the content brand pyramid #sejsummit

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Benchmark competitors.

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Sebastian Wenzel, Webanalyticsbook

Use with

multip

le teams


• 9.5 years at eBay

• 2.5 years at Airbnb


3TAKEAWAYS

LUMPS for SEO Content-BrandPyramid forBrand-SEO

Paid Media Amplification for

UltimateResults

LinksURLMeta TagsPage ContentSitemaps

Based on what Google says is right for your website

• Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.

• Offer a site map to your users with links that point to the important parts of your site. If the site map has an extremely large number of links, you may want to break the site map into multiple pages.

• Keep the links on a given page to a reasonable number.

• Create a useful, information-rich site, and write pages that clearly and accurately describe your content.

• Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.


Links

URL

Meta Tags

Page Content & Elements

Sitemaps

Sitespeed

• Internal links• External Links

• Subdomain vs directory• Short vs long• Parameter handling

• Page title• Meta description• FB OG tags• Canonical tag• Rel-Alt tag

• Content – Brand Pyramid

• HTML sitemap• XML sitemap

• GZip• CSS Sprites• Etc…

Discovery Relevancy Authority


LinksURLMeta TagsPage ContentSitemaps

Based on what Google says is right for your website

• Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.

• Offer a site map to your users with links that point to the important parts of your site. If the site map has an extremely large number of links, you may want to break the site map into multiple pages.

• Keep the links on a given page to a reasonable number.

• Create a useful, information-rich site, and write pages that clearly and accurately describe your content.

• Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.


Content - Brand Pyramid

Thought Leadership

Content

Presence Content

Evangelism Conte

nt

Evangelism

• Community tells the brand story, on- & offline

__________________________

Though Leadership

• Airbnb curated high quality content building thought leadership and authority

____________________________

Presence

• Creating content to build a presence in the market

• Addressing audience need for information

• Building an audience

• Getting found

• Get traffic


Presence ContentBerlin City Pages

Evangelism

• Community tells the brand story, on- & offline

____________________________

Though Leadership

• Airbnb curated high quality content building thought leadership and authority

____________________________

Presence

• Creating content to build a presence in the market



• Getting found

• Get traffic



Berlin City Pages

What it is:Long form articles on key landmarks in Berlin, written by local experts, published on the Neighborhoods platform

Why it works:Neighborhood pages rank well, only for their Neighborhood name. Adding long form quality content increases the chance these pages rank for long tail of keywords

Why it's magical:Cross linking articles with Neighborhood pages & P2’s in Berlin work well for SEO


Thought Leadership

Content

Presence Content

Berlin Economic Impact Infographic

Berlin City Pages

Evangelism• Community tells the brand story, on- & offline

____________________________

Though Leadership• Airbnb curated high quality content building

thought leadership and authority

____________________________

Presence• Creating content to build a presence in the

market



• Getting found

• Get traffic




____________________________

What it is:Repurpose of existing economic impact study as online content

Why it works:Data inspired story, displayed in a beautiful long scroll page attracts links for SEO purposes

Why it's magical:This integrated campaign puts Airbnb at the heart of a significant cultural event.

What's the legacy:Purposeful brand awareness, site traffic, and promotion of Neighborhoods in Berlin.


Thought Leadership

Content

Presence Content


Berlin City Pages

Evangelism Conte

ntWall & Chain

Evangelism• Community tells the brand story, on- & offline

____________________________

Thought Leadership• Airbnb curated high quality content building

thought leadership and authority

____________________________

Presence• Creating content to build a presence in the

market



• Getting found

• Get traffic



Wall & Chain____________________________

What it is:Integrated campaign that celebrates the 25th anniversary of the fall of the Berlin Wall.

Why it works:Truthful moment that happened

within the Airbnb community.

Why it's magical:This integrated campaign puts Airbnb at the heart of a significant cultural event.

What's the legacy:Purposeful brand awareness, site traffic, and promotion of Neighborhoods in Berlin.


Core Elements of Wall & Chain Campaign

Wall & ChainAnimation Film

BelongAnywhere.comLanding Site

Targeted audiencesOnline Media

Guest & HostsLaunch Event

Wall & CHAIN


Objective: Increase awareness for Wall and Chain video and align with relevant Berlin Wall content on US broadcast and cable networks

US TV ACTIVITY


HuffingtonPost.co.uk


SOCIAL MEDIA CONTENT AMPLIFICATION


YouTube Facebook BelongAnywhere.com

Twitter

5.8M 41.5K 2.5K 300K

WALL & CHAIN RESULTS


"Airbnb was able to turn history into a heartwarming animated short.”

Time

“What Airbnb Can Teach You About Content Strategy”

Inc.com

“The Best Brand Ideas of the Week - Airbnb Reunites Two Long Lost Friends”

Ad Age

“Airbnb-Boom is good for your neighborhood”Berliner Zeitung

“This story is so special and the film is so emotional - we had to show you this story!”

HypesRus

"Airbnb makes great use of that personal aspect which really distinguishes them!”

Reclameblog

"Beyond this beautiful reconciliation story, the site constitutes a goldmine of information for travelers who are seeking to (re)discover Berlin”

Stratégies

"A moving realisation that perfectly contextualises Airbnb's mission: "belong anywhere". This way of travelling by being the guests of strangers, breaks the walls between cultures to make yesterday's enemies the friends of today.”

La Réclame

“Airbnb Uses True Story to Illustrate the Power of its Brand”

creativity-online

“Airbnb marks 25th anniversary of the fall of the Berlin Wall with beautiful short film.”

creativeboom

“Airbnb launched an innovative content-led marketing campaign, leveraging Airbnb’s greatest asset: its community.”

Ads of the World

“Airbnb Breaks Down Walls while Opening Up Doors.”

Branding Magazine

“Airbnb masterfully tapped into the emotional side of their German customers and provided them with a relatable, timely and culturally-significant experience that makes the brand even more relevant.

Brandstories


3.4% 3.2% 3.0%

18.8K 15.6K 14.2K

Germans in Germany Marketeers in EU Mass content consumers

People like competitors People like competitors Non-Germans in Berlin

To

p A

ds

i n C

TR

To

p A

ds

i n C

li cks


•Source: Google Analytics

Social Shares

____________________________

Facebook

Likes: 11,249 (vs 1,516)

Shares: 921 (vs 496)

Comments: 493 (vs 220)

Twitter

Tweets: 235 (vs 1,043)

LinkedIn

Shares: 675 (vs 992)

Cumulative visitsBerlin vs End of Year

BERLIN ECONOMIC IMPACT INFOGRAPHIC



3TAKEAWAYS

LUMPS for SEO Content-BrandPyramid forBrand-SEO

Paid Media Amplification for

UltimateResults


twitter

linkedin

Google plus

SLIDE TITLE


• Bullet

• Bullet

• Bullet

the content brand pyramid #sejsummit

Marketing

site map

multiple pages

text links

informationrich site

pages rank

large number of links

neighborhood pages p2s

words users