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OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

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Presentation at OMCap Germany, October 2013. Topic of Content and Link Marketing.

Publié dans : Business, Technologie, Design
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OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

  1. SEO INBOUND STYLE: Seeding Content for Link Building.
  2. Maik Metzen Managing Partner, AKM3 @maikmetzen
  3. Rebecca Churt Marketing Manager, HubSpot @rchurt
  4. WHAT IS INBOUND STYLE?
  5. WHAT IS INBOUND STYLE ? MARKETING
  6. Old marketing is 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened BROKEN.
  7. The way we live has changed.
  8. The consumer is in control.
  9. 65% of European consumers do research online before purchasing. Source: Consumer Barometer
  10. To attract THOSE people, marketers have to provide them with something they will love.
  11. Customer Focused Personalized Content SEO Social etc. TRADITIONALINBOUND vs. Marketer Focused Cold Calling Cold Emails (SPAM) Interruptive Ads etc.
  12. Content is the hook.
  13. WHAT IS CONTENT MARKETING?
  14. CONTENT ASSETS Blogs Interactive Tools Photos & “Link Bait” Videos & Podcasts Presentations & eBooks
  15. Content is king
  16. BUT …
  17. content can’t be everything.
  18. Customer Focused Personalized Content SEO Social etc. TRADITIONALINBOUND Marketer Focused Cold Calling Cold Emails (SPAM) Interruptive Ads etc. vs.
  19. BUT …
  20. THE AVERAGE WEBSITE Content Content Content Content Content Content Content Content Content Content Content Content Content Content Just more of the same Content Content Content Content Content Content Content Content Content Content Content Content Content Content Similar Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Some Content
  21. This is a content (and consumer) fail.
  22. Content needs to be unique.
  23. Content needs to be for you.
  24. Content needs to be the consumer.
  25. VS.
  26. WELCOME REBECCA! Finish your trial > or talk to a specialist now.
  27. Leads who are nurtured with targeted content yield 20% increase in sales.
  28. SEO Simplified SEO On-page Off-page Content Links
  29. SEO Inbound Style SEO On-page Off-page Content Links
  30. SEO On-page Off-page Strategic Content Links Social Signals SEO Simplified
  31. SEO On-page Off-page Strategic Content Links Social Signals SEO Inbound Style
  32. WHAT ABOUT LINK BUILDING?
  33. Why is that?
  34. WELCOME TO THE GOOGLE ZOO Knowledge Graph Links Content
  35. Panda Update
  36. Penguin Update Penguin Update 2.0
  37. LINK BUILDING vs. CONTENT MARKETING
  38. Short-term link building involves getting links, but not always the acquisition of customers.
  39. Link Building 1.0 Keywords Keyword Targets Find link opportunities Get Links
  40. Link Building 2.0 Keywords Keyword Targets Find link opportunities Get Links & Customers
  41. Grow organic traffic through content that speaks to the consumer.
  42. Link Building Content Marketing Keyword Type Transactional Informational Keyword Focus Short-term Long-term Channel Single Multi-channel Effort Medium High Goals Links Links, Traffic, Engagement, Consumer Acquisition ...
  43. GOOD STRATEGY … Idea Generation Production Seeding Reporting
  44. • Seeding relevant communities • Seeding relevant blogs • Not all approached take the “bait” • Targeting very attracted customer groups • Generating social signals • Great user metrics • Low competition because informational keywords • Providing master copy • PR, social media, email newsletter to employers, email newsletter to customers Outreach Facebook Ads Google Adwords Corporate Comm. SEEDING 101
  45. WHAT ABOUT PERSONAS?
  46. Social Network Activity Content Creation PERSONAS Community Activity
  47. Content Marketing & Link Building #FTW
  48. THANK YOU! @rchurt & @maikmetzen
  49. Q & A

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