Pumping out content is easy for an enterprise brand. But is that content providing higher ROI and value to your target audience or leading to higher bounce rates? Does your target audience feel the same connection to your content as you do? Do you take part in the online conversations that matter to your brand? Are you tracking the right competitors? This presentation seeks to help enterprise brands be more strategic in planning content, expanding their competitive reach, and truly connecting with their target audience. Register for this webinar to learn how brands can enhance cross-functional agility, increase their impact in digital marketing, and prepare for 2022’s demand evolution. You’ll learn: -Why competitive research is your most effective tool in identifying conversations you should be part of. -What people are asking about your content via YouTube. -How to put quality over quantity and avoid churning out articles with low SEO value. Enterprise brands get a lot of organic traffic, but that doesn’t always lead to conversions. Oftentimes, it’s just noise based on name recognition and domain authority. Join Katie Greenwood, Sr. SEO Manager at Conductor, as she shows the ins and outs of creating an effective enterprise content strategy that leads to conversions, not bounces. She will review how top brands create content that generates loyal customers and establishes themselves as leaders in their space.

2. 7 Big
Enterprise
Content
Marketing
Strategies
You Need To
Know

3. Katie Greenwood
SEO Strategy
Director
- 7 years at Conductor
- Based in Austin, TX
- Allergic to pumpkin
- LinkedIn

4. Lucy Greenwood
Dog
- Alumni of Badass Brooklyn Animal
Rescue
- Believes the best time to use a squeaky
toy is when someone is on the phone
- Snores like a lawnmower

5. When does SEO factor into your
content marketing strategy?
1.) The very beginning. It’s the first
step in our process
2.) The end. We create pages and
then we optimize for SEO
3.) It depends on the project
Poll Time!

6. “
Organic traffic accounts for 53% of all website
traffic. Whether your executives realize it or not, your
organic marketing efforts - and thus your SEO strategy -
are the key drivers of how people find your website and
eventually convert, which is one of many reasons why SEO
isn’t going anywhere in 2022 or the years to come
Patrick Reinhart
VP of Customer Success, Conductor
Host, 30|30 Webinar

7. The TLDR
Enterprise SEO is a multi-faceted and business specific topic. However, here are
7 strategies every enterprise content marketing plan should have in their back
pocket:
● Bring SEO in house
● Empower SEO at every level
● Expand your competitors
● Meet your customers at all stages
● Focus On Branded
● Know Your Result Types
● TRACK

8. Bring SEO In House
In-house teams can react to new
information and implement new
plans much more quickly than
agencies because they sit with other
internal teams.
In-house teams know your
customers, their challenges, and
most importantly, each other

9. Include SEO
At All Stages
Of The
Content
Process
Ensure all team members
have a solid understanding of
SEO so it’s involved in every
stage of your process, not
just right before publish. This
includes SEO education for
your social team, your
content writers, your
developers – whoever may
have a hand in creating
content for your site.

10. SEO Education Strategies
Conductor
Academy
SEO Strategy
E-Book from
Search Engine
Journal
Site specific from
internal SEO
team
LinkedIn
Learning

11. Expand Your Competitors
You know your business
competitors, but are you sure you
know who your content competitors
are for every stage of the buyers’
journey? They may be someone
completely different.
Consider tracking major Q&A
content machines to guide
customers to your site

12. “
While it’s smart to focus on companies you already know are
your competitors, make keywords your basis for analysis. This
will allow you to identify the full scope of brands, publishers
and bloggers competing with your content. That way, you can
gain more insights into the type of content ranking for those
keywords.
Allie Bhutani
Director of Brand, Conductor

13. Meet Your
Customers
At All Stages
Of Their
Process
Create early stage content
that helps your customers
answer their most beginner
questions about a topic
Create middle stage content
that can help make
comparison questions easier
Create late stage content
that helps complete the
buyers’ journey more
efficiently

14. Buyers Journey Examples
How to clean a cast iron
skillet
How to make mashed
potatoes
When to change car oil
Early
Best grill for patio
Futon vs pull out couch
Types of grills
Grill maintenance
Middle
Womens black running
sneakers
Mens snowboard pants
sale
Womens waterproof
hiking boots
Late

15. Focus On Branded
If you are an enterprise
brand, it’s likely other
companies are talking about
you. Make sure you own
your own brand name
keywords, especially when it
comes to support articles
about your products. You
want to control the
conversation about yourself

16. Pay
Attention To
Result Types
Tailor your content strategy
to what result types make
sense for your keywords. If
your target keywords are all
People Also Ask Results,
make sure your content
contains a lot of Q&A
content. If your keywords
contain videos, make videos.

17. Every Enterprise Brand Should Be
Making Video Content
Track YouTube as a
competitor
Use Google’s new
video schema tools
Apply keyword
research to your
video strategy
Ensure your video
content is ADA
compliant

18. Track. Everything.
Small changes can have big
impacts on an SEO brand.
Make sure you have
automated methods to track
content strategies for your
site and regular reports for
updates. Understanding your
data will help you share wins
and go back and fix
campaigns that just didn’t
work

19. Setting up tracking for your KPIs
before you start your project sets
you up for success

20. Google Analytics
An in-depth analytics tool that lets you
look at your web or app performance
Constructed of two types of reporting:
dimension and metrics
• Dimensions: reveal the features and
characteristics of a website user
• Metrics: quantify the activities of
the user

21. Digital Presence Tracking
Get a more complete view of KPIs with Web Property
Groups and Amazon Tracking
Conductor
Enhanced Performance Reporting
Provides more clarity and context around what impacts
KPIs. Content Performance, Page Insights, and
Automatic/Custom Annotations
Content Guidance
Aimed to help improve KPIs. Provides prescriptive
recommendation to help create and optimize content to
improve ranking
“My division leverages Conductor to conduct keyword research in multiple regions and countries, and we use it as
our main reporting mechanism and to tell the story of our SEO success externally. Before using Conductor, we did
not have a way to monitor and report on our keyword rankings, and manage SEO reporting across the globe.”
--Marisa Mason, Senior Digital Strategist, Global Marketing, Thermo Fisher Scientific

23. It’s always ok to reassess and try
again

24. Has there been an
unexpected shift in
the industry
Is your competitor
making the same
changes
Did this project have
the right intent
Are we facing
unexpected
technical issues
How many clicks to
conversions
Are we targeting the
right keywords
Questions To Ask

25. Teamwork is the most important
resource in enterprise SEO