Done right content marketing and SEO allow your business to get found in search at the exact moment consumers need your product. Understanding the basic principles of content marketing and SEO builds a solid foundation to generate more inbound leads...

1. the Basic Principles of
Content Marketing
and
SEO
to Generate More
Inbound Leads

2. Goals
• What are Content Marketing and SEO?
• Why are Content Marketing and SEO important to my business?
• What are Content Marketing and SEO best practices?
• How do we generate inbound leads from Content Marketing and
SEO?

3. What are Content
Marketing and SEO?

4. Content Marketing...
...is various methods with which we deliver our
message of value in the digital world.

5. Content Marketing Includes:
Blogging
Video
Podcasting
Slideshows
Images
eBooks
Infographics
Whitepapers

6. On-Page SEO (Search Engine Optimization)...
...is the words we use within our message.

7. On-Page SEO Includes:
Site Title
Site Description
URL
Permalink Structure
Page Content
Keywords
Image ALT Title
Internal Linking

8. Off-Page SEO...
...is the accumulation of value derived by the people
businesses who come in contact with your message.

9. Off-Page SEO Includes:
Acquiring Backlinks
Social Profile Links
Citations
Search Indexing
Rich Snippets

10. Human SEO...
...is the user experience.

11. Human SEO Includes:
Site Speed
Bounce Rate
Visit Length
Social Sharing

12. Why are Content
Marketing and SEO
important to my
business?

13. Content Marketing and SEO allow the Connected
Generation to find us in their time of need...

14. Who are the
Connected Generation?

15. The Connected Generation
communicates, builds
relationships and makes
buying decisions using
digital and social media.

16. The
Connected
Generation
is
NOT
going
to use
the
Phone
Book.

17. and you
can’t
advertise
to the
Connected
Generation

18. The Connected Generation chooses you...
...on their own time line
...based on their own research and
...their own belief in your story of value.

19. We are no longer the
Gatekeepers of our
Expertise...
In order to be chosen we must tell our
unique story of value online using the
basic principles of Content Marketing
and SEO.

20. What are Content
Marketing and SEO
best practices?

21. Content Marketing success comes down to
value, message and consistency.
But first...

22. Who are you writing for?
Demographic
Geographic
Industry
B2B
B2C
Budget
Buying Cycle

23. What makes you uniquely
qualified to serve them?
Experience
Expertise
Training
Markets
Location
Relationships
Service

24. What is the personality
of your business?
Casual
Strict
Old-fashioned
Progressive
Energetic

25. The answers to these questions...
...determine our value and
...define our message.
Now it’s time to create content.

26. There
are
many
different
forms
of
content
marketing

27. Specific
forms
of
}
content
move
prospects
through
the various
stages of
your
marketing
funnel

28. Content Marketing
Best Practices
Always write with a purpose.
1) Determine type of business you want to attract
2) Use Google Keyword Tool to find popular keywords
3) Answer question addressing problem related to keywords
4) Write like a human being talks
5) Use examples from “real life”
6) Describe how you solved problem
7) Add call-to-action

29. SEO
Best Practices
Only pick one keyword phrase per post
1) Pick one keyword or long-tail keyword for a post
2) Use that keyword in the text of the article at least 3-5
times but only as the keyword fits naturally
3) Add keyword to Image ALT Title
4) Use the keyword in the URL
5) Use the keyword in the post title
6) Link to other blog posts on related topics
7) Never stuff post or sound unnatural with keyword

30. Follow a
consistent
blogging
format
that
Internet
users are
familiar
with
30

31. Consistency Matters

32. Google Testimonials...
...great content.

33. Google Authorship
and YouTube Snippets

34. How do we Generate
Leads from Content
Marketing and SEO?

35. We ask for the business.

36. We consistently create content that
delivers our message of value to the
target market we serve.

37. ... and along with every piece of content we create is a
simple call-to-action.
“Call us with questions”
“Click here to contact us via Email”
“Fill out this form to begin a quote”

38. It’s both that easy and that hard.

39. What to do today?
Begin here.
1) Choose one type of business
2) Create a 450-650 word blog post that answers one
insurance question pertaining to that business (simpler the
better)
3) Hit publish

40. Now do this every day.

41. The End

42. I am Ryan Hanley
• Director of Marketing, CIC
– The Murray Group Insurance
Services, Inc
• Creator Content Warfare Blog
– www.RyanHanley.com
• Author
– The Social Tools Book
– Free No BS Blogging Success
Guide {Get your copy}
• Producer of
– The Content Warfare Podcast
– www.ContentWarfarePodcast.com

43. Resources
• www.copyblogger.com
• www.socialtriggers.com
• www.kissmetrics.com
• www.ducttapemarketing.com

44. Thank You!