Content Marketing in Boring Industries

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Presentation from Moz.com webinar performed on 12-17-2013. Video from the presentation can be found shortly here: http://moz.com/webinars

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Content Marketing in Boring Industries

  1. Content Marketing in Boring Industries Ross Hudgens, Founder, Siege Media @RossHudgens http://siegemedia.com
  2. Most of us don’t get to make content like this.
  3. Or this.
  4. Or this. @ROSSHUDGENS
  5. Instead, we’re in charge of content like this. @ROSSHUDGENS
  6. And we’ve got to promote that. @ROSSHUDGENS
  7. For us, day to day marketing involves promoting websites that aren’t BuzzFeed. @ROSSHUDGENS
  8. STEP ONE: CONTENT STRATEGY 1 3 @ROSSHUDGENS 2
  9. DEFINING BLOG FOCUS Building content in boring verticals may be difficult if you remain vertically siloed. @ROSSHUDGENS
  10. Build in-depth personas so you know what kind of content your buyers are looking for. @ROSSHUDGENS
  11. Buffer is a social media sharing platform, but their buyer persona loves many other things, so they blog about it. Well. @ROSSHUDGENS
  12. It gives their site an incredible reach. For your boring-site blog, it may give you just enough reach to break out of restrictive topics. @ROSSHUDGENS
  13. Credit Card Processing Blog? No. Credit Card Blog? Yes. Small Business Blog? HELL Yes. @ROSSHUDGENS
  14. FOCUS ON BUILDING THE BEST DIGITAL EXPERIENCE POSSIBLE https://www.channellock.com/category.aspx?zcid=134
  15. FIRST IMPRESSIONS ARE MORE IMPORTANT THAN EVER http://www.lingscars.com/ You are less likely to get repeat chances in boring industries.
  16. Your product doesn’t have to be cool, but your story does. Quote Source: http://bit.ly/1cBcvJ1
  17. DON’T TAKE YOURSELF TOO SERIOUSLY http://www.movoto.com/blog/
  18. You must build competency in driving visits to your site without many blog subscribers or email subscriptions.
  19. In boring industries, readers are still often very willing to make small commitments.
  20. STEP TWO: CONTENT DEVELOPMENT 1 3 @ROSSHUDGENS 2
  21. BUILD LONG-TAIL CONTENT PEOPLE WANT http://www.ubersuggest.org
  22. GET CONTENT DEVELOPMENT BUDGET WITH COMPETITOR COMPARISONS http://semrush.com
  23. BUILD LONG-TAIL CONTENT YOUR COMPETITORS ALREADY BUILT http://semrush.com
  24. MATCH KWR AGAINST EXPECTED LINK #S If there are high RD link numbers, and you can make the best resource, you probably have good potential there. @ROSSHUDGENS
  25. BUILD LINKABLE CONTENT INTO LANDING PAGES http://geappliances.com/products/water/water_softeners.htm
  26. BUILD LINKABLE CONTENT INTO LANDING PAGES http://www.geappliances.com/products/water/water_heaters.htm
  27. MAKE YOUR JOBS CONTENT @ROSSHUDGENS
  28. MAKE YOUR LOCATION CONTENT http://moz.com/blog/the-complete-guide-to-link-building-with-local-events
  29. MAKE YOUR SUCCESS CONTENT @ROSSHUDGENS
  30. BUILD NATIVE CONTENT
  31. CREATE SURVEY CONTENT FOR CHEAP It only costs $150 to get a statistically significant (and interesting) survey. http://www.google.com/insights/consumersurveys/home
  32. GENERATE CONSUMER DATA ON YOUR SITE http://www.softwareadvice.com/crm/userview/crm-survey/
  33. BUILD A “SOLVE THE PROBLEMS” SECTION PROTIP: Ask customer service reps for commonly asked questions. http://www.homedepot.com/c/project_how_to
  34. BUILD CITY SPECIFIC CONTENT THEN USE STUMBLEUPON OR FACEBOOK ADS @ROSSHUDGENS
  35. WRITE BETTER TITLES FOR YOUR POST/PRs http://bit.ly/1byW9vR
  36. GET VIRAL MARKETING INSPIRATION FROM LAUGHING SQUID http://www.laughingsquid.com
  37. STEP THREE: CONTENT PROMOTION 1 3 @ROSSHUDGENS 2
  38. INCLUDE SHARE BUTTONS, BUT DON’T EMBARRASS YOURSELF Yes. No.
  39. LOWER COVERAGE FRICTION Make the press section easy to find. @ROSSHUDGENS
  40. LOWER COVERAGE FRICTION Make contact information easy to locate on the press/news page. @ROSSHUDGENS
  41. BUILD A PRESS SECTION THAT DOESN’T HURT TO LOOK AT @ROSSHUDGENS
  42. BUILD A NEWS RELEASE FLYWHEEL Good content. Twitter dedicated to PR. Email Press List. @ROSSHUDGENS
  43. CONSIDER BULK PR PACKAGES @ROSSHUDGENS
  44. SEARCH “SITE:REDDIT.COM POST SUBJECT” @ROSSHUDGENS
  45. ENGAGE & NURTURE INFLUENCERS WITH HIGH-VALUE VERTICAL ROUNDUPS TIP: Include your best posts, don’t just link out. @ROSSHUDGENS
  46. START BUILDING TRUST WITH A GOOD LOOKING SIGNATURE http://www.siegemedia.com/pr-strategies-seos-havent-learned
  47. Content marketing is not a unicorn. Source: http://bit.ly/19gc1Hy
  48. Source: http://bit.ly/1bnfUKZ The most effective content marketers use an average of 15 tactics.
  49. Source: http://bit.ly/1bnfUKZ The least effective content marketers use an average of 10.
  50. 1) Test and fail. 2) Test and fail. 3) Test and succeed.
  51. Content Marketing in Boring Industries Ross Hudgens, Founder, Siege Media @RossHudgens http://siegemedia.com

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