How I get quick wins in SEO and Content Marketing

by Jason Acidre on June 6, 2013 · 47 comments · Content, Search


I’m not really used to writing shorter blog posts – and I’m also guessing that most of you already know that I always write long-form content and comprehensive tutorials related to online marketing.

So I’m going to try something new, well not that new, since I’ve written some posts in the past that are just 500+ words in length – although, there’s something that I would want to test on this one.

Anyway, there’s this one question that seems to be asked to me more and more for the past 2 years of being a consultant:

“How do I get quick wins in SEO and content marketing for me and/or for my clients”?

organic search results

My answer is quite simple, I believe that the real key to any effective and result-driven online marketing campaign (whether it’s relying on search or content marketing) is through a solid research phase.

This stage usually includes the following areas to have a sustainable content strategy for both search and social campaigns:

  • Keywords
  • Audience
  • Competitors
  • Methodology

Although, I mostly look out for two things:

  • Understanding what your target audience really needs and seeks for, and then being able to provide those needs.
  • Determining what your competitors have, and basing your methodologies on what appears to be their weaker spots.

By having insights from these 2 research processes – knowing your audience and the strengths as well as weaknesses of your competitors – it’ll be easier for you to come up with the unexpected hooks that you can use for your content.

These are the information and the ideas that you can provide that your competitors aren’t covering yet, and might somehow be needed by your target audience.

Content is an investment

Content is a brand asset that can help you scale your marketing and lead generation. Because a single content can alter how your business will perform in the future.

One blog post can drive you hundreds of leads/sales in its lifetime, so what more if you have dozens or hundreds of this type of high-performing content.

Perhaps, that’s the reason why my main approach when it comes to content marketing only revolves around 3 primary elements:

  • Comprehensive
  • Actionable
  • Evergreen

And how do I come up with a content that’s comprehensive, actionable and evergreen? Back to step 1, I try to understand my audience and I study my competitors’ existing assets.

Surefire Formulas?

With formulas, that’s where I’m not sure. But mindset, there is. Our profession requires lots of complex processes. But I love to simplify things, not just to make it easier for me, but to also make it damn easier for my team.

My principle in SEO is very simple, as you only have to optimize for two things:

seo

And same thing applies in content marketing:

content

The truth is, it’s really easy to promote (great) content when you’re sure and confident about it. And don’t forget to reach out to those who’re really interested about the subject of your content.

Because at the end of the day, search and content marketing will always be a battle of who stands out the best.

Special thanks to: Myles Vives and Benj Arriola. We were supposed to do a video about this topic earlier, but might do it another time.

Also, if you want me to write a longer and more detailed version of this post, please let me know in the comment sections. I would be happy to write one (but not sure when, as I also have 2 big posts coming out this month – off-page SEO in 2013 and beyond and a comprehensive guide to content promotion).

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre.

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

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{ 45 comments… read them below or add one }

Louie Sison@Make Money Online Philippines June 6, 2013 at 1:47 am

Sir Jason,

Quick but meaty blog post.
I just realize that that more you acquire knowledge about SEO, the more complicated it gets. However, it all boils down to once super principle. And that’s what you have shared today.
Let this be my reminder to self.

Regards,
Louie Sison

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Anthony Pensabene June 6, 2013 at 5:07 am

good thoughts, Jason. do your thing, homie, but if you have something to say, even if succinct, people listen.

got two reminders today, from you and AJ, to focus on the intent/execution of consumer. also like your distinction between mindset and formula. erm, i wish i came up with a surefire formula for clients. i’d be doing a lot more surfing and less blog reading ;) .. well.. i’d still read some…

like your video idea…can’t wait to read your offline piece. cheers, dude

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Jason Acidre June 9, 2013 at 11:19 pm

Thanks for dropping by Anthony :D

Yeah, really excited for that video blog to go live. And I also think I can do one for Linkbuilding.tv soon!

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hiren July 29, 2013 at 5:05 am

hi Jason
nice article and also helpful tips. content is always king. i totally agree with your points all person says that write long and unique content its not new things thanks for sharing.

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Christy Kunjumon June 6, 2013 at 7:00 am

Hey Jason,
I would definitely like to read the detailed blog about the strategy used & how it was implemented. Hope to read the complete blog soon.

Thanks!

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Scott Jenkins June 6, 2013 at 8:59 am

It’s the research part that kills me. I love writing good content and building the links. I get good results, but if I wouldn’t give up so easy on the keyword research I know my results would be nothing short of amazing. Sorting through keywords is so monotonous.

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Jason Acidre June 9, 2013 at 11:22 pm

Couldn’t agree more, especially for larger brands/sites that target a lot of verticals. But I guess, that kind of research can really open ton of opportunities for the site to target (and more experience, and definitely help us learn and come up with easier/faster processes).

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Venchito Tampon June 6, 2013 at 9:31 am

Hey Jason,

You have proven to be one of the greatest inbound marketers. You had inspired me a lot from your works – comprehensive and useful SEO Guides.

And I’m really excited about your upcoming posts and to see you in MORCon this year. :D

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Jason Acidre June 9, 2013 at 11:23 pm

Thanks. And yep, I’m also looking forward for this year’s MORCon.

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Joe Pack June 6, 2013 at 9:46 am

Another great post Jason. I guess a lot of the time for us Inbound Marketers we are always going to be working to the timeframe of our clients. There is only so much you can do to explain that in a lot of cases Inbound Marketing is a long process.

I’d love to see you write a longer version of this post because I think it could seriously help me with my first point.

Looking forward to offline SEO 2013 especially. Cheers man!!

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Jason Acidre June 9, 2013 at 11:24 pm

Thanks for the comment Joe! And sure thing, I’ll definitely write a longer version of this post in the coming weeks.

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Haroun Kola June 6, 2013 at 10:16 am

Thanks Jason, great article. I would like a more comprehensive post too.

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Nina June 6, 2013 at 1:53 pm

Succinctly put. Thanks for this!

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Hannah Ingham June 6, 2013 at 5:40 pm

Hi Jason,

I sometimes find you can get more out of short posts, I have been putting ideas together for a client about how content is a long term investment and will only continue to support his business into the future. This fits perfectly with the point I am trying to put across to him and some great advice about how he can structure content long term.

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Andrea Hypno June 6, 2013 at 10:25 pm

Short but interesting. :)

Since the beginning of my blog adventure I’ve always aimed for evergreen content, sometimes I get it and sometimes not but I see in general little value in writing hundreds of words which remain useful for a year or less. Clearly this is easy for me as I write about Personal Development and being relevant for a long time is a feature of it. The best books on the topic are still those written at the beginning of 1900.

It would surely be different if I was in the news or technology field but given that I think there isn’t a neverending amout of posts to be written on any given subject it’s better to target evergreen content, less exhausting and more fruitful in the long run.

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Jason Acidre June 9, 2013 at 11:26 pm

TRUE! Thanks Andrea :)

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Chiran June 7, 2013 at 3:48 am

Thanks for the valuable insights. A More detailed blog post would be great :-).

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Darren Kingman June 7, 2013 at 4:03 am

Jason, dude, I’ve been reading your posts for over 18 months since I started my first position in online marketing. You instantly became one of my first thoughts when I needed new information or to reignite my thinking and I want to firstly thank you for the work you produce.

I often leave your posts (like this one) reaffirming my thinking but taking little action once I’ve read it. I tend to go straight back into my way of working, which is producing successes but only in certain areas.

Could I just ask if you have any previous posts or could produce one running through an example of a piece of content you’ve produced and what you were thinking at each stage? For instance, why those keywords, why that topic, if you had predictions before publishing and what they were, were they met, etc.

Keywords as a concept to me is dying, as it should, as posts can relate to dozens of related search queries. Therefore, this is a step I often give litte credence to, maybe just because I haven’t really ever seen one specific keyword outperform another related one.

There are tons of topics I’d love to talk and debate about in online marketing, but I’ll leave those conversations for a later time.

Again, great work Jason.

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Jason Acidre June 9, 2013 at 11:39 pm

Wow, thanks for the amazing idea for a next topic to write about – really appreciate the comment and the questions Darren!

Actually, I do visualize and predict how my posts (or even a content plan for a client) will perform even before launching it. And, fortunately, my predictions are right more often than not. I haven’t really thought of this thing, but I think it’s mostly because of my research process, since I always ask myself or think about these two elements before publishing:

- If I’m 80+% sure that my content is better than my competition.
- If my target readers will actually get value from this content.

There are also instances that I feel not-so confident with a few posts before hitting the publish button (but I sometimes get surprised to see them perform really well, and sometimes better than the posts I’ve expected to really do great).

I’ve added your other questions (to be written as a blog post – “step by step guide on how I create content) on my calendar! Super thanks for the idea!

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Darren Kingman June 12, 2013 at 7:25 am

Wow – that’s brilliant. Really glad I could help!

As I’ve been busy working on the brand of the company that employees me, I haven’t really built up much of a “social” presence of my own, but I’ll hit you up on Twitter and maybe we can discuss a few more concepts on there.

Any mentions of me on the follow up article would be much appreciated! ; )

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Jason Acidre June 12, 2013 at 10:21 am

Yep! Expect a link from me soon :) Thanks man!

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Sean June 7, 2013 at 7:51 am

Great post man!

I was kind of expecting a bit more tidbits of quick win examples and tactics, but this is honestly what really needs to be expressed around this topic. The fact is, there aren’t really too many quick wins that will end up getting a lot of traffic. You have to be willing to put in the overall effort of finding tons of wins that eventually result in a large win. And that comes from constantly finding those small to medium wins.

It’s like a band or product that people say is an “overnight success” people think that they just got a quick win, but they don’t know (or just don’t care to see) the huge backstory behind that win, the long research, the hard work, the fact that it was a drawn out process and not just a “quick win.” Once it all comes together though, it feels like it was a quick one. :]

Just my take on it, loved the post bud.

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Jason Acidre June 10, 2013 at 12:12 am

Thanks Sean, and awesome insights as usual!

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Fabian June 7, 2013 at 7:50 pm

Hey Jason,

I think that is one of the most simplified and effective ways of communicating the most important aspects of search and content marketing!

“Great Experience & Strong Signals”… too often I see people focusing on the the “strong signals” and totally not taking the experience into account.

Love the way you wrote this “shorter” post, so in my humble opinion… no longer post required. Instead I’d rather be interested in additional posts that dive a bit deeper in the areas you talk about here… like creating “great experience” or “target outreach”, which you are already planning to do I guess.

So, how do you help your clients to create the “great experience”? Would be very keen to know your thoughts on this…

Have a great weekend!

Fabian

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Jason Acidre June 10, 2013 at 12:14 am

Another great idea for a topic to write! Thanks for the great suggestion Fabian! And I’ll surely write about those.

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Fabian June 10, 2013 at 9:47 pm

Thanks for your reply Jason,

looking forward to the next posts then :-)

Have a great day!

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George Anderson June 8, 2013 at 2:51 am

Hi Jason,
Some good bite sized bit of info here. I would also like to read a detailed blog about this strategy.

Best Regards
George

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Sef June 9, 2013 at 6:20 am

Jason, I’ve been checking your website for several weeks now and I am also downloading a copy of your work so I can still read your remarkable ideas in SEO. Looking forward to seeing your 2 big posts live on your website this month.

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Aims June 9, 2013 at 7:12 am

Hi Jason, I hope one of these days you will provide a video tutorial. That would be great!

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Patrick Tasner June 10, 2013 at 8:51 am

Content is indeed an investment. WE need to really invest our time and effort to create quality and interesting content for our targeted audience. It’s one of the main reasons of getting more traffic to the site if you have a content/update worth reading or vising. Amazing post Jason.

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Farrell John Conejos June 11, 2013 at 12:40 pm

Hey Jason.

“With formulas, that’s where I’m not sure. But mindset, there is.” I copied this sentence to emphasize that there is no sure formula for SEO and content marketing. It’s more on the mindset and determination of one person to succeed. In an industry such as SEO and Content Marketing, wanting sure win formula is like a dream that is unlikely to become a reality. Experiencing failure and persistent to learn are a only few things that is needed to be successful not only in this kind of industry but in general as well.

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Sam June 11, 2013 at 12:41 pm

Thanks Jason, content is a valuable portion of marketing. Thanks a ton for such an informative and detailed post. Without content marketing business couldn’t achieve goal. This is now a mainstay in our editorial process. Perfect for long-term practices, not just for 2013.

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Patrick June 11, 2013 at 6:14 pm

We are fairly new to marketing online and to be honest its a real struggle to sift through the huge amount of information and actually decide what is the correct way to proceed with our business and what is not. Simple to the point information like yours was is really appreciated and it would be interesting to have a more detailed post at some stage. Something that gives actionable steps on how to decide on what your audience needs and how to determine your competitions weak stops would be extremely helpful :)

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Kenneth Villegas June 12, 2013 at 2:13 am

Indeed, content is always the king! If I found content related to my niche just like yours Jason, I will definitely avail your services, for sure!:-)

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Myles@eReach Consulting June 13, 2013 at 10:05 pm

Great content, as usual, Jason! Looking forward to this weekend’s interview!

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brittny June 14, 2013 at 4:13 am

Great Jason, It’s nice to read your content. It is really good and informative. The graph really shows the effectiveness of your work. Nice

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Carolina June 18, 2013 at 2:05 pm

Hi,

Thanks for sharing this post. I especially like that you focus on evergreen content. In the long run, I think that’s the type of content that will provide value for readers, rather than the posts that are simply written to tap into whatever is trending on Twitter at the moment.

I look forward to reading your future posts.

Carolina

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Suraj June 20, 2013 at 6:39 am

Thanks for the short and sweet post. SEO is a crucial factor for bloggers. I agree about having Great Content. Content is the capital invested and good marketing of the content will bring fruit full results. I like your blog and the way you make details posts. Thanks

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AMaan June 26, 2013 at 6:18 am

Content is Invest? well thats something new, but heavily agree with it. The better content, better and quality traffic you get.

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Len June 28, 2013 at 9:27 am

For me, SEO is very complicated, as I do not have much knowledge in this area, but appreciate this article. Learning how to improve my content, be consistent every day with posts, and attract viewers to my site.

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Jonjon Mendoza Susi's Corner June 29, 2013 at 8:56 pm

Sir Kaiser The Great, Thank you for sharing quality information regarding internet marketing :) It is really helpful to all of us especially to those readers who wants to learn more about online marketing.

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Mark Dacillo July 1, 2013 at 4:59 pm

Information is worth sharing to other users, my first time to read your blog and im already a fan. An educational piece to help folks think about how a quality piece of content be a backbone of success. Looking forward for more tips and tutorials.

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Robin July 4, 2013 at 3:20 am

Good article jason. help me understand few more things in SEO today :)

Robin.

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Michael August 8, 2013 at 8:38 am

Like everyone before me has said, genuinely great post sir. New to the site, I have probably read 4 or 5 articles, and so far this has truely been the most worthwhile blog I have ever been to. For SEO or otherwise, just amazingly well written, comprehensive, easy to read, posts. Keep it up!

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Jordan J. Caron March 9, 2014 at 2:05 pm

You do always write long content Jason. But I think that it was makes your blog one of the best SEO and content marketing blogs out there. Putting that time and effort is important to getting results.

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