content marketing for the seo professional
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Content Marketing for
SEO Professionals
September 15, 2010
What You’ll Learn
How to add value to client / team rela7onships by:
• Answering site visitors’ unspoken ques7ons through content • Developing original content • Recommending content that drives conversions
© DH Communica7ons, Inc. September 2010
We are All Now Publishers
• DIY PR (PR Web) • DIY content crea7on (WordPress)
• Instant communica7on with network / friends (social media, SMS)
• Our vote counts (Yelp, user reviews, FB)
© DH Communica7ons, Inc. November 2009
What’s Driving Content
• Social media • Network / friends “recommenda7ons”
• Breakdown of tradi7onal media / mass media adver7sing
• Universal search • People looking for products / services
© DH Communica7ons, Inc. November 2009
Site Visitors Have Ques7ons
Ques7ons for a Wedding Recep7on Caterer:
• Can they handle a sit-‐down meal for 200?
• Can they do outdoors? • What other weddings have they done?
© DH Communica7ons, Inc. September 2010
Di]o for B2B
• “Does this company offer what I’m looking for?”
• “Can they solve my problem?”
• “Who else have they done business with?”
• “Do they have something I can download to show my boss?”
• “What’s the next step?”
© DH Communica7ons, Inc. September 2010
Content Answers These Ques7ons!
• Tes7monials • Client list • Case studies • Reports, guides, white papers, checklists • Video, podcasts, Webinars
• Blogs, forums
• Social media integra7on
© DH Communica7ons, Inc. September 2010
Tes7monials
© DH Communica7ons, Inc. September 2010
Client Lists
© DH Communica7ons, Inc. September 2010
Blogs
© DH Communica7ons, Inc. September 2010
Guides, Reports, E-‐Books
© DH Communica7ons, Inc. September 2010
Your Value Add
Help business owners / marketers
come up with content ideas.
© DH Communica7ons, Inc. September 2010
1. Think Like a Reporter
Develop a “beat” that includes your
customers’ industries.
Example: Walt Mossberg covers “Personal Technology”
© DH Communica7ons, Inc. September 2010
Read, Watch, Observe
• Read: Newspapers, magazines, books • Watch: TV, spor7ng events, movies
• Observe: People at the market, at the gym
• Listen: To what people talk about
© DH Communica7ons, Inc. September 2010
Example: New Rise Investments
© DH Communica7ons, Inc. November 2009
What I’m Doing – Sniffing out Stories
© DH Communica7ons, Inc. September 2010
• Reading WSJ
• Following some blogs
• No7cing trends / events
• Analyzing Web analy7cs
• Asking client ques7ons
2. Go for a Walkabout
“But first they headed to Wolfsburg to
roam the 270 acres of VW factory and meet employees.”
* Is the Bug Dead? The Great Beetle Ad Campaign
© DH Communica7ons, Inc. September 2010
“That’s how many 7mes we inspect a Volkswagen.”
© DH Communica7ons, Inc. September 2010
Will It Blend?
© DH Communica7ons, Inc. September 2010
Show People in the Building
“You don’t take
buildings out to lunch. You take people out to lunch.
Show the people inside a building.” – Dianna Huff
© DH Communica7ons, Inc. September 2010
3. Analyze Your Inquires
Have a search box on your site?
• What are people searching for?
• What types of ques7ons do you get via email?
• Develop content based on these queries.
© DH Communica7ons, Inc. September 2010
What Types of Content?
• FAQs • Reports and How-‐to guides • Checklists or Product comparisons
• Blog posts / newsle]er ar7cles
© DH Communica7ons, Inc. September 2010
Example: High Rankings Forum
© DH Communica7ons, Inc. November 2009
How This Worked For Me
• Client ques7on: “How do I get more people to my blog?”
• Wrote an e-‐newsle]er on the topic: “7 Tips for Gekng People to Your Blog” – Tips came from stuff I’ve read, my own prac7ces, and other experts
– Can send link to prospects who inquire about blog consul7ng
© DH Communica7ons, Inc. September 2010
4. Analyze Your Web Analy7cs
Combina7ons of keywords around a similar topic
• i.e. “Green Marke7ng” for a print broker
© DH Communica7ons, Inc. September 2010
Result: Green Marke7ng 101 Report
Helps marketers/print buyers make decisions
• Soy vs. tradi7onal ink? • Recycled vs. cer7fied paper?
• Varnish vs. non-‐varnish?
© DH Communica7ons, Inc. September 2010
Example: New Rise Investments
• How to add income to apartment buildings
• How to invest in an apartment building
• When inves7ng in apartment buildings, what does ROI mean?
© DH Communica7ons, Inc. November 2009
5. Analyze Current Projects
• What kinds of projects is your company working on?
• What has changed in the last 3 – 5 years?
• What are you seeing that’s new / different?
© DH Communica7ons, Inc. September 2010
Types of Content
• Newsle]er ar7cles • Applica7on notes • Case studies • Added bonus: pitch idea to online industry publica7on (inbound link)
© DH Communica7ons, Inc. September 2010
Example: AchieveGlobal
© DH Communica7ons, Inc. November 2009
Case Study Magazine Ar7cle
© DH Communica7ons, Inc. September 2010
6. Survey People
Use free survey tools (i.e. Survey Monkey) to ask your newsle]er readership or clients
what informa7on they want. Turn it into
content. – Blog posts / newsle]er topics – E-‐books / Reports – Web content
© DH Communica7ons, Inc. September 2010
Top B2B Marke7ng Mistakes
© DH Communica7ons, Inc. November 2009
7. Try Something New
HubSpot TV – Started off using Flip camera and conference room
– Lots of snafus – Now company films the show every Friday with in-‐studio audience!
– www.hubspot.tv
© DH Communica7ons, Inc. September 2010
8. Monitor Social Media / Alerts
© DH Communica7ons, Inc. November 2009
Content that Drives Conversions:
Stuff that helps people make a buying decision. • White Papers / Reports
• How-‐to Guides – print and video • Comparison charts
• Ar7cles (shows your exper7se) • Case studies
© DH Communica7ons, Inc. September 2010
Mar7n Marie]a Comparison Chart
© DH Communica7ons, Inc. September 2010
Helaine Smith, DMD “Before/Aqer”
© DH Communica7ons, Inc. September 2010
Inca Gold: Ar7cle White Paper
© DH Communica7ons, Inc. September 2010
Edward C. David, CPA
© DH Communica7ons, Inc. September 2010
Webinars
© DH Communica7ons, Inc. November 2009
“Takeaway” Report
© DH Communica7ons, Inc. November 2009
Free Stuff from Dianna Huff
Free Report: 41 Ways to Grow Your E-‐Newsle]er Subscriber List
Subscribe to: MarCom Strategist Newsle]er
www.dhcommunica7ons.com/tools/newsle]er/
© DH Communica7ons, Inc. September 2010
Thank you!
Dianna Huff
DH Communica7ons, Inc. 603-‐382-‐8093
E-‐mail: dianna@dhcommunica7ons.com Web: www.dhcommunica7ons.com Blog: www.dhcommunica7ons.com/blog
Twi]er: @diannahuff
© DH Communica7ons, Inc. September 2010
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