The Different Worlds of Content Strategy & SEO

At Converge 2015, Matt Brown of Moz lead a session on The Different Worlds of Content Strategy & SEO. He shared some great examples of what’s new and next in search and content.

Matt opened with the fact that 2.5 million blog posts created everyday – an epidemic he referred to as the content glut. The session centered on questions like:

• How do we optimize in an increasingly competitive content landscape?
• What’s the right balance between content strategy, creation and curation?

Here are a few of the cool things we learned from the session:

Try branded content.

There’s this beautiful new thing called branded content. High-traffic sites like The New York Times, Buzzfeed and The Atlantic are now offering prime real estate on their webpages for “branded” or paid content. It’s definitely something worth looking into, especially for colleges and universities with relevant newsworthy topics.

Target a specific persona.

Dial in the niche of your target audience with user personas. Focus your off-page SEO strategy on the channels that are most relevant to those personas. You will get shares and amplifications based on those connections.

Create with a goal in mind.

Everyone needs a content goal. Matt shared that Moz is focusing on brand loyalty by measuring return visits. 11% is the average percentage of loyal readers across the Moz network. Their content goal is to get this number up to 20 or 30%. Pretty cool insights.

Be realistic with your expectations.

It takes 12-17 months to see an impact from content strategy. Many people give up after 30-60 days. Start your efforts with a realistic timeline, and give your team time to see the ROI.

Sad you missed Converge 2015? Us too.

Don’t miss out on Converge 2017 in Palm Springs, California. Register now and save with our early bird pricing!