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DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor

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How to build content that will get you results and grow your business. Chris Bennett dives into the hours of research that 97th Floor does in order to ensure their clients content succeeds. #df15

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DreamForce 2015 - Building Content that Grows Your Business - Chris Bennett - 97th Floor

  1. 1. Content Marketing and SEO Chris Bennett CEO chris@97thfloor.com @chrisbennett From the Ground Up
  2. 2. Chris Bennett - CEO chris@97thfloor.com @chrisbennett Digital Marketing Agency Utah and California 10yr Anniversary in 2015 Certified ROWE Company
  3. 3. Success in Digital is just like investing
  4. 4. It’s about compounding interest not windfalls.
  5. 5. Stars having to align is not scaleable
  6. 6. It’s about getting in the weeds
  7. 7. the tactics I am going to focus on today are not mind blowing
  8. 8. but the results are
  9. 9. #results
  10. 10. so lets talk about some ways to ensure success
  11. 11. bake promo into your content
  12. 12. Case Study
  13. 13. it’s based on sound research
  14. 14. Case Study
  15. 15. http://reviews.greatplacetowork.com we partnered with
  16. 16. http://reviews.greatplacetowork.com They ensure the companies listed are legit
  17. 17. http://reviews.greatplacetowork.com They ensure the companies listed are legit They publish too, giving us more real estate
  18. 18. and they feed Fortune
  19. 19. it has a physical award
  20. 20. this one campaign solves all “real” kpi's
  21. 21. especially this one
  22. 22. but there is ONE aspect I’d like to talk about
  23. 23. that always make sure you are on the right track
  24. 24. KEYWORD RESEARCH
  25. 25. First add 3 hours to the 5 mins you currently spend on Keyword Research
  26. 26. Please don’t just spend 5 mins on Adwords and call it a day.
  27. 27. When there are so many options https://serps.com/tools/keywords http://seo.demos.monkeylearn.com/ http://ubersuggest.org/ we like
  28. 28. Start with the biggest list you can get
  29. 29. we grabbed 4,333 for this case study
  30. 30. Make a master tab that is sorted by KOB
  31. 31. Searches x Bid = Benefit x =
  32. 32. = Benefit ÷ Difficulty = KOB ÷ More Detailed KOB info from @Cam_Johnson95, http://www.slideshare.net/CameronJohnson8/cameron-johnson-bolo-slideshare
  33. 33. when you get into the weeds
  34. 34. BAM! - Prioritizing KOB
  35. 35. make tabs of subgroups
  36. 36. sort that by KOB
  37. 37. and clients will tell us to skip Keyword ResearchYour research will write your content for you
  38. 38. someone make me some cookies
  39. 39. Case Study
  40. 40. It wasn’t viral
  41. 41. that’s the point
  42. 42. 22k searches a mo
  43. 43. that’s the point - 302 Different Keywords bringing traffic - 75 Keywords in the top 10 - 1,300 visits a day
  44. 44. again not viral
  45. 45. that’s the point - 1,300 Different Keywords bringing traffic - 100 Keywords in the top 10 - 1,100 visits a day
  46. 46. but Chris, recipes are easy
  47. 47. just slap the world “Paleo” on it and it will work
  48. 48. that’s the point Just post a Gluten-Free, Nut Free, Dairy Free, Egg Free, Vegan Ice Cream Sundae and you’ll get love.
  49. 49. so lets talk B2B
  50. 50. create blog posts inspired by KW research add images to enhance article case study
  51. 51. how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch ow to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation grab those keywords
  52. 52. that’s the point - Almost 2 yrs old - 94 keywords in Top 10 - 219 unique keywords bringing traffic - Still growing, July had 25 - more keywords ranking compared to June - 797 LinkedIn Shares https://www.salesforce.com/blog/2014/02/how-to-make-good-sales-pitch.html
  53. 53. case study
  54. 54. when you get in the weeds
  55. 55. the conversation shifts
  56. 56. from, “WE NEED IDEAS!”
  57. 57. to “How many more of these can we do?”
  58. 58. #results
  59. 59. Chris Bennett - CEO chris@97thfloor.com @chrisbennett

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