@crestodina Andy Crestodina Strategic Director | @crestodina The Key to Ranking, Traffic and Leads How to Use Social Media and Collaborative Content To Drive ROI #ContentROI
The Key to Ranking, Traffic and Leads How to Use Social Media and Collaborative Content To Drive ROI
#ContentROI
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Action
$$$
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Action
Leads
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Topics Topics
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AmazingContributor
WeakContributor
Perceived Content Performance
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source:Moz,BuzzSumo
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Most content gets no links and few shares
source:Moz,BuzzSumo
...if you want to create content that achieves a high level of both shares and links then you should concentrate on opinion forming, authoritative content...
or well researched and evidenced content.
...if you want to create content that achieves a high level of both shares and links then you should concentrate on
strong opinions original research
The Power of Research
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4,066 websites link to CMI’s research
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Three ways to produce research
1. Observation:Pickadataset.Gatherdata.
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Three ways to produce research
1. Observa*on:Pickadataset.Gatherdata.
2. Aggrega*on:CombinedatafromexisAngsources
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Three ways to produce research
1. Observa*on:Pickadataset.Gatherdata.
2. Aggrega*on:CombinedatafromexisAngsources
3. Survey:Massoutreachandanalysis
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observation
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aggregation
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survey
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The typical blog post takes 2.5 hours to write
source:2015BloggerSurvey,OrbitMedia
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Sneak preview of the new research!
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“What do people in our industry often say but rarely support?”
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Find the missing stat
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Don’t take shortcuts; they take too long.
Sonia Simone CCO, Copyblogger Media
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The Power of Strong Opinion
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The power of strong opinion
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The power of strong opinion
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The power of strong opinion
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The power of strong opinion
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The power of strong opinion
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What do you believe that most people would disagree with?
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What do you believe will happen in the future that most people think is unlikely?
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What questions are people in your industry afraid to answer?
Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.
Traffic
Conversion Rate
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Your website is the mousetrap. Your content is the cheese.
Barry Feldman Feldman Creative
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They ask. You answer.
Marcus Sheridan The Sales Lion
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Answer top questions
20x longer +30% conversion rate
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A great sales page emulates a sales conversation.
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Optimize for the conversions
1. AnswertopquesAons.
2. SupporteverymarkeAngclaimwithevidence.
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Hello, lead!
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Let’s review.
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Create high quality, original content...
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in collaboration with relevant influencers...
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that organically attracts enough links and authority...
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that our search optimized product and service pages...
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rank for the transactional phrases...
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attracting targeted visitors...
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to our informative, trustworthy websites...
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so we get new leads everyday.
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Create high-quality original content in collaboration with relevant influencers that organically attracts enough links
and authority that our search optimized product and service pages rank for the transactional phrases attracting targeted visitors to our informative, trustworthy websites so
we get new leads everyday.
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Leads ...everyday!
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Relationships
Topics Authority
Rank
Traffic
Leads
Relevance
Conversion
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Research Outreach
Social Media
Writing Analytics
CRO
Sales
SEO
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Research Outreach
SEO
Analytics
Sales
Social Media
Writing
CRO
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Creative
Friendly
Creative
Analytical
Friendly
Analytical
Friendly
Creative
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Great marketers are creative, analytical and friendly.