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How to Exit the Content Marketing Struggle Bus
The document discusses how to exit the content marketing struggle bus and build content loyalty. It recommends making brand trust and engagement goals rather than focusing solely on engagement. It suggests sharing content on social media to build network diffusion rather than just building links. The document also advises starting with a content audit and using tools like BuzzSumo, Moz Content, and Keyword Explorer to calculate content ROI and find popular content topics to focus on creating content around. The overall goal is to create content loyalty by developing a consistent content strategy and being patient through a 12-17 month process.
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How to Exit the Content Marketing Struggle Bus
- 1. HOW TO EXIT THECONTENT MARKETING STRUGGLE BUS Ronell Smith ronell.smith@moz.com | @ronellsmith
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- 7. Engagement is aPOOR CHOICE for a goal.
- 8. How can thisbe? WCG
- 9. The struggle isreal Forrester
- 10. 96% of B2Bmarketers flopping!
- 11. Engagement should be agoal; it shouldn’t be the goal.
- 12. Using engagement as a core metric is an excuse for being unwilling to iden5fy why your site exists. – Avinash Kaushik, Google
- 13. Spy on contentpopularity and type
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- 15. Find links topopular content
- 16. #1 — HowTo Create Engaging Content
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- 24. Brand Trust IsAn Essential Element
- 25. Taking trust tothe extreme
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- 27. I’m here for you. Don’t make this creepy.
- 28. Steve Jobs humanized theiPhone launch
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- 30. Blendtec’s CEO excited us abouta boring product
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- 32. Opportunities beyond thetop 10 YouMoz
- 33. Brand bias canwork for your brand
- 34. #2 — HowTo Make Brand Trust Work For You
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- 39. Whatchu talkin’ ‘bout, Ronell?
- 40. Where the journeytypically begins
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- 46. Old Way: BUILD links to CONTENT Comdata SVS Link Link Link Link Link Link Link Link Website Content Link
- 47. New way: SHARE content to RELEVANT social streams Links Content Website Content Links Links Links Content Content Content
- 48. Content Loyalty: ThePrize We Should All Be Fighting For
- 49. The shortest path to a sustainable content strategy is to create content loyalty. —MaXhew J. Brown, Moz
- 50. Your time islimited
- 51. A social hitbuys you a little more tim
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- 56. The bad newsis the good news: It’s a 12-17 month process
- 57. The majority of brands will con5nue to crash and burn because they lack the consistency or the pa5ence to build a loyal audience. —Joe Pulizzi, Content Marke5ng Ins5tute Content Marketing Institute
- 58. Begin with a CONTENTAUDIT
- 59. You CAIN’T be serious!
- 60. An in-depth process MikeKing Content Audit Template
- 61. Calculating content ROI Content ROI Calculator
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- 64. A simplified butvaluable approach
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- 67. Moz Content topics data
- 68. Moz Content’s ContentSearch
- 69. Moz Content’s ContentSearch
- 70. # 3 —Making Content Loyalty Work For Your Brand
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- 76. There is nosuch thing as can’t!
- 77. Tools • Open Site Explorer • BuzzSumo • Moz Content • Keyword Explorer
- 78. Ronell SmithRonell Smith ronell.smith@moz.com|@ronellsmith THANK YOU