0
Intro to Content Marketing
Dale Bertrand, President
Chimaera Labs
About Me
- Started my career working as an Electrical Engineer
- Founded a marketing company for wedding vendors (working ...
About Chimaera Labs
• 6 people, based in Kendall Square
• Search Marketing
– SEO, AdWords Management, PPC
• Content Market...
Outline
1. Content Marketing Research
2. Content Strategies
1. Content Development
2. Content Promotion
5
Marcus Sheridan
Pool guy turned
content marketing guru
Why is Content Marketing Important?
Meet Emily:
A Mother Searching for the Perfect Preschool
Content Marketing Research
Interview Your Customers
Find Potential Customers in the Wild
Where to look:
• Niche Blogs
• Forums
• Social Media
• Competitors websites
Keyword Research
Make educated guesses about the intent behind the
keywords people use to find your product or service.
Talk to Your Sales Team
Customer Analysis
Mine existing customer data for information about them.
Content Strategies
Having a blog does NOT
mean you’re blogging.
– Build relationships
– Write engaging
content
– Aggressively
promote your bl...
• Cheap, High-quality content
• Borrow the expert’s credibility
• Experts can help with
promotion
15
Interview Awesome Peo...
Why is downloadable content important?:
• Acquire valuable email addresses
– Lead nurturing and drip campaigns
• Demonstra...
How to Create Great Content:
17
Generate
Topic
Develop
Outline
Hiring
Research/
Writing
Publish Track
Downloadable Content
Webinars
It’s all about the longform.
19
Host a Webinar Series
20
Choose Topic
Guest
Speakers?
Scheduling
Promotion,
Awareness
Execution,
Feedback
Host A Webinar Series
Google Analytics
Content Development
Market Segmentation
• Grouping customers with common needs and
characteristics
• Marketing directly to each segment
• Spea...
When you try to target everyone
you target no one
Editorial Process
Targeted Content
Content Marketing
at Scale
Process, process, process.
Search Engine Optimization
Algorithmic Ranking Factors
100 Billion Searches
Each Month!
Organic vs. Paid Search
Click-Through Rates
Why such a substantial CTR drop off?
• Refined search rather than scrolling
• Searchers are satisfiers...
Content Promotion
WHY?:
•Gain exposure
•Gain credibility
•Get links
•Increase traffic
•Build relationships
35
Targeted Content Syndication
Outreach and Promotion
Where else do your visitors spend time online?
Social Media
Authorship may become more
important than links
38
Pay Attention to Google Authorship
Link Building
• Build personas for your
link targets
• What content would
they link to?
Dale Bertrand
President, Chimaera Labs
Dale@ChimaeraLabs.com
How to Build a Content Marketing Strategy That Works
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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.

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 of "How to Build a Content Marketing Strategy That Works"

  1. 1. Intro to Content Marketing Dale Bertrand, President Chimaera Labs
  2. 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. 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. 4. Outline 1. Content Marketing Research 2. Content Strategies 1. Content Development 2. Content Promotion
  5. 5. 5 Marcus Sheridan Pool guy turned content marketing guru Why is Content Marketing Important?
  6. 6. Meet Emily: A Mother Searching for the Perfect Preschool
  7. 7. Content Marketing Research
  8. 8. Interview Your Customers
  9. 9. Find Potential Customers in the Wild Where to look: • Niche Blogs • Forums • Social Media • Competitors websites
  10. 10. Keyword Research Make educated guesses about the intent behind the keywords people use to find your product or service.
  11. 11. Talk to Your Sales Team
  12. 12. Customer Analysis Mine existing customer data for information about them.
  13. 13. Content Strategies
  14. 14. Having a blog does NOT mean you’re blogging. – Build relationships – Write engaging content – Aggressively promote your blog 14 Blog For Real
  15. 15. • Cheap, High-quality content • Borrow the expert’s credibility • Experts can help with promotion 15 Interview Awesome People
  16. 16. Why is downloadable content important?: • Acquire valuable email addresses – Lead nurturing and drip campaigns • Demonstrate expertise • Build brand awareness 16 Downloadable Content
  17. 17. How to Create Great Content: 17 Generate Topic Develop Outline Hiring Research/ Writing Publish Track Downloadable Content
  18. 18. Webinars
  19. 19. It’s all about the longform. 19 Host a Webinar Series
  20. 20. 20 Choose Topic Guest Speakers? Scheduling Promotion, Awareness Execution, Feedback Host A Webinar Series
  21. 21. Google Analytics
  22. 22. Content Development
  23. 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. 24. When you try to target everyone you target no one
  25. 25. Editorial Process
  26. 26. Targeted Content
  27. 27. Content Marketing at Scale Process, process, process.
  28. 28. Search Engine Optimization
  29. 29. Algorithmic Ranking Factors
  30. 30. 100 Billion Searches Each Month!
  31. 31. Organic vs. Paid Search
  32. 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. 33. Content Promotion
  34. 34. WHY?: •Gain exposure •Gain credibility •Get links •Increase traffic •Build relationships 35 Targeted Content Syndication
  35. 35. Outreach and Promotion Where else do your visitors spend time online?
  36. 36. Social Media
  37. 37. Authorship may become more important than links 38 Pay Attention to Google Authorship
  38. 38. Link Building • Build personas for your link targets • What content would they link to?
  39. 39. Dale Bertrand President, Chimaera Labs Dale@ChimaeraLabs.com
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