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From Pageviews to People: Don’t Just Drive Traffic, Drive Customers

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Learn how to create a long-term content strategy that focuses on customer acquisition instead of eyeballs.

Published in: Marketing
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From Pageviews to People: Don’t Just Drive Traffic, Drive Customers

  1. 1. From Pageviews to People: Don’t Just Drive Traffic, Drive Customers Michelle Robbins #SEJThinktank @MichelleRobbins
  2. 2. #SEJThinktank @MichelleRobbins Ø Content Strategist : Data Analyst Marketing Technologist Ø 20+ years in the search industry Ø Full Stack Engineer Ø Former SVP Content & Martech at Third Door Media (Search Engine Land, Marketing Land and MarTech Today) Ø Speaker : Mentor : STEM Advocate FOUNDER, BETAGIRL CONSULTING
  3. 3. #SEJThinktank @MichelleRobbins
  4. 4. #SEJThinktank @MichelleRobbins CONTENT IS EVERYTHING Ø Blog posts Ø Social media posts Ø All marketing collateral Ø All advertising Ø Infographics Ø Research Ø Presentations Ø Etc.
  5. 5. #SEJThinktank @MichelleRobbins ORGANIC SEARCH ACQUISITION CONTENT IS THE KEY
  6. 6. #SEJThinktank @MichelleRobbins
  7. 7. #SEJThinktank @MichelleRobbins
  8. 8. #SEJThinktank @MichelleRobbins
  9. 9. #SEJThinktank @MichelleRobbins
  10. 10. #SEJThinktank @MichelleRobbins
  11. 11. #SEJThinktank @MichelleRobbins THE NEW STRATEGY LESS CONTENT
  12. 12. #SEJThinktank @MichelleRobbins ONE SIZE DOES NOT FIT ALL TEST AND VERIFY
  13. 13. #SEJThinktank @MichelleRobbins QUESTION #1 FOR THE AUDIENCE Do you or your clients maintain an editorial calendar? If so, is it scheduled annually? Quarterly? Monthly?
  14. 14. #SEJThinktank @MichelleRobbins AUDIENCE NOT ALGORITHMS
  15. 15. #SEJThinktank @MichelleRobbins CREATING A CONTENT FRAMEWORK Step 1: Define topics
  16. 16. #SEJThinktank @MichelleRobbins CREATING A CONTENT FRAMEWORK Step 2: Classify categories
  17. 17. News Content: Need to know now - temporal
  18. 18. Contributed Content: Need to know how – tactics
  19. 19. Featured Content: Need to be thinking about – thought leadership
  20. 20. EVERGREEN CONTENT
  21. 21. #SEJThinktank @MichelleRobbins CREATING A CONTENT FRAMEWORK Step 3: Define requirements
  22. 22. #SEJThinktank @MichelleRobbins Ø Unique information, or new point of view Ø Credible sourcing and supporting data Ø Provide a benefit to the reader DEFINE REQUIREMENTS & BEST PRACTICES
  23. 23. #SEJThinktank @MichelleRobbins CONTENT THAT CONVERTS: PROCESS PLAY THE LONG GAME
  24. 24. EVERGREEN CONTENT Ø Core topics Ø Not temporal or fad/trend based Ø Can be updated, added to, kept relevant
  25. 25. MAINTAIN AN EDITORIAL CALENDAR
  26. 26. MAINTAIN AN EDITORIAL CALENDAR
  27. 27. LEVERAGE: MULTI-FORMAT CONTENT
  28. 28. RINSE. REPEAT.
  29. 29. #SEJThinktank @MichelleRobbins QUESTION #2 FOR THE AUDIENCE Do you or your clients have on staff or hire professional writers for your content programs?
  30. 30. #SEJThinktank @MichelleRobbins FROM PAGEVIEWS TO PEOPLE RESULTS
  31. 31. #SEJThinktank @MichelleRobbins YEAR OVER YEAR GROWTH: AVERAGE ALL SITES ØTarget audience growth Ø+12% ØTarget audience engagement Ø+10% ØNew target audience acquisition Ø+60% ØContent extension to event programming ØNPS +300%
  32. 32. Top performing type of content in 2018: Product Guides https://bit.ly/2NgSSgO
  33. 33. #SEJThinktank @MichelleRobbins KEY TAKEAWAYS ØPlay the long game ØReduce, re-use and refresh your content ØQuality > Quantity ØHave a framework and process, and be consistent ØBeware of shortcuts ØHire professional writers and editors
  34. 34. #SEJThinktank @MichelleRobbins THANK YOU! Michelle Robbins Founder and Principal Consultant, BetaGirl Consulting Contact: mrobbins@betagirl.com Connect: linkedin.com/in/michellerobbins

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