MEDIA INSTITUTE. Copyright 2017 JB Media Institute LLC
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1 MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
2 Content marketing is... Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action. *Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues. Content marketing is part of... SEO ~ PR ~ blogging ~ e-newsletters ~ social media ~ content and distribution ~ PPC and CPC ~ inbound marketing ~ and more. MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
3 Keyword Research MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
4 Begin with Your Audiences Who are you trying to reach? How are they searching for things? Where are they online? Are they located in a specific region or area? What kind of problems do they need to solve? What kind of questions do they ask? How would they describe your products and services? What content topics would be valuable to them? What are their goals and expectations? Do they want to be entertained, educated, cared for? Do they want a company or organization that is trustworthy, transparent, communicative, fun? MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
5 Organize a List of Products and Services Individual product names and numbers Individual services Service categories Product categories FAQs about products and services Brand names Industry lingo VS. common/popular names Keep in mind many of these will be nouns or verbs. Some adjectives may apply, but many adjectives and descriptors can be brand-focused. MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
6 So let s brainstorm your keyword phrases...
7 Keyword Research Tools KEYWORDTOOL.io - Use the free tool to research search terms - To view search volume sign up for 30 days and cancel ANSWER THE PUBLIC - Use the free tool to research search terms - Research as many topics as you like MEDIA INSTITUTE Google Keyword Planner - Sign up for Google Adwords - Complete all relevant information as if you are signing up to advertise - Set a budget and add in your billing information - Once your account is set up click the Campaigns tab and then in the left hand column pause the campaign - Go to Tools and then to Keyword Planner Moz.com Keyword Explorer - Sign up for Moz for 30 days and cancel or get a free trial - Use the free version and research one keyword topic per day. SERPS - Use the free tool to research search terms - Research as many topics as you like Copyright 2017 JB Media Institute LLC
8 Now let s complete some keyword research...
9 Competitor Research Once you have a keyword list to begin with start to review who currently holds the top spots for different search queries Use Google Chrome incognito windows Use the Moz.com Open Site Explorer and the Moz.com Toolbar SpyFu SimilarWeb SEMRush MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
10 Who are your competitors?
11 How To Conduct a Content Audit Leah Quintal Director of SEO & Content Strategy JB Media Group 2017 JB Media Institute Summer Workshop Series June 21, JB Media Institute LLC
12 I am Leah Quintal You can find me at Twitter: QuintaLeah LinkedIn: linkedin.com/in/leahquintal 2017 JB Media Institute LLC
13 We Will Cover: Content Audits What they are Why they re important 3 simple techniques 1 slightly more complicated technique 2017 JB Media Institute LLC
14 What is a Content Audit? A Content Audit is an exploration of and a reflection on your website content performance JB Media Institute LLC
15 Content audits are feedback loops. Create or Reinvent Content Publish & Market Set Goals & Strategize Wait Learn Measure & Assess Impact
16 Why We Need Content Audits The majority of content strategies JB Media Institute LLC
17 Content audits are feedback loops. Create or Reinvent Content Publish & Market Set Goals & Strategize Wait Learn Measure & Assess Impact
18 What does successful content look like?
19 Successful Content May: Earn organic traffic Capture subscribers Generate product demo requests Boost engagement metrics Drive traffic from social media Drive traffic to the site from a newsletter 2017 JB Media Institute LLC
20 Tools: Google Analytics & Google Search Console 2017 JB Media Institute LLC
21 Content Audit Basics: Traffic, CTR, Keywords, & Engagement
22 Audit Basics: Top Organic Content Which pages earn the most organic traffic? Which types of content? 2017 JB Media Institute LLC
23 Google Analytics LIVE DEMO
24 Google Analytics - Top Organic Traffic Reference #d2cc2d #6ea6a7 #531c27 #bf4930 #e06f25
25 Top Organic Content Details 5 blog posts 1 service page 3 pages about elements of digital marketing 2017 JB Media Institute LLC
26 Audit Basics: Click Through Rate (CTR) & Keyword Rankings What content has best/worst CTR? Which keywords? What are top keywords? Where are there keyword opportunities? 2017 JB Media Institute LLC
27 Google Search Console LIVE DEMO
28 Google Search Console - Search Analytics Reference #d2cc2d #6ea6a7 #531c27 #bf4930 #e06f25
29 Content CTR Audit Details Highlight pages and keywords with higher than average CTR and assess. Flag pages with over 1k impressions and low CTR to review. Highlight keywords with many impressions that rank between 4-14 as opportunities (unless CTR poor) 2017 JB Media Institute LLC
30 Content audits are feedback loops. Create or Reinvent Content Publish & Market Set Goals & Strategize Wait Learn Measure & Assess Impact
31 Potential CTR Audit Insights Several posts could be updated for 2017 Facebook posts performing very well, so let s consider adding more Some keywords could be better targeted with new, supporting content Metadata should be assessed to improve click through rate further 2017 JB Media Institute LLC
32 Content audits are feedback loops. Create or Reinvent Content Publish & Market Set Goals & Strategize Wait Learn Measure & Assess Impact
33 Audit Basics: Engagement Which pages have most/least engagement? How do different types of content perform? What can we learn? 2017 JB Media Institute LLC
34 Google Analytics LIVE DEMO
35 Google Analytics - Page on Time Sorting Reference #d2cc2d #6ea6a7 #531c27 #bf4930 #e06f25
36 Content Engagement Audit Details Highlight most engaging blog posts Highlight most engaging service pages Flag poorest performing of each 2017 JB Media Institute LLC
37 Insights to Share?
38 Content Audit Level Up: Tying Content to Site Goals via Analytics
39 Brainstorm: What are the goals (or the purpose) of your site? 2017 JB Media Institute LLC
40 JB Media Goal Example: Institute Registrations How does content affect institute registrations?
41 Reverse Engineer: Before signing up for the institute many people were reminded or encouraged via marketing JB Media Institute LLC
42 Potential students ended up on list by participating in our monthly free webinars JB Media Institute LLC
43 Site visitors became interested in free webinar after reading an educational blog post JB Media Institute LLC
44 Educational Content Free Webinar Sign-Up Marketing Institute Sign-up 2017 JB Media Institute LLC
45 Content Audit should look at relationship between content and free monthly webinar sign ups JB Media Institute LLC
46 Logic According to Monty Python #d2cc2d #6ea6a7 #531c27 #bf4930 #e06f25 If she weighs the same as a duck, she s made of wood and therefore, a witch!
47 Brainstorm: How does content fit into your site goals or conversion funnel? 2017 JB Media Institute LLC
48 How to Measure Content Goal Success in Analytics 2017 JB Media Institute LLC
49 Google Analytics Goal Creation LIVE DEMO
50 JB Media Analytics Goal: Free Webinar Registrations Which posts generate most registrations? Which posts generate the least? How can we learn & improve?
51 Content audits are feedback loops. Create or Reinvent Content Publish & Market Set Goals & Strategize Wait Learn Measure & Assess Impact
52 Content Audit Takeaways Hone in on the purpose of your content Measure content performance against site goals The point of the audit is to find opportunities not solve all the resulting challenges Do not fear the process 2017 JB Media Institute LLC
53 Create or Reinvent Content Publish & Market Content Audits catalyze the Set Goals Wait revolution that leads to the & Strategize evolution of your website. Learn Measure & Assess Impact
54 Thank you! Questions? me: Follow me on How it feels doin a content audit right! 2017 JB Media Institute LLC
55 How to Create a Content Strategy MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
56 Your Brand is Your Story Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room. It s what sticks in your mind associated with a product, service, or organization whether or not, at that particular moment, you bought or did not buy. ~ James Heaton MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
57 Discover Your Story The Story of Self What desires motivate you? What experiences inspired you to work in your field or pursue your line of work. What values do you have as a professional and why? Where did those values originate from? What lead you to this moment? The Story of Us Are you part of a community or team that shares your values? How do you work together towards a common goal? How can others work with you? What kind of experiences challenges, and resources do you all share? The Story of Now Is there an urgent challenge to face that is calling you and your team or community to action? What path will we take to achieve our goals? What can people do in the moment? What will the outcome be if people act now? MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
58 Stories Create Emotion and Feeling The key to effective storytelling is understanding that values inspire action through emotion. Everyone has a story and that story is a combination of the head and the heart. Great storytellers explain the why (heart) and the how (head). What kind of story are you going to tell? MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
59 How Emotion Affects Memory Emotions help memories more deeply encode in the brain with the help of the amygdala. Research shows some regions of the brain activated in the encoding of emotionally-charged memories are also involved when a person processes the meaning of images. When someone looks at an emotionally-neutral situation, the sections of the brain that control perception are used. Different types of emotions also contribute to the types of memories are formed. When people experience positive emotional situations, they remember the situation with a broader viewpoint and remember more central details. Those that experience negatively-charged situation tend to narrow their attention, and thus encode a more focused memory, and remember more peripheral details. MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
60 Emotion Affects Decision Making Impairment in the vmpfc, which provides output to the Amygdala, affect a person s ability to make decisions: Compelling scientific evidence for this view comes from emotionally impaired patients who have sustained injuries to the ventromedial prefrontal cortex (vmpfc), a key area of the brain for integrating emotion and cognition. Studies find that such neurological impairments reduce both patients ability to feel emotion and the optimality of their decisions in ways that cannot be explained by simple cognitive changes. MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
61 What is your story? What is your brand s personality or flavor?
62 How to Create a Content Strategy Start with your audiences. Prioritize who you want to reach? Where do they spend time online? What kind of content do they engage with most? What matters most to them What kind of content is not available? How will you make yourself accessible, useful, valuable, entertaining, credible, etc? MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
63 How to Create a Content Strategy Be there for people s micro-moments. Micro-moments occur when people reflexively turn to a device increasingly a smartphone to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
64 Who is your content for?
65 How to Create a Content Strategy Choose the right types of content. Social media E-newsletters Press releases and articles Blog posts Videos Infographics White papers MEDIA INSTITUTE Podcasts Webinars E-books Audio Slideshows Animations Free downloads Copyright 2017 JB Media Institute LLC
66 How to Create a Content Strategy Where are your money, time, and energy best spent? What are you good at? What kind of content will be easy and fun for you to create? What do you want to spend your time on? What are your strengths? What kind of resources or connections do you have? What kind of skills does your team have? What can you do quickly and with little investment? What will work with the distribution tools you are using? MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
67 What are your strengths?
68 How to Create a Content Strategy Create a content bank. Content ideas can happen at any moment and sometimes there is more than one person involved in generating ideas. Create a shared folder, spreadsheet, or document where ideas can be stored and shared easily and quickly. Save links, images, graphics, topic ideas, testimonials, data, video content, quotes, etc that you feel speak to your different audiences. MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
69 How to Create a Content Strategy Create a content calendar. Organize the following into a schedule: Is there content to be repurposed? What needs to be done to use this content? Who creates new content? Where is it stored? Who needs to approve it? What types of content will be created and who is responsible? How is content organized and made available for promotion? How frequently and on what channels will the content be shared and distributed? MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
70 How to Create a Content Strategy Test the schedule and adjust if necessary. The key to success is being realistic and consistent at the same time. If the schedule is too much dial it back. Create and share content on a regular basis. Start slowly and build. Play the long game and the short game simultaneously. MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
71 How to Create a Content Strategy Track and report on content performance. Google Analytics Social Media Insights and Analytics E-newsletter Analytics Video Views and Subscribes SEO tracking tools The most important thing is to track growth and conversions MEDIA INSTITUTE Copyright 2017 JB Media Institute LLC
72 How to Create a Content Strategy Facebook Insights Google Analytics Time spent on site Pages per session Organic search landing pages Social media landing pages Content drilldown Goals MEDIA INSTITUTE Likes and Unlikes Actions on Page Reach Engagement Video views Event responses Local traffic Copyright 2017 JB Media Institute LLC
73 How to Create a Content Strategy SEO Tracking Analytics Open rates CTR - click through rate Subscribes and unsubscribes Conversion rate Subject line performance MEDIA INSTITUTE Keyword rankings Impressions Click through rate Site speed Mobile-friendly test Conversions Site authority Copyright 2017 JB Media Institute LLC
74 Resources Moz.com Kissmetrics Blog Hubspot Blog WordStream Blog Content Marketing Institute Buffer Blog Hootsuite Blog MEDIA INSTITUTE Sophisticated Marketer's Guide to Thought Leadership Marketo.com Contently Blog Mention.com QuickSprout Blog Copyright 2017 JB Media Institute LLC
75 Co-founder and Lead Instructor of JB Media Institute JB Media Institute LLC
How to Create and Distribute Content that Grows Your Business JB Media Institute LLC
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