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How to Be the Best Answer: Lee Odden and Steve Rayson


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Content Marketing Webinar presented by Steve Rayson of BuzzSumo and Lee Odden of Top Rank Marketing, a thorough discussion of how to create high performing content marketing

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How to Be the Best Answer: Lee Odden and Steve Rayson

  1. 1. How to Be the Best Answer for Your Customers @leeodden Photo: Shutterstock
  2. 2. @leeodden Content is Not a Field of Dreams Make great content! What does that even mean? Make MORE content! Has anyone seen my ball? Photo: Field of Dreams (Universal)
  3. 3. @leeodden Great Content Isn’t Really Great Until it is Found, Consumed and Shared. @leeodden
  4. 4. @leeodden The Funnel Has Become A Joke
  5. 5. @leeodden The Customer Journey is Non-Linear Source: Lori Wizdo, Forrester - Myth Busting 101: Insights IntoThe B2B Buyer Journey Search Social Social Search
  6. 6. @leeodden What is it? How does it work? How does it compare? How do I start? Customer Questions Drive Research Awareness Interest Consideration Action Photo: Shutterstock
  7. 7. @leeodden Think: What Questions Do Your Customers Need Answered From Awareness to Action? Photo: Shutterstock awareness interest consideration action
  8. 8. @leeodden “Be the Best Answer”
  9. 9. @leeodden Content Marketing Tactics Advertorial Blogging Case Studies Crowdsource Curate Digital Newsletters eBooks Email Interactive Games Images & Infographics Interactive Tools Microsites Mobile Applications Mobile Content News Release Online Magazines & Apps Podcasts Print Magazines Print Newsletters Real-World Events Research & Surveys Social Content Teleclass & Telecasts Traditional Media Videos Virtual Conferences Webinars Wikis White Papers Are You Creating Content or Answers? What Do Customers REALLY Want?
  10. 10. @leeodden Answer Content Leads Buyers to Convert Buying Cycle Keywords Social Topics Content Type Awareness broad trends blog, webinar, social Interest category investigative video, white paper Consideration comparison demos feature comparison, reviews, case study Action transactional referrals buyer guide Retention tips best practices FAQ, how to, support Advocacy supporting participation buyer community Buyer – “Stan” • Pain Points • Goals • Interests • Triggers to Buy Balance Topic Demand/Relevance with Buyer Stage to Inform Content Topics Photo: Shutterstock
  11. 11. @leeodden How to Identify Customer Questions Ask them! Ask sales/service Analyze aggregate of text content provided on web contact forms:
  12. 12. @leeodden Question Tools
  13. 13. @leeodden Google Questions
  14. 14. @leeodden Mine Questions with Buzzsumo
  15. 15. @leeodden What it Takes to Be the Best Answer  Useful and Informative  More valuable and useful than other sites  Credible  High quality  Engaging Photo: Shutterstock
  16. 16. @leeodden What is it? How does it work? How does it compare? How do I start? Best Answer Titles - Buzzsumo Awareness Interest Consideration Action 760,500 “what is” 200,000 “how to” 140,000 “compare or compared” 38,000 “how to start” 180,000 “need to know” 120,000 “reasons why” 30,000 “secrets of” Photo: Shutterstock
  17. 17. @leeodden Best Answer: Awareness
  18. 18. @leeodden Best Answer: Interest Definition Applications Pros Cons Expert Opinions Brand Examples Best Practices Related Tools, Resources
  19. 19. @leeodden Best Answer: Consideration
  20. 20. @leeodden Best Answer: Action
  21. 21. @leeodden Good Answers Are Great SEO  Leverage keywords/topics in titles to inspire clicks  Include page features that increase engagement (interactive, visual)  Provide comprehensive content on specific topics  Cover related topics as well
  22. 22. @leeodden 1. Elements of a Good Answer Post KISS: Keep it Simple Silly
  23. 23. @leeodden 2. Elements of a Good Answer Post Share the social flare
  24. 24. @leeodden 3. Elements of a Good Answer Post Get visual
  25. 25. @leeodden 4. Elements of a Good Answer Post Illustrated, step by step instructions
  26. 26. @leeodden 5. Elements of a Good Answer Post Showcase Examples
  27. 27. @leeodden 6. Elements of a Good Answer Post Tell a story: Information + Entertainment = “Infotainment” Details
  28. 28. @leeodden 7. Elements of a Good Answer Post Video + Charisma + Smart = WINNING The whiteboard diagram is icing on the cake.
  29. 29. @leeodden 8. Elements of a Good Answer Post Dr. Travis Bradberry Use images that reflect your target readers & interests. Find a format formula that works and then use it. 30k shares per post!
  30. 30. @leeodden 9. Elements of a Good Answer Post But offer something unique. Crowdsource answers from influencers Create timely, deep resources.
  31. 31. @leeodden 10. Elements of a Good Answer Post Make a big promise in the title and keep the promise by going deep on the topic.
  32. 32. @leeodden Feed the Buyer’s Need for Answers Graphic inspired by searchmetrics Text Images Video Interactive Questions Problems Pain Points
  33. 33. @leeodden Takeaways to Bring Home the Bacon Stop Creating Content: And start making answers that are relevant to your buyers at each stage of their journey.1 2 Optimize Your Q & A: Use tools and data to surface what’s already working – for others and you. Then optimize. 3 Go Deep & Relevant: Make and keep promises of great content with comprehensive and engaging answers. Image: Shutterstock
  34. 34. @leeodden Download! Lee Odden Thank You! Q/A Time + Infographic