Blogging in the Age of Content Saturation

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Lindsey Graff & Diane Kulseth of Denamico share their insights on content saturation and how to build a successful blogging strategy for companies in any industry.

Marketing

Blogging in the Age of
Content Saturation
Is blogging right for your
business/client?
@lindseymgraff
@dianekulseth
@denamico

Is blogging still relevant?
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

“Customers with blogs
of 24+ articles…are
likely to generate more
traffic from referring
sites.”
-HubSpot – April 5, 2010
Proof
in the
Numbers
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

Proof
in the
Numbers
“…the more blog posts
companies published in
total, the more inbound
traffic they got to their
website. You'll notice
the tipping point
happened around 400
total blog posts”
-HubSpot – Company Blog
Benchmarks, April 2015
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

How do you move forward?
(in 2015 and beyond)

Determine if it’s the right fit
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

Conduct a landscape analysis
MozBar & Moz Keyword Difficulty Tool
• Determine competitors
• Review link profiles
• Find keyword sweet spots
Free
Trial!
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

Assess Your Funnel
• How much traffic do you need for your
client/business to make their business
goals?
• How much are you willing to invest
(resources, budget) in your content
marketing to make it effective?
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

Maniacal dedication to the end user
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

Focus on user intent
SocialMention & UberSuggest
• Understand semantics of queries
• Find the content sentiment that readers most resonate
with
Free!
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

Organic Growth takes time
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

Augment Organic with Paid strategies
• Focus on where your users are at
• Twitter
• Facebook
• AdWords
• Test and review organic concepts through paid
• Can also use guerilla tactics such as:
• Influencer outreach
• Social Champions
• Etc.
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

Check to make sure it’s working
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

Review Content Performance
• Google Analytics
• Ad Insights
• Marketing Automation Reports
#mnsearch | @lindseymgraff | @dianekulseth | @denamico

1. Is content/blogging a good strategy for you/your client?
2. Do you know enough about your end user to be effective?
3. How can you augment organic growth with additional tactics? What kind of budget
do you have available?
4. How can you check progress to evaluate the effectiveness of your content
marketing?
Thanks!
Lindsey Graff
lindsey@denamico.com
@lindseymgraff
Diane Kulseth
diane@denamico.com
@dianekulseth

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Blogging in the Age of Content Saturation

1. Blogging in the Age of Content Saturation Is blogging right for your business/client? @lindseymgraff @dianekulseth @denamico

2. THINK 1.Do you include blogging as part of your content marketing offering? 2.Do you find it relatively easy to get results with blogging? #mnsearch | @lindseymgraff | @dianekulseth | @denamico

3. Is blogging still relevant? #mnsearch | @lindseymgraff | @dianekulseth | @denamico

4. “Customers with blogs of 24+ articles…are likely to generate more traffic from referring sites.” -HubSpot – April 5, 2010 Proof in the Numbers #mnsearch | @lindseymgraff | @dianekulseth | @denamico

5. Proof in the Numbers “…the more blog posts companies published in total, the more inbound traffic they got to their website. You'll notice the tipping point happened around 400 total blog posts” -HubSpot – Company Blog Benchmarks, April 2015 #mnsearch | @lindseymgraff | @dianekulseth | @denamico

6. How do you move forward? (in 2015 and beyond)

7. Determine if it’s the right fit #mnsearch | @lindseymgraff | @dianekulseth | @denamico

8. Conduct a landscape analysis MozBar & Moz Keyword Difficulty Tool • Determine competitors • Review link profiles • Find keyword sweet spots Free Trial! #mnsearch | @lindseymgraff | @dianekulseth | @denamico

9. Assess Your Funnel • How much traffic do you need for your client/business to make their business goals? • How much are you willing to invest (resources, budget) in your content marketing to make it effective? #mnsearch | @lindseymgraff | @dianekulseth | @denamico

10. Maniacal dedication to the end user #mnsearch | @lindseymgraff | @dianekulseth | @denamico

11. Profile your User MakeMyPersona.com Begin extensive user research for personas • Create a persona profile for your targeted audiences #mnsearch | @lindseymgraff | @dianekulseth | @denamico Free!

12. Focus on user intent SocialMention & UberSuggest • Understand semantics of queries • Find the content sentiment that readers most resonate with Free! #mnsearch | @lindseymgraff | @dianekulseth | @denamico

13. Organic Growth takes time #mnsearch | @lindseymgraff | @dianekulseth | @denamico

14. Augment Organic with Paid strategies • Focus on where your users are at • Twitter • Facebook • AdWords • Test and review organic concepts through paid • Can also use guerilla tactics such as: • Influencer outreach • Social Champions • Etc. #mnsearch | @lindseymgraff | @dianekulseth | @denamico

15. Check to make sure it’s working #mnsearch | @lindseymgraff | @dianekulseth | @denamico

16. Review Content Performance • Google Analytics • Ad Insights • Marketing Automation Reports #mnsearch | @lindseymgraff | @dianekulseth | @denamico

17. 1. Is content/blogging a good strategy for you/your client? 2. Do you know enough about your end user to be effective? 3. How can you augment organic growth with additional tactics? What kind of budget do you have available? 4. How can you check progress to evaluate the effectiveness of your content marketing? Thanks! Lindsey Graff lindsey@denamico.com @lindseymgraff Diane Kulseth diane@denamico.com @dianekulseth

Editor's Notes

Long tail niche - may be easier More generic - may be harder
2015 - Google is already changing algorithm to include and focus on semantic search instead of keywords long tail
What are the goals? If aggressive traffic goals in a short timeline, more budget should be allocated to these

Blogging in the Age of Content Saturation

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