Content Creation Should be a Company Wide Sensation


Published on

Content Creation Should be a Company Wide Sensation
When your goal is to create user focused content finding out what your visitors are consuming online (and on your site) is the important first step. Take stock of your sites "footprint" and get a better idea of how it is engaged with, and what topics you have supporting your product.
Creating content for a business isn't just one departments sole job. Forward thinking companies will be able to provide insight from multiple people in different business areas. They will have different understandings of your product, and will be able to put a new light on content ideas.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • New title: “Content Creation Should be a Company Wide Sensation”
  • Maybe find new pictures… but you get the idea
  • Turn this into a flow chart
  • Content Creation Should be a Company Wide Sensation

    1. 1. Content Creation Should be a Company Wide Sensation Dylan Mazeika Content Marketing Specialist, BuyerZone @dylan_mazeika
    2. 2. You provide for your users; not for search engines Content must be FOCUSED and meet the following Unique (On your site, across the web) Quality (Presentation, style) Value (Users need and want this information) Content Creations Has Changed
    3. 3. Kevin Gibbons from BlueGlass does an excellent job of explaining how to assess your current content situation. He stresses putting the new and exciting ideas aside until you perform a content audit. Take Stock of Your Current Content You best not start content creation before a content audit!
    4. 4. Kevin suggests we analyze the content by two metrics: Links Traffic But let’s take it a step further…
    5. 5. The Good Stuff
    6. 6. Links and traffic are great but you can find out more about your content with Site’s Analytics: Time on page Bounce Rate Exit % These will lend a lot more to finding out what your users find useful. You’ll have a much better idea of which content is outdated Engagement Metrics
    7. 7. Next you’re going to want to look at content type
    8. 8. Understanding what type of content is making up your site is essential to knowing what areas you can improve and work on. This chart breaks down your site by the number of a type of content. One recommendation from this would be to create more pricing information. You can use this data to see what types of content you could improve on based of performance and engagement metrics. Organize by Content Type
    9. 9. Now you know what content type you need… It’s a matter of who can help…
    10. 10. Believe it or not, your coworkers from the following departments have insight and would love to help you! Sales Search Marketing/PPC Product Management Customer Service Never fear, your company is near!
    11. 11. Your sales team is the bridge to your clients, and can provide insight into a client's "ideal customer," allowing you to build a buyer persona and create content that any customer would want. On top of buyer personas, your sales team will be the first to know: Industry trends New technology or regulations New features Basically, all topics that would make for great content. Sales Team Insight
    12. 12. SEO and Content departments can gain a wealth of knowledge from picking the brains of search marketers. Get a list of their top performing keywords as well as a negative keyword list that would create topics driving traffic for potentially less desirable customers. Their top performing keywords are a great place to find topic ideas, as they are the keywords bringing in the most revenue and conversions. Keep these terms in mind and be sure that any new (or existing) content is only bringing targeted traffic, and your ideal supplier. SEM/PPC Insight
    13. 13. Who knows the industry and landscape better than your product management team? They know where your industry has been and, like your sales team, often know where it's going. They are constantly working to make sure that the product is top notch and dynamic, and should always be providing insight into content. Product Management Insight
    14. 14. Your sites “footprint” will be able to tell you what types of content your website is made of. This breakdown of your site, combined with engagement metrics will allow you to make the statements: “Our site doesn’t have a lot of pricing information, what we have performs well” “ Our website has a lot of product specs that no ones seen in 6 months.” Take the company feedback you’ve gathered into two section. Topics that drive qualified leads, and topics that won’t. How to use this data
    15. 15. This is going to include: Negative keywords (PPC) Types of unqualified leads that get submitted (customer service) Topics that wouldn't help your client's ideal customer (sales) You now know what type of topics and keywords will bring unqualified traffic and bad leads, but you can use your content to try to qualify this traffic. Tug on your users heart strings and let them know why what your site offers is a better alternative to what they were searching for. EX. You have a lawn mower website. You don’t want people who are interested in push mowers, but your content can be revolved around situations and reasons that push mowers aren’t suitable. Topics That Drive Unqualified Leads
    16. 16. These topics will include: Industry trends (product management) New features/services offered by clients (sales) Insight into your perfect buyer (sales/customer service) Top performing keywords that are driving qualified traffic (PPC team) This process goes beyond “keyword research” and takes the focus back to the most important part of your business; the customer. When you start with the user, long tail terms and keywords come naturally. Your content no longer targets keywords, it targets users. Topics to drive “qualified leads”
    17. 17. @dylan_mazeika @BuyerZone Phone: 888-393-5000