How to Build a Content Marketing Strategy That Works

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Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more. …

Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more.

You will learn:
- How to execute and promote an effective content marketing campaign
- Marketing strategies for specific types of content Software tools you can leverage for content marketing
- Where to get the scoop on your competition

And last but not least find out how to build a strong foundation for your content marketing efforts by following best practices for the start.

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Transcript

  • 1. Intro to Content Marketing Dale Bertrand, President Chimaera Labs
  • 2. About Me - Started my career working as an Electrical Engineer - Founded a marketing company for wedding vendors (working evenings) - Transitioned to full-time digital marketing consulting - Founded my current agency Chimaera Labs
  • 3. About Chimaera Labs • 6 people, based in Kendall Square • Search Marketing – SEO, AdWords Management, PPC • Content Marketing – Content Strategy, Development, and Promotion • Forensic SEO – SEO Audits, Link Audits, Content Audits
  • 4. Outline 1. Content Marketing Research 2. Content Strategies 1. Content Development 2. Content Promotion
  • 5. 5 Marcus Sheridan Pool guy turned content marketing guru Why is Content Marketing Important?
  • 6. Meet Emily: A Mother Searching for the Perfect Preschool
  • 7. Content Marketing Research
  • 8. Interview Your Customers
  • 9. Find Potential Customers in the Wild Where to look: • Niche Blogs • Forums • Social Media • Competitors websites
  • 10. Keyword Research Make educated guesses about the intent behind the keywords people use to find your product or service.
  • 11. Talk to Your Sales Team
  • 12. Customer Analysis Mine existing customer data for information about them.
  • 13. Content Strategies
  • 14. Having a blog does NOT mean you’re blogging. – Build relationships – Write engaging content – Aggressively promote your blog 14 Blog For Real
  • 15. • Cheap, High-quality content • Borrow the expert’s credibility • Experts can help with promotion 15 Interview Awesome People
  • 16. Why is downloadable content important?: • Acquire valuable email addresses – Lead nurturing and drip campaigns • Demonstrate expertise • Build brand awareness 16 Downloadable Content
  • 17. How to Create Great Content: 17 Generate Topic Develop Outline Hiring Research/ Writing Publish Track Downloadable Content
  • 18. Webinars
  • 19. It’s all about the longform. 19 Host a Webinar Series
  • 20. 20 Choose Topic Guest Speakers? Scheduling Promotion, Awareness Execution, Feedback Host A Webinar Series
  • 21. Google Analytics
  • 22. Content Development
  • 23. Market Segmentation • Grouping customers with common needs and characteristics • Marketing directly to each segment • Speak directly to customers’ needs and increase conversion rates
  • 24. When you try to target everyone you target no one
  • 25. Editorial Process
  • 26. Targeted Content
  • 27. Content Marketing at Scale Process, process, process.
  • 28. Search Engine Optimization
  • 29. Algorithmic Ranking Factors
  • 30. 100 Billion Searches Each Month!
  • 31. Organic vs. Paid Search
  • 32. Click-Through Rates Why such a substantial CTR drop off? • Refined search rather than scrolling • Searchers are satisfiers not optimizers • People assume the best results are first
  • 33. Content Promotion
  • 34. WHY?: •Gain exposure •Gain credibility •Get links •Increase traffic •Build relationships 35 Targeted Content Syndication
  • 35. Outreach and Promotion Where else do your visitors spend time online?
  • 36. Social Media
  • 37. Authorship may become more important than links 38 Pay Attention to Google Authorship
  • 38. Link Building • Build personas for your link targets • What content would they link to?
  • 39. Dale Bertrand President, Chimaera Labs Dale@ChimaeraLabs.com