Content is all the rage these days. How does a small business afford the time or money to create all this necessary content? This presentation will demonstrate how to get an ROI on the investment of either your time or money when creating content.

1. Getting Better Return From
your Content Creation
February 2016
Presented by Darlene Moore

2. What is Content Marketing?
Search Engine Land

3. Why Build Your Brand?
More Definitions of Content Marketing:
 … any marketing that involves the creation and sharing
of media and publishing content in order to acquire and
retain customers. (Wikipedia)
 … is a strategic marketing approach focused on creating
and distributing valuable, relevant, and consistent
content to attract and retain a clearly-defined
audience — and, ultimately, to drive profitable
customer action.

4. Why Create Content?
People buy from those that they:
KNOW
LIKE
TRUST
Content allows you to be someone that people know,
like and trust.

5. How to Create Content

6. Idea Generation
 Google Webmaster Tools (Search Console)
 Questions that prospects/clients/customers ask
• Google Suggest
 Keyword Research Tools
 Ubersuggest
 Social Media – find out what your audience pain points
are
 Competitors

7. Audience Pain Points
• LISTEN to your clients
• I posed some questions
to a Facebook group I
am in

8. Google Webmaster Tools

9. Google Search
• Start typing into Google
and see what comes up
– these are popular
searches by other
people

10. Competitors
Content ideas!

11. Keyword Research Tools
• www.keywordtool.io/
• www.keywordspy.com

12. Idea Grid
 Create 3-5 categories of topics
 Within each category come up with some potential topics
Product Technical Don’t Lose the
Sale
Cart
Abandonment
Persuade the
sale
Images Schema Live Chat Email Follow Up Free Shipping
Copy Site Speed Internal Search Remarketing Sales/ Specials
Section
Videos Persistent
Shopping Cart
Auto Suggest Persistent
Shopping Cart
Checkout:
Progress
Indicator
Reviews Internal Search:
Filters/
Refinement
Checkout :
Address
Uncertainty
User Experience User Testing

13. Content: Keep an Eye Towards SEO
 In 2011, Google changed the Search Engine
Optimization game by penalizing websites with low
quality, spammy content.
 Remember your goal: attract and retain a clearly-defined
audience in order to ultimately drive profitable customer
action.
 Current focus is on quality over quantity, topical authority,
consistently published original high quality content that is
widely shared (social media)

14. Current SEO Focus
• Quality over quantity
• Topical authority
• Consistently published original high quality
content that is widely shared (social
media)

15. SEO vs. Social Media
 It’s not one vs. the
other… it’s both!
 Creating content for
users in social media
is the same as
creating Google
pleasing content
 Original, frequent,
quality

16. Get a Return on Investment

17. Create vs. Curate
• Posts linking to third-
party sites generate
33% more clicks than
posts linking to owned
sites.
• The very best content
on the Internet is
typically not going to
live at
yourcompany.com.
http://www.convinceandconvert.com/social-media-measurement/new-
research-finds-the-curation-vs-creation-sweet-spot/

18. Create vs. Curate
• If you’re producing original research, insight,
and opinion an effective content curation
engine can let you pull in other content
around that topic to support your insights and
opinions.
• It’s a tactic that enables you to move your
content from opinion to validation, further
illustrating your expertise in the marketplace.
http://www.rattleback.com/curated-content-vs-original-content

19. Possible Tools for Content Curation
• Pinterest
• Pocket
• Feedly
• ?
http://contentmarketinginstitute.com/2015/11/resources-curate-collaborate-content/

20. Create Content: Use it 10 Times
1. Periscope (save it as it disappears in 24h)
– Transcribe (Rev.com) the Periscope to use as the
basis for:
2. Blog
3. Facebook
4. LinkedIn

21. Create Content: Use it 10 Times
5. YouTube (use Video from Periscope, but edit
it and add info about your biz)
– Latest headlines indicate need to have subtitles
on your video
6. Pinterest
7. Twitter

22. Create Content: Use it 10 Times
8. Partner with similar businesses (to share your
content on their site)
9. Other websites/directories (guest blog)
10. Whitepaper
11. Freebie
12. ? Will really depend upon your industry

23. Get an ROI
1. You can use one article at least 10 ways!
2. Hire someone to write for you:
– Ottawa Independent Writers
– UpWork.com
– Fiverr.com
3. Track which sites are working for you (GA)
– Client pays to be in some directories and gets into
others for free. She asked which ones are worthwhile
4. Track which articles get the most views

24. Measure Content Interest - GA
Google Analytics – monitor which pages are
getting the most traffic each month – ideally
also know if these pages lead to a conversion
Sum of Pageviews Month
Article 9 10 Change
/overwhelmed-strategies-to-manage-your-time-and-workload/ 178 291 163%
/competency-models-and-performance-management-getting-it-right/ 204 237 116%
/leadership-and-management-development-seven-key-factors-for-success/ 92 67 73%
/work-simplification-overcoming-overload/ 45 84 187%
/teamwork-who-has-your-back/ 24 92 383%
/writing-in-the-digital-age-when-good-is-no-longer-good-enough/ 23 60 261%
/say-what-you-mean-using-transformational-vocabulary-to-get-what-you-want/ 10 8 80%
/coping-with-change-are-you-ready/ 16 #DIV/0!

25. Measure Content Interest - GWT
Google Webmaster Tools
As you add new content
to your site, you will see
new keywords pop up in
GWT

26. Measure Conversion Rates
Is the content you are
creating = to entry
pages of your website?
Does it lead to
conversions (not
necessarily the goal –
the goal could be
credibility)

27. Sample Run Through

28. Sample Content Creation
1. Choose Category
2. Divide into 5 sub-topics
3. Choose content types and channels for first
sub-topic
– Record a short explanatory video
– Publish video to YouTube, Facebook, and Twitter.
– Get video transcribed (Rev.com).
– Write a 400-word summary and post to your
website.

29. Sample Distribution Paths
– Post the title and a link to the complete article (on
your website) on Twitter.
– Post the title, a few sentences of summary, and a
link to the complete article on LinkedIn.
– Create a visual for Instagram (if it makes sense for
your brand).
– Do the same thing for Pinterest and link back to
your site.

30. More Distribution
– Create a cheat sheet or tip sheet based on content
you created.
• Share that on the above identified platforms
– Vary the times of day at which you post. This way
you’ll get the most viewers
• If you post on your business wall (e.g. Facebook), then
share on your personal wall
• Ask a colleague or friend to share (be sure to generate
karma in advance by liking and sharing the content of
others!)
Source: http://contentmarketinginstitute.com/2014/11/5-steps-mind-map-content-increase-reach/

31. Thank You
https://www.linkedin.com/in/darlene
DriveTraffic Digital Marketing
@DriveTraffic
Content Distribution Template –
www.drivetraffic.ca/OPL