secrets to writing content that matters - gillian muessig
TRANSCRIPT
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SESSION TITLEPresenter ’s Name
Content Power PackSecrets to Writing Content that Matters
PRESENTER: Gi l l ian Muessig
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THE PROBLEM
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How do you compete with this?We buy what we like; we consumer content we like
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How do you compete with that?Incendiary, controversial, visceral, societally primal, emotional, very, very, costly
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And what do you do with this?
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Let’s get a visual on that
http://marketingland.com/apps-eat-digital-media-time-with-top-3-capturing-80-percent-143555
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We’re all on the mobile web, not appsJust a few of us are using apps
http://www.onlinemarketing-trends.com/2011/09/mobile-apps-vs-mobile-web-state-of-us.html
2011
Mobile Web 90%
Apps 10%
2015
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http://www.onlinemarketing-trends.com/2011/09/mobile-apps-vs-mobile-web-state-of-us.html
Time on apps 90%
Mobile web10%
2015
But those few apps we do use? We spend 90% of our time there
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That’s al l very interest ing to those who
are interested in i t .
What are we going to do about i t?
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THE SOLUTION
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https://moz.com/blog/mobile-web-mobile-apps-invest-marketing-whiteboard-friday
Responsive website – yes!
Mobile app – no.1
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Create
content for mobile web2
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Start with the basics3
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What can online content do for your business?
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Brand awareness
http://www.siliconstrat.com/marketing-memos-blog/2012/12/04/basic-bodhi/
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Respect & admiration among consumers
Broadcasting Politics Education
Socks Shoes Icecream
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Shorten your sales cycleIt can lead to indirect conversoins
"What a cool post; I never even heard of this company before. Huh; they make software, too… I wonder what it does."
http://thesalesblog.com/2012/12/08/what-you-can-learn-from-the-super-compressed-sales-cycle/
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Increase site traffic
http://ethicalchamp.com/increasing-website-traffic
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Improved SEO
http://ethicalchamp.com/increasing-website-traffic
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Direct Customer Conversions
http://rapidpaycard.com/point-click-purchase/
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Brilliant product descriptions
https://www.shopify.com/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell
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Brilliant product descriptions
https://www.shopify.com/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell
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1. Establish us as experts
http://www.feynman.com/
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moz.com
https://moz.com/blog/the-greatest-misconception-in-content-marketing-whiteboard-friday
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2. Demonstrate our honesty/integrity
L. L. Bean
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Demonstrate our honesty and integrity
BatteryMart.com
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BTW, ‘most trusted brands’ include…10. David Yurman - luxury jeweler 9. iHerb - health store 8. Coach - handbags, apparel, accessories 7. Kate Spade - handbags, apparel, accessories 6. Zappos - online retailer specializing in footwear 5. Burberry - luxury soft goods designer 4. MR PORTER - online retailer for men 3. Shopbop - online retailer 2. Net-A-Porter - online retailer 1. LL Bean - heritage retailer
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3. Share valuable information
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5. Develop our community
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Harley spirit – raw, intense, long lasting
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Figment – touching the future
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Lugnet.biz – Lego’s fan database
http://www.lugnet.biz/en/sites/?site_id=498
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Psst.This is not a get rich quick scheme
4
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Reality looks a lot more like this
Google Analystics from TheEverywhereist.com
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Stick it out and these folks come calling
http://www.forbes.com/2011/06/23/100-best-web-sites-for-women-blogs-2011.html
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Content Strategy(beyond great descr ip t ions)5
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https://moz.com/beginners-guide-to-content-marketing/content-strategy
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Content strategy answersWhat are we doing?Why are we doing this, again?
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Start with the right questions
What do we want this company to look like in 3 years? 5 years?
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How will content help us get there?
http://www.ibtimes.com/nasa-israel-space-agency-sign-agreement-expand-space-cooperation-peaceful-use-2140798
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Case Study6
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Show me what you’re talking about…
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They’ve got a blog
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What are we about?What are we trying to achieve with our content?
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Whether you’re traveling around the corner or around the world, brettapproved® provides the accessible information and services you need to travel confidently.
What’s our primary message?
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We exist to make travel possible and easier for people with disabilities and their families..
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What do we need to accomplish?
Sell - hotel room bookings, tours, trip planning services, hard goods, soft goods, services…
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What do we need to sell more?
More financially and physically qualified community members
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How do we find these people?
Let’s build a websiteLet’s blogLet’s get a twitter accountLet’s launch a facebook page….
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http://www.borp.org/programs/borp-youth-sports/youth-wheelchair-basketball/
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http://www.borp.org/programs/borp-youth-sports/youth-wheelchair-basketball/
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http://www.accessiblethailand.com/the-world-of-wheelchair-travel-2/
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http://www.theguardian.com/travel/2012/aug/24/readers-tips-accessible-holidays
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http://www.visitkansai.com/sightseeing/wheelchair-travel-kyoto/
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https://www.facebook.com/brettapproved
Now here…
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Don’t just reach your customers, know them7Adobe ad copy, 2016
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Community
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Show what’s possible
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Share brilliant products
Wheelchair Caddy
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Write about others doing good work
http://hellomamas.com/
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Keep it real
https://www.brettapproved.com/blog/mary-taloff-holy-sht-im-stranded-in-new-brunswick/
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Ask for participation
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Run surveys and share
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Keep it simple
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8This is the sing along portion of the presentation.
Clear your throats…
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Content Construction
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Buyers come from different angles
Need InfoNeed Solutions
Need to buyNeed support
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They all search.
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Whether you show up for searches is dependent on search engine rules.
http://www.life123.com/technology/internet/search-engine/search-engine-optimization-rules.shtml
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Whether your content converts depends on whether your content matches search intent
What I meant to say was…
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New Kitten!We should find a local vet
http://www.chemungspca.org/programs.aspx
Needs info
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The cat’s got fleas!
http://pets.webmd.com/cats/ss/slideshow-skin-problems-in-cats
Event trigger
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Which vet is best?
http://www.lchsinc.org/lvn_co_vet_practices/
Research Alternatives
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It’s complicated
http://www.rangebourne-pets.co.uk/dogs.shtml
“Yeah, but…” issues
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http://www.humanesociety.org/animals/resources/tips/choosing_a_veterinarian.html
I don’t know enough to ask questions
Solution Approach
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http://blueridgeveterinaryservices.net/about-us/welcome-to-our-clinic/
Specific Solution
Does this place provide care forkittens and rabbits?
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Brand ResearchNeeds a solution now
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Bingo!
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But wait!There’s more…
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Well done!Excellent decision!Want to add…?
http://www.keepemhappypetsitting.com/contact-pet-sitting.html
Post Conversion
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Keep ’em happy
http://www.keepemhappypetsitting.com/contact-pet-sitting.html
Customer Loyalty
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Keep ’em coming back
https://placefull.com/keep--em-happy-at-home-carol-stream-il
Customer Loyalty
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4 needs-targetedcontent types...
InformationalCommercialTransactionalNavigational
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Non needs-targeted content float above the funnel
BrandingAccidentalSocialIdleTimely / News
branding
accidental
social
Idlenews
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A peak behind the curtain
http://researchaccess.com/2014/01/what-to-expect-from-a-focus-group/wizard-of-oz-behind-the-curtain/
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Multiple keyword suggest sourcesAmazon SuggestionsAndroid Market SuggestionsAsk.com Search SuggestionsBing Search SuggestionseBay SuggestionsGoogle Product SearchGoogle SuggestShopping.com Search SuggestionsYahoo! Search Assist SuggestionsYahoo! Shopping SuggestionsYou Tube Suggestions
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Select appropriate Google domain(s)
• google.com• google.com.uk• google.de• google.com.au• google.com.in
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800 to the file
• Divides thousands of keywords into individual 800-keyword files for uploading and processing by the Google Keyword Planner Tool
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Finds hidden gems
• Identify keywords that were submitted,but not returned by, the Google Keyword Planner Tool
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Obtains Google organic & PPC metrics
• Avg. Monthly Search Volume• Adwords Competition• Adwords Suggested Bid
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Generates list of highest value keywords
• Assigns a long tail Platimum Organic Keyword™ competitive metric
http://www.longtailpro.com/new-long-tail-platinum-feature-import-your-own-keyword-lists/
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Combines Organic & PCC data
• Combines Google organic,Long Tail Platinum™ and google PPC metrics data for each keyword (where data is present)
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Assembles the master file
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Get PPC search volume
Google Adwords
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And costs
Google Adwords
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Measure SERP competitiveness
Moz Keyword Difficulty Tool
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Sort keywords
Search intentionStage of sales funnel
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Add variables
http://www.dozendigital.com/blog/
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Get your list in order
Search Competitive Funnel Seasonal EventQuery Score Location Timeliness Timeliness
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Finally…
You know the topic of your post
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SEUnify peak under the hood…
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SEUnify peak under the hood…
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SEUnify peak under the hood…
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Use the exact 3-5 word phrase your searchers are searching for
Title
7-day Tours to
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Expound on the search term.Capture imagination and incite curiousity
Sub-title
Secret wonders of…
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Products with videos sell more than products without
Products with test-and-see modules sell better
Products with AMAZING descriptive content sell better
Content
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Content: video
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Test-and-see
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Descriptions are stories
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SESSION TITLEPresenter ’s Name
Thank you!
Gi l l ian Muessig
gi l l ian@out i lnesventure.com