Master Organic Inbound Marketing & Reduce Pay Per Click Costs | A Content Marketing How-to-Guide that delivers results and saves you money!

A How-to-Guide that delivers results and saves you money!

Organic Inbound Marketing Strategies - Donna Rougeau

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Sometimes you just have to get back to the basics and away from the most current $1M system – it’s easy to miss the forest for those trees! Get outside things and re-evaluate the view.

This guide provides guidance to the processes and systems of discovering and engaging active searching audiences online without using paid advertising. 100% Organic Traffic to your content.

Paid Advertising ought to be a part of every campaign to reach and serve digital searchers, that said – if you follow this process BEFORE engaging in creating or running your ads and paid campaigns, your (cost per click) CPC will indeed be lowered, you will not incur any further penalty fees in your paid account monthly and your quality score will absolutely be improved as well as your relevancy can go through the roof.

THIS is worth the read – and worth the doing regardless of your stage in doing business online:

A How-to-Guide that delivers results and saves you money:

STEP 1: Identify a hungry search market for your Campaigns – Be Data Driven! 

STEP 2: Establish Targeted and Measurable Lead Generation (Lead Gen) and Business Goals: 

STEP 3: Identity, segment and determine content assets or requirements for Campaign. 

STEP 4: Tools to meet your campaign’s content needs: 

STEP 5: Web Ready Original Content that performs: 

STEP 1: Identify a hungry search market for your Campaigns – Be Data Driven!

The more Successful you want your campaigns to be the more defined and tight you need to target, find a niche in any segment. Niche = A group of active searchers that are not being satisfied with the results available when they perform their search:

***NOTE: The tool I used to create this guide is WordTracker, you can choose any equal or better quality keyword research tool that you like as long as you ensure that it is showing you actual organic search behavior. (This leaves out Google’s free keyword search tool, it does not)

The first thing you will want to do is discover this segment, group or niche and determine what it is they want and then, of course, you will follow that answer with determining what you have of value to offer that searching group of hungry seekers.

Below is an example to show you what to look for in regards to determining the searching niche. Sometimes there will be hundreds of thousands of searchers monthly. Sometimes it may be one, two or tens of thousands – the point initially is to determine a clear hungry group regardless of the size. THEN seek some larger groups once you have mastered the ‘determining they exist’ part of the process.

Let’s start with a small but clearly distinctive group/niche where it is easy to see what these searchers want and that they are there in some way clear about what they want by the grouping of searches taking place:

Example Campaign 1. Requisition

Small Sample of hungry market/niche (1640 people searching for a solution to their problem finding 0 possible solutions – indicating between 100% market share open to capture organically, offers good odds you can compete for their attention)


what does requisition mean 590 0 100
what is a requisition 390 0 100
what is requisition 260 0 100
what does requisitioned mean 90 0 100
what is requisition number 70 0 100
what is a requisition form 70 0 100
what is a job requisition 50 0 100
what does submitted for requisition mean 40 0 100
what are requisitions 30 0 100
what does requisitioning mean 20 0 100
what is requisitioning 10 0 100
what is requisition form 10 0 100
requisition name 10 0
Monthly = 1640 0 % 100


Finding a “NICHE” means you have a hungry audience that wants your offer, getting them into your lead generation funnel is a result that requires measuring their behavior against the actions you take and choices you place in front of them.

Although it can be, converting them to a sale is usually neither the final nor the only measurement. When looking at what to measure and what goals to set consider the following conversion process:

    1. What actions at what cost create a Lead,
    2. What actions at what cost convert a lead to a sale,
    3. What actions at what cost convert sale to upsell,


  • What actions at what cost convert upsell to repurchase or new purchase etc.

In a spreadsheet sort your phrases into meaningful groupings (Niches) based on questions, interest or specifics like this example here: Grouped Keyword Research for potential Campaigns.

If you are not familiar with Google Spreadsheets or Excel, this is a workbook and across the bottom are a number of tabs (pages). You can have as many as you need to and using these types of documents means that you can keep most of your work, if not all, in a single place to refer to and build upon as you go. Including your tracking and measuring results.

STEP 2: Establish Targeted and Measurable Lead Generation (Lead Gen) and Business Goals:

Over the years one area that I have seen people struggle with regardless of being entrepreneurs or executives of midsize and even large enterprise is goal setting. Simply saying that results will be measured by dollars minus costs does not make for a strong goal. Nor will it lead to increasing the margin of those dollars spent over time.

Strong goals need to be measurable and will be both lead generation focused, direct sales-focused and lifetime customer value-focused and measured. A captive audience that wants to see, listen to and engage with you converts into consumers at an obviously far higher rate which contributes to decreased cost of sale as well as increased sales and sales efficiencies leading to greater margins.

Strong Lead Gen Goal Examples:

  1. Lead Gen Example:  100 downloads that deliver contact information for follow up sales activities.
  2. Lead Gen Example: 2500 email addresses with permission to market our relevant services to them.
  3. Lead Gen Example: 30% Increase in targeted traffic to website/landing page/ content pieces.
  4. Lead Gen Example: 10% growth in social media channels

Strong Business Goal Examples:

  1. Business Goal Example: Establish a Baseline for lifetime customer value in Brokerage Services and increase by 5%
  2. Business Goal Example: Establish a Baseline for lifetime customer value in Compliance Consulting and increase by 15%
  3. Business Goal Example: Increase Current Transactions into the U.S. by 250 quarterly transactions
  4. Business Goal Example: Increase (This Service) Business Opportunity leads in Prospecting funnel by 200 monthly

STEP 3: Identify, segment and determine content assets or requirements for Campaign.

Identify all usable or repurposable organic inbound marketing content available or required content for this campaign audience and using a spreadsheet like the one provided here list the URLs with correlating keyword research from STEP 1 above.

You can use the examples in this Google spreadsheet to assist in getting you started: Example Content for planning your Organic Search Campaigns – Niches 2017

STEP 4: Tools to meet your campaigns content needs:

Your content on pages in your site or blog is meant to deliver value that supports the searcher to perceive or experience an increase in your value to them that entices/encourages them to act on the call to action for your initial conversion tactic/tool ie: eBook/Whitepaper Download.

Use Content Creation Worksheets to track the assets that you update or create new so you can refer to them in the future. This allows you to have a control in place to verify you didn’t miss anything required in your content development for it to bring the highest possible organic search value to you and terrific reader value to your searching audience.

Some of the things you will monitor through your worksheets:

  1. Integrate the keywords segmented by content piece into the worksheet where indicated for reference to the content producers.
  2. Integrate the Title and Description meta tags if previous ones exist and/or keywords to be used if new content is required.
  3. Add a snapshot from Google Analytics of previous 30 days analytics for repurposable content pages
  4. Add the content URL or Title to the worksheet where indicated so that it can be referenced by the content producer.

Your social content can be a series of posts or individual posts, it will more likely be a mix. This content like all other content types is meant to lead and link to a website page, blog post or other sales funnel entry point that has your initial conversion tactic/tool connected or embedded to it ie: eBook/Whitepaper Download.

Once a searcher has taken an action and converted through your online form or link it will be time to engage automated marketing practices with them in support of their searching needs and your relationship development with them. More on this later in the article.

Use as many of the “supporting phrases” from your keyword research groupings as possible to link back to the pages you wish your social viewers to engage in. Every social post should have a link. Links are in fact anchor text meant to guide your searcher deeper towards what they are seeking and you can embed your supporting phrase into the creation of that link. This further supports both relevancy and accuracy to searchers and search engines alike.

There are other tools like eClincher you can use for supporting and automating your social aspects of content distribution in your campaigns. Since Hootsuite is likely the best know it is the one that I have chosen for this guide:

I recommend using the Bulk Upload Spreadsheet from Hootsuite for Social Campaign Content. This will assist you to keep all of your work together and easy to work on while creating it as well. Most Social Media distribution systems have fairly good tracking to measure how your content performs but compare that against your actual site or blog tracking as well to ensure you know your numbers clearly:

In social as well you can and absolutely should feel free to repurpose some of your content. Judge how much you do this according to how your searching audience responds to your posts, content, and calls to action. Again, monitor and measure everything as you go along.

For a general rule to follow here are some numbers to create your content for social against so that you know you have enough:

  1. Generate 60 days of Facebook Posts for a 90-day Campaign (use 1 per day)
  2. Generate 60 days of LinkedIn Posts for a 90-day Campaign (use 1 per day)
  3. Generate a Minimum of 90 tweets for a 90-day Campaign – (use 6-8 per day)

STEP 5: Web Ready Original Content that performs:

Content is king – it is how we generate unique and recurring traffic and how we win new business opportunities via the internet. This is what organic inbound marketing is all about, and with that said, there are strategies we need to incorporate into how we produce content for this to be effective, measurable and deliver both online as well as client value.

For a deeper review of how we apply search engine optimization to all of our content both social and articles, web pages etc. please refer to the content below:

First here is another example of a searching segment or Niche:

Incoterms:  is a highly searched term. See below:

incoterms 14800 0.01 100
incoterms 2010 3600 0.02 100
f.c.a. incoterms 1900 0 100
fca incoterms 1900 0 100
incoterm 1900 0.01 100
incoterms fca 880 0 100
incoterm fca 590 0 100
fca incoterm 480 0 100
fca incoterms 2010 390 0 100
what are incoterms 210 0 100
what is incoterms 140 0 100

I am a strong believer that original content is published with
Latent Semantic Indexing (LSI) top of mind when it is being generated. To support doing that here is a Quick Lesson:

An article, web page, blog post, video content, social post etc. should be built around search demand – the table above reveals a grouping of search phrases centered on the topic of “Incoterm” – the highest search demand phrases (2 at most) should be chosen as the anchor phrases for the content piece you will create and by incorporating the remaining phrases (support phrases) as well peppered throughout the content for our organic inbound marketing we are rendering it to be utilizing the LSI considerations crawlers are looking for in Google’s algorithm.

The “anchor phrases” will be used in the Title – subheading – links- etc throughout, to and from the content piece itself.

The “support phrases” will be used throughout the remaining content piece. A series of social posts promoting the piece will be created with the supporting phrases utilizing within each (one or more phrases is fine per post). Descriptions for videos or articles incorporating videos are where this can be applied in regards to video promotion and implementing LSI there as well.

Here is an example using the table above:

For the headline and sub-headline we use these top phrases as our Anchor Phrases:

incoterms 2010



Reviewing “Incoterms” – the updates “Incoterms 2010” and beyond.

Both of our Anchor Phrases are utilized in the headline here – they are bold for you to easily see their use.

For the “BODY” content – and LSI application: (targeted synonyms)

f.c.a. incoterms
fca incoterms
incoterms fca
incoterm fca
fca incoterm
fca incoterms 2010
what are incoterms
what is incoterms



Incoterms have been around since around 1940, a local trade advisor Bob, recently began seeing noticeable updates when reviewing some COD orders coming into Canada from the US, those are items that follow the rule FCA Incoterms.

Now you may be asking yourself, “what are incoterms” or “what is incoterms”? Let’s begin by looking through incoterms FCA focused since that is where Bob began to see the changes.

incoterm  FCA – Free Carrier (named place) is a trade term designating the location the seller is to deliver goods. Most often, the destination is a named airport, a terminal or another place where the carrier operates.

The seller hands over the goods, cleared for export, into the custody …. And so on etc. etc.…

Above you can see how we have integrated the remaining (supporting phrases/synonyms) into the body of the content piece – each being formatted bold so that you can easily see its usage.

You can also see that “incoterms” highlighted in the blue text and underlined is now hyperlinked to what would be your page focused on delivering to these incoterms searchers within your website – this is referred to as anchor text.

Worksheets for creating or updating content that will keep you focused and on track!

You can download this complimentary CONTENT WRITING WORKSHEET and customize it as you feel works best for you or your team here:

Worksheet for creating or updating an article

Below is an example of the content worksheet. The purpose of this worksheet is the ensure that you are conscious of the audience, their search behavior and what they are seeking while you create or update content to serve them when next they repeat this search! Its all about mastering organic inbound marketing!

The content in the worksheet example below is for demonstration purposes only and is meant to be replaced with your own.

Creating or Updating Content Worksheet:

Article Title | Author Name | Date (put the link to the content you are updating here)


The “anchor phrases” Incorporate into Headline and Subheadings:

Anchor Keyphrase 1
Anchor Keyphrase 2

The “support phrases” Pepper these throughout Body Content:

Supporting Keyword 1
Supporting Keyword 2
Supporting Keyword 3
Supporting Keyword 4
Supporting Keyword 5
Supporting Keyword 6

PREVIOUS Meta Tags if you have them:

Title Tag: <title>50-60 Characters – Include Anchor KeyPhrase/s </title>
Description Tag: <meta name=”description” content=”160 Characters using Anchor Keyphrases – Call To Action- Free Advertising in Search Results for your Content – Give Key Benefit to Searcher to go to your Content Here!” />


UPDATED or NEW Meta Tags Here:

Title Tag: Include Anchor Phrases KeyPhrase | KeyPhrase
Description Tag: Include Anchor Phrases KeyPhrase | KeyPhrase

Analytics for the previous period so you can track and compare into the future:


Current Headline:

Current Headline is Here so it is easy to see and rewrite below: This text would be the headline in question


Write or Update the Headline Below and Insert Anchor keyphrase/s:
This text would be the headline in question – Keep in line with your TITLE and DESCRIPTION tags if you can here – it helps the reader know they are indeed in the right place for their search!


Sub-Headings in Online Content:

The first heading in the content is the most important. Make sure the first heading clearly states the purpose of the content and includes the Anchor Keywords.


Questions make good sub-headings, they can catch the eye and arouse curiosity. Just make sure to answer the question – in the first paragraph.

  • Keep headings to a maximum of 4 – 8 words.
  • Cut out as many adjectives and prepositions as you can (e.g. and, the, a, of)


List the Headings that will be in your content here – ensure there is flow, direction and that they lead to the end result offered in the headline to your reader. This is a useful exercise to ensure story flow for you as a writer and for your reader as well:


List Current Sub-Headings here so they are easy to work with independently:
1. EXAMPLE TEXT: New Requirements for vehicles:2. EXAMPLE TEXT: What is the (AES)?3. EXAMPLE TEXT: What is a self-propelled vehicle?4. EXAMPLE TEXT: Impact on importers:5. EXAMPLE TEXT: Additional Resources:


Use these Keyphrases in your Updated Sub-Headings: Anchor KeyPhrase | Anchor KeyPhrase | Supporting Keyword | Keyword | Keyword (Synonyms from research)


Write your new or updated Subheadings below: Anchor KeyPhrase | Anchor KeyPhrase | Supporting Keyword | Keyword | Keyword (Synonyms from research)

1. Write NEW subheading here- OVERWRITE THIS TEXT

2. Write NEW subheading here- OVERWRITE THIS TEXT

3. Write NEW subheading here- OVERWRITE THIS TEXT

4. Write NEW subheading here- OVERWRITE THIS TEXT

5. Write NEW subheading here- OVERWRITE THIS TEXT


The first Paragraph of your content tells the reader what they are going to get and why reading this content is worth their time. Include your “anchor” keyphrase from the table above into this first paragraph. State the benefits clearly to the reader,(benefits = What’s in it for them?).


Anchor KeyPhrase | Anchor KeyPhrase | Supporting Keyword | Keyword | Keyword (Synonyms from research)


Edit or Write your Main Content below: (Remember to incorporate your supporting keywords in this content: Anchor KeyPhrase | Anchor KeyPhrase | Supporting Keyword | Keyword | Keyword (Synonyms from research))


Closing Paragraphs: This is a summary and where you validate for the reader that you have delivered the benefits you presented in the headline and the opening paragraph. Ensure you have a clear “Call to Action” that will guide the reader to fulfill the objective of the content be it fill in a form, send an email, make a phone call with a Click to Call button etc…

Update the closing Paragraph Below: (Remember to incorporate your supporting keywords in this content)

Sign off with Resources and Links for this Article / Page:

(Remember to incorporate your supporting keywords in this content)

Example Text:



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Have questions or comments regarding Having awesome searchable content? Leave them in our comments section below or email Ask Your Content Writer.

As important as finding your searching audience is, your Call to Action is essential! Below are some examples you can play with and edit to suit your content, just make sure you have one and that your directions to the searcher telling them how to take action on your Call to Action are precise, enticing and clear!

Suggestions for Organic Inbound Marketing “Calls To Action”:

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For more tools, or questions on the process delivered here call or email the Donna Rougeau:

The Digital Advice Coach:


Phone: 604-441-4250