it's the content, stupid! by melissa mackey

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#SMX #22B @Mel66 Melissa Mackey, SMX Advanced 2016 IT’S THE CONTENT, STUPID!

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Page 1: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

Melissa Mackey, SMX Advanced 2016

IT’S THE CONTENT, STUPID!

Page 2: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

ABOUT ME

Page 3: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

ABOUT ME

Page 4: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

FRESH IS BEST

Eww

Yum!

Page 5: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

CHANGE IT UP ONCE IN A WHILE

ASTONISHwithnewcontent•  Especiallyonbrandtermsthatpeoplemightsearchfrequently

Page 6: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

REMARKETING & RLSA ARE YOUR FRIENDS

Don’tshowrepeatsearchersthesameoldthing!ASTONISHwithnewads&offers!

Visit1–freetrial Visit2–whitepaper

Page 7: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

REMARKETING ≠ PESTERING

ASTONISHuserswithnewcontentthatmeetsthemontheirjourney•  Notthesameoldpestering

thing

•  40%ofB2Bmarketersaren’ttargetingcontentatall!•  Source:Conductor

Page 8: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

MATCH CONTENT TO BUYER JOURNEY

Buyerjourneyidentifiesneedsoftheuserateachstage

©

Page 9: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

MAP CONTENT TO AD GROUPS AdGroup CurrentOffer Asset1-Day3-13 Asset2-Day14-59 Asset3-Day60-90

AdGroup1 FreeSecurityReview BusinessOwner'sSecurityBuyer'sGuide WhitePaper:Reliable,EasytoUseSecurityTechnology VideoSurveillance-$149Down

AdGroup2"ConsideringAccessControlforYourBusiness?”and"Easy-to-UseSoluRonsforControllingAccess

toYourFaciliRes"

WhitePaper:Reliable,EasytoUseSecurityTechnology(switchtonewCoreAccessguide

whenready)

WhitePaper:FighRngBackAgainstWorkplaceViolence AccessControl-$149Down

AdGroup3 Reliable,EasyToUseSecurityTechnologyCanHelpProtectSmallBusinesses "HowSecureIsYourBusiness?"Infographic WhitePaper:SecurityToolsandTheirUnexpected

Uses MSM-$199Down

AdGroup4 “ExperiencedSecurityPartner”and“ThreeStepstoHelpPreventWorkplaceCrime” EmployeeThe]Infographic WhitePaper:TheRisksofOne-Size-Fits-All VideoSurveillance-$149Down

AdGroup5 TheVisibleStore:DataPla`ormforRetailExcellence Restaurant/RetailChecklist VideoLandingPage:LASweetz MSM-$199Down

AdGroup6 TheRisksofOne-Size-Fits-AllSecurity WhitePaper:Reliable,EasytoUseSecurityTechnology BusinessOwner'sSecurityBuyer'sGuide VideoSurveillance-$149Down

AdGroup7 FiveSimpleWaysVideoCanHelpYourBusiness BusinessOwner'sSecurityBuyer'sGuide VideoLandingPage:EliteSurgical AccessControl-$149Down

AdGroup8"ConsideringAccessControlforYourBusiness?”and"Easy-to-UseSoluRonsforControllingAccess

toYourFaciliRes"

WhitePaper:Reliable,EasytoUseSecurityTechnology

WhitePaper:FighRngBackAgainstWorkplaceViolence AccessControl-$149Down

AdGroup9 “ExperiencedSecurityPartner”and“ThreeStepstoHelpPreventWorkplaceCrime” Don'tLetYourBusinessBecomeaCrimeStaRsRc WhitePaper:TheRisksofOne-Size-Fits-All VideoSurveillance-$149Down

AdGroup10 ControlandFreedomAtTheSameTime TheControlIsYours:5ReasonstoUseMSM MSMeBook/BusinessGuide VideoSurveillance-$149Down

AdGroup11 “ExperiencedSecurityPartner”and“AChecklist:ProtecRngYourBusiness” Top5VulnerabiliResforBusinessOwners BusinessOwner'sSecurityBuyer'sGuide WiredIntrusionDetecRon-$99Down

AdGroup12 SecurityExperRseforBusinessesLikeMine Checklist:ProtecRngYourBusiness MSMeBook/BusinessGuide MSM-$199Down

AdGroup13 FighRngBackAgainstWorkplaceViolence "HowSecureIsYourBusiness?"Infographic WhitePaper:Reliable,EasytoUseSecurityTechnology

WirelessIntrusionDetecRon-$99Down

Page 10: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

MAP CONTENT TO AD GROUPS AdGroup CurrentOffer Asset1-Day3-13 Asset2-Day14-59 Asset3-Day60-90

AdGroup1 FreeSecurityReview BusinessOwner'sSecurityBuyer'sGuide WhitePaper:Reliable,EasytoUseSecurityTechnology VideoSurveillance-$149Down

AdGroup2 "ConsideringAccessControlforYourBusiness?”and"Easy-to-UseSoluRonsforControllingAccesstoYourFaciliRes" WhitePaper:Reliable,EasytoUseSecurityTechnology WhitePaper:FighRngBackAgainstWorkplaceViolence AccessControl-$149Down

AdGroup3 Reliable,EasyToUseSecurityTechnology "HowSecureIsYourBusiness?"Infographic WhitePaper:SecurityToolsandTheirUnexpectedUses MSM-$199Down

AdGroup4 “ExperiencedSecurityPartner”and“ThreeStepstoHelpPreventWorkplaceCrime” EmployeeThe]Infographic WhitePaper:TheRisksofOne-Size-Fits-All VideoSurveillance-$149Down

AdGroup5 TheVisibleStore:DataPla`ormforRetailExcellence Restaurant/RetailChecklist VideoLandingPage:LASweetz MSM-$199Down

AdGroup6 TheRisksofOne-Size-Fits-AllSecurity WhitePaper:Reliable,EasytoUseSecurityTechnology BusinessOwner'sSecurityBuyer'sGuide VideoSurveillance-$149Down

AdGroup7 FiveSimpleWaysVideoCanHelpYourBusiness BusinessOwner'sSecurityBuyer'sGuide VideoLandingPage:EliteSurgical AccessControl-$149Down

AdGroup8 "ConsideringAccessControlforYourBusiness?”and"Easy-to-UseSoluRonsforControllingAccesstoYourFaciliRes" WhitePaper:Reliable,EasytoUseSecurityTechnology WhitePaper:FighRngBackAgainstWorkplaceViolence AccessControl-$149Down

AdGroup9 “ExperiencedSecurityPartner”and“ThreeStepstoHelpPreventWorkplaceCrime” Don'tLetYourBusinessBecomeaCrimeStaRsRc WhitePaper:TheRisksofOne-Size-Fits-All VideoSurveillance-$149Down

AdGroup10 ControlandFreedomAtTheSameTime TheControlIsYours:5ReasonstoUseMSM MSMeBook/BusinessGuide VideoSurveillance-$149Down

AdGroup11 “ExperiencedSecurityPartner”and“AChecklist:ProtecRngYourBusiness” Top5VulnerabiliResforBusinessOwners BusinessOwner'sSecurityBuyer'sGuide WiredIntrusionDetecRon-$99Down

AdGroup12 SecurityExperRseforBusinessesLikeMine Checklist:ProtecRngYourBusiness MSMeBook/BusinessGuide MSM-$199Down

AdGroup13 FighRngBackAgainstWorkplaceViolence "HowSecureIsYourBusiness?"Infographic Reliable,EasytoUseSecurityTechnology WirelessIntrusionDetecRon-$99Down

Page 11: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

USE TIME-BASED REMARKETING

Time-BasedRemarketingworksgreatforlongersalescycleswithoutboringtheuser

Page 12: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

WHAT IT LOOKS LIKE IN THE WILD

Initialvisit

2-13days

14-59days

60-90days

Page 13: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

MAKE SURE YOUR AUDIENCE IS BIG ENOUGH

Minimumscanthrowoffyourstrategy–determinethesefirst!

Page 14: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

MAKE SURE YOUR AUDIENCE IS BIG ENOUGH

Page 15: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

TIME-BASED REMARKETING: AUDIENCE CREATION

Whataudiencesdoyouneed?•  Buyerjourney

•  Audiencesize

•  Contentthemes

•  Userbehavior

Page 16: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

TIME-BASED REMARKETING: AUDIENCE COMBINATIONS

Typicalwaymarketersthinkaboutaudiences

Page 17: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

TIME-BASED REMARKETING: AUDIENCE COMBINATIONS

Typicalwaymarketersthinkaboutaudiences

Page 18: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

TIME-BASED REMARKETING: AUDIENCE COMBINATIONS

Typicalwaymarketersthinkaboutaudiences

Page 19: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

TIME-BASED REMARKETING: AUDIENCE COMBINATIONS

Typicalwaymarketersthinkaboutaudiences

Page 20: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

TIME-BASED REMARKETING: AUDIENCE COMBINATIONS

Howyouwanttosetupaudiences

Page 21: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

SOME REAL RESULTS

$52.14

$30.57

$0.00

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

SearchCampaigns Time-BasedRemarkeRng

CostPerConversion

CostPerConversion

Page 22: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

SOME REAL RESULTS – UNSEGMENTED REMARKETING SUCKED

$52.14$30.57

$208.00

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

SearchCampaigns Time-BasedRemarkeRng

UnsegmentedremarkeRng

CostPerConversion

CostPerConversion

Page 23: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

RINSE & REPEAT WITH OTHER CHANNELS

Gatherdatatouseforotherchannels

ImageCredit:1SEO.com

COMINGSOON!

•  CustomAudiences

•  Retargeting

Page 24: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

MEASURE RESULTS BY CONTENT TYPE

CreateacontentIDforeachcontentasset:

•  IncludeassetIDnumber,contenttype,buyerjourneystage,andanyotherpertinentinfo

ExampleofacontentID:0251_WPR_csrd

Page 25: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

MEASURE CONTENT PERFORMANCE IN GOOGLE ANALYTICS

•  MeasureperformancebyanypartofthecontentID

•  Sliceanddice

Page 26: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

FINALLY… LANDING PAGES!

Yourlandingpagemustastonish!Inagoodway

Page 27: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

RECAP

•  Astonishuserswithnewcontent–keepitfresh•  Remarketing≠pestering•  Mapcontenttobuyerjourneyandadgroups•  Usetime-basedremarketingwithcustomcombinations•  Rinse&repeatwithotherchannels•  UseacontentIDtotrackperformancebyassettypeandbuyerjourney•  Astonishwithgoodlandingpages

Page 28: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

FOR MORE ON CONTENT MARKETING AND PPC

Myblogseriesoncontentmarketing:http://www.beyondthepaid.com/ppc-content-marketing-series/

Page 29: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

Example Title Slide:

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.

[email protected]

@Mel66www.beyondthepaid.com

Page 30: It's The Content, Stupid! By Melissa Mackey

#SMX #22B @Mel66

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX