How Content Marketing Can Skyrocket Your Brand Authority

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Fractl

#Brighton SEO Talk 2021 by Amanda Milligan from Fractl How Content Marketing Can Skyrocket Your Brand Authority

Marketing

@millanda / #brightonSEO
The dictionary deﬁnition...

@millanda / #brightonSEO
(rank-worthy) (link-worthy)
Yes you can! (with content)

@millanda / #brightonSEO
Proof:
clicks
impressions 24,872 monthly organic
visitors added!

@millanda / #brightonSEO
Awesome content
can’t make up for a
bad product or
service. Poor
customer/client
experience will
always undermine
authority building.
CAVEAT!

@millanda / #brightonSEO
“Rank-Worthy” Content Strategy

@millanda / #brightonSEO
Why does ours rank No. 1?
We best meet
the intent.
The other results did
not focus on what you
can do after your
ﬁnancial aid has been
suspended.

@millanda / #brightonSEO
● Article length
● Included topics
● Graphic types
● Content format
● Promotional plan
User intent informs:

@millanda / #brightonSEO
Always check the current SERP
Just because something is ranking
high now doesn’t mean it’s the best
answer to the keyword inquiry.
It might just mean nothing better
exists yet.

@millanda / #brightonSEO
Keyword/question research checklist
❏ What stage of the funnel are you
targeting?
❏ What do you think your personas
are interested in?
❏ What keywords match up with
those intents?
❏ How can you bring value that no
one else has provided? (It’s all about balance.)

@millanda / #brightonSEO
“Link-Worthy” Content Strategy

@millanda / #brightonSEO
FINANCE. HEALTH. BUSINESS. TECH. TRAVEL. LIFESTYLE.
Now let’s get authoritative media coverage

@millanda / #brightonSEO
Content Marketing.
Digital PR.
Creating new studies,
reports, surveys, etc. that
are related to your industry
Pitching this newsworthy
content at writers at
respectable publications
+

@millanda / #brightonSEO
OR
Conﬁrm a belief
people have but don’t
have evidence of.

@millanda / #brightonSEO
Example: Millennial Money Mistakes

@millanda / #brightonSEO
It’s art + science + luck
“I'm going to
pass on this one
— mainly
because I have a
lot of other stuff
on my plate and
am heading into
a week or so off.”
“I'll be honest with
you, my editors
wouldn't be
interested in me
covering this, as
they already have
this content
created in-house.”
“I don't have a
spot for this
now, but I'll
keep it on my
radar!”

@millanda / #brightonSEO
Journalists’ biggest
pet peeve when
receiving pitches.

@millanda / #brightonSEO
It works...
“First, I really
love this email.
What a great
way to pitch.”
“Ha appreciate
the personalized
pitch.”
"Haha, your
email made
me laugh –
well done...”
“...I appreciate
your affinity for
Baby Yoda as
well -- just
finished Season
1 and can't wait
to dive into
Season 2. :)”

$@millanda / #brightonSEO Thank you! Amanda Milligan. Marketing Director Fractl amanda@frac.tl Twitter: @millanda$

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How Content Marketing Can Skyrocket Your Brand Authority

1. @millanda / #brightonSEO Creating and Promoting Newsworthy Content How Content Marketing Can Skyrocket Your Brand Authority

2. @millanda / #brightonSEO The dictionary deﬁnition...

3. @millanda / #brightonSEO

4. @millanda / #brightonSEO Authoritative brand examples

5. @millanda / #brightonSEO

6. @millanda / #brightonSEO (rank-worthy) (link-worthy) Yes you can! (with content)

7. @millanda / #brightonSEO Proof: clicks impressions 24,872 monthly organic visitors added!

8. @millanda / #brightonSEO Awesome content can’t make up for a bad product or service. Poor customer/client experience will always undermine authority building. CAVEAT!

9. @millanda / #brightonSEO “Rank-Worthy” Content Strategy

10. @millanda / #brightonSEO

11. @millanda / #brightonSEO

12. @millanda / #brightonSEO Why does ours rank No. 1? We best meet the intent. The other results did not focus on what you can do after your ﬁnancial aid has been suspended.

13. @millanda / #brightonSEO ● Article length ● Included topics ● Graphic types ● Content format ● Promotional plan User intent informs:

14. @millanda / #brightonSEO Always check the current SERP Just because something is ranking high now doesn’t mean it’s the best answer to the keyword inquiry. It might just mean nothing better exists yet.

15. @millanda / #brightonSEO Keyword/question research checklist ❏ What stage of the funnel are you targeting? ❏ What do you think your personas are interested in? ❏ What keywords match up with those intents? ❏ How can you bring value that no one else has provided? (It’s all about balance.)

16. @millanda / #brightonSEO “Link-Worthy” Content Strategy

17. @millanda / #brightonSEO FINANCE. HEALTH. BUSINESS. TECH. TRAVEL. LIFESTYLE. Now let’s get authoritative media coverage

18. @millanda / #brightonSEO Why? Brand Awareness Brand Authority + Top-Tier Links +

19. @millanda / #brightonSEO Content Marketing. Digital PR. Creating new studies, reports, surveys, etc. that are related to your industry Pitching this newsworthy content at writers at respectable publications +

20. @millanda / #brightonSEO

21. @millanda / #brightonSEO OR Conﬁrm a belief people have but don’t have evidence of.

22. @millanda / #brightonSEO Example: Millennial Money Mistakes

23. @millanda / #brightonSEO Example: Millennial Money Mistakes

24. @millanda / #brightonSEO Example: Millennial Money Mistakes

25. @millanda / #brightonSEO Time to pitch!

26. @millanda / #brightonSEO It’s art + science + luck “I'm going to pass on this one — mainly because I have a lot of other stuff on my plate and am heading into a week or so off.” “I'll be honest with you, my editors wouldn't be interested in me covering this, as they already have this content created in-house.” “I don't have a spot for this now, but I'll keep it on my radar!”

27. @millanda / #brightonSEO Journalists’ biggest pet peeve when receiving pitches.

28. @millanda / #brightonSEO

29. @millanda / #brightonSEO It works... “First, I really love this email. What a great way to pitch.” “Ha appreciate the personalized pitch.” "Haha, your email made me laugh – well done...” “...I appreciate your affinity for Baby Yoda as well -- just finished Season 1 and can't wait to dive into Season 2. :)”

30. @millanda / #brightonSEO

31. @millanda / #brightonSEO Thank you! Amanda Milligan. Marketing Director Fractl amanda@frac.tl Twitter: @millanda

How Content Marketing Can Skyrocket Your Brand Authority

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