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Content Strategy for Lead Generation

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You are launching a new content marketing program ...or you’ve already been doing this for years. Either way, it’s a new year and a good time to check in with your content strategy. In this session, Andy will do a deep dive into driving leads, from action to outcome.

Who are we talking to and why do they care?
What do we publish?
And how will it be promoted?
Who are we collaborating with?
And where are we active? ...and finally, goals and measurement

There’s more than one way to generate demand. This is one of them.

Published in: Marketing
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Content Strategy for Lead Generation

  1. 1. @crestodina Andy Crestodina CONTENT STRATEGY for LEAD GENERATION Orbit Academy
  2. 2. @crestodina
  3. 3. @crestodina
  4. 4. @crestodina
  5. 5. @crestodina
  6. 6. @crestodina
  7. 7. @crestodina
  8. 8. @crestodina “A plan to reach a specific goal”
  9. 9. @crestodina
  10. 10. @crestodina “A plan to use content reach a specific business goal”
  11. 11. @crestodina source: Brain Traffic
  12. 12. @crestodina CONTENT Blogs / Articles Social media content Press releases Whitepapers Videos and podcasts Training materials Policies Procedures Project / Client Docs Proposals / Contracts
  13. 13. @crestodina CONTENT Blogs / Articles Social media content Press releases Whitepapers Videos and podcasts Training materials Policies Procedures Project / Client Docs Proposals / Contracts Marketing Content Internal Content
  14. 14. @crestodina CONTENT Blogs / Articles Social media content Press releases Whitepapers Videos and podcasts Training materials Policies Procedures Project / Client Docs Proposals / Contracts Marketing Content Internal Content
  15. 15. @crestodina
  16. 16. @crestodina Put your content on a mission Audience & Topics
  17. 17. International travelers get travel tips and news to make travel easier
  18. 18. Help engineers answer the most challenging industrial soldering questions
  19. 19. The best source of info on optical LANs. We show IT buyers how to address tech and business challenges, identify trends, reduce expenses and improve user experiences
  20. 20. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
  21. 21. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
  22. 22. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
  23. 23. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
  24. 24. Our content is where [audience x] gets [information y] that offers [benefit z].
  25. 25. @crestodina Source: Content Marketing Institute
  26. 26. @crestodina Source: Content Marketing Institute “Do you have an editorial mission statement?”
  27. 27. @crestodina Marketers who document their mission statement are 3x more likely succeed
  28. 28. @crestodina
  29. 29. @crestodina
  30. 30. Where office managers find fun tips for the workplace and benefits to build happier, more productive teams.
  31. 31. @crestodina Topics
  32. 32. @crestodina 1. Keyword research 2. Q&A websites 3. Listening to your audience Sources of topics
  33. 33. @crestodina
  34. 34. @crestodina source: keywordtool.io
  35. 35. @crestodina Answer the Public
  36. 36. Quora.com
  37. 37. @crestodina 1. Sales team 2. Customer service team 3. Customer stories Listening
  38. 38. @crestodina Your outbox is filled with content
  39. 39. @crestodina Topics and focal distance
  40. 40. @crestodina Topics and focal distance Is Beer At Work a Dumb Idea? Awesome Office Kitchens Top 10 Office Perks
  41. 41. @crestodina The Power of Research
  42. 42. Amazing Contributor Weak Contributor Perceived Content PerformanceActual Content Performance
  43. 43. source: Moz, BuzzSumo
  44. 44. @crestodina Most content gets no links and few shares source: Moz, BuzzSumo
  45. 45. ...if you want to create content that achieves a high level of both shares and links then you should concentrate on opinion forming, authoritative content... or well researched and evidenced content.
  46. 46. ...if you want to create content that achieves a high level of both shares and links then you should concentrate on strong opinions original research
  47. 47. 4,066 websites link to CMI’s research
  48. 48. Three ways to produce research 1. Observation: Pick a data set. Gather data.
  49. 49. Three ways to produce research 1. Observation: Pick a data set. Gather data. 2. Aggregation: Combine data from existing sources
  50. 50. Three ways to produce research 1. Observation: Pick a data set. Gather data. 2. Aggregation: Combine data from existing sources 3. Survey: Mass outreach and analysis
  51. 51. observation
  52. 52. @crestodina
  53. 53. @crestodina
  54. 54. aggregation
  55. 55. @crestodina
  56. 56. @crestodina
  57. 57. survey
  58. 58. @crestodina source: 2017 Blogger Survey, Orbit Media
  59. 59. @crestodina
  60. 60. “What do people in our industry often say but rarely support?”
  61. 61. Find the missing stat
  62. 62. Don’t take shortcuts; they take too long. Sonia Simone CCO, Copyblogger Media
  63. 63. @crestodina Formats There’s more to live than text
  64. 64. @crestodina
  65. 65. @crestodina
  66. 66. @crestodina FORMATS articles, guides, ebooks infographics, diagrams, memes How to, explainers, animations interviews, roundups Text Images Video Collaborative
  67. 67. Movement is more powerful than images. Images are more powerful than text.
  68. 68. Source: Periodic Table of Content
  69. 69. “Let’s turn our top ___________ into _____________”
  70. 70. “Let’s turn our top ___________ into _____________” blog post a video
  71. 71. “Let’s turn our top ___________ into _____________” blog post an infographic
  72. 72. “Let’s turn our top ___________ into _____________” three articles a guide
  73. 73. “Let’s turn our top ___________ into _____________” FB post a newsletter
  74. 74. @crestodina
  75. 75. @crestodina Are people looking for this information? ...yes! source: keywordtool.io
  76. 76. Search optimized article
  77. 77. Search optimized article Infographic with diagrams
  78. 78. Search optimized article Infographic with diagrams Statistics for landing pages
  79. 79. Search optimized article Infographic with diagrams Statistics for landing pages Interview with experts
  80. 80. @crestodina Works in Search Works in Social Answers questions Triggers emotion Headlines with explicit benefits Headlines with curiosity gap Long and detailed Compelling visuals Contributor quotes from experts Contributor quotes from social influencers
  81. 81. @crestodina Influencers & Collaboration Outreach, collaboration and earned media
  82. 82. @crestodina source: 2017 Blogger Survey
  83. 83. @crestodina
  84. 84. @crestodina
  85. 85. @crestodina
  86. 86. @crestodina
  87. 87. @crestodina
  88. 88. @crestodina Content should be designed to attract visitors
  89. 89. @crestodina Optimized for search…
  90. 90. @crestodina Optimized for social…
  91. 91. @crestodina 1. Quote and mention in an article 2. Ask for a contributor quote 3. Include them in an expert roundup 4. Invite them to guest post 5. Deep dive interview 5 Ways to Collaborate
  92. 92. @crestodina
  93. 93. @crestodina An ally in creation is an ally in promotion
  94. 94. @crestodina
  95. 95. @crestodina
  96. 96. @crestodina
  97. 97. @crestodina Share and mention
  98. 98. @crestodina
  99. 99. @crestodina If you’re not making friends, you’re doing it wrong.
  100. 100. @crestodina There are two kinds of people on the internet Creators Consumers
  101. 101. @crestodina Guest Blogging & PR
  102. 102. @crestodina
  103. 103. I wrote an article for you. Here it is. Aaron Orendorff Expert Guest Blogger
  104. 104. @crestodina Let’s Do This! Putting it all together to drive leads
  105. 105. @crestodina What... topics How... formats Who... collaborators Where... host blogs
  106. 106. @crestodina
  107. 107. They want info. We want leads.
  108. 108. Your website is the mousetrap. Your content is the cheese. Barry Feldman Feldman Creative
  109. 109. @crestodina The Service Page Office Coffee Delivery Keyword-focused: “Office coffee delivery service” Conversion optimized: answers, testimonials, CTAs
  110. 110. @crestodina
  111. 111. @crestodina
  112. 112. @crestodina The Anchor Piece Office Perk Ideas from the Top 50 Workplaces Original Research Keyword-focused: “office perks ideas” Charts and Graphs Quotes from contributors, influencers
  113. 113. @crestodina
  114. 114. @crestodina The Content Upgrade Complete Guide to Top Office Perks Designed: eBook PDF with charts Gated: enter email address to download
  115. 115. @crestodina How-to Article How to retain your employees Keyword-focused Uses charts from anchor piece Quote from influencer Links to anchor piece
  116. 116. @crestodina “Evil Twin” Guest Post How to lose a top employee in 30 days Published on high DA website Links to how-to and anchor piece
  117. 117. 5 Perks That Get Your Team To Come In Early The 5 Simple Mistakes of Rookie Office Managers
  118. 118. @crestodina Infographic Top Perks at Top Offices Designed with charts, stats Includes a short article Links to anchor piece
  119. 119. @crestodina Guest Post / Infographic Top Perks at Top Offices Published on high DA website Includes a new short article Links to anchor piece
  120. 120. @crestodina Influencer Interview What employees really want Content creator: • Large following • Writes for high DA website In-depth conversation Links to anchor piece
  121. 121. @crestodina
  122. 122. @crestodina Contribution / Interview New Research! What’s on Tap at Top Workplaces High DA website Guest post, email interview or podcast interview
  123. 123. @crestodina Blog Post One 5 Workplace Secrets: Inside Top Offices Provocative headline Links to anchor piece
  124. 124. @crestodina Blog Post Two Coffee, Tea, Beer? What they’re drinking at top offices Links to anchor piece Links to service page
  125. 125. @crestodina Blog Post Three The Dirt on Dishes: What’s wrong with office kitchens Links to anchor piece Links to service page
  126. 126. @crestodina
  127. 127. @crestodina Q1 Q2 Q3 Q4 Original Research (search optimized) Ultimate Guide (search optimized) Detailed How-To (search optimized) Original Research Full report Checklist Resource Guide Full Report Video Infographic Infographic Animation Influencer Interview Round Up Panel-style article with three influencers Influencer Interview Article for Media Site Guest post on industry blog Short series for local association Contribute to media column 3-5 articles 3-5 articles 3-5 articles 3-5 articles Anchor Piece Content Upgrade Media Collaboration PR / Guest Post Blog Posts
  128. 128. @crestodina 1. Know their audience 2. Understand topics, keywords and SEO 3. Use many formats 4. Collaborate with influencers 5. Publish in many places Persistence and Structure! Great Content Strategists…
  129. 129. Blogging vs Content Strategy
  130. 130. @crestodina Conversion
  131. 131. @crestodina source: NN Group Website Usability Study 2004 vs 2016
  132. 132. @crestodina source: NN Group Website Success Rates 2004 vs 2016
  133. 133. @crestodina source: NN Group Causes of User Failure
  134. 134. From Answers to Action
  135. 135. To convert someone, go and take them by the hand and guide them. Thomas Aquinas Saint
  136. 136. ANSWERS UNCERTAINTY
  137. 137. Conversion Map
  138. 138. @crestodina “I need some marketing technology...” Does this system connect with my database? ...integrates with the top 50 platforms “Thanks for the help connecting to my system!” Logos of tools Chat with an expert about integration >>
  139. 139. @crestodina Senior housing Can I bring my dog? Yes, we are pet friendly “My puppy Buster loves his new friends!” Discuss pet relocation with an associate >
  140. 140. @crestodina Non-medical home care Can you help mom with her meals? Yes, our caregivers prepare healthy meals “Janice cooked the salmon perfectly!” Ask how we plan and prepare healthy meals >
  141. 141. There are all kinds of answers
  142. 142. Justin Rondeau DigitalMarketer.com Optimization is about meeting user expectations. Page elements anticipate the visitor’s questions or objections and page design prioritizes these answers.
  143. 143. “Questions Every Page Must Answer” 1. Who is the company? 2. What do I get? 3. Is this immediately valuable to me? 4. Is my information safe? 5. When do I get it? 6. Is this offer reliable? (Offer trust) 7. Is this company reliable? (Brand Trust)
  144. 144. What questions does my audience ask before purchasing?
  145. 145. What classes can I take? What degrees do you offer? Are you accredited? How long does it take? Financial aid: Can I afford it? Are there scholarships? Can I go part time? What can I do with this degree? Is it worth it? Are the alumni happy? Who goes to to this school? What are the demographics? Is there wheelchair access? Is there Spanish language support? What about demographics, diversity, LGBT? How is parking? Is it accessible by public transit? Can I use transfer credits when I apply? Life after graduation? What are the housing options? Where would I live? Is childcare available? Access to faculty? Retention rates and graduation? What kind of student support is available? What about the library? What makes this company unique? When do programs start? What is the neighborhood like? Do I need to take the GRE test? What is life like for students? What have the professors done? What research? Publications? What projects can I work on? Are they paid? Is there work-study available? Is this a for profit school? Is it part of a bigger organization? What are classes like? Is there field study or internships? available? How long has this school been around? Can I talk to a professor before I apply? What is the process for applications? What if I’ve never worked in this field before? Is there a difference between the online and on-site programs?
  146. 146. source: Answer the Public
  147. 147. What are the three questions people always ask before hiring us or buying?
  148. 148. Questions to ask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you? Source: Joel Klettke, Call to Action Conference
  149. 149. They ask. You answer. Marcus Sheridan The Sales Lion
  150. 150. Message, messengers and formats
  151. 151. Message, messengers and formats
  152. 152. Message, messengers and formats
  153. 153. Message, messengers and formats
  154. 154. Message, messengers and formats
  155. 155. Movement > Images > Text
  156. 156. EVIDENCE UNCERTAINTY
  157. 157. There are 2 kinds of evidence
  158. 158. pathos logos ethos
  159. 159. emotion reason ethics
  160. 160. heart head cred
  161. 161. @crestodina
  162. 162. Facts are called ‘cold and hard’ for a reason. They don’t have the ability to warm hearts, which is the key to changing minds. Rob Biesenbach Author, Actor, Speaker
  163. 163. Big Evidence: Data and Statistics
  164. 164. Little Evidence: Testimonials and Stories
  165. 165. 7 Things to Add To Your Testimonials
  166. 166. What is the right amount of evidence?
  167. 167. Percent proof on a sample Amazon page After removing the header, footer and ads... 7260 pixels of page
  168. 168. Percent proof on a sample Amazon page After removing the header, footer and ads... 7260 pixels of page 3130 pixels of proof
  169. 169. After removing the header, footer and ads... 7260 pixels of page 3130 pixels of proof 43% of the page is proof Percent proof on a sample Amazon page
  170. 170. Eye Tracking Studies Show...
  171. 171. ...you look where they look!
  172. 172. source: ConversionXL
  173. 173. 6858 pixels of page Percent proof on a Oli’s speaking page
  174. 174. Percent proof on a Oli’s speaking page 6858 pixels of page 3478 pixels of proof
  175. 175. Percent proof on a Oli’s speaking page 6858 pixels of page 3478 pixels of proof 51% of the page is proof
  176. 176. What else did those two pages have in common?
  177. 177. No shorties 20x longer +30% conversion rate
  178. 178. Give them everything ...one thing at a time
  179. 179. Remove Distractions! ...plus, tips for maximizing email signups
  180. 180. source: 5 Easy Tips to Improve Every Blog Design Too many options...
  181. 181. source: Oli Gardner
  182. 182. source: Oli Gardner 82:1
  183. 183. Attention Ratio ...the ratio of the number of things you CAN do to the number of things you SHOULD be doing
  184. 184. Before... After...
  185. 185. 4800% increase. Not bad!
  186. 186. 1.Prominence 2.Promise 3.Proof Why it worked... source: Email Signup Forms, Orbit Media
  187. 187. Good
  188. 188. Good
  189. 189. Bad
  190. 190. Calls to action and specificity
  191. 191. source: Michael Aagard
  192. 192. source: Michael Aagard
  193. 193. Specific CTAs
  194. 194. BENEFITS COSTS
  195. 195. RETURN INVESTMENT
  196. 196. Find and fill the gaps...
  197. 197. What’s missing from your website? ...unsatisfying
  198. 198. What’s missing from your website? ...unsatisfying ...weak
  199. 199. What’s missing from your website? ...unsatisfying ...weak ...not compelling
  200. 200. Out of context answers FAQ Page
  201. 201. Out of context evidence Testimonials Page
  202. 202. Beware the testimonials page
  203. 203. @crestodina The Cheese and the Mousetrap A Page-by-Page Breakdown
  204. 204. @crestodina
  205. 205. @crestodina Design Your Own Skillset! Be valuable to your clients, your brand and yourself
  206. 206. @crestodina source: MOZ
  207. 207. @crestodina source: MOZ
  208. 208. @crestodina source: MOZ
  209. 209. @crestodina source: MOZ
  210. 210. @crestodina COMPENSATION CHANGES: June 2016 – Nov 2017
  211. 211. @crestodina The Birth of a Lead
  212. 212. @crestodina Leads ...everyday!
  213. 213. @crestodina More to think about... • Personas • Paid • Marketing automation • Workflow • Measure, audit and optimize
  214. 214. @crestodina How to do all this stuff... • Content Strategy Explained in 180 Seconds! • How to Create Your Content Marketing Mission • A Guide For Repurposing: The Periodic Table of Content • Content Marketing Collaboration: 5 Ways to Upgrate Your Content
  215. 215. @crestodina Andy Crestodina THANK YOU!

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