18. @QuinnTempest
#DSPhilly
90%+ of buyers
click on organic
links vs. the
sponsored ads
90%
86% of
searchers
conduct non-
branded queries
86%86%
93% of all
consumers use
search prior to
making a
purchase
93%
35. @QuinnTempest
#DSPhilly
Our own client example
Started publishing content weekly
Penguin 4.0 Update
Since March 2016, organic traffic
is up 240%, leads are up 221%.
36. @QuinnTempest
#DSPhilly
In summary…
1. Your whole company needs to buy-in and truly
understand Content Marketing
2. You need to have a documented, agile strategy
3. You must create content people are actually
searching for!
4. You must not skip the ideation step.
How many of you have been doing content marketing for at least a year?
So only 2 years ago I remember teaching workshops at these very conferences and when I would ask that question maybe only half or less than half of the audience would raise their hands and say they are attempting.
The next question we ask is how many of you are successful with getting an ROI on your content marketing and the hands go (down).
The content marketing industry and practice is facing this right now.
You’re still stuck in branded branded branded. The executive team needs to be behind you in creating a culture of content marketing.
We don’t emphasize outsourcing. You need to be involved for fairly simple reasons.
Your team must contribute
You ARE the subject matter experts
Is content marketing a priority?
Reward those that contribute
Make it easy for the team to share
Share results and celebrate milestones
Rather than focusing on a big, thick, immediate deliverable, it’s a much shorter up front deliverable and the strategy rolls out over a course of time. It seems to work well. Constantly communicating, educating with workshops, updating the calendar, etc.
How we work with clients.
It’s kind of surprising we still have to talk about this. But people often feel that creating awesome content, tweeitng it a couple times and assuming you’re going to get a ton of attention for your content – it’s wrong. Go back to the traditional mindset – 10% to creating the content, 80 – 90% to promote the content.
Earned and paid media. Trend is going through paying for content or getting into influencer marketing (which isn’t free anymore). When you’re developing a content creation budget, set aside a decent amount of funds that can be used to promote it. Create content – launch it - $100 into Facebook add (if you get nice traction, feed it) are you getting CPL or Cost per sale you’re hoping to?
Distribution – content that will not live on your site. Youtube. People will discover it not on your site, of course push people back to your site but the content will live somewhere else.
One of the biggest gaps companies we deal with.
Conversions go up with 7 touches, 8/9/ contact means they’re not going to become a really qualified lead.
This is the Secure Data Recovery example - Last orange segment is Jan 2017.
Starting in March 2016,they consistently published one article per week (VM provided Ideation, Editing & Optimization) and utilized ongoing link building services with VM.
Once the Penguin update occurred in September, they received an extra boost in organic traffic(and leads)because they were playing by Google's rules and providing consistent,helpful content while also acquiring quality backlinks.
As of December 2016, you can see monthly organic traffic tripled,as well as, their leads submitted through the website.
