SEO Training: Strategies for Researching, Creating, and Promoting Quality Content

As a part of the ClickZ Academy Onsite Training Workshops held right before the Search Engine Strategies Conference in Chicago, I am teaching a 4 hour workshop on researching, creating, and promoting quality content. Here are the specific details of my training:

Strategies for Researching, Creating, and Promoting Quality Content
November 12, 2012, Chicago Illinois
1:00-5:00pm

Got content? Need more content for your website? Not only to comply with the latest search engine algorithm updates, the right quality content on your website is a must if you are going to attract the right visitors.

This four hour, hands-on training session, you will learn how to identify the right content topics for your website through keyword research and web analytics. Once you understand which content you need, we will discuss options for creating or hiring someone to create the content. You will then learn the proper way to promote that content to receive the maximum SEO benefits.

After attending, you will be able to:

— Understand why quality content on your website is essential to ranking well in the search engines and attracting the right visitors
— Identify quality content topics for your website based on keyword research and a review of your web analytics
— Perform competitive content research in order to identify content topics that are missing from the web and find out how much content you really need to compete
— Understand the types of content that every website should have, regardless of your industry
— Write an action plan for creating content for your website
— Understand how to promote your content properly in order to get it noticed

Here is what I’ll cover in these 4 hours, in depth:

Why Good Content is Essential to Good Search Engine Rankings
Good content is essential to obtain and maintain good search engine rankings. At the end of this session, you will understand why quality content on your web site is essential to ranking well in the search engines and attracting the right visitors.

Researching Content Topics, Keyword Research, and Web Analytics
Before you can start creating content for your web site, you need to research possible content topics, perform keyword research, and even study your own web analytics for content ideas. During this session, you will identify quality content topics for your web site based on keyword research and learn how to review your web analytics for content ideas.

Content and Competitive Research (Competitive Research for Content)
Regardless of your industry, there is content that can be written or created that isn’t on the web yet. In this session, you will learn how to perform competitive content research in order to identify content topics that are missing from the web and find out how much content you really need to compete in your industry.

Content Types (Types of Content)
Identifying Types of Content for Your web site
No matter what your industry, there are types of content that should be on every web site. At the end of this session, you will understand the types of content that every web site should have, regardless of your industry.

Developing a Content Strategy
Once you know the type of content you need for your web site, it’s time to put a plan into place to create that content. At the end of this session, you’ll be able to write an action plan for creating content for your web site.

Executing Your Content Strategy
Once you’ve created your content strategy, you need to execute that content strategy. In this session, you’ll learn how to decide if you should create the content yourself or outsource the content creation. You’ll also learn how to find the right people to create awesome content for your web site.

Promoting Content to Help Search Engine Rankings
Now that you have created the content, that content needs to be promoted on the web properly so it gets noticed. At the end of this session, you will understand how to promote your content properly in order to get it noticed both socially and by the search engines.

Who Should Attend?
Anyone who is responsible for your website’s content strategy or who works or manages search engine marketing at your agency or organization should attend this session. This includes:

— Marketing Directors
— Search Engine Marketing Managers
— Search Engine Optimization Specialists
— Content Creators
— Website Managers

This 4-hour training session is designed for those who are new to search engine marketing as well as advanced search engine marketers.