content marketing strategy that gets leads and sal with timestamps YoutubeScribe.com

[0:00] Content is not king!
[0:01] Your business is king.
[0:03] And your content should serve the king.
[0:04] This is exactly how we approach content marketing
and it's helped us grow our monthly blog traffic
[0:09] to around 220,000 search visits and YouTube
views to around 160,000 views.
[0:15] And today, I'm going to show you how to plan
and execute a content marketing strategy
[0:20] that gets more leads and sales for the long haul.
[0:23] Stay tuned.
[0:24] [music]
[0:28] What's up content marketers?
[0:29] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic,
[0:33] research your competitors and dominate your niche.
[0:35] Now, as many of you know, we here at Ahrefs 
are huge fans of content marketing.
[0:40] And in 2018, we doubled down and the results 
speak for themselves.
[0:43] Massive growth on our main content channels and most importantly, 40 million in annual recurring revenue.
[0:50] Now, I can't say that the majority of this
growth was because of content marketing alone.
[0:53] It's because we have an awesome product that
our development team is always improving.
[0:58] And when you have a great product, content
marketing is easier and more effective.
[1:02] So let me show you how our content marketing
strategy works and you'll see exactly
[1:06] why it's so effective for any type of business.
[1:09] Let's get to it.
[1:10] First, what is content marketing?
[1:12] According to Content Marketing Institute, content 
marketing is a strategic marketing approach
[1:17] focused on creating and distributing
valuable, relevant, and consistent content
[1:22] to attract and retain a clearly defined audience
— and, ultimately, to drive profitable customer action.
[1:29] Now, the goal is to drive profitable customer action.
[1:32] So if your content channels aren't working 
towards that goal,
[1:35] then you may not even be doing content marketing
[1:38] despite having a blog, YouTube channel, or podcast.
[1:42] Again...content isn't king.
[1:44] Your business is king.
[1:45] And if your content isn't serving the king,
then what's the point?
[1:49] Now, your content's job is two-fold:
[1:51] #1. Get as much relevant traffic as possible.
[1:54] and #2. Convert or prepare your visitors to become
paying customers.
[1:59] So the first thing, and arguably the most important 
thing you need to do, is keyword research.
[2:04] Whether you're a seasoned SEO practitioner
or not, keyword research is important.
[2:09] If you're creating content around topics that
people aren't interested in,
[2:13] your traffic won't be sustainable.
[2:15] So let's say that you run a business in the
personal finance space and you sell a membership
[2:19] to help aspiring middle and upper class people
in their 30s and 40s save their first million dollars.
[2:25] Now, a couple of keywords worth researching 
might be "personal finance" and "save money."
[2:30] So I'll go to Ahrefs' Keywords Explorer and
search for these search queries.
[2:34] Next, I'll go to the Phrase match report which
will show us a ton of keyword ideas that contain
[2:38] any of our keywords.
[2:40] Now, the personal finance space is pretty
competitive and since my site is rather new,
[2:44] I'd probably want to start with some lower 
competition keywords.
[2:47] So I'll set a Keyword Difficulty filter to show only keywords with a maximum difficulty score
[2:53] of something low like 15.
[2:55] I'll also set a minimum Search Volume to 
something reasonable like 400.
[3:00] And we now have a small, yet manageable list
to filter through.
[3:04] Now, this is where your decisions will determine
success or failure.
[3:07] At this stage, you need to ask yourself these
three questions.
[3:11] First, will someone searching for this keyword
be interested in my products and services?
[3:16] The best way that we've found to answer this 
is to give it a score.
[3:19] At Ahrefs, we call this "business value" and
we rank topics on a scale of 1-3.
[3:24] A score of 3 means that our product is an
irreplaceable solution for the problem.
[3:29] 2 means that our product helps quite a bit,
but it's not essential to solving the problem.
[3:34] And 1 means that our product can only be 
mentioned fleetingly.
[3:37] So this would mostly be used for brand awareness
[3:39] rather than anything remotely close to demonstrating our products.
[3:43] Anything that doesn't fit into these categories
would be given a zero, meaning we won't go
[3:47] anywhere near that topic.
[3:49] The second question is, what would a searcher
be looking for when searching for this query?
[3:53] We call this 'search intent,' which simply means
the reason behind a searcher's query.
[3:57] And the third thing you must ask yourself is, 
"how much traffic can I get if I ranked
[4:02] in the top 3 for this keyword in Google?"
[4:05] Let's jump back to our list of keywords and
answer these questions.
[4:08] The first keyword that stands out is, 
"reddit personal finance."
[4:11] And this phrase gets around 41,000 monthly searches
in the US alone
[4:15] and has a low keyword difficulty score.
[4:17] But how would this impact your business if
you ranked for it?
[4:19] If we click on the SERP button, you'll see the top 10 
ranking results in Google for this keyword.
[4:24] And as expected, the top results are all dominated
by Reddit themselves.
[4:28] And that's because search intent shows that people want to get to the personal finance subreddit.
[4:33] Probably not your website.
[4:34] But there are ten spots on the first page
of Google, right?
[4:37] Well, if you look at the first non-reddit.com result,
[4:40] you'll see that it barely gets any search traffic 
compared to the top results.
[4:44] And that's because it's not getting clicked.
[4:46] This shows us that even if we were able to rank, the traffic potential probably wouldn't be worth your time.
[4:52] So this would have a business score of zero.
[4:54] I won't be able to match search intent, and
it doesn't really have much traffic potential either.
[4:59] Alright, maybe that was obvious to you, but what 
about this one on "how to save money in college?"
[5:04] It has decent search volume, the top results
get decent traffic, and you can clearly match
[5:09] search intent by creating a guide on your blog.
[5:12] But that's where the definition of content marketing makes its way into the decision-making process.
[5:16] Our personal finance product is a membership
to help people save a million dollars.
[5:21] And by nature of the beast, our target demographics
are people in their 30s and 40s that are
[5:26] already making decent money.
[5:28] Someone searching for "how to save money in
college" doesn't fit that profile,
[5:32] so I would give it a business value of zero, which 
would end our analysis for this keyword.
[5:37] Last one.
[5:37] Let's analyze this topic, "personal finance course."
[5:41] It has 500 monthly searches, a Keyword Difficulty score of 10 and seems to be super relevant to our product.
[5:47] Looking at the top 10 results, you'll see
that we can definitely match search intent
[5:51] by creating our own list post of different
personal finance courses.
[5:55] As for business value, I'd give it a 3 since
we can easily plug our products here.
[6:00] And looking at the estimated traffic these 
pages are getting,
[6:03] you'll see that it's quite high considering search volume for this keyword is only 500.
[6:08] And this is important to note because a page
doesn't rank for a single keyword,
[6:12] but can rank for hundreds of keywords.
[6:14] Now, the interesting thing about this is that
you'll see that the top 2 results are getting
[6:18] thousands of search visitors each month.
[6:20] But look here.
[6:21] According to our Top keyword data, this
page also ranks for "personal finance class,"
[6:26] which has double the search volume as the
keyword we're investigating.
[6:30] Knowing this, you can create content around
the "better" keyword and know with confidence
[6:34] that you can also rank for the original query too.
[6:37] Cool, so we have a topic to run with.
[6:39] Let's move on to the next step, which is to 
create the content.
[6:42] So let's say we decided to create content
around "personal finance class."
[6:46] Let's look at the top 10 results for this query.
[6:49] Just by looking at the titles, we know we need 
to match search intent
[6:51] by creating a blog post on this topic.
[6:53] And if you go one step further, you'll see
that a good chunk of the Top pages are list posts.
[6:59] Rather than reinventing the wheel, I suggest
that you follow suit
[7:02] since Google is essentially telling you what people
want to read when they search for this query.
[7:07] A list of free personal finance classes.
[7:10] Next, we'll want to analyze how we can make
our post better than what's already out there.
[7:15] These all seem pretty generic or overhyped,
so I might create a title like
[7:18] 15 Free Personal Classes That Helped me Save My First
Million Dollars.
[7:23] Of course, if you're going to write a title
like that, it should be true.
[7:26] Next, you'll want to find additional keywords
you can rank for
[7:29] since these pages are ranking for hundreds of other relevant keywords.
[7:33] It's as easy as clicking on the number of keywords
in the corresponding row in Keywords Explorer,
[7:37] then analyzing your competitors' organic keyword
rankings and picking out subtopics from there.
[7:43] But an even better way to do this is to find
common keywords that your competitors rank for
[7:48] and then use that to build your post.
[7:50] You can do this really fast by using Ahrefs' 
Content Gap tool.
[7:53] Just enter in the top 3 relevant ranking pages
for your target keyword,
[7:57] and leave the bottom section blank, assuming you 
don't have existing content on this topic.
[8:01] This is basically saying, find common keywords
that any of these pages are ranking for,
[8:06] where one of the pages ranks in the top 10.
[8:09] Now if we run the search, you'll see a list
of around 200 relevant keywords on your topic.
[8:13] If you want to keep your results hyper relevant,
[8:16] you can set the number of intersections to only show keywords where
[8:19] all of the pages rank in the top 100,
[8:22] but again, at least one of them must rank in the top 10.
[8:25] And we're down to a smaller, more relevant
list of 138 keyword ideas.
[8:30] From here, just look for keywords that pop out.
[8:32] So for me, "money management," "for adults," and
"financial literacy" may be interesting points to include.
[8:38] So I would sprinkle these into the title and/or
content when it makes sense to do so to ensure
[8:43] I can cover the topic in-depth.
[8:45] We have another video on how to write a blog post 
with SEO in mind,
[8:49] so I'll link that up in the card and description 
for you to watch.
[8:52] Awesome. You now have a great piece of content.
[8:55] Now you need to promote it.
[8:56] As a content marketer, your goal is to get your content 
in front of as many relevant people as possible.
[9:01] Here are a couple strategies to do that.
[9:03] The first is direct marketing.
[9:05] Now, the goal of this is to get your content
directly in front of the right people.
[9:09] Common ways to do that is using either keyword
targeted or interest-based ads through platforms
[9:14] like Facebook and Google.
[9:15] But with content ads, I highly recommend trying
other platforms where your target audience might be.
[9:21] For example, we could try to promote some ads right inside Reddit's personal finance subreddit.
[9:26] Other untapped ad networks you can try are
Taboola or Pinterest.
[9:30] In fact, 84% of participants in a consumer study 
said that Pinterest helps them learn new things,
[9:36] which is great for content marketers.
[9:38] You need to get creative and if you're working
with a limited budget, then it may be worth
[9:42] exploring less popular forms of paid advertising.
[9:45] Another way is through SEO.
[9:47] And we've already covered a lot of SEO techniques
just because they're like a sister to content marketing.
[9:52] By ranking high in Google, you start reaching
people who are showing intent to learn,
[9:56] read, and eventually buy.
[9:58] Best of all, after you've ranked, you'll be
getting free, consistent
[10:02] and passive traffic from search engines.
[10:04] We've already covered the content creation 
aspect of SEO,
[10:07] but you'll need to get backlinks to your content.
[10:09] Now, I won't get into that here, but we have a
super actionable playlist on link building,
[10:14] so I'll leave a link for you in the description.
[10:16] Now, the second strategy can be quite the
shortcut to content promotion.
[10:19] And that's influencer marketing.
[10:21] When I say influencer marketing, you might be thinking of celebrities, models, and YouTubers like Gary V.
[10:26] But there is no "minimum" number of followers
that qualifies someone as being an "influencer."
[10:31] An influencer is essentially someone who has
influence on an audience.
[10:35] So in general, they'll have a large following
relative to others in their industry
[10:40] and their audience will listen to what they have to say.
[10:42] Now, the great thing with this strategy is
that if you can convince someone of influence
[10:46] to share your content with their following,
you now reach tons of people
[10:50] just by getting one person to share it.
[10:53] Here are a few ideas to do it without spending a penny.
[10:55] The first tip is to get quotes from credible people.
[10:58] For the most part, I'm not a fan of anything
like ego bait, but when done in an honest,
[11:03] genuine and value-packed way, it works really well.
[11:07] For example, if you were creating a post on
free personal finance classes,
[11:10] you could reach out to course creators of courses 
you've taken with an email like:
[11:14] Hi there,
[11:15] My name is Sam and I'm a ‘graduate' of your
[course name] program.
[11:18] I've learned a lot from you and want to recognize
your work on my blog.
[11:22] I'm creating a post on the best personal finance
classes and of course you're on the list.
[11:27] If you have a second, I'd love to get a quote
on who you think would be a good fit for your course.
[11:32] Example. [course name] is perfect for people 
who make around $50,000 - $80,000 per year
[11:37] and want to start investing in the markets.
[11:39] I'll be promoting you to my email list, followers,
and plan to run some paid ads.
[11:44] If you're too busy, then I completely understand.
[11:46] Either way, just wanted to show my appreciation
for your work and will include your course regardless.
[11:51] Cheers, Sam
[11:53] This would be a great way to pitch someone
with a benefit-rich offer.
[11:56] I'm basically saying that I'd love to do all the hard 
work and get more students in your course.
[12:01] Once the post goes live, I'd email them again
and let them know about it.
[12:05] And if they found the post to be useful, they
would likely share it with their audience.
[12:09] Another way you can leverage influencer relationships
is through podcast interviews.
[12:14] This is something we've been doing at Ahrefs.
[12:15] We use it to build brand awareness
[12:17] and get our tools in front of more people 
that may not have heard of us.
[12:21] Pitch a story as to why you should be on their
podcast and the value you can provide to their listeners.
[12:26] The final step is to monitor your traffic and leads.
[12:29] If you're using SEO as a strategy, then you can use rank tracking tools like Ahrefs' Rank Tracker tool.
[12:34] Just enter the keywords you want to track,
the location you want to see the results from,
[12:39] and we'll update your keyword rankings on 
a regular schedule.
[12:42] And if you can't rank, despite getting more
quality links than the top ranking pages,
[12:46] then you should reassess search intent,
[12:48] your actual content, and update your post 
with anything that's missing.
[12:52] Now, if you're using various advertising networks,
then you just need two things.
[12:55] First is Google Analytics with conversion 
tracking set up.
[12:59] And second are UTM parameters.
[13:01] UTM parameters are basically tags that you add to 
a URL, which you can then track in Google Analytics.
[13:07] There's a free tool you can use to build your URLs.
[13:10] For example, if I were to set up a Facebook
Ads campaign, I would paste in the URL here.
[13:15] Set the campaign source as Facebook.
[13:17] The medium as CPC.
[13:19] And the campaign name as "finance-class."
[13:22] Now, if you're advertising on multiple ad platforms,
[13:25] just change the campaign source with the ad network name,
[13:28] and you should be able to compare
how each platform performs in a single table
[13:32] straight inside Google Analytics.
[13:34] Then it's just a matter of doubling down on
what's working, throwing out what's not,
[13:38] then just rinse and repeat this entire strategy
over and over again.
[13:43] Now, if you enjoyed this video, then make sure to like, share, and subscribe,
[13:46] and I'd love to hear from you on which content marketing channel works best for you.
[13:50] So is that blogging, videos, podcasts, infographics,
or something else?
[13:55] So keep grinding away, use your content to serve 
your  business, and I'll see you in the next tutorial.

本文档为站内渲染。原始文件本地路径：saas/source/seo-llm/raw-seo知识库-seo方法论-youtube-seo-scripts-ahrefs-scripts-content-229d8b.txt（仅本地保留，不入库不部署）