This deck was presented at #SearchLeeds 2019 and is for people who want to pitch ideas to their boss and to journalists with more success - and who want those ideas to generate customers with more success too. All our GIFs are from giphy.com. All the attributions and links are at: https://riseatseven.com/blog/content-marketing-frameworks-that-will-get-you-paid-more/

1. Content marketing frameworks
that will get you paid more
@stekenwright

2. What’s
important for a
dandelion is that
every crack in
every pavement
is filled with
dandelions – not
what happens
to each seed.
Corey Doctorow

3. We tend to
overestimate
the effect of a
technology in
the short run
and
underestimate
the effect in
the long run.
Amara’s Law

4. The same is true about content

5. Expectations
Time
Innovation
Trigger
Trough of
Disillusionment
Peak of inflated
expectations
Plateau of
Productivity
Hype cycle

6. Expectations
Time
Innovation
Trigger
Trough of
Disillusionment
Peak of inflated
expectations
Plateau of
Productivity
You yesterday

7. Expectations
Time
Innovation
Trigger
Trough of
Disillusionment
Peak of inflated
expectations
Plateau of
Productivity
You tomorrow

8. The best way
to predict the
future is to
invent it.
Alan Kay

9. Here are some ways to become a
better paid content marketer

10. Who
Says
what
To who
In what
channel
Lasswell’s model of communication
With what
effect?

11. Who
Says
what
To who
In what
channel
We’re good at some of this
With what
effect?

12. Who
Says
what
To who
In what
channel
I’m going to talk about this
With what
effect?

13. Engagement just means someone paid attention

14. Did anyone care?

15. Customer Category
conventions
Tension
Desired
behaviour
Classic
planning
Disruption
Cultural
strategy
Action
advertising
Insight source informs content types

16. Where are
we?
Are we
getting
there?
Why are we
there?
How could
we get
there?
The planning cycle*
*according to JWT
Where
could we
be?

17. See Think Do Care
Rational
Emotional
AIDA*
*according to Google

18. See Think Do Care
Rational
Emotional

19. Which fuel type is right for me?
Road tax Economy Cost Range
Environment Noise Self-image Stress

20. Find sales driving content with DeepCrawl
Number
of Pages
Total
Word
Count
Average
Word
Count
Total
Visits
Google
Organic
Impress.
Google
Organic
Clicks
CTR Assisted
Cons.
Direct
Cons.
Assisted
Cons. /
Page
Direct
Cons. /
Page
CARE 3 1,987 662 120 53 0 0 22 4 7 1
DO 11 8,566 779 6,708 17,396 887 5.1% 193 22 18 2
SEE 93 101,311 1,089 21,805 260,085 4,749 1.8% 2,796 746 30 8
THINK 56 78,598 1,404 54,506 188,617 12,876 6.8% 2,589 207 46 4
1. Tag blog posts with topics
2. Crawl with Google Analytics integration enabled
3. Create copy and use VLOOKUP
4. Summarise with pivot tables

21. Editorial board/content half-life
M
M
M
M
Editorial
Board
T
T
T
T
W
W
W
W
T
☠️
T
T
☠️
T
F
F
☠️
F
F
☠️

22. Time
How Spotify builds productsInvestment
Think Build Ship Tweak

23. Intent in QDF

24. Quick and dirty intent analysis

25. Pull rankings/volumes for top 5-10 URLs

26. Combine CSVs/sort est. traffic/de-dupe
Keyword Volume Traffic
best cars for dogs
300 143
best car for dogs
400 117
dog friendly cars
150 53
cars for dogs
150 45
dog friendly car boots
150 42
best suv for dogs
100 35
best car for dogs uk
100 35
good cars for dogs
90 33
dog-friendly cars
90 33
best estate cars for dogs
80 31
dog friendly cars uk
80 31
small car with big boot for dog
80 30

27. KPI framework
SEO
On-site
content
PR
KPI 1 KPI 2 KPI 3
Leads Traffic
Traffic
Links
Leads
Traffic
Visibility
Shares
Leads
Revenue

28. Authority
Never askDecisionLikelyUnlikely
Low High
Recommend
Ask
Suggest
Propose

29. The straight
line system for
sales

30. Introduction
Sale
The straight line

31. Introduction
Sale
Cost
Not on
brand
Objections

32. My industry is…
Boring Regulated B2B Competitive

33. Link building in the hardest markets and
verticals – outREACH 2019
slideshare.net/JamesIFinlayson
Objections

34. How much they like your content
How much they like you
How much they like your company
The three tens

35. Crystal Chrome extension

36. Sequential
Details
Linear
Logic
Random
Results
Holistic
Intuition

37. Journalists
read your
story with
their left
brains
Deciding if
it will get
into their
audience’s
right brains

38. Checklists
should have
no more than
9 items and fit
on one page.
Atul
Gawande

41. Cleaning of the London Underground will be
stepped up each night over the summer period
across 50 stations and five tunnels.
Sadiq Khan, Mayor of London
Kirsty O’Connor/PA

43. 171 pieces of coverage
2m+ interactions
+28% increase in taxi insurance market share

44. I’ve talked to you about
Extra
content
for
emotions
Forming an
editorial
board
Proposing
KPI
frameworks
Creating
checklists

45. A strategic
process
should help
you create
work – not
create work
for you.
Rosie Yakob

46. Notimportant
Urgent
Important
Not urgent
Do first
Delegate
Schedule
Don’t do
Eisenhower matrix

47. Plans are only
good
intentions
unless they
ultimately
degenerate
into hard
work.
Peter Drucker

48. Strategy is never an end.
It’s only ever a means to an end.
Chris Hirst

49. stephen.kenwright@riseatseven.com
@stekenwright
GIFs from giphy.com