OF THE INDSUTRY


WHY CAN’T ALL SITES DO

THIS?


THESE WEBSITES ARE ALL RUN BY BUSINESSESS

AND MOST BUSINESSES SUCK


COMPANIES WITH EFFECTIVE CONTENT STRATEGY ROCK


IT INVOLVES SO MANY STAKEHOLDERS, DIFFERENT DEPARTMENTS AND MANY MOVING

PARTS - ONLY A WELL OILED COMPANY CAN PULL IT OFF.

GOING BACK TO THE IDEA THAT CONTENT CAN SOLVE PROBLEMS

http://farm6.staticflickr.com/5205/5241860326_7fe4e300cc_o.jpg

GROUPON HAS A PROBLEMHTTP://GROUPON.COM

http://www.cnbc.com/id/49092709

http://jobs.aol.com/articles/2011/11/21/a-groupon-deal-pushes-a-bakery-to-the-brink-of-bankruptcy/

SO THEY CREATED THIS

THE CONTENT SUPPORTS CUSTOMER GOALS

DETAILED AND AUTHENTIC VIDEO CASE STUDIES


GROUPON MERCHANTS WERE’NT SURE IF GROUPON PROVIDED ROI,

GROUPON BUILT A TOOL TO TRACK ROI PER GROUPON PROMOTION

THIS LOOKS A LOT LIKE THOSE THINGS WE MAKE FOR LINKS….

BUT IT IS PUSHING USERS THROUGH THE FUNNEL

WE AREN’T TALKING LINKS,

WE’RE TALKING BIZ STRATEGY

http://upload.wikimedia.org/wikipedia/commons/8/85/Dr._Strangelove_-_The_War_Room.png

LINKS ARE JUST THE SPOILS OF WARhttp://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/

CAN CONTENT MARKETING BE A PART OF YOUR

CONTENT STRATEGY?

HELL YES!http://www.flickr.com/photos/29071316@N06/3470399603/sizes/o/


IF YOU HAVEN’T HEARD OF MOVOTO YET… DON’T

WORRY, YOU WILL SEE THEM SOON


HOW? YOU ASK

ALL THROUGH CONTENT


HOW? YOU ASK

ALL THROUGH CONTENT

315 LRDS

139 LRDS

116 LRDS

135 LRDS

104 LRDS

119 LRDS

http://www.movoto.com/san-francisco-ca/1483-sutter-st-1205-san-francisco-ca-94109-110_417667/

BUT THEIR SITE ALSO ROCKS!

http://www.movoto.com/san-francisco-ca/1483-sutter-st-1205-san-francisco-ca-94109-110_417667/

NEARBY POINTS OF INTEREST

http://www.movoto.com/public-schools/ca/san-francisco/primary/063441005659-redding-elementary-school/1421-pine-st.htm

MEASURES NEARBY SCHOOL QUALITY

MOVOTO DESERVES TO RANK:

GREAT UXGREAT BLOG

STRONG LINKSSITE STRUCTURE/IA

THEY PROVE IT’S POSSIBLE TO GROW A BUSINESS WITH CREATIVE

AND SAVVY CONTENT

http://pixabay.com/p-160595/?no_redirect

NOW THAT WE KNOW WHAT WE WANT,

WHERE DO WE START?

Image Courtesy of Nest

BRAINSTORM/COMPETITIVE ANALYSIS FOR THEMES AND

TOPICS

FOR THIS TALK:

“HOME AUTOMATION”

ATTACH YOUR THEMES, IDEAS AND KEYWORDS TO THIS

CONTENT DISCOVERY SCRAPER LIST:• chart

• guide• FAQ• infographic• interactive• video• webinar• whitepaper • white paper• top 10• survey• study

• ebook• podcast• interview• event• tutorial• how to • DIY• case study• list• resource• contest• giveaway

• "give away"• map• "The Ultimate"• "The Most"• "The Best"• "The History of"• "By the Numbers"• "anatomy of"

COMBINE IN EXCEL:

http://seogadget.com/wp-content/uploads/2013/12/setting_up_the_scrape1.png

PUT INTO A “CUSTOM”LINK PROSPECTOR REPORT

http://seogadget.com/wp-content/uploads/2013/12/LP_set_up.png

ADJUST YOUR SETTINGS

http://seogadget.com/wp-content/uploads/2013/12/LP_set_up.png

MAKE SURE TO ADD MOZ DA METRICS

http://seogadget.com/wp-content/uploads/2013/12/add_moz_data_to_lp_report.png

EXPORT PATHS, DELETE LOWER DA PATHS SELECT THE

TOP 2-4000,FIRE UP NETPEAK

http://bit.ly/NETPEAK

PULL SOCIAL METRICS WITH NETPEAK

(PULLING LINK DATA TAKES FOREVER)

http://iamanoutlier.files.wordpress.com/2010/01/what-is-an-outlier.jpg

EXPORT NETPEAK SCRAPE TO EXCEL

SORT EACH COLUMN BY LARGEST

FIND EACH CHANNEL’S OUTLIERS

DIFFERENT CHANNELS LIKE DIFFERENT CONTENT

http://cdn3.sbnation.com/entry_photo_images/4959541/googleweapons_large_verge_medium_landscape.png

NOW THAT YOU KNOW WHAT’S OUT THERE

YOU CAN GO CREATE THE BEST DAMN

PIECE OF CONTENT IN YOUR INDUSTRY

THANK YOU!

JOHN-HENRY SCHERCK@JHTScherck

SEOgadget US