The document discusses how to create content that generates leads rather than just traffic. It emphasizes focusing content on customers' needs through a solid content strategy, deep understanding of the target audience, expertise-driven content, and analytics tracking. Specific tips include researching common customer questions, identifying their best potential customers, and addressing popular search queries with in-depth answers from subject experts. The goal is to solve customers' problems and generate leads through helpful, targeted content.
Holistic Search - Developing An Organic First StrategyArpunBhuhi
The cliché goes that Paid and Organic search work in silos and we have all been a witness to that. I'll be talking you through why you should be developing your search strategy holistically and how to do this.
Tasked with a content audit? It can seem impossible when you have thousands of URLs to sift through alone. But in this talk, Lucy will provide actionable steps on how to do a content audit, walking you through what to cull and what to keep, plus providing methods to quickly break down pages by different search intents to simplify your work. Built on past experience, Lucy will also offer advice on how to get clients on board with your content audit, plus top tips to get your recommendations implemented.
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
How to Create an Airtight SEO Strategy to Beat Any Competitor - Rumble RomagnoliRumble Romagnoli
My talk is not just about keyword research and doing it well. It’s about pride. It’s about honour. It’s about being at the epicentre of business intelligence within your organisation for your organisation.
Holistic Search - Developing An Organic First StrategyArpunBhuhi
The cliché goes that Paid and Organic search work in silos and we have all been a witness to that. I'll be talking you through why you should be developing your search strategy holistically and how to do this.
Tasked with a content audit? It can seem impossible when you have thousands of URLs to sift through alone. But in this talk, Lucy will provide actionable steps on how to do a content audit, walking you through what to cull and what to keep, plus providing methods to quickly break down pages by different search intents to simplify your work. Built on past experience, Lucy will also offer advice on how to get clients on board with your content audit, plus top tips to get your recommendations implemented.
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
How to Create an Airtight SEO Strategy to Beat Any Competitor - Rumble RomagnoliRumble Romagnoli
My talk is not just about keyword research and doing it well. It’s about pride. It’s about honour. It’s about being at the epicentre of business intelligence within your organisation for your organisation.
How to produce great multilingual content, even when you can't read it | Laur...Oban International
Laura will cover the importance of multilingual, properly localised content as part of an international marketing strategy, exploring some actionable steps to making that happen and highlighting some common pitfalls to avoid.
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
E-commerce websites’ product listing pages contain untapped hidden potential. This talk is all about unlocking the magic of your listing pages by making the most out of filters and internal linking. Instead of being fixated on those landing page head terms, let’s turn our attention to the indexability of long-tail pages with high conversion. Whether you work in e-commerce or not, we’ll also cover how to embed yourself within Tech teams and analyse impactful changes.
Swipe left: Why your content is getting ghostedEleni Cashell
Creating engaging content is a tricky thing, and even if your work is perfectly targeted to your audience, with all the SEO research to back it up, it doesn’t guarantee engagement.
In this talk, Eleni will showcase some of the mistakes she’s made and seen first-hand, explain why this isn’t getting engagement, and reveal how to fix it. From making content more accessible and inclusive, to key research methods that are often ignored, this talk will show you how to turn content that’s being ghosted and ignored, into something that creates meaningful connections.
How to get more traffic with less content - BrightonSEOAnna Gregory-Hall
I want you to go away after this with a really clear view on why less definitely is more, what you can do to decide what actually is too much content to have on your site, and how to go about reducing the number of pages you’ve got.
Ultimately, you’re here to find out how to reduce the amount of work you have to do in the long-run to get the same amount or more traffic.
brightonSEO - Stress Is Contagious Don't Catch It From Your ClientsKathryn Monkcom
Agencies are made up of people. Client teams are made up of people. And people have A LOT of emotions. Juggling other people’s fears, needs and stresses is exhausting and yet, if you care about your work, you do it every day.
You’ll leave this talk with psychologically-backed coaching techniques you can use in your professional interactions to stop other people’s drama clouding your judgement and affecting your mood at work and at home.
In this presentation at #BrightonSEO, I presented how I scaled content to help a travel brand called Omio, grow organically. I've also covered some other good cases of automating SEO FTW!
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
In this talk, Riaz will look at shifting B2B buyer, which reduces time with potential suppliers is forcing sellers today to evolve as a result.
He will cover:
1. The new B2B buyer and how new demographics and behaviour have altered the way companies buy from each other.
2. How to build relationships earlier and get ahead of your competitors.
3. Making use of dark funnel data to power both sales and marketing.
Data Pitfalls - Brighton SEO - Katie Swann.pptxKatieSwann5
We always hope to see our digital PR campaigns take off, but sometimes they can take off in the worst way.
From inaccurate data to misleading headlines, there are plenty of ways that we can fall into data-related pitfalls.
I explore some of the most common data dangers and how to avoid them so your campaigns don’t end up on the wrong side of digital PR Twitter, keeping you and your clients happy!
Will Critchlow's presentation at BrightonSEO October 2022.
At SearchPilot, we run huge numbers of tests. It's natural to look first to the winning tests, but there is a lot we can learn from the tests that fail - both the inconclusive ones and the negative outcomes.
Learn how we run SEO tests, how we analyse winners and losers, and take advantage of the lessons we have learned from dozens of losing tests. Take away actionable insights you can use in your own testing or SEO program.
David vs Goliath: The rise of sustainable fashion against fast fashion giants
Slides from BrightonSEO October 2022.
This talk covered the rise of sustainable brands against fast fashion giants. Opening with a brief intro into the David vs Goliath principle and how that can be aligned to online retail today.
This talk was a comparison of the ecommerce space, specifically fast fashion and its impact socially, environmentally and lastly online.
Providing SEO "stones" to use against the Goliath of your industry.
Probabilistic Thinking in SEO - BrightonSEO October 2022Andrew Charlton
Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
From methodologies to help you increase the chances of successful outcomes, to reframing decisions as bets to prioritise your recommendations.
Failing Your Way to Content Marketing Success | Digital Summit Detroit 2017Anna Hrach
Have you ever noticed how everyone makes content marketing seem so much easier than it actually is? Everyone today has a flawless success story to tell. But you and I both know they’re just that: stories. What most people don’t talk about is the trail of content mistakes and mixups that paved that path to success. So, rather than hide our marketing missteps, we should embrace them, because that’s where content wins really come from. And we’ll do just that with this humorous and light-hearted talk.
After this session, you’ll be able to:
How to produce great multilingual content, even when you can't read it | Laur...Oban International
Laura will cover the importance of multilingual, properly localised content as part of an international marketing strategy, exploring some actionable steps to making that happen and highlighting some common pitfalls to avoid.
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
E-commerce websites’ product listing pages contain untapped hidden potential. This talk is all about unlocking the magic of your listing pages by making the most out of filters and internal linking. Instead of being fixated on those landing page head terms, let’s turn our attention to the indexability of long-tail pages with high conversion. Whether you work in e-commerce or not, we’ll also cover how to embed yourself within Tech teams and analyse impactful changes.
Swipe left: Why your content is getting ghostedEleni Cashell
Creating engaging content is a tricky thing, and even if your work is perfectly targeted to your audience, with all the SEO research to back it up, it doesn’t guarantee engagement.
In this talk, Eleni will showcase some of the mistakes she’s made and seen first-hand, explain why this isn’t getting engagement, and reveal how to fix it. From making content more accessible and inclusive, to key research methods that are often ignored, this talk will show you how to turn content that’s being ghosted and ignored, into something that creates meaningful connections.
How to get more traffic with less content - BrightonSEOAnna Gregory-Hall
I want you to go away after this with a really clear view on why less definitely is more, what you can do to decide what actually is too much content to have on your site, and how to go about reducing the number of pages you’ve got.
Ultimately, you’re here to find out how to reduce the amount of work you have to do in the long-run to get the same amount or more traffic.
brightonSEO - Stress Is Contagious Don't Catch It From Your ClientsKathryn Monkcom
Agencies are made up of people. Client teams are made up of people. And people have A LOT of emotions. Juggling other people’s fears, needs and stresses is exhausting and yet, if you care about your work, you do it every day.
You’ll leave this talk with psychologically-backed coaching techniques you can use in your professional interactions to stop other people’s drama clouding your judgement and affecting your mood at work and at home.
In this presentation at #BrightonSEO, I presented how I scaled content to help a travel brand called Omio, grow organically. I've also covered some other good cases of automating SEO FTW!
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
In this talk, Riaz will look at shifting B2B buyer, which reduces time with potential suppliers is forcing sellers today to evolve as a result.
He will cover:
1. The new B2B buyer and how new demographics and behaviour have altered the way companies buy from each other.
2. How to build relationships earlier and get ahead of your competitors.
3. Making use of dark funnel data to power both sales and marketing.
Data Pitfalls - Brighton SEO - Katie Swann.pptxKatieSwann5
We always hope to see our digital PR campaigns take off, but sometimes they can take off in the worst way.
From inaccurate data to misleading headlines, there are plenty of ways that we can fall into data-related pitfalls.
I explore some of the most common data dangers and how to avoid them so your campaigns don’t end up on the wrong side of digital PR Twitter, keeping you and your clients happy!
Will Critchlow's presentation at BrightonSEO October 2022.
At SearchPilot, we run huge numbers of tests. It's natural to look first to the winning tests, but there is a lot we can learn from the tests that fail - both the inconclusive ones and the negative outcomes.
Learn how we run SEO tests, how we analyse winners and losers, and take advantage of the lessons we have learned from dozens of losing tests. Take away actionable insights you can use in your own testing or SEO program.
David vs Goliath: The rise of sustainable fashion against fast fashion giants
Slides from BrightonSEO October 2022.
This talk covered the rise of sustainable brands against fast fashion giants. Opening with a brief intro into the David vs Goliath principle and how that can be aligned to online retail today.
This talk was a comparison of the ecommerce space, specifically fast fashion and its impact socially, environmentally and lastly online.
Providing SEO "stones" to use against the Goliath of your industry.
Probabilistic Thinking in SEO - BrightonSEO October 2022Andrew Charlton
Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
From methodologies to help you increase the chances of successful outcomes, to reframing decisions as bets to prioritise your recommendations.
Failing Your Way to Content Marketing Success | Digital Summit Detroit 2017Anna Hrach
Have you ever noticed how everyone makes content marketing seem so much easier than it actually is? Everyone today has a flawless success story to tell. But you and I both know they’re just that: stories. What most people don’t talk about is the trail of content mistakes and mixups that paved that path to success. So, rather than hide our marketing missteps, we should embrace them, because that’s where content wins really come from. And we’ll do just that with this humorous and light-hearted talk.
After this session, you’ll be able to:
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...Isa Lavs
Traditional PR professionals are doing a lot of the heavy lifting when it comes to link building – without even realising it. This presentation reveals some practical tips on how to tweak ‘traditional’ PR practices, that will help supercharge securing those valuable links and show the SEO value of their work.
How to Plan for 2014: The 5 Recruiting Investments You Need to Make | WebcastLinkedIn Talent Solutions
How can you strategize to strengthen your talent brand, knock out the competition, and improve your sourcing? Click through to see five areas that talent acquisition teams should plan and prioritize in 2014.
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn Talent Solutions page for all recruiting updates: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Content marketing is about change. You know you need to do it, to measure it and to show ROI. In this presentation at #CMWorld, I show you how to build the business case for content marketing. How to find the budget. And how to show real marketing ROI to the executives who demand it.
"To change your market impact you first need to change yourself" / presented ...Jenni Lloyd
Jenni Lloyd of NixonMcInnes and Sara Lloyd of Pan Macmillan explore the "new normal" market environment through the lens of Pan Macmillan's radical realignment to put readers at the heart of their business.
http://www.marketingmagazine.co.uk/customer-experience-evolution/agenda
Travis Wright - Data Driven Marketing Technologies, Tools & Tactics in the Ag...Rockit Conference
MarTech is a hot area and one that SMBs are struggling to keep up with. This is supposed to be the decade of the CMO, yet most CMOs of companies of all sizes struggle with implementing tech in their marketing strategy. This keynote helps marketers understand how to look at MarTech, learn the foundations of the "Marketing Technology Stack", what to focus on and how to choose what they need.
Learn the top tools, strategies and tactics for finding the right content, creating the right content and amplifying that content to the right people, at the right place, at the right time.
Aligning Sales and Marketing into a Single, Cohesive Sales-Acceleration MachineHeinz Marketing Inc
Traditionally, sales and marketing have operated separately: separate objectives, separate operations, and little integration or coordination. Those days, thankfully, have passed – at least for market-leading organizations that are accelerating the velocity and success of their sales effort, despite challenging market conditions. In this session, you'll hear proven strategies and tactics for converting your sales and marketing organizations into an integrated, high-producing and revenue-generating machine. We'll share best practices, templates, and other tools you can put to work immediately to quickly accelerate results.
The 'digital workplace' is emerging as a consensus vision for the future of work, and the shape of the new workplace.
But how deliver this vision? This keynote presented by James Robertson at Intranets2015 in Sydney shares practical steps and ideas, as well as plenty of inspiration
Effective zero-volume keyword research and why it’s importantMark Williams-Cook
In this talk, Mark will explain why Google’s algorithm changes mean zero-volume searches are more important now than they ever have been and why ignoring zero-volume search terms leads to poor strategic decisions. For those new to the topic, he will also give actionable advice about tools and methodologies to integrate zero-volume into your workflow.
Presented by N. Robert Johnson, Practice Leader, Workforce Communications at The David Group.
A strong employer brand is a competitive advantage to attract, engage and retain talent. This presentation looks at what an employer brand is; why it's critical for enterprise-wide success; the ingredients in creating one; and key KPIs.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Who here is a content writer? Or does content writing?
Who here is a content writer? Or does content writing?
A bit about me:
I run a content marketing agency called Mint Studios
I started out as an in-house writer, then freelance writer and then freelance content marketer. I set up the agency and changed the way we work for one simple reason: I was tired of writing content I knew no one was reading and wasn’t moving the needle for clients
Does anyone relate?
In this talk, I will break down the framework we use to create content that brings in enough leads sometimes worth hundreds of thousands, and enough that they pay for our services
Now, raise your hand if you’ve written this type of content.
Now raise your hand if, in an ideal world, you could help your clients or the company you work for to generate qualified leads via content.
Wouldn’t it be great if you could generate enough leads that content would be the number one lead generator for your company?
Now, raise your hand if you think that this kind of content brings in qualified leads.
I believe there is a disconnect in the content marketing industry. A lot of people in the SEO and content world want to help their clients or their company get customers, but the kind of content they create does not do that at all.
As SEO or content people, too many times are we set aside in the “marketing” bucket, and seen as an expense. We are seen as “bloggers” (not there’s anything wrong with being a blogger), or a nice to have that’s fun and looks good. Often, we’re not taken very seriously
Raise your hand if you relate.
But we have one big advantage in the content world, compared to other marketing functions: we can track, and we can prove that we bring value to the bottom line.
That means:
It’s easier to sell your servies
To get buy in from the leadership team
We do more than just create blog content with a catchy headlines that's cool to share on social media but no one reads.
I believe there is a lot of focus on pageviews, backlinks and domain authority, that we’ve lost focus on what really matters: conversions. Conversions from traffic to leads to paying customers.
And what does the leadership team care about? What do companies care about? Customers.
And yes, I can already hear your objections:
Blog content is not supposed to generate leads, it’s for brand awareness
People don’t make purchase decisions based on blogs
You can’t track how many leads your content creates
I hear this all the time.
Not true: you can create blog content that brings in leads, and you can track leads
Would you really say no to bringing in leads via the blog?
Wouldn’t things be so much easier if you could demonstrate the number of leads you were bringing in?
Most content strategies don’t focus on conversions
Don’t worry, I get it: in the content and SEO world, we’ve been taught to focus on traffic and links. The higher the traffic, the better - right?
If you’re a publisher or blogger, then sure.
But if you’re a company – then traffic doesn’t really matter. Why? Because an increase in traffic does not automatically equal an increase in conversions.
What does a company need? What is the lifeblood of a company? [ask audience]. It’s customers. What a company really needs is customers. And yet, most content strategies will focus on metrics that ultimately, a business leader doesn’t care about.
Most content is written for the wrong audience
Check this screenshot – who do you think they’re targeting?
The company writing this is a payment orchestration company that helps companies set up payment methods across countries – pretty technical stuff. Do you think a CTO or product manager would read this? No.
And this is the other problem: if you’re writing this type of content, then you won’t be getting any customers as you’re targeting the wrong audience.
A generalist writer can’t always write on an advanced topic
Instead, CTOs and product managers might read something like in this screenshot.
But honestly, I could never write on this topic, and I wouldn’t be surprised if most generalist writers couldn’t. That’s because it requires expertise, which you can’t get by just researching on Google.
But it’s hard to write this! So how do you do it?
Most people don’t track conversions
There are a couple of reasons why conversions are not tracked:
People might not think it’s important or relevant to track them – since content is for brand awareness, not conversions
People think they are impossible to track
Well – for companies, it is important to see how many customers you’re getting. And as regards to the second point. Check that screenshot. It’s from Google Analytics 3. So yes – there are ways to track conversions.
What people won’t say, is that it can be a pain to set up. You need to know how to use Google Analytics, and often Google Tag Manager. But there are ways to set it up. I have added resources at the end with more information on how to learn how to do this.
I believe there is a lot of focus on pageviews, backlinks and domain authority, that we’ve lost focus on what really matters: conversions. Conversions from traffic to leads to paying customers.
Revenue. Revenue derives from clients. Clients derive from leads. Leads derive from pipeline. Therefore, pipeline is a major artery for every business’ health.
This is where we bring in a solution: targeting people who are at the bottom of the funnel.
Essentially, create content that targets your customers’ pain points, and then find keywords that are associated with that pain point.
First: find pain points of your customers
Second: only then, do keyword research
Later on I’m going to use a case study of a real client of ours to walk you through the process.
Raise your hand if you know this funnel, if you’ve seen it before?
So, instead of creating top of the funnel content, we created bottom of the funnel content that targets people who are ready to convert.
Essentially, you want to understand what triggers your target market to search for a solution online. What are their pain points? Who are they comparing you to? What are the use cases?
Only then, do you do keyword research, and look for the specific keywords that your audience would be searching for when ready to buy.
Don’t worry, we’ll use an example later to help you understand this.
We’ve already argued that it makes sense to start with BOFU content.
BOFU content is often product, or pricing or use case content. Highly specific.
Create advanced content. That is the answer. How? Next slide…
People are mostly either writers or experts. Those who are both: you are amazing, and you should be charging a lot.
But when working with clients, we’ve all faced the challenge of not knowing the subject matter.
The solution? Basing your content on interviews with experts. Make it part of your service: the client has to agree to be interviewed, or else they are not a good fit.
By interviewing experts, we’ve been able to create content like the following.
With this approach, we’ve been able to write this type of content.
Simple: start tracking conversions. Convince your team it’s important. Keep trying and trying.
Track form submissions
Track accounts created
If all else fails, track clicks.
You’re doing this for you: not them. By tracking conversions, you can prove that content is working.
If you want to take this to another level, ask them how much a customer is worth. Then ask the lead to close rate. With those two numbers you can calculate how many leads you need to generate per month to break even from costs. You can find the resources on this at the end.
These four pillars are the framework we use to generate leads via the blog.Create content that focuses on conversions
Set up tracking so you know how many conversions you get from the blog
Write for the level of your audience
Create content based on interviews with experts
And get these results for clients.
Let’s go through that with a real client of ours so you see how it works in practice.
End result: their blog content was more cost effective at generating leads than ads.
Parpera is a bank account for freelancers. Think of Monzo or Starling, but for sole traders, specifically freelancers.
The first step to uncover pain points, was in-depth interviews with the founder. Now we do in-depth interviews with other people on their team, like salespeople, product people, growth people, etc.
After recording these interviews, we made a list of pain points. Very simple, in a spreadsheet.
We then went to Google, and did some research. What were the specific pain points that freelancers had and what were the phrases they were using?
We came up with a list of keywords, related to product, use cases, etc.
We then put together a content calendar, prioritising the articles that we thought might bring in the highest number of qualified leads.
Since our content was based on interviews with the founder and other experts, we were able to write in-depth about the product, about customers and about topics we didn’t know about.
For example, we were able to interview a tax accountant and write a genuinely useful article for freelancers on how to manage their taxes in Australia.
Since our content was based on interviews with the founder and other experts, we were able to write in-depth about the product, about customers and about topics we didn’t know about.
For example, we were able to interview a tax accountant and write a genuinely useful article for freelancers on how to manage their taxes in Australia.
Some of the content we created that focused on pain points were these.
Who are we targeting in this article?
Some of the content we created that focused on pain points were these.
Ask audience: what do you think the pain point here?
Imagine if we had created a “top budgeting tips as a freelancer”, it would not be so targeted. It’s going to get more traffic, but it won’t generating traffic.
Hitting a pain point: we’re helping them get paid. We’re helping them, and we’re also touching on a pain point. We’re working hard and smart. Just picking the ripe leads when they ready yo.
The result? Here’s how many clicks we were able to bring in through a 6 month period. Oh and the search console looked like this.
Yes, it took a long time. And organic traffic was low. But we were focused on what matters: conversions.
Summary.
With this framework, you can track the ROI of your content. You can prove that your content brings in customers, and affects the bottom line of your client or the company you work for.
As a content marketer, that means:
If in-house, you can prove your ROI to the leadership team and get a bigger marketing budget
If agency or freelancer, you can prove your ROI to clients, making it a lot easier to hire you
We think content has a long way to go, and we really believe in turning your content into a customer acquisition channel. I believe content is integral to each business, and that it can play a fundamental role in customer acquisition, and therefore growth. With this approach, you can now prove it.
Thank you, we’re hiring
Prioritise content that drives conversions. Your blog will help you get customers, and it’ll be easier for you to get investment for the blog from the leadership team
Do customer research to understand pain points, use cases and triggers. Then do keyword research based on those conversations.
Create advanced content for an advanced audience. Don’t write beginner content. Write content focused on the product, competitors, etc.
Base your content on interviews with experts. This will allow you to include details about the product, be ultra specific about use cases and use examples
Key takeaway: yes, you can create content that drives customers and can be taken seriously by the leadership team.