Content Marketing in Boring Industries
Ross Hudgens, Founder, Siege Media
@RossHudgens http://siegemedia.com
Most of us don’t get to
make content like this.
Or this.
Or this.

@ROSSHUDGENS
Instead, we’re in
charge of content
like this.

@ROSSHUDGENS
And we’ve got to promote that.

@ROSSHUDGENS
For us, day to day
marketing involves
promoting websites
that aren’t BuzzFeed.

@ROSSHUDGENS
STEP ONE: CONTENT STRATEGY

1

3
@ROSSHUDGENS

2
DEFINING BLOG FOCUS

Building content in
boring verticals may be
difficult if you remain
vertically siloed.

@ROSSHUDGENS
Build in-depth personas
so you know what kind
of content your buyers
are looking for.

@ROSSHUDGENS
Buffer is a social media
sharing platform, but their
buyer persona loves many
other things, so they blog
about it. Well.
@...
It gives their site an
incredible reach. For your
boring-site blog, it may give
you just enough reach to
break out of rest...
Credit Card Processing Blog? No.

Credit Card Blog? Yes.
Small Business Blog? HELL Yes.

@ROSSHUDGENS
FOCUS ON BUILDING THE BEST
DIGITAL EXPERIENCE POSSIBLE

https://www.channellock.com/category.aspx?zcid=134
FIRST IMPRESSIONS ARE MORE
IMPORTANT THAN EVER

http://www.lingscars.com/

You are less likely to
get repeat chances in
bo...
Your product doesn’t have to
be cool, but your story does.

Quote Source: http://bit.ly/1cBcvJ1
DON’T TAKE YOURSELF TOO SERIOUSLY

http://www.movoto.com/blog/
You must build competency in driving
visits to your site without many blog
subscribers or email subscriptions.
In boring industries, readers are still often
very willing to make small commitments.
STEP TWO: CONTENT DEVELOPMENT

1

3
@ROSSHUDGENS

2
BUILD LONG-TAIL CONTENT PEOPLE WANT

http://www.ubersuggest.org
GET CONTENT DEVELOPMENT BUDGET
WITH COMPETITOR COMPARISONS

http://semrush.com
BUILD LONG-TAIL CONTENT YOUR
COMPETITORS ALREADY BUILT

http://semrush.com
MATCH KWR AGAINST EXPECTED LINK #S

If there are high RD
link numbers, and
you can make the
best resource, you
probably ha...
BUILD LINKABLE CONTENT
INTO LANDING PAGES

http://geappliances.com/products/water/water_softeners.htm
BUILD LINKABLE CONTENT
INTO LANDING PAGES

http://www.geappliances.com/products/water/water_heaters.htm
MAKE YOUR JOBS CONTENT

@ROSSHUDGENS
MAKE YOUR LOCATION CONTENT

http://moz.com/blog/the-complete-guide-to-link-building-with-local-events
MAKE YOUR SUCCESS CONTENT

@ROSSHUDGENS
BUILD NATIVE CONTENT
CREATE SURVEY CONTENT FOR CHEAP

It only costs $150
to get a statistically
significant (and
interesting) survey.

http://w...
GENERATE CONSUMER DATA ON YOUR SITE

http://www.softwareadvice.com/crm/userview/crm-survey/
BUILD A “SOLVE THE PROBLEMS” SECTION
PROTIP: Ask
customer service
reps for commonly
asked questions.

http://www.homedepot...
BUILD CITY SPECIFIC CONTENT THEN USE
STUMBLEUPON OR FACEBOOK ADS

@ROSSHUDGENS
WRITE BETTER TITLES FOR YOUR POST/PRs

http://bit.ly/1byW9vR
GET VIRAL MARKETING INSPIRATION
FROM LAUGHING SQUID

http://www.laughingsquid.com
STEP THREE: CONTENT PROMOTION

1

3
@ROSSHUDGENS

2
INCLUDE SHARE BUTTONS,
BUT DON’T EMBARRASS YOURSELF

Yes.

No.
LOWER COVERAGE FRICTION

Make the press
section easy to find.

@ROSSHUDGENS
LOWER COVERAGE FRICTION

Make contact
information easy to
locate on the
press/news page.

@ROSSHUDGENS
BUILD A PRESS SECTION THAT
DOESN’T HURT TO LOOK AT

@ROSSHUDGENS
BUILD A NEWS RELEASE FLYWHEEL

Good content.

Twitter dedicated to PR.

Email Press List.

@ROSSHUDGENS
CONSIDER BULK PR PACKAGES

@ROSSHUDGENS
SEARCH “SITE:REDDIT.COM POST SUBJECT”

@ROSSHUDGENS
ENGAGE & NURTURE INFLUENCERS
WITH HIGH-VALUE VERTICAL ROUNDUPS

TIP: Include your
best posts, don’t
just link out.
@ROSSHU...
START BUILDING TRUST WITH A
GOOD LOOKING SIGNATURE

http://www.siegemedia.com/pr-strategies-seos-havent-learned
Content marketing
is not a unicorn.

Source: http://bit.ly/19gc1Hy
Source: http://bit.ly/1bnfUKZ

The most effective
content marketers use
an average of 15 tactics.
Source: http://bit.ly/1bnfUKZ

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