5 Unusual Reasons To Create Content Outside Your Niche
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Larry Kim presented on data-backed content marketing strategies for 2017 and beyond. He argues that companies should create some content outside of their core industry niche in order to reach much bigger audiences, bias future customers before they need products/services, and dramatically increase social media engagement and follower counts. Creating off-topic, highly shareable content can help brands break out of isolated "bubbles" and build a platform to better promote on-topic, core messaging over time.
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5 Unusual Reasons To Create Content Outside Your Niche
- 1. #CMCa2z @larrykim Data-Backed Content Marketing Strategies for 2017 & Beyond Larry Kim, Buzzsumo Webinar, May 18, 2017 @larrykim #buzzsumo
- 2. #CMCa2z @larrykim@larrykim #buzzsumo Commit to a Content Niche!
- 3. #CMCa2z @larrykim@larrykim #buzzsumo A Specific, Narrowly Defined Niche!
- 5. #CMCa2z @larrykim@larrykim #buzzsumo Become The Expert Of Your Niche!
- 6. #CMCa2z @larrykim It’s Well Worth Your Time & Effort to Create Content OUTSIDE Your Industry Niche! Larry’s Crazy Content Marketing Theory @larrykim #buzzsumo
- 7. #CMCa2z @larrykim A Few Random Facts About Larry @larrykim #buzzsumo
- 10. From Manitoba, Canada. The Polar Bear Capital of the World!! @larrykim #buzzsumo
- 11. Actual Photos From Boston Last Winter @larrykim #buzzsumo
- 12. Live in Harvard Square, Cambridge, MA @larrykim #buzzsumo
- 13. WordStream’s Headquarters 2008 2017 @larrykim #buzzsumo
- 14. Started New Company, MobileMonkey Last Month! @larrykim #buzzsumo
- 15. Have a 2-year old Kid (#ppckid) @larrykim #buzzsumo
- 16. 5 Unusual Reasons to Create Content OUTSIDE Your Niche! @larrykim #buzzsumo
- 17. #CMCa2z @larrykim Larry’s #5 Reason to Create Content OUTSIDE Your Niche @larrykim #buzzsumo Reach Much BIGGER Audiences
- 18. #CMCa2z @larrykim I Know Why Your Content Marketing Efforts Are Going Nowhere @larrykim #buzzsumo
- 19. #CMCa2z @larrykim@larrykim #buzzsumo This Twitter Chat is the Same 300 People Talking to Each other!
- 20. The Content Marketing Bubble Effect: People & Organizations Think They Are a Bigger Deal Than They Really Are (Due to Living in Such a Tiny Bubble) @larrykim #buzzsumo
- 21. #CMCa2z @larrykim Another Analogy: Ad/Content Fatigue @larrykim #buzzsumo
- 22. #CMCa2z @larrykim My First Blog Post: Super Niche-y! Sadly Not A Huge Success @larrykim #buzzsumo
- 23. #CMCa2z @larrykim Our First Big Content Hit: Take it Out of the Niche a Bit (Finance, Geek Interest) @larrykim #buzzsumo
- 27. #CMCa2z @larrykim A Million Views vs. 100-300 views for my Typical “Niche” Blog Posts @larrykim #buzzsumo A $1000 effort yields $0.001 CPM (not bad, eh?)
- 29. #CMCa2z @larrykim@larrykim #buzzsumo Over 10,000 Press Pick- Ups From High Authority Sites!
- 30. #CMCa2z @larrykim Significant International Press Coverage! @larrykim #buzzsumo 453 Press Pickups in China Alone!
- 31. #CMCa2z @larrykim@larrykim #buzzsumo Not A Fluke
- 32. #CMCa2z @larrykim@larrykim #buzzsumo Fox Business Notices
- 33. 4 Minute Clip on National TV! @larrykim #buzzsumo
- 35. #CMCa2z @larrykim Which Enables All Content on Domain To Rank @larrykim #buzzsumo
- 36. Not Bad for a Tiny PPC Marketing Niche Over a Million Visitors Per Month! @larrykim #buzzsumo
- 37. #CMCa2z @larrykim Even “On- Topic Posts” Do Way Better! @larrykim #buzzsumo
- 38. #CMCa2z @larrykim Niche PPC Article Generates Nearly 100k Views @larrykim #buzzsumo
- 39. #CMCa2z @larrykim Further Diversify Your Topics! Land and Expand! Why Stop Here? @larrykim #buzzsumo
- 42. #CMCa2z @larrykim@larrykim #buzzsumo Expand To Adjacent Topics (CRO, Social, SEO, Instagram, Pinterest, LinkedIn, Twitter, etc.)
- 44. #CMCa2z @larrykim@larrykim #buzzsumo Don’t Shy Away From Higher Level topics like Entrepreneurial Topics!
- 46. #CMCa2z @larrykim Ridiculously Hard To Truly Grasp How Small Your Niche is Without Exploring Outside of it. The Internet is Very BIG @larrykim #buzzsumo
- 47. #CMCa2z @larrykim Larry’s #4 Reason To Create Content OUTSIDE Your Niche: You Can Bias Future Customers & Prospects! @larrykim #buzzsumo
- 48. #CMCa2z @larrykim Great CRO Great Social Great PPC Great SEO Generally there are 4 Different Types of Objectives for Business Content Unicorns! @larrykim #buzzsumo
- 49. #CMCa2z @larrykim Content Marketing Truth Bomb: User Engagement Metrics (CTR, Dwell Time) Matter a LOT for SEO, Social Media, PPC Marketing, etc. @larrykim #buzzsumo
- 50. #CMCa2z @larrykim User Query Entered ML Algo Makes a Guess and Re-Writes The Query into Something it Recognizes (Query Interpretation) Did The Result Satisfy The User? Great. Next Time I See Queries Like This, I’ll Put This Page at the Top. Larry’s Greatly Simplified New SEO Ranking Model* *Note: Not Official Google Diagram. Rats. Next Time I See a Query Like This, I’ll Try Some Other Page @larrykim #buzzsumo
- 51. #CMCa2z @larrykim What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux) OrganicSearchClickThroughRate High CTR Listings Floating To Top Positions Low CTR Listings Sinking To Bottom of Page Organic Search Position @larrykim #buzzsumo
- 52. #CMCa2z @larrykim +/- 3% Increase in Post Engagement +/- 1 Spot in Organic Position CTR-Based Organic Ranking Rewards? @larrykim #buzzsumo
- 53. #CMCa2z @larrykim A year ago: Time on Page Didn’t Appear to Matter Much for SEO @larrykim #buzzsumo
- 54. #CMCa2z @larrykim Today: Low Time on Page Donkey Content is Nearly Extinct! @larrykim #buzzsumo
- 55. #CMCa2z @larrykim The Same Stuff That Does Great in Search Tends To Also Do Great on Social Media @larrykim #buzzsumo
- 56. #CMCa2z @larrykim Higher CTRs = Higher Conversion Rates @larrykim #buzzsumo
- 57. #CMCa2z @larrykim What About Search & Social Ads? @larrykim #buzzsumo
- 58. #CMCa2z @larrykim Google Quality Score (Dramatically) affects your AdWords CPC 10 Discounted by 50.0% 9 Discounted by 44.2% 8 Discounted by 37.5% 7 Discounted by 28.6% 6 Discounted by 16.7% 5 Google benchmark 4 Increased by 25.0% 3 Increased by 67.3% 2 Increased by 150.0% 1 Increased by 400.0% You Save You Pay @larrykim #buzzsumo
- 59. #CMCa2z @larrykim Facebook & Twitter Ads: Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% @larrykim #buzzsumo
- 60. #CMCa2z @larrykim PPC, SEO & Social Media Employ NEW ML-Enabled Algos that Reward High Engagement Content (high CTR & Sticky) with MUCH Greater Visibility. @larrykim #buzzsumo
- 61. #CMCa2z @larrykim Traffic to the Top 10 Posts of the Month at Inc Magazine Larry’s Law: The Future of Content Marketing is Increasingly Winner-Take-All. Time to Adjust Strategy! @larrykim #buzzsumo
- 62. #CMCa2z @larrykim Top Performing Unicorn Content All Have High Engagement (CTR, etc.) in Common! SEO Unicorn Paid/Organic Social Unicorn CRO Unicorn PPC Unicorn @larrykim #buzzsumo
- 63. #CMCa2z @larrykim CTR & Dwell Time Matter a Great Deal. What’s The Best Way to Raise Them? @larrykim #buzzsumo
- 64. #CMCa2z @larrykim Comparing New vs. Repeat Visitors How Does Brand Affinity Impact Content Marketing Success? @larrykim #buzzsumo
- 65. #CMCa2z @larrykim Brand Affinity DRAMATICALLY Impacts CTR (+2- 3x!) @larrykim #buzzsumo
- 66. #CMCa2z @larrykim Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!) @larrykim #buzzsumo
- 67. How Content Marketing REALLY Works STEP 1: Demand Creation: Create & Promote Inspirational / Memorable Content about Your Brand to your Target Market BEFORE they need to buy your stuff. STEP 2: Bias Formation: People See Your Content, But Don’t Necessarily Take Action Right Away. STEP 3: Harvest Demand: Later when the Need Arises, People either: Do a Branded Search for Your Stuff Do Un-Branded Search but Biased Towards Clicking & Buying From You. @larrykim #buzzsumo
- 68. #CMCa2z @larrykim How To Get In Front of Your Audience Before They Need To Buy Your Stuff?? Content OUTSIDE Your Niche! @larrykim #buzzsumo
- 69. Use Google Analytics User Explorer to Gain Insights To Determine Target Market @larrykim #buzzsumo
- 70. Upload Your Customer List to Facebook Insights! @larrykim #buzzsumo
- 71. Even Twitter Has Audience Insights! @larrykim #buzzsumo
- 74. Larry’s #3 Reason to Create Off-Topic Content: Your Social Media Numbers Will Skyrocket! @larrykim #buzzsumo
- 76. Tens of Millions of Organic Impressions Per Month! @larrykim #buzzsumo
- 77. Over a Million Views & 9,012 Likes! @larrykim #buzzsumo
- 78. Arianna Huffington Shared the Story And Asked Me to Be a Columnist. @larrykim #buzzsumo
- 79. New York Observer, Time Magazine & Mental Floss Syndicated Story. @larrykim #buzzsumo
- 80. Ranked #8 Author on Medium! @larrykim #buzzsumo
- 81. @larrykim #buzzsumo Large Following Allows Me to Set up Successful Publication
- 82. @larrykim #buzzsumo I can Publish My On-Topic Posts Here And They Do Great!
- 83. Over Half a Million Views per Month! @larrykim #buzzsumo
- 84. @larrykim #buzzsumo #1 Marketing Blog on Medium.com! (Created By Publishing Non- Marketing Content!)
- 85. #CMCa2z @larrykim Virtuous Cycle of Off-Topic Content 1. Big Topics OUTSIDE Niche Yields Tons of Followers 2. More Followers Mean Your On-Topic Posts do Better 3. Around and Around we go! @larrykim #buzzsumo
- 86. #CMCa2z @larrykim Larry’s #2 Reason To Publish Content OUTSIDE Your Niche: You can Truly Express Yourself! @larrykim #buzzsumo
- 88. #CMCa2z @larrykim Larry’s #1 Reason to Create Content Outside Your Niche: You’ll Keep Your Sanity!! @larrykim #buzzsumo
- 89. #CMCa2z @larrykim Content Treadmill: Hard To Write About Same Thing for Years… @larrykim #buzzsumo
- 90. #CMCa2z @larrykim What Does it All Mean? Content Marketing OUTSIDE Your Niche? @larrykim #buzzsumo
- 91. #CMCa2z @larrykim Warning: Don’t Overdo it with Off Topic Content! 70/30 ratio of on- topic vs. off-topic seems OK. Less initially, more later. @larrykim #buzzsumo
- 92. #CMCa2z @larrykim 5 4 3 Why Create Content OUTSIDE Your Niche? Reach Much Bigger Audiences Internet is a BIG place. Get out of your bubble from time to time. Bias Future Customers Connect with Prospects BEFORE they need to buy your stuff. Increase Social Media Engagement Dramatically Boost Your Social Media Numbers. START/GO (Donkey Land) @larrykim #buzzsumo
- 93. #CMCa2z @larrykim 2 1 Kill Your Donkeys. Milk Your Unicorns. Express Yourself Become known for more than 1 thing! Keep Your Sanity Writing about the same thing for years = Nuts! END/REPEAT (Unicorn Land) – OR is it?? #CMC17 @larrykim@larrykim #buzzsumo
- 94. #CMCa2z @larrykim#CMC17 @larrykim@larrykim #buzzsumo