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

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

Content Marketing - The Facts 88% of B2B companies use content marketing 76% plan on creating more content in 2016 76% of B2C companies use content marketing 77% plan on creating more content in 2016 32% of their total marketing budget (up from 25%) Sources: http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_b2b_report_final.pdf http://contentmarketinginstitute.com/wp-content/uploads/2015/10/2016_b2c_research_final.pdf Copyright 2016 JB Media Institute LLC

More People Competing for Content in Search Results

The New Search Results

Less Space in Search Results

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

The Trick. Above all, be relevant.

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.

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

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?

Step 2: keywordtool.io

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

Step 4: Google it using the Moz SEO Toolbar

Step 5: Authority consider it

Hone in

Bingo

Review and Learn

Remember... Includes Content Promotion blah blah blah blah

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

Step 2: keywordtool.io

Step 3: Plug into Google Keyword Planner

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

Bingo

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

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

Thank you! Leah Quintal leah@jbmediagroupllc.com @QuintaLeah JBMediaGroupLLC.com Copyright JB Media Group LLC 2015