Step by step guide to content marketing strategy for WordPress websites

1. Content
Marketing,
WordPress,
and SEO
Haden Interactive SEO Launchpad

2. About Us
Haden Interactive is a web content and
SEO firm. Since 2008, we have provided
strategic communication, quality content,
and SEO strategy for clients on four
continents.
www.hadeninteractive.com
Haden Interactive
Address: 1337 E Ash St, Fayetteville, AR 72703
Phone: (479) 966-9761
Email: rebecca@hadeninteractive.com
2

3. Our Team
06
Meet us here at WordCamp or at
www.hadeninteractive.com
Rebecca Rosie Gideon Brittany

4. High quality content designed to be
valuable, helpful, entertaining – and to
make people think of you when they
need your goods and services.
It’s not a new idea.
What Is Content Marketing?
Creating Content, Not Ads

5. “Content isn’t king… it’s air.”
John Jantz, Duct Tape Marketing
• Content marketing costs 62% less than traditional marketing and
generates about 3 times as many leads. (DemandMetrics)
• 93% of B2B marketers use content marketing. (CMI)
• Conversion rates are nearly 6x higher for content marketing
adopters than non-adopters (Aberdeen)
• 60% of the most effective B2C marketers have a documented
content strategy. (CMI)
• 67% of the typical B2B buyer’s journey is now done digitally, and
9 out of 10 B2B buyers say online content has a moderate to
major effect on their purchasing decisions. (Lenati)

6. Random bursts of content are
only randomly effective.
Start with a strategy.
Obstacles to Effective Content Marketing
#1: No Strategy

7. • Actually getting content
created is the #1 challenge
in content marketing,
according to marketers.
• Marcus Sheridan says
thousands hear the
message, but almost none
follow through.
Obstacles to Effective Content Marketing
#2: Producing Content

8. Percentage of our clients who produce
their own content on a regular basis:
0
Reality Check
It’s harder than you think.

9. • How do you get your
content online?
• WordPress helps with a lot
of the hard parts.
• We’ll be looking at some of
the plugins that make a
difference.
Obstacles to Effective Content Marketing
#3: Technology

10. TWO TYPES OF CONTENT
MARKETING
You probably need them both.

11. Plugins to Try
•Blog, vlog, podcast: Edit
Flow, Yoast, Contextly,
Audio Story
•Social media: Add This,
Jetpack Publicize, Better
Click to Tweet
•Email marketing:
Subscription widgets,
Scroll Triggered Box
Ongoing Content Marketing

12. A Word about Blogs
Not an obvious candidate for a blog!
Results in their first year:
•21.12% increase in traffic overall
•72.17% increase in organic search
traffic
• 23.62% increase in unique visits to
the Contact Us page
•40% increase in sales

13. Content Marketing Campaigns
Plugins to Try
• Lead magnets: Add This, LeadIn,
Optin Monster
• White papers, ebooks: Easy
Digital Downloads
• Video: native functionality, Zedity
• Political action: Salsa
• Infographics: Infogram,
Venngage
• Guest posts

14. STEP BY STEP CONTENT MARKETING STRATEGY
… and what does that have to do with SEO?

15. Search Engine Optimization
The purpose of SEO is to communicate
well enough with search engines that
they offer your website to people who
want what your website offers.
The #1 best tactic for SEO is adding high
quality original content to your website
on a regular basis.
3
— n computing the process of adjusting the
content, structure, etc, of a website so that it
will be displayed prominently by a search
engine

16. The proof of the pudding is in the eating

17. What good content can do in 6 months

18. The other side of the story

19. Decide on your goals and the metrics you’ll use to measure success.
Make sure the metrics show progress toward the goals, and make sure your KPIs can be seen online.
Step 1: How Will You Know You’ve Succeeded?

20. SMART Goals
Your goals should be
•Specific
•Measurable
•Aligned with your
organization’s
goals
•Realistic
•Time-based

21. • Internal goals, such as
“continuous improvement” or
“a 30% increase year over
year in Contact forms”
• External goals, such as “100
visitors a day, since that’s
what our competitor has” or
“$5,000 per month in sales, to
cover our fixed costs”
Internal vs. External Goal-setting

22. Step 2: Build Personas
• What problems can you
solve for him?
• What questions does he
have about your goods
and services?
• What are his interests?
• What demographic
information do you need to
know about him?
• What’s his path to
purchase?
Learn more:
http://www.hadeninteractiv
e.com/perfect-buyer-
persona/

23. Google Analytics Demographics Report

24. Google Analytics Interest Reports

25. How to enable demographics reports

26. LeadIn Report

27. Step 3: Identify Problems, Questions, and Concerns
…all along the path to purchase
1. Problem
2. Possible solutions
3. Local providers
4. Criteria list – Do they take my
insurance? Are they taking new
patients? Do they require a long-
term contract?

28. Step 4: Identify Keywords
Terms people use when
they are looking for
goods and services like
yours.

29. • Google Adwords Keyword tool
• Google Trends
• Google Analytics
• Google Search Console
• WP Keyword Suggest plugin
• Ask target customers, “What would
you type into Google if you
needed…”
Use Data, Not the Dictionary
Where to find the right
keywords

30. Remember the Long Tail Keywords
More specific words and
phrases
• These are not the top
keywords, but they add up to
more total visits.
• Not “beer” but “Ozarks-made
craft beer”

31. Step 5: Create Topics

32. Step 6: Create Good Content
• A main point
• Strong support
• Include keywords and
semantically relevant terms
• No grammatical or spelling
errors – Google includes that
in their algorithm
• Use Yoast SEO plugin for
guidance. Proofreading Plugin
or ProofreadBot can help, too.

33. • Social media – post it yourself, and
use share buttons. Plugins to try:
Add This, WP Social Sharing,
Pinterest Pin It, Publicize
• Email heads up – personal, RSS,
Jetpack subscribe widget
• Newsletter – subscribe widget for
your email platform
Step 7: Promote Your Content
Spread the word

34. Step 8: Get Permission to Contact
• Offer premium content in exchange for
contact information.
• Ask for more info if you want to pre-
qualify, less if you want a bigger list.
• Let visitors know what you’re going to
do with that information.
• Follow up – and not just once. Guy
Kawasaki says increase contact to the
point where people start to
unsubscribe.
• Track individuals’ engagement with
your content and give them more of
what they like.
• Segment your list based on this data.

35. • Did you meet your goals?
• Were there unexpected benefits?
• What worked?
• What needs work?
• Use this information to update your
strategy for the future.
Step 8: Monitor and Adjust
Track your results

36. Thank you for your attention!
www.hadeninteractive.com