1
A Practical Guide to Content
Marketing
For Ranking, Traffic & Sales
Today’s Goals
2
How Content
Makes me $?
What Content
do I Create?
How do I
Produce it ?
3
“Content Marketing is
showing the world you
are one.” Joe Pulizzi - Epic Content
Marketing
“Traditional Marketing is
tel...
4
“The process of creating and
distributing valuable &
compelling content to attract,
acquire and engage a target
audience...
5
#1 How Does Creating Content
Help Me Make Sales?
6
So Why the Sudden Interest in
Content Marketing?
7
“Let me tell you a Story”
My Story of Woe
8
2009
Built a Website
2010
Ranked #1 for
lots of Keywords
2010-2012
Made lots of
Money
Later 2012
Got Man...
Searches for “Content Marketing”
9
10
Google wants to only rank only
“real quality sites and content”
!
and has worked out what
“quality” looks like
11
Content Marketing
generates the right “quality
signals” that Google uses to
rank sites.
The Signals Google Loves
12
Quality
Links to
Your Site
Real Links from
authority sites,
given freelyQuality
Content
on You...
13
Online Visibility = Traffic, Sales
& Mo, Mo Money $
14
“Google Much Happy”
So the Process is
15
You Produce Quality Content
That answers people’s questions
It gets shared on Google Plus, Facebook
e...
16
#2 What Content do I Produce?
3 Things Content Needs to Do
17
$ Sales
Content helps people trust you so you can influence
them - it makes it easier to se...
18
3 Examples of Content that
Gets Links
#1 Evergreen Content
‣ Informational or Reference
Material that never goes out
of date
‣ People link to it as the “go to
R...
#2 Skyscraper Content
‣ Find content everyone
references, links to, talks
about
‣ Write a Bigger, Better, Prettier,
more i...
#3 Industry Surveys
‣ Email “influencers” in your
industry asking them to
participate in a survey of
“influencers & experts”...
22
Examples of Content that helps
“Convince & Convert”..and get
traffic
#1 Write about Price & Cost
‣ Write honestly about price and
cost
‣ Use both “Price” & “Cost”
because people search
differe...
#2 Write about problems
‣ Why? Because people are
searching for info - Don’t you
want to be the one who answers
them?
‣ Th...
#3 Answer Your Customers
Questions
‣ Get every person on your
organisation to list every single
question they have been as...
Because….
Conversion Content Works..
26
It shows You
Understand
their pain and
problem
1
It shows
you have
solved
their
pr...
27
Examples of Content that Builds
Trust & Influence
{shout out to Gideon Shalwick}
28
“Trust - is the firm belief
in the reliability, truth or
ability of someone”
•Give Without Strings Attached
•Be Transpar...
29
“Influence - is the ability
to affect ideas and
actions”
•Convincing: Presenting your ideas and offer
logical rational rea...
30
Content for Trust & Influence
‣ Tell People HOW to solve their problems - for
free - Give the solution away
• People wil...
31
#3 An Awesome Strategy for
Producing Content Quickly and
Affordably
32
Excuses for not producing
Content
I don’t know what to write about
I don’t know how to write well
I don’t have time to ...
The solution is in your hands
33
•HD Video &
Audio
•Ecosystem of
powerful
Content
Creation Apps
Why Video Production?
34
You Always Have Your
Phone
The Quality is
Awesome
Production costs are
low
Video Facilitates
Fami...
“How to Figure Out What Content to Produce using the
Buyer Journey”
An Example
35
My Podcast My Blog Post
Have you ever as...
How Was it Done
36
1
2
3
4
5
Content
Video Ideas
37
Blog/Video Ideas
‣ How Much Does X Cost
‣ What is the Price of X
‣ Can Product X integrate with System
Y
‣ ...
From Marcus Sheridan - The essence of Online Marketing
One Last Thing
38
Listen
Can we LISTEN better than anybody else and...
39
Edmund Pelgen
www.onlinekickstart.com
Contact Me
edmund@onlinekickstart.com
0409 517 533
Twitter: @edmundpelgen
Faceboo...
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Content Marketing for Rankings, Traffic and Sales

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This was a presentation to a Networking Breakfast put on my Terri Cooper on the Sunshine Coast. The audience was primarily SME's and so the presentation was designed to be as practical as possible.

I presented a three part content marketing framework to help give the audience an understanding of what the content that they need to create, needs to do.

In addition I included some actual examples of types of content that they could create.

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Content Marketing for Rankings, Traffic and Sales

  1. 1. 1 A Practical Guide to Content Marketing For Ranking, Traffic & Sales
  2. 2. Today’s Goals 2 How Content Makes me $? What Content do I Create? How do I Produce it ?
  3. 3. 3 “Content Marketing is showing the world you are one.” Joe Pulizzi - Epic Content Marketing “Traditional Marketing is telling the world you’re a rock star.” What is Content Marketing?
  4. 4. 4 “The process of creating and distributing valuable & compelling content to attract, acquire and engage a target audience - with the objective of driving profitable customer action.” The more Formal Definition
  5. 5. 5 #1 How Does Creating Content Help Me Make Sales?
  6. 6. 6 So Why the Sudden Interest in Content Marketing?
  7. 7. 7 “Let me tell you a Story”
  8. 8. My Story of Woe 8 2009 Built a Website 2010 Ranked #1 for lots of Keywords 2010-2012 Made lots of Money Later 2012 Got Manual Penalty Removed for three weeks..hey there easy money! Late 2012 Manual Penalty in Google Competition took me down. Goodbye easy money 3 Weeks Later Algorithmic Penalty in Google Hello Penguin! Goodbye easy money 2013 Started again on a new site
  9. 9. Searches for “Content Marketing” 9
  10. 10. 10 Google wants to only rank only “real quality sites and content” ! and has worked out what “quality” looks like
  11. 11. 11 Content Marketing generates the right “quality signals” that Google uses to rank sites.
  12. 12. The Signals Google Loves 12 Quality Links to Your Site Real Links from authority sites, given freelyQuality Content on Your Site Comprehensive Unique, On Topic Content Quality Social Signals Content gets shared and Plussed Online Visibility
  13. 13. 13 Online Visibility = Traffic, Sales & Mo, Mo Money $
  14. 14. 14 “Google Much Happy”
  15. 15. So the Process is 15 You Produce Quality Content That answers people’s questions It gets shared on Google Plus, Facebook etc And acquires back links And so it gets found by people looking for your stuff 1 2 3 4 5
  16. 16. 16 #2 What Content do I Produce?
  17. 17. 3 Things Content Needs to Do 17 $ Sales Content helps people trust you so you can influence them - it makes it easier to sell. #3 Trust & Influence Links give you rankings in Google which leads to traffic #1 Attract Links Helps convince prospects you are the one to help them and then convert them to customers #2 Convince & Convert
  18. 18. 18 3 Examples of Content that Gets Links
  19. 19. #1 Evergreen Content ‣ Informational or Reference Material that never goes out of date ‣ People link to it as the “go to Resource” ‣ “How To” blog post, Guides, Industry Reports, “Ultimate Resource Lists” 19 http://www.onlinekickstart.com/evergreen-content-case-study/
  20. 20. #2 Skyscraper Content ‣ Find content everyone references, links to, talks about ‣ Write a Bigger, Better, Prettier, more in-depth version ‣ Email people who linked to the first one, yours is available 20 http://backlinko.com/skyscraper-technique
  21. 21. #3 Industry Surveys ‣ Email “influencers” in your industry asking them to participate in a survey of “influencers & experts” ‣ Choose those active online ‣ Collate the answers and publish a quality blog post ‣ Email them and ask them to share and promote it 21 http://www.semrush.com/blog/publications/use-surveys-build-links/
  22. 22. 22 Examples of Content that helps “Convince & Convert”..and get traffic
  23. 23. #1 Write about Price & Cost ‣ Write honestly about price and cost ‣ Use both “Price” & “Cost” because people search differently ‣ These posts tell people you know your stuff and your honesty builds rapport and trust 23 http://www.thesaleslion.com/blog-seo-branding-thought-leadership/
  24. 24. #2 Write about problems ‣ Why? Because people are searching for info - Don’t you want to be the one who answers them? ‣ These posts tell people you are aware of these problems and you know how to deal with them 24 http://www.thesaleslion.com/blog-seo-branding-thought-leadership/
  25. 25. #3 Answer Your Customers Questions ‣ Get every person on your organisation to list every single question they have been asked by a prospect or customer ‣ Write a single blog post answering every single question ‣ You will have a years worth of content 25 http://www.thesaleslion.com/how-to-come-up-with-100-blog-articles- for-your-business-in-10-minutes-or-less/
  26. 26. Because…. Conversion Content Works.. 26 It shows You Understand their pain and problem 1 It shows you have solved their problem in the past . 2It allows you to demonstrate your solution is better than alternatives 3 Why Choose US?
  27. 27. 27 Examples of Content that Builds Trust & Influence {shout out to Gideon Shalwick}
  28. 28. 28 “Trust - is the firm belief in the reliability, truth or ability of someone” •Give Without Strings Attached •Be Transparent •Tell the Truth •Keep Your Word
  29. 29. 29 “Influence - is the ability to affect ideas and actions” •Convincing: Presenting your ideas and offer logical rational reasons to convince others of your view • Bridging: Building relationships by listening and understanding Two Styles of Influence
  30. 30. 30 Content for Trust & Influence ‣ Tell People HOW to solve their problems - for free - Give the solution away • People will still want to pay you to deliver it ‣ Show people how to solve their problems - with your product • These are your case studies, demos, walk throughs ‣ Let other people talk about how you solved their problems • These are your testimonials
  31. 31. 31 #3 An Awesome Strategy for Producing Content Quickly and Affordably
  32. 32. 32 Excuses for not producing Content I don’t know what to write about I don’t know how to write well I don’t have time to write
  33. 33. The solution is in your hands 33 •HD Video & Audio •Ecosystem of powerful Content Creation Apps
  34. 34. Why Video Production? 34 You Always Have Your Phone The Quality is Awesome Production costs are low Video Facilitates Familiarity & Connection One Video makes 3 pieces of content It’s Easy for Most People
  35. 35. “How to Figure Out What Content to Produce using the Buyer Journey” An Example 35 My Podcast My Blog Post Have you ever asked yourself, what content do I need to produce? You’ve got a web designer or your marketing manager’s standing there and you’ve got a new website and they’re asking you, We need content for the website. You think to yourself, I have no idea where to start. My Video
  36. 36. How Was it Done 36 1 2 3 4 5 Content
  37. 37. Video Ideas 37 Blog/Video Ideas ‣ How Much Does X Cost ‣ What is the Price of X ‣ Can Product X integrate with System Y ‣ How do I fix XYZ at Home ‣ What is better, Red X or Blue Y ‣ 5 Ways to Save Money on X ‣ What are the benefits of Using X ‣ What are the problems with using X ‣ Demo Video - Using X at Home ‣ Interview with our CEO ‣ A Day in the Life of Our Staff ‣ Featured Customer Profile ‣ How Customer X saved $ 10,000 using X ‣ The difference between our product X and their product Y ‣ How does X perform in the rain? ‣ Daily Industry News
  38. 38. From Marcus Sheridan - The essence of Online Marketing One Last Thing 38 Listen Can we LISTEN better than anybody else and hear the questions, problems, frustrations of our prospects? Communicate Can we communicate in a way that our prospects connect with us and understand us? Teach Can we teach in a way that they UNDERSTAND that we have a SOLUTION to their problem? Be Helpful Can we be more HELPFUL than anyone else in helping them solve their problems? 1 2 3 4
  39. 39. 39 Edmund Pelgen www.onlinekickstart.com Contact Me edmund@onlinekickstart.com 0409 517 533 Twitter: @edmundpelgen Facebook.com/OnlineKickstart
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