Content Marketing - Sean Kavanaugh
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Content Marketing (presented by Sean Kavanaugh) Today's Growth Consultant Digital Footprint 2014 November 14-16, 2014 - Day One Concourse LAX (Los Angeles, CA)
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Content Marketing - Sean Kavanaugh
- 2. • As defined by Wikipedia is “any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. • My definition is that it is “any form of digital media created to teach or inform a target market. This media may incidentally promote a web property, brick and mortar business, product, service or even an individual person.”
- 3. • I’ve been in the plumbing business in the Chicagoland area for 21 years. • I grew up in a union house. • I worked in all aspects of the business, field work, estimating, accounting and as vice president. • Blah, Blah, Blah. • What I really want all of you to come away with is that if a southside chicago plumber can do this everyone of you can do this too.
- 4. • The last 5 years of Kavanaugh Plumbing were hell. • TGC came to me with the idea of an authority site. • After looking at metrics and competition the plumbing info was born. • I started my second S curve too late.
- 6. • The Plumbing Info is the most read plumbing only website in the US. • We get 22K Uniques and 30K page views per month. • We rank on the first two pages of Google search for 1200 plumbing related keywords. • If you bought my traffic for plumbing it would cost 10K per month. • 85% of site content is written by myself the other 15% by other industry professionals.
- 8. The Piece of Content that Started it All
- 9. • The Plumbing Info is the greatest resume I could ever write. • One year ago I became a full time employee of TGC helping clients develop their own content.
- 10. • Some content will yield greater and faster results. • Most times it is in direct proportion to the amount of time and creativity put into the content. • Speed of acquisition and amount of traffic captured from a piece depends on how much work you put into it. It’s hard work!
- 11. • You can have pieces of content that earn you viral results but they are rare and today we are talking about sustained traffic and long term growth.
- 13. • It was so easy right? • You knew that if you spent enough you’d get a return. • For the last 10 years print has become less and less effective.
- 14. • I’ve had the privilege of working with companies who track their advertising pedantically. • Cost per call keeps creeping up to the point where they can’t justify it financially.
- 15. • Lack of customer patience, execution and follow through. • Most campaigns rely on some regular customer content in written form pictures or video. • At 4 to 6 months there is a huge drop off in participation. • Just because your content doesn’t speak to a customer today does not mean you should ignore that buyer for the future and that’s what companies do that abandon their long term plans.
- 16. • We are so used to the causality between traditional advertising and the phone ringing that the commitment to internet marketing is foreign.
- 17. • There is no Magic Bullet. • I’m here to fill up the gun so you can shoot straight and hit the target.
- 19. • “Original Content” (Thank you Todd) is still King – The only way to accumulate real organic traffic is to write it yourself or to get other professionals to write it for you.
- 20. • Controversial Topic – Authorship specifically Google authorship is still alive. • G+ was created to keep track of good content creators. • Because of low adoption rates G+ dropped all search results in late August. • Stay the course. We believe Google is still using authorship algorithms
- 21. • How long does content have to be? • There was a great study by Noah Kagan @ Huffington regarding content length and the results are surprising.
- 22. • Aim for 2,000 words. Can you guess why? • There is 16x more content with less than 1000 words. Remember what I told you about the correlation between time and effort. • Tons of opportunity to create in-depth pieces because there are a lot less people willing to do it. • It’s is my biggest reason for success with the plumbing info. • You are better off writing an epic piece than putting up a bunch of fluff.
- 25. • Stop thinking about everything you write being a “call to action” I know it’s difficult not to write about a certain product to sell when appropriate. QUESTION: How many of you you use FB, Twitter, G+, Etc. daily? • How many see FB and Twitter Updates that do nothing but sell a products or service or special? • If this is your strategy change it. • Ask yourself “Is what I’m writing adding a benefit to society in some way or am I writing about something for my own benefit? If it’s for your benefit you’re going to lose this game. • Gary Vaynerchuk “The biggest problem right now in “the game” we play is that EVERYONE is obsessed with grabbing attribution. The one last action that happens directly before the “sale”.
- 26. • Differentiate yourself should be implied, it shouldn’t be advice. • You need to be the face, if you aren’t willing hire someone who is. • Get people to know you (I do playlists because I have other interests). • Have technicians take selfies (Explain).
- 27. • Repurpose dated content. • Slideshare is one of the 120 most visited sites in the world. • 60 Million uniques per month with 215 million page views. • Info Graphics **Caution**
- 28. • Write for sites bigger than your own. • Build relationships with trade organizations. • Write an on-line editorial for a trade magazine or industry website. • Be a guest on a Podcast or start one on your own.
- 29. • Reach out to people you respect in your industry and ask them to write a piece once a month. • Write about your life! Charity, what you love to do with your family. Company picnic. • Connect on a personal level.
- 30. • Build your own email list from the interactions you have. • Contact Forms, On-line interactions, trade shows, service calls. • It’s the key to staying in a customers buying cycle or to gain new clients. • Never let your technicians leave a home without an email unless the customer refuses.
- 31. • Don’t be afraid to show someone or inform someone of how you do something. • A potential customer is more likely to buy from you if they watch or read something helpful while they are on your site. • Internet goodwill
- 33. • Find FB Pages, Twitter Feeds and Pinterest Boards for your industry. • Join them and interact for at least a month before letting them know anything you have to sell or direct them to a web property you own for at least a month. • The longer you pull back the bow string the better.
- 34. • If you plan on embarking on a long-term large scale content marketing plan use the same tenacity, work ethic and dogged determination it took to get you where you are now or where you were when things were really good. • Discouragement cannot be an option. • Reframe the way you look at content creation. Big corporations are devoting entire teams to content. Small to medium size businesses need devote resources to it as well. • I will end my talk with another Gary V quote “There are too many people who are preoccupied with “what will the time I spend writing this article or filming this video get for me, TODAY?”
- 35. WE CAN HOLD THE LIGHT FOR YOU BUT YOU HAVE TO DO THE DIGGING
Editor's Notes
- I am not a professional speaker as you’ll soon figure out. I am very nervous but I have a story and I love the puzzle of content marketing. It’s always been on my bucket list to become a public speaker so even though I may suck now thank you for joining me on my journey. The reason you’re here is because you feel some sort discomfort. You want to learn something about growing your business or your brand. I’m a big believer that discomfort, pain, an mental dissonance are catalysts for change. 1.Occurring merely by chance or without intention or calculation 2. Liable to happen as a consequence of
- I think before we get deeper into the presentation I should give you some background on myself because it may give you some perspective. I’m from Chicago and like a lot of us I grew up in a union house. My father was a union plumber for 40 years. So I grew up in the business. My father moved up the ranks to become the president of a fairly large mechanical firm out of downtown Chicago. After I finished school with an English degree I began working for my father after a year or so I became the purchasing agent in charge of buying between 12 and 17 million dollars worth of plumbing stuff. I left after 4 years to assume a similar but expanded role for a competing mechanical firm. 18 months later my father quit his job after years of failed attempts to buy the company he was president of. Kavanaugh Plumbing was born in 1996 and I immediately began working for the company. Because I never wanted any of our plumbers to think I didn’t do what they did, I enrolled in the apprentice program for Local 130 UA and 5 years later I became a card carrying licensed union plumber. I still carry my Illinois plumbers license today. During our 16 year in business I worked in all aspects of the business, field work, estimating, accounting, vice president, you name it I did it. This is nothing new to any of you. In 2008 plumbing stopped in Chicago and I knew I had to do something else. It’s funny how fate works because that is when I became involved with TGC. Ken talked to me about authority websites, we took a look at the analytics and competition and theplumbinginfo.com was born. Lots of things have happened since then, my father and I closed the business, which was painful. I took two 6-month sabbaticals from writing to take care of loose ends. In the end the site has grown. There are so many positives that have come from developing the site I could do another presentation about those so we can talk later about that. Today theplumbinginfo.com is the most read plumbing only website in the US. We get about 22K uniques and 30K page views per month. We rank on the first two pages of Google for 1200 plumbing related keywords and if you bought my traffic if would cost about 10K per month. 85% of the site’s content is written by me and about 15% is from other professional contributors. One year ago I became a full time employee of TGC. Helping our site partners develop their own content. It’s been a wild and funny ride. I call it the greatest resume ever written. If you ever want to know about what I know about plumbing all you would have to do is read the site.
- After looking at how many searches there were and the information that was there to serve those searches we knew it would do well.
- Explain, Hansgrohe, PHCC Estimating Guide, Giulianna and Bill Show Talk about the eco friendly shower head reviews with regards to Speakman The reason I’m relating these stories to you is so you that you see that I’ve become an influencer of the space. I was becoming an influencer! I will never tell you something just because that’s what you want to hear.
- The speed of acquisition and the amount of traffic captured from a piece of content is in direct proportion to the amount of work you put into a piece of content. I am not saying that a funny controversial piece of content cannot or will not earn you instant traffic but today we are focusing on sustained and long term growth.
- Ken I think everyone here is thinking why can’t we just bring back the Yellow Pages it was so easy, Those were the days when you knew the Yellow Pages and Yellow Book were grossly over-charging (I’m sure most of you felt like putting on a cow costume so you could let the salesperson milk you till you were dry) but you also knew for a fact that if you spent the money for the double truck or coupons on the front cover you would cover the cost of the advertising and make a decent profit. For the last decade traditional marketing has become less and less effective. Talk about putting on a cow suit and the salesperson milking you to you’re dry. You knew that if you got the double truck in color wit the coupon on the front you were bound to generate enough business to pay for the ad and earn a decent profit.
- They know they have to do something or the phone book will wear them down to a tiny little nub
- You
- Would you like to know why most Internet marketing campaigns fail? Lack of patience, execution and follow through by the customer. You see most Internet marketing campaigns need the customer to provide some regular content to their website, whether it be in written form, pictures or videos. The majority of failed Internet marketing plans see a sharp drop off in customer participation after 4 to 6 months because the results are not immediate. We are so used to the causality between traditional advertising and the phone ringing that the commitment to Internet marketing is foreign. If the business is not seeing growth similar to what traditional advertising would bring, the plan is discarded and a new marketer is brought in or worse the company reverts back to traditional advertising, which is a recipe for disaster. If businesses don’t see similar growth seen in traditional campaigns they ditch the Internet marketing and revert back
- Talk about paying for content Talk about how I can sniff out ghost content writers. They sound like writers trying to write about something they know nothing about.
- Twitter has similar share stats for pictures
- Gary Vaynerchuk wrote Crush It, The Thank You Economy, and his latest Jab, Jab, Right Hook.
- Explain Info Graphics are not all created the same. They are awesome but they take thought and planning. Give an idea of a furniture store doing an info graphic about the key points of furniture quality NOT about the best time to buy furniture.
- These metric don’t include iTunes Metrics. How many people would like to reach 500K people in 4 months?
- I wish I had the Thrift Shop song , What what what
- Relate how many times I have put up content knowing it would be viral and it just dies. It is no different than the amount of times a potential customer or banker or potential investor says no. The winners look at it, learn that their readership didn’t connect and move on to the next idea and sometimes a piece of content will gain traffic down the road.