How to use content to get noticed, drive traffic and convert visitors.

1. SEARCH RANKING CRASH COURSE
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2. CONTENT OVERHAUL
USE CONTENT TO GET NOTICED, DRIVE TRAFFIC AND CONVERT VISITORS
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3. WHAT IS CONTENT?
“Content is a broad
Blog term that refers to
E-mail News anything created
and uploaded to a
website.” ~
Content Rules
Case
Podcasts
Studies
Website
E-books Video
White
Photos
Papers Social
Articles Media

4. WHY DOES CONTENT MATTER?
Marketing is Shifting from Outbound to Inbound*
Traditional Shrinking
Change in
media losing media budgets
buyer attitudes
reach reduce quality
High quality
Selling to customers is more
content from
challenging (informed)
businesses
Technology is cheap
Inbound leads cost 62% less than outbound leads**
**http://blog.hubspot.com/blog/tabid/6307/bid/10172/Inbound-
* Get Content. Get Customers.
Leads-Cost-62-Less-than-Outbound-New-Data.aspx
Joe Pulizzi, et al.
March 2011

5. WHY DOES CONTENT MATTER?
Info for Purchasing Decisions
0% 20% 40% 60% 80% 100%
Internet Search 92%
Blogs 53%
User-generated 46%
Message boards 34%
Social networks 26%
Magazines 20%
TV
Newspapers
Media Used Frequently by US Internet Users to Find Information
to Help with Purchase Decisions, March 2010, eMarketer.com

6. Social Can’t Go It Alone
WHY DOES CONTENT MATTER?
Search & Social Conversions
1%
Search
48% Search + Social
51%
Social Alone
Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011
http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf

7. Content is Your Online
WHY DOES CONTENT MATTER?
Marketing Cornerstone
Social
Links Content Sales
SEO

8. WHERE TO START WITH CONTENT
Customers
Resources
Goals

9. WEB PAGE CONTENT
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10. Don’t Underestimate Value of
WEB PAGE CONTENT
Well Written Content
• Used to evaluate page
SEO
topic and relevance
• Inform visitors
Conversions • Persuade them to
take action

11. Rule #1: Write for Your Audience First
WEB PAGE CONTENT
Switch from “we” to “you”
• Don’t talk about your company
constantly; instead, educate and persuade
• Answer customer questions
• State benefits
Write naturally
• Readability is paramount

12. Rule #2: Write for Search Engines Second
WEB PAGE CONTENT
Research • Core keywords
keywords in • Supporting keyword phrases
advance • Related words
Develop
content based • Hold reader’s interest
on keyword • Should not be obvious
research
Remember, #1 rank does not equal sales and conversions!

13. Rule #3: Rewrite Until It’s Right
WEB PAGE CONTENT
• Avoid keyword stuffing
• Reader value
New • Persuasive value
• Keyword targeting
• Find appropriate balance
Existing between readers/SEO

14. Humorous
ESTABLISH YOUR VOICE
Our car batteries are durable, long-lasting and deliver enough power to start
any vehicle in the harshest winter environment. Your escape from the in-
law's is guaranteed every season of year.

15. Whimsical
ESTABLISH YOUR VOICE
You want a durable,
long-lasting battery?
Yeah, we got that.
There is no natural
force in the world
that'll keep our
batteries from doing
their job. When you
need power, we
deliver.

16. Serious
ESTABLISH YOUR VOICE
Our car batteries are durable, long-lasting and deliver enough power to start
any vehicle in the harshest winter environment. You're guaranteed to get
power to your vehicle when you need it most.

17. Snarky
ESTABLISH YOUR VOICE
When headed to the
in-law's, you want to
be equipped with
one of the most
powerful car
batteries money can
buy. Come hell or
high water, you're
getting out of there
alive!

18. Down to Earth
ESTABLISH YOUR VOICE
We don’t compete on price, we compete on quality. Our batteries deliver
the juice to start any vehicle even in the harshest winter environment. Can
you really put a price on that kind of reliability?

19. Thoughtful
ESTABLISH YOUR VOICE
Let's face it, batteries
fail at the worst
possible time, in the
worst possible place.
We've built reliability
into all our car
batteries so they
deliver the power you
need when you need
it most to get you
where you want to
be.

20. Brutally Honest
ESTABLISH YOUR VOICE
Your boss is a jerk, your wife a nag and your friends are idiots. You need an
escape. Where you go is up to you, how you get there is up to us. Our car
batteries will start any vehicle any time any where. We're ready to go when
you are.

21. Flowery
ESTABLISH YOUR VOICE
Our car batteries are
designed to
withstand whatever
forces of nature that
heaven above (or you
know who below) can
throw at it. When you
turn that key, you're
vehicle will roar to
life without so much
as a cough or sputter.

22. Understanding Keyword Usage
KEYWORD USAGE
• 1-3 per page (we
Core recommend using
only 1)
• Use as frequently
Term as readability will
allow

23. Keyword Density
KEYWORD USAGE
Search engines think every word is a keyword!
Engine looking for “red marbles”
text text text red marbles text text text
text text text red marbles text text
text text text text text text text text text
text text red marbles text text text
text text text text text text text text text
red text text marbles text text text
text text text
Add in “rubber balls” Add in “jump rope”
text text text red marbles text text text jump rope text red marbles text text text
rubber balls text red marbles text Search rubber balls text red marbles text
text text rubber balls text text text text text text text rubber balls text text text text text
text text text red marbles text engines get text text text red marbles text
text text text text text text rubber balls text confused! text text text jump rope text rubber balls
text text text text text text text text text text text text text text text
text red balls text text jump rope text text text
No magic keyword density. Use “read it aloud” rule.

24. Integrating Core Terms
KEYWORD USAGE
• Specific phrase
Core Term • Use appropriately
baby bedding
Choose from a wide variety of
affordable baby bedding.
Select sheets and comforters
for both boys and girls. Your
baby bedding can be fitted
perfectly with a crib or
toddler bed.

25. Keyword Phrases
KEYWORD USAGE
• Core term with
qualifiers
Supporting • Long-tail phrases
Phrases • Use liberally, not
always in phrase
format

26. Integrating Supporting Phrases
KEYWORD USAGE
• Core term w/ qualifier
Supporting • Long-tail phrases
baby bedding
Choose from a wide variety of
affordable baby bedding.
Select sheets and comforters
for both boys and girls. Your
bedding can be fitted
perfectly with your baby’s
crib or toddler bed.

27. Related Words
KEYWORD USAGE
They match up with the core term and supporting phrases.
• Stemmed variations of core (running, ran) –
Don’t rely on search engines to do this!
• Similar in meaning (jog, walk, hike, stroll)
• Found in similar content (shoes, fast,
exercise)

28. Integrating Related Words
KEYWORD USAGE
• Stemmed variations
Related • Semantic relation
baby bedding
Choose from a wide variety of
affordable baby bedding.
Select sheets and comforters
for both boys and girls. Your
bedding can be fitted
perfectly with your baby’s
crib or toddler bed.

29. Hyperlocal Keywords
KEYWORD USAGE
• Don’t forget local terms
• Use specific references to
your business as much as
possible
• Don’t stuff!
• Use cities, regions, zip Call or visit our West Side
codes, etc. office to get the lowest quote
on car insurance in
Cleveland.

30. Misspellings vs. Variations
KEYWORD USAGE
• Never, ever, EVER deliberately put
misspellings on your page, in meta tags
or in paid search!
• What are variations?
• Email vs. e-mail
• Book keeper vs. bookkeeper
• Web site vs. website

31. Images and Flash
WEB PAGE CONTENT STYLE
• Images can’t be “read” by engines
– Move image text to real text
– Use ALT attribute
• Don’t Use Images for Optimized Copy
– Kills your optimization efforts
• Use Images for Non-Optimized Copy
– Preventing dilution of optimized text
– Rotating text
• Engines have a hard time with Flash
Visit our beautiful • Flash can be “read” but has
resort near Mohican drawbacks
State Park
– Can’t optimize pages
– Can’t send visitors to most relevant
content

32. Headings and Subheads
WEB PAGE CONTENT STYLE
H1
• Read and scanned
• Use strategically
– H1: Main headline H2
– H2-6: Sub and
paragraph
headings
• Higher value than
text
• Help visitors find H3
info quickly

33. Body Content
WEB PAGE CONTENT STYLE
• Target your audience
• Make it scannable
 Headings and
subheads
 Bullet points
 Bold and italics
• Limit paragraphs to
one idea
• Link to relevant pages
frequently; balance
with usability
• Calls to action

34. Putting It All Together
WEB PAGE CONTENT STYLE
Cloth diapers are one of the easiest
and least expensive ways to diaper
your little one. Browse our extensive
selection of comfortable, reusable
cloth diapers, and enjoy the savings
with our wholesale prices.
We sell the inexpensive cloth
diapers. Buy old fashioned cloth
diapers from us and chose from our
wide selection.

35. Better Than Optimized
WEB PAGE CONTENT STYLE
Drive the European Convertible of Your Dreams
Imagine the thrill of racing through switchback curves and heart-pounding straightaways in
a rare European sports car. Experience the highway like never before behind the wheel of a
luxury Porsche convertible.
At Antonio’s Sports Cars, a one-of-a-kind
Northeast Ohio dealership, we specialize in
rare European convertibles and race cars that
let you live your dream. And, our highly
trained technicians will help you protect and
preserve that dream for years to come.
Make Your Sports Car Fantasy a Reality
Any time you visit our showroom in Hudson,
Ohio, you’ll enjoy attentive, efficient service
and a selection of exceptional vehicles to
peruse.
Don’t wait a moment longer. Reserve a
personal appointment with a member of our
knowledgeable sales team today by calling
1.888.ILO.ADED.

36. WHY BLOG?
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37. Is Blogging Really That Popular?
WHY BLOG?
Many inbound marketing authorities consider blogging as social media.

38. So, Everybody’s Doing It. Should I?
WHY BLOG?
• B2B companies that
According to Hubspot, a blog get 67% more
leading authority on leads/month
inbound marketing and its
metrics: • B2C companies that
blog get 88% more
leads/month
• Companies that blog
have 55% more website
visitors
Of all the forms of content marketing, blogging is
one of the easiest and least expensive methods.

39. Why Does It Work?
WHY BLOG?
• Drives traffic
 Fresh content
 More indexed pages
 More backlinks
• Increased reach of your message
 An aspect of social media
 Companies that blog have 2X the Twitter
followers as those that do not (Hubspot)
• Good branding
 Educates readers, building loyalty and trust
 71% say blogs affect their purchasing decisions
either somewhat or very much (Fast Company)

40. Value of Blog in Context, Competition
WHY BLOG?
Micro
blogging
Social
News
Competition
Context
Search Results
Forums
Social Reviews
Blogs, Articles

41. Value of Blog for Social Media
WHY BLOG?
Home Base
Under your control
Not a third-party site

42. Reasons to Blog
WHY BLOG?
• Add personality to a business,
connect with people
• Shine different light on your
business
• Initiate feedback cycle
• Build a community from ground
up
• Emotional investment
• Educate, build credibility,
generate ideas and insights
• Get found by the media
• Bolster the brand
• Create demand for novel
products
• Sell products by sharing just
enough info to make people
curious

43. Control the Conversation
Control the Conversation
WHY BLOG?
A blog sets the tone
of social media
efforts.
• Conquer fear of
criticism
• People talk
whether you’re
out there or not
• Rectify situations
• Help people
understand your
side
• Gather data
• Spur change

44. BLOGGING BASICS
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45. Website vs. Blog, Part 1
BLOGGING BASICS
Blogs:
• Viewed as a resource
• Fresh content
• Constant link building
• Deep, topical links
• Outflow of links
• Unlimited keywords
Websites:
• Viewed as a business
• Stale content
• Slow link building
• Top-level links
• Few outgoing links
• Limited keywords

46. Website vs. Blog, Part 2
BLOGGING BASICS
Blogs:
• Friendly and insight focused
• Editorial freedom
• Soft sell
• RSS distribution
• Conversation
Websites:
• Marketing and sales
• Need for focus
• Hard sell
• Company driven
• Requires visits
• No conversation

47. Five Things to Know Before You Blog
BLOGGING BASICS
1. How to write
2. How to
engage
3. How to focus
4. Basic SEO
5. Basic PR

48. Six Things to Plan Before You Blog
BLOGGING BASICS
1. Why are you blogging? Define
goals, desired outcomes and
key performance indicators.
2. Who will be responsible for
blogging?
• Individual
• Team
3. What will your core topics be?
4. Where will you share your
content?
5. When (how often) will you
check social channels and
metrics?
6. How can you best address
your audience(s)?

49. Create Audience Personas*
BLOGGING BASICS
What are their goals and
aspirations?
What are their problems?
What media do they rely on for their
answers to problems?
What style of content would appeal
to them?
What sorts of images and
multimedia appeal to each?
What words and phrases do these
buyers use?
How can we reach them?
*New Rules of Marketing and PR, David Meerman Scott

50. How to Answer Persona Questions
BLOGGING BASICS
• Blogs
• Forums and Groups
Find
• Interviews and Surveys
• Customer Feedback
Listen • Social Media
• Agendas/Topics at Conferences
• Read Targeted Publications
Research

51. Blog Opportunities: Educate
BLOGGING BASICS
Beyond marketing info and sales
Delve deeply into topics of expertise (thought leader)
Help people understand company nuances

52. Blog Opportunities: Motivate
BLOGGING BASICS
Take action
Spur interaction and response
Post photos
Contests and Special Offers

53. Blog Opportunities: Congregate
BLOGGING BASICS
Brands have fans
Consumer loyalty
Similar interests
Atmosphere for conversation

54. Developing an Editorial Calendar
BLOGGING BASICS
Prioritized List of Topics
Assignments
Deadlines
Think like a publisher
because you are a publisher!
Tools

55. Sharing Your Content
BLOGGING BASICS
Twitter
LinkedIn Google+
Two-way
Communication
Facebook YouTube
External
Blogs &
Forums

56. Measuring Success
BLOGGING BASICS
Return on Readership
Sales Lift
Objective (ROO)* Studies
Engagement Analytics
Micro and Macro Conversions

57. The Do’s and Don’ts
BLOGGING BASICS
Ask
Do’s
questions
Fake it
Use
pictures
Don’ts
Self-
Write focus
compelling
headlines Have
Give credit thin skin
Leave your Get lazy
blog

58. Invest the Time
BLOGGING BASICS
It will take time to:
• Plan the editorial
calendar
• Do the writing and
uploading of media
• Post to social media
sites
• Check progress on all
fronts
• Respond to comments
• Stay informed and on
top of your subjects
• Go out to other blogs
and have
conversations

59. Thank You!
Find Us www.PolePositionMarketing.com