The Value of Content Engineering (Mike King and Jason Barnard)

Mike King talks with Jason Barnard about the value of content engineering. Michael King is the Director at iPullRank which is a leading New York content marketing SEO agency. With 14 years of digital marketing experience and 25 years in web development, he has led the SEO campaigns of some of the world’s leading brands: LG, Citi and Cartier.  In this episode, Michael King shares his unique procedure for content engineering that seamlessly stitches together technical SEO, content and marketing … a large step outside traditional SEO. Mike explains his thinking behind the term and dives into the techniques and subtleties of content engineering. He gives a new, more practical twist to the ever-so-common SEO phrase “it depends”. For once, “it depends” has helpful reasoning behind it. Listen now and take your SEO game to the next level! What you'll learn from Mike King 00:00 Mike King with Jason Barnard01:02 Michael King’s Brand SERP across multiple countries03:10 What does content engineering mean?04:29 Requirements of a content engineering package06:07 Content engineering comes from reverse engineering07:28 Packaging content for the target personas10:22 How to create a content engineering brief14:01 Content should be written by copywriters, not SEOs16:37 How to content-engineer image and video content18:54 iPullRank’s concept of 10x content19:32 Thinking through the concept plan, information plan and IAA components23:46 How does content engineering work at scale?27:12 What are the research techniques for a great content engineering strategy?31:40 Huge jump in rankings outside the traditional SEO bubble35:07 Improving rankings with topical authority This episode was recorded live on video November 30th 2021 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>