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Content Marketing - CBS presentation by Taylor Ryan

  1. Get ready to learn some cool shit Workshop 2: Content Marketing Google Success Online and MarketingLab
  2. Taylor Ryan CMO of a Co-founded 5 startups 11+ years experience Published a few marketing ebooks Consulted on SEO/SEM for 4+ years Mentor, startup junkie, technical marketer, and growth hacker
  3. Introduction Me, you, and goals for today 0 1 What is Content Why it matters, what is it? 0 2 Why Good Content Always Wins Only strive for greatness 0 3 Tips for the Best Written Content What works and how 0 4 Better Visual Content Images and visuals0 5 Video Is The Future Video content – what counts 0 6 Table of Contents Here’s what going down today
  4. Amplification Getting seen and heard 0 7 Staying Organized Structuring your process 0 8 Measure Everything See how far you’ve come 0 9 Optimization Doing more with less, then making it better 1 0 Wrap up Images and visuals1 1 Questions? Video content – what counts1 2 Table of Contents Here’s what going down today
  5. About Since 2012 and has taught over 30,000 Danish companies in digital marketing for free. Danish Business Authority, PwC, Danish Industry, The Danish Chamber of Commerce, ASE, FDIH, IT-Industry and IVÆKST are partners of Success Online In 2016, success online began teaching students to meet the high demand for digital marketers
  6. I recently wrote an article about Networking in Denmark for …and pissed off a lot of people Fun Fact
  7. My Goal for Today? Provide Value
  8. Why are you here?
  9. Content PR / Amplification SEO SEM Social Media Email Marketing Website Design CRO / UX Automation Onboarding Marketing Is All About Systems
  10. What is Content
  11. 105+ types of content marketing/content-to-fill-calendar/ It’s everything It’s what gets you noticed What is Content?
  12. The Why Behind the Why • Discovery • Awareness • Legitimizes your business + expertise Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: DemandMetric)
  13. Content Strategy
  14. Target Your Content At Customers • Create Byer Personas -Who will buy this product / service -What are their pain points -What other interests they have -Most common questions -What is their life like? • Answer the questions they have -What are the industry secrets? -What do people in your own industry struggle with understanding? -What other topics do people in your industry find interesting? -What do people in your industry have in common?
  15. Marketing Funnel
  16. Marketing Funnel
  17. Why Good Content Always Wins “Never half-ass two things. Whole ass one thing.” -Ron Swanson
  18. Strive to make something GREAT One piece of brilliant content can change an entire industry and make a company millions Truth
  19. 20% of your content = 80% of your traffic Pareto Principle
  20. Where do the best ideas come from? -Stealing the best content -News / Industry blogs -Relevance for your audience -Influencers
  21. Ahrefs – Top Content
  22. Tips for the Best Written Content
  23. Title Generators Work Power + Emotions Work Better Titles Build lists Length: 8-12 words
  24. How Long Should My Post Be? -3000+ words -Cover a topic in more detail -Long posts have better engagement -Search engine algorithms want “meaningful engagement
  25. Considerations: SEO + Content LSI vs Keyword Focus Long Content = Better for SEO SERP ranking Boost authority Forget short keywords *6 months to build + 6 months to scale
  26. Include Everything! Make a Checklist: -Cover your topic from every angle -Use every medium to explain, display, and describe -Visuals, graphics, memes, etc -Skimmable -Give people a chance to share it -Value
  27. What if I’m a bad writer? -Practice -Voice to text – or any other solution -Find someone who does! -Article writing services exist at $5 - $100 per article (fiverr, Konker, Upwork, etc) -Plagiarism checkers
  28. Finish Strong Go down every road. Finish every thought. The last 10% is always the hardest
  29. Better Visual Content
  30. Find your style Get a copy of photoshop Better Visuals Create in Bulk Schedule in bulk
  31. Style sheetTemplates or
  32. Video Is the Future
  33. Tools for tools Statistics Video is the Future Future of video SEO
  34. Creating + Editing Video Screen Capture software: Camtasia, useloom, screenr, or google it Video Editing: iMovie, Premiere, Finalcut, Camtasia, etc Stock footage: Storyblocks, slidely, dissolve Explainer Video Powtoon, Go!Animate, Moovly, Rawshorts
  35. SEO for Video: Titles Description / export transcript Tags Thumbnails
  36. Posting Video Best times to post: -Youtube: 2 p.m. and 4 p.m. on Monday, Tuesday and Wednesday -Linkedin: Tuesday at 3 and 9 p.m., Wednesday 3 to 4 p.m., Thursday 2 to 3 p.m. and Friday at 10 a.m. -Facebook: Tuesday and Thursday from 11 a.m. to 5 p.m -Instagram: Evenings between 7 and 9 p.m. -Twitter: 1 to 3 p.m. every day Natively for better engagement
  37. Cracking the Code I posted it late on Sunday… it shouldn’t have worked My Best Engagement is Video… of nothing
  38. SoMe
  39. Social Media B2C vs B2B Not one size fits all Monitor fake / unengaged followers What platform does your audience use most? Automation Tools:
  40. SoMe Algorithms Your post is exposed to >10% of your audience Early Engagement = more value Each type of engagement is weighted differently
  41. SoMe Algorithms All social networks are pushing for “meaningful engagement” More success = more success + exposure Engagement on SoMe influences SERP
  42. Linkedin Best for B2B Broetry Algo updates are all about “meaningful engagement” Articles + Groups are a waste Good for building your own following
  43. Facebook Best for SEM Build a community via groups Biggest SoMe platform by FAR
  44. Boosting Engagement Tips for More Engagement -If you’re writing lists tag people! Use the @Button -Try putting the link to anything in the first comment – TEST IT! -Tag Influencers / Pages / Friends / Colleagues -Early Engagement wins the day -#Hashtags Tag! You’re it!
  45. Influencer Marketing + Hashtags Engage with influencers Research on medium sized folks Engage and provide value Hashtags Matter Get yourself into conversations Engage with Influencers: GROWING FROM ZERO IS HARD
  46. Influencer Marketing + Hashtags Engage with Influencers
  47. Amplification
  48. Similar articles Templates Mentioned list SoMe
  49. Amplification - Outreach: Tools to find email address Tools for outreach
  50. Messaging for Outreach Test subject lines – Click Bait Works – Get crazy! Compliment + Compliment + Question Engage for following reasons: -Write a guest post / exchange -Share content -Participate in an expert interview -Feedback -Provide value
  51. Staying Organized
  52. Staying Organized Blog content calendar Video content calendar
  53. Scheduling time to create Tips for Scheduling -Shoot more than one video series at once -Set 1-2 hours for writing once a week -Dictate using a voice to text app / Microsoft Make time
  54. Measure Everything
  55. KPIs: See how far you’ve come Traffic / Organic Conversions Monitor backlinks Keywords / SERP
  56. KPIs Beware of Vanity Metrics What REALLY Matters? -Conversions > Traffic -Engagement > Followers -ROI > Sign Ups
  57. 6 months to build, 6 more to scale (Saas) Anyone who tells you different is selling you something or an asshole How long does it take to get a ton of growth starting at zero?
  58. Optimization
  59. Add content Update Old Blog Posts Focus on LSI keywords Re-release same content
  60. ebook Make Blog Content Downloadable Lumen5 Video List = Downloadable Re-release everything
  61. Your email for my content Conversion Forms Everywhere Give it away- but get something!
  62. Wrap up
  63. Put in the Work Don’t be an “idea guy” We could all sit in a room for another 3 hours to come up with the best pieces of viral content Ideas VS Execution
  64. Put in the Work Good / Bad Bosses Remember the negative feeling We will all work for someone who is dumber than us Never treat someone else in that way Not all of content marketing is the “fun stuff”
  65. Taylor Ryan on linkedin Connect With Me Author
  66. THANK YOU Questions?

Editor's Notes

  1. CMO of a – Valuer connects startups with corporations Co-founded 5 startups 11+ years experience Published a few marketing ebooks Consulted on SEO/SEM for 4+ years Mentor, startup junkie, technical marketer, and growth hacker
  2. Complete the Success Online Digital Learning Process and get a certificate from Google and IAB here:
  4. I’m HERE for FREE – simply to provide value to you because it was so rare when that happened to me. *Questions throughout are cool- sometimes I’ll cover it later. Sometimes I won’t Don’t be that guy. There’s almost always one. Don’t be that guy.
  5. How many students? How many are currently working? How many entrepreneurs?
  6. If you understand one system really well, you can start to apply it to others. Don’t worry if it’s not easy at first. You’ll get better. Your first blog post isn’t as good as your 10th and that’s not as good as your 100th
  7. Why is content important / what is it?
  8. 105+ types of content
  9. Why behind the why? – What’s the point? Discovery Awareness Legitimizes your business and your expertise Benefits of good content: Referral Traffic Backlinks + Linking domains Keywords+ Higher DR rating = more likely to show up in SERP Social Media and Reach Branding GOAL is to drive sales/leads
  10. Social Currency: We share stuff to sound cool and smart Triggers: Things that give us a kneejerk reaction + stuff that’s relevant to us + stuff that we think about often and might realize it Emotion: Sad / happy (motivational) – this shit sells Public: Something we all share and know – think Copenhagen + biking Practical value: Something you can use Stories: Narratives The best content: -Amuses / Entertains -Teaches / Educates -Answers questions / Solves a problem -Gets a reaction -VALUE Here’s an example of what most startups do. This doesn’t work: One more thing on this topic: we constantly see startups struggle with the question of whether they should post “internal startup stuff” or “content for the audience.” In our case: “Should we post a photo of the last pitch event that we presented at to keep our audience “up-to-date”?” - The answer is: “No, our audience doesn’t care. They are all travelers: all they want to see is travel hacks and inspiring quotes. They aren’t entrepreneurs.” Post that photo from your pitch event on your personal profile, not on your startup page.
  11. Content must appeal most to our buyer personas: Know who you are writing for! Ask yourself + potential customers: Who will buy your product or service? What are their pain points? What are the most common questions you get? What are the industry secrets? What do people in your own industry struggle with understanding? What other topics do people in your industry find interesting?
  12. You will not find every customer at the spark moment: Spark: “I need to find XXXX software” -Diverse content -Hitting different perspectives -Providing Value Blog articles should not be entirely be top of funnel: -Case Studies + Interviews -Buyer Guides -Future Predictions -Templates What is inbound Marketing?
  13. 8-20 exposures to your product before purchase: You will not find every customer at the spark moment: Spark: “I need to find internal communication software” -Diverse content -Hitting different perspectives -Providing Value What is inbound Marketing?
  14. Dollarshave club: Team Building Games: -3.1M visitors in under 2 years -100.000+ keywords ranked Capterra: I got more free leads from 1 piece of content in 3 months than I did from all other sources combined in 6 months Elon Musks Resume: What would prefer 100 articles that get 10 unique visitors a month or 5 article that drive 1000 visitors a month?
  15. 80/20 Rule of Content – The Pareto Principle: 80% of alcohol is consumed by 20% of the population Sales: 80% of sales come from 20% of the team Customer success: 20% of the features are used by 80% of the customers 80% of the traffic comes from 20% of the content
  16. Use these tools for curation of helpful interesting content Use your keywords: Follow Influencers, competitors, publishers, etc Or Build a list of potential articles: -Build a list of Competitors and Publishers in your niche -Export all articles from competitors & publishers -Highlight the most interesting/best top posts that you want to write Use the best of the scrapped “potential articles” as inspiration and write better content -Longer content -More detailed coverage -More resources -Images, videos, lists, guides, audio, downloadable, etc
  17. Login to ahrefs for a quick demonstration
  18. Make better titles: Title Length: 8 -12 words~ Yoast Recommends 70 Characters Title: USE YOUR KEYWORDS Title has been run through blog title generator:
  19. 3000+ Word Posts Get The Most Traffic: More on 3000+ word posts Rank Highest:
  20. 3000+ Word Posts Get The Most Traffic: More on 3000+ word posts Rank Highest:
  21. -Title -URL / Meta Description -Feature Image / Other images / Alt Text -Internal / External links -Skimmability -Lists / Quotes / Map / Download links -CTA Title Title has been run through blog title generator, you can use the following websites listed below. URL/Meta Description Make sure the to set the slug (URL) under the wordpress visual/text editor in the Yoast SEO section. Make it similar to the title, and not too long. If it’s too long, it’ll indicate in red below. Set the meta description too, this can be the intro to your article. Or an enticing short text introduction to your article. 50-300 Feature Image Double check that the title is the same and relevant to the post. Internal Links Add an internal link (to valuer blog) like below in H5, and centered. [Related article - Title of related article] External links: Link to article that covers a similar topic, never use “click here” Click to Tweet Can be anywhere in the text, a fun quote, an interesting fact, but at least one. Images Add at least two images/gifs/memes/videos Always set the ALT Text, (relevant title of the picture) in the wordpress media library, otherwise it won’t be noticed by Google. It’s better for our SEO. Skimmibility: No long paragraphs Video Original Lumen 5 video Font All font and styling is the same Lists Map Download link All fields Logos Quotes All quotes should be in italics CTA
  22. Make better titles: Title Length: 8 -12 words~ Yoast Recommends 70 Characters Title: USE YOUR KEYWORDS Title has been run through blog title generator:
  23. Your first piece of content won’t be as good as your 10th. And that won’t be as good as your 100th.
  24. Create in Bulk: .CSV upload via Zapier and then schedule to buffer Add images manually Stock Images - best site for stock photos / req paid subscription Pexels – Free stock photos you can use everywhere. Free for commercial use. No attribution required. All the free Stock – is a curated list of free stock images, audio and videos. Find all the best free stock images and videos in one place. UnSplash – Free (do whatever you want) high-resolution photos. Splash Base – Search & discovery platform for free, do what you want, hi resolution photos & videos from travelcoffeebook, startupstockphotos, littlevisuals, gratisography. Startup Stock Photos – Take ’em, these things are free. Go. Make something Jay Mantri – Free, do anything (CC0) pics. Moveast – This is a journey of a Portuguese guy moving that decided that every photo should be used for free. Travel Coffee Book – Sharing beautiful travel moments. All photos are listed under cc0. That means you can do whatever you want with them. Designer Spics – Free photographs for your personal and commercial use. This includes websites, presentations, brochures/packaging/labels. Death to the Stock Photo – A photo & inspiration haven for creatives crushing their path. Free photos by email every month. Foodies Feed – Download 1000+ beautiful realistic free food pictures in high resolution and visit our food photography magazine worth sharing. Mazwai – Download free creative commons HD video clips & footages. Jeshoots – Free royalty images. Superfamous – All free images. Pixabay – A site with hundreds of thousands of photos and clipart free to use for any purpose Magdeleine – Free photo of the day on, a blog that features the best free high-quality stock photographies for your inspiration. Little Visuals – Sign up to get 7 hi-res images zipped up in your inbox every 7 days. Use them any way you want. Splitshire – Free stock photos and images you can use for your commercial projects. Instant download. No attribution required. No Copyright. Free Photobank – Free stock photo site. Download pictures up to 2048 pixels, with Creative Commons licence. Free Range Stock – High-resolution stock images and textures for free with photographer ad revenue sharing system. Free Images – More than 16000 FREE digital photographic images for web, publishing, and design. Royalty and cost free stock photos. RGB Stock – Free stock photo site with more than 100000 totally free stock photos online. Dreamstime – Download from over 51 million stock photos, illustrations, vectors & videos from the world’s largest community in royalty-free stock photography. Image Free – Free images to download. Stock Vault – Over 90.000 free stock photos, textures and graphics for your next project. No attribution required. Public Domain Pictures – Home of public domain pictures. Free for private and commercial use. Free Digital Photos – Royalty free images, high quality stock photos and illustrations, perfect for your online and offline projects. Small sized pictures all available free. ISO Republic – Free stock photos for creatives. StokPic – Free high resolution stock photos for commercial use. Kaboompics – Breathtaking free stock images for business or personal projects. We Function – We’re building a collection of the very best free design resources over at Dealotto. PJRVS – Paul Jarvis helps folks connect creativity and commerce. Lock and Stock Photos – Free stock photos to use in any way, anywhere, anytime. Bucketlistly – A free creative common collection of over 4000+ travel photos anyone can use. Get Refe – Royalty-free, high-quality, natural looking photos. Gratisography – Free, use as you please, high-resolution stock photos for personal and commercial projects. Lifeofpix – Royalty free images. Pic Jumbo – Free stock photos. Raw Pixel – The best creative resources for everyone FreePik - Lots of vectors, images, graphics free
  25. Show brand consistency Stylesheet or Original is always better
  26. YouTube has over a billion users, almost one-third of total internet users. 45% of people watch more than an hour of Facebook or YouTube videos a week. More than 500 million hours of videos are watched on YouTube each day. One-third of online activity is spent watching video. We engage with more content on multiple devices simultaneously 87% of Consumers Use Second Screen Device While Watching Video By 2019, internet video traffic will account for 80% of all consumer Internet traffic. Video on a landing page can increase conversions by 80% or more. Additionally consider: We look on youtube for a guide on how to-do something When we arrive at a website, how often do we watch the explainer video?
  27. Screen Capture: – get license off ebay Footage: Expaliner Videos Example: Be Amazed
  28. None of this stuff is an accident (but it might be partially luck) Titles: Title MUST be Interesting Use a title generator (Clickbait titles work!) Check out competition on youtube Your content relates to the title Natural Language Search + Lists style keyword / target phrase in title ~45 characters before chopping off Limited to 100 characters In general, Google tends to use video results for these types of keywords: How-to keywords (“how to shave a cat”) Reviews (“beats by Dre review”) Tutorials (“Setting up WordPress”) Anything fitness or sports related (“Cardio kickboxing”) Funny videos (“Cute animals”) Pick titles and phrases that have low competition: Search and see how many results come up (this depends on the niche) See interesting stuff on how to find better titles with google suggest here: Make better titles: Title: USE YOUR KEYWORDS Title has been run through blog title generator: Long tail keyphrases you discovered during the research phase Synonyms Relevant adjectives Use google, keyword tools: Remember these? - - - - - (use PrivateSEOclub) - - (more for deciding between one keyword and another) - - Consider local SEO Description: How to get your auto generated transcription: Click 3 dots next to playlist button Click “open transcript” Click 3 dots in new transcript view Click toggle transcripts to remove time stamp Select all, copy + paste Clean up, add as much as possible to your description Doesn’t auto translate as well with thick accents. Great guide on video descriptions: ***Youtube’s algorithms are distancing themselves from this and focusing more on engagement Tags: CTRL + U Use suggested keywords at the bottom of your google search Tags should be VERY related to your video: Google search your video title to get suggested keywords These will be your best tags 15-20 tags on average per video max 30 characters per tag up to 500 characters (including separators) Thumbnails: Must have a verified youtube account to upload custom thumbs Better Discovery: This is how you get found! Not a designer? No problem! Use canva, easelly, visme, infogram! Preview of what is going to happen in the video Eye-catching colors Add keyword text Use close ups on faces, preferably making eye contact (things we find attractive) Show strong emotions. Use bright backgrounds. Use contrast and outlines. Size: 1280×720 pxs Free tools: Adobe spark – for thumbnails Canva Easelly Visme Go look around at trending videos and see thumbnails on popular videos Guide of better thumbnails: More on creating thumbnails Some algo updates may crush some creativity in the future:
  29. Youtube: Linkedin / Facebook / Instagram:
  30. Want to see something crazy? IT’S GONE Fake account Posting the same rotation of 50 stolen videos 4-8 videos per hour throughout the day Different tags / descriptions Re-post same video with most engagement within the hour Attractive model -> creates clicks Good job title Profile visits = page visits = traffic on site
  31. Best time to post on social media: Content strategy guide and statistics:
  32. Thoughts on SoMe: B2B vs B2C C Level Executives notice when it’s not there Not one size fits all What platform does your audience use the most? Set up automation for posts to boost engagement: Buffer HootSuite Buffer Falcon PostCron sproutSocial Sprinklr Beware of Vanity Metrics Create in Bulk: .CSV upload via Zapier and then schedule to buffer Add images manually
  33. If everyone starts eating the same type of sample, more samples get put out. Your post is exposed to >10% of your connections Early engagement = more value Each type of engagement is weighted differently Timing effects this: If even more are taken in a short time, MORE samples get put out. Early engagement is huge Comments + Read more comments + Shares = biggest winners Likes and clicks are good, just not as good. FB:  January 11th, 2018 Linkedin: First 3 months of 2018
  34. Are you engaging with the content more than just clicking like? Are you: Reading the article Commenting Clicking “see more” on the comments Liking / sharing / etc Values/Weights constantly changing on different media, tags, etc Links are meh- due to time on site. SoMe + Serp are indirectly linked. There is a correlation: -Especially true for referring domains from building SoMe (exposure) Algorythms are constantly changing FB:  January 11th, 2018 Linkedin: First 3 months of 2018 SoMe + Serp are indirectly linked. There is a correlation: -Especially true for referring domains from building SoMe (exposure)
  36. Largest Audience Most daily active users Remove Users still spend about 950 million hours on Facebook each day. 1.4 billion daily active users The average monthly user spends 27 minutes per day in the app 50% of 18-24 year-olds go on Facebook when they wake up. --- From the checklist guide: --- Facebook What is Facebook? On Facebook, you can communicate as a business via your own wall or respond to someone else's review of your business or product on other pages. By creating content that is fun, enlightening or creating a different value for users, you can try to get others to share the content you provide. Why is it important? On the profile wall, you as a company can pinpoint the direction of communication, but generally you should be aware that communication on social media is on the user's premises. Therefore, it is also a good idea to follow the review of your business through tools such as Mention or Hootsuite. What should I be aware of? Have visible contact information and opening hours. Fill out information about the company's goals and vision - it creates credibility. Make a plan for production and publishing of content. Prioritize monitoring of social media so that customer inquiries are answered. It is important to answer all customer requests and with a quick response. Make a strategy for how to react if communication on social media takes a negative turn. Do not as a business to contact private users on their wall. It can be perceived as cross-border. How do I get on? If it makes sense for your business, then create a business profile and fill in all relevant information, such as contact info, opening hours and goals / vision. Checklist questions Does your business have a purpose of being on Facebook? Have you prepared a plan for production and publishing of content?
  37. Tips for More Engagement If you’re writing lists tag people! Use the @Button Try putting the link to anything in the first comment – TEST IT! Tag Influencers / Pages / Friends / Colleagues Early Engagement wins the day
  38. HypeAuditor - Top Instagram Influencers Ranking Tweetdeck Social Crawlytics Alltop Klout Crowdfire Full Contact SEOquake Personapp Similar Web Buzzsumo GroupHigh Monthly Influencer Lists Twitter: Twitter: 1-3 hashtags incorporated into a tweet; either tweet with hashtags + URL or small intro + URL + tweet Lists work Regular engagement Don’t follow/unfollower Instagram: Growth hacks on Instagram: Couple extra ideas: 10 Hashtags is okay: Tag brands / companies / engage with other influencers Do shit for free or for a chance to get your stuff shared (over 1/3 of Instagram users are there for surveillance, so generally they have time to read your stories) Content: The timing of your posts is just as important. Almost universally, people are most active on Instagram at 9am, 12pm and 3pm EST. 5. Content is (and will always be) king Vibrant photography Cooler shades (like blue) High-quality graphics/photos Engaging captions with a question or a call to action 6. Automation method Targetted F/UF
  39. Try to be part of the conversation with influencers Offer them value first
  40. You can write the greatest article in the world but if nobody reads it, it doesn’t matter. Give your content a chance to catch the audience and not fade into obscurity
  41. This is the difference between average and great marketers. It’s ensuring the work you put in actually gets seen.
  42. Tools to use: Zoominfo Voilanorber Findthatlead Email Grabber Clearbit Toofr Lucify ContactOut Full Contact Lead411 Extract email from twitter/insta: Geekmail Pluck Discovery: Organizing Google Spreadsheets (add-ons), Remove Duplicates Clearbit Sheets Sort by Color Split Names Power Tools Scrape Emails: Scrapebox Extensions: Hunter Clearbit: Lead411: ContactOut: Linkedin scraper
  43. “*Don’t Open This Email*” “Steal my content” “You’ve Changed Man”  “Quick favor?” Outreach templates exist: (scroll to the bottom) Outreach templates exist Create a flow!
  45. Blog Content Calendar: Video Content Calendar:
  46. Here’s a 7000 word ebook about de-cluttering your multi-tasking life: Sit down once a month Cover three broad topics Make video + take pictures - then chop it up Write short summaries Then schedule it out: Natively for FB / LI for Video Write 1-2 weeks worth of statuses in 1 sitting
  48. Tools for measuring: Important Metrics: -Visitors -Backlinks / Referring Domains -Keywords+ -Leads/Conversions/MQL (Sign ups/Referrals/Demos/Sales) -CPC / CPM / CPL (Cost Per Click) -Downloads (for apps or e-books) -UR / DR -ROI / CAC(customer acquisition cost)/LTV (Lifetime value) 16: 31: 70: Metrics: Backlinks / Referring Domains Keywords+ Leads / MQL (Sign ups/Referrals/Emails captured) (Marketing Qualified lead) Conversions (Purchases/Sign ups/Demo) CPC / CPM / CPL (Cost Per Click) Downloads (for apps or e-books) UR / DR ~ROI / CAC(customer acquisition cost)/LTV (Lifetime value) Vanity Metrics:
  49. What REALLY Matters? -Conversions > Traffic -Engagement > Followers -ROI > Sign Ups
  50. Success with content is HARD. Every niche is different. Don’t expect to walk in and take over quick
  51. Let’s take examples of content that you can boost – Use ahrefs
  52. Use templates to repurpose blog content -stuff that doesn’t rank perfectly can be re-released again and again to boost engagement Make videos of the stuff that worked to drive content and re-release it: Guides, how-to, expert etc
  53. Lead Capturing: Convertful ConvertFox LeadPages MailChimp Linkedin + Facebook Leadgen forms – CTA – Download – Then autosend download link
  54. Met too many CMOs that have never run a single adwords, facebook/linkedin campaign I’ve met too many entry-level marketers that claim they have worked on adwords, facebook/linkedin campaign More IDEA GUY STUFF: We could sit in a room for another 3 hours and come up with the future DO THE WORK. Hustle Mindset: Nobody got rich without putting in the work Exceptions: Lottery winners, bank robbers/assholes, and people that inherit money. There are no shortcuts but the journey/experience teaches you the best way to recognize good business partners, better footholds during the climb, and better optimization to avoid pitfalls in the future.
  55. Recognize what you deem to be unfair and ask yourself why We all have to do NOT-FUN stuff Break your frustrations down to their simplest parts Use Negativity as momentum. Not everyone’s final job is the one they have right now.