Prashant Puri, CEO & Co-Founder of AdLift Inc gives an in-depth webinar about how to master profitable content marketing. These slides from his SEJ ThinkTank webinar cover effective strategies and key metrics that make for a successful content marketing campaign. With updates to the SEO algorithm, the location, activity, quality, and context of content is more important now than ever before.
4. @puriprashant | @adlift |#SEJThinkTank
Poll Question 1
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Do you currently have a documented content marketing strategy
in place?
• Yes
• No
• No, but we are planning to
5. @puriprashant | @adlift |#SEJThinkTank
Why Content Marketing Is So Important?
Does your organization
use content marketing ?
76%SAY YES
75%use SEO as a
metric to measure
effectiveness
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Source: Content Marketing Institute
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56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge
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Source: Content Marketing Institute
7. @puriprashant | @adlift |#SEJThinkTank
Content Marketing – Key Elements to Profitable Content
Creating Share
Worthy Content
Identify Link Worthy
Sites
Mitigating Risk ROI
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8. @puriprashant | @adlift |#SEJThinkTank
A Study by Moz & BuzzSumo Creating Share
Worthy Content
The majority of posts receive few shares and even fewer links. In a
randomly selected sample of 100,000 posts over 50% had 2 or less Facebook
interactions (shares, likes or comments) and over 75% had zero external links. This
suggests there is a lot of very poor content out there and also that people
are very poor at amplifying their content.
Source: Moz & BuzzSumo Study: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-
million-articles
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9. @puriprashant | @adlift |#SEJThinkTank
Links & Shares Creating Share
Worthy Content
Content is either shared or linked – If you want to hit the sweet spot,
create deep research or opinion forming content.
Source: Moz & BuzzSumo Study: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-
million-articles
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10. @puriprashant | @adlift |#SEJThinkTank
Long form content recieves more shares & links Creating Share
Worthy Content
85% of the content had less than 1,000 words
Length (words) No in sample Percent
Total Shares
Average
Referring
Domain Links
Average
<1,000 418,167 85.5 2,823 3.47
1-2,000 58,642 12 3,456 6.92
2-3,000 8,172 1.7 4,254 8.81
3,000-10,000 3,909 0.8 5,883 11.07
Source: Moz & BuzzSumo Study: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-
million-articles
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11. @puriprashant | @adlift |#SEJThinkTank
Content Marketing – Key Elements to Profitable Content
Creating Share
Worthy Content
Identify Link Worthy
Sites
Mitigating Risk ROI
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12. @puriprashant | @adlift |#SEJThinkTank
Google Keyword Planner
Keyword Targeting: What are MY Customers Looking For & How Do I Begin ? Identify Link
Worthy Sites
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Source: Screenshot by presenter 11/15
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UberSuggest – Google Suggest in One Place
Keyword Targeting: UberSuggest Identify Link
Worthy Sites
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Source: Screenshot by presenter 11/15
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Keyword Targeting: GrepWords Identify Link
Worthy Sites
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Source: Screenshot by presenter 11/15
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Drill down and Analyze sites with
high Social Engagement
Discovering Sites that are Topically Relevant or Cover Target Keywords: aHrefs Identify Link
Worthy Sites
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Source: Screenshot by presenter 11/15
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Creates Search Queries + Pings Twitter for Relevant Conversations: Content Runner Identify Link
Worthy Sites
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Source: Screenshot by presenter 11/15
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Keyword Targeted Content: Google Alert Identify Link
Worthy Sites
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Source: Screenshot by presenter 11/15
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Topically Relevant
sites
Influencer Outreach – Leveraging Social Media: Topsy
}
Identify Link
Worthy Sites
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Source: Screenshot by presenter 11/15
19. @puriprashant | @adlift |#SEJThinkTank
Deciding with Data Identify Link
Worthy Sites
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Source: Screenshot by presenter 11/15
20. @puriprashant | @adlift |#SEJThinkTank
Content Marketing – Key Elements to Profitable Content
Creating Share
Worthy Content
Identify Link Worthy
Sites
Mitigating Risk ROI
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24. @puriprashant | @adlift |#SEJThinkTank
4%
27%
18%
13%
8%
6%
4%
15%
2%
3%
0% 5% 10% 15% 20% 25% 30%
1-10
11-20
21-30
31-40
41-50
51-60
61-70
71-80
81-90
91-100
Domain Authority vs Links
Sample Size: 0-10k URLs
50% of Links From DA < 30
= Analyze Competitors
Understanding Your Current Link Distribution: Moz Mitigating Risk
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Image created by AdLift
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1%
1%
1%
2%
30%
60%
2%
1%
1%
1%
0% 10% 20% 30% 40% 50% 60% 70%
0-10
11-20
21-30
31-40
41-50
51-60
61-70
71-80
81-90
91-100
Ahrefs Domain Rank vs Links
Sample Size: 0-1M+ URLs
Note:
Sample size of aHref is
much larger hence graphs
look different
Understanding Your Current Link Distribution Across a Broader Set: aHrefs Mitigating Risk
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Image created by AdLift
26. @puriprashant | @adlift |#SEJThinkTank
1%
1%
2%
12%
38%
29%
12%
3%
1%
1%
0% 5% 10% 15% 20% 25% 30% 35% 40%
0-10
11-20
21-30
31-40
41-50
51-60
61-70
71-80
81-90
91-100
Ahrefs Domain Rank vs Unique Linking Domains
Sample Size: 0-1M URLs
Its Important to Analyze Unique Linking Domains Mitigating Risk
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Image created by AdLift
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Poor Link Distribution Attributed to Low Quality Link Acquisition Mitigating Risk
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Source: Screenshot by presenter 11/15
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70% Drop in SEO visibility
Result: Annihilation of SEO Traffic Mitigating Risk
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Source: Screenshot by presenter 11/15
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KWs “ceiling fans” & “pendant lights” drive
more links than longer tail anchor text
“ceiling fans”
“Longer tail”
“pendant lights”
Understanding Your Current Anchor Text Distribution: aHrefs Mitigating Risk
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Image created by AdLift
30. @puriprashant | @adlift |#SEJThinkTank
Out of ~150k pages – top 7 pages drive
51% of the links
Understanding Your Current Landing Page Distribution: aHrefs Mitigating Risk
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Image created by AdLift
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Ideal Landing Page and Anchor Text Segmentation Mitigating Risk
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Image created by AdLift
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Good !
Not So Much !
Watch out for Penalized Sites: SEMRush Mitigating Risk
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Source: Screenshot by presenter 11/15
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None of the
keywords rank in the
top 10
Declining SEO
Visibility
Watch out for Penalized Sites: SearchMetrics Mitigating Risk
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Source: Screenshot by presenter 11/15
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Sort by Trust Flow
How Do You Avoid Getting Hit By Negative SEO ? Majestic SEO – New Links Report Mitigating Risk
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Source: Screenshot by presenter 11/15
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How Do You Avoid Getting Hit By Negative SEO ? Google Webmaster Mitigating Risk
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Source: Screenshot by presenter 11/15
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How Do You Avoid Getting Hit By Negative SEO ? Moz Mitigating Risk
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Source: Screenshot by presenter 11/15
37. @puriprashant | @adlift |#SEJThinkTank
Poll Question 2
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Are you going to spend more or spends remain the same for
content marketing in 2016 ?
• Will spend more in 2016
• Spends will remain the same in 2016
38. @puriprashant | @adlift |#SEJThinkTank
56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge
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39. @puriprashant | @adlift |#SEJThinkTank
10,000+ Publishers
4,500+ Authors
Index Authorship
Social Visibility
Real - Time Indexing
INTRODUCING CONTENT LIFT
TM
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40. @puriprashant | @adlift |#SEJThinkTank
Links containing target keywords are
amongst the leading factors behind
keyword rankings
By distributing relevant, audience-centric
content to external web properties,
Dream On Me can build additional
relationships, amplify their reach,
generate click through from these
external sites, and most importantly earn
links from these high-value/high-
authority websites
How Does Content Marketing Work at AdLift
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Image created by AdLift
42. @puriprashant | @adlift |#SEJThinkTank
Content Marketing – Key Elements to Profitable Content
Creating Share
Worthy Content
Identify Link Worthy
Sites
Mitigating Risk ROI
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43. @puriprashant | @adlift |#SEJThinkTank
Calculating ROI: Landing Page Traffic
Identify when content
marketing starts
ROI
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Source: Screenshot by presenter 11/15
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Calculating ROI: Landing Page Traffic
Benchmark current goal
completions
ROI
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Source: Screenshot by presenter 11/15
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Calculate Your Costs to Create Content
• Agency Cost
• Freelance Cost
• Creative Cost
• In-house Cost
ROI
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Calcualte Revenue Generated
1. Direct revenue generated
ROI
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Source: Screenshot by presenter 11/15
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Calcualte Revenue Generated (Cont..)
2. Revenue generated when a goal is completed – Goal Value
• Calculate the value of a Goal = Total revenue generated / # of Goals
ROI
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Source: Screenshot by presenter 11/15
48. @puriprashant | @adlift |#SEJThinkTank
Calculate Revenue Generated (Cont..)
Revenue generated =
Incremental Goals
Completed X Goal Value
(597-324) X $1,000 =
$273,000
ROI
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Source: Screenshot by presenter 11/15
49. @puriprashant | @adlift |#SEJThinkTank
Now… we know our ROI !
Revenue generated =
Incremental Goals
Completed X Goal Value
(597-324) X $1,000 =
$273,000
• Agency Cost
• Freelance Cost
• Creative Cost
• In-house Cost
• Agency Cost
• Freelance Cost
• Creative Cost
• In-house Cost
ROI
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50. @puriprashant | @adlift |#SEJThinkTank
Network Avg. CPC
Value of Content (Incremental 100K
Visits via SEO)
Toboola $0.56 $56,000.00
Out Brain $0.57 $57,000.00
Nrelate $0.80 $80,000.00
Calculating the Value of SEO Driven Content ROI
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51. @puriprashant | @adlift |#SEJThinkTank
• Understand your keyword segment & audience
1. Google Keyword Planner
2. Grepwords
3. UberSuggest
• Identify topically relevant, keyword targeted sites
4. aHrefs
5. Topsy
6. Content Runner
• Create an exhaustive list segmented by category & keywords
• Mitigate risk by further analyzing SEO visibility for these sites
7. SEMRush
8. SearchMetrics
• Understand your anchor text and page linking metrics
9. Moz
• Avoid being hit by negative SEO by
10. Constantly monitoring your incoming links: MagesticSEO
To Sum it Up !
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