How to create a traffic machine for your content

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  • 1. by Jon Henshaw How to Create a Traffic Machine for Your Content
  • 2. @RavenJon #Authority2014 2 “If I write great content,
 they will come.”
  • 3. @RavenJon #Authority2014 3
  • 4. @RavenJon #Authority2014 4 But if you build a Traffic Machine they will
  • 5. @RavenJon #Authority2014 5 Step 1: Focus on UX
  • 6. @RavenJon #Authority2014 Brand 6 Your brand is part of the UX and makes
 you unique, memorable and trusted
  • 7. @RavenJon #Authority2014 7 Generic themes do
 not communicate brand
  • 8. @RavenJon #Authority2014 8 Brands have an identity
  • 9. @RavenJon #Authority2014 9 Brands include authors
  • 10. @RavenJon #Authority2014 10 Brands have a unique look and feel
  • 11. @RavenJon #Authority2014 Layout 11 The layout of your content determines pages per session and repeat visits
  • 12. @RavenJon #Authority2014 12 How likely are you
 to come back here?
  • 13. @RavenJon #Authority2014 13 I’m definitely
 coming back here!
  • 14. @RavenJon #Authority2014 14 Make the reading experience match the quality of the content
  • 15. @RavenJon #Authority2014 15 The reading experience should also be device responsive
  • 16. @RavenJon #Authority2014 16 Duo App
 Test Responsive Design
  • 17. @RavenJon #Authority2014 17
  • 18. @RavenJon #Authority2014 18
  • 19. @RavenJon #Authority2014 19 Roots is a perfect starting place for WordPress
  • 20. @RavenJon #Authority2014 20 https://webflow.com/
  • 21. @RavenJon #Authority2014 21
  • 22. @RavenJon #Authority2014 Navigation 22 Navigation helps emphasize the focus of the site to readers and bots
  • 23. @RavenJon #Authority2014 23 Example of focused navigation
  • 24. @RavenJon #Authority2014 Sharing 24 Make your content easy to share, unless you don’t want it shared.
  • 25. @RavenJon #Authority2014 25
  • 26. @RavenJon #Authority2014 26
  • 27. @RavenJon #Authority2014 27
  • 28. @RavenJon #Authority2014 Speed 28 Speed up your site for a better user experience (it’s also a ranking factor)
  • 29. @RavenJon #Authority2014 29 Also be prepared for the Digg effect
  • 30. @RavenJon #Authority2014 30 Use a fast and reliable hosting provider
  • 31. @RavenJon #Authority2014 31 Use a CDN for your assets
 http://www.cdnplanet.com/cdns/
  • 32. @RavenJon #Authority2014 32 http://gtmetrix.com/
  • 33. @RavenJon #Authority2014 The Unseen 33 Visible performance often comes from what you can’t see
  • 34. @RavenJon #Authority2014 34 Open Graph Protocol
 Provides structured data and enhances how content is shared socially ! http://ogp.me/
  • 35. @RavenJon #Authority2014 35 Authorship
 Using Authorship and Publisher can provide more visibility on Google
  • 36. @RavenJon #Authority2014 36
  • 37. @RavenJon #Authority2014 37 Authorship in SERPs
 Authorship enables Rich Snippets and can easily land you on the 1st page of Google for those inside your G+ circles
  • 38. @RavenJon #Authority2014 38 Publisher in SERPs
 Publisher enhances brand related results, including control over the logo displayed and recent posts
  • 39. @RavenJon #Authority2014 39 Use Schema.org microdata to enhance SERPs
  • 40. @RavenJon #Authority2014 40 http://schema.org/Event
  • 41. @RavenJon #Authority2014 41 http://schema.org/Recipe
  • 42. @RavenJon #Authority2014 42 Doh! Google may steal your traffic!
  • 43. @RavenJon #Authority2014 Content 43 Quality content is no longer good enough
  • 44. @RavenJon #Authority2014 44 Turn your content into Epic Content
  • 45. @RavenJon #Authority2014 45 Epic Content is bigger content
  • 46. @RavenJon #Authority2014 46 Epic Content is repurposed content
  • 47. @RavenJon #Authority2014 47 Epic Content uses multiple channels
  • 48. @RavenJon #Authority2014 48 Epic Content is interactive
  • 49. @RavenJon #Authority2014 49 Epic Content is not MMEH
 (Massively Multimedia Epic Heave) *MMEH was coined by Mark Armstrong
  • 50. @RavenJon #Authority2014 50
  • 51. @RavenJon #Authority2014 51 Enhance posts with Google Charts
  • 52. @RavenJon #Authority2014 52
  • 53. @RavenJon #Authority2014 53 Add an Interactive Timeline http://timeline.knightlab.com/
  • 54. @RavenJon #Authority2014 54
  • 55. @RavenJon #Authority2014 55 Include Interactions http://interactions.webflow.com/
  • 56. @RavenJon #Authority2014 56
  • 57. @RavenJon #Authority2014 57 http://www.frogdesign.com/techtrends2014/
  • 58. @RavenJon #Authority2014 58 http://www.theverge.com/2014/1/21/5307992/inside-the-mind-of-a-fanboy
  • 59. @RavenJon #Authority2014 59 https://www.distilled.net/content-guide/
  • 60. @RavenJon #Authority2014 60 Repurpose Your Content
  • 61. @RavenJon #Authority2014 61 Turn it into a deck and share on Slideshare
  • 62. @RavenJon #Authority2014 62 Turn the deck into a video and post on Youtube
  • 63. @RavenJon #Authority2014 63 Use your content for podcast topics
  • 64. @RavenJon #Authority2014 64 Build a microsite with your content…capture emails
  • 65. @RavenJon #Authority2014 65 Make an Infographic
 Using Cinemagraphs!!!
  • 66. @RavenJon #Authority2014 66 Reuse quotes to tell a visual story
  • 67. @RavenJon #Authority2014 67 Make it Portable
 Create an ebook, white paper and use content channels like Snippet. Include links back to your site.
  • 68. @RavenJon #Authority2014 Calls to Action 68 Include CTAs to increase pages per session and to boost repeat traffic
  • 69. @RavenJon #Authority2014 69 Ars Technica
 Related Articles
  • 70. @RavenJon #Authority2014 70 TechCrunch Next Article
  • 71. @RavenJon #Authority2014 71 Email is still one of the best sources for site traffic
  • 72. @RavenJon #Authority2014 72
  • 73. @RavenJon #Authority2014 73 Record, measure and report with Google Analytics’ Goals and Events
  • 74. @RavenJon #Authority2014 Social 74 Epic Content + Connections = Traffic
  • 75. @RavenJon #Authority2014 75 Don’t be a snob. Connect with as many people as possible that fit your target audience.
  • 76. @RavenJon #Authority2014 76 Build up sharing equity
  • 77. @RavenJon #Authority2014 77 Be social. That means commenting on posts, and always replying to comments on your own posts.
  • 78. @RavenJon #Authority2014 78 Republish your content on sites that will send targeted traffic. Stop worrying about duped content.
  • 79. @RavenJon #Authority2014 79 Participate in or create private sharing groups that have common interests and may followers
  • 80. @RavenJon #Authority2014 80 Promote and boost your content with social ads
  • 81. @RavenJon #Authority2014 Analytics 81 Study the performance of your content, learn what works, and then rinse and repeat!
  • 82. @RavenJon #Authority2014 82 I saw the Traffic Machine in a dream and this is what it looked like…
  • 83. @RavenJon #Authority2014 83
  • 84. @RAVENJON Jon Henshaw