How To Create Content That Earns Engagement, Trust and Loyalty For Your Brand

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The document discusses content marketing strategies and tools. It provides tips on building loyalty through consistent, high-quality content over 12-17 months rather than focusing solely on engagement metrics. It also recommends conducting a content audit and using tools like Open Site Explorer, BuzzSumo and Moz Content to analyze content popularity, find topic opportunities, and benchmark content against competitors.

http://www.therecipeforseosuccess.com.au/seo-small-business-interview-rand-fishkin/
Interviews of influencers

Traffic
Conversions
Website
numbers
after 45
days

Engagement should
be a goal; it shouldn’t
be the goal.

Using engagement as a core metric is an
excuse for being unwilling to identify why
your site exists. – Avinash Kaushik, Google

I’m here
for you.
Don’t make
this creepy.

Allstate
makes buying
insurance
interesting

Blendtec’s
CEO excited
us about a
boring
product

Old Way:
BUILD links
to CONTENT
Comdata
SVS
Link
Link
Link Link
Link Link
Link
Link
Website
Content
Link

New way:
SHARE content
to RELEVANT
social streams
Links
Content
Website
Content
Links
Links
Links
Content
Content
Content

Content Loyalty: The Prize We Should
All Be Fighting For

The shortest path to a sustainable
content strategy is to create content
loyalty. —Matthew J. Brown, Moz

A social hit buys you a little more time

The bad news is the
good news: It’s a 12-
17 month process

The majority of brands will continue to crash
and burn because they lack the consistency
or the patience to build a loyal audience. —
Joe Pulizzi, Content Marketing Institute
founder
Content Marketing Institute

An in-depth process
Mike King Content Audit Template

Calculating content ROI
Content ROI Calculator

Tools
• Open Site Explorer
• BuzzSumo
• Moz Content

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How To Create Content That Earns Engagement, Trust and Loyalty For Your Brand

1. @Ronell SmithRonell Smith

2. 2014: It all CHANGED

3. How-to posts

4. In-depth evergreen articles

5. http://www.therecipeforseosuccess.com.au/seo-small-business-interview-rand-fishkin/ Interviews of influencers

6. Traffic Conversions Website numbers after 45 days

7. Engagement is a bad choice for a goal.

8. How can this be? WCG

9. The struggle is real Forrester

10. 96% of B2B content marketers flopping!

11. Engagement should be a goal; it shouldn’t be the goal.

12. Using engagement as a core metric is an excuse for being unwilling to identify why your site exists. – Avinash Kaushik, Google

13. Spy on content popularity and type

14. Peruse Google for additional details

15. Find links to popular content

16. Why brand trust is essential

17. Taking trust to the extreme

18. Positive ubiquity

19. I’m here for you. Don’t make this creepy.

20. Steve Jobs humanized the iPhone launch

21. Allstate makes buying insurance interesting

22. Blendtec’s CEO excited us about a boring product

23. Opportunities beyond the top 10 YouMoz

24. Brand bias can work for your brand

25. Making it work for your brand…macinhery image Make Trust Work For Your Brand

26. Weekly videos

27. Podcasts with influencers

28. Use staff expertise on social media

29. Whatchu talkin’ ‘bout, Ronell?

30. Where the journey typically begins

31. Yawn…

32. P.O.U.N.D POUND

33. Network diffusion at work

34.

35. Old Way: BUILD links to CONTENT Comdata SVS Link Link Link Link Link Link Link Link Website Content Link

36. New way: SHARE content to RELEVANT social streams Links Content Website Content Links Links Links Content Content Content

37. Content Loyalty: The Prize We Should All Be Fighting For

38. The shortest path to a sustainable content strategy is to create content loyalty. —Matthew J. Brown, Moz

39. Your time is limited

40. A social hit buys you a little more time

41. Your opportunity Parse.ly

42. Vulture’s magic number: 5X Chartbeat

43. Content attributes that lead to loyalty

44. Hubspot

45. The bad news is the good news: It’s a 12- 17 month process

46. The majority of brands will continue to crash and burn because they lack the consistency or the patience to build a loyal audience. — Joe Pulizzi, Content Marketing Institute founder Content Marketing Institute

47. Begin with a CONTENT AUDIT

48. You CAIN’T be serious!

49. An in-depth process Mike King Content Audit Template

50. Calculating content ROI Content ROI Calculator

51. BuzzSumo

52. BuzzSumo

53. A simplified but valuable approach

54. Moz Content

55. Moz Content detailed info

56. Moz Content topics data

57. Moz Content’s Content Search

58. There no “I can’t!”