Bootstrapping content marketing

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Get a sneak peak into the top content marketing strategies, tactics and tools used by Hop Online.

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Bootstrapping content marketing

  1. 1. Bootstrapping YourContent Marketing StartUP@Blagoevgrad March 30, 2013 1
  2. 2. Meet Geralyn from LA 2
  3. 3. She just launchedSammy&Claire.com 3
  4. 4. Geralyn has... A yet unknown brandBeautiful website design An awesome productGreat customer service A short cash runway 4
  5. 5. She only needs... Social media presence Blog Search rankings Organic traffic Customers Cash flow 5
  6. 6. Traditionalmarketing is out. 6
  7. 7. Can I bootstrap this baby? 7
  8. 8. Traditional marketing talks at people. Content marketing talks with them. - Doug Kessler 8
  9. 9. Isn’t thisSocial Media Marketing? 9
  10. 10. And what about SEO? 10
  11. 11. SEO has changed EarnedDuplicate & low Manipulative endorsement toquality content link-building quality content 2012 2013 Process Outcome 11
  12. 12. SEO Analyst Content creator Outreach coordinatorCourtesy of Scribe’s The Business Case for Agile Content Marketing 12
  13. 13. This is a huge amount of work... Is it worth it? 13
  14. 14. The long gameROI CM PPC 0 (manipulative) SEO 14
  15. 15. Content Marketing Tipping PointsCourtesy of HubSpot Marketing Benchmarks from 7,000+ Businesses 15
  16. 16. 400+ 16
  17. 17. 10+ 17
  18. 18. 50+ 18
  19. 19. 500+ 19
  20. 20. 200+ 20
  21. 21. The Strategy Editorial endorsements Branded editorial contentMoney page 21
  22. 22. What to measureStage KPIs Social audience growthReach Search impressions Social shares on content Earned links to content Engagement Organic search visits Social media referral visits Conversion Conversions by channel Return on Investment (ROI) 22
  23. 23. PlanProve ProducePromote Publish 23
  24. 24. [Planning] 24
  25. 25. GA organic keywordsTool used: Google Analytics (GA) 25
  26. 26. Finding keyword tractionTool used: Google Webmaster Tools (GWT) 26
  27. 27. Drilling deeper into search demandTool used: Google AdWords keyword tool & Google Trends 27
  28. 28. Anything getting social shares? 28
  29. 29. [Production] 29
  30. 30. Think like a publisher 30
  31. 31. Define customer personas What are their goals? What are their problems? What keeps them up at night? 31
  32. 32. You’re not an artist, Peggy. You solve problems.Leave some tools in your toolbox. - Don Draper, Mad Men 32
  33. 33. Content checklist• Who are we writing for (customer persona)?• Does it provide a resource, evoke emotion or entertain?• What keyword(s) are we targeting?• What conversion page are we linking to?• Does it have a great image?• Is it original, or improve existing content on this subject?• Is it shareable?• Is it timely? 33
  34. 34. Repurposing content 34
  35. 35. Repurposing on Pinterest 35
  36. 36. Repurposing viaemail marketing 36
  37. 37. 37
  38. 38. “ Within search results, information tied to verified online profiles will be ranked higher than content without suchverification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance. - Eric Schmidt, Google Chairman More on Authorship from SearchEngineLand 38
  39. 39. [Promote] 39
  40. 40. Need to haveNice to have 40
  41. 41. Core activities DM # @ RT Follow Share Converse Grow Gain Buildaudience influence relationships 41
  42. 42. Finding influencers 42
  43. 43. Curate contentHand-picked content -- sharedwith editorial flare -- naturallyattracts quality followers/fans. 43
  44. 44. Listen...& talk it up 44
  45. 45. Guest blog outreach Find sites Reach out toID target ID common influencers are those sitescustomer influencers sharing 1 ... 2 ... 3 ... 4 45
  46. 46. [Prove] 46
  47. 47. Defining ROIIncremental revenue increase Lifetime value (LTV) creation 47
  48. 48. Measuring LTV using cohort analysis 48
  49. 49. Cohorts profitability over time 49
  50. 50. BuildLearn Measure 50
  51. 51. Thanks for making it this far Ques%ons? Twitter: @parischildress LinkedIn: bg.linkedin.com/in/parischildress/ Google+: Skype: pchil9 Email: paris@hop-online.com StartUP@Blagoevgrad March 30, 2013 51

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