Content Marketing for Rankings, Traffic and Sales


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This was a presentation to a Networking Breakfast put on my Terri Cooper on the Sunshine Coast. The audience was primarily SME's and so the presentation was designed to be as practical as possible.

I presented a three part content marketing framework to help give the audience an understanding of what the content that they need to create, needs to do.

In addition I included some actual examples of types of content that they could create.

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Content Marketing for Rankings, Traffic and Sales

  1. 1. 1 A Practical Guide to Content Marketing For Ranking, Traffic & Sales
  2. 2. Today’s Goals 2 How Content Makes me $? What Content do I Create? How do I Produce it ?
  3. 3. 3 “Content Marketing is showing the world you are one.” Joe Pulizzi - Epic Content Marketing “Traditional Marketing is telling the world you’re a rock star.” What is Content Marketing?
  4. 4. 4 “The process of creating and distributing valuable & compelling content to attract, acquire and engage a target audience - with the objective of driving profitable customer action.” The more Formal Definition
  5. 5. 5 #1 How Does Creating Content Help Me Make Sales?
  6. 6. 6 So Why the Sudden Interest in Content Marketing?
  7. 7. 7 “Let me tell you a Story”
  8. 8. My Story of Woe 8 2009 Built a Website 2010 Ranked #1 for lots of Keywords 2010-2012 Made lots of Money Later 2012 Got Manual Penalty Removed for three weeks..hey there easy money! Late 2012 Manual Penalty in Google Competition took me down. Goodbye easy money 3 Weeks Later Algorithmic Penalty in Google Hello Penguin! Goodbye easy money 2013 Started again on a new site
  9. 9. Searches for “Content Marketing” 9
  10. 10. 10 Google wants to only rank only “real quality sites and content” ! and has worked out what “quality” looks like
  11. 11. 11 Content Marketing generates the right “quality signals” that Google uses to rank sites.
  12. 12. The Signals Google Loves 12 Quality Links to Your Site Real Links from authority sites, given freelyQuality Content on Your Site Comprehensive Unique, On Topic Content Quality Social Signals Content gets shared and Plussed Online Visibility
  13. 13. 13 Online Visibility = Traffic, Sales & Mo, Mo Money $
  14. 14. 14 “Google Much Happy”
  15. 15. So the Process is 15 You Produce Quality Content That answers people’s questions It gets shared on Google Plus, Facebook etc And acquires back links And so it gets found by people looking for your stuff 1 2 3 4 5
  16. 16. 16 #2 What Content do I Produce?
  17. 17. 3 Things Content Needs to Do 17 $ Sales Content helps people trust you so you can influence them - it makes it easier to sell. #3 Trust & Influence Links give you rankings in Google which leads to traffic #1 Attract Links Helps convince prospects you are the one to help them and then convert them to customers #2 Convince & Convert
  18. 18. 18 3 Examples of Content that Gets Links
  19. 19. #1 Evergreen Content ‣ Informational or Reference Material that never goes out of date ‣ People link to it as the “go to Resource” ‣ “How To” blog post, Guides, Industry Reports, “Ultimate Resource Lists” 19
  20. 20. #2 Skyscraper Content ‣ Find content everyone references, links to, talks about ‣ Write a Bigger, Better, Prettier, more in-depth version ‣ Email people who linked to the first one, yours is available 20
  21. 21. #3 Industry Surveys ‣ Email “influencers” in your industry asking them to participate in a survey of “influencers & experts” ‣ Choose those active online ‣ Collate the answers and publish a quality blog post ‣ Email them and ask them to share and promote it 21
  22. 22. 22 Examples of Content that helps “Convince & Convert”..and get traffic
  23. 23. #1 Write about Price & Cost ‣ Write honestly about price and cost ‣ Use both “Price” & “Cost” because people search differently ‣ These posts tell people you know your stuff and your honesty builds rapport and trust 23
  24. 24. #2 Write about problems ‣ Why? Because people are searching for info - Don’t you want to be the one who answers them? ‣ These posts tell people you are aware of these problems and you know how to deal with them 24
  25. 25. #3 Answer Your Customers Questions ‣ Get every person on your organisation to list every single question they have been asked by a prospect or customer ‣ Write a single blog post answering every single question ‣ You will have a years worth of content 25 for-your-business-in-10-minutes-or-less/
  26. 26. Because…. Conversion Content Works.. 26 It shows You Understand their pain and problem 1 It shows you have solved their problem in the past . 2It allows you to demonstrate your solution is better than alternatives 3 Why Choose US?
  27. 27. 27 Examples of Content that Builds Trust & Influence {shout out to Gideon Shalwick}
  28. 28. 28 “Trust - is the firm belief in the reliability, truth or ability of someone” •Give Without Strings Attached •Be Transparent •Tell the Truth •Keep Your Word
  29. 29. 29 “Influence - is the ability to affect ideas and actions” •Convincing: Presenting your ideas and offer logical rational reasons to convince others of your view • Bridging: Building relationships by listening and understanding Two Styles of Influence
  30. 30. 30 Content for Trust & Influence ‣ Tell People HOW to solve their problems - for free - Give the solution away • People will still want to pay you to deliver it ‣ Show people how to solve their problems - with your product • These are your case studies, demos, walk throughs ‣ Let other people talk about how you solved their problems • These are your testimonials
  31. 31. 31 #3 An Awesome Strategy for Producing Content Quickly and Affordably
  32. 32. 32 Excuses for not producing Content I don’t know what to write about I don’t know how to write well I don’t have time to write
  33. 33. The solution is in your hands 33 •HD Video & Audio •Ecosystem of powerful Content Creation Apps
  34. 34. Why Video Production? 34 You Always Have Your Phone The Quality is Awesome Production costs are low Video Facilitates Familiarity & Connection One Video makes 3 pieces of content It’s Easy for Most People
  35. 35. “How to Figure Out What Content to Produce using the Buyer Journey” An Example 35 My Podcast My Blog Post Have you ever asked yourself, what content do I need to produce? You’ve got a web designer or your marketing manager’s standing there and you’ve got a new website and they’re asking you, We need content for the website. You think to yourself, I have no idea where to start. My Video
  36. 36. How Was it Done 36 1 2 3 4 5 Content
  37. 37. Video Ideas 37 Blog/Video Ideas ‣ How Much Does X Cost ‣ What is the Price of X ‣ Can Product X integrate with System Y ‣ How do I fix XYZ at Home ‣ What is better, Red X or Blue Y ‣ 5 Ways to Save Money on X ‣ What are the benefits of Using X ‣ What are the problems with using X ‣ Demo Video - Using X at Home ‣ Interview with our CEO ‣ A Day in the Life of Our Staff ‣ Featured Customer Profile ‣ How Customer X saved $ 10,000 using X ‣ The difference between our product X and their product Y ‣ How does X perform in the rain? ‣ Daily Industry News
  38. 38. From Marcus Sheridan - The essence of Online Marketing One Last Thing 38 Listen Can we LISTEN better than anybody else and hear the questions, problems, frustrations of our prospects? Communicate Can we communicate in a way that our prospects connect with us and understand us? Teach Can we teach in a way that they UNDERSTAND that we have a SOLUTION to their problem? Be Helpful Can we be more HELPFUL than anyone else in helping them solve their problems? 1 2 3 4
  39. 39. 39 Edmund Pelgen Contact Me 0409 517 533 Twitter: @edmundpelgen