be king of your content marketing - cim - feb 2015
TRANSCRIPT
About meJon Norris (not Robin or Ashley)
@Jn_Norris
http://jonnorris.work
What is content marketing?
• It’s a way of building traffic to your website
• It’s building engagement with your users
• It’s the creation and sharing of media
• It’s the centre of your social media, SEO and paid
advertising strategies
But where to get ideas?
What will bring prospective customers to your site?
• Frequently asked questions
• Free resources & tools
• Engaging content
• Something that addresses a specific need
But how to publish them?
Think multi-format. Just text is boring (but is important for
search).
• Images / video
• Social hooks / interviews
• Topical content
But how to plan it?
• Get an editorial calendar
• Stick to it
• Post regularly (not necessarily often)
But how to promote it?
• Engage relevant audiences
• Social channels
• Internal linking
• Search optimisation (more on that later)
• Publishing is the halfway point!
But how to win business?
• Include brand messages
• Include calls to action (“Sign up now” etc.)
• Encourage readers to share / comment
• Collect personal details in a clever way
How do you know it’s working?
• Google Analytics
• Set up goals and track conversion rates by post
• Use successful posts as inspiration for more content
• Track lead quality by source (to determine where the
right audience is)
An example
Invoice templates• Great “gateway
drug”
• High search traffic
• Useful!
• Dedicated ongoing
promotion
Search optimisation
• Important keywords in title, URL and body
• Internal links with exact-match anchor text (e.g.
invoice templates)
• External links (either earned or owned)
• Rule of thumb: Great content promotes itself
Useful tools - research
• Keyword Planner - search volumes
• Internal site search - what are people looking for?
• Forums - what do people struggle with?
• Social media - ask people!
Useful tools - production
• Wordpress - other CMS are available
• GIMP (free) / Photoshop (£9pm) - image editing
• YouTube / Instagram - social network of choice for your
content
• Twitter - @AP_Planner for topical content, Buzzsumo to
find influencers
Useful tools - promotion
• Yoast - search optimisation (Wordpress plugin)
• Hootsuite - social promotion
• Reddit / Quora
• Paid options - Outbrain / Taboola
Useful tools - lead gen
• Marketo / Pardot - lead nurturing
• MailChimp - email signup
• SumoMe - conversion optimisation
Content Strategy is these things working together
• Ideation• Creation• Publication• Promotion• Audience attraction• Conversion
At scale...• Planning is key• Get processes in place• Involve everyone• Every month:
• Measure• Report• Optimise
Never ever
• Try to mislead your audience
• Try to cheat Google
• Make your content “me, me, me!”
• Announce blog posts with a press release
(apparently people still do this)