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![Content Audit
Campaign Name
[VALUE]
• Highlight underperforming or skyscraper content
E.g. High traffic content + low conversion % = CRO priority
E.g. Low Traffic + low conversion = Light touch SEO + Review CTAs
[CONTEXT]
• Segment by awareness stage, persona, subject & conversion path
Aim to identify glut or gaps of content types
E.g. > Awareness blogs aimed @ Persona A
E.g. < Consideration content offers targeting Persona B
Broadly speaking the aim is to understand the Value & Context of your existing content](https://image.slidesharecdn.com/hug-talk-josh-190213103112/75/How-To-Create-An-Inbound-Content-Strategy-You-ll-Fall-In-Love-With-44-2048.jpg)
Uploaded byNoisy Little Monkey
How To Create An Inbound Content Strategy You'll Fall In Love With
The document provides an overview of creating an inbound content strategy. It discusses planning an inbound content strategy by defining targets and benchmarks, choosing a framework, creating a plan, and researching audiences. It also covers preparing for the strategy by developing buyer personas and positioning content for different stages of the buyer's journey. Finally, it discusses performance by setting up analytics and monitoring content and conversion optimization. The overall document aims to guide the reader through all aspects of developing and implementing an effective inbound content strategy.
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How To Create An Inbound Content Strategy You'll Fall In Love With
- 1. How To Create AnInbound Content Strategy You’ll Fall In Love With! (Because Valentines) | #TenuousTalkThemes
- 2. • My Monkey6 year • I live Bristol • I haz beard • I liek Star wars I’z Josh
- 3. Natasha Creative Director Nicola Managing Director Jon TechnicalDirector Mr Dog VP Farts EMEA Clare Operations Manager Claire Events Manager Ste SEO Manager Gertie Senior Digital Exec James Senior Digital Exec Josh Inbound Manager Amy Junior Digital Exec Angharad SEO Exec
- 4. I do thisfor a living
- 5. This is easierto understand…
- 6. Today we’re goingto talk about this stuff
- 7.
- 8. PLANNING - PREP - PERFORMANC E •Defining Targets • Setting Benchmarks • Finding a right fit Framework • Building A Plan • Researching Your Audience • Creating Targeted Content • Understanding Your Conversion Path • Polishing your Inbound Plan • Essential Tools • Measuring short term success TODAY
- 9.
- 10. What does Successlook like?
- 11.
- 12. KPIs • Talk toyour boss – get señor buy in early • Look @ your business goals & commercial targets • Do you need an SLA between Sales & Marketing? • Benchmark and review past performance for sense
- 13.
- 14.
- 15.
- 16. BREAK IT ONDOWN
- 17.
- 18. Avg. PV =£3k
- 19. £1,000,000 ÷ £3k= 333.3 New clients Or 27.77 CLOSED clients p/m
- 20.
- 21.
- 22.
- 24.
- 25. 4.5% of ⲭ(Leads) = 30 (Clients)
- 26. 4.5% of 666= 30
- 27. 4.5% of 666= 30 Conclusion = Your boss is Satan…
- 28. 4.5% of 666= 30 Conclusion = Your boss is Satan…
- 30. SMARTSpecific Measurable AttainableRelevant Timely
- 32. Increase Contact conversionrate from 0.9% to 1.5% By Feb 2019
- 33. Increase Contact conversion ratefrom 0.9% to 1.5% By Feb 2019 S Specific
- 34. Increase Contact conversionrate from 0.9% to 1.5% By Feb 2019 S M Specific Measurable
- 35. Increase Contact conversionrate from 0.9% to 1.5% By Feb 2019 S M A Specific Measurable Attainable
- 36. Increase Contact conversion ratefrom 0.9% to 1.5% By Feb 2019 S M A R Specific Measurable Attainable Relevant
- 37. Increase Contact conversionrate from 0.9% to 1.5% By Feb 2019 S M A R T Specific Measurable Attainable Relevant Timely
- 38. KPIs: Vanity Vs Value•Don’t pick shit marketing measures… • Have a mixture of macro and micro marketing metrics Macro • Form Submissions • Case Study Downloads • Live chats • Event registrations • Click to call / tracked calls • Meetings booked Micro • Video Engagement • Newsletter signups • Blog shares on social • Time on page • Scroll depth
- 39. What does Successlook like?
- 40. What did Successlook like?
- 41.
- 43. Content Audit Campaign Name Review& Analyse existing content with a formal Content Audit Example worksheet -. https://mnky.bz/ContentAudit
- 44. Content Audit Campaign Name [VALUE] •Highlight underperforming or skyscraper content E.g. High traffic content + low conversion % = CRO priority E.g. Low Traffic + low conversion = Light touch SEO + Review CTAs [CONTEXT] • Segment by awareness stage, persona, subject & conversion path Aim to identify glut or gaps of content types E.g. > Awareness blogs aimed @ Persona A E.g. < Consideration content offers targeting Persona B Broadly speaking the aim is to understand the Value & Context of your existing content
- 45.
- 46. PLANNING – PICKINGAN APPROACH
- 47. What content isgonna hit Target
- 48. TYPES OF CONTENTSTRATEGY PERIODIC PILLAR PAGE LANDING PAGE
- 49. Types of contentstrategy PERIODIC
- 50. Periodic - Most peopledo this - Just putting a mix of content out at semi regular intervals is a tactic not a strategy
- 51.
- 52.
- 53.
- 54. Okay... So WTFis a Pillar
- 55. PILLARS EXPLAINED Hallmarks ofa pillar page: • Targets a Broad Search Term • Long form content (think 1500+ word count) • Detailed explanation of a topic or issue • Pillar page links to “Cluster” (supporting) content • Is bookmark worthy
- 56.
- 57.
- 59. Okay... So WTFis a Pillar
- 60.
- 61.
- 66.
- 67. LP Basics Hallmarks ofa landing page: • Restrict Navigation • Sell the sizzle – emphasise Give:Get • Beware friction on forms • Never settle A/B TEST ALL THE THINGS • Contextually un-gate content when relevant • Need to boost conversions? Landing Page framework is for you!
- 68.
- 71. Resource Page Basics Hallmarksof a resource page: • Super easy on page navigation – anchor links galore • Very heavy on links to supporting articles • Linked blogs do the converting • Heatmaps and Scroll depth reports are a must • Need to increase traffic? Go for a Resource Page
- 72.
- 75. 10x Content Basics Hallmarksof a resource page: • Aesthetically pleasing UX – it’s pretty and powerful • Shareworthy – deserves a bookmark • Lengthy explanations – but still refers to supporting content • CTAs and conversion paths woven into copy • Need to increase traffic? Build some 10x Content
- 76.
- 77. ✓ Benchmark &KPIs ✓ Picked A Framework Ummm… Now what?
- 78. PLANNING – PUTTINGA PLAN TOGETHER
- 80. START WORK ONYOUR INBOUND PLAN • We’ll only fill out campaign milestones to begin with e.g. create landing page, design offer, build workflows, 4x blogs Mo 1 etc. • Pick a format that works for you Gant, Kanban, trello, sheets etc. • RACI - think about campaign stakeholders, give staff a heads up so you can plan deadlines - e.g. I’ll need design resource b4 q1 & and end q1 early q2.
- 81. PLANNING SUMMARY • Setsome realistic KPIs and targets • Find a framework that fits with your goals • Put the bones of your inbound plan together
- 82.
- 84. What’s a BuyerPersona?
- 85. Buyer PersonaSemi-fictional representations ofyour ideal customer based on real data and some educated speculation about demographics, behaviors, motivations, and goals.
- 86. PERSONA - A MarketingManager Mary
- 87. Persona Name:Section 1:Who? Identifiers Demeanour? Communication Preference? ● Mary is Marketing Manager for a Solicitor’s firm and in her mid-late 30s. ● She has one child who is at primary school and another youngster - she has just come back from maternity leave in the last 2 years. ● She’s been in this same company for 10 years and used to be the Administrator. ● Responsible for online and offline marketing - although doesn’t know very much about the “digital stuff”. She manages an external design agency which does her printed literature too. She also liaises with an SEO and PR company. She’s juggling lots of things! ● Mary lives just outside of Bristol in a nice, family friendly neighbourhood with her husband, children and cat. Marketing Manager Mary Background Job? Career Path? Family? ● Marketing Manager for a Solicitor’s firm. ● She is university educated, almost certainly in a long term relationship - starting in mid 20s ● She’s just got her own place with her partner, it’s just outside of the bustling city centre. She drives into work. ● The firm’s head office is in Bristol (where she works) but occasionally she has to travel to the different South West offices they have. She’ll either drive or get the train.
- 88. CHALLENGES Primary challenge? Secondary Challenge? GOALS Primary,Secondary & Personal Goal WHAT CAN WE DO ...to help our persona achieve their goal? ...to help our persona overcome their challenges? Persona Name:Section 2: What? Marketing Manager Mary ● Mary has lots of goals at work but her primary goal is to generate more leads/enquiries through the website. She’d also like to prove that her marketing is making a real difference to the ROI of the business and is helping the firm hit their objectives. ● Mary’s personal goal is to impress her boss so much that she is recognised with a pay rise for the excellent work she has been doing all year ● Time and resource are the biggest frustrations for Mary – there is always so much to do and very little budget/time to do it with. ● Mary gets frustrated because she has very little knowledge of the digital and techie stuff. Whatever advice she is given, or whatever work is produced for her, she has to take it as read and hope that it makes her firm appear better than everyone else's. ● She finds it hard to stay abreast of the latest innovations in digital marketing - what can she use to her advantage, how can she keep up with all the changes and respond to them? ● Another challenge is: how does she convince the board to move to another agency? Noisy Little Monkey results are quite long-term and they want quick results. She also finds it hard to pitch complicated ideas (which she doesn’t understand) to her boss who doesn’t understand them either. ● We can invite her to training and events (although, she’ll send her administrator to the events because she doesn’t have time to attend them). ● She can read our blog for specific issues. We can debunk specific myths which she hears from her current SEO - e.g is my SEO bullshitting me? ● We can help her set budgets for the financial year. For example, content like ‘Average SEO Costs UK’ and ‘How Much Should X Cost’ or ‘What Is Good Performance For X?’. We can answer those questions for her. ● Because she is responsible for reporting on the success of the website, we can help her interpret her analytics and present it neatly to her boss. ● Make her aware of marketing automation and the problems it can solve/the time it can free up!
- 89.
- 90. GETTING THAT INFO Workshopwith stakeholders • Sales bods, customer service, directors* etc. • They’ll get just as much out of this you!
- 91. GETTING THAT INFO Workshopwith stakeholders • Sales bods, customer service, C-level etc. • They’ll get just as much out of this you! Ask your customers • NPS, qualitative surveys or interviews with current customers. • Great op. for sales to reengage with past clients
- 92. GETTING THAT INFO Workshopwith stakeholders • Sales bods, customer service, C-level etc. • They’ll get just as much out of this you! Ask your customers • NPS, qualitative surveys or interviews with current customers. • Great op. for sales to reengage with past clients Collect the data • Use forms and lead scoring to segment your contacts and customers • Build reports and plot trends based on contact info and activity
- 93. Based on whatwe know about Mary, what are the questions she’s likely to ask?
- 94. • Common causesof declining site traffic QUESTIONS ON MARY’S MIND • Which is better for lead gen SEO or PPC? • Which Social Channels are best for law firms? These are all educated guesses, to validate these guesses and build a strategy we need to do some research.
- 95. STR • We’ve gota blog on how to do it and some downloads, go look at them mnky.bz/keywordresearch
- 96. How Do IPosition Content?
- 99. THE BUYERS JOURNEY Consideration Stage Decision Stage Prospectis experiencing symptoms of a problem. Doing research to understand, frame and diagnose their issue. Prospect has clearly defined their problem. Actively researching all available approaches to fix their issue. Prospect has decided on their approach. Compiling and comparing a list of vendors to fix their problem. Awareness Stage
- 100. THE BUYERS JOURNEY Consideration Stage •How do I attract more leads? • Why has my traffic dropped? • Why is my site slow? • SEO vs PPC for lead gen • How can I improve rankings? • Why is TTFB important? • SEO agencies near me • How much does SEO cost • SEO success case studies Decision Stage Awareness Stage Consideration Stage
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- 105. • Consider differenttypes of content for each persona or awareness stage e.g. The efficacy of video might be hindered if used in the decision stage CONTENT FORMAT
- 106.
- 107. ✓ Benchmark &KPIs ✓ Picked A Framework Drafted A Plan✓
- 108. ✓ Created Personas ✓Researched Content & Format Create A Content Plan
- 110. ✓ Created Personas ✓Researched Content & Format Create A Content Plan✓
- 111. PREP – PULLTHAT PLAN TOGETHER
- 113.
- 114. GOOGLE ANALYTICS Setup funnels,event tracking, alerts, demographics.
- 116. ELIXIR MAPS Get ageographic picture of where your HS leads have come from.
- 118. HS CAMPAIGN TOOL Trackthe performance of all of your campaign collateral in one place.
- 120. UTM TRACKING If youdon’t use HubSpot make sure you’re using tracked links in social posts and CTAs to measure performance of individual assets or promotions
- 122. CTA & LPREPORTS HubSpot runs these reports out of the box, review these on a weekly or monthly basis.
- 124. CONTENT AUDITS Take youroriginal content audit, add your new content and update legacy content metrics to compare and contrast. e.g. my old SEO content was doing rubbish, now it’s had a boost from my new “SEO’d” articles
- 125. Content Audit Campaign Name Review& Analyse existing content with a formal Content Audit Example worksheet -. https://mnky.bz/ContentAudit
- 126. UX ANALYSIS TOOLS Crazyegg, Hot Jar, Lucky Orange
- 127. MONITORING CRO Campaign Name Oncea CRO plan is created and in action, regular milestones and reviews should ideally take place on a weekly, monthly & quarterly basis. KPIs to measure: • CTR and clicks • Scroll depth • Mouse movement and interactions • Form abandonment field friction • Conversion rate obvs • Time on page / bounce
- 128. Campaign Name Essential tools: •Goals + Scroll depth • Heatmaps • Session recordings • Click tracking • Form analytics • Scroll depth reports • HubSpot integration • Smart content • A/B Testing CTAs • A/B Testing Emails • A/B Testing LPs • Campaign Reporting • Closed loop* MONITORING CRO
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- 132. RANKINGS SEMrush, AWR, SearchConsole Maybe take this out if too technical?
- 133.
- 134. DASHBOARDS Getting all thatinfo in one place is hard, Look at HS dashboards, Databox or Data Studio
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- 137.
- 138. PLANNING - PREP - PERFORMANC E •Defining Targets • Setting Benchmarks • Finding a right fit Framework • Building A Plan • Researching Your Audience • Creating Targeted Content • Understanding Your Conversion Path • Polishing your Inbound Plan • Essential Tools • Measuring short term success RE-CAP
- 139.
Editor's Notes
- #16 Let me review performance from the last fiscal year and I’ll come back to you with some accurate targets…
- #29 They’re not tho, cos it’s pretty achievable given passed results
- #48 https://media.giphy.com/media/26FmidBCZM3yiGMgg/giphy.gif
- #85 What are these things – buyer personas
- #91 How do you get this info
- #92 How do you get this info
- #93 How do you get this info
- #94 How do you get this info
- #97 Here’s a link to how to do it
- #100 A Prospect has picked their approach and is comparing vendors, prices and reviews
- #101 Heres what awareness stages are