Marketing
Adam Wallace
Founder & Digital Marketing Director
Content
The secrets of profitable
1
Why your website isn’t a cash cow
And 3 factors to change that
My goal today is to show you:
2
The impact of content mar...
Great Content Marketing starts with a...
Great Website
3 factors will determine if
your website is a cash cow
1. The amount of people
your website attracts
2. How many people
convert to sales
3. The value you can generate
per customer
Lets touch on each factor
1. What magnetic forces can
you use to attract customers?
Organic Search (43%)
Email (14%)
Paid Search (14%)
Social (5%)
R...
2.What dark magic can you
use to convert visitors?
Professional
Design
• Attractive
• Mistake free
• Fast
2.What dark magic can you use to convert visitors?
Professional
Design
• Attractive
• Mistake free
• Fast
2.What dark magic can you use to convert visitors?
Easy logical Website Navigation
2.What dark magic can you use to convert visitors?
Optimise the
Credibility of
Your Logo
2.What dark magic can you use to convert visitors?
creativli.com.au
Be credibility-b...
Write a Short, Sweet
& Memorable Slogan
2.What dark magic can you use to convert visitors?
Polaroid - “The fun develops in...
Use Magnetic Headlines
What Kind of Backpacker Are You?
How to Explore Barossa With Children
7 Little Known (But Delicious...
The power of headlines & copy
2.What dark magic can you use to convert visitors?
Which Ad lifted the click through rate by...
The power of headlines & copy
2.What dark magic can you use to convert visitors?
Which Ad lifted the click through rate by...
Give Important Content the Best Placement
2.What dark magic can you use to convert visitors?
Give Important Content the Best Placement
2.What dark magic can you use to convert visitors?
Which version got 47% more vi...
Give Important Content the Best Placement
2.What dark magic can you use to convert visitors?
Which version got 47% more vi...
Include Appealing Offers and Calls to Action
A B
Include Appealing Offers and Calls to Action
Which Search Results Template for a Travel Site
Increased Bookings 16%
li...
A B
Include Appealing Offers and Calls to Action
Which Search Results Template for a Travel Site
Increased Bookings 16%
li...
A B
Include Appealing Offers and Calls to Action
Facebook button - Which page increased free software
downloads by 11.4%
S...
A B
Include Appealing Offers and Calls to Action
Facebook button - Which page increased free software
downloads by 11.4%
S...
Deploy Persuasive,
Benefit-Oriented
Content
Here’s the formula in a nutshell:
1. What I’ve got for you
2. What it’s going ...
2. Summary of dark conversion magic
1.Professional Design
2.Easy logical Website Navigation
3.Optimise the Credibility of ...
What powers of persuasion can you
use to increase the value per customer
3 ways to sell more to your
existing customers
1. Sales: Increase per customer sales
2. Loyalty: Retain customers longer
3...
Think back to building your last website…
Plan Content Design Build Launch
3 weeks?
3 mths?
6 mths?
12 mths?
Focus on your plan and content first
Plan Content Design Build Launch
Your website
needs to be the
content hub.
You need to think
like a publisher
from the start of
the web design
process
1
Why your website isn’t a cash cow
And 3 factors to change that
1 out of 3 complete!
2
The impact of content marketing
on...
Content Marketing?
Content Marketing is turning your insight
and advice into campaigns that change
people’s minds and incite action
Content Marketing is the art of winning
business without pushy selling
Content marketing
must work to enhance or
change a behaviour. If it
doesn’t, it’s just content.
You may be wondering…
What...
So Content Marketing is…
creating content that…
entertains inspires educates convinces
To make people…
Aware of invest in loyal to
YOUR BRAND
Content Marketing
Traditional Marketing
The Rise of Content Marketing…
Panda/Farmer — February 23, 2011
Penguin — April 24, 2012
If you hire a SEO company to improve your
placement and you measure their worth on the basis
of how high they get you in t...
AdvertertAdvert
Advert
Advert
Advert Advert
Advert
Advert
Advert
Advert
Advert
Advert
Advert
Advert
Advert
Advert
Advert
A...
Results show quality content
lowers our barriers.
AdvertertAdvert
Advert
Advert
Advert Advert
Advert
Advert
Advert
Advert
...
It targets your Specific Audience
What content marketing can do for you!
It produces Long Term Results
It increases Word o...
It is not free – and there are hidden costs.
What are the downsides of content marketing?
It can take 6-9 months to start ...
Case study #1 Results from MWS
Key statistics:
1. The launch and regular posts to the forum
was a big hit
2. The peaks for...
• A new website was launched in April
• Keyword research
• On page optimisation
• 11 blogs published over 4 months
• Conte...
Case study #2 Rankings dramatically improved
Next Steps
What’s about to be implemented:
• double the amount of content, both in the
number of posts and words per post
...
1
Why your website isn’t a cash cow
And 3 factors to change that
2 out of 3 complete!
2
The impact of content marketing
on...
Content Marketing Plan
8 Step
8 Step Content Marketing Plan
Business
Marketing
1 Set your goal
8 Step Content Marketing Plan
Business
Marketing
Start BIG and work your way down
Capture what the business wants to achie...
Marketing
8 Step Content Marketing Plan
Write down what marketing needs to
achieve in the next 6 – 12 months. For
example:...
8 Step Content Marketing Plan
Persona analysis
2
What are
buyer personas?
Buyer personas are fictional
representations of your ideal
customers.
8 Step Content Marketing Pl...
A couple planning their honeymoon A professional couple
An affluent family with a young child An older couple enjoying ret...
A persona example – Amy planning her honeymoon
8 Step Content Marketing Plan
Holiday
objections:
Hobbies and
interests:
Pr...
8 Step Content Marketing Plan
Targeted content example - the Honeymoon Guide
Book Now!
Personalised messages about the tr...
A B
Ad Copy Got More 133% Clicks?
Which Facebook Ad Copy got a 133% higher clickthrough
(CTR) rate ?
Source: whichtestwon....
A B
Ad Copy Got More 133% Clicks?
Which Facebook Ad Copy got a 133% higher clickthrough
(CTR) rate ?
Source: whichtestwon....
8 Step Content Marketing Plan
Find your3
“Your sweet spot mixed with
your customers’ pain points
is where the truly valuable
stories are”
Your
Sweet Spot Customer’...
the
8 Step Content Marketing Plan
Triangle of
Relevance
Relevance
Time Significance
Business Interest User Interest
Source...
Bring it together with a
8 Step Content Marketing Plan
4
Your Content Calendar is essentially
your production and delivery schedule
in one sheet.
If you don’t have one, your conte...
Example Content Calender
Example Content Calender
Competitive Analysis
A B
Does More Content Sent Less Frequently or Less Content
Sent More Frequently Increase Engagement
Source: whichtestwon.c...
A B
Does More Content Sent Less Frequently or Less Content
Sent More Frequently Increase Engagement
Version A, less conten...
The 21 types of
content we all
crave
You don’t have to
have each of these types
in every piece of content you
produce. Som...
The
Content
Marketing
Matrix
Blogs
Press Releases
E-Newsletters
Social Media
Images
Online Video
Articles
Webpages
8 Step Content Marketing Plan
Now wh...
Write for humans
& optimise for search
8 Step Content Marketing Plan
5
Optimise your content for human (CRO)
8 Step Content Marketing Plan
 Clearly visible headline and
sub-headline
 Easy to ...
8 Step Content Marketing Plan
Optimise your
content for search
Photo of Carrot Cake
(with Alt tag):
Carrot Cake
H1 Headlin...
Remove the SEO guess work
Publish your content
8 Step Content Marketing Plan
6
8 Step Content Marketing Plan
Slideshare
Press Releases
Blog Posts
Videos/Webinars
Email Series
Guest Posts
Social Media
I...
Promote your content
8 Step Content Marketing Plan
7
8 Step Content Marketing Plan
1
2
3
4
5
6
7
8
9
10
11
How to promote your content after
you hit publish
Add URL to Bit.ly
...
8 Step Content Marketing Plan
Social Media Demographics
Most typically women, adults, aged 18-29
57% of older adults betwe...
8 Step Content Marketing Plan
Cross Promote
Your Content Other Businesses’
Mailing ListsLinks to other businesses
Promote ...
8 Step Content Marketing Plan
8 Measure your content
8 Step Content Marketing Plan
4 types of metrics to measure your content
Consumption
Metrics
Sharing
Metrics
Lead
Generati...
8 Step Content Marketing Plan
Align the right metric with your goals
Consumption
Metrics
Sharing
Metrics
Lead
Generation
M...
And back to
the start
we go…
Goals Personas
Content
Calendar
Write
Optimise
Publish Promote Measure
8 Step
Content
Marketi...
8 Step Content Marketing Plan
parting
principles to
keep you on
track
five
1. Start with what your
prospects need to know
...
1
Why your website isn’t a cash cow
And 3 factors to change that
3 out of 3 complete!
2
The impact of content marketing
on...
Recap…
Turn your website into a cash cow by focusing
on attracting the right traffic, converting that
traffic and increasi...
Content
Really is King!
Thank You!
@Content_1st
au.linkedin.com/in/adamwallace
www.contentfirst.com.au
adam@contentfirst.com.au
Image Credits
• “What is Content Marketing” image http://www.valuablecontent.co.uk/a-quick-introduction-to-
content-market...
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The Secrets of Profitable Content Marketing

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Content Marketing is exploding, people don't care about your products and services, they are searching for answers to their problems. They want to be educated, inspired, convinced and entertained. Most small businesses get it wrong when they launch into a website (re)development , putting up bland 'me too' sales copy which does little to convince a prospect your business is in tune with their unique needs. Customers want to buy you before they buy your product.

In this presentation you will learn the 3 factors which determine if your website is going to be a profitable cash cow and how you can leverage content marketing to build a loyal audience that WANTS to hear from you. In this presentation you will learn 8 steps that can transform your business into a content marketing machine.

If you don't have a content marketing strategy underway then prepare to get left behind by competitors that do. You're sitting on a sweet spot of unique knowledge and experience that once recognised and leveraged will bring a flood ideal customers to you! See the processes & tools we use to develop profitable content marketing strategies for our clients.

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  • Website Content marketing
  • Which of the following sources generates the GREATEST VOLUME of traffic coming to your site?You quality engaging content in all of these channels to be effective
  • This area often represents a immediate area of low hanging fruit for many websites because few businesses test to know what works best or know what to even change.http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factorshttp://www.widerfunnel.com/conversion-rate-optimization/31-conversion-optimization-tips-and-counting
  • reduce Distraction on your pages
  • reduce Distraction on your pages
  • keywords, persona, rev splitUsers frequently criticize difficult navigation in website usability surveys. If visitors can't find what they're looking for, they will bail out of your website and look elsewhere. Your site design should allow your visitors to get where they want to go quickly and easily with a minimum number of clicks. Avoid using your internal company jargon, which visitors may not understand. Feature a consistent integrated navigation design using popular conventions. Write compelling, benefit-oriented link text to encourage visitors to click to your products or services. Longer link text has been shown to convert better than shorter link text.
  • Your logo is often the first impression that your visitors have of your company. Does your logo present your company as expert and trustworthy? How do you know? It helps to have an extensive background and training in commercial art and psychology.The psychology behind credibility-based logos is to encourage the acceptance of messages that motivate consumers to take action. Logos lend credibility to the company's main message. So, if the source of a message is perceived to be credible and trustworthy (partly as a result of your logo design), the messages your company transmits will be more influential. In persuasive communication theory this is called source credibility.Be credibility-based. It must incorporate attributes—such as competent, knowledgeable, trustworthy, cutting-edge, conservative, dynamic, exciting, traditional, forward-thinking, and innovation—that are specific to the company.Symbolize the company's core competency.Be designed to communicate that the company is trustworthy.Be planned in content and in design form.Use a symbolover, or next to, or to the left of the company name.Be prominent in application and be frequently and consistently used.Have a graphical symbol and name that work together.
  • A tagline or a brief branding slogan should be placed near your logo. A perfectly-formed tagline should fulfil several criteria. Your tagline should be an abbreviated version of your USP that links the slogan to your brand.Just pull out three!First, it should be memorable. A good tagline should include a key benefitIn addition, a good tagline should differentiate the brandnot be usable by a competitor: ecall the brand name.impart positive feelings about the brand:Your slogan, your logo, and your brand name are three key elements that identify your brand. Together they create brand equity, which differentiates how consumers respond to your marketing efforts. A higher differential increases what consumers know about your brand, allowing you to charge a premium for your offerings.Brand names are rarely changed, whereas logos and taglines often change over time as your company evolves. Ideally, taglines should be designed for future expansion. Good slogans:Communicate the biggest benefit that your product providesAre simple yet memorableUse active voice, with the adverb near the verb for more impactDifferentiate your brandLink your slogan to your brand nameAre designed for future expansionEmbrace ambiguity (puns and other wordplay, for example, are inexact but memorable)Prime your desired attributesJump-start recall with jingles
  • Every element on your page can be adjusted to either improve or decrease performance. You won’t know unless you test. A free http://visualwebsiteoptimizer.com/
  • Every element on your page can be adjusted to either improve or decrease performance. You won’t know unless you test. A free http://visualwebsiteoptimizer.com/
  • More than 50% of KRAS.NL’s total site visitors wind up on the search results page, so the testing team knew this was a critical page to optimize.  The winning Version has an enlarged price, different button placement, more white space, bullets, and increased row height.  The latter was a bit risky, because now fewer results may show above the fold. 
  • More than 50% of KRAS.NL’s total site visitors wind up on the search results page, so the testing team knew this was a critical page to optimize.  The winning Version has an enlarged price, different button placement, more white space, bullets, and increased row height.  The latter was a bit risky, because now fewer results may show above the fold. 
  • More than 50% of KRAS.NL’s total site visitors wind up on the search results page, so the testing team knew this was a critical page to optimize.  The winning Version has an enlarged price, different button placement, more white space, bullets, and increased row height.  The latter was a bit risky, because now fewer results may show above the fold. 
  • Discover the tips and tricks of the trade from a former travel agent, a seasoned traveller, and who is currently planning his own honeymoon holiday at the time of writing this guide3 out of 4 points have been addressed
  • In short, sell more to your existing customers. The most common tactics used here are the basics of cross-selland up-sell.2. Loyalty is also making sure you don’t lose existing customer.Customer education on products purchased – Customers tend to “leave” because of another product or service that has a feature which they believe you do not have, even if you do. If you have a “moderately complex” product or service,  it can be well worthwhile to educate customers about itSaving customers who indicate that they no longer want the product/service. -Whether you know it or not, you’ve probably been through a “save team” or customer retention process. If you have ever asked to cancel your mobile phone contract, then it is almost certain that you have been put through to another department to process the cancellation. That department is normally a specialized Save team. Save teams are trained to keep customers and often have access to better offers and incentives to help the process along.Rewarding and recognizing customers for their ongoing business. - This pertains to the use of the now ubiquitous “loyalty program”. Improve you customer experience. - Customers often leave because of the experience they receive as customers. Continuously improving your customer experience is a key driver of long-term customer  loyalty, and starts with putting in place a system to continuously gather customer feedback.3. Stop marketing to low value customers. – Ensure that you are not continuing to market to customers who cannot or will not buy more of your products and services.Move customers to lower cost channels. - This, if done well, can add substantial value to your business.Reduce the reliance on OTA’s
  • Did you have any of these conversations on how to attract traffic, convert traffic and increase customer valueIs it even a websites developers job to go through that, not really.But ultimately it’s your business and your responsibility to ensure you know where your website fits into your overall marketing strategy So what can you do to get the odds in your favor so you end up with an attractive website that is designed from the start t…o be an effective component in your marketing strategy
  • Now we’re going to intriduce a diWe think you need to put much more effort on the planning on content. Focus on planning and content up front – Ensure your USP is really a USP, get competitive keyword research performed to look for opportunities, undertake competitive analysis of businesses ranking for your keywords, plan a website structure/information architecture which aligns with your customer real questions, Write your content before your design is locked down.What that really means is you need clarity on what problems you are really solving for your customers at each buying.
  • 2. How is content marketing going to impact my business? Lets start with answering what is content marketing
  • 2. How is content marketing going to impact my business?
  • 2. How is content marketing going to impact my business?
  • Review intro and example
  • Penguin — April 24, 2012After weeks of speculation about an "Over-optimization penalty", Google finally rolled out the "Webspam Update", which was soon after dubbed "Penguin." Penguin adjusted a number of spam factors, including keyword stuffing, and impacted an estimated 3.1% of English queries.Panda/Farmer — February 23, 2011A major algorithm update hit sites hard, affecting up to 12% of search results (a number that came directly from Google). Panda seemed to crack down on thin content, content farms, sites with high ad-to-content ratios, and a number of other quality issues. 
  • To boost click-through and conversion rates, place your most important links, forms, and calls to action in the first screen (i.e., above the fold). In an eye-tracking study of web pages, 76.5% of the users clicked on links above the fold, whereas the rest clicked on links below the fold
  • We were publishing weekly blog posts and getting these posts shared through affiliate RTOs in their newsletters, belowis a quick graph of MWS in it’s hay day:{screenshot}
  • This is a real client of ours, all statistics and images used below are genuine. Project kickoff was in December 2012, currently the client is working with us on a monthly basis to implement inbound marketing strategies and update the website to reflect customer needs. What was the process?Website Planning: Keyword research was completed first *The client updated the existing website with some of the top keywords they were targeting to start ranking the domain prior to go live*IA of the new site mapped out with aligning keywordsMeta titles and descriptions were professionally writtenContent was re-written (by client) using the specific keywords per pageClient renamed the images to be used on each page to have the correct aligning keywordONLY quality, professional imagery was usedThe development process (including the planning and re-writes) was a total of 4 monthsWebsite Live April 2013, since then Ongoing Content Creation and Publishing consisting ofweekly email newsletters and blogs on: 11 April20 May27 May29 May11 Jun28 Jun26 Jul (X 2)5 August*Content Calendar Delivered*13 Aug30 Aug11 Sep (X 3)*Note, there are multiple posts for 1 date as they are different topics, the client hasn’t crammed all 3 topics into 1 post.
  • This is a real client of ours, all statistics and images used below are genuine. Project kickoff was in December 2012, currently the client is working with us on a monthly basis to implement inbound marketing strategies and update the website to reflect customer needs. What was the process?Website Planning: Keyword research was completed first *The client updated the existing website with some of the top keywords they were targeting to start ranking the domain prior to go live*IA of the new site mapped out with aligning keywordsMeta titles and descriptions were professionally writtenContent was re-written (by client) using the specific keywords per pageClient renamed the images to be used on each page to have the correct aligning keywordONLY quality, professional imagery was usedThe development process (including the planning and re-writes) was a total of 4 monthsWebsite Live April 2013, since then Ongoing Content Creation and Publishing consisting ofweekly email newsletters and blogs on: 11 April20 May27 May29 May11 Jun28 Jun26 Jul (X 2)5 August*Content Calendar Delivered*13 Aug30 Aug11 Sep (X 3)*Note, there are multiple posts for 1 date as they are different topics, the client hasn’t crammed all 3 topics into 1 post.
  • This is a real client of ours, all statistics and images used below are genuine. Project kickoff was in December 2012, currently the client is working with us on a monthly basis to implement inbound marketing strategies and update the website to reflect customer needs. What was the process?Website Planning: Keyword research was completed first *The client updated the existing website with some of the top keywords they were targeting to start ranking the domain prior to go live*IA of the new site mapped out with aligning keywordsMeta titles and descriptions were professionally writtenContent was re-written (by client) using the specific keywords per pageClient renamed the images to be used on each page to have the correct aligning keywordONLY quality, professional imagery was usedThe development process (including the planning and re-writes) was a total of 4 monthsWebsite Live April 2013, since then Ongoing Content Creation and Publishing consisting ofweekly email newsletters and blogs on: 11 April20 May27 May29 May11 Jun28 Jun26 Jul (X 2)5 August*Content Calendar Delivered*13 Aug30 Aug11 Sep (X 3)*Note, there are multiple posts for 1 date as they are different topics, the client hasn’t crammed all 3 topics into 1 post.
  • 3. How you can use content marketing to build your own audience?
  • Now you know your goals let talk about your target customers and a good way to do that is to map buyer persona’s
  • More than 50% of KRAS.NL’s total site visitors wind up on the search results page, so the testing team knew this was a critical page to optimize.  The winning Version has an enlarged price, different button placement, more white space, bullets, and increased row height.  The latter was a bit risky, because now fewer results may show above the fold. 
  • You're already sitting on a mountain of value, your nitch
  • More than 50% of KRAS.NL’s total site visitors wind up on the search results page, so the testing team knew this was a critical page to optimize.  The winning Version has an enlarged price, different button placement, more white space, bullets, and increased row height.  The latter was a bit risky, because now fewer results may show above the fold. 
  • 2. How is content marketing going to impact my business?
  • From an SEO perspective, there is no difference between the best and worst content on the Internet if it is not linkable. If people can’t link to it, search engines will be very unlikely to rank it, and as a result the content won’t drive traffic to the given website. Unfortunately, this happens a lot more often than one might think.
  • From an SEO perspective, there is no difference between the best and worst content on the Internet if it is not linkable. If people can’t link to it, search engines will be very unlikely to rank it, and as a result the content won’t drive traffic to the given website. Unfortunately, this happens a lot more often than one might think.
  • Not what you need to sayWhere your company is an undisputed expertConfidence is the most powerful force in marketing – and a bit of attitude and energy go a long, long wayFewer major pieces of real value beat a firehose of lightweight stuff. You’re building a content brand here: you need to be famous for excellent content that’s worth people’s timeThere’s no excuse for flying blind anymore. Analytics is to digital marketing as air and water are to the human body. And A/B testing is the…um..the kidney?
  • Transcript of "The Secrets of Profitable Content Marketing"

    1. 1. Marketing Adam Wallace Founder & Digital Marketing Director Content The secrets of profitable
    2. 2. 1 Why your website isn’t a cash cow And 3 factors to change that My goal today is to show you: 2 The impact of content marketing on your business 3 How you can use content marketing to build your own audience
    3. 3. Great Content Marketing starts with a... Great Website
    4. 4. 3 factors will determine if your website is a cash cow
    5. 5. 1. The amount of people your website attracts
    6. 6. 2. How many people convert to sales
    7. 7. 3. The value you can generate per customer
    8. 8. Lets touch on each factor
    9. 9. 1. What magnetic forces can you use to attract customers? Organic Search (43%) Email (14%) Paid Search (14%) Social (5%) Referring sites (5%) Your Mum (0.01%) Source: Marketing Sherpa - Most effective traffic sources for website conversion - 1,915 companies surveyed in 2012 1,915 companies surveyed Social Media Ads (2%)
    10. 10. 2.What dark magic can you use to convert visitors?
    11. 11. Professional Design • Attractive • Mistake free • Fast 2.What dark magic can you use to convert visitors?
    12. 12. Professional Design • Attractive • Mistake free • Fast 2.What dark magic can you use to convert visitors?
    13. 13. Easy logical Website Navigation 2.What dark magic can you use to convert visitors?
    14. 14. Optimise the Credibility of Your Logo 2.What dark magic can you use to convert visitors? creativli.com.au Be credibility-based. Symbolize the company's core competency. Communicate trustworthy. Be planned in content & in design form. Have a graphical symbol & name that work together.
    15. 15. Write a Short, Sweet & Memorable Slogan 2.What dark magic can you use to convert visitors? Polaroid - “The fun develops instantly" Twinings - “Gets you back to you” Club Med - “The antidote for civilization.”• First, it should be memorable • Differentiate the brand • Include a key benefit Holiday Inn - "Pleasing people the world over" Karry-Lite - "Takes the 'lug' out of luggage" getaslogan.com Roundabout Atlanta Transportation – “1SweetRide”
    16. 16. Use Magnetic Headlines What Kind of Backpacker Are You? How to Explore Barossa With Children 7 Little Known (But Delicious) Cafes in Adelaide 1. How To Headlines 2. Questions 3. Lists 4. Self-Improvement 5. Secrets 6. Mistakes 7. Blueprints 8. Protection 9. Solutions 10. Quick and Easy 11. Newsworthy The Step-by-Step Guide to Barossa McLaren Vale: The 5 Must-See Spots for Photographers You’re Invited To Save 20% On Your Stay with ABC Google “101 Headlines”
    17. 17. The power of headlines & copy 2.What dark magic can you use to convert visitors? Which Ad lifted the click through rate by 2,666% A B Source: whichtestwon.com
    18. 18. The power of headlines & copy 2.What dark magic can you use to convert visitors? Which Ad lifted the click through rate by 2,666% A B Source: whichtestwon.com
    19. 19. Give Important Content the Best Placement 2.What dark magic can you use to convert visitors?
    20. 20. Give Important Content the Best Placement 2.What dark magic can you use to convert visitors? Which version got 47% more visitors to enter the online reservation booking process & view a rates page! A B Source: whichtestwon.com
    21. 21. Give Important Content the Best Placement 2.What dark magic can you use to convert visitors? Which version got 47% more visitors to enter the online reservation booking process & view a rates page! A B Source: whichtestwon.com
    22. 22. Include Appealing Offers and Calls to Action
    23. 23. A B Include Appealing Offers and Calls to Action Which Search Results Template for a Travel Site Increased Bookings 16% lifted the clickthrough rate by 2,666% Source: whichtestwon.com
    24. 24. A B Include Appealing Offers and Calls to Action Which Search Results Template for a Travel Site Increased Bookings 16% lifted the clickthrough rate by 2,666% Source: whichtestwon.com
    25. 25. A B Include Appealing Offers and Calls to Action Facebook button - Which page increased free software downloads by 11.4% Source: whichtestwon.com
    26. 26. A B Include Appealing Offers and Calls to Action Facebook button - Which page increased free software downloads by 11.4% Source: whichtestwon.com
    27. 27. Deploy Persuasive, Benefit-Oriented Content Here’s the formula in a nutshell: 1. What I’ve got for you 2. What it’s going to do for you 3. Why you should listen to me? 4. What you need to do next
    28. 28. 2. Summary of dark conversion magic 1.Professional Design 2.Easy logical Website Navigation 3.Optimise the Credibility of Your Logo 4.Write a Memorable Slogan/tagline 5.Use Benefit-Oriented Headlines 6.Give Important Content the Best Placement 7.Include Appealing Offers and Calls to Action 8.Deploy Persuasive, Benefit-Oriented Content
    29. 29. What powers of persuasion can you use to increase the value per customer
    30. 30. 3 ways to sell more to your existing customers 1. Sales: Increase per customer sales 2. Loyalty: Retain customers longer 3. Cost: Lower the cost to serve
    31. 31. Think back to building your last website… Plan Content Design Build Launch 3 weeks? 3 mths? 6 mths? 12 mths?
    32. 32. Focus on your plan and content first Plan Content Design Build Launch
    33. 33. Your website needs to be the content hub. You need to think like a publisher from the start of the web design process
    34. 34. 1 Why your website isn’t a cash cow And 3 factors to change that 1 out of 3 complete! 2 The impact of content marketing on your business 3 How you can use content marketing to build your own audience
    35. 35. Content Marketing?
    36. 36. Content Marketing is turning your insight and advice into campaigns that change people’s minds and incite action
    37. 37. Content Marketing is the art of winning business without pushy selling
    38. 38. Content marketing must work to enhance or change a behaviour. If it doesn’t, it’s just content. You may be wondering… What is the difference between “Content” and “Content Marketing”?
    39. 39. So Content Marketing is… creating content that… entertains inspires educates convinces
    40. 40. To make people… Aware of invest in loyal to YOUR BRAND
    41. 41. Content Marketing Traditional Marketing
    42. 42. The Rise of Content Marketing… Panda/Farmer — February 23, 2011 Penguin — April 24, 2012
    43. 43. If you hire a SEO company to improve your placement and you measure their worth on the basis of how high they get you in the rankings, then you are out of line with what Google is trying to achieve. Source: Smashing Magazine - http://www.smashingmagazine.com/2012/12/11/seo-the-inconvenient-truth/ The Inconvenient Truth About SEO Your primary objective should be better content, not higher rankings. We should be optimising for people. After all, that is what Google is trying to do. There’s your mum again…
    44. 44. AdvertertAdvert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert We are raising the barrier to the 1000’s of Ads we are subjected to each day.
    45. 45. Results show quality content lowers our barriers. AdvertertAdvert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert EntertainEducate Inspire Convince Inspire Convince Entertain Interesting content is a top 3 reason that people follow brands on social media. 70% of consumers prefer getting to know a company via articles over ads. Entertain
    46. 46. It targets your Specific Audience What content marketing can do for you! It produces Long Term Results It increases Word of Mouth It produces Measurable Results It’s non Intrusive It creates a Loyal Audience
    47. 47. It is not free – and there are hidden costs. What are the downsides of content marketing? It can take 6-9 months to start seeing results. It is not easy. Hard to let go of “traditional“ marketing.
    48. 48. Case study #1 Results from MWS Key statistics: 1. The launch and regular posts to the forum was a big hit 2. The peaks for the newsletter shares correlate with the blog posts 3. Traffic gradually increased and sustained rankings even AFTER we stopped publishing in July 2012 Date (2012) # Of Viewers Blog Post Title March 19 161 10 Ideas To Get Your Business Ready For Facebook Timeline May 15 146 4 Content Ideas For Your Tour & Activities Blog May 30 155 Our Present: A Tool To Track Your Online Bookings June 13 169 Mobile Marketing For Tourism
    49. 49. • A new website was launched in April • Keyword research • On page optimisation • 11 blogs published over 4 months • Content calendar setup 4 blogs scheduled per month Case study #2 180% increase in 4mths compared to the same period previous year Client profile: smaller accommodation provider. New website launched
    50. 50. Case study #2 Rankings dramatically improved
    51. 51. Next Steps What’s about to be implemented: • double the amount of content, both in the number of posts and words per post • blog post promotion and social sharing • cross linking within the post content • One page dashboard
    52. 52. 1 Why your website isn’t a cash cow And 3 factors to change that 2 out of 3 complete! 2 The impact of content marketing on your business 3 How you can use content marketing to build your own audience
    53. 53. Content Marketing Plan 8 Step
    54. 54. 8 Step Content Marketing Plan Business Marketing 1 Set your goal
    55. 55. 8 Step Content Marketing Plan Business Marketing Start BIG and work your way down Capture what the business wants to achieve in the next 6 – 12 months. For example: • Increase average occupancy rate to 80% • Grow revenue by 15% • Grow newsletter database to 6000
    56. 56. Marketing 8 Step Content Marketing Plan Write down what marketing needs to achieve in the next 6 – 12 months. For example: • Building awareness • Educating buyers • Nurturing leads • Moving leads along the purchase path • Generating new sales leads • Serving existing customers • Engage with influencers • Cross-selling or up- selling
    57. 57. 8 Step Content Marketing Plan Persona analysis 2
    58. 58. What are buyer personas? Buyer personas are fictional representations of your ideal customers. 8 Step Content Marketing Plan They are based on real data about customer demographics and online behaviour, along with educated speculation about their personal histories, motivations, and concerns.
    59. 59. A couple planning their honeymoon A professional couple An affluent family with a young child An older couple enjoying retirement 8 Step Content Marketing Plan Potential Customers…
    60. 60. A persona example – Amy planning her honeymoon 8 Step Content Marketing Plan Holiday objections: Hobbies and interests: Previous holidays: Online consumption: Shopping preferences: Name: Amy Anderson Age: 25 Marital Status: just married to Paul, a financial consultant in the city Job: Human Resources Salary: $65,000 Biggest frustrations: Staying in a noisy hotel full of children
    61. 61. 8 Step Content Marketing Plan Targeted content example - the Honeymoon Guide Book Now! Personalised messages about the trip of a lifetime Wedding plans Help couple take stress out Experienced team remove the hassle Extra romantic touches can be added The Honeymoon Guide Email:
    62. 62. A B Ad Copy Got More 133% Clicks? Which Facebook Ad Copy got a 133% higher clickthrough (CTR) rate ? Source: whichtestwon.com
    63. 63. A B Ad Copy Got More 133% Clicks? Which Facebook Ad Copy got a 133% higher clickthrough (CTR) rate ? Source: whichtestwon.com Version A proves knowing your target persona (Marketing Managers) and crafting a message just to them gets results
    64. 64. 8 Step Content Marketing Plan Find your3
    65. 65. “Your sweet spot mixed with your customers’ pain points is where the truly valuable stories are” Your Sweet Spot Customer’s pain points - Joe Pulizzi - Customer’s pain points Customer’s pain points Customer’s pain points Customer’s pain points Customer’s pain points Your customers care about solving their problems, NOT your products and services. Remember… 8 Step Content Marketing Plan
    66. 66. the 8 Step Content Marketing Plan Triangle of Relevance Relevance Time Significance Business Interest User Interest Source: Convince & Convert - 3 Angles to Create Magnetic Content with the Triangle of Relevance
    67. 67. Bring it together with a 8 Step Content Marketing Plan 4
    68. 68. Your Content Calendar is essentially your production and delivery schedule in one sheet. If you don’t have one, your content marketing will become ad hoc rather than strategic 8 Step Content Marketing Plan
    69. 69. Example Content Calender
    70. 70. Example Content Calender Competitive Analysis
    71. 71. A B Does More Content Sent Less Frequently or Less Content Sent More Frequently Increase Engagement Source: whichtestwon.com
    72. 72. A B Does More Content Sent Less Frequently or Less Content Sent More Frequently Increase Engagement Version A, less content more frequently may have lost in open and click rate, but increased multiple opens by 95% & multiple clicks by 292%. Version A also increased purchases and revenue per unique contact while keeping list churn low. Source: whichtestwon.com
    73. 73. The 21 types of content we all crave You don’t have to have each of these types in every piece of content you produce. Sometimes one type is enough. Source: Content Marketing Institute – the 21 types of content we all crave
    74. 74. The Content Marketing Matrix
    75. 75. Blogs Press Releases E-Newsletters Social Media Images Online Video Articles Webpages 8 Step Content Marketing Plan Now what type of Media is best for it? 79% 74% 68% 58% 58% 55% 54% 47% Source: 2013 Marketingsherpa SEO Marketing Benchmark Survey Methodology: Fielded February 2013 N=1,140 Based on the types of content most used by 1140 marketers
    76. 76. Write for humans & optimise for search 8 Step Content Marketing Plan 5
    77. 77. Optimise your content for human (CRO) 8 Step Content Marketing Plan  Clearly visible headline and sub-headline  Easy to scan body copy  A primary supporting image  One emphasized call-to-action  Supporting content Source: Marketing Experiments Landing Page Optimization: 6 common traits of a template that works
    78. 78. 8 Step Content Marketing Plan Optimise your content for search Photo of Carrot Cake (with Alt tag): Carrot Cake H1 Headline: Carrot cake from Emma’s Bakery Image Filename: carrot-cake.jpg Body Text: carrot cake carrot cake carrot cake carrot cake carrot cake cake carrot Page Title: Carrot Cake | Emma’s Bakery Meta Description: Emma’s Bakery’s carrot cake is possibly the most delicious, perfectly formed, flawlessly carrot cake ever made. Page URL: http://emmasbakery.com/carrot-cake  Page Title  Meta Description  H1 Headline  Body Text  Image Alt Tag  Image Filename  Page URL
    79. 79. Remove the SEO guess work
    80. 80. Publish your content 8 Step Content Marketing Plan 6
    81. 81. 8 Step Content Marketing Plan Slideshare Press Releases Blog Posts Videos/Webinars Email Series Guest Posts Social Media Infographics Publish through different channels to maximise the exposure of your content Communities/Forums Podcasting Q+A Sites
    82. 82. Promote your content 8 Step Content Marketing Plan 7
    83. 83. 8 Step Content Marketing Plan 1 2 3 4 5 6 7 8 9 10 11 How to promote your content after you hit publish Add URL to Bit.ly Add to Email newsletter Post to Facebook page & profile Post to personal & company LinkedIn page Tweet from company & personal Twitter Schedule tweets Pin it on Pinterest Post to company & personal Google + Reply to comments Share it on StumbleUpon Add call to action or use related article
    84. 84. 8 Step Content Marketing Plan Social Media Demographics Most typically women, adults, aged 18-29 57% of older adults between the ages 50-64 Under 50, and especially 18-29 Urban-dwellers significantly > rural residents Well-educated, females with a higher income Equally popular among 18-29 and 30-49 Women are about 5 times of men Older users, who tend to be high-income professionals More male users, 59% of them don’t have children
    85. 85. 8 Step Content Marketing Plan Cross Promote Your Content Other Businesses’ Mailing ListsLinks to other businesses Promote your content through other businesses’ mailing lists
    86. 86. 8 Step Content Marketing Plan 8 Measure your content
    87. 87. 8 Step Content Marketing Plan 4 types of metrics to measure your content Consumption Metrics Sharing Metrics Lead Generation Metrics Sales Metrics How many people consumed your content, measured as page views, downloads, or views? How often do consumers of your content share it with others? How often do content consumers turn into leads? How often do content consumers turn into customers?
    88. 88. 8 Step Content Marketing Plan Align the right metric with your goals Consumption Metrics Sharing Metrics Lead Generation Metrics Sales Metrics Grow newsletter database to 6000 Increase Guide Downloads by 20% Build Social Media Following by 30% Generating new sales leads by 5% per month Increase average occupancy rate to 80% Grow revenue by 15%
    89. 89. And back to the start we go… Goals Personas Content Calendar Write Optimise Publish Promote Measure 8 Step Content Marketing Plan Sweet Spot
    90. 90. 8 Step Content Marketing Plan parting principles to keep you on track five 1. Start with what your prospects need to know 2. Stick to your sweet spot 3. Have real ideas and write with passion 4. Less can be much more 5. Live by the numbers Source: Velocity B2B Content Marketing Strategy Checklist
    91. 91. 1 Why your website isn’t a cash cow And 3 factors to change that 3 out of 3 complete! 2 The impact of content marketing on your business 3 How you can use content marketing to build your own audience
    92. 92. Recap… Turn your website into a cash cow by focusing on attracting the right traffic, converting that traffic and increasing the value per customer. If you’re not getting good at content, prepare to lose market share. Be the first to build a captive audience in your sweet spot. Get a content marketing calendar for your business and stick to it (use our template on your USB to get started).
    93. 93. Content Really is King!
    94. 94. Thank You! @Content_1st au.linkedin.com/in/adamwallace www.contentfirst.com.au adam@contentfirst.com.au
    95. 95. Image Credits • “What is Content Marketing” image http://www.valuablecontent.co.uk/a-quick-introduction-to- content-marketing/ • Buyer Personas –hubspot.com • A/B tests - http://whichtestwon.com • A Content Marketing & Inbound Marketing Blueprint – http://www.smartinsights.com/content- management/content-marketing-strategy/a-content-marketing-and-inbound-marketing-blueprint/ • Customer value - http://www.genroe.com/blog/the-only-3-strategies-that-increase-customer- value/1787 • Content the best placement - https://whichtestwon.com/archives/1485 • Honeymoon guide - http://www.paradisegetaways.net/the-essential-guide-to-plan-the-perfect- honeymoon/ • Deploy Persuasive, Benefit-Oriented Content http://www.copyblogger.com/smart-people-1-2-3-4/ • Content marketing stats in barrier slide - http://www.contentplus.co.uk/marketing- resources/infographics/anatomy-of-content-marketing • 5 party principles - http://www.velocitypartners.co.uk/b2b-content-marketing-strategy-checklist/ • Social demographics - Ebook: How Travel Companies Can Use Buyer Personas to Boost Sales
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