#SEJThinkTank @AdLift Content Marketing: A 360° Approach Arron Goodin, AdLift Inc.
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#SEJThinkTank@AdLift
Content Marketing: A 360° Approach
Arron Goodin, AdLift Inc.
#SEJThinkTank@AdLift
Arron GoodinManaging Director,
AdLift Inc.
8+ Years of Digital & Online Marketing Experience
Prior roles at Adobe, AKQA & IAC
Worked closely with brands such as Audi, Santander Consumer, AirBNB, Discover
@AdLift
https://www.linkedin.com/in/arrongoodin
Who is Arron?
@
Amatuer golfer, marketing jargon assassin, $1 oyster expert
#SEJThinkTank@AdLift
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01
Which best describes your
SEO and/or content
marketing program?
Yeah, I got nothing
We are killing it!!!
Off and running but could use
help
Fledgling
Poll 1
#SEJThinkTank@AdLift
56% of Content Marketers believe Creating Engaging Content is the Biggest Challenge
#SEJThinkTank@AdLift
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03
Create Share Worthy Content
Analyze Content Effectiveness
Amplify Content(Social, Content Platforms)
The Content Marketing Interplay
#SEJThinkTank@AdLift
Researching gaps ininformation to
deliver unique content
Targeting theAudience
Researching thetopic to providemaximum value
ContentPlan
How to know what content to produce?
#SEJThinkTank@AdLift
Three Part Research Process
#SEJThinkTank@AdLift
Researching Gaps in Information to Find Content Opportunities
Targeted, Relevant Keyword List
Inventory pages on your site
Map as many keywords individually to each page
The leftover keywords are your content opportunity
Photo credit: Justin Tromeur
#SEJThinkTank@AdLift
Targeting the Audience: Top of the Funnel Approach
AWARENESS
INTEREST
DESIRE
ACTION
People have questions about everything and they come to search engines to seek answers.
Understanding the intent behind those queries helps us to know what kind of content should be created for which queries.
Sometimes folks just need answers.
Brand awareness happens when we present a piece of content as an answer to a user’s specific query. You’ve
provided value at the top of the funnel!
#SEJThinkTank@AdLift
Researching the topic for Maximum Value
Photo credit: Przemyslaw Zytnicki
Photo credit: Fanginhoon
Having a checklist of what tocover (avoids over research!)
Finding credible sourcesand demonstrating your own
expertise or knowledge
#SEJThinkTank@AdLift
Understanding Content Impact
#SEJThinkTank@AdLift
Analyzing Content Effectiveness: Analytics
1. Organic Visits2. Pages / Session3. Avg. Session Duration4. Bounce Rate5. New Users
Great KPIs are:
#SEJThinkTank@AdLift
Analyzing Content Effectiveness: Social Metrics
Depending on how big your follower base is:
0.1% to 1% interactionsof total follower base is
Good.
#SEJThinkTank@AdLift
Analyzing Content Effectiveness: Rankings
Track keyword rankings, weekly or monthly for your targeted keywords.
Also make sure the new page is the ranking URL
#SEJThinkTank@AdLift
Leveraging Your New Content
#SEJThinkTank@AdLift
Why use Taboola?
Taboola recommends editorial and sponsored content across many of the world’s most highly-trafficked sites.
Content creates strong emotional connections with consumers and lowers customer acquisition costs.
Taboola's content discovery platform gets you the right audience optimized for your goals.
01
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031. Visitor clicks your link recommended on a publisher site.
2. Content is viewed on your site, a third-party site, YouTube, or a social media site.
Taboola is the world's leading content discovery platform, serving 300B recommendations to over 550M unique visitors each month on the web's most innovative publisher sites.
#SEJThinkTank@AdLift
Why use Outbrain?
Your content can be featured on World’s top media sites.
You can promote articles, videos, slideshows, infographics, or even earned media that offers informational value to the audience.
You can select which Geographies you would like to target.
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The web's largest content publishers. The more interesting your content and the more traffic you drive, the more it will be recommended around the web.
#SEJThinkTank@AdLift
Key Elements in Tracking Outbrain/Taboola Effectiveness
Set Google Analytics campaign UTM using Google’s Tool URL Builder
Suggested TaggingUTM_Medium = DiscoveryUTM_Source = OutbrainUTM_Campaign = Campaign Name
Set Bids, GEO Targeting
#SEJThinkTank@AdLift
Case Study – Content Marketing Takes Time But Results in Higher ROI
Began content marketing leveraging Social and Content Platforms
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Poll 2
Prof
itabi
lity
Yes
Kind of
Customization
NoDo you have a
content strategy currently?
(with personas and everything!)
#SEJThinkTank@AdLift
Accelerated Mobile Pages
#SEJThinkTank@AdLift
AMP HTML – HTML but with AMP properties in the form of required markup.
AMP JavaScript – Specific JS designed to be faster.
AMP Cache – A content delivery network of AMP documents (Pages) published to the web which means…if your pages are built properly google will globally cached cache your pages and serve them up faster than if they would your own site.
What is AMP?
3
#SEJThinkTank@AdLift
Why AMP?
Photo credit: SOASTA
Source: SEO Powersuite
#SEJThinkTank@AdLift
Where to start?
AMP Homepage – https://www.ampproject.org
Google AMP Announcement – https://googleblog.blogspot.com/2015/10/introducing-accelerated-mobile-pages.html
#SEJThinkTank@AdLift
To sum it all up!
I’m Arron Goodin of AdLift and
I’m Awesome
Content Marketing
is Powerful
and Useful
Research to Create
Share Worthy Content
Analyze and
Learn from your
Data
Set-up Taboola
and Outbrain
Campaignfor
Amplified Reach
Leverage Amp to Stay Ahead
060504030201 07
Increased Visibility and Brand Awareness
#SEJThinkTank@YourTwitterHandle
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