From Pageviews to People: Don’t Just Drive Traffic, Drive Customers

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From Pageviews to People: Don’t Just
Drive Traffic, Drive Customers
Michelle Robbins
#SEJThinktank
@MichelleRobbins

#SEJThinktank
@MichelleRobbins
Ø Content Strategist : Data Analyst
Marketing Technologist
Ø 20+ years in the search indust...

#SEJThinktank
@MichelleRobbins

#SEJThinktank
@MichelleRobbins
CONTENT IS EVERYTHING
Ø Blog posts
Ø Social media posts
Ø All marketing collateral
Ø All ad...

#SEJThinktank
@MichelleRobbins
ORGANIC SEARCH ACQUISITION
CONTENT IS THE KEY

#SEJThinktank
@MichelleRobbins

#SEJThinktank
@MichelleRobbins

#SEJThinktank
@MichelleRobbins

#SEJThinktank
@MichelleRobbins

#SEJThinktank
@MichelleRobbins

#SEJThinktank
@MichelleRobbins
THE NEW STRATEGY
LESS CONTENT

#SEJThinktank
@MichelleRobbins
ONE SIZE DOES NOT FIT ALL
TEST AND VERIFY

#SEJThinktank
@MichelleRobbins
QUESTION #1 FOR THE AUDIENCE
Do you or your clients maintain an editorial calendar?
If so, ...

#SEJThinktank
@MichelleRobbins
AUDIENCE
NOT
ALGORITHMS

#SEJThinktank
@MichelleRobbins
CREATING A CONTENT FRAMEWORK
Step 1: Define topics

#SEJThinktank
@MichelleRobbins
CREATING A CONTENT FRAMEWORK
Step 2: Classify categories

News
Content:
Need to
know
now -
temporal

Contributed
Content:
Need to
know how
– tactics

Featured
Content:
Need to be
thinking
about –
thought
leadership

EVERGREEN CONTENT

#SEJThinktank
@MichelleRobbins
CREATING A CONTENT FRAMEWORK
Step 3: Define requirements

#SEJThinktank
@MichelleRobbins
Ø Unique information, or new point of view
Ø Credible sourcing and supporting data
Ø Provid...

#SEJThinktank
@MichelleRobbins
CONTENT THAT CONVERTS: PROCESS
PLAY THE LONG GAME

EVERGREEN CONTENT
Ø Core topics
Ø Not temporal or
fad/trend based
Ø Can be updated,
added to, kept
relevant

MAINTAIN AN EDITORIAL CALENDAR

MAINTAIN AN EDITORIAL CALENDAR

LEVERAGE: MULTI-FORMAT CONTENT

RINSE. REPEAT.

#SEJThinktank
@MichelleRobbins
QUESTION #2 FOR THE AUDIENCE
Do you or your clients have on staff or hire professional
writ...

#SEJThinktank
@MichelleRobbins
FROM PAGEVIEWS TO PEOPLE
RESULTS

#SEJThinktank
@MichelleRobbins
YEAR OVER YEAR GROWTH: AVERAGE ALL SITES
ØTarget audience growth
Ø+12%
ØTarget audience eng...

Top performing
type of content
in 2018:
Product Guides
https://bit.ly/2NgSSgO

#SEJThinktank
@MichelleRobbins
KEY TAKEAWAYS
ØPlay the long game
ØReduce, re-use and refresh your content
ØQuality > Quant...

#SEJThinktank
@MichelleRobbins
THANK YOU!
Michelle Robbins
Founder and Principal Consultant,
BetaGirl Consulting
Contact:
...

From Pageviews to People: Don’t Just Drive Traffic, Drive Customers

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