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How to Think Like a Content Marketer

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Content marketing is a subset of inbound marketing, but what is it exactly and how do you do it. We think of Content Marketing as made up of four core disciplines - Content, Social, Search and Outreach.

This presentation, delivered at the Social Media Tulsa conference, explains the content marketing framework that we use at BigWing Interactive to deliver on more than 10,000 hours of content marketing for clients to date.

The first half of the presentation explains how to think like a content marketer and use all of the inbound marketing tactics at your disposal. The second half shows a dozen real-life case study of content marketing tactics we used explained through this lens, including real results pulled from analytics.

Published in: Marketing, Business
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How to Think Like a Content Marketer

  1. 1. @DavidMChris Website Event Blog Post Post Post Definitive Content Website Referring Converting Traffic Link Bait Ego Bait David Christopher How to Think Like a Content Marketer
  2. 2. @DavidMChris Journalism Audience Development SEO Content Marketing
  3. 3. @DavidMChris Traditional Journalist Creates Content Content Marketer Plans Content Creates Content Promotes Content Grows Audience Evaluates Reception Adjusts Behavior Vs.
  4. 4. @DavidMChris Question 1: What is the goal of this content?
  5. 5. @DavidMChris Content Social OutreachSearch Blog Website Email Photos Video Events Graphics Podcasts Research Webinars Usability CRO Post Grow Audience Reputation Mngt. Paid Engage Curate Kw. Research On-Page SEO Link Building Technical SEO SERP Messaging Engagement Retargeting PPC Influencers Webmasters Media/PR Collaborators Beneficiaries Friends Question 2: What is the promotion plan? Inbound Marketing
  6. 6. @DavidMChris Social OutreachSearch Content Traditional Journalist @DavidMChris
  7. 7. @DavidMChris Social Search Outreach Content @DavidMChris
  8. 8. @DavidMChris OutreachSearch SocialContent Social Media @DavidMChris
  9. 9. @DavidMChris Search Content Social Outreach @DavidMChris
  10. 10. @DavidMChris Content Social LinkBuilder OutreachSearch @DavidMChris
  11. 11. @DavidMChris Social OutreachSearch Content SEO @DavidMChris
  12. 12. @DavidMChris SocialContent @DavidMChris Search Outreach
  13. 13. @DavidMChris Flickr: Wesley Eller
  14. 14. @DavidMChris Your Audience Potential Customers Desirable Audience Irrelevant Audience Highly Desirable Audience
  15. 15. @DavidMChris Your Audience Potential Customers Desirable Audience Irrelevant Audience Get in front of these Highly Desirable Audience
  16. 16. @DavidMChris Your Audience Potential Customers Desirable Audience Irrelevant Audience Highly Desirable Audience Ignore these
  17. 17. @DavidMChris Digital Marketing Channels
  18. 18. @DavidMChris Paid: SEO increased quality score. Lower CPC = more traffic Referral: Content Marketing built links that drove traffic Social: Social media following grew, website content shared Organic: SEO, links & social engagement led to ranking higher Direct: Stronger online presence resulted in more direct traffic Work Together
  19. 19. @DavidMChris Average Conversion Source 39% 31% 23% 6%1% Organic Search Direct Paid Search Referral Social Network * Sample: 25 BigWing Clients with SEO, Content Marketing & PPC (Last Click Attribution)
  20. 20. @DavidMChris Travel Neighborhood Bad Neighborhood
  21. 21. @DavidMChris
  22. 22. @DavidMChris Outreach Social Goals Promotion Search Content Website Events Link Building Tactic: Events Link Building @DavidMChris
  23. 23. @DavidMChris@DavidMChris
  24. 24. @DavidMChris Avg. Dom. Authority Problem National Event Dir. 83 Nofollow Local Media Event Dir. 62 Listings Disappear Local Event Dir. 31 Some Listings Disappear 17 Links Built 18 Minutes per Link @DavidMChris
  25. 25. @DavidMChris Timeframe: 2 Months Client: Local Charity Time: 5 Hours Events Link Building Pageviews 14 T on P 00:15 Fol. Link Dom 11 Nofol. Link Dom 6 Results James Young @DavidMChris
  26. 26. @DavidMChris Social Search Goals Content Website Promotion Outreach Media/PR Tactic: Reporter Outreach @DavidMChris
  27. 27. @DavidMChris@DavidMChris
  28. 28. @DavidMChris Create a profile page for your ‘authority’ source • Photo • Experience • Expertise • Publications @DavidMChris
  29. 29. @DavidMChris Pre-empt HARO requests with quotable blogs @DavidMChris
  30. 30. @DavidMChris Ideal Outreach Email @DavidMChris
  31. 31. @DavidMChris Requests Answered: 41 Avg. Domain Authority: 49 Unsuccessful 51% Featured 32% Linked 17% @DavidMChris
  32. 32. @DavidMChris@DavidMChris
  33. 33. @DavidMChris Timeframe: 1 Year Client: Vet Time: 21 Hours @alex_broseph Reporter Outreach Pageviews 20 T on P 00:09 Fol. Link Dom 7 Results @DavidMChris
  34. 34. @DavidMChris Engagement • Click Through Rate (CTR) • Dwell Time / Bounce Rate
  35. 35. @DavidMChris Content Social Search Goals Tactic: Monitoring Mentions Promotion Outreach Media/PR Webmasters @DavidMChris
  36. 36. @DavidMChris@DavidMChris
  37. 37. @DavidMChris Naming Rights So we built landing pages @DavidMChris
  38. 38. @DavidMChris Social Search Goals Promotion Outreach Media/PR Webmasters Content Website Tactic: Link Bait @DavidMChris
  39. 39. @DavidMChris Links Requested: 22 Avg. Domain Authority: 50 Link Refused 55% Link Granted 45% @DavidMChris
  40. 40. @DavidMChris@DavidMChris
  41. 41. @DavidMChris Title: Wayman Tisdale & Thunder Practice Facility Client: Hospital Time: 41 Hours @alex_broseph Link Bait Pageviews 446 T on P 01:25 Fol. Link Dom 10 Results @DavidMChris
  42. 42. @DavidMChris Search Social Goals Promotion Outreach Content Blog Graphics Post Grow Audience Engage Paid ($40) Influencers Beneficiaries Tactic: Ego Bait @DavidMChris
  43. 43. @DavidMChris@DavidMChris
  44. 44. @DavidMChris 10/25 Influencers shared URL 1 Linked
  45. 45. @DavidMChris@DavidMChris
  46. 46. @DavidMChris Title: 25 Men Every Man of Style Should Follow Client: Tailor Time: 7.25 Hours @thedanholmes Ego Bait Results Pageviews 375 T on P 03:28 Shares 94 Reach 12,390 Fol. Link Dom 1 Social 81 @DavidMChris
  47. 47. @DavidMChris Search Goals Content Blog Video Promotion Outreach Media/PR Influencers Post Engage Social Tactic: News Jacking @DavidMChris
  48. 48. @DavidMChris@DavidMChris
  49. 49. @DavidMChris Avg. Domain Authority = 73 @DavidMChris
  50. 50. @DavidMChris Title: Ozcar Client: University Time: 80 Hours @The_Atom_Ray News Jacking Social 2 Pageviews 540 T on P 02:07 Shares 414 Fol. Link Dom 6 Nofol. Link Dom 4 Reach 50,824 Results Social 2 @DavidMChris
  51. 51. @DavidMChris Social Goals Search Promotion Outreach Content Blog Graphics Research Post Grow Audience Paid ($50) Engage Kw. Research On-Page SEO Link Building Engagement Influencers Webmasters Media/PR Collaborators Tactic: Definitive Content @DavidMChris
  52. 52. @DavidMChris@DavidMChris
  53. 53. @DavidMChris Question 1: Has it been done already? Question 2: Can we do it better? @DavidMChris
  54. 54. @DavidMChris@DavidMChris
  55. 55. @DavidMChris Involve others in content generation Reddit Referrals: 218 @DavidMChris
  56. 56. @DavidMChris Outreached to 30 Home Owner Associations 20 contributed or shared the guide @DavidMChris
  57. 57. @DavidMChris Took 1.5 Hours with Mail Merge Direct Traffic: 1,167 @DavidMChris
  58. 58. @DavidMChris@DavidMChris
  59. 59. @DavidMChris Lights Installation Page: +242% YoY pageviews @DavidMChris
  60. 60. @DavidMChris Competing content linked to us! @DavidMChris
  61. 61. @DavidMChris Next we pursue competing contents’ backlinks Tool: Majestic SEO @DavidMChris
  62. 62. @DavidMChris Title: Colorado Springs Christmas Lights Guide 2014 Client: Landscaper Time: 14 Hours @RachelisCunning Definitive Content Pageviews 8,037 T on P 03:13 Shares 1,545 Fol. Link Dom 3 Nofol. Link Dom 4 Reach 63,099 Social 25 Results Conversions 5 @DavidMChris
  63. 63. @DavidMChris
  64. 64. @DavidMChris Social Goals Search Promotion Outreach Content Blog Photos Video Post Grow Audience Engage On-Page SEO Friends Influencers Beneficiaries Tactic: Ego Bait @DavidMChris
  65. 65. @DavidMChris
  66. 66. @DavidMChris
  67. 67. @DavidMChris
  68. 68. @DavidMChris
  69. 69. @DavidMChris Title: Ryan Drake - Drinking Games for One Client: Digital Conference Time: 5 Hours @DavidMChris Ego Bait Pageviews 331 T on P 03:37 Shares 73 Reach 24,933 Results Conversions 6 @DavidMChris
  70. 70. @royceyoung @DavidMChris
  71. 71. @DavidMChris
  72. 72. @DavidMChris
  73. 73. @DavidMChris Title: Royce Young Video Client: Digital Conference Time: 4 Hours @DavidMChris Ego Bait Pageviews 394 T on P 05:03 Shares 2 Results Fol. Link Dom 2 @DavidMChris
  74. 74. @DavidMChris Social Goals Search Promotion Outreach Content Blog Photos Video Post Grow Audience Engage On-Page SEO Influencers Tactic: Syphoning Search @DavidMChris
  75. 75. @DavidMChris
  76. 76. @DavidMChris
  77. 77. @DavidMChris Client: Digital Conference Time: 30 minutes @DavidMChris Syphoning Search Pageviews 686 T on P 02:43 Results Fol. Link Dom 1 Conversions 1 Social 27 Email 42 @DavidMChris
  78. 78. @DavidMChris Goals Content Social OutreachSearch Blog Website Email Photos Video Events Graphics Research Webinars Usability CRO Post Grow Audience Reputation Mngt. Paid Engage Curate Kw. Research On-Page SEO Link Building Technical SEO SERP Messaging Engagement Influencers Webmasters Media/PR Collaborators Beneficiaries Friends Tactic: Events Link Building @DavidMChris
  79. 79. @DavidMChris Title: Confluence conference Client: BigWing Interactive Timeframe: 2 years Time: 320 Hours Events Link Building Pageviews 21,815 T on P 02:21 Shares 3,865 Fol. Link Dom 87 Nofol. Link Dom 26 Reach 1m+ Social 756 Results Clients: 3 Tickets: 300 Hires: 2 @DavidMChris Email 240 @DavidMChris
  80. 80. @DavidMChris Website “Nobody wants to feature my website.”
  81. 81. @DavidMChris Website Event Blog Post Post Post Definitive Content Website Referring Converting Traffic Link Bait Ego Bait Build Great Content
  82. 82. @DavidMChris Tactics without strategy is the noise before defeat.” - Unknown
  83. 83. @DavidMChris - Foster a Community of Content Creators - Identify SEO Opportunities - Create Content to Rank - More Eyeballs = More Links - Sell Advertising Against Content The Community (about.com)
  84. 84. @DavidMChris - Immerse in Industry Content - Curate the Space - Blog to Knowledge Gaps - Create Definitive Content - Engage Thought Leaders - Convert Visitors to Users (7.5 visits before conversion) The Curator (moz.com)
  85. 85. @DavidMChris - Create Controversial Content - Adhere to a Regular Editorial Calendar - Ego Bait Others (Monday Morning Tweets) - Agro Bait Others (Local Celebs & Politicians) - Build a Social Following - Be Consistent & Create Loyal Readers - Sell Advertising The Provocateur (thelostogle.com)
  86. 86. @DavidMChris - Identify Friends/Influencers - Build Relationships - Create Content of Mutual Benefit - Distribute Together - Secure Permission Assets (Signups) - Continue the Conversation - Convert Permission to Sales The Collaborator (hubspot.com)
  87. 87. @DavidMChris - Create Content Others Want - Stand Out in your Space - Grow Social Following & Encourage Sharing - Establish Authority on a Topic - Reach Other People’s Audiences (Outreach) - Diversify into Other Media (Books/TV) The Celebrity (thepioneerwoman.com)
  88. 88. @DavidMChris David Christopher Questions? Snr. Inbound Marketing Manager BigWing Interactive, Oklahoma City

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