Basic Concepts of Content Marketing

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Из курса от партнера University of California, Davis

Advanced Content and Social Tactics to Optimize SEO

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University of California, Davis

Advanced Content and Social Tactics to Optimize SEO

388 оценки

Курс 4 из 6 — Specialization Search Engine Optimization (SEO)

Discover the content marketing and social media ecosystems and how these interconnected channels drive search results to a website. Leverage content marketing and social media as part of your SEO strategy, and how to use influence marketing to establish a website’s authority.

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Introduction

Welcome to Week 1! This week we will explore the content marketing ecosystem. We will begin by recapping some basics of SEO to recall how on-page and off-page SEO work together. By the end of this module, you will be able to identify and demonstrate the "do’s and don’ts" of obtaining links, and build your own optimized links. You will build your reputation and visibility online by developing a content marketing campaign as well as build your own audience. I’m excited about this topic, so let’s dive in!

Content Marketing Ecosystem0:53

Basics of SEO Recap3:41

Value Links9:41

Link Building7:06

Do's & Don'ts Obtaining Links10:54

Guest Posting6:55

Basic Concepts of Content Marketing4:23

Building Your Audience3:58

The Content Marketing Ecosystem & SEO10:52

Познакомьтесь с преподавателями

Eric Enge
Co-Author of "The Art of SEO"
CEO, Stone Temple Consulting

In the last lesson, I focused on guest posting, and

the role that it can play in helping you build out your content marketing efforts.

In this lesson, I'm going to broaden your view of content marketing mechanics, and

I'm going to focus on the core components and

how they fit together to make a content marketing program.

As we go through this, please keep in mind that content marketing's

about building reputation and visibility first.

If you do this, it actually turns out to be the best way

to obtain the high quality links that you're looking for.

You'll also likely trigger other behavior patterns online

that search engines use as ranking signals, as well.

So, first of all, there's this notion of publishing great content on your site.

So here's an example of an article that I published on stonetemple.com,

that actually got a link and a detailed write up from the Wall Street Journal.

It was really great because that gave us really good visibility, built reputation

for us, helped us with our audience, and it got a nice link back to the site.

So this notion of publishing great content on your site

Is one major component of a content marketing program.

There's also the notion of publishing guest posts or

other content on third party sites.

This is the article I showed you that I published on a HubSpot,

in the last lesson, where I published a guest post on HubSpot and

got a nice link back to his Stone Temple site.

Also really good for your visibility and reputation and

got a nice link in the process.

So now, let's look a little bit deeper into the process.

If you have something on your site,

there's great content that you published there, and you get links to that site, so

now you're getting links to that great content on your site.

And then you might elsewhere on your site have a highly relevant money page.

Well, by passing link value into the content, that great content I'm showing

there on the left, on your site, that external link value,

some of that flows through to that highly relevant money page.

And in fact, those links to that great content

lift the authority of your entire site.

This is why I call that a bank shot because it kind of has to flow through

to that money page on your site.

Another thing that happens with great content on-site

is it can enable off-site publishing opportunities.

So let's say I publish a fantastic study on our site

with all this data-driven information that media people are eating up left and right.

That actually can make it easier for me to go to those media people and suggest, hey,

can I write a guest post for you?

Or, do you want to interview me?

Or, here's a video we did.

Do you want to feature that on your site?

And that actually might enable me to get links back to that great content on my

site, and maybe even, in some cases,

directly to that highly relevant money page.

Now this is beginning to draw kind of a little virtuous circle thing going on,

where everything is self-reinforcing and adds a lot of value to each other.

So this is pretty cool.

Another concept to think about, since I mentioned

guest posting in the last lesson, imagine I have two guest posts.

I have guest post one, that I'm showing over here on the left, and

guest post two, over on the right.

Guest post one is good guest post, links back to our site.

That's great.

But it didn't get any external links to it.

So that guest post did get the value of an editorial

vote from the site where I published it.

That's good.

Better than a sharp stick in the eye, if you like.

But, guest post two over here has gotten additional validation

because other people have linked to that guest post.

That causes guest post two to be more valuable to my site than guest post one.

So this is another reason to think about, gosh,

it's really important that I'm always publishing really, really good stuff.

What I tried to do in this lesson is give you a broader view of content

marketing mechanics.

A lot of content marketing revolves around how you interact with others and

the value of the content you produce.

As you saw, getting links to your commercial pages is good.

But it's also good to get links to your other content, as well.

All of these signals are important to search engines.

It's also important to build an audience for your content, and

in the next lesson, we'll start to talk about how to do that.

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