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

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

2013 SEOgadget. All rights reserved. 3/3/20141

JOHN-HENRY SCHERCKCONTENT MARKETING MANAGERSEOgadget US@JHTScherck

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

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CONTENT RANK

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GREAT CONTENT = TRACTION

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TRACTION = PRESS MENTIONS

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PRESS MENTIONS LINKS

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LINKS RANK

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CONTENT RANK?

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NO

Its Jon and Is job during the sales process that we make sure every company that we talk to has value and is actually offering something worthwhile. For any company to be successful it must fall on the superior value side of the line. The content we create on behalf of our clients must also clearly communicate that value either of the product or of the brand.

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IF ALL YOU WANT IS A RANKING,YOU MAY NOT NEED CONTENT

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

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

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

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

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SOME THINK IT DOESNT WORKhttp://www.flickr.com/photos/chantelbeam/6677866231/sizes/l/

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SOME PEOPLE THINK ITS A SCAMhttp://www.flickr.com/photos/smemon/11175722003/

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AND IT HAS EVERYONE PRAYING TO THE CONTENT GODShttp://www.flickr.com/photos/mulmatsherm/2221223106/sizes/l/

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CONTENT ISNT A REPLACEMENT FOR LINK BUILDING

http://www.flickr.com/photos/nerdcoregirl/3880368644/sizes/l/

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

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CONTENT CAN GET YOU INTO A USERS CONSIDERATION SETImage courtesy of Wharton and Coursera

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

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IT CAN CHANGE PERCEPTIONS OF PRODUCT VALUEImage courtesy of Wharton and Coursera

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IT ALLOWS YOU TO SEGMENT YOUR AUDIENCE

Image courtesy of Wharton and Coursera

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CREATE CONTENT FOR YOUR TARGET SEGMENT, NOT JUST THE INFLUENCERS WHO WILL GIVE IT BUZZ

Image courtesy of Wharton and Coursera

Its Jon and Is job during the sales process that we make sure every company that we talk to has value and is actually offering something worthwhile. For any company to be successful it must fall on the superior value side of the line. The content we create on behalf of our clients must also clearly communicate that value either of the product or of the brand.

2013 SEOgadget. All rights reserved. 3/3/201425

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

Its Jon and Is job during the sales process that we make sure every company that we talk to has value and is actually offering something worthwhile. For any company to be successful it must fall on the superior value side of the line. The content we create on behalf of our clients must also clearly communicate that value either of the product or of the brand.

2013 SEOgadget. All rights reserved. 3/3/201426

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

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CONTENT ENABLES LINK BUILDING AT SCALE

https://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

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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)

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IF YOUR GOAL IS TO RANK, DO YOU REALLY NEED TO INVEST IN CONTENT?http://www.flickr.com/photos/mikecogh/8035396680/sizes/l/

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IT DEPENDS ON:

COMPETITVENESS SIZE OF SITETARGET AUDIENCEBUDGET/BANDWIDTH

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CONTENT *CAN* SCALE LINK BUILDING FOR THE ENTERPRISEhttp://www.flickr.com/photos/scott-s_photos/12712226645/sizes/l/

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BUT ITS TIME CONSUMING, DIFFICULT AND EXPENSIVEhttp://www.flickr.com/photos/9731367@N02/6988181354/

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DO YOU REALLY JUST WANT LINKS? AND DONT HAVE THE RESOURCES TO MANAGE A COMMUNITYhttp://www.flickr.com/photos/inorman/7935265342/sizes/l/

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IF YOU ARE A LOCAL BUSINESS DOING CONTENT,COULD YOU BE BRINGING A GUN TO A KNIFE FIGHT?

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THE TRUTH IS, CONTENT IS EXPENSIVE.IT ONLY MAKES SENSE FOR CERTAIN BUSINESSEShttp://www.flickr.com/photos/wiertz/8545796000/sizes/l/

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3 STORIES ABOUT 3 PEOPLEhttp://www.flickr.com/photos/mulmatsherm/2221223106/sizes/l/

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LOCAL LARRY

OWNS A SMALL, LOCAL PLUMBING SERVICE IN PRINCETON, NJ, USA

WANTS TO RANK FOR:PLUMBER PRINCETON NJHOMEPAGE + 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/IM LOOKING FOR A FEW NEW CUSTOMERS EVERY MONTH

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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 SILOD) 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

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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

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

Its Jon and Is job during the sales process that we make sure every company that we talk to has value and is actually offering something worthwhile. For any company to be successful it must fall on the superior value side of the line. The content we create on behalf of our clients must also clearly communicate that value either of the product or of the brand.

2013 SEOgadget. All rights reserved. 3/3/201441

THEY HAVE DIFFERENT GOALS AND KPIS

Its Jon and Is job during the sales process that we make sure every company that we talk to has value and is actually offering something worthwhile. For any company to be successful it must fall on the superior value side of the line. The content we create on behalf of our clients must also clearly communicate that value either of the product or of the brand.

2013 SEOgadget. All rights reserved. 3/3/201442

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

Its Jon and Is job during the sales process that we make sure every company that we talk to has value and is actually offering something worthwhile. For any company to be successful it must fall on the superior va