The Why and How of Content Marketing
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You’ve heard about content marketing. Maybe you’re already investing in it. But have you taken the first critical step that can make all the difference to your success? This session answers the top questions and addresses the top objections: • What’s content marketing? Why invest in content? • What topics does your audience really care about? • What if we’re not writers? We don’t have time to create marketing content This session puts marketing in a fresh context, showing how everyone in a sales or leadership role is already a content marketer although many don’t even know it yet. This session is ideal for the marketers and business leaders responsible for driving growth within your organization, regardless of the size of your marketing department or budget.
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The Why and How of Content Marketing
- 1. Content Strategy Andy Crestodina Strategic Director | @crestodina
- 2. If you have more MONEY than brains, you should focus on OUTBOUND marketing. If you have more BRAINS than money, you should focus on INBOUND marketing. Guy Kawasaki Marketing Evangelist
- 3. Advertising Content Marketing Interrupt, Distract Attract Outbound Inbound Paid (Budget) Owned, Earned (Brains) Hype Help
- 6. % of buying decisions are made before contacting a sales rep source: Corporate Executive Board, Marketing Leadership Council
- 7. Search + Social + Email = Content Marketing
- 8. Social vs. Email vs. Search
- 9. Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years) The Spike and the Long Tail
- 11. Click-Through Rate by Search Position @crestodina source: https://www.advancedwebranking.com/ctrstudy/
- 12. @crestodina source: https://www.advancedwebranking.com/ctrstudy/ Click-Through Rate by Search Position
- 13. Your website is the mousetrap. Your content is the cheese. Barry Feldman Feldman Creative
- 14. TOP OF THE FUNNEL
- 15. Mission
- 17. To supply the tools that give EVERY working mom the ability to lead a healthy, wealthy and more balanced lifestyle
- 19. A website with simple tips to help digital camera owners get the most out of their cameras
- 21. Help engineers answer the most challenging industrial soldering questions
- 23. Where business owners and marketers find practical advice on content, analytics and web design to get better results from the web.
- 25. Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
- 26. Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
- 27. Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
- 28. Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
- 29. Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
- 30. [our company] is where [audience x] gets [information y] that offers [benefit z].
- 31. Source: Content Marketing Institute
- 34. For you to achieve your goals, visitors must first achieve theirs. Bryan Eisenberg Founder & CMO at IdealSpot
- 35. It’s all about empathy… What topics do they want?
- 36. Help your audience make a buying decision. @crestodina
- 37. 1. Keywords 2. Q&A Sites 3. Listening Sources of Topics @crestodina
- 38. @crestodina Topics from Google Suggest
- 41. @crestodina
- 44. source: Quora.com Topics from Quora.com @crestodina
- 45. 1. Sales Team 2. Customer Service Team 3. Client Stories Topics from Listening @crestodina
- 46. Your outbox is filled with topics @crestodina
- 49. Turning marketing ideas into questions Authority, Links and Search Rankings
- 51. more links = more credibility @crestodina
- 52. links from credible sites = much more credibility @crestodina
- 53. many outgoing links = less credibility per link @crestodina
- 54. Correlation between links and rankings @crestodina Source: MOZ Search Ranking Factors 2015
- 55. Link Popularity and Domain Authority #SXWsearch
- 58. @crestodina
- 59. Choosing Keywords Do people search for it? Do I have a chance of ranking?
- 60. CENTRAL HUB Main topic, business category RELATED SUB-TOPICS Answers to the main questions, “how to” articles SUPPORTIVE BASE Broad range of helpful, related topics Topics and Structure
- 61. PRIMARY KEYPHRASE Home page targets the most competitive phrase SECONDARY KEYPHRASES product categories, services pages TERTIARY KEYPHRASES Phrases related to the problem, not the solution Keyphrases
- 62. PRIMARY KEYPHRASE Home page targets the most competitive phrase SECONDARY KEYPHRASES product categories, services pages TERTIARY KEYPHRASES Phrases related to the problem, not the solution $ $ ? Keyphrases
- 65. Using Keywords Indicate the relevance.
- 66. 1. Once at the beginning of the title <title> 2. Once in the first header <h1> 3. Four to six times in the body of the page Visible Elements = Important Factor
- 67. 1. Title: Once in the beginning …and it’s the link in Google search results! It appears above the address bar in your browser…
- 69. 2. Header: Once, anywhere
- 70. 3. Body: four to six times
- 72. Social Media Traffic vs. Search Traffic
- 73. Social Media Traffic vs. Search Traffic
- 74. Social Media Traffic vs. Search Traffic
- 75. Social Media Traffic vs. Search Traffic
- 76. Acquisition > All Traffic > Channels Social Media Traffic vs. Search Traffic
- 77. Everything in marketing is based on relationships. @crestodina
- 78. lead @crestodina
- 85. There are two kinds of people on the internet Creators Contributors And “lurkers” @crestodina
- 86. • Journalists • Authors • Podcasters • Academic Researchers • Event Producers And of course... • Bloggers and blog editors Who makes content? @crestodina
- 87. Two Types of Social Media Content Promotion Online Networking Traffic and Branding Relationships with Influenc @crestodina
- 88. YOUR SITE OTHER SITES WHERE to publish @crestodina
- 89. WHO does the writing CREATED BY YOU CO-CREATED WITH INFLUENCERS @crestodina
- 90. Content = 2 Links = 0 Friends = 0 Content = 3 Links = 1 Friends = 2 Blogger vs. Blogging Collaborator @crestodina
- 91. (better links + real connections) Content = 4 Links = 0 Friends = 0 Content = 6 Links = 2 Friends = 4 Round Two... @crestodina
- 92. Nice blog, but… This is what great content marketing looks like. Round Four... @crestodina
- 95. source: Skyrocket’s Link Building Survey: 2014 Which link building tactics are most effective? @crestodina
- 96. MIDDLE OF THE FUNNEL
- 101. Call to Action
- 102. Call to Action Conform
- 103. Good
- 104. Good
- 105. Bad
- 106. BOTTOM OF THE FUNNEL
- 108. Never make a testimonials page
- 109. When you say it, it’s marketing... When they say it, it’s social proof.
- 110. Regardless of your age, if you’re searching for the answer to the question, “what do you want to be when you grow up?” you are not alone. Survey after survey shows that the majority of working adults wish they could start over in a different career. They also wish they had more information and better information in making that decision and I couldn’t agree more. Choosing the right career is one of the most important decisions that you’ll make in your lifetime. Text...
- 111. ...versus video
- 113. But wait, there’s more!
- 115. Where there’s traffic, there’s hope!
- 116. Your Pages. Your Funnel. Let’s break it down.
- 122. source: Lead Generation Best Practices
- 124. Bottom Line
- 125. Content marketing is the only marketing left. Seth Godin Best-Selling Author
- 126. Thank you! Andy Crestodina Strategic Director | @crestodina bitly.com/contentchem Content Chemistry, The Illustrated Guide to Content Marketing Learn more here: