THE 1% STRATEGY. Content Strategy and SEO for Lead Generation. Andy

Transcription

1 THE 1% STRATEGY Content Strategy and SEO for Lead Generation Andy

2 How to beat 99% of content strategists

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10 Traffic x Conversion Rate = $

11 SEO x CRO = $

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15 Publish Your Mission Tell them why they re here.

16 Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.

17 Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.

18 Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.

19 Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.

20 Our content is where [audience x] gets [information y] that offers [benefit z].

21 Source: Content Marketing Institute

22 Marketers who document their mission statement are 3x more likely succeed

23 Only 28% of brands have a documented content mission statement Source: Content Marketing Institute

24 It makes a great CTA

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27 Q: Why am I here?

28 Q: Why am I here? A: For Practical tips for content marketing, analytics and web design

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31 Q: Why am I here?

32 Q: Why am I here? A: For expert advice to help you crush your next online marketing campaign.

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36 Also great in social profiles! Tell them why they should follow.

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39 Where office managers find fun tips for the workplace and benefits to build happier, more productive teams.

40 Q: Why am I here?

41 Q: Why am I here? A: For fun, practical workplace tips to build happier more productive teams.

42 Where can I find these topics?

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44 source: keywordtool.io

45 source: answerthepublic.com

46 source: answerthepublic.com

47 Quora.com

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49 Top 10 Office Perks Awesome Office Kitchens Is Beer At Work a Dumb Idea?

50 The Power of Original Research

51 Perceived Actual Content Performance Weak Contributor Amazing Contributor

52 source: BuzzSumo

53 Most content gets no links and few shares source: BuzzSumo, Moz

54 ...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.

55 ...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

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57 Three ways to produce research 1. Observation: Pick a data set. Gather data.

58 Three ways to produce research 1. Observation: Pick a data set. Gather data. 2. Aggregation: Combine data from existing sources

59 Three ways to produce research 1. Observation: Pick a data set. Gather data. 2. Aggregation: Combine data from existing sources 3. Survey: Mass outreach and analysis

60 1. Observe

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67 2. Aggregate

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69 source: Orbit Media

70 source: Orbit Media

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73 3. Survey

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75 source: 2017 Blogger Survey, Orbit Media

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77 What do people in our industry often say but rarely support?

78 Find the missing stat

79 Only 47% of companies publish original research Have you published original research in the last 12 months? source: State of Original Research, Mantis

80 10x Effort = 100x Results

81 Don t take shortcuts; they take too long. Sonia Simone CCO, Copyblogger Media

82 Write for the prospects in your sales funnel

83 I have a question about your proposal. Do I really need a coffee grinder?

84 I have a question about your proposal. Do I really need a coffee grinder? Thanks for sending the samples. But why should we switch to whole bean?

85 I have a question about your proposal. Do I really need a coffee grinder? Thanks for sending the samples. But why should we switch to whole bean? The pricing looks good. But my team really likes the instant K-Cups

86 What are our sales prospects asking us? The most common questions...

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89 I have a question about your proposal. Do I really need a coffee grinder?

90 I have a question about your proposal. Do I really need a coffee grinder? Good question. I ll explain...

91 I have a question about your proposal. Do I really need a coffee grinder? I m glad you asked. I m sending you a link.

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93 I have a question about the proposal. Do I really need a coffee grinder? I m glad you asked. I m sending you a link. Ah! Makes sense. I ll show this to Dave.

94 Never waste a good conversation by having it in private

95 Topics flow from sales to marketing

96 Topics flow from sales to marketing Content flows from marketing to sales

97 Upgraded Formats There s more to life than text

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99 Movement is more powerful than images. Images are more powerful than text.

100 The Laws of Visual Hierarchy

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103 Let s turn our top into

104 Let s turn our top into an infographic blog post

105 Let s turn our top into a video blog post

106 Let s turn our top into a guide three articles

107 Let s turn our top into a newsletter FB post

108 When you find a unicorn make baby unicorns Larry Kim Founder, Mobile Monkey

109 Search vs. Social Different formats for different channels

110 Works in Search Long-form text Answers questions Works in Social Compelling visuals Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers

111 Works in Search Long-form text Answers questions Works in Social Compelling visuals Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers

112 Works in Search Long-form text Answers questions Works in Social Compelling visuals Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers

113 Works in Search Long-form text Answers questions Works in Social Compelling visuals Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers

114 Works in Search Long-form text Answers questions Works in Social Compelling visuals Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers

115 Influencers & Collaboration Outreach, collaboration and earned media

116 source: 2017 Blogger Survey

117 lead

118 traffic lead conversions

119 search social traffic lead conversions

120 search traffic lead conversions

121 rank traffic lead conversions

122 links rank traffic content lead conversions

123 relationships links content rank traffic content lead conversions

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126 Three Types of Collaborative Content 1. Contributor quote 2. Expert roundup 3. Deep dive interview

127 How can I get influencers to check out this awesome research?

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130 An ally in creation is an ally in promotion

131 source: Traackr, Altimeter Group Only 15% of B2B brands have ongoing IM programs

132 Guest Blogging & PR Go beyond your own website

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136 I wrote an article for you. Here it is. Aaron Orendorff Expert Guest Blogger

137 source: 2017 Blogger Survey Only 65% of bloggers write guest posts

138 Let s Do This! Putting it all together

139 The Service Page Office Coffee Delivery Target Keyphrase: office coffee delivery service Answers Testimonials CTAs

140 source: Moz Keyword Explorer

141 source: Moz Link Explorer

142 The Anchor: Original Research Office Perks from the Top 50 Workplaces Target Keyphrase: office perks ideas Charts and data Quotes from influencers

143 The Content Upgrade Complete Guide to Top Office Perks Gated ebook Charts Quotes from influencers

144 How-to Article How to retain your top employees Keyword-focused Charts from anchor piece Quotes from influencer Links to anchor piece

145 Evil Twin Guest Post How to lose a top employee in 30 days Published on an authoritative site Links to how-to and anchor piece

146 5 Perks That Get Your Team To Come In Early 5 Mistakes of Rookie Office Managers

147 Infographic Top Perks at Top Offices Designed with charts, stats Includes a short article Links to the anchor piece

148 Guest Post / Infographic Top Perks at Top Offices Published on high DA site Includes a new short article Links to anchor piece

149 Influencer Interview What employees really want Influencer with relevant audience, content creator In-depth conversation Links to anchor piece

150 Contribution / Interview New Research! Top Perks at Top Offices Authoritative website Guest post, interview or podcast interview

151 Blog Post One 5 Workplace Secrets: Inside Top Offices Provocative headline Links to anchor piece

152 Blog Post Two Coffee, Tea, Beer? What they re drinking at top offices Links to anchor piece Links to service page

153 Blog Post Three The Dirt on Dishes: What s wrong with office kitchens Links to anchor piece Links to service page

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159 1.28%

160 The two kinds of content strategies 1% Mission driven, research anchored, influencer powered, PR focused 99% Those from people who aren t at #CTAconf

161 Q1 Q2 Q3 Q4 Anchor Piece Research: Survey Ultimate Guide Detailed How-To Research: Survey Content Upgrade Full report Checklist Resource Guide Full Report Visual Formats Video Infographic Infographic Animation Collaboration Influencer Interview Round Up Panel-style article with three influencers Influencer Interview PR / Outreach Article for Media Guest post on industry blog Short series for local association Contribute to media column Blog Posts 3-5 articles 3-5 articles 3-5 articles 3-5 articles

162 The Birth of a Lead

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