THE 1% CONTENT STRATEGY Content, SEO and Lead Generation. Andy

Transcription

1 THE 1% CONTENT STRATEGY Content, SEO and Lead Generation Andy

2 How to beat 99% of content #contentjam

3 @crestodina #contentjam

4 @crestodina #contentjam

5 @crestodina #contentjam

6 @crestodina #contentjam

7 @crestodina #contentjam

8 @crestodina #contentjam

9 @crestodina #contentjam

10 Traffic x Conversion Rate = #contentjam

11 SEO x CRO = #contentjam

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14 PUBLISH your #contentjam

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

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

20 Source: Content Marketing #contentjam

21 Marketers who document their mission statement are 3x more likely #contentjam

22 Do you have an editorial mission statement? Source: Content Marketing #contentjam

23 It makes a great #contentjam

24 @crestodina #contentjam

25 @crestodina #contentjam

26 Q: Why am I here?

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

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30 Q: Why am I here?

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

32 Also great for social #contentjam

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34 @crestodina #contentjam

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

36 Q: Why am I #contentjam

37 Q: Why am I here? A: For fun, practical workplace tips to build a happier more productive #contentjam

38 The Topics Your Audience will #contentjam

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40 source: #contentjam

41 @crestodina source: answerthepublic.com #contentjam

42 source: answerthepublic.com

43 Quora.com

44 Topics and focal #contentjam

45 Topics and focal distance Top 10 Office Perks Awesome Office Kitchens Is Beer At Work a Dumb #contentjam

46 The Power of Original #contentjam

47 Perceived Actual Content Performance Weak Contributor Amazing Contributor

48 source: Moz, BuzzSumo

49 Most content gets no links and few shares source: BuzzSumo, #contentjam

50 ...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.

51 ...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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53 Three ways to produce research 1. Observation: Pick a data set. Gather #contentjam

54 Three ways to produce research 1. Observation: Pick a data set. Gather data. 2. Aggregation: Combine data from existing #contentjam

55 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 #contentjam

56 observe

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59 @crestodina #contentjam

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63 aggregate

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65 source: Orbit Media

66 source: Orbit Media

67 @crestodina #contentjam

68 @crestodina #contentjam

69 survey

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71 source: 2017 Blogger Survey, Orbit Media

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

74 Find the missing stat

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

76 10x Effort = 100x #contentjam

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

78 10x Content Needs 10x #contentjam

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80 The Breakdown 0:00 Smile! 0:02 Introduce yourself 0:05 Tell the viewer what you re doing here 0:45 Summarize the article 0:55 Your CTA: Suggest that they click! 1:00 Thanks for watching!

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83 Campaign Tracking Code

84 Social Post Checklist 1. Headline + Secondary Headline 2. Numbers 3. Hashtags 4. Line breaks 5. Mentions 6. Video with Captions 7. Link with Campaign Tracking Code source: Social Media Post Checklist, Orbit #contentjam

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87 @crestodina #contentjam

88 @crestodina #contentjam

89 @crestodina #contentjam

90 @crestodina #contentjam

91 Example #1

92 Example #2

93 Example #3

94 10x Effort = 100x #contentjam

95 @crestodina #contentjam

96 Write for Prospects In Your Sales #contentjam

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

98 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?

99 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

100 What are our sales prospects asking us? The most common #contentjam

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

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

103 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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105 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.

106 Never waste a good conversation by having it in #contentjam

107 Topics flow from sales to marketing

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

109 Upgrade to visual formats There s more to life than #contentjam

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111 FORMATS Text Images Video Collaborative articles, guides, ebooks infographics, diagrams, memes How to, explainers, animations interviews, #contentjam

112 Movement is more powerful than images Images are more powerful than #contentjam

113 The Laws of Visual #contentjam

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116 Let s turn our top into

117 blog post Let s turn our top into an infographic

118 blog post Let s turn our top into a video

119 three articles Let s turn our top into a guide

120 FB post Let s turn our top into a newsletter

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

122 Search vs. #contentjam

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

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

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

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

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

128 Influencers and #contentjam

129 lead

130 traffic lead conversions

131 search social traffic lead conversions

132 search traffic lead conversions

133 rank traffic lead conversions

134 links rank traffic content lead conversions

135 relationships links content rank traffic content lead conversions

136 source: 2017 Blogger #contentjam

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139 Three Types of Collaborative Content 1. Contributor quote 2. Expert roundup 3. Deep dive #contentjam

140 But how can I get influencers to check out this awesome #contentjam

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142 @crestodina #contentjam

143 @crestodina #contentjam

144 @crestodina #contentjam

145 @crestodina #contentjam

146 @crestodina #contentjam

147 @crestodina #contentjam

148 An ally in creation is an ally in #contentjam

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

150 Guest Blogging & #contentjam

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

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

156 1 in 3 of my articles are guest #contentjam

157 Let s do #contentjam

158 They want info. We want leads.

159 Your website is the mousetrap. Your content is the cheese. Barry Feldman Feldman Creative

160 Let s Do This! Putting it all together to drive #contentjam

161 What... topics How... formats Who... collaborators Where... host #contentjam

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

163 source: Moz Keyword #contentjam

164 source: Moz Link #contentjam

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

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

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

168 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

169 5 Perks That Get Your Team To Come In Early 5 Mistakes of Rookie Office Managers

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

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

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

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

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

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

176 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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178 Q1 Q2 Q3 Q4 Anchor Piece Original Research (search optimized) Ultimate Guide (search optimized) Detailed How-To (search optimized) Original Research Content Upgrade Media Full report Checklist Resource Guide Full Report Video Infographic Infographic Animation Collaboration Influencer Interview Round Up Panel-style article with three influencers Influencer Interview PR / Guest Post Article for Media Site 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

179 How long does SEO take? Result Crawled Timeframe 1-2 hours Indexed 1-2 days Rank for the brand ~1 week Rank for low-competition phrases 2-3 months Rank for high-competition phrases 2-3 years

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189 1.28%

190 The two kinds of content strategies 1% Mission driven, anchored in research, influencer powered, PR focused 99% Those from strategists who aren t here at #contentjam

191 THANK YOU! Andy