Driving More Revenue Through Content Marketing & SEO
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- Deirdre Underwood
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2 Driving More Revenue Through Content Marketing & SEO
3 Ronald Dod CMO & Cofounder at Visiture - ecommerce Marketing agency with 60+ People - Spanx, Just For Men, NCR, BarkBox, Title Nine, Red Dress - We Build Magento Sites and Bring Customers to them - I focus on the Content & SEO side
4 What is Content Marketing? Using content to market your Magento storefront. Builds the brand, consumer connection, and drives repeat purchases. Different types of content from video, blog, resources, Infographics, studies, etc Two general categories: on-site & off-site content.
5 On-Site Content
6 Off-Site Content
7 Differences On-Site Content: Content lives on your website. You have more control. Much easier lead into a purchase. Helps rank for keyword phrases. Off-Site Content: You have no control. It provides external SEO factors (backlinks, usability, etc ). It aligns their brand with yours. Referral traffic from backlinks. Less bias with content.
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10 How Content Marketing & SEO Drives Revenue
11 How CM & SEO Drive Revenue Drive traffic from content to purchase through: Discount codes Offers Product mentions Affiliate Remarketing
12 How CM & SEO Drive Revenue Drive revenue with repeat customers: 1) 5x cost to acquire new customers. 2) Existing customers spend 67% more. 3) Social media, newsletter, and retargeting ads are great for this.
13 How CM & SEO Drive Revenue 81% of consumers research online before they buy (Retail Today Study). Content can rank for research query intent keyword phrases such as: What is the difference between Cat5 and Cat6? What are Compression Shorts? Plate Heat Exchangers versus Thermal Heat Exchangers Popular Dresses for Winter Difference between Pumps and Women s Heels Using keyword research you can find these queries.
14 How CM & SEO Drive Revenue Content marketing helps SEO. Category & product page rankings are critical for driving revenue. Product & category pages do not drive high quality backlinks. Backlinks are #1-2 most important ranking factor. Content marketing drives high quality backlinks to category & product pages.
15 How CM & SEO Drive Revenue Content marketing helps SEO. Usability signals are important for SEO. Positive usability signals: low bounce rate, increased time on page, more pages per session, etc Increase organic quality score (from Moz).
16 How CM & SEO Drive Revenue Content marketing helps SEO.
17 How CM & SEO Drive Revenue Content marketing helps SEO.
18 How CM & SEO Drive Revenue Content marketing helps SEO.
19 How CM & SEO Drive Revenue Content marketing helps SEO.
20 How CM & SEO Drive Revenue Content marketing helps SEO.
21 How CM & SEO Drive Revenue Content marketing helps SEO.
22 How to Build a Content Marketing System
23 Content Marketing Team DNA PM + Strategy + Writing + Promotion = Content Marketing Three types of roles fill these needs: 1. Content Strategist 2. Content Writer 3. Content Promoter
24 Building the Content Marketing Team Content Strategist Responsible for the Projects Responsible for Strategy Recruits and Manages Writers and Promoters Content Writer Writes the Content Wide Variety of Skills Content Promoter Promotes Content (Social, Newsletter, Backlinks, etc..) Content Published on External Sites Builds Backlinks Builds Relationships with Publications
25 Two Phases of Content Marketing: 1) Content Development 2) Content Promotion
26 On-Site Content Development: Overview
27 On-Site Content Development: Content Guidelines
28 On-Site Content Development: Content Calendar Develop a Content Calendar Tools: Coschedule Smartsheet Contently Asana Basecamp Excel (free)
29 On-Site Content Development: Content Research
30 On-Site Content Development: Content Research Types of Content Research Using Past Data for Future Ideas Using Frequently Asked Questions (FAQs) Using Competitors for Research
31 Content Development: Content Research
32 On-Site Content Development: Video Content
33 On-Site Content Development: Video Content
34 On-Site Content Development: Video Content
35 On-Site Content Development: Video Content
36 On-Site Content Development: Blog Content Myths of Blog Content: 1. Google likes fresh content 2. Short blogs are better 3. Long blogs are better 4. Blogging doesn t work
37 On-Site Content Development: Blog Content
38 On-Site Content Development: Blog Content
39 On-Site Content Development: Resource Content 1. Use a resource center. 2. Get creative with it. 3. Utilize keyword research or FAQs to center resources around.
40 On-Site Content Development: Resource Content
41 On-Site Content Development: Resource Content
42 On-Site Content Development: Studies/Data
43 On-Site Content Promotion Key Benefits of Promoting Content: 1. Content doesn t exist until promoted. 2. Increase effectiveness of content. 3. Gain high quality backlinks. 4. Gain high quality social media shares. 5. Build your brand.
44 On-Site Content Promotion Key Promotional Strategies: 1. Marketing 2. Social Media Marketing (Paid and Organic) 3. Search Engines 4. Display Advertisement
45 Off-Site Content Development Key Benefits of Off-Site Content: 1. High Quality Inbound Backlinks 2. Thought Leadership Credibility 3. Click Throughs on Backlinks 4. Increased Brand Awareness 5. Increase Brand Searches 6. Piggyback off their Authority
46 Off-Site Content Development
47 Off-Site Content Development
48 Off-Site Content Development
49 Off-Site Content Development
50 Off-Site Content Development
51 Off-Site Content Development
52 Off-Site Content Development
53 Off-Site Content Development & Promotion How to Gain Off-Site Placements: 1. Identify the Key Websites (Prospect) 2. Make Contact with Key Decision Makers 3. Build the Relationship & Pitch Ideas (Give Value) 4. Project Manage & Develop Content (Collaboration or Solo) 5. Think about Utilizing Tools to Help 6. Measure a. Referral traffic b. Domain authority c. Social Shares d. Coverage Views e. Backlinks? 7. Promote the content on your channels (social, , etc...)
54 Keys to Success: Content Marketing
55 Keys to Success: Overview Maximize your Content Marketing Effectiveness: 1. Work as a team 2. Create Easy to Understand Goals and Key Performance Indicators (KPIs) 3. Keep Goals Sustainable & Attainable 4. Prepare for the Long Haul
56 Key Performance Indicators 1. Revenue from Organic Search Engine Traffic 2. Traffic from Organic Search Engines 3. High Quality Backlinks (URL 30+ Score on Ahrefs) 4. Social Media Shares from Off Site Content Published 5. Referral Traffic from Backlinks 6. Changes to Usability Metrics (Bounce Rate, Time on Page, etc ) 7. Branded Search Volume 8. Keyword Rankings from a Tracker 9. SEMRush Keyword Rankings (Tracks Total Keyword Rankings) 10.Goals dependent on case by case situation.
57 Questions? Visit Visiture.com/Imagine2018 view this presentation guide (5,587 words total)! Connect with me:
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