How to create an effective and targeted content that will drive targeted prospects to your website, convert them into quality leads, and make your sales team. Creating content is always a challenge for marketers.Especially if it doesn’t match up with your customer’s goals. The Number 1 Rule of Creating Content is to write it with the customer in mind. Otherwise it won’t resonate with your reader on any level, which makes it more difficult to convert your leads into prospects and into sales.

1. A Search Marketing Agency
Hello – we’re Croud

2. » BSc Psychology & Marketing
» 10+Years Experience in Online Marketing
Who Is Pieter S Verasdonck
Inbound Marketing Director –
Pieter S Verasdonck
@psverasdonck
slideshare.net/psverasdonck/

3. What do we do ?
» Digital Marketing (SEO, SEM, Social, Analytics, etc)
» Content Creation (Copywriting & Blog Articles, White
Papers, Infographics, etc)
» Content Marketing (Outreach, Online Partnerships,
etc)
But most importantly…
Cloud Based and Crowd Sourced
We Are Here to
Help!

4. Croudie Network:
» Croudies have over 2 years experience (Gained with
some of the world’s largest brands & currently
averaging 5 years +).
» Achieved at least 90% on the Croud network entrance
exam (its pretty hard).
» Our freelancers are contractually bound
and under strict non-disclosure agreement.
Our Experts

5. » The designated
workflow management
centre allocates jobs to
the best suited people
in our network
Workflow Management Centre

6. » The Croud Control
calendar enables
centralised cross media
planning
Calendar and Content Planner

7. Content Creation
Process

8. » Audit, Research & Brainstorm
» Produce
» Distribute & Measure
» Analyse ROI
» Repeat
Content Marketing Strategy
Image Source: mediacrushllc.com

9. Audit and Research

10. Evaluate yourself
- What talents, skills and expertise do you have now?
- What talents and skills can you develop further?
- What type of content can you offer best?
- What type of content are you passionate about?
- What tools and other resources can you utilise to advance your marketing campaign?
- How much money can you afford to spend in your content marketing campaign?
- Do you have the right team to support your goals?
» It’s important to know your strengths, limitations, and potentials to ensure that you can produce the
best content that will attract more audience and customers to your business.

11. Target your audience
- The people (consumers or business owners) who need your business, products or services
- The people who need your content
- Their demographics (e.g., gender, age, location, language, employment status, interest,
lifestyles and others)
- Their questions and problems
- The solutions and answers they want now
- The solutions to their future problems
- The online places where they spend most of their time (i.e., search engines, social media
platforms, and mobile)
» Remember that targeting your audience is vital to ensuring that your content will reach the right audience at
the right place and at the right time.

12. Know your competition
- Research your competitors using related keyword on Google and other search engines.
- Research your competitors using related keyword or hashtag on social networks, such as
Facebook,Twitter, LinkedIn and Google+.
- Use competitive research tools: SEMRush, Social Crawlytics, Open Site Explorer, twtrland, etc
- Visit their website, blogs and social media pages to study their content.
- Analyse how your competitors’ audience engage with their content.
- Know the strategies, tactics, styles and tools that you competitors are using to create content
and promote them to their audience.
» Having adequate knowledge of your competitors gives you a greater chance to create a
content that will stand out from the crowd. Hence, don’t hesitate to be a spy.

13. Re-evaluate yourself
- Do you need to train yourself a new skill, like writing, graphic design or video production?
- Do you need to hire professionals that will help you in your campaign, such as a writer, social
media strategist, SEO, and graphic designer?
- Do you need to use additional tools in creating and promoting your content?
- Do you need to increase your marketing budget?
- How much time do you need to allocate to achieve your marketing objectives?
» Your marketing plan should be SMARTER
(specific, measurable, achievable, relevant, time-bound, evaluation and re-evaluation)

14. Content Marketing Plan
» Situational analysis
» Channel objectives
» Content/conversation plan (how you’re telling your story)
» Metrics
» Personas addressed
» Content management process
» Editorial calendar

15. Procedure

16. Why, Who, What, How, Where
Image Source: http://www.smartinsights.com/content-management/content-marketing-
strategy/the-content-marketing-matrix-new-infographic/

17. What Content to Produce
Image Source: http://blog.eloqua.com/the-content-grid-v2/

18. Everything is Content
From this Meetup we could create:
- Blog Article
- Video
- Audio File
- Images
- PDF Download
- Social Shared & Signals
- User Generated Content (UGC)
- Email
- etc

19. What’s Next
» Create a blog
» Publish articles:
» Comprehensive and step by step “how to” articles
» Ultimate guide and evergreen articles
» Case studies and true stories
» Top 10 or list articles
» Interviews with experts and influencers
» In-depth articles
» Hot and intriguing articles that are related to your business and audience
» Give reference to authority and link to useful resources

20. Optimisation for Search
» SEO your content:
- Use relevant keywords in your pages’ title, description, and content.
- Write high-quality, well researched, and in-depth articles.
- Use relevant keywords, titles and alt texts in your images.
- Publish fresh content regularly.
- Build quality inbound links from authority sites.
- Make your link building practice consistent to regularly create fresh quality links.
- Speed up your website and blog.
- Improve the navigational structure (i.e., menus, categories and internal linking) of your website or blog to make it more friendly to users.
- Use Google’s Authorship Markup.
- Create a sitemap and submit it to Google and Bing Webmaster Tools.
- Use long tail keywords to target your audience.
- Implement geotargeting or targeted keywords according to your audience’ location.
- Optimize the title, headline and description of the content in your social media pages.

21. Optimisation for Conversion
» Put the right call-to-actions on your content
- Create an awesome landing page for your products or services.
- Strategically place a link to your landing page in your content. For example, in your author’s bio, in a
perfect part of your blog posts, and in your social media posts.
- Make sure that your CTA is highly relevant to your content and it will guide your audience what to do next.
- Make it short, simple, creative and helpful.
» Have timing in your content marketing
» Content Characteristics: Length, Format, Purpose,Topic, Style,Type
ProTip: Content Supply vs. Content Demand

22. No Need to Reinvent the Wheel
» Curate content:
- Aggregation: Aggregation is the act of curating the most relevant information about a particular topic
into a single location.
- Distillation: Distillation is the act of curating information into a more simplistic format where only the
most important or relevant ideas are shared.
- Elevation: Elevation refers to curation with a mission of identifying a larger trend or insight from smaller
daily musings posted online.
- Mashup: Mashups are unique curated just a positions where merging existing content is used to create a
new point of view.
- Chronology: Chronology is a form of curation that brings together historical information organized based
on time to show an evolving understanding of a particular topic

23. What to Use
» Use images
» Create and share presentations
» Produce and share videos
» Write and share a free ebook
» Use informative and interesting infographics
» Create and share free tools
» Build your personal brand
» Share your content on social media
» Share content on related online communities
» Write guest posts or interviews
» Do outreach and email marketing
» Ask your customers or Journalists

24. Distribute and
Measure

25. What Content to Produce
Image Source: http://www.clickz.com/clickz/column/2293905/creating-an-inbound-
marketing-content-strategy

26. ROI of Channels
Awareness
» Strong:
» Content, SlideShare, Facebook,Twitter, email
» Moderate:
» Linkedin,YouTube, Pinterest
» Poor:
» Phone & DM

27. ROI of Channels
Lead Generation
» Strong:
» YouTube, SlideShare, Content
» Moderate:
» Twitter, email, Linkedin, Phone & DM
» Poor:
» Facebook, Pinterest

28. ROI of Channels
Lead Nurturing
» Strong:
» Linkedin, Twitter, Phone, email
» Moderate:
» Facebook, Content, SlideShare, Pinterest, DM
» Poor:
» YouTube

29. ROI of Channels
Sales Generation
» Strong:
» Content, SlideShare, Facebook,Twitter, email
» Moderate:
» LinkedIn,YouTube, Pinterest
» Poor:
» Phone & DM

30. Improve Your Content Distribution
» Buy ads: PPC, Retargeting/Remarketing
» Leverage the power of collaboration and co-marketing
» Like to unlock
» Share to Download
» Mix content marketing with relationship marketing
» List building by lead magnets
» Freemium Offers: Content to promote other content or Free preview
» Post Sale Offers
» SpecialOffers
» Do offline content marketing

31. Analyse

32. Tracking and Analysis
» Qualifying Leads:
» Its complicated : Channel Segments vs. Product Segment
» Segments
» 1st time visitors: organic, paid, referral, etc
» Return visitors:
» Visitors who make multiple purchases
» Cart Abandoners byTraffic Source
Image Source: marketo.com

33. Useful Tools
» Suggest Scrapers: ScrapeBox
» Keyword Research: Google Keyword Planner, Wordstream
» Seasonality: GoogleTrends
» Competitor Intelligence: SEMRush
» Backlink & Share Data: Open Site Explorer, Majestic SEO
» Social Media Analytics: Twtrland, Social Crawlytics
» Topic Research: Buzzsumo
» Automated Social Sharing: Buffer App

34. W
@CroudMarketing
www.croud.com
Any Questions?
Pieter.Verasdonck@croud.com.au