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28 Feb 2013

Inbound Content Marketing

The goal:

Attracting potential customers to you through a variety of online channels.

The method:

Keyword Research

Keyword research is the foundation for your campaign. Don’t just select highly competitive terms. Seek out keyword gold by identifying targeted long tail phrases. Think of funnels too, and come up with keyword terms for visitors at every stage of the buying process – from initial research/comparison, to those ready to purchase.

Daily Content

Once your blog gains enough authority, it will start ranking for a myriad of keyword variations.  Google will server your site for various keyword combinations that you didn’t even think about.

The more content you add to your site, the more opportunities to rank you care creating.  If you write daily articles incorporating your long tail keyword terms, all centered around your general topic, you will be creating more opportunities for traffic.

Have you noticed sites like Mashable that will rank for any term that is available on their pages as soon as it’s added?  That’s your goal.  Think of it as creating hundreds and thousands of doors into your business.

Guest Blogging

By guest blogging, you will be building the best kinds of links; white hat Google approved links.   A good guest blogging campaign will include high quality content that provides something useful to readers.  The links are contextual and in the body of the page, which has greater value than links in the template, footer, or above the fold.

Guest blogging also gives you exposure to new potential followers.  You can get in front of new audiences, and those new people may ALSO link to you or they may choose to connect with you on social channels.

Web 2.0 Articles & Links

Writing and uploading articles on web 2.0 properties is not enough.  Those articles have to be viewed as active channels that also receive support and engagement.  Contributing content to web 2.0 sites such as Quora, Fixya, and WordPress gives you additional ways of gaining viewers, links and followers.

The key with these sites is that they must also be updated and receive inbound links.  Integrating web 2.0 sites into your strategy may include linking to them from your guest blogs, or running campaigns specifically to your web 2.0 channels.

Social Engagement

Social shares is the new SEO.  Links are important; so is social engagement.  Building links without getting people to like, tweet, or +1 your content is simply  not enough any more.

Google investigates the reputation of an author, and this score affects your organic rankings.

Putting it all Together

  • Write an article:  Share it to your social media channels.
  • Write a guest post:  Link it to your social profiles or to your web 2.0 channels
  • Add content to one of your web 2.0 properties:  Write a short blog about the topic and link to your web 2.0 site for further information.
  • Write a guest post:  Write a summary of the guest post on your blog and link it to the guest blog.
  • Found a new keyword in Google analytics that you hadn’t thought of?  Write an article about that keyword.
  • You saw a UFO?  Take a picture and share it on your social channels
  • Reading your daily industry blogs?  Buffer them to send to your social channels

Now you have to think of integration.  Once you have these 4 pillars into place, every aspect of your life becomes an opportunity to create and share content, which supports your general strategy.

Is it safe?

Yes!  These methods are Panda & Penguin & Parrot safe.  They will also help you diversify your traffic so you don’t rely so heavily on Google.  You will build new connections, and who knows where these connections will take you?  Time to start exploring!





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Search engine marketing expert with 15 years of experience in the industry, working with small mom and pop shops as well as large corporate websites. I have experience with all aspects of inbound marketing, including SEO, Link Building, Social Shares, Usability, Conversions, PPC, Email Marketing, and more.