Content Growth Stack
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Also check out this video about how to grow your business using a combination of content, analytics, and AB testing.
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Content Growth Stack
- 1. Content Growth Stack Grow your business with content, analytics, and experimentation.
- 2. 2 Why Do You Need to Care About Content? Ads = Difficult + Expensive PR = Difficult + Expensive Content = Just Difficult
- 3. 3 What is the Content Growth Stack? What it does: connects content creation efforts with business goals. What it is: framework (tools and processes) to grow your business using: • content, • analytics, and • experimentation.
- 4. 4 Content Creation Analytics SEO Social Traffic Generation Website Optimization Page Optimization Path Optimization See whether Page A or Page B converts better with Optimizely. See whether Path A or Page B converts better with Payboard. Measure website traffic and identify conversion trends with Google Analytics. Increase Volume of Search Engine Traffic with Google Search Console. See What Language Gets People from Social Networks to Your Site with a focus on Twitter. Create great content that tells your story and makes people want to buy from you with WordPress.
- 5. 5 •Blog Posts •Infographics •Videos •Slide Decks •Social Posts Content
- 6. 6 •Measurement + Analysis •What Analytics Do We Need? • Conversion event (or goal) • Set up a growth objective (e.g., monthly conversions) •Google Analytics lets you track conversions + progress toward growth objective. Analytics
- 7. 7 Traffic Generation: •Search Engine Optimization (SEO): rank for converting keywords •Social Optimization: which network(s) drive conversions Experimentation (1/2)
- 8. 8 Website Optimization using AB Testing: • Page Optimization: how to maximize a web page’s ability to drive conversions. • Path Optimization: how potential customers get from wherever they are to your site and from your site to a conversion event. Experimentation (2/2) For a website, AB Testing is the process of setting up a control and a variation of the control called an experiment, and comparing performance over time.
- 9. 9 Content Creation Analytics SEO Social Traffic Generation Website Optimization Page Optimization Path Optimization See whether Page A or Page B converts better with Optimizely. See whether Path A or Page B converts better with Payboard. Measure website traffic and identify conversion trends with Google Analytics. Increase Volume of Search Engine Traffic with Google Search Console. See What Language Gets People from Social Networks to Your Site with a focus on Twitter. Create great content that tells your story and makes people want to buy from you with WordPress.
- 10. 10 Process Develop Personae Develop Keywords Develop Content Strategy Instrument Your Website Search Engine Optimization Social Optimization Set Up Website AB Tests Track Progress
- 11. 11 Develop Personae Develop Personae Develop Keywords Develop Content Strategy Instrument Your Website Search Engine Optimization Social Optimization Set Up Website AB Tests Track Progress Person + Name + Context Behaviors (what they do) Run their business (99%) Hire Marketing Agencies for New Website Watch Shark Tank, Read Entrepreneur Characteristics (who they are) 40+ Years Old Average Technical Business Owner Needs + Goals Need: Google Analytics Setup, decrease bounce rate Goal: Grow business
- 12. 12 Develop Keywords Develop Personae Develop Keywords Develop Content Strategy Instrument Your Website Search Engine Optimization Social Optimization Set Up Website AB Tests Track Progress • Develop List of concepts or keywords they would use to describe their needs. • Keyword Development Tips and Tricks: • Use Google Trends to see whether these keywords are becoming more popular • Use Google Keyword Tool to learn about the competitiveness for terms. • Use Google Search Console to see search impressions & clicks.
- 13. 13 Develop Content Strategy Develop Personae Develop Keywords Develop Content Strategy Instrument Your Website Search Engine Optimization Social Optimization Set Up Website AB Tests Track Progress • Imagine content you can create around your keywords that your customers will want to consume. • Types of content: • Your own blog! Blog content is the anchor of your Content Growth Stack. • Youtube Video, Slideshare, Twitter, LinkedIn, Google Plus, Facebook, Instagram, etc. • Come up with a content schedule: • 1 Blog Post a week (1 deep post, 3 small ones, cross post to Twitter, etc.). • End Product – Content Strategy Document that you can print out and leave on your desk • Bonus: enter it into your calendar.
- 14. 14 Instrument Your Website Develop Personae Develop Keywords Develop Content Strategy Instrument Your Website Search Engine Optimization Social Optimization Set Up Website AB Tests Track Progress • Recommend Google Analytics • Create a Goal • Extra credit: add a private dashboard for Conversion Tracking called “Growthday Performance Dashboard” – see the appendix
- 15. 15 SEO Develop Personae Develop Keywords Develop Content Strategy Instrument Your Website Search Engine Optimization Social Optimization Set Up Website AB Tests Track Progress • Goal: Learn What Converting Keywords to Dominate! • Recommend using Google Analytics and Google Search Console (was Google Webmaster tools) • In Google Search Console, look at Search Traffic > Search Analytics – record impressions, clicks, position monthly • In Google Analytics, look at Acquisition > All Traffic > Channels for how you get traffic, and Behavior > Site Content for content performance
- 16. 16 Social Optimization Develop Personae Develop Keywords Develop Content Strategy Instrument Your Website Search Engine Optimization Social Optimization Set Up Website AB Tests Track Progress • Goal: What Networks + What to Say • Start with Twitter (and Buffer) • Google Analytics (Acquisition > All Traffic > Channels) can help you track the performance of different social channels • Extra Credit: use utm_source in web links to get more granular referrer data • http://www.payboard.com/?utm_source=twitter-header-mattdyor
- 17. 17 AB Tests Develop Personae Develop Keywords Develop Content Strategy Instrument Your Website Search Engine Optimization Social Optimization Set Up Website AB Tests Track Progress • Goal: What Website Changes Increase Conversions • Optimizely: super awesome site for AB testing web pages. • Payboard: (almost) super awesome site for AB testing customer journeys. • You are going to fail (or else you are probably not testing boldly enough).
- 18. 18 Track Progress Develop Personae Develop Keywords Develop Content Strategy Instrument Your Website Search Engine Optimization Social Optimization Set Up Website AB Tests Track Progress • Set aside a day a month and call it your Growth Day • Put it on your calendar • Growth Campaign Sheet (Quarterly) • Monthly Growth Report • If something is not working, try something else! • Ask for help from peers, from customers, from mentors.
- 20. 20 Content Strategy Document • Personae: __________ Description: __________________________________ • Focus Keywords: ______________________________ _______________________________ _______________________________ • Depth Blog Post (demonstrates thought leadership) • Title: ____________________________ Focus Keyword: _________________ Date: __ / __ • Competitive Blog Post (talk about competitors/partners, industry news, etc.) • Title: ____________________________ Focus Keyword: _________________ Date: __ / __ • Company Blog Post (make people interested in your company/product/service) • Title: ____________________________ Focus Keyword: _________________ Date: __ / __ • YouTube Video (can be related to a blog post) • Title: ____________________________ Focus Keyword: _________________ Date: __ / __ • Tweet 2x about each piece of content with different language.
- 22. 22 Growth Campaign Objective Grow______________ @ $____ / conversion from ________ / month to _________ / month Starting __ /__ / __ Ending __ /__ / __ Currently Monthly Conversions Conversion Event: Activation, Signup, Sale Average $ / Conversion Target Monthly Conversions Monthly Activities Create Content Basic SEO Improvements SEO with Google Search Console Social Testing with Twitter, LinkedIn, Facebook, Instagram, Quora, etc. Generate Insights from Google Analytics AB Test Pages with Optimizely AB Test Paths with Payboard Growth Campaign 1-Pager
- 23. 23 Growth Campaign Sheet for ________ Conversion Event: ____________ Average Conversion Value: $___per Today: __ / __ / 2015 • Conversions: • First Visits: • Best Landing Page: • URL: • Referrer: • Visits: __________ CR: ___% • Worst Landing Page: • URL: • Referrer: • Visits: __________ CR: ___% • Best Internal Page: • URL: • Referrer: • Visits: __________ CR: ___% • Google Keyword (Rank) • #1 _________________________ ( ___ ) • #2 _________________________ ( ___ ) • #3 _________________________ ( ___ ) +3 Months: __ / __ / 2015 • Conversions: • First Visits: • Best Landing Page: • URL: • Referrer: • Visits: __________ CR: ___% • Worst Landing Page: • URL: • Referrer: • Visits: __________ CR: ___% • Best Internal Page: • URL: • Referrer: • Visits: __________ CR: ___% • Google Keyword (Rank) • #1 _________________________ ( ___ ) • #2 _________________________ ( ___ ) • #3 _________________________ ( ___ )
- 24. 24 Monthly Growth Report What We Did This Month • Page AB Test • Description: • Conclusion: • Path AB Test • Description: • Conclusion: • SEO • Description: • Conclusion: • Social • Description: • Conclusion: What We Will Do Next Month Last Month Conversions: ____ This Month Conversions: _____ Next Month Conversions: ______ • Page AB Test • Description: • Conclusion: • Path AB Test • Description: • Conclusion: • SEO • Description: • Conclusion: • Social • Description: • Conclusion:
Editor's Notes
- . A really simple example was used during President Obama’s fundraising campaign.
- . A really simple example was used during President Obama’s fundraising campaign.
- You cannot get people to care about your business, but you can connect your business to needs that your customers already care about.
- You cannot get people to care about your business, but you can connect your business to needs that your customers already care about.