the why and how of content marketing
Post on 07-Feb-2017
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Welcome to Content Jam
Content StrategyAndy Crestodina
Strategic Director | @crestodina
If you have more MONEY than brains,you should focus on OUTBOUND marketing.
If you have more BRAINS than money,you should focus on INBOUND marketing.
Guy KawasakiMarketing Evangelist
AdvertisingContent MarketingInterrupt, DistractAttractOutboundInboundPaid (Budget)Owned, Earned (Brains)HypeHelp
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KNOWLIKE TRUST
The Funnel
4A, AcquisitionB, BehaviorC, Conversions
Traffic is determined mostly by marketing (ongoing forever)Conversions are determined mostly by web design (project based. Specific actions)
The Funnel +Content
60%of buying decisions are made before contacting a sales rep source: Corporate Executive Board, Marketing Leadership Council
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Search + Social + Email = Content Marketing
Social vs. Email vs. Search
Remove Dates8
Initial spike from email marketing and social promotion(one week)20 to 40 visits per dayfrom organic search(months or years)
The Spike and the Long Tail
Click-Through Rate by Search Position
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source: https://www.advancedwebranking.com/ctrstudy/
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source: https://www.advancedwebranking.com/ctrstudy/
Click-Through Rate by Search Position
The top three spotes get 53% of all clicks (more for branded search terms)The top spot gets 6x the clicks as number 5.12
Your website is the mousetrap.Your content is the cheese.
Barry FeldmanFeldman Creative
TOP OF THE FUNNEL1
Mission
To supply the tools that give EVERY working mom the ability to lead a healthy, wealthy and more balanced lifestyle
A website with simple tips to help digital camera owners get the most out of their cameras
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Help engineers answer the most challenging industrial soldering questions
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Where business owners and marketers find practical advice on content, analytics and web designto get better results from the web.
Welcome to Inc.com, the place whereentrepreneurs and business ownerscan find useful information, advice, insights, resources and inspirationfor running and growing their businesses.
Welcome to Inc.com, the place whereentrepreneurs and business ownerscan find useful information, advice, insights, resources and inspirationfor running and growing their businesses.
Welcome to Inc.com, the place whereentrepreneurs and business ownerscan find useful information, advice, insights, resources and inspirationfor running and growing their businesses.
Welcome to Inc.com, the place whereentrepreneurs and business ownerscan find useful information, advice, insights, resources and inspirationfor running and growing their businesses.
Welcome to Inc.com, the place whereentrepreneurs and business ownerscan find useful information, advice, insights, resources and inspirationfor running and growing their businesses.
[our company] is where[audience x] gets [information y] that offers[benefit z].
Source: Content Marketing Institute
For you to achieve your goals, visitors must first achieve theirs.
Bryan EisenbergFounder & CMO at IdealSpot
Its all about empathyWhat topics do they want?
Help your audience make a buying decision.
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1. Keywords2. Q&A Sites3. ListeningSources of Topics
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Topics from Google Suggest
source: Keywordtool.io
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GoogleKeywordPlanner
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Topics from Analytics
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Topics from Analytics
REMOVE43
source: Quora.comTopics from Quora.com
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1. Sales Team2. Customer Service Team3. Client StoriesTopics from Listening
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Your outbox is filled with topics
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Turning marketing ideas into questions
Authority, Links and Search Rankings
links are credibility
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more links = more credibility
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links from credible sites =much more credibility
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many outgoing links =less credibility per link
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Correlation between links and rankings
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Source: MOZ Search Ranking Factors 2015
Link Popularity and Domain Authority#SXWsearch
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Choosing KeywordsDo people search for it?Do I have a chance of ranking?
CENTRAL HUBMain topic, business categoryRELATED SUB-TOPICSAnswers to the main questions, how to articlesSUPPORTIVE BASEBroad range of helpful, related topics
Topics and Structure
PRIMARY KEYPHRASEHome page targets the most competitive phrase
SECONDARY KEYPHRASESproduct categories, services pages
TERTIARY KEYPHRASESPhrases related to the problem, not the solution
Keyphrases
PRIMARY KEYPHRASEHome page targets the most competitive phrase
SECONDARY KEYPHRASESproduct categories, services pages
TERTIARY KEYPHRASESPhrases related to the problem, not the solution
$$?Keyphrases
People, Phrases & Pages
People, Phrases & Pages
Using KeywordsIndicate the relevance.
Once at the beginning of the title
Once in the first header
Four to six times in the body of the pageVisible Elements = Important Factor
1. Title: Once in the beginningand its the link in Google search results!It appears above the address bar in your browser
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Home Home
2. Header: Once, anywhere
3. Body: four to six times
Dont be too aggressive!
Social Media Traffic vs. Search Traffic
Social Media Traffic vs. Search Traffic
Social Media Traffic vs. Search Traffic
Social Media Traffic vs. Search Traffic
Acquisition > All Traffic > Channels
Social Media Traffic vs. Search Traffic
Everything in marketing isbased on relationships.
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lead
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leadtrafficconversions
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leadtrafficconversionssearchemailsocial
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leadtrafficconversionssearch
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leadtrafficconversionsrank
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leadtrafficconversionsrankcontentlinks
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leadtrafficconversionsrankcontentlinkscontentrelationships
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There are two kinds of people on the internet
creatorscontributors and lurkerscreatorscontributors and lurkersCreatorsContributors And lurkers
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JournalistsAuthorsPodcastersAcademic ResearchersEvent Producers
And of course...Bloggers and blog editors
Who makes content?
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Two Types of Social Media
Content Promotion Online NetworkingTraffic and Branding Relationships with Influencers
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YOUR SITE
OTHER SITESWHERE to publish
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WHO does the writing
CREATED BY YOU
CO-CREATED WITH INFLUENCERS
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Content = 2Links = 0Friends = 0Content = 3Links = 1Friends = 2
Blogger vs. Blogging Collaborator
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(better links + real connections)
Content = 4Links = 0Friends = 0Content = 6Links = 2Friends = 4
Round Two...
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Nice blog, butThis is what great content marketing looks like.
Round Four...
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source: Skyrockets Link Building Survey: 2014Which link building tactics are most effective?
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MIDDLE OF THE FUNNEL2
Optimize for subscribers
Before...After...
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1900% increase. Not bad!
ProminencePromiseProof
Why that worked...
Call to Action
Call to Action Conform
Good
Good
Bad
BOTTOM OF THE FUNNEL3
Testimonials = Evidence
But never make a testimonials page107
Never make a testimonials page
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When you say it, its marketing...When they say it, its social proof.
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Regardless of your age, if youre searching for the answer to the question, what do you want to be when you grow up? you are not alone.
Survey after survey shows that the majority of working adults wish they could start over in a different career. They also wish they had more information and better information in making that decision and I couldnt agree more.
Choosing the right career is one of the most important decisions that youll make in your lifetime.Text...
...versus video
Subsequent Conversions
But wait, theres more!
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Subsequent Conversions
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Where theres traffic, theres hope!
Your Pages.Your Funnel.Lets break it down.
source: Lead Generation Best Practices
Bottom Line
Content marketing is the only marketing left.
Seth GodinBest-Selling Author
Thank you!Andy Crestodina
Strategic Director | @crestodina
bitly.com/contentchemContent Chemistry,The Illustrated Guideto Content MarketingLearn more here:
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