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Reverse Engineer
YOUR BRAND’s
Content Marketing
Ronell Smith
@ronellsmith
ronell@ronellsmith.com
A Process of Discovery
“Michelin Man”
Cardio(?)
Ate Like A Bird
Smaller, Not
Healthier
A Journey That Changed
My Worldview
Discovery #1
Prioritized lean body mass (LBM), not
overall weight
Discovery #2
Focused on “simple but not easy,”
especially with regard to exercise
selection
Discovery #3
Different from everyone else—
focused on moving better, not simply
looking—in their approach
Discovery #4
Focused on the process—better
looking, better movement, better
health was a by-product of the work,
not the focus of it.
Discovery #5
Main variables determining success
or failure: diet, exercise, recovery,
stress management and sleep
Putting It Together
Goal (e.g., more LBM, less fat) baked
into the Process (e.g., exercise, etc.)
Eureka Moment!
Inputs > Outcomes
Same Soup, Different Bowl
More and better content
Same Soup, Different Bowl
More and better content
Grow traffic & links
Same Soup, Different Bowl
More and better content
More traffic & links
Be No. 1 on the Google
Get Real
Lack
Resources
10/26/16 22
Grow traffic & linksWebsite
trapped in
1997
Not an
Established
Brand
Same Soup, New Bowl
More and better content
More traffic & links
Be No. 1 on the Google
Outcomes
Same Soup, New Bowl
Mastered Boring stuff
Didn’t chase shiny things
Did things differently
Inputs
In Content Marketing,
the thinking goes…
We Know the Right Inputs
+
More Content
More Links
= CItations
We Know The Work That Matters vs. Doesn’t
Don’t Do Do Every Day
Create Blog PostsManual Link Outreach
Posting to Google Plus New Facebook Posts
Asking for Google Reviews Monitor Review Sites
AFocus on Outcome vs. Input Metrics CanYield Success
Outcome
Outcome
Outcome
Focusing on Outcome Metrics vs. Inputs Will Bring Success
My Single Best SEO Tip for Improved Web Traffic, by Cyrsu Shepard
How Do We Remedy This?
Goals For Content
Marketing3
#1 — Awareness & Visibility
#2 — Reputation & Brand Trust
#3 —
Loyalty
Via Contently
We’re good at #1 and #2;
Few truly understand #3
Instead of Measuring What
Matters, We Measure
Everything
Blindly Chase Shiny Things
These elements might be
well correlated with sites
that tend to rank well, but
that doesn’t mean they’re
the best investments your
site can make?
Via Moz’s 2015 Google Ranking Factors
Via Rand Fishkin’s Art of Product Marketing Presentation
We Don’t Foster a
Culture of Iteration
We Don’t Understand The ‘Why’
Our Comfort Zone Is Measuring Output
Via Moz’s 1Metric Content Tracking System
Our biggest challenge to
finding consistent content
marketing success.
Identifying the Work
that Creates Improvement
Identifying the Best Targets
for the Correct Metrics
Theory for Content Marketing Success
Tolerance
Adherence
Repetition
Putting Theory to
the Test
Each Effort Can be Broken Down:
WorkMetricsGoal(s)
Eat less,
train more
Scale weight
< 230 lbs
Lose
weight
Each Effort Can be Broken Down:
Work Metrics Goal(s)
Eat less,
train more &
test
Scale weight
< 230 lbs
Lose
weight
Output
Waist: 37
Hips: 42.5
Jan. — Mar.
Output
Input
The Work That Moved The Needle
Input
The Work That Moved The Needle
Train: 2 -3X/week
Jan. — Mar. Apr. — Oct.
Train: 4X/week +
30-45m walk/day
Tracked meals/snacks
Tracked meals/snacks
Waist: 37
Hips: 42.5
Jan. — Mar. Apr. — Oct.
Waist: 35 1/8
Hips: 41 1/8
Output
The Results Don’t Tell The Story
“There is growth in every process, but
not inANY outcome.”
— Eric Cressey, Cressey Sports Performance
“An outcome is result. It’s what
happens when the work is done.
— Eric Cressey, Cressey Sports Performance
Outcome-oriented
I want to be lean and ripped in 30
days
Process-oriented
I’m going to eat more lean protein and
vegetables, in addition to getting 60
minutes of exercise per day.
What Ultimately Matters
Exercising in am
Keep a schedule
Plan all meals
No snacks before first meal
200g/protein daily
200 oz./water daily
200 oz./water daily
NUDGES
This is what’s missing from our
current approach to content
marketing.
We ignore the inputs that create
those outcomes.
We measure the outcomes.
NUDGES, which make consistent
success more reliable.
We aren’t even aware of our
What are the (unspoken) everyday
actions that consistently improve
your content marketing efforts?
When we commit to _______, we achieve
success by _______.
When we commit to blogging more
frequently, we achieve success by
attaining more links.
When we commit to on page SEO, we
achieve success by
increased web visits.
Our Job: Find the
BEST TARGETS
Regular Content Creation?
Establish metrics for
content cadence, and
you’ll know the
benefits of 1X/week
vs. 1X/month.
Customer Service?
Great customer
service helps move
the needle with
reviews.
Infrequent, Higher-Effort Content?
Many times, one piece of
extraordinary content every
quarter or even every year
can be enough.
See Rand’s List of 10X Content
Social Shares? Or Social Followers?
What actions earn
social engagement?
Are they worthwhile?
Via Followerwonk
Interacting in Online Communities?
A few replies a week, or
each month, may have a
compounding impact
Mainstream or Niche Media Coverage
Press outreach, or
crafting a press-worthy
story/event each month
could be a worthwhile
endeavor
More Keyword-Focused Pages?
A handful of
keyword-focused
pages could have a
big, long term
impact.
Site Crawl to Find and Fix Issues
Fixing, redirecting,
and/or finding the
linking sources to
these may drive
additional rankings &
traffic.
Comment Marketing?
Guest Blogging
Via Eric Enge, Search Engine Land
Concerted-Effort Outreach
Each Effort Can be Broken Down:
Work
Put up two Facebook
posts/week
Fix any broken links
Pitch a guest contribution
1X/month
Participate in three
discussion threads/week
Each Effort Can be Broken Down:
Work Metrics
Put up two Facebook
posts/week
Fix any broken links
Pitch a guest contribution
1X/month
Participate in three
discussion threads/week
FB shares, new
page likes, traffic
Traffic increase
Acceptance of post,
traffic driven
Traffic from
discussion site
Each Effort Can be Broken Down:
Work Metrics Goal(s)
Put up two Facebook
posts/week
Fix any broken links
Pitch a guest contribution
1X/month
Participate in three
discussion threads/week
FB shares, new
page likes, traffic
Traffic increase
Acceptance of post,
traffic driven
Traffic from
discussion site
Grow reach on &
through Facebook
Direct+search bump
Visibility to new
audience, traffic
Brand awareness,
branded search
Each Effort Can be Broken Down:
Work Metrics Goal(s)
Fix any broken
links
Traffic
Increase
Direct+search
bump
Curtail daily
meetings
Nudge
The Wrong Way
to do Content Marketing:
Grow Traffic to
the Blog
Our site’s
traffic blows,
folks.
Assign Targets
I expect to see
traffic to the site
up by 300% this
month.
Do WorkAssumed To Help Us Reach Goals
Maybe we can find some links
over there, y’all.
Measure Results
Measure Results
I EXPECT
better!
A NEW WAY
to Do MARKETING:
Determine Nudges, Work Items & Metrics to Monitor
We’re in this together.
Limit all meetings to
only essential parties Post two blogs
per week
Increased social
sharing, distribution,
engagement, reach
Brand mentions,
traffic and links
Discern What Work Moves Which Needles
We can do this. Right?
I’ve never been more proud
of you.
Measure the work against
work targets, not simply
metrics goals
Double Down on Work that Improves the Metrics
You CareAbout Most
Pfft … We got
this.
Improve Time
to Goal Attainment
This is my “we own
the competition” face
Make it a Habit
Refine
Revise
Repeat
Tool(s):
My favorite tool: Trello
Trello
Ronell SmithRonell Smith
ronell.smith@moz.com| @ronellsmith
THANK YOU

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