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Brand Storytelling for SEO - AMA Higher Ed Symposium
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Joshua Dodson
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This was presented at the 2016 American Marketing Association Higher Education Symposium.
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Brand Storytelling for SEO - AMA Higher Ed Symposium
1.
Brand Storytelling For SEO Joshua Dodson @JoshuaDDodson
2.
Bentley University Director of
Digital Marketing Joshua Dodson Higher Ed Experts Course Instructor @JoshuaDDodson
3.
#AMABrandStory Use this: And be
entered to win a scholarship to one of my Higher Ed Experts courses.
4.
Content Strategy Brand-based Through SEO
research and data
7.
182 colleges closed between
2011 and 2015, affecting more than 43,000 students
9.
Content Marketing It’s effective and
it’s not going away
10.
Schools that thrive
in the coming years
11.
Schools that thrive
in the coming years Will reach their audience through their brand story
12.
Why do stories matter?
13.
Fit Brand
19.
Market Demand
20.
Who is shaping the
narrative?
21.
Answer audience questions
22.
Degree in ________ Why
get a
23.
Degree in ________ Why
get a At [my university]
24.
Targeting Each stage of the
funnel Awareness Information Decision Action
25.
Answer audience questions Google Keyword Planner Ubersuggest
26.
The Long Tail
= ~70%
27.
Average Content Length of
Top 10 Results
30.
0 10000 20000 30000 40000 50000 60000 70000 SNHU Non-branded online program
page search performance (BrightEdge Data Cube Score) Change
31.
0 10000 20000 30000 40000 50000 60000 70000 SNHU Liberty PSU
DeVry Ashford Capella ASU Phoenix Non-branded online program page search performance (BrightEdge Data Cube Score)
32.
Lift 67%
33.
Lift 67%
34.
Tone
35.
Length
36.
Frequency
37.
Examples
38.
Southern New Hampshire University
44.
Bentley University
46.
Memorial University
48.
Vanderbilt University
50.
Babson University
52.
Tell the brand
story In an optimized way
53.
What did we
discuss? 1 Storytelling must be authentic and brand-consistent 2 Long-form articles are necessary for SEO 3 Use research to inform the articles
54.
Rock Star
55.
You Thank @JoshuaDDodson
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