This document summarizes a webinar about repurposing content for search engine rankings and traffic. The webinar discusses finding existing content that needs updates, using semantic linking to update articles, collaborating with other marketers to contribute to articles, and ways to promote updated content such as building referral networks and getting backlinks. Attendees are encouraged to turn their body of work into a blog and book for more exposure.

1. The Advanced Class!
Repurpose, Rank and Rule!
ANDY CRESTODINA, ORBIT MEDIA STUDIOS

2. @Kissmetrics
#Kisswebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Andy has been in the web design and interactive
marketing space since January of 2000. In that time, he’s
helped thousands of people do a better job getting results
online. He’s a true evangelist for content marketing and
ethical digital marketing.
ANDY CRESTODINA
Strategic Director, Orbit Media Studios
@crestodina

4. WATCH WEBINAR RECORDING NOW

5. #Kisswebinar

6. #Kisswebinar
source: WebMD!

7. How to turn your email
into high ranking content

8. Would you mind answering this
question?“

9. #Kisswebinar
Email asking a question

10. #Kisswebinar
Invitation to contribute to a roundup

11. “
Sure! Here are a few thoughts.
Is this helpful?
”
Would you mind answering this
question?

12. #Kisswebinar
Super detailed answers...!

13. #Kisswebinar

14. Would you mind answering this
question?
“
Sure! Here are a few thoughts.
Is this helpful?
”
Wow! This is amazing.
Thanks so much!
“

15. #Kisswebinar

16. Fast forward three years...
#Kisswebinar

17. #Kisswebinar
68 questions answered from round ups
76 questions answered from email interviews
27 questions answered from clients and friends
171 total questions and answers
+!

18. #Kisswebinar

31. source: How to turn email into high ranking articles!

32. Never waste a good conversation
by having it in private...“

33. Write for the prospects
in your sales funnel

34. Transactional Sales Consultative Sales
Quick decisions
One decision maker
price, timing, reviews
Long sales cycle
Multiple decision makers
expertise, trust, recommendations

35. Thanks for the proposal. But what if
something like X happens?
“

36. Thanks for the proposal. But what if
something like X happens?
“
My team is wondering, how would
your team handle situation X?
”

37. Thanks for the proposal. But what if
something like X happens?
“
My team is wondering, how would
your team handle situation X?
”
Good meeting yesterday. But I’m still
a bit unclear about X.
“

38. #Kisswebinar
The questions our prospects often ask
The most common
questions...

39. How can you protect my current
rankings?
“

40. How can you protect my current
rankings?
“
Good question.
I’ll explain…
”

43. How can you protect my current
rankings?
“
I’m glad you asked.
I’m sending you a link.
”

44. How can you protect my current
rankings?
“
I’m glad you asked.
I’m sending you a link.
”
Looks like you’ve got that covered!
“

46. Build Your Referral
Network

47. I wish I knew more civil engineers
who work for the City of Cleveland...“

50. How many people do planning for
interior design projects in Tulsa?“

53. Who is involved in commercial real
estate decisions for healthcare
companies in Atlanta?
“

56. Social media is the
world’s greatest phonebook.
“

57. A few LinkedIn tips...

58. Who to connect with on LinkedIn?

59. LinkedIn is a marketing platform

62. Collaborate with
prospects and potential partners
#Kisswebinar

63. #Kisswebinar
YOU
YOUR
PROSPECTS
Traditional
blogging
Account-based
marketing
source: Zero-Waste Marketing, Orbit Media

66. Sonia Simone
CCO, Copyblogger Media
Don’t take shortcuts;
they take too long.“

67. How to Collaborate on Content
For quality, traffic, and fun!

69. Hi, Jen! Would you like to contribute a
quote to this article?
“

70. Hi, Jen! Would you like to contribute a
quote to this article?
“
Sure, Andy! No problem.
How does this sound?
”

71. Hi, Jen! Would you like to contribute a
quote to this article?
“
Sure, Andy! No problem.
How does this sound?
”
This is perfect. Thanks, Jen!
I’ll let you know when this is live...
“

73. source: How to Write a Testimonial
#Kisswebinar

74. When you say it, it’s marketing.
When they say it, it’s social proof.“

80. Optimized for search...

81. Optimized for social...

82. How many people are waiting for your
article to go live?
Make sure it’s not zero.
“

84. An ally in creation is an ally in
promotion.
“

86. If you’re not making friends,
you’re doing it wrong.
“

87. Update Existing Content
REPURPOSING FOR RANKINGS AND TRAFFIC

88. Which articles need a little love?
#Kisswebinar

95. Brian Dean
Backlinko
If all of my content is up to-date and
ranking where I think it should be,
I’ll write something new. If not,
I’ll update and relaunch an old post.
“

98. Find and use the semantically
connected words and phrases.“

102. #Kisswebinar
FIND AND USE THE “SEMANTICALLY LINKED” PHRASES
internal links
internal linking SEO
internal linking strategy
SEO internal links
hyperlinks
link juice
external links
anchor text
Internal linking SEO best
practices
Internal links vs external links
Wordpress, drupal
structure
analysis
internal linking example
internal linking structure for
SEO
in html
benefits of
importance of
examples of
recommendations
tips
value

103. internal links
internal linking SEO
internal linking strategy
SEO internal links
hyperlinks
link juice
external links
anchor text
Internal linking SEO best
practices
Internal links vs external links
Wordpress, drupal
structure
analysis
internal linking example
internal linking structure for
SEO
in html
benefits of
importance of
examples of
recommendations
tips
value
#Kisswebinar
FIND AND USE THE “SEMANTICALLY LINKED” PHRASES

104. Target the topic. Not just the phrase.
“

111. You don’t need 1000 articles.
You need 100 great articles.“

113. WARNING! Do not change the URL
#Kisswebinar

114. Rank
Relevance Authority

115. Getting links to the articles
that need them the most
LINK, LINK. NUDGE, NUDGE.

117. The Ultimate Audit... Low traffic, high converting posts!

120. Hey would you like to contribute to my
post?
“

122. Hey would you like to contribute to my
post?
“

125. Sure! How about something
about marketing collaboration?
”
Hey would you like to contribute to my
post?
“

126. Sure! How about something
about marketing collaboration?
”
Sounds great, buddy!
“
Hey would you like to contribute to my
post?
“

129. Referring domains with partial/exact match
of anchor text and keyphrase
Source: Ahrefs #Kisswebinar

131. Content as a networking tool

137. Delegate Content Promotion
Document, then hand it off
#Kisswebinar

140. Just add it to the “Promotables” list!

141. Big Time Repurposing

142. Your “Lifetime Body of Work”
LBOW

143. The “Andypedia”
LBOW

144. The “Andypedia” è The Blog
!
LBOW

145. The “Andypedia” è The Blog è The Book
!
LBOW

147. LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation

148. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
ANDY CRESTODINA
Strategic Director, Orbit Media Studios
@crestodina
andy@orbitmedia.com

149. foKissmetrics Overview
ANDY WYATT

150. KISSMETRICS PEOPLE
#Kisswebinar

151. KISSMETRICS ANALYZE
#Kisswebinar

152. KISSMETRICS ANALYZE
#Kisswebinar

153. KISSMETRICS ANALYZE
#Kisswebinar

154. KISSMETRICS POPULATIONS
#Kisswebinar

155. KISSMETRICS POPULATIONS
#Kisswebinar

156. KISSMETRICS CAMPAIGNS
#Kisswebinar

157. KISSMETRICS CAMPAIGNS
#Kisswebinar

158. KISSMETRICS PRICING
#Kisswebinar

159. KISSMETRICS PRICING
#Kisswebinar
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
ANDY WYATT
Product Manager, Kissmetrics
awyatt@kissmetrics.com