PRSA Lunch - March 2017
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How and Why Your Social, Content, PR & SEO Strategy Should be One
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PRSA Lunch - March 2017
- 1. How and Why Your Social, Content, PR & SEO Strategy Should be One PRSA – MARCH 2017
- 3. Problem 1: SEO is Dead Problem 2: Content is Undervalued Problem 3: Marketing is Very Siloed
- 4. Problem 2: Content is Undervalued Direct Sales Scenario: Article earns 250 visits and gets 5 sales leads (2% conv. rate). At $100 = $500.00 SEO & Link Value Scenario: Same article above helps SEO by earning backlinks & social engagement. Organic traffic on non-article page improves by 200 visits. With a 4% conv. rank SEO value = $800.00 Source: SearchEngineWatch.com
- 5. Problem 3: Marketing is Very Siloed
- 6. What is a Cohesive Strategy? 6
- 7. Content The Digital Marking Trifecta
- 8. We Split Content Development Two Ways On-Site Content (pages, blogs, whitepapers, eBooks, etc.) 1. Improve rankings. 2. Social share signal 3. Backlink potential. 4. Native ads increases brand exposure. Off-Site Content (guest posts, influencer content, social posts) 1. Channel for “unbiased" perception. 2. Free content in exchange for PR and SEO backlinks. 3. Publishing
- 9. Owned + Paid Media 9 Promoting Owned Content w/ Paid Media
- 10. How To Blend: Owned + Paid Running native ads on owned content with paid media is cheap traffic. PPC clicks are much cheaper than search, plush any social media signals, backlinks, and brand awareness from thousands of impressions if.
- 11. How Do Native Ads Help SEO & PR? By integrating paid media budget into your content strategy, your business stands the chance of becoming a contributor with a devoted online following (PR). While these backlinks to your site are not treated the same as a traditional SEO backlink they can boost social shares, boost brand awareness, create new backlinks, and eventually boost organic traffic through better rankings (SEO).
- 12. Jewelry Store Example: Owned + Paid
- 13. Jewelry Store Example: Owned + Paid Native Ads Create Organic Traffic Eco’s in Google Analytics
- 14. B2B LinkedIn Example: Owned + Paid Impressions are Free PR & Social Actions Help SEO
- 15. B2B LinkedIn Example: Owned + Paid CTR and Engagement Data Tell you How to Make Better Content
- 16. Why is Facebook a “Pay to Play” Network? 1. Over 3 Million links are shared ever hour. 2. 1,500 posts compete for users news stream attention 3. Facebook pages with over 1M Likes average 2.27% organic exposure. 4. The only way to really be seen on Facebook is to boost your content.
- 17. Popular Platforms Are Evolving
- 18. Paid + Earned Media 18 Influencer Outreach & Boosting Earned Media
- 19. LinkedIn Example: Earned + Paid Promoting Earned Content helps deliver an independent voice and feedback outside your brand. Free, Clicks Create Awareness & Social Actions Help SEO
- 20. Step 1) We connected with a blogger and shipped product for review to after establishing an agreed upon price for a review. Step 2) The article got 62 comments and brought in 45 visits. Step 3) The article was posted on their Twitter and Facebook page. Twitter got 94 retweets and 14 likes. The Facebook post got 82 likes. Influencer Outreach Example-
- 21. Step 1) We connected with influence blogger and shipped product for review after establishing an agreed upon price for a review with a link back to our clients website. Step 2) On January 23rd, we got a product review on with a backlink to the website. The article got 32 comments and brought 32 visitors. Step 3) The article was shared on Pinterest and Facebook page. Pinterest got 27 pins and the Facebook post got 46 likes. Influencer Outreach Example-
- 22. Step 1) We connected with Forbes author over PR opportunity that included backlink opportunity. Step 2) The article got 6,499 views, it did not bring a lot of traffic to the website but its only purpose was to build up the backlink profile. Step 3) We got a link from Domain Authority (DA) 96 and Trust Flow (TF) 87 website. Earned Media Via Forbes Author
- 23. Keyword rankings and website traffic have more than doubled. Results
- 24. 1. Start with Simple Google Search – More than likely influencers are hiding right under your nose. 2. Show Credibility and Authenticity - Do your homework and show them you actually spent time researching their content. Make your first email about them. 3. Use SEO Tools (Moz or Majestic) – Look up your competitors backlink profile to see if you can tap into their network of influencers. 4. Don’t Spam with automation software –Nothing says I don’t care about building real relationship like a templated email. 5. Offer Commissions and Ask for More – You might be surprised how many friends influencers have. Establishing trust is very hard and they can open doors for you if you just ask. 5 Tips For Connecting with Top Influencers
- 25. Earned + Owned Media 25 Earn Traffic & PR with Owned Content
- 26. Monthly Keyword Rankings: “Dog Oral Surgery” Owned Content Earned Content Top 10 Rankings Example: Owned & Earned Working Together
- 27. Tip - Long Form Content is Winning Content between 3,000 and 10,000 words receives the most social shares - (ClickZ) 1,076 Word Article
- 28. Example - Long Form Content is Winning 60 position keyword ranking Jump for three word phrase
- 29. Example – Long Form Content is Winning
- 30. How To Make Better Content Step 1) Find Proven Content already successful in search and social. Step 2) Make Content Better in 4 Ways: 1. Make it Longer 2. Make it More in-depth 3. Make it Actionable 4. Make it Share-Worthy Step 3) Publish and Promote.
- 31. Example: Guest Post with Owned Content Guest Posting with Owned Content: prepperbroadcasting.com • We provided the article copy. • They posted the article on their site. • We got earned media. • The article gave us 37 visits so far. • Generated one sale.
- 32. Example: PR For Content Exchange
- 33. Example: Results ahrefs.com Backlink SEO Impact:
- 34. 1. Join HARO – I have personally received some of my best PR and SEO backlinks from helping out on SEO and digital marketing articles. 2. Be Responsive & Flexible – PR opportunities sometimes last less than 24 hours. If your checklist misses real-time capabilities your missing out. 3. Interview Industry Insiders – Ask Influencers if you can interview them for your site. Offer up what you are wanting from them. Ego plays are very powerful and people share and link to articles they are featured in. 3 Tips For Earning Media
- 35. 35 Putting It All Together Final Thoughts
- 36. Content Blended Strategies Solves Our Problems Solution 1: SEO is not dead. The crossover between owned & earned media is where we find a lot of SEO success; however, a fully blended approach works best. Solution 2: The value of content needs more than a traffic calculation. Content has a much deeper impact on long-term SEO, PR, & awareness that needs to be considered. Solution 3: Software companies and agencies are starting to incorporate more blended earned, paid, and owned strategies in marketing plans. . . What will you do?
Editor's Notes
- I’m excited to talk to you all today about a cohesive mindset for your digital marketing strategy. I care about digital marketing for the same reasons you all care – I want to be successful both in my career and help our clients hit their goals. With search, social, content marketing, and PR more recent trends are very important. Being current and up to date with the latest digital marketing trends is a major pursuit to be better in our industry and being here today is a testament to why you care.
- SEO Has Problems .
- Forbes ran an article titled: “The Death Of SEO: The Rise Of Social, PR, And Real Content” with this quote. When Do you Think This Article Ran on Forbes.com? A: July 20th, 2012 When I started Rank Fuse in two years ago I knew there was problem. I knew Google was evolving their SEO algorithms rapidly and many freelance SEO’s and PR agencies where in limbo trying to recalibrate to accommodate digital strategy to stay current and provide results. I think we most people SEO is not “dead”, but it has changed. For me, starting an new agency was an opportunity to eliminate any old bad habits and future proof SEO strategy against Google’s vision. Basically I saw changes and uncertainty as opportunity to be better and start with a clean slate. Analogy: In the medical world the flu virus changes every year and last years vaccine is no longer effective. When this happens no one says “vaccines are dead”. It’s expected that when the old method no longer works that doctors will go back to the lab and adapt and new formula that will work..
- Inbound links and long-term SEO value should be at the top of this list.
- Marketing Pros Get Stuck budget and execution silos and don’t consider crossover value. For me, building an agile team that can adapt and change (C#8) is the easy part. The real problem still remains with legacy planning and vendors stuck in doing things they way they have always been on. Breaking the mold for an industry that is not ready to be broken requires more client education. The idea that SEO, content marketing, social media, and paid media creates more earned media and PR opportunities is not new, but planning, forecasting and sharing budgets to accomplish a larger set of objectives is. somewhat in it’s infancy for clients and harder to measure for ROI and direct results.
- Today I want share the Idea of a cohesive digital marketing plan that works together as one. The idea that content marketing, social media, SEO, and PR all work together may not be novel, but today I want to give you some examples and strategic ideas how we at Rank Fuse are leveraging ourselves and our clients online to build more awareness and website traffic. .
- Channel-focused agency teams miss opportunities: The concept of blending PR, SEO, Social and Content is easier when we change our siloed thinking into how earned, owned, and paid media is more powerful when it becomes a blended strategy. How much is last months (owned media) blog post really worth when it generates a reaction article (with a backlink) from a new Earned Media source? How much was our outreach guest post worth? Was it paid? Is it only worth the 3 sales from traffic we can attribute? Or was the backlink ans social shares we got that gave us an organic traffic boost and even more sales applied as well? When paid social media ads generate
- Today I want share the Idea of a cohesive digital marketing plan that works together as one. The idea that content marketing, social media, SEO, and PR all work together may not be novel, but today I want to give you some examples and strategic ideas how we at Rank Fuse are leveraging ourselves and our clients online to build more awareness and website traffic. .
- Channel-focused agency teams miss opportunities: The concept of blending PR, SEO, Social and Content is easier when we change our siloed thinking into how earned, owned, and paid media is more powerful when it becomes a blended strategy. How much is last months (owned media) blog post really worth when it generates a reaction article (with a backlink) from a new Earned Media source? How much was our outreach guest post worth? Was it paid? Is it only worth the 3 sales from traffic we can attribute? Or was the backlink ans social shares we got that gave us an organic traffic boost and even more sales applied as well? When paid social media ads generate
- By integrating your paid media budget into your content, your business stands the chance of becoming a contributor with a devoted online following. With any sort of repeat visitors Google could use this data to help your site rank better. Instead of banners or text ads, social media ads and native ads link back to your content. While the backlinks to your site are not treated the same as a traditional SEO backlink they can boost social shares, conversions, SEO, and eventually more sales.
- Channel-focused agency teams miss opportunities: The concept of blending PR, SEO, Social and Content is easier when we change our siloed thinking into how earned, owned, and paid media is more powerful when it becomes a blended strategy. How much is last months (owned media) blog post really worth when it generates a reaction article (with a backlink) from a new Earned Media source? How much was our outreach guest post worth? Was it paid? Is it only worth the 3 sales from traffic we can attribute? Or was the backlink ans social shares we got that gave us an organic traffic boost and even more sales applied as well? When paid social media ads generate
- Hootsuite purchased AdEspresso last month. Microsoft purchased Linked last year.
- Today I want share the Idea of a cohesive digital marketing plan that works together as one. The idea that content marketing, social media, SEO, and PR all work together may not be novel, but today I want to give you some examples and strategic ideas how we at Rank Fuse are leveraging ourselves and our clients online to build more awareness and website traffic. .
- Channel-focused agency teams miss opportunities: The concept of blending PR, SEO, Social and Content is easier when we change our siloed thinking into how earned, owned, and paid media is more powerful when it becomes a blended strategy. How much is last months (owned media) blog post really worth when it generates a reaction article (with a backlink) from a new Earned Media source? How much was our outreach guest post worth? Was it paid? Is it only worth the 3 sales from traffic we can attribute? Or was the backlink ans social shares we got that gave us an organic traffic boost and even more sales applied as well? When paid social media ads generate
- Today I want share the Idea of a cohesive digital marketing plan that works together as one. The idea that content marketing, social media, SEO, and PR all work together may not be novel, but today I want to give you some examples and strategic ideas how we at Rank Fuse are leveraging ourselves and our clients online to build more awareness and website traffic. .
- In order to know what will rank and get socially shared the most you have to do your homework. The simple truth is longer content is perceived by humans and search engines are more valuable. Short paragraphs or bullet lists with out content don’t cut it.
- While we say long-tail keyword rankings jump in quickly on the new URL, we also so improvements across Yahoo, Google and Bing for our primary keywords goals.
- In order to know what will rank and get socially shared the most you have to do your homework. The simple truth is longer content is perceived by humans and search engines are more valuable. Short paragraphs or bullet lists with out content don’t cut it.
- Intended to be used to build the backlink profile. However, the small number of visitors it did bring a large percentage of them were Quality Visits and one visitor bought product from the website.
- Today I want share the Idea of a cohesive digital marketing plan that works together as one. The idea that content marketing, social media, SEO, and PR all work together may not be novel, but today I want to give you some examples and strategic ideas how we at Rank Fuse are leveraging ourselves and our clients online to build more awareness and website traffic. .
- Channel-focused agency teams miss opportunities: The concept of blending PR, SEO, Social and Content is easier when we change our siloed thinking into how earned, owned, and paid media is more powerful when it becomes a blended strategy. How much is last months (owned media) blog post really worth when it generates a reaction article (with a backlink) from a new Earned Media source? How much was our outreach guest post worth? Was it paid? Is it only worth the 3 sales from traffic we can attribute? Or was the backlink ans social shares we got that gave us an organic traffic boost and even more sales applied as well? When paid social media ads generate