Ch1:

What Makes a Good Digital Presence? What makes bad dp?

- Easier to find what you want. findability
- Appearance page design, fancy design

How Businesses Use Content Marketing?

B2c B2b
● Uses content to target microsecond Business-to-Business
buyers. ● Uses content to target prospective
● Goal: more sales customers.
● Goal: more leads

✅ Why content strategy?

- Purpose
- Simplifies content creation. With a strategy and keyword research, you can devise topics
and schedule them on your calendar in a way that suits your larger business goals.
- Grows organic traffic: Visits driven by clicks on a search engine results page, is one of the
best and most cost-effective ways to boost brand visibility A content strategy helps you
organize the keywords that your audience is searching for and then informs the creation of
content around those terms.
- Builds rel w audience – boosts credibility.
- Generates leads. Content can also be used to generate leads and capture user contact
information for marketing campaigns.

• Essential components
• Your preferred business models.
• Your purpose and goals
• Your audience personas and buyer’s journey
• Your differentiated editorial mission
• Corporate mission st: why, what do you stand for? And why do you do it?
How, What markets are you serving, and what benefits do you offer them?
Do you solve a problem for your customers?
 ✅ Content strategy / mission strategy: this is basically content (marketing’s)
mission strategy and not of the whole org

• X= potential & Anyone we can help through our expert advice

• Y = Topics and formats that you will publish.
• z= informative / entertaining?
Examples:
• Working Moms Only: To Supply the tools that can give every working mom the ability to lead a healthy,
wealthy, and more balanced/blended lifestyle.
• Digital Photography School: A website with simple tips to help digital camera owners get the most out of
their cameras.
• Home Made Simple: Enable women to have more quality time with their families.
• Indium: Help engineers answer their most challenging industrial soldering questions.
• Inc Magazine: The place where entrepreneurs and business owners find useful information, advice,
insights, resources, and inspiration for running and growing their businesses.
• Private Equity Firm: To provide clients, prospects, intermediaries and investors with industry, market and
economic insights, original research, and financing strategy stories and outcomes to help them make
better decisions about corporate and project financing.

• The content mission of TechSavvy Innovations is to share our expertise and insights in the tech
industry. We provide in-depth technical articles, tutorials, and thought leadership to keep our
audience informed and inspired. Our goal is to build a community of tech enthusiasts and
professionals who are as passionate about innovation as we are."

What is Your Initial Online Revenue Model?

• Earn money through online sales.
• Provide information to generate/support offline sales
• Earn money through advertising.
• Earn money through commissions.
• Earn money through subscriptions.
• Support a cause/CORPORATE SOCIAL RESPONSIBILITY
• Earn donations.
• Provide customer support/lower costs.
COMMON GOALS:
• Brand awareness: Getting discovered by the right consumers.
• Audience engagement: Capturing the interest of casual readers and nurturing them into
subscribers/repeat visitors.
• Lead generation: Identifying and qualifying consumers who are most likely to become
customers.
• Driving loyalty and evangelism: Retaining your existing customers by increasing their
positive perception of and satisfaction with your organization
• Increasing sales and profitability: Closing more deals, reducing your marketing costs, and
opening up new revenue streams
Class2:

AIDA
> ATTENTION: exposes the brand to a lead for the first time.
> INTEREST: when the lead is ready to learn more about the business or product.
> DESIRE: is when the lead is ready to make a purchase -
> ACTION: when the lead becomes a customer and makes a purchase.
> LOYALTY

Inbound Marketing: Attracts customers by creating valuable content and experiences tailored
to them, and solving problems they already have.
WHY? -TRUST, BUILDS REL, DRIVES VISITORS HENCE ENGAGEMENT

STP: SEGMENTATION: DIV PEOPLE ON SHARED BEHAVIOUR, TARGETING: div pf a large

audience to smaller, POSITIONING: portraying brands/products so ideal customers perceive the
as best sol.

Buyer persona: day in a life, specifics careers, keyword, phrases, engagement scenarios
How: track info>netnography>ethnography> focus grp, survey> demographics

Class 3:
Traffic: direct, indirect, paid/unpaid referral, paid/unpaid traffic > conversion: purchase/become
lead/engage/create acc, max rev >$

Content strategy:
- What we do: content mission statement
- Audience
- Content audit: what exists, missing, improved? formatting
- Where: website, social media, print media, email campaigns
- Technical audit: assign codes to content, specify content type (blog, website,
social media)
- Content source: inhouse or created by a partner.
- Meta description (give e.g.) – mobile friendliness & indexable: can search
engines read index.

Class 4:
Customer journey map is a visual format of how customers are obtained.
Why: customer satisfaction> lower customer turnover>improved sales>better
referrals
1. Current State Mapping: how. Customers are interacting rn.
a. Where prospects come from
b. At which points they interact with you (via marketing materials, sales
reps, etc.)
c. How they become customers
d. How they begin to use your product(s)

2. Future State map: ideal journey of prospects

Where they would hear > accomplish > plan messaging
3. Day In a life:)
Goals (career, target, purchase)>pain (hinderance) > time indicators
20-22 slides
AUDIO STRATEGY:
- PODCAST: inc traffic, become loyal and regular >>> build trust: Typically, people listen to
podcasts because they feel they share values and traits of the brand>> highly motivate
people to buy stuff acc to surveys>>great for network building
Eg s: storytelling about product, instructional, interviews
SHARE ON YOUR WEBSITE, promote by social media and email marketing.
- AUDIO MUSIC, PLAYLIST, THEME SONGS JINGLES
- AUDIO BOOKS

VEDIO STRARTEGY: pre-record, live webinars.

HELPS IN understanding of product, brand awareness, generate traffic, inc sales, dec support
calls, inc roi.
What? interviews, bts, vlogs, customer testimonials,360,demo,teaser,user gen content,
animation
Success= views, lead, retention

TRENDS: Silent Video, SEO : Today, it’s not enough to just get your articles to rank on Google
—you want your video content to rank, as well.
• Make your videos easy to find by placing them on public web pages, using
meta tags, and creating a video sitemap.
• Turn on indexing for your video content.
• Ensure Google can fetch your video files.
• Add key moments to your YouTube video.
Define goal> audience > budget > type of vid > plan > where will you publish > how will you
measure success
Class5:
Visuals: photos and infographics, to memes and data visualizations, hand drawn ,comic
strip ,gifs
Visuals w cta , easily indexed
● Use : website , on blogs , Breaks up long prose, good for SEO, provides the link preview
on social media
● HOST EVENTS
● DOWNLOADS: E-books
● Whitepapers
● Software
● An incentive is a thing that motivates or encourages one to do something.
● Giveaways
● Contests

UGC:
● Responses to incentives
● Online reviews
● Testimonials: Quote, audio, vid, case study, social media peer
● Organic social media posts
● Forum posts

Class 6:
- Site Map/Layout
- Brainstorm website categories
- Org categorize.
- Add structure & hierarchy.: Top Level pages/actions Sales Funnel
- plan your content!
- add rough written content!
- add eg images
- sketch page layout
- share w your team: invite your content and development teams to begin adding their ideas
and feedback to the boards.
Site wire

Defining overall site structure, Crafting layouts of individual pages, placing content, defining
perfecting navigation and functionality and user experience
mapping information
architecture. Connect the site's information architecture to its visual
design by showing paths between pages
Use tools – lots of free ones
. A wireframe is a blueprint of your website made of lines, boxes and
out there such as
grayscale colors. It helps you lay out all the functionality of your
website, similar to an architectural blueprint for a building.
Lucid chart (student version
available if you apply) or Lots of free ones out there such as UXPin, Balsamiq, Axure,
Creately , Visual Paradigm , Proto.io NinjaMock, LovelyCharts, Mockflow
Flow Mapp
• Interaction & UX Designers and Information Architects
use wireframes to show user flows between views or pages.

• Graphic Designers use wireframes to push the user

interface (UI) development process. It can inspire the
designer, resulting in a more fluid creative process

• Developers use wireframes to get a more tangible grasp of

the site’s functionality. It gives the developer a clear picture
of the elements that they will need to code.

• Business Analysts use wireframes to visually support the

business rules and interaction requirements for a screen.

• Internal Business Stakeholders (ex: Product Managers,

Project Managers and Executives) review wireframes to
ensure that requirements and objectives are met through
the design.

External Business Stakeholders (ex: Partners and Clients) also

review wireframes to ensure that requirements and objectives are
met through the design
ANNOTATIONS

• Most annotations can be categorized into the following

fields:

• Functionality — Gesture controls (clicks, taps, swipes),

pop-ups, data inputs and outputs, zooming issues, etc.

• Content — Any early ideas or suggestions (fonts, sizing,

linking), descriptions for text, graphics, and multimedia
(including dimensions, resolution, etc.)

• Behavior — Animation (styles, speed, and positioning),

interactions, link destinations, etc.

• Constraints — Limitations due to hardware, software,

browser, data, etc

CTA IS IMP : Sign up , More information, Contact us , Buy now ,Add

to cart

12 COL GRID – LAPTOP, 6 COL- IPAD, 4 -PH

• Full-page headers

• White space/Minimalism

• Microinteractions: Enhance product usability

• Provide real-time feedback to users on their actions

• Smoother UI interactions that increase user satisfaction

• Decrease the complexity of tasks that causes friction in

the customer journey

• Prevent user errors and frustration that result in a high churn rate

• Dark Mode

• Unique and Large Typography

• Hamburger Menus

• Accessibility

USE IMAGES, FACIAL CUES,SUBTEXT,

 NO JAGRON,LONG TEXT

Create Urgency. Trigger “Loss Aversion: Humans are not efficient

cost/benefit calculators. We tend to overvalue losses and
undervalue gains.

CLASS7:
CONTENT MANAG.SYSTEM
A useful template will:
• Create a drop-down list of categories
• Generate a meta description from your product description
• Resize your image to the right specs on the page
• Prompt you to add relevant tags and categories

SEO+PPC=SEARCH ENGINE MARKETING

Getting organic search results involves optimizing your website and content to rank higher in search engine
results pages (SERPs) without paying for advertising. Here are some strategies to help you achieve organic search
results:

1. **Keyword Research:** Start by conducting thorough keyword research to identify the terms and phrases your
target audience is searching for. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find relevant
keywords.

2. **On-Page SEO:** Optimize your web pages for your target keywords. This includes using the keyword in the
title, meta description, headings, and within the content. Ensure your content is high-quality, relevant, and valuable
to users.

3. **Content Creation:** Regularly create fresh, high-quality, and engaging content that addresses the needs and
questions of your target audience. This could be blog posts, articles, videos, infographics, etc.

4. **Mobile Optimization:** Ensure your website is mobile-friendly. Google uses mobile-friendliness as a ranking
factor, and an increasing number of users access the web on mobile devices.

5. **Site Speed:** Improve your website's loading speed. Slow-loading sites can have a negative impact on your
rankings and user experience. Use tools like Google PageSpeed Insights to identify and fix speed issues.

6. **User Experience:** Make sure your website is easy to navigate, with clear and intuitive menu structures. User-
friendly sites tend to rank better.
7. **Link Building:** Acquire high-quality backlinks from reputable websites. Backlinks act as votes of confidence in
your content and can positively impact your ranking. However, focus on quality over quantity.

8. **Social Signals:** Engage in social media marketing to increase your online presence. Social signals can
indirectly influence your search engine rankings.

9. **Schema Markup:** Implement schema markup on your website to provide search engines with structured
data about your content. This can result in rich snippets in search results, which can improve click-through rates.

10. **Local SEO:** If your business serves a specific geographic area, optimize for local search by claiming and
optimizing your Google My Business listing and getting listed in local directories.

11. **Regular Updates:** Continuously update and refresh your content to keep it relevant. Old and outdated
content may see a drop in search rankings.

12. **Sitemap Submission:** Submit your sitemap to Google and other search engines to ensure they crawl and
index your site regularly.

13. **Monitor and Analyze:** Use tools like Google Analytics and Google Search Console to monitor your website's
performance, track rankings, and identify areas for improvement.

14. **Technical SEO:** Ensure your website's technical aspects are in order, such as having a secure connection
(HTTPS), an XML sitemap, and an accessible robots.txt file.

15. **Mobile-First Indexing:** Google now primarily uses the mobile version of websites for ranking and indexing.
Ensure that your mobile site is as well-optimized as your desktop site.

16. **Avoid Black Hat SEO:** Stay away from unethical SEO practices, such as keyword stuffing, cloaking, or buying
low-quality backlinks. Search engines can penalize your site for such activities.

Remember that SEO is an ongoing process, and it may take time to see significant results. Consistency and patience
are key. Additionally, keep up to date with the latest SEO trends and algorithm changes to adapt your strategies as
needed.
 1. CRAWABLE:
robots.txt file must be placed in a website’s top-level directory
Include your sitemap at the end of the file
• Make content available to the crawler
• Don’t hide content behind login forms
• Don’t hide content in GIFs, video, images
• Make sure you add tags
• Make your navigation available in HTML
• Not javascript and not dynamic
• Create a clean architecture
• Limit the number of levels
• Have an HTML based site map

GOOGLE SEARCH CONSOLE: Identify Crawl Errors and Unindexable Pages ANDSubmit a Sitemap

Use Google Search Console To See Number of Pages Indexed

• You can submit it for indexing in Google Search Console using the “URL inspection” tool:
• Click “URL inspection.”
• Paste the URL you want to submit into the search bar and wait for Google’s test to complete.
• If Google doesn’t find any errors, click “Request Indexing.”

2. Create Compelling content FIRST considering:

- Content that searchers want
- Think about the searcher not the marketer
- Written to answer questions
- Written in natural language (NOT marketing speak)
- Content that keeps people engaged
- Content the others might want to share

THINK ABOUT EEAT :

• EXPERIENCE : Experience is all about firsthand encounters or practical knowledge related to the topic

Experience is a core differentiator between human- and AI-written content.

You can showcase your experience by sharing the faces behind your website. This statement lines up with
Stanford’s web credibility guidelines to:
 Show that there’s a real organization behind your site.
 Highlight the expertise in your organization and in the content and services you provide.
 Show that honest and trustworthy people stand behind your site.
Achieving this doesn’t have to be complicated. Consider a well-thought-out About us page to share your
team’s credentials and qualifications.
Think of what makes you feel safer before you spend your money on a product or service and transfer that
to the digital world.

EXPERTISE :
• Expertise refers to your depth of knowledge in a specific field.
• Identify the author(s) of your content – this can be individual or organization
• Various ways to demonstrate your expertise
• Your formal education
• Professional credentials
 • Awards
• Involvement in professional bodies,
• Authorship of thought leadership pieces or books.
• Extremely important in YMYL (Your Money or Your Life) websites like news, government, finance,
shopping, health and safety, fitness and nutrition, housing, finding a job, group (race, nationality, status)

Authoritativeness:
• Authoritativeness focuses on how well-recognized you or your brand are as experts or thought leaders in
your field.
• Key indicators of authoritativeness is the presence of high-quality backlinks from other reputable
websites.
• Mentions or recognition from respected institutions, as well as endorsements or testimonials from experts
or influencers, can enhance your authoritativeness.
• Engaging with your audience through comments, feedback, and active discussions strengthens your
authority.
• Your authority can also be demonstrated through your social media presence, with large follower bases or
high engagement rates (harder for Google to see on private social media).
TRUST:
• Trustworthiness refers to the reliability and dependability of your content, both from a user’s perspective
and in the eyes of Google’s algorithms.
• Credible sources are essential for establishing trustworthiness. Your website content is more trustworthy
when it contains references or citations that validate it and is regularly updated with new information
• User experience also related to trust (more later)
• Website security with ‘https’ protects user data and offers a safe browsing experience.
• Fast load times

COMPREHENSIVE CONTENT : Long content is better than short

• Comprehensive content ranks high than short lists or posts
• Think about guides
• BUT break up your content
• It’s best to stick with paragraphs that are 1-2 sentences in length, although it’s all right if they
stretch to 3-4 shorter sentences.
• Insert sub-headers and/or visuals every 150-300 words to break up the content even further.
• According to many website engagement impacts organic rankings.
• Focus on one or two topics per page
• Better to have more pages each with its own subject rather than one page trying to cover
multiple subjects
• RELEVANCY : Before obsessing on keywords, you should focus on useful content
• Provide information to visitors
• Engage with them
• Convince them you can solve the users problem
• Make them want share and make it easy to share
• Rankbrain/BERT learns about content so focus on key phrases and thoughts related to your topic not just
key words
• E.g. all of the top 10 results for “best new york bagels” mention “cream cheese”

Know – CONTWNT queries are almost always informational in intent.> DO-TRANSACTIONAL E

COM > GO NAVIGATIONAL (LOCATION)
Internal links: help search engines understand the relevance of your content,
• make your readers spend more time on your site, and
• reduce the bounce rate.
Outbound links to useful external resources like Wikipedia will build trust and improve user experience.
Update your content regularly
 3. Keywords:
Focus on ONE Keyword Phrase/Theme Per Page!
n Brainstorming
n Surveying Customers
n Keyword Planning/Suggestion Tools
n Google Keyword Planner
n Wordstream
n Ahrefs’ Keywords Explorer
n Moz’s Keyword Explorer
n Keyword Tool
n SEMrush
• There are four things to consider when choosing a keyword for SEO (slightly different for PPC):
• Search Volume
• How many people actually enter this?
• Competition
• How many other sites are focussed on this?
• Propensity to convert
• Does this phrase actually lead to a conversion?
• Value per lead
• How much is a visitor worth to you?
Ideal : Inc search vol, dec low comp, inc propensity to convert, inc vol per lead

Incorporate Your Keywords in Page Content:

• Used keywords in:
• URL
• Top level or sub domain
• Title Tag
• Headings H1 and H2
• Website copy
• Alt text
• <img src="imagename.gif" alt="image description">
• Anchor text to other sites
• Metadescription
• Not directly used in ranking but better metadescriptions get more click thrus which are
important
No keyword stuffing

4. Great user experience :

mobile friendly, safe bowsing, no intrusive interstitals , interactivity , visual stability
Core Web Vital Measures:
• Largest Contentful Paint: The time it takes for a page’s main content to load.
• The amount of time to render the largest content element visible in the viewport, from when the
user requests the URL. The largest element is typically an image or video, or perhaps a large
block-level text element.
• An ideal LCP measurement is 2.5 seconds or faster.
• First Input Delay: The time it takes for a page to become interactive.
• The time from when a user first interacts with your page (when they clicked a link, tapped on a
button, and so on) to the time when the browser responds to that interaction.
• An ideal measurement is less than 100 ms.
• Cumulative Layout Shift: The amount that the page layout shifts during the loading phase.
• This is important because having pages elements shift while a user is trying to interact with it is a
bad user experience
 • An ideal measurement is less than 0.1. The score is rated from 0–1, where zero means no shifting
and 1 means the most shifting.
• Speed is imp for exp : The most common culprits for poor speed are uncompressed resources: scripts,
images and CSS files.
• Mobile friendly : The site code understands what type of device is accessing the website and
renders it based on the device
Google indexes mobile version first
- Safe browsing :
- Quality Signals
- Proper spelling and grammar
- Fresh Content
- New products available
- Sales and promotions
- Articles
- Reviews
- Q&A

5. SHARE WORTHY CONTENT :

EEAT , BACKLINKS : A backlink is when one website links to another with an anchor text. An example
of a backlink is any article you find that links to another source or website

OFF SITE : THese tactics often include link building, guest posting, social media marketing,
and more. The goal of off-page SEO is to get search engines (and users) to see your site as
more trustworthy and authoritative.
• Links send signals of importance and trust
• Links are like votes for a site, or a ‘vouch from a 3rd party’
• The more votes a web site receives, the more trusted it becomes, the more important it is deemed,
and the better it will rank on search engines.

6. title& url :
• Title tags or meta descriptions
• These are the things user see on the search page
• Click Thru Rate from SERP is VERY important for SEO
• Title tags
• Google will display 50-60 characters of a page title in the search result
• Create titles for users and not search engines
• Write Unique titles for EVERY page
 GIVE EG!!!

• USING SCHEMA: Schema markup is a type of structured data added to websites that
make it easier for search engines to interpret content.
• Structured data can improve click-through-rate (CTR) by 30 percent!
• Adding schema markup with the help of sites like schema.org can help the leads roll in!

POPULARITY METRICS : 1. **Link Diversity:** Link diversity refers to having a wide range of
sources linking to your website, which can include different domains, IP addresses, and types of websites.
Diverse links can signal to search engines that your site has credibility and authority.

2. **Number of Backlinks:** The total number of backlinks represents how many other websites link to
yours. While quantity is a factor, quality is equally important for effective SEO.

3. **Backlinks from Related/Relevant Websites:** Backlinks from websites in a similar niche or industry are
more valuable as they indicate relevance and can boost your site's authority in that specific field.

4. **Anchor Text:** Anchor text is the clickable text of a hyperlink. It should be descriptive and relevant to
the linked content, as it helps search engines understand the context and relevance of the link.

5. **Link Neighborhood:** The link neighborhood refers to the quality and trustworthiness of websites that
link to you. Being associated with reputable sites can positively impact your SEO, while links from spammy
or low-quality sites can harm it.

6. **Link Freshness:** This relates to how recent or up-to-date the backlinks are. Search engines may
consider fresh, recently acquired links more valuable than older ones, as they reflect ongoing relevance
and popularity.
popularity metrics each technique is likely to help (and on which metrics it will create obvious weaknesses).
*Forum signatures
*Blog comments
*Asking for links
*Trading links
*Submitting to directories
*Providing embed code for interesting content
 NATURAL EDITORIAL LINKS: Natural editorial links, often referred to as organic or earned links, are
backlinks that are voluntarily given by other websites without any form of payment or manipulation.
These links are typically based on the quality and value of your content or website, indicating that other
webmasters or content creators find your content useful, informative, or engaging. Natural editorial
links are highly valued in SEO because they reflect genuine endorsements, which search engines like
Google consider when ranking websites. To attract such links, you must consistently produce high-
quality content, establish authority in your niche, and engage with your audience to encourage others
to link to your valuable resources without any coercion or artificial tactics.

1. **Citation in a Blog Post:** A blogger writes an article about the best resources for learning
photography and includes a link to a comprehensive photography guide on your website because they
found it helpful. This is a natural editorial link.

2. **News Article Reference:** A news outlet references a study you conducted on climate change and
links to the original research on your website in their article. This link is editorial and based on the
credibility of your research.

3. **Industry Recognition:** An industry-specific website features your company as a top player in your
field and links to your website's homepage as a point of reference for their readers.

4. **Product Reviews:** A product review website links to your e-commerce store when reviewing one
of your products because they believe it's a valuable addition to their review.

5. **Guest Contributions:** You write a guest post for a reputable blog in your industry, and they
include a link to your website within the author's bio or within the content because it provides
additional information on the topic.

In all these examples, the links are given voluntarily because your content or website is deemed
relevant, valuable, or informative to the linking source's audience. There are no financial incentives or
manipulative tactics involved in acquiring these links, making them natural and editorial in nature.

n WAYS TO CREATE LINKS : Create content that inspires viral sharing and natural linking
n Lists, How To’s
n Expert Commentary
n Infographics
n Reviews or Events
n Start you own blog
n Make sure it is meaningful not an advertising vehicle
n Guest blogging
n Write Testimonials
n Real ones