Beyond Keywords: New Tools to Innovate Content Development. By: Leah Quintal Director of SEO & Content Strategy. Copyright 2016 JB Media Institute LLC

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Beyond Keywords: New Tools to Innovate Content Development By: Leah

2 This Presentation will Cover: Reality of Content Marketing in 2016 The New Search Results Tools to Uncover Holes in Search Results Example and Case Study Copyright JB Media Group LLC 2015

3 Content Marketing - The Facts 88% of B2B companies use content marketing 76% plan on creating more content in % of B2C companies use content marketing 77% plan on creating more content in % of their total marketing budget (up from 25%) Sources: Copyright 2016 JB Media Institute LLC

5 More People Competing for Content in Search Results

6 The New Search Results

7 The New Search Results

8 Less Space in Search Results

10 How to Stand Out? What questions are people asking? What questions aren t answered well? Be the best answer. The art and science of asking questions is the source of all knowledge. - Thomas Berger Copyright 2016 JB Media Institute LLC

11 The Trick. Above all, be relevant.

12 Authority Site authority is a score based on 40+ metrics that impact the ability of a site to rank in search results. Search Volume Search volume is the monthly average a keyword or phrase is searched in Google. Competition Competition in the amount of sites vying to purchase ad space for a particular keyword or phrase in Google.

13 Content Gap Discovery Process & Tools Identify valuable topic Discover what questions people have about that topic Tool: KeywordTool.io Discover search volumes and competition of questions Tool: Google AdWords Keyword Planner Assess current search results for questions and phrases Compare content and authority of top search results with your own site Tool: Moz Search Bar Copyright 2016 JB Media Institute LLC

14 Step 1: Ideation What is the job of your website? What are your services or products? What do you do better than anyone else? What are you passionate about? What topics lead to conversions on your site?

15 Step 2: keywordtool.io

16 Step 3: Plug questions into Google Adwords Keyword Planner and get search volumes

17 Step 4: Google it using the Moz SEO Toolbar

18 Step 5: Authority consider it

19 Hone in

21 Bingo

22 Review and Learn

23 Review and Learn

24 Remember... Includes Content Promotion blah blah blah blah

26 Step 1: SnackNation Ideation (a guess) Our site sells healthy snack subscriptions. We are passionate about employee engagement, health, and wellbeing. We want to improve company culture, and healthy snacks are a part of that. Employee Wellness

27 Step 2: keywordtool.io

28 Step 3: Plug into Google Keyword Planner

29 Step 4: Google it Assessment: Results Boring Mostly PDFs Lack visual appeal

31 Bingo

32 Results: 42k+ page views 1.1k+ social shares #1 ranking in Google 260+ inbound links (20+ root domains) $100k in additional monthly revenue

33 Review Find your subject. Review questions, search results, search volumes, and competition. Create amazing content that fills the gap. Promote content. Earn quality traffic.

34 Thank you! Leah JBMediaGroupLLC.com Copyright JB Media Group LLC 2015

6 TOOLS FOR A COMPLETE MARKETING WORKFLOW

6 TOOLS FOR A COMPLETE MARKETING WORKFLOW 6 S FOR A COMPLETE MARKETING WORKFLOW 01 6 S FOR A COMPLETE MARKETING WORKFLOW FROM ALEXA DIFFICULTY DIFFICULTY MATRIX OVERLAP 6 S FOR A COMPLETE MARKETING WORKFLOW 02 INTRODUCTION Marketers use countless