Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

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FORECASTING and FORESHADOWING CONTENT NEEDS through Research, Analysis and Planning Presented by: James Svoboda @realicity Download: www.webranking.com/presentation

Transcript of Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Page 1: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

FORECASTING and FORESHADOWINGCONTENT NEEDS through Research,Analysis and Planning

Presented by: James Svoboda @realicityDownload: www.webranking.com/presentation

http://www.webranking.com/
Page 2: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

MnSearch + MWMC Workshop

download: www.webranking.com/presentation

James SvobodaCEO WebRanking, Co-Founder MnSearch

t: @realicity e: [email protected] b: www.webranking.com/blog

February 2016

http://www.webranking.com/presentation
http://www.webranking.com/
http://www.webranking.com/
Page 3: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Why is content important for

SEO/digital marketing success?

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http://www.webranking.com/
Page 4: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

TOO MANY CONVERSATIONS ABOUT CONTENT

Credit: clickcited.com

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Page 5: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

100+ YEARS TO BELIEVE IN THE POWER OF CONTENT

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Page 6: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Homepage vs “Supporting” Blog vs “Foundation”

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Page 7: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

FOUNDATIONAL CONTENT (products & services)

http://www.webranking.com/
Page 8: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

SUPPORTING CONTENT (informational based)

http://www.webranking.com/
Page 9: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

OWNED/ORIGINAL/BRANDED CONTENT

Common Owned Content Types• Your Website, Articles & Blog Posts• Surveys and Data Studies• Videos & Podcasts (hosting implications)• Tools & Software

Is it…?• Original Source• Duplicate Content?• Hard to Duplicate?

http://www.webranking.com/
Page 10: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

SHARABLE CONTENT

Common Sharable Content Types• Photos• Infographics• Cinemagraphs and Animated GIFs• Videos & Podcasts

Is it…?• Pin/Like/Tweet-able• Printable• Email-able

http://www.webranking.com/
Page 11: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

PORTABLE CONTENT

Common Portable Content Types

(typically 1 file)

• Photos• Infographics• PDFs• Word Docs• Excel Docs• Zipped Files (GitHub)• Podcasts

*Often Embeddable and with Creative Commons/Usage Rights considerations.

http://www.webranking.com/
Page 12: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

CONTENT SHOULD:REACH &

INFLUENCE AN AUDIENCE WHEREVER THEY ARE

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http://www.webranking.com/
Page 13: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

DEVICE & PLATFORM AGNOSTIC

Credit: onlinemarketing.de

Cross-Channel Opportunities

• Search• Image Search• Video Search

• Social• Social Ads• Guest Posting &

Syndication• Email• Remarketing• Display Ads• Video Ads

http://www.webranking.com/
Page 14: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

CROSS-CHANNEL: OWNED+SHARABLE+PORTABLE

http://www.webranking.com/
Page 15: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

EXAMPLE – OWNED, SHARED & PORTABLE

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Page 16: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

ALMOST 6 YEARS LATER

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Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

CONTENT TOPICALRESEARCH

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http://www.webranking.com/
Page 18: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

HOW CONTENT OFTEN STARTS

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http://www.webranking.com/
Page 19: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

WITHOUT PROCESS / DATA / GUIDE

Credit: patheos.com

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Page 20: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

START with LISTS. DETAILED LISTS.

Credit: toyreviewdaily.com

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Page 21: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

TYPES of SITES (esp. competitors)

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Page 22: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

RELATED SEARCHES = TOPICS & THEMES

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Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

SEARCH SUGGEST & “SECOND” SEARCH

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Page 24: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

WIKIPEDIA VARIETIES, TYPES & LISTS = TOPICS

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Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

TOPICS & SUBCATEGORIES

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Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

WHAT ARE YOUR TOPIC THEMES?

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Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Buzzsumo = RECENT TRENDING CONTENT

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Page 28: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

COMPETITOR ANALYSIS (opportunities?)

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Page 29: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

KEYWORD RESEARCH

http://www.webranking.com/
http://www.webranking.com/
Page 30: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

KEYWORD RESEARCH AD GROUP

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Page 31: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

+KEYWORDS Button = TARGETED LIST(s)

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Page 32: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

AdWords Keyword Planner

http://www.webranking.com/
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Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

KeywordTool.io & UberSuggest.org

http://www.webranking.com/
Page 34: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

KeywordTool.io QUESTIONS FTW!

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Page 35: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Google Analytics Organic Search

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Page 36: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Google Analytics Site Search

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Page 37: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Google Search Console & Bing Webmaster Tools

http://www.webranking.com/
Page 38: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Google AdWords & Bing Ads – Search Terms

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Page 39: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

FORECASTING & ASSESSING OPPORTUNITIES

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http://www.webranking.com/
Page 40: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Keyword Planner: Get Volume Data & Trends

http://www.webranking.com/
Page 41: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

MONTHLY DATA for ALL KEYWORDS

http://www.webranking.com/
Page 42: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

KEYWORD VOLUME – AVG & MONTHLY

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Page 43: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

ANALYZE by WORD STEM

http://www.webranking.com/
Page 44: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

ANALYZE & FORECAST IMPACT by WORD STEM

http://www.webranking.com/
Page 45: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

CONVERSION IMPACT by WORD STEM?

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Page 46: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

CREATE SEGMENTS & GROUPS

Segment Uses

• Content Audits• Plan Categories &

Content Sections• Foundation• Supporting

• Send to Copywriter• Meta Data• Link Building• Competitor Research• Social Initiatives• AdWords Keywords• Google Shopping

Optimization

http://www.webranking.com/
Page 47: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

FORESHADOWINGCONTENT

(planning for discovery of content needs)

http://www.webranking.com/
http://www.webranking.com/
Page 48: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

MAINTAIN AdWords RESEARCH Ad Group(s)

http://www.webranking.com/
Page 49: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

GOOGLE SEARCH CONSOLE & BING WEBMASTER TOOLS

http://www.webranking.com/
Page 50: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

FAQ&A CONTENT (5 questions)

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Page 51: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

PERSONA & DEMOGRAPHIC CONTENT

http://www.webranking.com/
Page 52: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

AdWords DSA Campaigns

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Page 53: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

AdWords Search with BMM +Keywords

http://www.webranking.com/
Page 54: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Keep Feeding Google Keyword Themed Content

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Page 55: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

THANK YOU!

http://www.webranking.com/
Page 56: Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning - MnSearch

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

MnSearch + MWMC

download: www.webranking.com/presentation

James SvobodaCEO WebRanking, Co-Founder MnSearch

t: @realicity e: [email protected] b: www.webranking.com/blog

February 2016

http://www.webranking.com/presentation
http://www.webranking.com/
http://www.webranking.com/

LITERARY FOCUS: SUSPENSE AND FORESHADOWING

LITERARY FOCUS: SUSPENSE AND FORESHADOWING

Foreshadowing flashback

Foreshadowing flashback

MNSearch Summit

MNSearch Summit

Foreshadowing and mood

Foreshadowing and mood

Make Your Remarketing More than an Echo - 2016 MnSearch Summit

Make Your Remarketing More than an Echo - 2016 MnSearch Summit

Foreshadowing in Film

Foreshadowing in Film

Literary Devices Saint Maybe by Anne Tyler. Foreshadowing Foreshadowing is HINTS about what may be coming later in the text. To fully understand foreshadowing,

Literary Devices Saint Maybe by Anne Tyler. Foreshadowing Foreshadowing is HINTS about what may be coming later in the text. To fully understand foreshadowing,

Foreshadowing and Flashback. What Is… Flashback? Foreshadowing? In this presentation, you will learn the difference between flashback and foreshadowing.

Foreshadowing and Flashback. What Is… Flashback? Foreshadowing? In this presentation, you will learn the difference between flashback and foreshadowing.

Flashback and Foreshadowing

Flashback and Foreshadowing

Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning

Forecasting and Foreshadowing Content Needs through Research, Analysis and Planning

Foreshadowing and prediction

Foreshadowing and prediction

MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story

MnSearch Summit - Session - Eric Enge - Hummingbird – The True Story

MnSearch Board of Directors (2011 - 2013)

MnSearch Board of Directors (2011 - 2013)

MNSearch Weirdest Introduction to PPC

MNSearch Weirdest Introduction to PPC

Foreshadowing Candy's dog tepee (3)

Foreshadowing Candy's dog tepee (3)

The 2016 Local Search Ranking Factors Study - 2016 MnSearch Summit

The 2016 Local Search Ranking Factors Study - 2016 MnSearch Summit

Foreshadowing beethoven

Foreshadowing beethoven

English Foreshadowing Project Sec 3

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FORESHADOWING THE NEOCONSERVATIVE ALLIANCE WILLIAM …

FORESHADOWING THE NEOCONSERVATIVE ALLIANCE WILLIAM …

BLE Beacons & You: Breaking the IoT Barrier #MNSearch

BLE Beacons & You: Breaking the IoT Barrier #MNSearch