Rachel Meyer Pubcon 2017
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Rachel Meyer Pubcon 2017
- 1. @rachelmeyer1 End To End Content Planning Rachel Meyer SEO Manager Infusionsoft snip.ly/k8iju
- 2. @rachelmeyer1 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs #pubcon @rachelmeyer1
- 3. @rachelmeyer1 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs #pubcon @rachelmeyer1
- 4. @rachelmeyer1 Become a Content Superhero #pubcon @rachelmeyer1 have a solid plan create truly valuable content build upon what you create
- 5. @rachelmeyer1 Content Calendar Superpowers #pubcon @rachelmeyer1 have a plan & strategy align your content around goals become consistent & build your audience
- 6. @rachelmeyer1#pubcon @rachelmeyer1 mix it up and try different types of content Quick & Dirty Content Calendar Strategy:
- 9. @rachelmeyer1#pubcon @rachelmeyer1 mix it up and try different types of content what’s my biggest idea? Quick & Dirty Content Calendar Strategy:
- 10. @rachelmeyer1#pubcon @rachelmeyer1 epic e-book tweet blog #1 facebook podcast email campaign blog #2 qzzr blog #3 social video
- 11. @rachelmeyer1#pubcon @rachelmeyer1 mix it up and try different types of content what’s my biggest idea? document KPIs, call your shot Quick & Dirty Content Calendar Strategy:
- 12. @rachelmeyer1#pubcon @rachelmeyer1 “A good content strategist will set their content KPIs according to where their target customers are at in the funnel.” “A great content strategist will create content with those KPIs already in mind. When you know what you’re trying to accomplish, you’re more likely to accomplish it.” portent.com/blog/content-strategy/guide-choosing-content-kpis.htm
- 13. @rachelmeyer1#pubcon @rachelmeyer1 SMART KPIS specific, measurable, achievable, relevant, and time-based engagement awareness micro conversions macro conversions
- 14. @rachelmeyer1#pubcon @rachelmeyer1 Show $$ for Content! kaushik.net/avinash/google-analytics-setting-goals-and-goal-values/ set up goals & goal values
- 16. @rachelmeyer1#pubcon @rachelmeyer1 fully customizable totally free sharable with your team Google Sheets Template bit.ly/2AaD7jP
- 18. @rachelmeyer1#pubcon @rachelmeyer1 Trello trello.com can replace ed cal & project management software terrific app integration extensive at-a-glance dashboard
- 20. @rachelmeyer1 Persona Superpowers #pubcon @rachelmeyer1 higher quality leads avoid time wasted by guessing choose the right platform
- 21. @rachelmeyer1#pubcon @rachelmeyer1 Companies that exceed lead and revenue goals were 2.2X more likely to have and document personas than companies that miss these targets. http://cintell.net/2016-benchmark
- 22. @rachelmeyer1#pubcon @rachelmeyer1 include questions & pain points Quick & Dirty Persona Strategy:
- 25. @rachelmeyer1#pubcon @rachelmeyer1 include questions & pain points don’t forget behaviors, motivations & emotions Quick & Dirty Persona Strategy:
- 27. @rachelmeyer1#pubcon @rachelmeyer1 include questions & pain points don’t forget behaviors, motivations & emotions Quick & Dirty Persona Strategy: use data and make them realistic
- 30. @rachelmeyer1 Xtensio xtensio.com unlimited creativity free & paid versions professional appearance #pubcon @rachelmeyer1
- 31. @rachelmeyer1 What does she want? What speaks to her? What is driving her crazy?
- 32. @rachelmeyer1 Content Refresh Superpowers #pubcon @rachelmeyer1 take advantage of a proven concept work smarter, not harder fill in content calendar gaps
- 34. @rachelmeyer1#pubcon @rachelmeyer1 look for quick wins Quick & Dirty Content Refresh Strategy:
- 35. @rachelmeyer1#pubcon @rachelmeyer1 Look in Google Analytics for titles with a year site:yoursite.com “2016” do the same for seasonal topics
- 36. @rachelmeyer1 Relaunched blog It really does work…
- 37. @rachelmeyer1#pubcon @rachelmeyer1 look for quick wins what performed that isn’t anymore? Quick & Dirty Content Refresh Strategy:
- 39. @rachelmeyer1#pubcon @rachelmeyer1 look for quick wins what performed that isn’t anymore? do general housekeeping Quick & Dirty Content Refresh Strategy:
- 40. @rachelmeyer1#pubcon @rachelmeyer1 update posting date update images update links update keywords leave the URL alone
- 43. @rachelmeyer1 To get GA all pages data by month: Login to Google Analytics Navigate to Behavior > Site Content > All Pages Click > Secondary Dimension (right above the chart) Choose: Month of Year Import into Excel and sort How to Get All Pages Report By Month in Google Analytics
Editor's Notes
- I’m the SEO Manager at Infusionsoft, and our product is specifically to help small businesses organize their followup through automation and crm management to build their business and grow revenue, so that’s where I come from. Even though I’m the SEO manager, my role is highly integrated with the content team, and a huge portion of my job is being at the table when we’re doing our content planning and strategy, so I’m really excited to be here to share some cool things with you guys.
- Content planning and strategy. It’s a big deal. These are data points put out by the content marketing institute on how many of us actually have a content plan and strategy. (say some stats) Okay, but why is content planning important? B2B• 53% of the most effective marketers have a documented content marketing strategy. Those who have a documented content marketing strategy get better results from their content marketing tactics, social media platforms, and paid methods of content distribution (i.e., they rate them as more effective when compared with their peers who don’t have a documented strategy)
- Okay, but still. why do we care? because more than 70% of us expect to product even more content, so if we don’t have a documented strategy, how can we be effective? Further, if we were more effective, would we even need to increase the amount of content we produce?
- By the time I’m done here, you will be fully trained on how to become a content superhero. (this is how you’ll do it).
- Your content calendar should become your foundational content planning document. 1. Plan & strategy – what we talked about before with the statistics and effective content marketers 2. Align your content with business goals and then you can really win 3. Gain momentum through becoming extremely consistent and creating an audience around your publishing cadence
- If you always do blogs, try something else. But be realistic too. If you don’t have a way to create videos that you can be proud of, don’t put video into your calendar. Start with what you CAN achieve, then aim for long term goals that require more resources/bandwidth
- Okay, so what kind of content can you make? (talk about the table.) a bonus of actually putting a strategy together is that you’ll start to learn and track what types of content do well for your organization. [change slide]
- We’ve found that the small business marketing trends report released in January each year is one of our most engaging pieces of content throughout the entire year, so we’re definitely keeping that content type on our calendar.
- A concept we use at Infusionsoft is the what we call the “solar system” method.
- So we decide what our big idea or big content is going to be.
- Don’t be afraid to actually write down your KPIs and call your shot. At Infusionsoft, we’re creating an entire system around calling our shot. Sometimes we hit it, sometimes we don’t, but the most important thing is that it’s documented.
- This quote from portent is about setting KPIs around your funnel, which is a terrific idea, and Jordan is going to talk about those stages. But this is why it’s so critical to set KPIs in the planning stages because you’ll be more likely to actually get there.
- If you go to the portent blog link at the bottom of the last slide, you can see how they really break down KPIs, but in general, you’ll want to look at these things. (talk through list) and if I can give you one tip that can make all the difference, it’s to always show your content value based on actual money if you can, because otherwise, how can we get the budgets we need, or even more basic, how can we show that we’re valuable and that we should remain employed? [change slide]
- Million dollar tip. Go to Avinash’s blog for step by step instructions. But at Infusionsoft, we’re a lead based company, and we didn’t have a goal value set for our form fills where gather leads. (tell the story).
- Again, it’s all about the ROI! Otherwise, why are they paying you? And I’ll say it again, BUILD THIS STUFF INTO YOUR CONTENT PLAN. Otherwise, you’ll never be able to know what worked and what didn’t.
- Okay, so you have all these ideas and you’re ready to build your plan! What do you do! You can always go the Google sheets route, and you can save time because I already have this template for you!
- this template is free for you to use!! Make a copy and fill in your own info, change the headers, whatever you want
- Communications director at my church, lots of volunteers, how do I keep them all organized? With trello!!
- 1. I only get notifications for projects I’m assigned to, but I can still see all of the other projects that are happening 2. We don’t have to chase down assets 3. Every time I come to the dashboard, I can prioritize what I look at by checking out the notifications I missed
- Another thing I promised that I can help you create truly valuable content, and to do that, you need to be able to target the right person, right time, right message. The easiest and best way to do this is with personas (read list). Choosing the right platform is critical, because if you know that your audience is on Facebook and Twitter both, and you’re sharing the exact same content on both, you’re providing 0 reason for anyone to follow you across multiple channels. If nothing else, this will simplify your life, so that you’re creating for your audience, not everyone. And if that’s not enough to convince you [NEXT SLIDE]
- Ok, so how do you get started?
- This is the easiest place to start. What questions does your audience have that you can answer?
- Good for keywords but also persona building. Sort by QUESTIONS
- My seed keywords was small business, since that’s what Infusionsoft’s customer base is. Where, which, who, what, when, why, how, are, will, and can. But, you can click on just one set of questions and dig down even deeper, so we can see the tactical type questions, like “how do small businesses pay taxes?” or “how a small business loan works?” but we can also dig down into those emotional questions like “how small business fails” or “how small business survives” and address those questions as well.
- Which leads me to my next point about behaviors motivations, and emotions – really dig into the “why” on why someone would use your tool, product, etc
- Plutchik’s wheel of emotions. Write your headline or subject line, and then try re-writing it based on an emotion, like amazement, or boredom, or even disgust. I’m telling you, this stuff is real. Think about why you click on a headline, and then why you ultimately share something. Is it because it made you smile? Or because it made you angry? Tap into these emotions during your planning process as well, because it’s much harder to re-arrange content to fit an emotion later.
- Lastly, you’ll want to use data to really drive these personas forward. It can be expensive to get this data, but there are resources out there to at least give you a jumping off point.
- This is data on my zipcode, which says “up and coming families” are the top demographic. The description reads, “young, diverse, and mobile, we traded a longer commute time for an affordable new house in a new suburban development. We shop for the best deals. We spend our free time on movies at home, trips to theme parks and the zoo, and working out.” so now I know what resonates with these people.
- This stuff is a goldmine of knowledge. Here’s where I can see what the average household spends their budget on. THIS is what drives your personas.
- Now that you have all of this information about your personas, what do you do with it?
- I also told you in the beginning that I’m going to help you build on what you create, and that’s through content refreshing. 1. We already know this idea works 2. We don’t have to come up with a brand new idea, we can just spin off of what we already have 3. Fill in calendar gaps: don’t just randomly refresh your content. Go through and fill in your content calendar with refreshed content based on seasonality, relevancy, or other strategies.
- Not to beat a theme to death, but Batman IS refreshed content. They’re taking the same idea and making it relevant again. (adam west Michael Keaton, val kilmer, Clooney, Christian bale, ben Affleck)
- The easiest way to get started is to look for quick wins.
- Do a GA search for content that has years in the title – or if your title or URL doesn’t have a year, but you know that there’s probably content that mentions a year, do a search modifier search for 2016. Same can be applied for events that are coming up – search Christmas, etc
- This is a blog that was seasonal for early summer. It got okay traffic and decent shares the first time out, and I knew this is a popular topic. So we redid it for the next summer by updating statistics, refreshing some of the graphics, and re-writing a few big sections to include new information
- what’s content that could be evergreen and did well out of the gate, but dropped off because we didn’t promote it well enough or we think we have a better plan in mind, or whatever.
- This is my pivot table so I can quickly see what once performed but has dropped off over time. It gives me a quick glance of my top pages, and what their highest and lowest traffic points were. If you download my presentation, I’ll include instructions on exactly how I got this pivot table from the data in google analytics.
- Just q & a your content and see what can be tidied up
- Leave the URL alone for link history and equity. When you’re creating your content plan, if you’re looking at something that is seasonal but evergreen, like the small business trends report, you’ll want to leave the year out of the URL so that it can be updated in the future without making the link outdated.
- Okay, so what kind of content can you make? (talk about the table.) a bonus of actually putting a strategy together is that you’ll start to learn and track what types of content do well for your organization. [change slide]