Content Marketing Workshop: How to Plan, Analyze and Optimize - Word Camp ATL 2014


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You may love your blog posts and WordPress website content, but does anyone else? How do you know what’s working and what’s not? If your content marketing plan (or lack thereof) could benefit from a strategy planning overview, then this session will help you understand what kind of content your market is searching for, how to make it findable and how to track what’s working and what’s not.

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Content Marketing Workshop: How to Plan, Analyze and Optimize - Word Camp ATL 2014

  1. 1. Content Marketing Workshop: How to Plan, Optimize, and Analyze Your Efforts Jenny Munn SEO Consultant & Trainer for In-House Marketers & Small Business Owners Twitter @JennyMunn #WCATL @jennymunn
  2. 2. Goals For this SessionOverthe 35 Minutes Diagnosing and Measuring: • What’s working and what’s not? – Is your content being seen? – What keywords are people using? Tactical Strategies: • What is my market searching for? – Competitive research – Keyword research • How do I make my content findable? – On-page optimization Ongoing Measurement: • How do I track the results? – Analytics reporting
  3. 3. Who isJenny? Copywriter -> SEO Copywriter - > SEO Consultant -> Today: SEO Integration Training for Marketers & Small Business Owners
  4. 4. What This SessionIS(andis not) YES: Tactical Diagnosis • A diagnostic session: what is/is not working • Analyzing your current efforts and taking proven steps (and ideas) for moving forward NO: Comprehensive Content Marketing Overview • Customer journey, buying cycle, etc. • A deep dive into content marketing strategy formulation • Information to help you with the complete sales funnel • Tools or software
  5. 5. Jenny Munn SEO & Social = Improving the discovery of CONTENT • Content marketing does not mean blogging for the fun of it (although it can be fun!). It’s about strategically creating – and promoting - consumable information that drives leads, conversions and ultimately profits
  6. 6. Diagnosing and Measuring
  7. 7. GoogleAnalytics Analytics will tell us: • Device: Mobile, tablet or desktop • Geographic locations • Total visits • Traffic sources • Bounce rate/time on site • New vs returning • Popular pages • Queries/Keywords
  8. 8. Enter GoogleAnalytics Analytics = How to know, track and report what’s working and what isn’t: Diagnosing the real issue: • Not getting found? • Not enough traffic? • Being found but NOT for the right words? • Not ranking well? • Ranking but not converting clicks? • Converting clicks but not converting on the site CTA? • Too much business is knocking down your door?
  9. 9. Issue: Converting Clicksbut NOTConverting onthe Site CTA • Is your website outdated? Sketchy looking? • Are you being clear? Or Clever? • Are you boring people? • Wrong keywords/mismatc hed user intent • CTA is inappropriate • Copy is outdated or not persuasive
  10. 10. Issue: Not Enough Traffic Diversification is Critical: • Social • Guest Blogging • Meet Face to Face • Meeting a real need? • Figure out SEO • Putting yourself out there? • Blog commenting • Forum participation • PPC
  11. 11. Issue: Not Getting Found/NotGetting Foundfor the RIGHT words? What content – or lack thereof – are you putting out there?
  12. 12. Issue: Ranking But Not ConvertingCLICKS
  13. 13. Issue: Not RankingWell • What content – or lack thereof – are you putting out there? • Keywords are out of your league • Not choosing/using the right keywords • On-page optimization is weak • Other SEO factors are working against you • Not enough words/substantial content
  14. 14. Tactical Strategies
  15. 15. Where Do We GoFrom Here? Putting Togethera Plan • Do you optimize old blog posts? Or create new blog posts? • Do you go back and optimize old web pages? Or create new web pages? • What other content formats should you create?
  16. 16. Idea: CompetitiveResearch Market research: Identify the last 20 blog posts you wrote and 3 of your competitors wrote
  17. 17. Idea: AuditYour Content Assets • On your site • On other sites: SlideShare, YouTube, etc. • What is evergreen vs what is outdated?
  18. 18. Idea: CreateDifferent Forms of Content • What format is best? – Blog post? – Video? – Infographic – Article – Service/product page?
  19. 19. Idea: CreateBlogContent AroundKeywords
  20. 20. Tip: Use an Editorial Calendar
  21. 21. Idea:Learn On-Page Optimization/ PromotionBest Practices • How to make it findable – Foundational on-page optimization – Clarity trumps cleverness – every time – Template for blog post – Social media copy • Right away create 2 social media posts • Writing the content is only HALF the job – Use images
  22. 22. Ongoing Measurement
  23. 23. Ongoing Analytics Tracking
  24. 24. BeforeYou Leave… • Take 1 minute and write down… – 3 insights learned about your site – 3 things you need to do as next steps – 3 questions you need to get answered to progress?
  25. 25. Questions? Stayin Touch! Jenny Munn Upcoming Keyword Research Workshop: 3-25-14 | Roam Dunwoody | 9:30- 11:30am Jenny Munn SEO Consultant & Trainer for In-House Marketers & Small Business Managers Twitter: #WCATL @jennymunn