Content Marketing Strategy

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The Strategic Side of
Content Marketing
bit.ly/mozcontentstrategy

Rand Fishkin

An Unfortunate,
Common Story

We Need to Acquire
Customers!

Ooo! Let’s Try Search
Engines!

Buying These Keywords is Really Expensive

We Need Some of that SEO Magic!

SO MANY
FREE CLICKS…

Time to Get Some Links

But We Gotta Keep it White Hat

We’ll Start with Some Article Marketing

Then Some Guest Blogging

Some Do-Follow Comments

Link Request Outreach to a Few Sites

Submit to Only the “High Quality” Directories

Sponsor Events & Charities to Get Some Links

Send a Few Press Release Blasts

Get Our Partners to Link to Us

Do Some Advertising that Leads to Links

Whew…

Getting Links is Really Hard.

You Know Who Has It Easy? Bloggers!

They Just Get Links Pouring In for Nothing!

Let’s Start a Blog!

Yeah, and We’ll Do Some Clever Graphics

Then Launch Some Linkbait!

Ugh, I Thought This Would Be Easier

Despite All That Effort, Our Linkbait Only Got Only 5 Links

These Blog Posts Aren’t Getting Us Anywhere

Screw This.

Let’s Just Outsource our Link Building

Months Pass…

Rankings Stagnate

Trouble Looms.

Content Marketing Strategy?

Content Marketing Strategy

Another (Sadly)
Common Story

Content’s a Great Way for Us to Get Traffic

We Make Graphics

And Blog Posts

And Long-form Articles

We Made a Few Free Calculators & Tools

And Some How-To Videos

They Bring in a Lot of Visits from Search

And From Social Media

And Get Shared and Linked-to All Over the Web

But the Conversion Rate Sucks

We Need to Work on CRO & Improving Our Funnel

Let’s Make the Calls-to-Action More Obvious

And Enforce Email Collection to Access Content

So We Can Market to These Users Later

It’s Not Great for the User Experience

And It Hurts Viral Sharing

But We Need this Content to Carry Its Weight

Months Pass…

Content Cruises Along

Engagement & Sharing Drop

Conversion Rate Goes Up, But Total Conversions Fall

Content Marketing Strategy?

Content Marketing Strategy

Strategy ≠
A List of Content You Think Will “Go Viral”

Strategy ≠
A List of Tactics to Get You More Links

So… What IS a
“Content Marketing Strategy”

Step 1: Step 2: Step 3:
Build a Product Acquire Customers Profit

?

Step 1: Step 2: Step 3:
Build a Product Acquire Customers Profit

?
...

Step 1: Step 2: Step 3:
Build a Product Acquire Customers Profit

...

Roadmap for
Content Marketing

You can build a great content
strategy by answering a few
challenging questions.

What Are Your Ultimate Goals?

AKA: Why Do You Invest in Marketing?

Via: http://www.slideshare.net/HubSpot/the-2012-state-of-inbound-marketing-webinar

Usually, It’s One (or More) of These:

Traffic Awareness

Sales /
Retent...

Who Do You Need to Reach to Achieve That Goal?

Where is This Target Group on the Web Today?

Users: 1B+ 900mm 500mm 150mm 150mm+
...

Who/What Influences Your Target Group?

What Experiences Will Earn the Impact You Need:

Familiarity?

Likability?

Trust?

And, Secondarily, What’s Going to
Earn You the Metrics You Need.

Links?

Shares?

Engagement?

Conversions?

Will These Investments Have a Better ROI Than
Other Marketing Investments (i.e. paid media)?

Great answers to these questions
will almost always yield a great
content marketing strategy.

Two Examples

http://www.tableausoftware.com/public/gallery/taleof100

Goal: Build awareness & Influencers: Wall Street Journal,
acquire customers for ...

http://thecriminallawyer.tumblr.com/post/19810672629/12-i-was-entrapped

Goal: Build awareness in the Influencers: Facebook friends,
highly competitive NYC collea...

Checklist
Marketing Goal(s)
Target Customer
Target Channels
Influencers
Experience to Deliver

ROI Comparison

5 Recommendations
To Improve Your Strategy

#1: Invest for a 5 Year ROI

This is when Geraldine started her
blog

#1: Invest for a 5 Year ROI

This is where most people give up

#1: Invest for a 5 Year ROI

4,000+ visits/day the last 3 months

#2: Don’t “Target” Influencers; Involve Them

#3: Great Artists Steal

Via: http://www.bbc.co.uk/news/health-18770328

#3: Great Artists Steal

Via: http://static02.mediaite.com/geekosystem/uploads/2010/10/true-size-of-africa.jpg

#4: Expand Your Definition of “Content”

Blog Posts

Articles

Educational Resources

Video

Slide Decks

Animations

Photos

APIs

Your Site’s “Boring” Pages

404s

Comments

News

Vacation Time

Workspaces

Physical Goods

Advertisements

Blogs
Tweets Video
Plugins ...

#5: Choose Short Men (and Tall Women)

Via http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/

One My Favorite Content
Marketing Examples

Goal: Build awareness of cancer Influencers: Seattle journalists,
treatment center & earn ...

News Headlines:

YouTube Views:

Links & Shares:

http://www.youtube.com/watch?v=ihGCj5mfCk8

Download:
bit.ly/mozcontentstrategy

Rand Fishkin, SEOmoz

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