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

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 Presentation Transcript

  • 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