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Ecommerce CONTENT MARKETING FOR SEO Ross HUDGENS, Founder, Siege MEDIA @rossHUDGENS http://siegemedia.com

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Ecommerce CONTENT MARKETING FOR SEO Ross HUDGENS, Founder, Siege MEDIA @rossHUDGENS http://siegemedia.com


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Get the Deck: bit.ly/ross-mivacon


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About Me Founder, Siege Media. We are a content marketing agency in San Diego, CA with a speciality in SEO. http://siegemedia.com @rosshudgens


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Content marketing is growing.


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Businesses are publishing more than they ever have.


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Ecommerce investment is only going to increase. http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf


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Unfortunately, creation doesn’t mean success.


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More likely, most of the people ramping up heavily will end up hurting.


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With content development – especially for SEO – you can’t hit publish and expect traffic. @ROSSHUDGENS


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Specific to SEO, the reality is still that content that drives SEO success needs a tie-in to links. Backlink correlation at 0.31. http://searchmetrics.com/wp-content/uploads/seo-ranking-factors-2014.png


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On the other hand, if your ONLY focus is links, you’ll probably fail, too. @ROSSHUDGENS


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STEP 1: CONTENT CREATION.


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The most powerful application of content marketing in Ecommerce is top of the funnel, search driven content. http://www.rei.com/learn/expert-advice.html


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@ROSSHUDGENS Combine content that can drive links with top-of-the-funnel search volume to explosively grow your business.


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Stand Up Paddle Boarding for REI: 18.8k Estimated Searches/Mo to Page 53 Unique Linking Root Domains http://bit.ly/rei-paddle @ROSSHUDGENS


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REI Growth From Search: Not bad.


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Do Top-of-the-Funnel KW Research in SEMRush. @ROSSHUDGENS


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Verify Linkability of the Topic Using OSE. If 2-3 URLs ranking in the top 3 have 20+ links, you have a linkable subject. @ROSSHUDGENS


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Insert URL Ranking #1 Into SEMRush to Determine True Search Potential. 23,400 total searches & $28.3k value for a “camping list” topic. http://bit.ly/rei-camping


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Use Skyscraper Technique to improve on the current content ranking #1 for your topic. http://backlinko.com/skyscraper-technique


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Unfortunately, not every industry has a ton of top-of-the-funnel SEO driven opportunity. We can teach them how to personalize products.. so they don’t buy from us. Maybe not the best idea. @ROSSHUDGENS


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If you focus on the flywheel, there’s still lots of SEO benefit to be had from content marketing. http://bit.ly/rand-flywheel


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Every piece of content you put out should have secondary KPIs besides links. http://thinkgeek.com/blog/


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In ecommerce, the most valuable one for you is almost always email signups. http://thinkgeek.com/blog/


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You should also have easily accessible links to all your social accounts on your blog.


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Other Suggestions: Include related products in sidebar/below post. e Use an email CTA in the sidebar with a compelling offer/discount code for signup.


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(Good) Infographics are a great way to engage audience/earn links. e They do especially well in ecommerce because tall images perform better on Pinterest. e


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http://www.siegemedia.com/embed-code-generator By using an embed code for infographics, you lower posting friction.


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http://bit.ly/guide-to-gcs Create marketable surveys using Google. Can cost as little as $100 to make marketable content.


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Combine infographics and surveys for improved distribution.


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Curate data from multiple sources to create a reputable ranking. Reach out to people who won. @ROSSHUDGENS


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Build native images for improved distribution on each social network.


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Match the S.U.C.C.E.S. Model http://bit.ly/mts-model


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On April 21st Google’s Mobile Update is coming – make your content mobile-friendly, or lose traffic. http://bit.ly/april-21


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STEP 2: CONTENT PROMOTION.


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@ROSSHUDGENS Hitting publish and sharing on ineffective social accounts is not a distribution strategy.


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@ROSSHUDGENS Every piece of content should have a distribution plan, and defined success metrics.


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@ROSSHUDGENS On our blog, we define per post success as 100+ Twitter shares, which greatly informs macro goals of more leads, links, and organic traffic.


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What distribution options do you have to get the results you w If not existing social profiles, what are your distribution options as an ecommerce company? @ROSSHUDGENS


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Facebook Dark Posts It’s possible to get CPC to .01 if you connect with a “node” (person connected to many like minded). http://bit.ly/fb-dark-posts


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StumbleUpon Ads Low engagement, high pageviews. Best for visual content. CPV can be .03-.08. http://bit.ly/su-ads StumbleUpon Advertising


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Pinterest Promoted Pins In early stages, must apply for access. Average CPC varies between .15-25 in limited sample. Best for tall images that lead to full post. https://ads.pinterest.com


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http://bit.ly/outreach-bp Email Outreach To generate high end placements like this, you need to do (consistent) email outreach for your content.


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StumbleUpon Ads Delicate platform for distribution, but big potential. Must be 100% sure you are good fit or risk ban. http://bit.ly/reddit-su Reddit Submissions


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StumbleUpon Ads High CPC ranging from $.25 to $.35, but can generate a lot of traffic. http://bit.ly/tab-out Content Recommendation Services


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WARNING: Paid distribution can be worth it if you hit multiple KPIs (signups, follows, etc). If you only have one –links – you’re unlikely to see ROI.


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Content Marketing is a Process. @ROSSHUDGENS


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You probably won’t get it right the first time. @ROSSHUDGENS


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But with work, you’ll slowly start getting better. @ROSSHUDGENS


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And when it clicks, amazing growth is possible. @ROSSHUDGENS


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Thank You! Questions? Ross Hudgens, Founder, Siege Media @rosshudgens http://siegemedia.com


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